GM IMC Campaign-Universityof Michigan Dearborn Top Submission
33
MANNJ PARAMOUNT Introducing… IMC Campaign
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Transcript of GM IMC Campaign-Universityof Michigan Dearborn Top Submission
MANNJ PARAMOUNT Introducing…
IMC Campaign
Mission
Introduce college students to GM college discount program incentives,
and maintain them as brand loyal consumers for the future
Creative Brief
Our Target Market
Age: 18-24
Socially Connected
Active
Tech Savvy
CompetitiveBold Ambitious
CommittedFeisty
Market Research
“Booked my NYC Flight” Welcome to
my busy lifestyle…
- Gen Y
“Don’t even bother getting a hold of me, I’ll be tailgating”
“I do it all”
“I’m feeling artsy, I’m feeling the DIA”
“Just registered in the Chicago Triathlon”
“Finally get to go to Bikram yoga”
“Hit the books, finish up my paper, out for dinner, drinks and dancing… AYO”
“I wish there was 35 hours in a day, there’s too many things to do”
“I want to eventually start my own company and be a boss lady”
90% use the internet to conduct research - Lifestyle research, according
to Facebook & Surveys
“C’mon fantasy football teams!”
“Someone has tickets to Lollapalooza, that someone is me!!!!”
“I’m a Cadillac CTS.”
U can B a GM 2.Find out what you can be @ GMCollegeDiscount.com
Media Strategy
Internet
Sites: Facebook Twitter Myspace Woodward Dream Cruise GM
Media Strategy
Events Auto Shows Tailgating
Advertise in previews Campus Auto Shows
Sponsorships Dream Cruise
Other Billboards Music Events Textbook
Inserts
Events & Sponsorships
Auto ShowsDetroit
Jan. 11-242010
Los AngelesNov. 19-28
2010
Vast Exposure1.2M in New York, 2008650K in Detroit, 2009
Minimal CostUse current GM booth location
ActivitiesYoung brand representative, informational brochures. Interactive computer access to build cars and receive quote with college discountincluded.
ChicagoFeb. 10-21
2010
New YorkApril 2-11
2010
Los AngelesNov. 19-28
2010
Coming To A College Near You
Campus Auto ShowGM
College Discount Pricing Incentives
Michigan State U of M Ohio State Northwestern Purdue Florida New York
University UCLA Yale Notre Dame
Texas USC Penn State Alabama Stanford Iowa LSU Harvard Princeton Columbia
Brochures Test Drive Chotchkes Corporate Sponsors
BeveragesCADILLAC CTS CHEVROLET MALIBU
CHEVROLET CAMARO
U of MCAMPUS
April 13, 2010
Billboards
U can B a GM 2.Find out what you can be @ GMCollegeDiscount.com
“I’m a Chevy Cobalt.”
In-Theater Commercials
Pirates of the Caribbean 4 - Spring 2010
Green Zone - March 2010 A Nightmare on Elm Street -
April 2010 Iron Man 2 - May 2010 The A-Team - June 2010 Twilight: Eclipse - June 2010 The Other Guys - August 2010 Saw 7 - October 2010 The Hangover 2- 2011
Attentive audience, large screen, repeat showings. About 3,000 viewers a day at a typical US theater.
Get your discount today online at
www.GMcollegediscount.com
Woodward Dream Cruise August 21, 2010 Business Sponsorship
Website presence Millions of views annually
Woodward Newspaper 150,000+ views
Dream Cruise Map 100,000+ views
Onsite demo booths Information about program Live entertainment for attention grabbing
Tailgating Events Michigan Notre Dame Ohio State Michigan State Northwestern Purdue Florida
Texas USC Penn State Alabama Cincinnati Iowa LSU
Activities:Grilling
BeveragesTelevision
Car displays
Other
Textbook Inserts
gmcollegediscount.com
U Can B a GM Michigan State
U of M Ohio State Northwester
n Purdue Florida NYU UCLA Yale Notre Dame
Texas USC Penn State Alabama Stanford Iowa LSU Harvard Princeton Columbia
Chevy offers more fuel efficient models than Honda and Toyota…. Its about time everybody knows
it…
August 6-8, 2010
Grant Park, Chicago
2009 Reach: 160,000
July 4th Weekend
Rothbury, MI
2009 Reach: Approx 34,000
Green and in the Scene
DemographicsoAge: 50% 18-34oCollege Grads &
graduates: 64%
GM in the Green Scene
Sponsor a stageFor a Chevy Malibu
Giveaway
BoothsLocation:
Green Street
BE BOLD
Hybrid Test Drive
Internet
Search Engine Optimization Improve search results through natural
methods. Page links from www.gm.com Submitting indexed pages to online
directories.
By 2010 Gen Y will outnumber Baby Boomers…
96% of them have joined a
social network
Social Networking
Alexa Traffic Rank: 2 US Traffic Rank: 3 Sites Linking In:
389,455 More than 300
million active users. More than 10 million
users become fans of Pages each day.
http://facebook.com/pages/GM-U-College-Discount/305114920429
Alexa Traffic Rank: 13
US Traffic Rank: 13 Sites Linking In:
290,529 Twitter had a monthly
growth of 1,382 percent in February.
http://twitter.com/mannjparamount
MySpace
Alexa Traffic Rank: 11
US Traffic Rank: 5 Sites Linking In:
362,076 Over 100 million
existing accounts.
http://myspace.com/mannjparamount
GM MUST TAKE ADVANTAGE OF THESE MEDIA OUTLETS AND TARGET CUSTOMERS
CREATIVELY.
Budget Allocation
15%
10%
3%
10%30%
20%
10%3%
BudgetTheater 1.5% Campus Auto Shows 10%Dream Cruise 2.5% Auto Shows 10%Tailgating 30% Music Events 20%Billboards 10% Book Inserts 2.5%
U can B a GM 2.Find out what you can be @ GMCollegeDiscount.com
