Making it ILX
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Making it
______ . ILXPresented
By:
1
.2.
3.
Our second objective was to engage with the student body
with fun and innovative events. By doing this, our goal was
to create a youthful and positive perception of the Acura
brand.
Our third objective was to educate Johns Hopkins students,
alumni, and parents about the 2017 Acura ILX’s cutting
edge features in order to raise understanding of the car as
a precision crafted performance vehicle.
Executive
Sum
mary
Our first objective was to create a viral social media
presence in order to build excitement about the 2017 Acura
ILX, and subsequently increase purchase consideration.
Our Objectives
Primary Target Audience The Johns Hopkins Student
Psychographics:
Population: Total Arts &
Sciences
Enrollment:
Total Engineering
Enrollment:The Young Professional
97% of JHU
students have had
pre- professional
experiences
Tech-savvy:
1,807 enrolled in
Whiting School
of Engineering
Have not yet
developed strong
car-specific brand
affiliations
Forward Thinking:
Anticipates a higher-end
lifestyle due to caliber of
education at JHU
Socially and
environmentally
conscious
Demographics:
Millennials aged 18-23
51% Males | 49% Female
Household Income 75K+
Geography | Urban/City
According to JHU
Office of Registrar
According to JHU Office of Registrar and
the pre-campaign survey
Pre
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3,578
1,807
https://apply.jhu.edu/discover/by-the-numbers/
http://web.jhu.edu/registrar/reports/Reports_2016_2017/Zanvyl_Krieger_School_of_Arts_Sciences_FL16.pdf
http://web.jhu.edu/registrar/reports/Reports_2016_2017/GWC%20Whiting%20School%20of%20Engineering_FL16.pdf
Secondary
Target Audience Johns Hopkins Alumni
Tertiary
Target Audience Parents of Undergraduates
JHU AlumniParents
Strategy:
Because both our secondary and our tertiary markets are geographically dispersed, we relied on our
social media and PR efforts to make an impact on these targets.
42% said that their first step in the
decision-making purchasing process
involves asking their parents for advice.
48% of students surveyed expect
parental support upon graduation.
Annual Income of
$75,000.
Annual Income of
$90,000.
Live in urban areas
around the country.
45%
37%
79%
Pre
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Pre-Campaign Survey Making it Factual
Survey Demographics401 Respondents
58%
42%
20%
50%
20%
32%
29%
17% 21%
Gender
FemaleMale
Anticipated
Professional Fields
MedicineEngineeringBusiness or
FinanceOther
Anticipated
Graduating Salaries
Below $50,000$50,000-$69,999$70,000-$89,999
Did not disclose
Only 9% of the surveyed population
knew of the 2017 Acura ILX, and only
4% would consider purchasing it.
When asked what car features they
would most like to see highlighted in
advertisements, 49% said safety
features or ratings, 45% said miles
per gallon, and 40% said technology.
55% said that their definition of a
performance vehicle most closely
aligned with an SUV, indicating that
people on campus were unclear as to
what a performance vehicle is.
52% of respondents said that
Facebook was their most frequented
social media platform, followed by
Snapchat, then Instagram.
10%
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When asked to select which types of
advertisements were most interesting,
humorous (57%) and informative
(55%) ads were the top ones chosen.
Focus Group and
In-Depth Interviews Making It Personal
In-Depth Interviews:
o Conducted twelve IDIs with 10 undergraduate and 2 graduate students
Focus Group:
o Conducted a focus group with 11 JHU students at Observation Baltimore
Highlights:
o Participants were aware of the Acura brand, but could not identify any
distinguishing qualities of the 2017 Acura ILX
o Participants thought a car and its brand were “cool” if the aesthetics were
sleek, professional, and sporty
o Many participants said that they could envision anyone driving the 2017
Acura ILX due to its versatility
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http://www.observationbaltimore.com/about-us-baltimore-maryland-paid-focus-group-baltimore-md.php
Slogan:
“Making it ___.”
Our slogan highlights the 2017
Acura ILX’s versatility.
Campaign Message:
The 2017 Acura ILX is an
affordable performance vehicle offering
a precision-crafted driving experience.
Built for young professionals, it features
top safety ratings with innovative
technology and intricate design.
Theme:
The 2017 Acura ILX is the
tech-savvy car crafted for
the aspiring professional.
Our Campaign Message and Slogan Making it Catchy
Imp
lem
enta
tion
o Facebook was our most successful social media platform. Facebook
Our entire agency changed
their Facebook profiles to one
of the three images above, a
tactic which alone gave us
2,000 estimated impressions!
Analytics Imp
lem
enta
tion
Followers: 339
Total Post
Engagements: 16,130
Total Page Reach: 30,161
Social Media Strategy#MakingitILX
Social Media Strategy#makingitILX
Imp
lem
enta
tion
InstagramFollowers: 140
Most Likes 41
On a Post:
Snapchat2,058 Impressions
Followers: 31
Making it Through the Night Impressions: 275
Making It Sweet: 1,783
2,870 Impressions
Hopkins Sponsored Media: National Coverage:
Center for Leadership
and Education Website
Media CoverageMaking it to the Headlines
Our PR team sent out three press
releases to campus, local and national
media outlets.
Imp
lem
enta
tion
Estimated
Impressions: 8,400
The JHU
News-Letter
Her
Campus
The HUB
Estimated
Impressions: 280
Estimated
Impressions: 55,000 Estimated
Impressions:
13,000
Buzzfeed
Chamber of Commerce
MassLive/LinkedIn
Impressions:
122
Impressions:
20,000
22,941,576Impressions
Value Added:
$100,000
Impressions:
22.7 MillionValue Added:
$1,278
Value Added:
$10,000
Value Added:
$200
Online & Print
Parent Outreach
on Facebook:
Imp
lem
enta
tion Parent Outreach
Making it Home
3,724
Impressions
3,724 Impressions
Campaign Websitehttp://makingitilx.com/
Our website, which we built from scratch,
offers a sleek, educational platform that
mirrors Honda’s professionalism and
interest in social responsibility. 68% of users were between
the ages of 18-24. 18%
were between the ages of
25-45. 14% were between
the ages of 45-65.
Our website features a
custom quiz that pairs the
consumer’s personality
with their dream 2017
Acura ILX package.
Total Website Views: 2,363
Total Users: 341
Imp
lem
enta
tion
The top 3 most visited
pages on the website aside
from the main page were
About Us, Press, and
Gallery in descending order.
The Videos Making it Viral
We created three videos meant to capture the Acura’s multifaceted personality. We used Facebook to promote our videos. Check them out via links below:
Making it Progressive Making it ExtraordinaryMaking it Safe
Tag line: The 2017 Acura ILX,
Making It Progressive, time and time
again.
Tag line: Even in an extraordinary
world, the 2017 Acura ILX stands out.
Total Views: 428 Total Views: 1,478Total Views: 4,270
Viral
Imp
lem
enta
tion
Total Video Views: 6,176
Event
Tactics
Banner
Keychain
s
Pens
Estimated
Impressions: 8,000
Total Purchased: 350
Estimated
Impressions: 750
Total Purchased:
350
Estimated
Impressions: 1,050
T-shirts
Total Purchased: 29
Estimated
Impressions:11,000
Imp
lem
enta
tion
Flyer StrategyMaking it In Hand
The Goal: Our flyers are carefully designed to be informative, bold, and innovative.
The Distribution: We hung flyers in popular areas around campus and handed
them out at events, where we had the opportunity to engage in conversation about the
flyers and the 2017 Acura ILX itself.
Making it Simple
Estimated Impressions: 150
All Events Flyer
Estimated Impressions: 3,500
Making it Yourself
Estimated Impressions: 150
Making it Efficient
Estimated Impressions: 3,600
Imp
lem
enta
tion
Events Strategy
Brand-Building Events focused on engaging with the entire student body in order to generate
buzz about the 2017 Acura ILX as a fun and youthful brand.
Pre-Professional Events focused on building a dialogue with students who fall in line with our
pre-professional target audience.
At our Magnetic Events, the 2017 Acura ILX was present in order to raise purchase
consideration through interaction with the car. The car acted like a magnet, drawing students
from all over campus to check out our event.
10/24 10/26 10/29 11/1 11/5 11/9 11/10
Making it
Your Own
Making it
Professional
Making it to
the Game
Making it in
the Real
World
Making it
Glow
Making it Through
the Night
Making it
Sweet
Imp
lem
enta
tion
Making it Interactive
Making it Engaging Brand-Building Events
Making it Through the Night Making it Glow
We designed three brand-building events with the goal to raise consumer awareness and perception of the 2017 Acura ILX.
Impressions:
130
Interactions: 27
Impressions: 360
Interactions: 215
Impressions:
530
Interactions:
230
Making it Your Own
Imp
lem
enta
tion
Making it Informative Pre-Professional Events
Making it in the Real
World
Making it Professional
Our pre-professional building events were designed to
exclusively attract our pre-professional target market. These
events were sponsored by the JHU Career Center, so we
benefited from their advertising efforts.
Impressions: 62
Interactions: 22
Impressions: 80
Interactions: 65
Imp
lem
enta
tion
Making it On Campus Car Interaction Events
Making it to the
GameMaking it
Sweet
Contests
Two of our campus events featured interaction with the 2017
Acura ILX, courtesy of Frankel Acura. Students were drawn to
the car and were excited to engage with our team.
Impressions: 378
Interactions: 85
Impressions: 2,072
Interactions: 653
o Gift card scavenger hunt
inside the car
o Guess how many soccer
balls can fit inside the trunk
Imp
lem
enta
tion
Guerilla Tactics Making It Unexpected
o Projection of campaign
slogan on campus
o Impressions: 555
o 1,000 stickers on coffee
sleeves at the most
popular café on
campus
o Impressions: 3,000
o Painted mural board in a
heavily trafficked area of
campus.
o Impressions: 600
Strategy: We planned three guerilla tactics that
were purposefully left unadvertised. We wanted
these events to be surprising and innovative.
Imp
lem
enta
tion
Event Feedback CardsIm
ple
menta
tion
How much did the event
change their awareness of
the Acura brand on scale of
1-5?
44%
32%
Raised Awareness Significantly
Raised Awareness Moderately
Most Interesting Aspect of Events
Information
Given by Students
Food
Provided
39%
27%
Without-Car Event Survey Cards: 226
With-Car Event Survey Cards: 209
Most Interesting Aspect of Events
Activity Happening
at the Event
Demonstration of
Car Features
26%
24%
How much did the event
change their awareness of
the Acura brand on scale of
1-5?
26%
44%
Raised Awareness Significantly
Raised Awareness Moderately
said they would consider
purchasing the 2017 Acura ILX.86%
said they would consider
purchasing the 2017 Acura ILX.79%
Analytics
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Total Reach:
30,827
Top
Post
Followers:
339
Post Engagement:
16,130
Total Video Views:
6,176
Most Likes in a Day:
57 likes on October 26th
Profile Picture Impressions: 2,000
Snapchat and Instagram AnalyticsP
ost-
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SnapchatFollowers: 31
Making it Through
the Night Geofilter
Impressions:
Making It
Sweet Geofilter
Impressions:
InstagramFollowers: 140
Most Likes
on a Post:
275
1,783
41
Post-Campaign SurveyPrimary Target Market
Our post-campaign survey of current students was emailed to all of the
same groups as the pre-campaign survey. Highlights from the 181
respondents are below.
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The 2017 Acura ILX
said they were aware
of our “Making it” campaign. 82%
of the survey participants
attended at least one event.46% attended more than one event. 22%
Most
Interesting
Features:
The Young
Professional
Gas Mileage
Safety
Features
Performance
Features
39%
said that they believed that the 2017 Acura ILX is a
performance vehicle. 77%
said that their perception of the Acura brand has
improved. 54% Agreed (4) or Strongly Agreed (5) that they “would consider
purchasing the 2017 Acura ILX for their next vehicle.”33%
36%
35%
Post-Campaign SurveySecondary Target Market
Our post-campaign survey of JHU alumni was emailed to 18 alumni
of all majors and career paths, ages 22-26, with a 38.9% response rate.
Highlights from the alumni respondents are below.
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The 2017 Acura ILX
said they were made aware
of our “Making it” campaign
primarily through Facebook.
57
%
have an income of $70,000
or above.
43
%
Most
Interesting
Features:
Safety
Features
Gas Mileage
57%
said that they are currently working in higher education or
marketing/advertising. 71%
Would consider purchasing a performance vehicle for
their next vehicle.86%
43%JHU Alumni
said that they are currently residing in an urban area. 86%
Pre-campaign Post-campaign
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Pre- and Post-Campaign Word Association
DECENT
Return on InvestmentP
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Added Value x 100
Total Used Budget
11,523 Impressions
Per Dollar Spent
=
5695%
Donations:
$1,902.14
Total Used Budget:
$1,991.98
29%
11%
33%
21%
Giveaways$584.54
Giftcards$213.85
3% | Social Media$69.96
Events$657.24
Advertising$416.39
3% | Printing $50.00
PR Earned
Media Value:
Budget Breakdown
$111,478.00
Overall
Campaign Reach
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Total
Impressions:
22,941,576
Gender
Distribution:
53% Women | 46% Men
Age
Distribution:
64% Ages 18-24
Geography:
13 Countries | 17 States
Socio- Economic
Status:
41% $75,000+
16% $90,000+
Ways
to Market
Millennials:ApexBlue Strategies’
Recommendations
First-Hand Participation:
o Millennials respond well to advertising tactics that involves them and their
participation
o i.e. uploading a personal photo for a social media contest
Simplicity is Key:
o A simple contest with easy instructions and minimal effort for contestants
o i.e. easy-to-use hashtags
o Creative contests with larger incentives that require elaborate effort tend
to draw fewer participants
Personalized Interactions:
o Millennials like to have their brand “personalized,” or catered to their
needs and lifestyle, rather than a blanket-statement advertisement
o Develop a separate Acura persona dedicated to interacting with
millennials
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