Gm&U

Source: Myers Brigg’s Personality Types and insights from prizm.com Target Market Objective: Determine Segmentation Variables Top 20 U.S. Markets GM & Marketing Challenge Total: 32,704,061 Segmented Market: 4,905,609 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],City State Population New York NY 8,363,710 Los Angeles CA 3,833,995 Chicago IL 2,853,114 Houston TX 2,242,193 Phoenix AZ 1,567,924 Philadelphia PN 1,447,395 San Antonio TX 1,351,305 Dallas TX 1,279,910 San Diego CA 1,279,329 San Jose CA 948,279 Detroit MI 912,062 San Francisco CA 808,976 Jacksonville FL 807,815 Indianapolis IN 798,382 Austin TX 757,688 Columbus OH 754,885 Fort Worth TX 703,073 Charlotte NC 687,456 Memphis TN 669,651 Baltimore MD 636,919

Primary Research Objective: Gather Key Insights on Car Buying Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Incentives: Low APR Type: Sedan 66% own a vehicle 60% would spend between 15 to 20 K 55% will purchase vehicle within 1-2 years Survey Methodology

Primary Research Objective: Determine Car Buying Process Key Insights * UIC GM&U Survey Results ,[object Object],[object Object],[object Object],[object Object],Key Findings

Primary Research Objective: Determine Car Buying Process Key Insights * UIC GM&U Survey Results ,[object Object],[object Object],[object Object],Key Findings

Primary Research Objective: Determine Perceptions of GM Key Insights ,[object Object],[object Object],[object Object],* UIC GM&U Survey Results

Primary Research Objective: Identify Media Habits and Key Insights Focus Group ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Insights ,[object Object],[object Object],[object Object],“ We own the Honda store across the street. They actually had to come over here and get some of our furniture for their service department waiting room because there is such a big crowd over there waiting to get their Honda's fixed compared to General Motors. Our warranty claims and our cars in our service department has actually gone down because the GM product just doesn’t break.“ Richard Head- General Manager of Community GMC Orland Park, Illinois Focus Group Click for video

Secondary Research Objective: Utilize Research for Positioning Strategy Google Insight

Creative Brief Objective : Develop an Innovative IMC Plan IMC Strategy

Campaign Strategy Marketing Challenge Overview Objective: Utilize Multiple Vehicles for Campaign Launch Total Cost: $ 1,500,000 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Online Marketing Objective: Increase On-line Media Click Throughs Social Networking Web Site Rankings Google 1 Facebook 2 Yahoo 3 You Tube 4 MySpace 11 Twitter 13 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],alexa.com -source

Total Cost: $160,000 Budget 240,000 clicks x $0.30 = $72,000 176,000 clicks x $0.50 = + $88,000 $160,000 Impressions Google Adwords 500,000 Social Media + 40,000 540,000 Pay-Per-Click Marketing Digital Marketing Objective: Increase Site Traffic on www.gmcollegediscount.com Impressions 540,000+ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Social Media Ads/Banner Ads Targeted Websites ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Pay-Per-Click ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Recommendation: Hire an SEO Expert Web Site Rankings Google 1 Yahoo 3 Bing 22 Objective: Increase On-line Media Click Throughs Get More Google… Get More Traffic! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Search Engine Optimization Digital Marketing ,[object Object],[object Object],Total Cost: $30,000

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Close to 50 % of our video views were viral Total Cost: Free Viral Marketing Digital Marketing Objective: Increase Site Traffic on www.gmcollegediscount.com ,[object Object],[object Object],Click to Play Our Video

Total Cost: FREE Website Creation & Blogging Digital Marketing Objective: Increase Site Traffic on www.gmcollegediscount.com Click to view www.GetMoreU.com ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Public Relations Objective: Increase Online Media Click Throughs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Media Kit Total Cost: Free

Public Relations Objective: Increase Show Room Traffic Estimated Impressions of UIC Prototype Campaign Estimated Impressions of the Campaign Chicago Media Publicity Total Impressions: 2,374,500 Media # of Impressions UIC Announce/Calendar 2,000 CBA Listserv 7,500 CBA Homepage 5,000 UIC Massmail 37,000 Chicago Flame Newspaper 18,000 UIC Radio 5,000 Total 74,500 Media # of Impressions Chicago Tribune 1.1 million Chicago Sun Times 750,000 ABC News 250,000 NBC News 200,000 Total 2,300,000 Spanish Press Releases *Double click on a press release to get a full view English Press Releases *Double click on a press release to get a full view

Public Relations Objective: Generate www.gmcollegediscount.com Traffic Total Cost: Free Actual Media Coverage ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Total Cost: $100,000 Events & Promotions Objective: Increase Site Traffic on www.gmcollegediscount.com Sponsorship Marketing Critical ad placement demonstrated ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

$3000/school x 55 schools Total Cost: $165,000 GM College Takeover Week Events & Promotions Objective: Increase Number of Registration and Authorization Requests ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Objectives ,[object Object],[object Object],[object Object],[object Object],Incentives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Event Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],Week-long Awareness- Mon-Fri

Total Exposures: 16,500,000 : Events & Promotions Objective: Increase Number of Registration and Authorization Requests GM Campus Takeover Estimated Impressions of UIC Prototype Campaign Location # of Posters Impressions per 30 Minutes Impressions per Day BSB Entrance 3 180 2,880 BSB Cafeteria 3 75 1,200 Burnham Hall Entrance 2 53 848 CCC Bulletin 1 4 180 2,880 CCC Entrance 4 380 6,080 Inner Circle 4 230 3,680 6 Lecture Centers 4 per lec. center 2575 35,104 JST 4 100 1,600 Gym East 2 90 1,440 Total 50 3,863 55,712 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],GM Campus Takeover Awareness Expectations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Implementing the Campus Takeover

Events & Promotions Objective: Increase Number of Registration and Authorization Requests Estimated Impressions of UIC Prototype Campaign Total Impressions: 596,210 GM Campus Takeover Media # of Impressions UIC Announce/Calendar 2,000 CBA Listserv 7,500 CBA Homepage 5,000 UIC Massmail 37,000 Chicago Flame Newspaper 18,000 TOTAL 69,500 Location Impression per 30 minutes Total Impressions Lunch Room Projector 250 20,000 Campus T.V. 500 40,000 Information Booths 300 19,200 Campus Posters 3,482 278,560 Banner 1,000 112,000 Charity Exposure 300 3,000 Facebook User 50,000 Facebook Event Invites 1,600 Myspace 350 Postcards 2,000 TOTAL 526,710 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Prototype at UIC ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],GM Campus Takeover Expectations

Events & Promotions Objective: Increase Number of Registration and Authorization Requests Co-Branding with Subway Big 12 Location # of Undergrads # of Subways University of Texas Austin, TX 49,696 61 Texas A&M University Texas Station, TX 48,039 10 University of Missouri Columbia, MO 30,831 14 University of Colorado Boulder, CO 30,128 10 Texas Tech University Lubbock, TX 30,049 16 University of Kansas Lawrence, KS 30,004 7 University of Oklahoma Norman, OK 29,721 10 Iowa State University Ames, IA 27,945 7 Kansas State University Manhattan, KS 23,581 6 University of Nebraska Lincoln, NE 23,573 21 Oklahoma State University Stillwater, OK 23,307 8 Baylor University Waco, TX 13,886 9 Pac 10 Location # of Undergrads # of Subways Arizona State University Tempe, AZ 64,394 15 University of Washington Seattle, WA 42,708 61 University of Arizona Tucson, AZ 38,800 48 University of California - LA Los Angeles, CA 38,000 121 University of California Berkeley, CA 35,409 5 University of South California Los Angeles, CA 32,160 121 Washington State University Pullman, WA 25,135 2 University of Oregon Eugene, OR 20,393 14 Oregon State University Corvallis, OR 20,320 4 Stanford University Stanford, CA 14,945 1 ,[object Object],[object Object],Total Subways Participating: 2280 Big 10 Location # of Undergrads # of Subways Ohio State University Columbus, OH 39,209 64 University of Minnesota Minneapolis, MN 38,645 26 Pennsylvania State University State College, PA 36,612 7 Michigan State University East Lansing, MI 36,072 4 Purdue West Lafayette, IN 31,290 9 University of Illinois Champaign, IL 30,895 16 Indiana University Bloomington, IN 30,394 11 University of Wisconsin Madison, WI 28,999 25 University of Michigan Ann Arbor, MI 26,083 10 University of Iowa Iowa City, IA 20,907 4 Northwestern University Evanston, IL 8,284 9 SEC Location # of Undergrads # of Subways University of Florida Gainesville, FL 51,913 16 University of Georgia Athens, GA 33,831 9 Louisiana State University Baton Rouge, LA 33,587 49 University of Alabama Tuscaloosa, AL 28,807 9 University of South Carolina Columbia, SC 27,272 30 University of Kentucky Lexington, KY 27,209 33 University of Tennessee Knoxville, TN 26,400 37 Auburn University Auburn, AL 24,137 5 University of Arkansas Fayetteville, AR 19,000 7 Mississippi State University Starkville, MS 18,601 3 University of Mississippi Oxford, MS 17,323 3 Vanderbilt University Nashville, TN 11,607 53

Events & Promotions Objective: Increase Number of Registration and Authorization Requests Tailgating Experience Total Cost:$165,000 Department Estimated Cost % Car Rental $150.00 5% GM&U T-Shirt Giveaways $250.00 8% Promotional Giveaways $300.00 10% AMA Sign-ups Bonus (500 signups) $500.00 17% $500 Up-front AMA Donation for Participation $500.00 17% $2 Six-Inch Subways (400 subs) $1,300.00 43% Per School Total $3,000.00 100% Total cost for 55 Schools $165,000 100% ,[object Object],[object Object],[object Object],[object Object],[object Object],Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],- Baseball bat spin - GM&U T-Shirts - Gas Cards - Gift Card - Donation - Coolers

South Totals Undergrads: 345,090 Subways: 472 AMA Chapters:16 North East Totals Undergrads: 111,159 Subways:415 AMA Chapters:6 Midwest Totals Undergrads: 304,664 Subways: 682 AMA Chapters:14 West Coast Totals Undergrads: 291,551 Subways: 711 AMA Chapters:11 Events & Promotions Objective: Increase Number of Registration and Authorization Requests Total Undergrads: 1,052,464 Subways: 2280 AMA Chapters:47 AMA & Subway Sponsorship

This offer only applies to current college students and recent grads Students must register with their school email to be able to participate in the video challenge Total Cost: $18,000 AMA Partnership Video Challenge Objective: Generate www.gmcollegediscount.com Traffic Objectives Create a video between 1-2 minutes long Show the viewer how the GM College Discount can help you purchase a new GM car How will your new GM car help you succeed after college and in the workforce? Video Challenge with AMA ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],Sponsor National Conference AMA International Collegiate Conference 2009 New Orleans AMA Conference Sponsorship Objective: Increase Number of Registration and Authorization Requests Direct Mail Total Cost: $50,000 Four Regions & Chapters West: Thirteen states 41 collegiate Chapters Arizona (3), Arkansas (2), California(16), Colorado(3), Hawaii(2), Idaho(3), New Mexico(1), Nevada(2), Oklahoma(2), Oregon(3), Utah(1), Washington(2), Wyoming(1) Midwest : Eleven States 76 chapters Iowa(4), Illinois(16), Indiana(3), Kansas(2), Kentucky(2), Michigan(12), Minnesota(6), Missouri(7), Nebraska(4), Ohio(12), Wisconsin(8) South: Eleven states 77 chapters Alabama(3), Florida(7), Georgia(9), Louisiana(7), Mississippi(3), North Carolina (8), Puerto Rico(3), South Carolina(2), Tennessee(5), Texas(25), Virginia(5) North East : Twelve states 75 chapters Connecticut(4), D.C.(1), Delaware(2), Massachusetts(8), Maryland(7), Maine(1), New Hampshire (1), New Jersey4), New York(21), Pennsylvania(21), Rhode Island(4), Vermont(1) Through Direct Mail and Partnership with AMA, GM & U can send post cards to over 40,000 AMA members Test drive contest: Giving away a free GM vehicle to one lucky person who enters a national raffle after test driving at their local dealership Encourage those who receive post card to register at GetMoreYou.com with prizes being given away for registered members

Events & Promotions Total Cost: $45,000 ,[object Object],[object Object],[object Object],[object Object],[object Object],Auto Show Objective: Increase Showroom Traffic ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Breakdown of 4 Conferences and Participating Cities Location # of Attendees Dates Cost New York, NY 14.2 million April 2-11 $15,000 Chicago, IL 5.5 million Feb 12-21 $15,000 Detroit, MI 650,517 Jan 11-24, Jan 2 $15,000

Events & Promotions Objective: Increase Number of Registration and Authorization Requests ,[object Object],[object Object],[object Object],[object Object],Total Cost: $330,000 GM Concert Series ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Rewarded Tiers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Reward Distribution Kid Cudi - $20,000 Chevelle - $30,000 Ashanti - $40,000 Lupe - $60,000 Ludacris - $70,000 T.I. - $80,000 50 Cent - $100,000 Kings of Leon - $100,000 Possible Artists and Cost

Nationwide Career Fair Calendar $500/school x 55 schools Total Cost: $27,500 Events & Promotions Objective: Increase Number of Registration and Authorization Requests ,[object Object],[object Object],[object Object],[object Object],[object Object],Career Fair Midwest Kansas City, MO 12/02 TBD Minneapolis, MN 12/10 Hyatt Regency Minneapolis St. Louis, MO 12/04 Sheraton St Louis City Center Hotel & Suites South Charlotte, NC 10/20 Great Wolf Lodge, Concord Fort Lauderdale, FL 11/05 Hilton Fort Lauderdale Marina Southwest Dallas/Fort Worth, TX 10/27 Westin Park Central Denver, CO 10/16 Grand Hyatt Denver Downtown Houston, TX 10/28 Westin Oaks Phoenix, AZ 10/14 Sheraton Phoenix Downtown West Coast Anaheim/Irvine, CA 10/06 Hilton Anaheim San Francisco, CA 10/08 Hyatt Regency San Francisco Northwest Portland, OR 10/22 Embassy Suites Seattle, WA 10/21 Sheraton Seattle Chicago Hires - www.chicagohires.com Chicago West 10/29/09 Marriot Oak Brook Chicago Northwest 11/18/09 Holiday Inn Rolling Meadows Chicago West 01/28/2010 Marriot Oak Brook Chicago Northwest 02/17/2010 Holiday Inn Rolling Meadows East Coast New York City, NY 10/22 Embassy Suites Pittsburgh, PA 10/21 Sheraton

Events & Promotions Objective: Increase Showroom Traffic Total Cost: $75,000 “ GM Gone Wild” GM Gone Wild Expense Budget Advertising $7,500 Overseas Vacation 45 x $1000 vacations $45,000 U.S. Vacation 45 x $500 Vacations $22,500 Total Projected Budget $75000 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Campaign Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Campaign Expectations ,[object Object],[object Object],[object Object],[object Object],[object Object],Campaign Strategy

“ Key To Success” Objective: Increase Showroom Traffic Event Marketing Total Cost: $139,055 “ Key To Success” Budget Collateral 100,000 Keys X $0.50 $50,000 Chevy Malibu Chevy Impala Chevy Siverado Chevy Equinox $23,350 $23,890 $19,375 $22,440 $89,055 Total Campaign Budget $139,055 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Campaign Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Campaign Strategy

City Commuting Objective: Generate site traffic on www.gmcollegediscount.com Total Cost: $285,000 City Commuting Advertising

Advertising Traditional Media Exposure Objective: Generate site traffic on www.gmcollegediscount.com

Budget Year long calendar of Career Fair events must generate awareness of GM vehicles under $30,000 due to key research findings At least a __% increase in sales for GM vehicles “ GM Campus Awareness” prototype recruiting event emphasizes website usage and test drives of GM vehicles Website traffic determined by: projected number of clicks registration and authorization number requests Allocation of 1.5MM IMC Budget Allocation *Budget allocation is based upon primary market research at UIC Total Campaign Impressions:51,759,464 Objective: Maximize ROI ,[object Object],[object Object],[object Object],[object Object],[object Object],Success Factors Key Performance Metrics Website Number of impressions total market exposed to our campaign market penetration percentages Success Factors

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