Marketing Strategy Meeting report book

1. Smartcomm experience excellence

2. Client objectives Promote awareness of a new full service Chevrolet dealership coming to Lakeland. Deliver a fresh and innovative marketing campaign to our target market which will generate excitement about the new ownership. Enhance Chevrolet’s Lakeland location credibility and reputation through association with the new Regal ownership. Subtle disassociation with the previous ownership through active promotion of the new ownership. Understand and compliment Regal Chevrolet’s current marketing initiatives for promoting the new location.

3. SMART COMM objectives Work together as a cohesive unit Use budget wisely to achieve goals and objectives Find sponsors to help promote the Regal Chevrolet location Identify events most attended by target market for promotion opportunities Ensure all team members get valuable experience for future endeavors

5. 2,185 full-time undergraduate students

6. Students from 41 different states and 31 different countries

7. Majority of target market between 18 and 22 years old

9. SWOT Analysis

10. Do you know that there is a Chevrolet Dealership in Lakeland, FL?

11. Have you heard of Regal Automotive or Regal car dealerships?

12. Do you know that Regal Automotive has recently opened a Chevrolet Dealership in Lakeland, FL?

13. Do you know where it is located?

14. How did you hear about Regal Chevrolet? Radio Newspaper Family/ Friends TV Commercial Internet Previous Customer Campus Other

15. What is most important to you when selecting a car dealership?

16. Regal Chevrolet is within 1 mile of Florida Southern College. How likely would you be to go there to get your car serviced?

17. Would you consider purchasing a Chevrolet vehicle?

18. How likely would you be to get your car serviced at an authorized new car dealership?

21. Campaign Slogan Making Connections… Evolved from Client’s desire to connect to customers and community Market research indicates that the Regal Brand needs a stronger connection to the Chevrolet dealership Awareness is all about a connection!

22. Campaign Strategy Achieve client’s goals and objectives within the campaign. Engage students through familiar organizations that encourage students to connect with Florida Southern College and the community. Create awareness of new location throughout campus events and by hosting an event on-site. Connect all events to the Casino Royale final event to generate anticipation and excitement Collect BRCs at all events, in exchange for Chevy Bucks that will be used at our Casino Royale event

23. Campaign Activities

24. Campaign Activities

25. Advertising Facebook Page T-shirts Koozies Direct mail into students mailboxes Banners Chalk Art

26. T-shirt

27. Public Relations Raise money through donations and our sponsors Personalized invitations and thank you letters Send press releases to local newspapers Creating a Facebook group Invitations to our final event in student mail boxes Receive interest of at least 60% of the companies solicited for a sponsorship or donations

28. Budget

30. Additional funds and donations from potential sponsors

33. Smartcomm experience excellence