As part of my senior capstone marketing class, the class was tasked with providing marketing solutions for 6 provided cases. One case was to develop a plan for the Ford Fiesta when it was first introduced to the United States in 2009. I created the provided presentation that details my team's plan.
4. Situation Analysis
Ford Fiesta Movement
We promoted the new Fiesta model by selecting 100
social agents to show off the Fiesta through promotion on
social media networks.
11. Can this work for other models?
Right now, social media users are young. For Ford
car models targeting an older demographic, a
social media campaign would miss its audience.
12. Can this work for other models?
It depends on the growth of social media over
time and the demographic using it.
20. Strategy
Part 1: Test Drive & Pre-Sale Event
Timeframe:
Weekends in May
Locations:
Major cities across the
SE, SW, Central, NE &
NW United States
Agents:
Top regional agents
with successful content
go to events in their
region
21. Strategy
Part 2: Digital Marketing
Agent of the Month Campaign:
Timeframe: January - June
Social Networks: YouTube,
Facebook, & Twitter
Components: Weekly clips from
agent interviews for Agent of the
Month, comments about favorite
car features & funny stories.
Weekly Bloopers from Original
Campaign:
Timeframe: January – June
Social Networks: YouTube,
Facebook, Twitter
Promotional Status Updates:
Timeframe: April – May
Social Networks: Facebook,
Twitter
Component: Ford & social
agents post about pre-sale
Event
22. Strategy
Part 3: Traditional Media
TV Commercial:
Timeframe: January - June
Objective: Emphasize overall cost
and safety features, appeal to
Parents/Decision makers.
Promotional TV Commercial:
Timeframe: April - May
Objective: Test drive and pre-sale
event commercial. Appeals to
parents/decision makers.
23. Jan. ‘10 Feb. ‘10 March ‘10 April ‘10 May ‘10 June ‘10
A.O.T.M
Bloopers
TV1
A.O.T.M
Bloopers
TV1
A.O.T.M
Bloopers
TV1
A.O.T.M
Bloopers
P.S.
TV1/TV2
A.O.T.M
Bloopers
P.S.
TV1/TV2
TD & PS
A.O.T.M
Bloopers
P.S.
TV1/TV2
A.O.T.M = Agent of the month campaign
TV1 = Car - Focused Commercial
Bloopers = Weekly Blooper Clips
P.S. = Promotional Status Updates
TD & PS = Test Drive & Presale
TV2 = Test Drive & Pre-Sale Commercial
Timeline Overview