Chrysler aims to strengthen its brand by focusing on how its vehicles are part of customers' life stories, not making customers adapt to the brand. Its $134 million digital marketing strategy uses social media, internet, and mobile channels to engage consumers and communicate deals. The strategy seeks to increase social media engagement and website visits to show Chrysler steering consumers for their vehicle needs.

1. CHRYSLER
This is the Motor City.
And this is what we do.
By Cherie Dupure

2. Mission Statement
 “A company redefining the level of luxury that every American
deserves. The beating heart of a city in resurgence. Proving grounds
for the belief that hard work pays off.”
 THIS IS WHO WE ARE. THIS IS CHRYSLER

3. Goals
 Maintain and strengthen the brand name
 Despite the economy and setbacks, Chrysler is still committed to providing
consumers with quality cars from the Motor City area
 A car you can be proud to drive
 The current marketing plan is working to engage consumers and create a
positive brand image
 Maintain and strengthen current marketing plan
 Communicate care for consumers and their current lifestyles
 Examples of previous campaigns for this: “It’s Halftime in America” and
“Imported From Detroit”

4. Challenges
 Chrysler has competition both
local and abroad.
 Motor City competitors
include companies such as
Ford, GM and Chevrolet
 Abroad competitors exist from
imported vehicles
 The company needs to
improve their social media
platforms
 Make navigation clearer in
Twitter pages and YouTube
page

5. Theme
Chrysler is more than a vehicle, it’s a part of a person’s life story.
The company is invested in incorporating their consumer’s lives into what their
product stands for, NOT making the consumer alter to fit the brand.

6. Digital Marketing Strategy
 Social Media : Facebook, Twitter, Google+, YouTube
 Going to help keep the public informed of deals, special offers, and upcoming
events involving Chrysler
 Mobile Marketing: mobile web banners, web posters, ads on mobile games
and videos, and audio recordings set to play before telephone-based
services
 Set for high exposure without aggravating consumers
 Internet Marketing : online banners, Google AdWords ads, YouTube ads
 Designed to keep the public aware of the brand
 Chrysler internet marketing will be there to steer consumers to Chrysler for any
and all of their vehicle needs

7. Social Media
 Set to directly involve consumers and fans in the brand
 Twitter and Facebook will deal significantly with the general public
 Communication with consumers
 These pages will also reveal photos and details of soon to be released Chrysler
models
 YouTube
 Each video will be designed to attract a specific type of consumer
 Visual aspects keep consumers engaged in the brand
 Google+ will be a professional page to keep in contact with the more
business mediums
 Aimed toward Chrysler business relationships to discuss facts or events such as
car shows.

8. Promotions
 Discounts for those who’s
family currently or has
worked with Chrysler
 Military incentives
 Trade-in offers
 Special seasonal offers
 Ex. Fourth of July sales,
Christmas/New Year Sales

9. Metrics of Success
 Twitter “retweets” and “follows”
 Facebook “likes”, “shares”, and
“comments”
 YouTube views and “likes”
 Google Analytics to measure
website and social media page
visits

10. Chrysler in the Future
 The new digital marketing
strategy will have a budget of
$134 million
 Includes social media, internet
marketing, and mobile strategies
focusing on lives guided with
Chrysler at the wheel
 Digital Marketing: $120 million
 Measuring/tracking/Engaging:
$140K
 Timeline (Peak Season) – Aim for
the New Year timeframe, also
summer deals such as Fourth of
July