Welcome To MSM

1. Welcome To MSM Marketing 481 Honors Promotions Management

2. Client Goals • “To create a grass-roots marketing campaign to increase excitement, want and desire of the Chevrolet Cobalt” • 250,000 Advertising Impressions • 100,000 Public Relations Impressions • 700 “Butts-in-Seats”

3. Research Public Relations Advertising Strategy Budget Summary Outline of Presentation

4. Research

5. Measure our target market’s impressions, perceptions, and opinions of the Cobalt Identify our target market’s interests, behaviors, needs, and desires towards vehicles Goals

6. Provide useful feedback from our target market Measure the effectiveness of our campaign Objectives

7. Deliver pre-event and post-event surveys to our target market Analyze and share results by comparing pre-event and post-event surveys Strategies and Tactics

8. Sample Size: 230 Blank Questionnaire Please see Campaign Proposal (pg 62-65) Questionnaire With Results Please see Campaign Proposal (pg 66-69) Survey

9. Graph

10. Graph

11. Graph

12. Graph

13. Name local Chevrolet dealer 75.7% of students could not recall Burns as their Rock Hill Chevrolet dealer Choice of dealership in Rock Hill 27.4% of students would most likely shop at Burns Chevrolet Statistics

14. Public Relations

15. Obtain 8 stories in various media Total Projected Impressions 191,000 impressions Obtain air time donated by a local TV or radio station Convince at least 5 media members to attend the event Objectives

16. Develop relationships with media contacts Assure media coverage before, during, and after the event Distribute media kit pre-event Strategies

17. Compiled Media Contact List Press Release # 1 Solicitation Letter Press Release # 2 Media Kits Event Press Release # 3 Timeline and Explanation

18. Advertising

19. Create buzz about the Chevrolet Cobalt Create awareness for the Chevrolet Colorado, Equinox and Aveo Build hype and win attendance for the campus event Reinforce the cool brand image of the Chevrolet Cobalt Objectives

20. Target Generation Y with the campaign tagline Create ads that incorporate the Chevrolet tagline, Chevrolet’s bowtie logo, pictures of the Cobalt, and noisiVision’s tagline and logo Incorporate the campaign tagline on everything to ensure it is viewed as the signature of our campaign Strategies

21. 500 Color Flyers 500 Black & White Flyers 3 Advertisements in The Johnsonian 2 Advertisements in The Herald Total projected impressions 1,322,902 impressions College Facebook Tactics

22. Advertisements

23. Advertisements

24. Flyers

25. Flyers

26. Promotional Items

27. Online directory & social networking community 1,978 Winthrop members First advertiser ever on the site Ads promoting the Cobalt & the event College Facebook

28. Strategy

29. Create awareness for the Chevrolet Cobalt Create awareness for the Chevrolet Colorado, Equinox and Aveo Target Generation Y with the campaign tagline: "Drive your Generation: Chevy Cobalt" Objectives

30. Put on an event to inform and create awareness Change consumer perception of Chevrolet Change consumer behavior and create desire Strategies

31. 2 mini-events Event 1: March 30th from 11-2 pm Event 2: March 31st from 11-2 pm Cobalt on display Frisbees, flyers, brochures and business cards will be passed out Schedule of Events

32. Main event April 1, 2005 from 5-11 pm on Dinkins Lawn Interactive games with cars 7 cars (4 Cobalts, 1 Colorado, 1 Equinox, 1 Aveo) Schedule of Events

33. Cobalt 1- Lawn show case Cobalt 2 – Jail Game Cobalt 3 – Raffle box Cobalt 4 – Cram and Musical Chairs Colorado – Tug of War and Truckball Equinox – Scavenger Hunt Aveo – Changing Clothes Interactive Games

34. Trying to get it in power point Campaign Response Form

35. Event Layout

36. Budget

37. Research $ Free Public Relations $ 100 Advertising $ 1,100 Strategy $ 800 Reports $ 300 Other Expenses $ 100 Miscellaneous $ 100 Grand Total$ 2,500 Allocation of Funds

38. Any questions, comments or concerns? Conclusion