1. A Creative Advertising Plan for
Five Star Auto Sales of Tampa Inc.
By: USF Creative Solutions

2. Our Mission
At USF Creative Solutions, our mission is to create a successful advertising campaign that will expand brand awareness and ultimately increase sales to the maximum potential. Every campaign is designed to meet the specific needs of each individual brand or client. Each tactic will be carefully monitored and measured throughout the duration of the campaign to ensure only the most successful results. Our emphasis is solutions that bring our clients to a better and more profitable standing than before they met us. Creativity comes in second, because creativity is empty without results. We are our clients co-pilot on the way
to the top, building better brands and better sales.
3. Background
Five Star Auto is a family owned and operated business, founded in 2005.
Committed to creating affordable prices for customers and offering financing to everyone regardless of their credit history
Vehicle inventory ranges from luxury to heavy-duty
Owners
4. Research
From 2005-2009, sales growth rate remained around 30 percent
Between 2009-2011, growth rate of sales fell to 5 percent
Direct Competition: (1) neighboring dealers along Florida Ave.(2) other used car dealerships throughout Tampa Bay(3) Internet auto sales
Target Audience: (1) college students in the Tampa Bay area (2) the local Latino community
TOTAL CAMPAIGN BUDGET: $35,000
5. Campaign Objectives
To increase auto sales by 15 percent during the slow months of June through December
To increase auto sales by 10 percent during the busy months of January through June
To increase brand awareness by 30percent in the Tampa Latino community
To increase brand awareness by 30percent in the Tampa college-student community
*Objective results will be measured over a period of one year.
6. Strategy
Over a 12 month period, we will strategically place advertisements targeted to the local community, specifically the Latino community and the collegestudent body.
We will focus heavily on driving business during the dealerships slow season, June through December
We will also emphasize the fact that Five Star is a family owned and operated business
7. IMC Mix
Cross promotion with Tire Kingdom- Free basic maintenance for one year, with the purchase of a vehicle
College students receive a 5 percent discount
Tuition Sweepstakes- Students will be entered to win a $500 scholarship when they test drive a vehicle. -two scholarships per semester- $2000 total
8. Media Strategy
Sales promotions and incentives will be advertised through:
Newspapers: USF Oracle, UT Minaret, HCC Hawkeye & La Gaceta
These particular newspapers will hit each angle of our target audience
Radio Ads: specific audiences
Facebook Ads: brand awareness
9. Sample Creative Executions
Sample Ad for La Gaceta
10. Sample Creative Executions
30 second advertisement slots would be purchased from the following radio stations, to be played during prime driving hours:
* 93.3 FLZ REACH: approx. 800,ooo listeners per week
*107.3 The Eagle Classic Hits station
*92.5 WYUU The only major Latin formatted station in Tampa Bay
Sample Radio Ad in ENGLISH
Sample Radio Ad in SPANISH
11. Sample Creative Executions
The main picture on the company Facebook page should be replaced with a less colorful image that creates a sleek and professional tone.
Current Image
Sample Replacement Image
12. Sample Creative Executions
A link to the companys Facebook page
should be added to the company website.
Paid advertisement space on Facebook is a simple way to expose the Five Star brand.

10 cents per click, up to 2000 clicks per month- $200 cap

13. Currently 37 users like the companys page