CPR Communications

Presents

Arrive in Style

Situational Analysis

• Former image in SF Bay Area of low gas mileage vehicles.

• New fuel efficient 2012 Chevrolet Sonic.– Affordable– Trendy

• Opportunity for Chevrolet to change image and drive sales.

Campaign Goal

Test DrivesBrand

AwarenessSales

Target Audience

• Young adults and college students ages 18-30

• First time car buyers and people looking for a new car

• Parents of young adults

Objectives• College students youthful, stylish,

affordable and up to date features• Parents affordable, fuel efficient, safe

and practical• First time car buyers best overall

value, fuel efficient and trendy

Media Coverage• Through out January send out press

releases/pitch letters to:– Bay Area Journalists– Bloggers– Credit Unions– Producers of Eye On The Bay

• Create facebook and Twitter page• Corporate Social Responsibility.

Facebook & Twitter• Keep target audience updated

• Picture Contest - March

• Chevrolet Drive Challenge - April

Chevy Sonic Ca$h Cab• Every Saturday in February• Downtown San Jose, Union Square,

Polk St., Marina District

Eye On The Bay• Bay Area based television show• Showcase both models• Targets parents and people looking

for a new car• March

SF Giants Park and Ride• Arrive in style at the San Francisco

Giants game.• Fans get to experience the Sonic• Parking at an affordable cost• April

Shoreline Amphitheatre • Kick off the country concert series• Cover all target audiences• Showcase Sonic inside and outside

venue• May

Groupon Bar Crawl• Every Saturday for the month of June• Offer for four people• Three San Francisco bars

Budget

Salary; $50,000

Cash Cab; $9,000 Community Re-lations; $875

Social Media; $490

SF Giants Game; $7,015

Shoreline Am-phitheater; $7,205

Groupon; $12,900

Credit Union; $3,000

Extra Expenses; $9,515

Evaluation

• Social Media: Number of followers/friends, participants

• Media: Number of media hits, viewers

• Events: Butts in seats, number of media hits, participants

CPR Communications

Thank You For Your Time!