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COLLEGE EDITION
Cr ea t i v i t y D r i ves T he M ind
20 SHEETS
M a d e I n U . S . A .E a s t L a n s i n g , M I 4 8 8 2 5
Table Of Contents
• Situation Analysis
• Strategic Research
• S.W.O.T Analysis
• Creative Brief
• Creative Work
• Media Overview
1
We at Rampant advertising thank you for
the opportunity to compete for the GM&U col-
lege discount program. We are very happy to
able to show new and innovative ways in which
we believe will help catapult this program to
the front.
With the research we conducted over the
past couple weeks we learned that the GM&U
program is not well known to the target
audience therefore helping to drive sales of the
GM brand overall. With our proposal we believe
that the work created will relate to the college
market and put GM back on top of the
automotive market.
Thank you again for giving us the
opportunity to open our minds and help you
with this program.
~The Rampant Crew
Memorandum
2
Memorandum
Situation Analysis
Situation Analysis
Client History
• General Motors started in 1902 as a holding
company for Buick. Later in the same year it
acquired Oldsmobile and grew from there.
• Collecting Cadillac, Oakland, and various other
car companies were acquired to become part of
the GM family in 1908.
• In 2009 General Motors went into Bankruptcy
and is now controlled by the US Government.
• GM is slowly coming back from financial
problems and is creating better cars for the
future.
Situation Analysis
3
Situation Analysis
Product Description•GM&U is a college discount program that is
offered to any college student currently
enrolled or has recently graduated within two
years.
•The program started within the past year.
•GM&U offers approximately 1-2% any new car
from General Motors.
•GM&U college discount program has few other
programs that is competing with it. Any dis-
count program or cars offered at a lower price
are competition.
•GM has many competitors with all automotive,
motorcycle, transit, and any other type of
transportation foreign or domestic offered to
the public.
Competition
4
Situation Analysis
Target Audience• The target audience of the GM&U College discount
program is anyone who is currently enrolled or has
graduated college within the past two years.
• The age we are targeting are between 18-25
focusing mostly on 21-24 year olds.
• The reason we believe that 21-24 year olds are
more important are because these are the ages most
people are living off campus and are in the market
for a new car.
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6
Strategic Research
Strategic Research
Primary Research:We conducted interviews with local dealers asking
them about the program and found that very few
could actually tell us much about it or any local
advertising they are doing on college campuses.
We also conducted a survey consisting of college
students and people who are qualified for the
discount.
Secondary Research:Our secondary research consisted of articles found
throughout newspapers and the internet such as
the Wall street Journal, Detroit Free Press,
Mintelreports.com and Ibisworld.com
7
Consumer Behavior
Percentages Taken from a self conducted survey:
* A majority of people are looking for
attractive, durable, and dependable.
8
* A majority of people are looking for
attractive, durable, and dependable.
Survey Results
Who Is Most Influential When Purchasing A Car?
9
Continued...
Who Is Most Influential When Making A Purchase?
10
Continued...
Who Is Most Influential When Making A Decision?
11
Continued...
Are You Currently Looking For A Car?
12
Continued...
When Shopping It Is Important that A Car Is?
13
Continued...
When Did You Last Go Car Shopping?
14
Continued...
Will You Be In The Market For A Car In The Next 6
Months?
15
Continued...
Have You Heard Of GM & U?
16
S.W.O.T Analysis
S.W.O.T Analysis: GM & U
Strengths:
Size of market share - GM has the highest U.S.
market share following Toyota and Ford.
Brand Equity - GM is a well known brand that is
well recognized.
Globally Known - GM has a presence in 32
countries around the world.
New Management – New people at the top like
Frederick Henderson C.E.O.
Research & Development – GM is the only
manufacturer with On star and have Flex Fuel
automobiles.
Improved Model Acceptance – Consumers seem to
have a better acceptance of newer models like the
Malibu.
17
S.W.O.T Continued
Weaknesses:
Knowledge of GM&U – Most dealerships and
employees don’t know about the program to be
able to offer it to customers.
Awareness of GM&U – College students don’t
know the program exists because it is not
promoted on campus and minimally elsewhere.
Worth of Discount – Discount isn’t enough to
drive someone into the showroom.
Discount Size – Discount is only a percentage
(1-2%).
Brand Identity – GM Brand image has been tar-
nished and consumer perception of product
quality is weak.
18
S.W.O.T Continued S.W.O.T Continued
Opportunities:
First College Discount Program – GM is the only
manufacturer with a discount program solely for
college students.
Smaller Product Line – Fewer products give
simpler management.
Build on New Consumers Confidence – Increase
market share by focusing more resources on fuel
efficient cars and changing consumers demands
on new models and styles.
Change Company Culture – Look at a new way
of thinking instead of the old “stale” business
model. Get fresh young ideas.
19
S.W.O.T Continued
Threats:
Domestic and Foreign Competition –
Competing against Toyota, Ford, Hyundai, Hon-
da, Chrysler, etc…
Federal Regulation – Government has
overwhelming say in the company.
UAW – Can hurt company if workers are happy
and GM has to comply with their terms.
Profit – Not able to pay off existing debt or
cover all expenses from year to year.
Incentives by Other Manufacturers – Other
companies’ incentives could be more enticing
than GM&U.
Company Downsizing – Closing plants and
cutbacks could cause internal Problems.
20
S.W.O.T Continued
CreativeBrief
Creative Brief
Brand PersonalityGeneral Motors current reputation is that of a car
company recently going through financial
turmoil to the extent that it was bailed out by the
government. Despite that fact the brand itself
still has many loyal customers who believe the
company can make a comeback. The GM&U brand
currently has very poor recognition due to the
fact that there has been very little effort put into
promoting the brand up to this point.
Customer ProfileWith the results we compiled from our own
online survey and in addition to the information
from the VALS study we concluded that our
target market of college aged kids are
“Impulsive”. People that age generally spend a lot
of money on socializing, entertainment and
fashion. The VALS system shows this age
demographic as “Experiencers”.
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Creative Brief
Desired Response The number one priority of this campaign is
for there to be a dramatic increase in
awareness of the GM&U brand. By the time this
campaign is over, there should be a much
stronger brand recognition with consumers.
How Are We Getting There?Strategy: We want the advertising to make
college graduates and students aware that the
GM&U discount acknowledges the hard work
and dedication they’ve shown in
completing their collegiate education by
rewarding them with a unique savings program
they have earned.
Key Discovery While visiting different dealerships it was
discovered that even the dealerships
themselves had very little or no knowledge of
the promotion.
22
CreativeWork
Revised Logo
A graduation cap has been added to the
logo. This further associates the image
with the collegiate/university feel 23
Everyday
College
Situations
PrintEasily
Recognizable
Logo
Everyday
College
Situations
Headline and body copy
remain consistent on print pieces24
Image
Depicts
College
Scenario
Headline and body copy
remain consistent on print pieces
Web Address & Logo
Consistently Placed
Logo Reinforced
Within Image
Themeline
embedded
within copy
25
Simplistic Layout &
Graphics
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Thoughtful
Copy Section
27
Facebook Application
Rather than making a simple
fan page, a full
application complete
with flash game
would best attract
Facebook viewers.
Before each
race, a fun
fact can be
displayed
concerning
either GM&U or
the GM brand.
A simple slot car flash game is very cheap and easy to
produce, yet will still entertain the viewer while ads
are shown to them.
28
Contest
Rather than making a simple
fan page, a full
application complete
with flash game
would best attract
Facebook viewers.
CAMPUS CHALLENGEGM&U
Facebook Page What is the portal to the competition?
• Set up for easy view of competition rules.
• Areas to view submissions and user-rate, however we will have final say in winners.
• Custom page dedication to competition
Submissions What exactly we will be asking for from students and getting in return?
• Video or Photo submissions of creative uses of the GM&U logo.
• We have the ability to remove anything we see unfit or destructive.
• Along with submissions we will require them to provide us with certain information not only to contact them if they win, but crucial information for future marketing.
Logic Why is this a good idea?
• Cash prize will ensure participants.
• Increased participation = Increased awareness by anyone involved and exposed.
Brief:
WHAT:
WHO:WHERE:
WHEN:
Creative viral brandingof GM&U Logo for cash prizeUniversity Students NationwidePosted to Facebook PageStart and stop dates corresponding
Prize: 1st: $1000 (possibly in addition to cash prize
there could be branded gear given away)
2nd: $500
3rd: $250
Criteria: Not very rigid, good quality photo or video
that displays the GM&U logo in a creative way.
Qualifying Participants: Anyone who qualifies for the savings
qualifies for the Campus Challenge competition.
Synopsis:
to general semester datesHOW:Video and photo submission
We will run a competition for college students that will invoke creative viral branding and awareness of GM&U through Facebook.
29
Outdoor
Eye catching
simplicity is key here.
Keeping the
message
presented simple
allows the viewer to
take in the entire ad.
Average view time
of a billboard is re-
stricted to around
three seconds when
traveling at highway
speed.
30
Radio
Rampant Advertising
GM&U Radio Spot
“Diploma Reward”
Copy
Anncr: Four years of college and they reward you with
a diploma. That’s it. A piece of paper with a
couple signatures. Well now that diploma is
going to reward You.
Student:Really? how about a job offer?
Anncr: Not quite. GM is offering a unique discount on
it’s vehicles just for college students and recent
grads. The GM&U college discount program
gives students and grads big bucks off new rides
so you can get those interviews on time and in
style.
Anncr: Didn’t know your diploma could do that, Did ya?
Visit any GM dealer or GMCollegeDiscount.com
for more info.
31
Web Banners
Image 1
Image 2
Image 3
Image 4
A simplistic banner that displays the logo
early and often is vital for web advertising.
Ads will be placed on sites that are
frequented by college students.
ex. (Facebook, College Humor, ESPN)
32
Point of Purchase
Graduation cap design will draw
attention and inform the viewer
who this ad is for.
Someone who fits
the demographic
will then be able to
inquire for more
information.
If they’re already in
the dealership, then
only the college
aspect needs to be
enforced.
33
Video Gaming• Advertising in video games is an extremely
fast growing media.
• Research shows that at least 70% of college
students play video games “once in a while”
• Ad would show up with logo and web address.
• When placed correctly the ad is non-intrusive yet still
very noticeable.
• Ads can be placed in a large variety of games.34
Media Overview
Media Overview
Media Scheduling
We believe that a Pulsing Strategy works best for
the GM&U campaign. The reason for this is that you
are able to keep a continuity from month to month
while also being able to focus more concentration on
select months.
The main amount would be focused during the
fall, winter, and spring while most schools are in
session and student bodies are at their maximum.
During this time we would put more money in
December and May/June which are around graduation.
The summer months would have a significant
drop off since very few people are on campus but
there would still be ads running to keep it on the
minds of those who are.
35
Media Overview
Over the year we are planning on dividing
the $1.5 million through these 6 different
mediums. 20% of the budget will go to Radio.
39% Will go to print. 10% will go to flash
banners. 1% will go towards the GM&U contest.
10% will go towards billboards. 20% will go
towards video games.
36
Media Overview
Media Scheduling: Pulsing
Black: Heavy advertising for peak periodsGrey: Normal advertising for moderate periodsCream: Light advertising for low periods
Legend
37
thankyoufrom
D. McGreal | M. Robertson | J. Castle
R. Anderson | J. Burke
38
