pep boys intern project Emma J. Baker Ann Beery Meghan Kay-Yun Cole Chakayla Taylor 1
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what’s under the hood? CHALLENGE 5
Pep Boys Must Die
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Guerilla Stunt
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A Human Truth
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Digital
SOLUTION
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Social
A Different Kind of Auto Service
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Blogger Outreach
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Social Responsibility
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10 Key Activities 12 Business Model Breakdown
APPENDICES
14 Audience
20 Media Plan
16 Web and Mobile Interface
20 Media Rationale
CAMPAIGN 20 The Big Idea
20 Survey 20 Brand Guidelines
Creative Executions 21
Video
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Out Of Home
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Print 3
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the challenge
PEP BOYS MUST DIE
Our mission (and we chose to accept it), was to destroy Pep Boys by radically altering category traditions. We needed to transform information networks, industry cultures, target preconceptions and business practices with one incredible marketing idea.
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the challenge
A HUMAN TRUTH
Automotive services are facing an industry-wide problem. We don’t trust our mechanics. When we have to take our car in for servicing, we go in with our guard up. We expect them to speak in a language we’re not familiar with, so they can rip us off without our knowing any better.
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the solution
A DIFFERENT KIND OF AUTO SERVICE We aimed to create a service that would address these issues within the industry. We found importance in knowledge and an appreciation for honesty. Our idea challenges the current model of automotive services, making it a lifestyle choice instead of a necessity. It’s a brand that consumers will identify with, not one they just go to because it’s nearby. We seek to fulfill the need for a transparent, truly trustworthy brand in the automotive repair landscape. We put the focus on educating the consumer, making the automotive repair process illuminating, not intimidating.
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the solution Scout is rooted in collaboration, education and most importantly, honesty. Our customers know that when they come to Scout, they’ll find mechanics that are skilled and knowledgeable, and ultimately worthy of their trust. We strive to make knowledge accessible, to redefine the way people take care of their cars.
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key activities click APP & WEBSITE Diagnostic scan tool Service cost comparison Vehicle history and notifications Appointment scheduler
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CAR CARE COURSES
MECHANIC CHAT
Courses available on desk top and mobile. Learn automotive care skills. Social sharing component. Insurance premium incentive.
Face-to-face video chat with our mechanics, for on-demand help with your car problems.
mortar SERVICE & RETAIL Friendly in-store automotive service Parts and accessories retail
IN-PERSON CLASSES On-site classes for hands-on training in more in-depth automotive care.
CSR SCHOLARSHIPS Partnerships with organizations like Girls Inc. and Girl Scouts to offer scholarships for girls in engineering and technical programs.
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BUSINESS MODEL BREAKDOWN
KEY PARTNERS Software developers for the app design • Insurance companies to lower rates as incentive for scout classes • Mechanical teachers from technology schools for classes • Freelance mechanics for automotive help live chat • Girl Scouts for sponsorships and promotions that help increase girls in technology KEY ACTIVITIES Click • Interactive classes via website and app • Online store and appointment scheduling via website and app • Mortar • Retail section of store • On-site, friendly mechanics VALUE PROPOSITIONS • Providing empowerment to Millennials - especially women - when it comes to education around automotive care • Brand transparency to build trust between Millennials and their mechanics and auto service person
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CUSTOMER RELATIONSHIPS • • • • •
One of trust and collaboration for the DIWM persona Business format: Classes which require registration and registration fee Short courses in quick, how-to format Emergency button feature is paid content
KEY RESOURCES • • • •
Employees/staff who are friendly, knowledgeable and accommodating User friendly app and website Free basic online class subscription (inclusive of perks and incentives) Location, location, location: smaller cities in which personal transportation is extremely important. Metropolitan cities like Charlotte, Atlanta.
COST STRUCTURE • • • • • • • • • • •
App construction Emergency button feature Wholesale resale of automotive parts Filming short how-to courses Teachers for online classes Insurance incentives Paid media for social and publication Mechanic labor Training for online and in-store mechanics, teachers, and retail service Media buys Store purchase and branding 13
AUDIENCE
Do It For Me The DIFM consumer values the convenience and efficiency of Scout. They are unconcerned with a “lifestyle brand” focus, but would find diagnostic and emergency services intriguing. They’re usually busy and pressed for time, with a desire to control how services work for them. The DIFM is more likely to make use of the retail store. Do It With Me The DIWM consumer values knowledge above all. They wish to enrich their lives and subsequently ensure they’re getting the best deals. Important to the DIWM is independence and self-sufficiency. Learning directly from their mechanic shows them Scout is a brand they can trust. The DIWM consumer can be highly affected by a “lifestyle brand” focus.
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PRIMARY TARGET: MILLENIALS
SECONDARY TARGET: PARENTS OF MILLENNIALS
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WEB AND MOBILE INTERFACE
Our app is the primary platform of the “click” portion of our business model. It includes a diagnostic scanning tool to tell you what might be wrong with your car, service cost comparisons, facetime with live mechanics, car care courses, and a vehicle history that reminds you when it’s time to come in for service. These features are also available on our full website. FEATURES: • • • • • •
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Diagnostic scan Service cost comparisons Car care courses Live mechanic “face-time” “Quick-fix” solutions Vehicle history and service reminders
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the campaign
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the big idea
We needed to introduce ourselves to a national audience. We needed to familiarize consumers with Scout’s key features, especially our app. Most of all, we needed to establish what we weren’t - the dreaded shady status quo of the automotive service industry. SCOUT’S HONOR is a promise to the consumer. We want to show people an an automotive service that is honest, open, and friendly. The Scout’s Honor campaign is a year-long branded experience that will break down negative perceptions and increase brand consideration through education and empowerment. We’re taking a stand against the standard mechanic experience. That’s our Scouts Honor
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VIDEO
We kicked off our campaign with concepts for quick, viral-ready teaser videos, establishing a tone that was conversational and refreshingly down-to-earth. These would be pushed through Vine, Snapchat, and the social worlds of Facebook and Twitter.
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From there we moved on to a full 30 second spot, providing a more in-depth look at what Scout is by first establishing what it isn’t. This would run on cable networks such as Adult Swim, E! and HGTV, and promoted online as preroll spots on Hulu and Youtube.
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OUT OF HOME
We reached our audience at the point when their cars are at the front of their mind — on the road. A series of three billboards echoed the messaging of our video campaign and highlighted nearby Scout locations.
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Print ads will reach our audience in Glamour, Elle, Food and Wine, and Family Fun, targeted throughout the year based on the editorial calendar. Copy reads: Wouldn’t it be great, just once, to take your car into the shop without feeling like you have to wear your baggiest sweatshirt? Auto care without the sleeze. That’s our Scout’s Honor.
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GUERILLA STUNT
To highlight the efficiency of our Diagnostic Application, we will launch the Scout Pit Crew to instantly respond to consumer’s car emergencies. Through geo-targeted locations in our 7 DMAs, we will find twitter users who are voicing their car troubles in real time. Our Scout truck with Pit Crew will come to the rescue, instantly repairing minor issues while explaining Scout’s pledge. These reactions will be recorded and shared online in a video. 26
DIGITAL
FACEBOOK AND TWITTER When a Scout user completes a course on our app or website, they’ll earn a badge and be prompted to share their achievement on their social accounts. After completing ten courses, they’ll be eligible to recieve a discount off their insurance premiums. The advertising component of this social campaign will be purchased in a 3 prong approach: incentivized app download, sponsored post engagement, and clicks to website. 27
social
BUZZFEED Buzzfeed’s high click through rate will allow Scout to positively increase our brand perception among users. Buzzfeed viewers, predominantly Millennials, are the main audience we want to target when advertising in this sector.
PANDORA AND SPOTIFY Our consumer base is attracted to the ability of sharing what they are doing in real time with their social audiences. With the sharing aspect of Spotify, users will be able to share our Road Tripping with Scout playlist among their social channels. Branded playlists and full page advertisements will give Scout more brand recognition among Pandora users. Road trips and playlists are a natural pair, so our campaign will aim to encourage users to take Scout with them on their adventures. 28
BLOGGER OUTREACH
WHAT IS THE OBJECTIVE? To introduce Scout Automotive Solutions to the public, by way top-tier mommy bloggers and female auto bloggers around the country WHAT ARE THE CAMPAIGN GOALS & METRICS THAT WILL DEFINE SUCCESS? Secure and sponsor 4 blogs called Scout’s Honor Roll created and managed by women Garner between 400,000-750,000 organic impressions Obtain high quality photos and content through various social media platforms WHO ARE THE BLOGGERS WE ARE TARGETING? Automotive industry female bloggers and mommy bloggers ranging in age from mid-twenties to mid-thirties, from a variety of different backgrounds and ethnicities located throughout the US
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BLOGGER OUTREACH
WHAT ARE THE DETAILS OF THE PROGRAM/CONTEST? Equip bloggers with a variety of Scout paraphernalia in a swag bag and personalized gifts that match their tone of voice of their blog Bloggers will be asked to come to Scout headquarters (all paid expenses) to experience our auto culture and collaborative nature of our service station Encourage bloggers to use the hashtag #scoutshonor when sharing photos and thoughts about Scout on their social media Scout will host micro-giveaways on Twitter to encourage buzz and content sharing WHERE WILL WE BE DRIVING BLOGGERS & THEIR READERS? To the Scout website and social media channels– Facebook, Twitter, Instagram and our app HOW WILL WE BE SHARING & UTILIZING CONTENT? Blogger content will be shared across Scout social channels – Facebook, Twitter and Instagram OOP COSTS (SHIPPING, BLOGGER PAYMENTS, ETC): The total budget is $15,000: Blogger partnerships and materials $5000 and Media Reco for Twitter sponsored Tweets $10,000 30
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SOCIAL RESPONSIBILITY
If we’re going to inspire trust in the Scout name, we’ve got to put our money where our mouth is. We will partner with Girl Scouts of America, Girls Inc., and technical colleges to give back to the communities and women we serve. Girl Scouts of America helps girls develop their full individual potential, including the improvement of society through developing girls’ abilities and leadership skills. At Girls Inc. girls learn to set and achieve goals, boldly confront challenges, see college as attainable, and explore nontraditional fields such as STEM. Scout will create sponsorships, scholarships, and grants for women in technical colleges as well as help grow programs like Girl Scouts of America and Girls Inc. We’ve set aside $100,000 towards these scholarships.
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media plan
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media rationale
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brand guidelines
The logo plays visually with the name “scout�, calling to mind a badge or patch. It can exist in full color in its rounded square field, or alone in black and white.
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A system of badges visually unifies various aspects of our business, creating a cohesive identity, from online courses to branded products.
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brand guidelines
COLOR
TYPE
Gotham Bold Din Bold Din Medium Din Regular
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Emma J. Baker Ann Beery Meghan Kay-Yun Cole Chakayla Taylor 43