M TECK 2
Corren Edwards Eric Armendariz Kathryn Pabinguit Matthew Kuhs Marcel Murray Thomas Jurich
1
TABLE OF CONTENTS
2
M TECK
SITUATION ANALYSIS 3 CHALLENGE AND OPPORTUNITY STATMENT
5
AUDIENCE AND DEMOGRAPHIC 7 GOALS AND OBJECTIVES 9 STRATEGIES AND TACTICS 11 MOBILE AND WEBSITE 15 TIMELINE 17 BUDGET 19 EVALUATION 21
2
SITUATION
ANALYSIS Since General Motors was founded by William “Billy” Durant in 1908, its
and exporting them to the U.S.
philosophy has been to provide “a car
Though GM would eventually expand
for every purse and purpose.” For over a century now, GM has been coming
existence saw the company reaching
up with new and innovative ways to
unprecedented levels of success in the
bring that philosophy to life. Early
automotive industry; the second half
steps towards fulfilling its mission
of the century brought with it new
involved GM acquiring companies like challenges and big changes. GM was Oldsmobile, Cadillac and Chevrolet to able to meet most of these trials head diversify its brand. Later the company on. In response to the rising environ-
3
hired forward-thinking designers like
mental concerns during the 1970s,
Harley Earl, whose vision for a car
GM created the first engines that
with curves rather than sharp corners
could operate on unleaded gasoline.
would solidify GM’s position as a
Later in the decade, GM invented
pioneer in true automotive design. In
the catalytic converter; a fundamen-
1942, GM took their philosophy to
tal technology still used by the auto
new heights when they provided not
industry today to reduce the amount
only America, but the entire Allied
of hazardous emissions released. Still,
war effort with one hundred percent
there were some obstacles the auto-
of the company’s production during
motive giant was slow to overcome.
World War II.
Foreign countries were developing
Though the first fifty years in GM’s
smaller, more fuel-efficient vehicles
into these foreign nations to improve their own production efficiency, the focus of many American consumers had already shifted to the products of the competition. GM continued to focus on expansion and its persistence in a quest for a single global economy paid off in the early 90s. In 1995, the company reached peak sales in the U.S and worldwide. GM continued to be innovative as it entered the new millennium. New electric vehicle technologies partnered with improved construction were the themes of the company’s design aesthetics. In no place was this clearer than in the company’s battery powered car concept for the Chevrolet Volt that was introduced in January 2007. Ultimately, the company’s pro-
N
gression into the future of automotive
assets in a section 363 sale and as
United States Treasury still owns 26%
machines took place too late. Even
the estimated value was high it was
of the company.
though the design and fuel efficiency
assumed that only one buyer could
The new General Motors is a com-
of GM’s newer car models had im-
afford the auction. The company
pany with its sights set on the future,
proved considerably; the preconceived
NGMCO Inc., which was comprised
but the philosophy behind their
notions much of the public still held
of the United States government
work remains the same – To provide
about GM coupled with the legacy
(60.8% stake), Canadian government
a car for every purse and purpose. In
costs from GM’s past continued to
(11.7% stake), United and Canadian
today’s economy, that means building
encumber financial results. Eventually,
Auto workers VEBA fund (17.5%
energy-efficient vehicles at affordable
with the company critically short on
stake) and unsecured bondholders of
prices. The newest testament to their
operating cash and all private sources
General Motors (10% stake) pur-
endeavors is the Spark, Chevrolet’s
of capital depleted, GM was forced
chased General Motor’s assets.
first mini car for the U.S. and Canada.
to take drastic action to ensure the
In addition to the section 363 auction,
The many different features of the
company’s survival.
car show just how far GM has come in
On June 1, 2009 General Motors filed
understanding and fulfilling the needs
for Chapter 11 reorganization. Due
of today’s consumers.
to the automotive industry crash of
Other ways GM has continued to
2008, many automotive manufactures
grow since 2009 are by continuing
found themselves in crisis as they
to build on its worldwide presence,
could not sell their cars and make
participating in sponsorships and
bottom line. As the global economy
endorsement deals with other popular
declined and the average price of fuel
organizations and through donat-
increased, many of the cars that were
ing millions of dollars to charities.
manufactured by the American auto-
GM also continues to do its part to
motive industry were not purchased
help the environment by supporting
due to their lack of fuel efficiency
numerous conservation projects and
and high price. General Motors was
reducing its own carbon footprint in
hit harder as the company was already
production.
in a financial crisis prior to the auto
Unfortunately, many people don’t
industry crash of 2008-2010. In 2005
recognize the vast changes that
the company announced a loss of
have taken place within the General
$10.6 billion.
Motors Company. Instead, they still
In an effort to stay afloat General Mo-
picture large, gas-guzzling trucks
tors filed for Chapter 11 reorganiza-
General Motors reduced its brand
when they think of the automotive
tion. Chapter 11 reorganization allows
pool from 12 brands to 8 brands,
giant. None of the progress GM has
the company to pay off their debts by
selling well known brands such as
made over the last decade will mean
reorganizing, restructuring, and selling
Hummer, Saturn and Saab and retiring
anything if the public is not made
off their assets in order to pay off a
Wbrands such as Pontiac and Good-
aware of it. A public relations plan
debtor. The debtor remains in control
wrench. In November of 2012 General
focused on re-introducing GM to its
of the business operations in conjunc-
Motors reentered the New York Stock
consumers would change the current
tion with court oversight, but the
Exchange and Toronto Stock Ex-
perception of GM’s brand and give
business can continue to run. General
change following at $33/share Initial
the company the fresh start it needs
Motors planned to sell the company’s
Public Offering of $23 billion. The
to continue to expand.
4
CHALLENGE
OPPORTUNITY STATEMENT After analyzing the history of the company, we have concluded that the biggest challenge GM faces today does not come from the economy or even from its foreign competitors. Nor is it a lack of exposure or a production issue; the fact is that GM is one of the most recognizable brands in America and has been a leader in automotive technology for decades. The biggest obstacle GM must overcome actually lies within the minds of would-be consumers across the globe. Many people still see American-made vehicles as less prestigious and poorly constructed with a short life-expectancy. Though GM has surmounted and corrected virtually every other issue that left it in crisis years ago, the company has yet to change its image in the eyes of the public. All of the work done to ensure a successful future for GM will have been for naught if potential consumers do not acknowledge the transformation. This is where our public relations team would be invaluable. What others may see as a disadvantage we see only as a major opportunity for growth. As public relations experts, our specialty lies in our ability to build and shape a client’s image to produce favorable results in consumer behavior. There is nothing insignificant or low-quality about a company that has been a leader in its field for the better part of a century and by allowing us to execute a public relations plan for GM; we can begin to make the public truly understand and appreciate that fact.
5
“It’s strange. Advertising is not everything and product is not everything, but there is one thing that is everything. And most managers seem to miss it. Perception is everything. The only question is how to create a favorable perception in the consumer’s mind. And advertising has racked up a poor track record in this respect.” - Ronald Zarrella, former marketing chief of GM
6
Blogger Hiker Explorer Musician Rock Climber Adventurer Coffee-Drinker Painter Philosopher Fitness 7
& AUDIENCE DEMOGRAPHIC
O
ur primary audiences are the individuals ages 20 – 35 that are driven by their passions mentally, emotionally, and spiritually - but need a car to help them reach their goals physically. They are a thoughtful, highly educated group with
broad interests that want to take advantage of the many things life has to offer. They are the artists, musicians, technicians, bloggers and explorers of the world that are ambitiously carving out their futures, but haven’t quite reached the pinnacles of success yet. For this reason, they value simplicity and frugality. They need a vehicle that fits into their budget while also reflecting their unique style. With its functional design and low maintenance costs, The Chevy Spark is the perfect companion for this generation of individuals that think outside the box.
8
GOALS+
OBJECTIVES To
increase awareness of
GM’s subcompact vehicle, the Chevy Spark, by launching a social media intensive campaign that helps build a community around the car and allows GM to communicate with potential and current owners.
9
1
Our goal is to increase sales of the Spark while simultaneously presenting the public with a fresh image worthy of the new GM by appealing to a different type of consumers. For years, GM has been accused of being stuck in the past and designing certain types of cars for an audience that doesn’t exist anymore. Our public relations campaign is intended to disprove those perceptions and show consumers that just as America has evolved – so too has the world’s largest automaker . Over a hundred years ago, GM’s founder Billy Durant stated the company’s philosophy was to provide “a car for every purse and purpose” and we intend to show the country exactly how serious he was. The Chevy Spark is the perfect medium with which to convey this image. This subcompact automobile’s vibrant and purposeful design could potentially be this generation’s flagship for the future. Our PR campaign for GM’s new car will ensure consumers that GM not only lives up to its word, but also that its newest product the Spark lives up to its name and ignites!
increase sales
2
To of the Spark by presenting consumers with various opportunities to physically interact with the car.
update consumer perceptions of the To
3
company by showcasing a dynamic GM that caters to changing consumer demands.
10
STRATEGY 1: SPARK IT UP WEBSITE
& TACTICS STRATEGIES 11
Make sure website address is present on all promotional items and at all events.
Generate a web portal that centralizes user contributed content and promotional material for the Spark to provide users with a onestop online experience.
Generate preliminary content including frequently asked questions, Spark information, and upcoming events.
Create web portal specifically tailored to this campaign.
STRATEGY 2: SPARK SOCIAL MEDIA AWARENESS
#SpottheSPARK Instastakes: An Instagram competition focusing on creating interesting views of the car. Users gain automatic entry into the Instagram contest through hashtag (#spotthespark) when they post a picture of the car. Launch a social media intensive campaign that “Sparks� interest and creates a community around the car.
Create a Facebook fanpage for the SPARK that focuses on the campaign and promotes events and other campaign content.
Connect Facebook and Twitter together to synchronize content about upcoming events and contest progress. Create web portal specifically tailored to this campaign .
12
Speaking opportunities to educate consumers on products: Provide car and marketing materials to allow consumers to interact with vehicle and learn about its many amenities.
STRATEGY 3: FESTIVALS AND EVENTS
Butts in Seats A chauffeur system offers rides home from the festival to people who use public transit, bike, or walk, to experience the car. This way we can offer consumers tours of the car in a non-intrusive way.
13
Establish a consistent presence at local Festivals & Events on a monthly basis to showcase the Spark and educate consumers about the dynamic new GM and its new product.
SPARKour A fun and entertaining way to stand out at festivals and events. Gives GM a chance to showcase its support for those that follow their passions while generating awareness of the car.
STRATEGY 4: WHAT SPARKS YOUR INTEREST?
Announce Video Competition & Prizes Announce competition rules and deadlines on official campaign website, social media outlets and at events. Two winners receive their very own Spark while others win a 3-5 day lease.
& TACTICS
Overarching theme of the SPARK it Up campaign that will inspire the new generation of creators to submit content for the website and social media sites. Ask users to create and submit videos that document what motivates them to create and how the SPARK can help transport them to their final destination.
STRATEGIES
Interactive Contest The winner of this competition will be chosen by user votes which encourages more participation from the online community.
14
E T I S
CO
O M
NN EC
L I B
A E
D N
B E W
S U G N TI
S O T S ER
T
Users will also be able to interact with each other voting and commenting on their favorite photos and videos. All of the social media information will be stream lined the spark website as well as the spark mobile application.
15
SOCIAL M EDI
AO UT LE TS
.. .
The website and mobile application will allow users to register and log-in to add their #spotthespark photos as well as their What Sparks You? video.
rk a p
s
e h t t
o
#sp
16
TIMELINE FESTIVAL TOUR WHAT SPARKS YOUR INTEREST? #SPOTTHEPARK: INSTAGRAM SWEEPSTAKES
January
February
What Sparks you? Innovate, Art, Creatvity, Passion, Music.. The creators. First we will share stories of these people: Musicians, Artists, Techies, and Outdoorsies all while targeting bloggers. Then push it back to the audience and have them make videos for a contest to give away a car and a few leases in June.
Insta-Stakes #spotthespark: Campaign will use the Instagram hash tag #spotthespark to spread awareness throughout our timeline. Contestants will have Sparks to photo and post to Instagram at all of the events. In the end there will be a series of give-a-ways to randomly selected contestants.
#spotthespark 17
March
SPARK GIVE-A-WAY
May
April
events... Feb 16-17 Medical Cannabis Cup: San Francisco. To interact with an untapped market in the San Francisco Bay Area where a lot of passion and creativity are possessed by artists who gather together surrounded by nature.
May 13 - How Weird Street Faire: SoMa San Francisco. Even weird parkour people have their own passions. Join Chevrolet at its Spark booth at this outdoor street fair to witness eye popping Sparkour stunts.
April 5 - First Friday Art and Street fair: San Jose. Walk through galleries of independent creative artists who use the Spark to help them find their muses in areas around the Bay Area.
June
June 8 - Nike Womans Half Marathon: San Francisco. Ladies, rest your feet after your run and let the Chevrolet Spark drive you home. It the least we can do to repay you for your efforts in raising money for a good cause.
May 20 - Bay to Breakers: San Francisco. The Chevrolet Spark is waiting for you at the end of the finish line to take you home and congratulate your efforts.
1
2 3
sparkour
Watch eye-popping stunts from people who are SPARKed about free-running and back-flips.
spark-it-up event booth
Visit the Chevrolet booth and sign-up for a chance to become part of the Spark community and win the car and our Drive off with the Spark Summer sweepstakes
your Chevrolet chauffeur.
Calling all bikers, carpoolers, and drinkers. Experience the Spark and let it drive you home after the festival. 18
BUDGET
$11,000
$14,400
$22,950
$30,000
PR Staff Hours
$12,000
Overall Media Relations Spark Drive Home (For all 6 Events) Whats Sparks You Insta Stakes
19
TOTAL: $90,350.00
INSTA STAKES signage marketing/print (6) 3-5 Day Lease of Spark Spark (Grand Prize) TOTAL
CATEGORY marketing marketing prize prize
TOTAL $250.00 $250.00 $3,000.00 $7,500.00 $11,000.00
WHAT SPARKS YOU shooting/editing example videos web site setup shooting contestant videos production of mobile app screening vids/picking winners grand prize: spark(2) (8) 3-5 Day Lease of Spark TOTAL
CATEGORY production production production production pr man hours prize prize
TOTAL $1,250.00 $400.00 $1,250.00 $900.00 $150.00 $15,000.00 $4,000.00 $22,950.00
SPARK DRIVE HOME (6 EVENTS) print materials for booth driving staff (2) info table staff (3)s spark for booth spark for drive home (2) car insurance advertising spark parkour giveaway (6) 3-5 Day Lease of Spark TOTAL
CATEGORY marketing staff taff marketing car car marketing free running promotions promotions
TOTAL $2,400.00 $720.00 $1080.00
OVERALL MEDIA RELATIONS advertising TOTAL
CATEGORY advertising
TOTAL $30,000.00 $30,000.00
PR STAFF HOURS 200hrs/person = 1200 hrs total TOTAL
CATEGORY pay $12/hr
TOTAL $14,400.00 $14,400.00
$1200.00 $600.00 $600.00 $600.00 $1,800.00 $3,000.00 $12,000.00
20
evaluation
methods EVENT ATTENDEES/PARTICIPANTS
20
%
SOCIAL MEDIA ACTIVITY/ RE-POSTS
4400
%
EVALUATION CONTEST ENTRIES/PRIZES
METHODS
PAGE VIEWS/HITS
10 20
30
%
%
STRATEGY
1 2 2 2 2 3 3 3 4 4
SPARK it Up Website Social Media Awareness
TACTIC
EVALUATION TYPE
Creation and Implementation of website
Page Views/ Hits
#SpottheSPARK Instastakes
Social Media Activity/Re-posts
Amount of traffic to website
Social Media Activity/Re-posts
Social Media Activity/Re-posts
Social Media Awareness
Youtube
Page Views/ Hits
FESTIVALS & EVENTS
Butts in Seats
Social Media Awareness Social Media Awareness
Event Attendees/ Participants
FESTIVALS & EVENTS
Speaking Opportunities
Event Attendees/ Participants
FESTIVALS & EVENTS
SPARKour
Event Attendees/ Participants
What SPARKS your interest? What SPARKS your interest?
Announce Video Competition & Prizes Interactive Contest
EVALUATION METHOD
Number of registered users
User participation and awareness will be tracked through impressions (@SPARKitup) and related hashtags (#spottheSPARK). Increase in followersover six month campaign period will correlate with increase of user participation and awareness. User participation tracked through page “likes” and “fans.” Reach of campaign through Facebook to be measured through shared posts,“ likes” on other pages and “tags.”
User participation and awareness evaluated through the number of followers acquired over six month campaign period. Track number of impressions (#SPARKitup) through people tweeting about our campaign.
Number of page subscribers to the campaign channel and number of video views. Number of videos on channel content Number of people who use chauffeuring system. Number of surveys of ride experience
Number of people who come to the booth Number of entries for surveys and raffles Number of new sign-ups at the booth
Number of competitors Number of Sparkour videos that re-appear on website or social media sites
Page Views/ Hits
Awareness tracked by how many contest entries are received from users.
Page Views/ Hits
Awareness tracked by how many hits there are on each video and the number of votes each entry receives.
21