Final ReportGonzaga UniversitySpokane, WASpring 2012
2Driven Mind
Table of Contents
....................................................................................................................................................... 7Mission ...................................................................................................................................................... 7Goals ......................................................................................................................................................... 7
........................................................................................................................................ 10Objectives ............................................................................................................................................... 11Respondent Profile ................................................................................................................................. 11Target Market Insights ............................................................................................................................ 12Support Campaign Strategy Formation .................................................................................................. 13Research Results ..................................................................................................................................... 15Awareness of the 2012 Honda Civic Coupe ........................................................................................ 15Purchase Consideration ...................................................................................................................... 16Honda as a Cool Brand ........................................................................................................................ 17Honda as a Cutting Edge Brand ........................................................................................................... 18Experience and Familiarity .................................................................................................................. 19Attributes of the 2012 Honda Civic Coupe ......................................................................................... 20Enjoyment of the Civic Block Party ..................................................................................................... 22Summary ................................................................................................................................................. 23Focus Group Summary ............................................................................................................................ 24Zaltman Metaphor Elicitation Technique (ZMET) Summary .................................................................. 25
......................................................................................................... 26Objectives ............................................................................................................................................... 27Block Party Logistics ................................................................................................................................ 27Advertising at Event ................................................................................................................................ 28Event Entertainment ............................................................................................................................... 29Event Entertainment: DJ Austin Miller ............................................................................................... 29Event Entertainment: Bomb Squad Performance .............................................................................. 29Activities .................................................................................................................................................. 30The Honda Challenge .......................................................................................................................... 30
.................................................................................................................. 31Forza 4 Challenge ................................................................................................................................ 31Tricycle and Mini Bicycle Races ........................................................................................................... 32Donors and Prizes ................................................................................................................................... 33
.................................................................................................................. 33Zag Shop .............................................................................................................................................. 33Sonic and Pita Pit................................................................................................................................. 33Foursquare .......................................................................................................................................... 33Mr.Tux ................................................................................................................................................. 33Donate your Change at the Civic Block Party.......................................................................................... 34Summary ................................................................................................................................................. 35
.................................................................................................................................................. 36Objectives ............................................................................................................................................... 37Overview ................................................................................................................................................. 37Timeline................................................................................................................................................... 38
The Wall .................................................................................................................................................. 39Print Car Advertisements ........................................................................................................................ 40Print Event Advertisements .................................................................................................................... 42Event Banner ........................................................................................................................................... 44Stakes ...................................................................................................................................................... 45Morning Mail........................................................................................................................................... 46Whiteboards ........................................................................................................................................... 46Viral Video ............................................................................................................................................... 47Social Media ............................................................................................................................................ 48Facebook ............................................................................................................................................. 48Twitter ................................................................................................................................................. 50Foursquare .......................................................................................................................................... 51Pinterest .............................................................................................................................................. 52Instagram ............................................................................................................................................ 53Bitly: Track Links .................................................................................................................................. 54Crowdbooster ..................................................................................................................................... 55Summary ................................................................................................................................................. 56
.......................................................................................................................................... 58Objectives ............................................................................................................................................... 59Overview ................................................................................................................................................. 59Press Releases ......................................................................................................................................... 59Media Kit ................................................................................................................................................. 60
Articles ........................................................................................................................ 60GU News ................................................................................................................................................. 60Storify ...................................................................................................................................................... 60Impressions ............................................................................................................................................. 61Print Media Impressions ..................................................................................................................... 61Online Media Impressions .................................................................................................................. 61GUTV ................................................................................................................................................... 61Philanthropy and Service Partnership: Donate Your Change ................................................................. 62Gonzaga Basketball ................................................................................................................................. 63GEL Weekend Presentation .................................................................................................................... 63Summary ................................................................................................................................................. 64
.......................................................................................................................................... 65Campaign Strategy and Implementation ................................................................................................ 66Advertising .............................................................................................................................................. 66Public Relations ....................................................................................................................................... 66Reports and Presentations ...................................................................................................................... 66Market Research ..................................................................................................................................... 66
Statistical Key Term Glossary ................................................................................................. 92Statistical Key Term Glossary .................................................................................................................. 93P-Value ................................................................................................................................................ 93DF ........................................................................................................................................................ 93T........................................................................................................................................................... 93
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