LynelleFowler

Integrated Marketing Communications PlanforGeneral MotorsGM&U CollegeDiscount Program

Copyright2010.GattonStudentResearchPublication.Volume2,Number1.Gatton CollegeofBusiness&Economics,UniversityofKentucky

ExecutiveOverview

Thisplanoutlinescommunicationstacticsthatwillbeutilizedtoraiseawarenessofthe GM&Ucollegediscountprogram.TheGM&Uprogramwillturnaroundthetargetaudiences lessthanfavorableopinionofGeneralMotors.GMwilladdresstheseissuesthrough televisionadvertising,internetadvertisingonthetargetaudiencesmostvisitedwebsites, promotionsonlargecollegecampusesandexperientialmarketing.Theseintegrated marketingcommunicationswillbeusedtoachievethemarketingandcommunications objectivesofthisplanaswellasaddresssomeoftheissuesandchallengessurrounding implementationandsuccessoftheGM&Ucollegediscountprogram.

1.1

ScopeofthisIntegratedMarketingCommunicationsPlan

Thisplanoutlinesthecommunicationsobjectives,strategies,andtacticsrequiredfora successfulexecutionofintegratedmarketing.Additionally,thisplanprovidesthe frameworkforproductlaunchcommunicationsactivities.

1.1.1

MARKETING OBJECTIVES
i. Ultimately,wewanttoincreasethepurchaseofnewvehiclesbycollegestudents andrecentgraduates.Wewouldlikefor500,000students/recentgraduatesto utilizethisdiscountprogrambytheendofyear2. ii. Increasemarketshareto20%bytheendofyear2byutilizingmarketing, promotionsandadvertisinglaidoutinthisplan.

1.2

CommunicationsObjectives
Make20%ofthetargetaudienceawareofthisprogrambytheendofthefirst yearofimplementation. Secondlywewanttoincreaseclickthroughsby30%onthewebsitebyyear1. WewanttoincreasethenumberofnewaccountscreatedontheGM&Uwebsite by40%bytheendofyear2. Wewanttoincreaseourtargetmarketsvisitstodealershipsby15%bytheend ofyear1.

1.3

IssuesandChallenges

Thetargetaudiencesoughtisknowntobethehardesttoreach.Collegestudentsarenot easytopindownwithmarketing.GMwillhavetobeverycreativeandinnovativeinorder tocommunicateeffectivelywiththetargetmarket.Thisgroupseemstobeimpenetrableto manymarketingattempts.

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SituationalAnalysis

SWOT(Strengths,Weaknesses,Opportunities,Threats)

Strengths:ThisprogramisgreatbecauseGMisalreadyanestablishedbrand.Theyhave beeninthisbusinessforalongtime,sotheywillbeabletoovercomemostobstaclesthat arethrowntheirway.Theymakeaqualityproductthatpeoplehavealwaysandmostlikely willalwayswanttobuy.Agreatstrengthofthisprogramisthatitwillcreatealongtime customerforGM.Ifstudentsbuyacarwiththiscompanyatayoungage,theyaremuch morelikelytopurchasetheirnextvehiclefromthesamecompany.GMisanAmerican companyandmanypeoplewanttopurchaseAmericanmadeproductsrightnow,sothat willdefinitelyhelpwiththeimplementationofthisprogram. Weaknesses:Thisprogramsgreatweaknessisthatitonlyappliestonewvehicles.Because theeconomyisthewaythatitis,mostpeoplearenotbuyingnewvehicles,theyarebuying used.GMhasalsofacedalotofpublicscrutinylatelybecauseofthegovernmentbailout andthegeneralattitudethatAmericanmadevehiclesareoflowerqualitythanforeign vehicles.GMwillhavetoworkinternallytochangetheopinionspeoplehaveformedabout them. Opportunities:ThisprogramisthefirstofitskindamongAmericanautomobile manufacturers.ThisgiveGMagreatadvantagebecausetheyareonthecuttingedgewhen thisdiscountprogramcatchesonwithothercompanies. Threats:Theeconomyisagreatthreattothisprogram.Manycollegegraduatesarehavinga hardtimefindingjobsandaremuchlesslikelytopurchasenewvehiclesbecauseofthis. Thisprogramisoriginal,butisnotunique.Itiseasilyreplicated,sothewhenothercar companiesimplementsimilarprograms,GMwillhavetodiversifyitselfinsomeway.
2.1

ProductHistory

2.1.1 PRODUCT BACKGROUND GeneralMotorsintroducedtheGM&UCollegeDiscountProgramin2008.Thegoalwasto createloyaltywithincustomersbyintroducingadiscountforcollegestudentsandrecent graduates.Theprogramiscurrentlyofferedtoanystudentwhoisenrolledincollegeorany recentcollegegraduates(withintwoyearsofgraduation.) 2.1.2 CURRENT PROBLEMS FACING PRODUCT ThebiggestproblemcurrentlyfacingtheGM&UCollegeDiscountProgramisthatthe targetaudienceisnotbeingreached.Veryfewstudentsknowaboutthisdiscountprogram currentlyofferedbyGM. Anotherproblemisthatourgenerationofcarconsumerhasbecomeindifferenttobrands. Thereisalackofcustomerbrandloyalty,especiallyinthevehicleindustry.Withtherecent buyout,manyoftheseindifferentopinionshavebecomeunfavorableopinionsofGM.

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Theeconomyisanotherproblemcurrentlyfacingthisprogram.Asincomeshavedeclined, lesspeoplearebuyingnewcars.Withcollegegraduatesuncertainofemploymentafter graduation,manyarenotinterestedinmakinglargepurchases,suchasanewvehicle.

2.1.3 CURRENT MESSAGING CurrentlyGMhasawebsitefortheGM&UProgram,butasidefromthatdoesnotparticipate inanyothermarketingtactics.

TargetAudiences
TargetMarketProcess
1:IDENTIFYINGTARGET
Wehaveselectedourtargetmarketbasedontherisingcostofcollege tuitionandthecurrenteconomicconditions.AsshowninFigure1,our researchshowsthatpriceisthemostinfluentialfactorforcollegestudents. Specifically,priceisalargedeterminantwhenpurchasingavehicle. Figure1:PurchasingDecisionInfluences

3.1

3.1.1

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2:DETERMININGMARKETSEGMENTATION
Basedontheamountofcollegestudentsthatactuallypurchasetheirown vehicleswehavenarrowedourtargetmarketto2025yearsofage.When weaskedHowdidyouacquireyourvehicle?75.4%respondedwithMy parentsboughtitforme.Wecanconcludethatourtargetmarketwillbe students2025yearsofagebecausemoststudents,asFigure2shows,will purchaseanewvehicletwoormoreyearsaftergraduation.Accordingtothe U.S.CensusBureau,17,472,000studentsages15andolderwereenrolledin collegein2005,asshowninFigure3.Wealsowanttoaddressthegrowing thegrowingpopulationofadultsreturningtoschoolsowehavechosento alsoaddressthe3555yearoldagegroupbecausetheyhavemore disposableincomethantraditionalstudents.

3.1.2

3:SELECTINGAMARKETTOTARGET
BytargetingaspecificagerangefortheGMUdiscountprogramthemarket coveragestrategywillbesetforthtotargetawelldefined,specificsegment oftheconsumerpopulation:collegestudentsages2025andage3555.By usingaconcentratedmarketingstrategyitaimstocapturealargeshareof eachmarket. Figure2:NewPurchaseTimeframe

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4:POSITIONINGTHROUGHMARKETSTRATEGIES
WhenweaskedstudenttoselectallthatapplytoWhatinfluencesyour purchasingdecision?90outof122respondentschosepriceasa determiningfactortopurchaseavehicle.Additionally,81outof122 respondentscommentedthatstylewasadeterminant,aswell.Qualityofa vehiclewasthethirdmostimportantfactorforstudentswhenpurchasinga vehiclewith74outof122selectingstyleasafactor.

3.2

TargetAudience

3.2.1

Figure3:AgeSegmentation

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AUDIENCE
Studentsages2025

GOAL
Wechosetotargetthisagerangebecausewebelievethatcollegefreshmen andsophomores(age1819)arestillgettingusedtoanewenvironmentand probablywillnotbereadytopurchaseanewvehicle.Atage20,most studentsareatthejuniorlevelandarethinkingaboutgraduationandbeyond. Theywillbemorereadytomakeabigpurchaseandwillhavehadachanceto saveupmoremoney.24.6%oftheparticipantsinourresearchstatedthat theywouldbepurchasinganewcaroneyearaftergraduation.Whereas 47.5%statedtheywouldwaittwoyearsaftergraduationbeforepurchasinga car.

Graduatesages2125

ItseemstobecommonplaceinAmericathatwhenastudentgraduatesfrom college,theygetanewvehicle.Graduatesaremoreestablishedthan undergraduatestudents.Theyarealsomorelikelytohavetheincome necessarytomakepaymentsonanewvehicle.47.5%ofstudentsstatedthat theywouldwaittwoyearsaftergraduationbeforepurchasingacar.

Students/Graduatesages ManymiddleagedAmericanshaverecentlygonebacktoschoolinthese 3555 timesofeconomiccrises.Becausemanyofthesepeoplehaveheldjobsfor thepast1020years,itwouldbesafetoassumethattheywillhavemore savingsthanatraditionalcollegestudent.Becauseofthis,itwouldbea mistaketoleavethemoutasatargetmarket.Theymaybemorelikelythan anygrouptopurchaseanewvehicleinthesetoughtimes.

Competition
ProductComparison

4.1

Currently,somecarmanufacturersofferdiscountstomilitarypersonnel,butnoothercar companyoffersadiscountprogramexclusivelyforcollegestudents/recentgraduates.GMis apioneerinthisfieldandthushasnootherprogramtocompareitselfto.

4.2

BarrierstoEntry
GMhasalreadyhadtroubleenteringthismarketbecauseitisalreadyfacinglow awareness.Theyarehavingtroublegettingthetargetmarkettoviewitswebsite. Thedownturnoftheeconomyhasproventhatmanypeoplearenotbuyinginthese toughtimes.Iftheyarenotbuying,thenitwillbedifficulttosellanewvehicle,

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especiallybecausethistargetgroupusuallygraduateswiththousandsinstudentloan debt. ThenegativestigmaattachedtoGMbecauseoftherecentgovernmentbailoutand thelowqualityofAmericanmadevehicleswillmakeithardtoenterthecurrent market.

4.3

CompetitorDifferentiation
TOYOTA SUZUKI

Keyfeature

$1000rebateonnewand $500rebateonnew used Students6mo.before Students6mo.before graduationor2yearsafter graduationor2yearsafter Nodownpayment AvailableonallnewSuzuki Nopaymentsfor90days models Oneyearoffreeroadside assistance Discountappliestonew andusedvehicles Lotsofstipulations Offeredtoasmallerrange ofcustomers Discountappliestoselect vehiclesonly Mustfinancethrough Suzuki,nocashsales allowed Offeredtoasmallerrange ofcustomers Smallerdiscountamount

TargetMarket

Strengths

Weaknesses

4.4

KeyCompetitorNetImpressionsandMessages
STUDENTS/GRADUATES 20 25 STUDENTS/GRADUATES 35 55

TOYOTA
NetImpression

Gooddiscountamountandincentives Gooddiscountamountandincentives. Thecarsofferedareforanolder Carsfallintothislifecycle.Toomany target.Toomanystipulations. stipulations.

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SUZUKI
Netimpression

STUDENTS/GRADUATES 20 25

STUDENTS/GRADUATES 35 55

Discountamountislowwithlittle Discountamountistoolowwithlittle incentive,butgoodchoiceofvehicles. incentive,butgoodchoiceofvehicles. Wouldratherbeabletofinance throughmyownbank.

BrandingandMessaging
BrandingArchitecture

5.1

ThesubbrandofGMthatcollegestudents/graduateswillmostlikelyapplythe discountprogramtoisChevrolet.ChevroletwillhavetopositionitselfagainstToyotas mostpopularvehicles(CamryandCorolla)andSuzukiasamorereliableanddurablebrand inordertowincollegestudentsattentionandparticipationintheprogram.

5.2

PositioningStatement

TheGM&UCollegeDiscountProgramisforcollegestudentsandanygraduatewithin twoyearsofgraduationwhoareinthemarketforanewGeneralMotorsvehicleata discountedrate.ThisprogramofferscompetitivediscountsonallGMmodels(except Corvette)unlikeToyotascollegediscountprogramwhoonlyoffersaselectgroupof vehicleswithmorestipulationsorSuzukiwhoonlyofferstostudentswithin6monthsof graduation,or2yearsafter.

5.3

ValuePropositions

GMscollegediscountprogramisuniquebecauseitofferedtoagreaternumberof students/graduateswithlessstipulationsonmoremodelsofvehicleswithagreater discountamount.Thisdiscountprogramisahugebenefittobothtargetaudiences.Theydo nothavetodoanythingmorethanwhattheyalreadydoasstudentsorgraduatestobe eligibleforthisdiscount.Unlikewhatothercompaniesareoffering,usersofGMscollege discountwillbeabletofinancethroughanyfinancialinstitutionandwillnothaveto provideproofofemployment.BecauseGMsdiscountissoeasytouse,iteasilyhasa competitiveadvantageoveritscompetitors.

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5.4

MajorMessages&CurrentCustomerViews
HOW TO ADDRESS PROBLEM MESSAGE Focusontheinteriorfeaturesand GMisnotjustacarcompanyfor fueleconomyaswellaswarrantiesoldfolks.Theyhave andguarantees. contemporarynewmodelswith lotsofamenities.
GMshouldexplainexactlywhat Thebailoutwasanopportunityto happenedtruthfullyandhowthe turnoveranewleaf. companybecamebetterand strongerbecauseofthebailout. Thiscouldbeaddressedby comparingthefueleconomiesof GM,ToyotaandSuzuki.Many collegestudentsareconcerned withthisandarenotinterstedin SUVssoGMshouldfocuson sedansandcoupes. GMcaresaboutitscustomers mostofallandthatiswhyitis implementingthisdiscount program.

PROBLEM NoneofGMsvehiclesare attractive

Bailout

GMonlyoffersgasguzzlersand largeSUVsanddoesnotcare aboutcustomerspocketbooksor theenvironment.

5.4.1

MAJOR MESSAGES FOR CUSTOMERS

MAJOR MESSAGES FOR CUSTOMERS

MESSAGENAMEandCoreMessage GMisnotjustforoldfolks. MessageSubstantiation GMwillintroduce10new,contemporarymodelsthat appealtoyoungertargetsinthenext15years.

BailoutallowedGMtoturnoveranewleaf. GMiscurrentlygoingthroughaperiodofreformand restructuretobetterservetheircustomers.

GMcaresaboutitscustomers GMcaresotherwiseitwouldnotimplementsucha program.Thediscountamountsareequivalenttothose foremployeesprovingthatGMisofferingspecial treatmenttothistargetmarket.GMofferscompetitive fueleconomytosaveconsumersmoneyandhavelessof anenvironmentalimpact.

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MAJOR MESSAGES FOR CUSTOMERS

MESSAGENAMEandCoreMessage GMisnotjustforoldfolks. MessageSubstantiation GMwillintroduce10new,contemporarymodelsthat appealtoyoungertargetsinthenext15years.

BailoutallowedGMtoturnoveranewleaf. GMiscurrentlygoingthroughaperiodofreformand restructuretobetterservetheircustomers.

GMcaresaboutitscustomers GMcaresotherwiseitwouldnotimplementsucha program.Thediscountamountsareequivalenttothose foremployeesprovingthatGMisofferingspecial treatmenttothistargetmarket.GMofferscompetitive fueleconomytosaveconsumersmoneyandhavelessof anenvironmentalimpact.

CommunicationsVehicles

1. Promotion:GM&UAmbassadors
Promotionisthekeyelementtoourmarketingplanwith50%ofourbudget.Ourresearch shows109respondentsof122selectedtheformofwordofmouth(friends,family,etc.)and event/promotion.Thereforeourplanwillfocusthemajorityofoureffortsonthe promotionandeventsforthediscountprogram.Thiswillincreasetheoverallawarenessof theprogramand,throughexperientialmarketingwillallowbuyerstohaveanemotional experiencewiththebrand. Byselectinguniversitiesbasedongeographiclocationanddemographicswewill promotethediscountprogramwithintheconfinesofthecampus.Bypreselecting30 campusesfromacrossthenation,thiswillmaximizethefootprintofthepromotionefforts.

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 ByhiringGeneralMotorsinternsasGM&UAmbassadors,thediscountprogramcan spreadbywordofmouthtoothercollegestudentswithintheirsocialnetwork.Theinterns willbeselectedbasedonresponsibility,Greekaffiliations,workethicandsocialskills demonstratedtopromotetheGeneralMotorsbrandwiththeiragegroup.Byutilizingthese interns,thepromotionscanbeconductedatalocalandgrassrootslevel.Internswillbe providedwithpromotionalmaterialsandmethodsinwhichtheycaninserttheGMbrand anddiscountprogramwithinthecampusculture. Universitieswillbeselectedonthebasisoffourfactors:geographiclocation,the amountofGreekinvolvement,universityenrollment,thesportsfanbase,andthe percentageofstudentsthatliveoncampusornearcampus. Threeinternswillbeselectedfromthe30universitiesmakingatotalof90student brandambassadorsspreadacrossthecountry.Thiswillcreateanetworkofinformation gatherersforGeneralMotors.Internswillbepaidafixedstipendof$1000spreadacrossthe durationofthetwosemesters.Internswillcompetebetweenuniversitiestoreach benchmarks.ThefollowingobjectiveswillbesetfortheGM&UAmbassadors: Eachinternwillcollectattheminimum200contactsforGMsmailinglist(direct andelectronic). TheGM&UAmbassadorteamwillhostatleast3eventsperyearthatpromote theGM&UCollegeDiscount. TheGM&UAmbassadorswillparticipateinaphilanthropiceventatleastonceper yearwhereGreekandotherstudentorganizationwillbeinvolved. TheGM&UAmbassadorswillparticipateinexperientialmarketingeventsat universityfootball,basketballandothersportingeventsonandoffcampus.

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2.Newspaper Strategyfornewspaperadvertisingdependsonthetypeofbusiness whichrequiresit.Ourstrategyforattractingthetargetmarketwillbe basedonthediscountandparticularvehicleschosenbyourresearch ofthemostpurchasedbrands.Additionally,placementisavery importantaspectwhenrunningadvertisementsinnewspapers. Smalleradvertisementsthatareranrepeatedlywillperform betterthanlargeradsranlessoften.FamiliarityequalsTrust. StudentsreadtheFriday,SaturdayandSundaypaperstoplantheirweekend. Studentsareawarethatnewspapershavecertaindaysthattherearemoreadssowe willplanaroundthat. Keepcontinuityintheaddesignandmessage. Basedonourresearchwefoundthatmanystudentsreadthelocalcitypaperaswell astheuniversitypublication.Insomecasesthesearetheironlysourceofnewsandad exposurewhileoncampus.ManystudentsoncampusalsoreadtheWallStreetJournaland theNewYorkTimes. Wewillutilizelocalmarketswithadedicatedreadershiptomaximizereachingour targetmarket. Adirectresponseadwillbewrittentograbthereadersattention,interestanddesire toprovokeimmediateaction.Copywritewillfocusonenticingthereadertogetup,goto thedealershipandtestdriveavehicle.Mostnewspapersendupinthetrashortherecycling bininlessthan24hours. DirectResponseAdvertisingshould Captureattentionthroughdesign,adsize,placementandtiming. Stimulateinterestbytouchingonhumanemotions,desiresandneeds. Createdesirebyofferingsolutions[benefits]toemotions,problemsorneeds. Investigateactionbymakingthesolutionhighlydesirableyetaffordableandeasy.

3.Television
WewillincreaseawarenessabouttheprogramswebsitethroughTVcommercials allowingforvisitorsinterestedingaininginformation.Throughsimpleauthorization requestsfromtheGM&Uwebsite,highertrafficwillresultinmorefrequentdealership visitsandsales.TVcommercialshelpachievethemarketingandcommunicationsobjectives setforthinthisIMC. Accordingtoourresearch,the7mosthighlywatchedTVchannelsofthetarget marketare:ABC,FOX,NBC,TBS,ESPN,ComedyCentralandFoodNetwork.Someofthe mostpopularprogramswatched:GreysAnatomy,GossipGirl,OneTreeHill,TheOffice, PrivatePractice,SportsCenter,andcollegesports.

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 TVcommercialsrankedasthesecondmostinfluentialtypeofadvertisementsbyour targetmarketonoursurvey.Themajorityofrespondentssaidthatthelastvehicle advertisementtheyrememberedwasacommercialontelevision,soitisveryimportantto makeGM&UTVadsverymemorable.

Weaskedparticipantstonamethemostmemorableadvertisementtheyhadseenin thepast6months.Amongthemostmemorablewere: Macvs.PC.Theseadvertisementscombinehumorandcomparisons.Theyplayon theflawsofthePCbrand,butinalight,humorousfashionthatisreceivedverywell byourtargetmarket. FreeCreditReport.Com.Thesecommercialscombinehumorwithamemorablejingle. Theselittlesongsseemtostickintoeveryonesheadsandpeoplealwaysremember wheretheyheardthem. Etrade.Thesecommercialsfeaturingthetalkingbabiesalsousehumorwhich appealstoouraudience. Geico.Thesecommercialswiththetalkinggecko,cavemanandastackofcash. Again,thesecommercialsusehumorwhilealsocomparingGeicotootherinsurance companies. iPhone.ThesecommercialsfocusedontherevolutionarynewiPhone.Theymadeno comparisonstootherproductsbecausethiswasthefirstphoneofitskind. Celebrityathleteendorsements.Thesewerememorablebecausetheywerepeople thatarerecognizabletoourtargetaudience. Basedonourprimaryresearch,GMisalreadyreachingitstargetaudiencewithitsTV commercials. Whenaskedwhichvehiclebrandtheylastsawanadvertisementfor,participants respondedthatGMalongwithFordasthelastadremembered.Thesecondmostcommon responsewasforaToyotaadvertisement.HondaandBMWwerethethirdmostfrequent responses.Lexus,Mercedes,AudiandVWwerealsorecognized,butonalesscommon basis.SinceGMisalreadyhittingtheirtargetaudiencewiththeircurrentprogram,nowthey justneedtotailortheiradstothisdemographicandusethetechniqueslistedbelowto reachthem.Basedontheadvertisementsaboveourtargetmarketremembered,GMshould

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incorporatehumorandcomparisonsalongwiththingsthatGMisdoingthatare revolutionary,intotheirTVads.

4.Magazines
Byadvertisinginmagazines,youcanreachyourtargetaudience,educatethemabout yourproductsorservices,andmovethemclosertomakingapurchase.Costforrunningan advertisementinamagazinewillvaryfromvendortovendor. Youcaneasilycreateanimagewithaprintadinaparticularmagazine.Ourtarget audiencewhensurveyedrespondedtoreadingRollingStone,Cosmopolitan,ESPNThe MagazineandPeoplemagazinesmostfrequently.

5.Internet
Ourresearchshowedthatinternetbasedadsarethethirdleadingmarketingstrategy whichcapturedconsumersattentioninourtargetmarket. ResearchconductedbyAndersonAnalyticsshowedthatthemostvisitedwebsites amongmalecollegestudentswere(Inorderofmosttraffic):Facebook,ESPN,Google, Youtube,andDigg.com.Amongfemales,Facebookwasalsothemostvisitedwebsite followedbyMyspace,Google,Youtube,andPerezhilton.com.Trendshowsthatamongboth maleandfemalecollegestudentsFacebook,Google,andYoutubewerepopular,leading thesethreewebsitesasourfocusforInternetAdvertisements.WealsoagreedduetoGMs previousinvolvementwithCars.com,thatitwouldbeausefultooltousesinceitattracts consumersinterestedinpurchasingcarsandallowsthemaccesstothecollegediscount program.

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POWERPOSITIONADS Powerpositionadsgivehighlyvisibletargetedbanneradvertisementswhich
featuredealershiplogoandmessageinsearchresultstobuildtraffic.Thiswouldalso beacosteffectivewaytoreachouttargetmarketandonewhichwouldalreadyshow interestinautopurchasing.

FACEBOOK
Duetoitshightrafficandamountofactiveuserswhichsurpass300,000,000todate, itwouldallowGMtoreachawidemarket.AdvertisementsonFacebookalsoallowfor easytargetingofusersinourrangeof2025yearoldcollegestudentsandgraduates. Segmentationscanbeclassifiedbyage,sex,andgeographicarea,makingiteasierto reachthepreferredmarketsegment. ThroughtheuseofFacebookads,knowledgecanalsobegainedaboutwhohas clickedontheadvertisementswithfeedbacksuchasage,sex,region,andnumberof clicksthatpersonmade.Thiswouldalsomakeiteasiertofurthernarrowtherangeof themarketofinterest,thusallowingforfuturecostsavingsbyreducingtheamountof unnecessaryandineffectiveadvertising.

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GOOGLE
TheuseofsponsoredlinkAdWordsthroughGoogleadvertisementwefoundtobe anotherverybeneficialchannelinwhichtomarketcustomers.Thesetypesofads whichwouldshowupatthetoportotherightofthesearchengineresultspage,would targetthosewhosearchforsimilarcriteriaasthead.Ifsomeoneweretosearchforthe wordCaronGoogle,aGMCollegeDiscount.comlinkwouldshowupasresults,along withotherkeywordsthatwouldrelatetoGMandautodiscounts. Googlereaches80%ofinternetusersanditisthe#1adnetwork.Italsohelpsgain morequalifiedleadsatalowercost,boostingsalesandROI.Allowsforfeedbackwhich showswhatisworking,whatisnot,andwhereyouradshaveshown.

YOUTUBE
YouTubeiswidelyknownaroundthecountryandinternationallyandhasbeen accessedbymanydifferenttypesofdemographics.Thereareover300millionusers worldwide,while37.8%ofthoseusersareages1843,whichcoversourtargetmarket ofages2025.ThroughYouTubeadvertising,youareabletotargetviewersbywhat theyarewatching.

Contest:
Throughcontestparticipation,thosewhowouldnotnecessarilyhavehadprecious knowledgeabouttheprogramcangaininterests.Thecontestwouldconsistof allowingviewerstodirecttheirownshortfilmorvideoabouteventssuchasThe dayIgotmyfirstcar.ThevideocontestwouldbesponsoredbytheGMCollege Discountandthewinnerwouldget$10,000whichwouldbecoveredbythe $150,000budgetallowedforwebbasedadvertising.Thevideowouldthenbe linkedonthemainpageofYouTubeamongtheBuzzvideoswhicharethe hottest,mostfrequentlyviewedvideos.

CARS.COM
Cars.comadcampaignsattractmillionsofinmarketbuyerstothesite.Thewebsiteis alsoadvertisedamongsometelevisionnetworkssuchasESPN,NBC,andCBSwhichwe foundtobeveryattractivetothoseinourtargetmarketresearch.

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TacticalCalendar

COMMUNICATIONS VEHICLES TACTICAL CALENDAR
Vehicle Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

GM&U Ambassadors Newspaper

Television

Website

Experiential Marketing Magazines

InternetAds

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Budget

Wehaveallocatedthelargestportionofourbudgettopromotions(50%)dueto66%ofour targetmarketpreferswordofmouthandeventsmarketing.Thesecondlargestportionof ourbudgetisdedicatedtoTelevisionadvertising(30%)dueto53.3%ofourtargetmarket prefertelevisionadvertising.PrintAdvertising(10%)wasratedasthethirdmost influentialadvertisingwith25%ofstudentspreferringprintads.Printadvertisingconsist ofnewspapers,magazines,flyersanddirectmailmarketing.Thefourthmostimportanttype ofmarketingisInternetadvertising(10%).29%ofcollegestudentsrespondedthatthey wereinfluencedbyvariousformsofInternetadvertising.

8.1

Figure4:BudgetAllocation

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