cpr communications
DESCRIPTION
CPR Communications. Presents. Arrive in Style. Situational Analysis. Former image in SF Bay Area of low gas mileage vehicles. New fuel efficient 2012 Chevrolet Sonic. Affordable T rendy Opportunity for Chevrolet to change image and drive sales. Campaign Goal. Test Drives Brand Awareness - PowerPoint PPT PresentationTRANSCRIPT
CPR Communications
Presents
Arrive in Style
Situational Analysis
• Former image in SF Bay Area of low gas mileage vehicles.
• New fuel efficient 2012 Chevrolet Sonic.– Affordable– Trendy
• Opportunity for Chevrolet to change image and drive sales.
Campaign Goal
Test DrivesBrand
AwarenessSales
Target Audience
• Young adults and college students ages 18-30
• First time car buyers and people looking for a new car
• Parents of young adults
Objectives• College students youthful, stylish,
affordable and up to date features• Parents affordable, fuel efficient, safe
and practical• First time car buyers best overall
value, fuel efficient and trendy
Media Coverage• Through out January send out press
releases/pitch letters to:– Bay Area Journalists– Bloggers– Credit Unions– Producers of Eye On The Bay
• Create facebook and Twitter page• Corporate Social Responsibility.
Facebook & Twitter• Keep target audience updated
• Picture Contest - March
• Chevrolet Drive Challenge - April
Chevy Sonic Ca$h Cab• Every Saturday in February• Downtown San Jose, Union Square,
Polk St., Marina District
Eye On The Bay• Bay Area based television show• Showcase both models• Targets parents and people looking
for a new car• March
SF Giants Park and Ride• Arrive in style at the San Francisco
Giants game.• Fans get to experience the Sonic• Parking at an affordable cost• April
Shoreline Amphitheatre • Kick off the country concert series• Cover all target audiences• Showcase Sonic inside and outside
venue• May
Groupon Bar Crawl• Every Saturday for the month of June• Offer for four people• Three San Francisco bars
Budget
Salary; $50,000
Cash Cab; $9,000 Community Re-lations; $875
Social Media; $490
SF Giants Game; $7,015
Shoreline Am-phitheater; $7,205
Groupon; $12,900
Credit Union; $3,000
Extra Expenses; $9,515
Evaluation
• Social Media: Number of followers/friends, participants
• Media: Number of media hits, viewers
• Events: Butts in seats, number of media hits, participants
CPR Communications
Thank You For Your Time!