Dollar Rent a Car!Lindsey Rosenthal, Cori Sussman, Jessica Laurello!

Objectives!

!   Use the new media mix to create awareness in order to attract new consumers and encourage them to take advantage of Dollar’s outstanding rates.!

!   Expand the target to include a new demographic of women 25-34. !

!   Generate a 30% increase in sales. !

current advertising!

!   Current: mix of internet, outdoor, and spot television (Ad $pender). !

!   Sales and marketing services: coupons, flyers, airport displays, direct mail, and yellow page ads. !

!   Facebook page: 9,000 likes; options to make reservations, view specials, see business programs, and more extra features.!

!   Twitter: 3,000 tweets; 3,444 followers!

!   LinkedIn page per location!

Share of voice !!

Geography!•  Dollarʼs weakest areas:!

•  • Houston BDI= 5!

•  • Houston CDI= 225!

•  • New York (LGA) BDI= 2!

•  • New York (LGA) CDI= 41!

•  • New York (JFK) BDI= 4 !

•  • New York (JFK) CDI= 40!

Dollarʼs strongest areas:!

• Sanford Florida BDI= 4484!

• Sanford Florida CDI= 4550!

• Orlando Florida BDI= 219!• Orlando Florida CDI= 9889!

• Ft. Myers BDI= 499!• Ft. Myers CDI= 9368!

target Audience!Meet Jenny.!

Creative Strategy!

!   Objective: reach the desired target while highlighting Dollar’s lowest prices for rental cars.!

!   Big Idea: By choosing Dollar Rent A Car, consumers will replace the action of paying more for a competitors service with something else they could buy on vacation that they will actually remember and enjoy!

!   By choosing Dollar’s lowest prices, a consumer on vacation can recycle their money by...!

“Spend less, Splurge more”!

media: "Network Television!

January February March April May June July August September October November December!

!   Objective: To expand Dollar’s advertising to a national level by means of network television.!

!   Strategy: Flighting advertising on holidays in order to promote the usage of Dollar Rent a Car for travel plans and using the savings on buying gifts.!

!   Networks: !

!   Travel Channel (102)!

!   Discover Channel (213)!

!   Style (202)!

!  ABC Family (167)!

!  We TV (170)!

!  Disney Channel (213)!

media: "Spot television!

!   Objective: To expand Dollar’s advertising to vacationing destinations by spot advertising at frequently visited travel locations.!

!   Strategy: Continuous advertising year round on local news channels during Primetime.!

!   Travel locations where the CDI is higher than 400 to try to increase Dollar’s BDI in those areas (Orlando, Cleveland, LA, Miami, Las Vegas, Ft. Lauderdale)!

!   Rationale: Dollar will be airing their commercials during Primetime because the Primetime Television index is much higher than other time periods, with an index of 189.!

January February March April May June July August September October November December!

media: "Magazine!

!   Objective: Reach the target through niche media !

!   Strategy: Dollar will have pulsing advertising year-round in magazine in order to target a more specific audience.!

!   Magazines:!

!   More (203)!

!   Conde Nast Traveler (192)!

!   Travel and Leisure (200)!

!   American Way (292)!

January February March April May June July August September October November December!

!  Architectural digest (167)!

!  Delta Sky (265)!

!  Food and Wine (164)!

!  Vogue (110)!

!  Wine Spectator (223)!

media: "Internet!

!   Objective: To expand Dollar’s advertising to a medium that is highly used by the target consumer.!

!   Strategy: Dollar will have continuous banner ads on certain websites that are highly popular according to the target.!

!   Websites:!

!   Gmail (149)!

!   Trip Advisor (227)!

!   Hotwire (190)!

!   Wall Street Journal (274)!

January February March April May June July August September October November December!

!  PBS (168)!

!  AOL (158)!

!  MSNBC (162)!

!  Shutterfly (162)!

!  Expedia: 185!

media: "Outdoor!

!   Objective: To expand Dollar’s advertising to billboards and street displays to target consumers where they are most likely to use or need a rental car.!

!   Strategy: Dollar will have continuous outdoor advertising !

!   Description: Dollar would have both billboards and outdoor displays to advertise the rental cars. The billboards would be located on highways leading towards amusement parks.!

January February March April May June July August September October November December!

media: "Guerilla!

January February March April May June July August September October November December!

!   Objective: Avoid clutter of traditional advertisements and reach target audience in a more creative, new way.!

!   Strategy: Install kiosks in big vacation spots that offer their rental car service. !

!   kiosk will sell novelty items that are attributed to the area and you will also be able to rent a car from a digital tablet located next to the kiosk.!

!   Use the amount you save to purchase souvenirs at the kiosk. The amount will be loaded onto a account that allows consumers to rack up savings and purchase things at discounted prices on vacation.!