Integrated Marketing Communications Plan

For Carbone Auto Group

Krystal Blankenship

Marist College

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BackgroundThe auto industry is fierce with volume-based competition forcing value-based dealers to find their unique difference.  The enthusiasm for automobiles that sparked Joseph Carbone to launch Carbone Auto Group (CAG) in 1929 is the uniqueness at the heart of the value-based brand.  Identifying this distinctiveness has pressed the brand to reposition itself to highlight the happiness, fun, and self-expression automobiles create.  The excitement behind the brand will now be forefront to maximize CAG’s competitiveness and support the brand in developing long lasting relationships with its key segment, “The Valley Traditionalists” based out of Utica, New York.    

Identified and described within this document is an integrated marketing communications (IMC) plan that will communicate the brands repositioning to the flagship Utica market and strengthen the brand’s relationship within this community and surrounding areas. With deep roots in Utica, NY, it is crucial that CAG communicate its newly defined brand and strengthen perceived brand attitude within its original market. To do this effectively CAG must provide products, services, and experiences that are unmatched by any competitors in the region formed from CAG’s 84 years of expertise and enthusiasm for the automobile. CAG’s newfound uniqueness has identified its key competitive difference that will support the strategies used in this campaign to reposition the brand as the fun dealer with incomparable expertise.

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Strategy Set-Up

Brand and Product DescriptionCAG’s brand re-positioning which will be communicated via this IMC plan will take place in Utica, New York and the surrounding 40-mile radius.

Carbone Auto Group’s Geographic Markets BRAND POSITIONING STATEMENT

“For the car enthusiast in all of us, Carbone Auto Group is the auto dealer that ignites your passion for cars, because only Carbone Auto Group has devoted 84 years to understanding the self expression that cars represent, enabling them to create the perfect driving experience for you.”

BRAND PERSONALITY STATEMENT

Carbone Auto Group is your happy, fun-

Utica, New York

Troy, New York

Bennington,

Vermont

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Product/Service Offerings

loving, life-long pal who’s got your back and helps you uncover your pride in your ride.

NEW VEHICLE BRANDS

Brand Features & Benefits

Feature Benefit

Selection/Variety The large selection makes the shopping experience fun. Customers are able to find the desired car immediately, satisfying the need for immediate gratification

Modern/State of the Art Facilities

Comfort and Convenience while you shop or wait for auto services.

New Vehicle Sales

Pre-Owned Vehicle Sales

New-Vehicle Leasing

Pre-Owned Car Auction

Parts

Financing

Service

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Full service-Collision/Body Shop, Detailing, Service, Rust repair

One-stop-shop for all service needs. Saves time and money while alleviating stress on busy schedules.

84 Years of Experience A higher level of professionalism gained by years of experience. Provides streamlined sales and service processes that are time savers for the customer.

Drive up oil change No appointment needed for an oil change. Very convenient and saves time.

Pre-owned car auction Puts the customer in control of their trade-in experience. Customers can choose to run their trade-ins through the auction vs. salesman’s offer. This adds a heightened level of trust to the trade-in process.

Situational AnalysisThe University of Michigan’s Transportation Research Institute recently identified baby boomers as “the cohort most likely to buy a new car” and auto brands pursuing this segment will “generate a higher return on investment” (Naughton, 2013, para. 4). Nielsen and BoomAgers (2012) in Introducing Boomers: Marketing’s Most Valuable Generation, call baby boomers “marketing’s tidal wave” (p. 4). Reason is baby boomers are a powerful cohort at 80 million strong, carrying values instilled by a culture of affluence and optimism that were developed in their formative years and have stayed with them throughout all stages of their lives (Introducing Boomers, 2012).  Boomers are in a position to have more disposable income and buy more new cars than any other generation as they truly adore automobiles (50 and Over, 2011).  In comparison to the <50 population, “They buy more cars and they spend more to buy them” (Introducing Boomers, 2012, p. 13).

CAG’s Business Opportunity

Carbone Auto Group has an opportunity to capitalize on the steady growth of the baby boomer population located in Utica, New York. Current population trends are taking place presenting an ideal business opportunity for CAG.SUPPORTING DATA AND RATIONALE FOR BUSINESS OPPORTUNITY

According to 2010 census data, Oneida county,

TWO MAJOR FACTORS CONTRIBUTING TO THESE TRENDS

FIRST, THE OVERARCHING FACTOR IS THAT THE BABY BOOMER POPULATION IS AGING. “BY 2020, THE POPULATION OF AMERICANS AGE 55 TO 64 WILL HAVE GROWN AN UNPRECEDENTED 73% SINCE 2000 (ROWLEY, 2012, PARA. 2).

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of which Utica is a part, has an aging population.

The population over 45 has increased by 12% over the last decade (Oneida County’s Again, 2011).

In each of 11 counties within CAG’s targeted geographical reach in and around Utica, New York, the age 45-64 group is the largest percentage of the population (governing, 2010).

Oneida County’s largest segment is baby boomers, at 28% (census, 2010).

A SECOND, MORE SPECIFIC FACTOR IS THAT LIKE OTHER UPSTATE NEW YORK CITIES, UTICA HAS LOST ITS INDUSTRY, DISCOURAGING RESIDENTS’ CHILDREN FROM RETURNING TO THE AREA AFTER COLLEGE (A. CARBONE, PERSONAL COMMUNICATION, AUGUST 1, 2013).

Campaign ObjectivesBusiness Communication Objectives

Carbone Auto Group has two current business objectives that this IMC campaign plan will address:

INCREASE SALES EFFICIENCY NUMBERS TO 100% OF GOAL FOR EACH MANUFACTURER ASSIGNED TERRITORY IN THE UTICA MARKET.   

Sales efficiency is an important performance indicator that measures a dealer’s market share in its manufacturer assigned territory against the manufacturer’s national market share. It is the single-most important measurement used by manufacturers to assess a dealer’s performance. (A. Carbone, personal communication, June 7, 2013). CAG’s growth strategy includes future acquisitions of additional dealerships. To present favorably in the application process, the group needs strong sales efficiency numbers. Currently, CAG’s advertising reach does not extend far enough out from the hub of its Utica market to reach the manufacturer assigned territories in their entireties. Therefore, to increase sales efficiency performance CAG must extend its advertising reach beyond its standard 20 mile radius around the hub of the Utica market to a 40 mile radius.

INCREASE MARKET PENETRATION WITHIN THE 20 MILE RADIUS AROUND THE HUB OF THE UTICA MARKET FROM 50-52% TO 60%.  

Carbone Auto Group Market Penetration for Utica, NY MarketMake FY2011 FY2012 L12M L3M

BMW 83.2% 78.3% 77.6% 85.2%

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Buick 42.1% 48.9% 50.5% 46.2%

Cadillac 59.2% 61.2% 59.6% 53.8%

Chevrolet 24.1% 22.3% 20.8% 19.4%

Chrysler 428% 41.1% 41.2% 38.1%

Dodge 43.1% 48.9% 49.8% 56.0%

Ford 37.9% 37.0% 38.9% 40.7%

GMC 34.4% 38.0% 36.1% 36.2%

Honda 83.7% 80.5% 80.9% 87.2%

Hyundai 68.9% 69.6% 70.2% 81.4%

Jeep 47.1% 48.7% 53.4% 67.0%

Nissan 77.3% 73.6% 72.2% 81.0%

Subaru 74.2% 77.3% 74.8% 65.6%

Total Makes 52.0% 51.3% 51.4% 53.4%

Marketing Communication ObjectivesCarbone Auto Group has three current marketing objectives that this IMC campaign plan will address:

IMPROVE BRAND AWARENESS: Around CAG’s new brand positioning Within the newly targeted, previously unreached 20-40 mile radius

geography around the hub of the Utica market Around the benefits that patronizing CAG provides as a value based

new car dealer rather than a volume (price) based dealer

BUILD POSITIVE BRAND ATTITUDE: Become the dealer associated with fun, happiness, and the self

expression that cars bring to their owners Build consumer engagement

CREATE BRAND PURCHASE INTENTION: Drive online shoppers into the showrooms Make CAG the go-to brand for auto shoppers aged 45-64, increasing

market share from 52% to 60% in a 20 mile radius of Utica, New York

Challenges

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Customer ProfileSeveral different key segments fit the profile as CAG customers. CAG has traditionally targeted the 20-55 year old age group without further segmenting the audience. Our research shows that the ideal target audience in Utica, New York for CAG needs to be much more refined, introducing:

“THE VALLEY TRADITIONALISTS:”

Demographics

AGE: 45+ GENDER: Male/Female GEOGRAPHY: 40 mile radius around Utica, New York INCOME: $50,000+ HHI EDUCATION: High School Graduate Plus

Psychographics

The six most prominent PRIZM (2013) segments that align with our demographics in the zip codes within CAG’s Utica market are Traditional Times, Big Fish, Small Pond, Big Sky, Mayberry-ville, Country Squires, and Country Casuals. As noted by PRIZM (2013) segment explorer data, favorite activities and interests of these groups include:

Convince consumers that the extra value they receive when they shop CAG trumps the benefits of finding the lowest price elsewhere.

Overcome pressure to compete on price and special offers.

Given the ideal target for this campaign is the new car lease customer, one challenge that will have to be overcome is the new car purchaser’s attitude -that ownership is superior to leasing.

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Country Club Activities (ex: golf, tennis) Outdoor Activities (ex: skiing, boating, camping, hunting) Travel Entertainment (ex: dining out) Family

Opinions & Attitudes of Baby Boomers

Active, healthy, and primed for the next part of life (Del Webb, 2010) Feel much younger than their actual age. As they age, the gap between their

real age and their perceived age expands (Del Webb, 2010). “Eternally optimistic” (Introducing Boomers, 2012, p.1) Self-indulgent (Introducing Boomers, 2012, p.1) Reinvention: Older years are for accomplishing items on the bucket list, such

as travel, becoming an entrepreneur, picking a fun hobby job (50 & Over, 2011)

Lifestyle of “The Valley Traditionalists”

Attitudes/Behaviors towards CAG Products and Services

Aware of the CAG brand name because of its long-standing history in Utica, New York.

The baby boomers in Utica are often more loyal to the CAG brand than the younger generation because they have a long standing familiarity with Don

Sunday churchgoers who are family oriented and motivated by ideals

Conservative men and women who are “Snowbirds” that migrate to Florida during the winter months and are willing to pay a bit more if it means supporting friends’ businesses.  

Homeowners deeply established in Utica and love his or her luxury car or domestic upscale sedan (A. Carbone, Personal communication, August 2, 2013).

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and Al Carbone (2nd generation owners) and they appreciate the community service that CAG offers to Utica (E. Carbone, personal communication, August 11, 2013).

Category & Brand Usage

CATEGORY USAGE Boomers choose vehicles that are safe, youthful, sporty and luxurious.

(Archer, 2013) For Baby Boomers, image is more important than the car itself. "Part of what

creates that image is showing that Boomers have money and are ready to spend it.” (Mateja, 2012, para. 13).

“Their cars define them” (Naughton, 2013, para 9). Buying preferences have changed because they can now afford the dream cars they have always wanted due to financial freedom and higher income levels (Archer, 2013). The 50+ population has made up for 62.3% of all new car sales in 2012 (Bird, 2012).

Boomers like practical technology rather than gadgets. They are more interested in heated seats and good temperature control than touch screen dashboards (Kiger, 2012).

Over the years, car manufacturers have come closer and closer in quality. Years ago, there was a distinct difference in perception of luxury brands vs. economy, today not so much (Kiger, 2012).

BRAND USAGE

Customers utilize CAG not only to purchase products but also to receive fast, reliable service on their vehicles on an ongoing basis (Carbone Auto Group, 2013). One of the popular uses for the brand is leasing vehicles (Carbone Auto Group, 2013). Customers have reported in testimonial videos that CAG is fast service, efficient, and meets their needs in partnering with an auto dealer to purchase and care for their vehicles (Carbone Auto Group, 2013).

Purchasing Behavior

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Media/Content Consumption Habits

Purchasing Behavior

Baby Boomers “make money and spend what they make”

(Introducing Boomers, p. 4).

Baby Boomers are willing to spend their money on items they have always wanted (Introducing Boomers,

p.4).Boomers are not

necessarily brand-loyal (Introducing Boomers,

2012).  They are just as likely to switch

brands as are the younger cohorts

(EPMSonline, 2012).

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Heavy Radio Use (index 108).

According to Arbitron ratings, heaviest radio use is during weekdays 3-7. Also Saturday/Sunday 7pm-12am (Ranker Utica-Rome, 2013)

Heavy Internet Use (index 108).    

One-third of baby boomers shop online. They use the internet as their primary source for researching large purchase decisions such as cars (Introducing Boomers, 2012).Baby boomers are much more likely to use their desktop computer to research and compare products online before shopping. Only 12% of them use mobile devices for price comparison s while shopping in store (For Digital, 2013). Two out of three auto internet users, baby boomers amongst them, use third-party sites as a primary source of information, such as AutoTrader.com or Kelley Blue Book during the car shopping process (AutoTrader, 2012).According to MRI (2012) data baby boomers visit these following sites more than the average consumer: AOL Mail, NBCNews.com, NASCAR.com, MapQuest.com.

Baby Boomers Are Driving The Growth Of Social Media

“53% of baby boomers are now on Facebook ” (Introducing Boomers, 2012, p.7).60% of 35-49 year olds are on YouTube and 53% of 50-64 years old (YouTube, 2013).

Heavy Outdoor Use (index 116)

Billboards, signage, etc.

Television

Heaviest use is 55-65 year olds both prime time (index 121) and daytime (index 115). 45-55 year olds are heavy use prime time only (index 103). Leased car decision maker data shows primetime viewing, moderate watching only (index 118).Unlike the younger generation, baby boomers are unlikely to interact during a television show or type in a URL on their computer as they see it on a commercial. They are much more likely to interact and further investigate information seen on a commercial once the show comes to an end (Koeppel, n.d.).Although not averse to streaming or using digital recording devices, boomers are more likely to watch TV in a traditional manner, such as tuning in at 6:55pm for a scheduled 7pm program (Nagourney, 2013).A study revealed by Nielsen shares baby boomers favoritism for traditional TV viewing:

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(Nielsen, 2012)

Customer Print

My name is Mike Casatelli and I am a small-business owner in Utica, NY. I am semi-retired and will be selling my business soon, but I cannot wait to join the retirement world full time! Utica has always been my home and I cannot think of a better place to have raised my beautiful family. I take great pride in my home, as the land has been passed on through my family for generations. My wife and I have deep ties in the area and are very involved in the church that we both grew up in. After church, there's nothing better than going out for Sunday brunch with our close group of friends. Every now and then “it’s on us” because they have been so good to us and our kids over the years. This past year, my wife and I decided to purchase a condo in Florida.  We spend the winter months there, love the warm weather. Although we'd never plan on leaving Utica full-time, we really enjoy the Florida lifestyle. We always get excited when it's finally time to pack up our Caddy and head down

MIKE CASATELLI AND HIS WIFE DEBRA, MARCH 2013

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the Interstate! I have worked so hard to earn my American-made Cadillac and it feels great to finally be able to enjoy my dream car. I handle it with kid gloves because it’s one of my most prized possessions and makes me feel good about all I have accomplished in life so far.   Many fond memories.

Customer Insights

Key Message

Strategy

Campaign Idea

Baby boomers are craving reinvention and automobiles are the symbol carrying them on their new journey of being. 

Find your new lease on life, the journey is with us.  

It's Your Journey. Enjoy Every Mile.

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This campaign highlights baby boomers crave for reinvention embarking them on a new journey of being.  There is a dual purpose for this campaign.  First being to communicate CAG’s brand re-positioning from a trustworthy, honest brand to one that is devoted and an expert in the self-expression cars bring to their owners. Secondly, the unique partnership CAG has with you, the customer, during your journey(s).  CAG’s IMC plan will position the brand as your pal throughout your continuous quest for fun and reinvention in your journey of being.

Topline Campaign OverviewA Utica, New York based baby boomer couple will take on various family trips within a six-month timeframe through a series of commercials that will also play out on CAG’s YouTube brand channel.  The vehicle transporting them will be one from CAG’s Utica dealership, which the initial car purchase and interaction will be the opening commercial rolled into a YouTube video for the campaign.  The goal is for our target within Utica and the surrounding 40-mile radius to experience the fun partnership experience and limitless expertise of CAG.

These cross-state drives will be presented with a humoristic twist based on the family that became family trip icons during baby boomers early years, The Griswolds.  Some of the hit movies surrounding Clark Griswold, played by Chevy Chase, include:

National Lampoon’s Vacation (1983) National Lampoon’s European Vacation (1985) National Lampoon’s Christmas Vacation (1989) Vegas Vacation (1997)

Travel twists from these movies will be the basis of our commercials rolled into YouTube videos to emphasize the fun and self-expression cars bring to their owners.  The Utica couple will be on a continuous quest for fun through excursions for holidays to family member’s homes, ski trips, the “snowbird’s” yearly trip to Florida, and the popular fall activity, leaf peeping (travel excursions to view and photograph the fall foliage).      

The interactive campaign will be communicated through traditional media, social media, online channels and include a landing page on carbonecars.com.  CAG’s IMC plan will encourage interaction with our target through various (mini) #hashtag campaigns produced on Facebook.  We will challenge followers to share

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pictures and comments relating to the unique scenarios surrounding the Utica couple.  

Sharing photos of their favorite and/or least favorite “family truckster” (automobile used during the Griswold family trips) that has been the vehicle of many family trips/journeys.

A brief description of the craziest moment in their “family truckster” during the journey(s) Favorite funny photos from various journeys Facebook post asking followers to vote for favorite car game(s)/road trip game(s) - share

photos and/or videos Baby Boomer women are especially a big portion of today’s “gamers” and they “spend

far more time playing than their younger counterparts” (Sherr, 2012, para 1).

Followers and friends will vote on the uniqueness and fun of each inquiry, the most popular results will be the foundation of our closing campaign commercials/YouTube videos.  The involvement and interaction with these #hashtag campaigns will allow user-generated content and CAG’s brand personality to flourish.  Creative marketing communications with a high personality quotient (PQ) is extremely important to Baby Boomers (Vassalo, 2011).    

Service and call-to-action auto promotions will tie in with the “family truckster” verbiage to encourage oil changes, brake alignments, “truckster” (car) deals. Promotions will also tie in with these commercials, which will be broadcasted via radio, billboards, and online advertising.  Throughout the #hashtag campaigns the Facebook platform will post various engaging questions and personal material from CAG itself relating to the campaign.  This will include:

Entertaining photos of staff portraying their “Griswold” twists behind working for CAG Testimonial videos of customers appreciation for “Griswold” car troubles playing out in a

positive note because of CAG’s performance and assistance

HTML email newsletters will be issued to subscribers. The email design will enhance the engagement and awareness of the campaign by familiarizing baby boomers with promotions, #hashtag campaigns, and any further details to present the reader with a comprehensive overview of what is currently going on within the campaign, a reference piece.

Where the Campaign Will Run

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The campaign will run within a 40-mile radius around the hub of CAG’s Utica market.  In May 2013, CAG made the decision to extend its marketing activities from a 20 to 40 mile radius reach. The rationale behind this decision is that the 20-mile radius does not reach the manufacturer assigned territories in their entireties and consequently the group’s sales efficiency numbers are not meeting manufacturer expectations.  Increasing the reach to a 40-mile radius will assist CAG in bringing its sales efficiencies to 100% of goal for each manufacturer. Additionally, this campaign should increase the current market penetration in the 20 mile radius, helping CAG work towards its business objective of achieving a 60% market penetration in that area by bringing brand awareness to a group not previously targeted by CAG, the baby boomers.

Map produced at www.freemaptools.com

Timeline for the CampaignThe campaign will launch October 1, 2013 and run for 6 months, concluding end of April 2014. The rationale behind this is that these are typically the slowest months for CAG (A. Carbone, personal communication, August 11, 2013). Additionally, the fall is a popular car trip time as many take to the road for leaf peeping. Following

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that is Thanksgiving and Christmas, two of the most heavily traveled holidays of the year (Hunter, 2012). Shortly after, the “snowbirds” pack their cars and travel to Florida, and for those who stay around, many take several trips to ski resorts. This 6-month period provides several opportunities for the campaign to capitalize on the key message and build awareness around the new brand positioning. Furthermore, auto internet users begin their research and information gathering online roughly six months prior to making a purchase decision, making it important for CAG to run their campaign for six months (JD Power & Associates, 2011).

Timeline for Tactics

Tactic Timeline

Television Spots October 2013 – April 2014

Billboards October 2013 – April 2014

Radio February – April 2014

Online Display Advertising October 2013 – December 2013

Facebook October 2013 – April 2014

HTML Email Newsletter 2x per month starting in November 2013 and continuing through April 2014

YouTube October 2013 – April 2014

Strategies for Awareness and Engagement

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Media Usage for Awareness

TELEVISION.  Baby boomers are television’s top viewing group, spending nearly 175 hours a month watching TV (The Nielsen Company & BoomAgers LLC, 2012). Furthermore, auto buying is a high involvement transformational product for which television is ideal to build brand awareness (Percy, 2008).  Our commercials will promote the initiation of the campaign through strong visual content and encourage the audience to access the #hashtag campaign as well as promote call-to-action. It is important that this campaign utilize both network television channels alongside cable channels to best build awareness within the Utica market.  

Cable channels of choice that the IMC campaign will run on have been derived from a cross tabulation of MRI(2012) data comparing 45-54 year olds and 55-64 year olds television habits.  The lists below define the most popular by choice of each age group.  

45-54 aged baby boomers:

Vehicle Proj ‘000

Pct Down

Index

BBC America

Biography Channel

Chiller

Current TV

DIY (Do It Yourself Network)

Family Net

Flix

GMC

HLN

HSN (Home Shopping Network)

Nat Geo Wild

Syfy

Velocity

4251

3358

2703

663

4742

732

922

1166

2295

2096

5631

10486

941

7.8

6.2

5

1.2

8.7

1.3

1.7

2.1

4.2

3.9

10.4

19.3

1.7

117

117

144

114

121

120

124

122

115

117

118

116

117

55-64 aged baby boomers:

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Vehicle Proj ‘000

Pct Down

Index

BBC America

Biography Channel

Chiller

Current TV

DIY (Do It Yourself Network)

Family Net

Flix

GMC

HLN

HSN (Home Shopping Network)

Nat Geo Wild

Syfy

Velocity

3864

3058

2060

563

3759

690

853

1095

1893

1877

4456

9261

790

8.7

6.9

4.6

1.3

8.5

1.6

1.9

2.5

4.3

4.2

10

20.9

1.8

130

130

134

118

117

139

140

140

116

128

115

126

120

BILLBOARDS.  Baby boomers are highly influenced by outside advertising (MRI, 2012) therefore billboards will be a key element for advertising purposes to build awareness for the campaign, positive brand attitude around the re-positioning, and the CAG image.

Vehicle Proj ‘000

Pct Down

Index

Outdoor (Heavy)

Outdoor 11

Outdoor 111

Outdoor 1V

Outdoor V (Light)

2633

2492

2582

1892

1750

23.2

22

22.7

16.7

15.4

116

110

114

83

77

RADIO.  Radio broadcasts will be used to generate awareness, as baby boomers are avid radio listeners.  Approximately 30% listen to Adult Contemporary, 28% to News and Talk, and 25% to Classic Hits (Carborough, 2012).  This traditional media

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tool will be used as a communication starter to encourage involvement by introducing the IMC campaign through mass exposure.  Revealing the specifics surrounding the campaign will also be communicated on radio to make baby boomers aware of the promotions to create brand purchase intent and communicate CAG’s brand personality to build positive brand attitude and improve brand awareness.

ONLINE DISPLAY ADVERTISING.  To generate awareness we must utilize the Internet as baby boomers are 33% of all online users clocking in at around 30 hours of Internet use each month (The Nielsen Company & BoomAgers LLC, 2012). Online advertising will be used to drive online baby boomers to make contact with CAG to initiate the partnership and create brand purchase intention.  As baby boomer auto internet users can begin collecting information up to six months prior to their vehicle purchase decision (JD Power & Associates, 2011) CAG will advertise the campaign idea on the most popular online sites identified by MRI(2012) data.

 45-54 aged baby boomers:

Vehicle Proj ‘000

Pct Down

Index

AOL Mail

NBCNews.com

NASCAR.com

MapQuest.com

4769

4340

1797

10689

8.8

8

3.3

19.7

115

116

137

117

55-64 aged baby boomers:

Vehicle Proj ‘000

Pct Down

Index

AOL Mail

NBCNews.com

NASCAR.com

MapQuest.com

4029

3689

1265

9173

9.1

8.3

2.9

20.7

118

120

118

123

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Media Usage for Engagement

FACEBOOK. Facebook is ideal to engage and interact with CAG’s target audience as “53% of Boomers are on Facebook” (The Nielsen Company & BoomAgers LLC, 2012, p. 7).  This will help communicate CAG’s brand personality but more importantly develop dialogue with the sites public.  Facebook will also increase brand attitude and provoke interaction through the sharing of photos and personal experiences/testimonials with CAG that present the “Griswold” twist as well as any #hashtag campaigns.

HTML EMAIL NEWSLETTER.  Used as a single webpage the HTML newsletter(s) will remind baby boomers of CAG’s repositioning and build engagement through call-to-action promotion details as well as share the social feed from Facebook.  A study conducted by Creating Results (2012) details 61% of those aged 50-65 use email as their preferred means of digital communication. The CAG site will offer an opt-in subscription where viewers can sign up for the newsletter. All consumers currently in the CAG Customer Relationship Management system will be invited to join as well.

YOUTUBE (CAG BRAND CHANNEL).  YouTube will be the key platform in sharing commercials that create brand purchase intent, build brand awareness, and engagement.  To build up positive brand attitude CAG’s YouTube brand channel will be compiled of many sections specific to a topic allowing the targeted audience to become associated with the fun, happiness, and self-expression CAG brings to its staff and car owners.  The sharing capabilities of YouTube videos will push the social aspect of the campaign increasing engagement between the audience and CAG itself.  It is a great tool for generating word-of-mouth (Ford & Freeman, 2009) as “Bazaarvoice found 66% of boomers ages 47 to 65 turned to known parties for information and recommendations to influence their purchase decisions” (eMarketer, 2012, para. 2).  The activity seen on YouTube will further increase brand awareness.

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(YouTube, 2013)

 

Tactics

Campaign Landing PageNew Media

A campaign-specific landing page will be built on Carbonecars.com. This will be where all online display ads, the HTML newsletter, and social media posts link to.

The URL will be www.carbonecars.com/YourJourney. The URL will be featured in all creative, including traditional media. The content will include all relevant information relating to the campaign:

Destinations for the perfect road trip Links to the social media platforms Biographies of the cast of characters featured in the advertising

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CAG will share its expertise in the self expression behind cars – aligning the target with their ideal “family truckster” to embark on their journey of being

Television CommercialsTraditional Media

A series of television spots will run on those channels with the highest index for both 45-54 and 55-64 age groups:

Chiller DIY GMC Flix BBC America Biography Channel Major Networks (CBS, ABC, NBC, FOX)

To tie into the engagement piece of the IMC plan, spots in the fall will show the Utica, New York couple leaf peeping. Around the holidays, the couple will take a road trip to family member’s homes and ski resorts. The “snowbirds” will also be shown taking a road trip to Florida to skip out on a portion of the winter months. Viewers can follow the TV characters on their various journeys in their “family truckster.”

Creative units will be 30 seconds in length and will run for the entire duration of the campaign in order to follow these characters on their journey. These will be a combination of image spots (stimulate positive brand attitude and awareness) and testimonial spots (stimulate positive brand attitude) as the characters will be displaying their vehicles as well as their car-buying experience.

These televised spots will run during prime time and day time programming (MRI, 2012).

Call to action spots (brand purchase intention) will be rotated in with the testimonial and image spots to advertise necessary manufacturer promotions and specials. They will be used to drive consumers into the showroom.

BillboardsOutdoor Advertising

Billboards will be purchased through Clear Channel Communications and a 6-month contract will be signed. This will ensure CAG has maximum exposure on the roadways for the entire duration of the campaign. Being an auto

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company, it is crucial that CAG tie in outdoor advertising (seen mostly from one’s car) to the customer’s journey.

These billboards will be placed on major highways heading in and out of Utica, NY within a 40-mile radius, ensuring all drivers in the surrounding areas have an impression of the advertising being displayed.

Billboards will be static but the creative will change out based on the cast of characters being featured in the television spots.

As manufacturer promotions become available, these may be added to the creative as well to drive people into the showroom. Message across the bottom of the billboard may read, for example, “Ask us about 0% financing to get started on your next journey!”

RadioTraditional Media

The radio portion of the campaign will run in the later 3 months of the campaign as consumers have already been exposed to various forms of media. Since radio is listened to passively by consumers, the radio will serve as reinforcement for the other forms of media being used.

A combination of 15 second and 30 second spots during weekdays 3-7 and Saturday/Sunday 7pm-12am morning, afternoon, and evening radio shows.

Sponsorship tags. For example, “Today’s traffic report brought to you by Carbone Auto Group” during all broadcasts. These tags will be used to advertise promotions as a means to drive people into the showrooms. For example, “Carbone Auto Group is pleased to offer leases for as low as $200 per month. Stop in to learn more!”

Occasional appearances by radio station personalities at CAG (ex. Alex Carbone – CAG’s current VP of sales) on the weekends broadcasting live with giveaways. This will ensure the target customer can be reached by radio at any point during the day.

The live broadcasts on weekends will encourage use of the #hashtag for the various mini campaigns.

The top-rated stations for the target customer (ages 45-64) in the Utica, New York market will be used including WSKS-FM (Monday-Friday, 5am-10am, morning show), WLZW-FM (Saturday-Sunday, 7pm-12am, evening show) and WFRG-FM (Monday-Friday, 3pm-7pm, afternoon show) (Arbitron, 2013).

Imagery transfer, in which the audio portions of TV commercials are converted to radio commercials, will be used to ensure consistency between the television and radio spots (Arens, Weigold, et.al, 2011, p. 509).

Call to action spots (brand purchase intention) will be rotated in with the testimonial and image spots to advertise necessary manufacturer promotions and specials and drive listeners into the showroom.

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Online Display AdvertisingNew Media

Display advertising on sites with the highest index for both 45-54 and 55-64 age groups:

AOL Mail NBCNews.com Nascar.com MapQuest.com

And popular 3rd party sites: Kelley Blue Book Cars.com

A third-party advertising company will be used to place ads based on users’ cookies as they relate to automobiles. When users begin their search for a new automobile, the third-party company will place CAG’s ads on these websites where applicable.

Display ads will include leaderboards, side tiles, ROS banners, and web page takeovers.

The online display portion of the campaign will run for the first 3 months as it has been previously identified that baby boomers research automobiles 6 months out in the online space (JD Power & Associates, 2011).

As potential customers are checking their email, reading the news, following up on their hobbies, and looking for driving directions, targeted ads will be displayed directing the user to CAG’s landing page for the campaign on carbonecars.com.

The display ads will be colorful, limited on copy, and direct users to continue their journey with CAG.

The display ads will link to the campaign-specific landing page as part of the CAG website.

FacebookSocial Media Website and Engagement Tool

Facebook will be used for the duration of the campaign. It will be used heavily throughout to ensure the conversation is consistent for the 6-month period.

“What is the most beautiful thing you saw on one of your most recent road trips?” posts and other journey-related questions will be asked to build a relationship with the target customer. Other examples include:

“Tag your favorite person to take a road trip with in the comments below” to maximize the Facebook page’s exposure.

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Facebook posts will be published at least 5 times per week to keep the conversation active.

As a tie-in to the television and YouTube portions of the campaign, a spot will be built around a select number of posts. For example, “You’ve experienced Mike Casatelli’s journey, now your neighbors are chiming in to tell you all about their adventures.” From this point, posts will be shared along with complementary video footage.

HTML Email NewsletterElectronic Direct Marketing

Use to drive traffic to the website and social media platforms. Links to Facebook will be featured so that users are encouraged to join the conversation.

Emails will be sent out twice monthly to CAG’s database by use of Constant Contact.

Emails will be image-heavy but will feature stories about destinations that are the perfect fit for a fun road trip. Other stories will include tips about keeping one’s car in excellent condition for future journeys.

A small section of each email will be used to advertise manufacturer promotions. This will drive customers into the showroom.

Emails will be signed by Alex Carbone, company spokesperson to add a personal touch to the emails. Carbone will ask users questions about their journey and direct them to social media.

When users click through, they will be brought to a campaign-specific landing page on Carbonecars.com

YouTube ChannelEngagement Tool and Social Media

5 playlists on Carbone’s YouTube brand channel

Employee testimonials-awareness- telling why CAG is a fun/happy place to work in order to communicate CAG values and culture

Customer testimonials to communicate the CAG brand experience Prior customers will be interviewed to share their journeys with the

audience, communicating the fun and happiness within their excursions. These interviews will be produced into YouTube videos and every customer will be encouraged to be a part of this campaign.

Videos will be produced which feature destinations that are the perfect fit for a road trip. The content will be a video version of the informational pieces being sent out in the HTML newsletter.

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How-to and Informational Videos Commercial bloopers (especially those related to the traveling couple

TV campaign) awareness, engage consumers with humor for brand awareness

You Tube is popular with baby boomers. CAG will use it to integrate internet presence by driving people to the CAG site from YouTube. It will be used to kick off the campaign with various videos alongside commercials.

Communications Flow

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Campaign Measurement Plan

Media Objective Metric Success Metric Benchmark

Television Brand Purchase Leads tracked in Showroom 50% of all customers

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Intention

Brand AttitudeBrand Awareness

with Customer Relationship Management system.

Share of Voice measured through pre and post campaign (6-month follow up) survey.

who purchased or leased a car each month noted during their purchase process that a television commercial brought them into the showroom.

6 month post campaign survey to measure brand attitude and awareness: what Carbone brand meant to customer. Benchmarked against results from pre campaign survey. Success means post survey results indicate a 15% increase in both awareness and attitude of respondents associating the Carbone name with fun and enthusiasm for love of cars.

Online Display Advertising

Brand Awareness

Drive Viewers to Campaign Landing Page

Impressions

Click Through RateCorporate site analytics: check referrals to landing page

250,000 monthly impressions

.12% click-through rate Measure how many visitors to landing page came from display ads through corporate site analytics. Benchmark against analytics the day before the ad is run and expect a 10% increase in visitors to landing page.

Billboards Brand Purchase Intention – Drive people into

Geo-plotting sales to  note patterns of increased sales

10% increase in sales of dealerships located near

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showroom.

Brand Awareness

near billboards

6 month pre and post campaign survey to measure attitude and awareness of Carbone brand and which media are viewed

billboards

Utilize the same survey discussed above for television and expect a 15% increase in brand awareness.

Radio Drive Viewers to Facebook

Imagery transfer to raise the level of brand awareness from the televisions spots

Use of #hashtag from live weekend broadcasts at dealerships

6 month pre and post campaign survey to measure awareness of Carbone brand and which media are viewed

1,000 uses of the #hashtag

Utilize the same survey discussed above for television and expect a 20% increase in brand awareness (an increase over TV because of imagery transfer).

Facebook Engagement

Drive Viewers to YouTube

Drive Viewers to Campaign Landing Page

One “Like” and/or 1 new post from any given viewer that shares photos and participates in the contests represents an engaged userTotal reach of the Facebook page

YouTube brand channel analytics: check referrals to YouTube.

Corporate site analytics: check referrals to landing

1,000 new likes and 350 participants in the contest 25% increase over last month in people talking about CAG 30% increase over last week in weekly total reach 25% engagement rate Benchmark number of daily posts from consumers against daily average of 6 months prior to campaign and expect a 15% increase in daily posts

20% of the YouTube video views are referrals from Facebook

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pageMeasure how many visitors to landing page came from Facebook through corporate site analytics. Expect 30% of the visitors to come from Facebook

HTML Email Newsletter

Brand Attitude and Awareness. Drive subscribers to Campaign landing page, Facebook and YouTube

Open RateClick Through RateUnsubscribes

20% open rate and 9% click through rate.2% of all subscribers choosing to unsubscribe per month is acceptable

You Tube Brand Channel

EngagementBrand Attitude

Video View includes how videos are trending, which ones are being watched, and where viewers are coming from

Engagement report:Subscribers and unsubscribers, where they subscribe and where they drop out.How long users view videosHow many users share the videosHow many users comment on the videos

Audience Retention:Benchmark video to other videos. Note how long subscribers stay on videos

Number of views of video compared to previously launched video to increase by 10%.

Benchmark # of new subscribers against previous month new subscribers and expect a 10% increase each month.

Expect the # of subscribers to be 20% of all new viewers each month.

Benchmark unsubscribers against previous month subscribers. Expect no more than 1% to unsubscribe each month

15% of people who view the videos watch 30 seconds or more for each video

20% of users comment at least

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Brand Awareness

Demographic report includes age, gender and location of viewer

one of the videos each month

20% of the videos are shared by at least one user each month on that users social media page(s)

Age of viewers and location compared to zip codes and age demographics of target to match demographics by 90%.

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