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CPR Communications

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

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CPR Communications

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Presentation Transcript

  1. CPR Communications Presents

  2. Arrive in Style

  3. SituationalAnalysis • 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.

  4. Campaign Goal Test Drives Brand Awareness Sales

  5. 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

  6. 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

  7. 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.

  8. Facebook & Twitter • Keep target audience updated • Picture Contest - March • Chevrolet Drive Challenge - April

  9. Chevy Sonic Ca$h Cab • Every Saturday in February • Downtown San Jose, Union Square, Polk St., Marina District

  10. Eye On The Bay • Bay Area based television show • Showcase both models • Targets parents and people looking for a new car • March

  11. 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

  12. Shoreline Amphitheatre • Kick off the country concert series • Cover all target audiences • Showcase Sonic inside and outside venue • May

  13. Groupon Bar Crawl • Every Saturday for the month of June • Offer for four people • Three San Francisco bars

  14. Budget

  15. Evaluation • Social Media: Number of followers/friends, participants • Media: Number of media hits, viewers • Events: Butts in seats, number of media hits, participants

  16. CPR Communications Thank You For Your Time!

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