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MARKETING COMMUNICATIONS BRIEF

Project:
In Market Date:

Canadas Next Top Ad Exec

Chevrolet Preferred Pricing Program
5/1/2015

Date of Brief:

10/26/2014

Presentation to Client:

1/26/2015

Background
Chevrolet is on a tear. Sales and share are up year after year in North America in what is on pace to be
the best year in the history of the auto industry. In Canada alone, the industry is expected to exceed 1.9M
vehicles sales in 2014. Chevrolet is enjoying the benefits of a refreshed product portfolio that is highly
acclaimed and highly competitive. The competition for customers has reached an unprecedented level of
ferocity, with every manufacturer investing heavily in advertising and sales incentives to retain their existing
customers, conquest from other brands, and seduce first time buyers and new Canadians. World-class
product alone is no longer enough as product advantages (be it in quality, features, technology, safety)
rarely remain an edge for more than a year or two. Marketing and customer experience have become the
differentiators.
The Chevrolet Preferred Pricing Program (a single brand version of the GM Supplier Program) provides
special pricing to employees (& their partners) of eligible companies. The eligible companies are loosely
defined as suppliers or promotional partners to GM, but many of the eligible companies are not intuitively
considered an automotive supplier. Examples include:
1.
2.
3.
4.
5.

Airlines:
Financial Services:
Retail:
Telcos:
Auto Suppliers:

Air Canada, WestJet

AMEX, RBC, Scotiabank, TD Bank, Visa
Loblaw (including Shoppers Drug Mart), Walmart
BCE, Rogers, Shaw, Telus
Delphi, Lear, Magna

We know through numerous & first-hand anecdotes that awareness of the program is low among
the eligible participants outside of the automotive industry (i-iv above); thus, we want to significantly
increase awareness of the program and stay top of mind with the companies and their employees for the
same reason that we adopt a continuity (always-on) media plan for Chevrolets media plan. Because no
manufacturer is doing a particularly effective job at promoting similar programs (where they exist) to these
companies, we believe doing so will give us a sustainable competitive advantage.
The most typical means of access to employees is through the companies HR departments and/or intranets.
Based on discussions with a handful of HR Managers, weve learned that only by making their role in
promoting this program effortless can we expect them to relay our messages to their employees. Therefore,
effortless digital solutions are the preferred channel, with physical media as a secondary preference.
Beyond this, however, there is a great opportunity to interact on-site with certain companies and/or to
invite eligible employees to dealerships. This would be a dealer-led activity, supported by the Preferred Price
Program toolkit that we have developed.
Our program is among the most attractive offerings by a mainstream/full-line automaker.
We offer eligible customers the same price as GM employees, which is dealer invoice cost.
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This price can be combined with nearly all in-market offers for even greater savings. Some competitors offer
a similar program with a different offer. No competitor has a list of companies as extensive as Chevrolets.

Example: If a vehicle has an MSRP of $22,500 and a dealer cost of $20,000, the customer will pay a
maximum of $20,000. If there is a mass-market offer, for instance, a $1000 bonus cash offer, then the
customer will pay $19,000 + tax. (note: some dealers may sell for less, but that is immaterial to the
communications plan aside from the requisite disclaimers.)
What have we done thus far:
Refreshed website content in 2013 to improve search tool and site navigation
Developed a mobile-friendly version of the website
Created brand-specific URLs for the website in addition to the main URL (gmpreferredpricing.ca,
chevroletpreferredpricing.ca)
Mailed information kits to HR departments for the top 50 companies
Developed dealer information kits (similar to HR information kits)
Registered with Venngo for inclusion in workperks for eligible companies
This program faces two challenges:
1. Measurement of awareness among prospects
2. Getting (direct) access to the prospects
The People
The target customers are in-market employees of Chevrolets Preferred Pricing Program company list.
Since we cannot immediately identify which employees are in-market for a new vehicle, we must either
communicate to all employees or develop a way to identify and then target only those who are in-market
(intending to purchase a vehicle) within a 12-month period. This would still rely on an initial contact with
all employees that would compel some response to initiate contact with Chevrolet. Awareness among these
employees is significantly lower than awareness among automotive suppliers (many of whom are generally
aware of similar programs offered by various automakers).
These non-auto supplier employees would likely be surprised to learn that they are eligible for special
pricing on nearly any new Chevrolet (Corvette excluded) and that the price effectively guarantees them (or
their partners) the best deal on a new vehicle with no negotiation or haggling.
Marketing Objective
We want Chevrolet to be top of mind among new vehicle shoppers employed by companies on
Chevrolets Preferred Pricing Program list. In a more specific sense, our primary objective is to significantly
increase awareness of the Preferred Pricing Program among employees of eligible companies that
intend to buy a vehicle in the foreseeable future (in auto parlance, in-market often means a customer
intends to purchase/lease a vehicle within 12 months). Our secondary objective is to drive traffic to
chevroletpreferredpricing.ca.

Most Important Messages to Express

Eligible for exclusive Preferred Pricing on almost any new Chevrolet: get the dealer cost or GM
Employee Price (whichever is deemed to connote greater value, though they are both the same
price, a recent research study conducted by GM suggests Dealer Cost/Invoice is more compelling)
PLUS get the benefit of other in-market incentives that are currently offered. This is the best price
you can get and it requires NO HAGGLING
Visit chevroletpreferredpricing.ca and (in 2015) register for exclusive vehicle offers for you and your
family
Brand Selection
Since this program is eligible on all Chevrolet models, it begs noting which vehicles are deemed to be
most important in the Chevrolet lineup. In Canada, the compact car, compact SUV, and full-size pickup
truck segments are the largest, comprising over 80% of retail sales in Canada. The Cruze, Trax & Equinox,

and Silverado are our entries in those three segments respectively. We see these vehicles as our beacons,
meaning the ones that we invest marketing resources in most heavily.
Industry Selection
Participants are tasked with solving this business problem by focusing on only the banking industry,
specifically RBC, Scotiabank, and TD. Note: all active employees of the bank (excluding contractors) and
their spouses are eligible, including corporate offices, bank branches, and various divisions (e.g. RBC Dexia,
Tangerine, TD Waterhouse).

Competitive Summary
Competitive intelligence is limited and dated, as other manufacturers are generally not as public in their
disclosure (whereas chevroletpreferredpricing.ca is accessible by the general public). Our limited and not
up-to-date intel follows:
Chrysler program: up to 1% over dealer cost
Ford program: up to 4% over dealer cost
Others: vary from fixed discounts to percentages to nothing at all
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As competitive intel is a gap in our current knowledge, students are invited to research more information if
they feel it will serve their recommendation. This intel can be uncovered through mystery shopping (visiting
dealers, contacting the call-centre, online research).
Desired Outcome/Deliverables
Execute an integrated communications plan for the Preferred Pricing Program to launch in Q2, 2015 by:
Ensuring that the campaign strikes an appropriate balance between the offer and the Brand that
customers must have some desire for
Confirming that the campaign includes activation elements for relevant dealers (dealers in
proximity to company HQ or branch locations, for example)
Ensuring that the recommendations are compliant with Privacy legislation & CASL (Canadian AntiSpam Legislation)
Guaranteeing that the campaign adheres to Chevrolet brand guidelines
Ensuring that campaign is executable in English and French
Budget
Budget must not exceed $400,000 for the three companies combined and must cover:
creative/asset development
media
event sponsorship and/or activation
direct mail/email development and execution
dealer activation
training
Implementation
The winning campaign will be reviewed by GMs Enterprise Marketing Team following the 2014/15 CNTAE
season and it is entirely possible that the campaign in whole or in part will be executed in 2015.

Previous Executions
Activities

GM PREFERRED PRICING APPENDIX

1. Welcome Kit & Emails to HR/Company Contact

Sent at the beginning of the year to the top companies
Sent to companies who are signed on during the year
2. Dealer Kit and Success Guide
Similar to the welcome kit, but editable documents included so that letters can be customized
and allow the Dealer to contact local companies directly and build a relationship
3. Event Kits
Kits designed for our key cities (Toronto, Montreal, Vancouver)
Included: folding counter, pull up banners
4. Onsite Company Events
Some companies have invited vendors in to promote their offers (i.e. The Bay, Canada Post)
5. Past Purchasers
Email/direct mail to people who have bought on the program in the past
6. Social Media
Targeted Facebook and LinkedIn in ads/emails
7. Company Addresses
Where we have been able to get company lists and addresses for those with multiple locations
(i.e. banks), we have given each dealer those locations for their specific market areas
Tools
1. Website check company eligibility
gmpreferredpricing.ca
chevroletpreferredpricing.ca
buickpreferredpricing.ca
gmcpreferredpricing.ca
cadillacpreferredpricing.ca
planpreferentielchevrolet.ca
planpreferentielbuick.ca
planpreferentielgmc.ca
planpreferentielcadillac.ca
planpreferentielgm.ca

2. Posters/Pricing
http://www.gm.ca/gm/english/corporate/preferred-pricing/hrtools

3. Lead Collection Tool Survey

https://www.gm.ca/gm/english/offers/chevrolet/enterprise2014/winit
Any events use this tool to collect leads and you get a chance to win a car
4. Top 25 Companies
CENTRAL
1. RBC - Toronto
2. BNS - Toronto
3. TD - Toronto
4. Rogers - Toronto
5. Walmart - Mississauga
6. Shoppers - North York &
Loblaws - Brampton
7. CTC - Toronto
8. Magna - Aurora
9. Brookfield - Toronto
10. Enbridge - Toronto

WESTERN
11. Telus - Vancouver
12. CP - Calgary
13. Agrium - Calgary
14. Suncor - Calgary
15. Imperial - Calgary
16. Cenovus - Calgary

EASTERN
20. BCE - Verdun
21. Air Canada - Saint-Laurent
22. Rona - Boucherville
23. CN - Montreal
24. Couche-Tard - Laval
25. Metro - Montreal

17. Husky - Calgary

18. Syncrudge - Fort McMurray
19. Teck Resources - Vancouver

NOTES:
If the parent company is on the program, the children are on or can be on the program
We also allow franchises to be on the program
Proof of employment is pay stub or dated HR company letter (on official letterhead)