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in the blink of an eye
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Think fast, that’s what we do. Blink Media is dedicated

to thinking on our toes. We’re agile, we’re smart, and
most importantly, we’re fun. Here at Blink Media, we
don’t believe in products. Or companies. We believe
in brands. Brands that form relationships with people.
Brands that last a lifetime. We have a keen eye for
design and an unyielding passion for the unexplored...
both allow us to think fast ...and vast.
Research Director
Renee Hadley

Account Director
Isabelle Donovan

Creative Director
Ashley Davis

P.R. Director
Brigid Hogan

Media Director
Mike Keskey
SITUATION ANALYSIS
know your stuff.
Situation
analysis
General Motors
History
General Motors was
founded 1908 by William
C. Durant in Flint, Mich-
igan. A former carriage
company owner, Durant
sought new challenges in
the automobile industry.
Durant headed Buick
Motor Company and
after successfully display-
ing a model at the first
Automobile Show in New
York, his company became
the number one auto-
mobile manufacture. To
expand, Durant founded
General Motors and soon
acquired many smaller
automobile companies.
Under the GM umbrella
today include the brands:
Buick, Oldsmobile, Cadil-
lac, Oakland (now Pon-
tiac), and Chevrolet.
GM’s global headquarters
are in Detroit Michigan.
The company produces
cars and trucks in 31
countries and does busi-
ness in over 120.2
In 2009, GM emerged
from Chapter 11 reorga-
nization with protections
and financial provisions
from the US Government.
General Motors
History
In 1911, Durant part-
nered with racecar driver
Louis Chevrolet to create
the Chevrolet Motor Car
Co. With the philoso-
phy and strategy of “a car
for every purse and pur-
pose,” GM vehicles led
the automobile industry.1
With iconic cars like the
Corvette and Camero as
already well known Chev-
rolet models, the com-
pany is currently trying to
make a name for itself in
the fuel-efficient vehicle
industry.

Volt History of American drivers travel both their fuel expenses

The Chevy Volt is proof
that GM wants to be
a leader in innovative,
electric-run vehicles. De-
signed to compete against
Toyota’s Prius in 2008, the
Volt distinguishes itself as
a plug-in electric car with
an onboard gas-burning
engine able to recharge
the vehicle’s batteries, al-
lowing Volt to travel 40
miles before the driver
turns on the gas.3 The
Volt can travel up to 50
miles a charge, and statis-
tics show that about 80%
less than 40 miles per day.
5 Qualifying for a $7,500
tax credit, the Volt is a
competitive contender the
fuel-efficiency race.
Industry Trends
Light hybrid-electric
vehicle (HEV) demand
in the US is expected to
rise 30.5 percent annually
between 2009 and 2014 to
1.1 million units as eco-
nomic conditions improve
and consumers look to
HEVs as a way to reduce
and carbon footprint.7
Fueled by government
supported tax credits, ris-
ing gas prices in the US,
and a desire to reduce our
dependency on foreign
oil, the automobile indus-
try is exhibiting a trend
in going green. Hybrids,
electric/battery cars, and
fuel-efficient vehicles are
beginning to saturate the
market. While motor ve-
hicle sales fell sharply over
the 2006-2009 years, as of
2010 the auto market has
stabilized.
competitive analysis.
VOLT

According to Dan Niel of the Wall Street Journal, the creators of the
Chevy Volt just “out-engineered every other car company on the planet.”
And, they did it in 29 months while the company they worked for was fall-
ing apart and filing for bankruptcy around them. Neil argues that creation
of the Volt is simply “heroic.”5 The Volt is considered a range-extended
electric vehicle- and the only of its kind. It is powered by a 1.4-liter in-line
four-cylinder engine that runs off electricity stored in its 16-kilowatt-hour
lithium ion battery. The Volt can travel between 25 to 50 miles per charge,
and when the battery is depleted, the Volt continues to run on the internal-
combustion engine powered by a conventional gas system. Understanding
that Americans don’t want to be restricted to limited driving distances,
Volt allows for unlimited mobility. While compensating for drivers ‘range
anxiety’5, Volt is also extraordinarily efficient. Driving 40 miles all electric
equates to the same power as using a hair-dryer for 15 minutes. The govern-
ment offers a $7,500 federal tax credit while many states offer additional tax
breaks. T
Coming in at a cool $8,000 cheaper
than the Volt, and still eligible for the
$7,500 tax credit, the Nissan Leaf is
competitive against the Volt. Compara-
ble 8 year/100,000 mile warranties exist
for both vehicles. Yet the pure electric
operating system of the Leave, counters
Lindsay Chappelle, leaves many driv-
ers with ‘range anxiety’.6 CEO Carlos
Ghosn hopes to make Nissan the in-
dustry’s global leader in zero-emission

NISSAN LEAF
vehicles and is building an electric car
factory in Tennessee that will be able to
turn out 150,000 Leafs a year, as com-
pared to Volt’s predicted 30,000 annual
sales forecasted for 2012. Limited to
launching in the western US, Leaf ’s
efficiency drops significantly in rougher,
northern climates like Michigan, that
the Volt is itself targeting.
Prius was introduced in 2000 and
became the highest selling hybrid-
electric vehicle in the country. In 2009
Prius was the leading HEV, compris-
ing 59% of the segment demand. Not
to be outdone by Volt’s plug in capa-
bilities, Toyota plans on releasing a
Prius model with plug in abilities by
2012. Currently, the third-generation
Prius sells for $23,050 and gets an es-
timated 51 mpg. While Prius remains
amongst the most popular hybrids,
in 2010 133,000 Prius were recalled
due to problems with the brake sys-
tem. Prius runs off of a hybrid synergy
drive system where the car is driven
by electric motors and gasoline en-
gines.

TOYOTA PRIUS
Consumer
analysis

Chevrolet’s primary sion, are either far below

purchasers are between average involvement
35-50 years old. They are magazine consumers or
typically white, middle above average involve-
to upper class Americans ment magazine consum-
from the Midwest. Sec- ers (not in the middle),
ondary consumers consist have below average radio
of men and women over involvement, and are ei-
50 years old with higher ther far below newspaper
salaries. 19 Primary hy- involvement or far above
brid users are generally newspaper involvement
younger, normally within (not in the middle). Ad-
the range of 25-34 years ditionally they are more
old. They are more envi- likely to have very active
ronmentally conscious, health management, take
supportive of green initia- more car trips for vaca-
tives and average a high tion, and are more likely
household income of to think that their car
$200,000. Hybrid own- should express their per-
ers are less likely to be sonality. Also, they tend
brand loyal, have far less to be more liberal.
involvement in televi-
 Brand analysis
As American as Baseball and Apple
Pie - Since Chevrolet’s inception in
1911, Chevrolet has positioned itself
as a pioneer of American car manu-
facturers. Promoting a brand identity
that reinforces this idea, the Chevrolet
brand has placed emphasis on being
part of an American tradition. Chev-
rolet had a large market presence in
As American as baseball
and apple pie
the 1950s and 1960s with one in every
ten cars sold in the US in 1963 being a
Chevrolet8
Attempting to capitalize the American
iconography, the Chevrolet brand has
benefited from their very successful
branding in the 50s and 60s. Chevrolet
has utilized a variety of slogans and tag
lines that emphasize the “American-
ness” of Chevrolet. Slogans include “
The cars more Americans can depend
on,” “An American revolution,” “This
is our country,” and “The heartbeat of
America.9” Chevrolet’s current cam-
paign slogan emphasizes the idea of
American tradition and the Chevrolet
tradition with “Chevrolet runs deep,”
eluding to the great American heritage
of the Chevy brand.
The emphasis on an American made
car with deep roots in our country is
a strong image that reverberates par-
ticularly well with American consum-
ers today. Given the current global
climate of the automobile industry
that led to the bankruptcy of General
Motors, Chevrolet has done a good
job in reminding American consumers
that they are truly American and that
Chevrolet has been and will always be
an American brand. Over 200 songs
have been written about Chevrolet
and the company has done a good job
incorporating these songs into their
commercials, once again reinforc-
ing the Chevrolet narrative written
throughout the 20th century.
Chevrolet in the 21st century.

During the economic down-

turn between 2007 and 2010,
General Motors suffered great
losses to their foreign compet-
itors in the American car
market.

Chevrolet comprises over

70% of General Motors
sales.10 After the company
bailout, Chevrolet emerged as
an anchor for General Motors’
comeback.

In Consumer Reports’ 2010

brand perceptions survey,
Chevrolet was ranked fourth,
over thirty points above their
ranking of number nine in
2009.11
To maintain a competitive edge, An emerging target market for
Chevrolet began to re-brand it-
self by focusing on fuel efficiency.
While Chevrolet continues to
emphasize their American na-
ture through promotional events
like car showings at little league
games and their current slogan
“Chevy runs deep.” Chevrolet
is also placing emphasis on new
markets with slogans like “A new
day for Chevy,” and “Excellence
for everyone.”11 Chevrolet’s
newest campaigns focus on the
quality and affordability of their
products while placing emphasis
on their new fuel efficient cars
like the Volt. Traditionally, Chev-
rolet consumers have been middle
class Americans who are cost-
conscious. Chevrolet is currently
emphasizing their commitment
to providing a reasonably priced
vehicle without sacrificing design
or functionality and their ability
to bring cutting-edge technology
to the average American citizen.
Chevrolet, especially with cars
like the Volt and the Spark, is a
younger urban crowd. Chevrolet
is placing emphasis on social me-
dia, which is incorporated into
the Volt’s operating system, along
with an iPhone application and
blog for Volt owners, creating a
sub-brand identity that is unique
to Volt consumers. In addition,
Chevrolet has recently released
commercials emphasizing their
commitment to funding envi-
ronmental projects, claiming to
eliminate 8 million metric tons of
carbon in the next few years.12
These commercials help increase
the brand’s environmentally
friendly credibility. Unlike other
hybrid and electric cars, Chevro-
let positions their fuel-efficient
brands as a car first, and fuel ef-
ficient second, opening up their
target market to much more than
just environmentally conscious
consumers.
Media Usage
analysis.
Chevrolet aired its first advertisement for the Volt at
the beginning of July 2010. The first advertisement was a
30-second television commercial that focused solely on
the quietness of the Volt’s engine. In October, the com-
pany began its advertising campaign during the Major
League Baseball World Series 13. Newer commercials for
the Volt have focused on the history of Chevrolet and the
heritage of the brand. They also emphasize cost efficiency,
saying, “the Volt charges for about a buck fifty a day.” 14
General Motors has an advertising budget of about $2.2 billion. The company spends
a large amount of this budget on digital and online ads15. They also focus a large amount
of their efforts on television commercials, though that amount has been decreasing due
to the increasing prevalence of online media. GM spends a smaller part of the budget on
print media such as magazines and newspapers.

Chevrolet does an effective job of using social media, as it has created a Chevrolet
Volt page on Facebook that has over 50,000 fans16, and an “@chevyvolt” page on Twit-
ter that has over 8,000 followers17. They have also created a social networking website,
called “Chevrolet Voltage,” solely for the Volt. It includes pictures and videos of the car,
celebrities who endorse it, and a forum where fans of the car can communicate with each
other18.

Chevrolet consumers enjoy reading magazines like Four Wheeler and Motor Trend
that focus on the intricacies of automobiles and automobile repair. They also enjoy out-
door magazines like Bassmaster and Field and Stream. They are large users of the internet,
visiting sports-related sites like ESPN.com and Nascar.com as well as automobile related
sites like AutoTrader.com. They enjoy watching television on nights and weekends and
enjoy outdoors shows and Sunday morning shows such as hunting, fishing and Nascar19.

Hybrid car users in general, however, are more consistent newspaper readers. They read
newspapers such as the Chicago Tribune and The New York Times. They enjoy a wider
variety of magazines, including Sports Illustrated, Forbes, Newsweek, and Time. They en-
joy watching popular television shows such as Lost and Survivor. These consumers are also
large users of the internet, and they use sites such as Amazon.com and eBay.com19.
Category Creative
analysis.
Chevrolet has long prided itself on such key qualities
as dependable ruggedness and durability, while align-
ing itself creatively as an unwavering nostalgic, American
icon. This brand identity has been cultivated in large part,
alongside Campbell-Ewald, a Michigan-based advertis-
ing agency that generated many of Chevrolet’s memo-
rable taglines for 96 years 28.

However, Chevy has seen some momentous changes in the recent years, both
structurally and strategically. And just as Publicis Worldwide became the
new creative overhead in December 2009, the Dallas and Seattle-based agen-
cy was dropped for a new company, under the direction of a new marketing
chief at Chevrolet in May 2010 20. Progress and innovation have marked
Chevrolet in the current decade under Vice President of U.S. Marketing, Joel
Ewanick, but questions remain whether its current ad agency, Goodby, Sil-
verstein and Partners, can keep up.

Advertising for the General Motors’ Chevrolet brand has remained on a tra-
ditional and relatively stable trajectory, relying heavily on soft sell, emotional
approaches, invigorating power ballads, and Americana slogans and visuals.
In 1949, the “See the U.S.A. in your Chevrolet” commercial jingle was well-
received and later, earned national praise 28. The same concept inspired the
1975 campaign which pulled emotional strings even stronger, focusing on
 connectedness and tradition with “Baseball, Hotdogs,

e Apple Pie and Chevrolet” 24.

Not until the early 1990’s did Chevrolet begin to carve
a new brand identity based on strength and durability,
focusing mainly on their new line of trucks. The “Like
a Rock” campaign dominated commercials from 1991
to 2004 and was very well-received 28. Capitalizing on
the “Like a Rock” success, Chevy fused both concepts
together, one of a warm, nostalgic, all-American tradi-
tion with a dependable and unrelenting strength. The
result was 2003’s “An American Revolution” advertising
campaign, which utilized the high production value of
acclaimed action director, Michael Bay.

With the debut of its revolutionary, plug-in hybrid car,

Chevrolet stands at a creative intersection in its market-
ing and advertising. Campaigns for the new Chevy Volt
first aired in 2008 during the Beijing Summer Olympic
Games with a more modern and stylistic commercial
than seen previously. The ad concluded with a target re-
lease date of 2010, aimed at creating hype and buzz long
before the Volt’s arrival 21.

The following advertisement didn’t air until the 2010

Vancouver Winter Olympic games, emphasizing the
car’s rechargeable electric motor 22. A print ad was
released shortly after, under the tagline “It’s electrifying.
And it’s coming this winter.” The ad featured the phrase
“Some People” followed by various statements such as,
“…want to charge up at home,” and “…want to control
everything from their smartphone,” highlighting the
Volt’s main selling points 23. However, the most at-
tention was given to the 2010 Major League Baseball’s
World Series commercial, which many believe fell short
of expectation 29.

The ad, which features the narration of Michigan native

Tim Allen, plays on emotional appeals of Americanism and spontaneity, in
response to the range-anxiety associated with electric cars. “This isn’t a coun-
try where plans made at nine necessarily apply at five,” it says. “This is Amer-
ica, man. Home of the highway, last minute detours and spontaneous acts of
freedom. We’re wanderers, wayfarers, even nomads. So doesn’t it just make
sense that we build an electric car that goes far, really far?” 27.

Critics say it doesn’t quite hit the desired note and its desperate attempt at
patriotism have is off-putting 26. But even more have a problem with the
lukewarm ending taglines, “It’s more car than electric,” and “Chevy runs
deep.” Both slogans have been condemned as potentially alienating and unin-
spiring 26.

The creative challenge going forward will be to

balance the electric enthusiasts with the general
population and clear hybrid misconceptions where
they arise with more information, along with
successfully paying homage to its American roots
while still looking ahead to the future 25.
Public Opin
PR Efforts
Major PR efforts have been put toward social media and
young people, in an effort to create a friendly, youthful and
approachable brand. Chevrolet has utilized the usual social media efforts by hav-
ing an active Twitter (twitter.com/chevyvolt) and a multi-faceted Facebook,
including a Facebook “Like” feature integrated into www.chevrolet.com/volt.
Chevrolet has also introduced an app for iPhone, Droid, and Blackberry that con-
nects to the vehicle and provides the charge status and mileage range, can unlock
and lock the vehicle, remote start, and more.30

In an effort to connect to young urbanites and trendstarters, Chevrolet is partner-

ing with South By Southwest multimedia festival for the second year. They will
again provide “Catch A Chevy” free transportation service throughout Austin and
are adding the Chevy Volt Lounge, where festival-goers can recharge personal
electronics. They are also sponsoring a roadtrip challenge from locations around
the US and Canada. Chevy is encouraging self-reporting of event engagement by
hastagging #ChevySXSW on Twitter, through Foursquare and Gowalla accounts,
and at chevysxsw.posterous.com.31

Chevrolet Voltage is a social network for Volt owners. Users can post Volt related
photos and video, blog about their Volt experiences, connect with other owners,
and watch tutorials about their cars.32
inion
Stakeholders
&
After discontinuing the HUMMER, Pontiac, and Saturn brands, GM has
shifted focus onto the Buick, Cadillac, Chevrolet, and GMC. While most of
GM’s focus is to increase quality of their larger vehicles and trucks, Chevrolet
had placed an alternate focus on the Volt (hoovers profile). The focus on the Volt
is notably different than the “Americana” identity of the rest of the Chevy brand.
For example, Chevy does not associate the “Chevy Runs Deep” tagline with the
Volt.

Chevy as an American brand, marketing the Volt means that hybrid and elec-
tric vehicles are now part of the American mainstream. While hybrids are now
a comfortable idea for many Americans, the idea of plugging in a car still seems
largely foreign. Many drivers are concerned about the logistics for charging their
car. While it is simple to charge the Volt in a home garage at an average outlet,
many city drivers would have difficulty finding power outlets. Chevrolet and oth-
er electric car manufacturers are working to add charging stations at gas stations
nationwide to create ease of powering the battery.33 Since the average American
drives less than 40 miles a day, the majority of drivers will drive exclusively on the
battery without using the fuel tank on daily driving.34

Public Opinion
stakeholders
Environmental publication Green Car Book ranked the Volt 12th of 12 “green”
vehicles in February. The decision was largely based on the Volt’s level of fuel
economy when running the engine. Chevrolet asserts that this is a largely irrele-
vant piece of information in comparison to overall fuel economy, including when
the battery alone is powering the car.

“Their logic would escape the majority of consumers,” said Rob Peterson, a Gen-
eral Motors spokesman. “If you look at the EPA ratings for the Smart fortwo at
33 city and 41 highway, it’s actually less than the Volt’s after the electric range
is exhausted. We’re being penalized against the Smart because our car is a four-
seater with a battery pack and therefore weighs more. And we lose against the
[Nissan] Leaf because we have a gas engine. But you really have to look at how
the car is actually used — their methodology doesn’t add up.” 35

With the demise of HUMMER, Pontiac, and Saturn, dealers need to be up to

the moment with current vehicles and focusing on the flagship brands, including
s Chevrolet. As Chevy places distinct attention on the Volt, dealers are pushed to
emphasize sales of the Volt to buyers, particularly with slow starting sales. With
the very new technology in the Volt, it’s key that dealers understand the technol-
ogy and understand how to communicate the features to buyers. 36

GM emerged from bankruptcy as an entirely new company in the eyes of the

government. 37Now they are working to become a new company in the eyes of
the consumer. They invested heavily in the Volt, but sales are slow and groups
question the benefit and practicality of the vehicle. If the Volt fails to succeed,
Chevy’s profitability and credibility are both at risk. 36
The federal government also invested in production of the Volt, marking $2.4 bil-
lion of stimulus money for electric car manufacturing. By subsidizing the cost of
battery production, the government hopes to make the electric car affordable for
the average driver. 38 The government also provides direct subsidy. There $7500
federal rebate available as well as other rebates by state. In California, for example,
another $5000 in tax credit is granted for purchasing the Volt. 39
 strengths
Only electric/gas combination vehicle on
the market
Volt is able to charge from regular
household electrical sockets
Chevrolet has a loyal brand following
SWOT ANALYSIS

Big federal tax deduction for Volt

State tax credits too

opportunities
Chevrolet has a large social media
following
Vehicle purchasing trend towards green
buying
New ad agency could redefine Chevrolet
Car sales in general are again on the
rise
Advanced technologies that Volt houses
 SWOT ANALYSIS
Typical Chevrolet association is with
large cars and trucks; Volt is new
Relatively new on the market, little
credibility
Low m.p.g. after battery is used up
Garage outlets are hard to come by
for city swellers
High price compared to other hybrids

weaknesses
Competition with Nissan Leaf and
Toyota Prius
Prius coming out with battery/gas
model soon
Heavy investment and slow sales could
hurt Chevrolet
Gasoline component of Volt still means
paying for gas

threats
 Chevrolet’s Volt is GM’s chance to redefine itself and help
move GM away from bankruptcy associations. The concept of
a plug in, electrical charged battery and backup gas engine is
unique in the trend towards green vehicles. This combination
comes with its benefits and its disadvantages, however. Brand-
ing the Volt as a distinctive new concept from Chevrolet offers
new opportunities to create positive associations, yet also veers
away from Chevrolet’s typical image in the US. Resting heav-
ily on the strong American brand Chevrolet has constituted,
new branding to associate current American values as going
green would be ideal positioning for Chevrolet. Focusing on
tax credits and technology innovations will benefit the Volt
and addressing the ‘range anxiety’ that Volt can compensate for
consumers, as opposed to other hybrid competitors will work in
Chevrolet’s favor. Marketing approaches might care to try and
foster a better brand association with younger demographics as
this age range is considered environmentally aware.11

Issues &Implications
 CAMPAIGN STRATEGY
plan of attack.

s
BRANDING
strategy.
Campaign Objective
Our goal as a team is to create a strong brand identity for the Chevro-
let Volt. Throughout the campaign we will use a wide variety of different
media with an emphasis on creative, edgy and technologically advanced
advertising placement. Throughout our campaign we will seek to inform
consumers about the technological logistics of the Chevrolet Volt while
emphasizing it’s one-of-a kind nature. The Chevrolet volt will be mar-
keted as an entry-level luxury car for the fiscally responsible consumer.
The Volt will represent what it means to be an American today, straying
away from Chevrolet’s typical American roots appeal and emphasizing
The New American Identity. The New American lives in a fast
paced, constantly changing, socially conscious world that doesn’t com-
promise. Consumers will learn that they don’t have to make concessions
with the Volt. The Volt offers consumers style, technology, efficiency,
environmental benefits and modernity.

Target Market
Hybrid vehicle owners are much more likely to:

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 “The New American lives in a fast paced, constantly changing, so-
cially conscious world that doesn’t compromise. Consumers will
learn that they don’t have to make concessions with the Volt.”

Primary Consumer Target

Urbanite Turned Suburbanite
Our primary target is Trey. Trey is
a successful young professional with
a disposable income. He recently
bought this first home with his wife
Lucy and relocated from a large
urban city to a suburb. Trey is tech-
nologically savvy and is always one
of the first to try new things.

Trey and Lucy are 28 years old and

have been married for 3 years. They met
through friends six years ago in Wash-
ington, D.C. For many years, the couple
lived together in a small brownstone
near Dupont Circle. Trey is a successful
graphic designer and Tracy is a success-
ful commercial real-estate agent. Shortly
after Trey received a promotion at work
two years ago, the two re-located to the
suburbs and purchased their first home.
 Demographics
Trey and Lucy do not have any children and have an average house-
hold income of 175,000-250,000 a year. Trey and Lucy are most likely
White or Asian, and between the ages of 25-34 . They tend to work in
real estate, health care, social services, finance or another professional
field. They are concentrated in suburbs surrounding cities like: Los An-
geles, Miami, San Francisco and Washington D.C. Both Trey and Amy
have a job in the city and commute to work regularly.

Values & Attitudes

Trey values intelligence and considers himself an independent when it
comes to politics . He tends to be fiscally conservative and socially lib-
eral. He has a strong interest in the environment, which he demonstrates
through his annual donations to environmental organizations and his con-
tinued practice of recycling .

Trey cares about what others’ think of him and it is important that others’
see him as financially successful . Although Trey wants to be seen as finan-
cially successful, he also considers himself a very smart money manager
Primary Consumer Target

and will be highly motivated by the Volt’s $7,500 tax credit and the money
he will spend on commuting to work in the city.

He considers himself an “early Touch also explains the Volt as “a

adopter” of new things and prides
himself on this fact . He considers
himself an “internet-junkie” and
gets most of his news information
from the Internet . Trey’s love of
the internet and technology will
go hand in hand with the Volt.
According to GreenTech, “the
Volt is equipped with 100 elec-
tronic controllers, its very own IP
address and roughly 10 million
lines of software code.” Green-
computer on wheels,” something
that heavy technology users like
Trey will find very attractive.
Trey also believes that a car
should express his personality,
and is drawn to the volt for it’s
innovative, fresh, hip design and
technological features as well as
the socially conscious aspect of a
hybrid vehicle.
 Secondary Consumer Target
Young Suburban Families
Although we will not pri-
marily target young suburban
families, many of our marketing
tactics will also interest them
for environmental, techno-
logical and economic reasons.
Households of three or more
are more likely to own a Prius
and to have their next vehicle
purchase to be within 6 months
to a year.

Carrie and Joe are the parents

of a loving family of four, with
two young children, Allison, age “Households of three or more
5, and Tucker, age 7. They make
decisions based on the needs
are more likely to own a Prius
of their family and are recep- and to have their next vehicle
tive to new technologies. They purchase to be within 6 months
enjoy spending time together
as a family and visiting near-by to a year.”
urban areas for fun family ac-
tivities.

Demographics
Carrie and Joe are both established professionals with a combined household
income of 175,000-200,000 . Similar to our primary target market, the young
suburban families work in professions such as health care, finance, real estate, social
services or another professional field . They most likely live in a suburb of a major
commuter city like Washington, D.C., Boston, Seattle, Denver or Portland, OR .
Secondary Consumer Target
Values & Attitudes
Carrie and Joe are largely
motivated by their children.
They are environmentally
conscious for the sake of
their children’s future and the
Children have great influ-
ence over their purchasing
decisions . The Volt’s hybrid
nature will appeal to the
parents and the technologi-
cal modernity of the vehicle is likely to appeal to the children. They consider
themselves fiscally conservative consumers and smart money managers . For this
reason, the tax credit and money they will save on gas by purchasing the Volt are
attractive selling points. They lead very busy lives and consider themselves rational
decision makers . The economic and environmental practicality of the Volt will
appeal to these qualities.
For leisure activities, they spend time at their local country club where they en-
gage in exercise and their children can play.

TERTIARY Consumer Target

Business to Business
In addition to our primary and secondary target markets, we will also tar-
get a variety of businesses. We will focus our efforts on dealerships because
most Prius owners seek out information from dealerships . We will also seek
to collaborate with car rental businesses that will allow more consumers to
try the product. In addition, we will collaborate with taxi cab services to
use the Volt as one of their vehicles. This initiative will increase the word of
mouth about the Volt, which is very important to hybrid vehicle owners .
BUSINESSobjective
Our ultimate business objective is Our marketing initiatives will take
to increase Chevrolet Volt sales. We up where Chevrolet has left off. We
will pursue this objective in a variety will promote further comprehen-
of stages. The Volt is a very new sion of the Volt while formulating a
brand and concept and thus far strong and iconic brand image that
Chevrolet has focused most of their will create positive consumer recog-
attention on promoting awareness nition and desire. It is our hope that
about the Volt and its technologies. this desire will turn into action.

“The Volt is pioneering the

American-­made hybrid market”

Competitive Advantage
The Volt has a very distinct and
obvious advantage over its leading
competitors. It is the only electric/
gas hybrid vehicle available in the
market today. It can be charged at
home in a regular electric socket,
allowing consumers to save money
on gas. In addition to the money
consumers will save by charging
their vehicle at home, consumers will
also be eligible for a $7,500 federal
tax deduction. There are also a variety
of state tax credits available as well.
The Volt is pioneering the American-
made hybrid
market and will be attractive to many
consumers who are interested in sup-
porting the American economy.
unique
SELLING PROPOSITION
Unlike many hybrid vehicles that only em-
phasize the environmental and economic
benefits, the Volt can also emphasize cut-
ting-edge hybrid technology as well as its
gadget-heavy interior. The Volt has an iPhone
application that allows the owner to com-
municate with the car when to start and stop
charging, a state-of-the-art stereo, and is mp3
and blue-tooth compatible. As previously
mentioned, the Volt is also a pioneer in the
American hybrid market and can promote its
revolutionary and forwardthinking nature.

PRODUCT “A Volt driver is saying ‘I’m so-

cially responsible, I’m techno-
POSITIONING+ logically savvy & I’m ahead of the
We will strive to position the Volt times.”
as a vehicle that has it all. The design,
the technology, the economic and
environmental incentives. With the
Volt, you don’t have to decide what you
value- you can value it all. We want the
Volt to make a statement. A Volt driver
is saying I’m socially responsible, I’m
technologically savvy and I’m ahead of
the times.
 PAST | PRESENT | FUTURE
the volt brand.
Thus far the Chevrolet brand
has leaned on its “American roots”
campaigns using slogans such
as “Chevy runs deep,” conjuring
images of working class men and
women, baseball and taking to the
open road on your vehicle. For a
time, Chevrolet emphasized the
strength and durability of their
products using slogans such as
“Like a Rock.”
CURRENT POSITION
“ The New American doesn’t have to compromise to
make the world a better place, it’s ingrained in their
everyday life.”
Desired Position
In order to best accomplish our goals,
we would like to move away from the
classic Chevrolet message that em-
phasizes American roots nostalgia. We
would like to re-brand the Volt as the
“New American.” The New American
doesn’t own a gas-guzzling pickup,
they own a compact hybrid. The New
American doesn’t listen to country roots
music, they plug in their MP3. The New
American doesn’t drive on dirt roads,
they drive in urban areas. The Volt is
the New American, the socially respon-
sible, technologically savvy, hip, cutting-
edge fourth cousin of the traditional
American. With the Volt, you don’t
have to choose between your loyalty to
the environment or your interest in a
sleek, technologically advanced car, you
can have everything you want. The New
American doesn’t have to compromise
to make the world a better place, it’s
ingrained in their everyday life.
Branding Str
We will strive to create this New Ameri-
can brand through extensive public rela-
tions and advertising efforts. Our cam-
paign is going to think on its feet the
way an everyday individual has to think
on theirs. In this essence, we will place
intense focus on finding the right “media
mix”.
For potential Volt buyers, we know that
they are heavily involved in the Internet
and value word of mouth. These qualities
will lend themselves well to our onlime
STRATEGY
social media focus that will engage
the consumers and create an extensive
amount of user-generated Volt content
on the web. We will emphasize growing
technologies like Twitter, Facebook, and
Foursquar.We will ask Volt owners to
share their stories.
We will create socially responsible
public relations events such as test-
riding promotions with our taxi service.
We will expose our consumers to cre-
ative and inspiring outdoor advertising
trategy.
pieces that will reflect the Volt’s urban and
forward-thinking image. The Volt should be “The Volt should be
about more than getting from A to B. The
Volt is about the experience along the way. about more than get-
A Volt owner will feel a connection to ting from A to B. The
another Volt owner. We seek to foster this
sense of community though online social Volt is about the
media platforms and encourage our users to
send their favorite videos and images that experience along
we will utilize throughout our media mix.
the way.”

Emotions & Values

Time & Duration
The Volt release is as follows:
R5 1st Quarter: October 1, 2010 - December 31, 2010. California, Texas, Michigan, New
York, Massachusetts, New Jersey, Rhode Island, Washington D.C.

R553rd Quarter: April 1, 2011 - June 30, 2011. Washington, Oregon, Pennsylvania, Con-
necticut, Maryland, Delaware, Virginia, North Carolina, South Carolina, Georgia, Florida

R5 4th Quarter: July 1, 2011 - September 30, 2011: The remainder of the United States.

The Volt is newly available in many metropolitan areas and will be available to the
remainder of the U.S starting this summer. Beginning immediately, we will focus on an
overarching marketing campaign across all media from April 1, 2011-December 30, 2011.
This 8-month range will allow us to reach the new markets, reinforce the existing markets
and begin to introduce the next year’s Volt as well.
 Campaign Scope
Location
We will place extra emphasis on
urban areas and their immedi-
ate suburbs. Our campaign
will begin in cities and their
surrounding areas such as
New York, Chicago, Wash-
ington D.C., Boston, Mi-
ami, Houston, Dallas, Los
Angeles and Philadelphia.
These cities have been
chosen for their large com-
muter population.

Our advertisements will also be

played on a national scale during
prime time television to ensure that
all of our markets have greater Volt
awareness.

Daily Timing
work. We will use radio advertising as a
The daily timing will vary according cost-effective way to reach drivers dur-
to media. For online media we will try to ing rush-hour times. For special promo-
engage consumers during the day when tions, we will focus on times when there
they are on their computers at work and is heavy-pedestrian traffic in cities such as
in the evenings while they are on their afternoon lunch breaks or just getting off
computers as well. For television commer- of work in the early evening. We will also
cials, we will focus our efforts on evening place special emphasis on weekends when
prime-time television so we can reach there are more people with free time and
our audience when they are home from more out-of-town visitors.
We want to think on our toes the

each day.
way an individual does
ALLOCATION
We want to be online, in the air, on the ground, on the TV, on the radio,
on the bus, on the metro and in the city all at the same time. We will fo-
cus on blending all of these spaces through a variety of online social media
resources, creative outdoor concepts, traditional marketing and heavy public
relations efforts.

R (.,(.9 Twitter, Facebook, YouTube, Blogs, Tumblr. Buy keywords in

popular search engines, give cars to prominent automotive bloggers and ask
them to report on their Volt experience, send press releases to key urban
blogs.

R1-**,-9 Intense press release efforts to newspapers in key areas.

R#&&),-9 Heavy-traffic highways between cities and the surrounding

suburbs

R/.)),9 Creative “artistic” representations of the Volt in interesting urban

spaces

R&0#-#)(95Utilize prime time spots and target specific individuals on more

fragmented cable network channels.

R/&#5&.#)(-95Through PR, we will allow people to interact with the

vehicle nationwide. We will impliment promotions similar to the “Catch a
Chevy” project used at South By Southwestby bringing a short-term free
taxi service to urban centers nationwide.We will also emphasize the use
of social media in this effort. For Volt owners, digital compatibility will be
paramount in the vehicle. We will ensure a continuity of app use through a
partnership with Apple. IPhone users will be able to check the charge sta-
tus of their Volt, begin charging remotely, and wirelessly play music from
their phone once in the car. Customer support will be based online through
extant social media networks like Facebook and Twitter.

R#)95Target consumer during rush-hour traffic. Possibly sponsor com-

mercial free music on Alternative radio stations.
CREATIVE PLAN
steal the show.
Creative P
Message strategies
In launching our Volt campaign, it is crucial for us to com-
pletely rebuild the Chevrolet brand – by giving it new direc-
tion and a fresh persona; so while we focus entirely on the
Volt and its unique features in our advertising, we are also
allowing it to take the Chevy brand to new places and new
markets as “this isn’t just Dad’s pickup truck, anymore.”

“this isn’t just Dad’s pickup

truck, anymore.”
This is paramount in our creative execution as we target our primary audience of
young professionals and near-city dwellers. Our campaign will be loud, prevalent
and interactive with a presence that is hard to ignore… all of which will make the
Chevy brand young, accessible and wildly talked-about. We emphasize the key
properties of the Volt by aligning them with the values of its customers, creating
a strong sense of customer cohesion and influential appeal to prospective buy-
ers. Aside from hard analytical data, research of online communities (particularly
blogs), suggests that eco-friendly cars like the Toyota Prius have held an undesir-
able reputation outside of its niche customer base, being called “pretentious” and
“pompous.” Our campaign will redefine the eco-friendly car by redefining The
American.
Platform.
Selling premise
Revolutionary, modern, innovative;
introducing the fresh face of Chevrolet
brand. We will use factual information
(hard-sell) about Chevy Volt to ground
the creative strategy but present it in
creative, “pop”-art package featuring
modern, minimalistic design coupled
with bold colors. Our selling premise is
have it all.
founded in our “New American” selling
premise, paying homage to the ‘Ameri-
can roots’ creative endeavors of years past
but bringing a new appeal to it. We will
target our ‘fast-paced, constantly chang-
ing, socially conscious’ and ‘technologi-
cally advanced’ demographic through
parallel creative branding… using strong
visuals, unique advertising media, highly-
regarded partnerships (such as Apple and
Google), buzz marketing and P.R. events,
sleek print ads and billboards and memo-
rable broadcast spots.
Campaign
THEME

Our campaign is bold, forward-thinking,

ambitious and fresh, exactly the values our
Volt customers demand. Contrary to the
stereotypical, soft, ‘eco-friendly’ advertising
that persists in our car’s market, our concept
of the “New American” blazes new terrain
…and is exacting in its focus and execu-
tion. We reference Chevrolet’s patriotic roots
while giving it new dimension, direction
and character; this is done partly, through
billboards which feature a Chevy Volt visual
aside concise, progressive American taglines
such as:
n
Billboard #1

An American Icon.
AMPLIFIED.

Billboard #2

An American Classic.
REVOLUTIONIZED.
The billboards are easily digested, clean, and
catchy. But most importantly, it gives Chevy a
dynamic and fresh persona and resonates pro-
It gives
foundly with younger generations and new mar-
kets. These billboards will be the first phase of
Chevy a
our campaign, introducing the values inherent dynamic
in our “New American” concept while still leav-
ing some mystery. The final billboard within the and fresh
campaign’s first phase will culminate our central
campaign theme by relaying a key message of a persona
“recharged America.” This makes for a perfect
transition into the second phase of the
campaign.
Billboard #3

America.
RECHARGED.
 City Buzz Poster

Go ahead.
Splurge on your morning
coffee. With the gas
money you’ll
save,
you can do it every day.

This is the New American.

After the first Volt billboards saturate cities with their initial appearance
(creating preliminary buzz), all subsequent advertising will be direct and
provocative, introducing our central tagline, “This is the New American,”
and drawing appeal where car ads typically do not. As part of our creative
execution, we will feature “city buzz posters” to adorn busy downtown
buses and unsuspecting phone booths. Here, strong imagery, punctuated
phrases and active language are couched in the running minimalistic and
sleek design aesthetic, and draw a parallel between the Volt, our central
premise of the New American, and a desirable way of living.
In all of our print ads, powerful
images and digestible facts showcase
the Chevy Volt as a highly “desirable”
and “cool” car, while giving credence to
its environmental benefits, financial
incentives, sleek design and
revolutionary concept.

In each ad, we celebrate and illuminate

a different unique aspect of the Volt;
and while each ad is thoughtfully
and skillfully developed individually,
each function together to maximize
the campaign as a whole.

This half-­print ad celebrates our primary consumer target of

commuters and young families living just outside large metro-­
politan areas. Here, the ad reads, “Commuters Rejoice!”
Commuters Rejoice!
Introducing the revolutionary
Chevy Volt
The only electric/gas hybrid car in the market today
Recharge your commute with an eco-­
friendly battery that eliminates your
gas tab and cleans the
environment.

This is the New American.

Why not
charge
your car,
too?

This is the New American.

 why
not?
This full-­page ad highlights the Volt’s
unique charging capabilities and aims
WRUHGHÀQHWKHZD\VLQZKLFKZH
perceive electric vars. Because the Volt
consumer is technologically savvy, fully
engaged and dutifully sharp, he + she
needs a piece of machinery that can
reliably keep up & look good doing it.
Again, we emphasize to our onlookers
to REDEFINE what’s possible by
RECHARGING your thinking.
 If there is one thing unique to the
New American, it is the redeem-­
ing quality of WORTH. The Chevy
Volt lets you have it all and this
full page-­ad lets you know it. It
features the fast, sleek and sexy
sides of the Volt while spewing
irresistible, hard-­selling facts. You
had me at “interactive iPhone
app….”

have it
all
mp3 and blue-­tooth compatible interactive iPhone app that
controls charging rechargeable battery picks up your gas bill
eligible $7,500 federal tax deduction innovative, sleek design
cutting-­edge hybrid technology environmentally conscious
made, born and raised in the beautiful U.S. of A.

This is the New American

Have your cake and eat it, too.

It’s calling. Gonna answer?
drivetrain allows 35 miles/electricity range + 344 mi./gas
111 kW electric motor 1.4 liter, four-­cylinder gasoline
engine + planetary gearbox lithium-­ion battery pack
IRXUZKHHODQWLORFNGLVFEUDNHVÀYH\HDUVRI2Q6WDU
'9'EDVHGQDYLJDWLRQ*%KDUGGULYH%RVHDXGLR
V\VWHPVWHHULQJZKHHOFRQWURO86%SRUWEOXHWRRWK

This is the New American.

 go
for it
Here’s a full-­ad spread just for the
boys… featuring an open road, bold,
brazen colors and motor specs’ no
man could refuse. After all, aside from
its technological superiority, economic
sensibility and eco-­friendly nature, it’s
the “electricity” that gives this car its
spark. Again, just another way we utilize
active verbs and an open-­road invita-­
tion to peak your interest.
Broadcast
OBJECTIVE:
It is crucial for our campaign that we exemplify the
same bold attitude and forward thinking in our TV
spots that is established in our print advertising -
while simultaneously staying true to the spirit of
Chevy and allowing it to reach new audiences.
To do so, we will pay homage to the American roots that
have longed served Chevy so diligently while making a
bold statement about the new direction of Chevy in the
first phase of the campaign.

Enter, our first ad: MEMORIES+TRADITION

 SPOTS THAT STICK
Scene 1: Camera shows father
and son adoringly watching a
baseball game together. Cam-
era stays on them laughing and
pointing and then pans over to
the game. As it pans back to the
same seats...

Scene 2: ...there is a time lapse.

The little boy is now in teenage
years; in love and in his revered
spot. Camera shows them kiss
and then cranes up to kiss-cam.
As it tilts back down to seats...

Scene 3: ...time has further

lapsed to show young boy now
grown up, taking his own son to
a baseball game. But he realizes
soon that the game is sold out
and him and his son look hope-
lessly at their claimed seats.
 Scene 4: His son is saddened
and grips his hat, bat and glove
with despair.... when his Dad
looks at him with a smile and
motions to follow him.

Scene 5: The two step out of

their car and look at the amaz-
ing view of the ballpark. They
walk over to the Chevy Volt and
make themselves comfy on their
new seats, the hood of the car.

With the silhouette of the Chevy Volt in the foreground and the
spectacular view of the ballpark behind it, the screen reads,
“SOME THINGS NEVER CHANGE.” ….
“AND OTHERS CHANGE FOR THE BETTER.”
Introducing the New American, 2011 Chevy Volt.
AD #2
2: At the television campaign’s beginning, we wanted some semblance
of the nostalgic Chevy sell; however, our second commercial takes off at a
high altitude with a significant departure from the former.

Scene 1: (Old man driving, view

looking in from windshield)

Narrator: not your average ride to

the pharmacy but it will save you
money on the way there...

Scene 2: (Young teenage girl driv-

ing, camera zooms in from side
mirror)

Narrator: not your average sweet 16

present but safe enough to be

Scene 3: .(mom driving, camera

peers in as she looks back at her
boys)

Narrator: not your average soccer

mom minivan and you bet it will
make them jealous
 Scene 4: (teenage boy driving, very
excited to be holding car keys)

Narrator: not your everyday beater-

up and yes, it’ll help with the ladies

(Narrator:)
For everybody. Every reason.
Have it All. And live in the fast
lane. Technologically savvy, eco-
friendly, financially dependable,
visually stunning....
The 2011 Chevy Volt - THIS is the
New American.

This ad spot picks up the emotional

strings from the last commercial
to poke fun at it... and give an un-
expected punch. The Chevy Volt is
unique and so must be its approach.
AD #3

You do a lot in
your car....

...now prepare to
do a lot more.

Technologically savvy,
HFRIULHQGO\ÀQDQFLDOO\
dependable, visually
stunning....
The 2011 Chevy Volt -­
THIS is the
New American.
Web.
Header

Our homepage is
clean, bold, sleek,
interactive & modern

Each image links to a different

facet of the site already in exis-­
tence, including:

Overview
Exterior
Interior
Performance REDEFINED. REVOLUTI
Safety This is the New A
Technology
Chevy Carbon Reduction
Starting at
When the cursor hovers over a
section, it turns pink & exposes
$
32,780
its contents (see next page)
Help Center | Contact Us | Get Email Upda
 Header

Locate a Vehicle | Find a Dealer | Request a Quote

2011VOLT
OLUTIONIZED. RECHARGED.
ew American.

CLICK TO LIVE CHAT

VOLT F.A.Q.

mail Updates | Download a Brochure | Sitemap | GM Sites | Chevrolet Worldwide | RSS | Privacy Statement | Copyright
 Locate a Vehicle | Find a Dealer | Request a Quote
Technology
2011VOLT
REDEFINED. REVOLUTIONIZED. RECHARGED.
This is the New American.
Starting at
Header
CLICK TO LIVE CHAT
$
32,780 VOLT F.A.Q.
Help Center | Contact Us | Get Email Updates | Download a Brochure | Sitemap | GM Sites | Chevrolet Worldwide | RSS | Privacy Statement | Copyright
PR & PROMOTIONS
PLAN
get ‘em talking.
Header

Public
Relations Objectives
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 MANAGING INTERNAL PARTICIPATION

Encouraging positive public opinion of the Volt

directly benefits all stakeholders. Blink Media will
keep Chevy-associated stakeholders apprised of
all public relations efforts to ensure continuity of
values throughout the Volt brand through regular
activity reports and outreach within the Chevy
community. Any and all progress reports will be
es shared with Chevrolet employees and shareholders
of all levels or status to foster a sense of direct par-
ticipation in all Chevy successes.

Media Relations Strategy

Blink Media is committed to building sourcing other media tracking to Burrelles
Luce (burrellesluce.com), a respected me-
and maintaining an open and transparent dia monitoring firm. Blink will take on
relationship with all media sources, with a the online world internally to ensure a
particular focus on building positive rela- continuity of continuation between Chevy
tionships with tastemakers in key markets. and the online world. Bloggers and other
Word of mouth is particularly important social media users will not be penalized for
to our target consumer (Choices analysis), negatively commenting on the Volt in an
so the logical focus for media relations is effort to create an open dialogue leading to
through social media outlets. The online positive brand opinion of the Volt. The PR
focus also rounds out the Volt’s environ- team will address negative comments, and
mentally conscious, tech-savvy, and socially the writer will be invited to participate in
aware consumer by decreasing paper us- upcoming Volt events to take another look
age and reaching out to media sources that at the Volt. Full event information will be
directly interact with the target consumer. available at the brand microsite
Blink Media will internally track the online newamerican.chevyvolt.com.
conversation regarding the Volt, while out-
Public Relations Strategy

The public relations efforts have a central

goal of providing a cohesive vision of
the Volt consumer, the American who
identifies as a global citizen. Public
relations will be consistent nation-
wide to create a buzz and com-
munity centered around the event
tour. Attendees will be able to
self-project their event attendance
across media networks. Public rela-
tions will focus on being as tech
savvy as the target consumer, if not
more tech-savvy. Rather than getting
caught in the trap of making it accessible
to everyone, the Volt will work with the
peak consumer to build an elite consumer identity
that will be sought by other consumers in the target market.

Promotional
Strategy
Volt Forward:
Explore Your Urban
Jungle.
 VOLT FORWARD:
The New American Tour
At the center of the promotions cam-
paign is the event series, “Volt Forward:
Explore Your Urban Jungle.” The “Catch a
Chevy” project used at South By Southwest
in Austin inspired us to bring a short-term
free taxi service to urban centers nation-
wide. The interactive and useful event tour
not only encourages direct participation in
the vehicle but also provides unique servic-
es and opportunities that will attract people
who may not be otherwise may not have
participated in an auto promotional event.
The tour will visit twelve cities, focusing
on conventional media markets and social
media hubs (http://www.menshealth.com/
best-life/social-networking-cities), plus
Chevrolet’s home city in Michigan. The
tour will stop in Atlanta, Austin, Boston,
Chicago, Denver, Detroit, Los Angeles,
Minneapolis, New York, San Francisco,
Seattle, and Washington, D.C.
The tour will begin in mid-September
2011 and complete in early October 2011.
The early autumn timing aims to ensure
weather comfortable enough to encourage
participants to stay at the event and explore
the vehicle rather than just utilizing the cab
service.
The tour follows the limited market release
of the Volt, so participants may have had
the chance to see a vehicle in passing with-
out having the opportunity to see the fea-
tures and test the car itself.
 The Volt Forward “cabs” will be based at a central charging hub in each city,
The New American Tour
where passers-by will be able to charge their phones, MP3 players, or computers
while learning about the Volt’s many features. One car will always be positioned
at the charge station, where Chevy representatives will present features of the

“The integration of physical

vehicles to visitors.
Volt Forward:

The rest of the twenty-

car taxi fleet will be
dispatched from the
charging hub on a first
event, free services, and online
come-first serve basis . interactivity will help position
By checking into the Volt as a car for every
the “Moving Target”
charge station on
aspect of modern life ”
Foursquare, one visitor in each city will win a Volt. The “Moving Target” check-in
is associated with an event or business rather than a specific location, there will be
a check-in consistency nationwide rather than having to create a new venue for
each Volt Forward event.
Checking in to the event grants
the user an “Urban Jungle” badge
as well as extra weekly points.
Users who have the features
activated will have this badge
disseminated on Facebook and
Twitter.
By checking in on Foursquare,
each participant is automati-
cally entered into a drawing for
a brand new Chevy Volt. One
Volt will be given away at each
tour stop to a winner chosen at
random from the check-in pool.
Foursquare users will also receive
an email link to exclusive down-
loads of the Levi’s Pioneer Sessions available exclusively through the Volt iPhone
app. The integration of physical event, free services, and online interactivity will
help position the Volt as a car for every aspect of modern life.
 Header
Blog Your Ride
In late August 2011, prior to Volt Forward’s kickoff, one blogger in each tour
market will be asked to test drive the Volt for a month. Each blogger will share
feedback in the context of their blog, whether that be social, design, environ-
mental or tech.

The diversity of bloggers, topics, and geography will highlight the many
strengths of the Volt and the vehicle’s adaptability to any lifestyle. All content
will be aggregated to the Volt site along with profiles of each blogger that high-
light their perspective on the Volt lifestyle.

Bloggers will not be eligible for the Volt Forward car giveaway.

Following Volt Forward, Chevy will partner with the Gothamist group of
blogs. The blogs will feature an ongoing series throughout November highlight-
ing the functionality of the Volt in the lives of commuters.
Vo l t i s t
The Gothamist family of blogs feature arts and entertainment, local and national
news, food and more in young urban centers across the country. The sites have
wide regional readership in their metropolitan areas, connecting with the subur-
ban transplant who wants to maintain the urban lifestyle.

35&#!(#(!5."5)&.51#."5(5/,(5&)!5.".51#&35*-
peals to a newly suburban audience, the Volt will be
positioned as a link between urban and suburban life
for the upwardly mobile young adult.
Header
iPhone + Volt
Chevy will undertake an ongoing effort with Apply
to ensure total cohesion between the Volt and iPhone.
For Volt owners, digital compatibility will be para-
mount in the vehicle. We will ensure a continuity of
app use through a partnership with Apple.

iPhone users will be able to check the charge status of

their Volt, begin charging remotely, and wirelessly play
music from their phone once in the vehicle.

By creating total continuity between the iphone and

the Volt, the Volt becomes a lifestyle extension rather
than just a car.

+
 Header
Levi’s Pioneer Session
presented by Chevrolet
One of the benefits to iPhone
compatibility will be the oppor-
tunity to create exclusive con-
tent for the Volt iPhone app.

Chevrolet will partner with

Levi Strauss & Co. to make
new Levi’s Pioneer Sessions
available to stream through
the Chevy Volt app in summer
2011.

Collaboration with Levi will

bolster the Volt’s “New Ameri-
can” identity by aligning the
Volt with another iconic Amer-
ican brand that appeals to the
modern consumer.
reach out. MEDIA
PLAN
Media
Header

Plan
Media Objectives
R
R each young professionals and their families by placing advertisements in
areas around their homes and workplaces

RU tilize media outlets that allow for the most efficient and timely delivery
of our message

RCreate buzz and raise interest in a new, state-of-the-art product

Target Audience

Our primary target market has

been labeled as the “Urbanite
turned Suburbanite.” We are tar-
geting young professional men and
women the ages of 25-34.

These young adults are married and

have annual household incomes of
$175,000-250,000.

They are concentrated in the sub-

urbs surrounding major cities such as Los Angeles and Miami. Both members of
their family have full-time jobs and regularly have to commute to work.
Reach & Frequency
Header
Our campaign will target large-market com-
muter cities that are largely populated by mem-
bers of our target market. We want to reinvent
the Chevrolet brand as the brand of the “New
American,” the car that smart, tech-savvy peo-
ple choose to drive. The Volt may be expensive,
but it is environmentally and fiscally smart for
consumers to drive one. Our campaign will fo-
cus on educating these smart, innovative young
professionals about the Volt and its features. It
is a very fuel-efficient vehicle, but will provide
our target market with the luxury they deserve.
Because our target market wants to stay ahead
of the times, they will respond positively to the
“New American” brand that we are going to
make synonymous with Chevrolet.
Timing & Duration
The Volt will be made available to a
large part of the United States starting
April 1, 2011. We will begin our market-
ing campaign immediately, beginning
with a high frequency of ads in April and
May aiming to create a buzz surrounding
the Volt and raise awareness of its cutting-
edge technology and luxurious features.

Our campaign will begin with advertise-

ments during major sporting events like the Final Four and NBA Playoffs, which Simmons’
data shows that our target market largely likes to watch. Once the Volt has been completely
released in the United States, our campaign will continue to educate people about the Volt,
using advertisements during NFL games and the Emmy awards to help sustain interest in the
Volt. After the buzz has been created, we will slowly decrease the frequency of our advertise-
ments until the end of the calendar year. Our marketing campaign will conclude on December
30, 2011.
Header
Scheduling Strategies
We will try to engage our target We will also be using radio advertise-
ments during the morning and evening
consumers throughout the day using
a variety of media. During the day, we drive times, as our target market will be
will target them through online ads listening to the radio during their com-
that they can interact with on their mutes to and from work. Radio adver-
computers at work. tisements will run Monday through
Friday from 6 a.m. to 10 a.m. and from
Our television commercials will be 3 p.m. to 7 p.m. and will begin im-
mainly focused during primetime mediately with the release of the Volt
television shows and sporting events, so we can take advantage of the new
as Simmons’ data shows that this is availability of the product.
when our market most watches tele-
vision once they have returned home
after work.

Regional Emphasis
Our campaign will place emphasis on major urban cities and their surround-
ing suburbs. We will be focusing mainly on cities with large commuter popula-
tion and advertisements will be placed on major freeways going in and out of
these cities. This will take advantages of morning and evening traffic and allow
our target market to see our advertisements.

New York Chicago Miami

Houston Los Angeles Washington D.C.

Boston Dallas Philadelphia

 MediaAllocation Header
Header

Televison
30 Percent of Media expenditures

A large portion of our budget will be spent on na-

tional primetime television advertising. According to
Simmons’ data, our target consumers enjoy watching
popular primetime shows on major television net-
works such as ABC, NBC and CBS.

Recommended Programs
Modern Family NCIS
American Idol The Office
The Office Dancing With the Stars

National Cable Television

24 Percent of Media expenditures
A large amount of our budget will also be spent on advertisements
on national cable television channels. Cable television viewership is
trending upwards, and Simmons’ data says that members of our target

Recommended Channels
ESPN Discovery Channel CNBC
Bravo History Channel CNN
 National Television Sports
Header
7 Percent of Media expenditures
Simmons’ Choices data shows that
tech-savvy young adults like those in our
target market enjoy watching sports like
the NFL on television. Because of this,
we will put a small portion of our budget
towards advertisements during televised
NFL events.

Impact Media Allocation

Spot Cable TV Primetime

10 Percent of Media expenditures
Simmons’ data shows that members of our target market in our spot markets like
watching shows on cable networks like HBO. Placing ads on these channels in
each of our spot markets will allow us to efficiently reach our target market with
our messages.
 Header
Television Advertisement
Distribution

Print
8 Percent of Media expenditures
Because members of our target Impact Sports Media
market are very interested in tech-
nology and money, we will spend
8 percent of our media budget on
nationally distributed magazines
Impact sports media is a largely im-
portant part of our marketing scheme.
like Forbes, Wired, and Money When the Volt is first released in cer-
Magazine. tain markets in April, we will begin
advertising during the Final Four and
NBA Playoffs to create a buzz sur-
Radio rounding the Volt. Then, once it is
released to the general public in Sep-
6 Percent of Media expenditures tember, we will begin advertising dur-
ing the World Series as well as Monday
We will spend six percent of our Night Football to help awareness grow
for the Volt.
media budget on advertising on the
radio. These ads will be split between
the morning and evening drive times
because many of the members of our
target market have to commute every
day to work, and this will be an efficient
way to reach them.
Header
Header

Spot Network Television

15 Percent of Media expenditures
Recommended Programs

60 Minutes
Our young, working consumers like to
come home from work and watch shows on
television networks like ABC. We will spend
Extreme Makeover: Home a portion of our budget on shows like Castle
Edition and Extreme Makeover: Home Edition that
are popular in our spot markets, appeal to
Castle both men and women and can be watched
during primetime.

Newspapers
We will use regional newspapers across
the nation in our nine spot markets as an
inexpensive and efficient way to reach our
consumers with our messages. We will be
taking out one ad in newspapers in each of
our nine spot markets.

Emmy Awards
We will be placing ads during the 2011
Primetime Emmy Awards because Simmons’
data shows that a large number of males and
females in our target audience watch the
awards each year.
 Header
Header
Other Advertising

Outdoor
We will be placing bill-
boards on highways and urban
spaces around each of our
spot markets. This will prove a
great way to reach our young
professional target audience
during their commutes to and
from work each day.

Internet
Our Simmons’ data shows that members of our target market get most of their news
from the internet. Because of this, we will put advertisements on three major news websites:
CNN.com, FOXnews.com, and MSNBC.com. In addition to this, we will place advertise-
ments on Facebook, Twitter, YouTube, Tumblr and Huffington Post. This will provide wide,
overarching coverage of the internet and will allow us to get our messages out to all of our
target consumers.

Recommended Websites
CNN.com FOXnews.com MSNBC.com Facebook.com
7ZLWWHUFRP<RX7XEHFRP7XPEOUFRP+XIÀQJWRQ3RVWFRP
Header
 Header

APPENDIX
the good stuff.
appendix A

works cited.
1. http://history.gmheritagecenter.com/wiki/index.php/1897-1909%2C_Creation%2C_Gath-
ering_the_Parts
2. http://www.gm.com/corporate/about/company.jsp
3. Vella, M. (2008). Can the Chevy Volt Save GM?. BusinessWeek Online, 3. Retrieved from
EBSCOhost.
4. http://gm-volt.com/chevy-volt-faqs/
5. Dan Neil. (2010, October 23). OFF DUTY --- Gear & Gadgets -- Rumble Seat: Chev-
rolet Volt: A Win for the Home Team. Wall Street Journal (Eastern Edition), p. D.4. Re-
trieved March 8, 2011, from ABI/INFORM Global. (Document ID: 2170501931).
6. Chappell, L. (2010). Minor differences aside, Leaf, Volt gird for grid battle. Automotive
News, 84(6423), 4-28. Retrieved from EBSCOhost.
7. Freedonia Report – Hybrid-Electric Vehicles, from OneSource
8. Gunnell, John (Editor) (1987). Gunnell, John. ed. The Standard Catalog of American Cars
1946–1975. Kraus Publications. pp. 134–183. ISBN 0-87341-096-3.
9. www.en.wikipedia.org “Chevrolet”
10. Welch, D. (2010). The Man with the Toughest Job at GM. BusinessWeek, (4168), 54.
Retrieved from EBSCOhost.
11.http://www.consumerreports.org/cro/cars/new-cars/news/2010/01/2010-car-brand-per-
ceptions-survey/overview/brand-perceptions-ov.htm
12. http://www.youtube.com/chevrolet?x=us_showcase_319&feature=pv&seo=goo_|_2010_
Chevy_Retention_YouTube_|_IMG_Chevy_Volt_YouTube_PV_|_Chevy_Volt_|_chevro-
let_volt
13. Barkholz, David. “Chevrolet to Pitch Volt in MLB World Series.” AdvertisingAge. 30
Sept. 2010. Web. 7 March 2011.
14. Elliott, Stuart. “New Plugs for an Electric Car.” The New York Times. 17 November 2010.
Web. 8 March 2011.
15. Elliott, Stuart. “A Whirlwind moves into G.M.’s Marketing Office.” The New York Times.
5 August 2010. Web. 8 March 2011.
16. Chevrolet Volt. <http://www.facebook.com/chevroletvolt>. Web. 8 March 2011.
17. @chevyvolt. <http://twitter.com/#!/chevyvolt>. Web. 8 March 2011.
18. Parekh, Rupal. “Green-Car Marketers Revving Up in Race for Eco-Friendly Drivers.”
AdvertisingAge. 6 Sept. 2010. Web. 8 March 2011.
19. Simmons Choices
20. www.moreaboutadvertising.com “Fast mover Ewanick dumps Publicis anddrivesChevyto
Goodby.
21. www.youtube.com “Chevy Volt Ad.”
22. www.youtube.com “2010 Winter Olympics Volt and Equinox”
23. www.gm-volt.com/2010/07/13/chevrolet-volt-advertising-has-begun/
24. www.youtube.com “1975 Chevrolet Commercial Baseball, Hot Dogs, Apple Pie”
25. www.green.autoblog.com/2010/10/27/editorial-gms-chevy-volt-advertising-might-work-
today-but-it/
26. www.politicsandcars.com/blog/1050883_2011-chevrolet-volt-ad-hey-did-you-know-its-amer-
ican
27. www.mlive.com/auto/index.ssf/2010/10/ad_watch_first_chevrolet_volt.html
28. www.abcnews.go.com/Business/wireStory?id=10461335
29. www.mediadecoder.blogs.nytimes.com/2010/11/17/new-plugs-for-an-electric-car/d
30. http://gm-volt.com/2010/01/06/chevy-volt-iphone-blackberry-and-droid-apps-unveiled/
31. sxsw.com/chevy
32. http://www.chevroletvoltage.com/,
33. http://www.guardian.co.uk/commentisfree/michaeltomasky/2011/mar/07/usa-generalmotors-
why-no-sedan-hybrids
34. http://www.bostonherald.com/business/automotive/view.bg?articleid=1321505&srvc=
rss&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+bostonherald/
business+(Business+-+BostonHerald.com
35. http://blogs.forbes.com/eco-nomics/2011/02/21/green-car-book-disses-the-chevy-volt-gm-
isnt-too-happy/
36. http://www.nlpc.org/stories/2011/03/01/consumer-reports-blasts-gm-and-chevy-volt
37. http://www.nlpc.org/stories/2011/03/07/gm-shares-hit-all-time-low
38. http://www.slate.com/id/2262229/
39. http://www.greentechmedia.com/articles/read/chevy-volt-to-get-california-tax-credit-
in-2012/
40. http://www.toyota.com/prius-hybrid/
50. http://techcrunch.com/2010/11/01/the-chevy-volt-electric-gm-ib/
51. http://www.google.com/imgres?imgurl=http://www.patriciacentre.ca/ESW/Images/
young_family.JPG&imgrefurl=http://www.patriciacentre.ca/about.html&usg=__r1G6hlp8W
v6uFwnPuXihqaB4ieA=&h=424&w=640&sz=31&hl=en&start=0&sig2=zGdk0wXR3YUl
xOJOfVEIHg&zoom=1&tbnid=aI-1AVpnxC5CxM:&tbnh=143&tbnw=195&ei=HlySTY-
jWCMPVgQe10vEZ&prev=/images%3Fq%3Dyoung%2Bfamily%26um%3D1%26hl%3Den%26
biw%3D1262%26bih%3D741%26tbs%3Disch:1&um=1&itbs=1&iact=hc&vpx=698&vpy=260&d
ur=2235&hovh=183&hovw=276&tx=167&ty=130&oei=HlySTYjWCMPVgQe10vEZ&page=1
&ndsp=25&ved=1t:429,r:10,s:0
52. http://money.cnn.com/2005/10/21/real_estate/buying_selling/daytime_population_cities/
53. http://www.chevroletvoltcar.com/wp-content/uploads/Chevy-Volt-Dealers.png
54. http://www.acmcconsultants.com/services/images/j0433169.jpg
55. http://blogs.insideline.com/straightline/2011/01/chevy-volt-goes-national-by-q4-2011.html

Photo credits: Google Images

appendix B

PR media list.
radio
Atlanta Denver San Francisco
99X KBCO Live105
Pat O’Brien Brad White Paul Hoffmann
(404) 497-4700 (303) 444-5600 (415) 402.6737
WRASatlanta KVDU phoffmann@live105.com
Briana Hunter Emma Galvin and Caroline
wraspromo@gmail.com O’Neill Seattle
promotions.KVDU@gmail.com KEXP
Austin Aaron Starkey
101X Detroit (206) 520-5800
Andres Cantu 93.9 The River The End
acantu@emmisaustin.com Clare Baker Mark Glynn
KVRX (248) 646-8484 ext 209 (206) 622-3251
Diana Agbaroji & Brittany
Campbell LA Washington, D.C.
pr@kvrx.org KCRW DC101
Mary Chellamy Dave Hennessy
Boston (310) 450-5183 dave@dc101.com
Radio 929 WMCU
Ken West Minneapolis Natalia Barnes
kwest@myradio929.com The Current promodirector@wmucradio.com
WTBU Christina Schmitt
Alex Reese (651) 290-1449
promotions@wtburadio.org cschmitt@mpr.org
WZBC KVSC
Samantha Tilney Eric Wheeler
zbcpromo@gmail.com wher0901@stcloudstate.edu

Chicago NYC
WBEZ WFUV
Breeze Richardson Janeen Shaitelman
(312) 948-4600 (718) 817-4550
WHPK WNYC
Emily Lines Jennifer Houlihan
promo@whpk.com (646) 829-4497
WKQX jhoulihan@wnyc.com
Ryan Lieberman
(312) 321-6285
local blogs and twitter tastemakers
Atlanta chicagonow.com @alphatrends
http://www.driveafastercar.com/
http://atlanta.metblogs.com/ Los Angeles Detroit
laist.com @anitanelson
Denver la.curbed.com @vishal_c
http://www.livedowntownden-
ver.com/ Detroit
http://www.getrealdenver.com/ http://www.motorcityblog. LA
blogspot.com/ @good
Minneapolis http://www.positivedetroit.net/ @dannysullivan
http://lol-omg-blog.blogspot.
com/ Washington, D.C. Minneapolis
http://letoilemagazine.com/ dcist.com @billcorbett
http://famousdc.com/ @halvorson
Seattle http://beyonddc.com/ @existentialfish
seattleist.com
http://seattletransitblog.com/ Atlanta New York
@brokesocialite @rafat
San Francisco, CA @tarynp @ericstangel
http://www.sfgirlbybay.com/ @drsnit @tanehisi
sfist.com @baratunde
http://sf.curbed.com/ Austin
@amandahocking San Francisco
Austin, TX @deantrippe @mashable
austinist.com @swonderlin @techmama
http://thataustingirl.blogspot. @kevinrose
com/ Boston
@chrisbrogan Seattle
Boston, MA @habibh @glutenfreegirl
bostonist.com @danzarrella @scottgu
@randfish
New York City Chicago
gothamist.com @ebertchicago Washington, D.C.
brooklynbased.net @fastcompany @anamariecox
@digiphile
Chicago Denver
chicagoist.com @ginaschreck Twitter search assisted by twital-
chicagoreader.com @hookedonwinter yzer.com.
appendix C
CONTACT
NEWS Brigid Hogan
920.246.1022
hogan.brigid@gmail.com

for immediate release.

chevy and levi to partner on in-­car music series
“pioneer session” recordings will be available exclusively in the chevy volt

DETROIT ( June 2011) -­-­ “Levi’s have always been associated with the
American worker – the kind of workers who have

A
merican icons Levi Strauss & Co. and shaped American auto industry and Chevrolet,”
Chevrolet are coming together to feature Lynn Downey, Levi Strauss & Co. historian says.
the best of tradition and innovation.
“Collaboration and innovation are woven into the
In the spirit of the Chevy Volt, Levi’s is re-intro- fabric of Levi Strauss,” Downey says.
ducing the Levi’s Pioneer Sessions for Summer
2011. The Pioneer Sessions from summer 2010 are avail-
able to watch at http://www.youtube.com/user/Le-
“These are brands that have sustained for genera- visPioneerSessions.
tions, defining decades of young Americans. To-
gether, we hope to inspire a new era of the Ameri- For more information about Levi’s Pioneer Ses-
can dream,” Mark Ruess, President of GM North sions presented by Chevy Volt, visit newamerican.
America, says, chevyvolt.com/levi or levispioneersessions.com.

In summer 2010, the Pioneer Sessions featured

bands like Passion Pit, Raphael Sadiiq, and The ####
Shins reimagining classics from artists ranging
from Bob Dylan to Blondie.

For summer 2011, Volt owners can look forward

to the Drums, Foster the People, Two Door Cin-
ema Club and more, this time available exclusively
through the Volt’s iPhone app.

Both Levi and Chevy have always placed a high

value on American consumers and what they value.

NEWS
for immediate release.
chevy volt to become fully iphone compatible
apple and chevy promise app continuity and special features
DETROIT ( July 2011) –
C
hevrolet and iPhone announced today
that the Chevrolet Volt will soon be
iPhone compatible system-wide.
iPhone users will be able to check the charge
status of their Volt, begin charging remotely, and
wirelessly play music from their phone once in the
vehicle, among a host of other features.
“Apple is the face of great American innovation,
while Chevy is that of great American tradition,”
Steve Jobs, Apple CEO, says.
“The iPhone is a part of modern American life.
By bringing it together with the Volt, the Volt is
solidly recognized as part of that new lifestyle,”
Jobs says.
The Volt’s dual dashboard panels will connect to
the Volt iPhone app to display statistics and keep
both interfaces linked with up-to-the-moment
data.
Jobs says the GPS capabilities of the phone and
car will be seamless, exemplifying the ease of using
the iPhone/Volt connection.
CONTACT
Brigid Hogan
920.246.1022
hogan.brigid@gmail.com
“If you’re driving to a park and ride and then
continuing on public transit and finishing the trip
on foot, the Volt and iPhone will be able to trans-
fer your journey from the vehicle to the handheld
without requiring you to enter so much as a new
starting address,” he says.
“Craftsmanship and innovation are the roots
of American products,” Mark Reuss, president of
GM North America, says.
“Marrying the two reminds us all what we cel-
ebrate when we consider American industry, and
Apple and Chevrolet exemplify these values for the
modern market,” Ruess says. “It’s a natural partner-
ship.”
For more information regarding iPhone and
Chevy Volt compatibility, visit newamerican.
chevyvolt.com/iphone.
####

NEWS
for immediate release.
chevy to send the volt on tour
“volt forward” will bring free cab service to cities nationwide
DETROIT (August 2011) –
F
leets of Chevrolet Volts will be tour-­
ing city centers nationwide as part
of Volt Forward: Explore Your Urban
Jungle.
The Volt Forward tour will transverse the
nation from mid-­September through the
beginning of October 2011.
$IUHHWD[LÁHHWRI&KHY\9ROWVZLOOEH
arriving in 12 cities along with a charging
station.
Volt Forward will provide an outlet while
you recharge and check out the car and
also provide you with a free ride to your
next destination.
“The Volt integrates every aspect of the
modern driver’s life: technology, environ-­
PHQWDOLVPDQGHIÀFLHQF\ZLWKRXWVDFUL-­
ÀFLQJSHUIRUPDQFHRUVW\OHµ0DUN5XHVV
president of GM North America, says.
“Volt Forward provides an opportunity
IRUSHRSOHWRH[SHULHQFHWKHEHQHÀWVRI
being a Volt owner,” Ruess says.
CONTACT
Brigid Hogan
920.246.1022
hogan.brigid@gmail.com
And for those who use Fourquare,
checking in could come with not just a
badge but a new Volt.
Every visitor who unlocks the “Urban
Jungle” badge will be eligible to win a
Volt, with one being given away in every
city.
Each Foursquare user will also receive a
sampler of Levi’s Pioneer Sessions by email
to download and enjoy.
The tour is visiting the liveliest neighbor-­
hoods Atlanta, Austin, Boston, Chicago,
Denver, Detroit, Los Angeles, Minneapolis,
New York City, San Francisco, Seattle, and
Washington, D.C.
Cabs will dispatch from the charging
station to nearby locations. Cabs on route
can also be hailed for return trips to the
charging center.
MORE
 tour hubs

Atlanta Los Angeles

Virginia-­Highland Los Felice
Virginia Ave. and N. Highland Ave. Hillhurst Ave. and Melbourne Ave.

Austin Minneapolis
SoCo Uptown
South Congress Ave. and Monroe St. Humboldt Ave. and W. Lake St.

Boston New York City

South End Bowery
Washington St. and Massachusetts Ave. E. 4th St and 2nd Ave.

Chicago San Francisco

Lincoln Park Russian Hill
W. Armitage Ave. and N. Halsted St. Hyde St. and Filbert St.

Denver Seattle
LoDo Belltown
Wazee St. and 17th St. 1st Ave. and Broad St.

Detroit Washington, D.C

Royal Oak Adams-­Morgan
N. Main St. and E. 4th St. Mintwood Pl. and 19th St

####
appendix D

pr budget
total budget estimate:
$2.8 million

G eneral Media
Press kits $20,000
P romotional Efforts
Levi’s partnership $25,000
Web design $100,000 iPhone partnership $250,000
Gothamist partnership $10,000
Blog Your Ride $60,000
$120,000
$345,000

V olt Forward Tour

Tour costs $150,000
Car giveaway costs $300,204
Event Marketing $9,000
Radio costs $6,000
Media contacts $70,000
Foursquare $200,000
Charging station $20,000
9ROW´WD[LµÁHHW

$2,166,544
Media Planning Spreadsheet
Total Budget Total Spent Remainder
$80,000,000.00 $80,000,000.00 $0.00

IMPACT MEDIA SPENDING

MEDIA CATEGORIES COST PER UNIT UNITS X MONTH TOTAL NOTES
Monday Night Football 1,141,850.00 4.00 4,567,400.00 Ads during MNF for 4 months
Emmy Awards 990,250.00 1.00 990,250.00 Ads during Emmys
World Series 1,141,850.00 1.00 1,141,850.00 Ads during World Series
Final Four and Championship 1,141,850.00 1.00 1,141,850.00 Ads during Final Four games
NBA Playoffs 1,141,850.00 3.00 3,425,550.00 Ads during 3 months of NBA Playoffs
Outdoor 35,000.00 75.00 2,625,000.00 Outdoor for 9 months in 9 markets
Keywords 29,250.00 25.00 731,250.00 Keywords in Google, Yahoo, Bing
Targeted Sites 102,375.00 75.00 7,678,125.00 8 targeted sites for 9 months
Local Newspapers Nationally 1,193,697.00 9.00 10,743,273.00 One ad in all spot markets for 9 months
SUM TOTAL 33,044,548.00
REMAINING 46,955,452.00

NON-IMPACT MEDIA SPENDING

MEDIA CATEGORIES CPP TOTAL % ALLOCATION $ALLOCATION GRPS
Cable Television Primetime $19,227 24% $11,269,308.48 586
Network Television Primetime $33,103 30% $14,086,635.60 426
National Television Sports $38,337 7% $3,286,881.64 86
National Magazines $64,733 8% $3,756,436.16 58
Spot Cable Television Primetime $12,324 10% $4,695,545.20 381
Spot Television Primetime $32,066 15% $7,043,317.80 220
Spot Radio Morning Drive $4,240 3% $1,408,663.56 332
Spot Radio Evening Drive $4,240 3% $1,408,663.56 332
SUM TOTAL 100% $46,955,452.00

MEDIA CATEGORIES CPP TOTAL % ALLOCATION $ALLOCATION GRPS

Header
Header

4 , + 0 (

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