Version: 1
Date published: November, 12, 2012
Presented by: Team Ignition
KEY PERFROMANCE
INDICATOR PLAN
Team Ignition will strongly utilize integrated marketing strategies to
provide our audience with necessary information about Chevy and its key
messages about the stylish and affordable Spark.
Along with promoting the Chevy Spark, we will also incorporate Chevy’s
music showcase which features 12 local bands in mini-documentary series.
OVERVIEW
Change misperceptions of the brand’s image and
quality.
Strategy:
“Reach and Teach”-This strategy will satisfy both our short term and
long term goals.
SWOT ANALYSIS INDICATORS
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1.
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Strengths
One of the world’s best known brands
Highly competitive
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2.
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Weaknesses
Misperceptions
of it’s brand
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3.
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Opportunities
Global
Presence
Growing
market
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4.
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Threats
Consistent competition
Public transportation usage
Fuel prices!
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KEY BUSINESS DRIVERS
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1.
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Digital Polls and Surveys
online
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2.
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Word-of-Mouth
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3.
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Extensive consumer
research
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$100,000 BUDGET BREAKDOWN
Six month period
Print and Commercial Ads $35,000.00
Internet Media Buying
$17,499.00
$2,916.50
a month
Search Ads
- Google, Bing, and Yahoo
Display Ads - on blogs,
news sites, Youtube, Pandora, Google, Yahoo and other display ad platforms
Social Ads - Facebook, Twitter,
Pintrest, LinkdIn
Radio Ad Production
Copywriting
(script) $400.00
Production
of the commercial or spot $300.00
Voice
talent(unprofessional without) $200.00
One
spot $900.00 to produce.
Radio Media Buying
60-second spot
$358 per ad
8 ads-$2,864.
Television Ad production
Camera Crew $1,100.00
Editors $1,000.00
Actors $1,000.00
Venue $700.00
Accessories$200.00
30 second national ad
$4,000.00
Television Media Buying
30-second spot $963.70.00
10 spots $9,637.00
Social Media $25,000.00
Pay hourly wages
2 employees
5 days a week
8 hours a day
$8.25 per hour
$15,840.00
Duties of Social Media Staff
Create and
manage face book, blogs, and a twitter following
Positive bloggers,
tweeters, and face bookers will spread messages fast
Implicate sweepstakes into online outlets
Daily updated
info, likes, posts, links, etc
Use Chevy
showcase to keep youth going to events, (promotions locations) details about
events
Link websites to
blog feeds, twitter followings and face book
Link you tube
commercials to blog feeds, twitter followings and face book
Social Media usage tracker
Sprout
Social.com
Manage up to 100 Profiles
ViralPost Send Time Optimization
Dedicated Support & Training
Unlimited Reporting
Flexible Team Configuration
Collaborate across teams
$99.00
a month
$594.00
for 6 months
Sweepstakes $20,000.00
Student
Discounts $7,000.00
Spark
accessories upgrades $6,000.00
Gas cards
$3,000.00
I-tunes gift
cards$1,000.00
T-shirts
$1,000.00
Posters $800.00
Flashlights$700.00
Stickers$100.00
Miscellaneous
$400.00 (overlooked cost)
*even if
shipping and printing costs are factored in originally
Chevy Music Showcase $12,000.00
Overall plan to work more with college campus concerts;
while combining student internships with Chevy.
Employee
wages $6,000.00
Staff members
are to be present with car and info at concerts
Expected to
uphold professionalism
Must be
knowledgeable of vehicle, and able to answer questions proficiently
Venue fee and
Band performance cost $4,000.00
Test drives Fuel
cost $1,000.00
Miscellaneous
$1,000.00
Events and promotions $11,000
Concerts on
college campuses $2,200.00
Venue $2,400.00
Supplies $300.00
Field promotions
with booth set up in college courtyards $2,100
Bring Spark cars
to college campus’s $2,000
Pay staff
$1,000.00
Gas costs$700.00
Miscellaneous
$300.00
.
$2,000 PROMOTIONAL BUDGET BREAKDOWN
25 Gas cards @ $10.00 a piece =
$250
250 Promo key chain flash lights +
printing cost= $217.50
75 T-shirts + printing cost = $900
Chevy Music Showcase Band = $200
Banner + printing cost = $224
Misc. (social media random prizes)
= $208.50
KEY PERFORMANCE INDICATORS:
Performance and progress: Social Media Tracker, Attendance at
promotional events, and higher employee morale Incorporate a Chevy internship
within local colleges, that works with ground promotions as well as the Chevy
music showcase.
Measurable factors: Facebook page visits, number or likes, tweets,
and people who follow our Chevy Spark accounts.
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