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CHEVY VOLT 2012

THE START OF SOMETHING...

STEPHANIE WEZELMANBRIDGET RYAN

HANNAH EVANSAMY VERHEY

HARRISON GOODMAN

Ct clientell communications

We dedicate the creation of this campaign to our professors and teaching assistants who offer us the tool kits to explore

our creative interests and advertising outlook while applying the classroom lessons to tangilbe examples.

Long live journalism.

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Contents 5Situation Analysis

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Campaign Strategy

Creative Plan

Media Plan

PR/Promotions Plan

Stephanie Wezelman

Bridget Ryan

Hannah Evans

Amy Verhey

Harrison Goodman

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Situation AnalysisStephanie Wezelman | Research Director

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Situation Analysis

History of the Company General Motors (GM) was founded in 1908 and has grown to be one of the world’s largest manufacturers for cars, trucks and other automobile parts. GM’s global headquarters is located in Detroit, Michigan where they produce major automobile brands such as Buick, GMC, Cadillac and its largest automobile brand, Chevrolet.1 All of these brands are common throughout the world, making GM the largest U.S.-based auto manufacturer to date.2

In 1911, Chevrolet was founded by Louis Chevrolet and William C. Durant, but was obtained in 1918 by GM.3 The biggest competitor of Chevrolet at the time was the Ford Motor Company and its Model T, but Chevrolet still strived as a mass-market vehicle brand.4 The following years were very successful for Chevrolet, as it became the number one selling car in the U.S. and greatly more common in society. In 1923 Chevrolet reached its millionth car, and established the first export assembly plant in Denmark.5 Chevrolet came out with many firsts for the automobile industry, including the 6-cylinder engine in 1929 and articulated brake shoes and independent front suspension in the 1930s. One of Chevrolet’s most popular vehicles, the Corvette, came out in 1953 and helped the company hit the 50-millionth vehicle mark.

Chevrolet had a few setbacks over the years, including the establishment of the EV-1 in the 1990s, an electric vehicle that failed in the automobile market due to an expensive, inefficient battery.6 Chevrolet struggled again when GM filed for bankruptcy in 2009, when the company suffered losses and market share declines due to a major decrease in sales.7 GM was ready to close over a dozen facilities worldwide, as well as cut over 20,000 jobs. After six weeks, GM issued an initial public offering and returned in 2010 after receiving a government bailout. Soon after, Chevrolet decided to revamp the company image to attract a new customer base with its new hybrid car, the Volt.8

The Volt became Chevrolet’s new compact car, and was introduced as the next-generation plug-in hybrid vehicle with a lithium-ion battery.9 Since its creation, the Chevy Volt has won numerous awards.

Since Chevrolet has always been known for style and annual model updates, a new edition of the Chevy Volt appears on a yearly basis. The Chevy Volt has received a 5-star vehicle safety score from the National Traffic Safety Administration11 and has become one of the world’s leading hybrid cars.12

Chevrolet celebrated its 100th birthday in 2011, and has had continued success with vehicles such as the Chevy Cruze and the Chevy Malibu.13 Chevrolet has branded itself over the years as one of the global leaders in the automobile industry, especially in the U.S. as it continues to appeal to the market of loyal consumers.

The 2011 North American Car of the YearGreen Car Journal’s 2011 Car of the YearAutomobile Magazine’s 2011 Automobile of the Year10

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Clientell

Industry TrendsThe automobile industry and GM have both strengthened since the 2009 recession, when vehicle sales reached an all-time low.14 Sales began to strengthen in 2011 as the confidence and disposable income of consumers began to rise.

From 2007 to 2012, gasoline retail prices have rapidly grown, leading consumers to think twice about their fuel consumption and make the switch from SUVs and other large vehicles to smaller, more fuel-efficient vehicles like a hybrid. Within the past year, the gas price average has become around $3.90 per gallon, with a fluctuating amount coming every few weeks.15

Although the desire for greener, more eco-friendly vehicles has increased, the manufacturers of these larger, less fuel-efficient cars have noticed the shift in consumer preferences. Other companies of these typical, gas-consuming vehicles have begun to create more efficient engines that continue to make them the preferred vehicle choice by drivers attempting to save money on gasoline.16 Advocates for greener vehicles create programs such as Cash for Clunkers, a government-initiated program that gives money to those who turn in inefficient, gas-guzzling cars to go out and purchase fuel-efficient cars.17 The effect of this program was delayed, but the sales increase eventually helped reduce inventory levels that had built up during the recession. Consumers who are concerned with earth’s greenhouse gasses acquired from vehicles also place emphasis on fuel-efficient cars.

One group of these consumers consists of commercial and government fleet managers, who increasingly rely on these types of vehicles to help protect their budgets and reduce emissions of their fleets, such as those in the army.18

As gasoline prices continue to increase, sales of light hybrid vehicles are expected to grow as well, to an estimated $2.8 million by 2017, equivalent to 17.7 percent of the total U.S. light-vehicle market.19

Cars that are known as plug-in hybrid electric vehicles (PHEV) are expected to become more popular past the 2017 prediction and into the future. These vehicles are gas-optional, and therefore easily recharge through wall outlets commonly found in the average home.

Certain models of these vehicles, notably the Chevrolet Volt, can use an onboard gasoline generator to recharge batteries on the road. Competition in the hybrid segment of vehicles is expected to intensify as manufacturers attempt to increase fuel economies and cut exhaust emissions.

Although these types of vehicles are usually expensive to the average consumer who may experience some financial hardships, these cars are expected to play a large role in the automobile industry, which is expected to grow at an annual rate of 4.2 percent to reach $102.3 billion by 2016.20

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Situation Analysis

Competitive AnalysisAs more companies begin to follow suit in creating hybrid vehicles, consumers are faced with the decision of which car they want to purchase. The Chevy Volt’s biggest competitor is the Nissan Leaf, which is a similar car for a less expensive price. Other cars that compete with the Chevy Volt include -- Nissan Leaf, Toyoal Prius Hybrid and Ford Fusion Hybrid. The Chevy Volt is the most expensive out of the hybrid and electric cars on the market, forcing consumers on a tight budget to reconsider a purchase.21 It also has one less seat than other hybrid and electric cars, which can potentially be an issue for families and traveling. The Nissan Leaf is a purely electric car, making it the first fully electric vehicle to be available in the U.S. As the biggest competitor to the Volt, the Leaf has sold more cars overall. Unlike the Volt, the Leaf has no gas-run generator that kicks in once the battery is depleted. Both cars have equal safety ratings. The Toyota Prius is the number-one hybrid vehicle sold worldwide, especially in the U.S.22 Being less expensive than the Chevy Volt gives the Prius an advantage, as well as the fact that there is now a complementary car, called the Toyota Prius Plug-In Hybrid. The Prius also has a faster charging time than the Volt. The Ford Fusion Hybrid, like the other competitors, is more affordable than the Chevy Volt. However, it received a lower safety rating during testing than the Volt, which creates a problem to consumers who are concerned with safety.

Type of Car Price23 MPG or per charge24

AdditionalInformation25

Chevy Volt

Nissan Leaf

Toyota Prius

Ford Fusion Hybrid

$39,995

$38,100

$27,345

$21,500

35 mpg on battery, 90-95 mpg when combined with electric

100 miles per charge, no gas needed

44 mpg in the city/highway

27 mpg in the city/highway

5-star safety rating, 4 seats, more airbags than the average electric car

completely electric car, 5-star safety rating, 5 seats, first electric car to be mass produced

5 seats, 4 driving modes (normal, eco, power and EV)

3-star safety rating, 5 seats, keyless entry to car, high-tech features

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The Chevy Volt also offers many competitive advantages in the automobile industry. Its 5-star safety rating means that there is less chance of rolling over during an emergency lane change. There is also a good braking distance from 60 mph which is safer for the driver in head-on and side collisions. There are more airbags (6) in comparison to the other cars, and it has fantastic city and highway fuel efficiency.26 The duel gas-electric feature that makes it a hybrid gives the Volt an advantage over solely electric cars, as well as its 100,000-mile battery warranty.

On average, the Chevy Volt only costs an average of $1.50 per day to charge, which annually is less expensive when compared to gasoline prices.27

Consumer Analysis28

After analyzing data from Simmons Choices III, our agency was able to identify the demographics and psychographics of consumers of hybrid vehicles.

The primary target market has been established as a group of married, well-educated adults between the ages of 40 and 55 who care about using environmentally friendly products, and therefore would most likely be willing to purchase an environmentally friendly automobile. These people generally make $250,000 or more a year and 1/3 of the buyers live on the west coast of the U.S., particularly California. This market includes people who prefer to drive a luxury vehicle and who keep up with advances in technology. Approximately 55.6 percent of people who own a hybrid car do not have children and 112 percent of people who are likely to buy an environmentally friendly car consider themselves smart green shoppers. These people are 69 percent more likely to buy a brand new car and are known to keep up on the latest safety features.

The secondary target market is married couples who are usually over the age of 50 who have one to three children, are above-average informed customers, care about buying environmentally friendly products and make more than $100,000 on an annual basis. This market includes people who are generally looking for a secondary car and who volunteer for good causes. They are careful with money and generally plan far ahead to buy expensive items such as automobiles. Since 50.8 percent of all people who own a hybrid care about a vehicle’s safety rating, both the primary and secondary markets fit into this category.

Clientell

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Situation Analysis

Brand AnalysisFor more than 100 years, GM has built its reputation as America’s car company, building high-quality cars by and for hard-working Americans. Though it has now grown to be the world’s largest automaker, GM still prides itself in its American roots.29

Chevrolet has grown to be GM’s largest division, contributing to 53 percent of GM’s sales in 2011.30 In a recent Consumer Reports’ Car-Brand Perception Survey, consumers ranked Chevy in the top 5 in the categories of quality, value, performance, environmentally friendly and design. Chevy ranked fourth overall in the survey.31

The Chevy Volt is a part of the “New GM” campaign.32 After the 2009 GM government bailout, GM and Chevy needed to prove to loyal customers they will still represent the same hardworking American values Chevy was founded on.

But the Volt, one of the first of its kind, will help to attract new customers to the Chevy brand as well. As an American car company, many feel Chevy produces inferior products than Japanese companies like Honda or Toyota. The Volt, positioning itself as “the electric car,” proves to break that barrier and to not be just another American car, but one representative of Chevy’s new dedication to customer service and innovation.33

Similarly, the Nissan Leaf has positioned itself as the 100 percent electric car, focusing most of its campaigns on its “zero gas” model. The company has garnered positive responses by associating “zero” with other positive, round objects, like pregnant women.34 The Toyota Prius, the world’s first mass-produced electric-gasoline automobile, has benefited from Toyota’s image as a reliable, family-friendly brand.35

The quality and innovation of the Volt has been praised by many. In 2011 alone, the Volt won the following awards as well as increasing sales by 326 percent.

In a survey of 108 participants using UW-Madison’s Qualtrics Survey Hosting Service, Clientell found most respondents to have positive responses to the Volt and hybrid cars in general. Ninety percent of respondents answered they would consider buying or leasing a hybrid car, and nearly 70 percent had already heard about the Chevy Volt. Numbers were much lower in questions pertaining to the Chevy brand, with only 18 percent or respondent claiming to have ever owned or leased a Chevy.

Clientell found there to be a large discrepancy between associations with Chevy and associations with the Volt. When asked for primary associations with the Chevy brand, the most common answers were “American,” “trucks,” “unreliable,” “old,” and “poor quality.” However, when asked for associations with the Volt, the most popular responses included “electric,” “efficient,” “green,” “expensive,” and “battery.” To create a successful campaign Clientell looks to play off people’s ...

positive responses to the Volt’s technology.

Motor Trend’s Car of the YearMotor Weeks’ Driver’s Choice Best of the Year Best Eco-Friendly CarJ.D. Power and Associates’ Highest Rating for Compact Cars36

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Many of the advertisements that have been crafted by the 70+ advertising agencies for Chevrolet have been distributed across television channels, cinema screens, classic billboards and building sides. The turn of advertising innovation has pushed agencies to increase the creativeness and utilize the new media technologies available.

Chevrolet has accepted awards for their innovative approach to have social media campaigns such as ChevroletVoltAge.com and the Get Plugged In project. These are ways that Chevrolet chooses to brand their company and empower advocates.37 This approach to having media placed in social networks such as Twitter, Facebook and blogs will help their communication approach be as transparent as possible. Furthermore, Chevrolet may be transparent by disseminating an abundance of information and then allowing the consumers to have a two-way dialogue about the products.38

Presenting the Chevy Volt in 2009 was after the economic crash and there was a stronger need to have innovation at the forefront. The similar approach is apparent with the nine-day SXSW music, film and interactive conference festival in Austin, Texas. Chevrolet worked with Fleishman Hillard to have an interactive campaign that was placed throughout a variety of media publications.

The strategic reasoning behind the media placement here is to highlight the different approach an automobile company was taking while advertising. Chevrolet was taking advantage of a sponsorship opportunity with a cultural event – SXSW. The campaign was shared with publications like PRWeek, USA Today’s Technology Live, MediaPost, Ad Week and Ad Age, plus many more. Honing in on the mega minds behind the more interesting ad campaigns will help the company’s message be shared virally.

Taking the ideas behind what the Chevy Volt uses to brand the car image, we at Clientell are working to simply enhance this. Our media placement strategy directly reflects what our unique clientele indulges in and finds influential. We are striving to tap into consumers who value foreign cars, with characteristics like luxurious, technologically savvy, environmentally focused and sleek.

Analyzing Simmons research for foreign, luxurious, and hybrid consumers, separately, we were able to craft a market that reached out to a clientele that is looking for something not truly represented today. The Chevy Volt is the start of an entirely new category of vehicles due to its price point, cutting edge technology and attractive design.

We took the media expenditures of some competing brands to help us realize the scope of the market the Chevy Volt is sold in.39

Media Usage Analysis

Company Media expenditures ($) in millions

GM

Toyota

Ford

Chrysler

American

1,708.30

1,028.3

944.1

852.6

832.3

Clientell

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Situation Analysis

The specific media we are choosing to place our ads in cover regional newspapers and nation wide magazines that tap into specific hobbies and interests. Furthermore we are placing our commercials on specific television channels during statistically significant day parts that compliment the lifestyle of our unique clientele.

The Chevy Volt has allocated $80 million for our media placement, which is uniquely spent on a variety of media outlets.40 This is broken down by dollars in our media section and explicitly reflects our mission and strategy behind the entire campaign.

Our greatest concentration for advertising lies in our commercials for Magazines and Television. We are striving to strengthen key associations between the Chevy Volt and specific keywords. By inserting keywords, we can attract our clientele while assimilating the Chevy Volt with a different adjective. These adjectives are strategically used as a vehicle of informative persuasion. We want our consumers to be able to understand what the Chevy Volt is and what it means beyond a mode of transportation.

We find this extremely effective because it goes above and beyond the tactical approach Chevy Volt has taken in the past. Previously, they have taken the time to have customer testimonials be a largely emphasized method of describing how the Chevy Volt differs from other hybrid or luxurious cars.41 We want to continue this approach to advertising but instead allow the car to highlight its own features through telling its own story. There is no feasible way to compare the Chevy Volt to other vehicles on the market because it differs greatly.

Creative Analysis

The Chevrolet Volt account is currently managed by Goodby, Silverstein & Partners, an ad agency based in San Francisco, with a branch in Detroit specifically handling the Chevrolet account.42 Goodby, Silverstein & Partners’ ad strategy has embraced Chevy’s reputation as an American company, that embodies the nostalgia of the golden age of the 1950s.

Chevy revisited their habit of emphasizing patriotism in their controversial “Morning in Hamtramck” commercial which was voiced by Michigan-native Tim Allen. In the ad the Volt assembly line finds itself on the streets on Hamtramck, MI, portrayed as a small sleepy town in the late Fall at sunrise. Over slow acoustic music Tim Allen says “For our town, for our country, for our future; this isn’t just the car we wanted to build, it’s the car America had to build.”

Appealing to the emotions of hometown pride and patriotism, while eluding to the American jobs being created by the Volt, Chevrolet’s “Chevy Runs Deep” slogan suggests that Chevy hears the hardships facing small-town America, and the Volt is the answer.43

The bulk of the Volt ads can be grouped into three categories: Straight Informative, Comical Informative and Testimonial (often a combination of the first two categories). Straight Informative commercials were a crucial part of the initial Volt pitch.

Category Creative Analysis

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Chevy attempted to explain to fuel-dependant Americans that hybrid and Prius were no longer synonymous.44 These ads, simply titled “How the Volt Works,” focused on breaking down the idea that the Volt had both a plug-in battery and a gas tank, and informing consumers on what the benefit of each was.

The Volt campaign has been highly reliant on comical informative commercials appealing to sense of humor. In “Aliens – Come On” an irritated middle-aged man is seemingly woken up by a group of aliens noisily examining the Volt parked in his garage. He then tries to explain the technology of the gas/electric powered car to these advanced extra-terrestrials, with the tagline “The Chevy Volt, advanced technology… really advanced.” The comical informative Volt commercials all share an underlying theme that outsiders do not completely understand the Volt because it is so cutting edge.45

Testimonial ads have been a crucial part of the Volt campaign, most specifically because of a need to continue consumer faith in a product that has been doubted by the media. The testimonial campaign has been titled “Happy Volt Owners” with the tagline “The happiest drivers on the planet are Chevrolet Volt owners.” Each testimonial features a young, hip-looking professional standing in front of “their” Volt in a completely white background with an upbeat instrumental song in the background.

The encompassing message that Chevy is trying to send is that these are real people with real Volts who really enjoy their car. The general reaction to this campaign was positive, however overall sales did not significantly increase due to the possibility that these general, informative ads that had a hip and clean feel appealed to a general audience that saw the benefits of a Volt, but did not have the financial means to purchase one.46

Competitive Creative AnalysisNissan Leaf Creative Analysis:

Enlisting the help of well-known celebrities like Robert Downey Jr. and Lance Armstrong and their slogan “Shift the way you move,” the Nissan Leaf campaign has appealed to consumers’ emotions, specifically those about the environment and the impact carbon-emissions have on the planet, while suggesting that you need not “change” to an all electric car, merely “shift.”47 The commercial “Gas Powered Everything” takes a direct jab at the Volt by showing everyday electric items like a toothbrush require a gas motor to run and asking consumers “What if everything ran on gas.”48 However, the majority of Leaf commercials focus only on environmental appeal. Lance Armstrong’s commercial in which he testifies, “Even when I was ahead, I was always behind… tailpipe, after tailpipe after tailpipe,” show the cyclist breathing easy behind the Leaf. They ask audiences to consider who they’re hurting by using gas in “Polar Bear,” narrated by Downey Jr., in which a polar bear wanders from the Canadian wilderness, to a man’s suburban driveway to presumably give him a hug for driving the Leaf, but not before growling at a gas-guzzling semi-truck on his way.49 Their campaigns, while both emotionally and aesthetically appealing, have yielded little action on the part of buyers. Their tagline’s implication of a “shift” in a way of life, the Leaf’s restricted range suggests a much greater change than, for instance, a shift to a Volt.

Toyota Prius Creative Analysis:

The name Prius has arguably become synonymous with the word hybrid. Originally released in the U.S. in 2001, and revamped in 2003, the original Prius has had almost a decade on the Volt and the Leaf to create market familiarity and build consumer trust. In 2007, a Prius commercial showed everyone moving

Clientell

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Situation Analysis

in place, while the Prius easily sped by, with the tagline, “It’s one small step on the accelerator, one giant leap for mankind.” Based on their basic pitch that Prius is “the hybrid that made hybrids famous,” Toyota has introduced three new Prius’ into the “Prius Family.”

Toyota’s strategy has been to sell all ‘members’ of the family simultaneously, in an attempt to appeal to a wider audience with light-hearted jingles like “Let’s hum, hum, hum, a Prius for everyone” and taglines such as “they’re all a little different, just like us” and “Prius goes plural.”50

Part of this family is the Prius Plug-in, the Volt’s biggest competitor from the “Prius Family.” Prius’ attempt to paint appeal to consumers through fun, upbeat ads has been successful because with a lower price they have targeted a more generally eco-conscious market of consumers. However, because the bulk of advertising has gone to the “Family,” the Prius Plug-in has gotten very little close-up time, and arguably has the potential to be lost in the noise of the greater Prius family.

Public Opinion AnalysisIn a Gallup Poll from May 2011 it is apparent that increases in gas prices have caused some financial hardship for 67 percent of households, which is a significant increase from the 11 percent from June 2009.51 It is evident from the poll that gas prices are expected to rise as we go into the future. The rise of gas prices will eventually lead to an increased demand for fuel-efficient and hybrid cars by Americans. For this very reason, the Chevy Volt has the ability to become desirable.

In another Gallup poll published in March 2012, statistics show that Americans tend to be mindful about economic growth rather than environmental protection. Although these two concepts may seem polarized, the innovation and sales of the Chevy Volt has caused Americans to consider both economic growth and environmental protection.52

In a Forbes article from April 2012, author James Poulos discusses the importance of Americans buying hybrid automobiles, yet there is an ongoing dilemma where these individuals choose to discontinue use of these cars after only a few years. In order for the Chevrolet Volt to be successful, a well-planned campaign must be put into place to attract potential owners, including those who have never considered buying a car like the Chevy Volt.53

Past PR efforts include the recent series of commercials about “Happy Volt Owners.” This campaign features people nationwide discussing their experience owning a Volt, between the happiness they experience from owning it, to how little they have to fill up on gas.54

During last year’s Super Bowl, Chevrolet released another commercial featuring aliens inspecting a Chevrolet Volt in the garage of a man’s home. The dialogue between the man and the aliens reflects the ability for the Volt to utilize both gas and electric power whenever the driver chooses to do so, which, in turn, amazes the aliens.55

Both of these campaigns accomplish the goals of informing the public about the Volt, therefore contributing to Chevrolet’s PR efforts.

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The Chevy Volt is designed to cover different target demographics from various regions.

Chevrolet continuously designs cars with the driver and passengers in mind. Aside from the hybrid factor of the Volt, Chevrolet also has a very quiet cabinet, mobile app and a display feature for making the car’s use as simple as possible.56

With over 200,000 employees, Chevrolet and its umbrella corporation General Motors are very invested in the success of the Volt.57 With the increasing prices of gasoline, the demand for fuel-efficient cars for consumers. If the car is not selling, Chevrolet will lose money.

Those concerned about our planet’s natural resources would largely support the sales of the Chevy Volt. According to Chevrolet, Volt drivers are averaging a month between fill ups.58

With the recent economic crisis, the United States Government wants all American businesses to prosper. The government also emphasizes the importance of using environmentally friendly vehicles by offering tax deductions for those who purchase these cars.59

With consumers using electric-hybrid vehicles, their consumption of electricity will increase, providing more profit for electric companies. In turn, they hope for the success of alternative fuel vehicles.

Stakeholder Analysis

Consumers

Chevy/General Motors

Environmentalists

U.S. Government

Electric Companies

Clientell

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Situation Analysis

SWOT AnalysisWeaknessesStrengths

Opportunities Threats

-Chevrolet is an American brand and has lots of loyal customers for its various products.-Chevrolet is the first American manufacturer to create a plug-in hybrid vehicle.-The Volt has received numerous awards such as the 2011 North American Car of the Year and the Green Car Journal’s 2011 Car of the Year.-The Volt has a 100,000-mile warranty on its battery.-The Volt is one of the most fuel-efficient compact cars in the automobile market.-The technology within the automobile offers unique energy saving capabilities for individuals with long commutes.

-The U.S. Government bailout of GM and the inefficient battery problem with GM’s EV-1 may hurt the credibility of electric vehicles, especially from Chevrolet.-The bailout and EV-1 situation can possibly impact the likelihood of people wanting their next automobile purchase to be a Chevrolet.-The marketing strategies of the Volt have been inconsistent across varying media platforms.-The Volt has lower battery life and fuel-efficiency in cold weather, making it a viable option for the west coast but not for anywhere else in the U.S.-The Volt has four seats while other electric cars have five.

-Consumers are turning to the Volt with “go green” efforts.-The price of gas is increasing, which makes it more appealing to buy an electric or hybrid car.-The U.S. dollar has depreciated over the last several years, which opens the opportunity for U.S. automobile manufacturers to expand globally and domestically.-The Volt offers a new form of technology to switch between gas and electric that no other automobiles (at this point) offer the consumer, allowing the opportunity to customize the ride that is most efficient for them.

-Competition is high for hybrid cars as we become a greener world.-The 2009 recession brought the auto industry to a historic low in terms of sales, and if Chevrolet does not come up with a way to promote improvement, it could happen again.-SUVs are becoming more fuel efficient.-Charging stations, although increasing in popularity, are not very common yet.-The Volt is incredibly expensive for the average consumer, who could turn toward other cars being sold at an affordable price.

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Key Issues and ImplicationsThe increase in gasoline prices, with a national average almost as high as $4.00, has led consumers to try and figure out more efficient ways to drive cars.

The idea of a fuel-efficient car is becoming more popular on an annual basis, so Chevrolet needs to make that clear about the Volt. Although this idea is more appealing, the Volt is currently the most expensive 4-door car that Chevrolet has on the market, so it is important to make it worthwhile.

Even though the GM government bailout hurt Chevrolet, they should still be able to bounce back and use the idea of a hybrid car to their advantage, as long as they do not create the same mistake as the EV-1.

Since 1/3 of the target market is from the Wes Coast, particularly California, Chevrolet may want to focus on how to appeal to the country as a whole, since there are lots of competition. There is concern regarding how the Volt will perform in the winter months, and customers who are up-to-date on safety will worry about the battery. Although charging stations are increasing, the amount of them present is not as large as it should be.

Once more hybrid and electric vehicles are present in the market, this may be different, but in the meantime Chevrolet should advertise the iPhone application, PlugShare, which is a fast and efficient way to find charging stations closest to the consumer.60

Clientell

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Campaign StrategyBridget Ryan | Account Manager

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Campaign Strategy

Primary Target Market Elliot and Jacqueline Kendall met while pursuing their master’s degrees at Stanford University. Now 50 and 47, respectively, the two reside in their Los Altos, California home. While they have no children of their own, they are often regarded as the “cool” aunt and uncle by their nieces and nephews.

With his M.B.A in information systems, Elliot worked his way up to vice president at a large software company in Silicon Valley. Living so close to the Valley makes for about a 15-mile round-trip commute each day. He dedicates a lot of time to his job, working 40-50 hours a week and sometimes travels to technology conferences across the country.

Because of Elliot’s comfortable salary, Jacqueline has been able to pursue her interest in art and is now a curator at a local gallery. A supporter of organic foods, she likes to drive to the nearby farmer’s market after work.

In their free time, Elliot and Jacqueline like to keep up with international events and cultures by seeing the latest foreign film or exhibit at the museum. Elliot frequents concerts with his college friends, and Jacqueline has taken up photography and sells some of her pieces at the gallery. They also try to travel internationally at least once a year. Their love of the arts and humanities, however, does not hinder their school pride when it comes to watching college basketball. The pair can also be found on the golf course on a spring day.

The Kendalls pride themselves on being the most tech-savvy of their friends. They were some of the first to switch to Apple in the early 2000s, each owning a MacBook and iPhone. Not only are they interested in new technologies, they prefer to buy luxury products as a reward for their hard work and success. However, they are not wasteful and would spend more money just to ensure the product they are buying is environmentally friendly.

The Kendalls are a prime example of the Chevy Volt target market.

For one, Elliot and Jacqueline are early adopters, people that are the first to purchase new technologies. The Volt is the first of its kind, offering hybrid technology like no other car on the market.

The styling and price of the car also makes it the first luxury hybrid car of its kind.

Why

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Married Couples with no children Aged 40-55 years Live along the Pacific Coast

Prefer to drive a luxury vehicle Keep up with advances in technology Would pay more for environmentally friendly products Describe themselves as adventurous, self-assured, confident Interested in international events and cultures

Visit museums Go to concerts and live theater See foreign language, independent films within two weeks of opening Travel internationally at least once a year Eat organically

Have a household income of $250,000/year Have top management positions Typically employed in the IT industry

Demographics:

Values and Attitudes:

Behaviors:

Employment:

Research

The Kendalls would be interested in being the first of their friends to buy this new type of car, but still want to look sleek and sexy at the same time. Hybrid cars also prove to be more popular on the Pacific Coast.

The car’s technology is most efficient when used for city driving in warmer clients. Both Elliot and Jacqueline have short commutes each day and the sunny Los Altos weather is great for Volt driving. The Chevy Volt encompasses everything the Kendalls value in a car: new, green technology and luxury.

Clientell

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Campaign Strategy

Secondary Target Market Patrick and Gwen Murray live with their two teenage daughters in the New York metropolitan area. Like many parents with older children, the Murrays are in the market for a second car.

Gwen works in education administration in the city and is generally able to take public transit to work. Patrick is an English teacher at the middle school his daughters attended. When their children were growing up, Patrick was able to drive the girls to school each day. But as their daughters enter high school and get jobs of their own, the Murrays find themselves strapped by everyone’s transportation needs.

Patrick and Gwen want a car that is both reliable and safe so that anyone in the family can drive it if they need it. In the interest of reliability and safety, they would be willing to pay more for a high-quality car. They are also more likely to purchase environmentally friendly products over those they feel contribute to pollution.

The Chevy Volt fits all of the Murrays’ needs. The Volt received a 5-star vehicle safety score from the National Traffic Safety Administration, making it a great car for new drivers. The hybrid technology is also most efficient when used for city driving, which is where the Murrays will primarily be driving. Because it will be used as a secondary car in the city, the Murrays will save a tremendous amount of money, something both they and their daughters will enjoy.

Aged 50+ years Married with 1-3 children Household income of $100,000-$150,000

Willing to pay extra about quality goods More likely to purchase a product/service from a company that is environmentally friendly Careful with money Above-average informed consumer Generally plan far ahead to buy expensive items like automobiles

Looking for a secondary car Volunteer for good causes

Demographics:

Values/Attitudes:

Behaviors:

Research

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Campaign Strategy

Clientell looks to completely change the way people perceive the Chevy Volt. Our goal is to brand the Volt as a status symbol, a car trendsetters desire to have. As a result, sales will increase among the target market. Additionally, brand awareness will increase among all other media consumers.

The Volt is truly the first of its kind.

Not only is it the first American-made plug-in hybrid vehicle, its technological innovations make it stand out from the pack. In comparison to other hybrid vehicles, Volt drivers have total control over their drive, as the Volt gives drivers the ability to switch between battery-powered driving mode and gasoline-powered driving mode at will. The Nissan Leaf is a completely electric vehicle, limiting drivers to only short commutes in case the battery was to die on the road.

The Volt is also incredibly fuel-efficient, getting at least 38 miles to a full charge, averaging almost 100 miles per gallon when both the battery and gas are used. The Toyota Prius charges its battery as it drives, but only gets 44 miles per gallon. The Leaf can get up to 100 miles on a charge, but, again, runs the risk of running out of charge on a long drive. A high fuel efficiency combined with the low cost of $1.60 per day to charge allows Volt drivers to save a considerable amount of money on gas each year.

The Volt’s price point also separates it from standard hybrid cars. With a starting price of almost $40,000, prospective buyers are looking at the price of an entry-level luxury car. However, there is no luxury on the market with hybrid technology like the Volt.

Ultimate Business Objective

Differentiation

PositioningDespite the amount of money drivers save on gas by driving the Volt, many consumers simply cannot afford to buy the Volt. However, the Volt is not the car for everyone.

The Volt’s innovative technology, sleek design and price point truly make it a luxury vehicle. It should be seen as comparable not to a Toyota, but to a Lexus. When positioned as a luxury vehicle, the Volt is the most efficient car on the market.

In the past, the Volt was positioned as a car for everyone. While this might be the direction Americans are moving, increasing gas prices make everyday citizens unready to adopt the Volt’s new technology. Clientell looks to position the Volt as the car of the future, for those whom are ready.

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Campaign Strategy

BrandingUp until this point, there has been no consistent Chevy Volt brand. Despite its advanced and innovative technologies, the Volt is often linked to Chevy’s past automobile innovations and historical American roots.

Rather than appealing to a broader audience, this has only confused consumers. Loyal Chevy buyers who identify with campaigns such as “Chevy Runs Deep,” typically would not buy an environmentally friendly, compact car.

Similarly, consumers that would be attracted to the Volt’s technology would generally look to foreign automakers for that level of quality innovation.

The Volt can shine on its own without mention of its historic American roots. If anything, the Volt is a celebration of American innovation and ingenuity, not America’s past. The type of technology the Volt provides is not just new to American cars, but to the automobile industry as a whole. But the Volt offers more than just state-of-the-art technology.

Its sleek design and high price point are that of a luxury vehicle, but its impressive hybrid features are that of a car typically considered much more granola. Clientell looks to emphasize the Volt’s differences and market it as the car of the future.

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Unique Selling Proposition

The Volt is a hybrid in more ways than one. Its hybrid gas-electric technology makes it both the most luxurious hybrid vehicle and most environmentally friendly luxury vehicle on the market. Drivers can fully customize their ride with the Volt’s ability to alternate between gas and electric mode, depending on their trip, meaning trendsetters are not limited to show their status only on a full electric charge. The Volt gives drivers the freedom to drive luxuriously anytime, anywhere.

The Big Idea

The Volt’s technology is representative of a changing era. Gone are the days of the clunky, inefficient gas-guzzlers. Enter the Volt, a smart and sexy hybrid car that is luxury and innovation all wrapped into one package. There is nothing quite like it. Clientell looks to capitalize on these differences and market the Volt as something no one has ever seen before. Each ad will contain the slogan “The Start of Something…,” concluding with a different adjective to represent how the Volt is not only different from any other car on the market, but is the first in the line of a new generation of automobiles. These ads look to build positive associations between owning a Volt and having a smart and successful lifestyle.

Trendsetters will be attracted not only to the car’s technology, but also to the exclusivity that comes with it as the Volt has yet to be picked up by mainstream consumers. Clientell believes that the early adopters are essential in popularizing the Volt among the greater American public.

The Start of Something...

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Scope of the Campaign

Ads will be placed over a wide variety of media, including newspaper, magazines, television, online and outdoor. In hopes of building associations between the Volt and successful lifestyles, Clientell will invest a significant amount of money in advertising for television specials – events like the Academy Awards, the PGA Tour and March Madness. No money will be allocated to radio advertising, as Simmons research data revealed this is an ineffective way of reaching our target market.

TimingClientell proposes a year-long, nationwide campaign for the Chevy Volt, beginning and ending at the start of the winter season. This will allow the campaign to run a few weeks before the start of the buying season and end just in time for the release of the new model. Ads will typically run on weekdays, mirroring the typical workday schedule. Internet and social media ads will run through the workday, particularly over the lunch hour, to hit those using the Internet at work. Billboard ads will be seen on the commute to and from work. Television advertising will primarily only run at the primetime hour when our market would watch TV for relaxation.

Location

Allocation

Campaign Strategy

Though the campaign will be nationwide, the strongest emphasis will be given to the Pacific coast, particularly the San Francisco Bay Area and Northern California. Many professionals fitting the description of the Volt’s Early Adopter target market live in regions such as the Bay Area. The weather in California is also much warmer than in other areas of the country. This is important as the Volt runs most efficiently in warmer weather. Clientell also plans to target large cities across the country, including Los Angeles, Portland, Seattle, Austin, Chicago, New York, Baltimore, Boston and Charleston.

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Creative PlanHannah Evans | Creative Director

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Creative Plan

Selling PremiseThe Chevy Volt is a car comprised of a variety of unique aspects. It is innovative and the first of its kind, combining American manufacturing, luxury and a technologically unique engine that allows the driver to switch between both gas and electric. While it embodies many of the qualities characteristic of foreign hybrid vehicles such as the Toyota Prius and Nissan Leaf, the quality and innovation of the Volt’s aesthetic and mechanical components make it the most luxurious in the contemporary hybrid car market.

Previous creative strategies incorporated appeals to humor, appeals to patriotism and attempts to inform the public through their most recent “The Happiest Drivers on the Planet” campaign. However, the target market is not interested in being linked to the average working class American or being told how something works. They are informed and cultured early adopters that thrive on adopting the newest and most innovative technologies while also desiring a sexy, cultural and luxurious lifestyle.

Whether or not they have ample knowledge about the automotive industry and more specifically the hybrid car market, those in the primary target market consider themselves to be “techies.” Therefore the creative plan avoids explaining how the Volt works and its ability to use both gas and electric, a stark contrast from the informative approach of previous campaigns. This ambiguity avoids boring in-formed consumers with redundant explanations of a car they already understand while intriguing less informed early adopters to seek out information online and to draw their own conclusions.

Branding StrategyThe slogan “The Start of Something…” is present in every advertisement and concludes with a dif-ferent adjective in each. The main goal of each ad is to highlight a specific benefit of the car ex-pressed through a variety of adjectives (i.e. innovative, luxurious, etc). By placing the consumer in a first-person omniscient perspective, many of the ads will highlight an adjective that the Volt embodies and could “Start” in their individual lives. Ads will empower the consumers to do their own research and draw their own conclusions. The “Start of Something…” campaign will use marketing strategies slightly altered to fit different regions, creating a seamless feel that relates to the exclusive commu-nity the early adopter lives within (see Outdoor Advertisements). With the “Start of Something…” campaign the Volt will be branded as a car of the future for those who are ready to handle it, implying exclusivity and advancement among owners.

Brand ImageCurrently the Volt brand image is interwoven with Chevrolet, emphasizing technology and the gas/electric engine. Clientell’s creative plan attempts to set the Volt apart from Chevy, framing it as the car of the future that places the owner in an exclusive and elite group of those who care about the environment and also have the financial means to make a difference.

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The campaign theme focuses on highlighting individual aspects of the Volt as a car and as a catalyzing agent of a distinguished and intelligent lifestyle. By emphasizing simple adjectives of the car and intrigu-ing the consumer through vivid images and short, ambiguous taglines and slogans, early adopters will be compelled to learn more and will subconsciously associate the Volt with a sleek, sexy and smart lifestyle.

Campaign Theme

To draw the attention of trendsetters, all ads depend on an element of intriguing ambiguity because the target market is not interested in viewing something every day, or even something eye-catching to the general public.

The creative plan will not only differentiate the Volt from the typical Chevy, it will also distinguish the Volt from its competitors. It is more luxurious than a Prius, sexier and more realistic than a Leaf and more innovative than any entry luxury car in a similar price range.

To intrigue early adopters all advertisements contain vivid and eye-catching images that require the consumer to think, not to passively look and listen.

To develop the Volt as a symbol of luxury, intelligence, innovation and excitement the campaign uses minimal explanation, instead depending on the viewer to draw conclusions.

Chevy Volt. The Start of Something…

Product Relative to the Competition

Unifying Campaign Elements

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Creative Plan

Television AdvertisementsThe first wave of television ads will feature the adjectives: luxurious, green, innovative, beautiful and personalized. Each television spot will be approximately 20 seconds or shorter, beginning with extreme close-ups that make the viewer wonder what they are looking at.

The camera will have an omniscient perspective and a fluid movement, slowly scanning out and skimming across the surface of the interior until the concluding shots show the Volt driving through a visually appealing setting, and finally pulling up to a location exem-plary of the prospective adjective.

Throughout the commercial a fast-paced and exciting song that fits with the theme of the commercial will play (ex. The Start of Something Innovative will feature Daft Punk’s Technologic) and there will not be any narration, the only words will read the slogan as it appears in a final frame black frame. Beginning with “The Start of Something…” briefly pausing until the designated adjective appears.

The ads will be fast-paced, brief and visually intriguing. With increased exposure to the campaign, viewers will recognize the general layout and attempt to guess what adjective it will be this time.

Appeal to Target Market

Sound

Camera Perspective

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Song

: “D

aydr

eam

in’”

by L

upe

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nnin

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ng, t

hen

grad

ually

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Clo

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g w

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, but

tons

an

d C

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logo

. C

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-up

of a

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’s ar

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n a

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with

cuf

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ks, a

nd h

is h

and

on th

e sh

ifter

, put

ting

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car i

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leve

l sho

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m im

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ly

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nd th

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iver

’s he

ad, s

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ing

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win

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eld,

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g do

wn

a ci

ty s

treet

as

the

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is s

ettin

g.

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e-an

gle

shot

of t

he V

olt p

ullin

g up

to a

nig

htcl

ub. P

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esse

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rmal

ly.

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k bl

ack

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en w

ith th

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: The

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olt.

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*3 s

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use*

Lux

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us.

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Creative Plan

Song: “Life In Technicolor” (Instrumen-

tal Version) by Coldplay

Extreme close-up of gears in gas engine,

gradually going through the gears passing the electric engine and progressing through the hood into the interior vent.

Extreme close-up of the vent grate,

from the inside of the hood, peering out

through vent at empty car interior. C

amera

gradually moves through the vent and takes

a sharp right toward the center console.

Exiting the vent, the camera show

s an extrem

e close-up of the center monitor,

which pow

ers on and shows the pow

erflow

and current battery usage. Cam

era then gradually skim

s the steering wheel m

oving tow

ar the window.

Wide-angle shot of the Volt driving

through a forest toward a clearing.

Wide-angle shot of the Volt pulling up to

a mountain scene, stopping, and a faceless

person or couple exiting with hiking gear.

Blank black screen with the Volt logo

centered. VO

: The Chevy Volt. The start of som

e-thing... (as TH

E START OF SO

METH

ING

.. appears) *3 second pause*G

reen.

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Magazine Spread

Newspaper Ad

Print Advertisements

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Creative Plan

These ads will be placed in cities deemed as Target Cities on the sides of buildings in high-traffic areas and city centers. They will be life-size, adhesive images of a Volt in profile. In place of the car windows will either be a reflective adhesive or a hole showing through to a reflective window on a large skyscraper.

As pedestrians pass by they will see their reflection in the car window, and as people are stuck in stop-and-go traffic in metropolitan areas, they will see themselves in a Volt instead of their car.

“The Start of Something… You”

Interactive Ads

Outdoor Advertisements

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Billboards such as “Welcome to San Francisco, engage mountain mode” will playfully point out specific aspects of a city while tying it to the Drive Mode in which Volt drivers will use their energy most efficiently, in most cases just reminding a driver to switch to electric when entering a city and switch to gas when entering the freeway.

These ads attempt to address only those who drive a Volt, while ignoring anyone else, encompassing the themes of exclusivity, innovation and the 2013 model’s ability to personalize their energy usage to their environment.

Target City Billboards

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Online Advertisements

Creative Plan

The campaign will use simple banner ads with a small Volt driving down a winding road with small lightning bolts as center lines that lead to a different adjective.

The ad pictured above will lead to the profile page for the Facebook contest that will give scholarship money to teens that most successfully lead “The Start of Something Great” in their community.

Chevy Volt Presents “The Start of Something... Great”

great.The Start of Something...

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Media PlanAmy Verhey | Media Director

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Media Plan

Media Goals and ObjectivesThe media goals and objectives of Clientell for the Chevrolet Volt encompass building the brand through association with specific features including;

Our research allowed us to cross examine different audience members, different media outlets and therefore hone in on a specific individual that is highly invested in a car that supports the local economy, is low on gas and emissions, while having the social status of compact luxury cars. This unique audience member challenged us to complete an in-depth and well rounded look at a variety of research. Our media campaign, “The Start of Something...” allows us to plug in different key adjectives that support our branded image of the Chevy Volt.

Through our media outlets we hope to strengthen the associations consumers use to understand what the Chevy Volt is and how it could better their lifestyle. We want to target audiences that are attracted by luxury cars, foreign and domestic yet have a strong interest in the environment and future advancements in hybridity. This combines the price point of the Chevy Volt and the electric/gas switching capabilities that categorize it alongside other hybrid cars.

Furthermore, our goals and objectives include crafting advertisements, commercials and outdoor placements that are uniquely ambiguous and strategically placed through media that will

We are choosing to stem away from what has been done with the Chevy Volt, a route of educational promotion and testimonials, and rather brand a completely different style of car; the luxurious hybrid.

early adopters.

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We are choosing to target technology and business professionals who are very invested with the environment but have the money to purchase a luxury car. The target audience would be someone in their 40s to mid 50s and make $250,000+ a year.

The individuals we target are married, which makes this decision a joint effort. This leads us to target their lifestyle first and foremost playing on their individual attributes. However, we are not targeting one or the other genders in our campaign, we are targeting the couple.

Our primary target market does not have children due to their professional careers as well as their way of life. These target members of society travel often and enjoy extravagant nights out in big cities, where they typically reside. This vehicle is not fit for a family a five, and is targeted toward professionals who may not put a high importance on a family.

This market is similar in age and salary yet views the Chevy Volt as a second car for their household. The consumers that fall under this category are looking for a second car that can be shared among the variety of family members. This secondary market would use the Chevy Volt in order for drive around the city and make shorter trips while saving a different car for family trips.

Both of our target audience members reside in larger cities on the coasts. Our primary market lives in the San Francisco Bay Area most likely working in the technology fields similar to Silicon Valley. The primary and secondary markets would live in larger cities that tend to be environmentally forward and leaders in green, innovative technologies.

The seconardy market may be more likely to reside in suburban areas because of their likelihood to have larger families than our primary markets. This allows the subsects of our consumers to live near large cities without being in city limits.

Due to the vehicle’s price point there is the idea that the car is an extension of the driver which allows these individuals to act out their interest in environmental issues and technology while financially investing into the American economy.

Target Market

Our Chevy Volt campaign is a major factor behind the crafted approach we are choosing to take. Our research team spent a great deal of time looking into what our audience would look like. A few key terms we have moved forward with include; early adopters, young professionals, high socio-economic classes, technology savvy and environmentalist.

Our Primary Audience

Our Secondary Audience

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Media Plan

Reach and Frequency GoalsThe reach of our campaign is very high because we are interested in strengthening the associations that people make about the Chevy Volt. In order to do this we need to show our campaign across all related media outlets and keep a consistent and streamlined theme that will deepen the associations. When our consumer is then looking for a vehicle to purchase the Chevy Volt will be most salient in their minds.

This will be done by reaching out to media outlets that are seen by those who drive luxury cars, those who drive domestic luxury cars and finally those invested in the environment and drive hybrids or a prius.

The research to support this was unique to our project and was a way for us to craft the niche audience to which we are marketing.

Our reach will be high because of the amount of outlets we are in. These are major publications, large televisions channels and popular websites. The single ad in certain magazines for example will be able to reach a large part of our audience.

On the other hand, our frequency will be high as well for the reason of strengthening these associations. Our advertisements and commercials are all brief and have a strong sense of ambiguity in order to attract the technological savvy, high intelligence and early adopters. Due to these characteristics of our ads and commercials we want them to be viewed more often than usual.

This will be elaborated more so when discussing our combination of flighting and pulsing in the schedule section of media planning.

Reach

Frequency

Media StrategyA combination of pulsing and flighting

Clientell is choosing to allocate a decent amount of the budget towards a time when we are pushing the campaign in the form of printed advertisements and commercials that will be heavily promoted during the buying seasons.

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Our scope starts in Novemenber with Thanksgiving and moves into the Christmas, Hannukah, New Years holidays, then vocational times before and at the end of summer months, while also mirroring large sporting events that we choose to promote during.

Much of our clientele enjoys traveling. During the holiday season would be an ideal timeframe to place ads in airline magazines such as Hemispheres. We also know that our markets are large sports fans especially for their university afiliations.

This leads us to place commercials during the March Madness timeframe in the spring. Futhermore, an important regional location for us is Northern California, the San Francisco Giants have been very successful in the World Series so we have decided to run commercials during this timeframe as well.

Throughout the remainding time, we will emphasize the use of our social media outlets. This will not be constant coverage with budgetary needs like during our pulsing months. It will be a strategically timed schedule that is increasing over smaller events and holidays but more or less constant when looking at the week to week basis.

While we are choosing to focus on specific ‘specials’ for media placement we want to keep a constant focus on strengthening the associations of Chevy Volt and the keywords in our advertisements. This allows us to combine the pulsing and flighting approaches in our media strategy.

Duration and Media SchedulingThe campaign will start in November, at the beginning of the Holiday seasons. The campaign will run sporadically throughout the entire year but will finish at the end of fall as the new model will likely be released.

There will be a different strategic approaches to the different types of media.

In our traditional platforms the push of the campaign will be focused on selling the consumer on Chevy and Volts specifically due to the associations our campaigns make on words like luxury, green, smart, technological, etc. These words will be highlighted in our advertisements as the main focus, in order to strengthen the assocation between the Chevy Volt and certain lifestyle related adjectives.

For our new media platforms there will be a push for branding Chevy and the Volt specifically with the assistance of Chevy Volt consumers. The social networking sites, Facebook, Twitter and YouTube are all very low barrier and would allow for the Chevy (Volt) followers and or owners to contribute and participate in the branding of this name.

In this platform we will work to share information about the people who would appeal best to a Chevy Volt so that when it comes time to make a purchase or simply do research about cars those individuals associated with the Volt are primed to think about the Volt organically.

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Media Plan

The Timing

For social media we will push our campaign at the beginning of the week and then every other day during the high time of the different seasons. This will highlight our frequency strategy of having repetition with our message.

Since our consumers typically are on the Internet during work we will strive to share information across our social networking sites during weekdays and in the morning. Many of our clientele are successful professionals and live in large cities. We want our content to be viewed while they are on their way to and from work, during commuting times.

Earlier afternoon around noon is when we will push the social media outlets in order to catch the attention of consumers ‘surfing the web’ during a lunch break. We want to catch the attention of consumers when they are looking through information leisurely, so they are becoming very aware of constantly seeing information about the Chevy Volt.

This will all help us build up the Chevy ideals and ultimately the Volt will become organically salient to our consumers. As well to a wider range of consumers because it will be more of an artistic approach to drawing attraction to the vehicle.

There are also specific day parts for our television ads that would work best to reach our unique market.

National Geographic:

6:00 am - 9:00 am9:00 am - 12:00 pm12:00 pm - 3:00 pm3:00 pm - 5:00 pm8:00 pm - 9:00 pm

MSNBC:

3:00 pm - 5:00 pm5:00 pm - 7:00 pm11:00 pm - 1:00 am

FX:

9:00 pm - 11:00 pm11:00 pm - 1:00 am

The Travel Channel:

8:00 pm - 9:00 pm9:00 pm - 11:00 pm

The direct marketing and advertising will be done through magazines, newspapers, online news and social media outlets, as well as commercials during TV segments.

We will not be pushing media during the work down on television or magazines due to our clientele being very powerful and successful business men and women who spend the majority of their day dedicated to work.

Having our campaign across all media platforms is what will help share the most amount of information to the most people and, again, will hopefully create an organic salience in our consumers mind.

Day-parts and media apatures avoided

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Regional EmphasisBoth of our target audience members reside in larger cities on the coasts. Our primary market lives in the San Francisco Bay Area most likely working in the technology fields similar to those in Silicon Valley. The primary and secondary markets would live in larger cities that tend to be environmentally forward and leaders in green, innovative technologies.

The Volt is a car that does not do well for long distances so the larger cities that would consist of short trips around the city or small day trips.

The Mountain Mode of the Chevy Volt helps save gas and electricity when driving up and down mountains. The terrain of San Francisco would allow the driver to reap the most benefits from this.

This would also focus in on larger cities where there are people that only need a luxurious car for status and as a second car for larger families.

Charleston

Target Cities

San Francisco

Los Angeles San Diego

PortlandSeattle

Austin

Chicago New York City Baltimore

Boston

There will be no shifts in regional emphasis throughout the different seasons. This will be the same because we are choosing to focus our seasonal shift to follow buying seasons, vacation seasons and sporting events when people are more likely to spend money and fall prey to the assocaitons.

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Media Plan

Media SelectionIn order to have a successful campaign we will utilize both traditional and interact media platforms as well as content.

Traditional advertisements and content will be used to strategically associate the Chevy Volt with different adjectives that will appeal to our unique group of consumers.

Interactive material will be utilized in order to successful brand Chevy and the Volt specifically.

There will be cross over in these two as well but their main focus closely mirrors our media strategy. Being spread across all different media platforms will lead to a higher amount of OTS (opportunities to see – the advertisement) and ultimately help with branding the image as well as to engage them in brand switching.

Total  Budget Total  Spent  on  Impact  Media Remainder  After  Impact  Media80,000,000 $34,697,264   45,302,736

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Media Plan

Media  Placement  Alloca/on  

Television:  40%  

Internet:  3%  

Newspaper:  17%  

Magazine:  17%  

Outdoor:  3%  

Specials:  40%  

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0  

20  

40  

60  

80  

100  

120  

140  

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DEC   JAN   FEB   MAR   APR   MAY   JUN   JUL   AUG   SEP   OCT   NOV  

GRPs  

Months  

Monthly  Media  GRPs  

#REF!  

#REF!  

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PR/Promotions PlanHarrison Goodman | Public Relations Director

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PR/Promotions Plan

Public OpinionAccording to a Gallup Poll from May 2011, recent price increases in gasoline have caused some financial hardship for 67 percent of households -- up 11 percent from June 2009.51 The poll also shows that people expect gas prices to continue to increase over time. This statistic demon-strates the American public’s increased demand for fuel-efficient and hybrid cars, an obvious element of the Chevy Volt.

According to a March 2012 Gallup poll, Americans currently care more about economic growth than environmental protection. The argument as a whole creates the idea that the two concepts are polarized. But, with the innovation and sales of the Chevrolet Volt, Americans everywhere would be supporting both sides of the issue.52

In a Forbes article from April 2012, James Poulos talks about the increasing trend of Americans buying hybrid cars. But, the problem he cites is Americans are not sticking with hybrid vehicles a few years after they have them.53

In order for the Chevrolet Volt to be successful, a well-planned campaign must be put in place to retain the attention of hybrid car owners and gain the attention of those who do not.

PR In The PastPast PR Efforts

Recently, Chevrolet has released a series of commercials about “Happy Volt Owners.” The idea behind the campaign shows people from all over the country talking about how happy they are with their Volt, how infrequently they refill on gas and other features of the vehicle that they enjoy. These “Happy Volt Owners” all cover different target demographics from various regions.54

Chevrolet released another commercial during last year’s Super Bowl unrelated to the “Happy Volt Owners” campaign. The commercial featured a Chevrolet Volt driver entering his garage at night only to find his vehicle is being observed and studied by aliens.55

The dialogue reflects the car’s ability to utilize both gas and electric power whenever the driver chooses to do so. Although both of these campaigns accomplish their goals of informing the public about the car, they are too different to be part of a fully integrated campaign.

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GM/Chevrolet PR Crises

With the downfall of the American economy around October 2008, General Motors was forced to file Chapter 11 bankruptcy on June 1st, 2009. On July 10th, 2009, the company reemerged from bankruptcy with a new business plan giving them fewer brands, plants and workers. GM also vowed to cut the amount of U.S. executives by 35 percent. Since then, the company has vowed to return to making quality products and to become more receptive to consumers.7

In late 2011, the Chevy Volt had to deal with a reoccurring problem with the car’s battery is prone to catching fire. Reports came about around three weeks after the vehicle was crash tested by the National Highway Traffic Safety Administration (NHTSA).11 Immediately, General Motors began to cooperate with the NHTSA’s investigation.

As well GM immediately got the word out to its dealers and other auto service centers about the importance of discharging the batteries after collisions. GM also offered lean vehicles to those Volt customers who wee still not comfortable driving their car during the crisis. By responding quickly and honestly, GM handled the situation aswell as they could.

Volt In The News

A recent article in The Globe and Mail reports that Chevrolet Volt owners were some of the most satisfied in Consumer Reports’ owner satisfaction survey. The reports stated that 92 percent of Volt owners were satisfied enough with the car that they were willing enough to buy it again, the highest score in the survey. As well, the Volt won this category last year. In general, advanced technology and fuel-efficient cars performed the best in the survey.61

Reports in Automotive News state that General Motors is making “educated bets” on what it believes will be the most promising technology for its vehicles.

Company executives believe the plug-in hybrid technology in the Chevrolet Volt will be the leading direction for electric vehicles. General Motors’ employee Mary Barra believes that plug-ins offer “a unique opportunity to change the way people commute” and that Volt owners “Love the ability to refuel at home.”62

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PR/Promotions Plan

Strategy StatementIn order for the Volt to become truly successful, we believe the car must successfully appeal to the early adopters. They will be the audience most intrigued by our campaign and interested in learning as much about the car as they can.

From their initiative and purchases, the Volt will naturally be seen on the road more -- which is the most important part to the campaign’s success. In order for the Volt to successfully saturate the car market as best they can, everyday people need to see the car on the road more first hand. Having them see it for themselves in a natural situation, the public will naturally lose anxiety over the idea of an electric vehicle and over time become more open to the idea of purchasing one.

As their comfort increases, the next step is to keep the Volt in the mainstream view. By maintaining strong presences in various forms of the media, Chevy will keep the public primed towards the Volt. Maintaining a strong and positive social media presence will enhance the brand image of the Volt and help keep the experience interactive with very little cost.

Spotlighting the Volt with specific event sponsorship will strengthen association for our target audience and keep the car salient. Through these techniques, the Volt will develop a strong reputation and foster positive emotions.

TimelineAll of our PR events will occur throughout the 2013 year starting as early as January 8th at CES International. Our events are spaced to occur throughout the year and end in the middle of holiday shopping season.

Overall Objectives•Effectively reach out and grab the attention of early adopters o The Academy Awards campaign (January 13th, 2013) o Development of Volt charging stations (March-April 2013) o Consumer Electronics Showcase (CES) booth (January 8th-11th 2013)•Generate media buzz to keep the Chevrolet Volt relevant o #TheStartOfSomething campaign (Ongoing) o Facebook fan-page contest (February 2013, Announce winners in May 2013) o Viral Video Campaign (April – July 2013)• Positively introduce the Chevrolet Volt to future potential buyers o Television product placement (September 2013) o Oprah’s Favorite Things Volt giveaway (November 2013) o 2013 USGA U.S. Open Sponsorship (June 10th – June 16th 2013)

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Reach Out To Early AdoptersThe Academy Awards

The Academy Awards has always been a very high profile event in the eyes of the media and the American people. Countless celebrities and recognizable individuals involved in Hollywood movie production will be in attendance. With the eyes of the nation closely watching the event, we see tremendous promotional potential for the Chevy Volt.

The first time viewers get to lay their eyes on the celebrities on the Red Carpet before the event officially begins. Here, Chevy will select a group of celebrity endorsers to arrive to the paparazzi and media in the Chevrolet Volt. Chevy will team up with the likes of Ryan Gosling and Scarlett Johansson to pull up to the Red Carpet in the Volt. Their entrance will grab the attention of all those following the event. The cars will stand out in comparison to the other generic limousines and vehicles that the rest of the industry does. Early adopters will create the associations of these endorsers and the Chevy Volt.

To add to the experience of the talent stepping out of the car and on to the red carpet, Chevy will place multiple cameras inside the car showing what the celebrities are doing as they are being driven to the event. Those interested in following their favorite celebrity will be able to watch a live feed of the celebrities in the Volt via YouTube. The footage will add to the experience of the Oscars’ Pre-show and simultaneously showcase the interior of the Volt to viewers. The events in the car will be scripted to contain comedy and also have the celebrities casually talk about the Volt.

To contribute to the social media element of the campaign, the license plates of the vehicle will read “#TheStartOfSomething.”

Days after the Academy Awards are over; Chevy will edit and release a video via YouTube of highlights of the celebrities in the Volt on their way to the show. The clip will allow those who enjoyed the promotion plan for the first time, to follow up and watch it again. This will create a constant showcase of the Volt to individuals.

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PR/Promotions Plan

Volt Charging Stations

In order to make the Volt appear even more accepted by the public, Chevy will begin the development of charging stations in communities where our target audience is concentrated, primarily in Seattle and Los Angeles.

These charging stations will allow Volt drivers to charge their cars at popular places like movie theaters, shopping malls, grocery stores and airports for the convenience of our drivers. Chevrolet will cover the electricity costs for charging the vehicles.

These charging stations will not only provide a service for our drivers, but also display the simplicity of charging the Volt to those who drive by these areas.

To keep this development consistent with our main theme, each area of charging stations will display a banner that says “#TheStartOfSomething here” Along with the Chevy and Volt logos. This will further develop our campaign as a whole and prime the public to think about the advertisements and car.

CES BoothOur team has developed a very strong understanding of what our early adopters are interested in. Because of their love of technology, we believe a Chevy Volt booth and sponsorship at Consumer Electronics Showcase (CES) will greatly strengthen that association.

Chevy will have a booth set up on the floor at CES. At the booth, we will have staff available to showcase the Volt and the technology it uses with. There will also be a showcase car at the booth for attendees to sit in and experience the interior of the Volt first hand.

Directly outside of CES, Chevy will have a test track available for those who would like to test-drive the Volt for themselves. The engaging experience will allow those who have had second thoughts about the Volt to put them to the test.

Chevy will also be raffling off prize packages of water bottles, pens, flash drives and other small accessories made out of recycled products to maintain our eco-friendly image. This will also attract larger crowds to the booth setup to learn more about the Volt.

To keep this development consistent with our main theme, the booth area will display a banner that says “#TheStartOfSomething technological” Along with the Chevy and Volt logos. This will further develop our campaign as a whole and prime the public to think about the advertisements and car.

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Generate Media Buzz#StartOfSomething Campaign

#TheStartOfSomething campaign will be the twitter hashtag for everything related to the campaign designed for the Volt.

The hashtag will act as an online space for anyone involved with Twitter to be able to post about the Volt or anything related to the campaign. The Chevrolet twitter account will carefully monitor this hashtag in order to address and questions and respond to any negative backlash.

In order to foster some discussion for the hashtag, Chevrolet will create multiple fake twitter accounts and have people use the hashtag in some of their tweets.

Facebook Fan-Page Contest

In order to reward young people for giving back to the community, Chevy will be holding a contest for scholarship via Facebook.

The Contest will be named “The Start Of Something Great.” The contest will be held for high school students aspiring to go to college.

Chevrolet wants to hear from students in high school about programs they started in their community that was beneficial for anyone in any way. In order to enter, students must like the Chevrolet Volt page on Facebook and write on the page’s wall about what they did for their community.

Chevrolet will announce 10 contest winners to receive a $10,000 scholarship for the hard work and brilliant ideas they implemented in their community.

The contest will make for great press for Chevy and will also coincide with the ‘big idea’ of the campaign.

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PR/Promotions Plan

Viral Video CampaignBecause out target market enjoys technology and the Internet, our team believes a series of short comedic videos featuring Emmy award winning Donald Glover would be a great way to get the Volt some viral face time.

Donald Glover is the ideal celebrity to feature in our videos because of his notoriety through various projects and experience in the comedy genre. Glover has almost a cult-like fan base that closely follows all of the projects he is involved in. We expect his following to help spread the word about the video via social networking sites.

Because of his credentials, we are giving most of the creative decision making over to Donald Glover. His only main guidelines are that the video contains shots of the car’s interior and exterior and some of the writing contains jokes involving the Volt.

We expect these videos to be about three minutes in length and want four of them. One video released each month for four months.

Introduce Volt To Future BuyersTelevision Product Placement

According to our Simmons reports, our target market enjoys watching television on FX. Because of this, we believe it would be highly beneficial to set up product placement on FX’s hit-comedy series “The League.”

“The League,” now in its second season, would be an ideal program for product placement with its primetime spot in the lineup. The show would feature Andre, one of the main characters, recently purchasing and driving a Volt. Because of Andre’s age, income bracket and interests, he would make the ideal Volt driver on the show.

The car would be featured for a few episodes in the second season. The product placement deal would require some shots containing the Volt as well as involvement in some lines of dialogue.

Oprah’s Favorite Things

With Oprah Winfrey’s large suburban American cult following, we believe she will be a great spokesperson for the Volt in regards to our secondary target market.

Yearly, Oprah does a segment on her favorite things of the year. Chevy will coordinate with Oprah to select one lucky individual and give away a Chevy Volt to a family affected by Hurricane Sandy.

While doing something charitable for those affected by Hurricane Sandy, Oprah’s public approval of the Chevy Volt will also give the car positive credibility to her viewership.

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2013 USGA U.S. Open

Because our target market enjoys watching golf on television and the Golf Channel, a corporate sponsorship from Chevrolet at the United States Golf Association (USGA) 2013 U.S. Open would be a great way to reach out to our golf fans.

On the Open grounds, Chevrolet will have a booth set up spotlighting the Volt’s luxury and environmentally friendly energy consumption. Staff on site will be readily available to talk about any and all of its features. Chevy will have a model Volt available for people to see and experience for themselves.

Chevy will also offer free valet parking for all USGA premium members attending the open. The valet tickets will have their car number as well as Volt logo. All the tickets will have “#TheStartOfSomething exclusive” written on them.

To attract more people to the booth, Chevy will also set up a 4-hole mini golf course. Between each of the holes, Chevy will have signs educating people about the Volt’s plug-in technology.

PR Budget

Total $4,675,000

Event Details Cost Academy Awards Campaign 2 Major Actors

Video Production costs Press kit

2 x $1,000,000 $10,000 $30,000

Volt Charging Stations 5 Malls, 3 Movie Theaters, 3 Airports

11 x $10,000 *Costs will be subsidized by the govt.

CES Booth Trade Show Booth $500,000 Facebook contest 10 x $10,000 scholarships

Buzz marketing $100,000 + $10,000 setup fees

Viral Video campaign 4 Viral Videos Mid-level talent

4 x $10,000 $500,000

Television Product Placement TV show product placement $500,000 Oprah’s Favorite Things 1 Chevy Volt

Press kit $50,000 $30,000

USGA U.S. Open Sponsorship Promotional Area Press kit

$750,000 $30,000

Twitter Campaign Buzz marketing $15,000

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Appendix

Press Releases

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Fact Sheets

Media Contacts

References

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FOR IMMEDIATE RELEASE

Contact:Harrison Goodman(608) 234-5678Goodman@Chevrolet.com

Chevrolet Announces Partnership with Oprah Winfrey for “Oprah’s Favorite Things”Partnership plans to give one family affected by Hurricane Sandy a Chevy Volt

DETROIT, Mich., (December 9, 2012) - Chevrolet will team up with Oprah Winfrey for her big giveaway special, “Oprah’s Favorite Things.”

Every year, Oprah does a special on consumer products that she loves for numerous reasons. She gives these prod-ucts away to a select audience that needs some financial assistance. This time, Oprah will be helping those that were affected by Hurricane Sandy.

Chevrolet will help Oprah provide one family in need of a motor transportation with a Chevrolet Volt.

“I really appreciate the help Chevrolet has provided me with in giving back to the community,” Oprah Winfrey says. “These families need as much help as we can give them. The Volt will help one family slowly get back to their regular lives.”

As well as helping Chevrolet donate the car to a family, Oprah will provide video footage and written material about her experience with the car and why she enjoys the Volt brand. These materials will be syndicated to other media outlets nationally.

“We believe Oprah will be a fantastic advocate of the Chevy Volt,” says Joel Ewanick, VP and Global Chief Market-ing Officer of General Motors. “With her fan-base and expertise, together we can help show America that the Volt is the car for them.”

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About Chevrolet

Founded in Detroit in 1911, Chevrolet sells about 4.75 million vehicles a year and operates in more than 120 coun-tries. For more information regarding Chevrolet and the company’s happenings, visit www.chevrolet.com.

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FOR IMMEDIATE RELEASE

Contact:Harrison Goodman(608) 234-5678Goodman@Chevrolet.com

Chevrolet Announces Sponsorship of the 2013 USGA U.S. OpenSponsorship will enhance the attendee experience on course grounds

DETROIT, Mich., (December 9, 2012) – Chevrolet has announced that the company will act as a proud sponsor of the 2013 United States Golf Association (USGA) U.S. Open tournament.

This year, the 2013 U.S. Open will be held in Ardmore, Penn. at Merion Golf Course. The event will take place from June 10th to June 16th. This will be the fifth time Merion Golf Course is hosting the event.

At the event, Chevrolet will have an area set up near the clubhouse highlighting the Chevy Volt and providing some side entertainment aside from the professional tournament. Chevrolet will be entertaining attendents with a playable 4-hole mini golf course on the site of the tournament.

As well, Chevrolet will be providing free valet parking for all USGA premium members attending the open.

“Chevrolet is proud to sponsor such a prestigious event for American golfing,” says Joel Ewanick, VP and Global Chief Marketing Officer of General Motors. “We are very excited to be a part of this year’s U.S. Open.”

“The USGA is happy to have Chevy on board with this year’s tournament,” says Glen D. Nager, President of the USGA. “We are confident that their time spent in Ardmore will enhance the experience of the open for everyone involved.”

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About Chevrolet

Founded in Detroit in 1911, Chevrolet sells about 4.75 million vehicles a year and operates in more than 120 coun-tries. For more information regarding Chevrolet and the company’s happenings, visit www.chevrolet.com.

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Fact Sheet: General MotorsGeneral Motors Company (NYSE: GM) •Founded in 1908 •The world’s largest auto manufacturer •Makes cars and trucks with brands such as Buick, Cadillac, Chevrolet and GMC. •Headquarters in Detroit, Mich. •207,000 employees worldwide •GM has donated more than $350 million to send students to college, keep teen drivers safe, educate parents on child passenger safety and support vital non-profit organizations •GM conserves resources and recycles materials at every state of the vehicle lifecycle

Chevrolet •Largest U.S.-based automobile brand •Founded in 1911 and joined General Motors in 1919 •First produced hybrid cars in 2004 •Introduced the Chevy Volt in 2007 at the North American International Auto Show

Chevrolet Volt •5-door hatchback vehicle •Operates on front-wheel drive •Ability to run on both lithium-ion battery and gas-powered engine •Car battery charges with plug-in technology via charging stations

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Fact Sheet: 2013 USGA U.S. Open

United States Golf Association (USGA) •Founded on December 22nd, 1894 •Headquarters in Far Hills, New Jersey •Membership of about 700,000 •300 staff members, 1,200 volunteers •Governing body of golf for the United States and Mexico •Organizes 3 professional tournaments a year: the U.S. Open, U.S. Women’s Open and U.S. Senior Open •First time USGA membership frees start as low as $10

USGA 2013 U.S. Open •Event will take place at Merion Golf Course in Ardmore, Penn. •This is the first time the event is back in Ardmore since 1981 and its 5th time hosting the event •Merion is one of the smallest venues to host a U.S. Open •Event will run from June 10th to June 16th •Tournament established in 1895 •The second of four major championships in golf yearly •Coverage of the U.S. Open will be televised on NBC and ESPN

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Appendix

Media ContactsNewspapers

NEW YORK TIMES

Stewart ElliotAdvertising Colomnist@stewartenytstuart.elliott@nytimes.com

SAN FRACISCO CHRONICLE

Tom KrisherAP Auto Writer

THE WASHINGTON POST

Dina ElBoghdadyConsumer regulatory issues reporterhttp://projects.washingtonpost.com/staff/email/dina+elboghdady/

LA TIMES

Paul RogersCustom Publishing Writer

Magazines

TIME MAGAZINE

Reporter: Brad TuttleEmail: letters@time.comTwitter: @Bradrtuttle

PC MAG

Address: 28 East 28th street, NY, NYReporter: Damon PoeterEmail: damon_poeter@pcmag.comTwitter: @dpoeter

AUTOWEEK MAGAZINE

Reporter: Jake LingemanEmail: jlingeman@autoweek.comTwitter: @Jakelingeman

THE ECONOMIST

Andrew MillerWriter at large

Television

ABC NEWS

Elisabeth LeamyConsumer Correspondent@elisabethleamy

CNN NEWS

Erin BurnettOutFront reporter

Internet

CNET.COM

Reporter: Stephen ShanklandSenior Writerhttp://www.cnet.com/profile/Shankland/

MASHABLE

Reporter: Charlie White - Senior EditorEmail: news@mashable.com, press@mashable.comTwitter: @Charlie_White

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NEW YORK TIMES

Phone: 1-888-698-6397Reporter: Carla BaranauckasTwitter: @cabaraEditor on the Wheel’s Blog

WALL STREET JOURNAL

Reporter: Jonathan WelshWriter, Driver’s Seat - Auto BlogEmail: jonathan.welsh@wsj.com

WIRED (.COM)

Reporter: Damon LavrincEmail: Damon_Lavrinc@wired.comTwitter: @damonlavrinc

GOOD MAGAZINE (.COM)

Phone: (323) 556-6780Email: submissions@goodinc.comReporter: David BurdickWeb: http://www.daveburdick.com/w/

GRIST (.COM)

Address: 710 Second AvenueSuite 860, Seattle, WA 98104 USAPhone: 206-876-2020Fax: 253-423-6487Reporter: David RobertsTwitter: @drgrist

Blogs

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