Rapp Chrysler PowerPoint
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Transcript of Rapp Chrysler PowerPoint
Megen Rapp
Megen Rapp
BackgroundDivisions Specific Chrysler
ModelsChryslerDodgeJeepRamFiat (USA)MoparSRT
Chrysler 300Chrysler 200Chrysler Town & Country
Target Market
• Current Chrysler owners
• Men and women
• Ages 25-45
Goal for Chrysler
• Create “community” relationship with current Chrysler owners
• Increase sales of Chrysler vehicles
• Increase profit for Chrysler
Campaign• Create unique hashtag for Twitter• Bring Chrysler owner community
together
#ChryslerCommunity
#ChryslerCouple
Example
“Check out this gorgeous #ChryslerCouple!”or“Meet the newest members of our #ChryslerCommunity! #ImportedfromDetroit”
Offline• Create bumper sticker/window decal
• Draws attention to Twitter and supports community involvement
Budget• $250/hour• Google AdWords/Pay-per-click- $15
Million• Traditional Marketing/PR- $8 Million• Promotional items/contests-$2 Million
Total: $25 Million
How to measure success?
• Revenue (vehicles sold)
• KPI- Number of hashtags used
• Pay-Per-Clicks feedback
• Google AdWords
Goal for Campaign • Increase Twitter followers for Chrysler
• Create viral hashtag- (“Livestrong” concept)
• Sell more Chrysler vehicles
• Make larger revenue