“Stories From the Road” Campaign Update
April 27, 2012
1. Strategy
2. Creative Roadmap
3. Messaging Matrix
4. The Work
5. Launch Plan
6. Next Steps
Agenda
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IT’S A NEW DAY
“Our focus now is to make GM the # 1 choice amongst business savvy Fleet, Commercial and Government buyers by offering Great Products, Innovative Business Solutions
and an Exceptional Customer Experience”
“Putting the customer first in everything we do”
GM FCOGM FCO
Field Team
Dealers
Guiding Principle
The Most Professional Partner
For Our Customers’ Fleet Needs
The Transformation
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PRICE….PRODUCT
GREAT PRODUCTSEXC. CUSTOMER EXPERIENCE
INV. BUSINESS SOLUTIONSPROFESSIONAL PARTNERSHIP
NEW BRAND IDENTITYNEW IDEAS
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The “Stories From the Road” Campaign
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PG&ESan Francisco, CA
City of Rock HillRock Hill, SC
Gateway ServicesShawnee, OK
City of HooverHoover, AL
Meals on WheelsTyler, TX
• 8914 miles• 42 hours of footage• 7800+ still photos
• Incredible FCO Field Team effort• Nearly 100 entries• Pump is primed
Creative Roadmap
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Small Business Government/Police Large Fleet
Gateway ServicesShawnee, OK
City of Rock Hill Rock Hill, SC
PG&ESan Francisco, CA
Meals on Wheels (MOW) Tyler, TX
LONG FORMAT
:30 SEC
:15 SEC
“Police Performance/Safety “–
Rock Hill/Hoover
“Tahoe Police” –Hoover, AL
“Dependability “–Meals on Wheels
“Dependability “–Gateway
“Tahoe Police”Hoover, AL
“Partnership” –PG&E”
“Alt Fuel” –Rock Hill, SC
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ROCK HILL
GATEWAY PG&E HOOVER MOW POLICE SAFETY
ALT FUEL
COST OF OWNERSHIP
SUSTAINABILITY
ALT FUELS
EFFICIENCY
HYBRID
PROFESSSIONAL PARTNERRANGE OF VEHICLES
QUALITY
MUTUAL SUCCESS
TRUST/RELATIONSHIP
QRD
SAFETY/PERFORMANCE
RESALE VALUE
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The WorkCity of Rock Hill
PG&E
City of Hoover
Gateway Services
Meals on Wheels
LET’S MAKE FILM WITH
resonant themes. CLEAR POINTS.
AND GREAT STORYTELLING.
Creative Objective
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Launch Objectives
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• Dramatize “Your Success is Our Success”
• “FCO is on the move….”
• 360 integrated approach
• Maximize content impact
• Challenge existing plans and channels
• Excite GM Internal/Field, Dealers and Customers
• Start with “Push”….begin to move toward “Pull” from our customers and dealers
Advertising/CRM
CRM
Digital/Search
Social/PR
EventsDealers
Field
Chevy/GMC Brands
GM Internal
Next Steps
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• D. Johnson Review
• Brand Reviews– Chevy– BG
• Finalize Product Preview Components
• Prepare for Dress Rehearsals
• Execute Launch Plan
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