Final Subaru Plans Book[1]

AA DRIVEN THOUGHTDRIVEN THOUGHT

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Table of ContentsTable of Contents ( 2 )

Executive Summary ( 3 )

Campaign Strategy ( 4 )

Research ( 5 - 15 )Target ( 5 )

SWOT Analysis ( 6 )

Primary Analysis ( 7 - 10 )

Focus Groups ( 11 - 15 )

Creative Strategy ( 16 )

Traditional Media ( 17 - 21)Print Ads ( 18 - 20 )

Radio Ad ( 21 )

Non-traditional Media ( 22 - 37 )Flyers ( 23 - 25 )

Posters ( 26 - 32 )

Other Non-Traditional ( 33 - 37 )

iNTUITION Campaign Events ( 38 - 50 )

Public Relations ( 51 )

Timelines ( 52 - 53 )

Value of Advertising ( 54 )

Post Campaign Analysis ( 55 - 58 )

Organizational Chart ( 59 )

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Executive SummarySubaru Defined

Subaru is a brand name that is widely known, but narrowlydefined. After years of branding rugged cars such as theOutback and Forrester, Subaru is left with the task ofconnecting with the fast-paced lives of modern-dayconsumers. The Subaru Impreza was designed with theseconsumers in mind, and in terms of logistically achieving thisgoal, the automobile is more than adequate. In other words, theImpreza is a perfect match for the target consumer, they just donot know it yet. Getting Impreza's name out to the right peopleis the current task at hand.

Research First

The first step in our challenge was to begin research and thencome up with a campaign theme. We were successful atsending out more than 700 pre and post campaign surveys.These surveys helped to provide us with insights about Gen Xand Gen Y on the U of I campus, their attitudes about Subaruas a brand, and cars in general. We also held four focusgroups, where we tested some of our campaign ideas. Overall,the open ended environment of the focus groups aided us inevaluating Subaru brand perceptions, while the surveysassisted us in determining brand awareness.

Campaign Strategy

After completing our research and much brain storming we cameup with the campaign theme Subaru Impreza. Adventure isWaiting. This exciting campaign theme was always presented inour advertising and served to set the tone for the fifteen eventshosted by our promotions, campaign strategy andimplementation departments.

Results

With a budget set at only $3,000 and aimed at grabbing theattention of more than 40,000 students, we had to be strategicallycost effective in every aspect of our campaign, including our adplacements and the cost of our events and promotional materials.Our PR team not only sent out press releases to manynewspapers and media outlets, but were also extremely useful ingetting sponsorships to save money at our events. With theefforts of the advertising department promoting both Subarubrands and our events, along with the constant consideration ofour research, iNTUITION was able to increase brand awarenessand reinforce positive brand associations so that students wouldconsider a Subaru Impreza in their decision to purchase their nextcar.

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Campaign Strategy

iNTUITION was responsible for completing an integrated marketing campaign beginning in the fall of2007 and ending December 5, 2007. Subaru of America Inc. required iNTUITION to strategically market tostudents with the following five objectives:

To promote Subaru brands and products within the target market as a desirable present and futureconsideration choice.

Identify and measure Gen X & Y attitudes about vehicles and how they fit into their lives

Generate creative marketing strategies for the Subaru Impreza product line, appealing to the targetmarket at our university but also relevant to overall target

Develop a plan to engage the target audience and invite them to be a part of a brand dialogue utilizingthe internet and other interactive communications

Generate positive media coverage for our university, class, and relationship with Subaru

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Target {40,297} (74% Undergraduate 22% Graduate)

Males and females aged 18-29University educated

Greek Life38 Sororities/63 Fraternities6600 MembersLargest Greek Community

Big Ten21 NCAA TeamsIntramural Sports

Most students are from in-state (89.2%)60.5% currently own a vehicle47.7% have a jobBrands convey identity

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SWOT Analysis

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Primary Analysis - Media

97.62% said they access the internet on a daily basis

29% of respondents stated that websites are theirpreferred media outlet for information

Facebook.com was listed by 25% of respondents as awebsite they cannot live without

The Daily Illini was listed as the top source for informationon upcoming events on campus and in the community

66.15% of respondents enjoy online social networking(i.e. MySpace, Facebook)

The internet is an extremely popular media outlet,especially websites such as facebook.com.

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Primary Analysis - Planning

Only 12% of those surveyed are planning on buying acar within a year vs. over 50% planning on buying acar in 1-4 years.

50% of those surveyed wish to buy a Sedan whenpurchasing a vehicle

The top three brands that interested those surveyedwere 1. Toyota 2. Honda 3. Dodge

Interest in purchasing a Subaru went from 1.8% in thefirst survey to 1.56% in the post survey

Only 13% of those surveyed were interested inpurchasing a performance or wagon vehicle

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Primary Analysis - Awareness

The majority of those surveyed are:

Not familiar with the Subaru brand or the Impreza model.

Most familiar with Honda and Toyota brand vehicles, specifically the Civic andGrand Cherokee.

Planning on buying a vehicle in the next four years and are most likely to buya sedan model.

Those familiar with the Impreza:

Were exposed through television ads or from family and friends.

Believe Subaru to be practical, well-made, and capable for off-roading.

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Primary Analysis - Perception

People overwhelmingly perceive Subaru as an all-wheel drive (35.8%), outdoor oriented (39.8%)vehicle. More than 74% of all respondents who rated Subaru on youthfulness thought the brandwas either good or very good in the category.

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Focus Group Results

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Focus Group Mock Ads

The design and color of this advertisement wereregarded very favorably. Participants noted thatthis advertisement looked the most professional.They also liked the thought of a big companytargeting U of I students that specifically;however, many participants found the copy to beconfusing and attributed “Lincoln” to Lincoln carsand not Lincoln Hall Room 196.

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Focus Group Mock Ads

Participants found the idea of “First inits Class” to be eye-catching, butpossibly too similar to the airline slogan“first in class”. Because there is not animage of the car, this spot assumespeople know something about thebrand. Still, some participants did notunderstand why the advertisement wasreferring to graduation during fallsemester.

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Focus Group Mock Ads

There was a general liking of the specificreference to a University of Illinois setting. Theabsence of people in the ad was off-putting tosome, but the most frequent commentsconcerned mixing drinking and driving.Participants responded favorably to the slogan“Dressed to Impress.”

Participants found design and color of the SubaruPit Stop ad appealing, yet needed more contrastbetween the blue car and the blue background.Some participants wanted a more realisticapproach with real buildings, but they commentedthat it looks more professional than most of theother ads.

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Focus Group CollageThere were a multitude of image types that participants associated with the Subaru Impreza, and some ofthe common themes, such as “off-roading” and “outdoors,” were expected. However, many collages hintedthat Subaru’s perception is becoming more stylish, with the display of modern looking models and newproducts such as PDA phones.

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Creative Strategy

Subaru is more than just a car brand, and drivers getmore than the ordinary ride when they turn on aSubaru. They get the total driving experience, filledwith power and control that only a Subaru can offer.The Impreza 2.5i embodies the essence of what thisgeneration wants when they purchase a vehicle.Complete with sleek styling and impressiveengineering, Subaru is a force to be reckoned with.

From our research, we learned that students arelooking to purchase a car shortly after theygraduate. We wanted to position the SubaruImpreza 2.5i as a car they will definitely considerwhen they make their first vehicle purchase. Bytargeting the University of Illinois campus, we wereable to encourage students to have a relationshipwith the brand, through traditional advertising andgrassroots efforts like fun events and coolgiveaways.

The creative strategy of our campaign was basedon the idea that the Impreza 2.5i personifiesadventure. Our advertisements aimed to increasebrand awareness for Subaru and introducestudents specifically to the Impreza 2.5i. Wedesigned eye-catching ads that are informativeabout our events and the Subaru Impreza 2.5iitself. Using the blue Subaru color from the logo,we made sure that all of our ads fit together underone cohesive theme. Utilizing the slogan, “SubaruImpreza. Adventure is Waiting.” on alladvertisements, the campaign was easilyrecognized by students on campus. We alsochose appropriate media outlets for eachadvertisement to ensure that it would reach ourtarget audience.

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Traditional Media {378.20}

As a part of the traditional advertising forour campaign, we chose to advertise inthe Daily Illini, the University of Illinoisstudent newspaper. The Daily Illini is theonly local morning newspaper in theChampaign-Urbana community,circulating 18,000 papers during thespring and fall semesters. Both studentsand faculty rely heavily on thisnewspaper because it is a freepublication and there are news standsconveniently located at 300 locations oncampus.

We also bought four radio spots on thestudent run radio station WPGU. Manystudents listen to this radio station whiledriving or while they are surfing the web,via WPGU’s live internet broadcastoption.

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Print Ad - 22 Illini Pick-up

Day of distribution: November 8th

Place: Daily Illini

Amount distributed: 18,000

Cost: $32.00

Impressions: 45,000

Key Details: We used theheadline, “Don’t worry, it’s notconsidered hitchhiking” as a wittymethod of getting the audience tocontinue reading for the details ofthis promotional event.

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Print Ad - Subaru Pit-Stop

Day of distribution: November 12th- 13th

Place: Daily Illini

Amount: 2 advertisement placements

Cost: $182.00

Impression: 45,000

Key Details: We ran the ads over a course oftwo days in the Daily Illini, with the simple,attention-getting tagline “Subaru Pit Stop. FreeFood, Free Music, Tons of Giveaways!” alongwith a caricature of the Foellinger building (oneof the most recognized historical buildings oncampus) and an outline of the Chicago skylinein the background. We felt that this print adcaptured the journey that graduating seniorstypically take from Champaign to a city likeChicago, and that students would consequentlybe able to identify more easily with the Impreza.

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Print Ad - Dress To Impress

Day of distribution: November 26

Place: Daily Illini

Amount distributed: 18,000

Cost: $130.00

Impressions: 45,000

Key Details: We decided to use the visual ofthe Subaru car in front of a bar with thetagline: “For once, you’ll want to be thedesignated driver.” We used this visual andtagline to play off the fact that collegestudents tend to not want to be thedesignated driver when going to the bar.However, the new Impreza changes things,as students would want to be thedesignated driver just to get a chance todrive the Impreza.

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Radio AdSubaru Pit Stop

Day of distribution: November 13th-14th

Place: WPGU 107.1

Amount distributed: 4

Cost: 43.20

Impressions: 3,000

Key Details: The spots promoted the Subaru PitStop and were 30 seconds in length. The tonewas fun and energetic, and told listeners to stopby the Pit Stop.

PRODUCTION SCRIPT "Subaru on Campus”

11/05 ANNCR: Looking to break up your day? Like to listen to live music, eatfree food, and collect tons of giveaways? Come to the "Subaru Pit Stop," theon-campus event in front of the Illini Union on the Quad. Wednesday,November 14th from 12 until 4PM. And check out the new Subaru Impreza2.5i. Keep an eye out for the Subaru street team for more chances to win,because it's Subaru week on campus and you are invited. Subaru Impreza,"Adventure is Waiting".

11/06ANNCR: Subaru is throwing a party for all the Illini! On WednesdayNovember 14th on the Quad, Subaru will be having a party from 12 until 4PMto launch the new Impreza. So come check out the live music, get free food,and take home plenty of giveaways. And remember to watch for the Subarustreet team on the quad for more chances to win. Subaru Impreza,“Adventure is Waiting.”

11/07ANNCR: It's Subaru week on campus and to celebrate, we're throwinga "Subaru Pit-Stop," an all out party in front of the Illini Union on the Quad.So come on by today, from 12 until 4PM. We'll be giving out food and plentyof giveaways. There will also be live music, dancers, and cars to check out.We hope to see you on the Quad, Wednesday the 14th from 12 until 4PM.Subaru Impreza, “Adventure is Waiting.”

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Non-traditional Media

A variety of non-traditional mediaoutlets were used to promote theSubaru Impreza:

Posters

Direct Mail

Facebook

Promotional Items

Websites

The217.com

Intuition website

Findsomethingtodo.com

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Flyer - Bike Protest

Day of distribution: October 22nd -26th

Place: Bike racks located on perimeterof Quad

Amount distributed: 300

Cost: $0

Impressions: 600

Key Details: The fliers had slits in themthat we used to hang on bike handles,and had either one of two catchytaglines: “Manpower or horsepower?” or“Four wheels or two wheels?” Alongwith little blue ‘Subaru men’ which weattached to the spokes of the bikes, thiscampaign was meant to catch theattention of not only bike owners, butpasserby’s as well.

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Flyer - Discover Subaru

Day of distribution: November 12th

Place: Handed out on the quad.

Amount distributed: 50

Cost: $0

Impressions: 100

Key Details: We placed fliers in balloonshanded out on Green Street and on theQuad. We used the informative headline,“Unlock your prize at Subaru’s Pit Stop” inorder to explain the significance of findingthe key. It is supposed to get theaudience to attend the event to claim theirprize.

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Flyer - Leaflet

Day of Distribution: During all Subaruevents

Place: On table with promo items andopt-in cards

Amount Distributed: 600

Key Details: This three-fold leaflet wasused as a supplement to anyone whowas interested in learning more aboutthe Impreza 2.5i. It gave specificinformation about the car like itsinterior and exterior standard features.The leaflet also gave the price for the4-door and 5-door Impreza. On theother panels, we listed the days,times, location, and a description of allthe Subaru events and promotions. Itgave a nice and simple overview ofour campaign. It also used the tagline,an image of the Impreza, and theSubaru blue color.

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Poster - Tailgate with Subaru

Day of distribution: October 19th

Place: All buildings on the Quad,CRCE and IMPE (campus recreationcenters)

Amount distributed: 80

Cost: $0

Impressions: 52,720

Key Details: We chose the illustrationbecause we wanted to include the carin the actual tailgating event. Weadded the tagline: “Tailgate in Style”,because we wanted to demonstratehow tailgating with a Subaru is notonly stylish but also fun.

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Poster - Subaru 500

Day of distribution: October 29th -30th

Place: All buildings on the Quad.

Amount distributed: 300

Cost: $0

Impressions: 160,000

Key Details: We provided remote controlled carsfor students to race around the quad inpromotion of the Subaru Impreza. Theillustration depicts an example of how the carslooked like and the headline promoted the ideaof adventure mentioned in the tagline.

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Poster - 22 Illini Pick-Up

Day of distribution: November 8th

Place: Bus Shelters located on campus

Amount distributed: 80

Cost: $0

Impressions: 42,720

Key Details: We used the same ad that weplaced in the Daily Illini for the 22-Illini event.

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Poster - Subaru Pit-Stop

Day of distribution: November 12th -14th

Place: All buildings on the Quad.

-Six block strip of Green St. in Campus town

-5 Major Apartment Complexes in Champaign

-6 Dormitories

Amount distributed: 500

Cost: $0

Impressions: 267,000

Key Details: We chose the taglines: “Need a StudyBreak?” or “Hungry for an Afternoon Snack?” becausethey were direct and right to the point. The copy offersfree food, live music, and giveaways. All three ofthose, especially free food, are a good way to attractcollege students because, stereotypically, is offersomething to them for free. The design is basic,showing the car and the logo: “Subaru Impreza.Adventure is Waiting.”

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Poster - Dress to Impress

Day of distribution: November 27

Place: Buildings on East and Westside of Quad and Green Street

Amount distributed: 80

Cost: $0

Impression: 42,720

Key Details: We used the same adthat we placed in the Daily Illini forthe Bar Night event.

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Poster - Graduate with Subaru

Day of distribution: November 29th

Place: Subaru Impreza on 6th Street and WrightStreet

Amount distributed: 80

Cost: $0

Impressions: 42,720

Key Details: We decorated a parked car witha graduation hat with tassel and a giantdiploma and then placed the poster with theheadline “Earn your Degree in Adventure.”It was to signify the end of the Subarucampaign on campus, and the fact that thestudents have successfully learned aboutthe Impreza 2.5i.

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Posters - Classroom Campaign

Day of distribution: November 12th

Place: Buildings on the Quad

Amount distributed: 40

Cost: $0

Impressions: 10,680

Key Details: These advertisements had catchyheadlines that were be humorous and quirky.The students sitting in the classroom coulddirectly identify with them because they weregeared to the structure of the particularclassroom or classroom activity.

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Direct Mail - Student Mailer

Day of distribution: November 5th- 9th

Place: Graduate Student Mailboxes, in sixstrategically chosen department offices.

Amount distributed: 300

Cost: $0

Impressions: 600

Key Details: We used the headline, “Throw youri-Trip out the window” in order to incorporate theImpreza’s new features with the elimination ofthe device that connected an iPod to a car.

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Facebook Banner - Subaru Pit-Stop

Day of distribution: November 12th 14th

Place: Facebook.com

Amount distributed: 37,500

Cost: $75.00

Impressions: 37,500

Key Details: We hoped to reach each prospectivetarget a U of I through the use of a facebook.comflyer. Our aim was to target the entire campus,especially the graduate student body. Many peoplewithin our target groups frequent Facebook.com daily,and with 37,500 page displays for $75.00 was a greatdeal. The flyer appeared on the left side of the pageand consisted of the logo, car, and the text “SubaruPit Stop” on the top, the day and times in the middle,and some more information below the actual flyer.

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Facebook group - U of I SubaruDay of distribution: October 3rd- Present

Place: Facebook.com

Amount distributed: 11,100 (every person in class(37)invited all U of I friends, average amount of friends =300)

Cost: $0

Impression: 11,100

Key Details: We set up an online group using the popular socialnetworking site, Facebook. As of December 1, 2007, we had a total of170 members in the group. We posted a list of events on the group’s siteand regularly updated the site with information about events as well as allthe pictures and videos taken at these events. Students were encouragedto ‘tag’ themselves on the photos and write comments on the group’s‘wall.’ This was a great nontraditional medium as it also attracted non-Uof I students to post comments on the wall.

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Online Exposure

The Subaru PitStop was postedon the calendars ofpopularChampaign-Urbana websites.This type of mediaallows consumersto browse throughevents and gatherinformation aboutthe specifications.

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Promotional Items

The promotional items that weregiven away at our events werechosen with the target audience inmind. Frisbees, koozies and ping-pong balls get the Subaru name intothe homes of college studentsthrough interactive means.

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iNTUITION Campaign Events

Tailgate with the Impreza

Bike Blitz

Subaru 500

Mario Kart Racing

Discover Subaru

Subaru Pit Stop

Blue Cookie Pass Out

Night out with Subaru

Letter Writing Campaign

DEFROST - Hot Chocolate Pass Out

Graduate with Subaru

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Tailgate with the Impreza

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Bike Blitz

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Subaru 500

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Mario Kart Racing

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Discover Subaru

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Subaru Pit Stop

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Subaru Pit Stop

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Blue Cookie Pass Out

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Night out with Subaru

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Letter Writing Campaign

When: Thursday November 29th 11-2pm

Where: Quad area

What: A Dear Santa type of letter to for students to fill out and sendhome, requesting a Subaru for the Holiday season

Highlights Collected 63 opt in cards. Occurred during end of thecampaign once students were familiar with the Subaru brand and thenew Impreza 2.5i The letter sent home involves the parents of the

future car purchaser who may be influential in their decision process

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DEFROST - Hot Chocalate Pass Out

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Graduate with Subaru

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Public Relations

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iNTUITION Timeline

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Media Timeline

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Value of Advertising

The value of advertising lies in our ability to increase brand awareness and create positivelasting impressions on our target market. We maximized the value of our advertisingcampaign by being cost-efficient as well as resourceful. As proactive students of ouruniversity we strategically advertised and held events where our target would be reached mosteffectively and in the greatest numbers.

A few resources used:Approximately 3000 color flyer/ads printed

Our Cost = $0Actual Cost = $700+

Thousands of promotional items along with donations: Customized Subaru Impreza T-Shirts, ping pong balls, koozies,pens w/ highlighters, dry erase boards, tape measures, carabineers, frisbees, balloons, cookies, hot chocolate, etc.

Our Cost = $609.04Est. Value = $4,387+

Volunteer entertainment: Appeal and increased connection between target audience and Subaru.Est. Value = $700+

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Post Campaign Target Market Awareness

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One Post Event Focus Group comprised of 10 graduate and undergraduatestudents

The participants created collages describing SUBARU as a personfollowing our campaign implementation

“If SUBARU walked into a room right now, what would it be like?”

“What would be its personality?”

“What image would it convey?”

Common Collage Themes:

The word “FAST”

High technology

Outdoor image

Adventure

Nature

Style

Post Campaign Focus Groups

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Campaign Success!

Our main event attracted the most people

(37.3%)

33.5% had a great time while at the event

33% of event attendees would recommend a

Subaru event to a friend

24.86% of event attendees stated that they

learned a lot about the Subaru Impreza at the

event

23.78% of event attendees would consider

purchasing a Subaru Impreza

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Evaluation

iNTUITION GoalsTo promote Subaru brands

Identify and measure Gen X & Y attitudes

Generate creative marketing strategies for the Subaru Impreza

Develop a plan to engage the target audience

Generate positive media coverage for our university, class, and relationship with Subaru

With the efforts of the advertising department promoting both Subaru brands and our events,along with the constant consideration of our research, iNTUITION was able to increase brandawareness by 10%, and reinforce positive brand associations so that students would considera Subaru Impreza in their decisions to purchase their next car.

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iNTUITION Organizational Chart

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