HONDA CR-Z SPEEDING FOR THE ENVIRONMENT Monika Rutana Alyssa Obin The Green Supreme Agency.

HONDA CR-Z

SPEEDING FOR THE

ENVIRONMENT

Monika Rutana Alyssa Obin

The Green Supreme Agency

WHAT WE WILL DO The main objective of our campaign is to promote

Honda’s CR-Z while creating excitement among the target audience to help our community by going green.

We will create buzz through students with the use of Facebook, Twitter, and YouTube promoting our campaign

We will use Nontraditional Media with the use of blogs, t-shirts, and sidewalk chalk promotions

We will host weekly Springfield cleanups, a benefit race, and an intercollegiate event

WHO WILL BE INVOLVED Our campaign will focus

on working with the four colleges that are located in Springfield, MA

We also will work to get the target audience age group by working with Sophia Sports Bar and Paddy’s Pub.

Combined these colleges have over 17,000 full time students*. The majority of which are in the target audience for the CR-Z*Data gathered on collegeprowler.com

SPOT THE CAR! The car will have a sign attached to the

windows that will say: Go online and“Spot The Car” followed by the blog URL created just for this purpose

Our goal here is to see how many people will notice the unique car and click on our blog, we will keep count of the page hits

The website that we are asking people to go to consists of images of the CR-Z, reasons they should buy the particular car, and eco-friendly tips and how they can help the environment

Our goal: Get 1000 hits on Spot The Car blog

SOCIAL MEDIA•We will create a Facebook page that will include information about the CR-Z and the promotion campaign that we are hosting.

•Pictures of the car will be displayed and we will post pictures of each event.

•On Twitter, we will update our actions and progress, our events, and the games we will be attending.

•Daily Tweets will include either green tips or locations and times in which followers could spot the car.

Goal: Get at least 40% of the students to become friends with us on Facebook (680)

Our Goal: Get at least 10% people to follow us on Twitter(170)

YOUTUBE

• CR-Z speeding by a baseball field

• Baseball player “Improving fuel efficiency of cars and light trucks is one of the single biggest steps we can take to reduce global warming.”

• Football player “In the U.S. the average person releases 10,000 pounds of carbon dioxide each year”

• Soccer player “Emission by hybrid cars is very low when compared to their conventional counterparts, which means that increasing use of hybrid cars will automatically decrease the levels of pollution and reduce the effects of global warming on the planet. Scientific estimates suggest that by replacing conventional cars with hybrid variants, emissions will be reduced by a whopping 90 percent.”

• Pom poms would be shown falling from the ceiling with cheerleaders saying

“Going Hybrid with the CR-Z will make a difference but will you?”

Our Goal: Get 2,000 hits on sport CR-Z YouTube video

MEDIA Traditional

Television Newspapers Flyers

Non-Traditional Side walk Promotions

Motivational Quotes: -The CR-Z will give you the speed you need

-You will always be in style with the CR-Z no matter what distance you go

- The CR-Z dresses to Impress

EVENTS AND GOALS Forest Park Clean Up-

Goal: Clean up entire Forest Park by the end of 6 weeks, move the litter index number to 1.0 (from current 3.5)

Sprint to the Green- Goal: Get at least 150 people to participate in the race, Donate $500 to ‘Keep Springfield Beautiful’ generated from the race

Mr. + Misses Green- Goal- Get at least 50 students from each Springfield college to

attend

Game Appearances- Goal- Get 20 people at each game to add us on Facebook

Information Sessions- Goal: Get at least 30 people to attend each info. session

PARK CLEAN UP Why: Forest park was rated at 3.5 in the 2010

Springfield, MA Litter Index with 0- being no litter and 4- being extremely littered *http://www.keepspringfieldbeautiful.org/annual-

cleanup.html

Incentive/Promotion: Making the park a cleaner environment. Eight men and women will be selected to participate in Mr. and Misses Green. These nominees will be the ones who were most successful and active during the cleanup.

SPRINT TO THE GREEN

What: This Event will be a 5K race to raise money for Keep Springfield Beautiful. It will cost $10 to run but in return all participants will receive a shirt promoting the race and the CR-Z

Incentive/Promotion: Proceeds will give back to the community. CR-Z will be located right after the finish line and the winner of the race will be photographed inside of the car.

MR. AND MISS. GREEN

What: A competition that nominees will tell of their eco-friendly ways and dreams, dress to impress, and asked to create a creative act

Promotion: Flyers, word of mouth, Tweets and event pages on Facebook will promote this event.

Incentive: -Crown -Publicity -School Representation -Eco-

friendly Image

INFORMATION SESSIONS

We want to challenge the sports teams to get themselves and their school community involved in our competition Teams will have a chance to be promoted with the CR-Z when we visit their school for a home game. Their school will also be represented in the YouTube video we will create featuring at least one athlete from their school.

We will attend the sporting event with the CR-Z and create Hype by having members of our committee asking viewers if they had check out the cool new sports car that Honda released

GAME APPEARANCES

CALENDAR WITH DATES OF PROMOTIONAL ACTIVITIES

WEEK 1 October 11th- @5pm, WNEC, campus center….The first impression–Kick off, Oct 12th- @5pm Springfield College, campus center….info session, our goals, and plans Oct 13th- @ 5pm American International College, campus

center….info session, our goal and plans Oct 14th- @ 5pm Springfield Technical Community College,

campus center…..info session, our goals and plans Oct 15th- @ 3pm Spot the car day….driving around the area, malls, shopping centers, city center

to create buzz Oct 16th- @ 1pm AIC’s Homecoming Football game

against New Haven Oct 17th- @ 1pm WNEC clean up

WEEK 2

Oct 18- @ 4pm Filming YouTube Video Oct 19- @ 7:00 Springfield field hockey Vs. Clark Oct 20- @4:00 STCC Men’s Soccer at Holyoke Oct 21- Spot the Car day. Promote with sidewalk

chalk on Springfield sidewalks, on campuses, and outside of Paddy’s and Sophia's

Oct 22- @7:30 WNEC Volleyball Vs. Babson Oct 23- @ 1pm- Forest Park Clean up Oct 24- @ 10am- Raise of Hope walk, Springfield

Forest Park CR-Z displayed

WEEK 3

Oct 25- @3pm Take a picture with the CR-Z WNEC campus

Oct 26- @3pm WNEC Men Soccer vs. Anna Maria Oct 27- @7pm AIC Women Soccer vs. Le Moyne Oct 28- @8pm car parked at Sophia’s- Viewers can

take pictures with the CR-Z Oct 29- @Spot the Car Day- Promote with sidewalk

chalk on Springfield sidewalks, on campuses, and outside of Paddy’s and Sophia's

Oct 30- @1pm Forest park clean up Oct 31-Spot the Car Halloween Edition-@11pm

park outside of Paddy’s Pub and take pictures of people with the CR-Z

WEEK 4 Nov 1-Drive CR-Z throughout Springfield looking to

pick up leftover Halloween trash and cans Nov 2-@5 park at Springfield College- More Green

for less $Green? Trade in your car for the new Honda CR-Z info session

Nov 3- Walk around campuses talking with as many students as possible about the CR-Z and going green

Nov 4- @8pm Sophia’s Sport Bar- Viewers can take pictures with the CR-Z

Nov 5- Spot the car day Nov 6- @1pm Forest Park clean up Nov 7- @1 pm Sprint to the green

WEEK 5 Nov 8-@5pm park at Springfield College- More Green

for less $Green? Trade in your car for the new Honda CR-Z info session

Nov 9-Spot the Car Day- Promote with sidewalk chalk on Springfield sidewalks, on campuses, and outside of Paddy’s and Sophia's

Nov 10- Sidewalk promotion day- Cover as much area as possible with CR-Z Info and logos

Nov 11: @6pm- More Green for less $Green? Trade in your car for the new Honda CR-Z! info session WNEC

Nov 12- Spot the Car day- @7pm-Appearance at AIC Men Basketball vs. Dowling

Nov 13- @1pm Forest Park clean up Nov 14- @8pm Mr. and Miss Green

WEEK 6 Nov 15-@1 pm park at STCC- More Green for less

$Green? Trade in your car for the new Honda CR-Z info session

Nov 16-@7pm at Springfield College Men Basketball vs. Worcester State

Nov 17-Spot the car- Holyoke Mall Edition Nov 18-@ 7pm park the CR-Z right before entrance of

the Home Western New England College Hockey Rink for their game

Nov 19- Spot the Car day Nov 20-Finale with Mr. and Misses Green at the

Women(3 pm) and Men (6pm)Basket Ball Games at WNEC

Nov 21- @1pm Park Clean up, 3pm Forest Park inspection by members of Keep Springfield Beautiful, Litter Index Update

Nov 22- The last impression- Calculate success

OBJECTIVESSocial Media:-Facebook-Twitter-YouTube

Non-traditional media outlets:-Sidewalks-Spot the car-T-shirts

TraditionalMedia:-WWLP22-Republican

Events:-Park Clean up-Games-Sprint to the Green-Mr.+ Miss Green

Primary Objectives

Promote the stylish, sporty CR-Z by creating buzz among the target buyers

Promote the CR-Z among campaign participants and third parties, present the CR-Z in a new exciting way

Get the attention of our target buyers outside of the colleges

Show the car, make people want it, educate them about the CR-Z’s fun and affordable style

SecondaryObjectives

Get coverage and show how Honda is going Green, and how our community can benefit

Show our cause to the people of Springfield and to increase an interest in the CR-Z

Create publicity showing Honda’s environmental image

Teach participants to be more eco-friendly through fun activities while promoting the car

SUMMARY What: The Sporty Stylish

Hybrid Honda CR-Z Where: The Greater

Springfield Area When: October 11th to

November 22nd Who: Target market of 18-

35 Why: To promote the CR-Z

and create HYPE of going “green”

How: Fulfilling our Marking Campaign

Gas 6 weeks @$20/week

= $120

Car Wash Week 2 @$10

Week 4 @$10

Week 5 @$10

Total $150

Budget