Rapp Chrysler PowerPoint

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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