Senior Capstone Presentation

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SEAN NARTIFFDEIONE SYDNORCRISTINA WILLISSTEVE FLEMING

ACCOUNT MANAGERMEDIA PLANNERCOPY WRITERCREATIVE DIRECTOR

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ITINERARY

• Secondary Research/SWOT• Primary Research• The Name Change• Personas• Media Plan and Budget • The Big Idea• Creative• Wrap-Up

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SECONDARY RESEARCH

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• 55% empty nesters• 50% of buyers in category do not finance• Lifestyle: Luxury and automotive enthusiasts

who “make money off of the bad economy”• Values: Performance, Customization• Geography:• PA, NJ, with some advertising on NY radio

KEY FACTS

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DON ROSEN IMPORTS SWOT ANALYSIS

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STRENGTHS

• “Low-Pressure Environment”• Leader in Local Sales• Multiple Locations• Valuable Brand Name

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WEAKNESSES

• Sharing the Don Rosen Name• New sales staff has a high

turnover rate and long training period

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OPPORTUNITIES

• Social Media Advertising• Test Drive• Customization• Target Market• Purchasing Funnel

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THREATS

• Online Competitors• Winner Porsche of Delaware• Competitor Innovation– Audi Wilmington:• The Odo Club

– Audi Mendham: • Onsite Delivery Service

– Paul Miller Porsche: • Car Races

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PRIMARY RESEARCH

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DEMOGRAPHICS

• 89% of respondents own a luxury vehicle

• 56% Male• 44% Female• 56% Own a Porsche or Audi• 67% Buy New

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HOBBIES AND INTERESTS

• Sports• Fitness • Cooking • Yachting

• Travel• Wine• Yoga • Photography• Social Media

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SOCIAL MEDIA CONSUMPTION

Blogs Facebook LinkedIn Twitter YouTube

25%

90%

25%

14%

25%

Once a Day

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SOCIAL MEDIA CONSUMPTION

Blogs Facebook LinkedIn Twitter YouTube

13%

0%

38%

14%

25%

Once a Week

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WHAT IS YOUR IDEAL DEALERSHIP EXPERIENCE?

• “When I can get the deal I want, the way I want it.”

• “Personal & Memorable”• “Top Customer service”

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WHY BUY A LUXURY AUTOMOBILE?

• Primary reason = performance 67%

• Secondary Reason= style 33%• Safety and Status were not valued

by our respondents

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THE RIGHT DEALERSHIP

• Dealership experience, inventory, location, and recommendations are all highly valued by the target market

• Respondents consider sales people but it isn’t top of mind

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RESEARCHING THE CAR

Auto Show Car Magazine Internet Test Drive Visit to Dealership

22%33%

100%89%

100%

Before your last car pur-chase, how did you re-

search which one to buy?

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THE NAME CHANGE

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WHY CHANGE?

• Don Rosen Imports, while an established name, has a parasite (Don Rosen Audi & Infiniti of Willow Grove) leeching off the name

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CHOOSING A NAME

• A name that reflects the idea that DRI has been there since the beginning

• A name that welcomes people to come visit the dealership

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PLEASANT VALLEY IMPORTS

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PERSONAS

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ALEXUS VON VORSTAge: 32Job: Senior Account ExecutiveCar of choice: Audi a4Income: $150,000

Hi, my name is Alexus. I’m a senior account executive at City Paper. I worked my way up from being a junior account executive. My responsibilities include training new team members and motivating my team to pass our monthly sales goals. In my spare time I love trying new restaurants, traveling, and going to yoga classes to release some stress.

Where can you find me?Online:- Facebook- LinkedIn- Pandora

Offline:- B101, Q102, BENFM (95.7)- SEPTA regional rail

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CHARLIE SCHWABAge: 58Job: Financial InvestorCar of choice: Porsche 911 Turbo, Audi a8Income: $2 million

How’s it going? My name is Charlie. I’m a financial investor who makes money off of the bad economy. I buy things when the market is down and sell when the market is up. Recently, both of my daughters graduated from college so I’ve been dedicating more time to my hobbies. Mostly tuning up my golf game and cruising around in my new Porsche. It’s all about performance and style.

Where can you find me?Online:- Facebook- LinkedIn- Twitter

Offline:- WMGK, WMMR- Pine Valley Golf Club- Schuylkill Expressway

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MEDIA PLAN AND BUDGET ALLOCATION

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PLAN PARAMETERS

• Target Market #1:– Porsche– Male 55-74– Income: $250,000+– Suburban

• Market: PA, NJ, NY– areas: Princeton, The

Mainline, Conshohocken, Wynnewood

• Target Market #2:– Audi– Female 30-54– Income: $150,000+– Suburban

• Scheduling: continuous

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STRATEGY AND TACTICS

• Objectives – Primary: create awareness of Don Rosen Import’s

name change– Secondary: promote overnight test drives to bring

new prospects into the dealership• Tactics

– Utilize SEM and micro page for different objectives– Hit frustrated commuter traffic with radio– Access Don Rosen at the tip of your finger

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CHANNELS

Radio; 420000; 35%

Billboard; 144000; 12%

Social Media; 60000; 5%

Digital (SEO/SEM); 216000; 18%

PR/Guerilla Tactics; 180000; 15%

E-Mail/Direct Mail; 60000; 5%

Production; 120000; 10%

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CHANNEL RATIONALE AND STRATEGY

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RADIO

• Budget Allocation: $300,000• Channels: WMMR, BENFM, Q102• Rationale: Radio is a high impact medium because

the consumer will be conscious about the car they are driving. Those who want a change of vehicle will be susceptible to our message.

• Strategy: target radio stations that fit our target market’s tastes in music. A Porsche ad for the male demographic, an Audi ad for the female demographic.

• Success Metric: Call-ins, number of visits

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ONLINE RADIO

• Budget Allocation: $120,000• Channels: Pandora• Rationale: online radio is another way to

efficiently reach our target via IP address. Pandora will reach the tech savvy consumer who values customization.

• Strategy: utilize full-screen takeover ads to visualize idea of customization and radio spots to reach those away from their computer

• Success Metric: Click Through Rate

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SEO/SEM

• Budget Allocation: $216,000• Channel: Google• Rationale: SEO and SEM is critical to the success of the

campaign because it pulls in customers who are already in the research/buying phase

• Strategy: use different landing pages depending on key words used. Phrase such as “Porsche dealership NJ” will draw to homepage while “custom sports cars” will draw to microsite

• Success Metrics: Click Through Rate, Website Traffic, Google Analytics

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BILLBOARD

• Budget Allocation: $144,000• Channel: routes along Princeton, Conshohocken,

and Wynnewood• Rationale: Like radio, billboard is a medium

specific to the road. It is a great way to attract local customers to the dealership.

• Strategy: Utilize vivid imagery that will inspire target market to drive something new.

• Success Metric: number of visits to dealership

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SOCIAL MEDIA

• Budget Allocation: $60,000• Channels: Facebook Twitter Youtube• Rationale: 90% of surveyed respondents check their

Facebook every day. Pleasant Valley needs to increase ‘likes’ and express the dealership’s expertise on Porsche and Audi vehicles.

• Strategy: Run a Facebook campaign where if you like the page you are entered to win a 2 year lease. Use Twitter as a customer service platform to answer any questions shoppers and existing clients might have.

• Success Metrics: Facebook likes, number of tweets @PleasantValley

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PUBLIC RELATIONS

• Budget: $180,000• Channels: scholarship fund, charity golf event• Rationale: Pleasant Valley should enhance its public

image to gain the community’s favor. • Strategy: provide scholarships to underprivileged high

school students who wish to attend college. Use the golf charity event as an opportunity to gather information/leads.

• Success Metrics: Response to giveaways, additional media attention

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MEDIA SUMMARY

• Make existing customers aware of the name change while continuing to drive new clients to the dealership

• Direct traffic by targeting two demographics with niche ad placement

• Increasing brand awareness• Pull consumers in the purchasing funnel

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THE BIG IDEA

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CREATIVE

• Facebook Profile Page• Twitter Profile Page• YouTube Page• Pandora Take-Over Ad• Microsite Add-On to Existing Site• Newsletter• Billboard• Radio

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RADIOCONCEPT

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NEWSLETTER

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CONCLUSION

• Don Rosen Imports will be rebranded as Pleasant Valley Imports

• Big Idea = Driven By You• Target two different demographics to

increase dealership traffic• Don’t confuse existing customers with the

name change

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THANK YOUWHEN DO WE START?