2. Outline
Introduction: Who are we? What do we want?
Target Audience
The Big Idea
Key Performance Indicators
Tools and Tactics
Budget
Summary
3. Introduction:
Who are we? What do we want?
Chrysler is one of the largest car companies in the world.
In order to properly market themselves, they need to
have a very diverse digital strategy to match up with their
large array of products. Chrysler owns
Jeep, Dodge, Fiat, and Chrysler all of which need their
own similar, but unique digital strategy.
Our campaign is designed to expose all of Chrysler’s
brands thoroughly, but also appeal to more of the
younger generation.
4. Target Audience
Our main focus for this campaign is at young adults. We chose this group for a
couple of reasons:
The first reason is because we believe that young adults view Chrysler as an
“older” brand of cars. When they think of a car they would like to purchase, they
think of brands such as Ford, Chevrolet, Toyota, Honda, Nissan, etc. We need to
have them think of Chrysler as one of their top choices. It will be our job to expose
young adults to Chrysler car brands, such as Jeep, Fiat, and Dodge, that have a
very slick, unique look to them.
The second reason is, is that we know young adults are all on some type of
budget. We will appeal to the young adults by informing them that Chrysler makes
their cars very affordable for any budget.
5. The Big Idea
The big idea we have created is to promote Chrysler by
doing monthly give-a-ways through Twitter. We believe by
using a prominent social media outlet such as Twitter, we will
be able to reach more young adults compared to using
Facebook. It will require people to use the hashtag:
#MyChryslerWhip to be eligible to win various Chrysler
apparel and even a car. This will in turn put Chrysler’s name
out there through apparel and prizes, but also at the click of
a button through Twitter.
6. Key Performance Indicators
Our campaign will be
designed so that our key
performance indicators
will be able to show us if
this campaign is on the
right track or not.
The goals of our
campaign:
expose Chrysler and the
brands it encompasses
increase sales
increase our customer
base
7. Key Performance Indicators (cont’d)
The KPI for increased exposure of Chrysler will involve
monitoring our social media websites. If there has been a
significant increase in Facebook “likes,”
Twitter/Instagram/Pinterest followers, and blog traffic, we will
know that we are targeting out desired audience.
The KPI for an increase in sales will simply be comparing the
numbers before our campaign and after.
The KPI for an increase in customer base will be the
interaction we have through various polls, questions, and
discussion boards we have on our social media sites such as
Facebook, our blog, and website. Also, monitoring who the
buyers are as our campaign is in progress.
8. Tools and Tactics
The main tools for this campaign will be in the form of social media
outlets. Young adults gravitate toward these and use them on a
daily basis. We will use outlets such as
Facebook, Twitter, Instagram, Pinterest, and our blog.
Facebook and Twitter will be largely used to keep customers informed
on our products, contests, photos, and discussion forums – our online
community.
Our blog will be used daily for things such as reviews, having guest
bloggers (people who own a Chrysler), answering questions, and simply
promoting Chrysler.
Instagram and Pinterest will be prominently used for contests (beside our
big idea through Twitter). Instragram and Pinterest are unique because
they are sites that only deal with photos, which we believe will be crucial
to people when they are looking for a new car because people care a
lot about the appearance of a car. We will employ contests that require
people to make a “Chrysler” board with pictures of Chrysler brand cars;
or having people hashtag their car pictures with #Chrysler through their
Instagram.
10. Summary
Through “The Chrysler Connection”
campaign, we plan to reach a
younger crowd by using forms of
social media that will make a stronger
connection with them. Through
Facebook discussions, Twitter and
Pinterest contests, and guest
bloggers, we believe that Chrysler
can meet a market previously
untouched and at a limited budget.
