As part of my senior capstone marketing class, the class was tasked with providing marketing solutions for 6 provided cases. One case was to develop a plan for the Ford Fiesta when it was first introduced to the United States in 2009. I created the provided presentation that details my team's plan.

1. Ford Fiesta Movement

2. Situation Analysis
Target Groups
Strategy
Questions

3. Situation Analysis

4. Situation Analysis
Ford Fiesta Movement
We promoted the new Fiesta model by selecting 100
social agents to show off the Fiesta through promotion on
social media networks.

5. FFM in Numbers
Social Media Reach

6. FFM in Numbers
4.3 mil views on YouTube
10,000 videos posted
540k views on Flickr
20,000 photos posted
3 mil Twitter user reach
5,300 followers
2,100 Facebook Fans 27,000 Blog Posts 2,300 News Stories
7,840,000 views

7. Was FFM Successful?
35,000 test drives

8. Was FFM Successful?
38% of 14 - 24 year olds
aware of Ford Fiesta

9. Was FFM Successful?
The Fiesta Movement built excitement and
awareness for the Fiesta

10. Possibly.
Can this work for other models?

11. Can this work for other models?
Right now, social media users are young. For Ford
car models targeting an older demographic, a
social media campaign would miss its audience.

12. Can this work for other models?
It depends on the growth of social media over
time and the demographic using it.

13. ...what’s next?
convert 50,000sales leads to actual sales

14. Target Groups

15. 16 - 24 Years Old
Fun & Hip
Love the Agents

16. Young Professional
(22 - 30 Years Old)
Versatility of the car
Practical = parking &
trunk use

17. Parents/Decision Makers
Safety
Cost over time

18. Strategy

19. Online Traditional
Young Crowd
Parents &
Decision Makers
Young
Professionals

20. Strategy
Part 1: Test Drive & Pre-Sale Event
Timeframe:
Weekends in May
Locations:
Major cities across the
SE, SW, Central, NE &
NW United States
Agents:
Top regional agents
with successful content
go to events in their
region

21. Strategy
Part 2: Digital Marketing
Agent of the Month Campaign:
Timeframe: January - June
Social Networks: YouTube,
Facebook, & Twitter
Components: Weekly clips from
agent interviews for Agent of the
Month, comments about favorite
car features & funny stories.
Weekly Bloopers from Original
Campaign:
Timeframe: January – June
Social Networks: YouTube,
Facebook, Twitter
Promotional Status Updates:
Timeframe: April – May
Social Networks: Facebook,
Twitter
Component: Ford & social
agents post about pre-sale
Event

22. Strategy
Part 3: Traditional Media
TV Commercial:
Timeframe: January - June
Objective: Emphasize overall cost
and safety features, appeal to
Parents/Decision makers.
Promotional TV Commercial:
Timeframe: April - May
Objective: Test drive and pre-sale
event commercial. Appeals to
parents/decision makers.

23. Jan. ‘10 Feb. ‘10 March ‘10 April ‘10 May ‘10 June ‘10
A.O.T.M
Bloopers
TV1
A.O.T.M
Bloopers
TV1
A.O.T.M
Bloopers
TV1
A.O.T.M
Bloopers
P.S.
TV1/TV2
A.O.T.M
Bloopers
P.S.
TV1/TV2
TD & PS
A.O.T.M
Bloopers
P.S.
TV1/TV2
A.O.T.M = Agent of the month campaign
TV1 = Car - Focused Commercial
Bloopers = Weekly Blooper Clips
P.S. = Promotional Status Updates
TD & PS = Test Drive & Presale
TV2 = Test Drive & Pre-Sale Commercial
Timeline Overview

24. Questions?