This was our pitch for Business Advertising Class to launch an electric bike built by Suzuki

1. JEFF K. JESSE HG. ERIC N.

2. The Partners Jeff Kennie Creative Director/Art Director Jesse Hornstein-Goldberg Copywriter/Account Manager Eric Neal Intern

3. The Partners Jeff Kennie Creative Director/Art Director Jesse Hornstein-Goldberg Copywriter/Account Manager Eric Neal Art Director/Media Planner

4. How we’re different An advertising agency is only as strong as the ideas that come out of it. Pulse breathes life into new campaigns. We bring the strengths out of a product through new and exciting mediums. Our projects gain momentum as they move ever forward.

5. Commission Standard We believe firmly in our campaigns at Pulse, we know they will bring home the cheddar. We only charge if certain measurements are hit through the campaign. 20% turnover from “introduction to motorcycles” market to our product: approximately 20,000. An average of 6,000 people at the 4 events. $5,000,000.00 in sales.

6. Positioning Map

8. Product Overview Fully electric sport bike Retro-tech styling Top speed 100mph+ 300 miles per charge First hub-less rim bike available from manufacturer Fully customizable fairings and decals

9. SWOT Analysis Strengths Environmentally friendly Younger markets gravitate towards sport bikes for their first buy Loud engines can be seen as “too much bike” for beginners Suzuki known for performance Weaknesses Less powerful than gas powered Eco-friendly bike diminishes “rebellion”

10. SWOT Analysis Opportunities Current electric bikes haven’t had much promotional success Stepping away from the green selling point Non-traditional riders have not been targeted Threats Possibility of being grouped with scooters (a toy)

11. Positioning Map

12. Key Competitors Brammo Current leader in distance and speed for electric bikes Only manufacture electric bikes Bikes and batteries made from 100% recycled materials Pricing starts at 9,995 Zero Recently entered into the scene (2007) Less mileage per charge, much quicker recharge Lots of media coverage Pricing starts at 9,995

13. Target Market Bill Daniels 24-32 years old $40,000-60,000 Urban

14. Target Market Artistic and not a suit. Free-spirited Social and outdoorsy Against the mainstream, believes in uniqueness

15. Market The Suzuki Remix campaign will start in California. Seasonally advantageous. Trendsetting state Very environmentally conscious

16. StartDate We recommend starting the campaign in May, 2011. Competition already has a leg up. Advantageous to start earliest possible.

17. Competitive Advantage Unique styling Technological leader

18. Problem Electric bikes don’t have a good reputation. Other sport bikes offer the same advantages, the same looks etc…

19. The Big Idea The new Suzuki electric bike is the bike that fits your individuality.

20. Overview Grand promotion is a trip for six street artists to travel to the MECCA of urban art in New York Ads urge target to submit art to be finalists at parties Parties in 3 major Californian cities hold finalist graffiti competition Art is voted on and winners are chosen via microsite Winners tour through 11 cities from LA to MECCA Journey is documented with personal video blogs and documentary team Traditional advertising follows MECCA event

21. Identity

23. The Mecca

24. Guerrilla

25. Guerrilla

34. Event

35. Winners will tour across 11 cities from LA to NY To tag the historical MECCA Product to be available to consumers after event Traditional advertising begins

39. Budget

40. Budget

41. Budget

42. Budget

43. Budget

44. Critical Path

45. Thank You