Move to mini targeted measurements including specific projects and launches.

We need: •Learn fast •React fast•The truth is the truth•WE will publish results

Intern presentation

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Intern Presentation

Morgan Cullen—Digital Marketing Intern 2015

Confidential | AA-AS/MKC | 7/27/2015 | © Robert Bosch GmbH 2015. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.

Automotive Aftermarket

Intern presentation  

Automotive Aftermarket

Outline

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Let’s get started.

Confidential | AA-AS/MKC | 7/27/2015 | © Robert Bosch GmbH 2015. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.

Introduction

Daily responsibilities

Influential projects

Takeaways

Future Plans

Intern presentation  

Automotive Aftermarket

About me Morgan Cullen

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Junior at University of Michigan B.A. Communication Studies B.A. Political Science

Center for Campus Involvement Congressional Campaign Intern Mayoral Campaign Intern

Education

Previous experience

Confidential | AA-AS/MKC | 7/27/2015 | © Robert Bosch GmbH 2015. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.

AutomotiveMeaningful assignmentsLearning is a priority

Why Bosch

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Automotive Aftermarket

Daily responsibilities

• Develop and execute marketing campaigns.•Combine varying strengths for superior execution.

• Assist and learn.

• Emails•Newsletters•Social and web•Product copy•Press releases•Blogs

• Collect and analyze consumer data. •Build reports to showcase useful information about consumer behavior.•Turn data into strategy.

Write copy for the brands

Create detailed data reports

Collaborate with the team

Ultimately, every day looks different.

4 Confidential | AA-AS/MKC | 7/27/2015 | © Robert Bosch GmbH 2015. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.

 

Automotive Aftermarket

Intern presentation

Overview of Projects

46 news clips

4 videos

10 PowerPoints

43 Facebook posts5

releases/newsletters

24 emails

5

1 summer

Confidential | AA-AS/MKC | 7/27/2015 | © Robert Bosch GmbH 2015. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.

and counting…

 

Automotive Aftermarket

Amazon Market Research Discoveries:

Most our Amazon shoppers are technicians.

OTC 1533 Aluminum Racing Jack is most overlooked product; Powerzone 38044 preferred.

Outlined what leads each segment to a purchase.

6 Confidential | AA-AS/MKC | 7/27/2015 | © Robert Bosch GmbH 2015. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.

Intern presentation

 

Automotive Aftermarket

Actron Summer of DIY & Cash Out Your Cart Email

Open rate significantly above average at 42.07%.Click through rate significantly above average at 38.69%.

Social PostsTop post reached about 23,000 people.

Video

7 Confidential | AA-AS/MKC | 7/27/2015 | © Robert Bosch GmbH 2015. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.

Intern presentation

 

Automotive Aftermarket

OTC Technician Challenge and Diagnostics for Life Promotion:

Press release Managed online

schedule and registration page.

Email Open rate above

average at 25%. Social posts

Top post reached about 400,000 technicians.

8 Confidential | AA-AS/MKC | 7/27/2015 | © Robert Bosch GmbH 2015. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.

Intern presentation

 

Automotive Aftermarket

OTC Technician Challenge and Diagnostics for Life Result:

More than 500 technicians participated nationwide.

Highest tool registrations since software launch (30% increase).

Record high sales in June.

Positive feedback.

Finalist for 4 PR Daily Awards.

9 Confidential | AA-AS/MKC | 7/27/2015 | © Robert Bosch GmbH 2015. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.

Intern presentation

 

Automotive Aftermarket

Takeaways Skills

Market segmentation Enabling Ecommerce

through targeted marketing efforts.

HTML and CSS Creative directing video Marketing campaign Photoshop skills Writing for different

platforms. Viral marketing

10 Confidential | AA-AS/MKC | 7/27/2015 | © Robert Bosch GmbH 2015. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.

Overall Be Brave

Get out of your comfort zone.

Be Bold Step out and share.

Be BOSCH Innovate and create.

Intern presentation

 

Automotive Aftermarket

Future Plans

11 Confidential | AA-AS/MKC | 7/27/2015 | © Robert Bosch GmbH 2015. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.

Finish my degree at University of Michigan.

Learn skills and gain experience.

Set up for successful career in Marketing and PR.

Bosch prepared me for that by… providing opportunities to apply new skills.

Bosch prepared me for that by… showing me what success really looks like.

Intern presentation

Intern presentation  

Automotive Aftermarket

Thank you

12 Confidential | AA-AS/MKC | 7/27/2015 | © Robert Bosch GmbH 2015. All rights reserved, also regarding any disposal, exploitation, reproduction, editing, distribution, as well as in the event of applications for industrial property rights.

Don’t you forget about me!