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Client objectives Promote awareness of a new full service Chevrolet

dealership coming to Lakeland.

Deliver a fresh and innovative marketing campaign to our target market which will generate excitement about the new ownership.

Enhance Chevrolet’s Lakeland location credibility and reputation through association with the new Regal ownership.

Subtle disassociation with the previous ownership through active promotion of the new ownership.

Understand and compliment Regal Chevrolet’s current marketing initiatives for promoting the new location.

SMART COMM objectivesWork together as a cohesive unit

Use budget wisely to achieve goals and objectives

Find sponsors to help promote the Regal Chevrolet location

Identify events most attended by target market for promotion opportunities

Ensure all team members get valuable experience for future endeavors

Target Market• Florida Southern College, undergraduate,

fulltime, daytime students

• 2,185 full-time undergraduate students

• Students from 41 different states and 31 different countries

• Majority of target market between 18 and 22 years old

• 50 different academic and pre-professional programs.

RESEARCH

SWOT Analysis

Strengths:• Location of dealership• Chevrolet’s brand

recognition• Regal’s state-of-the-art

service facility• Regal’s community brand

recognition• Family-oriented, low-

pressure atmosphereWeaknesses:• Association with previous

Chevrolet Dealership still exists

• Slow opening may have frustrated potential customers

Opportunities:• Economy recovering• Connect with customers

through service department first

• Strong association with other Regal locations

• Increase Facebook utilization to connect with customers

Threats:• New car dealerships are

highly competitive, must be able to differentiate

• Availability of attractive lending sources

Do you know that there is a Chevrolet Dealership in Lakeland, FL?

Yes54%

No46%

Have you heard of Regal Automotive or Regal car dealerships?

Yes65%

No35%

Do you know that Regal Automotive has recently opened a Chevrolet Dealership in Lakeland, FL?

Yes28%

No72%

Do you know where it is located?

Yes50%

No50%

Radio NewspaperFamily/

Friends

TV Commercia

l

Internet

PreviousCustom

er

Campus

Other

How did you hear about Regal Chevrolet?

What is most important to you when selecting a car dealership?

Regal Chevrolet is within 1 mile of Florida Southern College. How likely would you be to go there to get your car serviced?

Would you consider purchasing a Chevrolet vehicle?

How likely would you be to get your car serviced at an authorized new car dealership?

Do you know that Regal Automotive has recently opened a new Chevrolet Dealership in Lakeland?

TotalYes No

Have you heard of Regal Automotive or Regal Car Dealerships?

Yes 148 224 372

No 13 187 200

Total 161 411 572

Have you heard of Regal Automotive or Regal Car Dealerships? * Do you know that Regal Automotive has recently opened a new Chevrolet Dealership in Lakeland?

•25% are aware of this relationship•Make the connection of Regal to the Chevrolet Dealership

IMPLEMENTATION

Campaign SloganMaking Connections…

Evolved from◦Client’s desire to connect to

customers and community◦Market research indicates that the

Regal Brand needs a stronger connection to the Chevrolet dealership

◦Awareness is all about a connection!

Campaign StrategyAchieve client’s goals and objectives within the

campaign.

Engage students through familiar organizations that encourage students to connect with Florida Southern College and the community.

Create awareness of new location throughout campus events and by hosting an event on-site.

Connect all events to the Casino Royale final event to generate anticipation and excitement

Collect BRCs at all events, in exchange for Chevy Bucks that will be used at our Casino Royale event

Campaign ActivitiesOctober

29th Connect with

Friends MOC-

squerade: Hosted by

International Student

Organization. Costume Contest

Prize and Chevy Bucks

November 3rd

Connect with the Sunrise Free Donuts:Tables will be

set up outside of Tutu’s Café

and the Terrace Café

providing free donuts for students

and flyer distribution

November 5th

Connect with FSCSouthern’s

Got Talent: Enter the

show with a skit or

performance providing the

students awareness.

Use promotion

tools

Campaign ActivitiesNovember

6th Connect with

FamilyFSC Amazing

Race:Set a table providing water for students and their parents at

the bandshell.

November 9th

Connect with Athletics

FSC vs. Rollins

Volleyball Game:

Provide with a half-time serving

challenge.Set a table

with information regarding

Regal Chevrolet.

November 11th

Connect with Regal

ChevroletCasino Royale:

Invite students from campus

to main event.Provide

entertainment: Blackjack,

Poker, Roulette , live music,

refreshment, prizes.

AdvertisingFacebook PageT-shirtsKooziesDirect mail into students

mailboxesBannersChalk Art

T-shirt

Public RelationsRaise money through donations and our

sponsors

Personalized invitations and thank you letters

Send press releases to local newspapers

Creating a Facebook group

Invitations to our final event in student mail boxes

Receive interest of at least 60% of the companies solicited for a sponsorship or donations

BUDGET

SMART COMM Budget

•SMART COMM will be fully utilizing our $2,000 budget•Additional funds and donations from potential sponsors

• As of now, the estimated value added to our campaign is about $3,500

Budget Allocations

35%

65%

Cost Vs Value

Cost

Value

•Total cost for the campaign is $1,900•Estimated value of the campaign is $5,400

Budget Allocations

2% 2%

16%

77%

4%Research

Public Re-lations

Advertising

Campaign Implementa-tion Reporting

Smart comm experience

excellence