Project Acceleration: The Subaru Impreza Collegiate Challenge

1
Project Acceleration The Subaru Impreza
Collegiate Challenge

• Alpha Dog Marketing Strategies
• Anderson School of Management
• University of New Mexico

2
Subaru Objectives

• Promote Subaru brands and products within the
  target market as a desirable present and future
  purchase consideration choice.
• Identify and measure Generation Y attitudes about
  vehicles and how they fit into their lives
• Generate creative marketing strategies for the
  Subaru Impreza product line, appealing to the
  target market

3
Subaru Objectives

• Develop a plan to engage the target audience and
  invite them to be a part of a brand dialogue
  utilizing the Internet and other interactive
  communications.
• Generate positive media coverage for your
  university, your class and the relationship with
  Subaru.

4
Alpha Dog Marketing Objectives

• To increase awareness of Subaru by 10 among the
  target market at UNM
• To generate 1 million gross impressions
• To create an added value of 5,000 to our
  campaign

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Research
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Research Objectives

• Track the target markets attitudes and
  perceptions towards Subaru
• Assess the target markets perceptions of the
  Subaru brand and willingness to consider Subaru
  as a choice when they are ready to purchase a
  vehicle
• Measure the success of our marketing campaign by
  analyzing the data acquired prior to and after
  the campaign

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Primary Research Questions

• What sources do students use to obtain
  information about vehicles? What sources are
  most influential to this target market?
• What features/attributes are most important to
  students when they compare alternative options
  for a vehicle to purchase?
• What is the overall impression that students have
  of Subaru and what is their awareness/interest in
  the Subaru Impreza line of vehicles?

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Campus Intercept Survey Methodology

• Campus Intercept Surveys
• Time/area matrix used to garner representative
  sample
• Pre-campaign intercept survey conducted 09/10 to
  09/18
• Post-campaign intercept survey conducted 11/05 to
  11/13
• Pre-campaign yielded 239 eligible surveys
  Post-campaign yielded 291 eligible surveys

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Focus Group Methodology

• Both were video and audio taped
• Pre-campaign focus group held 9/26 at GSM, 7
  participants
• Post-campaign focus group held 11/14 at ASM, 8
  participants

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Pre-Campaign Research Used in Campaign

• Activities enjoyed by Generation Y
• Impressions about Subaru brand
• Source of media favored for information gathering
• Types of advertisements that Generation Y
  notices, remembers and enjoys

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Campus Event Impacton Impreza Awareness
Pre-Campaign
Post-Campaign
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Pre-CampaignImpressions of Subaru
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Post-CampaignImpressions of Subaru
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56 Increase in Subaru Impreza Awareness!
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Public Relations
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Public Relations Objectives

• Communicate with media outlets to create
  relationships
• Obtain publication in different media outlets

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Strategies

• Drafted press releases
• Distributed to newspaper, TV stations, campus
  publications
• Developed Media Kit
• Selected distribution to 6 media outlets based on
  levels of interest
• Communicate to the public through the internet
• Created MySpace and Facebook accounts
• Posted press releases and event announcements

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Albuquerque Journal

• Jessica Kunkle was interviewed by a staff writer
  at Albuquerque Journal
• Article was published on October 18
• Students Draft Ad Campaign - Anderson Class
  Developing Marketing Strategy for Subaru
• 400,200 total impressions
• The article was then posted on www.businessweek.co
  m
• Number of impressions added value
  undeterminable

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Albuquerque Journal
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Albuquerque Tribune

• Article Marketing Cubs published December 3
• Total impressions 37,407

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Newspaper Media Value

• Albuquerque Journal article measured 31.25
  column-inches on two pages
• Column-inch rate in Business Outlook section is
  70/column-inch
• Total value of 2,187.50
• Albuquerque Tribune article measured 114
  column-inches on three pages
• Column-inch rate is 38.80/column-inch
• Total value of 4,423.20

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Daily Lobo

• Notice of event published in Lobo Life event
  calendar on October 31
• Created 31,500 impressions
• Announcement was 1 column-inch
• Column-inch rate is 14.50/column-inch
• Total value of 14.50

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Daily Lobo
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Anderson Bulletin

• Announcements published on
• October 29 November 5
• Each publication resulted in 2,350 impressions
• 4,700 total impressions

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Anderson BulletinOctober 29th
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Anderson BulletinNovember 5th
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KRQE Channel 13

• KRQE 5AM morning newscast includes Behind the
  Headlines segment
• Regularly invites the Editor in Chief of the
  Albuquerque Tribune, Phill Casaus
• Brief coverage of agencys project aired November
  28
• Total of 14,200 impressions
• Coverage in Behind the Headlines segment was 30
  seconds
• Rate of 100/30 seconds
• Creating 100.00 value

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Internet Public Relations

• Created MySpace.com and Facebook.com accounts for
  the agency
• Posted press releases
• RacingSouthwest.com
• FiveZeroFive.com
• Posted notice of events
• Experience Subaru event
• YouTube video contest

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Gross Impressions
Total 550,724
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Cost vs. Added Value
Total Added Value 6,725
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Donations and Prizes

• Donors

• Dions Pizza
• Sandia Casino
• Albuquerque Tents
• Subway
• Two Wheel Drive, Inc.
• Red Bull
• Urban Academy
• Dead Mens Den
• Garcia Subaru
• Big 5 Sporting Goods
• Marthas Body Bueno

• Total Donations 6,500 (Estimate)

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Advertising
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Advertising Objective

• Our primary objective was to increase awareness
  and change impressions of the Subaru brand. We
  wanted to showcase attributes of the Subaru
  Impreza line that would appeal to our target
  market, Generation Y.
• Style, Adventure, and Excitement
• Slogan
• Experience Subaru.

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Advertising Mediums

• Print
• Interactive Media
• Support Media
• Out of Home

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Print Media

• Daily Lobo
• Display Ads
• Classified Ads

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Interactive Media

• YouTube Channel www.youtube.com/experiencesubaru
• Mini Event Videos
• YouTube Video Contestuser-generated vidoes

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Support Media

• T-Shirts
• Pens
• Whiteboards
• Tattoos
• Frisbees

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Out of Home

• Flyers for contest and main event
• Chalking
• Banners

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Gross Impressions
Total 2,411,469
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Cost vs. Added Value
Total Added Value 3,316
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Campaign Implementation
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Experience Subaru
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Campaign Implementation Objectives

• Butts in Seats
• Participant Interaction
• Motivate and excite participants to interact with
  the new line of Subaru Imprezas

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Strategies

• Each car had a theme
• Style Impreza 2.5i
• Excitement Impreza WRX
• Adventure Impreza Outback Sport
• Activities which required people to get into the
  vehicles that incorporated the themes

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Tactics

• Date
• Tuesday Oct. 30th and Wednesday 31st
• Time
• 9am-3pm
• Location
• Yale Plaza

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Frisbee Event

• Want the full Subaru EXPERIENCE?...Come To Yale
  Plaza Tuesday and Wednesday from 9am-3pm or check
  out http//www.youtube.com/experiencesubaru.

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Experience ExcitementImpreza WRX
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Experience StyleImpreza 2.5i
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Experience AdventureImpreza Outback Sport
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Su-Bear-Ru Mascot
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Opt-In Card Table
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Financial Analysis
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Cost vs. Value
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Return on Investment
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Total Gross Impressions
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Conclusion

• Alpha Dog Marketing Strategies has met and
  exceeded the goals

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Recommendations

• Make the Subaru Impreza line clearer to target
  market or focus on specific models
• Focus on the Internet as a valuable resource to
  communicate with Generation Y
• Focus advertising and events around activities
  enjoyed by target market
• Provide Generation Y with alternative places of
  interacting with vehicles, other than at
  dealerships

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Questions and Comments