Cadillac

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Cadillac

• Maureen Bickford
• National Advertising Manager
• January 23, 2008

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Our Mission

• Reignite the Love Affair with Cadillac.
• Target young-at-heart, affluent, import-oriented
  consumers
• Interrupt the busy life of luxury buyers in the
  right places at the right time
• Connect with the target audience using the right
  tone, look and feel
• Change the misperceptions of our brand
• Give permission to luxury buyers that its okay
  to drive a Cadillac

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Marketing Goals
Increase Conquest Rates
Decrease Median Age
Improve Key Image Measures
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Target Mindset Perpetual Strivers

• Life isnt just the end result. Life is the
  journey.

Alpha Move Ups
Alpha Moms
Alphas
Driven, self-determined and self-directed.
Success is a result of their action, attention to
detail and willingness to make sacrifices to
achieve the greater goal. Challenge is greeted as
opportunity. They are constantly striving,
regardless of their level of success or the
score.
Choices across brands reflect their individuality
and willingness to take risks to achieve the
right kind of rewards. They gain social currency
with the things they are interested in.
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The Cadillac Marketing Touch-points
INFLUENCER PROGRAMS
TEST DRIVES
OUTDOOR
DIGITAL SOCIAL NETWORKING
TV
BEST OF THE BEST ENTERTAINMENTGOLDEN
GLOBESSUPER BOWLOSCARS
PROMOTIONS
FILM FESTIVALS
PRINT
ON-LINE ADVERTISING CADILLAC.COM
RADIO
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mycadillacstory.com
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mycadillacstory.com Videos
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Cadillac Digital Strategymycadillacstory.com
The Vision

• Develop Content/
• Seek Storytellers

Joan Jett, Travis Barker Dana Buchman Jay
Leno Wynton Marsalis
Determine Distribution Network
Sustain Plan and Encourage Growth
Google
Invite Consumers to Generate content By telling
their stories
Provide an Interactive space where consumers can
emotionally engage with Cadillac, ultimately
creating a stronger, wider network of advocates
for the brand.
TV Tags, Print Ads, On-Line Media Banners, CRM
Develop Marketing Plan
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mycadillacstory.com
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Cadillac / You Tube Branded Channel
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The best Cadillac stories are lived and shared.
Share yours at mycadillacstory.com
Thank you.