Integrated Marketing Communications Plan for General Motors GM&U College Discount Program Copyright 2010. Gatton Student Research Publication. Volume 2, Number 1.Gatton College of Business & Economics, University of Kentucky
This plan outlines communications tactics that will be utilized to raise awareness of the GM&U college discount program. The GM&U program will turn around the target audience’s less than favorable opinion of General Motors. GM will address these issues through television advertising, internet advertising on the target audience’s most visited websites, promotions on large college campuses and experiential marketing. These integrated marketing communications will be used to achieve the marketing and communications objectives of this plan as well as address some of the issues and challenges surrounding implementation and success of the GM&U college discount program. 1.1
Scope of this Integrated Marketing Communications Plan
This plan outlines the communications objectives, strategies, and tactics required for a successful execution of integrated marketing. Additionally, this plan provides the framework for product launch communications activities. 1.1.1
i. Ultimately, we want to increase the purchase of new vehicles by college students and recent graduates. We would like for 500,000 students/recent graduates to utilize this discount program by the end of year 2. ii. Increase market share to 20% by the end of year 2 by utilizing marketing, promotions and advertising laid out in this plan.
Make 20% of the target audience aware of this program by the end of the first year of implementation. Secondly we want to increase click‐throughs by 30% on the website by year 1. We want to increase the number of new accounts created on the GM&U website by 40% by the end of year 2. We want to increase our target market’s visits to dealerships by 15% by the end of year 1.
Issues and Challenges
The target audience sought is known to be the hardest to reach. College students are not easy to pin down with marketing. GM will have to be very creative and innovative in order to communicate effectively with the target market. This group seems to be impenetrable to many marketing attempts.
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SWOT (Strengths, Weaknesses, Opportunities, Threats)
Strengths: This program is great because GM is already an established brand. They have been in this business for a long time, so they will be able to overcome most obstacles that are thrown their way. They make a quality product that people have always and most likely will always want to buy. A great strength of this program is that it will create a long‐time customer for GM. If students buy a car with this company at a young age, they are much more likely to purchase their next vehicle from the same company. GM is an American company and many people want to purchase American‐made products right now, so that will definitely help with the implementation of this program. Weaknesses: This program’s great weakness is that it only applies to new vehicles. Because the economy is the way that it is, most people are not buying new vehicles, they are buying used. GM has also faced a lot of public scrutiny lately because of the government bailout and the general attitude that American made vehicles are of lower quality than foreign vehicles. GM will have to work internally to change the opinions people have formed about them. Opportunities: This program is the first of its kind among American automobile manufacturers. This give GM a great advantage because they are on the cutting edge when this discount program catches on with other companies. ...