Marketing Communication Plan
Lynelle Fowler
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
1
Executive Overview
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
MARKETING OBJECTIVES
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.
1.2
Communications Objectives
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
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
1
Executive Overview
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
MARKETING OBJECTIVES
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.
1.2
Communications Objectives
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