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Please open your envelopes and read the slip of paper inside…

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Presentation on theme: "Please open your envelopes and read the slip of paper inside…"— Presentation transcript:

1 Please open your envelopes and read the slip of paper inside…

2 CATALYST COMMUNICATIONS JORI BELL – ACCOUNT MANAGER JESSICA GRESSA – RESEARCH DIRECTOR ALICIA ABERCROMBIE – CREATIVE DIRECTOR ROBERT SIXSMITH – MEDIA DIRECTOR CHRISTINA JOHNSTON – PR AND PROMOTIONS DIRECTOR

3 SITUATION ANALYSIS TOYOTA’S HISTORY Established: August 28, Begin U.S. production 1997 Prius introduced as the world’s first mass-produced hybrid car 2008 Overtake GM as the world’s largest manufacturer of passenger vehicles Worldwide Prius sales top 1 million mark TODAY In the U.S., Toyota makes up 17.8% of the market share for car and automobile manufacturing

4 SITUATION ANALYSIS S.W.O.T. ANALYSIS Associations with dependability, long- lasting, reliability, environmentally-friendly Largest manufacturer of passenger vehicles Car design and family-oriented styling of the Highlander Hybrid Substitute for the mini-van or full size “gas guzzling” SUVs STRENGTHS Skepticism after recalls Many strong competitors in mid-size SUV market as well as hybrids, higher price Negative perception of foreign automobiles WEAKNESSES

5 SITUATION ANALYSIS S.W.O.T. ANALYSIS Next step in hybrid technology- SUV Next natural step up from owning Toyota Prius Car for the next phase of life Partnerships with environmental and safety agencies OPPORTUNITIES “The hybrid SUV” oxymoron Less expensive mid-size SUVs with better gas mileage Further recalls, lawsuits and legal implications Could be overshadowed by the Prius THREATS

6 CAMPAIGN STRATEGY CORE OBJECTIVES Create Understanding Create Interest Create Awareness

7 CAMPAIGN STRATEGY PRIMARY TARGET The Coopers - The Young Family on the Move Young, white-collar professionals, children at home Age: Net Income: >$100,000 Money managers, status but practicality in a vehicle

8 CAMPAIGN STRATEGY PRIMARY TARGET The Sanfords- The Older Family in Flux Middle-aged, white- collar execs, children moving away Age: Net Income: >$150,000 Money managers with ability to spend

9 CAMPAIGN STRATEGY POSITIONING Toyota began its integrated campaign for the Highlander in October “youthful” approach Catalyst Communications’ approach: -sophisticated, catered to the primary audiences

10 CREATIVE PLAN Building on existing positive associations with the Prius as an economical, stylish and eco-friendly vehicle, our creative strategy will position the Highlander Hybrid as the natural “Next Step” for our target markets TOYOTA HIGHLANDER HYBRID

11 CREATIVE PLAN TV SPOT

12 CREATIVE PLAN OTHER ADVERTISING

13 CREATIVE PLAN INTERACTIVE MEDIA

14 CREATIVE PLAN INTERACTIVE MEDIA

15 PUBLIC RELATIONS Public Opinion *Consumer trust is building -62% primary research: “Dependable, reliable, Quality” *Toyota continues to recover from the damage done, but other public issues have overshadowed the 2009 recalls -BP, Goldmann Sachs, etc. *Consumer trust is building -62% primary research: “Dependable, reliable, Quality” *Toyota continues to recover from the damage done, but other public issues have overshadowed the 2009 recalls -BP, Goldmann Sachs, etc.

16 PUBLIC RELATIONS Public Relations Events Super Bowl XLV “Party Circle” Tailgate Event -Highlander Super Bowl Ad Spot Highlander party circle -bets for half-time score, winners take Highlander home -fuel/airplane cost comparison to be published on website “Find your EV Mode” Nationwide Marathons New York San Francisco ChicagoSeattle

17 PUBLIC RELATIONS Promotions/Partnerships Girl Scouts $100 donations for undergraduate scholarship fund Box of cookies in every new Hybrid Top 5 active Girl Scouts contest Winning families featured on website “Track Your EV Mode” Mobile Application and web-tracker contest

18 MEDIA PLAN MEDIA STRATEGY Total Budget=$80,000,000 -awareness and interest -reach emphasized over frequency -combination of flighting and pulsing for six months -emphasize sports and travel genres - media and promotional events -media strategy based on Simmons Choices 3 data

19 SCHEDULING October 1, March 31, Flighting for the entire six months but we will pulse with non-impact media (newspapers, national/syndicated television) -Radio and newspaper in the morning -National, syndicated, and impact television in the evening MEDIA PLAN

20 SCHEDULING

21 MEDIA PLAN SCHEDULING

22 MEDIA PLAN REGIONAL EMPHASIS Four geographic regions: - West Coast - New England - Los Angeles Metropolitan - Chicago Metropolitan Eight spot cities and their suburbs: Seattle, Portland, San Francisco, Los Angeles, Denver, Chicago, New York City, Boston

23 MEDIA PLAN CONTINGENCY BUDGET Contingency budget: $1.5 million - three evaluations - focus groups, surveys, dealership questionnaires, social media, and sales figures - Critical for demonstrating campaign success and comparisons - research the use of non-traditional media such as theatres, airports, grocery stores, etc.

24 2011 HIGHLANDER HYBRID


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