The energy of creating truth
strategy for GM
Europe brands and
promotion in 2010
М ос к в а, 2010
PR strategy objectives map
Business aim Business capitalization growth
Capitalization of reputation growth. Creating a favorable information field for GM Europe’s
Communication aim business tasks successful solution and promotion of its brands.
Communication objectives Communication Objectives
•Leverage chain of new product launches to reinforce GM •Ensure brand presence in key Russian media (central and
brands’ strong position in Russian market. Reinforce local regional)
events management activities. •Provide high quality media relations to gain bigger
•Underline brand pillars - Bold & Dynamic design; coverage, enlarge amount of positive articles, create pool of
Versatility & Innovation; Driving excitement; Premium loyal press
appeal; Unrivalled Flexibility; Affordable technology;
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Negative publications analysis
Динамика негативных публикаций в общем информационном
The dynamics of negative publications in the company’s Динамика публикаций о компании GM в the company’s
The dynamics of publications concerning контексте ее
поле компании GM в 2009 году
information field in 2009 взаимоотношений с профсоюзами в in 2009
relationship with professional units2009 году
424 427 75
336 333 54
300 259 50
255 231 40
200 144 28
134 24 24
100 68 54 61 50 9 10 11
39 36 32 30 8
23 27 4 5
2 1 3
янв февр март апр май июнь июль авг сент окт ноя дек янв февр март апр май июнь июль авг сент окт ноя дек
всего негатив всего негатив
In 2009 there were three information peeks in GM’s overall information field – April (424 publications, among them
some concerning GM’s probable bankruptcy, restructuring of business and layoffs), June (571 publications, some
concerning GM bankruptcy, factories’ shutdown ) and November (427 publications , some concerning decline to
sell Opel, conflicts with unions, staff layoffs).
The dynamics of negative publications about GM concerning its conflicts with professional units demonstrates two
peeks – February (23 publications) and November (52 publications).
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SWOT-analysis of key shareholders and
target audiences profiles
GM WORLDWIDE &
CONSUMERS STAFF DEALERS
GM Europe is a great place to
A profitable partner, a market-
work for. A strong team of A strong business, providing
High recognition of GM and its brands leader. On the whole, a stable
Strong and a stable attitude to the overall
professionals, many of which
relationship. The company’s
workplaces and stimulation
points have successfully been working consumer activity. A reliable tax-
brand – Time-proven reliability. impressive background and
for many years along side a payer.
young energetic staff.
News about GM’s bankruptcy and
Weak readiness to sell its brands led to
Distressing corporate climate, lack The crisis has seriously effected Negative attitude because of the
points of loyalty from middle and lower the dealers. There is no certainty reaction to crisis and taken
uncertainty about the company’s
class workers. in a stable partnership. measures, possible bankruptcy.
Increasing sales (by bringing about Establishing a corporate culture,
the idea that the financial crisis is over employee-development, increase Improving these relations, moving
Improving dealer-relations, co-
Opportunities into consumers’ minds). in their knowledge and skills. on after the crisis, providing new
Improving consumer loyalty to the Developing the image of a great- work places, stable tax payments.
brand. to-work-for company.
Decrease in purchase requirement
Hazards and overall consumer activity.
Decrease in staff motivation due Dealers going out of business In the Lack of government support,
to decrease in sales. complex economic environment possible GM worldwide problems.
Customers switching to other brands.
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“Unfavorable media coverage of our activity can lead to consequences very damaging
2010 hazards to the reputation” - Goldman Sachs annual report
In GM’s case, media is prone to actively reflecting the activity of GM headquarters.
2010 strong 2010 weak
Constant reflection of GM
High recognition of GM and
headquarters’ activity in the
its brands and a stable
attitude towards the them.
2010 Management of both external and internal communication is likely to lower the
opportunities possible risks of GM Europe. A flexible management style and readiness to interact
with staff, along with GM’s “young energy” will become effective key messages for
communication activities with all target audiences.
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The company’s strategic image
GM manages reputation risks
GM Europe – effectively
Is an energetic, young,
open company with a
clear brand EMOTIONS
«GM’s young energy»
«A dialog with company staff.
Grow together with GM»
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GM manages reputation risks effectively
The company is moving on past the crisis. A clear effective business strategy and fast
reaction to the changing market will enable the company to manage its brands. GM will
symbolize the «renaissance» of automotive industry.
KEY MESSAGES: TOOLS:
GM is the leader on the market and a Regular informing of business, social and
successful manager of its brands. political and also specialized media about
The leading position was achieved with the the introduced innovations, transactions
help of many people (the staff). and other improvements.
Sensible decisions make business more
An information campaign aimed at
demonstrating the competence of the
effective. company’s managers, executives and
The Client’s comfort is the key decision specialists..
making factor. Taking part in professional conferences,
The company has retained flexibility in raising important issues for discussion,
management regardless the size of initiating round table talks about doing
business. business in times of crisis.
Perception of GM as a successful company, well-suited to the
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GM’s young energy
GM stands for positive energy. The energy of youth, drive and innovation.
It’s romance, break-through and emotions.
KEY MESSAGES: TOOLS:
GM holds BTL and cross-marketing activities to
GM is made up of young people,
promote the brands’ main advantages.
reviving the automotive industry.
GM takes active part in the sporting events of cities
where it is present.
GM is the rush you get from GM carries out programs aimed at boosting clients’
enjoying life and owing a car. loyalty.
GM takes part in and initiates mass events in the
GM is an energetic company. regions.
GM is top of mind for the majority of Russia’s population.
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GM: a dialogue with workers
Young, active, ambitious people work for GM. The company is willing to establish a
dialogue with these important people.
KEY MESSAGES: TOOLS:
Training GM management to handle crisis situations. Work
GM’s success is brought with professional units to prevent conflicts.
about by people, not Forming a special agreement committee consisting of
business units. representatives of the company’s management,
professional unions and representatives of regulatory
The company’s staff has no organizations.
concerns about their
An effective system for interacting with workers, based on a
The company provides Managing change – creating a system of information
opportunities for further cascading for the workers.
education, growth and Internal communications: Intranet, corporate newspaper,
career development. leaflets and flyers.
Conducting corporate events.
GM is perceived as an employer, who listens to and hears its
employees. It a place to work and develop in.
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Developing the information field
Developing the information field: federal level
Generating news pretexts in line with the chosen positioning and securing press
to help reach overall Carrying out PR events to promote the GM brand;
business goals Producing and distributing the basic media-materials (press-kit);
Daily work with leading journalists, stimulating interest to GM and its brands;
developing commenting activity by offering new topics and perspectives;
Getting the key messages through by securing presence in regular overviews,
articles and analytical materials;
Media monitoring and monthly press-clipping reports. Monthly analysis if the
Developing the information field: regional level
Collecting and generating news pretexts, building up a map of all potential pretexts
Aim: and strategically planning the regional PR activity;
to help manage the
information field in Carrying out PR events to promote the GM brand;
the regions more Working to maximize the effect of news pretexts, preparing news releases and
effectively controlling coverage in the media;
Training regional PR managers to handle crisis situations most effectively.
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Person Functions and duties % of
Andrey Lapshov, INSIDERS president Overall supervision of the project 15%
Maria Vorozhtsova, Head of Corporate and Project implementation 90%
Marketing Communication Department
Marina Shepirova, account manager Managing the account 100%
Kate Sukhotina, Head of Event Department Event marketing 20 – 100%
Artеm Lazaev, Head of Special Projects Department Strategic analysis 30 - 60%
Aleksey Badyl, analyst Media monitoring and analysis 60%
Svetlana Barsukova, copywriter Writing texts and all necessary 80%
Sergey Avakyan-Rzhevsky, Head of Media Relations Media Relations 50%
Elena Krupkina, media relations manager Media Relations 80%
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The energy of creating truth
Tender assignment Opel Meriva
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Mega Meriva Promotion
Task: introducing the renewed Opel Meriva.
Date – April 2010
Place – MEGA Shopping Centre (Chimki, Tyopliy Stan)
Target audience – consumers, specifics – family-oriented people
Branded Opel Meriva is set in a special place (if
allowed – in the parking lot). The animator
holds a contest – whoever manages to fit
more things into Opel Meriva wins presents
from MEGA and Opel! Customers find out
about the event from fliers handed out in the
12 cars are needed for the promotion. Things for
the contest will be provided by MEGA. The
contest is held once in an hour, for four
Media: wide range of media – general interest,
life style, on line, youth.
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Meriva – high standards
Task: Attracting the attention of media and target audiences to the renewed
Solution: Opel Meriva will become the first civil family car to successfully
land, after being released form a flying plane. The event will be
dedicated to the 65th anniversary of WWII Victory. Cameras will be
installed and a stunt-pilot will be commenting the landing from inside the
car. After the landing, technicians will free the car and the pilot will drive
towards media representatives.
Key message: On earth or in the sky – Opel Meriva sets the highest
standards and has no equals in its class.
Media: specialized, general interest, life style, on line, youth.
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Moving to the country for the summer with the
help of Opel Meriva
create an emotional tie: Meriva – family – rest and fun
demonstrate the car’s capacity
Date – April - May 2010
Place – Moscow, Opel dealer centers
Target audience – Opel customers (both actual and
Solution: all potential clients who visit Opel centers in
Moscow in April will be offered to fill out a survey and
take part in the contest “Moving to the country with
Opel Meriva”. Such a survey can also be filled out on
Opel’s official web-site. The last question in the survey
will be a creative task. A 100 most creative finalists will
be chosen. The main prize will be an Opel Meriva for
the weekend (May holidays) to move the things to the
country house for the summer.
Media: general interest, life style, on line
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Week-end around the “Gold Ring”
Task: establish an association of Opel Merica with holidays and travelin
Date – May-June 2010
Place– Moscow, the cities of the Gold Ring
Target audience – potential Opel buyers, families
Solution: The contest “Your journey with Meriva” will be announced on Opel’s official
website and on dealers’ websites. Meriva owners will be asked to plan their trip
around Russia’s famous Gold Ring. Those 9 who will suggest most interesting and
detailed route descriptions will be the winners.
10 cars will set out on the “journey”– 9 cars with the winners (probably with their families,
children) and 1 wish supporting staff – a manager from Opel, a manager form
Insiders, a mechanic and a guide.
The duration of the tour – 4 days/3 nights, travelling distance – 2000 km. The group
will set put from Moscow, stopping at the most picturesque places. The private guide
will tell the participants about the architecture, monuments, monasteries and
churches. The group will spend the nights in hotels along the way.
Approximate route: Moscow – Sergiev-Posad – Pereslavl-Zalessky – Rostov –
Yaroslavl – Kostroma – Suzdal – Vladimir – Moscow.
Media: federal, on line, regional and travel
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The energy of creating truth
Promotion of GM in the regions
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Sochi-2010: Olympic Eco Road-Show
Modern technologies, a developed infrastructure and
the ability to move fast around the globe are no doubt
the achievement and merit of our civilization.
But since recently, the humanity has started giving more
thought to nature and ecology, the simple things that
have led us to become what we are today. GM is going
to clearly state and show the necessity of taking care of
the world around us.
GM will organize an eco-tour to the Imperetin Valley. It is
well-known that the Valley has suffered greatly in the
process of the city’s preparation for the Olympics – very
rare box-trees were cut down because of the officials’
and builders’ mistakes. GM is going to use Opel cars to
bring and plant young box-trees and other rare types of
trees in the Imperetin Valley.
Media: federal and regional media, life style, youth and
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GM is a company for young, active people that has a unique creative
energy. It is essential for GM not only to make comfortable, eco-friendly
cars, but also to pass on its energy to other people. For that purpose GM
will in some cities carry out a unique project called non-Olympic games.
This project will let drivers experience the real pleasure from state-
Out-door activities for consumers, open for participation to all car-
The participants will be able to take part in the following activities:
Figure driving (like figure skating) (fast, thorough driving aimed at
following the marking on the road )
Parallel slalom (speed driving in winding lines)
Trial (overcoming artificial obstacles)
The event is mainly announced via internet (on the official website and in social media). A notice
is published in the local media, controlled be the authorities.
Posters, promoting the event, are hung in Universities and driving schools.
To register as a participant, people need to send the registration form to the organizers via email.
GM makes an arrangement with the city’s administration to hold a car holiday
The administration provides a suitable area for the event
All the preparation is made beforehand – obstacles are installed and roads are marked in a
The judges are made up of GM representatives, driving instructors and automotive industry
Media: regional, on-line, youth, specialized, life style
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State-of-art-cars in Russian cities
GM is bringing about a new epoch in car production, the epoch is to be
known as Renaissance of the automotive world. This epoch will be
distinguished for its young fresh perspective on cars and the technologies of
producing them, also on their exterior and “filling”. GM will demonstrate that
making cars can be a real art.
An out-door event for all those car owners who love and would love to
show off their cars:
In the course of the event the judges will choose:
The best aerographic
The most original tuning
The most powerful sound system
GM makes an arrangement with the city’s administration to hold a car
holiday in the city’s central square
The administration provides a suitable area for the event
The judges are made up of GM representatives, designers and technitians
Media: regional media, local specialized, design, life-style
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The energy of creating truth
PR suggestions for GM brands
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Opel Astra in Russia’s most prominent
Task: Attracting the attention of target audiences to the renewed model.
Date – late April 2010
Place– Moscow’s biggest Universities– MGU (MSU), RUDN (PFUR), MISiS
Solution: The new Opel Astras are parked in special places near the Universities.
Leaflets are spread among students notifying them of the cars main features,
Opel center addresses and about the test-drives held on Universities’ grounds.
The first test drive will be held on May 17 in Vorobyovi Hills near MSU.
Everyone can sign p for the test-drive after showing their driving license.
Media – specialized, general interest, life style, on line, youth.
Similar promotions will be
held in Universities in
Russia’s big cities: St
Yekaterinburg ( USU),
That means that all main
regions will be covered.
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Press-tour: start of Opel Astra local
Stimulating loyalty of the target audience (media) to the improved model of
Increasing consumer demand
Conveying the brand’s key messages (German quality,safety, dynamics)
Spreading news and press-releases about the new improved Opel Astra
Notifying the journalists of the press-tour and inviting them to join in a creative
Organizing a press-tour for key-media representatives to the GM factory news
Estimated result: the press tour will provide an opportunity to demonstrate to the
media the innovative technologies used in the production of Opel Astra, to tell
them in detain about the new standards and so on and as a result increase the
level of trust of the target audience to the brand. In turn, the medias favorable
disposition will be beneficial in stimulating the consumers’ interest. Besides, the
press-tour will assist us in conveying not just the brand’s but the company’s key
messages effectively (GM’s improved financial state). The press-tour is very
likely to result in a sufficient number of positive publications.
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Speed has a name – Opel Astra ST
Task: To demonstrate the key features of Opel Astra Sports version . To
highlight appeal of the car’s image to the youth.
Date – late October 2010
Place – Khodynskoe field
Target audience – young people, students, young professionals
Solution: A show/test-drive together with popular young celebrities (singer
Timaty, reality-show star Victoria Lopyreva, etc ). As additional
entertainment, street racing can be organized. Taking into consideration
the date – announcements can be spread through on line media and in
Universities. The event will no doubt attract many spectators (from the
target audience) and as a result it will also attract the attention of the
Key message: Speed has a name – Astra ST.
Media: on-line, life style, youth
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MIMS 2010: Beauty overcoming
The main idea of the event is to demonstrate the upcoming
epoch of Renaissance in the automotive industry after
the global economic crisis. It is going to be a new era
for the automotive market, a new rise of intellectual
thought and innovative bold design. People are
becoming Godlike in their ability to create perfection.
Vision: young “Gods” with athletic bodies, glowing with
energy and strength and symbolizing the time of
Renaissance with its cult of perfect form and shape
Solution: 4 young men, symbolizing famous ancient
sculptures – Venus de Milo, David, Apollo, Hercules -
standing on pedestals next to the GM stand. Each has
a part of a car model. Every 15-20 minutes, music
(lounge, ambient or music of prominent composers of
that time) starts playing and they step down from their
pedestals, put the model together and freeze for a
couple of minutes, then go back to their places. The
actions is repeated every 15-20 minutes.
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Оpel Meriva on MIMS 2010
Description: Opel Meriva is the perfect car,
worthy of Olympic Gods
Visualisation: Opel Meriva is set on columns
about 2,5 meters above the ground. It is being
held up by mighty Atlases statues. The bottom
of the car is painted to represent a woman’s
body. For example the body of Venus de Milo
as a classic example of beauty and perfection.
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Grown up toy – Cadillac SRX
Task: To introduce to the target audiences the renewed version of the car.
Cadillac SRX is the master of the city and an expensive must-have toy in a
worthy man’s collection.
Solution: For the purpose of securing the image of the car as the master,
conqueror of the city it is suggested to organize a road show along one of
Moscow’s circle roads (Moscow Circle Road, the Boulevard Ring, the
Garden Ring, another option – the Circle Road in St Petersburg)
Traffic jams, traffic lights, curbs – nothing can stop that car. Expensive looking
interior and functional advantages let us speak about the expensive “grown-
up toy” status for successful young men. This idea can be further developed
in using radio-controlled helicopters that will follow the cars during the road-
Key message: A toy in your hands.
Media: life-style, on-line, luxury
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New Escalade Hybrid – a part of nature
Task: To introduce the new Escalade Hybrid. Position the car as a nature-
friendly beast, tamed by people
Solution: A more eco-friendly version of one of the most brutal outlanders in the
world can be introduces during an eco tour to one of the Russia's best wild-
life preserves. Almost noiseless engine work combined with preserved
might, will enable owners to enjoy nature without harming it, thanks to
reduced emissions. To emphasize this image of a nature-conscious brand
we suggest “adopting” and sponsoring a rare animal from the wild-life
preserve. We believe an aurochs would be a good symbol and a mnemonic
for this type of car. The aurochs would also receive a new name –
Key message: A part of nature.
Media: life style, on-line
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The energy of creating truth
Corporate events for GM staff
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Event objectives and framework
Organizing a corporate event
increasing the workers’ motivation
Establishing team spirit among the staff
Guests: company workers together
with their spouses and kids
Number of guests – TBC
Date – summer 2010
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Rainbow Energy Day. Team Building
GM is a young and energetic company, full of bright ideas and striving for
perfection. People are the companies most treasured asset. They are active,
creative, unique and very diverse. But only when they are together they form the
perfect GM palette – the rainbow.
An out-door event
Participants are divided into teams. The goal of each team is to paint GM’s
Each team gets a 1х1 meter canvas and brushes
It’s not that simple – to get the paint to create with, the participants will have to
go through a series of contests and teambuilding activities
Each team will be supported by a professional artist
In the end the best picture will be chosen and the victorious teams will get
bright original creative presents.
Later on the pictures will be connected into one the professional artists will
paint a big GM logo across the. The logo will unite the pictures which will still be
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The energy of creating truth
Thank you for your time!
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