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									      THE C ADILLAC DRIVE
           CAMPAIGN


Be Noticed.
                Prepared for:

              Dr. Elizabeth Blair
               Ohio University
              Athens, OH 45701


                                    Be Classy.
                 Prepared by:
              Jacee Boganwright
              Katelynn Coghlan

Be Envied.
                John DeJovine
                Erich Haunert
                John Johasky
                Brent Kander
                  Anna Rice
               Ohio University
              Athens, OH 45701




               March 16, 2005




        DRIVE CADILLAC.
                                                   Table of Contents
Executive Summary ..................................................................................................... iii

Introduction ....................................................................................................................4

Problem ..........................................................................................................................4

Objectives ......................................................................................................................5
   Communication Objectives ......................................................................................6
   Sales Objectives .......................................................................................................6

Target Market.................................................................................................................6

Budget ............................................................................................................................7
   Direct Mail ...............................................................................................................8
   Promotional Idea ......................................................................................................8
   Television Advertising .............................................................................................9
   Print Advertising ......................................................................................................9
   Sponsorships/Charities.............................................................................................9

Message........................................................................................................................10

Media ...........................................................................................................................10

Sales Promotions..........................................................................................................10
    Brochure .................................................................................................................11
    Sales Letter.............................................................................................................11
    “Ladies’ Night” ......................................................................................................12
    Evaluation ..............................................................................................................13

Trade Promotions ..........................................................................................................13

Television Advertising ..................................................................................................14
    SRX Advertisement ..............................................................................................16
    XLR Advertisement ..............................................................................................16

Print Advertising ...........................................................................................................17

P.O.P Displays ..............................................................................................................19
    Dealership Displays ..............................................................................................20

Grant/Charities ..............................................................................................................20
    Tsunami Relief ......................................................................................................21
    Ms. Foundation for Women ..................................................................................21
    Women in Business...............................................................................................21
     Road to Riches .....................................................................................................22

                                                                   ii                       Cadillac Drive Campaign
      Reasons ..................................................................................................................22

Sponsorships .................................................................................................................23
    USA Tennis League ..............................................................................................23
    Cadillac Cup..........................................................................................................23

Implementation/Evaluation ...........................................................................................23

Conclusion ....................................................................................................................24

Appendices ....................................................................................................................25

Notes .............................................................................................................................31




                                                                    iii                      Cadillac Drive Campaign
                                    Executive Summary

The purpose of this report is to introduce the Cadillac Drive marketing campaign. In order for
Cadillac to improve the image of their brand, new and innovative marketing strategies must be
found and implemented. In the past Cadillac was seen as a symbol of success. We want people
to again see having a Cadillac as a symbol of success and accomplishment. Cadillac needs to
find a way to show that their luxurious cars are symbol of achievement for all generations.


Problems with Cadillac’s Current Marketing

It has been determined that Cadillac has many problems with their current marketing strategies.
First of all, Cadillac has not made a transitional image that successfully changes the perception
that it is an “old person’s car.” Many people in the “baby boomer” generation see Cadillac as a
symbol of an older generation. Also, when examining the current advertisements for Cadillac we
did not see people utilized in the commercials. We believe that if Cadillac can successfully
integrate people into their advertisements that the psychological consequences of having a
Cadillac will become apparent. Lastly, only 13 percent of all the women who purchase
Cadillac’s are between the ages 35-45. Since we will be focusing on the “baby boomer”
generation, we want to specifically market to women in this age range in order to increase sales.


Implementation

In order to make this campaign a success many factors must be examined.
     A budget must be estimated to see where our money will be used and what factors are
       most important
     Direct marketing promotions are to be determined that will be successful in targeting our
       specific market.
     Television and print advertising will be used to reach a broad range of customers and
       specifically our target market through strategic placement
     Within each Cadillac dealership will be specific displays and arrangements to cater to our
       specific campaign and target market
     Sponsorships will be determined by deciding what issues are important to our target
       market
     We will evaluate our campaign to determine it’s effectiveness


Reasons

We believe that Cadillac has the potential to gain ground in the luxury car class. With new and
innovative advertising and promotion Cadillac can again be seen as a symbol of success and
accomplishment.

                      Be noticed. Be classy. Be envied. Drive Cadillac.


                                               iv               Cadillac Drive Campaign
                                    Introduction

       84 percent of women affect the final buying decision of purchasing automobiles.1

More and more in this day and age, women are becoming leaders; leaders at home;

leaders at work; leaders in their everyday life. They are taking the wheel and forcing

companies to take on a new image.

       Integrated marketing communications can be seen throughout our campaign,

focusing on the idea of women taking charge, feeling a sense of empowerment. All of our

promotions, advertisements, and sponsorships come back to the central theme of female

strength and class. We believe that the Cadillac Drive marketing campaign will be

successful in reaching a new target market and will also increase brand awareness to all

luxury car class customers. Be Noticed. Be Classy. Be Envied. Drive Cadillac.


                                    The Problem

       The first and main problem we found with Cadillac was the female to male ratio.

In the luxury car class, Cadillac has the lowest female to male ratio by more than 10

percent.2 84 percent of all women affect the buying decisions when purchasing an

automobile, therefore it is very important that Cadillac focus their attention on women.3

       In the past, Cadillac has targeted men with most of their advertising campaigns.

Advertisements such as, the “Under5” ads which are airing right now show no benefit to

a women. Due to the fact that women are proving to be great leaders and successful

corporate workers, Cadillac needs to develop a campaign that focus’s their attention on

women. The numbers don’t lie, women demand attention and it is about time Cadillac

gives it to them.



                                            4                    Cadillac Drive Campaign
       The second problem we found with Cadillac’s advertisement is that they do not

effectively show a psychological consequence of purchasing a Cadillac. Cadillac needs

to ask themselves the question, why does owning a Cadillac make the owner feel good?

Their ads do not promote the features, advantages, and benefits that owning a Cadillac

give you. When it comes to buying a car you must show why it is beneficial to own that

specific car. Show people driving in real life situations that people can relate to on a

personal basis. The advertisement that Cadillac airs of the “dancing cars” shows no

people or real life situations what so ever. It is hard to relate to why people might want to

own a Cadillac after seeing this advertisement.

       Lastly, Cadillac’s brand image is a big problem. It does not appear that the

Cadillac campaign has the right target audience. Cadillac has not successfully made the

transition from being perceived as an “old person’s car,” to showing that they are a car

that can also appeal to people in the “baby boomer” generation. Although the Cadillac is

seen as a symbol of success, it still seems that this image is only seen by people in the

“Silent” generation. The company needs to show the benefits and luxury of a Cadillac

and transition this image of success to a younger generation.


                   Cadillac Drive Campaign Objectives
       The Drive Campaign has come up with both communication objectives and sales

objectives that will first increase awareness of the brand and then increase sales as well.

By fulfilling our communications objectives of improving the image of Cadillac and

increasing awareness of the brand, we will then increase sales among women ages 35-45.




                                              5                    Cadillac Drive Campaign
Communication Objectives

       Our main communication objective is to improve the brand image and brand

awareness for Cadillac using integrated marketing communications. Using the Cadillac

Drive campaign, our goal is to establish Cadillac as a great car for “baby boomer” women

consumers. Our campaign will focus on the personality traits that every woman strives to

be, classy, sexy, sophisticated, etcetera.


Sales Objectives

       In addition to increasing awareness and enhancing the brand image, we have

specific sales objectives in mind. After putting this campaign into action, our goal is to

increase market share by 7 percent among women ages 35-45 within a one year period.

Also, we would like to increase sales by 10 percent during the campaign and 4.5 percent

in residual sales after the campaign.

       By increasing the knowledge of the Cadillac brand, receiving feedback from test

drives, and using our promotional tools, we believe that all of our objectives will be met.

We will re-establish Cadillac as the Symbol of Success.


                                     The Target Market
       The target market we decided on for our campaign is women ages 35-45. We

decided on this target market because at this current time, only 13 percent of all the

women who purchase Cadillac’s are between the ages 35-45.4 This demographic is

extremely severe and we feel Cadillac needs focus on and improve this statistic. We will

focus on both fast moving corporate women and on homemakers with an average annual

household income of $140,000 or above.



                                             6                    Cadillac Drive Campaign
         There are two reasons why we decided on working women as well as

homemakers. First, we feel that we should not narrow to one or the other of these two

categories of women because both types of women play a large roll in the decision make

process of their life, whether it is based on personal aspirations or the aspirations of her

and her family. Secondly, only 15 percent of the Cadillac buyers have 2 or more

children.5 We can really emphasize the fact that the SRX is a family oriented car. The

SUV has become the new “mini van” so by marketing the Cadillac SRX to working

mothers we can reach a new target market that has not been a “staple” in past campaigns.


                                          The Budget

         We recommend that Cadillac use a bottom-up budgeting method when deciding

how to allocate funds for promotions and advertising. The bottom-up budgeting method

emphasizes the setting of realistic objectives and activities needed to achieve objectives,

followed by the allocation of money that covers the cost of these activities. We feel that

this method, as opposed to the top down budgeting method where there is an arbitrary

allocation of company funds toward advertising, will put emphasis on the importance of

advertising. Cadillac must first determine how much advertising and promotions they

plan to be using then determine how much money it will cost to accomplish all marketing

goals.




                                              7                    Cadillac Drive Campaign
       After deciding to use a bottom-up budgeting method, we analyzed all of our

promotional ideas and decided on a level of importance for each one. We decided that

the budget should be proportionally split up in terms of the importance of each. We

decided to allocate company funds toward:

              5% Direct Mailing
              30% Promotional Idea (Ladies’ Night)
              35% T.V. Advertising
              20% Print Advertising
              10% Sponsorships/Charities

Dividing up money in this manner will allow for Cadillac to spend promotional money

very efficiently, and also allow for a very good reach/waste ratio.


Direct Mail (5 percent allocation)

       After determining what components would be contained in our direct mail

package we decided that it would only cost about 5 percent of our budget to cover the

expenses of this section of the campaign. We feel that with a sales letter, brochure, and

reply card our direct mail will be simple yet effective enough to accomplish its goal.


Promotional Idea (30 percent allocation)

       We decided to put a substantial amount of our budget into our promotional idea of

Ladies’ Night. We believe that although it may not reach as many people as Television

advertising it is an effective direct marketing attempt to reach our specific target market.

The promotional idea is a cocktail party exclusively for 1000 ladies (and a guest) who

come to test drive a Cadillac. We believe that by hosting these cocktail parties across the

United States we will reach a portion of our target market directly and show them that we




                                              8                    Cadillac Drive Campaign
appreciate their business and they are important to us. More about this promotional idea

will be describe later.


Television Advertising (35 percent allocation)

        Television advertising is always important in a campaign. It reaches a significant

amount of people and is relatively easy to implement. However, it can also be quite

expensive to advertise. This is why we allocated 35 percent of our budget to television

advertising. We plan to advertise on many television stations on both network channels

and cable channels. We believe that by choosing specific stations and television shows

we will be able to effectively utilize television advertising.


Print Advertising (20 percent allocation)

        We believe that our print advertising will be effective in marketing our campaign

to women between the ages of 35 and 45. Therefore we decided to put a moderate

amount of our budget into print advertising. The 20 percent of our budget used for print

advertising will be utilized in many specific women’s magazines. These will be

described in detail later.


Sponsorships/Charities (10 percent allocation)

        Although it can be tough to measure the effectiveness of sponsorships we felt that

they were still important to the success of our campaign. We have allocated 10 percent

of our budget specifically for sponsorship ventures. We will use this money to donate to

women’s charities and organizations as well as hold specific events through Cadillac to

promote the Drive Campaign.




                                              9                  Cadillac Drive Campaign
                                    The Message

We believe the most important benefit of driving a Cadillac is the feeling of class
and sophistication that a woman feels when she turns the key in the ignition and
drives her radiant Cadillac through the streets of her town. It’s not about driving
the car; it’s about how you feel when you drive the car. We want each woman
who drives a Cadillac to feel noticed, envied, and classy.


       The message our campaign wishes to convey is, everything a woman desires to

be, can be found in a Cadillac. Focusing on the idea that a woman expresses her qualities

through the car she drives. We focus on words and phrases to almost demand that a

woman contain these qualities. Our entire campaign focuses on the phrases, “Be

noticed.”, “Be classy.”, “Be envied.” etcetera. The use of small and to the point

sentences will make the advertisements easy to read and understand and will get a point

across in a dramatic way. We demand that each women, be noticed, be classy, be envied,

and DRIVE CADILLAC.


             The Media for the Cadillac Drive Campaign
       The Drive Campaign reflects an organized and in depth integrated marketing

campaign. All of the media used will reflect the message explained above. It contains

well thought out components that will reach our target market successfully. We will

utilize all aspects of advertising communications including, sales and trade promotions,

television advertising, print advertising, point of purchase displays, and sponsorships.


                                 Sales Promotions
       Sales promotions of a product can be one of the most important parts of a

marketing plan. People like to think of themselves as valued customers who are


                                            10                    Cadillac Drive Campaign
important to the company. By sending mail packages addressed specifically to one of our

valued customers we show them that their patronage is important to us. Therefore, the

use of direct mail packets can be very beneficial to the success of a marketing plan of a

company.

       The Cadillac Drive campaign direct mail package was simple yet effective. It

includes a sales letter as well a brochure presenting the specific cars we are targeting in

this campaign. Finally, it included a special “R.S.V.P card” (see Appendix A). This is

what we decided would be used as our reply card. Further explanation of this component

of the direct mail package will be explained later.


The Brochure

       The goal of our brochure is to increase the brand awareness of The SRX and XLR

to women (see Appendix A). We feel that these two car models appeal the most to

women. In the brochure, we will show the important components of each car. Also, in

the brochure we will include our motto words again, “Be Noticed.”, “Be Envied.”, and

“Be Classy”. We want this brochure to be visually appealing to a female audience. Also,

it will stand out so that the receiver wants to read more then just the front cover.


The Sales Letter

       The goal of the sales letter used in the Drive Campaign was to get women to come

to a dealership and test drive a Cadillac (see Appendix A). It was sent to women only

who fit the profile that was described at the beginning of this report; also it was only sent

to women living in or near a large city. Each woman who came to a dealership to test

drive a Cadillac would receive a complementary gift of her choice. Staying with the




                                             11                    Cadillac Drive Campaign
theme of “Be noticed.”, “Be envied.”, and “Be classy.” we decided to offer each lady her

choice of a classy perfume sample, a luxurious bubble bath sampler, or a shimmer-filled

lotion. We felt that these are all items that the classy, sophisticated women would use on

a daily or weekly basis and would appreciate receiving as a gift.

       Although every women who came to the dealership to test drive a Cadillac would

receive a free gift, the first 1000 women who came to test drive a Cadillac would also

receive an invitation to the exclusive Cadillac event, Ladies’ Night (see Appendix A).


“Ladies’ Night”

       The promotional event of Ladies’ Night is a large part of the Drive Campaign.

These events would be held near large cities. We decided that we would test the success

of the event in New York and Los Angeles then move on to other large cities such as

Atlanta and Chicago after we determine how effective this promotion is.

       Ladies’ Night would be a “red carpet event” exclusively for the first 1000 women

who test drive a Cadillac after receiving their direct mail package. Each woman would

get to also bring a guest. We want all the guests to feel like celebrities as this event. We

want them to feel classy, envied, and stylish.

       Each woman who brought the special “R.S.V.P” card to “Ladies Night” would

receive designer gift bag filled with complementary gift cards as well as designer soaps

and make-up. This would be a very expensive gift bag; it would be presented in a

designer purse. We wanted this to be something like what celebrities might receive at a

Grammy or Oscar party. The “R.S.V.P” card would also enter the recipient into the

drawing for a free Cadillac (see Appendix A).




                                             12                     Cadillac Drive Campaign
       The goal of “Ladies Night” is to show our women customers how important they

are to us. We want them to believe that we see them as the celebrities. They are an

important component to the success of Cadillac just as celebrities are important to the

success of movies and television.


Evaluation of the Direct Mail Package/ Sales Promotion

       The way we plan to evaluate the success or failure of this promotion is by

recording how many women come to the dealership to test drive a Cadillac. We also

want to record how long it takes for Cadillac to make it to the goal of 1000 women to

attend “Ladies’ Night”. As stated earlier we will begin in New York and Los Angeles. If

the goal of 1000 women who will be attending “Ladies’ Night” takes longer then 90 days

to fill the promotion will be reviewed for the effectiveness.

       Following the Ladies’ Night event, each woman who attended will be contacted.

We will ask her questions about her opinions of the night. Also, we will ask her

questions such as:

      Do you have a higher respect for the Cadillac brand after coming to this event?
      Does this change your thoughts on purchasing a Cadillac vehicle?
      Do you feel that you are an important customer to Cadillac?

   The Ladies’ Night sales promotion is unique to the Drive Campaign. We feel it has

the potential to be a success and also bring more women customers to Cadillac.


                                    Trade Promotions
       Trade promotions are used more frequently now then they ever have been in the

past. With the power being transferred to the hands of the seller instead of the

manufacturer, there is more incentive to keep retailers selling your product. Cadillac



                                             13                  Cadillac Drive Campaign
must use trade promotions to keep sales up and to give dealerships incentives to continue

to sell their cars.

        Cadillac needs to generate some competition among employees in an effort to

increase sales. A promotion for the dealerships could be to have a contest yearly in

which the winner would get free membership to the local Country Club. This would

create an incentive to be the top salesperson at their dealership.

        We also feel that Cadillac needs to increase the number of women salespeople.

We spoke to women about how they feel when they go to buy a car. Many women said

that they feel “talked down to” and also that they are pressured into buying a car by

salesmen. Women might feel more comfortable if they spoke to a woman and may be

able to relate better to her opinions and judgments about a specific car. This will increase

the effectiveness of a sales pitch.

        We must make the career of being a car salesperson more appealing to women.

By creating incentives for working at a Cadillac dealership we can make the career more

appealing to women. Some ways we have determined are to provide a company car, give

promotional allowances to women salespeople, and a complementary spa treatment when

joining the workforce.


                                  Television Advertising
        Television advertising will allow Cadillac to reach millions of people across the

nation, especially women in our target market. With 35 percent of our budget being

utilized in television advertising, we researched many popular television networks for

women and decided which ones would be best for advertising. Cadillac will still

advertise during primetime on major networks such as ABC, NBC, and CBS. We


                                             14                      Cadillac Drive Campaign
researched specific television shows on these network stations that have a high viewing

audience. By airing Cadillac commercials at least once per episode on these shows, we

will better reach our target market. The most popular television shows that we feel have

a high women audience are:

              Dr. Phil
              Oprah
              West Wing
              The Bachelor
              ER
              With out a Trace
              CSI
              American Idol

       By airing even one Cadillac ad per episode on each of these shows the target

women market will be provided with a much better awareness of Cadillac’s product.6

       We will also air advertisements on stations that women specifically watch. To

enable the Drive Campaign to better reach women in our target market a number of

television networks were selected for advertising. After doing some research, we found

that women very frequently watch:7

           E!
           Lifetime
           Oxygen
           We
           HGTV
           TLC
       Advertising on these television networks will increase awareness for Cadillac

among the target women market.

       We will spend a majority of this money to air the two different television

advertisements we created for our campaign.




                                           15                   Cadillac Drive Campaign
Cadillac SRX Commercial

       Our first commercial will feature the Cadillac SRX, their mid-size SUV. We

decided to focus this advertisement on working mothers. The ad relates the chaos that

mothers experience at home and at work. We want to relate the working mother’s time

driving her Cadillac as a time to get away from the chaos and enjoy “her time.” The ad

relates the SRX to a sanctuary for the working mother (see Appendix B).

       The ad begins with a women getting ready to leave work. She notices one of her

co-workers (who she is superior to) goofing off at his desk, playing a computer game.

The man jumps, surprised to see her, and very respectfully wishes her a good night. As

she leaves the office she puts on her sunglasses, symbolizing a relaxed atmosphere. Then

she enters her Cadillac SRX and begins to drive home. Her time in the Cadillac features

tranquil music and the overall feeling of relaxation for the hard working mother. When

she finally gets home, she pulls up to her respectable home and into the driveway. She

then enters her house and puts her sunglasses down on a table. Simultaneously to this,

she steps on a toy that omits a squeaky sound. Then she looks up and sees the kids

horsing around and the house in shambles. The kids notice that mom is home and stop

horsing around. This shows that our mother is respected both at the office and at home.

The commercial concludes with a black screen that says “Be Respected”, and then

transitions to “Drive Cadillac.”


Cadillac XLR Commercial

       Our second commercial focuses on the Cadillac XLR, a stylish convertible. We

decided to focus this commercial on women in the business world. The commercial




                                           16                   Cadillac Drive Campaign
relates the women to her car. It shows that the XLR and the woman both have traits that

women aspire to possess (see Appendix B).

       The ad begins with the women getting ready to leave work. She stands up and

begins to walk out of the office. This scene shows a woman with classy style. Then a

black screen comes in that says “Look classy.” Then we cut back to the women who

pulls out here phone and begins to talk business. The black screen comes back and says

“Talk sophisticated.” The next scene shows the women’s sexy strut. The black screen

appears and it reads “Walk sexy.” The next scene shows a male associate who very

respectfully wishes her a pleasant evening. The black screen then comes up with the

phrase “Be respected.” Then her journey out of work has finally ended and the woman

gets into her convertible and pulls out of work. The black screen comes back one last

time and the word “drive” appears. Then next to drive the words, “Classy”,

“Sophisticated”, “Sexy”, and “Respected” fade in and out one after another. Lastly the

word “Cadillac” comes strong and to the point.


                                Print Advertising
       When trying to come up with ideas for our Cadillac print advertisements, we kept

in mind that no matter what they would need to stick to our integrated marketing

communications plan. Since the magazine ads are a moderate proportion of our budget, it

was also important for us to get them seen by our target audience of “baby boomer”

women, ages 35 to 45. We were also trying to focus on the classy, professional woman

along with the classy, working mother. To reach these women we planned to put our

print ads in magazines such as; Redbook Magazine, Good Housekeeping, Shape, and O.




                                            17                 Cadillac Drive Campaign
We decided to focus on these magazines after finding a list of the top women’s

magazines in the United States.8

       Our print advertising was based on adjectives that personify a woman’s

aspirations as well as bring a sense of humanity to the Cadillac collection. Everything a

woman desires to be can be found in a Cadillac is the message we are trying to send.

       For our first ad we focused on the classy, sophisticated, working woman (see

Appendix C). We decided to use a split page approach so that we could compare the

traits of the Cadillac and the traits of the woman as clearly as possible, and also to make

the message clear to anyone who saw the ad.

       In this ad we were using the phrase “Be classy.” On one side of the split page

advertisement, there is a classy woman looking into the window of a high-end retailer at a

gorgeous dress outfit with the words “Be classy.” displayed under it. In the other side of

the ad, we have pictured the same woman looking into the window of a Cadillac

showroom with the words “Drive Cadillac.” displayed underneath.

       The underlying assumption of this ad is that Cadillac is a classy car. The word

“classy” was chosen because we think that the characteristic of class is something that a

lot of women aspire to achieve.

       The second ad, a split page ad also, was based around the phrase “Be envied.”(see

Appendix C) In this ad we used a woman walking down a red carpet with people taking

her picture from all directions. The words under this side were “Be envied.” In the other

half of the page we had a Cadillac driving down a red carpet and people taking its picture

from every direction also. On the bottom of this side, the words read “Drive Cadillac”.

The idea of the red carpet also tied in with our promotions idea, so we though that it was




                                             18                   Cadillac Drive Campaign
very appropriate. This advertisement sticks with the same overall theme we had going

throughout our campaign. The underlying assumption is that you will be envied by all

when you drive a Cadillac.

       Our third and final print advertisement we decided to do a little bit different than

the other two (see Appendix C). The idea of the ad remained the same, but the layout and

style are the elements that we decided to change. Instead of being a split page ad, we

made this one a whole page ad with just one image. The ad shows a picture of a woman

sitting on the hood of her Cadillac with a slogan that reads “Drive something as beautiful

as you”. Then, at the bottom of the advertisement it reads “Be noticed. Drive Cadillac.”

The last line on the page ties in with the rest of our ads by giving the car and the woman a

characteristic that most women want to be. The assumption here is that if you drive a

Cadillac, people will notice you.

       Overall, our print advertisements were tied in tightly with the rest of our Drive

Campaign. The concept to keep everything related throughout all of our promotions and

advertisements is very important, and our print ads were not left out.


                     Point-of-Purchase (POP) Displays
       Keeping all aspects of the Drive campaign integrated is imperative. One aspect

that is most important to this integration is our point of purchase displays. These displays

are going to be more focused around the experience of driving a Cadillac rather than

selling a car to a buyer. We are going to use different materials to showcase this

experience and make it feel real for the customer.




                                             19                   Cadillac Drive Campaign
The Dealership Displays

       The first Point of Purchase display is going to be our welcoming mats. They are

going to be all black and in white writing they are going to say “Be Classy” or “Be

Envied” or “Be Noticed.” They will be very noticeable (see Appendix D).

       We will also redecorate the lobby of the showroom also. This will include large

velvet draperies surrounding the cars as well as large diamonds and jewels surrounding it.

All signs and information booths will be colored gold with jewel encrusted frames.

Within walkways we will lay red carpets as well.

       The main focus and concentration of our point of purchase displays is to show the

image that Cadillac is a sophisticated, classy brand. It’s not about driving the car; it’s

about how you feel when you drive the car. We want the customer to feel this way as

soon as they step into the showroom. We want to create an environment where the

customer feels special and has fun in making their purchasing decision.

       We are also going to have the salesmen treat the customers in the same light.

They are going to escort the customer to their prospected cars and open doors for them,

basically treating them as if they were empowered citizens, like celebrities.


                           Grant/ Charity Donations
       Donating to grants and charities can be very beneficial to a company. It shows

the customers of your product that you care about the community and that they are also

important to the success of you company. Many people feel very strongly about charities

and non-profit organizations. Cadillac can gain the respect of their prospective buyers by

showing that they want to help the community. We have chosen charities that we feel the

women in our target market have a vested interest in. Most are focused on women in


                                             20                    Cadillac Drive Campaign
business and women equality. We have also decided to help with the tsunami relief

movement.


Cadillac Tsunami Relief

       During a set time period of half a year, with each Cadillac purchased, five dollars

will go to the Tsunami Relief. Although the tsunami occurred several months ago,

countries are still in desperate need of money to help start over again. It is important for

Cadillac to support this cause. Many organizations have helped tsunami victims through

this hard time. We feel that Cadillac should contribute to this disaster. (See Appendix E

for an example of an ad informing Cadillac customers of this program).


Ms. Foundation for Women

       This foundation assist’s women’s self help organizations that effect and pursue

changes in public consciousness, law, philanthropy and social policy. It gives donations

to these organizations in hope of making the world a better place for all with a specific

focus on women’s equality.

       Since we are focusing our campaign on women and emphasizing their strengths,

we want to donate to non-profit organizations that are trying to empower women across

the globe in a variety of different ventures. We feel that women will be impressed by this

contribution and it will show that Cadillac has a vested interest in the success of women.


Women in Business Grant

       This grant is provided by a non-profit organization, Women’s Finance Fund. It

gives grants to women who want to start a business or grow a business they already own.

It encourages women to go for their dreams and try to start a new business.



                                             21                    Cadillac Drive Campaign
          A large part of our target market is business women. By donating to the women

in business grant we will be helping an organization that gives grants to women who are

interested in business. The prospective customers of Cadillac in our target market are

now successful business women, but they might have had a humble beginning, struggling

to be a success. We feel that by donating to this grant we will be encouraging the success

of women in business.


Cadillac “Roads to Riches” Business Grant

          The “Roads to Riches” grant is a contest put on solely by Cadillac in association

with the Drive Campaign. Women entrepreneurs will be required to submit a business

plan detailing their dream business. After all the plans are reviewed a certain number of

women will be interviewed by a panel to discuss the business they have in mind. The

woman who present the plan with the largest potential to succeed and amount of

creativity will be rewarded a grant to help finance the start up of her company.


Reasoning for Charities Chosen

          We believe that all of the charities we have decided to donate to reflect

organizations that women in our target market support and respect. They want to see

these non-profit organizations be successful. By donating to these organizations can earn

respect from women. It will increase the positive brand image that Cadillac needs to

obtain.




                                               22                   Cadillac Drive Campaign
                                   Sponsorships
       When deciding on an event that our campaign was going to sponsor we began to

think of different sporting events that a woman in our target market might attend or be

interested in. We decided that the USA League Tennis Association would be a

sponsorship that our target market would be interested in.


USA League Tennis

       This year US Tennis is celebrating its 25th year anniversary. This offers a perfect

opportunity for Cadillac sponsorship. Last year, the USA League Tennis division had

500,000 participants in our target market.9 From April through September, adults

compete in hope to make it to the championship in which 3400 compete.10 Cadillac will

sponsor matches across the country and the National Championship in September. It is a

very concentrated group of women who will have direct contact with the sponsorship.


Cadillac Cup

       Cadillac will host a tennis cup for pro’s and those involved in USTA league tennis

(see Appendix E). It will be held in August. All proceeds from this event will go to the

Ms. Foundation and Roads to Riches Grant.


       Implementation and Evaluation of the Cadillac Drive
                          Campaign

We will utilize many components to determine the effectiveness of the Drive Campaign.
  1. Monitor sales from the beginning of the campaign and also shortly after the
      campaign to monitor any residual sales.
  2. Through determining the effectiveness of our sales promotions, which were
      described earlier.
  3. Conduct telephone surveys to the women who came to test drive a Cadillac after
      receiving the direct mail package.


                                            23                   Cadillac Drive Campaign
   4. Conduct telephone surveys after two months of the campaign to determine if we
      have increased brand awareness through our advertising.
   5. Monitor the ages of new Cadillac buyers to determine if we have successfully
      raised the amount of “baby boomer” buyers.


                                       Conclusion
       The Drive Campaign focuses on female empowerment. We want women to see

that all the personality traits that she strives to be can be personified through the car she

drives. Through our integrated marketing campaign, we hope to show the image of class

and sophistication. It’s not about driving the car its how you feel when you drive the car.

Feel classy. Feel noticed. Feel envied. Drive Cadillac. Feel it and be it.


                                    Be Classy

                                  Be Noticed

                                   Be Envied

                       Drive Cadillac.




                                              24                    Cadillac Drive Campaign
Appendix A: Sales Promotions




             25           Cadillac Drive Campaign
Appendix B: Television Advertising




                26            Cadillac Drive Campaign
Appendix C: Print Advertising




             27            Cadillac Drive Campaign
Appendix D: Point of Purchase Displays




                  28           Cadillac Drive Campaign
Appendix E: Sponsorship and Charities




                 29            Cadillac Drive Campaign
Appendix F: Brainstorming Advertisements




                   30           Cadillac Drive Campaign
                                          Notes
1
 http://www.ma.mbe.doe.gov/pol/buscase.ppt#268,28,Woman%20purchase%20or%20most%20greatly%2
0influence%20the%20purchase%20of%20what%20percentage%20of%20the%20following?
2
   The Rebirth of Cadillac: Symbol of Success for the 21 st Century, Undergraduate Case Study
3
  http://www.ma.mbe.doe.gov/pol/buscase.ppt#268,28,Woman%20purchase%20or%20most%20greatly%20
influence%20the%20purchase%20of%20what%20percentage%20of%20the%20following?
4
   ibid
5
   ibid
6
   Source: http://allyourtv.com/latestratings/index.php?m=20050209
7
   http://www.turnoffyourtv.com/programsratings/tvstupid04/tvstupid.html
8
   Topten.com, www.toptenlinks.com/Society/Women/Magazines/index.shtml
9
   USTA Adult Tennis League, http://www.usta.com/adultsseniors/home.sps?iType=959
10
    Ibid




                                             31                   Cadillac Drive Campaign

								
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