Executive Summary

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                                         Table of Contents
Executive Summary .................................................................................... 3
Introduction ............................................................................................... 5
  Statement of Purpose ...................................................................................................... 5
  Positioning Statement ..................................................................................................... 5
  Definition of Target Market............................................................................................. 5
Situation Analysis ....................................................................................... 7
  Internal Factors ............................................................................................................... 7
  External Factors............................................................................................................... 9
  Competitive Analysis ..................................................................................................... 12
Research Findings .................................................................................... 15
  Pre-event Research........................................................................................................ 15
  Post-event Research ...................................................................................................... 18
  Research Conclusion: Next Steps..................................................................................20
Communications Objectives...................................................................... 27
Budget Determination and Allocation ....................................................... 27
Creative Strategy.......................................................................................30
Media Strategy .......................................................................................... 34
  Regional Publications .................................................................................................... 35
  Social Online Networks ................................................................................................. 36
  Outdoor Support Media ................................................................................................ 37
  College Newspapers....................................................................................................... 37
  Local Radio Stations ...................................................................................................... 39
  Public Relations / Publicity ...........................................................................................40
  Event Marketing ............................................................................................................42
  Local Event Sponsorships ............................................................................................. 45
Measuring Effectiveness ........................................................................... 47
Appendices ............................................................................................... 49
  Appendix A: Research ...................................................................................................49
  Appendix B: Creative .....................................................................................................60
  Appendix C: Media Schedule ........................................................................................66
Endnotes................................................................................................... 67
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Executive Summary
One Voice Marketing was commissioned by Honda through EdVenture partners to help
develop an Integrated Marketing Communications plan for the marketing of the FIT--a
new vehicle set for release in spring of 2006. This plan was specifically designed to
target college students in San Diego County.

It was the intent of this project to:
       Determine an effective market position and message strategies to communicate
       the unique selling attributes of the Honda FIT to the predetermined college
       target market in San Diego County
       Inform students of Honda Financial Services as a viable source for financing the
       FIT.
       Develop a complete Integrated Marketing Communications plan that will
       increase awareness of, familiarity with, and purchase consideration of the Honda
       FIT with in the college student market in San Diego County.
       Develop tools for measuring the effectiveness of proposed campaign.

The creative campaign was developed through extensive award winning primary
research conducted by San Diego State University’s graduate students and was coupled
by conclusive primary research conducted on the San Diego State University campus by
student marketing agencies One Voice Marketing and Pappas & Partners. Our primary
research, in the form of self-administered surveys, was collected to determine current
levels of awareness, interest, trial, evaluation, and adoption of the Honda FIT. Based
upon this research, communications objectives, aimed largely at increasing awareness of
the vehicle were developed.

From our research we were able to uncover that our target market was particularly
concerned with safety, fuel efficiency, and styling. These key points were incorporated in
the creative of our campaign message and our advertising. We also discovered some
underlying themes as far as what our target market found to be intrusive marketing and
ways to relate to them through different non-traditional marketing methods.

Research and the development of communications objectives led to the creation of our
positioning statement. We believe the positioning statement should send a message of
“quality and reliability Honda is know for in a lower-priced more modern vehicle.”
Under the umbrella slogan “It Fits”, message strategies were created to highlight specific
aspects of the Honda FIT that were particularly important to the target market,
including:

      “It fits your stuff”
      “It fits your friends”
      “It fits your lifestyle”

In terms of budget allocation, $100,000 was allocated to implement an Integrated
Marketing Communications plan to the college market in San Diego County. This
                                                                                          4
budget is to be used for general advertising of the FIT, to create awareness and drive
potential consumers to the fit.honda.com website, as well as on campus promotional
events called the “Honda FIT Block Party.”

The campaign message “It fits” is one that is as versatile as the Honda FIT itself. The
campaign is designed to reach our core target market through grassroots/viral
promotional marketing efforts. The Integrated Marketing plan outlined in this
document uses the following media vehicles and promotions:

       On campus promotional events called the “Honda FIT Block Party”
       College campus newspaper advertisements
       Press releases in both print and electronic broadcast news media
       On campus outdoor banner advertising
       Banner advertisements on community/socially networked websites
       Advertising in local print publications
       Advertising on local radio stations

One of the most important steps in an Integrated Marketing Communications plan is
measuring the effectiveness of the campaign. We have given specific guidelines for the
evaluation of our promotional events, sales staff, internet marketing as well as public
relations.
                                                                                           5
Introduction
Honda entered the United States vehicle market selling motorcycles in 1959. Forty-
seven years later, this automotive power house has truly diversified its portfolio. They
are now a major player in not only the United States motorcycle market, but they are a
“top manufacturer of …power equipment, ATV’s, generators, marine engines, and of
course, automobiles.”1 Innovation, a reputation for quality and the development of a
strong brand name have helped this company propel itself to one of the top positions in
the United States import vehicle market. In 2006, the Honda Civic and the Honda
Ridgeline won both Motortrend’s car and truck of the year, respectively. This feat has
never been accomplished by another vehicle manufacturer.

Entering the 21st century Honda has re-branded itself using the slogan “The Power of
Dreams.” This slogan is intended to communicate “Honda’s commitment to help
customers reach their aspirations.”2 Traditionally, Honda has been known in the United
States for being somewhat of a conservative company. They are breaking out of this
mold with the introduction of the FIT to the American auto market in the spring of
2006. This sleek, sporty vehicle has been a tremendous success in both the European
and Japanese markets. Honda hopes to replicate their overseas success on American
soil.

One Voice Marketing was commissioned by Honda through EdVenture Partners to help
develop an Integrated Marketing Communications plan for the marketing of the FIT to
the college market in San Diego County.


Statement of Purpose

Develop a complete Integrated Marketing Communications plan with objectives to
increase awareness of, familiarity with, and purchase consideration of the Honda FIT
within the college student market in San Diego County.


Positioning Statement

“The quality and reliability Honda is known for, delivered in a lower-priced more
modern vehicle.”



Definition of Target Market

At the onset of this project, One Voice Marketing was given a clearly defined target
market by Honda through EdVenture Partners. Honda has designated a marketing
effort target towards both males and females equally, who are college students, and who
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fit into one of three broad categories: the Deal Seeker, the Mainstreamer and the Non-
Conformist. The Non-Conformist can also be defined as a person with a “Metro-Funky”
personality. We were to focus most of our efforts towards the “Non-Conformist” person
“within Gen Y.”3

When conducting the initial survey it was apparent that defining “Metro-Funky”
personalities are not a quantitative process. Personality traits are not as concrete of a
demographic as race or gender. For this reason, the definition of our target market has
been expanded. The altered definition is based upon our initial survey results. After
conducting the initial research, it was apparent a broader target market would more
effectively support the development of an IMC plan. The target market is defined as
follows:

          “Both males and females, who are currently attending college in San Diego
          County with an annual income less than 30k per year and are considering
          buying a new vehicle in the next 2 years.”

Through the Honda Financial Services Graduate Program, recent college graduates are
able to finance a new vehicle. The key requirement for qualifying for this program is that
the applicant must “graduate with a master’s, bachelor’s, or associate’s degree from a
U.S. accredited college or registered nursing school.”4 Honda implements this program
efficiently and the integration of this program, supported by the Honda Financial
Services logo on all of our campaign materials will be a great asset to the program.
Leveraging this program increases the popularity and attractiveness of the FIT. Because
the promotion of Honda Financial Services is such a large portion of our campaign,
identifying our target market based on “attending college” rather than age gives us a
broader market yet still offers a strong buy-in.
                                                                                              7
Situation Analysis

Internal Factors

Strengths
Over the years, Honda has developed a sturdy brand name based on quality, efficiency
and reliability. Their strong brand image will hopefully transcend into the branding of
their new car the FIT. The FIT is "already one of Honda's hottest selling models in Asia
and Europe"5


Honda’s Brand Image

Honda made a smart move when it decided to market the FIT under the Honda brand.
Despite Toyota's success in individually branding the SCION and BMW’s similar
approach with the MINI, there are some downfalls to this tactic. It is much more
expensive to create a new brand than to extend an existing one. Honda is a well-
established name in the auto industry, and for them to leverage their powerful name and
image when branding a new vehicle is logical and efficient. Below are some instances of
how Honda has used this strategy in the past:

       Honda decides to change advertisements in 2001. Sales of new Honda cars rose
       47% from 66,981 units in 2002, before Wieden + Kennedy's first major TV
       advertising campaign appeared, to 98,500 in 2005.
       Dealership environment needs to show humble image to relate to Honda’s
       image.6
       Nissan and Cadillac are two brands that struggled in the ’90s because they lost
       the essential ingredient that distinguishes American Honda from the many
       automotive brands—a sense of purpose. Honda has an unwavering vision of why
       it exists and what its purpose is.”7

"The 2007 FIT provides a new entry point into Honda for consumers considering an
attractive and efficient small car," said John Mendel, senior vice president of American
Honda. "The large interior adapts to people or cargo like no other car in its class. It
comes standard-equipped with advanced safety technology, and follows in the tradition
of Honda's fun-to-drive performance."8 Features such as the Magic Seat, Honda Apple
Ipod Music Link, and paddle shifters will set the FIT apart from the competition.

Unique Selling Attributes

This new vehicle has many of the benefits of competitive models as well as some very
unique traits. For example, it is the only vehicle in its class that offers paddle shifters
located on the steering wheel. This feature is usually only found on cars that are much
                                                                                             8
more expensive. The FIT is also a very flexible vehicle with a large amount of interior
space. Some of the benefits and unique attributes, according to John Mendel, the Senior
Vice President of American Honda are as follows:

      Utility Mode, Long Mode, Tall Mode, Refresh Mode
      Optional luggage area9
      Offers two fuel efficient engines that provide Hybrid like economy: 1.3L i-DSI (58
      mpg) and the 1.5L Vtec (48 mpg) expected to achieve the highest gas mileage in
      company category.
      “…impressively big smallness” and the elevation of the entry level class with sport
      model with paddle shifters and Apple Ipod Music Link as well as standard drive
      by wire throttle control, ABS, and dual stage, dual threshold front, dual front side
      and side curtain airbags.10
      Music Link will control all the Ipod's features via the audio head unit with
      album/song information shown on the vehicle's audio unit LCD display. It will
      also charge the Ipod's battery.11

Weaknesses
While US auto giants Ford and GM are having financial troubles Honda is thriving in its
auto sales. Although this may seem like great news for Honda, it may cause some
troubles in the future. When Honda adds the FIT to its automotive line-up they will have
to increase capacity at one of their already busy manufacturing plants. If the FIT is an
extremely successful endeavor for Honda, they may have to invest a large amount of
money in building a new plant.

By choosing the 18-29 year old urban market, Honda is marketing this car to a
demographic that is hard to reach by traditional advertising and media. When added to
the fact that Honda is traditionally a very conservative company, this may hurt the
marketing efforts of the FIT because they are targeting a demographic that somewhat
contradicts their corporate image.

Management
Company image does not necessarily match the” metro-funky” image that Rubin Postaer
& Associates advertising agency would like to portray.

Offerings and Design
Unable to tell the spaciousness from the outside, most other upcoming cars have the
Ipod jack as well.

Price
More expensive than Nissan Versa ($12,000), Toyota Yaris [formerly Echo] ($11,850).
                                                                                                 9
External Factors

Opportunities

To determine some of the opportunities that Honda might have in the release of the new
Honda FIT, the external environment was analyzed. Some of the situations that would
positively affect the release of this new car are as follows:

       The current condition of the U.S. auto industry is declining: Since 1995 GM, Ford
       and Daimler Chrysler's U.S. market share has slid from 73% to 58% while the
       share owned by Toyota, Honda and Nissan has grown from 18% to 28%.12 For the
       first time in a quarter-century, drivers are buying smaller cars, rather than SUVs
       and pickups, particularly economical Toyotas and Hondas.13

       Compact cars are currently a hot market. The FIT falls nicely into the “sub”
       compact car category, which ultimately means it’s even smaller than the compact
       models. Unlike previous trends of young buyers, now older new-car buyers are
       increasingly choosing small cars, which they find more suited to their needs.
       Instead of following tradition and buying medium-sized sedans, older people like
       small cars because they find them easy to park. "They need to feel in control,"
       says Marzloff. Automakers are making changes in their cars to appeal to older
       buyers.14 Other features that attract older buyers include tall seats, which are less
       taxing on the spine than low seats, and safety equipment.

Fueled by record-high gas prices and a demographic shift that has baby-boomer families
downsizing as their children leave for college, small cars are soaring in popularity.15
Cheap econo-boxes are being replaced with stylish, high-performance versions - a shift
that will show a carry-over in price. In the next five to ten years, many new small cars
will be premium models selling for up to $30,000; which is double the price Americans
have come to expect in that segment.

Another major issue that could positively affect the release of the Honda FIT is the
growing interest in fuel efficient vehicles due to the recent high rise in oil/gas prices. Oil
prices are rising because of increased global demand. Rising oil consumption in the U.S.
over the last 20 years is a key contributor to the problem. Decreased vehicle fuel
economy and a rapid rise in vehicle travel over the past 20 years are the main forces
driving increased U.S. demand for oil.

The jump in fuel prices post Hurricane Katrina accelerated what already was growing
interest in fuel-efficient vehicles. Hoping for a measure of energy independence -- or at
least, lower fuel bills -- Americans are moving away from larger, fuel-drinking vehicles
and into smaller ones that burn less gas or diesel fuel.16

Honda’s target market are college aged students who is considered to be part of
generation Y. Totaling 76 million, Gen- Y appears to be emulating the free-spending
habits of their parents. Retailers must understand all they can about this generation and
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learn how to most effectively market to them. Honda can benefit by learning the
following characteristics of these consumers and using this knowledge to their
advantage when developing their integrated marketing communications plan.
       Generation Y is more apt to do online research before shopping, to shop with a
       spouse.
       Gen Y has a higher level of education than their parents. Even with approximately
       one-third of the over-18 portion of Gen Y still in college, it still has more
       members with a four-year college degree than the Baby Boomers.
       With regards to demographics, more Gen Y households make less than $40,000
       a year, more are members of a minority, fewer are married, fewer live in a house
       and fewer own or are buying their home.
       Born between 1976 and 1994, more than one-third of Gen Y is still under 18.
       Since the oldest member of Gen Y is 29, this group will be a target consumer for
       decades to come.17

      When it comes to how Gen Y likes their information delivered, one study
      described that"…mail offers a rare opportunity for a marketer to capture the
      undivided attention of these young consumers," said John Palmer, President of
      InnoMedia, Inc. "In fact, since this younger audience typically receives fewer
      pieces of mail than TV, radio and internet advertising impressions, marketers
      have a better chance of grabbing their attention and holding it longer by using
      mail." 18

   Industry Trends

      The U.S. auto industry is hurting in the current environment of higher oil prices.
      The issue of energy security has come to the forefront in recent months, and
      exploring ideas about how to address those issues in ways that are good for the
      environment, good for workers and good for the industry are strategic for future
      success.19
      The day after General Motors Corp. announced it would slash 30,000 jobs and
      stop production at 12 plants, Ford Motor Co. Chairman and CEO Bill Ford
      delivered an impassioned manifesto about the importance of the domestic auto
      industry to the United States -- imploring Congress to offer tax incentives that
      would help keep the sector here strong. 20
      GM's sales fell 4 percent for the year, led by a 7 percent decline in car sales and a
      2 percent decline in sales of trucks and sport utility vehicles. Although Chevrolet
      sales slipped slightly from last year to 2.6 million, they outpaced Ford by around
      21,000 vehicles thanks to strong pickup sales and enthusiasm for GM's new HHR
      crossover.

      Ford said its sales dropped 4 percent in 2005 as consumer demand for trucks and
      sport utility vehicles fell in the face of high gas prices.

      Ford's U.S. sales analysis manager George Pipas predicted SUV sales will stabilize
      in the coming year as long as gas prices remain lower than $3 a gallon.
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      The auto industry finished 2005 in a familiar pattern, with U.S. market share
      continuing to slip from U.S. automakers to their Asian competitors. Japanese
      automakers reported the year's biggest sales gains.

      Combined U.S. market share for General Motors Corp., Ford Motor Co. and
      DaimlerChrysler AG's Chrysler Group fell to an unprecedented low of 56.9
      percent, down from 61.7 percent three years ago, according to Autodata Corp. At
      the same time, Toyota Motor Corp., Honda Motor Co., Nissan Motor Co. and
      other Asian brands saw their U.S. market share climb to 36.5 percent from 34.6
      percent in 2002. 21


Threats
One threat to the Honda FIT Campaign is the pending legislation proposed by Ford
Motor Co chairman and CEO Bill Ford. He has urged Congress to offer a package of tax
incentives to make the U.S. less dependent on foreign oil and to drive innovation in the
struggling domestic auto industry. Ford, during a speech in Washington, urged
Congress to "dramatically increase" tax credits for research and development of
alternative vehicles and consider tax incentives to help American manufacturers
modernize their plants.22

Another possible threat is the prospect of competition from the U.S. auto industry. By
2007, the Big Three will have nearly 100 new models on the road, putting them in a very
favorable position to compete in a growing market.23 U.S. automakers might yet be quite
successful in addressing the challenges facing them today.

USA TODAY has also come up with dozens of models that are rated at least 30 miles per
gallon on the highway. The list isn't limited to cramped “mini-cars”. It includes small
cars, sports cars, family sedans, even a big car. Prices range from $10,000 to nearly
$50,000.24

In addition, there are some questions being brought up about the safety of these smaller
vehicles being released onto the market. The smallest vehicles aren't as safe, despite
today's air bags-everywhere safety features. A report by the Insurance Institute for
Highway Safety, a trade group that closely studies injuries and deaths, explained the
physical risk inherent in smaller cars: "The laws of physics dictate that, all else being
equal, larger and heavier vehicles are safer than smaller and lighter ones. In relation to
their numbers on the road, small cars have more than twice as many occupant deaths
each year as large cars."25
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Competitive Analysis

The Honda FIT is being launched into a very competitive environment. Rising fuel
prices have forced the auto industry to make more efficient and smaller vehicles. The
Honda FIT is just one of a number of vehicles that will be introduced into the rapidly
growing United States compact vehicle market this year. Edventure Partners’ Honda
FIT Marketing Challenge data demonstrates a very well-defined list of vehicles that
Honda feels will be competition for the FIT. In addition to their list, there are several
vehicles that are similar in fuel efficiency, size, styling and price. An evaluation of each
vehicle demonstrated just how competitive the current compact vehicle market is in the
United States. Survey results indicated that consumers in our target demographic look
for vehicles that are fuel efficient, safe, exhibit both interior and exterior style and are
good for city life.

The Honda FIT, which is priced at $13,850 for a base model will make its place between
the Scion xA and the Suzuki Aerio when being analyzed in regards to price. This prices
the FIT above models such as the Toyota Yaris and Chevy Aveo. The Chevy Aveo has an
MSRP of $11,450 but offers a very basic model for under $10,000. The Yaris which is
due to be released into the US market around the same time as the FIT is a popular car
in Europe and Canada. Moreover, it offers 60/40 split seats that can be configured in
many different arrangements. Many of the vehicles that were priced in the same price
range as the FIT offered similar seating flexibility. According to Ernest Bastien, Toyota’s
US Vice President for the vehicles operations group the Yaris will be aimed at
“mainstream youth.”26 It is also important to note that the Yaris will have the same
engine as the Scion xA and xb. Side-curtain airbags are another feature that is becoming
more popular in small vehicles. Most of the vehicles that Honda believes will be
competition for the FIT will come standard with side curtain airbags. As an aside,
Suzuki may pull the Aerio from its vehicle line because it is not selling well in the US
market.27

Out of all the listed completion, we feel that the Scion family of cars will be the FIT’s
most direct competitor. These vehicles have been marketed successfully to generation Y
since they were introduced. Their hip viral marketing campaign has been successful with
generation when others have not. Scion has developed a culture around a vehicle and
marketed to this demographic on its own terms using blogs, event marketing and
customization.*28

Although they not listed in Honda’s direct-competitors list, the following vehicles should
also be looked at as potential competition for the FIT. Nissan will be introducing two
competitive vehicles into the US market in the near future. The Versa will be the
smallest vehicle in Nissan’s line up. It is a hatchback that is "similar in concept to the
Yaris."29 There is very little information at this time about the pricing of the Versa. Some
published reports on the internet suggest that the Versa will start at around $12,500.
Nissan’s other new vehicle will be the Cube which is going to resemble the boxy look of
the Scion xB. In other competition, the Volkswagen Golf is a sporty hatchback which is
similar in style to the FIT. With a base price of $16,905 it is the second most expensive
directly-competitive vehicle evaluated. Other vehicles that Honda may want to consider
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as potential completion for the FIT are the Toyota Matrix, Mazda3 and the Ford Focus.
It is also important to note that the newly designed Honda Civic, which is priced only
slightly higher than the FIT can and should be viewed as a competitor even though it is
no longer offered as a hatchback.

* An SDSU research team was commissioned by EdVenture Partners and RPA, on behalf
of Honda, to conduct a study to find insight into the success of the Scion brand with
members of Generation Y. The team conducted extensive secondary research,
observations, focus groups, virtual focus groups, and a survey to find answers to the
question: What promise does Scion make to Generation Y that Honda does not?


Price Comparison of competitive vehicles

                                                          SR
                                             Base Price (M P)

      ev
    Ch rolet Aveo                                                  $11,450
       oy
      T ota Yaris                                                    $11,850
     Nissan Versa                                                    $12,000
           Kia Rio                                                     $12,455
     yn
    H u dai Accent                                                     $12,455
         Scion xA                                                        $12,780
         on
        H da FIT                                                               $13,850
        z ki
      Su u Aerio                                                               $13,999
         Scion xB                                                              $14,030
       Ford Focus                                                                $14,450
 H da Civ Sedan
  on     ic                                                                              $15,560
   M da3 5-Door
    az                                                                                    $15,990
     T ota M
      oy    atrix                                                                          $16,060
          Scion tC                                                                          $16,300
       Kia Spectra                                                                           $16,600
          VWGolf                                                                              $16,905
      M i Cooper
       in                                                                                          $17,450

                 $-   $2,000   $4,000   $6,000   $8,000   $10,000 $12,000 $14,000 $16,000 $18,000 $20,000
                                                                                                         14

                                    u l c n m
                                   F e E o o yCity

       T yo
        o      a
           ta Y ris                                                                            34
             Kia Rio                                                                      32
   H n a A
    yu d i    n
           cce t                                                                          32
           S   n
            cio xA                                                                        32
          H n aF
           o d  IT                                                                       31
           S   n
            cio xB                                                                       31
      N    n e
       issa V rsa                                                                    30
 o d
H n a C ic S d n
       iv   e a                                                                      30
     a
    M zd 3 5 o r
        a   -D o                                                                28
      T yo
       o      a
          ta M trix                                                             28
        M i C o e
         in  o p r                                                              28
     C e ro t A e
      h v le   v o                                                             27
         o
        F rd F cu
              o  s                                                         26
       S zu
        u      e
           ki A rio                                                       25
        K    p ctra
         ia S e                                                       24
           V   o
            W G lf                                                    24
           S   n
            cio tC                                              22

                        0          5   10   15         20            25             30        35    40




                                       y ighw
                            Fuel Econom H    ay

Honda Civic Sedan                                                    40
     Toyota Yaris                                                39
       Honda FIT                                                38
         Scion xA                                               37
       ini ooper
      M C                                                   36
   Chevrolet Aveo                                          35
          K R
           ia io                                           35
   Hyundai Accent                                          35
      Ford Focus                                           35
    az
   M da3 5-Door                                            35
     Nissan Versa                                          34
         Scion xB                                          34
    Toyota Matrix                                          34
       ia pectra
      K S                                                  34
      uz
     S uki Aerio                                      31
          W olf
         V G                                      30
         Scion tC                                 29

                    0         10       20        30              40                 50
                                                                                             15
Research Findings
Methodology

In order for One Voice Marketing to better understand the target market, both primary
and secondary research was utilized throughout our involvement process. Secondary
research was discussed in our SWOT analysis of the Honda FIT (p.4-10) and served to
provide a general industry and competitive awareness as positioning guidelines.
Primary research was completed in various stages: pre-event, during event and post
event. The pre and post event surveys were delivered in random fashion, used funneling
techniques (with the most sensitive demographic information located at the end of the
survey) and were administered during a variety of times and locations.

The following objectives were established to guide our research:

   1. Identify target market’s awareness and perceptions of the subcompact market
   2. Identify target market’s awareness of the Honda FIT.
   3. Develop a clear understanding of the target markets’ responsiveness to various
      media.
   4. Determine the most effective and well-regarded activities for on-campus events.
   5. Identify target market’s awareness and interest levels in prospective car purchase
      as well as financing options.


Pre-event Research

Research Methods:
Each group member distributed 15 surveys between the dates of Tuesday, February 14th
and Monday, February 20th on the San Diego State Campus during the hours of 9am
and 7pm. Surveys were randomly administrated and used a “funneling” approach with a
total of 285 surveys collected.

Our surveyed population was comprised of over half female, and under half male; an
accurate reflection of the San Diego State population. Since the FIT is targeted to the
18-29 year old age range, we were happy to find that 96.4% of those surveyed fell within
that range. As with our desired target market, the surveyed respondents reported lower
incomes, with over eighty percent having incomes less than $30,000. The Honda
campaign certainly has an uphill battle ahead of itself, as measured awareness is only
1.7%.

The critical aspect of our survey findings was the reported interest in financing options.
While awareness was low, with 93.3% of those surveyed not knowing about financing
options, 59.6% reported they would purchase a car sooner if financing was available.
Table 4.1 in the index explains the effect of new car purchase time and financing,
showing that financing has a strong effect on the intent of purchase among students.
Further, those who are strongly considering purchasing a subcompact-sized vehicle
                                                                                              16
intend to do so within the next two years, a perfect timeline for the Honda FIT release
campaign. Those who strongly prefer a subcompact, however, have a more varied
timeline approach, which leads us to infer that consideration of vehicles and preference
of vehicles are different in the eyes of our respondents and our campaign must cater to
them accordingly.
Table 4.1                    Purchase Car Sooner if Financing Available
                                             Yes        No
Know About Financing         Yes             4%         1%
                             No              51%        14%

Table 4.2
                                              Timeline to Purchase New Vehicle
                                              0-6mo     6-12mo     1-2 yr  2-5 yr   >5 yr
Would Consider SubCompact    Agree            3%        3%         3%      3%       1%
                             Strongly Agree   12%       14%        12%     4%       2%


 Table 4.3                                    Timeline to Purchase New Vehicle
                                              0-6mo     6-12mo     1-2 yr  2-5 yr   >5 yr
Would Prefer SubCompact      Agree            5%        6%         9%      4%       4%
                             Strongly Agree   12%       6%         8%      3%       1%

The three most outstanding perceptions of cars in the size-range of the fit were fuel
efficiency, safety and exterior styling. Over two thirds of those surveyed would consider
a subcompact and over 64% would prefer a subcompact-sized car. When looking at a
future purchase, respondents wanted a car that touted a “best-friend” characteristic.

With regards to media usage and attention, television, radio, magazines were the top
media outlets respondents rated as “likely to see”. Humor and action were themes that
were the most popular in the media. With regards to self-reported recall attributes
when it comes to cars, dealership visits, discussions with peers and visiting the
manufacturer’s website all registered as “very likely” or “likely” to recall. In that same
vein, the internet and referring to friends were the top two sources for new car
information.

When it comes to event attractions, school-sponsored Aztec Giveaways were popular
with over half the survey sample, with electronic and Honda giveaways as other
attention-getters. Table 4.4 details all of the event attributes among those who either are
considering or prefer subcompact cars, our core marketing demographic.
 Table 4.4
 Prefer Subcompact        Likelihood to Attend
                          Might
                          Attend            Likely to Attend
 Aztec Giveaway           16%               36%
 Electronic Giveaway      24%               33%
 Campus Groups            8%                33%
 Honda Giveaway           15%               31%
                                                                                            17
TV/Radio Presence        11%            29%
Food                     24%            28%
Contests                 21%            23%

Consider Subcompact      Likelihood to Attend
                         Might
                         Attend         Likely to Attend
Food                     26%            63%
Aztec Giveaway           16%            40%
Campus Groups            8%             39%
TV/Radio Presence        10%            35%
Electronic Giveaway      24%            33%
Honda Giveaway           16%            33%
Contests                 23%            25%

Event Day Research

Research Methods:
During the “My Rules. My FIT.” Honda Block Party, One Voice Marketing administered
response forms to each guest. The response forms were collateral in entering contests
for giveaways and necessary to receive the free pizza. An example of the form can be
found in the appendix. In total, 493 response forms were collected. The findings are as
follows:

Overall perceptions of the Honda FIT revolved around three main comments: size, fuel
efficiency and styling which were reported by 290, 178 and 135 individuals, respectively.
The display of the car and the interaction by guests and the display model certainly
contributed to the perception of size as the leading factor. Moreover, the display
combined with the hosts’ well-educated and passionate dissemination of fuel efficiency
were critical in garnering the response. Lastly, style was a surprise in the notion that
upon initial surveys the FIT was described to look too “boxy” or too much like the
Toyota Matrix and/or Chevy Aveo.

When asked about purchase consideration, 12.6% were “very likely” to purchase, over a
third (35.5%) were “likely” to purchase, 26.7% were indifferent, and over a quarter
(25.1%) reported either unlikely or very unlikely in purchase consideration. These
results were much more positive than previous instances and the environment of the
event certainly provided a link between positive interaction and likeliness of purchase.

The next two questions related to financing a new car. As mentioned, the pre-event
survey financing a car is critical for students and seemed to have high correlation to a
positive feedback regarding any type of new purchase. When asked about financing
through Honda, event participants responded as follows: 13% thought financial
assistance via Honda would be “very easy” while 37% thought it would be “easy” and
34.9% believed it was “neither easy nor difficult” and lastly 11.4% thought it would be
either “difficult” or “very difficult”. Of those participants 62.2% said they would let
Honda help them finance a car while 37.4% said they would not.
                                                                                           18
Qualitative

The Honda FIT Block Party was a template event for the overall integrated marketing
and communications plan and critiquing the event will develop effective future events.
The final two questions asked participants what they enjoyed about the event. Due to
the high-energy and welcoming hosts, the majority of the participants said that the
atmosphere was their favorite aspect to the Block Party. One representative quote was
the following: “It’s very open, easy to learn about the information in a no-pressure
environment as well as the convenience of seeing a car on campus”. The free food and
giveaways were the second and third most-reported results.

The last question related to the actual demonstration of the Honda FIT. Participants
were asked what their favorite aspect of the car was: the style of the vehicle was the
number one positive attribute and included aspects such as design, interior styling, and
customizable options. The second most-reported attribute was that of size. Participants
reported that the interior space and compactness was very appealing. Lastly, fuel
efficiency was a highly reported attribute, with participants being awed by the
economical value of a small and gas saving vehicle.


Post-event Research

Research Methods:
Starting twenty four hours after the event, One Voice Marketing and research assistants
Pappas & Partners administered a total of 273 surveys between 10am and 6pm, Friday,
April 28th through Tuesday, May 2nd. The surveys were handed out in random order to
every 7th person in various locations throughout the San Diego State campus. The
survey again used funneling techniques paralleling the pre-event survey. Many of the
same questions were used in this survey to track any changes in awareness levels and
respondents’ attitudes towards the Honda FIT.

Quantitative Findings:
This survey reported 45% male and 54% female, with the greatest age bracket coming
from 17-22 year olds. Some differences were a larger representation of individuals
under the age of 17 and a drop in respondents in the 23-28 year range. However, 84% of
respondents continued to fall within the 18-29 target market. One major difference
between this group and the first was the fact that over a quarter did not intend on
purchasing a new vehicle (compared with only 12.3% in the pre-event survey). When it
came to purchase price consideration, the respondents were relatively evenly spread
between the categories, as shown in table 7.1.
Table 7.1
Cost of Prospective Car     Percentage Response
<$15,000                    26%
$15,001-$20,000             26.8%
$20,001-$25,000             26.7%
>$25,001                    20.5%
                                                                                           19
Most excitingly, awareness of the Honda FIT was measured at 24% of respondents: a
23.2% increase! When respondents were asked to rate attributes of the FIT, 22.2 rated
it as “excellent” or “good” 11% said it was “fair” and 8.9% responded that the FIT was
either “poor” or “very poor”.

The financing questions included in the post-event questionnaire showed that 15.4%
were aware of Honda’s financing available to college graduates and 61.3% would let
Honda assist them with the prospective purchases. This was up slightly from the pre-
event survey responses.

Qualitative

When asked about vehicle financing awareness, Toyota, Honda and Ford were listed
consistent with the first survey. The post-event survey provided some different results
for qualitative, non-standardized questions. In regards to compact-car awareness, the
Ford Focus and Scion took the place of the Camry and Mini Cooper, assumedly due to
advertising and campaign building by Scion. Perhaps the most telling statistic was when
asked about a new subcompact car released within the past six months, the FIT was
placed as most-recalled with 39 respondents reporting recollection. Scion and the
Toyota Yaris were reported as well, with 21 and 17 respondents, respectively.

Meeting Objectives

Taking into consideration the pre-event research, the event-specific research and the
post-event results, it is imperative to see how each of these fell into place with our
overarching research objectives.

   1. Identify target market’s awareness and perceptions of the subcompact market.
   During this time, awareness of new compacts on the market rose from 9.8% to 25%.
   However, the Civic remained the consistent lead in compacts reported for both the
   pre and post event results. Interestingly, when asked about other top-of-mind
   compact cars, the Mini Cooper and Toyota Camry were replaced by the Ford Focus
   and Scion. Current perceptions about the subcompact market in the initial stage
   were monitored and fuel efficiency, safety and styling were the top three subcompact
   attributes were given by 95.4%, 92.6% and 90.4%, respectively. For the first stage of
   the research, 63.5% would consider a subcompact and 64.5% would prefer a
   subcompact car.

   2. Develop a clear understanding of the target markets’ responsiveness to various
       media.
   While the initially-surveyed pool responded that television, radio and magazine
   advertisements were the top three effective vehicles for media effect, One Voice
   Marketing chose event management, the fourth most popular (with 39.3% of
   respondents reporting) as well as the Internet (35.4%) as the hub of marketing. The
   event garnered over 800 participants on a $2,500 budget, meaning each individual’s
   interaction with the FIT cost slightly higher than $3 per individual.
                                                                                             20
   3. Identify target markets’ awareness of the Honda FIT.
   Awareness jumped from 1.8% to 24% for the FIT between February 14th and May 2nd.
   To support this, the #1 reported “new subcompact” changed from the Honda Civic
   Hybrid at the time of the pre-event survey to the Honda FIT at the time of the post-
   event survey.

   4. Determine the most effective and well-regarded activities for on-campus events.
   Initial research proved that giveaways (school branded, electronic and Honda
   branded) were the most popular with nearly 50% of respondents favor. Free food
   and contests were other recommendations and event response form respondents
   reported that the atmosphere, free food and giveaways (in that order) were what
   actually made the largest impact at the event.

   5. Identify target market’s’ awareness and interest levels in prospective car purchase
      as well as financing options.
   According to Scion research, visiting dealerships, asking friends and visiting
   manufacturer’s websites were the top three methods of recall. By having an on-
   campus showcase of the vehicle, One Voice marketing addressed all three points, and
   encouraged a tangible experience as well.


Research Conclusion: Next Steps

The results from our tri-fold of research have served as the backbone for a year-long
Integrated Marketing and Communications plan for the Honda FIT. The research
findings showed some discrepancies and insights, summarized below via our objectives.

   1. Identify target market’s awareness of the subcompact market.
   There is great confusion in the consumers’ mind about the difference between
   compact vehicles and subcompact vehicles. The Honda Civic has the potential to be
   cannibalized by excessive marketing of the Honda FIT unless a diversification stance
   is assumed. It is recommended that the Honda FIT be marketed as the definition of
   subcompact cars and the Civic (which already boasts superior recognition) be touted
   as the definition of compact cars. By defining the category, Honda will brand other
   similarly featured cars as followers and itself as a leader, while garnering market and
   industry awareness for the subcompact class.


   2. Identify target market’s awareness of the Honda FIT.
   While there was a large growth in the awareness of the Honda FIT, One Voice
   Marketing attributes this to a combination internal and external marketing
   campaign. The Honda Block Party may have contributed to the awareness, but so did
   the intense television advertising campaign released at the end of April. This market
   reported that they respond to television advertising, but with our localized budget,
   we recommend that Honda budget local promotions around event marketing and
   leverage the funds to make as many impressions and actual vehicle interactions as
   possible, in the most positive environment possible.
                                                                                                 21
It is crucial that Honda find a mental placement for the FIT among the positioning of
its competitors. With similar body styles and features, as well as comparable pricing,
the Honda brand name is certainly more known than the FIT name. Leveraging
Honda’s image of safety and reliability, combined with fuel efficiency, size and style
are key in forward movement.

3. Develop a clear understanding of the target markets’ responsiveness to various
    media.
While traditional big-budget advertising is reported as the most popular forms of
advertising and recall for the target, in actuality a very positive response came from
respondents who visited the Honda FIT Block Party. The experience and tangibility
of the event resonated with many and proved to expose them to the FIT in a no-
pressure, convenient location. By hosting the event on a college campus,
respondents realized that the alternative scheme was for their benefit. As a whole
they took the personalization of the Block Party, as well as the high-energy and
welcoming staff, as a fair trade for the big-budget creative advertisements which
would have only had a momentary interaction, as opposed to a four-minute average
interaction at the Block Party experience.

4. Determine the most effective and well-regarded activities for on-campus events.
Continuing from above, the giveaways and free food reported by pre-event survey
respondents proved to be large draws for the Block Party. In the future, however, it
is recommended that additionally reported factors such as on-campus organization
interaction, live music and media representation be used as support for events.
Further, the cross-branding of local businesses and suppliers may add recognition to
the event while encouraging donations (and thus allowing for additional support
event marketing). Moreover, media usage in combination with the actual event
delivery, as well as more of a hands-on post-experience is recommended.

5. Identify target market’s awareness and interest levels in prospective car purchase
    as well as financing options.
While prospective car buyers reported wanting Honda financial on hand, and there
showed a correlation between the prospect of buying a new car and financing, in
actuality individuals are not ready to be presented with financial information at the
early stages of their decision making process (i.e. awareness and informative stage).
While respondents reported initially that they would be interested in a subcompact,
the attributes of the vehicle, not the title itself, is the differentiating factor for success
in this market. By promoting attributes such as style, fuel efficiency and compact
(yet spacious interior) are the true methods for success for the FIT. It is
recommended that alternative physical interaction be the unique way to convey
these aspects.
                                                                                                         22

                                                Fuel Efficiency

                   100.0%
                   90.0%
                   80.0%
% of Respondents




                   70.0%
                   60.0%
                                                                                                  Pre
                   50.0%
                                                                                                  Post
                   40.0%
                   30.0%
                   20.0%
                   10.0%

                    0.0%
                            Very Good   Good     Fair           Poor     Very Poor   Don't Know
                                                Category Applicability



                                               Good for City Life

                   100.0%
                   90.0%
                   80.0%
% of Respondents




                   70.0%
                   60.0%
                                                                                                  Pre
                   50.0%
                                                                                                  Post
                   40.0%
                   30.0%
                   20.0%
                   10.0%
                    0.0%
                            Very Good   Good      Fair          Poor     Very Poor   Don't Know
                                                Category Applicability
                                                                                                                          23

                                                      Uniqueness

                     100.0%

                     90.0%

                     80.0%

                     70.0%
% of Respondents




                     60.0%
                                                                                                            Pre
                     50.0%
                                                                                                            Post
                     40.0%

                     30.0%

                     20.0%

                     10.0%

                      0.0%
                              Very Good    Good      Fair           Poor          Very Poor   Don't Know
                                                    Category Applicability




                                                             Versatility

                     100.0%

                      90.0%

                      80.0%

                      70.0%
  % of Respondents




                      60.0%
                                                                                                                   Pre
                      50.0%
                                                                                                                   Post
                      40.0%

                      30.0%

                      20.0%

                      10.0%

                       0.0%
                               Very Good     Good           Fair           Poor         Very Poor    Don't Know
                                                        Category Applicability
                                                                                                        24

                                                    Safety

                   100.0%

                   90.0%

                   80.0%

                   70.0%
% of Respondents




                   60.0%
                                                                                                 Pre
                   50.0%
                                                                                                 Post
                   40.0%

                   30.0%

                   20.0%

                   10.0%

                    0.0%
                            Very Good   Good    Fair            Poor    Very Poor   Don't Know
                                               Category Applicability




                                                 Fun to Drive

                   100.0%

                   90.0%

                   80.0%

                   70.0%
% of Respondents




                   60.0%
                                                                                                 Pre
                   50.0%
                                                                                                 Post
                   40.0%

                   30.0%

                   20.0%

                   10.0%

                    0.0%
                            Very Good   Good    Fair            Poor    Very Poor   Don't Know
                                               Category Applicability
                                                                                                        25

                                               Exterior Styling

                   100.0%

                   90.0%

                   80.0%

                   70.0%
% of Respondents




                   60.0%
                                                                                                 Pre
                   50.0%
                                                                                                 Post
                   40.0%

                   30.0%

                   20.0%

                   10.0%

                    0.0%
                            Very Good   Good    Fair           Poor     Very Poor   Don't Know
                                               Category Applicability




                                               Ability to Adjust

                   100.0%

                   90.0%

                   80.0%

                   70.0%
% of Respondents




                   60.0%
                                                                                                 Pre
                   50.0%
                                                                                                 Post
                   40.0%

                   30.0%

                   20.0%

                   10.0%

                    0.0%
                            Very Good   Good    Fair           Poor     Very Poor   Don't Know
                                               Category Applicability
                                                                                                          26

                                                    Coolness

                     100.0%

                     90.0%

                     80.0%

                     70.0%
  % of Respondents




                     60.0%
                                                                                                   Pre
                     50.0%
                                                                                                   Post
                     40.0%

                     30.0%

                     20.0%

                     10.0%

                      0.0%
                              Very Good   Good    Fair           Poor     Very Poor   Don't Know
                                                 Category Applicability




More research results as well as sample surveys can be found in the appendix. We have
also attached a compact disc to this report. It is disk contains all research related files in
SPSS format.
                                                                                               27
Communications Objectives
       Create awareness in the target market through use of outdoor advertising on
       campus or near campus to provide 20% coverage of the target market over a nine
       month period.

       Create interest in the target market through use of the internet to provide 20%
       coverage of the target market over a nine month period.

       Induce trial and evaluation for the target market through the following:
          o Use of local radio/magazines to provide 20% coverage of the target market
             over a nine month period
          o Use of event marketing to provide 40% coverage of the target market over
             a nine month period.

       Reach 60% of our target audience at least three times over the same nine month
       period.



Budget Determination and Allocation
The maximum budget allocated for the IMC campaign amounts to $100,000. One Voice
Marketing will design a communication mix, adhering to this budget using a top-down
approach. To develop an efficient IMC campaign which respects this budgetary
constraint, our team followed a three-step process, summarized below.

First, we had to define the main objective of our campaign: Increase awareness of,
familiarity with, and purchase consideration for the Honda FIT within the college
student market.

The second objective is to determine the most efficient way to reach this young
audience. One Voice Marketing developed several traditional and non-traditional media
ideas to achieve our marketing objectives. Once the specific tasks were determined and
classified, the cost of each media was assessed in order to efficiently allocate the budget.
These directives will enable us to reach 60% of the targeted audience at least three times
over a nine month period.

To efficiently divide the $100,000 budget, One Voice Marketing examined how
American companies invest their marketing dollars, in order to avoid major mistakes.
Our agency relied on the work done by George and Michael Belch, published in their
book Advertising Promotion 6th Edition. On average, in 2002, event marketing
represented almost 20% of promotional budgets for American companies. However,
60% of our budget will be allocated to event marketing. This is quite above the average,
but according to research, this amount is quite efficient when it comes to reach the
target market which encompasses generation Y.29 The allocation for events will enable
                                                                                             28
us to reach 40% of our target market over a nine month period. Each event will cost
roughly $5,000 amounting to $60,000 for twelve events. The $60,000 can be split as
follows to organize twelve on campus events:

      Street team labor costs
      The entire event
      Rentals (both planned and emergency)
      Promotional material
      Event-specific newspaper advertising necessary to communicate to our target
      market about Honda FIT Block Parties.

In addition to event marketing, our IMC plan includes the use of public relations and
general advertising over a nine month period in order to reach the other 20% of the
target market at least three times over a nine months period. In order to reach this goal
$25,000, or 25%, of the budget is allocated to general advertising. The other $15,000 is
allocated as a one-time disbursement to a part time event coordinator for their expertise
on twelve events. This coordinator will come with significant project management
experience as well as a seasoned history of event management. They will be responsible
for booking ad space in the local college newspapers, online, on the radio, and on the
campuses. The coordinator will act as a liaison between Honda/RPA and the college
campuses. The position will require creating valuable relationships with campus
personnel as well as coordinating the rentals and purchasing promotional materials. In
addition, this coordinator will be responsible for securing locations, times, as well as
receiving approval for all activities. The salary for the event coordinator was calculated
on a per-project basis and adapted from Salary.com. Please see the chart below for
details on the allocation of this money.
                                                                                           29

Budget Allocations
Publications                       Total Allocation          $8,000
City Beat
Cost $1,980
$55 per week
36 weeks

The Reader
Cost $5,625
Once a month
9 months

Internet                           Total Allocation          $1,500
SanDiegoclubs.com
Cost $675
$75 per week
9 weeks

Myspace.com
Cost $?

Flyers & Handouts                  Total Allocation            $600
Cost $600
$50 per event for 2,000
12 events

Outdoor                            Total Allocation          $1,600
Cost $1,608
$134 per banner
12 events (1 banner each)

Events                             Total Allocation         $60,000
Cost $5,000 per event*

Radio                              Total Allocation         $13,000
Cost $13,000

Salaried Employee                  Total Allocation         $15,000
$15,000 for 12 events

                                   Total Budget
                                   Allocation               $99,700

*includes event itself, street team labor, rentals, promotional material, event specific
newspaper advertising.
                                                                                               30
Creative Strategy
Campaign Message
Our campaign message is that “It fits”. It fits you, it fits your stuff, and it fits your
lifestyle. Our campaign message is based on the versatility of the FIT and its ability to
provide a unique experience for its owners and ultimately fit their friends, their stuff,
and their lifestyle. Since our target market is considered to be non-conformist we
wanted to utilize the uniqueness of the FIT as a way that our target could actually see
them in a FIT comfortably both physically and financially.

We developed this message after some thought about what it is our target market is
looking for. Based on the lifestyle and psychographics of the target market we wanted to
create an edgy yet relatable message that would resonate with a market that is already
wary of traditional marketing messages. It fits, has many versatile meanings in which
we were able to personalize multiple advertising strategies while at the same time
maintaining uniformity in our message as well as name recognition of the FIT with the
use of repetition.

                   “Your Friends, Your Stuff, Your Lifestyle . . . It fits”

In our research we found that students were concerned with fuel efficiency, low cost,
and style. With such a versatile campaign message we were able to tackle most of these
while maintaining uniformity that the FIT has it all.


Promotional Campaign Goals
Our purpose for the events is to increase awareness among college age students as well
as to create a positive vibe that will eventually lead to buzz marketing. The event will
create an experience for the students, our target market and will associate the FIT with
the college lifestyle.

We would like to increase awareness of the Honda FIT in the target audience of college
students at San Diego campuses through promotional events in such a way that
awareness studies conducted at San Diego campuses produce 30% awareness in the first
nine months of the campaign.

The students exposed to our campaign message will have an overwhelmingly positive
outlook on Honda and will think of the FIT as a vehicle that is very forward in its
thinking. A vehicle that has answered the long waiting consumers request in search for
all the latest features and options--and most of all a vehicle that is attainable through an
affordable price. Our target market will actually consider the FIT as a hip new vehicle
and want to explore more through the website and await its appearance on dealer’s lots
in the near future. After the promotional events, students will feel energized and willing
to learn more. They will say, “I think it will fit in my life too.”
                                                                                              31
Several objectives were employed when developing the creative strategy.
Communicating to the audience a non-threatening yet inspiring manner and calling
them to action was priority #1. Since vehicles are a high-involvement product, we
driving the consumer to the fit.honda.com website for additional information was key.
The FIT is a high involvement product, making it necessary for potential customers to
actually interact with the vehicle. For this reason, a large part of the overall Integrated
Marketing Communications program focuses on event marketing.

The outlined creative strategy uses several types of media with different types of
advertisements. The intent of all of our creative materials is to communicate to our
target audience that the FIT is a fun youthful vehicle that has many positive attributes.

The diagram below gives a brief description of our advertising strategy, the media that
will be used and how we will use multiple types of media to drive our target market to
multiple events on college campuses in San Diego County.
                                                                                               32
General Print Ads

One Voice Marketing developed 4 general print ads for the campaign. Each of these full-
color ads are designed so that they would drive readers to the fit.honda.com website
where they can learn more about the FIT. The call-to-action on each of these print
advertisement is “Find out where the party’s at, go to fit.honda.com.” Once at the
website, readers will be able to look through a local events calendar to find FIT-funded
events and sponsorships in their area. The intent of the general print ads is to create
awareness, showcase positive vehicle attributes and stimulate interest of the FIT to the
reader. All of these ads reflect our research results. For example, the headline on one ad
reads “fuel efficient, it
fits.” Fuel efficiency
was the most
important attribute
that was determined
through survey
results.

The headlines on all
of One Voice
Marketing’s general
print ads are unique
to each specific ad,
yet remain consistent
with the unifying
theme” “It Fits.” Each
ad is designed to
highlight various
high-impact
attributes and each
ad has the tagline
“(positive attribute),
it fits.” Overall, these
ads will provide little
copy text
information, but they stimulate interest through strong graphic representation. High
resolution copies of all creative work can be found in the appendix.*


*A high resolution copy of each ad can be found in the appendix. We have also attached
a compact disc to this report. On this disc you will find all creative work in both the jpeg
and Photoshop format.
                                                                                            33


Event Specific Print Ad & Promotional Flyer

 One Voice has designed one event-specific
advertisement which will also be used as an
event flyer (building awareness and harnessing
media). This ad will be used to promote one of
the many events that will take place in San
Diego County in the coming year. The ad lists
the multiple benefits of attendance,
ingratiating readers to various reasons to
attend the event, far beyond just seeing a
vehicle. This ad is a template for future events
and will accomodate date, time and location-
specific alterations. This particular ad was
done in grayscale, allowing for lower-cost replications.


Event Specific Banner- Each event will have a custom-made vinyl banner. These
banners will be used stimulate interest in the event and drive traffic to fit.honda.com.
Big bold letters and bright colors will attract attention and the long list of free stuff
shows the reader the many benefits of attending the event. Calling the events “The
Honda FIT Block Party” will resonate with the youthful generation Y and make people
associate this vehicle with fun and excitement. The use of the Honda brand in the event
title will catch the eyes of those individuals that may not be familiar with the FIT, but
have come to trust Honda as a brand and company.




Web Banner Ad

We have designed the layout for 1 web banner ad. This colorful
ad is to have a picture of the FIT which will continuously be
rotating 360 degrees. This movement is intended to catch the
reader’s eye when looking at a web page and draw attention to
the ad. The ad will actually be a link where readers can click
and be taken to the fit.honda.com web site.
                                                                                             34


Radio Spots

 These advertisements will be used to serve two purposes:they give information about
specific Honda FIT events occruing in a geographic location while also driving traffic to
the fit.honda.com web site where listeners can get more information about the vehicle
and local area events. These spots will have high-energy background music and a lively,
fun tone.

Claim Ticket- At the FIT-sponsored events guests will have the opportunity to have
their picture taken while interacting with the vehicle and with their friends. After their
picture is taken, guests will be given a claim ticket that will direct them to the
fit.honda.com website to view their pictures. Since this ticket is driving people to the
website it is actually serving a dual purpose.




Media Strategy
To reap the most effective benefits from the campaign, Honda should use the following
media outlets for their on campus event advertising and some general advertising for
the Honda FIT. Each recommendation was selected based on the strategic market
research and are the most likely to have awareness among the target audience: the
college student.

The media strategy for the Honda FIT applies two approaches. The first strategy will
utilize general advertising and will mainly be used for increasing awareness of the
vehicle as well as focus on driving traffic to the FIT.honda.com website. The second
media strategy will be used to increase consumer’s interaction with the car through the
use of a Honda FIT Block Party, a promotional event located at twelve college campuses
within San Diego County. Such promotional events will be supported by local
community/social based online advertising of the events using online networks and
publications. In order to incorporate both strategies the FIT.honda.com website will be
updated to include a section for local Honda FIT Block Party event listings as well as
regional promotional events. The integration of these two strategies will ensure that
Honda is receiving ample coverage in targeted areas, e.g. college campuses, and that
they are providing their consumers with the opportunity to interact with the vehicle as
well as provide a unique and positive experience for their consumers.
                                                                                              35
Each media outlet has been selected on the bases of the Honda FIT target demographic
of college age students within San Diego County.


Regional Publications

The general media strategy will be largely based on web advertising and regional
publications. In order to cultivate consumer awareness within San Diego County,
creative advertisements will be placed in local publications such as the San Diego
Reader, City Beat, and sandiegoclubs.com--an online publication/newsletter. The
specifics on each media is listed bellow.

   •   San Diego City Beat
          o Is published every Wednesday
          o Circulation of 50,000
          o Is available over 1,000 locations in San Diego
          o Annual contract advertiser start price at rate of $55 per week
          o Readership age 18-34 years of age 30.6%
          o Display advertising rates:
          o Full (Dimension)- based on ads ran for consecutive weeks
                    $1304 (open)
                    CPM= $26.08 *with open price cost per page

   •   San Diego Reader
          o If an event coming up has entertainment value, there may be one free
             listing in the Reader. The listing will be printed the Thursday immediately
             prior to your event and will be posted on San Diego Reader website.
          o CPM = $4.46
          o Circulation: 120,000 daily
          o Distribution: Free
          o Pricing: varies with contract the shorter the contract the more expensive
             ranges from $18,000-37,000 per page. (4)

   •   Sandiegoclub.com
          o Placement of ad in the week prior to each event
          o CPM =
          o Circulation: 25,000 weekly
          o Distribution: free
          o Pricing: $75.00/ week

To measure advertisements that are placed in magazines effectiveness we recommend
pre and post testing. The portfolio test is a type of pre test that will measure recall and
reader’s first impression of the Honda FIT ad. For example, two or more local San Diego
cities are used to screen respondents and have them view different “test magazines” for
reading. Then participants will phone these respondents the next day and record their
recall or response of the Honda FIT ad’s.
                                                                                              36



Social Online Networks

General advertisements will also be featured on community/social based websites to
generate a viral marketing schema. The creative ads will be placed in the form of
interactive/animated banners. The main goal is to increase awareness of the vehicle,
however, ultimately drive the consumer to the website so they can learn more about the
Honda FIT as well as find out more information on Honda FIT promotional events, e.g.
Honda FIT Block Party.

Not only can the customer be interactive on the internet but they can also receive a lot of
information about the vehicle itself such as the costs, purchase information and much
more. Another study by iCrossing reveals that most adults who buy online rely on search
engines to research their purchases. Many shoppers are researching for their
automobiles on the internet. The Honda website will be crucial, “as many car buyers
now browse the internet before they set foot in a showroom.”

In order to capture a large portion of the Honda FIT target market, Honda should
continue to utilize social networks such as Myspace and eventvibe.com to create a FIT
phenomenon among their key demographic. By using media rich technology, such as
flash ads and blogs, Honda will have the flexibility to tailor specific advertisements to
key market segments.

Honda currently has a myspace account under the name of Honda FIT 2007. This
account should be used to send messages to selected individuals that have been indexed
as members of their target market. These messages will include friend requests that
invite Myspacers to become a Honda FIT club member and receive updated information
and promotions related to the Honda FIT.

In addition to requesting to connect to members, the specifics for the Honda FIT Block
Party events should be featured in each member’s event section of their Myspace page.
The Honda FIT Block Party should also be posted on a similar site called eventvibe.com
which is an event posting site that features mostly club events; however is a great
resource in connecting to the target market. This allows the individual to see
upcomming promotions and oncampus events. The comments that will be generated on
these pages can provide a blog network of Honda FIT consumers to communicate with
each other.

MySpace: a social networking website offering an interactive network of blogs, user
profiles, groups, photos and an internal e-mail system. According to Alexa Internet, as
of March 2006, Myspace is the world's fifth most popular English-language website and
the eighth most popular in the world (3)
       The overview of key demographics for myspace are as follows:
       Primary Age Demo: 16-34
       66.3 + million registered users
                                                                                          37
      14 million logins
      220,000 new daily registrations
      Internet Rank: Myspace #2 (17,562 total pages viewed)
Targeting is available for confirmation pages 430 X 600 Large Button $2.00 -$4.00
CPM. Once the myspacer sends a message over myspace to a friend there will be a
Honda FIT ad placed on the right side of the confirmation box which will direct them to
Honda FITs myspace profile which will have current Honda FIT events listed per region.

MySpace banner ad placements- Run of site 300X300 $2.00-$4.00 CPM. Page specific
placements on user home page. Sample targeting ability based on our target market
age.

   EventVibe.com
     Pricing- free
     Club/concert event listing site important for connecting to music events as a
     future affiliate program

Outdoor Support Media

Another marketing medium that Honda FIT can take advantage of is the use of support
media by using banner advertisements on campus. The banners will be strategically
placed on college campuses in locations that generate the most traffic.

      The advantages of support media through outside advertising are as follows:
         o Wide coverage of local markets by including banner advertisements within
            San Diego campuses.
         o San Diego target market is exposed to banner advertisements numerous
            times which results in high frequency.
         o Allows geographic flexibility banner advertisements will be placed where
            campuses permit.
         o The creativity of banner advertisements can attract attention.
         o The amount of banner advertisements that advertise Honda FIT can create
            high levels of awareness.
         o Banner advertisements have an ability to be innovative by using the
            benefits of technology by directing the target market to the Honda FIT
            website.


College Newspapers

Honda should use as many college campus newspapers as available to target students at
each campus about their upcoming “Honda FIT Block Party”. There are 13 major
colleges in the San Diego region including 6 universities and 7 community colleges with
a total combined population of approximately 209,925. Figures for seven of these
college newspapers are reported below and result in a combined student population
                                                                                        38
reach of 123,041. As a result, we encourage Honda to conduct more research to include
all college newspapers for advertising the “Honda FIT Block Party” at each campus.


   Cuyamaca Community College- Newspaper: Coyote Express
     619-660-4247
     8,000+ students
     CPM = $90
     circulation: 1000
     distribution: free-5 times per semester
     pricing: $90 for a 4.5 in .x 6.5 in. ad.

   MiraCosta Community College- Newspaper: The Chariot
     760-757-2121
     15,800 students
     CPM = $42.66
     Circulation/run of press: 3000
     distribution: free-key campus locations
     pricing: $128 for a 4 in. x 4 in. ad.

   San Diego City College- Newspaper: City Times
     619-388-3400
     15,000 students
     CPM = $35.00
     circulation: 5000
     distribution: free-16 issues-twice monthly-Tuesdays at key campus locations,
     local off campus hangouts (coffee houses, bookstores, entertainment venues)
     pricing: $175 for a 4.9 in. x 7.7 in. ad.

Southwestern College- Newspaper: The Sun
     619-482-6368
     19,000 students
     CPM = $11.25
     circulation: 5000
     distribution: free-bi-monthly
     pricing: $56.25 for a 3 x 5 in. ad.

University of San Diego- Newspaper: The Vista
     619-260-4714
     7,548 students
     CPM=$44.00
     circulation: 3,000
     distribution: 12 times per semester (subscription one semester= $24 and one
     year= $40) ads are run on Thursdays
     pricing: $132 for a 5 x 7.7 in. ad.
                                                                                            39
University of California at San Diego- Newspaper: The Guardian
     858-534-3466
     25,000 students
     CPM = $8.60
     circulation: 10,000
     distribution: $38 per quarter or $100 for one year (every Monday and Thursday)
     (ads only in Thursday issue)
     pricing: $86 for a 4 x 4 in. ad.

San Diego State University- Newspaper: The Daily Aztec
     (619) 594-4199
     32,693 students
     CPM = $11.25
     circulation: 12,000 Monday thru Thursday when the University is open
     distribution: free at more than 30+ high traffic locations and more than 15 off
     campus locations
     pricing: $135 for a 1/8 H 5.125 x 4 n. ad.


Local Radio Stations

Honda can capitalize on effective advertising of the on campus events and the event
sponsorship possibilities by utilizing local radio stations in San Diego. Radio stations
were chosen based on information availability and on the demographic age range that
listens to each station, which is the same demographic age group targeted for the FIT.
Advertising at different times of the day for each radio station based on the Scarborough
Research we collected that shows greater than average index numbers for those times of
the day. An average index number is 100.

Scarborough is a market analysis program that provides demographic, geographic, and
psychographic and product/media use information that can be used for media planning
(Belch). The Scarborough Research was taken from a report that analyzed energy drink
users in the city of San Diego and what radio stations they listen to. This information
reaches the target market for energy drink users which encompasses the same Honda
FIT demographic age group.

FM 94.9/KBZT –listenership ages are 18-34
  (619) 297-9595
     Pricing = $____ per 60/10 second spot
     CPP= $125 (cost per spot/rating)
     Monday thru Friday
     6am-10am = 121
     10am-3pm = 186
     3pm-7pm = 228
     7pm-12am = 298
                                                                                          40
FM 91.1/XTRA- listenership ages are 18-49
  (858) 495-9100
     Pricing =$110 am and $100 afternoon/per 30 second spot
     CPP $200 (cost per spot/rating)
     Monday thru Friday
     6 am-10 am = 181
     10am -3pm = 264

FM 93.3/KHTS- listenership ages are 12-34
  (858) 570-1933
     Pricing = $200 per 30 second spot
     CPP ____(cost per spot/rating)
     Monday thru Friday
     6 am-10 am = 128
     3pm -7pm = 122



Public Relations / Publicity

The focus of our public relations strategy is to maintain mutually beneficial
relationships between Honda and their target market, the college student. We suggest
continually informing the target audience about the FIT and the on campus events that
will be held at the 13 major college campuses in the San Diego region.

The PR department’s goal is to increase awareness, improve opinions/attitudes about
the Honda FIT and the promotional campaign and to receive attendance/participation
at the promotional events by our target audience through positive media coverage.

The finalized PR media contacts we recommend that Honda should strive to gain
cooperation with will be college campus newspapers, campus event calendars in
print/online, academic department/student newsletters in print/online and faulty or
staff newsletters. These will attempt to involve as many professors as possible on each
college campus and to motivate them to talk to their classrooms about some of the
benefits/advantages of attending the events. Some examples of these contacts at SDSU
are as follows:

      Daily Aztec-college newspaper
      @ State- a monthly electronic student newsletter produced by Associated
      Students and Student Affairs
      SDSU Universe-an electronic news source for faulty and staff
      SDSU Event Calendar- (homepage of sdsu.edu “upcoming events” section)
      College of Business student newsletter- (which includes an event calendar)
                                                                                                41
The public relations tools we suggest that Honda uses to attract the media’s attention is
as follows:
        Press Releases
        Press Kits

The material we suggest to be developed and included in the press kits and distributed
to the media contacts are cover letters targeting each specific contact and a press release
which will highlight the features of the Honda FIT and the details of the on campus
events. We also suggest that any catchy print advertisements developed be included,
along with a fact sheet that will cover more specific details about the FIT and a
backgrounder including any sponsors or partnerships contributing to the events.

We recommend that the press kits distributed are an eight ½ x 11-inch promotional
envelope with a picture of the Honda FIT on front with the quote, “How do you FIT in?”
Inside the envelope, it will include all of the above information on 5 x 7 inch cards which
are to colorful and easy to read. This will help gain the interest of our selected media
contacts in a brief straight-forward manner.

The first press release will be sent out during the first week of classes at each college and
distributed to each of their media contacts (as we’ve listed above) to create awareness of
the promotional campaign and explain how the campus and their student body will
benefit from the events. A month before each college’s on campus event, a personalized
PR kit will be sent out detailing the events and the many benefits and activities that will
go along with it. This will help to create interest about the Honda FIT and help the
faculty visualize the sequence of events and activities that will be taking on place during
that month leading up to the event and the event itself.

The third press release will be submitted to each campus after the event has taken place
thanking them for their participation and including a wrap up of event details and any
contest winners.


One Voice Marketing’s PR Plan Results

This section will now explain the tasks that the One Voice Marketing public relations
department has already performed and suggestions for the future.

The first press release was sent out February 24, 2006 via fax to the following media
contacts. Unfortunately, there were no articles generated from this press release.

       KPBS, 91.1, 90.3, 94.9, Daily Aztec, SD Reader, 944 Magazine, City Beat, and the
       Union Tribune.

   After many revisions to the style and format of the first press release and to our
      media contact list the second press release was submitted inside our press kits
      and sent out via email and in person on April 13th, 2006 to only the following
      contacts:
                                                                                              42

       SDSU business school online newsletter/event page, the Daily Aztec and the San
       Diego Union Tribune

One small paragraph was written by SDSU’s online business school student newsletter
under the “student news” link and a posting was made on the event calendar for the
business school’s event page. Here, some brief information about the on campus event
was posted. This event calendar was also printed out and placed on the event calendar
on the outside of the business school buildings and Student Services buildings prior to
the event.

The lack of articles generated from the second press release was our rationale to create
more revisions to the third press release and to our media contact list. The third press
release will be sent out May 9, 2006 to only the PR media contacts listed above as our
finalized media contacts for the PR department.

As a result, for the future we recommend that Honda put additional pressure on college
newspapers and the various media outlets we’ve listed above on all college campuses in
San Diego that will be having a “Honda FIT Block Party” at their school.

We suggest that Honda plans to measure the effectiveness of the PR portion of the
promotional campaign by pre/post public opinion surveys and the number of positive
articles generated through the targeted media contacts at each college campus. The pre
and post surveys will be primary research that can be used to gather data and evaluate if
the PR goals were attained

Event Marketing

One Voice Marketing recommends that Honda use grassroots marketing through a
series of on campus events to take place at twelve San Diego college campuses. The
events will take place during the 2006/2007 school year. There will be one event per
month except for the months of September, February and April when there will be two.
This is because there are twelve schools and nine months, so we chose the months when
the most students would be present to hold two events instead of one. These series of
events will be the backbone of our media strategy recommendations based on the
limited $100,000 budget, the fact that your target market responds well to grassroots
marketing30, and that our “test” event held on San Diego State’s campus on April 27,
2006 was such a success.

Honda FIT Block Parties
We will call the events Honda FIT Block Parties in order to portray a sense of high
energy and fun. This idea of high energy is extremely important. This is what made our
“test” event so successful. Students liked the fact that they were part of this excitement.
The Honda FIT Block Parties will employ 14 individuals. One part time employee who is
salary paid will be the event coordinator and in charge of any final decisions. A “Street
Team” will include the remaining 13 highly energetic and good looking individuals who
will be paid per event. The Street Team members are in charge of the logistics. They will
                                                                                           43
do anything from arranging the rentals to setting up on the event days. The “Street
Team” will tour the campus for two days prior to the events handing out flyers and
getting students excited to come. They basically will be mimicking what our team did for
our “test” event.

Event Time Line
The following is a template that we recommend using for the events.

   •   8:00- Car Arrives/ Set up, Meet truck with tables.

   •   8:30-9:30 Set up balloons, signs, banners, music & tables

   •   10:00- Event starts. Make sure there are team members at every station: Raffle,
       Games, Car, Food, Entrance and Exit, and Financial Services.

   •   11:00- First order of food arrives. (must fill out a survey to get food)

   •   1:00- Second order of food arrives. (must fill out a survey to get food)

   •   2:00- Event Ends. Start Clean up

   •   3:00- Break down tables, return them to truck and drop off car


Responsibilities of Each Station31
Entrance
     Greet People
     Counter
     Welcome them to event
     Hand out Financial Services Flyers

Car
       WATCH!! PROTECT!!
       Counter – car interactions
       Take pictures (then hand them paper w/website)
       Have everyone fill out a response forms
       Answer questions (there will be “cards” with basic car facts)
       Make experience “educational” (encourage them to move seats, fit their friends
       in, etc.)

Food
       Deliveries at 11 & 1
       Can only get food by turning in response form
       2 slices, 1 water bottle per person
       Stamp hand so we know
       Give them raffle ticket
                                                                                           44
Raffle
      Collect tickets (they get them by giving response form to food station)
         o Make sure they put their phone #
      Prizes:
         o 1 IPod Nano
         o 1 IPod Shuffle
         o 2 - 2 Packs of Movie Tickets
      Drawings will take place @ 2:00pm (they do not have to be present to win)

Jousting
      Have them read the rules on the table
      Have them sign waiver
      Supervise (no shoes, keys, etc)
      Play – get people involved

Honda Financial Services
    No one will be at table
    Flyers advertising two “seminars” (at 11 & 12)

Walking Around
     Pass out Beads
     Pass out Candy
     Answer Questions, etc.
     Help where needed

Exit
       Make sure they’ve filled out a response form
       Tell them to check out fit.honda.com


Advertising for the Honda Block Parties
We recommend that event specific advertising be conducted using the following:
      Print in all the San Diego college newspapers that we will be doing the events at.
      Online at Myspace.com and event listings at Eventvibe.com Sandiegoclubs.com
      Radio spots informing listeners when and where the events will take place.
      Flyers handed out on the San Diego college campuses
      Out door banner ads at each campus
      *This is discussed in more detail in the media portion of the proposal.

Recommendations for the Honda FIT Block Parties based on our results at
our test event on San Diego State University.
      1.) Classroom speaking could have helped the attendance
      2.) Could have had more prizes, free cd's from unknown artists etc.
      3) Advertisements-a lot of people said they didn’t know about it
      4) Coordination and emphasis on making people check out the car first, and then
      letting them get food and a raffle ticket
      5) Knowledge about the financial services
                                                                                         45
When asked what people mostly liked about the event the most common responses
were:
      Friendly people
      People are nice
      Very enthusiastic people
      [The people] are very energetic and enthusiastic
      Good looking people
      Games and prizes
      The positive energy and fun
      It was very lively and fun
      Good atmosphere
      I felt very welcome
      A lot of energy from the people
      Free candy, food and the chance to win cool stuff
      The music and the friendly, energetic hosts
      Very open, easy to learn about the information in a no-pressure environment
      The convenience of seeing a car on campus

Pictures of the “test” event on San Diego State campus




Local Event Sponsorships

Although pricing and information was not readily available for all of these events, we
recommend that Honda look into partnering up with these events during the summer
months when colleges are not in session to take advantage of continuous year long
advertising. We feel these events are an excellent way for Honda to piggyback with the
music industry and get the FIT out and mingling with the target audience in a non-
intrusive, relaxed environment.
                                                                                        46
Street Scene- Aug 4th and 5th, 2006
          vendor Contact- Jon Hickey -vendors@street-scene.com
          $600.00 for 1 cart/$1000 for 2 carts
          cleaning /security deposit $250.00
          fees include basic 110 volt electrical hook up (20 amps/200watts) and 20x10
          foot booth space
          http://www.street-scene.com/media/vendors/06_CartVendorApp.pdf

   Coachella- April 29th and 30th
         vending@coachella.com
         http://www.coachella.com/

   Karl Straus Beach to Brewery Beer and Music Fest-San Diego- May 13th
          http://www.karlstrauss.com/PAGES/Local/Events/beach_to_brewery/2006
          /btb06_info.htm

   91X X-Fest X11-San Diego- June 9th
         http://www.91x.com/info.html?page=134

   Vans Warped Tour-San Diego -July 6th
         http://www.warpedtour.com/pre06map/index.php

   Bob Marley Roots Rock Reggae Fest-San Diego- August 10th
        http://rastaites.com/events/bobmarleyday.htm

   FM94.9 Miller Lite Independence Jam- May 24th- Open Air Theatre SDSU
   *Scion is a sponsor this year
         http://www.fm949sd.com/home/index.cfm

   FM 94.9 “It’s About the Music” concert series-monthly shows
   *Dodge is a sponsor this year
        http://www.fm949sd.com/events/ATMShows.cfm

   Pearl Jam-July 7th (COX Arena @ SDSU)
          http://www.cox-arena.com/
                                                                                              47
Measuring Effectiveness
Internet: Control & Evaluation

Controlling and evaluating the campaign is a multi-step process. Since a great deal of
the initial introduction to the FIT occurs through the immediate visit-the-website
interaction, online measuring and tracking will be used. Unique measuring per user as
well as content tracking and number of visits will be monitored (Belch, 502-503).
Moreover, upon visiting the site, evaluation surveys will be delivered in conjunction with
picture downloads (i.e. the guest must fill out an evaluation to access photos). Event
coordinator interaction and communication is critical during the event in informing
participants to visit the site.

Honda Block Parties: Control & Evaluation

To measure effectiveness we recommend that response forms are given to all qualified
participants at each event. In order to be a qualified participant you must have sat inside
the FIT and interacted with it. The response forms will be redeemable for free food and
raffle tickets. The response form will give insight to the consumer’s perceptions about
the FIT and Honda’s Financial Services program. The exact questions on the response
forms can be found in the research section in the appendix of this proposal. We also
recommend that claim tickets with the FIT website on them be given out. The claim
tickets are given out to people after their picture is taken inside the car. They are to be
told to go to the website on the claim ticket to check out their pictures. To measure each
of the events effectiveness the amount of people who actually visit the website and
perhaps stay on it longer than just to look at their picture should be monitored. This will
give a good indication of the success of each event.


Event: Control & Evaluation

As mentioned above, the marketing and sales team will interact through the event. In
person, however the sales team will have measures of accountability. Due to the high-
involvement of the event (through building excitement), the effectiveness of the
marketing force is critical. To see how individuals contribute to the overall IMC
program for the Honda FIT, the individual team members will be audited by the salaried
employee and asked to evaluate their superior, in return. The surveys will be
administered online, with a promotional incentive (such as Honda giveaways and excess
prizes) to complete. The survey will ask about the following aspects of a qualified
employee:
    • Knowledge: of competition, industry and market.
    • Program Implementations: the event marketers ability to implement
       timelines, promises and special arrangements, as well as the face-time necessary
       in tailoring the programs.
    • Follow Up: do they “go the extra mile” to ensure satisfaction, disseminating
       promotional and informational materials.
                                                                                          48
   •   Attainment of Objectives: the salespersons personal attention to campus-
       specific sales objectives and the assistance given to help VARs meet and/or
       surpass their goals on a continuous basis.
                     (adapted from “Evaluating the Personal Selling Effort”, Belch 613)

Public Relations: Control & Evaluation

The first contact with the Honda FIT Block Party is in itself an evaluation of the
effectiveness of public relations. Since PR is intangible, Belch & Belch recommend a
series of measuring options, two of which the Honda FIT campaign should follow:

   1. Personal Observations and reaction: internal audits by Honda executives should
      be a main aspect to these events, where the salaried employee and the street
      team are accountable for the project, as well as an honor to compete for
      geographic-specific awards from Honda, should the campaign spread
      (incentives).
   2. Public opinion and surveys: Included on the questionnaires will be a line of “how
      did you hear about us?” where respondents are able to check what medium
      (media) they first heard about the event from. (p.578-579)
                                                                                                                       49
Appendices

Appendix A: Research
Pre-Campaign Survey

                                              Honda Marketing Survey

1. Do you intend to purchase or lease a new vehicle within (Check one):
    ___0-6 months       ____6-12 months        ____1-2 years        ____ 2-5 years         ____5+ years

    ___Do not intend to purchase a new vehicle

2. What price range do you believe your next new vehicle will be? (Check one)
    ___less than $15,000         ___$15,001 - $20,000         ___$20,001 - $25,000       ___$25,001 or more

3a. Do you know of any car manufacturers that have a special vehicle financing program for College Grads?
    ___ Yes    ___ No       ___ Unsure

3b. If yes, please list the manufacturers:
    ______________________________              ___________________________
    ______________________________              ___________________________
    ______________________________              ___________________________


(4) 3c. Would you purchase a new car sooner if you knew that you qualified for a special financing program for
college graduates?
     _0__ Yes _1__ No        _2__ Unsure

4. When you think of compact cars, please list three cars that first come to mind.
    1. _____________________________
    2. _____________________________
    3. _____________________________


5a. Are you aware of any new compact cars that have come out in the last 6 months?
    ___ Yes    ___ No       ___ Unsure

5b. If yes, please list the cars:
    ______________________________              ___________________________
    ______________________________              ___________________________
    ______________________________              ___________________________


    6.   Think of your current perceptions of subcompact cars. Please rate the importance of following attributes in
         a subcompact car (i.e. Toyota Yaris, Kia Spectra, Mini Cooper, Hyundai Accent, etc.) Circle the number
         that applies:
                                                                                                                      50
                               5              4                3              2              1               0
                              Very         Important         Neither      Unimportan        Very         Don’t know
                                                          Important nor
                            Important                                         t          Unimportan
                                                           Unimportant
                                                                                             t

   Good for City life           5               4              3               2               1               0

     Fuel efficient             5               4              3               2               1               0

         Unique                 5               4              3               2               1               0

        Versatile               5               4              3               2               1               0

          Safe                  5               4              3               2               1               0

      Fun to drive              5               4              3               2               1               0

    Exterior styling            5               4              3               2               1               0

     Interior styling           5               4              3               2               1               0

    Ability to adjust           5               4              3               2               1               0
      seating/cargo
     configurations
    Coolness/Image              5               4              3               2               1               0

7. Imagine you were considering purchasing a new car. Please rate how the following statements apply to your
purchase decisions. Circle the number that applies:

                               5               4               3              2               1              0
                            Strongly         Agree          Neither        Disagree        Strongly      Don’t know
                             Agree                         Agree nor                       Disagree
                                                           Disagree
     I would consider           5               4              3               2               1               0
  buying a subcompact
             car
     I would prefer a           5               4              3               2               1               0
        compact car
       I’d consider a           5               4              3               2               1               0
      subcompact car
    equally with other
          options
 I might consider it, but       5               4              3               2               1               0
   it would not be my
          priority
      There’s a slight          5               4              3               2               1               0
   chance I’d consider
  buying a subcompact
             car
  I would not consider          5               4              3               2               1               0
  buying a subcompact
             car

8. Considering advertisements for cars, please rate how you feel about the following statements. Circle the number
that applies:
                                                                                                                  51
                                 5           4              3              2              1              0
                              Strongly     Agree         Neither        Disagree       Strongly      Don’t know
                               Agree                    Agree nor                      Disagree
                                                        Disagree
  I’ll watch a car ad if it      5            4             3               2              1               0
        uses humor
 I like car ads that have        5            4              3              2              1               0
           action
        Car ads with             5            4              3              2              1               0
     emotional appeal
       catch my eye
  I’m likely to watch a          5            4              3              2              1               0
   car ad if it includes
      members of the
       opposite sex
          Special                5            4              3              2              1               0
 effects/graphics make
   me want to watch a
           car ad
   Catchy tunes/jingles          5            4              3              2              1               0
    appeal to me in car
  I’m likely to watch a
  car ad if it has lots of
        pop culture

 Car placements (such            5            4              3              2              1               0
   as in James Bond
 movies or The Italian
     Job) are cool
  I’m attracted to car           5            4              3              2              1               0
  displays at the mall
 I’ve stopped by a car           5            4              3              2              1               0
  display on campus

9. Imagine Honda was planning an on-campus event. Tell us how the following factors would influence your
attendance. Circle the number that applies:

                                  5           4            3              2               1              0
                              Likely to    Might         May or        Might Not      Unlikely to    Don’t know
                               attend      attend        May Not        Attend         Attend
                                                         Attend
       Free food                 5            4             3               2              1               0
  Free Honda-brand               5            4            3                2              1               0
      giveaways
  Contests (i.e. how             5            4              3              2              1               0
  many people can fit
     inside a car)
 Electronic giveaways            5            4              3              2              1               0
   Giveaways from                5            4              3              2              1               0
     Aztec Shops
 You might be on TV              5            4              3              2              1               0
      or the radio
 Campus groups/clubs             5            4              3              2              1               0
     are involved
                                                                                                                         52
10. Some people believe traditional advertisements are not effective. In which situations are you most likely to
see/take-in advertisements? Circle the number that applies:

                                5               4              3                2               1               0
                             Likely to       Might See       May or         Might Not       Unlikely to     Don’t know
                               See                           May Not           See             See
                                                              See
       Television                5               4             3                  2               1                0

           Radio                 5               4               3                2               1                0

       Magazines                 5               4               3                2               1                0

       Internet ads              5               4               3                2               1                0

   Personalized Web              5               4               3                2               1                0
   Spaces (Myspace,
      Facebook)
    Outdoor boards               5               4               3                2               1                0

   Events/Promotions             5               4               3                2               1                0


11. What information source would you most likely use when seeking more information on cars?

___ TV       ___ Friends      ___ Internet       ___ Radio       ___ Dealership       ___ Other:_______


12. Are you aware of the Honda FIT?
     ___ Yes    ___ No (If no, skip to question #21)


13. What three things first come to mind when you think of the Honda Fit? (List your top 3):
    1. ______________________________________

    2. ______________________________________

    3. ______________________________________


14. Please select the statement that best reflects your overall opinion of the Honda FIT
        ______Excellent              ______Good                ______Fair            ______Poor       ______Very Poor

15. Based on your current perceptions of the Honda Fit, please rate the following attributes (Circle the appropriate
number):



                                5               4                3              2                1              0
                            Very Good          Good             Fair           Poor          Very Poor      Don’t know
     Good for City life         5               4                3              2                1              0

         Fuel efficient          5               4               3                2               1                0

            Unique               5               4               3                2               1                0
                                                                                                                   53
          Versatile              5               4                3            2             1              0

            Safe                 5               4                3            2             1              0

        Fun to drive             5               4                3            2             1              0

       Exterior styling          5               4                3            2             1              0

       Interior styling          5               4                3            2             1              0

      Ability to adjust          5               4                3            2             1              0
       seating/cargo
      configurations
         Coolness                5               4                3            2             1              0

16. Imagine you were looking to buy a compact car, which of the following statements best describes how much you
would consider buying the Honda FIT?

_____It is the only car I would consider.
_____It’s one of the cars I prefer & would consider it ahead of others.
_____I’d consider it equally with other cars.
_____I might consider it, but would consider others ahead of it.
_____I would not usually consider it, but may do so now.
_____It’s not a car I’d ever consider.


17. If you have heard about the Honda Fit, how did you hear about it?
_____ A friend
_____ Honda’s Website
_____ TV
_____ Radio
_____ Magazine
_____ Print Ad
_____ Internet site (name:____________________)
_____ A promotional event on campus
_____ Other: ____________________
_____ Don’t know

18. Have you visited Honda’s website in the last 3 months?
_____ Yes                _____ No

19. Are you interested in learning more about Honda’s new car, the FIT?
_____ Yes                  _____ No

If you answered “yes” to the previous question please provide your name and e-mail address below

Name:_____________________           Email:_____________________

20. What three things first come to mind when you think of a compact car called the Fit?

    1. ______________________________________

    2. ______________________________________

    3. ______________________________________
                                                                                  54

21. Gender:      ___ Male           ___ Female

22. Age:        ___ less than 17       ___ 17-19   ___ 20-22   ___ 23-25
                ___ 26-28              ___ 29-31   ___ 32-34   ___ 35 and over


23. My income is (check one):
    <10,000
    10,000-30,000
    30,000-55,000
    >55,000
    prefer not to state

Thank You for Your Participation!


Event Day Response Form


my rules. my
1. What are your perceptions of the Honda FIT?
______________________________________________________________________
______________
2. Would you consider purchasing the Honda Fit?
□   Very Likely
□   Likely
□   Neither Likely nor Unlikely
□   Unlikely
□   Very Unlikely
3. How easy or difficult does it seem to receive finance assistance from Honda?
□   Very Easy
□   Easy
□   Neither Easy nor Difficult
□   Difficult
□   Very Difficult
4. Would you consider using Honda Finance to assist you financing a car?
(check one) _____YES            _____NO
What did you like about the event?
______________________________________________________________________
______________
What did you like about the Honda Fit?
                                                                                                           55
Pre vs. Post Research Results

                                                 Good for City Life

                     100.0%
                     90.0%
                     80.0%
  % of Respondents




                     70.0%
                     60.0%
                                                                                                    Pre
                     50.0%
                                                                                                    Post
                     40.0%
                     30.0%
                     20.0%
                     10.0%
                      0.0%
                              Very Good   Good      Fair          Poor     Very Poor   Don't Know
                                                  Category Applicability




                                                  Fuel Efficiency

                     100.0%
                     90.0%
                     80.0%
  % of Respondents




                     70.0%
                     60.0%
                                                                                                    Pre
                     50.0%
                                                                                                    Post
                     40.0%
                     30.0%
                     20.0%
                     10.0%

                      0.0%
                              Very Good   Good     Fair           Poor     Very Poor   Don't Know
                                                  Category Applicability
                                                                                                                          56

                                                      Uniqueness

                     100.0%

                     90.0%

                     80.0%

                     70.0%
% of Respondents




                     60.0%
                                                                                                            Pre
                     50.0%
                                                                                                            Post
                     40.0%

                     30.0%

                     20.0%

                     10.0%

                      0.0%
                              Very Good    Good      Fair           Poor          Very Poor   Don't Know
                                                    Category Applicability




                                                             Versatility

                     100.0%

                      90.0%

                      80.0%

                      70.0%
  % of Respondents




                      60.0%
                                                                                                                   Pre
                      50.0%
                                                                                                                   Post
                      40.0%

                      30.0%

                      20.0%

                      10.0%

                       0.0%
                               Very Good     Good           Fair           Poor         Very Poor    Don't Know
                                                        Category Applicability
                                                                                                        57

                                                    Safety

                   100.0%

                   90.0%

                   80.0%

                   70.0%
% of Respondents




                   60.0%
                                                                                                 Pre
                   50.0%
                                                                                                 Post
                   40.0%

                   30.0%

                   20.0%

                   10.0%

                    0.0%
                            Very Good   Good    Fair            Poor    Very Poor   Don't Know
                                               Category Applicability




                                                 Fun to Drive

                   100.0%

                   90.0%

                   80.0%

                   70.0%
% of Respondents




                   60.0%
                                                                                                 Pre
                   50.0%
                                                                                                 Post
                   40.0%

                   30.0%

                   20.0%

                   10.0%

                    0.0%
                            Very Good   Good    Fair            Poor    Very Poor   Don't Know
                                               Category Applicability
                                                                                                        58

                                               Exterior Styling

                   100.0%

                   90.0%

                   80.0%

                   70.0%
% of Respondents




                   60.0%
                                                                                                 Pre
                   50.0%
                                                                                                 Post
                   40.0%

                   30.0%

                   20.0%

                   10.0%

                    0.0%
                            Very Good   Good    Fair           Poor     Very Poor   Don't Know
                                               Category Applicability




                                               Ability to Adjust

                   100.0%

                   90.0%

                   80.0%

                   70.0%
% of Respondents




                   60.0%
                                                                                                 Pre
                   50.0%
                                                                                                 Post
                   40.0%

                   30.0%

                   20.0%

                   10.0%

                    0.0%
                            Very Good   Good    Fair           Poor     Very Poor   Don't Know
                                               Category Applicability
                                                                                                        59

                                                  Coolness

                   100.0%

                   90.0%

                   80.0%

                   70.0%
% of Respondents




                   60.0%
                                                                                                 Pre
                   50.0%
                                                                                                 Post
                   40.0%

                   30.0%

                   20.0%

                   10.0%

                    0.0%
                            Very Good   Good    Fair           Poor     Very Poor   Don't Know
                                               Category Applicability
                       60
Appendix B: Creative
General Print Ads
61
62
 
        63




     
                                              64
Event Specific Print Ad & Promotional Flyer




Event Specific Banner
                65
Web Banner Ad




Claim Ticket
                                                                                                                                                                                                      66
Appendix C: Media Schedule

Yearly Media Schedule Based On School
Year
                                September                            October                           November                           December                            January
                       Cuyamaca Community College
Event                  Grossmont Community College        Mira Costa Community College          University of San Diego             Southwestern College                   UC San Diego
College
Newspapers                    Coyote Express
Event Specific                 The Summit                          The Chariot                          The Vista                          The Sun                         The Guardian
Magazines/Publicati    San Diego Reader in the week       San Diego Reader in the week       San Diego Reader in the week       San Diego Reader in the week       San Diego Reader in the week
ons                          prior to the event                 prior to the event                 prior to the event                 prior to the event                 prior to the event
General Advertising        City Beat every week               City Beat every week               City Beat every week               City Beat every week               City Beat every week
Internet                 Myspace.com banner ads,            Myspace.com banner ads,            Myspace.com banner ads,            Myspace.com banner ads,            Myspace.com banner ads,
General Advertising          event listings (free)              event listings (free)              event listings (free)              event listings (free)              event listings (free)
Banners                sandiegoclubs.com newsletter,      sandiegoclubs.com newsletter,      sandiegoclubs.com newsletter,      sandiegoclubs.com newsletter,      sandiegoclubs.com newsletter,
Event Specific Posts        eventvibe.com (free)               eventvibe.com (free)               eventvibe.com (free)               eventvibe.com (free)               eventvibe.com (free)
                        Outdoor banners in the week       Outdoor banners in the week        Outdoor banners in the week        Outdoor banners in the week        Outdoor banners in the week
Outdoor                     prior to on campus                prior to on campus                 prior to on campus                 prior to on campus                 prior to on campus
Event Specific                     events                            events                             events                             events                             events
                       Street team will hand out flyers   Street team will hand out flyers   Street team will hand out flyers   Street team will hand out flyers   Street team will hand out flyers
Flyers & Handouts               3 days prior to                    3 days prior to                    3 days prior to                    3 days prior to                    3 days prior to
Event Specific                      event                              event                              event                              event                              event
Radio                  Advertise on 94.9, 91.1 & 93.3     Advertise on 94.9, 91.1 & 93.3     Advertise on 94.9, 91.1 & 93.3     Advertise on 94.9, 91.1 & 93.3     Advertise on 94.9, 91.1 & 93.3
Event Specific           in the week prior to event         in the week prior to event         in the week prior to event         in the week prior to event         in the week prior to event
                                  February                            March                               April                              May

                           Cal State San Marcos                                                San Diego State University
Event                   Palomar Community College            San Diego Mesa College             San Diego City College           Miramar Community College
College
Newspapers                       The Pride                                                             Daily Aztec
Event Specific                 The Telescope                       Mesa Press                          City Times                  No Student Newspaper
Magazines/Publicati    San Diego Reader in the week       San Diego Reader in the week       San Diego Reader in the week       San Diego Reader in the week
ons                          prior to the event                 prior to the event                 prior to the event                 prior to the event
General Advertising        City Beat every week               City Beat every week               City Beat every week               City Beat every week
Internet                 Myspace.com banner ads,            Myspace.com banner ads,            Myspace.com banner ads,            Myspace.com banner ads,
General Advertising          event listings (free)              event listings (free)              event listings (free)              event listings (free)
Banners                sandiegoclubs.com newsletter,      sandiegoclubs.com newsletter,      sandiegoclubs.com newsletter,      sandiegoclubs.com newsletter,
Event Specific Posts        eventvibe.com (free)               eventvibe.com (free)               eventvibe.com (free)               eventvibe.com (free)
                        Outdoor banners in the week       Outdoor banners in the week        Outdoor banners in the week        Outdoor banners in the week
Outdoor                     prior to on campus                prior to on campus                 prior to on campus                 prior to on campus
Event Specific                     events                            events                             events                             events
                       Street team will hand out flyers   Street team will hand out flyers   Street team will hand out flyers   Street team will hand out flyers
Flyers & Handouts               3 days prior to                    3 days prior to                    3 days prior to                    3 days prior to
Event Specific                      event                              event                              event                              event

Radio                  Advertise on 94.9, 91.1 & 93.3     Advertise on 94.9, 91.1 & 93.3     Advertise on 94.9, 91.1 & 93.3     Advertise on 94.9, 91.1 & 93.3
Event Specific           in the week prior to event         in the week prior to event         in the week prior to event         in the week prior to event
                                                                                                                                                                 67
Endnotes
1 EdVenture Partners, Honda Fit Marketing Challenge Client Handbook, 2005, P.11
2 EdVenture Partners, Honda Fit Marketing Challenge Client Handbook, 2005, P.11
3 EdVenture Partners, Honda Fit Marketing Challenge Client Handbook, 2005, P.13
4 EdVenture Partners, Honda Fit Marketing Challenge Client Handbook, 2005, P.19
5 JCN Newswire
6 Source: Honda Holds Image Above Incentives. The Power Report July 2003. Gerry Rubin President and CEO Rubin Postaer and Associates
7 Source: Honda Holds Image Above Incentives The Power Report July 2003. Gerry Rubin President and CEO Rubin Postaer and Associates
8 Source: 2007 Honda Fit Looks Small on the Outside, Delivers Big on the Inside, JCN Newswire, January 9, 2006 Monday, 1357 words, Tokyo and Detroit, U.S.A.
9 Source: www.fitfreak.net
10 Source: Carmakers Unveil Strategies at ’06 Auto Show . Adweek online: NA January 9, 2006, VNU eMedia Inc.
11 Source: 2007 Honda Fit Looks Small on the Outside, Delivers Big on the Inside, JCN Newswire, January 9, 2006 Monday, 1357 words, Tokyo and Detroit, U.S.A.
12Source:http://web.lexisnexis.com.libproxy.sdsu.edu/universe/document?_m=ff88f9f47d534b3a45407b9907995f0b&_docnum=2&wchp=dGLbVlbzSkVA&_m
d5=1f445d1ef8aadf1ba09695874d2100b0
13 Source: SUVs
http://web.lexisnexis.com.libproxy.sdsu.edu/universe/document?_m=784e7383c09de005ea46bca0bb382567&_docnum=9&wchp=dGLbVlzzSkVA&_md5=5084
82052b4fb0b93a63cc034f69ce99
14Source:http://web.lexisnexis.com.libproxy.sdsu.edu/universe/document?_m=ee0d3e8b6c7f89defe8665a3a2674639&_docnum=5&wchp=dGLbVzb-
zSkVA&_md5=9bbe954bab59d22cc50ab25803f3042f
15Source:http://web.lexisnexis.com.libproxy.sdsu.edu/universe/document?_m=ee0d3e8b6c7f89defe8665a3a2674639&_docnum=8&wchp=dGLbVzb-
zSkVA&_md5=0278511b16c3a156cf61b7b45ea6650f
16Source:http://web.lexisnexis.com.libproxy.sdsu.edu/universe/document?_m=ee0d3e8b6c7f89defe8665a3a2674639&_docnum=7&wchp=dGLbVzb-
zSkVA&_md5=8dc214265f37ede8a72e53c9a05fabaa
17 (HEADLINE: Generation Y versus Baby Boomers BYLINE: By Dana FrenchFurniture Today November 21, 2005) Generation Y are those born anywhere
between 1978 to 1994. (The Press (Christchurch, New Zealand)HEADLINE: Talkin' about Y generation BYLINE: BOUCHER Mark September 24, 2005, Saturday)
18 (National Study Concludes Generations X and Y Value Mail; Generations shaped by digital media respond to traditional media channel PR Newswire US
October 20, 2005 Thursday 1:00 PM GMT)
19 (HEADLINE: CONGRESSIONAL BRIEFING ON HIGH OIL AND GASOLINE PRICES, Federal News Service October 13, 2005 Thursday)
20 (Detroit Free Press (Michigan) HEADLINE: Ford chairman implores Congress to aid domestic auto industry. November 23, 2005, Wednesday BYLINE: By
Sarah A. Webster)
21 (Associated Press Online HEADLINE: U.S. Automakers See Sales Drop in 2005 BYLINE: DEE-ANN DURBIN; AP Auto Writer January 5, 2006 Thursday
22 http://www.automotiveindustrynews.com/fdas33055031.htm
23 http://www.chicagofed.org/publications/fedletter/cflmarch2004_200a.pdf
24http://web.lexisnexis.com.libproxy.sdsu.edu/universe/document?_m=ee0d3e8b6c7f89defe8665a3a2674639&_docnum=7&wchp=dGLbVzbzSkVA&_md5=8dc
214265f37ede8a72e53c9a05fabaa
25http://web.lexisnexis.com.libproxy.sdsu.edu/universe/document?_m=ee0d3e8b6c7f89defe8665a3a2674639&_docnum=7&wchp=dGLbVzbzSkVA&_md5=8dc
214265f37ede8a72e53c9a05fabaa
26 Williams, G. C. (2006, January 28). All About Cars; Yaris? Versa? Fit? San Antonio Express-News, p. Drive; 1J.
27 Yamaguchi, Y. (2005, July 25). Suzuki Aerio wagon flirts with extinction. Automotive News, p. 79. Retrieved February 02, 2006, from RDS Business & Industry
Database Database, Article No. 134511750.
28 Bell, N., Gramm, C., Schranz, C., & Seiler, T. (2005). What Moves You, Generation Y?. San Diego State University:
29 Scion Research: What Moves You, Generation Y? Prepared for RPA & Edventure Partners by SDSU graduate students
30 Scion Research: What Moves You, Generation Y? Prepared for RPA & Edventure Partners by SDSU graduate students
31 Our responsibilities for the SDSU Event delegated by Amy Pappas

				
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