Rodney James Final NMDL Project

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R

Technologie Business

Rodney James

Volvo
Quality

Design

Environment

Safety

Performance

Volvo,
where premier luxury
and
optimal safety meet

Appeal to Target Audience

Exhibit Exclusivity

Reinforce Value

Showcase Style, Safety, and
Performance

Exclusivity:

Build organic relationships with
Tastemakers/Influencers
Product Placement

Achieve Value Objective by
Running video commercials

Print Ad’s

Compare competitors vs. Volvo in Ad’s

SEO

Viral Video Campaign
12 episode web series via YouTube

Create main character and story surrounding protagonist
and his/her Volvo.

Promote video series through Volvo’s media channels and
automotive blogs

Metrics of Success
Increase in Facebook fans, Twitter followers, YouTube
channel hits and ultimately sales.

Timeline
Phase 1 Jan-March 2012

Phase 2 April-July 2012

Phase 3 July-October 2012

Phase 4 October-December 2012

Budget
17M for total advertising budget

1M for proposed initiative

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2. Volvo Quality Design Environment Safety Performance

3. Volvo, where premier luxury and optimal safety meet

4. Appeal to Target Audience Exhibit Exclusivity Reinforce Value Showcase Style, Safety, and Performance

5. Exclusivity: Build organic relationships with Tastemakers/Influencers Product Placement

6. Achieve Value Objective by Running video commercials Print Ad’s Compare competitors vs. Volvo in Ad’s SEO

7. Viral Video Campaign 12 episode web series via YouTube Create main character and story surrounding protagonist and his/her Volvo. Promote video series through Volvo’s media channels and automotive blogs

8. Metrics of Success Increase in Facebook fans, Twitter followers, YouTube channel hits and ultimately sales.

9. Timeline Phase 1 Jan-March 2012 Phase 2 April-July 2012 Phase 3 July-October 2012 Phase 4 October-December 2012

10. Budget 17M for total advertising budget 1M for proposed initiative