Rebranding campaign for Don Rosen Imports. Won best campaign.

1. SEAN NARTIFFDEIONE SYDNOR CRISTINA WILLISSTEVE FLEMING ACCOUNT MANAGER MEDIA PLANNER COPY WRITER CREATIVE DIRECTOR 1

2. ITINERARY Secondary Research/SWOT Primary Research The Name Change Personas Media Plan and Budget The Big Idea Creative Wrap-Up 2

3. SECONDARY RESEARCH 3

4. 55% empty nesters 50% of buyers in category do not finance Lifestyle: Luxury and automotive enthusiasts who “make money off of the bad economy” Values: Performance, Customization Geography: PA, NJ, with some advertising on NY radio KEY FACTS 4

5. DON ROSEN IMPORTS SWOT ANALYSIS 5

6. STRENGTHS “Low-Pressure Environment” Leader in Local Sales Multiple Locations Valuable Brand Name 6

7. WEAKNESSES Sharing the Don Rosen Name New sales staff has a high turnover rate and long training period 7

8. OPPORTUNITIES Social Media Advertising Test Drive Customization Target Market Purchasing Funnel 8

9. THREATS Online Competitors Winner Porsche of Delaware Competitor Innovation Audi Wilmington: The Odo Club Audi Mendham: Onsite Delivery Service Paul Miller Porsche: Car Races 9

10. PRIMARY RESEARCH 10

11. DEMOGRAPHICS 89% of respondents own a luxury vehicle 56% Male 44% Female 56% Own a Porsche or Audi 67% Buy New 11

12. HOBBIES AND INTERESTS Sports Fitness Cooking Yachting Travel Wine Yoga Photography Social Media 12

13. SOCIAL MEDIA CONSUMPTION 13

14. SOCIAL MEDIA CONSUMPTION 14

15. WHAT IS YOUR IDEAL DEALERSHIP EXPERIENCE? “When I can get the deal I want, the way I want it.” “Personal & Memorable” “Top Customer service” 15

16. WHY BUY A LUXURY AUTOMOBILE? Primary reason = performance 67% Secondary Reason= style 33% Safety and Status were not valued by our respondents 16

17. THE RIGHT DEALERSHIP Dealership experience, inventory, location, and recommendations are all highly valued by the target market Respondents consider sales people but it isn’t top of mind 17

18. RESEARCHING THE CAR 18

19. THE NAME CHANGE 19

20. WHY CHANGE? Don Rosen Imports, while an established name, has a parasite (Don Rosen Audi & Infiniti of Willow Grove) leeching off the name 20

21. CHOOSING A NAME A name that reflects the idea that DRI has been there since the beginning A name that welcomes people to come visit the dealership 21

22. PLEASANT VALLEY IMPORTS 22

23. PERSONAS 23

24. ALEXUS VON VORST Age: 32 Job: Senior Account Executive Car of choice: Audi a4 Income: $150,000 Hi, my name is Alexus. I’m a senior account executive at City Paper. I worked my way up from being a junior account executive. My responsibilities include training new team members and motivating my team to pass our monthly sales goals. In my spare time I love trying new restaurants, traveling, and going to yoga classes to release some stress. Where can you find me? Online: - Facebook - LinkedIn - Pandora Offline: - B101, Q102, BENFM (95.7) - SEPTA regional rail 24

25. CHARLIE SCHWAB Age: 58 Job: Financial Investor Car of choice: Porsche 911 Turbo, Audi a8 Income: $2 million How’s it going? My name is Charlie. I’m a financial investor who makes money off of the bad economy. I buy things when the market is down and sell when the market is up. Recently, both of my daughters graduated from college so I’ve been dedicating more time to my hobbies. Mostly tuning up my golf game and cruising around in my new Porsche. It’s all about performance and style. Where can you find me? Online: - Facebook - LinkedIn - Twitter Offline: - WMGK, WMMR - Pine Valley Golf Club - Schuylkill Expressway 25

26. MEDIA PLAN AND BUDGET ALLOCATION 26

28. Audi

29. Female 30-54

30. Income: $150,000+

31. Suburban

32. Scheduling: continuous27

33. STRATEGY AND TACTICS Objectives Primary: create awareness of Don Rosen Import’s name change Secondary: promote overnight test drives to bring new prospects into the dealership Tactics Utilize SEM and micro page for different objectives Hit frustrated commuter traffic with radio Access Don Rosen at the tip of your finger 28

34. CHANNELS 29

35. CHANNEL RATIONALE AND STRATEGY 30

36. RADIO Budget Allocation: $300,000 Channels: WMMR, BENFM, Q102 Rationale: Radio is a high impact medium because the consumer will be conscious about the car they are driving. Those who want a change of vehicle will be susceptible to our message. Strategy: target radio stations that fit our target market’s tastes in music. A Porsche ad for the male demographic, an Audi ad for the female demographic. Success Metric: Call-ins, number of visits 31

37. ONLINE RADIO Budget Allocation: $120,000 Channels: Pandora Rationale: online radio is another way to efficiently reach our target via IP address. Pandora will reach the tech savvy consumer who values customization. Strategy: utilize full-screen takeover ads to visualize idea of customization and radio spots to reach those away from their computer Success Metric: Click Through Rate 32

38. SEO/SEM Budget Allocation: $216,000 Channel: Google Rationale: SEO and SEM is critical to the success of the campaign because it pulls in customers who are already in the research/buying phase Strategy: use different landing pages depending on key words used. Phrase such as “Porsche dealership NJ” will draw to homepage while “custom sports cars” will draw to microsite Success Metrics: Click Through Rate, Website Traffic, Google Analytics 33

39. BILLBOARD Budget Allocation: $144,000 Channel: routes along Princeton, Conshohocken, and Wynnewood Rationale: Like radio, billboard is a medium specific to the road. It is a great way to attract local customers to the dealership. Strategy: Utilize vivid imagery that will inspire target market to drive something new. Success Metric: number of visits to dealership 34

40. SOCIAL MEDIA Budget Allocation: $60,000 Channels: Facebook Twitter Youtube Rationale: 90% of surveyed respondents check their Facebook every day. Pleasant Valley needs to increase ‘likes’ and express the dealership’s expertise on Porsche and Audi vehicles. Strategy: Run a Facebook campaign where if you like the page you are entered to win a 2 year lease. Use Twitter as a customer service platform to answer any questions shoppers and existing clients might have. Success Metrics: Facebook likes, number of tweets @PleasantValley 35

41. PUBLIC RELATIONS Budget: $180,000 Channels: scholarship fund, charity golf event Rationale: Pleasant Valley should enhance its public image to gain the community’s favor. Strategy: provide scholarships to underprivileged high school students who wish to attend college. Use the golf charity event as an opportunity to gather information/leads. Success Metrics: Response to giveaways, additional media attention 36

42. MEDIA SUMMARY Make existing customers aware of the name change while continuing to drive new clients to the dealership Direct traffic by targeting two demographics with niche ad placement Increasing brand awareness Pull consumers in the purchasing funnel 37

43. THE BIG IDEA 38

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45. CREATIVE Facebook Profile Page Twitter Profile Page YouTube Page Pandora Take-Over Ad Microsite Add-On to Existing Site Newsletter Billboard Radio 40

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52. RADIOCONCEPT 47

53. NEWSLETTER 48

54. CONCLUSION Don Rosen Imports will be rebranded as Pleasant Valley Imports Big Idea = Driven By You Target two different demographics to increase dealership traffic Don’t confuse existing customers with the name change 49

55. THANK YOU 50 WHEN DO WE START?