Ford Fiesta Movement - UF Marketing Management Case
•
2 j'aime•2,865 vues
As part of my senior capstone marketing class, the class was tasked with providing marketing solutions for 6 provided cases. One case was to develop a plan for the Ford Fiesta when it was first introduced to the United States in 2009. I created the provided presentation that details my team's plan.
Recommandé
Contenu connexe
Tendances
Tendances (20)
En vedette
En vedette (15)
Similaire à Ford Fiesta Movement - UF Marketing Management Case
Similaire à Ford Fiesta Movement - UF Marketing Management Case (20)
Dernier
Dernier (20)
Ford Fiesta Movement - UF Marketing Management Case
- 4. Situation Analysis Ford Fiesta Movement We promoted the new Fiesta model by selecting 100 social agents to show off the Fiesta through promotion on social media networks.
- 5. FFM in Numbers Social Media Reach
- 6. FFM in Numbers 4.3 mil views on YouTube 10,000 videos posted 540k views on Flickr 20,000 photos posted 3 mil Twitter user reach 5,300 followers 2,100 Facebook Fans 27,000 Blog Posts 2,300 News Stories 7,840,000 views
- 7. Was FFM Successful? 35,000 test drives
- 8. Was FFM Successful? 38% of 14 - 24 year olds aware of Ford Fiesta
- 9. Was FFM Successful? The Fiesta Movement built excitement and awareness for the Fiesta
- 10. Possibly. Can this work for other models?
- 11. Can this work for other models? Right now, social media users are young. For Ford car models targeting an older demographic, a social media campaign would miss its audience.
- 12. Can this work for other models? It depends on the growth of social media over time and the demographic using it.
- 13. ...what’s next? convert 50,000sales leads to actual sales
- 14. Target Groups
- 15. 16 - 24 Years Old Fun & Hip Love the Agents
- 16. Young Professional (22 - 30 Years Old) Versatility of the car Practical = parking & trunk use
- 18. Strategy
- 19. Online Traditional Young Crowd Parents & Decision Makers Young Professionals
- 20. Strategy Part 1: Test Drive & Pre-Sale Event Timeframe: Weekends in May Locations: Major cities across the SE, SW, Central, NE & NW United States Agents: Top regional agents with successful content go to events in their region
- 21. Strategy Part 2: Digital Marketing Agent of the Month Campaign: Timeframe: January - June Social Networks: YouTube, Facebook, & Twitter Components: Weekly clips from agent interviews for Agent of the Month, comments about favorite car features & funny stories. Weekly Bloopers from Original Campaign: Timeframe: January – June Social Networks: YouTube, Facebook, Twitter Promotional Status Updates: Timeframe: April – May Social Networks: Facebook, Twitter Component: Ford & social agents post about pre-sale Event
- 22. Strategy Part 3: Traditional Media TV Commercial: Timeframe: January - June Objective: Emphasize overall cost and safety features, appeal to Parents/Decision makers. Promotional TV Commercial: Timeframe: April - May Objective: Test drive and pre-sale event commercial. Appeals to parents/decision makers.
- 23. Jan. ‘10 Feb. ‘10 March ‘10 April ‘10 May ‘10 June ‘10 A.O.T.M Bloopers TV1 A.O.T.M Bloopers TV1 A.O.T.M Bloopers TV1 A.O.T.M Bloopers P.S. TV1/TV2 A.O.T.M Bloopers P.S. TV1/TV2 TD & PS A.O.T.M Bloopers P.S. TV1/TV2 A.O.T.M = Agent of the month campaign TV1 = Car - Focused Commercial Bloopers = Weekly Blooper Clips P.S. = Promotional Status Updates TD & PS = Test Drive & Presale TV2 = Test Drive & Pre-Sale Commercial Timeline Overview
- 24. Questions?