Corren EdwardsEric Armendariz

Kathryn PabinguitMatthew KuhsMarcel MurrayThomas Jurich

M TECK2

1

TABLE OF CONTENTS M TECK2

3SITUATION ANALYSIS

5CHALLENGE AND OPPORTUNITY STATMENT

7AUDIENCE AND DEMOGRAPHIC

9GOALS AND OBJECTIVES

11STRATEGIES AND TACTICS

15

TIMELINE 17

BUDGET 19

EVALUATION

2

21

MOBILE AND WEBSITE

existence saw the company reaching

unprecedented levels of success in the

automotive industry; the second half

of the century brought with it new

challenges and big changes. GM was

able to meet most of these trials head

on. In response to the rising environ-

mental concerns during the 1970s,

GM created the first engines that

could operate on unleaded gasoline.

Later in the decade, GM invented

the catalytic converter; a fundamen-

tal technology still used by the auto

industry today to reduce the amount

of hazardous emissions released. Still,

there were some obstacles the auto-

motive giant was slow to overcome.

Foreign countries were developing

smaller, more fuel-efficient vehicles

Since General Motors was founded

by William “Billy” Durant in 1908, its

philosophy has been to provide “a car

for every purse and purpose.” For over

a century now, GM has been coming

up with new and innovative ways to

bring that philosophy to life. Early

steps towards fulfilling its mission

involved GM acquiring companies like

Oldsmobile, Cadillac and Chevrolet to

diversify its brand. Later the company

hired forward-thinking designers like

Harley Earl, whose vision for a car

with curves rather than sharp corners

would solidify GM’s position as a

pioneer in true automotive design. In

1942, GM took their philosophy to

new heights when they provided not

only America, but the entire Allied

war effort with one hundred percent

of the company’s production during

World War II.

Though the first fifty years in GM’s

and exporting them to the U.S.

Though GM would eventually expand

into these foreign nations to improve

their own production efficiency, the

focus of many American consumers

had already shifted to the products of

the competition.

GM continued to focus on expan-

sion and its persistence in a quest for

a single global economy paid off in

the early 90s. In 1995, the company

reached peak sales in the U.S and

worldwide. GM continued to be inno-

vative as it entered the new millenni-

um. New electric vehicle technologies

partnered with improved construction

were the themes of the company’s

design aesthetics. In no place was this

clearer than in the company’s battery

powered car concept for the Chevro-

let Volt that was introduced in January

2007. Ultimately, the company’s pro-

SITUATIONANALYSIS

3

gression into the future of automotive

machines took place too late. Even

though the design and fuel efficiency

of GM’s newer car models had im-

proved considerably; the preconceived

notions much of the public still held

about GM coupled with the legacy

costs from GM’s past continued to

encumber financial results. Eventually,

with the company critically short on

operating cash and all private sources

of capital depleted, GM was forced

to take drastic action to ensure the

company’s survival.

On June 1, 2009 General Motors filed

for Chapter 11 reorganization. Due

to the automotive industry crash of

2008, many automotive manufactures

found themselves in crisis as they

could not sell their cars and make

bottom line. As the global economy

declined and the average price of fuel

increased, many of the cars that were

manufactured by the American auto-

motive industry were not purchased

due to their lack of fuel efficiency

and high price. General Motors was

hit harder as the company was already

in a financial crisis prior to the auto

industry crash of 2008-2010. In 2005

the company announced a loss of

$10.6 billion.

In an effort to stay afloat General Mo-

tors filed for Chapter 11 reorganiza-

tion. Chapter 11 reorganization allows

the company to pay off their debts by

reorganizing, restructuring, and selling

off their assets in order to pay off a

debtor. The debtor remains in control

of the business operations in conjunc-

tion with court oversight, but the

business can continue to run. General

Motors planned to sell the company’s

assets in a section 363 sale and as

the estimated value was high it was

assumed that only one buyer could

afford the auction. The company

NGMCO Inc., which was comprised

of the United States government

(60.8% stake), Canadian government

(11.7% stake), United and Canadian

Auto workers VEBA fund (17.5%

stake) and unsecured bondholders of

General Motors (10% stake) pur-

chased General Motor’s assets.

In addition to the section 363 auction,

General Motors reduced its brand

pool from 12 brands to 8 brands,

selling well known brands such as

Hummer, Saturn and Saab and retiring

Wbrands such as Pontiac and Good-

wrench. In November of 2012 General

Motors reentered the New York Stock

Exchange and Toronto Stock Ex-

change following at $33/share Initial

Public Offering of $23 billion. The

SITUATION United States Treasury still owns 26%

of the company.

The new General Motors is a com-

pany with its sights set on the future,

but the philosophy behind their

work remains the same – To provide

a car for every purse and purpose. In

today’s economy, that means building

energy-efficient vehicles at affordable

prices. The newest testament to their

endeavors is the Spark, Chevrolet’s

first mini car for the U.S. and Canada.

The many different features of the

car show just how far GM has come in

understanding and fulfilling the needs

of today’s consumers.

Other ways GM has continued to

grow since 2009 are by continuing

to build on its worldwide presence,

participating in sponsorships and

endorsement deals with other popular

organizations and through donat-

ing millions of dollars to charities.

GM also continues to do its part to

help the environment by supporting

numerous conservation projects and

reducing its own carbon footprint in

production.

Unfortunately, many people don’t

recognize the vast changes that

have taken place within the General

Motors Company. Instead, they still

picture large, gas-guzzling trucks

when they think of the automotive

giant. None of the progress GM has

made over the last decade will mean

anything if the public is not made

aware of it. A public relations plan

focused on re-introducing GM to its

consumers would change the current

perception of GM’s brand and give

the company the fresh start it needs

to continue to expand.

4

After analyzing the history of the company, we have concluded that the biggest challenge GM faces today

does not come from the economy or even from its foreign competitors. Nor is it a lack of exposure or a pro-

duction issue; the fact is that GM is one of the most recognizable brands in America and has been a leader in

automotive technology for decades. The biggest obstacle GM must overcome actually lies within the minds

of would-be consumers across the globe. Many people still see American-made vehicles as less prestigious

and poorly constructed with a short life-expectancy. Though GM has surmounted and corrected virtually

every other issue that left it in crisis years ago, the company has yet to change its image in the eyes of the

public. All of the work done to ensure a successful future for GM will have been for naught if potential con-

sumers do not acknowledge the transformation. This is where our public relations team would be invaluable.

What others may see as a disadvantage we see only as a major opportunity for growth. As public relations

experts, our specialty lies in our ability to build and shape a client’s image to produce favorable results in

consumer behavior. There is nothing insignificant or low-quality about a company that has been a leader in

its field for the better part of a century and by allowing us to execute a public relations plan for GM; we can

begin to make the public truly understand and appreciate that fact.

CHALLENGE OPPORTUNITY STATEMENT

5

“It’s strange. Advertising is not everything and product is not everything, but there is one thing that is everything. And most managers seem to miss it. Perception is everything. The only question is how to create a favorable perception in the consumer’s mind. And advertising has racked up a poor track record in this respect.” - Ronald Zarrella, former marketing chief of GM

6

BloggerHiker ExplorerMusicianRock ClimberAdventurer Coffee-DrinkerPainter PhilosopherFitness

7

BloggerHiker ExplorerMusicianRock ClimberAdventurer Coffee-DrinkerPainter PhilosopherFitness

AUDIENCE

ur primary audiences are the individuals ages 20 – 35 that are driven by their

passions mentally, emotionally, and spiritually - but need a car to help them

reach their goals physically. They are a thoughtful, highly educated group with

broad interests that want to take advantage of the many things life has to offer. They

are the artists, musicians, technicians, bloggers and explorers of the world that are

ambitiously carving out their futures, but haven’t quite reached the pinnacles of suc-

cess yet. For this reason, they value simplicity and frugality. They need a vehicle that

fits into their budget while also reflecting their unique style. With its functional design

and low maintenance costs, The Chevy Spark is the perfect companion for this genera-

tion of individuals that think outside the box.

&DEMOGRAPHIC

O

8

+

To increase awareness of

GM’s subcompact vehicle, the Chevy Spark,

by launching a social media intensive cam-

paign that helps build a community around

the car and allows GM to communicate with

potential and current owners.

GOALSOBJECTIVES

1

9

Our goal is to increase sales of the Spark while simultaneously presenting the public with a fresh image worthy

of the new GM by appealing to a different type of consumers. For years, GM has been accused of being stuck

in the past and designing certain types of cars for an audience that doesn’t exist anymore. Our public relations

campaign is intended to disprove those perceptions and show consumers that just as America has evolved – so

too has the world’s largest automaker . Over a hundred years ago, GM’s founder Billy Durant stated the com-

pany’s philosophy was to provide “a car for every purse and purpose” and we intend to show the country exactly

how serious he was. The Chevy Spark is the perfect medium with which to convey this image. This subcompact

automobile’s vibrant and purposeful design could potentially be this generation’s flagship for the future. Our PR

campaign for GM’s new car will ensure consumers that GM not only lives up to its word, but also that its newest

product the Spark lives up to its name and ignites!

To increase sales of the Spark by presenting consumers with various opportunities to physically interact with the car.

To update consumer perceptions of the company by showcasing a dynamic GM that caters to changing consumer demands.

2 3

10

STRA

TEGI

ES

TACT

ICS

&ST

RATE

GY 1:

SPA

RK IT

UP

WEB

SITE Generate a web portal that

centralizes user contributed content and promotional material for the Spark to provide users with a one-stop online experience.

Create web portal specifically tailored to this campaign.

Generate preliminary content including frequently asked questions, Spark information, and upcoming events.

Make sure website address is present on all promotional items and at all events.

11

STRA

TEGY

2: S

PARK

SO

CIAL

MED

IA A

WAR

ENES

S Launch a social media intensive campaign that “Sparks” interest and creates a community around the car.

Create web portal specifically tailored to this campaign .

Connect Facebook and Twitter together to synchronize content about upcoming events and contest progress.

Create a Facebook fanpage for the SPARK that focuses on the campaign and promotes events and other campaign content.#SpottheSPARK Instastakes: An

Instagram competition focusing on creating interesting views of the car. Users gain automatic entry into the Instagram contest through hashtag (#spotthespark) when they post a picture of the car.

12

13

STRA

TEGY

3: F

ESTI

VALS

AN

D EV

ENTS Establish a consistent

presence at local Festivals & Events on a monthly ba-sis to showcase the Spark and educate consumers about the dynamic new GM and its new product.

Butts in Seats A chauffeur system offers rides home from the festival to people who use public transit, bike, or walk, to expe-rience the car. This way we can offer consumers tours of the car in a non-intrusive way.

Speaking opportunities toeducate consumers on products:Provide car and marketing materials to allow consumers to interact with vehicle and learn about its many amenities.

SPARKourA fun and entertaining way to stand out at festivals and events. Gives GM a chance to showcase its sup-port for those that follow their passions while gener-ating awareness of the car.

STRATEGIES TACTICS

&

14

STRA

TEGY

4: W

HAT

SPA

RKS

YOU

R IN

TERE

ST? Overarching theme of the

SPARK it Up campaign that will inspire the new gener-ation of creators to submit content for the website and social media sites. Ask users to create and submit videos that document what mo-tivates them to create and how the SPARK can help transport them to their final destination.

Announce Video Competition & Prizes Announce competition rules and deadlines on official campaign website, social media outlets and at events. Two winners receive their very own Spark while others win a 3-5 day lease.

Interactive ContestThe winner of this competition will be chosen by user votes which encourages more participation from the online community.

C

ONNECTING USERS TO SOCIAL MEDIA OUTLETS ...T

15

Users will also be able to interact with each other voting and com-

menting on their favorite photos and videos. All of the social me-

dia information will be stream lined the spark website as

well as the spark mobile application.

MOBILE AND WEBSITE

C

ONNECTING USERS TO SOCIAL MEDIA OUTLETS ...

#spotthespark

The website and mobile application will allow users to reg-ister and log-in to add their #spotthespark photos as well as their What Sparks You? video.

16

January February March

What Sparks you? Innovate, Art, Creatvity, Passion, Music.. The creators. First we will share stories of these people: Musicians, Artists, Techies, and Out-doorsies all while targeting bloggers. Then push it back to the audience and have them make videos for a contest to give away a car and a few leases in June.

Insta-Stakes #spotthespark: Campaign will use the In-stagram hash tag #spotthespark to spread awareness throughout our timeline. Contestants will have Sparks to photo and post to Instagram at all of the events. In the end there will be a series of give-a-ways to randomly selected contestants.

#spotthespark

FESTIVAL TOUR

WHAT SPARKS YOUR INTEREST?

#SPOTTHEPARK: INSTAGRAM SWEEPSTAKES

TIMELINE

17

April May June

1

23 your Chevrolet chauffeur.

sparkour

spark-it-up event booth

Watch eye-popping stunts from people who are SPARKed about free-running and back-flips.

Calling all bikers, carpoolers, and drinkers. Experience the Spark and let it drive you home after the festival.

Visit the Chevrolet booth and sign-up for a chance to become part of the Spark community and win the car and our Drive off with the Spark Summer sweepstakes

events...Feb 16-17 Medical Can-nabis Cup: San Francis-co. To interact with an untapped market in the San Francisco Bay Area where a lot of passion and creativity are pos-sessed by artists who gather together sur-rounded by nature.

April 5 - First Friday Art and Street fair: San Jose. Walk through galleries of inde-pendent creative artists who use the Spark to help them find their muses in areas around the Bay Area.

May 13 - How Weird Street Faire: SoMa San Francisco. Even weird parkour people have their own passions. Join Chevrolet at its Spark booth at this outdoor street fair to witness eye popping Sparkour stunts.

May 20 - Bay to Breakers: San Francisco. The Chevrolet Spark is waiting for you at the end of the finish line to take you home and congratulate your efforts.

June 8 - Nike Womans Half Mar-athon: San Francisco. Ladies, rest your feet after your run and let the Chevrolet Spark drive you home. It the least we can do to repay you for your efforts in raising money for a good cause.

SPARK GIVE-A-WAY

18

Whats Sparks You

Insta Stakes

Spark Drive Home (For all 6 Events)

PR Staff Hours

Overall Media Relations

TOTAL: $90,350.00

$12,000

$22,950

$11,000

$30,000

$14,400

BUDGET

19

INSTA STAKES CATEGORY TOTALsignage marketing $250.00marketing/print marketing $250.00(6) 3-5 Day Lease of Spark prize $3,000.00Spark (Grand Prize) prize $7,500.00TOTAL $11,000.00

WHAT SPARKS YOU CATEGORY TOTALshooting/editing example videos production $1,250.00web site setup production $400.00shooting contestant videos production $1,250.00production of mobile app production $900.00

TOTAL $22,950.00

screening vids/picking winners pr man hours $150.00grand prize: spark(2) prize $15,000.00(8) 3-5 Day Lease of Spark prize $4,000.00

OVERALL MEDIA RELATIONS CATEGORY TOTALadvertising advertising $30,000.00TOTAL $30,000.00

PR STAFF HOURS CATEGORY TOTAL200hrs/person = 1200 hrs total pay $12/hr $14,400.00TOTAL $14,400.00

SPARK DRIVE HOME (6 EVENTS) CATEGORY TOTALprint materials for booth marketing $2,400.00driving staff (2) staff $720.00info table staff (3)s taff $1080.00spark for booth marketing

TOTAL $12,000.00

spark for drive home (2) car $1200.00car insurance car $600.00advertising marketing $600.00spark parkour free running $600.00

(6) 3-5 Day Lease of Sparkpromotions $1,800.00giveawaypromotions $3,000.00

20

20

SOCIAL MEDIA ACTIVITY/ RE-POSTS

PAGE VIEWS/HITS

CONTEST ENTRIES/PRIZES

EVENT ATTENDEES/PARTICIPANTS

evaluation methods

30%

10

40%

20%

30%

10

4 %

20%

EVALUATIONMETHODS

%

0

21

TACTIC EVALUATION TYPE EVALUATION METHODSTRATEGY

#SpottheSPARK Instastakes2Social Media

Awareness

Social Media Activity/Re-posts

User participation and awareness will be tracked through impressions (@SPARKitup) and related hashtags (#spottheSPARK).

Increase in followersover six month campaign peri-od will correlate with increase of user participation and awareness.

Facebook2Social Media Awareness

Social Media Activity/Re-posts

User participation tracked through page “likes” and “fans.”

Reach of campaign through Facebook to be measured through shared posts,“ likes” on other pages and “tags.”

TwitterSocial Media Awareness

Social Media Activity/Re-posts

User participation and awareness evaluated through the number of followers acquired over six month campaign period.

Track number of impressions (#SPARKitup) through people tweeting about our campaign.2

YoutubeSocial Media Awareness

Page Views/Hits

Number of page subscribers to the campaign channel and number of video views.

Number of videos on channel content2

Announce Video Competition & Prizes

What SPARKS your interest?

Page Views/Hits

Awareness tracked by how many contest entries are received from users.4

Interactive Contest

Page Views/Hits

Awareness tracked by how many hits there are on each video and the number of votes each entry receives.4 What

SPARKS your interest?

Butts in Seats

FESTIVALS &EVENTS

Event Attendees/Participants

Number of people who use chauffeuring system.

Number of surveys of ride experience 3Speaking Opportunities

FESTIVALS &EVENTS

Event Attendees/Participants

Number of people who come to the booth 3SPARKourFESTIVALS &

EVENTSEvent Attendees/Participants

Number of competitors

Number of Sparkour videos that re-appear on website or social media sites3Number of entries for surveys and raffles

Number of new sign-ups at the booth

Creation and Implementation of website1 SPARK it Up

WebsitePage Views/Hits

Amount of traffic to website

Number of registered users