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HONDA CR-Z SPEEDING For the environment

The Green Supreme Agency. HONDA CR-Z SPEEDING For the environment . Monika Rutana Alyssa Obin. The main objective of our campaign is to promote Honda’s CR-Z while creating excitement among the target audience to help our community by going green.

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HONDA CR-Z SPEEDING For the environment

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  1. The Green Supreme Agency HONDA CR-Z SPEEDING For the environment Monika Rutana Alyssa Obin

  2. The main objective of our campaign is to promote Honda’s CR-Z while creating excitement among the target audience to help our community by going green. • We will create buzz through students with the use of Facebook, Twitter, and YouTube promoting our campaign • We will use Nontraditional Media with the use of blogs, t-shirts, and sidewalk chalk promotions • We will host weekly Springfield cleanups, a benefit race, and an intercollegiate event What we will do

  3. Our campaign will focus on working with the four colleges that are located in Springfield, MA Who will be involved • Combined these colleges have over 17,000 full time students*. The majority of which are in the target audience for the CR-Z *Data gathered on collegeprowler.com • We also will work to get the target audience age group by working with Sophia Sports Bar and Paddy’s Pub.

  4. The car will have a sign attached to the windows that will say: Go online and“Spot The Car” followed by the blog URL created just for this purpose • Our goal here is to see how many people will notice the unique car and click on our blog, we will keep count of the page hits • The website that we are asking people to go to consists of images of the CR-Z, reasons they should buy the particular car, and eco-friendly tips and how they can help the environment Spot The Car! Our goal: Get 1000 hits on Spot The Car blog

  5. SOCIAL MEDIA • We will create a Facebook page that will include information about the CR-Z and the promotion campaign that we are hosting. • Pictures of the car will be displayed and we will post pictures of each event. Goal: Get at least 40% of the students to become friends with us on Facebook (680) • On Twitter, we will update our actions and progress, our events, and the games we will be attending. • Daily Tweets will include either green tips or locations and times in which followers could spot the car. Our Goal: Get at least 10% people to follow us on Twitter(170)

  6. CR-Z speeding by a baseball field • Baseball player “Improving fuel efficiency of cars and light trucks is one of the single biggest steps we can take to reduce global warming.” • Football player“In the U.S. the average person releases 10,000 pounds of carbon dioxide each year” • Soccer player “Emission by hybrid cars is very low when compared to their conventional counterparts, which means that increasing use of hybrid cars will automatically decrease the levels of pollution and reduce the effects of global warming on the planet. Scientific estimates suggest that by replacing conventional cars with hybrid variants, emissions will be reduced by a whopping 90 percent.” • Pompoms would be shown falling from the ceiling with cheerleaders saying “Going Hybrid with the CR-Z will make a difference but will you?” YouTube Our Goal: Get 2,000 hits on sport CR-Z YouTube video

  7. Traditional • Television • Newspapers • Flyers Non-Traditional Side walk Promotions Motivational Quotes: -The CR-Z will give you the speed you need -You will always be in style with the CR-Z no matter what distance you go - The CR-Z dresses to Impress Media

  8. Events and Goals • Forest Park Clean Up- Goal: Clean up entire Forest Park by the end of 6 weeks, move the litter index number to 1.0 (from current 3.5) • Sprint to the Green- Goal: Get at least 150 people to participate in the race, Donate $500 to ‘Keep Springfield Beautiful’ generated from the race • Mr. + Misses Green- Goal- Get at least 50 students from each Springfield college to attend • Game Appearances- Goal-Get 20 people at each game to add us on Facebook • Information Sessions- Goal: Get at least 30 people to attend each info. session

  9. Why: Forest park was rated at 3.5 in the 2010 Springfield, MA Litter Index with 0- being no litter and 4- being extremely littered *http://www.keepspringfieldbeautiful.org/annual-cleanup.html • Incentive/Promotion: Making the park a cleaner environment. Eight men and women will be selected to participate in Mr. and Misses Green. These nominees will be the ones who were most successful and active during the cleanup. Park Clean Up

  10. What: This Event will be a 5K race to raise money for Keep Springfield Beautiful. It will cost $10 to run but in return all participants will receive a shirt promoting the race and the CR-Z • Incentive/Promotion: Proceeds will give back to the community. CR-Z will be located right after the finish line and the winner of the race will be photographed inside of the car. Sprint to the Green

  11. What: A competition that nominees will tell of their eco-friendly ways and dreams, dress to impress, and asked to create a creative act • Promotion: Flyers, word of mouth, Tweets and event pages on Facebook will promote this event. • Incentive: -Crown -Publicity -School Representation -Eco-friendly Image Mr. and Miss. GREEN

  12. We want to challenge the sports teams to get themselves and their school community involved in our competition • Teams will have a chance to be promoted with the CR-Z when we visit their school for a home game. Their school will also be represented in the YouTube video we will create featuring at least one athlete from their school. Information Sessions GAME APPEARANCES • We will attend the sporting event with the CR-Z and create Hype by having members of our committee asking viewers if they had check out the cool new sports car that Honda released

  13. Calendar with dates of promotional activities

  14. October 11th- @5pm, WNEC, campus center ….The first impression–Kick off, Oct 12th- @5pm Springfield College, campus center ….info session, our goals, and plans Oct 13th- @ 5pm American International College, campus center ….info session, our goal and plans Oct 14th- @ 5pm Springfield Technical Community College, campus center …..info session, our goals and plans Oct 15th- @ 3pm Spot the car day ….driving around the area, malls, shopping centers, city center to create buzz Oct 16th- @ 1pm AIC’s Homecoming Football game against New Haven Oct 17th- @ 1pm WNEC clean up WEEK 1

  15. Oct 18- @ 4pm Filming YouTube Video Oct 19- @ 7:00 Springfield field hockey Vs. Clark Oct 20- @4:00 STCC Men’s Soccer at Holyoke Oct 21- Spot the Car day. Promote with sidewalk chalk on Springfield sidewalks, on campuses, and outside of Paddy’s and Sophia's Oct 22- @7:30 WNEC Volleyball Vs. Babson Oct 23- @ 1pm- Forest Park Clean up Oct 24- @ 10am- Raise of Hope walk, Springfield Forest Park CR-Z displayed WEEK 2

  16. Oct 25- @3pm Take a picture with the CR-Z WNEC campus Oct 26- @3pm WNEC Men Soccer vs. Anna Maria Oct 27- @7pm AIC Women Soccer vs. Le Moyne Oct 28- @8pm car parked at Sophia’s- Viewers can take pictures with the CR-Z Oct 29- @Spot the Car Day- Promote with sidewalk chalk on Springfield sidewalks, on campuses, and outside of Paddy’s and Sophia's Oct 30- @1pm Forest park clean up Oct 31-Spot the Car Halloween Edition-@11pm park outside of Paddy’s Pub and take pictures of people with the CR-Z WEEK 3

  17. Nov 1-Drive CR-Z throughout Springfield looking to pick up leftover Halloween trash and cans Nov 2-@5 park at Springfield College- More Green for less $Green? Trade in your car for the new Honda CR-Z info session Nov 3- Walk around campuses talking with as many students as possible about the CR-Z and going green Nov 4- @8pm Sophia’s Sport Bar- Viewers can take pictures with the CR-Z Nov 5-Spot the car day Nov 6- @1pm Forest Park clean up Nov 7- @1 pm Sprint to the green WEEK 4

  18. Nov 8-@5pm park at Springfield College- More Green for less $Green? Trade in your car for the new Honda CR-Z info session Nov 9-Spot the Car Day- Promote with sidewalk chalk on Springfield sidewalks, on campuses, and outside of Paddy’s and Sophia's Nov 10- Sidewalk promotion day- Cover as much area as possible with CR-Z Info and logos Nov 11: @6pm- More Green for less $Green? Trade in your car for the new Honda CR-Z! info session WNEC Nov 12- Spot the Car day- @7pm-Appearance at AIC Men Basketball vs. Dowling Nov 13- @1pm Forest Park clean up Nov 14- @8pm Mr. and Miss Green WEEK 5

  19. Nov 15-@1 pm park at STCC- More Green for less $Green? Trade in your car for the new Honda CR-Z info session Nov 16-@7pm at Springfield College Men Basketball vs. Worcester State Nov 17-Spot the car- Holyoke Mall Edition Nov 18-@ 7pm park the CR-Z right before entrance of the Home Western New England College Hockey Rink for their game Nov 19- Spot the Car day Nov 20-Finalewith Mr. and Misses Green at the Women(3 pm) and Men (6pm)Basket Ball Games at WNEC Nov 21- @1pm Park Clean up, 3pm Forest Park inspection by members of Keep Springfield Beautiful, Litter Index Update Nov 22- The last impression- Calculate success WEEK 6

  20. Objectives

  21. What: The Sporty Stylish Hybrid Honda CR-Z • Where: The Greater Springfield Area • When: October 11th to November 22nd • Who: Target market of 18-35 • Why: To promote the CR-Z and create HYPE of going “green” • How: Fulfilling our Marking Campaign summary Budget

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