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Please open your envelopes and read the slip of paper inside… - PowerPoint PPT Presentation


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Please open your envelopes and read the slip of paper inside…. JORI BELL – ACCOUNT MANAGER JESSICA GRESSA – RESEARCH DIRECTOR ALICIA ABERCROMBIE – CREATIVE DIRECTOR ROBERT SIXSMITH – MEDIA DIRECTOR CHRISTINA JOHNSTON – PR AND PROMOTIONS DIRECTOR. Established : August 28, 1937

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Presentation Transcript
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JORI BELL – ACCOUNT MANAGER

JESSICA GRESSA – RESEARCH DIRECTOR

ALICIA ABERCROMBIE – CREATIVE DIRECTOR

ROBERT SIXSMITH – MEDIA DIRECTOR

CHRISTINA JOHNSTON – PR AND PROMOTIONS DIRECTOR

situation analysis

Established: August 28, 1937

1984 Begin U.S. production

1997 Prius introduced as the world’s first mass-produced hybrid car

2008 Overtake GM as the world’s largest manufacturer of passenger vehicles

Worldwide Prius sales top 1 million mark

TODAY In the U.S., Toyota makes up 17.8% of the market share for car and automobile manufacturing

SITUATION ANALYSIS

TOYOTA’S HISTORY

situation analysis1

SITUATION ANALYSIS

S.W.O.T. ANALYSIS

situation analysis2

SITUATION ANALYSIS

S.W.O.T. ANALYSIS

campaign strategy

CAMPAIGN STRATEGY

CORE OBJECTIVES

campaign strategy1

The Coopers- The Young Family on the Move

CAMPAIGN STRATEGY

  • Young, white-collar professionals, children at home
  • Age: 40-49
  • Net Income: >$100,000
  • Money managers, status but practicality in a vehicle

PRIMARY TARGET

campaign strategy2

The Sanfords- The Older Family in Flux

CAMPAIGN STRATEGY

  • Middle-aged, white-collar execs, children moving away
  • Age: 50-59
  • Net Income: >$150,000
  • Money managers with ability to spend

PRIMARY TARGET

campaign strategy3

Toyota began its integrated campaign for the Highlander in October 2010

-“youthful” approach

Catalyst Communications’ approach:

-sophisticated, catered to the primary audiences

CAMPAIGN STRATEGY

POSITIONING

creative plan2

CREATIVE PLAN

OTHER ADVERTISING

creative plan3

CREATIVE PLAN

INTERACTIVE MEDIA

creative plan4

CREATIVE PLAN

INTERACTIVE MEDIA

public relations

*Consumer trust is building

-62% primary research: “Dependable, reliable, Quality”

*Toyota continues to recover from the damage done, but other public issues have overshadowed the 2009 recalls

-BP, Goldmann Sachs, etc.

PUBLIC RELATIONS

Public Opinion

public relations1

Super Bowl XLV “Party Circle” Tailgate Event

  • -Highlander Super Bowl Ad Spot
  • -2011 Highlander party circle
  • -bets for half-time score, winners take Highlander home
  • -fuel/airplane cost comparison to be published on website

PUBLIC RELATIONS

  • “Find your EV Mode” Nationwide Marathons

Public Relations Events

media plan

MEDIA PLAN

MEDIA STRATEGY

media plan1

MEDIA PLAN

SCHEDULING

media plan2

MEDIA PLAN

SCHEDULING

media plan3

MEDIA PLAN

SCHEDULING

media plan4

MEDIA PLAN

REGIONAL EMPHASIS

media plan5

MEDIA PLAN

CONTINGENCY BUDGET

ad