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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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JORI BELL – ACCOUNT MANAGER inside…

JESSICA GRESSA – RESEARCH DIRECTOR

ALICIA ABERCROMBIE – CREATIVE DIRECTOR

ROBERT SIXSMITH – MEDIA DIRECTOR

CHRISTINA JOHNSTON – PR AND PROMOTIONS DIRECTOR


Situation analysis

Established inside…: 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 inside…

S.W.O.T. ANALYSIS


Situation analysis2

SITUATION inside…ANALYSIS

S.W.O.T. ANALYSIS


Campaign strategy

CAMPAIGN inside… STRATEGY

CORE OBJECTIVES


Campaign strategy1

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 inside…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 plan

2011 TOYOTA HIGHLANDER HYBRID October 2010

CREATIVE PLAN


Creative plan1

CREATIVE October 2010 PLAN

TV SPOT


Creative plan2

CREATIVE October 2010 PLAN

OTHER ADVERTISING


Creative plan3

CREATIVE October 2010PLAN

INTERACTIVE MEDIA


Creative plan4

CREATIVE October 2010PLAN

INTERACTIVE MEDIA


Public relations

*Consumer trust is building October 2010

-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

PUBLIC RELATIONS

  • “Find your EV Mode” Nationwide Marathons

Public Relations Events


Public relations2

“Track Your EV Mode” Mobile Application and web-tracker contest

PUBLIC RELATIONS

Promotions/Partnerships


Media plan

MEDIA contest PLAN

MEDIA STRATEGY


Media plan1

MEDIA contest PLAN

SCHEDULING


Media plan2

MEDIA contest PLAN

SCHEDULING


Media plan3

MEDIA contest PLAN

SCHEDULING


Media plan4

MEDIA contest PLAN

REGIONAL EMPHASIS


Media plan5

MEDIA contest PLAN

CONTINGENCY BUDGET


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