Honda Fit Block Party Analysis & San Diego County IMC Plans

1. Honda Fit Block Party Analysis & San Diego County IMC Plans Presented By

2. Tonight’s Agenda • Together • Discuss the event • Impressions • Public Relations • Event Research • Pre vs. Post Research • Individual Presentations of San Diego County IMC Plans • Pappas & Partners • One Voice Marketing

3. Public Relations Internet Department of Business Newsletter: 11,000 Department of Business Event Posting Advertising Print The Daily Aztec: 108,000 Flyers: 7,200 Banner: 27,300 Posters: 520,000 Internet Event Photos: 70 Additional Flipbooks: 700 CDs: 500 T-shirts: 65,000 Event Number of Attendees: 806 Number of Vehicle Interactions: 534 Total Number of Impressions: 728,770 Megan Total Impressions

4. Nicole Event Public Relations The 1st Press Release - February 24, 2006 • KPBS, 91.1, 90.3, 94.9, Daily Aztec, SD Reader, 944 Magazine, City Beat, and the Union Tribune The 2nd Press Release - April 13th, 2006 • SDSU business school online newsletter/event page, the Daily Aztec and the San Diego Union Tribune • A paragraph was written in SDSU’s online business school student newsletter under the “student news” link • A posting was made on the event calendar for the business school’s event page The 3rd Press Release - May 9, 2006 • Daily Aztec, @ State, SDSU Universe, College of Business student newsletter

5. Kyron Event Research • Event Logistics: • Thursday, April 27th, 2006 • 10am-2pm @ Aztec Center Free Speech Steps • Free food, Games, Prizes, Music • Attendees-806 participants • Vehicle Interactions-534 participants • Collected survey results from 493 participants

6. Kyron Event Day Survey my rules. my • 1. What are your perceptions of the Honda FIT? • ____________________________________________________________________________________ • 2. Would you consider purchasing the Honda Fit? • Very Likely • Likely • Neither Likely nor Unlikely • Unlikely • Very Unlikely • 3. How easy or difficult does it seem to receive finance assistance from Honda? • Very Easy • Easy • Neither Easy nor Difficult • Difficult • Very Difficult • 4. Would you consider using Honda Finance to assist you financing a car? • (check one) _____YES _____NO • What did you like about the event? • ____________________________________________________________________________________ • What did you like about the Honda Fit?

7. Kyron Event Research cont’d What are your perceptions of the Honda Fit? 1. Compact but spacious 2. Fuel efficient 3. Nice style Would you consider purchasing the Honda Fit? 12.6% Very Likely 35.5% Likely 26.7% Neither Likely nor Unlikely 13.5% Unlikely 11.6% Very Unlikely 0.6% Missing How easy or difficult does it seem to receive finance assistance from Honda? 13.0% Very Easy 37.0% Easy 34.9% Neither easy nor difficult 7.3% Difficult 4.1% Very Difficult 3.0% Missing

8. Kyron Event Research cont’d Would you consider using Honda Finance to assist you financing a car? 62.2% Yes 37.4% No 2.5% Missing What did you like about the event? • The atmosphere (people, setting, décor, etc.) • Free food • Giveaways What did you like about the Honda Fit? • Style • Size • Fuel efficiency

9. Rebecca Research • Pre • 9am-6pm, February 14th-20th, 285 collected • Post • 10am and 6pm, April 28th-May 2nd, 273 collected • Random order to every 7th person • Various locations, funneling techniques • Gender: 4% Variance • Age: 5.8% Variance • Price of next vehicle: 6.5% Variance (even dist)

10. Rebecca Research

11. Rebecca Research: Opinions

12. Rebecca Research • Of those aware of the FIT • City Life: 49% • Efficiency: 28.6% • Adjustability: 21% • Bottom Line: “Would not typically consider it, but would consider it ahead of others.”

13. San Diego County IMC Plan HONDA FIT Presented by: One Voice Marketing Nicole Turner Jenny Christopher Mark Burton Ashley Esselstrom Rebecca Tall Laurent Tevenart Monica Martinez

14. Outline of Presentation • Situation Analysis • Target Market • Communication Objectives • Campaign Message/Strategy • Event Marketing/Creative Strategy • Media Strategy • Public Relations • Budget Allocation • Measuring Effectiveness

15. Situation AnalysisStrengths Jenny • Honda’s Brand Image • Marketing the FIT under the Honda brand • Unique Selling Attributes • Paddle shifters • Magic seats

16. Weaknesses Jenny • Management • Honda is targeting a new audience “metro-funky” that is different from their traditional image • Offerings and Design • The unique spaciousness of the Fit is not easily recognizable from the outside • Features on the Fit can be easily imitated (i.e. the iPod hook-up) • Price • More expensive than some of the competition • Nissan Versa ($12,000) and Toyota Yaris ($11,850)

17. Opportunities Jenny • The current condition of the U.S. auto industry is declining • Compact cars are currently a hot market • The recent rise in oil/gas prices • Generation Y

18. Threats Jenny • Competition from the U.S. auto industry • Concerns about the safety of small vehicles being released into the market

19. Target Market Mark “Males and females who are currently attending college in San Diego County, with an annual income less than 30k per year, who are considering buying a new vehicle in the next 2 years”

20. Why Did We Expand Our Target Market? Mark • We wanted to include as many potential customers as possible • Defining “metro funky” personalities is more qualitative than quantitative • Honda Financial Services’ participation in our campaign is crucial based upon our research and at the request of our client

21. Communication Objectives • To increase awareness of the Honda Fit by our target market through use of our media strategy from 0% to 20%, over a 12 month period • To create interest of the Honda Fit within our target market from 0% to 10% by the use of our media strategy, over a 12 month period • To induce trial and evaluation of the Honda Fit within our target market from 0% to 3%, over a 12 month period • Use of event marketing • Use of local radio/publications/internet event listings • Use of general advertising

22. Campaign Message Mark • Our campaign slogan is “It Fits” • This is based on the versatility of the FIT and it’s ability to provide a unique experience for its owners • Ultimately, it fits your friends, your stuff, and your lifestyle

23. Campaign Strategy Event Marketing is key Two general categories of advertising A variety of media used Advertisements drive traffic to the fit.honda.com web site Mark

24. Why Event Marketing? Mark • A Car is a High-Involvement Product • events give the public an opportunity to interact with the vehicle • a fun atmosphere at the event will create positive feelings about the vehicle • based on the Scion report, Gen Y responds well to personal interactions and free merchandise • interaction with the vehicle will help push our targets through the Adoption Model

25. Adoption Model From Belch & Belch: Advertising and Promotion 6th edition

26. Creative Strategy Mark

27. General Print Ads Mark

28. General Print Ads Mark

29. Event Specific Advertising Mark Print Ad / Flyer Banner

30. Web and Claim Ticket Mark Web Banner Ad Event Claim Ticket

31. Media Strategy Event Specific Advertising College newspapers Radio Internet (local online event listings) Outdoor Support Media General Advertising Print Radio Internet Local Event Sponsorships *Media Usage – the following were rated “likely to see” for advertising 74.4% TV 52.3% Radio 43.9% Magazine 39.3% Events/Promotions 36.8% Outdoor boards 35.4% Internet 25.6% Personal Websites Nicole

32. Event Specific Advertising Nicole • Utilize college campus newspapers to target students at each campus about their upcoming “Honda Fit Block Party” • 12 major colleges in the San Diego region • 5 universities • 7 community colleges • total population of approx. 209,925 • Including only 7 of these college newspapers • established media outlet • College newspapers not included • Grossmont Community College • Palomar Community College • San Diego Mesa College • San Diego Miramar College • Cal State San Marcos

33. Event Specific AdvertisingPrint Coyote Express Cuyamaca Community College 8,000+ students CPM = $90 distribution: free - 5 times per semester The Chariot Mira Costa Community College 15,800 students CPM = $42.66 distribution: free - key campus locations *CPM = cost of ad space/circulation x 1000 *cost per thousand people reached Nicole • City Times • San Diego City College • 15,000 students • CPM = $35.00 • distribution: free - twice • monthly on Tuesdays at key • campus locations • The Sun • Southwestern College • 19,000 students • CPM = $11.25 • distribution: free - bi-monthly • The Vista • University of San Diego • 7,548 students • CPM = $44.00 • distribution: 12 times per semester on Thursdays

34. Event Specific AdvertisingPrint Nicole The Guardian • University of California at San Diego • 25,000 students • CPM = $8.60 • distribution: $38 per quarter or $100 for one year (ads only in Thursday issue The Daily Aztec • San Diego State University • 32,693 students • CPM = $11.25 • distribution: free at more than 30+ high traffic locations and more than 15 off campus location

35. Event Specific AdvertisingRadio Nicole • On campus events and the event sponsorship possibilities in San Diego • 52.3% of respondents were likely to see/hear commercials on the radio • 94.9, 91.X and 93.3 • the demographic age range of listeners (same target as the FIT) • Advertise at different times of the day • based on the Scarborough Research that shows greater than average index numbers for those times of the day *An average index number is 100 *Scarborough is a market analysis program that provides demographic, geographic, and psychographic and product/media use information that can be used for media planning

36. Event Specific AdvertisingRadio FM 94.9/KBZT 18-34 listenership CPP = $125 Monday thru Friday 6am-10am = 121 10am-3pm = 186 3pm-7pm = 228 7pm-12am = 298 *CPP= cost of commercial time/ program rating FM 93.3/KHTS 12-34 listenership Pricing = $200 per 30 second spot Monday thru Friday 6 am-10 am = 128 3pm -7pm = 122 FM 91.1/XTRA 18-49 listenership CPP = $200 Monday thru Friday 6 am-10 am = 181 10am -3pm = 264 Nicole

37. Event Specific AdvertisingInternet Sandiegoclubs.com Placement of ad in the week prior to each event Circulation: 25,000 weekly e-newsletter Pricing: $75.00/ week EventVibe.com Local event listing site Pricing- free Monica

38. Event Specfic AdvertisingOutdoor Monica • Banner advertisements on San Diego campuses • wide coverage of local markets • Exposure to banner advertisements numerous times • result in high frequency among the college market • Creative banner advertisements • can attract positive attention • Banner advertisements • create high levels of awareness • Innovative use of banner advertisements with technology • to direct the target market to the Honda FIT website

39. General AdvertisingPrint Monica • San Diego Reader • CPM = $4.46 • Circulation: 120,000 Weekly • Distribution: Free

40. General AdvertisingPrint Monica • San Diego City Beat • Is published every Wednesday • Circulation of 50,000 • Is available over 1,000 locations in San Diego • Readership age 18-34 • $1304 (open) • CPM= $26.08 *with open price cost per page

41. General AdvertisingInternet Monica • myspace.com • Primary Age Demo: 16-34 • 66.3 + million registered users • Targeting is available for confirmation pages 430 X 600 Large Button $2.00 -$4.00 CPM • 14 million logins • Page specific placements on user home page

42. Why Local Event Sponsorships? Nicole • Take advantage of continuous year long advertising • Campus populations diminish during summer • Opportunities to piggyback with the music industry • relaxed, non-intrusive environment • Grass roots marketing • Gen Y responds well *Scion research

43. General AdvertisingLocal Event Sponsorships Street Scene- Aug 4th and 5th www.street-scene.com Coachella- April 29th and 30th www.coachella.com Karl Straus Beach to Brewery Music Fest- May 13th www.karlstrauss.com 91.1 X-Fest- June 9th www.91x.com *Media effect - the following media were rated as “very likely” or “likely” to influence purchase decision 53.9% Television commercial 34.2% Event sponsor 23.2% Television placement 22.8% Movie placement 14.5% Music video placement Nicole

44. General AdvertisingLocal Event Sponsorships Nicole • Vans Warped Tour- July 6th • http://www.warpedtour.com • Bob Marley Roots Rock Reggae Fest- August 10th • http://rastaites.com/events/bobmarleyday.htm • FM94.9 Miller Lite Independence Jam - May 24th *Scion is a sponsor this year • http://www.fm949sd.com • FM 94.9 “It’s About the Music” concert series - Monthly shows *Dodge is a sponsor this year • http://www.fm949sd.com

45. Public Relations Goal Nicole • Increase awareness, improve opinions/attitudes about the Honda Fit and to receive attendance/participation at the promotional events by our target audience through positive media coverage

46. Media Contacts College campus newspapers Campus event calendars in print/online Academic department/student newsletters in print/online Faulty/staff newsletters Daily Aztec-college newspaper @ State-a monthly electronic student newsletter SDSU Universe-an electronic news source for faulty and staff College of Business student newsletter Nicole

47. Public Relations Tools Nicole • Press Releases • Press Kits • The 1st Press Release • first week of classes at each college-create awareness • The 2nd Press Release • a month before each colleges’ on campus event in a personalized PR kit-create interest and visualize sequence of events • The 3rd Press Release • after the event has taken place-event details and thanks

48. Media Schedule

49. Budget Allocation Publications $8,000 City Beat $1,980 $55 per week 9 months The Reader $5,625 Once a month 9 months Internet $1,500 Sandiegoclubs.com $675 $75 per week 9 weeks MySpace.com CPM: $2.00-$4.00

50. Budget Allocation Flyers and Handouts $600 50 per event for 2,000 12 events Outdoor $1,608 $134 per banner 12 events (1 banner each) Events $60,000 $5,000 per event Radio $13,000 Approx. 4,300 per radio station Salaried Employees $15,000 For 12 weeks Grand Total $99,708 *Event costs include the event itself, street team labor, rentals, promotional material and event specific newspaper advertising