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The 2012 Chevy Sonic

The 2012 Chevy Sonic. A Public Relations Campaign. Situational Analysis.

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The 2012 Chevy Sonic

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  1. The 2012 Chevy Sonic A Public Relations Campaign

  2. Situational Analysis General Motors gained notoriety by being the all-American automaker in the country, as well as the second largest in the world. With business in over 157 countries and employing 209,000 people, GM has created other divisions such as Cadillac, Chevrolet and Buick. With the newest fuel-efficient car, the Chevy Sonic, GM is looking to infiltrate the younger generation and the eco-friendly market, especially in the Bay Area.

  3. Objective #1 To demonstrate and reassure safety, reliability and fuel-efficiency of the Chevy Sonic to Bay Area students

  4. Strategies & Tactics Contact local TV shows, such as Eye on the Bay, to discuss the revamp of Chevrolet through the Sonic. Interview with reporters while allowing them to test drive the Sonic. Hold a graphic design and advertising competition for local Bay Area universities. Increase awareness through social media.

  5. Objective #2 Attract the interest of college students looking to purchase a car by connecting their needs to what the Chevy Sonic has to offer, such as its high tech features, sub-compact style and affordability

  6. Strategies & tactics Chauffer students to class. Move-Out days with the help of the Sonic. Sponsor local hot spots around campus. Contact the top 3 hot spots for each area to promote the Chevy Sonic and local restaurant and club. Promote “Safe Ride Home” from local hot spots. A Very Chevy Sonic New Years Eve Party and Fall in Love with the Chevy Sonic on Valentine’s Day. Fiesta in the Sonic for Cinco de Mayo.

  7. Objective #3 Change the perception of the General Motors brand through the Chevy Sonic

  8. Strategies & Tactics • Reach out to previous Chevy owners in the Bay Area. • Video blogging to tell their stories. • Allow them to try the new Chevy Sonic. • Build relationships through social media with previous owners. • Hold a contest on Facebook for previous Chevy owners for their best vacation stories and win a Disneyland trip. • Stanford University and UC Berkeley partnerships. • Fleet car to Cal’s football quarterback for a few days. Documenting his experience with the car & a camera.

  9. Objective #4 Attract parents to the Chevy Sonic as a safe, reliable choice for their children

  10. Strategies & tactics Move out days and parent’s experience with the Sonic. Every person who drives the car is entered to win a Chevy Sonic. Attend city council meetings in the Bay Area. College mixer event at the Laguna Seca Raceway in Salinas.

  11. timeline

  12. budget

  13. Budget cont.

  14. evaluations Media coverage & views from YouTube. Polls & contest entries. Twitter “trends” or “Likes” on Facebook. Student-parent interests. Event attendance & participation. Reservations for rides & chauffeurs. Butts in seats.

  15. Connect 5 PR Brought to you by connect 5 PR Thank you for watching!

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