baruch college public relations project - volkswagen 2015 pr campaign
DESCRIPTION
For my Public Relations class, my group and I (JJBMJ) came up with a PR campaign/strategy in response to the 2015 Volkswagen emission cheating crisis.TRANSCRIPT
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Company Info and Background ▷ Founded in 1937 in Wolfsburg,
Germany by the German Labour Front ▷ 3rd largest automaker in the world ▷ 2 million cars sold worldwide in Q3
2015. ▷ Q1 2015 to present, growth rate of
Volkswagen went down relative to market.
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Industry and Competition
Stock Price Market Cap
Volkswagen $253.36 67B
Toyota $124.72 193B
Ford $13.99 57B
$92.36
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The Situation ▷ September 2015, EPA found that Volkswagen had
software to change emissions reported. 482,000 cars in the U.S. were affected by this, 11 million worldwide. What has Volkswagen done since then?
● New CEO - Matthias Müller ● Sold Suzuki stock 19.9% for 1.5B for liquidity purposes. ● Recalls will start for 8.5 million vehicles in Jan 2016. ● Facing legal and criminal charges from many different
countries
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Top Five Priorities
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Opportunity for Communications ▷ Volkswagen was already lowering in growth - use this as
an opportunity to not only recover from crisis, but to do better by:
● Re-establishing trust with customers
● Improve internal communications and boost morale.
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Target Audience Employees
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Strategy: Increase morale amongst the employees, top and bottom.
Employees
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Employees
Tactics:
▷ Redefine corporate priority
▷ Increase communication channels
▷ Credo
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Employee
▷ Ensure appropriate benefits
▷ Counsel those that need help
▷ Guidelines to team building exercises
▷ Transparency within the organization
Customers ● Transparent deals and sales
Employees
Tactics: Redefine Corporate Priority
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▷ Give employees opportunity to speak up without negative consequences by providing anonymous chats
▷ Make sure their voice is heard and appreciated by creating a public blog ‘from the inside’
Employees
Tactics: Increase Communication Channels
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▷ Johnson & Johnson
Employees
Tactics: Credo
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Target Audience Customers
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Customers
Strategy: Become an eco-friendly leader in the automotive industry.
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Customers
Tactics: ▷ CSR Partnerships (Greenpeace, College/Universities) ▷ Pioneer Hybrid/Electric Auto Show ▷ Introduce new electric Phaeton model ▷ Media
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Customers
Tactics: CSR Partnerships ▷ Eco-Friendly Organizations (ie. Greenpeace USA/EU)
○ Revamp parks/create new parks ○ Install new tech within parks
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Customers
Tactics: Strategic Partnerships ▷ College/University
○ Educational Programs ○ Clubs on campus
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Customers
Tactics: Pioneer Hybrid/Electric Auto Show
● Leader in clean, green
automotive technology ● United States/Europe ● Auto show amenities ● Guest Speakers ● Media
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Customers
Tactics: Introduce and educate on new electric Phaeton model
● New Flagship ● VW Phaeton Features ● Change in Focus ● Appealing to Customer ● Media
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Evaluation
Employees: ▷ Morale ▷ Retention ▷ Engagement
Customers: ▷ Trust ▷ Brand Perception ▷ Sales
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Thanks! Any questions?