final media plan

Company Outline

Overview of GMC

GMC is a professional truck and utility vehicles manufacturer under GM`s umbrella. For more

than 100 years of development, GMC is one of the biggest truck producer in the world. GMC

stands for the highest quality of the GM`s utility vehicles and is mainly aimed at the market in

North America. The Sierra series, GMC`s flagship pick-up truck series, was first launched in

1997, after 20 years of recrafting, it has become one of the best-selling truck series in the U.S.

GMC has two main vehicle lines, pick-up trucks and SUVs. Sierra series is the best-selling pick-

up truck for GMC. The Terrain and Acadia series are aimed at middle-class SUV buyers and the

Yukon is GMC`s flagship SUV.

GMC`s mission and vision statement is to be a professional truck and utility vehicles

manufacturer

Social media analysis

Based on the data provided by the Statista, in 2016 GMC`s main competitors were Subaru, KIA

and Dodge.

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GMC mainly uses Facebook and Twitter as its social media platforms to promote its new models

and increase its sales. GMC`s official Facebook account has 1.8 million followers, its Twitter has

462,000 followers. Approximately, GMC issues one new post per day on Facebook and Twitter.

Facebook: (Based on the data from the last week of November 2016)

Followers likes shares Comments Engagement RateGMC 1.8 million 2.750 158 40 0.00163SUBARU 2.1 million 2,881 80 161 0.00149DODGE 3.5 million 8,562 977 96 0.00275KIA 0.8 million 178 38 7 0.00214

Twitter: (Based on the data from the last week of November 2016)

Followers likes Reweets Engagement RateGMC 464,728 43 8 0.000109SUBARU 361,828 233 76 0.000854DODGE 639,494 348 75 0.000661KIA 283,186 15 5 0.000070

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Stock performance(GM):

Past 52-week high value: $36.25

Past 52-week low value: $26.90

Daily volume: 13.69 million

Market Capitalization: $ 56.95 billion

Price-Earning Ratio: 4.05

Location: GMC header quarters| P.O. Box 33172 | Detroit, MI 48232-5172

Company Background and Need

The objective of this social media campaign is to promote the 2017 Sierra, our best-

selling, full-size truck. The target audiences of this campaign are contractors, the platforms are

Twitter and Facebook.

This campaign is called “Off the road, in your life” which is the 2017 Sierra test driving

activity for contractors. The model that will be used is the 2017 Sierra 2500 HD with the new

Duramax engine. The reason that we choose this model is because, based on the survey

conducted by GMC, the 2016 Sierra 2500 HD is the best-selling model among the Sierra series.

In addition to that, the 2017 Sierra 2500 HD is the one that can meet most contractors`

needs and shows the 2017 Sierra comprehensively.

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The “Off the road, in your life” campaign will last for two weeks from December 12 to

December 25. During the first week, we will advocate and promote this event by introducing

improvements and upgrades of the 2017 Sierra and encourages our target audiences to be a part

of this event. At the end of the first week, we will select one qualified contractor to be our test

driver.

During the second week, we will present our test drivers` daily life with the 2017 Sierra

on our social media platforms. In addition, we will issue more posts to fully introduce those

features used by our test drivers.

For example, one day our test driver needs to tow a trailer to his client`s house. We can

present how easy it is to connect the trailer with the Sierra by using advanced technologies and

post some interviews about how he felt while he was accelerating and decelerating the vehicle

with a trailer on social media. Then we can issue some posts to introduce other aspects of those

assistant technologies to give our audience a full picture of that.

By showing how the new Sierra becomes an inseparable part of our test driver`s life and

work, we will be able to promote the 2017 Sierra, and explain vividly to the audiences new

technologies and designs, including the Tri-mode Power Steps and the Trailer Sway Control that

were applied on our new models.

The reason that I want to conduct this campaign to promote the sale of the 2017 Sierra is

that first, one of the highlight improvements of the 2017 Sierra is the new model is equipped

with many assistant technologies to enhance the truck`s performance, such as the Integrate

Breaking System that are too complicated for audiences to understand by reading our advertising

materials and introductions. However, showing our audiences how those technologies actually

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work during a contractor`s daily life in videos that are posted on social media platforms will

speed up their learning curve.

Second, by showing how a contractor`s needs are met by the 2017 Sierra, this campaign

will develop empathy for our potential consumers and encourage them to purchase our models.

Third, for the first time, GMC stressed that the 2017 Sierra is not only a work vehicle but

also a fashion vehicle. However, it is hard to present the 2017 Sierra`s dual aspects by using

traditional advertising methods. That is why we asked our test drivers to drive our Sierra for an

entire week - so that during weekends we can present a family camp, or an outside barbecue

party with several friends, to easily show the lifestyle of the Sierra.

Fourth, social media has already become a big part of people`s lives. Many people use

social media as their information resource; they learn the outside world from social media. That

is why this campaign is conducted based on social media.

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Target Audiences

Construction site contractors

Age: 45~55

Name: Rueals

Salary: $85,000----$90,000

Education: Associate`s degree in construction management + experience

Hobbies: DIY, home decorating project.

Goals and Problems: As a construction site contractor, his truck should be able to tow some

light equipment such as a cement mixer and simple covering equipment to construction sites.

Which means he needs a truck that can overcome every kind of terrain and has perfect towing

performance.

What can we do/ What do they need to know: The 2017 Sierra is the perfect choice for

Rueals, because the 4WD has become standard for all the Sierra models. With the new Duramax

engine and Allison 1000 Series Transmission, the 2017 Sierra can handle any kind of terrain. No

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matter where consumers` construction sites are, the Sierra will escort them there. The 2017

Sierra`s towing system has been largely improved, the Trailer Sway Control will keep the Sierra

and the trailer heading in the same direction by automatically sensing the trailer`s movement.

The Trailer Brake Controller allows the driver to brake his truck and trailer simultaneously.

Social Media Habits: Facebook is his major social media platform and information resource. He

uses Facebook to bond with his intimate friends, clients and family members and learns news

related to his life and work. In the morning, during breakfast, he updates his Facebook to learn

some news. After the day, he can lay on the sofa and interact with his friends, clients and family

members on the Facebook. Occasionally, he posts some project information, recent achievements

and interesting things on his page.

He also uses Twitter during some down time. Unlike reading materials on Facebook, he scrolls

Twitter until he finds something interesting. He doesn`t pay much attention to information on

Twitter.

He is interested in truck maintaining tips, other consumers` problems and tips for driving

his Sierra. Normally, he doesn’t share his car driving experience on social media. The way that

he interacts with GMC on social media is to leave some questions on the comment board and

wait for other consumers` advice and GMC`s response. On Twitter, he will retweet some

helpful advice and interesting materials posted by GMC.

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Remodeling contractors

Age: 40~45

Name: John

Salary: $75,000----$85,000


Hobbies: Camping and outside activities

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Ruelas` Sierra has some issues, so he posts his questions under GMC`s Facebook page.

Goals and Problems: As a remodeling contractor, he covers some home remodeling, office

redecorating projects. He needs to reroof, erect brick walls and do woodwork, so he needs to

carry wood and marble samples and some equipment such as tool boxes, a polishing machine

and a chainsaw with him.

What can we do/ What do they need to know: GMC applied several new designs on the 2017

Sierra to make the truck`s bed easier to access. With a tap of the foot the Tri-modes Power Steps

will shift backward, combined with the corner step rear bumper and extension gate steps, his

daily loading and unloading will be much easier. With the Bed LED Lighting System and

moveable upper tie down hooks he can make sure the load is clearly accessible and secure. The

military-grade alloy body on the 2017 Sierra makes the Sierra lighter but stronger enough to

withstand a 20-pound crash without leaving a dent.

Social Media Habits: Just like Rueals` social media habits

General contractors

Age: 45~50

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Name: Steve

Salary: $95,000----$100,000


Hobbies: Travel

Goals and Problems: As a general contractor, he needs to keep up with projects and negotiates

with designers, clients and sub-contractors every day to make sure projects are on track. He also

needs to complete some small projects, such as interior decoration. In addition to that he also

needs to update his contractor`s report several times a day.

Which means his car should be capable to deal with any kind of terrain, since he might be in

charge of some construction site projects and be better able to be a portable working station

allowing him to keep up with all projects.

What can we do/ What do they need to know: The 2017 Sierra is a perfect portable working

station for a general contractor like Steve. All 2017 Sierras are equipped with 4G LTE hotspot

and multiple outlets including wireless charging panels, USB ports and 12V outlets. With those,

he will be able to update his daily contractor`s reports, keep up with his on-going projects

wherever he wants. In addition, GMCsync allows him to sync his phone`s GPS navigation

routes, Google research results and even to-do lists with the central screen of the Sierra. The

military-grade alloy body on the 2017 Sierra makes the Sierra lighter but stronger enough to

withstand a 20-pound crash without leaving a dent.

Social Media Habits: Just like Rueals` social media habits

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Competitive Analysis

Based on the statistics provided by Statista, in the pick-up truck market, GMC`s main

competitors are Ford F-series, Chevrolet Silverado and Ram P/U.

Ford

Overview of Ford: Ford is an American multinational automaker headquartered in Dearborn

MI. It was founded by Henry Ford on June 16, 1903.

Stock performance: (http://www.marketwatch.com/investing/Stock/F?countrycode=US)

Past 52- week high value: $14.62





Location if the company: Ford Motor Company Customer Relationship Center P.O. Box 6248

Dearborn, MI 48126.

Ford`s vision: “People working together as a lean, global enterprise to make people’s lives

better through automotive and mobility leadership”

Leader team: Its executive chairman is William Ford, Jr. Its CEO is Mark Fields.

Ford F-series pick-up trucks: As the best-selling trucks in America, Ford sold more than

780,000 in 2016. Ford F-series pick-up trucks contain several models, including F150, F250 and

F350. Ford mainly promotes three features of the F-series pick-up trucks, which are EcoBoost

engines that deliver higher horsepower with little gas consumption. Strong steel bodies and

luxury interior (F150 is the only pick-up truck that is equipped with twin panel moonroof).

Social media analysis: (Based on the statistics from the last week of November 2016.)

Facebook (One post per day)

Followers likes shares Comments Engagement RateGMC 1.8 million 2.750 158 40 0.00163Ford 7.6 million 450 105 72 0.00008

Twitter (One post per day)

Followers likes Reweets Engagement RateGMC 464,728 43 8 0.000109Ford 948,000 321 23 0.000854

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Chevrolet

Overview of Chevrolet: Just like GMC, Chevrolet is an American automobile division of

General Motors (GM) established in 1911. Unlike GMC, Chevrolet focused on the global

market, including Asian Pacific and European markets and manufactures a wide range of

vehicles, from subcompact vehicles to heavy-duty commercial trucks.

Stock performance(GM): (http://www.marketwatch.com/investing/stock/gm)

Past 52-week high value: $ 36.25





Location if the company: GM headquarters, P.O. Box 33172, Detroit, MI 48232-5172

Chevrolet`s vision: “We are here to help our consumers find new roads on the journey of life”

Leader team: Its CEO is Mary Barra. It`s President is Dan Ammann.

Chevrolet Silverado pick-up trucks: Strength, reliability and advanced technologies are major

features that Chevrolet delivers to its consumers. As the model that enjoys the same technologies

and the platform with the Sierra, Silverado has the same competitive edge just like the Sierra.

The major difference between Silverado and Sierra is that Silverado defines itself as an outdoor

truck, however the Sierra defines itself as a work and life vehicle.

Social media analysis: (Based on the statistics from the last week of November.)

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Followers likes shares Comments Engagement RateGMC 1.8 million 2,750 158 40 0.00163Chevrolet 16.3 million 534 96 63 0.00004


Followers likes Reweets Engagement RateGMC 464,728 43 8 0.000109Chevrolet 894,000 130 33 0.000182

Ram

Overview of Ram: Ram is formerly the Dodge Ram manufactured by Fiat Chrysler

Automobiles (FCA), which is formerly Chrysler. The first Ram was produced in 1981. After

decades of development, Ram has become a major brand in the north American truck market.

FCA is an Italian vehicle manufacturer with headquarters in London.

Stock performance: http://www.marketwatch.com/investing/Stock/FCA?countrycode=IT

Past 52 week high value: €13.35

Past 52 week low value: €5.21


Market Capitalization: € 9.29 billion


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Location if the company: 1000 Chrysler Dr, Auburn Hills, MI 48326

Ram`s vision: “We are here to help our consumers find new roads on the journey of life”

Leader team: Its CEO is Sergio Marchionne. It`s President`s name is Pietro Gorlier

Ram pick-up trucks: As one of the major brands in the pickup truck market, Ram defines itself

as a durable truck for work. Among its promotion materials, Ram avoids mentioning its engine

and technologies, however, it stresses on its durability and encourages consumers to explore the

spirt behind RAM.

Social media analysis: (Based on the statistics from the last week of November.)


Followers likes shares Comments Engagement RateGMC 1.8 million 2,750 158 40 0.001635Ram 1.8 million 4,400 229 55 0.002602


Followers likes Reweets Engagement RateGMC 464,728 43 8 0.000109Ram 302,000 187 43 0.000761

Three truck brand`s social media data

Facebook

　 Followers likes shares Comments Engagement Rate

GMC 1.8 million 2.75 158 40 0.00163

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Ford 7.6 million 450 105 72 0.00008

Chevrolet 16.3 million 534 96 63 0.00004

Ram 1.8 million 4,400 229 55 0.002602

Twitter

　 Followers

likes

Reweets

Engagement Rate

GMC 464,728 43 8 0.000109

Ford 948,000 321 23 0.000854

Chevrolet 894,000 130 33 0.000182

Ram 302,000 187 43 0.000761

Goals and Objectives

Objectives of this campaign: First, in social media, compared with December 12,

attracting 20,000 more followers to GMC`s Facebook account and 10,000 more followers to

GMC`s Twitter account. Second, in sales, compared with the same time last year, in December,

increase sales by 8,000 more. Third, increase the official website`s traffic volume by 5 percent

compared to the same time last year.

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Before we conduct the campaign, we will record GMC`s Facebook and Twitter followers,

its audience engagement rate and its website`s traffic volume on December 12. At the end of this

campaign, on December 25, we will record the data from same aspects to test if the campaign

met expectations. In addition to that, we will ask GMC to offer its sales data for December 2016

and 2017 to see if our promotional campaign is increasing sales of the 2017 Sierra.

Tactics

Social media platforms:

Facebook: The reason I chose Facebook is that among all the social media platforms, Facebook

is the ideal choice to build interactive and intimate relationships with customers, because 84

percent of people regard Facebook as a platform to communicate with friends and families. In

addition to that, I can use Facebook as an online forum to communicate with audiences and

consumers. More importantly, as a multi-media platform Facebook allows me to put links,

videos, pictures and more characters into one post.

Twitter: Twitter is the social media platform that consists of concise information. Users of

Twitter update several times a day and regard Twitter as a social media that effectively provides

interesting information and news. In addition to that, users tend to retweet those posts that they

are interested in and expand the influence of a tweet.

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Social media Strategy:

Based on my analysis, posts that were issued during 10:30 a.m. to 12:30 p.m. and 5:00 p.m. to

7:00 p.m. got the most shares. So, I am planning to issue posts in 11:30 a.m. and 6:00 p.m.

I`m planning to issue four posts per day on Twitter. In order to fill the time that is not covered by

Facebook and considering a contractor`s daily routine, I am planning to issue posts at 7:00 a.m.,

9:00 a.m., 3:00 p.m. and 9:00 p.m.

Facebook

December 19 After a week of selection, we have finally decided our test driver—Mickle, a

contractor. He is about to embark on a week-long journey with his 2017 Sierra

2500HD. For more information about #offtheroadSierra please visit our official

website http://123

“The comfort and exquisite interior decoration dazzled me the moment I sat in

the Sierra on day one of #offtheroadSierra, said Mickle, the test driver. For

more details about the “Off the road, in the life” test driving event http://123

December 20 Can the Sierra meet the contractor’s needs of towing his materials and

equipment? Let`s find out on day two of #offtheroadSierra. For more details

about the “Off the road, in the life” test driving event http://123

Tips on how to control your trailer with the help of advanced technologies

applied to the 2016 Sierra. http://123

December 21 “Tri-mode Power Steps and an automatic tailgate are very convenient. You may

overlook those details, but those really make my daily work easier,” said the

test driver, Mickle, on day three of #offtheroadSierra. For more details about

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the “Off the road, in the life” test driving event http://123

Seven new features that gives your Sierra`s bed more accessible. http://123link

December 22 Can the 2017 Sierra overcome the terrain at the construction site during the

heavy snow on day four of #offtheroadSierra? For more details about the “Off

the road, in the life” test driving event http://123

Confidence comes with power. How does the world`s most powerful engine,

Duramax, work for the Sierra? Let`s find out. Want to learn more details about

Duramax? http://123link

December 23 “I had no idea that the box would be dropped on the bed. I was more surprised

that it didn’t leave a dent,” said the test driver, Mickle, on day five of

#offtheroadSierra” For more details about the “Off the road, in the life” test

driving event http://123

Military-grade alloy body. Lighter and definitely makes your Sierra stronger

and more durable. http://123

December 24 “Kids really like this car,” said Mickle, the test driver of #offtheroadSierra on

day six. What happened during their family trip? What features attracted those

kids? Let`s find out. Learn more information about the “Off the road, in the

life” test driving event http://123

Bose stereo, myGMC app, GMCsync all make the 2017 Sierra looks like a

truck that comes from the future. http://123

December 25 Can the test driver, Mickle, accomplish his paper work in the Sierra on day

seven of #offtheroadSierra? Let’s find out. For more details about the “Off the

road, in the life” test driving event http://123

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With the help of the 4G LTE hotspot in the Sierra, you are able to update your

contractor daily report forms and keep up with your projects.

Twitter

December 19 “Off the road, in the life” test driving event welcomes its test driver—Mickle.

#offtheroadSierra. For more details about this event http://123

“The Sierra is a comfortable truck” said Mickle, our test driver. For more details

about the #offtheroadSierra test driving event http://123

The new Duramax engine delivers the best-in-class towing performance. Learn

more about the new Duramax http://123

Craftsmanship meets advanced technology inside the 2017 Sierra and makes it

the most exquisite truck ever. See more pictures of the 2017 Sierra http://123

December 20 “It feels like the trailer is a part of the truck,” said Mickle, our test driver. For

more details about the #offtheroadSierra test driving event http://123

The trailer sway control ensures your trailer heads in the same direction with

your truck. Learn more about the trailer sway control http://123

“Accelerating feels easy even when I am towing this covering equipment,” said

Mickle, our test driver. For more details about the test driving event http://123

Thanks for the advanced Allison 1000 Transmission system, you can accelerate

and decelerate your truck and trailer simultaneously. http://123

December 21 “Loading and unloading has never been this easy,” said Mickle, our test driver.

For more details about the #offtheroadSierra test driving event http://123

The Tri-mode Power Steps make your bed easier to access. Find out how the Tri-

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mode Power Steps works here: http://123

The electric tailgate frees your hands from opening the gate.

With the Bed LED Lighting System and moveable upper tie down hooks, drivers

can make sure the load is clearly accessible and secure.

December 22 Can the 2017 Sierra overcome the terrain in the construction site on day four of

#offtheroadSierra. For more details about the test driving event http://123

The new Duramax engine is more effective than previous generations; it delivers

181 horsepower and gets 22 miles per gallon http://123

“Powerful and comfort, that is the Sierra” said Mickle, our test driver. For more

details about the #offtheroadSierra test driving event http://123

Based on the third-generation platform, the 2017 Sierra can guarantee your

comfort will override the most difficult terrain.

December 23 What will happen after a 30-pound tool box is dropped on the Sierra`s bed? For

more details about the #offtheroadSierra test driving event http://123

Military-grade alloy body. Makes your Sierra stronger and more durable.

http://123

2017 Sierra, the only full-size pickup truck with an A on the IIHS crash test.

Lighter, gives the Sierra better fuel efficiency. Stronger protects you from any

crash. That is why we applied the military-grade alloy body on the 2017 Sierra.

December 24 “This is the first truck that my kids liked,” said Mickle, the test driver of

#offtheroadSierra on day six. For more details about the test driving event

http://123

With the active noise cancellation technology provided by the Bose, the 2017

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Sierra offers you a remarkably quiet ride.

The wireless charging panel, the Bose stereo and multiple aux outlets deliver all

your entertainment needs.

“Thanks for the Sierra, we had a really great family camping trip,” said Mickle,

our test driver. For more details about the #offtheroadSierra test driving event

http://123

December 25 Can our test driver Mickle accomplishes his paper work in the Sierra on day

seven of #offtheroadSierra? Let’s find out http://123

With the 4G LTE hotspot in the 2017 Sierra, you are able to keep up with your

projects almost anywhere. Learn more about the 4G LTE hotspot http://123

“Sierra feels like a moving office,” said Mickle, the test driver. Learn more about

the #offtheroadSierra test driving event http://123

The center screen of your Sierra serves as a truck computer, which can sync the

Google research results and reminders from your phone to the Sierra.

Resources and Staffs

Social media managers: Oversee this test driving program

Social media practitioner and interns: In charge of issuing daily posts and interacting with

audiences on social media platforms

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http://123

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Graphic design practitioner: In charge of choosing, editing and taking all pictures that will

be used in this campaign.

Videotaping team: In charge of recording the test driver`s daily life with the Sierra and

editing those videos.

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final media plan

Documents