iMedia Creative Brief

February 2, 2009

Group 2

Sinya Wu Kimberly Galitz

Christina Martinico Kris Slaboszewski

Jamie Kuntanarumitkul

Executive Summary Once envied by other industries, the automotive industry is facing challenges today that threaten its very existence. Detroit’s Big Three automobile manufacturers (Ford, GM and Chrysler) continued to suffer significant declines in sales during the month of December 2008, 31%, 32% and 53% respectively (WSJ, Jan 6, 2008), and the outlook for 2009 remains bleak. According to Ford’s chief sales analyst, George Pipas, overall vehicle sales were expected to drop from 16.5 million units in 2007 to 13.5 million units in 2008 – the lowest year of sales since 1992 (WSJ, Jan 3, 2008). Its time for a change – a big change, and that is where The Fresh Face of Ford comes into play by appealing to a younger generation of drivers – college students. The focus will be on gaining a precise understanding of exactly what this set of consumers want in a car - and what better way to find out exactly what they want than having them create their own? The idea behind this campaign is to target “the generation of change” and leverage this powerful group to influence the broader market to perceive the Ford brand as a hip, fresh, affordable and environmentally friendly American auto manufacturer, and to create a sustainable competitive advantage across domestic and international markets. The Fresh Face of Ford campaign will utilize several forms of media: Internet, direct marketing, print advertising and television. The campaign will run from mid-July, 2009 to mid-January, 2010 during the fall semester with the final design submissions due on or before January 15, 2010. While this campaign will launch in the US among the Big Ten University campuses, it is easily scalable to universities world-wide. The budget will largely be determined collaboratively with Ford Motor Company; however, several opportunities to reduce costs and minimize expenses have been identified below. Overview The goal of this campaign, “The Fresh Face of Ford”, is to present Ford Motor Company with an opportunity to increase auto sales by tapping into a market set for growth. The objectives of this campaign are to 1) increase awareness of the Ford brand among young drivers between the ages of 18 and 24, and 2) place Ford at the top of the driver’s short list for final vehicle selection. The campaign emphasizes the individuality of young adults that were most recently dubbed as “the generation of change” following the 2008 US presidential election. By engaging this group in an interactive campaign, we instill the ideal that the Ford Motor Company is their car company. The Fresh Face of Ford offers the promise of new, innovative designs that are hip and trendy, environmentally friendly, fuel-efficient, affordable and that young adults will want – because they designed them. iMedia Connection is the project sponsor and Loyola University Chicago is an additional campaign stakeholder. Research indicates that population demographics favorably impact the US auto industry, specifically the US population age 16 and older which is forecast to grow about 20 million in the next decade – which translates to more drivers. Three Ford models have emerged as top rated vehicles among this age group: Ford Mustang, F150 Pickup Truck and Ford Focus (Fordmustangracing.blogspot.com). Audience The primary target audience is college-age drivers between the ages of 18 and 24. Young adults are known to be passionate about their individuality, and the opportunity to create their own car will capture their enthusiasm and strengthen their identity with the Ford brand. Also important is the way this audience communicates, therefore we will utilize the channels frequented by this segment to create an open dialog that will receive their message and deliver our message.

Message The tone of voice toward this market will be fun, exciting and energetic. It should appeal to college-age students and inspire them to want to be part of this contest not just because of the opportunity to win prizes, but because it is an opportunity to be creative, to show their individuality. The Fresh Face of Ford is about a new generation of drivers; their generation. This campaign is a fun way to invite them to be part of the change that will have an impact on their future, in addition to attracting a growing market to the Ford brand. Media Plan

• Direct Marketing − Ford-sponsored contest among each of the Big Ten Colleges, with emphasis given to each

campuses’ Society of Automotive of Engineers (SAE) > Contestants will be invited to submit their suggestions, ideas and even car designs via

the Web > Winners will receive awards (i.e. scholarships, internships, electronic devices) and the

opportunity to have their designs sent to Ford’s R&D unit for consideration in new Ford models

• Internet − Create social networking groups on Facebook and MySpace and invite people to join. Start

posting pictures of members with their cars and encourage others to do the same – Post contest “fun” photos of students working on their designs, etc.

− Feature progress of the contest on Ford’s Web site, show gallery of submitted designs − Blog – create a blog on Ford’s Web site to capture the voice of the consumer

− Television − Product placement in popular television shows that have the highest viewer rating within our age

group (18 – 24), i.e., Real World, Grey’s Anatomy, The Office and The Hills − Commercial

> Tailored specifically to our primary target markets, we will utilize the slogan “The New Face of Ford” and use young student actors to appeal to our audience portraying the vehicles as hip and trendy. These commercials will be aired during the television time slots the popular shows listed are playing.

• Print Advertisements − Print ads tailored specifically to each market will be placed in key magazines

> Student-run newspapers at each of the Big Ten Universities > High-color posters to be put up throughout the college campuses, including bookstores,

dormitories, local coffee houses, etc. Visual Image The idea behind this campaign is to target the generation of change, the generation that has the opportunity to play a large role in determining the future of Ford. To alter the image of Ford in the minds of this powerful group will allow Ford to be seen as the hip and fresh, affordable and economically-friendly, American auto manufacturer that can competitively compete with foreign auto makers. Our visual images say it all. The young, fresh faces in the rearview mirror depict the concept of looking into the mirror to see people behind the ideas – a new generation of drivers who are seeking change. The New Face of Ford is the integrated marketing campaign that will shift Ford into high gear and drive ahead of its competitors. Our direct marketing will entail a Ford-sponsored contest for all students attending the Big Ten Universities, being sure to include each campus’ Society of Automotive Engineers (SAE) groups. Contestants will be invited to submit a car design of their own via the Web. Winners from each university will receive awards and the opportunity to have their designs submitted to Ford’s R&D unit for consideration as a new Ford model. Our online splash page for the contest portrays fun and excitement that will draw attention and encourage deeper exploration into the Web site. The site will include a gallery of the design submissions from all students.

Another Web site will be “Learn More” on which each Big Ten school has a representative logo. By clicking on their school’s logo, students can learn about contest details such as when Ford will visit their school as well as links that will take them to the contest Rules and Regulations. Schedule and Budget The campaign will run from mid-July, 2009 to mid-January, 2010 during the fall semester with the final design submissions due on or before January 15, 2010. This schedule will accommodate student’s class and final exam schedules and allows time during the winter break to focus fully on final submission. Schedule Mid- July / Early August 2009

• Teaser ads to be placed on college campuses (sides of buses, campus periodicals, on poster boards in dorms, bookstores, etc.) Recruit person familiar with college campus (senior student, faculty member) to act as a contest ambassador so that students have a live person on campus to contact with questions, etc.

• Contest representatives make campus visits to formally announce contest to students; place a cool looking car at the booth for students to look at, touch, sit in, etc. (Ford Mustang). Also have collateral available for parents about Ford cars and perhaps

July – December 2009

• Advertisements run in student-run newspapers in each of the Big Ten campuses • Social groups created, pictures posted (will span entirety of program and most likely extend beyond) • Blog created on Ford’s Web site • Product placements for new television season openers (The Office, Grey’s Anatomy, etc.) • Commercials start running on television programs and place on YouTube • Launch contest progress updates on Ford’s Web site

January 15, 2010 – Deadline to submit designs February 20, 2010 – Campus Celebrations to announce winners Budget Budget will largely be determined collaboratively with Ford Motor Company; however, opportunities to reduce costs and minimize expenses have been outlined below

▪ Advertisements o Placed on the sides of college buses, in student-run campus newspapers, posters placed

in campus bookstores, dormitories, etc. ▪ Creation of social networking groups / Blog on Ford’s Web site ▪ Product Placement

o Work with producers of television shows popular among this age group to place Ford cars (Mustang, Escape) within the program

▪ Television commercial o Shoot a commercial to be aired during the fall season of television shows most popular

among this age group o Student actors will be used in order to keep costs down. A consideration would be to use

student actors from each University in order to draw more attention to the campaign. ▪ Campus visits / campus representatives ▪ Prizes (i.e., scholarships, internships, iTouch) ▪ Celebrations to announce winners

Creative Design Print Ad:

Splash Page for the Fresh Face of Ford college design competition:

‘Learn More’ page for the Fresh Face of Ford college design competition

Big Ten Challenge Ad for Campus Newspapers

Banner for Campus visits for the Fresh Face of Ford college design competition: