roli tire and auto: advertising campaign
DESCRIPTION
Develop a full advertising campaign for ROLI Tire and Auto, a Long Island based tire shop seeking to obtain more consumers by creating a comprehensive ad campaign, which includes a strong social media presence, and strategic placement of advertisements in relevant mediums including print, radio and television.TRANSCRIPT
ROLI-ability
Objectives
• Maintain Customer Base
• Increase Female Customer Base
• Increase Awareness of Green Technology
• Badge of Honor
Target
• Upper Middle Class • Young Family• Modern • Multiple Cars
*Thompson Family
Strategy
• Use traditional advertisements and an emphasis on social media to reach customer base.
• Use publics events to engage local community.
• Indirectly target women within advertisements.
Creative
Web
Billboard
Television
Radio
Radio Spot
• Frantic woman calls into ROLI• ROLI Employee “How can I help you”• Woman vaguely describes auto issues• ROLI Employee knows exactly what’s wrong• Woman answers surprised and relieved• Voiceover: When Roli has your back, “That’s
ROLI-ability”
Social Media
Event Sponsorship
ROLI CLASSIC CAR SHOW
• Location: Frequented Area (Beach)
• Community-Oriented
• BBQ and Live Music
• ROLI Booth
• Green Theme Promotion
Media Plan
• 6 month, Summer to Late Fall• Newspaper: 8 weeks Newsday, 8 weeks Long
Island Press• Billboard: 3 different Billboards• Radio Spots- BLI• One Commercial Spot- Local News• Promotional Tweets
Budget
Newspaper; $23,000.00 Web;
$4,500.00
Billboards; $8,500.00
Television; $10,000.00
Radio; $3,000.00
Car Show; $50,000.00
Misc; $15,000.00
Total: $137,000
Evaluation
• Twitter followers and impressions
• Growth in sales
• ROLI Classic Car Show: Attendance, Merchandise Sales
Thank You.