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Running head: BUDGET AND TIMELINE

MKT 625: INTERNET MARKETING STRATEGIES-BUDGET AND TIMELINE

ZACHARY C. SCHNABEL

SOUTHERN NEW HAMPSHIRE UNIVERSITY


Marketing Budget and Timeline

Honda has established itself as a highly-innovative and fuel-efficient automobile

company that has a proven track record of reliability and providing great service to its customers.

With numerous quality and safety awards from Car and Driver, Edmonds, and Kelley Blue Book,

it's easy to see that the brand is manufacturing quality products at affordable prices while

growing a loyal customer base (Honda, 2016). The automobile marketplace constantly changes,

so it is important for Honda to remain competitive by developing new and innovative concepts to

not only keep its loyal customer base, but also attract new buyers to the brand on a consistent

basis.

Marketing Budget for Summer 2016 campaigns

The first concept for the campaign will run during the month of August will take place on

Honda's official Instagram web page, where users will have the ability to actively participate and

interact with the company in hopes of being entered into a contest to win a brand new car. Users

that already own Honda automobiles with “high mileage” will be encouraged to share their

vehicles with #HondaHighMileage which will allow them to be entered into a daily contest

created by Honda. One lucky user will be selected every Wednesday over of the course of the

month of August to win and select a car from Honda's 2016 lineup of vehicles. For a company to

use access the power of Instagram's advertising exposure abilities, it costs around $20-$30 per

thousand impressions to reach users as seem in similar campaigns, depending on whether photos

or videos are used (AdvertisingAge, 2015). With the price per thousand, Honda is estimated a

budget of $100,000 to $150,000 allocated for this aspect of the interactive concept.

Asset #1: Instagram “#HondaHighMileage” concept (Aug.2016 campaign)


Task Cost

Sponsored photo on Instagram (every 3 hours) $20.00 per thousand impressions

$100,000-$150,000 over course of August

Design Creation (images, model-selection, stats) $100,000-$150,000 (2-3 weeks prior August)

Content Creation (images, model-aspects, stats) $150,000- $200,000 (2-3 weeks prior August)

$50 per developed ad

Tools and Analytics (per-click, app-traffic)$50,000-$150,000 (during month of August)

SEO/SEM Development (Ad-placement) $200,000 (during month of August)

Grand Prize : one on every Wednesday in August campaign- Basic package of every model to choose from

Accord: $22,355-$24,025Civic: $18,640- $19,050Fit: $15,890HR-V: $19,215CR-Z: $20,295CR-V: $23,845Pilot: $30,345Ridgeline: $29,475Odyssey: $29,550

*Prices taken from Honda.com official website

The second concept for Honda's August 2016 marketing campaign is designed with the

intention of reaching a larger target audience through the advancement and latest technology in

smart phone devices. Honda will collaborate with the popular travel app, LiveTrekker, which

allows users to create virtual journals of their road trips across America. Will this app, will be

able to post pictures of themselves with their Honda's which will be featured in a slide show

displayed on Honda's official website. With the price of ads placed in similar in-apps being

around $.50 to $1.25 per thousand impressions, Honda has allocated a budget of $150,000 to

$200,000 for this concept of its marketing campaign (Butner, 2013). With the different tasks in


mind, such as, design creation, content creation, and research conducted, Honda estimates a total

budget for this concept at $400,000 to $500,000.

Asset#2: LiveTrekker app collaboration concept (Aug. 2016 campaign)

Task Cost

LiveTrekker in-app ads $.50-$1.25 per thousand impressions

$400,000 to $500,000 for month of August

Design Creation $200,000 over course of August (2-3 weeks prior August)

Content Creation (images, model-aspects, stats,user-selection for website)

$100,000.00 (2-3 weeks prior August)

$50 per developed ad

SEO/SEM Development (Ad-placement) $100,000.00 over course of August

Tools and Analytics (per-click, app-traffic) $50,000-$100,000 over course of August

Prize/reward User vacation trips featured exclusively on main website (changes hourly and user will be notified if selected)

Honda's Campaign Timeline

With any successful marketing campaign, there are four components of execution

set in place to ensure the continued success throughout life of the campaign: Strategy,

Development, Deployment, and Evaluation (SNHU, 2016). These four components are

strategically dated to ensure the success of every aspect of the August 2016 campaign.

Strategy: July 11th to July 29th


The strategy stage of the proposed marketing plan process will take place two to three weeks

before each actual concept of the campaign is set in place. Through this stage, the following

tasks will be conducted and finalized:

*Unless noted, all dates are to be determined*

-Plans finalized with Honda Marketing team for each assets of the campaign (campaign goals

created)

-All research and audits will be performed and completed to ensure target audience is reached

-Current Honda customer data will be collected (social media sites used, surveys, etc)

-Finalize campaign goals (July 25-July29)

Development: July 18th to July 29th

The development stage of the proposed marketing plan process ensures that the marketing

campaign is accepted and is to be officially created. At this stage, Honda's internal marketing

department will assess each application used during the campaign and plan accordingly on how

to engage and interact with users based on visual components, etc.

*Unless noted, all dates are to be determined*

-Collaborate with Instagram and finalize purchasing ad-space, posts, photo and video space, etc.

-Collaborate with LiveTrekker and finalize purchasing ad-space, photo, beta-tests, mobile app

store acceptance, mobile device requirements, structure of implemented advertising should be

completed

Each aspect of finalizing collaborations with the application LiveTrekker and Instagram should

be broken down into sub-tasks. Sub-tasks help our internal marketing department take a more

detailed approach to every aspect of the visual aspects of the campaign (SNHU, 2016).

Deployment: August 1st to August 31st


The deployment stage of the proposed marketing plan process allows Honda do set a specific

date for release of its marketing campaign. With strategic timing, Honda can release campaigns

that tailor to its target audience based on the summer months.

-Deploy campaign and maintain social media website and application (August 1st-August 31st)

-Maintain mobile application and social media website (August 1st-August 31st)

Evaluation: August 8th to August 31st

The evaluation stage of the proposed marketing plan process is set in place to adjust accordingly

based on how well each concept is doing. Throughout most of the month of August, Honda will

constantly evaluate each concept of the campaign based on research, followers, and in-app

registered users.

Over the course of the Evaluation process, there are numerous questions that the company needs

to ask itself based on the strengths and weaknesses of the campaign:

-What are each concepts strengths?

-What are each concepts weaknesses?

-Can both strengths and weaknesses be adjusted if needed?

-Have we successfully reached our target audience?

-Have we branched out and reached a new target audience?

Honda's Instagram #HondaHighMileage concept calender

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

1

Concept deployed- 8 users sponsored

2

8 users sponsored

3

Contest Winner Announced

4

8 users sponsored

5

8 users sponsored

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8 users sponsored

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8 users sponsored


8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

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8 users sponsored

Honda's LiveTrekker app concept calender

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

1

24 users sponsored

2

24 users sponsored

3

24 users sponsored

4

24 users sponsored

5

24 users sponsored

6

24 users sponsored

7

24 users sponsored


8

24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored

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24 users sponsored


* Example of LiveTrekker app campaign *Example of Instagram #HondaHighMileage Campaign


References

All Vehicles. (2016). Honda. Retrieved on July 10th, 2016 from http://automobiles.honda.com/all-

models.aspx

Awards and Accolades. (2016). Honda. Retrieved on July 10th, 2016 from

http://automobiles.honda.com/awards/

Butner, Sean. (2013) How much in Advertising Revenue Can a Mobile App Generate? Retrieved

on July 10th, 2016 from http://smallbusiness.chron.com/much-advertising-revenue-can-mobile-

app-generate-76855.html

SNHU/Southern New Hampshire University. (2016). Module Seven: Creating a Timeline for an

Internet Marketing Campaign. [PDF document]. Retrieved from MKT 625 Lecture Notes Online

Web site: www.bb.snhu.edu.

What it Costs: Ad Prices from TV's Biggest Buys to the Smallest Screens. (2015). Advertising

Age. Retrieved on July 10th, 2016 from http://adage.com/article/news/costs-ad-prices-tv-mobile-

billboards/297928/

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