OurOurStreet EventStreet Event

Marketing CampaignMarketing Campaign

Created By:Created By:

Klair Lindblad & Natasha CorneliusKlair Lindblad & Natasha Cornelius

Our SummaryOur Summary

With our years worth of events, Luther With our years worth of events, Luther Toyota City and Scion will not only gain in Toyota City and Scion will not only gain in net profit but will also be regarded highly in net profit but will also be regarded highly in the minds of their target marketsthe minds of their target markets Young adults will realize that the employees Young adults will realize that the employees

at Luther Toyota City and Scion know what at Luther Toyota City and Scion know what people their age enjoy: music, parties, people their age enjoy: music, parties, camping, and sports camping, and sports

Families will know that the company not only Families will know that the company not only sells cost-efficient and spacious vehicles, but sells cost-efficient and spacious vehicles, but gives back to the community through their gives back to the community through their family-friendly eventsfamily-friendly events

Go Green: Energy Awareness EventGo Green: Energy Awareness EventEarth Day, April 2008Earth Day, April 2008

Location and TimeLocation and Time Loring Park, Minneapolis from 12-4 pmLoring Park, Minneapolis from 12-4 pm

Target MarketsTarget Markets Primary: Environmentally-conscious adultsPrimary: Environmentally-conscious adults Secondary: Young adults who want to change the Secondary: Young adults who want to change the

future of their environmentfuture of their environment ObjectiveObjective

To educate about energy efficient alternatives while To educate about energy efficient alternatives while promoting the Scion tC and its fuel economy of a promoting the Scion tC and its fuel economy of a money and energy-saving 30 miles per gallon money and energy-saving 30 miles per gallon

Total CostTotal Cost $4989.00$4989.00

Schedule: Up for 2 weeks prior to event

Schedule: Up for 4 weeks prior to event

Schedule: Placed on doors of 10 taxis around Twin Cities area for 2 weeks prior to event

Camping, Cars, and KayaksCamping, Cars, and KayaksSaturday, May 17Saturday, May 17thth, 2008, 2008

Location and TimeLocation and Time Dick’s Sporting Goods, Maple Grove from 1-5 pmDick’s Sporting Goods, Maple Grove from 1-5 pm

Target MarketTarget Market Primary Market: Outdoor EnthusiastsPrimary Market: Outdoor Enthusiasts

ObjectiveObjective To promote the many uses of the Scion xB for any To promote the many uses of the Scion xB for any

outdoorsmen. In particular the size and shape to outdoorsmen. In particular the size and shape to accommodate any fisherman, hunter, camper and accommodate any fisherman, hunter, camper and their equipment. their equipment.

Total CostTotal Cost $4977.00$4977.00

Schedule: Will run online at dickssportinggoods.com for 20 days prior to

event

93X Radio Script (male adult speaking, age 21-28):93X Radio Script (male adult speaking, age 21-28):““Is your small vehicle preventing your love of Is your small vehicle preventing your love of

road-trips, camping, and fishing from flourishing? road-trips, camping, and fishing from flourishing? Your dream car, along with some delicious grilled Your dream car, along with some delicious grilled food, awaits you at the Dick’s Sporting Goods in food, awaits you at the Dick’s Sporting Goods in Maple Grove. This event is hosted by Luther Toyota Maple Grove. This event is hosted by Luther Toyota City and Scion. The Scion xB is the perfect size for City and Scion. The Scion xB is the perfect size for traveling with people and equipment comfortably, traveling with people and equipment comfortably, and its average 25 mpg will get you to your and its average 25 mpg will get you to your destination more efficiently than those other destination more efficiently than those other vehicles. Come check it out this Saturday, May 17th vehicles. Come check it out this Saturday, May 17th from 1-5 pm. Get there before all the food is sold!”from 1-5 pm. Get there before all the food is sold!”

Schedule: Will air ten times over the span of two Schedule: Will air ten times over the span of two days on Thursday and Friday, prior to the event on days on Thursday and Friday, prior to the event on SaturdaySaturday

Schedule: Will air through Comcast Spotlight the week of the event reaching the Twin Cities population (concentration: Hennepin County)

Basilica Block PartyBasilica Block PartyFriday, July 11Friday, July 11thth, 2008, 2008

Location and TimeLocation and Time Minneapolis from 6-9 pmMinneapolis from 6-9 pm

Target MarketsTarget Markets Primary: Young AdultsPrimary: Young Adults Secondary: TeenagersSecondary: Teenagers

ObjectiveObjective To promote the Scion tC, xD, and xB and its To promote the Scion tC, xD, and xB and its

convenient hatch-back design by tailgating convenient hatch-back design by tailgating and selling food to all the hungry partiersand selling food to all the hungry partiers

Total CostTotal Cost $3260.00$3260.00

Schedule: Ad in 4 theaters in Maple Grove/Osseo/Brooklyn Park area for 4 weeks and as indoor bathroom stall ads in 10 different

clubs/restaurants in Minneapolis for 1 month

Maple Grove DaysMaple Grove DaysSaturday, July 12Saturday, July 12thth, 2008, 2008

Location and TimeLocation and Time Maple Grove during Business Expo HoursMaple Grove during Business Expo Hours

Target MarketsTarget Markets Primary: Maple Grove residents between 18-35Primary: Maple Grove residents between 18-35 Secondary: Surrounding city residents (18-35)Secondary: Surrounding city residents (18-35)

ObjectiveObjective To use the advantage of the popular Maple Grove To use the advantage of the popular Maple Grove

Days to promote Luther Toyota City and Scion at the Days to promote Luther Toyota City and Scion at the Business Expo. This promotion will increase the Business Expo. This promotion will increase the awareness of Scion and show the advantages of the awareness of Scion and show the advantages of the residents owning one.residents owning one.

CostsCosts Total: $4700.00Total: $4700.00 $2500 as a Silver Leaf Sponsor$2500 as a Silver Leaf Sponsor Advertising/Promotion that is included in Advertising/Promotion that is included in

sponsorship:sponsorship: Inside Maple Grove Days Guide (circulation 31,000)Inside Maple Grove Days Guide (circulation 31,000) Inside Osseo/Maple Grove Press Special Edition Inside Osseo/Maple Grove Press Special Edition

(circulation 7000)(circulation 7000) In Maple Grove Days Poster/Event GuideIn Maple Grove Days Poster/Event Guide Sponsor Sign at Business Expo Welcome BoothSponsor Sign at Business Expo Welcome Booth Main Stage Sponsor Appreciation AnnouncementMain Stage Sponsor Appreciation Announcement Name on Volunteer t-shirtsName on Volunteer t-shirts Name on Sponsor Sign on Community Center (2 Name on Sponsor Sign on Community Center (2

weeks prior to event) weeks prior to event)

Schedule: 2000 grocery bags will be delivered to Rainbow Foods and Cub Foods (in both Maple Grove and Brooklyn Park) during

the first week of July

NHCC Kick-Off CarnivalNHCC Kick-Off CarnivalSaturday, August 16Saturday, August 16thth, 2008, 2008

Location and TimeLocation and Time Courtyard of the North Hennepin Campus, Brooklyn Courtyard of the North Hennepin Campus, Brooklyn

Park from 2-8 pmPark from 2-8 pm Target MarketsTarget Markets

Primary: Local college-bound studentsPrimary: Local college-bound students Secondary: Local high-school studentsSecondary: Local high-school students

ObjectiveObjective To promote Scions and their perks for college-aged To promote Scions and their perks for college-aged

students. These benefits of the Scions include great students. These benefits of the Scions include great gas mileage in the tC, the roominess of the xD, and gas mileage in the tC, the roominess of the xD, and the carpool capabilities of the xB.the carpool capabilities of the xB.

Total CostTotal Cost $3080.85$3080.85

Schedule: 50 flyers will be posted in local coffee shops, music stores, NHCC campus, etc… 2 weeks prior to event. This as will also be directly mailed to 5000 NHCC students 2 weeks prior to

event.

Memory WalkMemory WalkSaturday, September 27, 2008Saturday, September 27, 2008

Location and TimeLocation and Time Hyland Lake Park Reserve, Bloomington at 10 amHyland Lake Park Reserve, Bloomington at 10 am

Target MarketsTarget Markets Primary: FamiliesPrimary: Families Secondary: Young adults whose lives have been Secondary: Young adults whose lives have been

touched by Alzheimer’stouched by Alzheimer’s

ObjectiveObjective To personally connect with the target markets and To personally connect with the target markets and

show support and concern for those affected by show support and concern for those affected by Alzheimer’s and related diseases while also Alzheimer’s and related diseases while also promoting Luther Toyota City and Scionpromoting Luther Toyota City and Scion

CostsCosts Total: $4982.00Total: $4982.00 $2500 as Speed Walker Sponsor$2500 as Speed Walker Sponsor Advertising/Promotion that is included in Advertising/Promotion that is included in

sponsorship:sponsorship: Named in Memory Walk brochure (reach of 42,000)Named in Memory Walk brochure (reach of 42,000) Verbal recognition from the stageVerbal recognition from the stage Sponsor table on the walkSponsor table on the walk Company name in newsletter (reach of 17,000)Company name in newsletter (reach of 17,000) Name on back of Memory Walk t-shirtName on back of Memory Walk t-shirt Name in annual report (reach of 1,000)Name in annual report (reach of 1,000)

Schedule: Up 4 weeks prior to event

Autumn HarvestAutumn HarvestSaturday, October 11Saturday, October 11thth, 2008, 2008

Location and TimeLocation and Time Luther Toyota City and Scion dealership in Luther Toyota City and Scion dealership in

Brooklyn Park from 9 am – NoonBrooklyn Park from 9 am – Noon Target MarketTarget Market

Primary: Parents with young childrenPrimary: Parents with young children ObjectiveObjective

To promote the spaciousness and affordability To promote the spaciousness and affordability of the Scion xB and xDof the Scion xB and xD

Total CostsTotal Costs $4903.00$4903.00

Schedule: In Sun Post newspapers that cover Brooklyn Park, Brooklyn Center, Robbinsdale, Crystal, New Hope, and Golden Valley. As will appear in papers the week of the event. Ad will also be up as a poster panel for 2 weeks prior to the event.

Vikings Tailgate PartyVikings Tailgate PartySunday, November 9Sunday, November 9thth, 2008, 2008

Location and TimeLocation and Time Hubert H. Humphrey Metrodome, Minneapolis at 10 Hubert H. Humphrey Metrodome, Minneapolis at 10

am before the noon gameam before the noon game

Target MarketTarget Market Primary: Young football fansPrimary: Young football fans

ObjectiveObjective To promote the Scion xB to sports fans by To promote the Scion xB to sports fans by

demonstrating why they can find a Scion useful and demonstrating why they can find a Scion useful and enjoyable for all their tailgatingenjoyable for all their tailgating

Total CostTotal Cost $4812.00$4812.00

Schedule: Ad on vikingstailgate.com for 14 days prior to event

93X Radio Script (adult male speaking, age 21-93X Radio Script (adult male speaking, age 21-28):28): ““Come catch the Vikings versus the Packers this Come catch the Vikings versus the Packers this

Sunday! And why not tailgate and pre-game? Luther Sunday! And why not tailgate and pre-game? Luther Toyota City and Scion will be hanging around and Toyota City and Scion will be hanging around and throwing out free footballs. Hope to see you there and throwing out free footballs. Hope to see you there and help them cheer on our Vikes!”help them cheer on our Vikes!”

Schedule: Ad will run four times at day on Schedule: Ad will run four times at day on Monday, Tuesday, Wednesday, and Thursday Monday, Tuesday, Wednesday, and Thursday between 3 and 6 pm during the week of the between 3 and 6 pm during the week of the game.game.

Santa, Scion, and ReindeerSanta, Scion, and ReindeerSunday, December 7Sunday, December 7thth, 2008, 2008

Location and TimeLocation and Time The Hidden Ponds Tree Farm, Maple Grove from Noon – The Hidden Ponds Tree Farm, Maple Grove from Noon –

5pm5pm Target MarketTarget Market

Primary: Families in need of Christmas Trees and parents Primary: Families in need of Christmas Trees and parents with children who have a desire to meet Santa and his with children who have a desire to meet Santa and his reindeerreindeer

ObjectiveObjective To promote the spaciousness of the Scion xB by turning it To promote the spaciousness of the Scion xB by turning it

into Santa Claus’s “sleigh”. By doing so, the Scion will into Santa Claus’s “sleigh”. By doing so, the Scion will have captured the eyes and imaginations of parents and have captured the eyes and imaginations of parents and their children. It will also portray a personal, family-their children. It will also portray a personal, family-centered theme around Luther Toyota City and Scion.centered theme around Luther Toyota City and Scion.

Total CostTotal Cost $4590.00$4590.00

Schedule: Ads in the Maple Grove and Osseo Press newspaper will appear inside the week of the event. As will also be up as a

poster panel 3 weeks prior to event.

The End!