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TRANSCRIPT
TABLE OF CONTENTS:
EXECUTIVE SUMMARY ........................................................................................................................... 2
RESEARCH SUMMARY ............................................................................................................................ 3
SITUATION ANALYSIS COMPANY ANALYSIS ........................................................................................................................ 4 CONSUMER ANALYSIS ................................................................................................................... 10 MARKET ANALYSIS ....................................................................................................................... 11 PRODUCT ANALYSIS ..................................................................................................................... 12 COMPETITIVE ANALYSIS .............................................................................................................. 14 INDUSTRY ANALYSIS .................................................................................................................... 20
PROBLEMS & OPPORTUNITIES ........................................................................................................ 21 TARGET MARKET PROFILE ............................................................................................................... 22 MARKETING OBJECTIVES ................................................................................................................... 23 COMMUNICATION OBJECTIVES ........................................................................................................ 23 MARKETING COMMUNICATION STRATEGY ................................................................................ 24 CREATIVE STRATEGY .......................................................................................................................... 25 MEDIA OBJECTIVES .............................................................................................................................. 26 MEDIA STRATEGY TARGET AUDIENCE ............................................................................................................ 27 MEDIA CLASSES ................................................................................................................... 28 MEDIA MIX .......................................................................................................................... 30 MEDIA TACTICS ................................................................................................................... 32 MEDIA TIMING .................................................................................................................... 34 MEDIA CALENDAR........................................................................................................................ 35 TELEVISION BUY .......................................................................................................................... 36 MAGAZINE BUY ............................................................................................................................ 37 RADIO BUY ................................................................................................................................... 38 DIRECT MAIL BUY ....................................................................................................................... 39 ALTERNATIVE BUY ...................................................................................................................... 40 BUDGET ..................................................................................................................................... 41
PROPOSED EVALUATION ................................................................................................................... 42
CREATIVE ................................................................................................................................................ 43 APPENDIX A: TELEVISION AD ............................................................................................................ 46 APPENDIX B: RADIO AD ..................................................................................................................... 52 APPENDIX C: PRINT AD #1 ............................................................................................................... 53 APPENDIX D: PRINT AD #2 ............................................................................................................... 54 APPENDIX E: DIRECT MAIL ................................................................................................................ 55 APPENDIX F: ALTERNATIVE AD #1 .................................................................................................. 57 APPENDIX G: ALTERNATIVE AD #2 .................................................................................................. 58 APPENDIX H: INTERACTIVE ............................................................................................................... 59 APPENDIX I: SURVEY .......................................................................................................................... 60 BIBLIOGRAPHY ...................................................................................................................................... 62
1
EXECUTIVE SUMMARY
In May 2012, Toyota Highlander
This campaign will run for twelve months, and is targeted to both men and women,
40-‐60 years old. More specifically those individuals who are, and have recently
become empty nesters. The Toyota Highlander s image will be transformed into a
packing vehicle rather than a people vehicle, showing that the mid-‐sized automobile
is not just for families. By emphasizing the space and customizable options the
Highlander features, consumers will view the Toyota Highlander as the perfect
vehicle for their new, exciting lifestyle.
h the empty nester
market. Having reached a stage in their life that allows for additional free time
without the immediate responsibilities of young children, these men and women
now have the time to revive their relationships and special interests. This campaign
encourages the target to do so, while positioning the Highlander as a perfect means
of rediscovering themselves.
With a budget of $40 million, Toyota will use both traditional and non-‐
traditional advertising strategies throughout the campaign. The chosen media for
mail, and alternative advertising.
Within the twelve-‐month period, ,
will increase both sales and awareness of the Highlander among the target market
of men and women ages 40-‐60.
2
RESEARCH SUMMARY
Primary
In order to compile the highest quality final survey, a short trial survey
consisting of eleven questions was composed and distributed to 25 individuals over
a period of one week. Once the results were retrieved and analyzed, a second
survey, containing ten questions, was created and distributed through e-‐mail. These
questions examined what individuals are currently driving, what particular features
consumers look for when in the market for a new vehicle, as well as brand
demographic section, including such information as age, sex, income level, and
whether or not the participant has children. The questionnaire circulated for a total
of two weeks and 294 individuals responded.
Secondary
Secondary research was conducted through a variety of sources. SRDS Media
Solutions and Mediamark Research and Intelligence (MRI) were used for finding
consumer media information. MRI was also used to find prospective target markets
for Toyota Highlander.
Demographic trends, as well as data analysis, was followed on demodirt.com.
This and other sites, such as about.com, proved extremely helpful in getting to know
and understand the target market better. In addition, PRIZM was used to examine
specific market segments.
3
SITUATION ANALYSIS COMPANY ANALYSIS
The Toyota Company was incorporated in 1937 and has since been
recognized as a leader of the automotive industry. Toyota includes three major
brands: Toyota, Scion, and Lexus. The Toyota Way (2001) is a set of guidelines
Toyota as a company follows to improve products and the knowledge their
employees have towards the company as a whole.
The Toyota Way (2001):
Challenge
Improvement
Go and see for yourself to thoroughly understand the situation
Respect
Teamwork
Long-‐term thinking as a basis for management decisions
A process for problem-‐solving
Adding value to the organization by developing its people
Recognizing that continuously solving root problems drives organizational
learning
(www.toyota-‐global.com/company/toyota_traditions/)
4
INTERNAL
o attract and attain customers with high-‐valued
(www.amherst.edu/~ilstrata/Toyota.htm)
business culture has been passed down over the course of many years.
Human Resources Development-‐ development of human resources whose
awareness of compliance is high.
Well-‐Established Work Place Atmosphere-‐ mutual education and mutual check.
-‐Established Business Culture-‐ Aggregate of well-‐established work
place atmosphere.
Toyota provides on-‐the-‐job training and educational programs categorized by
position in order to raise and strengthen the awareness of being a Toyota employee.
The company is willing to take risks to provide the most superior service to their
With challenge being the number one item, the company is comfortable with taking
risks that have the potential to make long-‐term improvements to the quality of their
products.
, which is quite valuable.
When a consumer purchases a Toyota, the company does everything possible to
ensure that they have a positive experience. Despite foreign manufacturing, Toyota
is viewed as a secure, reliable brand by many Americans, as well as maintaining a
strong association with value and safety.
5
(www.toyota-‐global.com/company/profile/figures)
The sales trends over the past several years are as follows:
(in Yen): Japan: $8,152,884 North America: $8,771,495
Europe: $3,346,013 Asia: $1,969,957
Other: $1,707,742.
Toyota Motor Corp. profits dropped 39% due to decrease value of the
Japanese yen. The current global financial crisis (2007-‐2011) has also negatively
represents the first loss in 70 years. In addition, large-‐scale product recalls in 2009-‐
2010 reportedly cost the company $1.93 billion.
(http://www.wikinvest.com/stock/toyota_motor )
6
EXTERNAL
The breakdown of Toyota sales by region is as follows:
32% North America 25% Japan
14% Europe 11% Asia
7% Middle East 4% Latin America
4% Africa 3% Oceania
After the recent tsunami and earthquakes in Japan, the Japanese market has
felt some downfall changes, however is expected to get back on track soon.
7
COMPANY SWOT ANALYSIS
STRENGTHS
Custom order production
Brand image based on environmentally-‐friendly products and quality within the
automotive manufacturing industry
Global organization
Industry leader in manufacturing and production
-‐maker
WEAKNESSES
Less market share than General Motors and Ford
Seen as a foreign importer
Solely target American and Japanese auto markets, while competitors seek the
global market
Aging population
OPPORTUNITIES
Holds both American and Japanese auto markets
Produce fuel efficient cars
THREATS
Large scale product recalls
Saturation and increasing competition
Increasing fuel price
8
Families choosing to use their car less, or to not own a car; use of alternative
transportation
Stock market in Japan damaged from tsunami/earthquake
9
CONSUMER ANALYSIS
Consumers of the Toyota Highlander are interested in upholding a current
and trendy look. They maintain a higher disposable income, and are therefore more
apt to spend money on hobbies and traveling.
The chart below shows the age range of consumers of specific
crossovers. 48.1% of the surveyed audiences are between the ages of 46-‐55 years
old. 30.4% are between the ages of 36-‐45. The green area of the chart represents
21.5% of SUV/crossover owners who are 56+. These vehicles provide consumers
with adequate space for children (or grand children), groceries, and comfortable
vacationing and leisure activities.
10
MARKET ANALYSIS
The owners of the Toyota Highlander reside in County size B and County size
A cities. County size B areas are defined as cities with a population over 150,000
people, but is not quite the size of County A, which includes the 25 largest United
States cities (www.answers.com/topic/abcd-‐counties).
According to MRI data, Toyota Highlander owners live in County A and
County B sized cities in the West and Northeast regions of the United States. The
index provided by MRI for County size A is 105, and 109 for County size B.
Additionally, the index for the West region is 154, and 214 for the Northeast.
11
PRODUCT ANALYSIS
The Toyota Highlander is one of the first mid-‐sized crossovers to enter the
automotive industry (www.edmunds.com). It appeals to people wanting a sporty
looking, yet safe vehicle with extra space and similarities of driving a car, such as
handling.
The Toyota Highlander has the seating capacity of seven, with twelve cup
holders. The seats may be used for people space, or may be folded down to create
additional cargo space. The Highlander is reasonably fuel-‐efficient compared to
city driving, and 25 miles per gallon for highway driving. The Toyota Highlander is
sold for around $29,505, but when fully customized, can cost up to $39,000.
Perspective buyers are able to customize their Highlander on the website
before purchasing. This feature allows the consumer to modify and personalize their
vehicle to fit their own unique lives.
12
Americans prefer vehicles that are larger than a car, but more fuel-‐efficient
than a standard SUV. A crossover provides a unique balance that satisfies both
expectations, as well as donning a sporty appearance and reasonable price.
13
COMPETITIVE ANALYSIS
Toyota Highlander is number 12 of 20 on the list of Crossovers by ranking.
The top 5 other crossovers are the: Ford Explorer, Buick Enclave, Mazda CX-‐9,
Chevrolet Traverse and the Dodge Durango. The industry leaders are Ford, GM,
Chrysler, Honda, and Nissan (www.motortrend.com/index.html).
When rated on reliability, Toyota came in third; after GM and Ford. Honda
was ranked fourth.
14
Direct Competitors: Other Vehicles
The three main competitors of the Toyota Highlander are:
Other Crossovers
Minivans
15
The Honda Pilot is another crossover that is in direct competition with the
Toyota Highlander. Both Toyota and Honda are known to be reliable vehicles, and at
the same time, are seen as foreign importers. Crossovers are more fuel-‐efficient and
lighter than the standard SUV, making them easier to park and maneuver in traffic.
Honda Pilot
The Pilot has been a critical and commercial success for Honda, selling over 100,000 vehicles in 2004, an increase of almost 20% over 2003.(http://www.caranddriver.com/reviews/comparisons/08q4/2009_honda_pilot_vs._ford_flex_and_four_other_crossovers-‐comparison_tests/2009_honda_pilot_ex-‐l_4wd_page_7)
Price: $28,825
Fuel Economy (city): 17 mpg
Fuel Economy (highway): 23 mpg
Transmission Speed: 5
Seating Capacity: 8
Bluetooth Hands-‐Free Telephone: Not available
Steering Wheel Audio Controls: Not listed
16
Minivans have more overall passenger volume than the crossovers, and are
typically also longer. They offer extra room behind the third row seat, as well as
more interior cargo space, particularly with all seats folded down.
Dodge Grand Caravan
Since their introduction in the fall of 1983, the Chrysler minivans have outsold other minivans in the United States, with over 13 million Chrysler, Dodge and Plymouth minivans in over 80 countries sold as of October 2008. (http://www.1853chairman.com/2008/11/04/chrysler-‐icon-‐celebrates-‐25-‐years-‐minivan-‐to-‐survive-‐rough-‐stretch)
Price: $24,995
Fuel Economy (city): 17 mpg
Fuel Economy (highway): 25 mpg
Transmission Speed: Automatic
Seating Capacity: 7
Bluetooth Hands-‐Free Telephone: Optional
Steering Wheel Audio Controls: Yes
s and are all-‐wheel drive,
while crossovers are usually only front-‐wheel drive.
17
The Ford Explorer is a direct competitor of the Toyota Highlander because
few people know the difference between a standard SUV and a crossover.
Ford Explorer
The current generation Ford Explorer earned the 2011 North American Truck of the Year award. http://coalgeology.com/new-‐2011-‐ford-‐explorer-‐north-‐american-‐truck-‐of-‐the-‐year-‐nyse-‐f/12883)
Price: $28,190
Fuel Economy (city): 17
Fuel Economy (highway): 25
Transmission Speed: 5
Seating Capacity: 7
Bluetooth Hands-‐Free Telephone: Optional
Steering Wheel Audio Controls: Not listed
18
Indirect Competitors: Gas Prices
This chart shows that as gas prices increases, the value for fuel-‐efficient
the price for oil is at a steady incline, people are less likely to buy an SUV or
Crossover, due to the common perception that these vehicles are not fuel efficient
when compared to the traditional car or hybrid.
(www.automotive digest.com/content/displayArticle.aspx?a78656)
19
INDUSTRY ANALYSIS
Despite the steady increase in gas prices, both baby boomers and younger
generations are evolving towards larger vehicles like trucks, mini vans, and
-‐ k in the automobile
industry, and it is predicted that in the next five years Generations X and Y
combined will contribute to about 40% of automobile sales. (
Boomers. 2011).
20
PROBLEMS & OPPORTUNITIES
Problem: Research shows that competitors are targeting young families, and
Toyota Highlander is not the top pick for that market.
Opportunity: Targe -‐ -‐60.
Problem: Toyota Highlander does not have the sleek exterior that young families
are looking for in a mid-‐sized SUV.
Opportunity: Appeal to older customers as a comfortable vehicle.
Problem: Toyota Highlander does not seat as many as its mid-‐sized SUV competitor.
Opportunity: Appeal to customers who prefer extra packing room to people room.
Problem: Consumers are unaware of the customizable features that the Toyota
Highlander offers.
Opportunity: Increase awareness of ways to customize the Toyota Highlander to fit
each individual.
21
TARGET MARKET PROFILE
Rediscover Richardson
Currently, the Toyota highlander is being marketed to parents of young
children. Based on research, the Toyota Highlander campaign is catered towards the
parents of children that have grown up and no longer live at home. The results of
careful research conclude that this particular group of people is rarely marketed to,
yet have a large amount of disposable income.
Meet our happy couple: discover Richardson
to join the
professional world. Now that their children are out of the house, the Richardsons
are taking the time to rediscover themselves both as individuals and as a couple.
The Richardsons now have the time to discover the great-‐outdoors, travel across the
country, or even go on that romantic getaway they deserve so much. They need a
vehicle that will help them accomplish these goals.
Primary-‐ Adult couples that have already raised their children and now have the house to themselves. (Empty Nesters) Age: 40-‐60 Gender: Males and Female Status: Married Education: College Education
22
MARKETING OBJECTIVES
Increase Toyota Highlander sales by 5%.
Gain customer loyalty back.
Change a perception of Toyota by reaching out to a new demographic.
COMMUNICATION OBJECTIVES
Increase brand awareness among the target audience by 15% in 12 months.
Create an image of comfort and leisure among the target audience by 30% in
12 months.
Increase knowledge of customizable features among the target audience by
25% in 12 months.
23
MARKETING COMMUNICATION STRATEGY
This chart describes the share of marketing communication tools that will be
integrated into the Toyota Highlander advertising campaign. The marketing
communication elements include advertising, direct mail, and alternative
advertising. Each component will contribute in achieving the objectives of the
campaign.
Advertising: will contribute in creating the new image for Toyota, as well as help to
build awareness of the brand. With research showing that image is currently an
issue, advertising is the perfect tool to mend this problem.
Direct Mail: will add a more personal touch for the target, and is a good tool to use
to ensure that the target is reached directly.
Alternative Advertising: will help familiarize the target market with Toyota
Highlander. Alternative advertising allows for a hands-‐on experience for the
prospective target.
Advertising
Direct Mail
AlternativeAdvertising
24
CREATIVE STRATEGY
Strategic Focal Point: The Toyota Highlander is a mid-‐sized SUV for consumers,
especially empty nesters, who have new found leisure time for themselves and
desire a spacious vehicle at a reasonable price.
Positioning: The goal of the campaign is to position Toyota Highlander as a
spacious and customizable mid-‐sized SUV for empty nesters. With a lighthearted
tone, the Highlander can appeal more easily to empty nesters who may currently be
experiencing a difficult transition in their lives.
The Big Idea: Slogan -‐ Rediscover YOU Toyota Highlander is the mid-‐sized SUV for
empty nesters who can now invest time into their hobbies, traveling, and
relationship.
25
MEDIA OBJECTIVES
To reach 75% of the target audience 3+ times each week during the first
quarter.
To maintain a 60% reach 2+ times each week throughout the campaign.
26
Media Strategy
Target Audience discover the
This career-‐focused couple is redefining the retirement age, as they get great
satisfaction out of working. During their commutes to and from work, they enjoy
tuning into talk radio, and appreciate music playing softly in the office throughout
their day. Upon returning home for the evening, Mr. and Mrs. Richardson unwind
with the nightly news followed by a favorite show or two. Mr. Richardson takes
much satisfaction in home improvement projects, as well as relaxing in his fishing
boat on a lazy day. Mrs. Richardson is a fantastic cook and entertainer. She enjoys
having guests over, whether it is for dinner or an evening of drinks. The couple
takes pleasure in learning more about their special interests and hobbies through
magazines and television shows.
Primary-‐ Adult couples who have already raised their children, and now have the house to themselves (empty nesters). Age: 40-‐60 Gender: Males and Female Status: Married Education: College Education
27
Media Classes
This campaign consists of a combination of relatively traditional media. The
more interactive, technologically advanced channels such as mobile and internet
advertising were avoided due to prevalent research on technology usage within the
market segment. Most 40-‐60 year olds only used cell phones to make and receive
calls, with only 35% reported using it as a source of entertainment.
(http://www.examiner.com/baby-‐boomer-‐in-‐national/polls-‐assess-‐baby-‐boomer-‐
technology-‐use)
Likewise, a poll conducted by EMarketer.com indicated that although this
Internet use is growing, they make up less than 30% of the online
population. Despite these numbers, the study also found that this demographic is
most inclined to use these technologies in connecting with others, and keeping
informed on new gadgets, purchases and entertainment.
(http://sparxoo.com/2010/02/22/2010-‐generation-‐trend-‐report/) For this
reason, website visitation is encouraged throughout the campaign by promoting
customization features and the direct mail piece sweepstakes.
Time is now available for this target to read more about their interests in
magazines, or catch their favorite shows on television. Accordingly, both of these
media channels will be used. Magazines are superb at delivering an informational
message while still having the ability to visually touch the reader in a stylish manor.
Television excels in demonstrating the product and its features, while effortlessly
reaching the emotions of the viewing audience. In addition, radio will serve as a
reminder, and allow a great connection to the television ads.
28
The use of alternative media will creatively supplement each message, while
leaving the product uniquely positioned in the onlookers mind, thus intriguing them
to seek more information. Finally, the direct mail piece will educate and inform
recipients on the Highlander as it promotes value to each potential consumer in an
innovative way.
29
Media Mix
The majority of our emphasis in media will be placed on television. With the
product being such a high-‐ticket and major decision-‐making item, the substantial
use of TV visuals is imperative. The next most accentuated media class in this
campaign will be magazine advertisement, which also allows product visuals while
still being informative. Next, radio will be emphasized to promote a sense of
immediacy while capturing the attention of the audience during the mundane
workday or drive home. Because the campaign only schedules radio around these
work times, there will be less weight placed on this media channel. Alternative
media will be used resourcefully throughout this campaign to supplement each
message, while leaving the product uniquely positioned in the onlookers mind, once
again intriguing them to seek more information. Lastly, the direct mail piece will
Direct Mail 5%
Radio 15%
TV 45%
Alternative Media 10%
Magazine 25%
Media Mix
30
educate and inform recipients on the Highlander as it promotes value to each
potential consumer in an innovative way. This piece will only be sent once during
the campaign, and consequently remains the least emphasized channel. Despite the
relatively small allocation for direct mail, it is still a useful tool in developing both
awareness and attention.
31
Media Tactics
With the promotion of newfound leisure time for this campaign, it becomes
important to advertise in hobby and recreational magazines. Because this
demographic particularly enjoys these publications, a handful of their most popular
reads were chosen. These include: Golf Digest, ESPN, Bass Master, Better Homes &
Gardens, Country Living, American Rifleman, Time, and . A full page,
color ad will be placed within a portion of these selection, whereas a double-‐page,
color spread will be displayed in others.
Television shows also followed suit, as 60-‐second time slots were chosen
during SportsCenter, Anthony Bourdain: No Reservations, and Yard Crashers. Equally
important to this hardworking, business professional audience is keeping up with
For these reasons, additional 60-‐second slots
will be purchased during the top rated CNN News, and The
Colbert Report. Other highly viewed, entertaining shows chosen for this
demographic included American Idol, Modern Family and Deadliest Catch.
Radio stations were selected on a similar rating basis. 30-‐second time
intervals were chosen around workweek schedules. News talk radio (WISN) was
selected for commuting hours, as well as an assortment of stations such as classic
rock (WKLH), country (WMIL), adult hits (WLWK) and even R&B (WJMR).
Commercials are slated around daytime and morning radio as well.
The alternative media will be placed in some of the largest and most
32
Atlanta and Denver, as well as surrounding malls. This will ensure a significant
amount of reach in existing high traffic and travel areas
33
Media Timing
This hard working market rejects a life of full time leisure. In addition, trying
to balance grown and departed children and aging parents often leaves them
emotionally exhausted. As a result, this demographic is in desperate need of a
vacation that fits around their work schedules and family demands. This campaign
pushes heavily in the later spring and summer months, most commonly known for
travel. It is also the time when parents and students alike begin to prepare for
returning to school, which is the basis for much of this campaign. The airport
alternative media continues to run through the holiday season and into late winter
due to the high travel during this time.
The television advertising schedule remains continuous throughout the
entire year, while magazine, radio, direct mail, and alternative media maintain a
fluctuating timetable in accordance with the seasonal travel and the back-‐to-‐school
schedule.
34
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb MarMedia
Television
Magazine
Radio
Direct Mail
Alternative
Escaltor
Mall Kiosk
Media Calendar
35
Show Spots/Week Rate/Episode TotalSportsCenter Apr, May, Jun, Jul, Aug, Sep, Oct, Nov, Dec, Jan, Feb, Mar 1 $30,000 $1,440,000 48News (CNN) Apr, May, Jun 3 $150,000 $5,400,000 36Deadliest Catch Apr, May, Jun, Jul, Aug, Sep, Oct, Nov, Dec, Jan, Feb, Mar 1 $20,000 $960,000 48Modern Family Jan, Feb, Mar, Apr, May 1 $115,000 $2,300,000 20Yard Crashers Apr, May, Jun, Jul, Aug, Sep, Oct 1 $90,000 $2,520,000 28
Anthony Bourdain: No Reservations Apr, May, Jun, Jul, Aug, Sep, Oct, Nov, Dec, Jan, Feb, Mar 2 $15,000 $1,440,000 96American Idol Mar, Apr, May 1 $200,000 $2,400,000 12
American Idol Season Finale May 1 $650,000 $650,000 1Jim Cramer's: Mad Money Apr, May, Jun, Jul, Aug 1 $200,000 $4,000,000 20
The Colbert Report Apr, May, Jun, Jul, Aug, Sep, Oct, Nov, Dec, Jan, Feb, Mar 3 $15,000 $2,160,000 144Secret Millionaire Apr, May, Jun, July 1 $175,000 $2,800,000 16
Total Spots Total469 $26,070,000
TV Buy
36
Magazine Month Rate/Issue TotalESPN Apr, May, Jun $219,241 $657,723
Aug, Sep, Oct $438,482 $1,315,446Golf Digest Apr, Jun, Aug $141,467 $424,401
Bass Master May, Jun, Aug $60,448 $181,344
American Rifleman Apr $60,916 $60,915Sep, Oct $121,830 $243,660
Better Homes & Gardens Apr, May $95,080 $190,160Sep, Oct $190,160 $380,320
Country Living Apr, May, Jun $139,000 $417,000Aug, Sep, Oct $278,000 $834,000
Us Weekly Apr, Jun, Oct $383,644 $1,150,932
Time Jun, Oct $603,800 $1,207,600
Reader's Digest Aug, Sep, Oct $178,200 $534,600Total
$7,598,101
Magazine Buy
37
Station: Daypart: M T W TH F Sa Su Spots Rate Total:WISN-AM AFTERNOON 3PM-6PM X X X X X 5 $280 1,400.00$ WHQG-FM MORNING 6AM-9AM X X X X X 8 $300 2,400.00$ WKLH-FM MORNING 6AM-9AM X X X X X 8 $325 2,600.00$ WMIL-FM MIDDAY 10AM-3PM X X X X X 7 $178 1,246.00$ WLWK-FM MIDDAY 10AM-3PM X X X X X 7 $75 525.00$ WTMJ-AM AFTERNOON 3PM-6PM X X X X X 5 $175 875.00$ WJMR-FM AFTERNOON 3PM-6PM X X X X X 5 $90 450.00$ WMIL-FM MIDDAY 10AM-3PM X X 4 $110 440.00$ WTMJ-AM MIDDAY 7AM-5PM X X 6 $45 225.00$ WKLH-FM MIDDAY 10AM-3PM X X 4 $60 240.00$
59 10,401.00$ Cities Months Monthly Price
Chicago Apr, May, Jun, Aug, Sep, Oct, Mar $20,802.00New York Apr, May, Jun, Aug, Sep, Oct, Mar $20,802.00
Denver Apr, May, Jun, Aug, Sep, Oct, Mar $20,802.00Atlanta Apr, May, Jun, Aug, Sep, Oct, Mar $20,802.00Dallas Apr, May, Jun, Aug, Sep, Oct, Mar $20,802.00
Los Angeles Apr, May, Jun, Aug, Sep, Oct, Mar $20,802.00Total Months Total Price
42 $873,684
Radio Buy
38
Month Area Mailing Rate Number of People Reached Total RateMay Chicago, New York, Atlanta, Denver, Dallas, Los Angeles $.75/envelope 438,810 $329,107.50June Chicago, New York, Atlanta, Denver, Dallas, Los Angeles $.75/envelope 438,810 $329,107.50
Total Total877,620 $658,215
Direct Mail Buy
39
Airport Escalator Month Rate TotalORD Jun, Jul, Aug, Dec, Jan, Feb $100,000/month $600,000LAX Jun, Jul, Aug, Dec, Jan, Feb $100,000/month $600,000JFK Jun, Jul, Aug, Dec, Jan, Feb $100,000/month $600,000
DFW Jun, Jul, Aug, Dec, Jan, Feb $100,000/month $600,000ATL Jun, Jul, Aug, Dec, Jan, Feb $100,000/month $600,000DEN Jun, Jul, Aug, Dec, Jan, Feb $100,000/month $600,000
Total$3,600,000
Mall Kiosk Month Rate TotalWater Tower Place (Chicago) May, Jun, Jul, Aug $50,000 $200,000
The Grove (Los Angeles) May, Jun, Jul, Aug $50,000 $200,000Galleria (Dallas) May, Jun, Jul, Aug $50,000 $200,000
Manhattan (New York) May, Jun, Jul, Aug $50,000 $200,000Cherry Creek (Denver) May, Jun, Jul, Aug $50,000 $200,000
Perimeter (Atlanta) May, Jun, Jul, Aug $50,000 $200,000
Total$1,200,000
Alternative Media Buy
40
Alternative Media: Airport Escalator $3,600,000
Alternative Media: Mall Kiosk $1,200,000
Direct Mail $658,215
Magazine $7,598,101
Radio $873,684
Television $26,070,000
Total $40,000,000
Budget
41
PROPOSED EVALUATION
This campaign will begin in April of 2012 and run until the end of the fiscal
year, concluding in April of 2013. To track the success of the campaign,
measurements and evaluations will be conducted quarterly. These measurements
will take place at the end of June, September, December, and March. Depending on
the success or failure of the campaign at these points, adjustments may be made to
the frequency at the end of each quarter. Tracking and evaluating data that shows
the increase in sales and the amount of first time customers will help to measure
success. Surveys will also be distributed to gauge the success of the new Toyota
image and re-‐branding efforts.
42
Creative
43
Television Commercial
60 second commercial
Radio Commercial
30 second commercial
Magazine Advertisements
Single, full-‐page advertisement
2 full-‐page spread advertisement
Direct Mail
The use of select universities mailing list will narrow down families to those who
will have a child leaving their home for college in the fall. The direct mail
advertisement will look similar to college acceptance letters, however they will be
addressed to parents. The letter will decree acceptance into the Highlander
community and opportunities for recipients to win a Highlander. Outdoor activity
tips, vacation destinations and conversation boards will be posted to both entertain
and inform this newly formed community.
Alternative Advertisements
Escalator Display:
Highly populated airports will feature escalators wrapped with luggage, tire tracks,
outdoor activity gear, the Toyota logo, the trunk of the 2013 Toyota Highlander, and
ent will grab the attention of
travelers, creatively demonstrating the available space the Toyota Highlander offers
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Mall Display:
The center of malls in major cities in the United States will feature a 2013 Toyota
Highlander. The trunk will be open and foldaway seats down, displaying the
maximum storage space the vehicle has to offer. Alongside the Highlander will be a
large pile of luggage, outdoor gear and other vacation essentials. This will
demonstrate how much the 2013 Toyota Highlander can carry.
Interactive Advertisement
Website:
Toyota.com/Highlander will feature a new section with a tab at the top banner
of the website
Highlander scholarship, and other offers discussed in the direct
ma
to post and read tips on vacations,
outdoor activities, and classes.
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DAUGHTER: (CHEERFULLY) Hi Mom! MOTHER: Hi dear. Listen, I know you re in between classes, but I m calling to see if you can house-sit for us a few days next week while you re in town working on spring break?
DAUGHTER: (SURPRISED) Oh sure, no problem. Where are you guys going?
MOTHER: (ENTHUSIASTICALLY) On OUR Spring Break.
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DAUGHTER: (SURPRISED) What?!
MOTHER: (HAPPILY) Oh don t worry sweetheart. We ll be back with plenty of time to visit, and we ll be taking the dogs too.
DAUGHTER: All of them??
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MOTHER: Oh sure. Remember we have the new Toyota Highlander. Lots of space for people, pets AND packing your Dad doesn t like packing though. I m so glad we customized its features at Toyota dot com. The roof rack is absolutely perfect for our new whitewater raft and kayaks.
FATHER: (IN THE BACKGROUND) And the roomy back seat and moon roof are perfect for
DAUGHTER: (INTERRUPTING) Ooooo-kaaay. I ll be home on Friday. See you both when you get back from your little honeymoon.
MOTHER: Thanks, Hun! Oh one more thing can I borrow that cute little green shirt of yours? (GIGGLING BASHFULLY) Your Dad says it makes my eyes pop out.
DAUGHTER: (DISGUSTED) Ah sure. In fact you can just keep it .
ANNOUNCER: Brought to you by the 2011 Toyota Highlander. Visit www dot Toyota dot com to rediscover YOUTH...
MOTHER: (INTERRUPTING) Ahem . Rediscover YOU!
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COPY MANUSCRIPT Client: Toyota Highlander Writer: Samantha Warden Date: May 4, 2011 Job Title: :30 Radio Commercial Commercial Title: Highlander SFX: (BIRDS CHIRPING SOFTLY) ANNCR:
ANNCR: Every year, thousands of parents just like you are experiencing this
too. (PAUSE) Your last child has gone off to college, and you and your husband are left with a lot of newly found leisure time. So now what do you do? (PAUSE)
SFX: (DUN DUN DUN)
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SFX: (PEPPY MUSIC UP AND UNDER) ANNCR: Rediscover yourself in a Toyota Highlander. (PAUSE) Whether you
enjoy hiking, biking, shopping, or just a weekend getaway, the Toyota Highlander is made for you. With hundreds of ways to customize the Highlander, you are sure to find the perfect fit to enjoy your bold new life even more.
SFX: (MUSIC OUT) ANNCR: Visit www dot Toyota dot com rediscover YOU!
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Single full-‐page advertisement
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2 full-‐page spread advertisement
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Escalator display
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Mall display
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Website
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