1

DanDeeryPitch

by:

SeanFord,AliciaHinrickson,ChristieTeague,andDanielVorwerk

TheRoutetoProfessionalism

TABLEOFCONTENTS
Research

BackgroundInformation
ProblemStatement
TargetedPublics
SituationalAnalysis
CompetitiveAnalysis
MediaAnalysis
ClientsLimits
Promotions

11

Goals&Objectives
Timelines/Responsibilities
Budget
EvaluationProcedure

PromotionalMaterial
GeneralPromotions
GradFestPromotions
Commercial
MediaPlan

12
13
15
16
17
18
19
21
22

OverviewofMediaPlan
Timeline
MediaStrategy
SocialMedia
ContactInformation

4
5
6
7
8
9
10

23
24
26
27
29

RESEARCH

BackgroundInformationpg4
ProblemStatementpg5
TargetedPublicspg6
SituationalAnalysispg7
CompetitiveAnalysispg8
MediaAnalysispg9
ClientsLimitspg10

BACKGROUNDINFORMATION
In1909,thefirstDeeryMotorCompanywascreatedbyDanDeerysgrandpawhenhe
openedupaFordDealership.SixtyyearslaterwiththehelpofhisDad,JohnDeerySr.,Dan
Deeryopenedhisfirstdealershipin1979.Sincetheopeningofhisfirstdealership,Danhas
expandedtofourlocationsincludingCedarFalls,Waterloo,Waverly,andCedarRapids.

DanDeeryToyotaScionsellsbrandssuchasToyota,Scion,Chrysler,Dodge,Jeepand
RamatallfourofhislocationsinIowa.DansdealershipisundertheToyotaNational
CorporationwhichmakesitanidealplacetobuyacertifiedToyotavehicle.Hesellsbothnew
andpreownedcertifiedcars,trucks,SUVs,andvanstohiscustomersandhasbeendoingsofor
thelast35years.Alongwithsellingcars,DanalsooffersToyotaandScionpartsand
accessories.HisdealershipspecializesinToyota,ScionandLexusservicing,detailingandcar
washoptionsforcustomerscomingintotheshop.

PROBLEMSTATEMENT
TheproblemDanDeeryToyotaScionfacesisthattheyneedtoincreasethenumberof
individualswhoutilizetheToyotacollegegraduateandmilitaryrebateprogramandthatthey
havealackofparticipationandpresenceonsocialmedia.

TARGETEDPUBLICS
ThetargetedpublicsthatwearelookingtoreacharestudentsattheUniversityof
NorthernIowa.Fortheinitialrolloutofthiscampaign,onlycollegestudentsatUNIare
targeted.Afterevaluatingthesuccess/failuresofthiscampaign,itcanbeexpandedtostudentsat
KaplanUniversity,HawkeyeCommunityCollege,WartburgCollege,andAllenCollegeherein
theCedarValley.Ourproposaltargetsstudentsofallclassificationsattheseinstitutions.

SITUATIONALANALYSIS
Strengths:
DanDeeryToyotaScionistheonlyToyotadealershipinthisarea.Theirmainfocusasa
businessiscustomersatisfaction.Indoingso,theyofferoneofthemostcomprehensiveToyota
Sales,Parts,andServicedepartmentsinthestateofIowaandhaveanawardwinningpartsand
servicedepartment.Theyofferthisinordertoshowthecustomerswhatitmeanstobeapartof
theDanDeerycustomerfamily.AllofthesethingsaretoppedoffwiththeDeerysdeep
connectiontothecommunityandUNI.

Weaknesses:
CarscanbecomepriceyandsinceDanDeeryToyotaScionisacardealership,money
andfinancesareinvolved.Thiscancreateabarrierbetweennewlygraduatedstudentsand
families,andasaresult,decreasetheappealofDanDeeryToyotaSciontothisdemographic.

Opportunity:
Intheeventofproperexposure,DanDeeryToyotaScionpotentiallyhastheopportunity
togainawiderandyoungeraudienceofcustomerswiththestudentandmilitaryrebatethey
offer.Theyhavethepotentialtogrowtheircompanytoanewaudience,enhancetheir
relationshipwiththesurroundingcollegesanduniversities,anddevelopalargersocialmedia
presencewiththisgeneration.

Threats:
DanDeeryToyotaSciondoeshavecompetitionwiththeotherwellknowncar
dealershipsinthearea,thoseincludeRydellChevrolet,WithamFordAuto,andCommunity
Honda.

COMPETITIVEANALYSIS
DanDeeryToyotaScionhasamultitudeofcompetitorswithina15mileradius.Eachof
thecompetitorslistedbelowsellnewand/orusedcars.WhilenoteveryoneofthemisaToyota
dealership,werealizethatmanycollegestudentslookingtobuyacarareconcernedwiththe
priceofthecarbeforethebrand,therefore,weveincludedallcardealershipsina15mileradius
oftheDanDeeryToyotaScionlocationregardlessoftheirbrandaffiliation.
WithamAutoCenter
482feetaway
2728S.MainSt.CedarFalls
VictoryMotors
1.3milesaway
1828WaterlooRd.CedarFalls
VictoryMotorsInc
1.5milesaway
5321UniversityAve.CedarFalls
CommunityMotors
2milesaway
4521UniversityAve.CedarFalls
CommunityHonda
2milesaway
4617UniversityAve.CedarFalls
WheelsUnlimitedLLCAutoSales
3.2milesaway
1602CenterSt.CedarFalls
CommunityAutoGroup
3.8milesaway
2351FallsAve.Waterloo
RydellChevrolet
11.4milesaway
1325ESanMarnanDr.Waterloo,Iowa

MEDIAANALYSIS
DanDeeryToyotaScioniscurrentlyonFacebook,Twitter,andadvertisesinthe
NorthernIowa.CarlStessmanreportedthatDanDeeryToyotaScionhasanadintheNorthern
IowantoadvertisetowardscollegestudentsattheUniversityofNorthernIowa,butthegrouphas
lookedintheNorthernIowanforfourweeks,andhasnotseenoneadintheNorthernIowan.

DanDeerysToyotaScionFacebookpageservesforseveralfunctions.Thefirstisto
sharethepurchasesforthedayontheirlot.Themessagehasapictureofthenewownerandcar,
andthedescriptionofthecar.However,thepictureorthemessagedoesnottagthenewowner.
Thisisamajorsetbackbecauseifyoutagthepicture,thenthepicturewillshowontheowners
Facebookpage.AnotherfunctionisthatDanDeeryusesittosendspecials.Theydonthave
manyspecials,buttheydohaveacouple.Forexample,onBlackFridayDanDeeryToyota
Scionhadaspecialontires.ThelastfunctionofFacebookpageispromotionalevents.For
promotionaleventsDanDeeryToyotaScionhavechancestowinprizesliketvsornewgame
systemsforstoppingintothestoreandanotherpromotionaleventisnewvehiclereleases.
Overall,DanDeerysToyotaScionpageasover400likes.

DanDeeryToyotaScionhasaTwitterPage,butitneedsimprovements.First,thepage
doesnothaveaprofilepictureandcoverphoto.Typically,thesepicturesrelatetothebusiness,
sothattheconsumercantieapictureofthecompanytotheproduct.Thepagehasover400
tweets,butonlyfollowoneotherpersonandhastenfollowers.Thereasonforthefewfollowers
mightberelatedtothelackofadvertisingoftheirpage.However,thepagedoesnottaganyone
orinteractwithanyotherpage.Forexample,theTwitterpagedoesnotretweetotherpages
tweets.Theycouldretweetdifferentpromotionaleventsfromthecorporateoffice.Thepageonly
usesTwittertotweetoutnewvehiclepurchasesandspecialsthroughouttheyear.

10

CLIENTSLIMITS
Price:
Themarketforcarscanfluctuatesoyouhavetoaskyourselfifitisagoodtimefor
peopletobebuyingcars.Withthewidefluctuationincarpricespeoplealsohavetobeableto
affordthecartheywanttobuy.

DurableGood:
Theaveragelifespanforavehicleisbetweenfivetosevenyears.Forsomeonetobein
themarkettomakeanewcarpurchasetheircurrentvehiclewillhavetobereachingtheendof
itslifespanforittobeagoodtimeforavehiclepurchase.

Location:
Graduatingseniorsmaybemovingoutoftheareaandtheymightfigureanotherlocation
isabetterplacetobuy,suchasiftheyareleavingthestatetheymaywanttobuyacarinthat
newstate.Theyalsomightbemorewillingtobuyfromadealershipbackattheirhometowndue
topastpurchasesfromthosedealerships.

BankLoans:
Tobuyacar,customersmighthavetogothroughabanktogetaloanandthebankwill
havetoagreetogivethemthemoneytheyneedtopurchasethecartheywant.Theywillalso
havetolookatiftheywillbeabletopaythemoneyforthecarbacktothebank.

PaymentPlans:
Thecustomermayhavetoworkwiththedealershiptocomeupwithapaymentplanthat
willfitbothpartiesneedsinordertomakethecarsalehappen.Ifthepartiescannotcometoan
agreementthesalemaynothappen.

11

PROMOTIONS

Goals&Objectivespg12
Timelines/Responsibilitiespg13
Budgetpg15
EvaluationProcedurepg16

12

GOALS&OBJECTIVES
Goal1:ToincreasethenumberofcollegestudentswhoutilizetheToyota
College/MilitaryRebateProgramby50peopleintheCedarValleybyDecember31,
2015.
Objective1:TosponsortheGradFesteventhostedbytheUNIAlumni
AssociationforSpring2015graduation.
Tactic1:PartnerwithAlumniAssociation
Tactic2:CreaterebatecouponforSwagBag
Tactic3:Getthewordoutabouttheprogram
Objective2:TocreateaTV/SocialMediacommercialforDanDeeryToyota
ScionofCedarFallstoairtolocalCedarFallsresidence,Pandora,andSpotify
betweenMarch30,2015andMay10,2015.
Tactic1:Findvideographer
Tactic2:Designcommercial
Tactic3:Shootcommercial
Tactic4:Editcommercial
Tactic5:ContactTVstations,Pandora,andSpotify
Objective3:WorkwithUNIS.T.A.T.toputDanDeeryToyotaScionCouponin
S.T.A.T.Bags
Tactic1:CreateS.T.A.T.cardforS.T.A.T.programregistrationbag
Tactic2:PrintS.T.A.T.cards
Goal2:ToincreasethenumberofsocialmediausersintheCedarValleywhofollow
DanDeeryToyotaScionby1,000%byMay31,2015.
Objective1:ToincreasethenumberofFacebookuserswholiketheDanDeery
ToyotaScionFacebookpageto650peoplebyMay31,2015.
Tactic1:PostonFacebookatleastonceaday
Tactic2:TagcustomersinpicturesthatarepostedonFacebook
Tactic3:Directcustomersthataregoingtobetaggedinaphototolike
youonFacebookandsharethephotoontheirtimeline
Objective2:ToincreasethenumberofTwitteruserswholikethe
DeeryToyotaCFTwitterpageto100followersbyMay31,2015.
Tactic1:PostonTwitteratleastonceaday
Tactic2:StartfollowlocalpagesonTwittertoincreaserecognition.
Objective3:TobeginpublicizingonInstagramforDanDeeryToyotaScionto
reachcollegestudentsintheCedarValleybyMarch1,2015.
Tactic1:TransferownershipofInstagramaccountovertoDanDeery
ScionofCedarFalls

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TIMELINES/RESPONSIBILITIES
PromotionsTimelineforTShirtCannon:

Dateto
completeby:

Whoisto
complete:

Task:

2/2/14

ContactUNIAthleticstorenegotiatetshirtdesignand
newadvertisementswithtshirtcannon

CarlStessman&
DanDeery

3/2/14

NegotiatewithUNIS.T.A.T.abouttableatallhome
gamesforprizepickuplocation
*optiontohavepickuplocationoncampusatAlumni
Housenextdayofclassesalso

CarlStessman&
DanDeery

5/1/15

Determinebudgetforprizes

CarlStessman

5/30/15

Finalizenewtshirtdesignfortshirtcannonfor
20152016schoolyear

CarlStessman

6/1/15

Ordershirtsfortshirtcannon

CarlStessman

6/30/15

Finalizewinnercouponthatiswithshirt

CarlStessman

6/30/15

Finalizeprizesfortshirtcannonwinners
*examples:lapelpin,tie,bowtie,scarf,businesscard
holder,coffeethermos,pocketsquare,leatherfolderall
UNIcolors,logo

CarlStessman

7/1/15

Orderprizes

CarlStessman

7/15/15

Orderwinnercoupons

CarlStessman

8/1/15

DeliverprizestoS.T.A.T./AlumniHouse

CarlStessman

8/1/15

DelivercouponsandtshirtstoAthletics

CarlStessman

*RobMiller
PantherSportsProperties
(319)2734500
rmiller@panthersportsproperties.com

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PromotionsTimelineforGradFest:

Dateto
completeby:

Task:

Whoisto
complete:

12/23/14

CommunicatewithAlumniAssociation**aboutGrad
Festandideas

CarlStessman

1/1/15

Finalizegoalsandobjectivesandbudgetforwhatyou
wanttonegotiate.

CarlStessman

1/30/15

FinalizeallnegotiationswiththeAlumniAssociation
Howmuchyouaregoingtogiveandwhatareyou
allowedtodo,includingrafflingoffasuit

CarlStessman

2/6/15

Finalize/NegotiateS.T.A.T.newsletteroptionand
giveaways/couponsforthefall

CarlStessman

2/10/15

Finalize5x7cardandflyers

CarlStessman

4/6/15

Allflyers/couponsforGradFestsenttoprint
*IfAlumniAssociationagreestotakecareofthisfor
you,ignorethisstep

CarlStessman

4/13/15

DeliverallflyersandmaterialtoAlumniAssociation
*IfAlumniAssociationagreestotakecareofthisfor
you,ignorethisstep

CarlStessman

6/4/15

Evaluatecampaign

CarlStessman

**ChristyDanielson
AssistantDirectorofMarketingandCommunications
UNIAlumniAssociation
3192733199
christina.danielson@uni.edu

**LesliePrideaux
DirectorofAlumniRelations
UNIAlumniAssociation
3192732355
leslie.prideaux@uni.edu

15

BUDGET

16

EVALUATIONPROCEDURES
ThesearestepstodetermineifimplementationofthedifferentaspectsoftheRouteto
Professionalismcampaignweresuccessful.Eachstepneedstobeevaluatedaftertherecorded
dateforbestaccuracy.

AfterMarch1,2015calculatethenumberofInstagramfollowersDanDeeryToyota
Scionhasreached.
AfterMarch1,2015determinedtheactivitythathashappenedontheDanDeeryToyota
ScionInstagrampagebyhavingaleast100Instagrams.
AfterMay31,2015calculatethenumberincreaseonFacebooklikesonDanDeerys
ToyotaScionFacebookpage.
AfterMay31,2015calculatetheincreaseinfollowersonDanDeerysToyotaScion
Twitteraccount.
AfterJune1,2015calculatehowmanycouponsfromUNIGradFesthavebeenturned
intoDanDeeryToyotaScion.
AfterJune1,2015determinedthenumberofviewstheDanDeeryToyotaScion
Commercialreceived.
AfterDecember31,2015calculatehowmanycollegerebateshavebeenusedatDan
DeeryToyotaScionfromJanuary1,2015toDecember1,2015.
AfterDecember31,2015countthenumberoftestimonialsfromnewcustomersofDan
DeeryToyotaScion.
AfterJune1,2016calculatehowmanyoilchangecouponshavebeenredeemedatDan
DeeryToyotaScionfromtheS.T.A.T.bags.

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PROMOTIONALMATERIAL

GeneralPromotionspg18
GradFestPromotionspg19
Commercialpg21

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GENERALPROMOTION
UNIAthleticEventCard:
ThiscardistobeprintedandplacedonstudentsseatsatUNIhomeathleticevents.

S.T.A.T.Card:
WhenstudentsregisterforS.T.A.T.throughtheUNIAlumniAssociation,theyaregiven
abagwithinformationontheprogramandfromlocalbusinesses.Thiscardistobeprintedand
placedinbagasanaddedincentiveforstudentstosignupforS.T.A.T.

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GRADFESTPROMOTION
EmailGraphic:
WhentheUNIAlumniAssociationsendsouttheirbiannualgraduationemailregarding
GradFest,thisisagraphicthatistobeplacedwithintheemailaswell.Givinggraduatesthe
opportunitytowinafreesuitiftheylikeDanDeeryToyotaSciononFacebookandattendGrad
Fest.

Coupon:
Thiscouponcanbeusedintwodifferentways.First,itcanbesentoutintheemailto
graduateslikethegraphicabove.Inaddition,aprintversionistobeplacedintheswagbags
handedouttograduatesduringGradFest.
Front

Back

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Flyer:
AsasponsorofGradFest,DanDeeryToyotaScioncanadvertiseGradFestontopof
whattheAlumniAssociationandS.T.A.T.willbeadvertising.Thisisanexampleofwhatthe
AlumniAssociationhasdoneinthepast,withDanDeerysname.

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COMMERCIAL
Inadditiontoallprintandonlinepromotionalpieces,wehavecreatedacommercialfor
DanDeeryToyotaSciontouseonTV,Spotify,andPandoraRadio.Thecommercialis30
secondslongandfollowstheconceptofTheRoutetoProfessionalism.Thecommercialcanbe
viewedontheenclosedCD.

22

MEDIAPLAN

OverviewofMediaPlanpg23
Timelinepg24
MediaStrategypg26
SocialMediapg27

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OVERVIEWOFMEDIAPLAN
Thismediaplancontainsinformationregardingthedifferentmediastrategiesusedforthe
RoutetoProfessionalismcampaign.Thefollowinginformationanddocumentsareincluded:

SelectedMarkets
Audience
Timeline
Budget
MediaStrategies
MediaObjectives
Mediums
MediaList
Messages
DistributionofMessages
SocialMedia
Facebook
Twitter
Instagram

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TIMELINES/RESPONSIBILITIES
MediaPlanTimelineforTShirtCannon:

Dateto
completeby:

Task:

Whoisto
complete:

6/1/15

Decide/Hiresomeonewhoisinchargeofallsocialmedia
blastsforthetshirtcannonpromotion

CarlStessman

6/15/15

Finalizesocialmediablasts

CarlStessman

6/30/15

Schedulesocialmediablasts
*Socialmediablastspertainingtospecificsaboutgames
canbeaddedasneededfrom8/15/153/30/15

CarlStessman

1/15/16

EvaluatesocialmediafromfootballseasononInstagram,
Facebook,andTwitterincludingmentions,shares,likes
andfavorites,responses,etc.
*canbecompletedearlierdependingonplayoffschedule

CarlStessman

4/1/16

EvaluatesocialmediafromBasketballseasonon
Instagram,Facebook,andTwitterincludingmentions,
shares,likesandfavorites,responses,etc.
*canbecompletedearlierdependingonplayoffschedule

CarlStessman

25

MediaPlanTimelineforGradFest:

Dateto
completeby:

Whoisto
complete:

Task:

1/9/15

Decideonorhiresomeonetobeinchargeofsocial
mediablasts
*UseHootsuitetopreprogramsocialmediablastfora
monthlybasis

CarlStessman

1/31/15

Haveallsocialmediablastsfinalizedandscheduled

CarlStessman

2/1/15

StartsocialmediablastseveryMonday,Wednesday,
Fridayuntilgraduation

CarlStessman

2/29/15

SetuptimeslotsonCFU,Mediacom,andothernetworks
forcommercial

CarlStessman

3/26/15

BeginairingcommercialAfterSpringBreaksince
studentswillbegonetheweekbefore

CarlStessman

6/4/15

Evaluatecampaign

CarlStessman

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MEDIASTRATEGY
Mediums:
Themediumsthatwearegoingtosuggestusingareradiostations,socialmedia,media,
andonlineradiostations.

MediaLists:
ThetargetaudiencelistenstoseveralkeyradiostationsintheCedarValley.Thestations
include98.5,92.3,and102.9.Thesestationshaveahighlisteneragerangefrom1824yearsold.

AnothermediathatwearegoingtostartusingisSpotifyandPandora.Bothofthese
mediasarefreemusiclisteningstations.40%ofthe200millionlistenersfallintotheagerange
of1824yearsforbothofthestations.

Messages:
Aftergraduation,beginyourcareerrightontheRoutetoProfessionalismwithour
recentgraduatediscountonanewcarfromDanDeeryToyotaScionofCedarFalls.

DistributionofMessages:
Themessagewillbedistributedthroughavarietyofmediums.Thestudentsandrecent
graduateswithbetargetedthroughsocialmediaincludingTwitter,Facebook,andInstagram.
Thiswillbedonethroughgraphicsandourcommercialwhichwillbefeaturedonthese
mediums.Messageswillalsobedirectedthroughtelevisionwiththecommercialthatwas
createdtoappealtostudentsandrecentgraduates.Anotherwaythecommercialwillbeapplied
anddistributedwillbethroughSpotifyandPandoraRadio.Thefinalwaythatwearegoingto
distributethemessageisthroughtheAlumniAssociationattheUniversityofNorthernIowa.
WithpartneringwiththeAlumniAssociation,theywillsendoutflyersabouteventsand
promotionaldiscountsfortheUniversityofNorthernIowasstudentswhosignupforS.T.A.T.
(StudentsTodayAlumniTomorrow).TheS.T.A.T.programhasover2,200.

27

SOCIALMEDIA
Facebook:
Ideastoimplement:
ThrowbackThursdayofold/classiccars
LookWhatsNewWednesday:postpicturesofnewcarsonthelot
Followpagessuchas:UNIAthletics,ToyotaUSA,CedarFallsSchoolsandother
localpagestogetupdatesaboutthemthatyoucanshareonyourownpage.
Tagphotos.ThebiggestdriverofFacebookuserstopagesispeopletaggedin
photos.Whenyoupostaphotoofanewcarowner,makesureyougetthat
individualtaggedinthephotoandgetthemtoshareitontheirownprofile.

Twitter:
Ideastoimplement:
ThrowbackThursdayofold/classiccars
LookWhatsNewWednesday:tweetpicturesofnewcarsonthelot
Tweetaboutaccessoriesyoucanbuyforyoucar
Followaccountssuchas:UNIAthletics,ToyotaUSA,CedarFallsSchoolsand
otherlocalpagestogetupdatesthatyoucanretweetonyouraccount.
Dobirthdayshoutoutstoyoursalespeople
Standalonetweets:
Aroadsideemergencykittheperfectgiftforoneofyourfavoritedrivers.(post
linktowheretheycanpurchasekit)
Butfirstletmetakeaselfie!ShareyourToyotaselfieswithususing
@deerytoyotacf#toyotaselfie
ItsFridayandinthewordsofToyota,letsgoplaces.(postwithalinkofcar
orafunplacetotravelfortheweekend)
Checkoutthewideselectionofpreownedcarswehaveavailable(postwithlink
topreownedcarwebpage)
ToyotaFunFactsTweets:
Didyouknowthatthetwospeedwindshieldwiperswereanewtechnologyinthe
firstgenerationCorolla?
Didyouknowweareoneof1,506Toyota,ScionandLexusdealersintheU.S.?
DidyouknowToyotahassoldnearly75%ofallhybridsintheU.S.?Checkout
ourwideselectiontoday(withalinktowebsiteorapictureofone)
Didyouknowthat80%ofToyotassold20yearsagoarestillontheroadtoday?

28

Instagram:
AccountInformation:
WecreatedyouanInstagramaccountthatcanbeusedtopostphotosofyour
cars/deals.Instagramisaphotosharingappthatissolelydrivenbyuseruploaded
photos.
Username:DanDeeryToyotaCF
Password:uni2014$
Theemailaddressusedtosetupthisaccountcanbechangedandsetupwith
yourowninformation.
Exampleposts:

29

CONTACTINFORMATION

SeanFord
(319)2422431
seanford@uni.edu

AliciaHinrickson
(712)3581704
hinricka@uni.edu

ChristieTeague
(319)5044339
teaguec@uni.edu

DanielVorwerk
(319)6711849
vorwerkd@uni.edu