1. FROLICWhere ideas run wildAccount DirectorMolly LindleyAccount PlannerJaclyn BooneCopywriterMeredith GoeringerArt DirectorNick JohnsonArt DirectorPeter Berna

2. How can we get the femaledemographic, who own and drivecars, to choose Pep Boys for theirauto service and auto retailneeds?RFP Objective 3. Current Situation 4. Industry OverviewFemale Purchasing Power Spend over $200 billion on cars andservice each year Influence 80% of car purchases Request 65% of all service workdone at dealershipsService > retail Younger generationsSmall shops Hundreds inPhiladelphia 5. Competition 6. Independent Shops 7. Service Chains 8. Dealerships 9. Pep Boys 10. Research MethodologyInterviewsSurveys 11. Hes trustworthy, and I know hesgiving me the right prices for thework that hes doing, and I know hesdoing an efficient job on the work.To know that my car wouldbe fixed at a fair price butfixed. To know that theyrean honest company. 12. Women wanta mechanicthey cantrust. 13. I needed new brakes immediatelyand couldnt wait for the day that theygave me, so I went to Pep Boys.When there are time constraints oran emergency she goes somewherecloser like Pep Boys.We go there often to get oil changes. 14. Women alreadygo to Pep Boys(but only forsmall services). 15. Communication ObjectiveTo persuade our audience to use PepBoys for larger auto repair servicesinstead of just minor upkeep. We wantthem to think of Pep Boys first for all oftheir car repair needs. 16. Katie 30 years old Married with an 8-year-olddaughter Works in Bucks County Commutes from SouthPhiladelphia 5 days a week Drives 2001 Honda Civic Uses several car repairshops, including Pep Boys 17. Sara 25 years old Single Works in Philadelphia Commutes from suburbs5 days a week Drives pre-owned Mazda Car service at dealership 18. PositionTo 25 to 35-year-old women who owna car and currently use Pep Boys forminor auto service repairs, Pep Boys isthe number one choice for repairs ofany size. 19. StrategyThey want trust. We want commitment.Sounds a little bit like love. 20. Take it to thenext level.Big Idea 21. Aug 2013 Sept Oct Nov Dec Jan 2014 Feb Mar Apr May June July Aug TotalDigitalPandora $80,000Radio104.5 $32,000102.2 $32,000PrintFit Pregnancy $8,000In Touch $8,000Bridal Guide $8,000OK! $8,000Parents $8,000Direct MailLove letters $214,260Out of HomeBillboard $32,000GuerillaParked cars $8,000Total $438,260Budget $500,000Media Plan 22. Recommendations 23. Thank You!Questions?