Dan Deery Pitch

8/10/2019 Dan Deery Pitch

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Dan Deery Pitch

by:

Sean Ford, Alicia Hinrickson, Christie Teague, and Daniel Vorwerk

The Route to Professionalism


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TABLE OF CONTENTS

Research 3

Background Information 4

Problem Statement 5

Targeted Publics 6

Situational Analysis 7

Competitive Analysis 8

Media Analysis 9

Clients Limits 10

Promotions 11

Goals & Objectives 12

Timelines/Responsibilities 13

Budget 15

Evaluation Procedure 16

Promotional Material 17

General Promotions 18

Grad Fest Promotions 19

Commercial 21

Media Plan 22

Overview of Media Plan 23

Timeline 24

Media Strategy 26

Social Media 27

Contact Information 29


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RESEARCH

Background Information pg 4

Problem Statement pg 5

Targeted Publics pg 6

Situational Analysis pg 7

Competitive Analysis pg 8

Media Analysis pg 9

Clients Limits pg 10


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BACKGROUND INFORMATION

In 1909, the first Deery Motor Company was created by Dan Deerys grandpa when he

opened up a Ford Dealership. Sixty years later with the help of his Dad, John Deery Sr., Dan

Deery opened his first dealership in 1979. Since the opening of his first dealership, Dan has

expanded to four locations including Cedar Falls, Waterloo, Waverly, and Cedar Rapids.

Dan Deery Toyota Scion sells brands such as Toyota, Scion, Chrysler, Dodge, Jeep and

Ram at all four of his locations in Iowa. Dans dealership is under the Toyota National

Corporation which makes it an ideal place to buy a certified Toyota vehicle. He sells both new

and pre owned certified cars, trucks, SUVs, and vans to his customers and has been doing so for

the last 35 years. Along with selling cars, Dan also offers Toyota and Scion parts and

accessories. His dealership specializes in Toyota, Scion and Lexus servicing, detailing and car

wash options for customers coming into the shop.


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PROBLEM STATEMENT

The problem Dan Deery Toyota Scion faces is that they need to increase the number of

individuals who utilize the Toyota college graduate and military rebate program and that they

have a lack of participation and presence on social media.


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TARGETED PUBLICS

The targeted publics that we are looking to reach are students at the University of

Northern Iowa. For the initial roll out of this campaign, only college students at UNI are

targeted. After evaluating the success/failures of this campaign, it can be expanded to students at

Kaplan University, Hawkeye Community College, Wartburg College, and Allen College here in

the Cedar Valley. Our proposal targets students of all classifications at these institutions.


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SITUATIONAL ANALYSIS

Strengths:

Dan Deery Toyota Scion is the only Toyota dealership in this area. Their main focus as a

business is customer satisfaction. In doing so, they offer one of the most comprehensive Toyota

Sales, Parts, and Service departments in the state of Iowa and have an award winning parts and

service department. They offer this in order to show the customers what it means to be a part of

the Dan Deery customer family. All of these things are topped off with the Deerys deep

connection to the community and UNI.

Weaknesses:

Cars can become pricey and since Dan Deery Toyota Scion is a car dealership, money

and finances are involved. This can create a barrier between newly graduated students and

families, and as a result, decrease the appeal of Dan Deery Toyota Scion to this demographic.

Opportunity:

In the event of proper exposure, Dan Deery Toyota Scion potentially has the opportunity

to gain a wider and younger audience of customers with the student and military rebate theyoffer. They have the potential to grow their company to a new audience, enhance their

relationship with the surrounding colleges and universities, and develop a larger social media

presence with this generation.

Threats:

Dan Deery Toyota Scion does have competition with the other well known car

dealerships in the area, those include Rydell Chevrolet, Witham Ford Auto, and Community

Honda.


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COMPETITIVE ANALYSIS

Dan Deery Toyota Scion has a multitude of competitors within a 15 mile radius. Each of

the competitors listed below sell new and/or used cars. While not every one of them is a Toyota

dealership, we realize that many college students looking to buy a car are concerned with the

price of the car before the brand, therefore, weve included all car dealerships in a 15 mile radius

of the Dan Deery Toyota Scion location regardless of their brand affiliation.

Witham Auto Center

- 482 feet away

- 2728 S. Main St. Cedar Falls

Victory Motors

- 1.3 miles away- 1828 Waterloo Rd. Cedar Falls

Victory Motors Inc

- 1.5 miles away

- 5321 University Ave. Cedar Falls

Community Motors

- 2 miles away


Community Honda

- 2 miles away


Wheels Unlimited LLC Auto Sales

- 3.2 miles away

- 1602 Center St. Cedar Falls

Community Auto Group

- 3.8 miles away

- 2351 Falls Ave. Waterloo

Rydell Chevrolet

- 11.4 miles away

- 1325 E San Marnan Dr. Waterloo, Iowa


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MEDIA ANALYSIS

Dan Deery Toyota Scion is currently on Facebook, Twitter, and advertises in the

Northern Iowa. Carl Stessman reported that Dan Deery Toyota Scion has an ad in the Northern

Iowan to advertise towards college students at the University of Northern Iowa, but the group has

looked in the Northern Iowan for four weeks, and has not seen one ad in the Northern Iowan.

Dan Deerys Toyota Scion Facebook page serves for several functions. The first is to

share the purchases for the day on their lot. The message has a picture of the new owner and car,

and the description of the car. However, the picture or the message does not tag the new owner.

This is a major setback because if you tag the picture, then the picture will show on the owners

Facebook page. Another function is that Dan Deery uses it to send specials. They dont have

many specials, but they do have a couple. For example, on Black Friday Dan Deery Toyota

Scion had a special on tires. The last function of Facebook page is promotional events. For

promotional events Dan Deery Toyota Scion have chances to win prizes like tvs or new game

systems for stopping into the store and another promotional event is new vehicle releases.

Overall, Dan Deerys Toyota Scion page as over 400 likes.

Dan Deery Toyota Scion has a Twitter Page, but it needs improvements. First, the page

does not have a profile picture and cover photo. Typically, these pictures relate to the business,

so that the consumer can tie a picture of the company to the product. The page has over 400

tweets, but only follow one other person and has ten followers. The reason for the few followers

might be related to the lack of advertising of their page. However, the page does not tag anyone

or interact with any other page. For example, the Twitter page does not retweet other pages

tweets. They could retweet different promotional events from the corporate office. The page only

uses Twitter to tweet out new vehicle purchases and specials throughout the year.


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CLIENTS LIMITS

Price:

The market for cars can fluctuate so you have to ask yourself if it is a good time for

people to be buying cars. With the wide fluctuation in car prices people also have to be able to

afford the car they want to buy.

Durable Good:

The average lifespan for a vehicle is between five to seven years. For someone to be in

the market to make a new car purchase their current vehicle will have to be reaching the end of

its lifespan for it to be a good time for a vehicle purchase.

Location:

Graduating seniors may be moving out of the area and they might figure another location

is a better place to buy, such as if they are leaving the state they may want to buy a car in that

new state. They also might be more willing to buy from a dealership back at their hometown due

to past purchases from those dealerships.

Bank Loans:

To buy a car, customers might have to go through a bank to get a loan and the bank will

have to agree to give them the money they need to purchase the car they want. They will also

have to look at if they will be able to pay the money for the car back to the bank.

Payment Plans:

The customer may have to work with the dealership to come up with a payment plan that

will fit both parties needs in order to make the car sale happen. If the parties cannot come to an

agreement the sale may not happen.


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PROMOTIONS

Goals & Objectives pg 12

Timelines/Responsibilities pg 13

Budget pg 15

Evaluation Procedure pg 16


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GOALS & OBJECTIVES

Goal 1: To increase the number of college students who utilize the Toyota

College/Military Rebate Program by50 people in the Cedar Valley by December 31,

2015. Objective 1: To sponsor the Grad Fest event hosted by the UNI Alumni

Association for Spring 2015 graduation.

Tactic 1: Partner with Alumni Association

Tactic 2: Create rebate coupon for Swag Bag

Tactic 3: Get the word out about the program

Objective 2: To create a TV/Social Media commercial for Dan Deery Toyota

Scion of Cedar Falls to air to local Cedar Falls residence, Pandora, and Spotify

between March 30, 2015 and May 10, 2015.

Tactic 1: Find videographer

Tactic 2: Design commercial

Tactic 3: Shoot commercial

Tactic 4: Edit commercial

Tactic 5: Contact TV stations, Pandora, and Spotify

Objective 3: Work with UNI S.T.A.T. to put Dan Deery Toyota Scion Coupon in

S.T.A.T. Bags

Tactic 1: Create S.T.A.T. card for S.T.A.T. program registration bag

Tactic 2: Print S.T.A.T. cards

Goal 2: To increase the number of social media users in the Cedar Valley who follow

Dan Deery Toyota Scion by 1,000% by May 31, 2015.

Objective 1: To increase the number of Facebook users who like the Dan Deery

Toyota Scion Facebook page to 650 people by May 31, 2015.

Tactic 1: Post on Facebook at least once a day

Tactic 2: Tag customers in pictures that are posted on Facebook

Tactic 3: Direct customers that are going to be tagged in a photo to like

you on Facebook and share the photo on their timeline

Objective 2: To increase the number of Twitter users who like the

DeeryToyotaCF Twitter page to 100 followers by May 31, 2015.

Tactic 1:Post on Twitter at least once a day Tactic 2: Start follow local pages on Twitter to increase recognition.

Objective 3: To begin publicizing on Instagram for Dan Deery Toyota Scion to

reach college students in the Cedar Valley by March 1, 2015.

Tactic 1: Transfer ownership of Instagram account over to Dan Deery

Scion of Cedar Falls


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TIMELINES/RESPONSIBILITIES

Promotions Timeline for T-Shirt Cannon:

Date to

complete by:Task:

Who is to

complete:

2/2/14Contact UNI Athletics to renegotiate t-shirt design and

new advertisements with tshirt cannon

Carl Stessman &

Dan Deery

3/2/14

Negotiate with UNI S.T.A.T. about table at all home

games for prize pick up location

*option to have pick up location on campus at Alumni

House next day of classes also

Carl Stessman &

Dan Deery

5/1/15 Determine budget for prizes Carl Stessman

5/30/15Finalize new tshirt design for t-shirt cannon for

2015-2016 school yearCarl Stessman

6/1/15 Order shirts for t-shirt cannon Carl Stessman

6/30/15 Finalize winner coupon that is with shirt Carl Stessman

6/30/15

Finalize prizes for t-shirt cannon winners

*examples: lapel pin, tie, bow tie, scarf, business cardholder, coffee thermos, pocket square, leather folder-- all

UNI colors, logo

Carl Stessman

7/1/15 Order prizes Carl Stessman

7/15/15 Order winner coupons Carl Stessman

8/1/15 Deliver prizes to S.T.A.T./Alumni House Carl Stessman

8/1/15 Deliver coupons and t-shirts to Athletics Carl Stessman

*Rob Miller

Panther Sports Properties

(319) 273-4500

[email protected]


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Promotions Timeline for Grad Fest:

Date to

complete by:Task:

Who is to

complete:

12/23/14Communicate with Alumni Association** about Grad

Fest and ideasCarl Stessman

1/1/15Finalize goals and objectives and budget for what you

want to negotiate.Carl Stessman

1/30/15

Finalize all negotiations with the Alumni Association--

How much you are going to give and what are you

allowed to do, including raffling off a suit

Carl Stessman

2/6/15

Finalize/Negotiate S.T.A.T. newsletter option and

give-aways/coupons for the fall Carl Stessman

2/10/15 Finalize 5x7 card and flyers Carl Stessman

4/6/15

All flyers/coupons for Grad Fest sent to print

*If Alumni Association agrees to take care of this for

you, ignore this step

Carl Stessman

4/13/15

Deliver all flyers and material to Alumni Association

*If Alumni Association agrees to take care of this for

you, ignore this step

Carl Stessman

6/4/15 Evaluate campaign Carl Stessman

**Christy Danielson

Assistant Director of Marketing and Communications

UNI Alumni Association

319-273-3199

[email protected]

** Leslie Prideaux

Director of Alumni Relations

UNI Alumni Association

319-273-2355

[email protected]
mailto:[email protected]:[email protected]


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BUDGET


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EVALUATION PROCEDURES

These are steps to determine if implementation of the different aspects of the Route to

Professionalism campaign were successful. Each step needs to be evaluated after the recorded

date for best accuracy.

After March 1, 2015 calculate the number of Instagram followers Dan Deery Toyota

Scion has reached.

After March 1, 2015 determined the activity that has happened on the Dan Deery Toyota

Scion Instagram page by having a least 100 Instagrams.

After May 31, 2015 calculate the number increase on Facebook likes on Dan Deerys

Toyota Scion Facebook page.

After May 31, 2015 calculate the increase in followers on Dan Deerys Toyota Scion

Twitter account.

After June 1, 2015 calculate how many coupons from UNI Grad Fest have been turned

into Dan Deery Toyota Scion.

After June 1, 2015 determined the number of views the Dan Deery Toyota Scion

Commercial received.

After December 31, 2015 calculate how many college rebates have been used at Dan

Deery Toyota Scion from January 1, 2015 to December 1, 2015.

After December 31, 2015 count the number of testimonials from new customers of Dan

Deery Toyota Scion.

After June 1, 2016 calculate how many oil change coupons have been redeemed at Dan

Deery Toyota Scion from the S.T.A.T. bags.


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PROMOTIONAL MATERIAL

General Promotions pg 18

Grad Fest Promotions pg 19

Commercial pg 21


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GENERAL PROMOTION

UNI Athletic Event Card:

This card is to be printed and placed on students seats at UNI home athletic events.

S.T.A.T. Card:

When students register for S.T.A.T. through the UNI Alumni Association, they are given

a bag with information on the program and from local businesses. This card is to be printed and

placed in bag as an added incentive for students to sign up for S.T.A.T.


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GRAD FEST PROMOTION

E-mail Graphic:

When the UNI Alumni Association sends out their bi-annual graduation e-mail regarding

Grad Fest, this is a graphic that is to be placed within the e-mail as well. Giving graduates the

opportunity to win a free suit if they like Dan Deery Toyota Scion on Facebook and attend Grad

Fest.

Coupon:

This coupon can be used in two different ways. First, it can be sent out in the e-mail to

graduates like the graphic above. In addition, a print version is to be placed in the swag bags

handed out to graduates during Grad Fest.

Front Back


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Flyer:

As a sponsor of Grad Fest, Dan Deery Toyota Scion can advertise Grad Fest on top of

what the Alumni Association and S.T.A.T. will be advertising. This is an example of what the

Alumni Association has done in the past, with Dan Deerys name.


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COMMERCIAL

In addition to all print and online promotional pieces, we have created a commercial for

Dan Deery Toyota Scion to use on TV, Spotify, and Pandora Radio. The commercial is 30

seconds long and follows the concept of The Route to Professionalism. The commercial can be

viewed on the enclosed CD.


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MEDIA PLAN

Overview of Media Plan pg 23

Timeline pg 24

Media Strategy pg 26

Social Media pg 27


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OVERVIEW OF MEDIA PLAN

This media plan contains information regarding the different media strategies used for the

Route to Professionalism campaign. The following information and documents are included:

Selected Markets

Audience

Timeline

Budget

Media Strategies

Media Objectives

Mediums

Media List

Messages

Distribution of Messages

Social Media

Facebook

Twitter

Instagram


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TIMELINES/RESPONSIBILITIES

Media Plan Timeline for T-Shirt Cannon:

Date to

complete by:Task:

Who is to

complete:

6/1/15Decide/Hire someone who is in charge of all social media

blasts for the t-shirt cannon promotionCarl Stessman

6/15/15 Finalize social media blasts Carl Stessman

6/30/15

Schedule social media blasts

*Social media blasts pertaining to specifics about games

can be added as needed from 8/15/15 - 3/30/15

Carl Stessman

1/15/16

Evaluate social media from football season on Instagram,

Facebook, and Twitter including mentions, shares, likes

and favorites, responses, etc.

*can be completed earlier depending on playoff schedule

Carl Stessman

4/1/16

Evaluate social media from Basketball season on

Instagram, Facebook, and Twitter including mentions,

shares, likes and favorites, responses, etc.

*can be completed earlier depending on playoff schedule

Carl Stessman


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Media Plan Timeline for Grad Fest:

Date to

complete by:Task:

Who is to

complete:

1/9/15

Decide on or hire someone to be in charge of social

media blasts

*Use Hootsuite to preprogram social media blast for a

monthly basis

Carl Stessman

1/31/15 Have all social media blasts finalized and scheduled Carl Stessman

2/1/15Start social media blasts every Monday, Wednesday,

Friday until graduationCarl Stessman

2/29/15

Set-up time slots on CFU, Mediacom, and other networks

for commercial Carl Stessman

3/26/15Begin airing commercial- After Spring Break since

students will be gone the week beforeCarl Stessman

6/4/15 Evaluate campaign Carl Stessman


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MEDIA STRATEGY

Mediums:

The mediums that we are going to suggest using are radio stations, social media, media,

and online radio stations.

Media Lists:

The target audience listens to several key radio stations in the Cedar Valley. The stations

include 98.5, 92.3, and 102.9. These stations have a high listener age range from 18-24 years old.

Another media that we are going to start using is Spotify and Pandora. Both of these

medias are free music listening stations. 40% of the 200 million listeners fall into the age range

of 18-24 years for both of the stations.

Messages:

After graduation, begin your career right on the Route to Professionalism with our

recent graduate discount on a new car from Dan Deery Toyota Scion of Cedar Falls.

Distribution of Messages:

The message will be distributed through a variety of mediums. The students and recent

graduates with be targeted through social media including Twitter, Facebook, and Instagram.

This will be done through graphics and our commercial which will be featured on these

mediums. Messages will also be directed through television with the commercial that was

created to appeal to students and recent graduates. Another way the commercial will be applied

and distributed will be through Spotify and Pandora Radio. The final way that we are going to

distribute the message is through the Alumni Association at the University of Northern Iowa.

With partnering with the Alumni Association, they will send out flyers about events and

promotional discounts for the University of Northern Iowas students who sign up for S.T.A.T.

(Students Today Alumni Tomorrow). The S.T.A.T. program has over 2,200.


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SOCIAL MEDIA

Facebook:

Ideas to implement:

Throwback Thursday of old/classic cars Look Whats New Wednesday: post pictures of new cars on the lot

Follow pages such as: UNI Athletics, Toyota USA, Cedar Falls Schools and other

local pages to get updates about them that you can share on your own page.

Tag photos. The biggest driver of Facebook users to pages is people tagged in

photos. When you post a photo of a new car owner, make sure you get that

individual tagged in the photo and get them to share it on their own profile.

Twitter:

Ideas to implement: Throwback Thursday of old/classic cars

Look Whats New Wednesday: tweet pictures of new cars on the lot

Tweet about accessories you can buy for you car

Follow accounts such as: UNI Athletics, Toyota USA, Cedar Falls Schools and

other local pages to get updates that you can retweet on your account.

Do birthday shoutouts to your salespeople

Stand alone tweets:

A roadside emergency kit the perfect gift for one of your favorite drivers. (post

link to where they can purchase kit)

But first let me take a selfie! Share your Toyota selfies with us using

@deerytoyotacf #toyotaselfie

Its Friday and in the words of Toyota, lets go places. (post with a link of car

or a fun place to travel for the weekend)

Check out the wide selection of pre-owned cars we have available (post with link

to pre owned car webpage)

Toyota Fun Facts Tweets:

Did you know that the two-speed windshield wipers were a new technology in the

first generation Corolla?

Did you know we are one of 1,506 Toyota, Scion and Lexus dealers in the U.S.?

Did you know Toyota has sold nearly 75% of all hybrids in the U.S.? Check out

our wide selection today (with a link to website or a picture of one)

Did you know that 80% of Toyotas sold 20 years ago are still on the road today?


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Instagram:

Account Information:

We created you an Instagram account that can be used to post photos of your

cars/deals. Instagram is a photo sharing app that is solely driven by user uploaded

photos. Username: DanDeeryToyotaCF

Password: uni2014$

The e-mail address used to set up this account can be changed and set up with

your own information.

Example posts:


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CONTACT INFORMATION

Sean Ford

(319) 242 - 2431

[email protected]

Alicia Hinrickson

(712) 358 - 1704

[email protected]

Christie Teague

(319) 504 - 4339

[email protected]

Daniel Vorwerk

(319) 671 - 1849

[email protected]
mailto:[email protected]:[email protected]:[email protected]:[email protected]

Documents

Dan Deery Pitch