2021 SUBARU OUTBACK TOURING XT - Integrated Marketing Campaign Benjamin Wilson IMC 636 May 5, 2021

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2021 SUBARU OUTBACK TOURING XT - Integrated Marketing Campaign Benjamin Wilson IMC 636 May 5, 2021
Columbia Creative                                  1

2 02 1 S U B A R U OU T B A C K TO U R I N G X T

Integrated Marketing Campaign
Benjamin Wilson
IMC 636
May 5, 2021

Subaru Outback Touring XT
2021 SUBARU OUTBACK TOURING XT - Integrated Marketing Campaign Benjamin Wilson IMC 636 May 5, 2021
Columbia Creative                                                            2

TABLE OF CO NT E NT S

                              Opening Letter						3
                              Executive Summary					4
                              Background						5
                              Campaign Objectives					7
                                 Integrated Creative Strategy Statement 7
                              Target Market						8
                                 Secondary Target					9
                                 Consumer Profiles					                 10
                              SWOT Analysis						                       12

                            Objectives and Strategies				13
                              Creative Brief						14
                              Owned Media						15
                              Earned Media						16
                              Paid Media						17
                              Proposed Timeline					     18
                              Proposed Budget					19

                            Creative Assets						20
                                  Sample Digital and OOH Ads			   21
                                  Video Ad Samples					           22
                                  Sample Ad Storyboard				        23
                                  Sample Radio and Podcast Ads			 24
                               Evaluation Methods					            25
                                  Metrics						27
                               Conclusion						                   29
                               Bibliography						                 30

Subaru Outback Touring XT
2021 SUBARU OUTBACK TOURING XT - Integrated Marketing Campaign Benjamin Wilson IMC 636 May 5, 2021
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O PE NI N G L ET T E R
       May 5, 2021

       Alan Bethke
       Senior Vice President, Marketing
       Subaru USA
       1 Subaru Drive
       Camden, NJ 08103

       Dear Mr. Bethke:

       We appreciate the opportunity to complete the following integrated marketing campaign for Subaru USA and
       the 2021 Subaru Outback Touring XT. We strongly believe in your products and it was an honor to prepare
       this document for your review.

       In this packet, you will find numerous strategies, tactics, and objectives in which we believe will help boost
       the sales of the vehicle, as well as contribute to the growing conversation about the Subaru brand within our
       proposed target audience. We made a strong push to change the current perspectives of the Subaru brand
       and introduce it into the luxury category of vehicles.

       This project was completed with all-hands-on-deck within our agency to give you the best possible outcome
       from the campaign. We combined the minds of all our creative departments with specializations in all forms
       of media. With this campaign, we are more than confident that Subaru will see an increase in sales with the
       Outback Touring XT and overall for the brand.

       We take pride in putting forward the following document for your review. Should you have any questions or
       need any clarification, we hope that you reach out to us. We appreciate this opportunity to work with Subaru
       USA and hope that we can continue this conversation in the months ahead.

       Sincerely,

       Benjamin Wilson
       President & CEO
       Columbia Creative

       Columbia Creative
       1615 L Street NW, Suite 400                                                                       202.610.9283
       Washington, DC 20036                                                             benji@columbiacreative.com

Subaru Outback Touring XT
2021 SUBARU OUTBACK TOURING XT - Integrated Marketing Campaign Benjamin Wilson IMC 636 May 5, 2021
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EX EC U T I VE S U MMA RY
       The outdoor enthusiast, the overlander, and those seeking adventure. The Subaru Outback has been a
       staple in many communities for over 25 years. The iconic wagon has been known for being tough, reliable,
       and able to get you from point A to point B no matter the conditions. But what is often overlooked are the
       high-end trim levels that give luxury vehicles a run for their money. At an affordable price compared to other
       luxury vehicles with similar features, the Subaru Outback Touring XT is the quintessential vehicle for those
       looking for class, luxury, and reliability.

       By research done throughout the United State, it was determined that New England families would be the
       best target for this campaign. The campaign was created with these families in mind, and by using the
       tactics proposed in this document, the proof of that will be seen in the years to come. These families are
       commuters, are looking to show their class, and now have a family to take care of. Having a vehicle that
       can do it all is important to them. They want to stay young and show it with what they drive. They want to
       “adventure in class.”

       “Adventure in class” is defined in the name itself. The creative pieces of this campaign demonstrate the
       abilities that each driver will have when own the Touring XT. It combines the adventure aspect of own the
       vehicle along with the classiness felt with the upgraded features. It clashes the two worlds together and
       gives off the perspective that the vehicle has it all.

       By combining various forms of media, this campaign will raise awareness, introduce the car into the luxury
       class, and drive sales up in order to meet the goal. The tactics proposed will get consumers in the driver’s
       seat and will let them live the life they want. The strength behind the Subaru brand will keep people behind
       the wheel and enjoy what they drive. By using the strategies proposed in this document, each goal will be
       met to the fullest extent. In return, consumers will be happy with their purchase and Subaru will meet the
       sales goal proposed.

Subaru Outback Touring XT
2021 SUBARU OUTBACK TOURING XT - Integrated Marketing Campaign Benjamin Wilson IMC 636 May 5, 2021
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BA CK G R O U N D

Subaru was first introduced in 1954 by Kenji Kita, the
CEO of Fuji Heavy Industries, a leading manufacturer
and researcher of aircraft in Japan. Kita wanted to
explore the realm of automobiles and launched Subaru.
A little over a decade later, Subaru was introduced in
the US for the first time in 1968. Known for its all-wheel
drive passenger cars, Subaru took the American market
by storm. By the 1970s the beginnings of the now
Outback vehicle was introduced.

Before it was the Outback, the all-wheel drive station
wagon was a submodel of the Subaru Legacy sedan.
In 1994, Subaru changed the script and launched its          But before the Outback gathered its reputation today, it
newest vehicle based on a previously loved model. This       went through a series of generations of trail-and-error.
new station wagon named the Outback would change             In 1994, the first standalone Subaru Outback rolled
the Subaru brand for years to come.                          off the assembly line and into dealerships across the
                                                             country. Due to the popularity of the Subaru Legacy
The Subaru Outback became a versatile vehicle and            Outback, Subaru decided to rebrand the model as a
an instant classic in the car world. Up until 2020, the      standalone version of itself. This decision would prove
Outback was the top-selling model for Subaru for years.      to be worthwhile over the next 25 years.
Just last year, the Forester overtook that top spot, and
drove competition sales down (Capparella, 2021).             As SUVs gained popularity in the market, The Outback
                                                             stood as a vehicle that was in between a sedan and
Subaru Outbacks have formed its own cult following           a SUV. Those that wanted all wheel drive capabilities
when sales began to rise. The intense brand loyalty          without the bad gas mileage of an SUV could afford the
attached to owning an Outback has been increasing            Outback and get the outcome. After 1996, the vehicle
over the last 10 years. It has become an icon for the        got a lift to give it more ground clearance and make it
“granola” crowd (Neil, 2016). Over the last year and         more operable in off-road situations.
with the pandemic raging throughout the United States,
people took to the road to get away from others.             The second generation of the Outback began the
These extended road trips eventually would turn into         period of experimentation with different submodels of
a year-long phase. They became the new mobile                the vehicle. The Subaru Outback Sport, introduced
home. Countless video scattered across YouTube and           at the same time as the Outback, was given a facelift
TikTok have shown people what it is like to live out of a    and a more sporty look. This second generation model
converted Outback. Chase Christopher converted his           would serve to be influence of the present day Subaru
Outback into a livable mobile home last year in order to     Crosstrek.
live out his dream (Christopher, 2020).
                                                             In its third generation, the Outback got an upgraded
                                                             engine and even a turbocharged version in some

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2021 SUBARU OUTBACK TOURING XT - Integrated Marketing Campaign Benjamin Wilson IMC 636 May 5, 2021
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    models. The Subaru Outback Sedan was quickly taken off the lot to minimize the number of sedan models the
    brand had.

    The fourth and fifth generation began to introduce the larger interior cargo space and the newest technology of
    the continuously variable transmission (CVT). Greater interior features began to be introduced and dramatic shift
    towards the importance of in-cabin technology took over. With features such as EyeSight and Apple and Android
    compatibility, the Subaru Outback became the perfect vehicle for any person, family, or situation (Nishimoto,
    2019).

    Challenges and Opportunities

    The Subaru Outback has been the vehicle of choice for the outdoor enthusiast. With that designation, it is
    understandably difficult to categorize the Subaru Outback as a luxury vehicle on first thought. The introduction of
    the Subaru Outback Touring XT has given Subaru a leg-up and a solid starting point to slowly ease their way into
    the conversation about luxury vehicles. The Subaru Outback has a solid foundation. Beginning to tread into the
    luxury realm is not an easy task, but with strong brand equity, taking a leap and attempting to classify the Subaru
    Outback top model as a luxury vehicle is a possibility that could drive sales upward.

    The opportunity is presenting itself. Subaru has the ability to test the waters in trying to market the Touring
    XT as a luxury vehicle. Those that have gone through their youthful, adventurous phase and now have a high
    amount of income can look at the Touring XT at a different angle and see how it stacks against the comparable
    competition. With its low pricepoint, the Touring XT can prove to be the affordable luxury vehicle that does not
    lack the features, comfort, and style of high-end car brands. Because the Outback is already a practical and
    great all-around vehicle, the consumer will not have to sacrifice anything when stepping into the driver’s seat.

Subaru Outback Touring XT
2021 SUBARU OUTBACK TOURING XT - Integrated Marketing Campaign Benjamin Wilson IMC 636 May 5, 2021
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CA M PA I G N O B J EC T IV E S
Overall Goal                                                 the model with unique obstacle courses or backroad
                                                             trails to test the vehicles capabilities.
Sell 30,000 units in the New England
region of the United States in 2022.                         Partner with local ski/snow resorts to create
                                                             events for the target market. This partnership could
                                                             include incentives that give car buyers discounts or be
   $40,995 x 30,000 units sold =                             involved in giveaways after a purchase. Both Subaru

   $1,229,850,000                    estimated revenue
                                                             and the ski/snow resort could benefit and draw equal
                                                             crowds of new customers.

                                                             Sponsor local sporting events to attract families
                                                             attending games. Sporting events are things that
IMC Objectives
                                                             families attend in high numbers. Various types of
 1. To increase product awareness by 25                      tactics can be used to attract the attention of kids,
    percent within the target audience by                    which in turn would bring the parents along to things
    2023.                                                    like displays, booths, and games.

 2. To increase overall sales by 20 percent                  Develop a digital campaign that clashes the luxury
    in 2022.                                                 lifestyle with the adventurous enthusiast. This
                                                             strategy will combine two realms into one that will
 3. To increase brand engagement with the
                                                             attract the people that want to have flash but also are
    target audience by 25 percent in 2022.
                                                             outdoorsy and adventurous.

IMC Strategies
Develop a vacation-related campaign that
demonstrates the vehicle capabilities. Showing the
capabilities of the vehicle is a major key to catching the   IN T EGR AT E D C R E ATIV E
attention of families. Because they need a vehicle that
can do it all, a campaign that shows the vehicle in a
                                                             S T R AT EGY S TAT E M E N T
vacation setting or with the implication will give a good    The all-in-one vehicle for the people that
first initial impression.                                    want to have flash but also are outdoorsy and
                                                             adventurous.
Host an outdoor event that gives the target
audience a chance to test the vehicle in different
terrains. This interactive event could include many
different things to attract the target audience and
make them think more about a potential purchase.
For families that are not fully aware of the model, they
could have a great first impression of the brand and

Subaru Outback Touring XT
2021 SUBARU OUTBACK TOURING XT - Integrated Marketing Campaign Benjamin Wilson IMC 636 May 5, 2021
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TA R G E T M A R K ET
Primary Target
                                                                •   93% of new SUV buyers own a home
High income families (or expecting) aged                            (Hedges & Company, 2021).
35-40 in the New England region of the
United States with a household income of                        •   40% of new SUV buyers have a household
$200,000 or more.                                                   income of $100,000 or more (Hedges &
                                                                    Company, 2021).

Age:                        35-40                               •   5 of the top 10 states for Subaru sales in
                                                                    2016 were in the New England Region and
Marital Status:             Married
                                                                    made up 31.6% of total sales (iSeeCars,
Children:                   1-2                                     2016).

Location:                   New England, USA                    •   All states in New England landed in top
                                                                    15 states for average snowfall in 2018-19
Education:                  College or higher
                                                                    (Syed, 2019).
Household Income:           $200,000+
                                                                •   New England has the least number of kids
Occupation:                 Business executives,                    per household averaging 1.7 kids per family.
                            lawyers, doctors, engineers             New Hampshire has the lowest in country
                                                                    (Olito, 2019).

Higher level families that fall into this target audience   their status in society, while also keeping practicality
will have a lot on their plate on a day-to-day basis.       in mind. Unfortunately, with a family to take care of,
Having the correct vehicle to accomplish these              the luxury sports car is out of the realm of possibility.
tasks is critical to keep up with a busy schedule.          These executives need a car that shows their
Being constantly on the move requires a vehicle with        successes and is perfect for the daily commute and for
versatility, practicality, and one that can get you from    play. What appeals to them is a car that fits their high
point to point no matter the conditions. In the New         level of comfort on the inside and still remains flashy
England area, weather can change in an instant;             on the outside.
sunshine can change to heavy rain, Fall can quickly
                                                            These families are the commuters. They live outside
turn to Winter, and deep snow can halt people in their
                                                            the city limits in a quiet suburban neighborhood.
tracks. In a life full of unexpected changes, having a
                                                            The bustling, noisy city streets have become less
car that can get you there is vital.
                                                            attractive to settle in with long-term family planning in
What separates this audience from others is that            mind. Their budget also ables them to afford a plot of
they have expendable income that allows them to             land with a house suitable to raise a family. Owning
make a steeper purchase on a vehicle that suits their       a home makes them comfortbale as they know they
lifestyle. High-level executives want a car that flaunts    have an investment to fall back on in case financial

Subaru Outback Touring XT
2021 SUBARU OUTBACK TOURING XT - Integrated Marketing Campaign Benjamin Wilson IMC 636 May 5, 2021
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hardships arise. Suburban life also makes access to
public transportation, such as the train, difficult. These
difficulties lead them to finding their own route to work
by using the family car.

With children to think of as well, they need a car that is
safe and reliable. As these families do not have more
than two children, a third row SUV is not needed. But,
with children, there comes the need for large cargo
space to carry sporting goods, equipment, school
projects, and/or various musical instruments. No
matter the interest of the child, these parents need to
be prepared to haul it.

SECONDARY TARG E T
Younger, single consumers entering the market with
a high paying job are drawn to Subaru because of
the adventure appeal. Those with more expendable
income would have more interest in the better trim
package of the Touring XT. These consumers are
drawn to the adventure influencers on social media
and dream of taking similar trips seen across these
platforms. Because they are single and in a higher
paying job, they have more room in their budget to
make a more expensive purchase.

Much like the dreamers mentioned above, freelance
social media influencers could turn to a higher trim
as their income grows. Those just starting out in their
freelance adventures may not have the income to
spend on the higher trim but would consider making
the investment as they grow their brand. Influencers
that have been around before the recent boom could
be in the market for upgrading their adventure-mobile.

Being young and feeling young is important to the
target audience. Science suggests that people start
to feel “old” at the age of 37 or 38 (Stump, 2016).
The decisions made by the younger audience could
influence those in the in the primary target due to them
wanting to feel younger.

Subaru Outback Touring XT
2021 SUBARU OUTBACK TOURING XT - Integrated Marketing Campaign Benjamin Wilson IMC 636 May 5, 2021
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C ONSU MER P RO F I L E S

Jason Bouchard
Age:                        36

Marital Status:             Married

Children:                   1

Location:                   Burlington, VT

Education:                  Master’s

Household Income:           $125,000

Occupation:                 Director, Software
                            Development

Jason lives with his wife, Melanie, in Burlington, VT      lakes to raft or kayak. Jason is stays very active
with their newborn daughter, Danielle. Every day,          and enjoys trail running. He has aspirations to begin
Jason wakes up and follows the same routine of             completing stretches of the Appalachian Trail with
making coffee, preparing avocado toast, and helping        his wife alongside him. The two look to continue their
feed his daughter before getting ready for his busy day    adventures together as Danielle grows older.
ahead. Because he and his wife purchased a house
                                                           Other than his outdoor adventures and aspirations,
outside the city, Jason makes his daily commute by
                                                           Jason maintains an extensive garden, which he
car. To beat the morning, he arrives before everyone
                                                           started when he and his wife bought their house in
else in his office and begins his day.
                                                           2017. In it, he grows a variety of vegetables and herbs
Jason recently got good news that he will be moving        to use in their cooking. His garden also consists of
up in his company to oversee all software development      multiple composting bins. His love for the planet has
projects and initiatives, which means he will be getting   led him to begin researching the use of solar panels
a significant pay raise. He and his wife had been          to begin collecting solar energy and limit his power
talking about replacing the family car as they will need   consumption.
something safe and larger to accommodate their
                                                           Jason is not afraid to flaunt his status either. While he
newborn. The pay raise is coming at a great time as
                                                           is humble in other aspects, he is not afraid to make
they search for a new vehicle.
                                                           bigger purchases on designer clothing for his work
Before Jason and Melanie had their first child, the        wardrobe. He feels that as he continues to climb that
couple would spend as much of their time outside as        ladder, he should represent his position and he shows
possible. Living in Vermont gives them easy access         that through his style choices.
to ski resorts, lots of hiking, and plenty of rivers and

Subaru Outback Touring XT
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Michelle Bowers
Age:                        39

Marital Status:             Married

Children:                   2

Location:                   Boston, MA

Education:                  Juris Doctor

Household Income:           $140,000

Occupation:                 Patent Lawyer

Michelle lives with her husband, Peter, in Boston, MA        Because Michelle and Peter work as lawyers, they
with their two children, Jessica and Michael. Michelle       have a good amount of expendable income to use for
makes her own schedule as she manages her own                family vacations. Because it is difficult to be gone for
law firm based out of Boston. Even though she is able        very long, most of their vacations are quick weekend
to work on her own schedule, she is an early bird and        trips in the region. Jessica and Michael have grown
is in charge of getting everybody out of bed in the          to love exploring nature and the outdoors. Michelle
morning. She packs her kids’ lunch in the morning and        and Peter have taken them to explore surrounding
sends them off to the bus stop down the street before        states like Vermont, New Hampshire, and Maine. Their
getting ready for her day ahead. Her husband is also a       favorite vacation spot is a cabin they rent near Acadia
lawyer that works on criminal cases.                         National Park along the coast of Maine. Michael has
                                                             begun to pick up snowboarding and his dad will take
Michelle commutes by car from her home in Newton
                                                             him on weekend trips during the winter together.
to Boston where she will work from her law office for
only half the day. She spends the other half of the day      Michelle is conscious of the growing concerns of
traveling to different clients in the city and surrounding   climate change. She spends the free time she gets
suburbs. She will frequently travel to bordering states      raising awareness and assisting a local activist group
for other clients that reach out to her as well.             with legal counsel. She donates her time and some
                                                             of her money to help the organization. She also tries
When she gets home at the end of the day, Michelle
                                                             to support local businesses and companies that have
closes the door on work and focuses on time with her
                                                             similar values. She is a big fan of Patagonia and has
family. Her husband will sometimes spend long hours
                                                             an extensive collection of their clothing.
in his home office working on case files. Jessica is
9 years old and plays soccer and basketball, while
Michael is 12 years old and plays baseball. During
the warmer months, Michelle often has to leave work
early to drive the kids around to their practices. The
long days of traveling and moving her kids around are
exhausting.

Subaru Outback Touring XT
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SW O T A N A LY S I S

         Strengths                                        Weaknesses
         • Established brand with credibility.            • Touring XT not classified as a luxury vehicle.

         • Highly sought-after vehicles in the outdoor    • Minimal advertising and marketing for the top
           community.                                       trim model.

         • Touring XT has the features comparable to      • Potential gatekeeping from criticism for not
           other luxury cars in the market.                 wanting it to use off-road if consumer makes
                                                            that decision. Similar to the Jeep Wrangler.

         Opportunities                                    Threats
         • Sponsorships/partnerships can show the         • With Subaru established as an outdoor-
           audience the features of the Touring XT.         lovers dream car, it could be difficult to sway
                                                            audience in the luxury direction.
         • Steady stream of content related to Touring
           XT could turn heads and change opinions        • Luxury brand competition creating off-road-
           about Subaru brand.                              ready trim models (Land Rover Defender).

         • Large company with a funds to allow a strong   • Low cost could make consumers think twice
           marketing push.                                  about it being considered “luxury.”

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O BJECT I V E S A N D
STR AT EG I E S

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CR EAT I V E B R I E F
The Problem
The Subaru Outback Touring XT (Touring XT) is largely not seen as a luxury vehicle, both in its classification and the
overall perception of the target audience. The current perception is that Subarus are not meant to portray class but rather
ruggedness and practicality in all conditions.

The Goal
The overall goal is to increase the number of Touring XT sales by executing an integrated marketing campaign. Other
objectives include changing the perception of buyers to include the Touring XT in the luxury vehicle class. The campaign
focuses on bring adventure and luxury together, which can be enjoyed with the vehicle.

Key Insights
New or expecting families will be looking to find their newest family vehicle. Because the target audience is bordering the
upper class, and the occupations they work in are more prestigious, these buyers are looking for a vehicle that represents
their class. Outside their work life, they also enjoy getting out and spending time outside and on backroads. They need an
all-in-one vehicle that displays all the attributes they are looking for.

The Competition
 •   BMW X1/X3
 •   Mercedes-Benz GLC
 •   Acura RDX
 •   Volvo XC40
 •   Audi Q3
 •   Land Rover/Range Rover

Primary Messaging
The messaging would revolve around the Touring XT being the perfect luxury family vehicle, while also being great for the
outdoor escape. Messaging would attempt to clash the two lifestyles together to show why it is the best all-in-one vehicle.

Channels Used
 •   Social media
 •   Digital ads
 •   Podcasts
 •   Radio spots
 •   TV

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O WN ED M ED I A
Objectives                                                 workflow of a consumer’s journey will allow them to
                                                           see the content they want to see to increase open and
 1. Increase target audience follower count                click-thru rates. If consumers are opening emails more
    on Subaru social media pages by 25                     often, they become a better target to market. This
    percent by 2023.                                       strategy directly relates to the objective and helps with
                                                           pushing sales. The overall campaign will be centered
 2. Increase open and click-thru rate of
                                                           around the ICSS and highlight the luxury features
    emails by 20 percent from the target
                                                           while also demonstrating the off-road and adventure
    audience in 2022.
                                                           capabilities.

Strategies
Host an event that demonstrates the off-road
capabilities and ruggedness of the vehicle.
The “Tour de Trail” is large-scale event would give
consumers a chance to test a luxury vehicle in an
off-road setting. The event would be family-friendly
with various booths setup for all to enjoy. Participants
can sign up to ride on the off-road track and take the
vehicle over obstacles (with guidance from event
staff). Other activities would include “Pack-the-Back”
which would be a competition to see how many of the
provided items someone can fit into the cargo space
of the car. Children also can play games to win prizes.
This event could bypass many steps in the buying
process and allow the consumer to go straight to
purchase. Attendees will be encouraged to follow the
brand pages for future event notifications and deals.

Sponsor a sporting event for a professional team.
Similar to the off-road event, this strategy would be
smaller with various booths set up throughout the
stadium with vehicle demonstration, games, and
giveaways. Another push to the social media channels
would be done with photo cutouts that encourage
channel tagging.

Revamp email marketing system to allow
consumers to choose what they want to see in
an improved workflow. In a new email strategy, the

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EA RN E D M E D I A
Objectives                                                different angles. Local businesses that attract the
                                                          target audience can be used to provide incentives to
 1. Increase number of positive reviews on                shop for the Touring XT. Through partner discounts
    car sites by 25 percent in 2022.                      and promotions, there would be a greater push for the
                                                          target audience to go to the dealership and test drive.
 2. Increase number of brand mentions
                                                          By getting the target audience interested and wanting
    and shares on social media by 50
                                                          to test drive a Touring XT from the added incentive,
    percent in 2022.
                                                          they are one step closer to making a purchase and
                                                          adding to the total sales of the vehicle.
Strategies
                                                          Participate at local events and festivals that
Create opportunities for car information/review
                                                          include interactive photo booths, product
sites to test drive and create a review. Giving well-
                                                          demonstration, games, and prize giveaways.
known car information and review sites a chance to
                                                          Interactive demonstrations and booths at different local
showcase the car could car buyers over the finish
                                                          events and festivals positions the brand within the
line. These sites can also classify the Touring XT
                                                          community. By including the brand in the community,
model under their luxury lineup of SUVs and change
                                                          consumers can build a sense of trust and bond to
the minds of tentative individuals who may not have
                                                          Subaru and would be more likely to remember their
been thinking about a Subaru and their next luxury
                                                          interaction when thinking about buying their next
vehicle. Having the vehicle talked about in a positive
                                                          car. Children can also be drawn to these booths with
light on numerous car sites will help increase product
                                                          games and activities for them to do.
awareness and make consumers more comfortable
with a purchase.

Develop an interactive social media campaign that
encourages social media sharing or brand tagging.
This interactive campaign will engage with the
target by encouraging brand tagging and sharing for
giveaway prizes or a sweepstakes entry. The entry will
give the audience a chance to win potential discounts
and deals related to the Touring XT. The campaign will
lead viewers on a scavenger hunt through six videos
to spell the word “luxury.” Users will be encouraged to
share the letters they find as each video is posted and
recruit help from friends and family.

Partner with local businesses to provide discounts
and deals that include brand mentions and sharing
on social media platforms. By partnering with local
businesses, the target audience can be attacked from

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PA I D M ED I A
“The Suits”                                                  where commuter traffic is heavy.

This multichannel campaign will be featured on OOH           Public radio ad spots
ads, video ads, social media ads, and more. It will also
                                                             Public radio viewer demographics are heavily weighted
be used in variation with earned and owned media.
                                                             toward the primary target audience. Ad spots would be
The campaign features numerous characters dressed
                                                             perfect for the daily commuter that listens to National
in full work garments or suits partaking in outdoor
                                                             Public Radio (NPR) to and from work.
activities with their family. The goal is to tie adventure
with class and luxury which you will get with the             •   36 percent of public radio viewers are aged 35-54.
Touring XT. Everyone can have fun.
                                                              •   28 percent are in a professional career.

Objectives                                                    •   70 percent of viewers have a bachelor’s degree or
                                                                  higher.
 1. Reach 75 percent of the target
    audience through paid social media                        •   36 percent have a post grad degree.
    ads in 2022.
                                                             Podcast ads
 2. Increase video views on all platforms
                                                             For those that do not listen to public radio, podcasts
    by 25 percent by the target audience in
                                                             have grown in popularity over the last few years.
    2022.
                                                             People aged 35-54 make up 32 percent of listeners on
 3. Increase frequency of brand                              a monthly basis. Ads would be similar to public radio
    appearances to the target audience by                    ads that can be read off during popular shows (Infinite
    50 percent in 2022.                                      Dial, 2020).

                                                             Social media ads
Strategies
                                                             Similar to strategy #1, this includes the videos but
Video ads                                                    also still graphics that will be used in ad campaigns
                                                             over social media. These ads will be more targeted
The primary creative pieces for the campaign will
                                                             based on the content being used and the occupation
be the videos. Videos will be posted organically but
                                                             presented by the character. Both the video and photo
also used in paid advertisements on social media,
                                                             graphic budget distribution is listed below:
streaming service ad placements, banner ads, and
YouTube ads.                                                  •   Facebook – 40%

OOH ads                                                       •   YouTube – 30%

Highway OOH billboards: These billboards will feature         •   Twitter – 20%
the characters of the story with a catchy headline and
associated campaign hashtag. Placement of these               •   Instagram – 10%
billboards will be in high trafficked areas near ski
                                                             Sources: (NPR, 2016; Infinite Dial, 2020)
resorts, vacation areas, and throughout major cities
Subaru Outback Touring XT
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        PR O POS E D T I M EL IN E
               2022                                                               January   February   March       April     May        June       July        August
               OWNED MEDIA
               Social Media
                                                                    Facebook
                                                                    Instagram
                                                                        Twitter
                                                                     YouTube
               Email
               Brand Events
                                                                "Tour de Trail"
               Sponsored Events
                                                     New England Patriots
                                                            Boston Celtics
                                                         Boston Red Sox
                                                       Portland Sea Dogs
                                                New Hampshire Fisher Cats
               EARNED MEDIA
               Car Review Sites
                                                                   Edmunds
                                                              Car and Driver
               Local Business Partnerships
                                                           REI - Boston, MA
                                                     Skirack - Burlington, VT
                                      Eastern Mountain Sports - Portland, ME
               Local Events and Festivals
                                                   Boston Pride - Boston, MA
                      Trail Festival at Pineland Farms - New Gloucester, ME
                 FLOW STATE, Vermont Mtn Bike Festival - Brownsville, VT
                                            Snowbound Festival - Boston, MA
               PAID MEDIA
               Digital Marketing
                                                                  Videos ads
                                                                  Banner ads
               Public Radio
               Podcasts
               Out-of-Home
               Social Media
                                                                   Facebook
                                                                   Instagram
                                                                       Twitter
                                                                    YouTube

March          2022
               April                May                  June                     July
                                                                                  January   August
                                                                                            February   September
                                                                                                       March       October
                                                                                                                   April     November
                                                                                                                             May        December
                                                                                                                                        June       July        August
               OWNED MEDIA
               Social Media
                                                                    Facebook
                                                                    Instagram
                                                                        Twitter
                                                                     YouTube
               Email
               Brand Events
                                                                "Tour de Trail"
               Sponsored Events
                                                     New England Patriots
                                                            Boston Celtics
                                                         Boston Red Sox
                                                       Portland Sea Dogs
                                                New Hampshire Fisher Cats
               EARNED MEDIA
               Car Review Sites
                                                                   Edmunds
                                                              Car and Driver
               Local Business Partnerships
                                                           REI - Boston, MA
                                                     Skirack - Burlington, VT
                                      Eastern Mountain Sports - Portland, ME
               Local Events and Festivals
                                                   Boston Pride - Boston, MA
                      Trail Festival at Pineland Farms - New Gloucester, ME
                 FLOW STATE, Vermont Mtn Bike Festival - Brownsville, VT
                                            Snowbound Festival - Boston, MA
               PAID MEDIA
               Digital Marketing
                                                                  Videos ads
                                                                  Banner ads
               Public Radio
               Podcasts
               Out-of-Home
               Social Media
                                                                   Facebook
                                                                   Instagram
                                                                       Twitter
                                                                    YouTube

        Subaru Outback Touring XT
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PR O POS E D B U D GE T

Medium                                                              Description                                           Budget Allocation
OWNED MEDIA
Email                                                               Message ads and platform                              $                     18,000.00
Brand Events
                                                  "Tour de Trail" Venue, print materials, misc. items, instructors        $                       9,640.00
Sponsored Events
                                        New England Patriots        Print flyers, posters, game setups, booth cost        $                       6,000.00
                                               Boston Celtics       Print flyers, posters, game setups, booth cost        $                       4,000.00
                                            Boston Red Sox          Print flyers, posters, game setups, booth cost        $                       5,500.00
                                          Portland Sea Dogs         Print flyers, posters, game setups, booth cost        $                       1,500.00
                                   New Hampshire Fisher Cats        Print flyers, posters, game setups, booth cost        $                       1,750.00
EARNED MEDIA
Local Business Partnerships
                                              REI - Boston, MA      Print flyers, posters                                 $                        800.00
                                        Skirack - Burlington, VT    Print flyers, posters                                 $                        600.00
                         Eastern Mountain Sports - Portland, ME     Print flyers, posters                                 $                        500.00
Local Events and Festivals
                                      Boston Pride - Boston, MA     T-shirts, misc. items, booth cost                     $                       3,200.00
         Trail Festival at Pineland Farms - New Gloucester, ME      T-shirts, misc. items, booth cost                     $                       1,500.00
   FLOW STATE, Vermont Mtn Bike Festival - Brownsville, VT          Misc. items, booth cost                               $                       1,800.00
                               Snowbound Festival - Boston, MA      T-shirts, misc. items, booth cost                     $                       2,250.00
PAID MEDIA
Digital Marketing
                                                     Videos ads     Google, retargeting, production                       $                     850,000.00
                                                     Banner ads     Google, retargeting                                   $                      75,000.00
                                                     Search ads     Google                                                $                      37,500.00
Public Radio                                                        Ads and production                                    $                      35,000.00
Podcasts                                                            Ads and production                                    $                      15,000.00
Out-of-Home                                                         Billboards                                            $                   1,752,000.00
Social Media
                                                      Facebook      Boosts and ads                                        $                   2,000,000.00
                                                      Instagram     Boosts and ads                                        $                     500,000.00
                                                          Twitter   Boosts and ads                                        $                   1,000,000.00
                                                       YouTube      Boosts and ads                                        $                   1,500,000.00
                                                                                                              Total Budget $             7,821,540.00

Subaru Outback Touring XT
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CREAT I V E A S S E TS

Subaru Outback Touring XT
Columbia Creative                                                         21

SA MPLE DI G I TAL AND OOH A D S

                                  Adventure awaits.
                                        2021 Subaru Outback Touring XT®

                            Board meetings.
                            2021 Subaru Outback Touring XT®

Subaru Outback Touring XT
Columbia Creative                                                                                      22

VI D EO AD S AM P L E S

“The Climber”
The scene begins with a climber attempting a difficult route up a mountain side. Zoomed in shots
of the climbers hands and feet are only seen as she traverses up the steep rock face. In just a few
more feet, she makes it to the top and looks out over the valley below where her Subaru Outback
Touring XT is seen with her children in support. She lets out a bellowing “wahoo!” where the camera
zooms out and shows her wearing her scrubs with the embroidery reading “Kristen Harmer, Surgeon.”
The camera pans down to her children cheering. She climbs back down, packs her gear, and drives
away. The narration reads “Don’t sacrifice what you love to do. The 2021 Subaru Outback Touring XT.
Adventure in class.”

“The Hiker”
The scene begins with fast action shots through a dense forest. The heavy breathing of the hiker is
heard while the rustling of the twigs and leaves is heard as she makes her way down the trail. Loose
rock shuffles around her as she takes each step. Only a silhoutte of her is seen until she pops out of
the the dense brush where it is revealed that she is wearing a full suit. After a brief pause and a sign
of relief the camera pans to the marker for the Pacific Crest Northern Terminus. She shoots her arms
up in the air and the camera quickly zooms up and fades back to present day where she is in the
driver’s seat in the pickup lane at her kid’s school.

Kid: “Mom, MOM, are you okay?”
Woman: “Huh-oh yeah, yes. I’m fine. Put your seatbelt on. You ready to go?”
Kid: “Yeah!”

The camera switches to a shot of the car driving away with a cargo carrier on the roof. The narration
reads “Don’t sacrifice what you love to do. The 2021 Subaru Outback Touring XT. Adventure in class.”

“The Summit”
The scene begins with a random hiker lower a phone after taking a picture. He has a dumfounded
expression on his face as he is in disbelief with what he is seeing. He quickly gathers himself and
presents the photo to the man he took a picture for which now shows he is wearing a full suit. The
suited man thanks the kind hiker for taking the picture and heads off with his kids down the summit
and back to the car. Once at the car, they pack their things, get in, and drive off.

Sample storyboard on the following page.

Subaru Outback Touring XT
Columbia Creative                                                                                                         23

SA MPLE A D S TO RY BOA R D

“The Summit” - :30

   1                                     2                                        3

    Zoom out from the phone slowly       He hands the phone to the other          Man in dirty suit is shown giving the
    revealing the mans dumbfounded       man, still not revealing who he is. He   thumbs up. “Thanks again!” He
    expression. He takes the photo. He   says, “This is perfect! Thank you so     says. The photographer says
    stutters, “uh-uh got it.”            much!”                                   nothing and is still in shock as the
    Other man (off screen): “Great let                                            suited man begins to walk away.
    me see!”                                                                      “Alright kids, let’s move out!”

   4                                     5                                        6

    Camera pans to the suit man          They make it to the car, pack their      Distant shot of the road shows the
    walking away with his kids as they   things, and get in.                      car pull out of the parking lot and
    head down the mountain.                                                       drive off into the distance.
                                                                                  Narration: “Don’t sacrifice what you
                                                                                  love to do. The 2021 Subaru
                                                                                  Outback Touring XT. Adventure in
                                                                                  class.”

Subaru Outback Touring XT
Columbia Creative                                                                                   24

SA MPLE RADI O AND P OD C A ST A D S

“Streets to Creeks” - :30

Script:         From city streets to bustling creeks, the 2021 Subaru Outback Touring XT gives
                you the luxury you want, the cargo space you need, and the off-road capabilities
                to take you away from the chaos. Find out how to test drive one today by visiting
                your local Subaru dealer. Adventure in class.

“Escape” - :10

Script:         [bustling city noises]
                [car door unlocks, then shuts]
                [car turns on]
                [car drives away]
                [city noise fades into a dabbling creek]

                Escape the noise. The 2021 Subaru Outback Touring XT. Available at your local
                Subaru dealer. Adventure in class.

Subaru Outback Touring XT
Columbia Creative                                                                                           25

EVAL UAT I O N M E T H O D S
Focus groups and surveys
By using focus groups, Subaru will be able to understand further into the mind of the consumer and
get real life perspectives on the Touring XT. Questions asked will be related to the overall perception
of the specific model and if they consider it a luxury vehicle. Based on answers to the questions and
on the overall discussion, it will be easier to find areas that need to be improved in the messaging
and/or adjust aspects of the campaign to better push the message.

Surveys will allow for more consumers to answer questions, but they will be similar to questions
asked in the focus group. Questions will cover a wider spectrum of topics to obtain further information
into how the Touring XT is viewed and how well it has been viewed as a luxury vehicle.

By understanding the perceptions of potential consumers at various points in the campaign, it will
help with understanding if the brand perception has improved.

Social media measurements
Key performance indicator (KPI) measurements help with understanding the performance of social
media channels boost the social media channels in my current job. Stats like reach, engagement,
likes, and followers can all be tracked regularly, but additionally the following will be used to further
measure the success of the campaign.

Social Share of Voice: Mentions/competition mentions * 100

This measurement will help see how many mentions of the brand compare to the competition. The
percentage will show how much the brand is being talked about in different posts. This can track the
percentage of mentions in posts about luxury cars, family vehicles, and adventure-mobiles.

Average Engagement Rate: (Likes + comments + shares)/followers * 100

This measurement helps with tracking if the campaign posts are working better than previous posts.
This can also be tracked month to month or week to week. Depending on if the percentage goes up
or down will determine if the campaign is attracting attention.

Subaru Outback Touring XT
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Google Analytics
Google Analytics is a tool that measures web traffic and gives a detailed breakdown of where the user
came from, how they spent on the site, and if they are unique or a returning viewer. This platform will
allow the measurement of the impact of some of the most important pieces of the campaign. The in-
person events, public radio ads, and podcast ads will use web tracking to measure the effectiveness
of the channels in the campaign.

Native Analytic Tools
Native analytic tools on the various social media platforms are a great way to keep things easy for
measuring the campaign effectiveness in these channels. Daily, weekly, monthly, and yearly statistics
can easily by pulled from these tools within the social media platforms. Consistently tracking these
data points will prove its value to the campaign.

Why this will work?
Ease of use is always beneficial to user. By using popular tools such as the Google Analytics, it will
be easy to track the campaign progress and give Subaru the ability to track alongside throughout
the campaign. Data reports will be provided on a monthly basis ann progress will be tracked weekly
in order to stay on goal. Weekly check-ins will give a status report on whether the campiagn is
performing well or if improvements need to be made.

Native analytic tools can be accessed in-house and will allow Subaru to track data on their own as
well. The detailed monthly breakdown will simplify the data and put it into easy-to-read graph and
charts to show positive or negative progress.

Subaru Outback Touring XT
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METRICS

2022                                           Tracking                                   Evaluation

OWNED MEDIA

Social Media

                                               Social share of voice; engagement rate;
                                  Facebook                                                Tracking will be done through the native analytic tools
                                               follower count; average # of likes

                                               Social share of voice; engagement rate;
                                  Instagram                                               Tracking will be done through the native analytic tools
                                               follower count; average # of likes

                                               Social share of voice; engagement rate;
                                     Twitter                                              Tracking will be done through the native analytic tools
                                               follower count; average # of likes

                                               Video views, subscriber count; number of
                                  YouTube                                                 Tracking will be done through the native analytic tools
                                               completed views (watched entire video)

Email                                          Open rate; click-thru rate                 Tracking will be done from email-to-email to ensure that the messaging used is effective

Brand Events

                                              QR code scans; number of registrations;
                                              number of emails and phone numbers          Tracking will be done primarily through the event registration by gethering basic information. QR
                              "Tour de Trail" collected; number of sales made (or         code scans will be track through a QR code tracker. Social media shares will be tracked while the
                                              prospective members); social media          event is happen through native analytic tools.
                                              shares and mentions

                                               QR code scans; emails and phone            QR code scans will be track through a QR code tracker. Item inventory will be taken and then the
Sponsored Events
                                               numbers collected; items handed out        difference in inventory will be documented after each game.

EARNED MEDIA

                                               Number of positive/negative reviews;       Social media posts will be monitored to measure brand perception and the overall consumer
Car Review Sites
                                               engagement on social media posts;          reaction to the vehicle. The number of positive and negative reviews will be measured.

                                               QR code scans; number of registrations;
                                               number of emails and phone numbers
Local Business Partnerships
                                               collected; social media shares and
                                               mentions; item inventory

PAID MEDIA

Subaru Outback Touring XT
Digital Marketing
EARNED MEDIA

Columbia Creative                                                                                                                                                                      28

                                               Number of positive/negative reviews;        Social media posts will be monitored to measure brand perception and the overall consumer
Car Review Sites
                                               engagement on social media posts;           reaction to the vehicle. The number of positive and negative reviews will be measured.

METRICS                                        QR code scans; number of registrations;
                                               number of emails and phone numbers
Local Business Partnerships
                                               collected; social media shares and
                                               mentions; item inventory

PAID MEDIA

Digital Marketing

                                               Cost per click; number of clicks;
                                Videos ads                                                 Track through Google Analytics
                                               impressions

                                               Cost per click; number of clicks;
                                Banner ads                                                 Track through Google Analytics
                                               impressions

Public Radio                                   Website visits through unique URLs          Track through Google Analytics based on specific URL given to station

Podcasts                                       Website visits through unique URLs          Track through Google Analytics based on specific URL given to podcast

Out-of-Home                                    Number of cars that went through the area Traffic data from city or state during

Social Media

                                               Cost per click; number of clicks;
                              Facebook Ads                                                 Tracking will be done through the native analytic tools
                                               impressions; shares; mentions

                                               Cost per click; number of clicks;
                              Instagram Ads                                                Tracking will be done through the native analytic tools
                                               impressions; shares; mentions

                                               Cost per click; number of clicks;
                                 Twitter Ads                                               Tracking will be done through the native analytic tools
                                               impressions; shares; mentions

                                               Video views, cost per click; number of
                              YouTube Ads                                                  Tracking will be done through the native analytic tools
                                               completed views (watched entire video)

Subaru Outback Touring XT
Columbia Creative                                                                                     29

CO N CL U S I O N
       Integrated marketing communications (IMC) utilizes and combines all the available
       marketing channels to effectively communicate a message. Both traditional marketing
       channels and digital marketing channels are incorporated into the campaign and work
       in unison to push the intended message across. An effective IMC campaign brings all
       the channels together so that they work in harmony with one another. A break in that
       chain can cause distruption, confusion, and even failure in the campaign. It is like a well-
       oiled machine; if you keep giving it the oil it needs and you remain consistent with the
       strategies, messaging, and execution across all the different platforms, you will have a
       strong campaign.

       The proposed campaign attacks the target audience from all sides. It utilizes the new age
       of digital marketing channels in social media, banner ads, video ads, and more. Traditional
       marketing routes of out-of-home billboards, brand-hosted events, and partnerships with
       local businesses helps with creating the cohesion with the digital aspect of the campaign.
       It takes the idea of the adventurer and the high-class individual and merges them into one.
       Much like what was explained about, they work together to show that the Subaru Outback
       Touring XT is a vehicle that can be loved by anyone.

       By driving this message forward to the target audience, results will be seen instantly; more
       inquiries will be made to dealerships, more engagement will be seen on social media,
       more word-of-mouth communications will be spread across the New England region like
       wildfire, and in return sales will grow. By believing in the proposal above, results will be
       guaranteed.

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Columbia Creative                                                                                                        30

BI B LI O G R A P H Y
Capparella, J. (2021, January 6). 25 Best-Selling Cars, Trucks, and SUVs of 2020. Car and Driver. Retrieved from https://
www.caranddriver.com/news/g32006077/best-selling-cars-2020/#:~:text=The%20Forester%20is%20the%20best,by%20
2%20percent%20in%202020.

Christopher, C. (2020, May 27). Subaru Outback Camper Conversion. YouTube. Retrieved from https://www.youtube.com/
watch?v=7PTwJCW84bs&ab_channel=ChaseChristopher

Grand Subaru. (n.d.). The History of Subaru. Retrieved from https://www.grandsubaru.com/the-history-of-subaru.htm

Hedges & Company. (2021). New car buyer demographics 2021. Retrieved from https://hedgescompany.com/
blog/2019/01/new-car-buyer-demographics-2019/

Honest John Classics. (2017, July 12). Subaru Legacy/Outback (1994-1999). Retrieved from https://classics.honestjohn.
co.uk/reviews/subaru/legacy-and-outback/

Jones, C. (2016, September 10). Man and girl sitting on brown dock. Unsplash. Retrieved from https://unsplash.com/
photos/rpPvrOQmR2s

Neil, D. (2016, September 29). 2017 Subaru Outback Review: A Cult Leader With All-Wheel Drive. Wall Street Journal.
Retrieved from https://www.wsj.com/articles/2017-subaru-outback-review-a-cult-leader-with-all-wheel-drive-1475176491

Nishimoto, A. (2019, May 15). Wagon Master: A History of the Subaru Outback. Automobile Mag. Retrieved from https://
www.automobilemag.com/news/subaru-outback-model-history-photos-specs-generations/

Olito, F. (2019, February 22). Utah has the highest number of children in their families. Here’s the average number of kids
per family in every state. Insider. Retrieved from https://www.insider.com/the-average-number-of-kids-per-family-in-every-
state-2019-2

Reiner, Z. (2018, June 8). Dirt road between trees. Unsplash. Retrieved from https://unsplash.com/photos/Q_xQxYqTZZs

Sikkema, K. (2019, June 11). Man carrying baby. Unsplash. Retrieved from https://unsplash.com/photos/vJLv__K7zU8

Stump, S. (2016, May 18). When do you start feeling old? Data shows it’s around 37 or 38. Today. Retrieved from https://
www.today.com/health/when-do-you-start-feeling-old-data-shows-it-s-t93356

Subaru. (n.d.). Various images. Retrieved from https://www.subaru.com/vehicles/outback/gallery.html

Syed, Z. (2019, December 6). These 15 states get the most snowfall. The Active Times. Retrieved from https://www.
theactivetimes.com/these-states-get-most-snowfall

Turpen, A. (2016). The 10 states where Subarus are most popular. iSeeCars. Retrieved from https://www.iseecars.com/
most-subarus-by-state-2016-study

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Wagner, I. (2021, January 25). Subaru’s vehicle sales in the United States in 4th quarter 2019 and 4th quarter 2020.
Statista. Retrieved from https://www-statista-com.wvu.idm.oclc.org/statistics/243191/subarus-vehicle-sales-in-the-united-
states/

Winger, A. (2020, March 5). Mother reading to children in library. Unsplash. Retrieved from https://unsplash.com/
photos/5dt2UC8HCPc

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