Developed by: AJ Trela, Laura Malandra, John Gagliardo, James Bragiel© The information in this publication is provided for a course at Marquette University and cannot be used without the expressed permission of the team or the University.ADPR 1800

The automotive relationship that a driver feels with their car can be either a sensational experience or rather lackadaisical one. It is not every day that we experience those especially fun and heart pounding adventures through our accelerator pedal. Just imagine wrapping your hands around the stitching of a meticulously crafted leather steering wheel and feeling the car speak to you like never before. Whether you crave the precision of a sports coupe or the versa-tility of a crossover, every automobile has a unique personality that makes it a one of a kind. The emotional connection one has with a car cannone has with a car cannot be experienced through a virtual medium, but through actual touch. Thanks to the Chicago Auto Show in partnership with NBC 5 Chicago, one’s needs of creating a harmonic relationship with an automobile can move one step closer to becoming a reality.

After 103 years of automobile excellence, The Chicago Auto Show (February 11-20) is poised to give show-goers the opportunity to experience a vast array of multiple world and North American introductions, as well as a complete range of domestic and imported passenger cars, trucks, sport-utility vehicles, minivans, and experimental and concept cars. The ability to interact with many different automobiles provides a visual, tactile and emotional experience for at-tendees. The experience is designed to captivate the senses and ultimately appeal to and motivate the huge crowds that visit McCormick Place for this year’s edition of the Chicago Auto Show.

Chicago is home to one of the world’s greatest lakefronts, which is the reason why the Chicago Auto Show’s 10-day run is positioned at the heart of the Windy City. The show’s interactive displays allow patrons to comparison shop for cars with a short walk rather than having to drive from dealership to dealership. More importantly, the Chicago Auto Show provides the enjoyment of a family-oriented event that can carry on as a family tradition for generations.

The 14-year partnership that the Chicago Auto Show has maintained with NBC 5 Chicago, a division of NBC Univer-sal, has allowed the show to reach all-new heights. Year after year, NBC 5 has presented the event through its hour-long HD special, live from McCormick Place, among other contributions including being an official sponsor of the nation’s larg-est and longest running auto show.

NBC 5 Chicago’s users have a distinct relationship with their city that goes well beyond just calling it home. Chi-cago has become an intricate part of its residents’ identities. They draw a distinction between existing in the city and living in it. With the help of the community, NBC 5 uncovers and connects its users to all that the city has to offer, espe-cially with the Chicago Auto Show, so they can be true city insiders. NBC 5 Chicago goes beyond the obvious: it provides access to untold stories and the stories behind those stories. Leave it to the NBC 5 Chicago team to provide all of Chicago, and the thousands of patrons of the Chicago Auto Show, with the hottest information tailored to their interests.

EXECUTIVE SUMMARY

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MISSION STATEMENT NBC Universal is one of the world's leading media and entertainment companies in the development, production, and mar-keting of entertainment, news, and information to a global audience. Through NBC Universal’s local media division, NBC 5 Chicago goes well beyond the basics in creating a distinct relationship with their city as well as their audience. With help from the commu-nity, NBC 5 Chicago discovers and connects its users to all the city has to offer so they can be true city insiders. We go beyond the obvious and provide access to untold stories and the stories behind the stories. NBC has the ability to connect users with exclusive inside information and news broadcasts especially when it comes to the nation’s largest and longest running auto show – the Chicago Auto Show.

Through the Chicago Auto Show, NBC 5 Chicago wishes to increase brand awareness for NBC and Telemundo, promote driving safety awareness among Chicagoland communities as well as increase the attendance rate at the one of the world’s largest auto shows.

INCLUDING:

Through the live hour-long HD special, NBC 5 Chicago TV personalities will be in high gear interacting with attendees of the Chicago Auto Show. Viewers at home will have a chance to win prizes as they watch the live show on NBC 5. The Chicago Auto Show special will also be streamed live on nbcchicago.com.

Ultimately, the evaluation of the success of the NBC 5 partnership with the Chicago Auto Show is determined by the over-all presence and awareness that is created by NBC 5’s sponsorship of the event.  NBC 5 continues to be an innovative leader in forward thinking and connecting its users with important information.

There are typical TV broadcast stations and then there is the most informative, up-to-date, and user inspired NBC 5 Chi-cago – a station that is re-thinking, re-innovating and re-launching the ordinary.

• Car exhibits that span over one million sq. ft. of the McCormick Place complex

• Scheduled appearances by sports, radio, television and screen personalities.

• Numerous aftermarket, accessory and auto-related exhibits

•• The First Look for Charity Event

• Competition vehicles and antique and collector cars

• Family-fun activities

• Tips on going green when car shopping

NBC 5 Chicago has started a new chapter in audience interaction by implementing strategies through television, Internet, and social media platforms that will lead the way in informing and engaging different markets on the Chicago Auto Show and all it has to offer...

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Locals are furious with the traffic around McCormick Place

THREATSOPPORTUNITIESWEAKNESSESSTRENGTHSEstablishes brand exposure

Strengthens relationships within the Chicago community

Current state of the economyCurrent condition of the automotive industry

Reinforce traditional marketing with social mediaUtilize and develop relationships with current NBC fans

Poor attendance as a result of the economy Poor attendance as a result of the economy Risk of auto company withdrawal

First started in 1901, the Chicago Auto Show has annually been the largest auto show in North America. It is also the longest running automotive event on the planet. The 2011 show is the 103rd edition of the Chicago Auto Show.  The event is currently produced by The Chicago Automobile Trade Association (CADA). For the past 76 years, CADA has not only played a phenomenal role in hosting and producing the auto show, but has also successfully made the Chicago Auto Show the third largest auto show in the world. The Chicago Auto Show is held annually at the McCormick Place Convention Center, located in the heart of the “Windy City” on the shores of Lake Michigan. In total, over 1,000 automobiles will be on display during the running of the show. The show is aimed at giving automobile enthusiasts and consumers an in-depth presentation of the newest cars, auto innovations and technology on the planet. Throughout the auto show, many new products and models are prominently displayed by automobile manufacturers. Much effort is put forth in creating an exciting environment for everyone, from car aficionados to families.

In partnership with the Chicago Auto Show, NBC 5 Chicago enhances their brand image throughout the city and proves that they are a leader in the community. NBC 5 hosts charity events to help and support the community, while at the same time hosting one of the most anticipated high-society events of the year -- The First Look for Charity event.  NBC Chicago’s commitment to their users and the community is their top priority.  By getting involved in an experience such as this auto show, their intentions are clearly understood. There are numerous benefits in NBC’s partnership with the Chicago Auto Show and very few risks or threats, which makes this sponsorship a positive and long lasting mutual the Chicago Auto Show and very few risks or threats, which makes this sponsorship a positive and long lasting mutual relationship.

NBC 5 Chicago first started their partnership with the Chicago Auto Show in 1999 with exclusive coverage of the event, and a special hour-long broadcast on the eve of the event. In addition to the exclusive coverage, NBC 5 also spon-sors a black-tie event prior to the opening day of the show that raises money for local charities through a silent auction and ticket sales. Over the years, NBC 5 has become synonymous with the show thanks to the role it plays in hosting local news from the event, running TV and radio commercials and generally helping promote the show throughout the city. NBC 5 not only uses their partnership with the auto show to improve their own brand, but other brands and organizations as well. At the show, NBC 5 helps educate the audience about local highway and toll information by partnering up with the Illinois Department of Transportation (IDOT).

HISTORYSITUATION ANALYSIS

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(these statistics from 2007 are the most recent statistics available.)

EDUCATION LEVEL

MOST SIGNIFICANT AUDIENCE:-Male 74%-Aged 18-54 75%-Caucasian 60%-Educated College+ 76%-Makes $50,000+ 65%

PLANNING

GENDER

INCOME

RACE

The following are the expected general demographics for the 2011 Chicago Auto Show:

DEMOGRAPHIC PROFILE

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All ethnicities 100% Male 74% All education levels 100% All ages 100% All classes 100%

All ethnicities 100%Male/Female 100%Some college + 60%Ages 25-44 41%LowMid-Upper Mid Class 65%

White 60% Male 74% College Grad/Advanced Degree 48% Ages 35-54 44% Upper middle class+ 40%

AVERAGE JOE

WEALTHY CAR LOVERS

CAR AFICIONADOS

The public that will be most benefit from and ultimately make the biggest impact at the auto show will be middle-class consumers.  After all, The Chicago Auto Show has become syn-onymous with Consumer Auto Show. This is the place where the auto industry tests new products and technologies in front of its most important constituency - the customer!  These “Average Joe” families are looking for economical solu-tions in order to fulfill their transportation needs.  These fami-lies are drawn to the show for two key reasons: to enjoy time with the whole family (children included) while also shopping for their next car

It is important to consider the more wealthy divisions of the previously mentioned public.  This would be upper class car aficiona-dos. This public is a large target demographic of this plan. It is char-acterized as educated members of the upper-class, and is predomi-nantly composed of white males. This public has the available funds to donate to our causes and charities, and is primarily interested in the auto show’s new luxury, classic and concept cars.  General NBC broadcasting already targets this demographic, and it’s in the organization’s best interest to continue doing so for the auto show.

It is no surprise that many people are drawn to the auto show to look at the latest and greatest automobiles. Whether individuals are shop-ping around or purely marveling at the innovative displays, the vast major-ity of people at the show are simply car lovers. The Chicago Auto Show has become an annual tradition for many families as well as a mecca for car shoppers and auto enthusiasts. While the auto enthusiasts are mostly male, demographic divisions are spread far and wide. Car aficionados are the most important target of the show and they must be satisfied with new and engaging exhibits. Consumers attending the show comprise the very segments of Chicagoland’s population that are highly targeted by sponsors.

This campaign will reach out to the following key publics. The statistics listed below each description highlight characteristics/categories presumed common to each public. The percentages accompanying these characteristics/categories are pulled from the 2007 Chicago Auto Show demographics for each respective characteristic/category.

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3.) Strategies for increasing ticket sales:    -Create a media campaign. -Create “Special Days” at the Chicago Auto Show -Discounts

A comprehensive media campaign, special auto show days and discounts will help in generating higher ticket sales. These strategies were chosen to work together because they will attract a wide range of our buyer personas.

2.) Strategies for promoting driving safety awareness: -Develop interactive driving safety awareness exhibits as well as provide educational information regarding safe driving at the Chicago Auto Show.

This strategy was selected to not only promote driving safety awareness, but also to provide key safety information while “seizing the road” ahead. Interactive educational exhibits allow for individuals to learn about driver safety while being involved in a hands on participation activity. These educational exhibits aren’t about brochures that are likely to be throw away, but are about teaching consumers the importance of driving safely through interactive displays.

1.) Strategies for increasing NBC 5 Chicago and Telemundo Chicago brand awareness: -Create NBC 5 news specials and lead-ins exclusively for the Chicago Auto Show. -Develop special events. -Develop promotions and sweepstakes teamed up with sponsors.

These strategies were selected because they exemplify The Chicago Auto Show’s theme “Seizing the road. Bringing it to you.” NBC 5 delivers all that Chicago has to offer to its users through news casting specials, lead-ins, promotions, sweepstakes and special events. Through the Chicago Auto Show, NBC continues in its pursuit of pro-moting its brand image.

1.) Increase brand awareness for NBC 5 Chicago as well as Telemundo Chicago by increasing ratings 3%, measurable through Scarborough Research, by March 1.2.) Promote driving safety awareness by reaching over half of the auto show attendees- measurable through an optional post auto show online quiz by March 1st. 3.) Increase ticket sales by 7% by Feburary 20th.

OBJECTIVES

STRATEGIES

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Locals are laughing at Jay Leno’s appearance during the Auto Show

ii. Appearances by Jay Leno from NBC’s The Tonight Show and NBC 5’s very own Dick Johnson and Allison Rosati. Appearances by Jay Leno as well as Chicago’s Dick Johnson and Allison Rosati would create hype not only at the auto show, but also for NBC. Leno, Johnson and Rosati would appear at the Chicago Auto Show and interact with the public. Jay Leno, a comedian and automotive enthusiast, would bring not only car aficionados to the show, but would also attract middle class/average Joe fans. Dick Johnson and Allison Rosati, a source of trusted news for Chicagoans, would bring viewers of NBC 5 Chicago to the auto show. Furthermore, these well-known recognizable faces will provide high recognition for NBC 5 as well as the NBC brand. NBC 5’s partnership with the Chicago Auto Show and these highly respected individuals allows the organization to be seen as a top-tier broadcast company. These real life encounters respected individuals allows the organization to be seen as a top-tier broadcast company. These real life encounters with NBC celebrities allows the public to feel more comfortable with NBC and furthermore increase ratings and aware-ness for the NBC brand.

TO INCREASE BRAND AWARENESS: A. Tactics for developing new casting specials and lead-ins for the NBC Chicago            Auto Show: i. One-hour special and lead-ins on NBC 5 Chicago and Telemundo Chicago The one-hour special on NBC 5 Chicago and Telemundo Chicago brings the Auto Show to viewers’ living rooms. Lead-in’s through regional broadcasts create publicity and awareness for the one-hour special and Chicago Auto Show. All of NBC’s current viewers as well as the targeted buyer personas encompass our directed audience. NBC 5’s audience is getting exclusive access before anyone else to one of the world’s greatest automobile events, the Chi-cago Auto Show. Furthermore, “NBC 5 Chicago uncovers and connects its users to all that the city has to offer so that they can be true city insiders. NBC 5 goes beyond the obvious in order to provide access to untold stories and the sthe stories behind the stories.” The one-hour special should increase NBC 5 and Telemundo Chicago’s overall ratings.

TACTICS9

C. Tactics to develop promotions and sweepstakes. i. NBCChicago.com sweepstakes NBCChicago.com will host a sweepstakes for the individuals who aren’t able to purchase First Look for Charity Event tickets. The winner will receive a pair of tickets to the exclusive black tie event. All buyer personas would be able to benefit from the sweepstakes. This sweepstakes opportunity will showcase that the event is not beyond the reach of lower-class communities. This is a great medium considering thousands of individuals use NBCChicago.com everyday to get their news information. The sweepstakes will not only increase traffic on the website, but will also generate hype for the event and NBC 5 Chicago.

ii. Mobile Text2Drive The Mobile Text2Drive campaign allows individuals, especially Chicagoland area residents, to become subscribers to The Mobile Text2Drive campaign allows individuals, especially Chicagoland area residents, to become subscribers to daily push notification text messages to their mobile phone. The Text2Drive campaign delivers text messages to par-ticipating individuals in order to spread awareness about the auto show’s special events, promotions and featured ve-hicles. This tactic would target all of the mobile phone numbers that it has collected in the Chicagoland area. The Text2Drive campaign will generate hype and awareness for the Chicago Auto Show and also NBC 5. Due to the heavy usage of texting in today’s society, Mobile Text2Drive is a smart tactic in reaching consumers. This should not only generate more foot traffic at the auto show, but also higher ratings and greater brand awareness for NBC 5 Chicago.

B. Tactics to develop special events: i. First Look for Charity Event. The First Look for Charity Event is an exclusive black-tie event that allows socialites and auto enthusiasts to attend a sneak peek of the Chicago Auto Show in style. This event raises nearly $2 million for Chicagoland area non-profit organizations, making it one of Chicago’s largest one-day charity events. The targeted audience for this event includes upper-class socialites and automotive enthusiasts that have the money to spend on $250 tickets. The at-tendees not only wish to give back to local Chicagoland charities, but also attend to catch a first glimpse of the world’s hottest autobomobiles. The annual First Look for Charity Event at the Chicago Auto Show has proven to be a success for charities year after year.

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TO INCREASE TICKET SALES:A. Tactics for creating a media campaign. i. Utilize social media platforms -Facebook -Twitter Facebook and Twitter are the two main social media platforms that will be utilized by the Chicago Auto Show. These social media tools were chosen because 7% of publics get their news from social networking sites. Furthermore, the platforms selected focus in on our targeted audience. As of 2009, 71% of 18-29 year olds have Facebook profiles, and 75% of adults 30+ have profiles. The Chicago Auto Show Facebook page will reach our tar-geted audience because these age groups touch upon all of our buyer personas. Twitter was also added as a valu-able tool because 18% of 18-29 year olds trust Twitter and Facebook as their most influential sources of news. These statistics showcase that Facebook and Twitter are the most utilized social media platforms by our targeted audience. Therefore, our message to promote auto show attendance will be best exposed to our targeted audience by using these methods.

TO PROMOTE DRIVING SAFETY AWARENESS :A. Tactics for developing interactive educational exhibits and awareness advertisements at the auto show. i. Create interactive informational booths with organizations that promote driving safety. These will include: -M.A.D.D. (Mothers Against Drunk Driving) with drunk driving simulation booth. -PSA (Public Service Announcements) -Test out Bluetooth technologies as well as other advanced technologies for your car (e.g. iPod and iPhone adaptors). Interactive educational exhibits create awareness for driving safety. By experiencing a drunk driving simula-tion with Mothers Against Drunk Driving, viewing credible and relateable public service announcements and discov-ering smarter ways to drive with Bluetooth technologies, attendees of the Chicago Auto Show generate a greater awareness of driving safety. This tactic is directed toward all attendees and buyer personas. Through these exhib-its, drivers will learn about accident prevention and proactive ways to make every car ride safer. Through a post-auto show quiz taken at home, attendees’ knowledge of driving safety will be measured. By taking the test, each “student” is entered into a sweepstakes to win an iPad.

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iv. Chicago Auto Show Blog           v. Web Walk           vi. Photo/Video Gallery           vii. Online Newsroom/Media Kits The blog, web walk, photo/video gallery, online newsroom and media kits are great way to generate public-ity for The Chicago Auto Show. The blog includes information about what will be at the show and information on ve-hicles. This is an important tactic because 9% of publics regularly receive their news from blogs. The Web Walk allows viewers to feel as if they are actually walking through the show in McCormick Place. Additionally, the photo and video gallery provide additional coverage. The online newsroom and media kits are tools further used to pro-mote the show. These tactics are targeted not only at news sources and prominent blog writers, but also the general public which encompasses all of our buyer personas. These tactics will aid in the increase ticket sales.

ii. Place concept cars in public places in the Chicagoland area. Placing concept cars in public places around the Chicagoland area will generate buzz for the auto show. Locations such as the NBC Plaza, NBC’s street side news studio and along the Magnificent Mile would be great places to place concept cars. The intended audience would include residents and visitors of Chicago. This would create buzz and hype for the event, furthermore increasing ticket sales.

iii. Media Preview The Media Preview hosts more than 2000 automotive journalists and online influences. In today’s world, their opinion matters. This two-day event showcases what the Chicago Auto Show has to offer to the public. This tactic is directed toward viewers and readers of the media and online influences. This snapshot of the show will act as a teaser, and should generate positive publicity for the event.

Locals are intrigued by the concept cars roaming the streets of Chicago12

FIXED DATESChicago Auto Show Run Dates: Feb. 9-20, 2011Media Preview: Feb. 9-10, 2011First Look For Charity Event: Feb. 10, 2011Public Show: Feb. 11-20, 2011Women’s Day: Feb. 16, 2011Auto Show Food Drive:Auto Show Food Drive: Feb. 17-19, 2011Telemundo Hispanic Day: Feb. 19, 2011

CALENDARTIMETABLE

November 1, 2010: Begin social media plan in time for holiday season through Facebook and Twitter.

December 20, 2010: -The launch of Chicago Auto Show television, print and radio advertisements.--Campaign launch for the First Look for Charity Event

February 1, 2011: The availability and promotion of Chicago Auto Show tickets will launch through lead-ins on NBC 5 news broadcasts. Advertising for Chicago Auto Show tickets will start on Feb. 1, 2010 and be available through Chicagoautoshow.com, other online media outlets, participating car dealer-ships, etc.

February 8, 2011: Exclusive NBC 5 Chicago hour-long special at the Chicago Auto Show will debut live on NBC 5.

C. Discounts           i. Giving opportunity to buy discounted tickets at local and featured car dealerships. Discounts could be provided through purchasing tickets at local car dealerships. This would target the Aver-age Joe and encourage attendance at the auto show due to the discounted price. This tactic makes sense since while Average Joes are shopping around for the best deal on their new car, they will see that they can educate themselves about cars in a fun environment at a discounted price. This tactic will increase ticket sales among the average con-sumers, an important yearly target public of the show

B. “Special Days” at the Auto Show i. Women’s Day ii. Chicago Auto Show Food Drive iii. Telemundo Hispanic Day Women’s Day, the Food Drive and Telemundo Hispanic Day also provide incentive for niche audiences to attend The Chicago Auto Show. These “special days” celebrate and highlight women and Hispanics in the community and showcase charitable causes. This will target and bring attention to publics and causes that may have been left out otherwise - generating interest in these will attract a larger audience.

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News casting specials and lead-ins: $20,000Appearance by Jay Leno: $30,000Dick Johnson and Allison Rosati appearances: Included with NBC 5 yearly salaryFirst Look for Charity Event Sponsorship/Expenses/Donation: $20,000Promotional First Look for Charity Event Sweepstakes tickets: $500Charitable Educational Booths (M.A.D.D./PSAs): $1,000EEducational Technology Booth (Bluetooth): $10,000iPad Sweepstakes: $1,000

Promotional concept car placement transporation and delivery fees: $5,000Photo/Video Gallery: Photographer fees $5,000

The following expenses are covered by other Chicago Auto Show sponsors: Media PreviewWeb Walk“Special “Special Days” at the Chicago Auto ShowDiscounts

The following expenses are covered by in-house NBC 5 web designers and interns:Chicago Auto Show BlogOnline Newsroom/Media kitsSocial Media

Total: $92,500

BUDGET

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Locals are sad that the 2011 Auto Show must come to an end

NBC 5 Chicago continues its commitment to the Windy City through the most in-formative, up-to-date, and user-inspired NBC 5 Chicago – a station that is re-thinking, re-innovating and re-launching the ordinary.

NBC 5 Chicago has proposed a highly comprehensive event plan for its partner-ship with the Chicago Auto Show. The methods and tactics put forth by NBC 5 Chicago have helped reach not only NBC’s target demographics, but also the Chicago Auto Show’s audience and beyond. Our objectives can be evaluated through Scarborough Re-search and Nielsen reports; these mediums will be able to measure NBC 5 television ratings, post Chicago Auto Show online driving safety tests and ticket sale statistics.

EVALUATION15