Final ReportGonzaga University

Spokane, WASpring 2012

Table of ContentsExecutive Summary....................................................................................................................................6Overview.....................................................................................................................................................7

Mission....................................................................................................................................................7Goals........................................................................................................................................................7

Message......................................................................................................................................................9Slogan..........................................................................................................................................................9Theme.........................................................................................................................................................9Market Research.......................................................................................................................................10

Objectives..............................................................................................................................................11Respondent Profile................................................................................................................................11Target Market Insights...........................................................................................................................12Support Campaign Strategy Formation.................................................................................................13Research Results....................................................................................................................................15

Awareness of the 2012 Honda Civic Coupe.......................................................................................15Purchase Consideration.....................................................................................................................16Honda as a Cool Brand.......................................................................................................................17Honda as a Cutting Edge Brand..........................................................................................................18Experience and Familiarity.................................................................................................................19Attributes of the 2012 Honda Civic Coupe.........................................................................................20Enjoyment of the Civic Block Party....................................................................................................22

Summary...............................................................................................................................................23Focus Group Summary..........................................................................................................................24Zaltman Metaphor Elicitation Technique (ZMET) Summary..................................................................25

Event Planning and Implementation........................................................................................................26Objectives..............................................................................................................................................27Block Party Logistics..............................................................................................................................27Advertising at Event...............................................................................................................................28Event Entertainment.............................................................................................................................29

Event Entertainment: DJ Austin Miller...............................................................................................29Event Entertainment: Bomb Squad Performance..............................................................................29

Activities................................................................................................................................................30The Honda Challenge.........................................................................................................................30What’s the ‘Ride’ Answer?.................................................................................................................31Forza 4 Challenge...............................................................................................................................31Tricycle and Mini Bicycle Races..........................................................................................................32

Donors and Prizes..................................................................................................................................33David’s Pizza and Rockstar.................................................................................................................33Zag Shop............................................................................................................................................33Sonic and Pita Pit...............................................................................................................................33Foursquare........................................................................................................................................33Mr.Tux...............................................................................................................................................33

Donate your Change at the Civic Block Party.........................................................................................34Summary...............................................................................................................................................35

Advertising................................................................................................................................................36Objectives..............................................................................................................................................37Overview...............................................................................................................................................37

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Timeline.................................................................................................................................................38The Wall.................................................................................................................................................39Print Car Advertisements.......................................................................................................................40Print Event Advertisements...................................................................................................................42Event Banner.........................................................................................................................................44Stakes....................................................................................................................................................45Morning Mail.........................................................................................................................................46Whiteboards..........................................................................................................................................46Viral Video.............................................................................................................................................47Social Media..........................................................................................................................................48

Facebook...........................................................................................................................................48Twitter...............................................................................................................................................50Foursquare........................................................................................................................................51Pinterest............................................................................................................................................52Instagram...........................................................................................................................................53Bitly: Track Links................................................................................................................................54Crowdbooster....................................................................................................................................55

Summary...............................................................................................................................................56Public Relations.........................................................................................................................................58

Objectives..............................................................................................................................................59Overview...............................................................................................................................................59Press Releases.......................................................................................................................................59Media Kit...............................................................................................................................................60Gonzaga Bulletin Articles.......................................................................................................................60GU News................................................................................................................................................60Storify....................................................................................................................................................60Impressions...........................................................................................................................................61

Print Media Impressions....................................................................................................................61Online Media Impressions.................................................................................................................61GUTV.................................................................................................................................................61

Philanthropy and Service Partnership: Donate Your Change.................................................................62Gonzaga Basketball................................................................................................................................63GEL Weekend Presentation...................................................................................................................63Summary...............................................................................................................................................64

Budget Analysis.........................................................................................................................................65Campaign Strategy and Implementation...............................................................................................66Advertising.............................................................................................................................................66Public Relations.....................................................................................................................................66Reports and Presentations....................................................................................................................66Market Research...................................................................................................................................66

Conclusion.................................................................................................................................................73Appendices................................................................................................................................................74Appendix A: Market Research Pre-Campaign Survey................................................................................75Appendix B: Market Research Post-Campaign Survey..............................................................................83Appendix C: Statistical Key Term Glossary................................................................................................92

Statistical Key Term Glossary.................................................................................................................93P-Value..............................................................................................................................................93DF......................................................................................................................................................93

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T.........................................................................................................................................................93Chi-Square.........................................................................................................................................93

Appendix D: Gender Specific Findings.......................................................................................................94Gender Specific Findings: Pre and Post Campaign.................................................................................95

Attributes...........................................................................................................................................95Experience and Familiarity.................................................................................................................96Purchase Consideration.....................................................................................................................97Cool and Cutting-Edge Brand.............................................................................................................98

Appendix E: Focus Group........................................................................................................................100Introduction.....................................................................................................................................101Standard Focus Group Questions....................................................................................................101Conclusion.......................................................................................................................................102Focus Group Notes..........................................................................................................................102

Appendix F: ZMET...................................................................................................................................105Introduction.........................................................................................................................................106An Evaluation of Vehicles in General...................................................................................................106An Evaluation of the Honda Brand......................................................................................................106An Evaluation of the 2012 Honda Civic Coupe.....................................................................................107Advertising...........................................................................................................................................107Conclusion...........................................................................................................................................108Alexandra Tallas ZMET.........................................................................................................................108

Appendix G: Event Day Pictures..............................................................................................................113Civic Block Party...................................................................................................................................114Sponsors..............................................................................................................................................115Prizes...................................................................................................................................................115Crew....................................................................................................................................................116Crew T-shirt Design..............................................................................................................................116

Appendix H: Advertising Samples on Campus.........................................................................................118Flyer Placement...................................................................................................................................119Print Event Table Tents........................................................................................................................119Print Event Handouts...........................................................................................................................120Rockstar Fliers with Balloons...............................................................................................................120Banner Placement...............................................................................................................................120Music Example.....................................................................................................................................121Male Example......................................................................................................................................121Female Example..................................................................................................................................122Whiteboard Example...........................................................................................................................122Campus Map........................................................................................................................................123Stake Map............................................................................................................................................123

Appendix I: Social Media.........................................................................................................................124Foursquare Examples..........................................................................................................................125Bitly Facebook Clicks............................................................................................................................126Top Retweeters...................................................................................................................................127Follower Growth..................................................................................................................................127

Appendix J: Public Relations Media Kit...................................................................................................128Introduction:........................................................................................................................................129Fact Sheet............................................................................................................................................130Backgrounder......................................................................................................................................131

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Appendix K: Pre Campaign Gonzaga Bulletin Article...............................................................................140Appendix L: Post Campaign Gonzaga Bulletin Article..............................................................................144Appendix M: GU News Article.................................................................................................................147Appendix N: Storify.................................................................................................................................150Appendix O: Reports...............................................................................................................................155

Market Research Report......................................................................................................................156Campaign Brief....................................................................................................................................160Public Relations Results Report...........................................................................................................182Campaign Results Report.....................................................................................................................197

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Executive Summary

The Driven Mind marketing agency strategically planned and implemented a marketing campaign, targeted at Gonzaga University undergraduates, to promote the 2012 Honda Civic Coupe. Keeping within the $3,000 budget set by Honda, Driven Mind used only $2,104.15, leveraged to deliver an overall campaign value of $22,710.45. The campaign culminated in the Civic Block Party on April 13, 2012. Driven Mind raised awareness of the 2012 Civic Coupe, and perceptions of Honda as a “cool” and “cutting-edge” brand among the Gonzaga target market.

Based on pre-campaign research, Driven Mind created the Civic Block Party campaign with a My GU Civic Coupe theme and a #whataride slogan. The My GU Civic Coupe theme was intended to reflect the relationship people have with their vehicles while highlighting the personal and customizable nature of the Honda Civic Coupe. The #whataride slogan was inspired by the moments and memories that connect people to their vehicles and incorporated a hashtag to inspire Twitter users and appeal to the social media-savvy target demographic of college students. It was introduced to the Gonzaga student body gradually, with impressions building as the event neared.

Advertisements were strategically placed around the Gonzaga campus targeting different demographics within the Gonzaga target market while a full slate of social media tactics were used simultaneously to reinforce impressions made on campus. Advertisements aimed to first generate recognition of the brand and the 2012 Civic Coupe in the minds of Gonzaga students, and then connect that association with the Civic Block Party. Driven Mind used a variety of print, video, and social media marketing tactics in the campaign to generate a total of 3,476,294 overall impressions with a value of $11,307.19, as compared to a cost of only $582.21.

The Civic Block Party featured interactive games, free pizza and Rockstar, and live entertainment to draw 773 students to the four 2012 Honda Civic Coupes at the event. Games highlighted features of the 2012 Civic Coupe that students had indicated as most important in pre-campaign research.

The Civic Block Party also featured Driven Mind partnership with Union Gospel Mission Motors. Attendees donated a total of $152 to the nonprofit, which provides vehicles and vehicle services to families who otherwise could not afford transportation. Driven Mind felt the partnership with Union Gospel Mission Motors was consistent with both Honda’s and Driven Mind’s commitment to the community while keeping in line with the campaign vehicle theme.

Public Relations efforts generated 2 articles in the Gonzaga Bulletin, as well as a valuable partnership with the GU News service and GUTV. Total impressions generated through external media coverage of the campaign were 23,341, with an equivalent advertising value of $360.00.

In summary, Driven Mind successfully used advertising, public relations, and event planning strategy and tactics to generate external media coverage, obtain sponsors, garner attention, and increase awareness of the campaign and Civic Block Party. With 773 people attending the event and perceptions positively changed across the board, the Driven Mind marketing campaign for the 2012 Honda Civic Coupe clearly made a lasting impact on the Gonzaga target market.

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Overview

Mission

The mission of Driven Mind is to promote the 2012 Honda Civic Coupe to Generation Y, 18-25 year old high school and college students, combining young and fresh ideas with knowledge of today's social consumer to provide unique peer-to-peer marketing solutions.

Goals

Raise target market perception of Honda as a cutting-edge, cool brand.

Develop an integrated marketing communications plan to increase purchase consideration of the Honda Civic Coupe among the Gen Y target market.

Generate buzz by creating a viral pass-along that educates consumers on the benefits of the Honda Civic Coupe.

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Matthew Cassinelli

Robbie Ptaszynsk

i

Katie Wendelin

Katie Talboy

Matt Hiltachk

Irene Narciso

Cara Paganini

Madeline Maier

Megan Boland

Nicholas Boucher

Katelyn Loomis Kristina

Wick

Amelia Radford

Madeline Parker

Aubrey Giordano

Communications Director

Public Relations Director

AdvertisingDirector

Project Coordinator

Promotions Director

Market Research Director

Message

Driven Mind’s campaign relayed the message that the Honda Civic Coupe is the ultimate, customizable vehicle for Generation Y because it allows the driver to personalize the car to be an extension of him/her while still being cool and fun to drive.

Slogan

What a Ride (#whataride)

The key slogan of the campaign was “what a ride.” The message had a dual meaning for the 2012 Honda Civic Coupe and the Generation Y target market. First, “what a ride” emphasized the entire experience a driver has with his/her vehicle as a synergy of features and benefits. Initial Driven Mind research showed that fuel economy and safety are very important to the Generation Y target market when searching for a new vehicle. However, even though these are major factors in a purchase decision, the driver still wants to have the experience of a cool, fun to drive vehicle. “What a ride” is the desired response from a driver after experiencing the Honda Civic Coupe firsthand, particularly its sleek and sporty style, high-tech features and personalizable options.

Second, the slogan encompassed events throughout the driver’s life where he/she experiences that same “what a ride” effect, from “what a ride” college has been to “what a ride” the future will be. The goal for the slogan was for the Generation Y target market to see the Honda Civic Coupe as the vehicle that has the features that are most important while still being cool to drive.

Theme

My GU Civic Coupe

The overall theme of the promotion was My GU Civic Coupe. The emphasis on “my” in My GU Civic Coupe was designed to emotionally resonate with members of the target market who recognize the personal relationship each driver has with his/her car while showcasing the customizable options offered by the Honda Civic Coupe. Including “GU” in the theme aimed to localize the campaign to the target market and used the abbreviation for Gonzaga University in order to fit into social media character limits. Personalizing a vehicle is something that every driver does, from adding a decal to the back window and a custom license plate cover to a high-end sound system or body kit. Drivers literally transform their cars to become further extensions of themselves. Personalization especially is facilitated in the Honda Civic Coupe through features such as the i-MID dashboard and Bluetooth systems. The goal for the theme was for the Generation Y target market to recognize what a ride the 2012 Honda Civic Coupe could be if they owned one and how each driver could make it his/her own. This theme was integrated into the advertising, social media, and promotional event.

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Market Research

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Objectives

Measure the target market’s awareness of the 2012 Honda Civic Coupe.

Measure the target market’s perception and purchase consideration of the 2012 Honda Civic Coupe.

Identify the target market’s interests, behaviors, and needs in relation to purchasing vehicles.

Measure the effectiveness of the “My GU Civic Coupe” promotional campaign (comparing pre- and post- research results).

Collect at least 400 complete survey responses from the Gonzaga University student population for both the pre- and post-campaign data collection initiatives.

Respondent Profile

The pre- and post-campaign surveys, administered online via SurveyMonkey, were distributed through email to the entire undergraduate population of 4,805 students at Gonzaga University. The pre-campaign survey collected 709 individual responses and 657 fully completed surveys, which represented 14.76% of the campus population. Survey respondents were 68.5% female and 31.5% male, as compared to a campus gender distribution that is approximately 54% female and 46% male. Respondent ages ranged from 18-30, with 93.5% falling within the ages of 18-22. The sample was fairly well distributed across class cohorts; specifically, 22.1% respondents were freshman, 20.5% were sophomores, 23.8% were juniors, and 31.9% were seniors.

For the post-campaign research, there were 782 individual responses and 711 fully completed surveys collected. This sample represented 16.27% of the campus undergraduate population. Survey respondents were 68.2% female and 31.8% male. Respondent ages again ranged from 18-30, with 95.9% falling within the ages of 18-22. The sample was again representative of all four class cohorts, as 23.6% of the respondents were freshman, 23.6% were sophomores, 24.3% were juniors, and 27.6% were seniors. [Refer to Appendix A and B, which begin on page 75 and 83, to view pre and post surveys]

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Target Market Insights

The designated target market for the campaign is undergraduate students at Gonzaga University. The following summary provides an accurate reflection of this population.

The pre-campaign survey results showed that 59% of the undergraduate students at Gonzaga are unaware of the 2012 Honda Civic Coupe.

The pre-campaign survey also revealed that undergraduate students at Gonzaga University were very neutral in their perception of Honda as a “Cool” and “Cutting-Edge” brand. Research has also shown, for this population, there is a positive correlation between the perception of "coolness" and purchase intent.

The sample from the pre-campaign survey rated the following top three attributes of the 2012 Honda Civic Coupe as follows: 1) technology, 2) fun to drive, and 3) interior styling.

When looking to purchase a new vehicle undergraduate students at Gonzaga University ranked the following attributes from most important to least important: fuel economy, safety, performance, styling, technology, and brand name.

The pre-campaign data also revealed the price range undergraduate students at Gonzaga University would consider when purchasing a vehicle. A total of 46% of the sample selected under $15,000 and 30% selected the $15,000 - $20,000 range. The 2012 Honda Civic Coupe falls within the $15,000 - $25,000 range.

All pre-campaign survey respondents were asked, “Which of the following body styles would you consider when purchasing your next vehicle?” This question was developed to quantify the current perception of different vehicle body styles among the target market. A total of 36% of males surveyed selected coupe (2 door) with the most males selecting a sedan (4 door) at 59%. A total of 17% of females surveyed selected coupe (2 door) with the most females selecting sedan (4 door) at 69%. According to this data, males are more likely to consider purchasing a coupe. The distribution is as follows:

Cross Over Coupe Sedan Hatchback Station Wagon Truck SUV

Male 23% 36% 59% 25% 11% 28% 39%

Female 19% 17% 69% 16% 12% 16% 46%

According to pre-campaign research, 61.8% of students find out about campus events through Flyers, Posters or Banners, 51.5% use The Wall, an outdoor advertising outlet, 74.8% use and 37% read The Gonzaga Bulletin to find out about events.

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Support Campaign Strategy Formation

Driven Mind’s Market Research team uncovered several significant findings that directly impacted campaign strategy formation. These findings came from the implementation of the pre-campaign survey, a focus group study, and a Zaltman Metaphor Elicitation Technique (ZMET) analysis.

Pre-campaign survey results indicated that gender-targeted advertising should be included in the campaign. Specifically, the pre-campaign research showed that females were less aware of the Honda Civic Coupe, but they were more likely to purchase the vehicle. It was decided that targeting females would be highly effective in terms of meeting Honda’s objectives.

The data from the focus group also gave many important insights into the campaign’s formation. The focus group revealed that students were very interested in music videos and experiences in regards to sharing something on a social media network. This led the advertising department to do several things. First, the viral video Driven Mind produced featured the popular song “Deadbeat Summer” by Neon Indian. The popularity of this song and the lack of its own viral music video contributed to the virality of Driven Mind’s promotional video because the song could then be associated with Driven Mind’s video. Second, the focus group participants emphasized the importance of their experiences. The Advertising department used this knowledge to develop statements such as “My Getaway”, “My Bestie”, and “My Friend” to relate the car to experiences students have. A few of the “My” statements were directly pulled from the focus group and ZMET analysis, while others were created by Driven Mind to link experiences to key attributes of the 2012 Honda Civic Coupe. This created a strong emotional connection between the viewer and the advertisement. Third, a reoccurring theme that presented itself in the focus group was that “cool” things are classic and do not go out of style. This greatly impacted the classic styling of the event posters and flyers.

Participants of the focus group commented that “cool” for them was when things are efficient, such as technology, and experiencing things they are interested in. For example, if a person is interested in music, attending a music festival with friends allows them to gain an experience that relates to their interests. “Cool” is all about life experience in conjunction with personal interests. The focus group revealed one of the biggest factors in purchase consideration is whether the person could see him or herself driving the vehicle. Consumers must be able to relate previous personal or future experiences to the vehicle they are considering. Three of the Civic Coupes present at the event contained items that members of the target market would relate to, so that they might envision themselves carrying a snowboard and pair of skis in the rear of the car or a trunk full of shopping bags from favorite stores such as Lululemon and Apricot Lane.

Another experience many students at Gonzaga University are familiar with is long car rides, whether driving home to Seattle, Portland, Boise or Sacramento or driving down to Las Vegas for the West Coast Conference Basketball Tournament. The concept of fuel economy was also a concern of students in the focus group. The Civic Block Party game “What’s the Ride Answer?” was able to showcase the fuel economy of the Honda Civic Coupe as well as help students envision themselves driving back home or to the tournament.

In addition, experiencing a vehicle firsthand is a very important part of the purchase decision process. “The Honda Challenge” activity at the Civic Block Party allowed event attendees to interact with the Coupe and discover all the technology the vehicle has to offer. “The Honda Challenge” gamified the new

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car shopping process for the students and got students in the car and interacting with it. It created an atmosphere very different from that of an automobile showroom. The participants learned everything a car salesperson would educate them about but without the pressure of the dealership environment. This created a positive atmosphere, and event attendees walked away knowing more about the car and feeling good.

At the event, Driven Mind implemented peripheral messaging to increase the perception of Honda as a cool brand. This can be seen specifically in the “Honda Cool Refreshments Station.” Driven Mind also sought out specific sponsors such as Rockstar and Xbox that are considered cool by Gen Y. The Forza 4 featuring My GU Civic Coupe game specifically utilized “cutting edge” and “cool” technology with a wireless racing wheel. Not only did this positively impact the perception of Honda as a “cool” and “cutting-edge” brand, but also any student that was familiar with how to drive was able to experience driving the vehicle.

To further increase perception of Honda as a “cutting edge” brand, Driven Mind implemented the feedback from the focus group when giving students tours of the car. The focus group revealed that “cutting-edge” are things that can be integrated into everyday life easily. One student described cutting-edge as “once I have it I wonder how I did things before without it!” This led Driven Mind to highlight specific simple technology attributes such as the ability to sync a smartphone with the car. Being able to use one’s phone, access the phonebook, and control the music hands-free were attributes that were emphasized at the event when attendees sat in the car. This left many participants leaving with a “How do I do things without this?” attitude.

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Research Results

[Refer to Appendix C, which begins on page 92, for statistical key term glossary]

Awareness of the 2012 Honda Civic Coupe

The designated target market for the campaign was undergraduate students at Gonzaga University. The pre-campaign survey results showed that 41% of the undergraduate students at Gonzaga were aware of the 2012 Honda Civic Coupe. As a result of the campaign, awareness increased to 67% among undergraduate students at Gonzaga. This increase in awareness is statistically significant (t = 9.086, p < .001).

In the pre-campaign survey, male respondents were significantly more aware of the 2012 Honda Civic Coupe than were female respondents, with 55% of males being aware as compared to only 45% among females (Chi-square = 17.811, df = 624, p < .001).

While means increased significantly for both, there was still a significant difference between males and females in terms of awareness (Chi-square = 8.176, df = 634, p = .004).

Post campaign research results show that 73% of males and 62% of females on campus are now aware in comparison to 54% of males and 36% of females previously.

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Purchase Consideration

The pre- and post-campaign surveys asked respondents to rate their level of purchase consideration toward the Honda Civic Coupe on a six-point scale, with 1 = “I definitely would not consider one” to 6 = “I would buy one.” The pre-campaign data shows the average Gonzaga student had a mean value of 2.57 on this scale, while the post campaign data shows an increase in the mean value to a 2.85. This increase in purchase consideration is statistically significant (t = 3.169, p = .002).

The post campaign data shows that females still had a significantly higher level of purchase consideration (t = 4.152, p < .001).The female and male means for post-campaign purchase consideration were 3.02 and 2.55 respectively. The post campaign data shows that females still had a significantly higher level of purchase consideration (t = 4.152, p < .001).The female and male means for post-campaign purchase consideration were 3.02 and 2.55, respectively. [Refer to Appendix D, which begins on page 94, for further gender analysis]

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Honda as a Cool Brand

To test perception of Honda as a cool brand, Driven Mind’s survey asked respondents to rate their level of agreement with the statement: “Honda is a cool brand” on a five-point scale anchored by 1 = “strongly disagree” and 5 =“strongly agree.” The pre-campaign data shows that undergraduate students at Gonzaga University were generally neutral on the statement “Honda is a cool brand.” The mean score was 3.07.

After the campaign, the mean increased to 3.24, indicating that the Gonzaga undergraduate population views Honda as more cool than they did prior to the campaign. This increase is statistically significant (t = 2.705, p = .007). Both females’ and males’ perceptions of Honda as a cool brand increased significantly as a result of the campaign. [Refer to Appendix D, which begins on page 94, for further gender analysis]

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Honda as a Cutting Edge Brand

Similar to Gonzaga undergraduates’ perception of Honda as a cool brand, in the pre-campaign survey, the average rating of Honda as a cutting-edge brand was neutral, with a mean score of 3.24 on a five-point scale. The post-campaign mean rating increased to 3.35, suggesting that Gonzaga students now perceive Honda as more cutting edge than before. This increase is statistically significant (t = 2.204, p = .028). Female respondents rated Honda as more cutting edge than did male respondents. [Refer to Appendix D, which begins on page 94, for further gender analysis]

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Experience and Familiarity

Driven Mind added to the pre- and post-campaign surveys the question, “What is your level of experience/familiarity with the 2012 Honda Civic Coupe?” with responses on a 6-point scale where 1 = “I have heard of it but never seen one” and 6 = “I own one.” This question was asked in addition to the awareness question to more precisely identify students’ level of awareness with respect to the 2012 Honda Civic Coupe. The pre-campaign survey results showed a mean response of 2.0, indicating low overall experience and familiarity. The post-campaign results showed a significant increase in the mean to 2.68 (t = 9.52, p < .001). Thus, the campaign was successful in increasing overall experience and familiarity with the Honda Civic Coupe.

Those who attended the event had a significantly higher mean score on experience with the 2012 Honda Civic Coupe. The mean score for experience for those who did not attend the event was 2.38 while those who did attend the event had a mean score of 3.54. This difference is statistically significant (t = 10.455, p = <.001).

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Attributes of the 2012 Honda Civic Coupe

Respondents were asked to rate the Honda Civic Coupe on several attributes on a five-point scale from 1 = “Very Poor” to 5 = ”Very Good,” with an option for “Don’t Know.” The following chart compares the pre- and post-campaign results. The mean scores for Safe, Technology, and Sporty were rated the highest in both the pre-campaign and post-campaign data set. The importance of the attributes Sporty, Fun to Drive, Exterior Styling, Interior Styling, and Coolness all increased at a significant level (t values range from 2.389 to 3.591, p values from <.001 to .017). The attribute Safe also increased, with the difference approaching significance (t = -1.716 p = .087). Although the mean importance rating of Technology also increased, this difference was not statistically significant. The attributes Coolness, Exterior Styling, and Fun to Drive showed the largest increase in overall ratings with mean differences of .434, .358, and .354, respectively.

The post-campaign research also shows male and female respondents rated Safety, Fun to Drive, Technology and Sporty in the same order of significance when rating their perception of the 2012 Honda Civic Coupe’s attributes. Females, however, reported higher mean scores for each of the attribute ratings. It should be noted that, for female respondents, Fun to Drive moved from the 4th highest rated attribute in the pre-campaign data to the 2nd highest rated attribute in the post-campaign data. Refer to Appendix D, which begins on page 94, for further gender analysis]

The research results display that the Honda Civic Block Party significantly impacted a number of the 2012 Honda Civic Coupe attributes and awareness of the vehicle itself.

The following graph represents the attribute means based upon whether the respondent attended the event or not. While the means for all of the 2012 Honda Civic Coupe attribute ratings increased at a significant level in the sample overall, three attribute ratings appear to have been additionally impacted by respondents’ attendance at the event. The ratings for both Sporty (t = 2.588, p = .01) and Coolness (t = 2.449, p = .015) were significantly greater among event attendees than non-attendees. It should also be noted that Exterior Styling had a marginally significant mean difference between the groups (t =

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1.833, p = .068). The lack of significant differences between attendee and non-attendee mean ratings on the other four attributes should not be taken negatively. This means the campaign as a whole was tightly integrated and highly effective at improving perceptions of the Honda Civic Coupe throughout.

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Enjoyment of the Civic Block Party

The post campaign survey asked respondents who attended the Civic Block Party their level of agreement with the statement “I enjoyed the Civic Block Party” with 1 = ”strongly disagree” to 5 = ”strongly agree.” The mean score was 3.99. The graph below represents the findings, with 72% of respondents reporting that they enjoyed the Civic Block Party.

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Summary

Overall, the campaign designed and implemented by Driven Mind was highly effective. The campaign increased awareness, experience, purchase consideration, and perception of Honda as a cool and cutting edge brand, all at a statistically significant level. The market research team also achieved all of its objectives. The research results show the following:

● Awareness of the 2012 Honda Civic Coupe increased from 41% to 66% on campus.

○ Females awareness moved from 36% to 62%

● The purchase consideration mean score increased from 2.57 to 2.85.

● The mean score for perception of Honda as a “cool brand” increased significantly from 3.07 to 3.24.

● The mean score for perception of Honda as a “cutting edge brand” increased significantly from 3.24 to 3.35.

○ The campaign was very successful in increasing perception of Honda as a cutting-edge brand among females.

● The mean scores for the 2012 Honda Civic Coupe attributes, Technology, Sporty, Safe, Fun to Drive, Exterior Styling, Interior Styling, and Coolness, all increased at a significant level.

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Focus Group Summary

The focus group was conducted on March 21st and was comprised of eight students, specifically seven females and one male. The focus group lasted for approximately one hour and the results proved to be beneficial to the campaign. The focus group addressed the topics of what is “cool” and “cutting-edge,” experience with vehicles, the Honda brand, social media usage, and events on campus. The following is a list of key findings:

● The participants said “cool” things are “old school” and do not go out of style. In addition, “cool” things are seen as efficient.

● The participants related “coolness” to life experiences paired with their personal interests.

● The participants discussed how “cutting-edge” is being cool first or a trendsetter. Things that are “cutting-edge” are easily integrated into everyday life.

● The participants discussed vehicles that “catch their attention” because they are unique and “just different enough.” Participants expressed that they are attracted to vehicles that they could see themselves driving.

● All members of the focus group associated their vehicles with meaningful life experiences.

● Honda was generally associated with efficiency and good gas mileage.

● Participants expressed the main function of social media platforms, such as Facebook and Twitter, for them is to stay connected with friends and family members.

● The participants explained that events they attend are ones that “everybody is going to.” Additionally, events that have activities, music, and free food they will most likely attend.

[Refer to Appendix E, which begins on page 100, for full focus group notes]

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Zaltman Metaphor Elicitation Technique (ZMET) Summary

The purpose of conducting a ZMET interview and analysis is to uncover deeply stored and unconscious thoughts and feelings about the topic. How people process and react to information or a stimulus is how these unconscious feelings and thoughts manifest themselves. This research method can be used in a marketing situation to aid marketers in communicating more effectively with consumers.

For the study, one participant, a Honda owner, was asked to gather a set of pictures that represented her thoughts and feelings about vehicles in general and another set that represented Honda as a brand. The ZMET allowed Driven Mind to dig deeper into the subconscious of a Honda owner and gave us results that showed a very strong loyalty to the Honda brand, with emphasis on safety features and a personal connection to the vehicle. By conducting the ZMET, the market research team was able to gather helpful information that was used later to develop advertisements. Specifically, the market research team took words and phrases that the participant associated with Honda and then used those specific words within the advertisement. The information collected from the ZMET was consistent with the focus group results. [Refer to Appendix F, which begins on page 105, for full ZMET study notes]

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Event Planning and Implementation

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Objectives

The Civic Block Party served as the culminating experience of Driven Mind’s marketing campaign for the 2012 Honda Civic Coupe. The three primary objectives for the Campaign Strategy and Implementation Department were all met:

Attract approximately 800 students total from both on and off campus housing

Acquire a minimum of three Civic Coupes for the event

Create fun, interactive games in order to increase product interactions

Block Party Logistics

The Civic Block Party was held on Friday, April 13th, on the 700 Block of E. Boone Avenue from 11 A.M. to 3 P.M. This location hits major thoroughfares that both on and off campus students traverse every day and is located close to residence halls and the campus dining facility. The use of the street for the Civic Block Party was acquired through an application process with the City of Spokane. All parameters and safety measures were met, with easy access for fire trucks made possible and proper barricades in place at both ends of the street. Signatures from nearby residents and faculty within university buildings were also acquired as part of the application process. Various departments of the university were all made aware of and gave clearance for the event to take place.

In order to receive free food and drink as well as participate in the games, a blue wristband was handed out at the entrance to the event. The wristband distribution booth was placed as far away from the food as possible, so attendees who came solely for free David’s Pizza had to walk past every Civic Coupe and the games available to pique their interest.

Four Civic Coupes were acquired and spaced out along the street. Two vehicles were set up near the entrance to the event and were used by a Driven Mind team member to “show” cars to attendees by giving each party a dealer-style “walk-around.” The doors, trunk, and hood were popped open, to allow everyone to get a feel for the Coupe, inside and out. The cars were also labeled with facts about the vehicle. To highlight the ample trunk space of the Civic Coupe, one of the trunks made use of the 60/40 rear split-back seating by placing a set of skis and a snowboard in back. In another Coupe, tote bags and Apricot Lane shopping bags were placed in the trunk, showing how the trunk space could be used effectively by both men and women. Another Coupe was used for the Honda Challenge at the center of the street, where students raced around inside of the car searching for key features about the Coupe. The fourth car served as the site for the Forza 4 Xbox racing game featuring the 2012 Honda Civic Coupe. Three of the vehicles were acquired through EdVenture Partners, while the fourth was provided by a local dealership.

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Event Layout

Advertising at Event

The advertising department had a key role in promoting the Civic Block Party and their work helped breathe life into the party on the event day.

An effective form of advertising that was executed the day of the event was chalking. Throughout the middle of campus and on all major pathways, chalk was used to create a look of a road leading up to the event on 700 E. Boone. Chalk was also used to make announcements about the event and where it was held, and chalked arrows directing traffic to the event location. The weather on the day of the event was beautiful, so there was no worry about the chalk getting washed away. It was visible all day to students walking through the center of campus. The advertising team also tied balloons and fliers to 20 individual cans of Rockstar Energy Drink, one of the event donors, and placed them around campus to further garner attention and excitement for the Civic Block Party.

In order to keep Honda branding frequently within eyesight of the target market and event attendees, the advertising department created four large cardboard cutouts of the Honda logo wrapped in aluminum foil. These logos were hung over each of the trash cans to designate where trash could be thrown away and kept the event clean. The foil caught the sunlight making it obvious to individuals that the event centered around Honda. Capitalizing on that idea, one of the aluminum-covered Honda logos was attached to a giant helium-filled balloon flown above the event on a one hundred foot long pennant rope. This aerial stunt was used to elicit attention across campus. Large Civic Block Party signs also stood at each end of the street highlighting entry routes.

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Event Entertainment

Elements were integrated at the Civic Block Party that would provide individuals with the ability to hang out with their friends, enjoy themselves, and become aware of the benefits of owning a Honda Civic Coupe. Austin Miller, who acted as the DJ, helped provide an inviting environment for those present and attracted the attention of students who were passing by to come and find out what the Civic Block Party was. The DJ occasionally played music from the viral videos that featured the Honda Civic Coupe, an element that stood out to students who followed the social media campaign. The Bomb Squad, a student-led hip hop dance club that performs at men’s and women’s basketball games and at Gonzaga community events, performed twice at the Civic Block Party. The group is well-known among the student body and integrated songs popular with the students to their dance routine. Keeping in mind that students may not participate in the events that would properly educate them on the benefits of owning a Honda Civic Coupe, two group members took on the roles of car salesmen at the event. They wore tuxedos with blue vests, provided by Mr. Tux, which allowed them to stand out from the crowd.

Event Entertainment: DJ Austin Miller

Event Entertainment: Bomb Squad Performance

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Activities

At the event there was an assortment of activities people could participate in with the purpose of earning tickets which they could use towards prizes from the prize booth. The purpose of the games was to educate people on the benefits of being an owner of a Honda Civic Coupe versus any other type of vehicle. The activities highlighted the benefits that any conscious consumer would appreciate having. The games people could participate in were the following: The Honda Challenge, “What’s the ‘Ride’ Answer?”, Forza 4 Challenge featuring the 2012 Civic Coupe, and Tricycle Races.

The Honda Challenge

The purpose of this activity was to get individuals into the Honda Civic Coupe to get a feel for the interior of the car and learn about the features of the vehicle. All cars had ten mini posters inside highlighting features that would be relevant to potential buyers. Participants were each given a paper with four questions regarding the features of the car, and had to find the answers to those questions within one minute. Those that successfully found the answers were awarded with two tickets while those who fell short were only given one ticket for participating. As previously mentioned by market research, the Honda Challenge was a success because it taught students about the car without them feeling pressured to learn something. The learning process was achieved organically and in a fun manner.

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What’s the ‘Ride’ Answer?

Attendees spun a wheel to land on a number corresponding to a city within the United States. The individual had to guess how much it would cost them to drive from Spokane, WA, to that city in a 2012 Honda Civic Coupe. A map at the booth identified the mileage from Spokane to each city and helped participants visually see the distances. The cost figures came from gasbuddy.com, where a driver can select a vehicle and the site provides directions to a location, as well as the cost of the gas. If the participant’s guess was within $10 of the correct amount, he or she received two tickets to exchange for prizes. If the guess was within $20, he or she received one ticket.

Forza 4 Challenge

For this activity there was a 32 inch flat screen television placed in the trunk of one of the Honda Civic Coupes and connected to an Xbox. Attendees were invited to play the Forza 4 game with a wireless racing wheel controller to simulate the experience of driving the car. They actually raced a Honda Civic Coupe around a course to try to get the best track time. Since attendees could not actually drive the Civic Coupe, playing the game was the next best thing in terms of giving them a hands on experience. The fastest lap times were tracked on a leaderboard and the individual who possessed the first place slot at the end of the event was awarded with an Xbox prize pack including a game, headset, message pad, and 12 month Xbox Live subscription. These prizes were donated by Microsoft.

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Tricycle and Mini Bicycle Races

The races allowed people to participate in a fun activity while still keeping the Honda Civic Coupe present. Two Honda Civic Coupes were modeled out of cardboard and painted with the words “#whataride” and “The Honda Civic Coupe” as a way to keep the car present in the mind of those that participated and looked on. Two people could race at a time and had to ride a child’s bicycle or tricycle while wearing one of the cardboard cars. Participants rode fifteen feet, turned, and came back to the start. The individual that crossed the finish line first was awarded with two tickets while the other was only given one ticket.

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Donors and Prizes

David’s Pizza and Rockstar

To attract Gonzaga students to the Civic Block Party, David’s Pizza brought their branded fire truck to distribute free pizza from 11am to 1pm. David’s Pizza recently moved away from its popular location near campus, making it a desirable donor at the event. Next to the David’s Pizza truck was the distribution of Rockstar energy drinks. Rockstar is a well-known brand among the Gen Y target market and several Gonzaga students are brand representatives. The Rockstar products available at the prize booth consisted of hats and stickers, while the energy drinks themselves were handed out for free.

Zag Shop

One of the highlights of the Civic Block Party prize booth was a fifty dollar gift card donated by the Zag Shop. This prize was included because Zag gear is always popular and can be acquired easily by visiting one of the two Zag Shops on campus.

Sonic and Pita Pit

Other donors present at the event were Sonic and Pita Pit, popular near campus eateries. As donors, each company donated a variety of coupons to be given away as prizes for the event. This attracted students to the event because they were able to participate in the games offered at the Civic Block Party and win coupons. These coupons were directed at attracting Gonzaga students because of the close-to-campus location of each donor and the popularity of the product each donor offers.

Foursquare

Foursquare, an up-and-coming social media tool among Gonzaga students, was also promoted at the Civic Block Party. Driven Mind worked with Foursquare to allow attendees to “check-in” at the event, earn extra “check-in” points, post photos, and leave comments about the event for their Foursquare friends to see. Participants at the event were also able to “check-in” at each Honda Civic Coupe, increasing their chances of winning a prize through the online site. Foursquare also donated items such as magnets, stickers, and Foursquare branded t-shirts for the prize booth.

Mr.Tux

Because Gonzaga’s Senior Ball was closely approaching, Mr. Tux agreed to donate to the Civic Block Party. Two of the Driven Mind team members wore tuxedos from Mr. Tux to differentiate themselves from students and attract attendees to ask about the vehicles.

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Donate your Change at the Civic Block Party

The Public Relations department was in charge of the Union Gospel Mission Motors booth at the event. In the week leading up to the Civic Block Party, students were encouraged to donate their spare change to UGM Motors, a local nonprofit who helps low income families acquire vehicles and automotive services at little to no cost. This booth was present during the duration of the event for attendees to donate to the cause.

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Summary

The three primary objectives for the event were all met. 728 wristbands were distributed to attendees. In addition, an estimated 50 students attended the event without receiving a wristband. The objective of requiring a minimum of three Civic Coupes for the event was exceeded by one vehicle, with a total of four Civic Coupes making an appearance. The games created to increase product interactions were a big hit among the event attendees. All of the prizes were given away at the event, with only a handful of coupons left over.

Overall, the event was a huge success. By the time the event kicked off at 11 A.M., students were already lining up to get wristbands, and the street eventually was filled with people busy playing the games and receiving prizes. Students really enjoyed the games, especially “What’s the ‘Ride’ Answer?”, requiring the Driven Mind team member running the activity to move the line a couple times so it would not interfere with the tricycle races on the other side of the street. Many students were shocked at how fuel efficient the Coupe was, especially for common drives such as Spokane to Seattle that a large population of students makes every semester.

One shortcoming of the event should be noted. A misunderstanding regarding the parameters of the city permit for the block party resulted in Gonzaga Campus Security not distributing fliers to vehicles parked on the event block the night before, as should have been done. While most vehicles were removed before the event started, three remained parked there for the duration of the event. Luckily, this did not have an impact on the event itself, but it would have been preferable to have all vehicles removed from the event location.

All in all, Driven Mind was able to maneuver its way around minor speed bumps to put on an event which did its job of attracting a large number of Generation Y students, and most importantly, getting them inside the cars to learn about the 2012 Civic Coupe while having a great time in the process. [Refer to Appendix G, which begins on page 113, for event day photos]

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Advertising

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Objectives

The advertising campaign that was created by Driven Mind was meant not only to increase awareness of the 2012 Honda Civic Coupe among Gen Y Gonzaga students, but also to promote the Civic Block Party, allowing members of the target market to interact with and learn more about the car. The four primary objectives for the Advertising Department were all met:

Assemble an effective and cost-efficient, media mix to reach 80% of the undergraduate students at Gonzaga University.

Increase awareness and purchase consideration of the 2012 Honda Civic Coupe through professional creative advertisements that promote an emotionally-relevant image of the vehicle as personal and customizable.

Promote the Civic Block Party through a mix of flyers, posters, banners, and stakes to draw attendance to the April 13th event.

Develop a successful social media campaign based on the theme “My GU Civic Coupe” using Facebook and Twitter, in conjunction with the #whataride slogan.

Overview

The Advertising Department created an integrated marketing campaign was centered around the theme “My GU Civic Coupe”. In order to properly maintain an integrated marketing mix, the Advertising Department used Honda’s official branding standards. Blue was the main color throughout all of the social media profiles, flyers, posters, handouts, stake signs, and the main event banner. Each ad used the proper Honda and Civic logos, official disclaimers, and the Univers font found in Honda advertising. This was a focus in the graphic design due to the short nature of the advertising campaign, aiming to create a quick and easy recall through the visual triggers in the advertising.

The campaign focused on two main advertising goals. The first series of advertisements incorporated designs focused solely on advertising the Honda Civic Coupe in attempt to raise the target market awareness of the brand. The ads were directed to allow the target market to connect to the Honda Civic Coupe on a personal basis, communicating concepts that made the vehicle feel unique to the person reading the ads. The second message was implemented to advertise the Civic Block Party. The event advertisements included event information, as well as donors, social media contact information, and a unique QR-Code allowing students to easily scan the code to access information on their smart phones. The stylistic integration of the event advertisements with the specific Honda Civic Coupe advertisements resulted in a familiar look and feel that easily communicated the core messages to the target market while allowing message recipients to quickly identify the message source and purpose without having to spend too much time deconstructing the advertisement.

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Timeline

● March 26th: The Wall was painted and the Civic Coupe print advertisements were distributed in major buildings throughout campus.

● April 2nd and 7th: Shot footage for the viral videos.

● April 3rd: Civic Block Party flyers were distributed throughout major buildings on campus.

● April 8th and 9th: Video editing process.

● April 9th: Both viral videos were released and the Civic Block Party banner was hung in the first location near the residence halls.

● April 10th: Driven Mind distributed table tents and handouts in the campus dining facility. The banner was moved to a corner near the dining facility and the campus library.

● April 11th: Stakes were placed on main campus pathways.

● April 12th: Distributed handouts around campus.

● April 13th: (Event Day) Chalked advertisements on campus sidewalks, moved the banner to the final location near the student center, and distributed event promotional advertising.

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The Wall

The first tactic put into implementation by the Advertising Department of Driven Mind was a teaser advertisement painted onto The Wall at Gonzaga University. The Wall is a 150 foot cement wall standing between College Hall, the main campus administration building, and the Crosby Student Center. The Wall is an advertisement location unique to Gonzaga, painted and repainted every week during the regular school year for the past forty years. Due to its central location in a high traffic area in the center of campus, The Wall has proven to be an effective form of advertising for clubs and organizations. Pre-campaign marketing research indicated that 51.5% of the students surveyed used The Wall to find out about events.

Space on The Wall was rented for the My GU Civic Coupe campaign from March 26th to March 30th through the Gonzaga Student Body Administration (GSBA). Driven Mind chose to spray paint a teaser ad onto the wall, featuring a stencil outline of the 2012 Honda Civic Coupe with the words “#whataride” in the middle. On either side of the stencil outline, social media icons for Facebook and Twitter were painted next to My GU Civic Coupe and @MyGUCivicCoupe, respectively, in an attempt to drive the target market to Driven Mind’s established social media profiles. The simple stencil design was chosen to contrast with the heavily spray painted freehand designs that other clubs and organizations usually put on The Wall. The teaser stencil gathered an estimated 2,500 impressions on campus each day for a total of 4 days, gathering a total 10,000 impressions. [Refer to Cost/Impression Table on page 57]

Driven Mind intended to implement a second advertisement on The Wall from April 10th - 13th in order to promote the Civic Block Party, however another event called “Tomorrow Made Possible” on April 11th had reserved the entire Wall for the week. This was an unfortunate setback for the campaign because so many students use The Wall to gather information about events, which would have been particularly effective the week of the Civic Block Party. [Refer to Cost/Impression Table on page 57]

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Print Car Advertisements

The second phase of Driven Mind’s advertising campaign on campus consisted of print advertisements highlighting the features and customizable nature of the 2012 Honda Civic Coupe.

An important insight gathered from the focus group was that experiences are important to Generation Y. Driven Mind chose experiences as the basis for the print vehicle advertisements by asking “What is your car to you?” in a unique font called Existence. Underneath, answers to this question were given in the form of statements beginning with “My ____,” such as “My Life” and “My Getaway” to emphasize the personal, customizable nature of the 2012 Honda Civic Coupe. These statements ended on each advertisement with “My Civic Coupe” to create an emotional tie to the vehicle. Underneath was placed a large image of a Dyno Blue 2012 Honda Civic Coupe, acting as a focal point of the advertisement. This blue Civic Coupe was used throughout the rest of the advertising campaign to create an easy association between different print and digital media. Beneath the image of the Coupe, four major features of the vehicle that were important to the focus group and ZMET participant; the vehicle’s fuel efficiency, music device connectivity, airbags, and the intelligent Multi-Informational Display. The posters also included the “#whataride” slogan, social media icons and usernames, the Civic logo, and the Honda “H” logo. The advertisements were printed in color glossy paper for a simple and sleek look.

In order to reach different target market segments, three additional variations were developed according to niches on campus. [Refer to Appendix H, which begins on page 118, for each variation]. Along with general 11” x 17” posters intended to have mass appeal, more targeted 8.5” x 11” flyers were developed for the male, female, and music-oriented markets. The general advertisements displayed “My” themes that would resonate with most members of the Gen Y target market. These posters were distributed on the 35 major billboards around Gonzaga’s campus. The male-targeted posters featuring words like “My Bros” and “My Wingman” were strategically placed in male residence halls and men's bathrooms. The female-targeted posters with words like “My Bestie” and “My Closet” likewise were strategically placed in women’s bathrooms and female residence halls. This series of 8.5” x 11” flyers were distributed throughout the residence halls through the Gonzaga Residence Hall Association (RHA). The music-related posters including phrases like “My Concert Hall” were placed by Driven Mind in Gonzaga’s Music Mansion and music annexes. The marketing mix of vehicle advertisements allowed Driven Mind to target based on gender and interests while effectively positioning the 2012 Honda Civic Coupe as cool and cutting-edge for each of these groups.

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Print Event Advertisements

In order to raise awareness and bring attendees to the Civic Block Party, the Advertising Department created a series of event advertisements. Each of these were based off of an 8.5” x 11” event flyer (shown below).

In order to further Honda’s branding, the Block Party letters were designed to match the colors of the Civic logo and acted as the focal point of the event creative pieces. Underneath the block lettering for the Civic Block Party was the date of event in bold lettering. Driven Mind chose to emphasize “Friday the 13th” instead of simply putting “April 13th” to place the superstitious date in the memories of the target market. While free David’s Pizza was advertised, it was strategically placed after “featuring the 2012 Honda Civic Coupe” in order for the vehicle to remain the focus of the event. Again the blue 2012 Civic Coupe image was used to further the imagery and consistency of the marketing mix. To the left of the vehicle, the logos for the two major sponsors of the event, David’s Pizza and Rockstar, were placed to further draw the target market to the event. Just beneath those was an offering describing some of the free prizes available at the event to further incentivize attendance.

The lower half of the event flyer was colored blue to further Honda’s branding across the medium. In this section, interested passer-bys could learn about the date, time, location, and event activities. Additionally, a QR code was generated that directed users who scanned the code with a smartphone to the Civic Block Party event on Facebook. In order to maintain consistency with other advertisements, the social media icons and Honda “H” were included.

In addition to the 8.5” x 11” flyer, three other versions of the advertisement were created, including an 11” x 17” poster [refer to Appendix H, which begins on page 118], a 4.25” x 5.5” handout [refer to Appendix H, which begins on page 118], and a 4.25” x 11” table tent [refer to Appendix H, which begins on page 118]. Starting on April 3rd, eighty-five 8.5” x 11” event flyers were distributed through RHA to the residence halls in the same manner as the vehicle advertisements. The 11” x 17” posters were hung up on the 35 major billboards across campus, 700 of the smaller handouts were distributed by Driven Mind team members in person across campus, and the 4.25” x 11” table tents were placed on tables throughout the various dining locations on campus, as well as the Crosby Student Center and Foley Library.

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Event Banner

To promote the Civic Block Party in very noticeable fashion beyond the smaller advertisements, a 3’ x 8’ vinyl banner was professionally printed through a local Spokane company and hung up around campus. The banner was designed in the same fashion as the other event creative pieces in order to maintain the consistency of the advertising campaign. The banner was strategically placed in three key locations across the Gonzaga University campus. It was first placed on Sunday, April 8th along the fence along Mulligan Field, across from residence halls Madonna and St. Catherine/St. Monica (known as C/M). This location was chosen in order to capture impressions from the mass of students returning from Easter Break, specifically targeting underclassmen. In addition, they had multiple chances to see the banner in that location before it was moved again on Tuesday, April 10th. This time, the banner was placed along the fence on the other side of Mulligan Field, near the cross section between the university cafeteria, the Foley Library, and the path towards the McCarthy Gym and Martin Recreation Center. On the day of Civic Block Party, the banner was moved one final time to an extremely high-traffic location just next to the Crosby Student Center. Especially on a sunny day like April 13th was, students are constantly passing through this central location on campus. [Refer to Appendix H, which begins on page 118, for placement photos]

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Stakes

In an attempt to promote on-campus awareness in a unique way, signs were created and stapled to wooden stakes. They were placed along pathways and sidewalks leading people from main campus buildings to the location of the Civic Block Party. These stakes were placed on Wednesday, April 11th, a few days prior to the event to catch the eye of people walking to and from class in order to raise awareness of the campaign. Each stake contained one phrase from the “My GU Civic Coupe” print vehicle advertisements. One example of the stake was “My Beats” on one side and the “#whataride” slogan on the opposite side. 8 stakes lined each of the major pathways, alternating a phrase and the slogan every other one. This catches the eye of people walking in both directions, leading to the maximum number of impressions. This was a unique form of promotion to the Gonzaga campus, leading to buzz and curiosity. The stakes were used to be a supplemental piece of advertising, relating it back to the other Honda Civic ads around campus.

Although the stakes were fairly successful in drawing attention, in a post-event evaluation Driven Mind felt that there were some changes that could have been made to better integrate the stakes with the rest of the campaign. In retrospect, these advertisements would have been more effective if some stakes had included a picture of the 2012 Honda Civic Coupe, which easily would have tied these stake advertisements into other campaign advertisements. [Refer to Appendix H, which begins on page 118, for stake map]

Front:

Back:

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Morning Mail

Another major form of advertising used often on Gonzaga’s campus is Morning Mail, a daily email newsletter sent out to the entire student body informing them of upcoming events. The week of the Civic Block Party, Driven Mind posted a notification in morning mail inviting students to the event. With pre-campaign market research indicating that 74.8% of Gonzaga University students look to Morning Mail for campus events, Driven Mind decided this was a cost-effective way to reach the target market.

Whiteboards

Another less traditional form of advertising at Gonzaga is the use of classroom whiteboards for event promotion. Any clubs or organizations can write details about their events in the corner of whiteboards in most classrooms to raise awareness. When students are sitting in class, they can easily read information and learn about the events. Driven Mind team members went to 30 key classrooms on campus and wrote a short description of the event, including time, date, location, and incentives such as free pizza to drive the target market to the Civic Block Party. This is another cost-effective form of promotion that can strategically reach a large number of students on a daily basis. [Refer to Appendix H, which begins on page 118, for placement photos]

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Viral Video

In order to create a viral pass-along component to the My GU Civic Coupe campaign, Driven Mind filmed and produced two videos using equipment borrowed from the Broadcasting Department of Gonzaga University. Borrowing a blue Civic Coupe from a local Honda dealership, Driven Mind obtained permission from Gonzaga security to drive the vehicle across the pathways around campus. The first video was intended to be a quick teaser ad highlighting the turning radius of the Honda Civic Coupe in a funny, unique way by showing the vehicle driving in tight circles around a fountain with a statue of Saint Ignatius right at the main entrance of Gonzaga University. The short video featured an upbeat song and ended highlighting the My GU Civic Coupe social media profiles, generating 321 views after being posted to Facebook.

The second video was produced as a funny tie-in to the @MyGUCivicCoupe Twitter profile. Again borrowing a blue Civic Coupe from a nearby dealership, Driven Mind filmed a video of the vehicle literally following a student. The video begins with a male student walking along Bulldog Alley when he stops to check his iPhone. His notification reads “@MyGUCivicCoupe is following you on Twitter,” which he then clicks to show the @MyGUCivicCoupe profile and its recent tweets. The student looks cautiously over his shoulder to find the 2012 Honda Civic Coupe behind him, and then turns to run away as the Civic Coupe follows him. The video shows a wide shot from across the Quad of the of the student running down Bulldog Alley as the blue Civic Coupe chases him. As the student and car leave the frame, text appears saying “Follow @MyGUCivicCoupe on Twitter. We’ll follow you back. Promise.” and then the screen flashes information about the Civic Block Party. After the video was shared across social networks, it gathered 683 views and was considered a success.

The videos can be found on YouTube titled “Round and Round the St. Ignatius Fountain” and “The Honda Civic Coupe is following you on Twitter,” respectively.

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Social Media

To supplement the print advertising campaign, Driven Mind implemented a multi-faceted digital media campaign. Under the universal username of “My GU Civic Coupe,” social media profiles were created on Facebook, Twitter, Instagram, Foursquare, and Pinterest.

Facebook

The most central part of the advertising campaign was based around the Facebook Page titled My GU Civic Coupe. The first post for the social media campaign was on March 27th, welcoming users to the page. Over the next two weeks, various types of content were shared through the Facebook Page. A few posts highlighted the benefits of the 2012 Honda Civic Coupe, a few promoted the Twitter, Pinterest, Instagram profiles, and others promoted the viral videos and press hits.

In addition, 18 photographs of vintage Honda Civic Coupe ads dating back to 1974 were added to the Facebook Timeline, in an attempt to provide more content for viewers to discover as well as to highlight the history of the brand. The vintage ads were found at ProductionCars.com (http://www.productioncars.com/vintage-ads.php/Honda/Civic).

In order to create a digital location where the target market could find out details on the April 13th event on campus, a Facebook event for the Civic Block Party was created by the My GU Civic Coupe profile. Members of the Driven Mind team invited their Facebook friends to the event, totaling 1,581 invites. Out of those invited, 305 confirmed their attendance and 67 said maybe. Throughout the social media campaign, posts by My GU Civic Coupe included tags to the Civic Block Party in an attempt to draw further users to click through and inquire about the event. [Refer to Appendix I, which begins on page 124]

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Facebook #whataride Photo Contest

Another dimension of the Facebook campaign was the #whataride Photo Contest. Using the popular Facebook app contest tool Wildfire Interactive, a photo contest was created to draw users to the fan page. In order to capture the spirit of college, followers were asked to submit photos from their favorite college experiences that show #whataride they’ve had so far. The contest began April 4th and submissions ended on April 12th at noon. Participants had the next day to get other fans to vote for their submission, and the winner was announced at 2:00 during the Civic Block Party. In order to incentivize students to participate, a free case of Rockstar Energy Drinks was given as the grand prize. According, to analytics from Wildfire Interactive, the photo contest had 669 interactions with 32 photo submissions.

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Twitter

The secondary profile for the My GU Civic Coupe campaign was a Twitter account under the handle @MyGUCivicCoupe. An emphasis was placed on getting the Twitter campaign recognized through the use of a hashtag in the campaign slogan. Twitter was used due to an increase in Gonzaga student participation in the short messaging service, as evidenced by Twitter handles like @GonzagaU, @TheKCBoard, and @GonzagaProblems.

On scale with campus participation on Twitter, the @MyGUCivicCoupe profile was moderately successful. Over the course of three weeks, 137 tweets were sent out, including check-ins from Foursquare, photos from Instagram, retweets of #whataride posts, and various links to different parts of the campaign. In order to gain followers, My GU Civic Coupe followed over 200 profiles of Gonzaga students. In this time, 87 people decided to follow the @MyGUCivicCoupe profile.

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Foursquare

Another unique application used for the My GU Civic Coupe campaign was the location-based check-in application, Foursquare. This social networking tool has increased in popularity at Gonzaga, as evidenced by the official Gonzaga fan page at www . foursquare . com / GonzagaU .

In order to connect more intimately with followers, a personal profile for My GU Civic Coupe was created. Throughout the 3 weeks leading up to the campaign, members of Driven Mind used Foursquare to post locations of filming, where teaser Rockstar cans were placed on campus, and to check in at the Civic Block Party on the day of the event. In the two weeks before the campaign, My GU Civic Coupe gained 22 followers on Foursquare.

In an attempt to craft the campaign as cool and cutting edge, Driven Mind directly contacted Foursquare to help promote the event. Driven Mind was able to secure the Civic Block Party as an official event on Foursquare, with users receiving an additional 3 bonus points on the Foursquare leaderboard for checking in at the Civic Block Party. In addition, two specials were created. The check-in special read as follows: “What a ride! Thanks for checking in at the Civic Block Party. Come enjoy FREE David's Pizza and a can of Rockstar Energy Drink!” In addition, a Swarm Special was set up to unlock if 20 people were checked in at the same time, where the users would receive additional free prizes. Unfortunately, only 14 people simultaneously checked in during the event and the special was not unlocked. By the end of the event, 21 total unique visitors had checked in on Foursquare at the Civic Block Party.

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Pinterest

A recent phenomenon in the social networking sphere is Pinterest, a free web service that allows users to pin interesting pictures to virtual “pinboards.” This site has exploded in popularity over the last few months, and Driven Mind saw another opportunity to engage students in a unique way. The user profile was set up under the name My GU Civic Coupe. Pinboards were set up under the titles My Technology, My Destinations, My Comfort, My Style, My Retro Civic Coupe, My Ads, My Trunk, and My Civic Coupe. These boards were created in an attempt to show characteristics of the vehicle as though it were an actual personality. Pinterest is a complicated social media platform to gain support on because users search through millions of people’s postings instead of finding specific people to follow, however there was more activity on My GU Civic Coupe’s pinboards than expected. My GU Civic Coupe posted 48 pins and had 19 followers, who re-pinned My GU Civic Coupe’s content 40 times.

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Instagram

In order to create a visual tie-in to the My GU Civic Coupe campaign, Driven Mind set up an Instagram profile to share photographs. Instagram is a photo-sharing service with a built-in social network and an array of filters, making vintage photographs easy to share online. Throughout video shooting and the different parts of the advertising campaign, photos were shared through the My GU Civic Coupe account on Instagram. In addition, My GU Civic Coupe’s Facebook profile page had a tab linking to an Instagram feed. By the end of the campaign, My GU Civic Coupe had 22 followers, 25 photo likes, and 3 comments.

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Bitly: Track Links

In order to track the success of individual posts, Driven Mind used the link shortening service called Bitly to follow the click-through rates on individual posts. While this was intended to be used for every link posted to My GU Civic Coupe’s social media networks, difficulty in using the service on the go meant that not every link was shortened and tracked. However, there were 168 clicks on My GU Civic Coupe’s Bitly links since the beginning of its use on March 26th. Spikes in click-through rates occurred on April 3rd and 4th, as well as April 9th and April 11th. The most clicked-through link was to the Facebook event for the Civic Block Party. [Refer to Appendix I, which begins on page 124, for Bitly Facebook Clicks]

One unique use of Bitly was to create the QR code used in the event flyers, table tents, and banner. While QR codes have been growing in popularity for use by marketers, Gonzaga students generally know what they are but are not very prone to scan them with a smartphone. However, 10 people used the QR code to find out about the event from their phone, which Driven Mind considers to be a moderate success.

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Crowdbooster

In order to track more detailed analytics of the My GU Civic Coupe digital media campaign, Driven Mind created a profile on Crowdbooster.com. This free analytical tool was linked to the Facebook and Twitter profiles for My GU Civic Coupe throughout the campaign. For My GU Civic Coupe’s Facebook page, Crowdbooster tracked 46,313 post impressions, fan growth, 16 comments, 110 post likes, and 59 mentions. For @MyGUCivicCoupe on Twitter, Crowdbooster has slightly deeper analytics, tracking individual tweet impressions, top retweeters, follower growth, 45 mentions, and 47 retweets. [Refer to Appendix I, which begins on page 124, for top retweeters and follower growth]

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Summary

Driven Mind’s Advertising Department successfully achieved each pre-campaign objective. The overall campaign was able to increase both awareness and purchase consideration among the target market with statistical significance. This was done by creating an integrated marketing communications campaign, for the 2012 Honda Civic Coupe, around the concept of personalization and customizable features. The Advertising Department used a cutting-edge strategy integrating hashtags into the main campaign slogan, thus “#whataride” used. Driven Mind successfully drew over 750 students to the April 13th Civic Block Party through a mix of event flyers, posters, banners, stake signs, and social media profiles. Finally, Driven Mind developed an integrated digital campaign through Facebook, Twitter, Foursquare, Instagram, and Pinterest. Furthermore, advertising achieved its objectives through two separate messages. The first message promoted only the 2012 Honda Civic Coupe. The second message promoted only the Civic Block Party. Finally, the Advertising Department constructed a cost-effective campaign, and according to cost-impression data, for every 1000 impressions seen, $0.17 was spent.

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Public Relations

Objectives

Develop and maintain relationships with 7 media outlets including on campus and off campus media sources.

Generate 150,000 impressions and $1,500 in equivalent advertising value via print and television sources.

Create a philanthropic partnership with a local cause as a means to show a commitment to the Spokane Community, while also generating media coverage. Service efforts will also show Driven Mind’s consistency with Gonzaga University’s focus on service and social justice.

Overview

The public relations department for Driven Mind focused on relationships with on and off campus media sources while generating awareness and impressions of the 2012 Honda Civic Coupe within the Gonzaga and Spokane communities. Simultaneously, the public relations team incorporated a philanthropic partnership to run in conjunction with the My GU Civic Coupe Campaign.

Press Releases

During the campaign, public relations created three press releases which were disseminated to both on and off campus media outlets. The media outlets included on campus sources such as GU News, the Gonzaga Bulletin, and Gonzaga social media sites. Off campus media outlets consisted of the local newspapers, the NW Inlander and the Spokesman Review, as well as local television and radio stations, KXLY, KHQ, KREM, and Clear Channel Radio.

Press Release #1: The first press release was designed to create awareness about the Gonzaga University Promotion Project course and to introduce Driven Mind and its client, Honda. The release went out via email to our 7 off-campus media outlets along with our on-campus media channels and was later included in the Driven Mind Media Kit. Initial coverage of the campaign was picked up by The Gonzaga Bulletin. [Refer to Appendix J, which begins on page 128]

Press Release #2: The second press release focused on Driven Mind’s philanthropic tie-in to the campaign. This press release informed media outlets about the charitable partnership with Union Gospel Mission Motors and the fund raising efforts occurring on campus. The release went out as a component of the Driven Mind Media Kit. GU News covered the story. [Refer to Appendix J, which begins on page 128]

Press Release #3: The final press release served as a recap of the results of the Civic Block Party event. This release primarily addressed the competition aspect of the Honda Civic Coupe marketing program, commenting on how Driven Mind and other schools will be judged on the success of their promotional campaigns. The release went out via email to the on and off campus media channels mentioned above. [Refer to Appendix J, which begins on page 128]

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Media Kit

Media Kits were created to develop and maintain relationships with 7 media outlets including on campus and off campus media sources and then distributed the week before the Civic Block Party. The kits provided off campus media with greater access to the events and updates regarding the My GU Civic Coupe Campaign and included a pitch letter, fact sheet, backgrounder, and press releases. [Refer to Appendix J, which begins on page 128, for complete Media Kit]

Gonzaga Bulletin Articles

A reporter from Gonzaga’s on-campus newspaper, the Gonzaga Bulletin, wrote a pre-event article as well as a post-event article. The pre-event article described the purpose of and professional development opportunities provided by the MKTG 490 Promotion Project course and a post-event article summarized Driven Mind’s Civic Block Party. The pre-event article, published March 1st, focused on the educational benefits gained through Gonzaga’s partnership with EdVenture Partners and Honda [refer to Appendix K, which begins on page 140]. Quotes from the professor and members of Driven Mind painted a picture of the structure of the course as well as alluded to future events occurring on campus for Honda. The post-event article was published in the online version on April 19th and covered the Civic Block Party, highlighting the various activities that sought to educate attendees about the 2012 Honda Civic Coupe [refer to Appendix L, which begins on page 144]. The article also touched on the incredible experience the members of Driven Mind will take away from the My GU Civic Coupe campaign.

GU News

Public Relations focused on developing relationships with on campus media that could access the broader Gonzaga community beyond the reach of the Bulletin. The GU News is an online news source that distributes to Gonzaga University’s faculty and a wide variety of media outlets, including all local news stations contacted via the Driven Mind Media Kit. GU News published a news release covering the philanthropic partnership with Union Gospel Mission Motors [refer to Appendix M, which begins on page 147]. Union Gospel Mission and Gonzaga University have a long-standing relationship, and GU News was happy to inform the Gonzaga audience and surrounding publics about the campaign’s tie in with the organization.

The GU News article was picked up by the Gonzaga University Facebook page. A link to the news release on GU News was provided on the page, creating an additional social media outlet to create more impressions for the story.

Storify

In early April, a blogger for the online site Storify published an article covering the unique social media efforts from Driven Mind that had led to the trending of #whataride in the Spokane area [refer to Appendix N, which begins on page 150]. Through a unique combination of Instagram photos and Facebook posts, writer Lance Kissler created a brief overview of the early social media and advertising produced by Driven Mind. The piece helped to kick-start the campaign during a time when the official My GU Civic Coupe Facebook and Twitter page were just ramping up.

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Impressions

Below is a chart including the four articles written about Driven Mind’s activities. The number of impressions, or online views, helps to determine how successful each particular outlet was in terms of reaching a large audience. Given the large readership, the Gonzaga Bulletin proved to be the most successful media outlet utilized. However, the online sources allow for extremely specific impression numbers based upon how many people visited the page, which is helpful when trying to determine how successful Public Relations efforts were over the course of the campaign. The total impressions were approximately 23,341 total views.

Print Media Impressions

Source Circulation

Number of Articles

Total Reader Impressions

Advertising Value Equivalency

The Gonzaga Bulletin

3,000 1 3,000 $360

*Advertising Value Equivalency based off of The Bulletin: Rates and Sizes for Advertisements

Online Media Impressions

Source Online Viewers Number of Articles Total Impressions

The Gonzaga Bulletin Online 867 1 6,069

GU News 2,135 1 2,135

Gonzaga Facebook 5,702 1 5,702

Storify 32 1 32

*Total impressions based off of Google Analytics Reports or total views listed on article webpage **GU News includes both article views via the GU News website and email editions that go out to Gonzaga faculty and local media outlets

GUTV

Gonzaga University’s Television Station, GUTV, has also produced a news story on the Civic Block Party that will air in the next two weeks. GUTV airs on the Comcast Channel 15 which is available to all Comcast subscribers throughout the Gonzaga community. Impressions and advertising value equivalency are not currently available for the spot, since it has not yet aired.

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Philanthropy and Service Partnership: Donate Your Change

Driven Mind focused on partnering with a local non-profit in order to help a good cause while maintaining consistency with Gonzaga’s mission of service and social justice. While Driven Mind’s original thought was to partner with a local low-income high-school to sponsor students in need of driver’s education, this plan was not feasible, so a quick change was made.

Driven Mind decided to support a local non-profit organization called Union Gospel Mission Motors. UGM Motors offers inexpensive or free vehicles, automobile repair and service for low-income families through their Vehicle Assistance Program. Affordable transportation is vital for getting to work, school, and other daily activities, and public transportation often is not a reasonable option. The UGM Motors program typically helps families in need of transportation for maintaining employment, keeping medical appointments, picking up children from school, or accessing social services. UGM Motors aims to help as many families as possible, with 17 cars given at no cost to families and individuals in need in 2011.

Driven Mind conducted a change drive to raise funds for UGM Motors. The fundraiser was called the “Civic Coupe Coin Drive” and focused on “Filling up the UGM Motors gas tank.” The gas tank was placed in Jepson, Gonzaga’s business school building, a few days prior to the event, at the event as students walked through the block party, and at Gonzaga’s student center for the week after the event. In two weeks, this coin drive raised $152 for the cause.

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Gonzaga Basketball

Driven Mind made a conscious effort to gain exposure during Gonzaga University’s basketball season. Gonzaga basketball is extremely popular among students, faculty, and the surrounding region. Hundreds of Gonzaga students’ camp in line to gain better seats for each of the men’s basketball home games, and the tent order is determined by the distribution of tent numbers the Tuesday prior. The location of the distribution point is released via Twitter at the moment tent numbers become available, which generates a mad rush of students to that location and a lot of excitement in the student body. The final tent number distribution of the 2011-12 season occurred in February. In an effort to capitalize on the popularity of Gonzaga basketball and begin generating awareness as soon as possible, Driven Mind was granted permission from a local Honda dealership to drive the 2012 Honda Civic Coupe to the distribution site. Many students are looking for something to do to keep busy while standing in line, and Driven Mind felt that the appearance of the Civic Coupe at this event would create buzz about the car. Driven Mind team members drove to the location just as the rush began and parked the Civic Coupe near the distribution line with doors open and stereo blasting. This served as an additional unique way to gain exposure for the Civic Coupe and add value to the Driven Mind campaign.

GEL Weekend Presentation

Gonzaga University hosts future freshman for one weekend on Gonzaga’s campus during an event known as Gonzaga Experience Live, or GEL. This year GEL began on April 14th, the day after the Civic Block Party. Driven Mind had the opportunity to present to a group of visiting high school students during a mock class on that day. The presentation gave a brief one hour overview of the many benefits and experiences gained through the Promotion Project Course and the My GU Civic Coupe Campaign. Students were excited about the potential opportunity to engage in experiential learning projects like this one and seemed impressed with the professionalism of Driven Mind’s work for Honda.

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Summary

During the campaign, Public Relations made it a priority to develop strong relationships with on-campus media channels and Gonzaga Public Relations department. Off-campus media sources, while secondary, were also important to the campaign, but could have been approached a bit earlier in order to draw more awareness and gain their support. The strong on-campus media contacts paid off and Public Relations was able to obtain on-campus coverage, an important aspect of the campaign since the primary target audience was the Gonzaga community and its students.

The Public Relations team aimed to generate 150,000 and $1,500 in advertising value equivalency. Initially, the intention was to receive coverage from television media, which did not occur during the campaign. While this lack of media attention restricted the ability to reach the impressions objective, My GU Civic Coupe still received a variety of coverage outlets from on campus news sources. Since the primary target audience consisted of the Gonzaga students and community, these sources helped to gain impressions and increase awareness for the 2012 Honda Civic Coupe and the My GU Civic Coupe Campaign.

The philanthropic tie in with Union Gospel Mission Motors became a wonderful addition to the My GU Civic Coupe Campaign. Since the Gonzaga community has a long-standing relationship with Union Gospel Mission, many faculty and students were interested in learning more about the motors branch of the organization. The partnership positioned Driven Mind as an agency devoted to maintaining consistency with Gonzaga’s commitment to social justice and service. Faculty seemed to be extremely receptive to the coin drive efforts, helping to build support for the Civic Block Party among an audience beyond the student body.

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Budget Analysis

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Campaign Strategy and Implementation

The Promotions Department used 42.2% ($1,266.40) of the budget and was responsible for all of the Promotions leading up to the Civic Block Party and the major costs at the event. The largest portion of the budget was spent on providing free David’s Pizza for event attendees. The Promotions team was able to add a value of $9,020.15 to the campaign. A large portion of the added value came from donors in the form of coupons from Sonic and Pita Pit, free Rockstar Energy Drinks provided by Gonzaga University’s campus Rockstar representative and nine video games for Xbox 360 donated by a Microsoft student partner.

Advertising

The Advertising Department used 15.13% ($453.76) of the budget and was responsible for creating and implementing all advertising leading to the Civic Block Party. The Advertising Department was able to add $10,802.82 to the campaign. The production value of the viral advertisements uploaded on YouTube constitutes up to $10,000 of the added value. The appraisal was provided by North by Northwest Productions in Spokane, WA. The majority of the Advertising Department’s expenses incurred from printing the advertisements posted around campus and as well as a custom made banner for the Civic Block Party.

Reports and Presentations

The Reports and Presentations used 13.8% ($289.92) of the budget and were responsible for putting the materials together for the presentation on May 3rd. They were responsible for compiling all of the final data into a final presentation. For the final presentation a physical booklet was created for Honda to use in future campaigns. Expenses incurred by the Reports and Presentations Department included printing of all documents for both pre and post campaign presentations.

Public Relations

The Public Relations Department used 3% ($63.97) of the budget. The department was responsible for putting together a media kit for Driven Mind’s Civic Block Party. The Public Relations Department was able to add $368.00 to the campaign. Most of the added value derived from the advertising equivalency value of a published article in The Gonzaga Bulletin. A major effort implemented by the Public Relations Department was creating a philanthropic tie in with Union Gospel Mission Motors, to raise money for low-income families in Spokane who need assistance with vehicle maintenance. Through the “Donate Your Change” drive, $152 was raised in donations.

Market Research

The Market Research Department used 1% ($30.10) of the budget. They were responsible for gathering preliminary and post-event data. Both pre and post campaign surveys were distributed via SurveyMonkey; free access to a SurveyMonkey account contributed $34.00 to the overall added value. The research conducted determined Gonzaga University student population’s awareness of the 2012 Honda Civic Coupe, their perception of “Honda as a Cool/Cutting-Edge Brand” and their purchase consideration of the 2012 Honda Civic Coupe.

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Department/Item Price Quantity Actual Cost Actual Value Added value Description             Marketing Research            

Survey Monkey account/month $17.00 2 $0.00 $34.00 $34.00

Free survey monkey account through Marketing Research professor

Focus Group Pizzas $11.00 2 $22.00 $22.00 $0.00 Purchased from Dominoes

Focus Group eating supplies $8.10 1 $8.10 $8.10 $0.00 Purchased from Safeway

MR subtotal     $30.10   $34.00 Value Added

             Public Relations            

Media Kit $0.20 56 $11.20 $11.20 $0.00 Printed from Faculty ServicesMedia Kit supplies $6.77 1 $6.77 $6.77 $0.00 Purchased from Zag Shop

Coin Drive business card handouts $0.02 800 $16.00 $24.00 $8.00 Printed from Faculty Services

Coin Drive Poster $30.00 1 $30.00 $30.00 $0.00 Printed from Faculty ServicesPR Advertising

Equivalency Value $0.00 $360.00 $360.00

Box of Thank You Cards $8.99 2 $19.54 $19.54 $0.00$8.99 x 2 + $1.56 tax; purchased from Barnes & Noble

PR subtotal     $63.97   $368.00 Value Added

             Advertising            

AD 11 x 17 posters $0.60 112 $67.20 $277.85 $210.65Printed from Faculty Services; valued at $2.48 each from Kinkos + tax

AD 8.5 x 11 posters $0.30 53 $15.90 $65.81 $0.00Printed from Faculty Services; valued at $1.24 each from Kinkos + tax

Event 11 x 17 $0.50 35 $17.50 $86.89 $69.39Printed from Faculty Services; valued at $2.48 each from Kinkos + tax

Event 8.5 x 11 $0.30 85 $25.50 $105.49 $79.99Printed from Faculty Services; valued at $1.24 each from Kinkos + tax

Table Tents $0.20 125 $25.00 $73.84 $48.84Printed from Faculty Services; valued at $0.59 each from Kinkos + tax

Table Tent Cardstock Stands $0.07 50 $3.50 $17.08 $13.58

Purchased from Faculty Services; valued at $16.99 per ream at Kinkos + tax

Stake Signs $0.30 37 $11.10 $21.92 $10.82Printed from Faculty Services; valued at $0.59 each from Kinkos + tax

Laminating $0.60 37 $22.20 $73.72 $51.52Printed from Faculty Services; valued at $1.99 each from Kinkos + tax

4.25” x 5.5” handouts X 4 per page $0.20 200 $40.00 $118.09 $78.09

Printed from Faculty Services; valued at $0.59 each from Kinkos + tax

2' Stakes x 4 bundles of 12 $4.97 4 $19.88 $19.88 $0.00 Purchased at Lowe's

8" x 3" banner $143.48 1 $143.48 $200.00 $56.52Purchased at Instant Sign Factory, who gave $56.52 discount

The Wall $10.00 1 $10.00 $10.00 $0.00Rented from Gonzaga Student Body Association (GSBA)

Morning Mail $0.00 4 $0.00 $90.00 $90.00Valued at $.03 an email if using Mail Chimp with a 3,000 person distribution

Wildfire Photo Contest app $52.50 1 52.5 $52.50 $0.00

9 days of photo contest at $2.99 per day plus flat fee for campaign

Twitter video $0.00 1 0 $6,000.00 $6,000.00Valued by North by Northwest Productions in Spokane, WA

Turning radius video $0.00 1 0 $4,000.00 $4,000.00Valued by North by Northwest Productions in Spokane, WA

4.25 x 5.5 car descriptions x 4 per page $0.30 40 $0.00 $49.69 $49.69

Donated from Gonzaga Marketing & Communications Department

11 x 17 station signs $0.60 10 $0.00 $24.89 $24.89

Donated from Gonzaga Marketing & Communications Department; valued at $2.48 each from Kinkos + tax

Posterboard $1.99 2 $3.98 $3.98 $0.00 Purchased at StaplesMagnets $2.99 3 $8.97 $8.97 $0.00 Purchased at Staples

Gluesticks $2.49 1 $2.49 $2.49 $0.00 Purchased at Staples

Foamboards $6.29 3 $18.87 $37.74 $18.87

Purchased at Staples; 3 additional posterboards were obtained from the Marketing & Communications Department at Gonzaga for free

Spray Paint $9.76 1 9.76 $9.76 $0.00 For painting The WallPhoto Release Forms $0.02 830 $16.60 $0.00 $0.00  

Ad subtotal     $453.76   $10,802.82 Added value             Civic Block Party            

David's Pizza Truck $630.46 1 $630.46 $775.00 $144.54 $144.54 discount for Coin Drive

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fundraiser pricing

500-pack of Bright Blue Tyvek Wristbands $12.50 3 $52.74 $52.74 $0.00 $12.50 x 3 = 37.50 + $15.24 tax

DJ (Austin Miller) $0.00 1 $0.00 $100.00 $100.00Friend of Driven Mind, brought own equipment

Whats the "Ride" Answer Wheel $54.35 1 $54.35 $54.35 $0.00 Rented from A-Z Rentals

City Permit for Civic Block Party $35.00 1 $35.00 $35.00 $0.00 Obtained from Spokane City Hall

White balloons $21.99 1 $21.99 $21.99 $0.00 Purchased from Party PalaceBlue balloons $21.99 1 $21.99 $21.99 $0.00 Purchased from Party Palace

Large paddle balloon $15.00 1 $15.00 $15.00 $0.00 Purchased from Party PalaceRolls of ribbon $2.99 2 $5.98 $5.98 $0.00 Purchased from Party Palace

Pennant Banner $23.99 1 $23.99 $47.98 $23.99

Purchased from Party Palace; additional pennant banner donated by Jepson School of Business

Table Covers $2.95 9 $26.55 $26.55 $0.00 Purchased from Party PalaceCrepe paper streamers $3.29 2 $6.58 $6.58 $0.00 Purchased from Party Palace

Helium Tank $115.00 1 $115.00 $115.00 $0.00 Purchased from Party PalaceParty Palace Tax $20.19 1 $20.19 $20.19 $0.00

Crew shirts $7.79 17 $143.95 $217.04 $73.09

Blue Button shirts gave us a discounted rate per shirt at $7.79 (+ tax) as if we purchased 50+ shirts. Original cost would have been $9.31 per shirt. Design fee of $30 waived, set up fee of $15 waived

15 piece sidewalk chalk $1.99 1 $1.99 $1.99 $0.00 Purchased from The General Store

Krylon Marking Chalk Spray $6.49 1 $6.49 $6.49 $0.00 Purchased from The General Store

Inflatable Pool $7.99 1 $7.99 $7.99 $0.00 Purchased from The General Store

Cotton clothesline $4.99 1 $4.99 $4.99 $0.00Purchased from The General Store for Tricycle Races

Block Party Barricade Package $27.18 1 $27.18 $27.18 $0.00

AMC Tickets $8.00 2 $16.00 $20.00 $4.00Discounted tickets from Crosby Student Center. Original price is $10

Laser Quest $5.50 4 $22.00 $32.00 $10.00Discounted tickets from Crosby Student Center. Original price is $8

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US map $5.99 1 $5.99 $5.99 $0.00For What's the "Ride" Answer challenge

Ice $16.31 1 16.31 $25.50 $9.19

15 bags for $1 plus tax from Zip's Drive-In; would have cost at $1.70 at regular gas station

Zipties (bag of 30) $1.08 1 $1.08 $1.08 $0.00

Mr. Tux blue tuxedos $118.00 2 0 $236.00 $236.00Donated from Mr. Tux in return for distributing business cards

PRIZES

Sonic - Coupon for Medium Cherry Limeade $1.84 750 $0.00 $1,380.00 $1,380.00 Donated by local Sonic Drive-In

Pita Pita - Free Drink $1.65 235 $0.00 $387.75 $387.75 Donated by local Pita Pit

Pita Pita - Breakfast Pita for $3.99 $2.00 235 $0.00 $470.00 $470.00 Donated by local Pita Pit

Pita Pit - Buy 3 get 1 Free $7.50 230 $0.00 $1,725.00 $1,725.00 Donated by local Pita Pit

Rockstar Hats $10.00 20 $0.00 $200.00 $200.00Donated by Rockstar campus representative

Case of 24 Rockstars $48.92 39 $0.00 $1,907.88 $1,907.88Donated by Rockstar campus representative

Halo Reach $59.99 5 $0.00 $299.95 $299.95Video game for Xbox 360 donated by Microsoft student partner

Bottle openers $1.00 5 $0.00 $5.00 $5.00 Donated by Microsoft student partnerXbox Live 1-Month $5.00 25 $0.00 $125.00 $125.00 Donated by Microsoft student partner

Gunslinger $59.99 2 $0.00 $119.98 $119.98Video game for Xbox 360 donated by Microsoft student partner

Kinect Sports $59.99 3 $0.00 $179.97 $179.97Video game for Xbox 360 donated by Microsoft student partner

Joyride $59.99 3 $0.00 $179.97 $179.97Video game for Xbox 360 donated by Microsoft student partner

Halo 3 ODST $59.99 5 $0.00 $299.95 $299.95Video game for Xbox 360 donated by Microsoft student partner

Gears of War 3 $59.99 2 $0.00 $119.98 $119.98Video game for Xbox 360 donated by Microsoft student partner

Dance Central $59.99 1 $0.00 $59.99 $59.99Video game for Xbox 360 donated by Microsoft student partner

Viva La Pinata $59.99 7 $0.00 $419.93 $419.93Video game for Xbox 360 donated by Microsoft student partner

Forza 4 $59.99 4 $0.00 $239.96 $239.96 Video game for Xbox 360 donated by

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Microsoft student partner

Forza 2 $59.99 2 $0.00 $119.98 $119.98Video game for Xbox 360 donated by Microsoft student partner

Xbox 360 Live 12-Month Messenger Gold Pack $84.95 1 $0.00 $84.95 $84.95 Donated by Microsoft student partner

Foursquare Badge Buttons $0.50 18 $0.00 $9.00 $9.00

Donated by Campus@Foursquare.com

Foursquare Logo Stickers $0.10 45 $0.00 $4.50 $4.50Donated by Campus@Foursquare.com

Foursquare Badge Stickers $0.10 6 $0.00 $0.60 $0.60

Donated by Campus@Foursquare.com

Foursquare shirts $15.00 2 $0.00 $30.00 $30.00Donated by Campus@Foursquare.com

Zag Shop $50.00 1 $0.00 $50.00 $50.00 Donated by Zag ShopPromo subtotal     $1266.4   $9020.15 Value added

             Communications            

Final Presentations $41.75 5 $208.75 $590.08 $381.33 Printed at Faculty Services; valued at $0.59 x 1000 pages from Kinkos + tax

1-day Delivery $81.17 1 $81.17 $81.17 $0.00  Comm subotal     $289.92   $352.08 Value added

             TOTAL     $2104.15   $20606.3 $22710.45             Unused Budget     $895.85

Return on Investment 979.32%

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Conclusion

Over the four-month semester, Driven Mind strived to create a marketing plan for the 2012 Honda Civic Coupe that could be easily implemented beyond the Gonzaga University target market, and applied to the next generation of the Honda Civic Coupe. Recognizing that a successful campaign is one that may be tweaked and replicated, Driven Mind made every effort to tactically plan an easily duplicated project.

According to pre-campaign research analyzed against post-campaign research, the Driven Mind campaign was successful in increasing perceptions of Honda as a “cool” and “cutting-edge” brand. The success of this means the “My Civic Coupe” campaign is worth repeating. Driven Mind was confident in the overall success of this campaign, and with credible statistics to validate this success; it would be difficult to argue that this campaign should not be used again.

The Gonzaga target market responded well to the Driven Mind campaign because a general theme was used, and then differentiated to target different niches within the Gonzaga target market. This strategy exposed students to advertisements multiple times, but also made each exposure relatable because of the Gonzaga University connection to the Honda brand. Driven Mind created a tight seam between Gonzaga and Honda to create an immediate trust in the targeted students. This was done to capitalize on the equity Gonzaga has built with students, and use Gonzaga specific landmarks to resonate with students. This idea could be implemented at any college, drawing personal ties to the target market, while maintaining the “My Civic Coupe” theme and #whataride slogan.

The #whataride slogan was created for Generation Y, a highly connected generation and often described as being dependent on social media. Driven Mind appealed directly to Generation Y, creating impact by using the #whataride hashtag as a cutting-edge marketing slogan. The #whataride hashtag was successfully integrated across all marketing platforms. Driven Mind was also able to incorporate the theme beyond social media platforms, including it in print and videos advertisements for the Honda Civic Coupe. This hashtag strategy could potentially be implemented beyond Gonzaga University, as it is not Gonzaga-specific. The idea behind #whataride is to emphasize the memories and moments people make with their vehicles, and this can relate to anyone in Generation Y. Driven Mind’s focus group research revealed the connection participants felt with their vehicles, and this connection is believed to be true nationwide.

Recognizing areas of improvement in this campaign is as important as acknowledging areas of success. There were several areas in this campaign could have been altered for better results. Because this was Driven Mind’s first advertising venture, there were a few planning errors, miscommunications, and implementation delays. However, despite these minor complications, the overall campaign was not fundamentally harmed, and quick error recoveries were acted upon. These hurdles helped Driven Mind learn the importance of early deadlines and slack time in projects.

The most vital part in making the Driven Mind Campaign successful was the dedication and competitive nature of each student working on this project. Although this is true of any agency or company, the Driven Mind team worked together as one mind, having unique team chemistry. Team members were constantly in thought, challenging one another’s creativity, and consistently pushing the boundaries of the traditional Gonzaga education. The core trait each team member had in common was a passion to succeed, creating a unique synergy that every company strives to have. Each team member brought distinct skills, backgrounds, and experiences that were combined into a motivational atmosphere.

Appendices

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Appendix A: Market Research Pre-Campaign Survey

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Appendix B: Market Research Post-Campaign Survey

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Appendix C: Statistical Key Term Glossary

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Statistical Key Term Glossary

P-Value

P-values are the probability that a calculated test statistic as large or larger occurred by chance alone. P-values range from 0 to 1. P-values less than .05 are typically considered statistically significant, with values less than .10 considered to be approaching significance or to be marginally significant. A p-value of .05 indicates that a finding can be relied upon with 95% certainty.

DF

The number of degrees of freedom is the number of values in the final calculation of a statistic that are free to vary. Degrees of freedom are determined by the number of responses in a dataset used for each statistical test.

T

A t-score indicates how many standard deviations an observation is above or below the mean. T-tests are used to determine whether two values are meaningfully different from each other. A statistically significant t-test indicates that the researcher can say with confidence that a change occurred or that a difference is real and did not occur by chance.

Chi-Square

A chi square (X2) statistic is used to investigate whether distributions of categorical variables differ from one another. The chi square statistic compares the tallies or counts of categorical responses between two (or more) independent groups to determine whether meaningful patterns exist.

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Appendix D: Gender Specific Findings

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Gender Specific Findings: Pre and Post Campaign

The following section contains statistical data of the pre and post campaign research results broken down by gender. After running a multivariate test, no differentiated effect of the campaign was found. The impact of the campaign as a whole was uniform across genders. It is interesting to note the difference in perceptions, according to the means, between the genders.

Attributes

The pre-campaign survey results showed the attributes of the 2012 Honda Civic Coupe were rated similarly by male and female respondents: Safety, Technology, Sporty, and Fun to Drive. The pre-campaign survey results showed that females had higher mean scores for each of the attributes, but the results show that there is no significant difference between genders’ preferences towards the attributes of the 2012 Honda Civic Coupe in terms of order of importance.

The post campaign research shows that females still reported higher mean scores for each of the attributes. Male and female respondents still rated attributes similarly with Safety, Fun to Drive, Technology, and Sporty. It should be noted that Fun to Drive moved from ranked 4th in the pre campaign data to 2nd in the post campaign data for females.

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Experience and FamiliarityIn the pre and post campaign surveys, respondents were asked, to measure the target market’s level of awareness, “What is your level of experience/familiarity with the 2012 Honda Civic Coupe?” with responses on a 5-point scale where 1 = “I have heard of it but never seen one” and 5 = “I own one”. The pre-campaign results showed that there was a significant mean difference between genders (t = 5.024, df = 622, and p = <.001). Males had a mean score of 2.36 compared to the female mean of 1.84, signifying that males have more experience and familiarity with the 2012 Honda Civic Coupe. The post-campaign results show that there is still a significant mean difference between genders (t = 4.299 df = 685, and p = <.001). Males had a mean score of 3.01 compared to the female mean of 2.53, signifying that males still have more experience and familiarity with the 2012 Honda Civic Coupe.

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Purchase Consideration

In the pre and post campaign surveys, respondents were asked to gauge the level of interest in purchasing the vehicle, “Please rate your current level of purchase consideration of a 2012 Honda Civic Coupe,” with responses on a 5-point scale where 1 = “I definitely would not consider one” and 5 = “I definitely would consider one”. These pre-campaign results reveal that males on Gonzaga University’s campus were more aware of the 2012 Honda Civic Coupe; however, they were less inclined to purchase the vehicle than female respondents. Though females were less aware of the 2012 Honda Civic Coupe, those who were aware had higher purchase consideration than males (female and male means = 2.72 and 2.34, respectively; t = -2.69, df = 256, p = .008).

The post campaign data shows that females still had a significantly higher level of purchase consideration (t= -4.152, df = 450, p = <.001).The female and male means for post campaign purchase consideration were 3.02 and 2.55 respectively.

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Cool and Cutting-Edge Brand

Respondents were asked to rate Honda as a “cool brand,” on a 5 point scale. The pre-campaign males had a mean score of 2.86. Pre campaign female respondents had a mean score of 3.17, meaning females rated Honda “cooler” than males. The pre-campaign survey found “Honda is a cool brand” is a significant predictor for purchase consideration (B = .352 t = 2.089, p = .042).

While the means scores for Honda as a “cool brand” increased at a statistically significant level it should be noted that the post campaign data shows that the perception of Honda as a “cool brand” is significantly different for females and males. Males had a mean score of 3.07 and females had a mean score of 3.31 (t = -3.225 df = 632 p = .001).

The pre-campaign data showed a marginally significant gender difference in perceptions of Honda as a cutting edge brand. Female respondents rated Honda as more cutting edge than did male respondents (female and male means = 3.29 and 3.13, respectively; t = -1.812, df = 521, and p = .071).

The post campaign data shows a significant gender difference in perceptions of Honda as a “cutting edge brand”. Female respondents again rated Honda as more cutting edge than male respondents (female and male means = 3.41 and 3.19, respectively; t = -3.132, df = 632, and p = .002).

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Appendix E: Focus Group

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Introduction

Thank you for joining us today and participating in today’s focus group. I represent the marketing 490 promotions class here at Gonzaga. Our class has been tasked with creating a promotional campaign for the 2012 Honda Civic Coupe. We are very excited about this cool opportunity and will be directly applying the information you provide today in our campaign.

Before we start I’d like to ask you all too briefly introduce yourself with your name, year in school, and your favorite ice cream flavor.

Thanks! Today’s session is being recorded for further review by our class. (Pass around the consent forms)

Today’s session will be a simple round table discussion format. It is important that we hear from everyone, so I’m going to start with (person X name) and you will pass around this ball. Please feel free to refer to address one another’s points. Now before we start do you have any general questions or need any further clarification on what we are doing today.

Standard Focus Group Questions

How would you define cool?Can you provide a few examples of things that are cool?How would you define cutting-edge?Can you provide a few examples of things that are cutting-edge?When you see a shared photo/video online do you reshare it/retweet it?Ladder – what sort of videos do you specifically reshare it/retweet it?Can you describe the last 2 videos and photos you reshared or retweeted?Do you use Pinterest?Ladder if yes – what do you repin?In vehicles, what catches your attention the most?Do you have a vehicle? /on campus?Does your vehicle have a personality?Do you name your vehicle?What was the last vehicle ad you saw that stood out to you? Why?What do you think about Honda? What comes to mind when you think of Honda? (Word associations)How do you learn/find out about events?What type of events do you find appealing on campus?What makes you want to go to events?What would draw you to attend an event?Ladder this question with - Free things? Does Rockstar and free food draw you in?What is your best memory so far at University of Gonzaga?Ladder if an off campus event – What about your best memory so far at University of Gonzaga on campus? Is there anything else you would like to tell me regarding the topics covered today, or comments you would like to share regarding this session?

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Conclusion

Thank you all so very much for participating in today’s focus group. As we stated before your comments are taken very seriously and will be directly applied to our campaigns formation! Everything we discussed here today will be confidential to our team.

Focus Group Notes The focus group was conducted on March 21st and was comprised of 8 students, specifically seven females and one male. The focus group lasted for approximately one hour and the results proved to be beneficial to the campaign.

Cool

The first segment of the focus group addressed the question, “what is cool?” The focus group produced a wide spectrum of ideas and concepts concerning the topic of “cool”. A reoccurring theme that presented itself was that “cool” things are classic and do not go out of style. Also, anything that is “old school” or “old glamour” is considered to be “cool”, which reinforces the idea of things that do not go out of style to be “cool”. When participants were asked this question addressing what was cool, the word efficient was mentioned multiple times, specifically things that are more efficient are considered to be “cooler”. Additionally, technology that is efficient is “cool”. Many of the participants discussed how life experiences paired with their individual interests are “cool”.

Cutting-Edge

The second question the participants were asked was “what is cutting-edge?” “Cutting-edge” is being cool first or a trendsetter. The participants associated “cutting-edge” with the brand Apple, because Apple is usually the first to come out with innovative products and other companies then follow. In addition, things that are “cutting-edge” are things that can be integrated into everyday life easily, where they do not have to adjust or make a major lifestyle changes.

Vehicles

The participants were next asked to discuss automobiles in general and their experience with vehicles. Vehicles that “catch their attention” are vehicles that catch their eye. The lines and styling of the vehicles are very important. The styling and shape must be clean. The preferred body style is a mid-size SUV. Vehicles they find attractive are ones that are unique or “different enough.” In addition, another determining factor is that the participant has to be able to envision him or herself in the vehicle, for example envisioning themselves driving down a familiar route or “doing what I like to do”. The vision must feel comfortable and somewhat familiar. Participants were then asked if their vehicles had personalities or if they named their vehicles. Names such as “Black Beauty”, “Red Dragon”, “Chili Pepper” and “Mighty Mouse” were brought up. The owner of “Mighty Mouse” said that the vehicle was definitely male and that “he’s a trooper”. Vehicles that

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were characterized as “temperamental” were female and vehicles that were called “troopers” and “reliable” were male. For participants, their vehicles were important to them because of the experiences associated with the vehicle. “Experiences” included conversations held in the vehicle, specific memories in the vehicle, places traveled and what they used their vehicle for and what they did with it. A number of participants associated vehicle brands with specific people.

Vehicle Advertisements

The participants were asked, “What was the last vehicle ad you saw and what stood out to you?” The first commercial that was mentioned was the Kia Soul ad with the dancing hamsters. The participants thought this commercial was so outrageous that it was memorable but at the same time they would never buy this vehicle. Our participants began to discuss that outdoorsy vehicle commercials such as the ones produced by Jeep are memorable because they are directly related to their personal experience with vehicles. Another commercial that was discussed was the Toyota commercial that showed a woman setting up a Facebook page for her parents because she’s afraid that they don’t have a social life, but they have a Toyota so they are fine. The participants liked this commercial because it was relatable to their own lives. Finally, the Fiat Super Bowl commercial was addressed because of the outrageous concept presented.

Honda

The focus group participants were asked, “What comes to mind when you think about Honda?” The responses varied from “I don’t know anything about Honda” to “They are efficient cars that have good gas mileage.” Additionally, there was a consensus that Honda is associated with “commuter cars” and “my parent’s car that I drove in high school.”

Social Media Use

For this segment, the team wanted to gain a greater understanding of how sharing on Facebook and Twitter is used among undergraduate university students. The participants were asked, “What do you reshare/retweet?” The general consensus was that sharing on a social media site allows for keeping a connection with friends and family. The participants share things that they think others will be interested in. Specifically, the participants expressed that they liked to share music through social media. The focus group viewed sharing on Facebook and Twitter as a means of staying in touch with the people in their lives. Additionally, the focus group mentioned that when they post something to Facebook or Twitter they are looking for feedback. Also, the participants were asked about their usage of Pinterest, a fast growing and very popular website among the younger generation. The response was that Pinterest is very visually driven and it is an outlet to express personal style and interests. Events

Driven Mind wanted to gain a greater understanding of how students at Gonzaga University find out about events on campus. Right away Facebook was mentioned as the main source of information for functions held at Gonzaga University. Also, the participants mentioned that they hear about events through the student government emails and The Wall, an outdoor advertising outlet. The focus group was also asked, “What events on campus do you find appealing?” One participant mentioned that she

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enjoys attending Coffee House, a weekly concert held in our student center. Another participant discussed how she will go to an event that “everybody is going to.” Also, all participants mentioned that they will attend events in which the event is perceived to be exclusive. Overall, the participants said that if an event has music and other fun stuff going on they will most likely check it out.

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Appendix F: ZMET

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Introduction

Thank you for joining us today and participating in today’s ZMET study. I represent the marketing 490 promotions class here at Gonzaga. Our class has been tasked with creating a promotional campaign for the 2012 Honda Civic Coupe. We are very excited about this cool opportunity and will be directly applying the information you provide today in our campaign.

Before we start I’d like to ask you all too briefly introduce yourself with your name, year in school, and your favorite ice cream flavor.

Thanks! Today’s session is being recorded for further review by our class. (Pass around the consent forms)

Now before we start do you have any general questions or need any further clarification on what we are doing today.

An Evaluation of Vehicles in General

Pre Evaluation: Each participant will bring 5 images that describe what their car is to them without bringing an image specifically of their vehicle.

Note to Reader: These steps heavily rely on laddering to dive deeper into the respondents’ answers in order to uncover deeply held, often unconscious, thoughts and feelings.

Step 1: Please identify 2 images that represent your vehicle the best and tell me why you picked that image.Step 2: Are there any images that you could not find that you would like to describe?Step 3: Ask about the remaining images that are remaining. Be sure to draw out why they did not include these images as the “best representation”Step 4: Can you describe a color that comes to mind when you think of your vehicle?Step 5: Can you describe a smell that comes to mind when you think of your vehicle?Step 6: What sort of emotions do you associate with your vehicle?Step 7: Can you imagine and describe to me a short movie that would provide a good summary for your feelings about your vehicle?Step 8: Can you please create a collage of the images you brought today that represent your vehicle?Please feel free to suggest changes in the images sizes.

An Evaluation of the Honda Brand

Pre Evaluation: Each participant will bring 5 images that describe what the Honda brand is to them without bringing an image of Honda

Note to Reader: These steps heavily rely on laddering to dive deeper into the respondents’ answers in order to uncover deeply held, often unconscious, thoughts and feelings.

Step 1: Please identify 2 images that represent the Honda brand the best and tell me why you picked that image.

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Step 2: Are there any images that you could not find that you would like to describe?Step 3: Ask about the remaining images that are remaining. Be sure to draw out why they did not include these images as the “best representation”Step 4: Can you describe a color that comes to mind when you think of the Honda brand?Step 5: Can you describe a smell that comes to mind when you think of the Honda brand?Step 6: What sort of emotions do you associate with the Honda brand?Step 7: Can you imagine and describe to me a short movie that would provide a good summary for your feelings about the Honda brand?Step 8: Can you please create a collage of the images you brought today that represent the Honda brandPlease feel free to suggest changes in the images sizes.

An Evaluation of the 2012 Honda Civic Coupe

Pre Evaluation: Due to the limited awareness on campus of the 2012 Honda Civic Coupe an assortment of images will be provided.

Note to Reader: These steps heavily rely on laddering to dive deeper into the respondents’ answers in order to uncover deeply held, often unconscious, thoughts and feelings.

Step 1: Please identify 2 images that represent the 2012 Honda Civic Coupe the best and tell me why you picked that image.Step 2: Are there any images that you could not find here that you would like to describe?Step 3: Ask about the remaining images that are remaining. Be sure to draw out why they did not include these images as the “best representation”Step 4: Can you describe a color that comes to mind when you think of the 2012 Honda Civic Coupe?Step 5: Can you describe a smell that comes to mind when you think of the 2012 Honda Civic Coupe?Step 6: What sort of emotions do you associate with the 2012 Honda Civic Coupe?Step 7: Can you imagine and describe to me a short movie that would provide a good summary for your feelings about the 2012 Honda Civic Coupe?Step 8: Can you please create a collage of the images you brought today that represent the 2012 Honda Civic Coupe. Please feel free to suggest changes in the images sizes.

Advertising

In this final stage of questioning the interviewer will expose the participant with a few sample advertisements for the 2012 Honda Civic Coupe. Some of these images will be those created by Driven Mind.

Step 1: Please identify which image here is most attractive to you and gains the most of your attention.Step 2: Please describe what it is about that image that influenced you to select it.Step 3: Can you tell me more about the colors of the ads?Step 4: Can you tell me more about the wording of the ads?Step 5: Can you describe what emotions this image evokes?Step 6: Please use pieces of these images to create a collage that creates the best image to represent the 2012 Honda Civic Coupe.

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Conclusion

Thank you all so very much for participating in today’s focus group. As we stated before your comments are taken very seriously and will be directly applied to our campaigns formation! Everything we discussed here today will be confidential to our team.

Alexandra Tallas ZMET

Vehicles

1. Please identify two images that represent your vehicle the best and tell me why you picked that image: “Unbound” image: The image of the vehicle represented freedom for the participant; it allowed her to go to school, drive to sports practice, and to meet up her friends on the weekend. When discussing the picture of a baby, the participant expressed that she feels safe driving her two year old brother and sister and her parents felt safe letting her drive them. The participant expressed that safety is extremely important to her. Honda helps keep her family safe, which is essential.

2. Are there any images that you could not find that you would like to describe? The images the participant brought represented the important associations with family, freedom, and overall love for what the vehicle gives, which includes safety for family, the ability to tow around friends, and be comfortable. The participant felt that she found the necessary images to didn’t have any images that she could not find that she wanted to describe.

3. What are the remaining images? Why were they not included in the as the “best representation”? The remaining images were: I “heart” My , the baby, and luxury image. The participant expressed she loved her first vehicle, which was paid for by participant. When the participant was shopping for a vehicle she expressed that she looked at Hondas because it was familiar because her parents have Hondas and she like the style. Her parents preferred for her to get a Honda because they consider Hondas safe, long lasting, and good first vehicle. The participants parents had positive experiences with the Honda dealership. The participant has owned the 2004 Accord for three years, and she reminisced how her friends would pile into the vehicle. She is able to drive twenty-two hours to school because seats are comfortable, overall style is comfortable.

4. Can you describe a color that comes to mind when you think of your vehicle?The first color that came to mind was yellow. Yellow to the participant is a symbol of happiness. For example, when her parents see her vehicle at home, which she equates with happiness. She has pride in paying for it herself and enjoys the freedom that accompanies having a vehicle. It is considered a stepping stone in life to have a car because no longer are you dependent on your parents to tote you around. She commented that a person’s first vehicle often reflects the owner's personality.

5. Can you describe a smell that comes to mind when you think of your vehicle?The participant’s fifteen year-old sister says the vehicle smells like coffee. She said, “I like it because it makes it mine and certain smells attribute to vehicles”. Her best friend’s car smells flowery and if it didn’t she would be “thrown off”. If her vehicle did not smell like coffee she would be thrown off because for her the scent personal.

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6. Can you imagine and describe a short movie that would provide a good summary of your feelings about your vehicle?The movie that came to mind for the participant was the Britney Spears movie, Crossroads, a film about best friends out on a road trip adventure, laughing, playing music loud, and making memories.

Honda Brand

1. Please identify two images that represent the Honda brand the best and tell me why you picked that image.The participant associated the image of a classic fashion model with the classic look of the Honda vehicle. According to the participant, the Honda brand doesn’t need many changes because it is always modern and up to date. The designs are simple, simple is classic and classic will always be in style. The participant expressed that some of Honda vehicles styles were ugly, but the majority of the vehicles are all solid and in style. She also uses the vehicle as a means for escapism and freedom.

2. Are there any images that you could not find that you would like to describe? It was difficult for the participant to find images to portray safety (definitely biggest/ most important attribute). The image of the doctor reminded the participant of safety and trust. She is able to trust the safety and well being that Honda represents. Like a doctor, drivers and brand loyal consumers trust their lives in vehicles and the Honda brand to take care of them. The participant provided an image of sports bras because to her they offer support and remind her of a helpful Honda dealer. Specifically, dealers go out of their way to make sure that the customer’s needs are taken care of. The participant provided an image of the cell phone. The cell phone image for the participant represents staying in touch with people around you, their community, the modern world, and what everyone is doing.

3. How would you describe something “Technologically advanced”?She thought of “technologically advanced” as simple, sturdy, reliable. The participant does not relate Honda to “technologically advanced”. The participant expressed that she relies on staying in touch through face to face interaction and communication.

4. Can you describe a color that comes to mind when you think of the Honda brand?The participant associated the color blue with Honda dealerships. The salesmen wear blue shirts at the dealership and in commercials. Honda’s radio advertisements mention their helpful Honda dealers in blue shirts, which is very effective, thus always associating the two.

5. Can you describe a smell that comes to mind when you think of the Honda brand? With any vehicle, it has the new vehicle smell until you learn the individual that is driving the car, then you associate their car and smell with what they are driving, which then can relate to the dealership and the brand. She also said that the new vehicle smell is the best smell ever.

6. What sort of emotions do you associate with the Honda brand?She expressed she has trust in the Honda brand because she has only ever had positive experiences with it. There is a consensus among her friends and family is that there is trust in the Honda brand.

7. Can you imagine and describe a short movie that would provide a good summary for your feelings about the Honda brand?

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For the participant the film, Are We There Yet? best represents her feelings towards Honda. She discussed the film saying that the images of whole family all comfortable, in their family vehicle remind her of Honda. The participant then added that often times, the vehicle begins as a personal car and then becomes a family car.

Advertising

1. Please identify which image here is most attractive to you and gains the most of your attention (shown Driven Mind Honda ad). The participant was instantly drawn to the image of the vehicle because of the blue, although the text did not stand out it is thin and stands into poster. She commented “I don’t think I would read the poster I would just look at the car overall sleek sporty look to it, that are the kind of cars that catch attention”. If the advertisement was different she would give it more attention.

2. Describe what about the image influenced its selection:For the participant, the Civic logo draws attention. The majority of attention is drawn to vehicle being blue. Different colors or a bold font could have been used for the text within the advertisement. For the participant, at first glance she saw the color of the Civic Coupe and then noticed the logo. She was able to relate to all of the words listed and liked the hashtag #whataride.

3. Tell me more about the wording of the ads:The words listed within the advertisement made the participant smile. She thought they were clever because they represented many different groups of students on the Gonzaga campus. She felt that the words could be associated with Twitter.

4. Tell me about the emotions this image evokes:The participant did not get excited just looking at the advertisement, but thinks it’s a “cool” looking vehicle. She did not express an “oh, it’s so great”; it was more neutral reaction. When she read the text, it sparked emotion. The participant discussed how often times throughout the day people move so fast that a passerby would not notice the advertisement. However, given time, a viewer could give it more attention.

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Appendix G: Event Day Pictures

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Civic Block Party

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Sponsors

Prizes

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Crew

Crew T-shirt Design

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Appendix H: Advertising Samples on Campus

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Flyer Placement

Print Event Table Tents

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Print Event Handouts

Rockstar Fliers with Balloons

Banner Placement

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Music Example

Male Example

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Female Example

Whiteboard Example

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Campus Map

Stake Map

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Appendix I: Social Media

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Foursquare Examples

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Bitly Facebook Clicks

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Top Retweeters

Follower Growth

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Appendix J: Public Relations Media Kit

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Introduction:

Contact: Katelyn LoomisDriven Mind

360-708-0429kloomis2@zagmail.gonzaga.edu

We are Driven Mind, a Gonzaga student-run marketing agency, participating in a competition and campaign to promote and increase awareness of the new 2012 Honda Civic Coupe. The Public Relations team would like to present you with this media kit in order to familiarize yourself with our agency and campaign.

We would be more than happy to answer any questions you might have or even participate in a follow-up interview if it is fitting. Watch for more information from Driven Mind about the Honda Civic Coupe Marketing Competition at Gonzaga University throughout the spring semester. For further inquiries regarding the competition, please contact Katelyn Loomis at 360-708-0429.

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Fact Sheet

Created 2012 by Gonzaga students as part of the Marketing course, Promotion Project in partnership with EdVenture Partners

Location Gonzaga University, Spokane Washington

Project Coordinator Matthew Cassinelli

Purpose Gonzaga University has been selected as one of 20 schools throughout the country to participate in the Honda Civic Coupe Marketing Competition coordinated by EdVenture Partners. Students have created an in-class, working marketing agency, Driven Mind, responsible for researching, implementing, and evaluating an integrated marketing campaign. The campaign is aimed at increasing purchase consideration for the 2012 Honda Civic Coupe among the Generation Y market. All 20 schools will be competing for the chance to present their creative ideas to Honda executives at the term’s conclusion.

Objectives Students will begin by conducting research to find out more about the target market. After they have analyzed their research findings, they will design a campaign aimed at reaching Gen Y and raising interest for the Civic Coupe. Driven Mind will bring their campaign plans to life using a $3,000 budget provided by Honda. At the end of the term, students will collect post-campaign research, and then conclude with a formal presentation to their client summarizing the campaign results and successes.

Mission Statement Driven Mind aims to promote the 2012 Honda Civic Coupe to Generation Y 18-25 year old Gonzaga college students, combining young and fresh ideas with knowledge of today's social consumer to provide unique peer-to-peer marketing solutions.

Local Partnerships Rogers High School Driver’s Education

Contact Information Gonzaga UniversityKate Loomis 360.708.0429kloomis2@zagmail.gonzaga.edu

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Backgrounder

Present

Driven Mind is a marketing agency composed of 15 seniors from Gonzaga University in Spokane,

Washington. The efforts of Driven Mind would not be made possible without the support of EdVenture

Partners, an organization dedicated to developing innovative industry-education partnership programs.

Through EdVenture Partners, Driven Mind students are receiving hands-on, real world experiences from

an organization with programs and resources nationwide. In conjunction with resources provided by

Honda and EdVenture Partners, Driven Mind is devoted to promoting the 2012 Honda Civic Coupe to

Generation Y, 18-25 year old, college students by combining young and fresh ideas with knowledge of

today’s social consumer to provide unique peer-to-peer marketing solutions. Driven Mind is currently

developing promotional efforts to raise target market perception of Honda as a cutting-edge, cool

brand. During this process, the agency is working to develop an integrated marketing communications

plan to increase purchase consideration of the Honda Civic Coupe among the Gen Y target market on

Gonzaga University’s campus and beyond.

Future

Driven Mind aims to present the Honda Civic Coupe is the ultimate, customizable vehicle for

Generation Y because it allows the driver to personalize the car to be an extension of him/herself while

still being cool and fun to drive. The tone of the message produced by Driven Mind will be an emotional

appeal, capturing the significant feelings that characterize the life of a college student who is preparing

for the years after college. The emotion Generation Y will

-more-

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Backgrounder (continued)

experience from this campaign is an upbeat remembrance on past rides and an optimistic outlook on

future rides. Advertising tactics will mainly focus on the peripheral route to persuasion, relying upon

color and images capturing the eye of the target audience, in a cool and “cutting-edge” way. The focus

will incorporate personalization and familiarity through cultural touchstones that resonate with

Generation Y consumers. These objectives will culminate in the execution of the Honda Civic Block Party.

A block party is a popular form of entertainment that appeals to college-aged members of the

target market. This type of event creates a laid back, fun atmosphere that makes it easy to get involved

in activities planned. This event will be attractive for on and off-campus students to attend because of

the location, food, prizes, and the philanthropic tie-in. The Honda Block Party will be held on the 700

block of Boone Ave, located on Gonzaga’s campus near several residence halls and the School of

Education, allowing on-campus students the ability to easily walk, bike, or skateboard to the event. The

location is also close to a large parking area and bus stop for those students, who are living off-campus,

allowing them to drive or take public transportation to the event. The Honda Block Party will offer free

food from a local vendor, which offers on- and off-campus students and incentive to attend the event.

Attendees will also have the option of participating in games and earning prizes throughout the duration

of the event. On and off-campus students will have the opportunity to donate at the event to Roger’s

High School for driver’s education.

-more-

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Backgrounder (continued)

Driven Mind will focus on partnering with Rogers High School, a local low-income school. Fund

raising efforts will be focused on allowing students to take Driver’s Educations and become responsible

drivers. The partnership is intended to maintain consistency with Gonzaga’s mission of service and offers

a great opportunity for Driven Mind to give back to the Spokane community. The Gonzaga University

senior class officers will be pairing with Driven Mind for the philanthropic activities, providing funds to

purchase Block Party tank tops to sell to students during the promotional event in April. All proceeds

from the tank tops will go towards providing Driver’s Education scholarships for low-income students at

Rogers High School. Spokane companies will also be asked to sponsor Rogers’s students. The intention is

to create an appeal for the on and off campus communities to get involved in helping to educate about

safe driving and Driver’s Education sponsorship in the Spokane area.

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FOR IMMEDIATE RELEASEApril 4, 2011Driven Mind, Gonzaga UniversityAgency Contact: Katelyn Loomis, 360-708-0429

Gonzaga University Students Represent 2012 Honda Civic Coupe in Nationwide Competition

(Spokane, WA)- In a unique capstone course, a group of Gonzaga students are participating in the nationwide Honda Civic Coupe Marketing Competition utilizing a $3,000 budget to create an integrated marketing campaign for the 2012 Honda Civic Coupe.

Students will be compiling their experiences, previous coursework and creativity to create a marketing agency representing Honda. The marketing agency, Driven Mind, is responsible for researching, implementing and evaluating a campaign for the 2012 Honda Civic Coupe aiming to increase purchase consideration by changing the perception of the Honda brand and Civic Coupe among Generation Y, specifically at Gonzaga.

“The course allowed my peers and me to jump into a project with a real client and real budget and collaborate together in our various ‘departments,’ experiencing all the bumps and bruises of a team project dynamic,” said former course veteran, Erin Arai who now lives in New York City and works for an advertising agency, “This is an opportunity for students to gain real life experience and craft the beginning chapters of their career story.”

Driven Mind’s campaign will be centered on their Civic Block Party event, April 13, on Gonzaga’s campus. The event will feature the 2012 Honda Civic Coupe, games, prizes, food provided by sponsors and other entertainment to appeal to the Gonzaga population.

Gonzaga is one of 20 schools competing for the chance to present their creative ideas to Honda executives at the term’s conclusion. Students have already conducted preliminary research to find more about the target market and are currently working on the campaign strategy using research results.

The course is designed to give students hands on experience in the marketing industry. Students will bring their ideas to life utilizing their budget and sponsors accrued. After the campaign, students will conduct post- campaign research and will conclude with a formal presentation to Honda, summarizing the campaign results and successes.

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About Honda: Honda is a leader in the development of leading-edge technologies to reduce CO2 emissions, including advanced gasoline engines, gasoline-electric hybrids, natural gas-powered engines, and hydrogen fuel cells. Founded in Japan in 1948, Honda began operations in the U.S. in 1959 with the establishment of American Honda Motor Co., Inc., Honda's first overseas subsidiary. The company, which marked its 50th year of U.S. operations in 2009, has invested more than $10.6 billion in its North American operations with 16 major manufacturing facilities, employment of more than 35,000 associates, and annual purchases of more than $18.8 billion in parts and materials from suppliers in North America.

About EdVenture Partners: EdVenture Partners is an organization dedicated to developing innovative industry-education partnership programs. The objective of such programs is to provide hands-on, real-world experience to students in tandem with providing marketing solutions and recruiting access at colleges and universities to clients. EdVenture Partners has designed and managed programs at over 1,000 campuses in North America and internationally. Find out more at www.edventurepartners.com.

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FOR IMMEDIATE RELEASEApril 9, 2011Driven Mind, Gonzaga UniversityAgency Contact: Katelyn Loomis, 360-708-0429

Driven Mind partners with Union Gospel Mission Motors to raise funds for Vehicle Assistance Program

(Spokane, WA)- During the week of April 9, Driven Mind, the Gonzaga University student-run marketing agency, will begin efforts to collect donations for local nonprofit, Union Gospel Mission Motors. Driven Mind aims to contribute to the Spokane community while maintaining an automotive theme for their upcoming event on Friday, April 13, where they will raise awareness for UGM Motors and promote the 2012 Honda Civic Coupe.

UGM Motors offers inexpensive or free vehicles, automobile repair and service for low-income families through their Vehicle Assistance Program. Affordable transportation is vital for getting to work, school, and other daily activities, and public transportation often is not a reasonable option. The UGM Motors program typically helps families in need of transportation for maintaining employment, keeping medical appointments, picking up children from school, or accessing social services. UGM Motors aims to help as many families as possible, with 17 cars given at no cost to families and individuals in need in 2011.

Driven Mind feels that this partnership with UGM Motors strengthens Honda’s aim to deliver quality transportation to the world and maintains consistency with Gonzaga’s mission of service and social justice.

“We’re very excited about the ongoing partnership between Union Gospel Mission and the Gonzaga community,” said Phil Altmeyer, Executive Director of the UGM. “It’s great to see these young people looking beyond the borders of their campus, expressing compassion for the less fortunate, and giving back in tangible ways.” Many Gonzaga athletes regularly donate time serving meals at the Union Gospel Mission, and Driven Mind is excited to continue the tradition and bring further attention to the goals of Union Gospel Mission Motors.

The pairing with UGM Motors offers a great opportunity for Driven Mind to give back to the Spokane community while offering a great partnership for Driven Mind’s client, Honda. "Service is an integral part of life at Gonzaga, and Driven Mind wanted to make sure we represented this aspect of our Jesuit education. We are proud to include these donations to UGM as part of our campaign. UGM Motors is a very worthy cause,” said Matthew Cassinelli, Project Coordinator of Driven Mind.

Gonzaga is one of 20 schools competing in the Honda Civic Coupe Marketing Competition for the chance to present their creative ideas to Honda executives at the conclusion of the semester. The primary event showcasing the 2012 Honda Civic Coupe to the Gonzaga community is the Civic Block Party on Friday, April 13 from 11 a.m. to 3 p.m. on the Gonzaga University campus. Students, staff and community

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members are encouraged to donate to UGM Motors prior on the steps of the Crosby Student Center building through the week or at the Civic Block Party.

About Union Gospel Mission Motors: UGM Motors was created to provide job training in a safe, healing environment for men and women coming out of our recovery programs. Skilled technicians teach the basics of automobile service and sales while repairing donated vehicles. Proceeds from automotive sales support the Mission’s homeless services – food, shelter, clothing, medical & eye clinics, counseling and more.

To learn more about Union Gospel Mission Motors, please visit http://www.ugmspokane.org/outreaches/ugm-motors/ or Driven Mind’s Facebook page http://www.facebook.com/MyGUCivicCoupe for event updates.

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FOR IMMEDIATE RELEASEApril 22, 2012Driven Mind, Gonzaga UniversityAgency Contact: Katelyn Loomis, 360-708-0429

Anticipation grows for Gonzaga students looking towards upcoming judging in Honda Competition

Successful Civic Block Party leads to excitement for presentation to Honda representatives, May 2nd (Spokane, WA)- Gonzaga University’s student run marketing agency, Driven Mind enjoyed the success of the Civic Block Party on Friday, April 13 only briefly before returning to work to prepare the summary and achievements of their semester long campaign for the 2012 Civic Coupe. The upcoming presentation to Honda representatives will be held at Gonzaga’s campus on Tuesday, May 2 where Driven Mind will be judged against other schools nationwide to determine which teams will attend the final rounds of the Honda Civic Coupe Marketing Competition in Anaheim, Calif. and present to Honda executives.

Driven Mind will be judged on several factors including the success of the campaign measured by the increase in the perception of Honda being a “cool” and “cutting- edge” brand as proven by research of the target demographic. Post- event research will be compared to pre- event research to determine overall campaign impact and this information will be reported in the presentation along with a detailed explanation of the campaign.

At the beginning of the spring 2012 semester, Honda challenged Driven Mind to increase the perception positively of Honda and the 2012 Civic Coupe in the Gonzaga University undergraduate target demographic. Driven Mind created a campaign centered on a “What A Ride” theme. The theme was woven through all aspects of the campaign and was emphasized as a hashtag (#whataride) to make the campaign relatable to Generation Y. The campaign successfully positively changed perspectives of Honda and generated buzz for the Civic Block Party.

The Civic Block party had over 700 students, faculty members and community members in attendance and collected over $150 for Union Gospel Mission Motors, a partner of Driven Mind. Driven Mind felt the partnership with Union Gospel Mission Motors was consistent with both Honda and Driven Mind’s commitment to the community while keeping in line with the campaign vehicle theme. Event day activities included the Forza 4 XBOX racing competition where participants could “test drive” the car, the Honda Challenge with trivia about the 2012 Civic Coupe, and What’s the “Ride” Answer asking contestants to estimate the cost of gas from one major city to another in the Civic Coupe. Cash donations were collected throughout the entire event and in the weeks leading up to and following the Civic Block Party. “The event was a great success and we incorporated the car in almost all aspects of our campaign, so those who attended should have a great feel for the Honda brand and the 2012 Civic Coupe,” said Kristina Wick, team member of Driven Mind.

Proceeds collected for Union Gospel Mission Motors will help families in need of transportation who would not be able to afford it otherwise. More information about Union Gospel Mission Motors can be found at http://www.ugmspokane.org/outreaches/ugm-motors/.

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For more information about Driven Mind email drivenmind@gmail.com or check out Driven Mind Facebook and Twitter pages.

About Honda: Honda is a leader in the development of leading-edge technologies to reduce CO2 emissions, including advanced gasoline engines, gasoline-electric hybrids, natural gas-powered engines, and hydrogen fuel cells. Founded in Japan in 1948, Honda began operations in the U.S. in 1959 with the establishment of American Honda Motor Co., Inc., Honda's first overseas subsidiary. The company, which marked its 50th year of U.S. operations in 2009, has invested more than $10.6 billion in its North American operations with 16 major manufacturing facilities, employment of more than 35,000 associates, and annual purchases of more than $18.8 billion in parts and materials from suppliers in North America.

About EdVenture Partners: EdVenture Partners is an organization dedicated to developing innovative industry-education partnership programs. The objective of such programs is to provide hands-on, real-world experience to students in tandem with providing marketing solutions and recruiting access at colleges and universities to clients. EdVenture Partners has designed and managed programs at over 1,000 campuses in North America and internationally. Find out more at www.edventurepartners.com.

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Appendix K: Pre Campaign Gonzaga Bulletin Article

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Gonzaga offers a marketing course that gives students a budget of $3,000 to create a product campaign for an assigned client. The class is called The Promotion Project, or Marketing 490, and this year the classes have teamed up with Huppin's, a local Spokane electronic dealer, and Honda.  

"Right before spring break each group will be making presentations to their clients to pitch their strategies and get approval to move forward with those," Peggy Sue Loroz, associate professor of marketing, said.

Loroz teaches one of the two sections that are offered for The Promotion Project class.  This is the first time GU has offered two sections of the course since its creation in 1995, she said. 

"This year we were able to accept twice as many students because we have the two projects as opposed to just the one," Loroz said.

Loroz's section of the course has teamed up with Honda through a company called EdVenture Partners, which facilitates industry and educational relationships, she said.  The other section is taught by Vivek Patil, associate professor of marketing, whose students are working with Huppin's.

The students first had to make it through an application process before they were granted a seat in the class.

"They try to do it similar to a job, minus the fact that you're not doing an interview," Katelyn Loomis, senior public relations major and a student in Loroz's class, said. "You turn in your resume and then a cover letter.  They like to see other related coursework you've done or other internships you've done that are kind of related to it and then, within that, you start to specify which specific department you want to work for."

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The students who qualified were carefully placed into one of the two sections based on what skills they were bringing to the table.  They now meet every Tuesday and Thursday, and class time is more like a business meeting than a typical lecture class. 

Loroz considers herself a guide for the students instead of their teacher during this class. 

"This is a class that I teach, but I don't teach it," Loroz said. "I see myself as a consultant that they can come to for advice and hopefully keep them on track and make sure they deliver a good product to their client, but it's up to them to form their agency and take the initiative and come up with all of the ideas."

The section working with Honda decided to call their agency Driven Mind, Matthew Cassinelli, student project coordinator, said. 

"This is essentially the capstone course for my entire college education," Cassinelli said. "Everything I have learned in the business school has led up to this, and learning to run a marketing campaign has been a fun and challenging experience."

The group working with Honda is creating a product campaign specifically for the Honda Civic Coupe.  They are currently competing in the 2012 Honda Civic Coupe Marketing Competition, which is a national competition with 20 other universities, according to Loroz. 

The week before spring break the group will pitch their campaign via telephone conference to the advertising representatives.

"If they are one of the top three teams they will be invited to Torrance, Calif. to present to Honda's executives and everybody gets a trip to Disneyland,"  Loroz said.  "They are competing for cash prizes for Gonzaga so if they win, I think Gonzaga gets a $5,000 prize."

The group working with Huppin's will present its pitch the same week to a group of representatives on campus who will evaluate their work.

The most beneficial thing students have said this course offers is real-world experience while still being in the comfort zone of college.

"It's kind of like an internship for a semester, where I get to work with my classmates in a work setting," Tayler Corbisiero, student project coordinator, said. "I picked it because it's a really good opportunity that allows me to be exposed to the work world before actually having to enter it."

The class also provides students with various material they can put in their portfolio to show potential employers.  Some of the work that has been produced in this class has been known for getting students jobs in the past, Loroz said.

"This is an opportunity for them to get in and get their hands dirty and actually do the stuff that they're aspiring to do as part of their career," Loroz said. "So many internships or entry-level jobs

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don't give you the opportunity to just take the lead on a creative campaign and develop it start to finish.  It gives them a really valuable experience and sample of their work that they can take into a job interview and say, ‘This is what I've done. This is what I know how to do.'"

Students can look forward to seeing more information from both sections of The Promotion Project.  They are planning to have events for both of their product campaigns but neither section has any of the details planned out yet. 

"There is definitely going to be opportunities for students to get involved in the future, so keep an eye out," Corbisiero said.

http://www.gonzagabulletin.com/news/honda-and-huppin-s-team-with-gu-students-1.2802987#.T5YZDGt1ac0

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Appendix L: Post Campaign Gonzaga Bulletin Article

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In Gonzaga’s school of business, there are few opportunities that are as practical and comprehensive as the Marketing Promotions Project. In this class, students have the opportunity to partner with an existing company to plan and run their own marketing campaign, giving the company almost free promotion while gaining valuable real-world experience. This year, one of the classes partnered with Honda to promote its 2012 Civic Coupe, and the culmination of the on-campus promotion was their Civic Block Party they held Friday the 13th.

On one of the nicest days of the year, students followed the floating balloons garnered with Honda H’s and the sound of the live DJ to a street full of Civics, Rockstar energy drinks, and David’s Pizza.

“We chose to do it in the street so people could interact with the cars,” said Matthew Cassinelli, the project coordinator.

The main event was the car itself, with four 2012 Civic Coupes on display. With doors open and hoods popped, participants at the event were able to climb into them and get the full Civic experience, everything short of driving the car.

In order to promote awareness of the car’s excellent MPG and other features such as its Eco Assist button, there was a trivia challenge designed to get participants to read the information about the car posted in its engine and throughout the interior.

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And for those that just had to take a Civic for a spin, there was an Xbox set up with Forza Motorsports, a racing game, so you could drive the 2012 coupe. This was connected to a competition for the best lap time, with the fastest time winning a bundle of Xbox gear valued at over $150. Not exactly the same as driving the real car, but it was the next best thing.

In addition to having the cars on display for people to climb into and check out, another large draw for students was the free David’s Pizza.

“We chose David’s because it has a long history with the students,” explained Cassinelli, who during break periods between classes went longboarding around campus with a megaphone, telling people about the event and all it offered- including free pizza. This turned out to be a big draw, as the lines for pizza were often as popular as the cars themselves.

But David’s wasn’t all the Block Party had to offer. In addition to the Xbox racing competition and the trivia challenge, there was also a guessing game where participants had to estimate the cost of gas required to drive to popular destinations from Gonzaga, including Seattle and Portland. Students were surprised at how little it can actually cost to drive a car with good fuel economy compared to older, less efficient vehicles- according to their calculations, it costs a mere $28 to get to Seattle, which is quite impressive considering the ever-rising cost of gas.

The last of the competitions was a tricycle racing course, with participants competing head to head to be the fastest cyclist on a course between a couple of Civics. This wasn’t for promoting the car’s specs, like the other competitions- this one was just plain fun.

All of the competitions won participants tickets they could later exchange for prizes at a prize booth. Prizes ranged from stickers and coupons to Xbox games and t-shirts.

The biggest prize for those planning the event, however, was the excellent turn out. Total wristband distribution was counted at over 700, and not everyone that went was given one- as the event became more crowded, it became difficult to wristband every person that entered.

Although this was the biggest event of the promotions class’s campaign, the end is yet to come. Honda has turned the promotions projects with all the different partner schools into a competition of its own, with schools competing to win a grant from Honda and a trip to California. To aid Gonzaga’s chances, stay connected via Twitter and Facebook to learn more about the 2012 Civic Coupe and to find out about more opportunities to be involved. 

http://www.gonzagabulletin.com/news/students-co-host-civic-block-party-1.2853442#.T5YY1mt1ac0

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Appendix M: GU News Article

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SPOKANE, Wash. – Gonzaga University marketing students participating in a funded, student-run marketing project called Driven Mind are collecting donations this week to help the local nonprofit Union Gospel Mission Motors as part of a competition among 20 schools vying for a chance to present creative ideas to Honda executives later this spring.

The 15 students involved in Driven Mind are creating an appeal for members of the Gonzaga community and the public to help local families in need of vehicle assistance. The team has conducted preliminary research about the target market and is preparing for the event highlighting the 2012 Honda Civic Coupe to the Gonzaga community.

This week’s fundraising activities will culminate in the Civic Block Party on the Gonzaga campus (700 block of E. Boone Avenue) planed from 11 a.m.-3 p.m., Friday (April 13). The event will include giveaways, vendors, and games. Attendees also may view the 2012 Honda Civic Coupe. Donations will be accepted through Friday (April 13).

Driven Mind is collaborating with Union Gospel Mission Motors to maintain consistency with Gonzaga’s mission elements that emphasize service to others and social justice. The event offers an opportunity for Driven Mind to give back to the Spokane community. Peggy Sue Loroz, associate professor of marketing at Gonzaga, oversees the initiative.

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“I’m glad this marketing project will be able to give back to the community. Service is an integral part of life at Gonzaga and Driven Mind wanted to make sure we represented this aspect of our Jesuit education,” said Matthew Cassinelli, Driven Mind’s project coordinator. “We are proud to include these donations to Union Gospel Mission as part of our campaign.”

A longtime partnership exists between Union Gospel Mission and Gonzaga, and many Gonzaga student-athletes volunteer regularly for the nonprofit.

“We’re very excited about the ongoing partnership between the Mission and the Gonzaga community,” said Phil Altmeyer, executive director of UGM. “It’s great to see these young people looking beyond the borders of their campus, expressing compassion for the less fortunate, and giving back in tangible ways.”

Driven Mind aims to highlight the goals of Union Gospel Mission Motors. UGM Motors offers families in need the opportunity to acquire various vehicle services – such as routine maintenance – at affordable prices, and the opportunity to obtain vehicles at no cost. In 2011, UGM Motors provided 17 cars to needy families and individuals at no cost.

Donations to the project may be made on the steps of the Crosby Student Union at Gonzaga through Friday’s Civic Block Party.  Visit the following website to learn more about Union Gospel Mission Motors. For event updates, view Driven Mind’s Facebook page.

UGM Motors was created to provide job training in a safe, healing environment for men and women emerging from recovery programs. Skilled technicians teach the basics of automobile service and sales while repairing donated vehicles. Proceeds from car sales support the Mission’s services for the homeless.

For more information, please contact Katelyn Loomis at (360) 708-0429 or via e-mail.

http://news.gonzaga.edu/2012/students-partner-union-gospel

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Appendix N: Storify

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Appendix O: Reports

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Market Research ReportSpring 2012 Honda Civic Coupe Research Survey for Gonzaga UniversityOriginal Submission: Last Updated: Department Objectives:- Number of surveys collected for pre- and post-campaign research must equal 400 unique respondents or 3% of the target market population-Identify the target market's interests, behaviors, needs and desires to be used when formulating the campaign-Measure the effectiveness of the campaign by comparing pre- and post-campaign resultsAdditional Research Team Objectives (if any): 1: This surveys objective is to measure brand perceptions, the purchase consideration of the Honda Civic Coupe, and consumer tastes and preferences of Gonzaga University students. 2: ___________________________________________________________________________ 3: ___________________________________________________________________________Number of Surveys Collected: Pre-campaign: 709 Post-campaign: 782Question 1: When do you intend to purchase a new vehicle? (Percentages will total 100%)

Pre-campaign Post-campaign

< 30 days 8 4

1-5 months from now 27 39

6-11 months from now 36 28

1-2 years 107 135

2+ years from now 344 378

Not in the foreseeable future/never 187 198

Question 2: What price range are you considering? (Percentages will total 100%.)

Pre-campaign Post-campaign

Under $15,000 266 312

$15,001 - $20,000 165 209

$20,001 - $25,000 79 87

$25,001+ 52 48

N/A 146 126

Question 3: Are you aware of the Honda Civic line? (Percentages will total 100%)

Pre-campaign Post-campaign

Yes 421 510

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No 249 223

Question 4: Are you aware of the 2012 Honda Civic Coupe? (Percentages will total 100%)

Pre-campaign Post-campaign

Yes 286 487

No 385 246

Question 5: If yes, where have you seen/heard about it. (Percentages may not total 100% because more than one choice can be picked.)

Pre-campaign Post-campaign

Print 46 141

Events 29 52

Radio 215 262

Word of mouth 16 228

Television 66 150

Other 17 33

Question 5 - CONTINUED: List the top 3 other choices listed by respondents from question 4 above.

Pre-campaign Post-campaign

1st Most Common Other:

2nd Most Common Other:

3rd Most Common Other:

Question 6: PRE-CAMPAIGN - Based on your current knowledge, please rate the following attributes of the 2012 Honda Civic Coupe on a scale of 1 - 5. (Percentages will total 100% for each attribute.)

Very Good (5) Good (4) Fair (3) Poor (2) Very Poor (1) Don't know (0)

Technology 21 99 39 1 3 109

Sporty 18 90 59 12 6 87

Safe 41 82 41 4 3 101

Fun to drive 24 68 46 11 8 112

Exterior styling 21 80 66 15 6 84

Interior styling 19 78 63 7 5 100

Coolness 12 66 75 11 20 88

Question 6: POST-CAMPAIGN - Based on your current knowledge, please rate the following attributes of the 2012 Honda Civic Coupe on a scale of 1 - 5. (Percentages will total 100% for each attribute.)

Very Good (5) Good (4) Fair (3) Poor (2) Very Poor (1) Don't know (0)

Technology 48 138 53 5 0 226

Sporty 63 125 95 15 4 167

Safe 73 144 51 8 0 194

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Fun to drive 57 107 62 12 6 224

Exterior styling 71 149 77 22 5 146

Interior styling 50 133 82 12 3 190

Coolness 47 122 108 29 12 51

Question 7: On a scale of 1-5, please rate your agreement with this statement: Honda is a cutting-edge brand. (Percentages will total 100%.)

Pre-campaign Post-campaign

Strongly Agree (5) 24 43

Agree (4) 211 242

Neutral (3) 275 277

Disagree (2) 68 72

Strongly Disagree (1) 20 17

Don't Know (0) 59 55

Question 8: On a scale of 1-5, please rate your agreement with this statement: Honda is a cool brand. (Percentages will total 100%.)

Pre-campaign Post-campaign

Strongly Agree (5) 25 40

Agree (4) 185 218

Neutral (3) 267 299

Disagree (2) 108 92

Strongly Disagree (1) 36 29

Don't Know (0) 36 28

Question 9: What is your age? (Percentages will total 100%)

Pre-campaign Post-campaign

Under 18 3 2

18 77 74

19 149 161

20 137 169

21 167 166

22 86 105

23 11 8

24 4 2

25 2 1

26 2 1

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27 0 3

28 2 0

29 2 1

30 and above 15 11

Question 10: What is your enrollment status? (Percentages will total 100%)

Pre-campaign Post-campaign

Freshman 145 166

Sophomore 137 166

Junior 153 171

Senior 212 194

Graduate 7 5

Faculty 1 2

Other 2 0

Question 11: What is your gender? (Percentages should total 100%)

Pre-campaign Post-campaign

Male 202 224

Female 455 480

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Campaign Brief

Campaign BriefGonzaga University

2012

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Welcome

Driven Mind is a marketing agency composed of 15 seniors from Gonzaga University in Spokane, Washington. The mission of Driven Mind is to promote the 2012 Honda Civic Coupe to Generation Y 18-25 year old high school and college students, combining young and fresh ideas with knowledge of today's social consumer to provide unique peer-to-peer marketing solutions.

Goals and Objectives

Objectives1. Raise target market perception of Honda as a cutting-edge, cool brand.2. Develop an integrated marketing communications plan to increase purchase

consideration of the Honda Civic Coupe among the Gen Y target market.3. Generate buzz by creating a viral pass-along that educates consumers on the

benefits of the Honda Civic Coupe.

Measures of Success Usable marketing campaign strategies targeted towards Gen Y. Percentage increase in target market purchase consideration of Honda Civic Coupe

and its attributes. Percentage increase in target market awareness of Honda Civic brand. Percentage increase in target market perception of Honda as a cutting-edge, cool

brand. Percentage of campus exposed to the campaign. Exposure rate to the viral pass-along component of the campaign.

Research

Goals and Objectives Measure the target market’s awareness of the 2012 Honda Civic Coupe. Measure the target market’s impression/perception/opinion/purchase consideration

of the 2012 Honda Civic Coupe. Identify the target market’s interests, behaviors, and needs in relation to purchasing

vehicles. Measure the effectiveness of the “My GU Civic Coupe” promotional campaign

(comparing pre- and post- research results). For pre- and post- campaign data collection, collect at least 400 complete survey

responses from the Gonzaga University student population.

MethodsAn online survey, via SurveyMonkey, was distributed through email to the entire undergraduate population of 4,805 students at Gonzaga University. There were 709 individual responses and 657 fully completed surveys collected. This sample represents 14.76% of the campus population.  Survey respondents were 68.5% female and 31.5%

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male, compared to a campus gender distribution of approximately 54%/46%. Respondent ages ranged from 18-30 with 93.5% falling within the ages of 18-22.  The sample was fairly well distributed across class cohorts; specifically, 22.1% respondents were freshman, 20.5% were sophomores, 23.8% were juniors, and 31.9% were seniors. Overall, the sample population should represent an accurate reflection of the total undergraduate population at Gonzaga University.

Summary of Pre-campaign Research

Target Market ProfileThe designated target market for the campaign is undergraduate students at Gonzaga University. The pre-campaign survey results show that 59% of the undergraduate students at Gonzaga are unaware of the 2012 Honda Civic Coupe.

When asked about what price range they would consider, a total of 46% of the sample selected under $15,000 and 30% selected the $15,000 - $20,000 range. The 2012 Honda Civic Coupe falls within $15,000 - $20,000 price range.

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The data shows the average Gonzaga student has a mean value of 2.57 when it comes to considering buying a 2012 Honda Civic Coupe. This means on average students responded: “I probably would not consider one” or “I may or may not consider one.”

The data shows that undergraduate students at Gonzaga University are generally neutral to the statement “Honda is a cool brand.”  On a five-point scale, the mean score was 3.07.

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Similar to Gonzaga undergraduates’ perception of Honda as a cool brand, students rate the statement “Honda is a cutting-edge brand” as neutral, with a mean score of 3.25.

Target AudienceAttributesMale and female respondents rated the following attributes of the 2012 Honda Civic Coupe similarly: technology, fun to drive, and interior styling. It is interesting to note that females had higher mean scores for each of the attributes, but the research results show that there is no significant difference between gender’s preferences towards the attributes of the 2012 Honda Civic Coupe in terms of order of importance.

The ratings for the attributes were reversed-coded such that higher means reflect greater levels of importance. Females reported higher levels of importance for each attribute, with significant gender differences for exterior styling.

All survey respondents were asked, “If you were to purchase a vehicle in the future, which features would be most important in your purchase decision?” with responses on a 5-point scale ranging from 5-very important to 1-very unimportant.  The results of the survey ranked the following attributes from most important to least important: fuel economy, safety, performance, styling, technology, and brand name.  A series of t-tests suggested that mean

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scores for males and females did not differ between on all these attributes. The graph on the following page represents research results.

Awareness Male respondents are significantly more aware of the 2012 Honda Civic Coupe than are female respondents, with 55% awareness among males as compared to only 45% among females (Chi-square = 17.811, df = 624, p < .001).

Experience and Familiarity

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To further understand the target market’s level of awareness, respondents were asked “What is your level of experience/familiarity with the 2012 Honda Civic Coupe?” with responses on a 5-point scale where 1 = “I have heard of it but never seen one” and 5 = “I own one.” The results showed that there was a significant mean difference between genders (t = 5.024, df = 622, and p = <.001). Males had a mean score of 2.36 compared to the female mean of 1.09, signifying that males have more experience and familiarity with the 2012 Honda Civic Coupe. The following graph represents this data.

Purchase ConsiderationTo gauge the level of interest in purchasing the vehicle, respondents were asked, “Please rate your current level of purchase consideration of a 2012 Honda Civic Coupe,” with responses on a 5-point scale where 1 = “I definitely would not consider one” and 5 = “I definitely would consider one.”  The results showed a significant gender difference in purchase consideration such that female respondents rated their purchase consideration as higher than male respondents (female and male means = 2.72 and 2.34, respectively; t=-2.69, df=256, p=.008)   These results, combined with those above, reveal that males on Gonzaga University’s campus are more aware of the 2012 Honda Civic Coupe; however, they are less inclined to purchase the vehicle than female respondents. Though females are less aware of the 2012 Honda Civic Coupe, those who are aware have higher purchase consideration than males. The graph on the following page represents this data.

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Cool and Cutting-Edge

After running a linear regression model with purchase consideration being the independent variable and attributes cool brand, cutting edge brand, technology, sporty, safe, fun to drive, exterior styling, interior styling, and coolness as independent variables. There was found to be only one significant predictor. “Honda is a cool brand” is a significant predictor for purchase consideration (B =.352 t = 2.089, p =.042). Respondents were asked to rate Honda as a “cool brand,” on a five-point scale. Males and females had mean scores of 2.86 and 3.17, respectively; this means females rated Honda “cooler” than males.

There is a marginally significant gender difference in perceptions of Honda as a cutting edge brand. Female respondents rated Honda as more cutting edge than did male respondents (female and male means = 3.29 and 3.13, respectively; t = -1.812, df = 521, and p = .071).

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Body Style All survey takers were asked, “Which of the following body styles would you consider when purchasing your next vehicle?” This question was developed to quantify the current perception of different vehicle body styles among the target market. A total of 36% of males surveyed selected coupe (2 door) with the most males selecting a sedan (4 door) at 59%. A total of 17% of females surveyed selected coupe (2 door) with the most females selecting sedan (4 door) at 69%. According to this data, males are more likely to consider purchasing a coupe. The distribution is as follows:

Cross Over Coupe Sedan Hatchback Station Wagon Truck SUV

Male 23% 36% 59% 25% 11% 28% 39%

Female 19% 17% 69% 16% 12% 16% 46%

Price

An analysis of the price range consideration data also revealed a gender difference. Converting these responses to a 4-point scale where 1 = “under $15,000” and 4 = “$25,000 +,” the mean score for males was 1.99 and females was 1.80 (t = 2.048, df = 498, p = .041), suggesting that on average, males are willing to spend more on their next vehicle purchase. However, it should be noted that there is a higher percentage of females than males in the $15,000 to $20,000 price range, which would include the Honda Civic Coupe. The following graph represents this data:

Position

Current Brand Perception: Honda Civic Coupe

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The data from the pre-campaign research shows that the respondents expressed a neutral stance toward Honda in terms of “coolness.” Males are more negative than females in their perception of Honda as a “cool” brand.  Female respondents rated Honda as more “cutting-edge” than did male respondents. Male and female respondents rated the following attributes of the 2012 Honda Civic Coupe similarly: technology, fun to drive, and interior styling.

In order to see how students perceive Honda when directly compared to other vehicle manufacturers, respondents were asked to rank their top five brands from a list of ten. Nearly 77% of respondents included Honda in their top five brands. The only brand more popular was Toyota, with 80% of respondents including it in their top five. Respondents who included Honda gave it an average ranking of 2.7602 out of 5 (with 1 being the top brand).

What position do you want to own? Attributes and benefits: safety, fuel economy, technology, style Product user: college students, segmented into niches

How do you justify the position you will attempt to own? How will it meet client objectives?Based on research, the position of the 2012 Honda Civic Coupe should emphasize the safety and fuel economy benefits and reflect Honda as a high-quality, reliable option for Generation Y. Market research has shown students rate safety and fuel economy as the most important features when searching for a new car, followed by performance, styling, technology and brand name.  Integrating these benefits in the advertising campaign combined with the planned promotional event will position the Honda Civic Coupe as a cool, safe, fuel-efficient car.

Research has also shown that there is a positive correlation between the perception of "coolness" and purchase intent in the sample, which supports the client objective to increase the cool and cutting edge factor of the car in order to increase purchase intent. While the 2012 Honda Civic Coupe will be marketed to both males and females on Gonzaga University’s campus, the number of the advertising efforts will be gender-specific, addressing features that are attractive to each.

MessageThe Honda Civic Coupe is the ultimate, customizable vehicle for Generation Y because it allows the driver to personalize the car to be an extension of him/herself while still being cool and fun to drive.

Tone The tone of the message will be an emotional appeal, capturing the significant feelings that characterize the life of a college student who is preparing for the years after college. The emotion Generation Y will experience from this campaign is an upbeat remembrance on past rides and an optimistic outlook on future rides. Advertising tactics will mainly focus on the peripheral route to persuasion, relying upon color and images capturing the eye of the target audience, in a cool and “cutting-edge” way. The focus will incorporate personalization and familiarity through cultural touchstones that resonate with Generation Y consumers.

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SloganWhat a Ride (#WhatARide)

The key slogan of the campaign is “what a ride.” The message has a dual meaning for the 2012 Honda Civic Coupe and the Gen Y target market. First, “what a ride” emphasizes the whole experience the driver has with his/her vehicle as a synergy of features and benefits. Marketing research shows that fuel economy and safety are very important to the Generation Y target market when searching for a new vehicle. However, even though these are major factors in a purchase decision, the driver still wants to have the experience of a cool, fun to drive vehicle. “What a ride!” is what the driver will think after experiencing the Honda Civic Coupe firsthand, particularly its sleek and sporty style, high-tech features, and personalizable options.

Second, the slogan also encompasses events throughout the driver’s life where he/she experiences that same “what a ride” effect, from “what a ride” college has been to “what a ride” the future will be. The goal for the slogan is for the Generation Y target market to see the Honda Civic Coupe as the vehicle that has the features that are most important while still being cool to drive.  At the same time, the brand should be perceived as the one that authentically connects with the exhilarating emotional experience of young adulthood.

ThemeMy GU Civic Coupe

The overall theme of the promotion will be My GU Civic Coupe. The emphasis on “my” in My GU Civic Coupe is designed to emotionally resonate with members of the target market who recognize the personal relationship each driver has with his/her car while showcasing the customizable options offered by the Honda Civic Coupe. Including “GU” in the theme is aimed to localize the campaign to the target market and uses the abbreviation for Gonzaga University in order to fit into social media character limits. Personalizing a vehicle is something that every driver does, from adding a decal to the back window and a custom license plate cover to a high-end sound system or body kit. Many drivers even go as far as giving their vehicle a name like “The Red Rider” or “Silver Bullet.” Drivers literally transform their cars to become further extensions of themselves. Personalization especially is facilitated in the Honda Civic Coupe through features such as the i-MID dashboard and Bluetooth systems. The goal for the theme is for the Generation Y target market to recognize what a ride the 2012 Honda Civic Coupe could be if they owned one and how each driver could make it his/her own. This theme will be integrated into the advertising, social media, and promotional event.

Advertising

Advertising Objectives Assemble an effective, cost-efficient media mix to reach 80% of the undergraduate

students of Gonzaga University. Increase awareness of the 2012 Honda Civic Coupe by 25% and increase the mean

purchase consideration by 20% through distribution of professional creative

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advertisements that promote an emotionally-relevant image of the vehicle as personal and customizable.

Promote the Honda Block Party through a mix of event flyers, posters, banners, and stakes to draw attendance to the April 13th event.

Develop a successful social media campaign based on the title “My GU Civic Coupe” using Facebook and Twitter, in conjunction with #whataride slogan.

Advertising TacticsPrint advertising for the “My GU Civic Coupe” advertising campaign will occur in three phases, with integrated social media development throughout, leading up to the promotional event, the Honda Block Party.    

Phase 1: (March 19th-24th)The initial push for the Advertising Department will be to distribute print advertisements to increase awareness. Pre-campaign research has shown 61.8% of students find out about campus events through Flyers, Posters or Banners. There will be 30 advertising posters (11” x 17”) and 70 advertising flyers (8.5” x 11”) printed in full color through Gonzaga Faculty Services.  These posters will be hung on the bulletin boards located in the major academic buildings across the Gonzaga University campus. The posters will feature an emotional appeal based on the theme “My GU Civic Coupe” (See Appendix A) The flyers will be placed on bulletin boards in each hallway of the 24 residence halls/apartments on campus. In order to reach the wide spectrum of individuals that comprise the Gonzaga student body and the Generation Y target market, the advertisements will be designed to appeal to various segments. Ads specifically targeting men and women will be placed in their respective residence halls, and more targeted messages for places like the Music Building or Foley Library will attempt to reach smaller niches on campus.

Phase 2: (March 25th-April 7th)Phase 2 will primarily consist of a teaser advertisement on The Wall. The Wall is a plain white cement wall standing between College Hall and the Crosby Student Center. The Wall has long been used by campus organizations to communicate important messages. Due to its central location in a high traffic area in the center of campus, this has proven to be an effective form of advertising to attract Gonzaga students to events. According to marketing research, 51.5% of students surveyed use The Wall to find out about events. Space on The Wall will be rented for two weeks prior to the week of the event (March 26th- April 7th).  The advertisement will feature a stencil outline of the Civic Coupe with “#whataride” in the middle (see appendix B). Underneath, Twitter and Facebook icons will surround “My GU Civic Coupe”, driving people to the campaign social media profiles (not present in sample). On April 1st, the advertising team will replenish and reorganize all posters and flyers on campus in order to maintain proper visibility and replace any missing signs.

Phase Three (April 8th-14th)Phase three of the advertising campaign will take place the week before the big event, starting on Sunday, April 8th. The Wall advertisement will be changed to an event promotion for the Honda Block Party. An announcement will also go out through Morning Mail, a daily email newsletter sent out every morning to all Gonzaga student’s Zagmail accounts. Research has shown 74.8% of GU students look to Morning Mail for campus

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events. It is a popular, free and easy way to reach the majority of the student body as the research results suggest. During event week, a free promotion for the Honda Block Party will be placed in the events section of The Gonzaga Bulletin, the on-campus student newspaper. Research results noted 37% of students become informed of campus events through The Gonzaga Bulletin.

An additional series of flyers and posters will be placed on campus near the previous advertisements to promote the event, focusing on the Honda Block Party and the featured attractions. To supplement this, 40 table tents will be placed in various Zag Dining locations across campus promoting the event as well. One vinyl banner (3’ x 8’) will advertise the Honda Block Party. This banner will be hung along Mulligan Field, where all campus intramural games are played. On Wednesday, April 11th, the banner will be moved from Mulligan Field to a more centrally located area next to the Crosby Student Center. The elements of the banners, posters, event flyers, and table tents will all be very similar in order to create consistency around the theme. Each creative piece for the event will have the campaign slogan “#whataride,” event information, and both the Facebook and Twitter icons displayed on it.In an attempt to promote on campus in a unique way, short stakes with be placed along “Bulldog Alley,” the major footpath through the Gonzaga campus. On these stakes will be a series of variations on the “My GU Civic Coupe” advertisements with “#whataride” on the opposite side (see Appendix C). This unique form of promotion will ideally grab students’ gaze as they walk to and from class, drawing interest in the campaign and integrating with the digital strategies. Also, distribution of 700 event handouts (4.25” x 5.5”) will be an additional tool used for exposing juniors and seniors living off-campus to event information. Handouts will be divided among Driven Mind members and distributed throughout the day in-between classes in the major buildings on campus.

Viral Buzz VideoA creative video that promotes the 2012 Honda Civic Coupe will generate the necessary buzz around campus to promote the Civic Coupe and the Honda Block Party event. The video will be an emotional appeal that incorporates Gonzaga student life experiences such as going to the basketball games or studying for a test and will relate back to the “What A Ride” campaign.  The video will be circulated through the social media accounts, adding a viral pass-along component to the advertising tactics. The video concept is still under further development.

Social Media TacticsIn order to establish a digital presence for the “My GU Civic Coupe” campaign, Facebook and Twitter will be utilized to connect with Gonzaga students. In order to establish relevance to the campus and tie the social media campaign locally, the profiles will be branded as “My GU Civic Coupe.”

The major digital endpoint for the campaign will be a branded Facebook Page, titled “My GU Civic Coupe.” Market research findings concluded that 74.8% of surveyed respondents use Facebook to find out about events. Based on numbers alone, Facebook is an extremely effective and popular way for students to connect on campus.  Gonzaga University has the second largest Facebook presence in the West Coast Conference, with over 18,500 fans. The Athletics Department represents the Gonzaga Bulldogs on Facebook with over 21,500

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fans as well.  Various smaller Facebook profiles exist for different organizations, clubs, and departments across campus that are building fan bases, with new accounts developing regularly. The ability to measure campaign effectiveness through Facebook Insights and other metrics tools like Crowdbooster make a Facebook Page a logical place for marketing efforts.

The Facebook page will be utilized in various ways. In order to attract fans, a landing page asking people to “Like” our page will be supplemented with free coupons to local restaurants (specifics under development). Regular posts about features of the car will go out at timed intervals, aiming for maximum exposure on Facebook. Each post will be curated along the “My GU Civic Coupe” theme, including lead-ins like “My Safety” followed by a short description of the vehicle’s safety features and a link to the corresponding features from the official Civic Coupe page on Honda’s website.

In order to create an interactive viral pass-along component to the Facebook strategy, Driven Mind will be developing a user-submitted video and photo contest to encourage Gonzaga students to submit content about “what a ride” means to them. These videos will be uploaded to Facebook and shared across other digital media. The photo submissions will be used during the Honda Block Party as part of a “photo wall” (details in event tactics). While this “What a Ride” submission campaign is still under development, the very viral nature of the contest is aimed at engaging Gonzaga students through the social media sites they use every day.

Along with the Facebook page, this campaign will also consist of a Twitter account under the handle “@MyGUCivicCoupe,” in order to create consistency across social media profiles. This account will be the main source for campaign integration of the Twitter hashtag “#whataride,” which is the slogan for the campaign. Every tweet posted by @MyGUCivicCoupe will end with #whataride. This hashtag strategy was developed because of the increase of Twitter presence in advertising, which has become a popular way for brands and marketers to establish a channel of communication with target markets. This Twitter-related strategy is becoming more mainstream, as evident in the major presence of hashtags in this year’s Superbowl advertising efforts. The campaign will use this to incorporate different features of the Honda Civic Coupe and link them back to #whataride. On Gonzaga’s campus, Twitter is continuing to develop as a popular social media tool. Gonzaga-related hashtags like #gozags, #zagup, and #zagnation show the volume of participation and engagement on Twitter from students. For example, #beatsaintmarys generated over 60,000 impressions in the week before a major basketball game.  The goal of using #whataride in promotional efforts is to encourage Gonzaga students to use this hashtag in their everyday tweets, which will be captured in one location using the digital social media tool Storify.com.

A third tier of social media strategy is under development. The Driven Mind team is looking into using Pinterest as a resource for referrals. However, the highly popular website is fairly new and strategy for marketing using Pinterest is a new territory that requires further examination. In addition, Foursquare will be utilized during the event to encourage the target market to “check in” at the Honda Block Party.

Measuring Success

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Success of the advertising campaign will be assessed through various metrics. Event attendance and impressions will be used in determining the effectiveness of the event flyers, posters, banner, and stake signs. The post-campaign research conducted will also show the overall impact the advertising had on awareness and perceptions of Honda and the Civic Coupe. For social media, multiple analytics tools will be used. Facebook Insights provide a very specific view of interactions, reach, and how many people are talking about the campaign. For Twitter, Crowdbooster is an effective analytics tool that tracks followers, retweets, and impressions. In addition, Hootsuite will be used to track how often #whataride is spread through Twitter.

Public Relations

Objectives Develop and maintain relationships with 7 media outlets including on campus and off

campus media sources. Generate 150,000 impressions and $1,500 in equivalent advertising value via print

and television sources. Create a philanthropic partnership with a local cause as a means to show a

commitment to the Spokane Community, while also generating media coverage. Service efforts will also show Driven Mind’s consistency with Gonzaga University’s focus on service and social justice.

Public Relations Activities

MediaPublic Relations will focus on getting on-campus media outlets such as the Gonzaga Bulletin (the on-campus newspaper), Gonzaga University News Service and the Gonzaga social media sources (Facebook and Twitter) to get involved in the campaign. The goal is to encourage them to promote and publicize the Honda Block Party in order for the event to gain as much press as possible. With more press, the Honda Civic Coupe will be exposed to more members of the Generation Y target market on Gonzaga’s campus.

Two articles written by the staff of The Gonzaga Bulletin will be released before the end of the campaign, before and after the event. The pre-event article (published March 1st) focuses on the educational benefits gained by the partnership with EdVenture Partners and Honda (see Appendix D). Comments from the professor and students paint a picture of the structure of the course as well as allude to future events occurring on campus for Honda. After the April event, The Gonzaga Bulletin will hopefully write another article to discuss the event and its outcome. Together, the goal of the articles is to help give a well-rounded outline of both the educational, professional, and philanthropic benefits of the Promotion Project course at Gonzaga while also generating more awareness for the campaign.

Another tactic under consideration is to ask local car review writers, Don Adair and Cheryl Anne Milsap, to create a review of the 2012 Honda Civic Coupe for the on-campus newspaper, The Gonzaga Bulletin. Don and Cheryl produce weekly car review articles from a male and female perspective for the Spokesman-Review, and therefore have a high level

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of credibility in the community. Should they review the Coupe, a member of Driven Mind will accompany them to a local Honda dealership and spend time interacting with the product.

Off campus sources will be utilized during the days leading up to the April event and on the actual day of the event. Coverage will hopefully highlight activities at the event, such as live talent, interactive activities and the philanthropic aspects of the campaign. Public Relations will send media kits, including press releases, to local news stations (KXLY, KHQ, KREM) and local print media (The Inlander and Spokesman-Review) notifying them about the event.  Both print and broadcast media will be used to reach our target audience and expose the broader audience of the Spokane community in order to communicate Driven Mind’s message in relevant news stories.

Solicitations and DonationsSoliciting donations from the Spokane community is an extremely important part of the Driven Mind campaign.  Obtaining donations from local businesses will enhance the Honda Block Party event and draw greater attendance. Gonzaga students tend to show more interest in events with the offer of free food or products. By obtaining donations, Driven Mind will be able to advertise the offer of free food to students leading up to the event. The following method will be used in order to solicit donations:

1. Personally talk with business owner/manager and explain objectives and exposure available at event.

2. Follow up with email and confirm donation. Keep record of donation confirmations. 3. Communicate to ensure both parties are on the same track.4. Provide timely thank you letter to all donors.

Philanthropy and Service PartnershipDriven Mind will focus on partnering with Rogers High School, a local low-income school. Fund raising efforts will be focused on allowing students to take Driver’s Educations and become responsible drivers. The partnership is intended to maintain consistency with Gonzaga’s mission of service and offers a great opportunity for Driven Mind to give back to the Spokane community. The Gonzaga University senior class officers will be pairing with Driven Mind for the philanthropic activities, providing funds to purchase Block Party tank tops to sell to students during the promotional event in April.  All proceeds from the tank tops will go towards providing Driver’s Education scholarships for low income students at Rogers High School. Spokane companies will also be asked to sponsor Rogers students. The intention is to create an appeal for the on and off campus communities to get involved in helping to educate about safe driving and Driver’s Education sponsorship in the Spokane area.

Measuring Success

The Public Relations team will focus primarily on measuring the success of media coverage for the project and event as well as the fund raising efforts for Rogers High School. Drawing from the press related documents produced independently of Driven Mind’s Public Relations team, advertising equivalency value can be utilized to determine if the $1,500 and 150,000 impressions goal is reached by the end of the campaign. Success of the philanthropic efforts with Rogers High School can be measured by the number of

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sponsors/donors, the amount of money raised during the campaign and the number of students able to be sponsored for Driver’s Education.

Event Promotion

Objectives Attract 400 on-campus and 400 off-campus students. Encourage at least 400 product interactions with the Civic Coupe through the Honda

Challenge and “What’s the ‘Ride’ Answer?” games. Provide a unique form of entertainment with a campus dance team and outsourced

talent in order to attract and hold the attention of the target market

Event type:Block Party

Proposed date, location and duration:Date: Friday, April 13thLocation: 700 block of E Boone Ave in Spokane, WA (see Appendix D)Time: 11:00am - 3:00 pm

Measuring Event Success In order to track success, 2000 paper wristbands will be distributed to participants as they enter the Honda Block Party. These wristbands possess a dual function of allowing students to get free food.  Brochures on the Honda Civic Coupe and the Honda Graduate Program (gathered from local Honda dealerships) will be available on tables and handed out by members of Driven Mind. Counting the number of brochures left at the event will show how many students took one and were intrigued by what they learned about the Coupe. A Driven Mind team member will be present at the Honda Challenge booth tallying the number of attendees who participate in the Honda Challenge to track the number of product interactions. Once the Honda Challenge is completed, a survey may be taken to acquire additional coupons. These surveys will provide further insight into attendees’ thoughts about the Civic Coupe and the Honda Block Party.

Reaching the Target AudienceA block party is a popular form of entertainment that appeals to college-aged members of the target market. This type of event creates a laid back, fun atmosphere that makes it easy to get involved in activities planned. This event will be attractive for on and off-campus students to attend because of the location, food, prizes, and the philanthropic tie-in. The Honda Block Party will be held on the 700 block of Boone Ave, located on Gonzaga’s campus near several residence halls and the School of Education, allowing on-campus students the ability to easily walk, bike, or skateboard to the event. The location is also close to a large parking area and bus stop for those students who are living off-campus, allowing them to drive or take public transportation to the event. The Honda Block Party will offer free food from a local vendor, which offers on- and off-campus students an incentive to attend the event. Attendees will also have the option of participating in games and earning

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prizes throughout the duration of the event. On and off-campus students will have the opportunity to donate at the event to Roger’s High School for driver’s education.

Honda is the "star" The client will remain a “star” of the event in the following ways.  By branding the event as the Honda Block Party, attendees will know that this event is promoting specifically the 2012 Honda Civic Coupe.  The Honda logo will be placed at the entrance of the event and surrounding the vehicles to make it known that this is about Honda, first and foremost. The Honda Civic Coupes will be the stars of the event because of their central location within the Block Party. In addition, the Bomb Squad and a performance crew [talent acquisition under development] will be interacting with the vehicles during their dance routines. The vehicles will be used for attendees to explore and learn about key features offered in the Honda Civic Coupe. The event will also have a photo wall in the shape of the Honda Civic Coupe that contains images depicting what the target market links to “what a ride.” The images will be from submissions people make on the My GU Civic Coupe Facebook page as part of the pre-campaign social media strategy. This photo wall is aimed at providing a unique visualization of the user-submitted moments of “What a Ride” means to them. The goal of the photo wall is to have members of the Generation Y target market resonate with the “What a Ride” theme will present at the promotional event.

Event Footprint and Brand Interaction

Event Map In Progress, See Appendix EThe layout of the Honda Block Party will effectively use the space to allow a continuous flow of traffic and a central on-campus location. The atmosphere of the event will be a fun, entertaining block party complete with music and various activities. One section of E. Boone Avenue, between N. Dakota Street and N. Cincinnati Street, will be blocked off using ropes and security. David’s Pizza Truck will placed at the East end of Boone Avenue, facing away from N. Cincinnati Street, acting as a end wall to the event. Three Honda Civic Coupes will be placed in the middle of the blocked-off street, allowing for the Civic Coupe to be the central focus of the event. In addition, several other Civic Coupes will line the edges of the street to further establish the car’s presence as the focus of the event (providing that dealers will work with Driven Mind in supplying these additional vehicles). Throughout the sidewalks will be various tents and stations for different event activities.

While members of Driven Mind will be present to answer any questions one might have about the Civic Coupe, individuals can also learn about what differentiates the Honda Civic Coupe from other vehicles by participating in two fun and interactive games:  the Honda Challenge and “What’s the ‘Ride’ Answer?” In the Honda Challenge, attendees will be racing to gather information about the car in order to complete a questionnaire within a certain amount of time.  Those participating in “What’s the ‘Ride’ Answer?” will be spinning a wheel full of questions about the car. Both of these events should change participants’ knowledge of and attitude towards the Honda Civic Coupe’s features, and allow members of Driven Mind to engage attendees in conversation about the brand.

The two main focused activities offered at the Honda Block Party is the unique Honda Challenge and “What’s the ‘Ride’ Answer” trivial games. The Honda Challenge gives the

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attendees a chance to participate every 30 minutes during the event in a quick game of Civic Coupe trivia.  The attendees participating are given a short list of questions and will have one minute to find the answers, which will be hidden within one of the Coupes. The first person to have the most questions answered correctly will win a certain number of tickets that may be spent at the prize booth.

“What’s the ‘Ride’ Answer?” will be a separate booth open at all times during the event. Attendees will spin a wheel and have to answer a question about the Civic Coupe. If answered correctly, a ticket will be given to the attendee, and depending on the question’s level of difficulty, more tickets could be awarded. Again these tickets can be spent at the prize booth.

Activities, Co-sponsors, Food, Philanthropic Tie-inSponsorships under development include, but are not limited to: David’s Pizza, Pita Pit, the Zag Shop, BC Graphics, and Sonic. The Honda Block Party will offer an array of food, entertainment, and prize-winning activities. Throughout the duration of the event, David’s Pizza will be present with their mobile pizza truck and cooking pizza for all attendees who receive a paper wristband. Also at the event will be Sonic and Pita Pit coupons, which will be used as rewards for participation in a survey. The prize booth, where attendees will be able to exchange tickets won during the available activities for Zag Shop gifts such as key chains, license plate holders, and other Zag gear.

The Honda Block Party will have a variety of entertainment for attendees to watch and listen to. Entertainment will be provided by, but not limited to, GU’s Bomb Squad, Spike the Bulldog, a live DJ, and a special performance by a performance crew (TBD). GU’s Bomb Squad will perform two times during the event, once at 11:30 am and again at 2:00pm. Spike the Bulldog, GU’s own mascot, will make appearances through the duration of the event, interacting with students, the Coupes, and promoting the “What a Ride!” photo wall. While attendees roam the event, a live DJ will be playing music to keep the energy of the event lively and fun. Some other potential activities under development include a tricycle race, an informational map displaying gas costs to different common travel destinations from Gonzaga, and an Xbox 360 with Kinect station promoting the Forza 4 racing game that features the 2012 Honda Civic Coupe Si.

Offered at the Honda Block Party will be the opportunity to submit donations for the featured cause, an initiative to provide Driver’s Education scholarships to low income students from Rogers high school. For a minimum donation, attendees will be eligible to receive a uniquely designed Block Party tank top.

Event IntegrationThis event will tie in to the My GU Civic Coupe campaign in various ways. The pre-event advertising tactics are aimed at increasing awareness of the Coupe in order to gain interest in attending the event. The digital strategy involves driving the target market to the My GU Civic Coupe social media profiles, which will focus on promoting the Honda Block Party. The proliferation of #whataride across different advertising tactics will promote the theme of the event and gather interest in the car. The various activities like the Honda Challenge are designed to give the target market a chance to interact with the car. Public relations will gain

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media coverage of the event, including a Gonzaga Bulletin staff writer covering the event and hopefully local news coverage.

These various tie-ins to the rest of the campaign are aimed at increasing target market awareness of the 2012 Honda Civic Coupe and increasing target market perception of Honda as a cool brand. The Honda Block Party aims to do this by providing fun activities for the students to engage with the car, as well as receive free promotional materials. Bringing in groups like the Bomb Squad and the mascot Spike will also give the event a community tie-in. Using an integrated digital media strategy leading up to this event helps position Honda as a cutting-edge brand by developing a presence on the latest cutting-edge social networks. In addition, providing unique, cool entertainment at the event will further push the perception of Honda as a cool brand.

Another way this event promotes Honda as a cool brand is simply the company’s involvement in student-run marketing activities. Multiple persons on the GU campus have approached the Driven Mind team and expressed gratitude that marketing students are given the opportunity by Honda to conduct an entire campaign on their own. Event attendees will see that the Honda Block Party is almost entirely run by Gonzaga’s own students and appreciate the opportunity that Honda is giving to Driven Mind.

Product Request A Vehicle Request Form has been submitted to acquire three Civic Coupes for the

event. Honda flags/standards/tents/tables, anything with Honda logos to make it the primary

focus of the event

Timeline March 2nd - First Gonzaga Bulletin article March 8th - Campaign Brief March 19th - Social media campaign begins March 19th - Phase one of advertising March 21st - Focus Group March 23rd - Media kits delivered March 26 - Phase two of advertising April 8th - Phase three of advertising April 14th - Event Day April 16-20th - Post-campaign research collection April 19th - Post-event Gonzaga Bulletin article

BudgetBudget Objectives

Efficiently and effectively allocate resources to develop an integrated marketing campaign

Maintain accurate records of all campaign value and expenditures Report accurate cost vs. value figures in final report

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Department's estimated budget allocation Communications Budget - $100 Marketing Research Budget - $80 Promotions Budget - $2370 Advertising Budget - $400 Public Relations Budget - $50 Total cost - $3000

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Added Value to CampaignA major source of added value in the campaign comes from the utilization of current resources, network connections, and free digital tools. The Driven Mind team is working actively with professors and other field professionals to gain invaluable insights into marketing promotion techniques to use in the campaign. Using network resources has provided access to multiple tools, including free use of Survey Monkey, free email distribution across campus, free use of graphic design tools, and discounted printing costs from Faculty Services. Driven Mind has direct access to GU social media networks through connections in the Marketing & Communications department at Gonzaga, which will greatly influence the success of our social media.

Summary

CredibilityThe integrated marketing communications plan will be believable and credible within the target audience because of concrete research, quantifiable results, professional usage of the Honda brand, and support from the school. Driven Mind is a collaboration of Gonzaga students, therefore the team knows how to target the market best from first hand experiences. The small, close knit community of Gonzaga University is passionate and determined. The overall needs and wants will be perceived on an innate level rather than relying solely on marketing research, giving Honda the best possible entrance strategy to the Generation Y demographic college experience that will resonate with this campus. The event will support and raise awareness of safe driving, while incorporating Gonzaga’s values of service and community. Making the campaign stand out against the others because it expresses Jesuit ideals that set Gonzaga apart from other universities.. Implementation of a peer-to-peer marketing strategy gives leverage in changing the target market’s perception of the Honda brand and motivating them to purchase a Honda. Also, In using Gonzaga specific images through the viral video, the campaign will be credible because it specifically includes key aspects of the Gonzaga

Measurement of SuccessThe overall measurement of success is based upon the post-campaign marketing research results collected. Through the data obtained, the changes to brand perception and purchase consideration will show the effect the event and advertising had. Addressing each of the client’s objectives, the post-campaign research will be able to measure the change in target market perceptions of Honda as a cutting-edge, cool brand. Buzz created from the viral pass-along will be tracked via views on YouTube and the number of times it was shared through the Facebook page. This will overall show the success of the campaign for the 2012 Honda Civic Coupe.

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Public Relations Results Report For Gonzaga UniversityOriginal Submission: Katelyn Loomis on 4/26/2012Last Updated: Katelyn Loomis on 4/26/2012 SummaryDepartment Objectives:

Develop and maintain relationships with campus media, local media (if applicable) and program VIPs

Generate free media exposure for your campaign Track impressions and collect original samples of all media hits

Additional Public Relations Team Objectives (if any):1.Develop and maintain relationships with 7 media outlets including on campus and off campus media sources. 2. Generate 150,000 impressions and $1,500 in equivalent advertising value via print and television sources.3. Create a philanthropic partnership with a local cause as a means to show a commitment to the Spokane Community, while also generating media coverage. Service efforts will also show Driven Mind’s consistency with Gonzaga University’s focus on service and social justice. Media Summary:

Media Type Quantity Total Impressions Total Equivalent Ad Value

Campus Print Articles 1 9000 $360 Community Print Articles 0 0 $0 Campus Radio Spots 0 0 $0 Community Radio Spots 0 0 $0 Campus TV Spots 0 0 $0 Community TV Spots 0 0 $0 Internet/Electronic Postings 5 14341 $0 Other PR 0 0 $0

Grand Total 6 23341 $360

PrintItem #:1 Media Type: Newspaper

Newpaper Type: Campus

Name of Newpaper: The Gonzaga Bulletin

Circulation: 3000

Article Title: Honda and Huppin's team with GU Students

Date of Press Coverage (Story): 03/01/2012

Total Column inch size of article: 36.00

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(i.e. 2 x 4in = 8 total column inches)

Column inch display advertising rate:

$10.00

Equivalent Advertising Value:(column inch size x display rate)

$360.00

Total Impressions:(Circulation x 3)

9000

Comments: See electronic section for article.

Broadcast

Internet/ElectronicItem #:1

Web Address: http://www.gonzagabulletin.com/news/students-co-host-civic-block-party-1.2853442#.T5Tvk-0ZefQ

CTR:(Click through rate: Total hits per day)

867

Frequency:Number of days announcement is posted:

7

Gross Impressions:(CTR x Frequency)

6069

Value of web posting:

$0

Comments: Advertising done by outside party so value is unknown.

Item #:2

Web Address: http://www.gonzagabulletin.com/news/honda-and-huppin-s-team-with-gu-students-1.2802987#.T5T0E-0ZefQ

CTR:(Click through rate: Total hits per day)

867

Frequency:Number of days announcement is posted:

7

Gross Impressions:(CTR x Frequency)

6069

Value of web posting:

$0

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Comments: Advertising done by outside party so value is unknown.

Item #:3 Web Address: http://news.gonzaga.edu/2012/students-partner-union-gospel

CTR:(Click through rate: Total hits per day)

2135

Frequency:Number of days announcement is posted:

1

Gross Impressions:(CTR x Frequency)

2135

Value of web posting:

$0

Comments: Source does not allow for advertising so value is unknown.

Item #:4 Web Address: http://storify.com/lkissler/inland-nw-trending-tuesday-27-march-2012-inw-1

CTR:(Click through rate: Total hits per day)

32

Frequency:Number of days announcement is posted:

1

Gross Impressions:(CTR x Frequency)

32

Value of web posting:

$0

Comments: Advertising done by outside party so value is unknown.

Item #:5 Web Address: http://www.youtube.com/watch?v=C7nKiJbI9qg&feature=youtu.be

CTR:(Click through rate: Total hits per day)

36

Frequency:Number of days announcement is posted:

1

Gross Impressions: 36

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(CTR x Frequency)

Value of web posting:

$0

Comments: Advertising done by outside party so value unknown. Advertising Results Report for Gonzaga UniversityOriginal Submission: Madeleine Maier on 4/19/2012Last Updated: Nicholas Boucher on 4/26/2012 SummaryDepartment Objectives:

1. Assemble an effective, cost-efficient media mix to reach the target market 2. Design professional creative pieces 3. Track each tactic to measure effectiveness

Additional Advertising Team Objectives (if any):1: Promote the Honda Block Party through a mix of event flyers, posters, banners, and stakes to draw attendance to the April 13th event.2: Develop a successful social media campaign based on the title My GU Civic Coupe using Facebook and Twitter, in conjunction with #whataride slogan.3: Increase awareness and purchase consideration of the 2012 Honda Civic Coupe through professional creative advertisements that promote an emotionally-relevant image of the vehicle as personal and customizable in an integrated advertising campaign. Media Summary:

Media # of Items

Total Impressions Cost Value

Print $0 $0 Broadcast $0 $0 Internet/Electronic 7 125,829 $52.50 $10,052.50 Support 10 3,335,225 $377.76 $1,046.69 Word of Mouth $0 $0 Other 2 15,200 $151.95 $225.04

Totals 19 3,476,254 $582.21 $11,324.23

PrintBroadcastInternet/ElectronicItem #: 1 Media Type: Podcast

URL: http://youtu.be/ewEjyJKjC50

Description:

We created a humorous video that will draw the audiences to follow us on twitter in order to boost our followers and social media outreach. With the music choice and the actor being a student that many would recognize, we felt that this would directly grab the attention of our target market here at GU.

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Reach:(# of downloads, # ofviewers, or # distributed)

688

Gross Impressions:(# of views)

688

Total Cost: $0

Total Value: $6000

Comments:

This video became a hit on campus and many students were talking about it. We ended up having 10 likes on the video. The total value is a rough estimate of labor hours, talent, equipment as well as software necessary to make this video. We got it for free by using a student we all know, getting the car on loan for the day, and using the equipment and software of the Broadcast building here on campus.

Item #: 2 Media Type: Podcast

URL: http://www.youtube.com/watch?v=LH5Q60-njO4

Description:

We created a video that would be humorous to students and show them the benefit of the great turning radius of the Honda Civic Coupe 2012. The end graphic also included the blue car and #whataride which was used in our previous advertisements allowing the viewer to relate it to the other advertising projects.

Reach:(# of downloads, # ofviewers, or # distributed)

324

Gross Impressions:(# of views)

324

Total Cost: $0

Total Value: $4000

Comments:

This viral video has 3 "likes". The value is a rough estimate of labor hours, camera costs, final cut software costs, car rental costs, other equipment costs that were implemented for this video. All of this was free for us provided by a Broadcasting student and the Broadcasting lab on campus.

Item #: 3 Media Type: Email

Subject line text: Civic Block Party - Friday, April 13

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# of Click Throughs to Client Site:

0

# opened: 3000

Reach:(# of people who were sent e-mail)

3000

Frequency:(# of times e-mail sent)

4

Gross Impressions:(Reach x Frequency)

12000

Total Cost: $0

Total Value: $0

Comments:

Morning Mail is a daily newsletter that is sent out to most of the undergrad students here at GU. This email just informs the student body about all the events that are going on on-campus that week. To get put in the Morning Mail, you just fill out a free form and they will run your ad for as many days as you would like. We had them run our Civic Block Party ad for the whole week prior to the event.

Item #: 4 Media Type: Social Network

Name: Photo Contest

# of Page Views:

669

Reach:(# of members of group or 'friends')

353

Frequency:(# of days live)

9

Gross Impressions:(either Reach or # of hits)Please Estimate

669

Total Cost: $52.5

Total Value: $52.5

Comments: Based on analytics from Wildfire Interactive Photo Contest Application.

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Item #: 5 Media Type: Social Network

Name: Facebook

# of Page Views:

2806

Reach:(# of members of group or 'friends')

353

Frequency:(# of days live)

36

Gross Impressions:(either Reach or # of hits)Please Estimate

46313

Total Cost: $0

Total Value: $0

Comments: Based on Facebook Data Impressions.Item #: 6 Media Type: Social Network

Name: Pintrest

# of Page Views:

817

Reach:(# of members of group or 'friends')

19

Frequency:(# of days live)

43

Gross Impressions:(either Reach or # of hits)

32680

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Please Estimate

Total Cost: $0

Total Value: $0

Comments: Estimate based on # of friends, number of pins about campaign,and re-pins, assuming every person viewed every pin at least once.

Item #: 7 Media Type: Social Network

Name: Twitter

# of Page Views:

33155

Reach:(# of members of group or 'friends')

88

Frequency:(# of days live)

36

Gross Impressions:(either Reach or # of hits)Please Estimate

33155

Total Cost: $0

Total Value: $0

Comments: Twitter based analytical data was referenced for this calculation.

SupportItem #1 Media Type: Banner

Description:Directly correlates with our event print promotions. It conveyed the crucial event information as well as social media tags and sponsorship advertisements.

Location(s): Monday: the first location we placed the banner was facing two underclassman dorms and the Foley Library. Tuesday-Thursday: the banner moved to the Mulligan Field fence between the campus cafeteria (the COG), the Foley Library and the McCarthy gym. Friday(4.13): the banner moved in front of the Student Crosby

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Center.

Number of Banners: 1

Size:(specify unit of measure, i.e. 2ft x 4ft)

8ft x 3ft

Reach:(average # people who viewone banner in one day)

1500

Frequency:(# weekdays posted. do not include weekends)

5

Gross Impressions:(# of banners x Reach x Frequency)

7500

Total Cost: $143.48

Total Value: $217.04

Comments: It was professionally done by Instant Sign Factory in downtown Spokane.

Item #2 Media Type: Poster

Description:

The 11" x 17" Event Poster matches the event flyer that is distributed among all the dorms on campus. This poster had all the necessary information to drive the students to the event including date, time, location, sponsors and other incentives such as free pizza and Rockstar energy drink.

Location(s):These were put up on all the major bulletin boards around campus. This includes the Crosby Student Center, the cafeteria, the Foley Library and all other classroom buildings on campus.

Number of Posters: 35

Type of Poster:(e.g. lawn stakes, wall poster, etc.)

Wall Poster

Size:(specify unit of measure, i.e. 2ft x 4ft)

11" x 17"

Reach:(average # people who viewone poster in one day)

800

Frequency:(# of weekdays posted. do not include weekends)

9

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Gross Impressions:(# of Posters x Reach x Frequency)

252000

Total Cost: $17.5

Total Value: $86.89

Comments: We had the posters, like all of our print media, printed off at a discounted price working with Faculty Services at Gonzaga.

Item #3 Media Type: Poster

Description:

The 11" x 17" Car Advertisements was Driven Mind's first showcase to the public. These wall posters incorporated our theme of the "My's" experiences such as "My Purse", "My Life" and "My Tunes". There were four separate posters that segmented between girls, boys, music and general.

Location(s): They were distributed to the major buildings on campus as well as the gender specific and co-ed dorms on campus.

Number of Posters: 112

Type of Poster:(e.g. lawn stakes, wall poster, etc.)

Wall Poster

Size:(specify unit of measure, i.e. 2ft x 4ft)

11" x 17"

Reach:(average # people who viewone poster in one day)

800

Frequency:(# of weekdays posted. do not include weekends)

18

Gross Impressions:(# of Posters x Reach x Frequency)

1612800

Total Cost: $67.2

Total Value: $277.85

Comments:These posters also incorporated elements from the integrated theme of all the other advertisement projects. The posters were replenished and moved to open space whenever possible.

Item #4 Media Type: Poster

Description: We used lawn stakes in order to grab the students attention. On these stakes were a series of variations on the “My GU Civic Coupe†� advertisements with “#whataride†� on the opposite

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side. This unique form of promotion grabbed students’ gaze as they walk to and from class, drawing interest in the campaign and integrating with the digital strategies.

Location(s):

Short stakes were placed along “Bulldog Alley,†� a major footpath through the Gonzaga campus, as well as other pathways around campus. All areas were driving foot traffic toward the event block party.

Number of Posters: 36

Type of Poster:(e.g. lawn stakes, wall poster, etc.)

Lawn Stakes

Size:(specify unit of measure, i.e. 2ft x 4ft)

8.5" x 5.5"

Reach:(average # people who viewone poster in one day)

800

Frequency:(# of weekdays posted. do not include weekends)

3

Gross Impressions:(# of Posters x Reach x Frequency)

86400

Total Cost: $33.18

Total Value: $115.52

Comments:

These stake were put up in 4 different major walkways on campus. Since that week the weather was so nice out, many students were walking around campus and playing on the grass and therefore the reach is greater than it would've been any other week here in Spokane.

Item #5 Media Type: Flyer

Description:

For the Event Handouts, we came up with a design that will grab the audience’s attention, while still looking as a unified campaign with the other ad. This flyer was focused on advertising the event and included all necessary information such as date, time, location, sponsors and all the incentives to get students to come. They could be seen as “mini†� event flyers and posters.

Location(s): Driven Mind members were given stacks to hand out in between classes and at our philanthropic table in Jepson, the Business School.

Number of Flyers Distributed:

750

Type of Flyer: Handout

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(e.g. handout, bike flyer, etc.)

Size:(specify unit of measure, i.e. 2ft x 4ft)

4.25" x 5.5"

Gross Impressions(# of flyers distributed)

750

Total Cost: $40

Total Value: $118.09

Comments: The handouts were very effective because students were able to hold on to a physical document that gave them the event information.

Item #6 Media Type: Other

Description:The Wall is a traditional form of advertising for Gonzaga clubs and organizations. It is painted white and clubs paint over it in their designated sections.

Location(s): The Wall is located in the center of campus and is in a spot of very high traffic. It is right outside of the Crosby Student Center.

Number of posted/distributed:

1

Size:(specify unit of measure, i.e. 2ft x 4ft)

10ft x 3.5ft

# days posted: 4

Gross Impressions:(please estimate)

10000

Total Cost: $10

Total Value: $10

Comments:

The Wall is usually heavily spray painted but thinking about the "white space" that Honda usually incorporates in their advertisements, we stenciled a Honda Civic Coupe and neatly spray painted, leaving more white space than other clubs and organizations.

Item #7 Media Type: Poster

Description:

For the 8.5" x 11" Event Poster, we came up with a design that will grab the audience’s attention, while still looking as a unified campaign with the other ad. This flyer was focused on advertising the event and included all necessary information such as date, time, location, sponsors and all the incentives to get students to come.

Location(s): We submitted all these flyers to be approved and distributed to all dorms on campus by the Associate Resident Director.

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Number of Posters: 85

Type of Poster:(e.g. lawn stakes, wall poster, etc.)

Wall Poster

Size:(specify unit of measure, i.e. 2ft x 4ft)

8.5" x 11"

Reach:(average # people who viewone poster in one day)

800

Frequency:(# of weekdays posted. do not include weekends)

9

Gross Impressions:(# of Posters x Reach x Frequency)

612000

Total Cost: $25.5

Total Value: $105.49

Comments: All 85 flyers were passed off to the RD for him to distribute to his RA's so they would each put up these flyers in their halls.

Item #8 Media Type: Poster

Description:

The 8.5†� x 11†� Car Advertisements was Driven Mind's first showcase to the public. These wall posters incorporated our theme of the "My's" experiences such as "My Purse", "My Life" and "My Tunes". There were four separate posters that segmented between girls, boys, music and general.

Location(s): They were distributed to the major buildings on campus as well as the gender specific and co-ed dorms on campus.

Number of Posters: 53

Type of Poster:(e.g. lawn stakes, wall poster, etc.)

Wall Poster

Size:(specify unit of measure, i.e. 2ft x 4ft)

8.5" x 11"

Reach:(average # people who viewone poster in one day)

800

Frequency:(# of weekdays posted. do not include weekends)

16

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Gross Impressions:(# of Posters x Reach x Frequency)

678400

Total Cost: $15.9

Total Value: $65.81

Comments:These posters also incorporated elements from the integrated theme of all the other advertisement projects. The posters were replenished and moved to open space whenever possible.

Item #9 Media Type: Poster

Description:

For the event table tents, we came up with a design that will grab the audience’s attention, while still looking as a unified campaign with the other ad. This table tent was focused on advertising the event and included all necessary information such as date, time, location, sponsors and all the incentives to get students to come.

Location(s):The table tents were distributed throughout the main tables at the Crosby Student Center, the Herek Engineering building, in the Foley Library and at on campus dining restaurants on campus.

Number of Posters: 175

Type of Poster: (e.g. lawn stakes, wall poster, etc.)

Table Tent

Size:(specify unit of measure, i.e. 2ft x 4ft)

11" x 4.25"

Reach:(average # people who viewone poster in one day)

75

Frequency:(# of weekdays posted. do not include weekends)

3

Gross Impressions:(# of Posters x Reach x Frequency)

39375

Total Cost: $25

Total Value: $50

Comments: We used staples and tape to make the triangular shape and added card-stock to the inside so the table tents would stand up on a table.

Item #10 Media Type: Other

Description: Whiteboards - Advertisements about the event, with campaign correlations were wrote in the upper right hand corner of white boards

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in classrooms.

Location(s): 30 various classrooms across campus.

Number of posted/distributed:

30

Size:(specify unit of measure, i.e. 2ft x 4ft)

18inches x 12inches

# days posted: 5

Gross Impressions:(please estimate)

36000

Total Cost: $0

Total Value: $0

Comments: (30) Whiteboards x (240) Reach x (5) Frequency

Word of MouthOtherItem #1 Media Type: Chalking

Description: The day of the event we went around chalking the major walkways on campus with advertisements saying Civic Block Party on 700 E Boone Ave etc. We also made chalk lines to look like a road leading up to the event entrance.

Location(s): Middle of Campus by Crosby Student Center and all walkways leading right to the event

Reach: 1200

Frequency: 2

Gross Impressions:(Reach x Frequency)

2400

Total Cost: $8

Total Value: $8

Comments:

Since the weather was so nice the day of the event, there were students all over campus and therefore, the reach of the chalking was greater than it would normally be in Spokane. Also, in April many campus tours are going on and therefore the chalking reached more than just Gonzaga students.

Item #2 Media Type: T-shirts

Text/Image(s) on T-shirt: Front: #whataride Back: CREW; Honda Logo; all 16 students last names

Number of T-shirt wearers:(i.e. # of students in agency wearing t-shirt)

16

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Reach:(average # of target audience who viewed 1 shirt in 1 day)

800

Frequency:(# of days t-shirt worn)

1

Gross Impressions:(# of t-shirt wearers x Reach x Frequency)

12800

Total Cost: $143.95

Total Value: $217.04

Comments:

These t-shirts were made for just our class to wear the day of the event. Not only did attendees of the event get to see the shirts, but also all other students on campus due to the fact that we spent time walking around campus to drive students to go to the event.

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Campaign Results ReportFor Gonzaga UniversityOriginal Submission: Matt Hiltachk on 4/19/2012Last Updated: Matt Hiltachk on 4/19/2012 General InformationDepartment Objectives:

1. Create a comprehensive integrated campaign strategy to meet all client objectives2. Unite all departments with regard to positioning, messaging and tactics of the overall campaign

strategy3. Track campaign results to measure effectiveness

Additional Campaign Team Objectives: (if any)

1. Attract 400 on-campus and 400 off-campus students2. Acquire three 2012 Civic Coupes in order to maximize exposure to the vehicle and allow for the

most product interactions possible3. Encourage product interactions with the Civic Coupe through the Honda Challenge and “What’s

the ‘Ride’ Answer?” � games

Campus Enrollment: 4,805 Campaign #: 1 Philanthropic Tie-in?:(if applicable to your client - please check with your EVP Representative)

Yes

If Yes, Specify Organization: Union Gospel Mission Motors

Campaign Tactic: (Advertising, PR, Teaser, Guest Speaker, etc.)

Advertising, social media, videos, and PR all led up to the Civic Block Party event.

Theme/Slogan: My GU Civic Coupe, #whataride

On or Off Campus: Yes

Name/Title of Client Representative Present:(if applicable)

Kaycee

Campaign Date: 04/13/2012

Campaign End Date: 04/13/2012

Campaign Location (specify): 700 Block E. Boone Ave. Spokane, WA 99258

Campaign Duration:(number of hours)

Campaign lasted four weeks, the event lasted four hours

# of event attendees 728

# of Response Cards Collected 0

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Campaign Highlight(s):

Honda Challenge, What's the 'Ride' Answer, Forza 4 (ft. My GU Civic Coupe), Tricycle Races, Union Gospel Mission Motors donation station, student DJ, David's Pizza, Rockstar Energy Drinks booth, and prizes from local sponsors

Campaign Recommendation(s):Social media presence is essential to reaching Generation Y. Allowing for product interactions is also a valuable strategy to have implemented in a campaign to reach Gen Y.

Campaign Limitation(s):

Miscommunication with David's Pizza resulted in us spending only half of what we budgeted for food. There were three student-owned vehicles on the street that we couldn't get moved the day of the event. Could've used more man-power the day of the event.

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Thank you.

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