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GM College Marketing Case Study

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GM

Services Provided:

Project Outline

Business Objective:

To promote GM U on college campuses nationwide, while dispelling misconceptions about GM. The goal was to generate brand awareness among the college demographic and encourage interest in GM vehicles.

 

Strategy:

To build brand awareness on college campuses by placing 166,739 table tents at 617 colleges for a 30 day period. Each table tent:

  • Contained a call to action encouraging students and recent grads to visit: www.gmcollegediscount.com/tableoffer
  • Dispelled a misconception and stated why the misconception was false
  • Promoted the GM College Discount

Table Tents were distributed in high-traffic locations, including dining halls, cafes, student lounges, student unions, study areas, computer labs, libraries, and other congested areas of campus.

Message:

GM College Discount Offer - Get your college discount price and register at www.gmcollegediscount.com/tableoffer

Market:

617 colleges nationwide (USA)

Click image for larger view

Target:

College students and recent graduates

Timing:

April 1st-April 30th

Program Results:

Number of table tents distributed: 166,739

Number of days in sponsorship: 30

Number of views: x10

Total estimated impressions: 50,021,700

 

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