2021 SUBARU OUTBACK TOURING XT - Integrated Marketing Campaign Benjamin Wilson IMC 636 May 5, 2021
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Columbia Creative 1 2 02 1 S U B A R U OU T B A C K TO U R I N G X T Integrated Marketing Campaign Benjamin Wilson IMC 636 May 5, 2021 Subaru Outback Touring XT
Columbia Creative 2
TABLE OF CO NT E NT S
Opening Letter 3
Executive Summary 4
Background 5
Campaign Objectives 7
Integrated Creative Strategy Statement 7
Target Market 8
Secondary Target 9
Consumer Profiles 10
SWOT Analysis 12
Objectives and Strategies 13
Creative Brief 14
Owned Media 15
Earned Media 16
Paid Media 17
Proposed Timeline 18
Proposed Budget 19
Creative Assets 20
Sample Digital and OOH Ads 21
Video Ad Samples 22
Sample Ad Storyboard 23
Sample Radio and Podcast Ads 24
Evaluation Methods 25
Metrics 27
Conclusion 29
Bibliography 30
Subaru Outback Touring XT
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O PE NI N G L ET T E R
May 5, 2021
Alan Bethke
Senior Vice President, Marketing
Subaru USA
1 Subaru Drive
Camden, NJ 08103
Dear Mr. Bethke:
We appreciate the opportunity to complete the following integrated marketing campaign for Subaru USA and
the 2021 Subaru Outback Touring XT. We strongly believe in your products and it was an honor to prepare
this document for your review.
In this packet, you will find numerous strategies, tactics, and objectives in which we believe will help boost
the sales of the vehicle, as well as contribute to the growing conversation about the Subaru brand within our
proposed target audience. We made a strong push to change the current perspectives of the Subaru brand
and introduce it into the luxury category of vehicles.
This project was completed with all-hands-on-deck within our agency to give you the best possible outcome
from the campaign. We combined the minds of all our creative departments with specializations in all forms
of media. With this campaign, we are more than confident that Subaru will see an increase in sales with the
Outback Touring XT and overall for the brand.
We take pride in putting forward the following document for your review. Should you have any questions or
need any clarification, we hope that you reach out to us. We appreciate this opportunity to work with Subaru
USA and hope that we can continue this conversation in the months ahead.
Sincerely,
Benjamin Wilson
President & CEO
Columbia Creative
Columbia Creative
1615 L Street NW, Suite 400 202.610.9283
Washington, DC 20036 benji@columbiacreative.com
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EX EC U T I VE S U MMA RY
The outdoor enthusiast, the overlander, and those seeking adventure. The Subaru Outback has been a
staple in many communities for over 25 years. The iconic wagon has been known for being tough, reliable,
and able to get you from point A to point B no matter the conditions. But what is often overlooked are the
high-end trim levels that give luxury vehicles a run for their money. At an affordable price compared to other
luxury vehicles with similar features, the Subaru Outback Touring XT is the quintessential vehicle for those
looking for class, luxury, and reliability.
By research done throughout the United State, it was determined that New England families would be the
best target for this campaign. The campaign was created with these families in mind, and by using the
tactics proposed in this document, the proof of that will be seen in the years to come. These families are
commuters, are looking to show their class, and now have a family to take care of. Having a vehicle that
can do it all is important to them. They want to stay young and show it with what they drive. They want to
“adventure in class.”
“Adventure in class” is defined in the name itself. The creative pieces of this campaign demonstrate the
abilities that each driver will have when own the Touring XT. It combines the adventure aspect of own the
vehicle along with the classiness felt with the upgraded features. It clashes the two worlds together and
gives off the perspective that the vehicle has it all.
By combining various forms of media, this campaign will raise awareness, introduce the car into the luxury
class, and drive sales up in order to meet the goal. The tactics proposed will get consumers in the driver’s
seat and will let them live the life they want. The strength behind the Subaru brand will keep people behind
the wheel and enjoy what they drive. By using the strategies proposed in this document, each goal will be
met to the fullest extent. In return, consumers will be happy with their purchase and Subaru will meet the
sales goal proposed.
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BA CK G R O U N D
Subaru was first introduced in 1954 by Kenji Kita, the
CEO of Fuji Heavy Industries, a leading manufacturer
and researcher of aircraft in Japan. Kita wanted to
explore the realm of automobiles and launched Subaru.
A little over a decade later, Subaru was introduced in
the US for the first time in 1968. Known for its all-wheel
drive passenger cars, Subaru took the American market
by storm. By the 1970s the beginnings of the now
Outback vehicle was introduced.
Before it was the Outback, the all-wheel drive station
wagon was a submodel of the Subaru Legacy sedan.
In 1994, Subaru changed the script and launched its But before the Outback gathered its reputation today, it
newest vehicle based on a previously loved model. This went through a series of generations of trail-and-error.
new station wagon named the Outback would change In 1994, the first standalone Subaru Outback rolled
the Subaru brand for years to come. off the assembly line and into dealerships across the
country. Due to the popularity of the Subaru Legacy
The Subaru Outback became a versatile vehicle and Outback, Subaru decided to rebrand the model as a
an instant classic in the car world. Up until 2020, the standalone version of itself. This decision would prove
Outback was the top-selling model for Subaru for years. to be worthwhile over the next 25 years.
Just last year, the Forester overtook that top spot, and
drove competition sales down (Capparella, 2021). As SUVs gained popularity in the market, The Outback
stood as a vehicle that was in between a sedan and
Subaru Outbacks have formed its own cult following a SUV. Those that wanted all wheel drive capabilities
when sales began to rise. The intense brand loyalty without the bad gas mileage of an SUV could afford the
attached to owning an Outback has been increasing Outback and get the outcome. After 1996, the vehicle
over the last 10 years. It has become an icon for the got a lift to give it more ground clearance and make it
“granola” crowd (Neil, 2016). Over the last year and more operable in off-road situations.
with the pandemic raging throughout the United States,
people took to the road to get away from others. The second generation of the Outback began the
These extended road trips eventually would turn into period of experimentation with different submodels of
a year-long phase. They became the new mobile the vehicle. The Subaru Outback Sport, introduced
home. Countless video scattered across YouTube and at the same time as the Outback, was given a facelift
TikTok have shown people what it is like to live out of a and a more sporty look. This second generation model
converted Outback. Chase Christopher converted his would serve to be influence of the present day Subaru
Outback into a livable mobile home last year in order to Crosstrek.
live out his dream (Christopher, 2020).
In its third generation, the Outback got an upgraded
engine and even a turbocharged version in some
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models. The Subaru Outback Sedan was quickly taken off the lot to minimize the number of sedan models the
brand had.
The fourth and fifth generation began to introduce the larger interior cargo space and the newest technology of
the continuously variable transmission (CVT). Greater interior features began to be introduced and dramatic shift
towards the importance of in-cabin technology took over. With features such as EyeSight and Apple and Android
compatibility, the Subaru Outback became the perfect vehicle for any person, family, or situation (Nishimoto,
2019).
Challenges and Opportunities
The Subaru Outback has been the vehicle of choice for the outdoor enthusiast. With that designation, it is
understandably difficult to categorize the Subaru Outback as a luxury vehicle on first thought. The introduction of
the Subaru Outback Touring XT has given Subaru a leg-up and a solid starting point to slowly ease their way into
the conversation about luxury vehicles. The Subaru Outback has a solid foundation. Beginning to tread into the
luxury realm is not an easy task, but with strong brand equity, taking a leap and attempting to classify the Subaru
Outback top model as a luxury vehicle is a possibility that could drive sales upward.
The opportunity is presenting itself. Subaru has the ability to test the waters in trying to market the Touring
XT as a luxury vehicle. Those that have gone through their youthful, adventurous phase and now have a high
amount of income can look at the Touring XT at a different angle and see how it stacks against the comparable
competition. With its low pricepoint, the Touring XT can prove to be the affordable luxury vehicle that does not
lack the features, comfort, and style of high-end car brands. Because the Outback is already a practical and
great all-around vehicle, the consumer will not have to sacrifice anything when stepping into the driver’s seat.
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CA M PA I G N O B J EC T IV E S
Overall Goal the model with unique obstacle courses or backroad
trails to test the vehicles capabilities.
Sell 30,000 units in the New England
region of the United States in 2022. Partner with local ski/snow resorts to create
events for the target market. This partnership could
include incentives that give car buyers discounts or be
$40,995 x 30,000 units sold = involved in giveaways after a purchase. Both Subaru
$1,229,850,000 estimated revenue
and the ski/snow resort could benefit and draw equal
crowds of new customers.
Sponsor local sporting events to attract families
attending games. Sporting events are things that
IMC Objectives
families attend in high numbers. Various types of
1. To increase product awareness by 25 tactics can be used to attract the attention of kids,
percent within the target audience by which in turn would bring the parents along to things
2023. like displays, booths, and games.
2. To increase overall sales by 20 percent Develop a digital campaign that clashes the luxury
in 2022. lifestyle with the adventurous enthusiast. This
strategy will combine two realms into one that will
3. To increase brand engagement with the
attract the people that want to have flash but also are
target audience by 25 percent in 2022.
outdoorsy and adventurous.
IMC Strategies
Develop a vacation-related campaign that
demonstrates the vehicle capabilities. Showing the
capabilities of the vehicle is a major key to catching the IN T EGR AT E D C R E ATIV E
attention of families. Because they need a vehicle that
can do it all, a campaign that shows the vehicle in a
S T R AT EGY S TAT E M E N T
vacation setting or with the implication will give a good The all-in-one vehicle for the people that
first initial impression. want to have flash but also are outdoorsy and
adventurous.
Host an outdoor event that gives the target
audience a chance to test the vehicle in different
terrains. This interactive event could include many
different things to attract the target audience and
make them think more about a potential purchase.
For families that are not fully aware of the model, they
could have a great first impression of the brand and
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TA R G E T M A R K ET
Primary Target
• 93% of new SUV buyers own a home
High income families (or expecting) aged (Hedges & Company, 2021).
35-40 in the New England region of the
United States with a household income of • 40% of new SUV buyers have a household
$200,000 or more. income of $100,000 or more (Hedges &
Company, 2021).
Age: 35-40 • 5 of the top 10 states for Subaru sales in
2016 were in the New England Region and
Marital Status: Married
made up 31.6% of total sales (iSeeCars,
Children: 1-2 2016).
Location: New England, USA • All states in New England landed in top
15 states for average snowfall in 2018-19
Education: College or higher
(Syed, 2019).
Household Income: $200,000+
• New England has the least number of kids
Occupation: Business executives, per household averaging 1.7 kids per family.
lawyers, doctors, engineers New Hampshire has the lowest in country
(Olito, 2019).
Higher level families that fall into this target audience their status in society, while also keeping practicality
will have a lot on their plate on a day-to-day basis. in mind. Unfortunately, with a family to take care of,
Having the correct vehicle to accomplish these the luxury sports car is out of the realm of possibility.
tasks is critical to keep up with a busy schedule. These executives need a car that shows their
Being constantly on the move requires a vehicle with successes and is perfect for the daily commute and for
versatility, practicality, and one that can get you from play. What appeals to them is a car that fits their high
point to point no matter the conditions. In the New level of comfort on the inside and still remains flashy
England area, weather can change in an instant; on the outside.
sunshine can change to heavy rain, Fall can quickly
These families are the commuters. They live outside
turn to Winter, and deep snow can halt people in their
the city limits in a quiet suburban neighborhood.
tracks. In a life full of unexpected changes, having a
The bustling, noisy city streets have become less
car that can get you there is vital.
attractive to settle in with long-term family planning in
What separates this audience from others is that mind. Their budget also ables them to afford a plot of
they have expendable income that allows them to land with a house suitable to raise a family. Owning
make a steeper purchase on a vehicle that suits their a home makes them comfortbale as they know they
lifestyle. High-level executives want a car that flaunts have an investment to fall back on in case financial
Subaru Outback Touring XT
Columbia Creative 9 hardships arise. Suburban life also makes access to public transportation, such as the train, difficult. These difficulties lead them to finding their own route to work by using the family car. With children to think of as well, they need a car that is safe and reliable. As these families do not have more than two children, a third row SUV is not needed. But, with children, there comes the need for large cargo space to carry sporting goods, equipment, school projects, and/or various musical instruments. No matter the interest of the child, these parents need to be prepared to haul it. SECONDARY TARG E T Younger, single consumers entering the market with a high paying job are drawn to Subaru because of the adventure appeal. Those with more expendable income would have more interest in the better trim package of the Touring XT. These consumers are drawn to the adventure influencers on social media and dream of taking similar trips seen across these platforms. Because they are single and in a higher paying job, they have more room in their budget to make a more expensive purchase. Much like the dreamers mentioned above, freelance social media influencers could turn to a higher trim as their income grows. Those just starting out in their freelance adventures may not have the income to spend on the higher trim but would consider making the investment as they grow their brand. Influencers that have been around before the recent boom could be in the market for upgrading their adventure-mobile. Being young and feeling young is important to the target audience. Science suggests that people start to feel “old” at the age of 37 or 38 (Stump, 2016). The decisions made by the younger audience could influence those in the in the primary target due to them wanting to feel younger. Subaru Outback Touring XT
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C ONSU MER P RO F I L E S
Jason Bouchard
Age: 36
Marital Status: Married
Children: 1
Location: Burlington, VT
Education: Master’s
Household Income: $125,000
Occupation: Director, Software
Development
Jason lives with his wife, Melanie, in Burlington, VT lakes to raft or kayak. Jason is stays very active
with their newborn daughter, Danielle. Every day, and enjoys trail running. He has aspirations to begin
Jason wakes up and follows the same routine of completing stretches of the Appalachian Trail with
making coffee, preparing avocado toast, and helping his wife alongside him. The two look to continue their
feed his daughter before getting ready for his busy day adventures together as Danielle grows older.
ahead. Because he and his wife purchased a house
Other than his outdoor adventures and aspirations,
outside the city, Jason makes his daily commute by
Jason maintains an extensive garden, which he
car. To beat the morning, he arrives before everyone
started when he and his wife bought their house in
else in his office and begins his day.
2017. In it, he grows a variety of vegetables and herbs
Jason recently got good news that he will be moving to use in their cooking. His garden also consists of
up in his company to oversee all software development multiple composting bins. His love for the planet has
projects and initiatives, which means he will be getting led him to begin researching the use of solar panels
a significant pay raise. He and his wife had been to begin collecting solar energy and limit his power
talking about replacing the family car as they will need consumption.
something safe and larger to accommodate their
Jason is not afraid to flaunt his status either. While he
newborn. The pay raise is coming at a great time as
is humble in other aspects, he is not afraid to make
they search for a new vehicle.
bigger purchases on designer clothing for his work
Before Jason and Melanie had their first child, the wardrobe. He feels that as he continues to climb that
couple would spend as much of their time outside as ladder, he should represent his position and he shows
possible. Living in Vermont gives them easy access that through his style choices.
to ski resorts, lots of hiking, and plenty of rivers and
Subaru Outback Touring XTColumbia Creative 11
Michelle Bowers
Age: 39
Marital Status: Married
Children: 2
Location: Boston, MA
Education: Juris Doctor
Household Income: $140,000
Occupation: Patent Lawyer
Michelle lives with her husband, Peter, in Boston, MA Because Michelle and Peter work as lawyers, they
with their two children, Jessica and Michael. Michelle have a good amount of expendable income to use for
makes her own schedule as she manages her own family vacations. Because it is difficult to be gone for
law firm based out of Boston. Even though she is able very long, most of their vacations are quick weekend
to work on her own schedule, she is an early bird and trips in the region. Jessica and Michael have grown
is in charge of getting everybody out of bed in the to love exploring nature and the outdoors. Michelle
morning. She packs her kids’ lunch in the morning and and Peter have taken them to explore surrounding
sends them off to the bus stop down the street before states like Vermont, New Hampshire, and Maine. Their
getting ready for her day ahead. Her husband is also a favorite vacation spot is a cabin they rent near Acadia
lawyer that works on criminal cases. National Park along the coast of Maine. Michael has
begun to pick up snowboarding and his dad will take
Michelle commutes by car from her home in Newton
him on weekend trips during the winter together.
to Boston where she will work from her law office for
only half the day. She spends the other half of the day Michelle is conscious of the growing concerns of
traveling to different clients in the city and surrounding climate change. She spends the free time she gets
suburbs. She will frequently travel to bordering states raising awareness and assisting a local activist group
for other clients that reach out to her as well. with legal counsel. She donates her time and some
of her money to help the organization. She also tries
When she gets home at the end of the day, Michelle
to support local businesses and companies that have
closes the door on work and focuses on time with her
similar values. She is a big fan of Patagonia and has
family. Her husband will sometimes spend long hours
an extensive collection of their clothing.
in his home office working on case files. Jessica is
9 years old and plays soccer and basketball, while
Michael is 12 years old and plays baseball. During
the warmer months, Michelle often has to leave work
early to drive the kids around to their practices. The
long days of traveling and moving her kids around are
exhausting.
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SW O T A N A LY S I S
Strengths Weaknesses
• Established brand with credibility. • Touring XT not classified as a luxury vehicle.
• Highly sought-after vehicles in the outdoor • Minimal advertising and marketing for the top
community. trim model.
• Touring XT has the features comparable to • Potential gatekeeping from criticism for not
other luxury cars in the market. wanting it to use off-road if consumer makes
that decision. Similar to the Jeep Wrangler.
Opportunities Threats
• Sponsorships/partnerships can show the • With Subaru established as an outdoor-
audience the features of the Touring XT. lovers dream car, it could be difficult to sway
audience in the luxury direction.
• Steady stream of content related to Touring
XT could turn heads and change opinions • Luxury brand competition creating off-road-
about Subaru brand. ready trim models (Land Rover Defender).
• Large company with a funds to allow a strong • Low cost could make consumers think twice
marketing push. about it being considered “luxury.”
Subaru Outback Touring XTColumbia Creative 13 O BJECT I V E S A N D STR AT EG I E S Subaru Outback Touring XT
Columbia Creative 14 CR EAT I V E B R I E F The Problem The Subaru Outback Touring XT (Touring XT) is largely not seen as a luxury vehicle, both in its classification and the overall perception of the target audience. The current perception is that Subarus are not meant to portray class but rather ruggedness and practicality in all conditions. The Goal The overall goal is to increase the number of Touring XT sales by executing an integrated marketing campaign. Other objectives include changing the perception of buyers to include the Touring XT in the luxury vehicle class. The campaign focuses on bring adventure and luxury together, which can be enjoyed with the vehicle. Key Insights New or expecting families will be looking to find their newest family vehicle. Because the target audience is bordering the upper class, and the occupations they work in are more prestigious, these buyers are looking for a vehicle that represents their class. Outside their work life, they also enjoy getting out and spending time outside and on backroads. They need an all-in-one vehicle that displays all the attributes they are looking for. The Competition • BMW X1/X3 • Mercedes-Benz GLC • Acura RDX • Volvo XC40 • Audi Q3 • Land Rover/Range Rover Primary Messaging The messaging would revolve around the Touring XT being the perfect luxury family vehicle, while also being great for the outdoor escape. Messaging would attempt to clash the two lifestyles together to show why it is the best all-in-one vehicle. Channels Used • Social media • Digital ads • Podcasts • Radio spots • TV Subaru Outback Touring XT
Columbia Creative 15
O WN ED M ED I A
Objectives workflow of a consumer’s journey will allow them to
see the content they want to see to increase open and
1. Increase target audience follower count click-thru rates. If consumers are opening emails more
on Subaru social media pages by 25 often, they become a better target to market. This
percent by 2023. strategy directly relates to the objective and helps with
pushing sales. The overall campaign will be centered
2. Increase open and click-thru rate of
around the ICSS and highlight the luxury features
emails by 20 percent from the target
while also demonstrating the off-road and adventure
audience in 2022.
capabilities.
Strategies
Host an event that demonstrates the off-road
capabilities and ruggedness of the vehicle.
The “Tour de Trail” is large-scale event would give
consumers a chance to test a luxury vehicle in an
off-road setting. The event would be family-friendly
with various booths setup for all to enjoy. Participants
can sign up to ride on the off-road track and take the
vehicle over obstacles (with guidance from event
staff). Other activities would include “Pack-the-Back”
which would be a competition to see how many of the
provided items someone can fit into the cargo space
of the car. Children also can play games to win prizes.
This event could bypass many steps in the buying
process and allow the consumer to go straight to
purchase. Attendees will be encouraged to follow the
brand pages for future event notifications and deals.
Sponsor a sporting event for a professional team.
Similar to the off-road event, this strategy would be
smaller with various booths set up throughout the
stadium with vehicle demonstration, games, and
giveaways. Another push to the social media channels
would be done with photo cutouts that encourage
channel tagging.
Revamp email marketing system to allow
consumers to choose what they want to see in
an improved workflow. In a new email strategy, the
Subaru Outback Touring XTColumbia Creative 16
EA RN E D M E D I A
Objectives different angles. Local businesses that attract the
target audience can be used to provide incentives to
1. Increase number of positive reviews on shop for the Touring XT. Through partner discounts
car sites by 25 percent in 2022. and promotions, there would be a greater push for the
target audience to go to the dealership and test drive.
2. Increase number of brand mentions
By getting the target audience interested and wanting
and shares on social media by 50
to test drive a Touring XT from the added incentive,
percent in 2022.
they are one step closer to making a purchase and
adding to the total sales of the vehicle.
Strategies
Participate at local events and festivals that
Create opportunities for car information/review
include interactive photo booths, product
sites to test drive and create a review. Giving well-
demonstration, games, and prize giveaways.
known car information and review sites a chance to
Interactive demonstrations and booths at different local
showcase the car could car buyers over the finish
events and festivals positions the brand within the
line. These sites can also classify the Touring XT
community. By including the brand in the community,
model under their luxury lineup of SUVs and change
consumers can build a sense of trust and bond to
the minds of tentative individuals who may not have
Subaru and would be more likely to remember their
been thinking about a Subaru and their next luxury
interaction when thinking about buying their next
vehicle. Having the vehicle talked about in a positive
car. Children can also be drawn to these booths with
light on numerous car sites will help increase product
games and activities for them to do.
awareness and make consumers more comfortable
with a purchase.
Develop an interactive social media campaign that
encourages social media sharing or brand tagging.
This interactive campaign will engage with the
target by encouraging brand tagging and sharing for
giveaway prizes or a sweepstakes entry. The entry will
give the audience a chance to win potential discounts
and deals related to the Touring XT. The campaign will
lead viewers on a scavenger hunt through six videos
to spell the word “luxury.” Users will be encouraged to
share the letters they find as each video is posted and
recruit help from friends and family.
Partner with local businesses to provide discounts
and deals that include brand mentions and sharing
on social media platforms. By partnering with local
businesses, the target audience can be attacked from
Subaru Outback Touring XTColumbia Creative 17
PA I D M ED I A
“The Suits” where commuter traffic is heavy.
This multichannel campaign will be featured on OOH Public radio ad spots
ads, video ads, social media ads, and more. It will also
Public radio viewer demographics are heavily weighted
be used in variation with earned and owned media.
toward the primary target audience. Ad spots would be
The campaign features numerous characters dressed
perfect for the daily commuter that listens to National
in full work garments or suits partaking in outdoor
Public Radio (NPR) to and from work.
activities with their family. The goal is to tie adventure
with class and luxury which you will get with the • 36 percent of public radio viewers are aged 35-54.
Touring XT. Everyone can have fun.
• 28 percent are in a professional career.
Objectives • 70 percent of viewers have a bachelor’s degree or
higher.
1. Reach 75 percent of the target
audience through paid social media • 36 percent have a post grad degree.
ads in 2022.
Podcast ads
2. Increase video views on all platforms
For those that do not listen to public radio, podcasts
by 25 percent by the target audience in
have grown in popularity over the last few years.
2022.
People aged 35-54 make up 32 percent of listeners on
3. Increase frequency of brand a monthly basis. Ads would be similar to public radio
appearances to the target audience by ads that can be read off during popular shows (Infinite
50 percent in 2022. Dial, 2020).
Social media ads
Strategies
Similar to strategy #1, this includes the videos but
Video ads also still graphics that will be used in ad campaigns
over social media. These ads will be more targeted
The primary creative pieces for the campaign will
based on the content being used and the occupation
be the videos. Videos will be posted organically but
presented by the character. Both the video and photo
also used in paid advertisements on social media,
graphic budget distribution is listed below:
streaming service ad placements, banner ads, and
YouTube ads. • Facebook – 40%
OOH ads • YouTube – 30%
Highway OOH billboards: These billboards will feature • Twitter – 20%
the characters of the story with a catchy headline and
associated campaign hashtag. Placement of these • Instagram – 10%
billboards will be in high trafficked areas near ski
Sources: (NPR, 2016; Infinite Dial, 2020)
resorts, vacation areas, and throughout major cities
Subaru Outback Touring XTColumbia Creative 18
PR O POS E D T I M EL IN E
2022 January February March April May June July August
OWNED MEDIA
Social Media
Facebook
Instagram
Twitter
YouTube
Email
Brand Events
"Tour de Trail"
Sponsored Events
New England Patriots
Boston Celtics
Boston Red Sox
Portland Sea Dogs
New Hampshire Fisher Cats
EARNED MEDIA
Car Review Sites
Edmunds
Car and Driver
Local Business Partnerships
REI - Boston, MA
Skirack - Burlington, VT
Eastern Mountain Sports - Portland, ME
Local Events and Festivals
Boston Pride - Boston, MA
Trail Festival at Pineland Farms - New Gloucester, ME
FLOW STATE, Vermont Mtn Bike Festival - Brownsville, VT
Snowbound Festival - Boston, MA
PAID MEDIA
Digital Marketing
Videos ads
Banner ads
Public Radio
Podcasts
Out-of-Home
Social Media
Facebook
Instagram
Twitter
YouTube
March 2022
April May June July
January August
February September
March October
April November
May December
June July August
OWNED MEDIA
Social Media
Facebook
Instagram
Twitter
YouTube
Email
Brand Events
"Tour de Trail"
Sponsored Events
New England Patriots
Boston Celtics
Boston Red Sox
Portland Sea Dogs
New Hampshire Fisher Cats
EARNED MEDIA
Car Review Sites
Edmunds
Car and Driver
Local Business Partnerships
REI - Boston, MA
Skirack - Burlington, VT
Eastern Mountain Sports - Portland, ME
Local Events and Festivals
Boston Pride - Boston, MA
Trail Festival at Pineland Farms - New Gloucester, ME
FLOW STATE, Vermont Mtn Bike Festival - Brownsville, VT
Snowbound Festival - Boston, MA
PAID MEDIA
Digital Marketing
Videos ads
Banner ads
Public Radio
Podcasts
Out-of-Home
Social Media
Facebook
Instagram
Twitter
YouTube
Subaru Outback Touring XTColumbia Creative 19
PR O POS E D B U D GE T
Medium Description Budget Allocation
OWNED MEDIA
Email Message ads and platform $ 18,000.00
Brand Events
"Tour de Trail" Venue, print materials, misc. items, instructors $ 9,640.00
Sponsored Events
New England Patriots Print flyers, posters, game setups, booth cost $ 6,000.00
Boston Celtics Print flyers, posters, game setups, booth cost $ 4,000.00
Boston Red Sox Print flyers, posters, game setups, booth cost $ 5,500.00
Portland Sea Dogs Print flyers, posters, game setups, booth cost $ 1,500.00
New Hampshire Fisher Cats Print flyers, posters, game setups, booth cost $ 1,750.00
EARNED MEDIA
Local Business Partnerships
REI - Boston, MA Print flyers, posters $ 800.00
Skirack - Burlington, VT Print flyers, posters $ 600.00
Eastern Mountain Sports - Portland, ME Print flyers, posters $ 500.00
Local Events and Festivals
Boston Pride - Boston, MA T-shirts, misc. items, booth cost $ 3,200.00
Trail Festival at Pineland Farms - New Gloucester, ME T-shirts, misc. items, booth cost $ 1,500.00
FLOW STATE, Vermont Mtn Bike Festival - Brownsville, VT Misc. items, booth cost $ 1,800.00
Snowbound Festival - Boston, MA T-shirts, misc. items, booth cost $ 2,250.00
PAID MEDIA
Digital Marketing
Videos ads Google, retargeting, production $ 850,000.00
Banner ads Google, retargeting $ 75,000.00
Search ads Google $ 37,500.00
Public Radio Ads and production $ 35,000.00
Podcasts Ads and production $ 15,000.00
Out-of-Home Billboards $ 1,752,000.00
Social Media
Facebook Boosts and ads $ 2,000,000.00
Instagram Boosts and ads $ 500,000.00
Twitter Boosts and ads $ 1,000,000.00
YouTube Boosts and ads $ 1,500,000.00
Total Budget $ 7,821,540.00
Subaru Outback Touring XTColumbia Creative 20 CREAT I V E A S S E TS Subaru Outback Touring XT
Columbia Creative 21
SA MPLE DI G I TAL AND OOH A D S
Adventure awaits.
2021 Subaru Outback Touring XT®
Board meetings.
2021 Subaru Outback Touring XT®
Subaru Outback Touring XTColumbia Creative 22 VI D EO AD S AM P L E S “The Climber” The scene begins with a climber attempting a difficult route up a mountain side. Zoomed in shots of the climbers hands and feet are only seen as she traverses up the steep rock face. In just a few more feet, she makes it to the top and looks out over the valley below where her Subaru Outback Touring XT is seen with her children in support. She lets out a bellowing “wahoo!” where the camera zooms out and shows her wearing her scrubs with the embroidery reading “Kristen Harmer, Surgeon.” The camera pans down to her children cheering. She climbs back down, packs her gear, and drives away. The narration reads “Don’t sacrifice what you love to do. The 2021 Subaru Outback Touring XT. Adventure in class.” “The Hiker” The scene begins with fast action shots through a dense forest. The heavy breathing of the hiker is heard while the rustling of the twigs and leaves is heard as she makes her way down the trail. Loose rock shuffles around her as she takes each step. Only a silhoutte of her is seen until she pops out of the the dense brush where it is revealed that she is wearing a full suit. After a brief pause and a sign of relief the camera pans to the marker for the Pacific Crest Northern Terminus. She shoots her arms up in the air and the camera quickly zooms up and fades back to present day where she is in the driver’s seat in the pickup lane at her kid’s school. Kid: “Mom, MOM, are you okay?” Woman: “Huh-oh yeah, yes. I’m fine. Put your seatbelt on. You ready to go?” Kid: “Yeah!” The camera switches to a shot of the car driving away with a cargo carrier on the roof. The narration reads “Don’t sacrifice what you love to do. The 2021 Subaru Outback Touring XT. Adventure in class.” “The Summit” The scene begins with a random hiker lower a phone after taking a picture. He has a dumfounded expression on his face as he is in disbelief with what he is seeing. He quickly gathers himself and presents the photo to the man he took a picture for which now shows he is wearing a full suit. The suited man thanks the kind hiker for taking the picture and heads off with his kids down the summit and back to the car. Once at the car, they pack their things, get in, and drive off. Sample storyboard on the following page. Subaru Outback Touring XT
Columbia Creative 23
SA MPLE A D S TO RY BOA R D
“The Summit” - :30
1 2 3
Zoom out from the phone slowly He hands the phone to the other Man in dirty suit is shown giving the
revealing the mans dumbfounded man, still not revealing who he is. He thumbs up. “Thanks again!” He
expression. He takes the photo. He says, “This is perfect! Thank you so says. The photographer says
stutters, “uh-uh got it.” much!” nothing and is still in shock as the
Other man (off screen): “Great let suited man begins to walk away.
me see!” “Alright kids, let’s move out!”
4 5 6
Camera pans to the suit man They make it to the car, pack their Distant shot of the road shows the
walking away with his kids as they things, and get in. car pull out of the parking lot and
head down the mountain. drive off into the distance.
Narration: “Don’t sacrifice what you
love to do. The 2021 Subaru
Outback Touring XT. Adventure in
class.”
Subaru Outback Touring XTColumbia Creative 24
SA MPLE RADI O AND P OD C A ST A D S
“Streets to Creeks” - :30
Script: From city streets to bustling creeks, the 2021 Subaru Outback Touring XT gives
you the luxury you want, the cargo space you need, and the off-road capabilities
to take you away from the chaos. Find out how to test drive one today by visiting
your local Subaru dealer. Adventure in class.
“Escape” - :10
Script: [bustling city noises]
[car door unlocks, then shuts]
[car turns on]
[car drives away]
[city noise fades into a dabbling creek]
Escape the noise. The 2021 Subaru Outback Touring XT. Available at your local
Subaru dealer. Adventure in class.
Subaru Outback Touring XTColumbia Creative 25 EVAL UAT I O N M E T H O D S Focus groups and surveys By using focus groups, Subaru will be able to understand further into the mind of the consumer and get real life perspectives on the Touring XT. Questions asked will be related to the overall perception of the specific model and if they consider it a luxury vehicle. Based on answers to the questions and on the overall discussion, it will be easier to find areas that need to be improved in the messaging and/or adjust aspects of the campaign to better push the message. Surveys will allow for more consumers to answer questions, but they will be similar to questions asked in the focus group. Questions will cover a wider spectrum of topics to obtain further information into how the Touring XT is viewed and how well it has been viewed as a luxury vehicle. By understanding the perceptions of potential consumers at various points in the campaign, it will help with understanding if the brand perception has improved. Social media measurements Key performance indicator (KPI) measurements help with understanding the performance of social media channels boost the social media channels in my current job. Stats like reach, engagement, likes, and followers can all be tracked regularly, but additionally the following will be used to further measure the success of the campaign. Social Share of Voice: Mentions/competition mentions * 100 This measurement will help see how many mentions of the brand compare to the competition. The percentage will show how much the brand is being talked about in different posts. This can track the percentage of mentions in posts about luxury cars, family vehicles, and adventure-mobiles. Average Engagement Rate: (Likes + comments + shares)/followers * 100 This measurement helps with tracking if the campaign posts are working better than previous posts. This can also be tracked month to month or week to week. Depending on if the percentage goes up or down will determine if the campaign is attracting attention. Subaru Outback Touring XT
Columbia Creative 26 Google Analytics Google Analytics is a tool that measures web traffic and gives a detailed breakdown of where the user came from, how they spent on the site, and if they are unique or a returning viewer. This platform will allow the measurement of the impact of some of the most important pieces of the campaign. The in- person events, public radio ads, and podcast ads will use web tracking to measure the effectiveness of the channels in the campaign. Native Analytic Tools Native analytic tools on the various social media platforms are a great way to keep things easy for measuring the campaign effectiveness in these channels. Daily, weekly, monthly, and yearly statistics can easily by pulled from these tools within the social media platforms. Consistently tracking these data points will prove its value to the campaign. Why this will work? Ease of use is always beneficial to user. By using popular tools such as the Google Analytics, it will be easy to track the campaign progress and give Subaru the ability to track alongside throughout the campaign. Data reports will be provided on a monthly basis ann progress will be tracked weekly in order to stay on goal. Weekly check-ins will give a status report on whether the campiagn is performing well or if improvements need to be made. Native analytic tools can be accessed in-house and will allow Subaru to track data on their own as well. The detailed monthly breakdown will simplify the data and put it into easy-to-read graph and charts to show positive or negative progress. Subaru Outback Touring XT
Columbia Creative 27
METRICS
2022 Tracking Evaluation
OWNED MEDIA
Social Media
Social share of voice; engagement rate;
Facebook Tracking will be done through the native analytic tools
follower count; average # of likes
Social share of voice; engagement rate;
Instagram Tracking will be done through the native analytic tools
follower count; average # of likes
Social share of voice; engagement rate;
Twitter Tracking will be done through the native analytic tools
follower count; average # of likes
Video views, subscriber count; number of
YouTube Tracking will be done through the native analytic tools
completed views (watched entire video)
Email Open rate; click-thru rate Tracking will be done from email-to-email to ensure that the messaging used is effective
Brand Events
QR code scans; number of registrations;
number of emails and phone numbers Tracking will be done primarily through the event registration by gethering basic information. QR
"Tour de Trail" collected; number of sales made (or code scans will be track through a QR code tracker. Social media shares will be tracked while the
prospective members); social media event is happen through native analytic tools.
shares and mentions
QR code scans; emails and phone QR code scans will be track through a QR code tracker. Item inventory will be taken and then the
Sponsored Events
numbers collected; items handed out difference in inventory will be documented after each game.
EARNED MEDIA
Number of positive/negative reviews; Social media posts will be monitored to measure brand perception and the overall consumer
Car Review Sites
engagement on social media posts; reaction to the vehicle. The number of positive and negative reviews will be measured.
QR code scans; number of registrations;
number of emails and phone numbers
Local Business Partnerships
collected; social media shares and
mentions; item inventory
PAID MEDIA
Subaru Outback Touring XT
Digital MarketingEARNED MEDIA
Columbia Creative 28
Number of positive/negative reviews; Social media posts will be monitored to measure brand perception and the overall consumer
Car Review Sites
engagement on social media posts; reaction to the vehicle. The number of positive and negative reviews will be measured.
METRICS QR code scans; number of registrations;
number of emails and phone numbers
Local Business Partnerships
collected; social media shares and
mentions; item inventory
PAID MEDIA
Digital Marketing
Cost per click; number of clicks;
Videos ads Track through Google Analytics
impressions
Cost per click; number of clicks;
Banner ads Track through Google Analytics
impressions
Public Radio Website visits through unique URLs Track through Google Analytics based on specific URL given to station
Podcasts Website visits through unique URLs Track through Google Analytics based on specific URL given to podcast
Out-of-Home Number of cars that went through the area Traffic data from city or state during
Social Media
Cost per click; number of clicks;
Facebook Ads Tracking will be done through the native analytic tools
impressions; shares; mentions
Cost per click; number of clicks;
Instagram Ads Tracking will be done through the native analytic tools
impressions; shares; mentions
Cost per click; number of clicks;
Twitter Ads Tracking will be done through the native analytic tools
impressions; shares; mentions
Video views, cost per click; number of
YouTube Ads Tracking will be done through the native analytic tools
completed views (watched entire video)
Subaru Outback Touring XTColumbia Creative 29
CO N CL U S I O N
Integrated marketing communications (IMC) utilizes and combines all the available
marketing channels to effectively communicate a message. Both traditional marketing
channels and digital marketing channels are incorporated into the campaign and work
in unison to push the intended message across. An effective IMC campaign brings all
the channels together so that they work in harmony with one another. A break in that
chain can cause distruption, confusion, and even failure in the campaign. It is like a well-
oiled machine; if you keep giving it the oil it needs and you remain consistent with the
strategies, messaging, and execution across all the different platforms, you will have a
strong campaign.
The proposed campaign attacks the target audience from all sides. It utilizes the new age
of digital marketing channels in social media, banner ads, video ads, and more. Traditional
marketing routes of out-of-home billboards, brand-hosted events, and partnerships with
local businesses helps with creating the cohesion with the digital aspect of the campaign.
It takes the idea of the adventurer and the high-class individual and merges them into one.
Much like what was explained about, they work together to show that the Subaru Outback
Touring XT is a vehicle that can be loved by anyone.
By driving this message forward to the target audience, results will be seen instantly; more
inquiries will be made to dealerships, more engagement will be seen on social media,
more word-of-mouth communications will be spread across the New England region like
wildfire, and in return sales will grow. By believing in the proposal above, results will be
guaranteed.
Subaru Outback Touring XTColumbia Creative 30 BI B LI O G R A P H Y Capparella, J. (2021, January 6). 25 Best-Selling Cars, Trucks, and SUVs of 2020. Car and Driver. Retrieved from https:// www.caranddriver.com/news/g32006077/best-selling-cars-2020/#:~:text=The%20Forester%20is%20the%20best,by%20 2%20percent%20in%202020. Christopher, C. (2020, May 27). Subaru Outback Camper Conversion. YouTube. Retrieved from https://www.youtube.com/ watch?v=7PTwJCW84bs&ab_channel=ChaseChristopher Grand Subaru. (n.d.). The History of Subaru. Retrieved from https://www.grandsubaru.com/the-history-of-subaru.htm Hedges & Company. (2021). New car buyer demographics 2021. Retrieved from https://hedgescompany.com/ blog/2019/01/new-car-buyer-demographics-2019/ Honest John Classics. (2017, July 12). Subaru Legacy/Outback (1994-1999). Retrieved from https://classics.honestjohn. co.uk/reviews/subaru/legacy-and-outback/ Jones, C. (2016, September 10). Man and girl sitting on brown dock. Unsplash. Retrieved from https://unsplash.com/ photos/rpPvrOQmR2s Neil, D. (2016, September 29). 2017 Subaru Outback Review: A Cult Leader With All-Wheel Drive. Wall Street Journal. Retrieved from https://www.wsj.com/articles/2017-subaru-outback-review-a-cult-leader-with-all-wheel-drive-1475176491 Nishimoto, A. (2019, May 15). Wagon Master: A History of the Subaru Outback. Automobile Mag. Retrieved from https:// www.automobilemag.com/news/subaru-outback-model-history-photos-specs-generations/ Olito, F. (2019, February 22). Utah has the highest number of children in their families. Here’s the average number of kids per family in every state. Insider. Retrieved from https://www.insider.com/the-average-number-of-kids-per-family-in-every- state-2019-2 Reiner, Z. (2018, June 8). Dirt road between trees. Unsplash. Retrieved from https://unsplash.com/photos/Q_xQxYqTZZs Sikkema, K. (2019, June 11). Man carrying baby. Unsplash. Retrieved from https://unsplash.com/photos/vJLv__K7zU8 Stump, S. (2016, May 18). When do you start feeling old? Data shows it’s around 37 or 38. Today. Retrieved from https:// www.today.com/health/when-do-you-start-feeling-old-data-shows-it-s-t93356 Subaru. (n.d.). Various images. Retrieved from https://www.subaru.com/vehicles/outback/gallery.html Syed, Z. (2019, December 6). These 15 states get the most snowfall. The Active Times. Retrieved from https://www. theactivetimes.com/these-states-get-most-snowfall Turpen, A. (2016). The 10 states where Subarus are most popular. iSeeCars. Retrieved from https://www.iseecars.com/ most-subarus-by-state-2016-study Subaru Outback Touring XT
Columbia Creative 31 Wagner, I. (2021, January 25). Subaru’s vehicle sales in the United States in 4th quarter 2019 and 4th quarter 2020. Statista. Retrieved from https://www-statista-com.wvu.idm.oclc.org/statistics/243191/subarus-vehicle-sales-in-the-united- states/ Winger, A. (2020, March 5). Mother reading to children in library. Unsplash. Retrieved from https://unsplash.com/ photos/5dt2UC8HCPc Subaru Outback Touring XT
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