November 17th - November 27th Ford Black Friday Sales Event Success Guide
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November 17th – November 27th Ford Black Friday Sales Event Success Guide
Ford Black Friday Sales Event
Success Guide
WHAT’S IN THIS SUCCESS GUIDE:
1. Introduction
2. Black Friday Timeline
3. Black Friday Media Plan (to come)
4. Black Friday POS Material Car/SUV/Truck
5. Black Friday Print Assets Car/SUV/Truck
6. T2 Print Car/SUV/Truck
7. Black Friday Digital Assets Car/SUV/Truck
8. Black Friday Social Assets Car/SUV/Truck
9. Black Friday Radio Scripts Car/SUV/Truck
2
Ford Black Friday Sales Event The Ford Black Friday Sales Event has arrived just in time to capture the attention of shoppers with its unbeatable cash offers on selected 2017 and 2018 Cars, SUVs and Trucks, effective from November 17th to November 27th. To push for a strong close to November, we’re making every day Black Friday for ELEVEN DAYS, but that’s not all, Black Friday customer cash combined with the current No-Extra Charge Winter Safety Package will give the shopper every reason to drive away in a FORD ! POS materials are complimentary to existing POS, and will start arriving the week of November 13th. Black Friday POS materials should be installed during November 17th to November 27th , featured vehicles include: • $3 500 Black Friday Cash Offer on 2017 Escape, Focus, Fusion or Edge • $6 500 Black Friday Cash Offer on 2018 F-150 We will be updating all creative to support Black Friday in all media, including: • Car/SUV and Truck 30-second TV spot • Car/SUV and Truck 15 second internet pre-roll • Car/SUV and Truck 30-second radio spots In addition to TV, pre-roll and radio, all print and digital creative will be updated with a fresh look and feel (featuring only black vehicles, of course) for Black Friday, including all co-opable assets. Black Friday and November Co-op Advertising Program • All Dealers will receive a 50% top-up to their November monthly allocation to support Black Friday and all November advertising initiatives • Black Friday Co-op assets are now live on Toolbox IMPORTANT NOTE: Black Friday advertising is not to be in-market until November 17th . Ads that run outside of the eleven days will not be paid. NEW!: 2017MY F-150 with $10,000 DA assets are now available on Toolbox, and will be co-opable until the end of the program period. 3
Timeline
Date(s) To-Do Complete?
Review Black Friday Event Co-op
Advertising
Start planning advertising, including website
Starting Review 2017 Black Friday Event
and social media channels, to feature Black
November 10th Success Guide
Friday Event creative for the last half of
November.
Note: Black Friday Sales Event
advertising cannot be in-market until
November 17th
Install your new Black Friday point- Turn on advertising, including website and
of-sale (POS) materials by adding social media channels, to feature Black
November 17th
them to the existing 2017 No-Extra Friday Event creative
Charge POS materials
November 27th
Remove your Black Friday point-of-sale (POS) materials and all Co-op advertising
End of
relating to the Black Friday Sales Event
Business Day
4
Media
Channel Activity
Television
Radio
Online
Print
5
Point-of-Sale Car/SUV & Truck (1/1)
Important: “Black Friday” POS is complimentary to existing October-November POS
and does not require the removal of advertising elements currently in place. POS
material arriving the week of November 13th.
Poster Pole Sign
4
Point-of-Sale Car/SUV
Important: “Black Friday” POS is complimentary to existing October-November POS
and does not require the removal of advertising elements currently in place. POS
material arriving the week of November 13th.
Windshield Cling
Window Cling
Magnetic Skins
4
Point-of-Sale Truck (1/1)
Important: “Black Friday” POS is complimentary to existing October-November POS
and does not require the removal of advertising elements currently in place. POS
material arriving the week of November 13th.
Windshield Cling
Window Cling
4
Co-op Print (1/2)
Lock-Up
Generic Ad Block
5
Co-op Print (2/2)
Banner Ad Mat
Customizable Ad Block
Half-Page Ad Mat
5T2 Print – Car/SUV (1/2)
Full-Page Ad Mats
5T2 Print - Car/SUV (2/2)
Third Page Ad Mats
5T2 Print - Truck (1/2)
Full-Page Ad Mats
5T2 Print – Truck (2/2)
Third Page Ad Mat
5Co-op Print - Truck (1/3)
Generic Ad Blocks
Lockup
5Co-op Print - Truck (2/3)
Banner Ad Mat
Customizable Ad Block
5Co-op Print - Truck (3/3)
Full-Page Ad Mats (Dealer Bottom)
Half-Page Ad Mat
(Dealer Top)
5Co-op Digital – Car SUV (1/5)
Conquest (Big Box)
Conquest (Leaderboard)
Conquest (Skyscraper)
18Co-op Digital – Car SUV (2/5)
Customizable (Big Box)
Customizable (Leaderboard)
Customizable (Skyscraper) 19Co-op Digital – Car SUV (3/5)
Retargeting (Skyscraper)
20Co-op Digital – Car SUV (4/5)
Retargeting (Big Box)
21Co-op Digital – Car SUV (5/5)
Retargeting (Leaderboard)
22Co-op Digital – Truck
No Offer Banners Offer Banners
23Co-op Social
TWITTER NO OFFER
FACEBOOK NO OFFER
24Co-op Radio Car/SUV
Car/SUV :20
Option 1:
At Black Friday is 11 days long, so there’s no need to rush. From November 17 th to 27th, get $3500
in Black Friday Cash on a new 2017 Focus, Fusion, Escape, or Edge. When you can get a simply great deal on Black Friday,
it’s easy to get into a Ford. Details at .
Option 2:
At , Black Friday is here. And it’s 11 days long. Get Black Friday value on vehicles to get you ahead
of cold weather. From November 17th to 27th, get $3500 Black Friday Cash on a new 2017 Focus, Fusion, Escape, or Edge.
When you can get a simply great deal on Black Friday, it’s easy to get into a Ford. Details at .
Option 3:
At , Get Black Friday value on vehicles to get you ahead of cold weather. From November 17 th to
27th, get $3500 in Black Friday Cash on a new a 2017 Focus, Fusion, Escape, or Edge. 11 days will go by quickly, so act
now. With a simply great Black Friday deal, it’s easy to get into a Ford. Details at .
Car/SUV :10
Option 1:
At , from November 17th to 27th you can get $3500 Black Friday Cash on a new 2017 Focus,
Fusion, Escape, or Edge. Details at .
Option 2:
Get $3500 Black Friday Cash on a new 2017 Focus, Fusion, Escape, or Edge from November 17 th to 27th at . Details at .
25Co-op Radio - Truck
Truck :20
Option 1:
At , you can get great Black Friday value on the new 2018 F-150. From November 17th to 27th, get
$6,500 Black Friday Cash on the most capable F-150 yet. Details at .
Option 2:
At , you can get great Black Friday deals on the new 2018 F-150, a truck that’s the most capable F-
150 ever.. For 11 days only, get $6,500 Black Friday Cash on most new 2018 F-150s. From November 17th to 27th only.
Details at .
Truck :10
Option 1:
At , we make Black Friday easy. From November 17th to 27th, get $6,500 Black Friday Cash on most
new 2018 F-150s. Details at .
Option 2:
At we deliver Undisputed Black Friday value. From November 17th to 27th, get $6,500 Black Friday
Cash on most new 2018 F-150s. Details at .
26APPENDIX
November 1st – November 30th
2017 Winter Safety Package Program
Success Guide - Updated2017 Winter Safety Package Program
Success Guide
WHAT’S IN THIS SUCCESS GUIDE:
1. Introduction
2. WSP Timeline
3. October Media Plan
4. WSP POS Material
5. WSP Print Assets Car/SUV/Truck
6. T2 Print Car/SUV/Truck
7. WSP Digital Assets Car/SUV/Truck
8. WSP Social Assets
9. 2017 National Offers
10. WSP Radio Scripts
11. Easy Test Drive Program (non co-op)
292017 Winter Safety Package Program
This fall, we’re pleased to announce the return of our Winter Safety Package Program designed to help get customers into a new vehicle and
be ready for the winter all at the same time!
Continue to capitalize creative across all media featuring the Winter Safety Package (Winter Tires, Rims and Pressure Sensors), along with our
0% financing message for 72 months on the 2017 Escape. We will also have all-new 15 second pre-roll videos that will be airing throughout
YouTube that focus directly on the Fusion and WSP.
New “Easy Test Drive” option on Ford.ca
Phase II launched towards the end of August, the assets you see on page 18 are being used to reach auto intenders who are in the mid-to-late
stages of their shopping journey. In addition, users who have completed the following Key Buying Activities (KBAs) on ford.ca will be
retargeted with the test drive message.
• Build & Price
• Search Inventory
• Estimate a Payment
• Trade in Value
Take this opportunity to re-familiarize yourself with MBG 2017-210N and the New “Easy Test Drive” option on Ford.ca
November Co-op Advertising Programs
2017 Winter Safety Package Co-op Assets:
• November Co-op Claims deadline is January 10th, 2017.
You can find the Winter Safety Package Co-op assets by visiting: FD ToolBox > National Advertising >> October/November Winter Safety
Package Program OR FDA ToolBox > National Advertising >> WE Scare Hunger
Note: At the top right of the InFord page, dealers have the option to add an icon. There should be the availability to add the Toolbox icon. Once
it has been added, dealers should be able to access the Toolbox directly from InFord.
30Updated Banner Page
Timeline
Date(s) To-Do Complete?
Nov. 1ST to Review the Review November Plan advertising and media to be in-
Nov. 30 Winter Safety co-op advertising market in November, featuring No-
Package program bulletin Extra-Charge Winter Safety Package
Program launch creative
Launch
Hold staff meeting to review the
Success Guide
November incentives (as detailed in
C&I bulletins)
Update advertising, including website
and social media channels, to feature
No-Extra-Charge Winter Safety
Package creative
31October Media Plan
Channel Activity
• Planned TV program highlights:
• English Canada: Blue Jays, NHL Playoffs, NBA Raptors, Yukon Gold, Cardinal, The Path, The
Magicians, Six, Timber Kings, Supergirl, Jade Fever, Diesel Brothers, Colony, Jimmy Kimmel
Television Live, Fargo, Full Frontal with Samantha Bee, The Expanse, Bear Grylls, Survivorman,
Shameless
• French Canada: L’Arbitre, Les détestables, Et si?, Perdus en Alaska, Les Simpson, Au pays
des Cajuns, Infiltration, Antichambre, 24CH, Hockey 360
• Stations are selected based on listenership composition against target audience and the station’s
market ranking.
• FDAAs planned always on radio, weight levels vary by region
Radio
• Continue Spotify Audio and Video initiative which will feature a :30s spot for both Focus and
Escape, with a companion banner (driving to Ford.ca) – will be accessible through desktop,
mobile and tablet
Always On campaign will feature:
• All intender tactics in market (Brand Block, Conquest, Search, Programmatic , Video, Shopping
Online Tools & High Impact.)
• Call back strategy with digital and video retargeting
• Heavy Up in select regions to support Canada’s Best with awareness and purchase intent tactics
• FDAAs planned media strategy to ensure representation in all markets
• Major dailies, weeklies and commuter papers in new 1/3 page size are planned and will
Print
run throughout the month
• Heavy Up in select regions to support Canada’s Best
32Window Clings
Point-of-Sale (1/2)
Pole Signs
33Point-of-Sale (2/2)
Magnetic Skins
Poster
34Point-of-Sale TRUCK (1/2)
Pole Sign
Window Cling
35Point-of-Sale TRUCK (2/2)
Poster
36Co-op Print (1/3)
Lock-Ups
Generic Ad Blocks
5Co-op Print (2/3)
Banner Ad Mat
Customizable Ad Block
5 Half-Page Ad MatCo-op Print (3/3)
Full-Page Ad Mats
5T2 Print – CAR/SUV (1/2)
Full-Page Ad Mats
5T2 Print - CAR/SUV (2/2)
Third Page Ad Mats
5T2 Print - TRUCK (1/2)
Full-Page Ad Mats
5T2 Print – TRUCK (2/2)
Third Page Ad Mats
5Co-op Print TRUCK (1/3)
Generic Ad Blocks
5Co-op Print TRUCK (2/3)
Banner Ad Mat
Customizable Ad Block
Half-Page Ad Mat
5Co-op Print TRUCK (3/3)
Full-Page Ad Mats
5Co-op Digital – CAR/SUV
Conquest (Big Box)
Conquest (Leaderboard)
Conquest (Skyscraper) 47Co-op Digital – TRUCK
48Co-op Social
Twitter No Offer
Facebook No Offer
492017 NATIONAL OFFERS: Overview
• Our “EASY” advertising platform is designed to assist customers throughout their shopping journey and to
drive traffic to your showrooms
• One of the key elements of the platform is to differentiate from the competition by featuring representative
vehicles that most customers buy
• As previously announced (MBG 2016-423N ), in collaboration with your National FDAA chairpersons, the
SMNAT dealer committee and Regional FDAA’s, we are continuing to feature the following hero vehicles in
National and Regional advertising through 2017
MY Model Trim Rapid Spec Free Standing Options
2017 Focus SE 200A Automatic (44W)
2017/2018 Fusion SE 200A None
2017 Escape SE 201A None
2018 Escape SE 200A None (Note: SEL Walk-Up Strategy)
2017/2018 F-150 SuperCrew 4x4 XLT 300A 5.0L V8 / Trailer Tow Package (53A)
502018 F-150
Vehicle Spec & Equipment Group XLT SuperCrew 4x4 300A Enhanced 5.0L V8
Free Standing Options Included 5.0L V8 / 53A Trailer Tow Pkg. Crew Cab Space and Utility
Lease Payment Advertised $199 Every 2 Weeks 4x4 Functionality…
Payment Details 10-Speed Automatic
Term 36M 17" Alloy Wheels
Rate 0.99% Cruise Control
Down Payment $3,350 Power Tailgate Lock
Dealer Participation $3,520 SYNC (Bluetooth in-car connectivity system).
Dealer Margin Remaining $2,272 Fog Lamps
Residual (Oct 2017) 49% Auto Start/Stop
HALO OFFER / NATIONAL OFFER PAYMENT
51Co-op Radio CAR/SUV
CAR/SUV OFFER :20
OPTION 1:
Cold weather is right around the corner. At , we have the vehicles you want with the features you need to
get ahead of the cold weather. Plus, when you lease or purchase select 2017 Ford vehicles, they come with a No-Extra-Charge
Winter Safety Package, which includes tires, rims, and pressure sensors. When you can get ahead of the cold weather, it’s easy to
get into a Ford. Details at
OPTION 2:
The cold weather is almost here. Right now you can warm up to great vehicles and great financing at .
Get the vehicle you want loaded with the cold weather features you need, plus get 0% APR Purchase Financing for up to 84 months
on select 2017 models. When you can get ahead of the cold weather, it’s easy to get into a Ford. Details at .
CAR/SUV :10
OPTION 1
Purchase or lease Select 2017 Ford vehicles at and get a No-Extra-Charge Winter Safety Package,
which includes winter tires, rims, and pressure sensors. Details at .
OPTION 2
has the vehicles you need to get you ahead of the cold weather. Plus, get 0% APR Purchase Financing
for up to 84 months on select 2017 models. Details at .
OPTION 3
has the you need to get you ahead of the cold weather.
Plus, get 0% APR Purchase Financing for up to on select 2017 models. Details at .
52Co-op Radio TRUCK
TRUCK: 20 SECS
OPTION 1.
The new 2018 F-150 has arrived at . The most capable F-150 ever. With more powerful engines in the
only military-grade aluminum-alloy body in its class, you can do more than ever before. Get great lease and finance offers with a no-
extra charge winter safety package valued at 2300 MSRP. For details, visit
OPTION 2.
The new 2018 F-150 is here now. The most capable F-150 ever. Visit to lease the 2018 F-150 XLT
Super Crew 4x4 for only 199 every 2 weeks for 36 months at 0.99% APR with 3350 down. Plus, get a no-extra-charge winter safety
package valued at 2300 MSRP. For details visit
OPTION 3.
The new 2018 F-150 is here and right now, you can the for only . Plus, get a no-extra-charge winter safety package. No matter what the challenge… bring it, here at
. Details at
TRUCK: 10 SECS
OPTION 1.
The new 2018 F-150 is here now. The most capable F-150 ever. Get great lease and finance offers at .
OPTION 2.
The new 2018 F-150 is here. Tow more, haul more and do more than ever before. Check out our special offers on the Ford F-Series
lineup at .
OPTION 3.
We’re determined to bring you the best offers on your favourite Ford F-150 truck here at . Whatever the
challenge, bring it.
53Reminder: Easy Test Drive Program on Ford.ca
Tier III Easy Test Drive Program Assets (non-co-op)
For full program details refer to MBG-2017-210N
54“Schedule a Test Drive” Form (Landing page 1)
55“Schedule a Test Drive” Form (Landing page 2)
56You can also read
