T3 Marketing

Chris Vollmer, Amy Bubala, Tim Strycula, Joey Scott, Katie Rauch

1
Layout of Our Plan

Research, 3-6
Creative Strategy Statement, 7-10
IMC Mix, 11-15
Advertising Objectives, 12
Promotions, 13
Interactive Media, 14
Tentative Budget, 15
Specific Media Objectives, 16-21
Overall Goals, 17
Reach and Frequency, 18
Media Use, 19
Tentative Schedule, 20

2
Research
In order to gauge general consumer loyalty to gas companies, we created and sent out a survey
We received 231 responses across 42 states and were able to gain valuable insights into what
consumers like and want from gas companies, as well as how they perceive them.

3
Research, cont.
We asked respondents to tell us which gas companies they were loyal to, if
any. Among the top most popular were Shell, Speedway, and Exxon. Marathon
came in tied for second to last.

4
Research, cont.
Following this, we asked respondents who were loyal to gas companies why
exactly they were.
The most common responses were type of gas purchasable, low prices, fuel
quality, snack selection, location, and rewards programs.

5
Research, cont.
Then, we asked respondents who were not loyal what gas companies would have to do in order to
make them loyal. For the most part, answers were similar to the group who was loyal to a gas
company. However, we gained two important insights:
Consumers generally think of gas companies as one entity or one massive corporate face;
they rarely consider the processes that go into transporting the fuel, etc.
Most consumers who were not loyal felt no reason to be.

6
Creative Strategy Statement

For millennials who want the most competitive prices and best incentives for
purchasing gasoline, Marathon Petroleum promises to offer more affordable
prices than their competitors as well as more attractive incentives for being a loyal
Marathon customer.

7
Creative Strategy Statement, cont.
New Target Audience
People ages 16-24
All races
Any marital status
Preferably earned their high school diploma
Household Income is at least $20,000+
Homeowners for at least a year with a home value of at least $50,000+
However, non-homeowners as well due to part of our target being in high school
North East, South, and Midwest census regions
All county sizes
VALS Framework
Strivers and Experiencers

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Creative Strategy Statement, cont.
Objectives
Attract new customers, retain current customers and improve
relationships with all customers
We want to target groups who purchase gas when they get
low on it. The major benefit we want the target market to see
is that Marathon offers cheaper gas than the competitors
through promotions on social media.

Key benefits
Saving our target money
Competitive prices on gas

9
Creative Strategy Statement, cont.
Claims and Promises
By implementing our strategy of having a specific team to manage
all social media accounts, these social media accounts, Snapchat,
Facebook, and Twitter, can be used to as leverage raise revenues to
the end consumers.

Reassurances
Marathon is providing competitive prices for their consumers
Consumers who are loyal to Marathon will be able to reap better
rewards and benefits as long as they remain loyal

10
IMC Mix

11
Advertising Objectives
Unify and improve Marathons social media presence
Spread brand awareness through advertising campaign
Encourage repeat purchases from loyal consumers
Encourage first-time-buyers to continue to purchase fuel at Marathon
Encourage people who arent buyers to try Marathon Petroleum for the
first time and turn them into loyal consumers

12
Promotions (Twitter)
Contests via Twitter have been successful for several companies
Opportunity to gain new followers and keep followers checking the account to
see when the next promotional giveaway will happen
Recommendation: Tweet out a link and say first 10 people who play get a free
gift card. Only one contingency for the winners, they have to tweet out their
winnings and experience.
After it catches on, have one promotional giveaway a day to stay
consistent to customers.

13
Interactive Media
Snapchat Geofilters

Geotags are activated when users are near or attending certain events, such as
concerts.
Many companies who have taken advantage of geofilters for events they
sponsor in order to further engage their audiences who use Snapchat as well as
to introduce their brands to users who may not have known about them
beforehand.
Recommendation: Cedar Point Light Up the Point Fireworks show
This partnership has occurred in the past, and would be a good opportunity to use a geofilter to
promote Marathon at the park, with employee-ran tables to sign customers
up for the reward program and educate them about Marathon

14
Tentative Budget
Given a budget of $5,000, our team has decided that the budget
needs to be increased dramatically for Marathon to best utilize its
social media

15
Specific Media Objectives

16
Overall Goals
The ideas and plans we have presented to you represent the ways we believe
that Marathon will be able to fully utilize its social media.
We would like to see the company unify all its social media accounts to cut
down on confusion customers may face when trying to find Marathons actual
account on a given network.
The goal of this campaign is for Marathon to attract new customers via its
social media usage, and retain its current customer base by giving its
consumers loyalty items that will be worth their while.

17
Reach and Frequency
With our campaign, we want to reach 70 percent of the target audience with a
frequency of 3.
We believe that reaching 70 percent of the target with how often we are
advertising is a very obtainable goal. There is also a good chance that our
campaign will exceed a reach of 70.
A frequency of 3 is also very obtainable as we are advertising on several
media all year long, so a person seeing our advertisements at least 3 times is
very likely.

18
Media Use
Twitter
Promote tweets to reach target audience
Gain new followers and retain followers through promotional giveaways
Facebook
Promote posts to reach target audience
More informative kinds of post to share with customers
Snapchat
Gain attention at specific sponsored events
Spread brand awareness on a larger scale

19
Tentative Schedule
We chose to utilize a continuous scheduling strategy in order to help our
audience keep a continued interest in Marathon. Snapchat geofilters,
amongst the rest of their services could be implemented throughout the year
for any other promotional events Marathon takes part in.

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Sources
https://www.quora.com/How-much-does-it-cost-to-advertise-on-Twitter

http://boostlikes.com/blog/2015/02/money-spend-facebook-ads

https://business.twitter.com/en/help/overview/ads-pricing.html

https://blog.bufferapp.com/social-media-marketing-budget

http://wallaroomedia.com/snapchat-advertising-cost/

http://variety.com/2016/data/news/snapchat-content-survey-how-much-millennia
ls-actually-use-live-stories-discover-and-more-1201736616/

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