Revamping the All-American Car: A Look at the Planning Process

By: Michele Danno, Media Planning Intern

Michele Danno

Over the past decade, it is no secret that American cars have – to put it nicely – lost popularity to sporty-looking, reliable, and more fuel-efficient foreign competitors.  

While the entire American economy took a hit from the loss of this major domestic market, no one suffered more than the birthplace of the American vehicle – the Motor City. 

Enter the saving souls at Starcom Detroit, who tenaciously accepted the challenge of reviving one of America’s most notable car companies – General Motors. With a roster of recognizable brands (Cadillac, Chevrolet, Buick, GMC) GM relies on Starcom’s specialized teams to divide and conquer the American automotive market both regionally and nationally. 

As a proud member of the Chevrolet team, I help represent one of America’s most historically recognized cars – the Chevy!

In an effort to put pride back in the American vehicle and “rally the troops” into staying loyal to home-grown companies, Chevrolet used to run under the “American Revolution” campaign. 

Last year, we changed our message to “Chevy Runs Deep” -- a tribute to Chevy’s lineup of 9 diverse nameplates spanning from the sporty Camaro to the steadfast Silverado. 

Each car-type (small car, performance, cargo, etc.) has its own image, target consumer, and Starcom team!

The strategy team is responsible for building an understanding of our target inside and out – what are their demographics? Their lifestyle? Interests? And most importantly – what media do they consume? 

After a rigorous research process, they develop a target that GM must approve. Our activation teams come up with media plans that make the most sense for that particular vehicle’s target. For instance, as a member of the “family team,” I work with my supervisors to focus on selling family cars through a variety of family-oriented mediums. 

The “small car team”, however, focuses more of their spending on innovative, interactive spaces like mobile apps and social networks to reach their younger, more tech-savvy audience. 

For more general, “mass” awareness, we use popular spaces like the Super Bowl to nationally broadcast Chevrolet’s name. 

Did you notice the abundance of Chevy commercials and ads at the MLB All-Star game this week? That was us! 

It is important to not only sell each Chevy nameplate specifically, but also the brand in general. Sponsoring an event that supports “America’s game” reinforces our image and Chevy’s intended message. 

Since Chevy has been an American household name-brand for decades, it is important to keep the brand relevant and their image fresh. Luckily, they have a dedicated Starcom team working hard every day! 

Our efforts aren’t going unacknowledged, either, considering the Chevy Cruze was the best-selling car in America in June – even beating out the usual foreign competitors. 

So here’s to the Motor City, Starcom, Chevy, and America, let’s keep “running deep!”