Executive Summary

The IMC Plan that we have constructed consists of all of our objectives that we must consider and approach during our
entire campaign. We have clearly identified all of the major components required to achieve our goal of promoting the
Mazda3 to our target audience. Our main focus is to communicate the benefits of the Mazda3 through personal selling and
event sponsorship. We will be completing this task by installing a temporary booth in high traffic locations for students
around campus. The event sponsorship will be promoted through our Mazda Pub Night events and this will in turn create
awareness for our product and excitement for new users. The ballot forms that they will fill out at this event will enhance
our customer profiles and measure how effective our event sponsorship has benefited the promotion of the Mazda3.

Table of Contents
1. Introduction & Mrk Communication Objectives

2. Budget Strategy

3. Budget Allocations( Table)

4. Creative Plan

5. Media Plan & Objectives

6. Media Strategy

7. Media Selection & Rational

8. Sales Promotion Plan & Promotion Execution

9. Conclusion & References

Introduction

The following information will be an elaborative explanation of how we will convince our potential consumers that the
Mazda3 is a perfect vehicle for their busy lifestyles. In our campaign that has been developed we have concentrated on
strategies and tactics targeting College and University level students. Our main strategy is to position the Mazda3 vehicle
into the student's minds; this will be communicated through a Mazda information booth on campus. We strongly believe
this IMC plan is very reality based and can be very useful to the Mazda Corporation.

Marketing Communications Objectives

Our goal is to sell 700 more Mazda3 vehicles in one year. Our objective is to achieve an increase of profits of 1.4 million
dollars. We believe this is possible due to our target market of 20 000 students in Windsor and Essex county. We are
targeting students because they require a safe, inexpensive, reliable, and fuel efficient vehicle with younger and more stylish
characteristics.

Marketing Communications Strategies

Positioning Statement
We want to promote a reliable, economic and fuel efficient vehicle to these students. We will reinforce our positioning
statement through communication tools such as posters and brochures with factual information. We will also have trained
representatives at the schools to inform future prospects with benefits of purchasing a Mazda3. The representatives will be
available for questions and concerns about the vehicle.

Components of Mix

Product- Mazda3
Our focus will be on the reliability, fuel efficiency, and cost of the Mazda3 vehicle. Our trained representatives will be able
to reinforce these important messages.

Place- Essex County universities, colleges and dealerships

We will conduct a thorough research of our target market which will include students. Schools will be researched
individually to analyze demographics to identify ethnicity, income levels, and social trends to properly convey our
strategies.

Price- Average price of $16 000

We will inform our target of our price of $16 000. We will also show them comparison charts for other competitors in our
market.

Promotion- Information booths and contest giveaways.

Our booths will contain trained representatives for information about the vehicle and its closest competitors. We will also be
giving away two Mazda3 vehicles which will be drawn through a ballot entry to gain information about possible prospects.

Budget Strategy

Employees
We will have three sales representatives touring the different schools and informing the students about the Mazda3. There
will be one employee who will be very knowledgeable about the Mazda3 and the corporation status. This employee will
provide training to the other three employees on how to incorporate the information to the possible clientele. Our employees
will be expected to maintain a professional business image by wearing proper attire.

Promotional Contest- Pub night and ballot entry

Mazda will host an official pub night at each of the different colleges and universities in the area. This pub night will
promote Mazda's brand image among young and qualified prospects. It will also draw in many other possible customers
who do not attend the schools but are in the same target market. The attraction of this pub night will be $1.50 well drinks
and giveaways for entering in the ballot entry contest.

Ballot Forms and Free Giveaways

We will produce ballot entry forms for the car giveaways. These forms will produce data retrieval from our target market.
Students will also be enticed to fill out the forms because we will be giving away free promotional items as they give us
their information. This will strengthen our customer database and CRM by knowing our target more thoroughly.

Test Drive
We will purchase one Mazda3 vehicle that will be used for test drives on each of the campuses. These test drives will
promote ownership among the students. It will also give the prospects a better understanding of how the vehicle will benefit
their lifestyle.

The Mazda Booth

This booth will contain three highly trained Mazda representatives that will have product information available for
questioning. Early reservations and payments of the booth will be made to ensure that the objectives remain on schedule.
The booth will include audiovisual interaction, product comparison charts and professional graphs, ballot entry boxes,
informational pamphlets, and free product giveaways.

Budget: For the launch of our campaign we are expecting $200,000. This budget will be allocated throughout all the
advertising and communication tools that will be utilized. The following page illustrates the precise distribution of our
finances towards our campaign.
Budget Allocation

Employees

Training

1 Mazda trainer- $20.00/hr x 3hrs

per day = $120.00 x 10 days = $600.00
3 employees x $15.00/hr x 3hrs
per day = $135.00 x 10 days = $1350.00 Training Total =$1950

Work

3 sales representatives-$15.00/hr x 7hrs per

day = $315.00 x 40 days = $12,600 Work Total= $12,600

Employee Wage Total $14,550

Promotional Contest- Pub night and ballot entry

Rental Fees

$1000 x twice per year at four different pubs $8000

Ballot Contest and Free Giveaways

15,000 ballot forms will cost us approximately $1000

15,000 students x (avg.) $5.00 per gift $75,000
Two cars to give away will cost $50,000

Test Drive

Purchase our own Mazda3 vehicle for test drive $25,000

The Mazda Booth

Rental Fees will be approximately $70.00 per day x 40 days $2800

Poster fees and professional graphs will be approximately $1000
Ads placed in school's newspapers (all together) $500
Audiovisual rental of flat screen will be approximately $1000
Brochures will be about 15,000 x 46 cents = $7000
Total Estimated Cost for Entire Campaign will be $185,850
(Extra money will be used for unexpected expenses) ($14,150)
Creative plan

Creative Objectives

Our objective is to create an advertising campaign that will influence young buyers from colleges and universities around
the Windsor and Essex County area. We will present to them a reliable, fuel efficient and economic vehicle with young and
stylish looks to appeal to them. Our message is to entice our target market to purchase a Mazda3 over our closest
competitors because we have justified that we have a quality product. We will not only bring a vehicle to these consumers.
An important aspect of purchasing a Mazda3 vs. a domestic vehicle would be because the residual value of the vehicle is a
minimum of 20% higher after four years. It is also important to note that Mazda does not make as many cars as say Ford.
This benefits Mazda's image because we can inform our prospects that Mazda takes more time crafting their vehicles which
will result in a higher level of quality. We will also bring them the intangible aspects of our company such as our high level
of customer service and added value which will lead to their satisfaction.
Key Benefit Statement

The Mazda3 offers some of the best reliability, fuel efficiency, and lowest cost in its class.

Support Claims Statement

Driving dynamics, craftsmanship and styling unmatched in compact class

Strategies

Our booths will be set up in the colleges and universities for display with obvious communication to the students.

Slogan: Our audience will be drawn into our booths with our slogan which is "Mazda3, what you want your ride to be."

Image: We will have motivational music and flat screen television to convey a positive and fun impact. The image of the
vehicle will correctly demonstrate how the Mazda3 is a superior model in its class. With its dynamic fresh look, reliability,
and emissions, the Mazda3 stands out as one of the best automobiles on the economic market today.

Theme: Our theme will be our sales representatives focusing on the benefits of how well the Mazda3 gets around with great
fuel economy. The reliability and cost will also be an effective part of our advertising campaign.

Tone and Style: The tone of our campaign will be very easy to understand with a positive, factual, and demonstrative
capture while portraying the benefits of owning a Mazda3.

Appeal Techniques: We will be mixing a few appeals to the students to inform them as well as excite them about purchasing
a Mazda. We will definitely be addressing factual appeals along with positive, comparative, and of course lifestyle. This
may seem like a lot of different appeals however, they all play an important role in transmitting the accurate message to our
target audience. We must let them know that our facts about the vehicle are true. The comparative aspect will be shown with
charts and graphs of leading competitors and lifestyle is necessary because the young audience will enjoy the fresh look of
the Mazda3.

Media Plan

Our budget of approximately $185 000 will be allocated to create our promotional booth and our event sponsorship. This
will cover throughout a one year period starting January 15, 2005 (approx. when students come back from Christmas
vacation).

Media Objectives

Who
In this area, current users of a product are profiled according to age, gender, lifestyle and Locations.

Mazda 3 comes in the sedan which is sophisticated and sleek and it also comes in five door hatchback which is overtly
aggressive and maintains the Mazda's sporty heritage. So from this we can conclude that the age group should be between
21-45 where the hatchback appeals to the younger generation while the sedan is more appealing to the much older group.
Mazda 3 appeals to both sexes but the hatchback and sports models are of course targeted to the male folks who are more
racing enthusiasts than the females.

What
The message that we will conduct to the students will be that the Mazda3 will be the most affordable and reliable vehicle
that would be perfect to the target segment due to their lifestyle.

When
The launch of the campaign will be starting January 15, 2005 and ending October 15, 2005.
Where
The message will be delivered at the colleges and universities around Essex County. The booth will be set up at St. Clair
College in particular near Griff's Cavern to cross-promote our event sponsorship for the pub night we will be having. We
will also deliver the message through the school's newspapers and websites to let the public know that we are coming to the
area.

How
We will be targeting all of our audiences by placing our booth in front of one of the most packed areas on campus. This is
where the main traffic flow of our target seems to be the busiest. This will also help cross-promote our event sponsorship
with Griff's due to the location. Our representatives will make sure that the information that they provide our prospects will
be exciting, factual, and helpful in their decision making process.

Media Strategy

Target Market Strategy

Our target market will be affected by a rifle strategy. Since we are mostly targeting college and university students on
campuses, it only makes sense to aim our product in such a way that is this precise. I believe that we will be blitzing the
target as well. As we come onto the campuses, many students will see our booth and we will come at them with force,
mixed with compassion and professionalism.

Market Coverage

Our reach will be very small due to us only promoting the Mazda3 in the Windsor and Essex County area. We will be
limiting ourselves to the campuses in this area to target the students.

Timing

Our timing for the launch of the Mazda3 will be the middle of January when most of the students come back to school. We
will also hold the campaign into the middle of October because many students will be well adjusted in the facilities and will
be decent weather to consider buying a new car.

Reach/Frequency/Continuity

Awareness of our product will be very important to our campaign. The Mazda3 is a fairly new car that has had little
advertising in the area due to "the big 3." Most people do not know the benefits or cost of the Mazda3 and this is what we
will present to them. Our campaign will reach most of our target audience because the traffic will be very heavy on
campuses. The continuity aspect will be us delivering our campaign throughout the semesters at the colleges and
universities in the area.
Media Selection Rationale

Newspapers

The colleges and universities that we will be attending all have newspapers circulating around the schools. This means that
we will be promoting our invitation to the schools one week in advance. Our ad will be placed on the front page at the
bottom of the school's newspapers to ensure that we will capture the attention of our market.

Online Communications

All of the colleges and universities that we will be attending have websites. We will use these websites to our advantage by
making ourselves noticed with our ad on the site. Our ad will be in the "news and events" column for those to see
information on our promotion.

Personal Selling

As we have already established, our plan is to have our booth set up in the hallways where the student traffic is heavy. Our
representatives will be presenting the information that will be helpful in the decision making process for our consumers.
They will present factual evidence with style and sophistication that will make the potential customer happy with the
product.

Event Sponsorship

The Pub Night at the colleges and universities that we will be having will be our way of sponsoring an event that will
include free giveaways and $1.50 well drinks all night. We will also address new clients because there will be more of our
target market that will be attending the Pub Night that do not even attend the colleges or universities where they would have
seen our booth and representatives.

Media Rejection Rationale

The main forms of advertising were ignored due to our limited target market. We are focusing on a small area of the region
and decided that it would be less effective and wasteful advertising to promote our product on television and radio. If we
were to deliver the message on outdoor posters it would not be beneficial to the campaign. This would also be wasteful
advertising because it would be exposed to many more people that may not be interested in the product.

Sales Promotion Plan

Consumer Promotion Objectives

Our goal is to get our target audience interested and aware of what the Mazda3 has to offer. We want to promote its
reliability and economic quality to its potential users.

Trade Promotion Objectives

We will purchase our space on the campuses well in advance upon our arrival for promotion. As a marketing team, we will
make sure that everything is in order for the Pub Night events. All giveaway items and promotional supplies will be in order
at the pub before the actual event begins.

Promotion Strategy

One of our main goals throughout the campaign is to promote ownership of the vehicle. Our Mazda3 that is available for
test drive will promote this experience. This could be classified as a trial of the product as well. The potential consumer will
understand in a new way what the Mazda3 has to offer. The test drive will create a demand for the product as a pull strategy
should. The consumer will then want more information on the product and will most likely end up at the dealership where
other representatives will help with the process. A push strategy will also occur when the product is being shown as a
promotional activity. Our contest and trade promotion will excite the young market and entice them to be interested in our
product.

Promotion Execution

Product Sampling

As we have established earlier, we will have our own vehicle to have available for test drives. We need to excite these users
by offering the test drive to better understand the vehicle's summary of specifications.

Free Product Giveaways

To generate some buzz, free giveaways such as, pens, hats, t-shirts, snow brushes and key chains with the Mazda logo
branded on it will be given away. Each and every student who participates and fills out our free ballot entry form will be
given one of these items of their choice which will increase our customer prospect data base list.
Conclusion

We feel that our information will successfully add to Mazda's overall image and incorporate how Mazda is a reliable and
affordable vehicle for the young consumer. Our intentions will be to boost our sales to reach our goal and influence
new/potential buyers simultaneously. Our advertising and communications plan is highly achievable due to relatively low
cost and specific target market segmentation. We believe that there is high probability that the Windsor Mazda Dealership
would use this plan. Of course we
would have to utilize our main connection to the Windsor Mazda dealership( Talal Rafih) to propose our campaign.

References

To produce our IMC Plan we only used one reference (www.Mazda.com). The campaign we created was simple and
allowed us to implement all our ideas without a need to use many references.