Cooper, Sarah

Floyd, Joshua

Griffith, Katie

Wilson, Michael R.

English

SFA ScholarWorks

Start  scholarship searchParents get involved in the search for scholarshipsFind, apply, and execute for SHIFT YOUR LIFE!Scholarships AwardedRemember how GM helps college students when buying GM carsTell friends about SHIFT YOUR LIFE!Micheal Wilson, Katie Griffith, Joshua Floyd, Sarah CooperUndergraduate Research Conference April 22, 2010•60 Day Satisfaction Guarantee.•Some GM models are preferred by college students•College Discount program offers great value.•Target market is young, college educated, and will potentially make more money.In order to effectively market the GM&U discount program, SHIFT YOUR LIFE! is providing forty, $20,000 scholarships to get the students involved in promoting the college discount program on their campuses.•Reduces the vehicle price on some models at only a nominal rate while some competitors are offering a $1,000 discount across the board.•Lengthy process that requires registering, authorization, and providing proof of enrollment or recent graduation.Need for higher education and moneyto go to college•Gives GM the opportunity to increase its market share in a younger demographic and to potentially capture life-long consumers.•Gives GM a chance to reposition itself in the eyes of American Consumers.•Foreign and domestic competition.•Has to overcome a negative perception held by the consumers in its target market to convince them to buy a GM vehicle•Has to compete with competitors’ similar discount programs that may seem less complicated than GM’s discount program.•Increase registrations and authorization  number requests on the college discount website by 25%.•Increase on-line media click throughs by 25%.•Increase Sales of GM vehicles by 2%.•Increase site traffic on the college  discount website by at least 25%.•Increase showroom traffic by at least 10% at all dealerships.By focusing on the SHIFT YOUR LIFE! Campaign, the GM&U college discount will be positioned in collegiate minds as a vehicle that helps them achieve their goals.• 2-4 year college students• All recent graduates (within 2 years)• Internet advertising• Press releases• Talk shows and interviewsProvide proof in the form of a report with evidence by the due date at the end of the semester that the student promoted GM&U, along with the form submitted by the sponsor.•Any student in a 2-4 year college, of any family income level is eligible to apply for a SHIFT YOUR LIFE. Scholarship.•The student will fill out a SHIFT YOUR LIFE. application and submit an essay explaining how they are planning to market the GM& U Program at their school.•The student will get faculty sponsor to verify their marketing activities.Marketing the GM&U Discount Program on campus is possible through a variety of ways (All applicants are urged to be in contact with a local GM family dealership).Primary research for alphaPerspective consisted of surveying some 400 students at SFASU, a 4 year university, and creating a digital survey using surveymonkey.com. The digital survey was completed by 100 students from all across the United StatesalphaPerspective0 20 40 60 80 100 120Facebook.comMyspace.comTwitter.comYahoo.comEspn.comCheck Site OccaisionallyCheck Site fairly often (10x a week)Always on the site0 20 40 60 80 100Safety FeaturesLooks/StyleGas MileageNumber of SeatsHauling CapacityLuxuryHorsepowerPurchase Determining Vehicle FeaturesVehicle Types Preferred by MillennialsSites Most Visited by MillennialsThe GM&U discount program boldly states that GM is genuinely interested in helping millennials, they are the future of the country..Millennials. make up 1/3 of the population of the United States and spend approximately $170 billion a year. 

Shift Your Life!, GM and U Case Competition

https://scholarworks.sfasu.edu/cgi/viewcontent.cgi?article=1065&amp;context=urc

Shift Your Life!, GM and U Case Competition

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