Catalyst Collective

MEG BLEVENS, NIColas CASTER, ALISHA LOWE, HAILEY NGUYEN

MEET THE team

Alisha Lowe

Strategist + Copywriter

Nicolas Caster

Art Director + Producer

Hailey Nguyen

Project Manager + Media Planner

Meg Blevens

Designer + Producer

01. SWOT Analysis

02. Research

03. SMCI

The rundown

05. Media Plan & Measurement

06. Mock ups

07. Index

04. Target Audience

Vintage Underground

STRENGTHS

Unique & Authentic

Niche Market

Lets start with you...

WEAKNESSES

OPPORTUNITIES

THREATS

Events and Car Shows

Limited Edition Products

Expanding

Increasing Staff

Larger Teams

New Businesses

High-Quality Work

Economic Downturn

Paving the Road to Success

WE DID THE RESEARCH...

OUR Survey

53

Responses

• Under 18: 4%
  
• 18-25: 54%
  
• 26-30: 12%
  
• 31-40: 4%
  
• 41-55: 8%
  
• 56+: 18%
  

• Male: 60.8%

• Female: 33.3%

• No response: 3.9%

• Non-Binary: 2%

Vintage Underground

Survey Responses

"Hot Wheels..." (4 responses)

"My parents were into classic American cars" (31-40yr, Male)

"My dad." (7 responses)

What sparked your interest in cars?

Vintage Underground

Survey RESPONSES

Why are you still

interested in cars?

"I think older cars are

a piece of art"

(45-55yr, Female)

"Nostalgia."

(7 responses)

interview

Joe DeCarlo | with 503 Motors, Portland OR

Key Takeaways

• Cars are tangible art that you get to share and play with
• Stewardship
• Appreciation started young; childhood nostalgia
• Deep sense of community and culture around cars

Lets talk about...

NOSTALGIA

51%

of people who took our survey mentioned nostalgia as a reason why they invest in vintage cars

Vintage underground will transform your car into your nostalgic dream

We're reaching...

30-50 year-olds, second-generation

car enthusiasts of wealthy families

in North America.

Vintage Underground

WHY?

• Grew up with luxury cars as a part of their lifestyle
  

• Network of automotive connections
  

• Attends exclusive events and car clubs
  

• Stays current on automotive trends
  

Crafted entirely Underground

Vintage Underground

DESIGN ASPECTS

02. STICK TO BRANDING

03. NOSTALGIC

01. DETAILED VISUALS

CAR SHOW:

TRAILER & 3D PRINTED GIVEAWAYS

Vintage Underground

CAR SHOW

TRAILER

CAR SHOW

3D Printed Cars

BILLBOARDS

Vintage Underground

BILLBOARD

DIRECT TO CONSUMER

CALENDAR & POSTERS

Vintage Underground

CALENDAR

ANNUAL

POSTERS

Seasonal

POSTERS

Seasonal

POSTERS

Seasonal

MAGAZINE

SPREAD & E-BANNER

Vintage Underground

MAGAZINE

SPREAD

MAGAZINE

SPREAD

MAGAZINE

E-BANNER

HERES OUR PLAN...

Car Shows

Calendar

MEDIA SCHEDULE

Billboards

Magazine

Posters

Jan 2024

Apr 2024

Jul 2024

Dec 2024

VIntage underground

BUDGET

BREAKDOWN

Total = $1,374,465

Calendar

$2,800

Posters

$23,570

BILLBOARD

LOCATIONS

MAGAZINE

Breakdown

Robb Report Magazine

2 page spread: $56,450 (one magazine)

$56,450 x 10 (issues): $564,500

Total= $564,500

Sports Car Market Magazine + Digital

2 page spread: $6,200 (one issue)

$6,200 x 12 (whole year) = $ 74,000

eNewsletter Banner: $13,200

Overall Total= $652,100

Total= $87,600

MAILERS

BREAKDWON

Calendar

Direct Mail Posters

9.5'' X 12'' = $1.80 (bulk price)

16 pages. (4 cover, 12 Inside )

quantity - 1000

shipping costs (estimated): $1,000

1,000 x 1.80 + $1,000= $2,800

18 x 24 poster = $15.57

1,000 posters

shipping costs (estimated): $8,000

1,000 x 15.57 + 8,000 = $23,570

Overall Total= $26,370

CAR SHOW

LOCATIONS

Where to find VU...

• Pebble Beach Concours d'Elegance - AUG. 20th
• Chicago Autoshow - FEB.
• Amelia Island Concours d'Elegance - FEB.-MAR.
• The Elegance at Hershey - OCT.

CAR SHOW

BREAKDWON

Enclosed Car Trailer = $28,995

Advertisement on Trailer = $8,000

3D printed toy cars = ~$10

500 cars

100 x $10 = $5,000

TOTAL

~$41,995 = $5,000 + $28,995 + $8,000 = ~$41,995

Thank you

Lets hit the road together!

CATALYST COLLECTIVE

1. What’s working in automotive: WARC. WARC An Ascential Company. (n.d.). https://www.warc.com/content/article/warc-wwi/whats-working-in-automotive/136125
2. What we know about luxury brands: WARC. WARC An Ascential Company. (n.d.-a). https://www.warc.com/content/article/bestprac/what-we-know-about-luxury-brands/107301
3. The power of nostalgic marketing: WARC. WARC An Ascential Company. https://www.warc.com/content/article/ana/the-power-of-nostalgic-marketing/130071
4. Luxury goods recovery: Optimism for luxury goods in a post-pandemic world: WARC. WARC An Ascential Company. https://www.warc.com/content/article/warc-research/luxury-goods-recovery-optimism-for-luxury-goods-in-a-post-pandemic-world/142589
5. The importance of media and marketing in the new EV landscape: WARC. WARC An Ascential Company. https://www.warc.com/content/article/warc-exclusive/the-importance-of-media-and-marketing-in-the-new-ev-landscape/147023
6. There is nothing more American than the automotive category: WARC. WARC An Ascential Company. (n.d.-a). https://www.warc.com/newsandopinion/opinion/there-is-nothing-more-american-than-the-automotive-category/5816
   

Media Buys

CITATIONS

• Martin, K., Baker, B., Draneas, J., Collier, M., Zurschmeide, J., & Roberge, D. (2023, May 29). Sports car market. Sports Car Market. https://www.sportscarmarket.com/
• Advertise. Robb Report. (2022, July 19). https://robbreport.com/advertise
• Gotprint. Custom Calendars & Photo Calendar Printing at GotPrint.com. (n.d.). https://www.gotprint.com/products/calendars/order.html?fid=3761691&size=191&coverPaper=1&page=12&quantity=100
• 2023 jimglo 8.5 x 22 elite. Complete Trailers. (n.d.). https://completetrailers.com/2021-jimglo-8.5-x-22-elite-henderson-tx-76248/6889139
• Cart " fast, Easy, affordable printing. Poster Ninja " Fast, Easy, Affordable Printing. (2023, February 26). https://posterninja.com/cart/
• Billboards in Eugene. (n.d.). https://www.billboardsin.com/oregon/eugene/