Leaders United to Drive Diversity

GM Diversity Immersion Day

Update and 2003 Strategic
Marketing Plans
1

2003 Diversity Integrated Business Plan

Immersion Day
Action Plans
Goal = 2 pt share >

Leadership
on
Board

Marketing &
Sales Initiatives

Integration of Plans
Attract, Retain, Develop

Marketing & Communication

Sales Strategies & Dealer Support
Product Design & Eng.

Leveraging Assets

TOTAL
INTEGRATION
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2003 Diversity Integrated Business Plan

2003 Diversity Objective

Objective:

Boldly grow GMs share in the diversity markets, leveraging GMs product,
promotions, communications, culture, corporate relations and dealer network
strength to contribute to total retail VSSM stretch goals of 29.0%.

Approach:
Elevate Diversity as a specific, mandated GM business priority--equivalent to
Quality as a Value by creating an internal awareness and marketing campaign
Prioritize diversity markets and activities, focusing resources to deliver immediate
short-term wins, while creating a foundation for long-term brand building.
Synergize Divisional, Regional, and COE efforts around common goals for
maximum consumer impact, efficient resource utilization and process simplification.
Integrate Diversity Initiatives, Corporate Relations, GMAC, SPO, WWP, OnStar,
Minority/Womens Dealer Development, XM Radio and Fleet where applicable for
differentiated competitive advantage.

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2003 Diversity Integrated Business Plan

Diversity: Long Term Goals

Mission:

Position GM, the worlds largest company, as the unassailable leader in

driving diversity and growth momentum through:
Our Products
GM delivers the widest array of gotta have vehicles that appeal to all audiences through
their styling, quality and value

Our Community
GM supports myriad grassroots and national organizations that make a difference in the
communities in which we live

Our Spending
GM will demonstrate its commitment to diversity by committing significant marketing dollars
to reach these audiences

Our Environment, Our Talent

GM creates an environment that naturally enables all to fully contribute; finds and fosters
the best talent, making us the employer of choice for women and diverse audiences
GM HR considers the implications of migrating from minority to specific diversity
dimension nomenclature; HR rolls out leadership requirement to mentor new hires

Business Impact: Significant incremental business and

revenue gains from an expanded and increasingly diverse
customer base--30% GM share.
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2003 Diversity Integrated Business Plan

Strategic Anchors
Breakthrough
Advertising & Spending

Culturally relevant/persuasive advertising that builds off brand

positioning and is supported at breakthrough media weight levels .

A Local Focus/Strong
Dealer Integration

Blitz marketing efforts in key DMAs, activating local dealer networks

and leveraging GMs top 25 market opportunity.
Leadership media weight at local market level.

Outstanding Product

Hassle-free, positive product experience for lead brands that compels

purchase and consideration.
Grass roots events activated from a one company perspective

Experience
Communications &
Public Policy
Partnerships

Increased GM visibility on the national stage, leveraging GMs top

leadership (GLC) to mainstream the diversity effort and message
focus; achieve national recognition for diversity
Strong coalition building with key internal affinity groups
and external organizations

Culture/Leadership Engagement
Communicate progress in Quarterly Broadcast, regular Strategy Board Updates, QN metric to include
diversity message in All People meetings Broadcast message on diversity
Regional education session with Rod Gillum and Dan McGinn, February 2003 on importance of diversity
Consider inclusion of diversity segment in next NASB segment of Global Leadership Conference

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2003 Diversity Integrated Business Plan

Next Steps
Continue plan/resource reconciliation process
Complete Master Calendar of Events
Present final integrated plans at Joint Staff Meeting, 11/13
Provide NASB Update, 12/02
Initiate monthly Diversity TPM sessions, January, 2003
Initiate continuous communication program on Diversity

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