TABLE OF CONTENTS Executive Summary Situation Analysis Automotive Industry Analysis Competition Analysis Company Analysis SWOT Target Market Analysis Primary Research Conclusions Objectives Creative Strategies Print Guerrilla Point of Purchase Direct Marketing Interactive Commercials Spokesperson Public Relations Media Plan Evaluation Methodology Budget THE MMTH GROUP
2 3 4 5 6 7 8 10 11 12 16 17 18 19 22 24 26 28 31 32 01
Executive summary Nissan is a full-line car manufacturer, with about 25 vehicles from every segment. The line up includes sedans, sports cars, SUVs, crossovers, trucks, a minivan and a 100% electric vehicle. Nissan’s customer promise is to build innovative, high-quality vehicles engineered to deliver a passionate and rewarding driving experience. Due to the mass appeal, variety of vehicles and the wide range of prices, MMTH’s target market is multicultural millennials, which consists of: African Americans- primarily uses digital as a platform to voice unique stories, ideas and opinions. Hispanics- career success and family life are key factors for these young adults. Asian Americans- value traditional and comfortable lifestyles where their wants are attainable. Multicultural consumers have different cultural values than those of the majority group and tend to be more responsive to messages that are reflective of their cultural assets such as personal pride, convenience-oriented, self-fulfillment, self-respect, and accomplished. MMTH recognizes diversity and has developed a fully integrated marketing campaign that reaches the target market successfully and respectfully.
them. The ‘My Milestones’ campaign will build awareness by harnessing the power of sharing life stories. It encourages individuals to share their own milestone experiences and to read other people’s milestone stories too. It will create lasting favorability by showing the Nissan brand as a vehicle for reaching milestones and getting to others in the future. This campaign conveys that Nissan cares about people and the accomplishments they make throughout their entire life. MMTH established cultural adaptability and understanding with the ‘My Milestones’ campaign, by identifying multiple situational-cultural meanings, which overlapped all three cultures.
MMTH will make the connection with Nissan’s innovations and the unique aspects of multicultural millennials’ lives by relating both to personal milestones, as they are a unique part of life. Milestones are significant events or stages in the life, progress, or development of a person that links their life’s journey together. The idea is that people go through similar major life events, but milestone experiences are completely unique to the individual and impossible to duplicate. The idea is that milestones are a part of life and Nissan’s innovations provide people with an enjoyable way to reach all of
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Automotive Industry Analysis The automotive industry is a highly diversified sector comprised of manufacturers, suppliers, dealers and, retailers. Also included in the industry lineup are aftermarket parts manufacturers, automotive engineers, motor mechanics, auto electricians, fuel producers, environmental, transport safety groups, and trade unions. The automotive market is one of the main sources of profit for other industries. Manufacturers of necessary materials such as iron, rubber and glass depend on the automotive industry to keep their businesses running strong. As researchers find better ways to create these materials, the quality of automobiles continues to increase. It is often overlooked that the U.S. automotive industry operates in a highly regulated environment. In doing so, more than three million American blue and white-collar workers are affected. This also includes those persons whose pension funds connect them to the industry. Over recent years, the automotive industry has suffered disappointing losses in demand and sales. Large corporate automakers around the country chose to redevelop their strategies in order to cut costs. The nation’s financial crisis of 2008 was one of the worst years for car sales. It left many of the largest names in the automotive industry in need of billions of dollars in government bailouts. Although, since 2009 car sales have been steadily increasing. As of 2010, which marked a significant rebound for the industry, the automotive market contributed to approximately 4% of the United States’ GDP and employed millions of workers. Sales have risen 11% since last year and are expected to maintain stable growth for the next few years. Although these recent economic events have altered consumers’ car purchasing patterns, auto sales continue to increase with new and unique opportunities for small business owners. Last year, industry sales reached 12.8 million vehicles and that rate continues to grow. In December of 2011, automakers completed the year with steady upward sales that looks promising as long as the U.S. economy keeps improving while creating local jobs. In February of 2012, annual U.S. auto sales leapt to the best they have been in four years rising nearly 16%. The modern online social environment has changed the way people communicate with each other and therefore, how they share opinions and buying information. Social media influences consumers at different stages of the buying process as well as impacts consumer advocacy and brand loyalty. To research purchase options before buying, 38%
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of buyers used social media before visiting a dealership. Of the consumers who used Facebook, 41% reported that posts via the social network gave consumers a reason to consider different brands. After making a purchase, 25% of consumers choose to share their experiences over social media and 44% of people said they are likely to recommend a specific brand they are loyal to over social media channels. This data proves that the sharing environment has moved towards online social media, which is a crucial outlet in any modern day campaign.
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COMPETITION ANALYSIS Nissan’s direct competitors include: Toyota, Honda, Chevy, Hyundai, and Ford; with Toyota and Honda being their biggest competitors. Each company has a hand in the global automobile industry while maintaining a focus in the North American market.
Toyota
Price: $14,115-$68,920 Slogan: “Moving Forward” Positioning: Reliable Unique Selling Point: The most vehicles on the road
Strengths: Toyota has developed a strong brand image through a solid foundation of quality. The company’s longlasting vehicles provide its consumers with the perception of a reliable product. Customization is made possible with a wide range of products. Toyota is known for being environmentally friendly as well as excelling in penetrating key markets. The high financial strength shows that Toyota is stable and growing. Weaknesses: Despite Toyota’s stability within the market, the company has faced numerous setbacks. Fighting the pre-existing consumer perception as a foreign importer, Toyota sales are primarily coming from Japanese and U.S. markets. Perhaps the most detrimental setback; however, has been the issues with quality and recall that the company went through in 2005, losing a number of potential buyers in the process.
Honda
Price: $15,175-$29,300 Slogan: “The Power of Dreams” Positioning: Individuality Unique Selling Point: Long-lasting engines
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Strengths: Honda produces economical vehicles with high gas mileage and highly capable track performance. Thanks to technological features such as VTEC and developing the longest lasting engines in the industry, Honda has excelled in engineering efficient vehicles that withstand the “test of time”. Weaknesses: While Honda sells numerous vehicles using performance innovations, the company has taken jabs for being dull in terms of design, and simply overpriced when it comes to entry-level vehicles. Other negatives include a reputation for being underpowered and having very little to offer in terms of a truck-line.
ability Weaknesses: Past mistakes, recalls, quality doesn’t match price
Chevy
Price: $13,865-$57,890 Slogan: “Runs Deep” Positioning: Continuous improvement Unique Selling Point: Name recognition in the United States Strengths: Tough, dependable, durable vehicles Weaknesses: Does not offer a luxury vehicle
Hyundai
Price: $12,545-$59,000 Slogan: “New Thinking. New Possibilities” Positioning: Green Initiative Unique Selling Point: Named No. 1 in brand loyalty by Kelley Blue Book Strengths: Affordability, reliability, styling Weaknesses: Need for stronger brand management, limited ability to add new models
Ford
Price: $13,500-$37,000 Slogan: “Built Ford Tough” Positioning: Improving lives through Ford vehicles Unique Selling Point: A proud history that continues to produce quality vehicles today. Strengths: Name recognition, mature company, afford-
WHAT OTHER AUTOMOBILE COMPANIES HAVE YOU LOOKED INTO
PURCHASING
A VEHICLE FROM?
37%
39%
49% 04
COMPANY ANALYSIS Tin 1914, Datsun, Nissan’s parent company, built its first vehicle. Less than 20 years later, Nissan Motor Co., Ltd., was established in Japan. After 25 years of production, the first Datsun sedan arrived in the United States, leading to the beginning of Nissan Motor Corporation U.S.A. in Gardena, California. In 1973 Datsun celebrated its one-millionth vehicle sold in America and later claimed the title of top U.S. vehicle importer. In the mid 1980s the Datsun name phased out and Nissan prevailed. Since then, Nissan has been dedicated to innovation as a full-line automobile manufacturer. Today, Nissan manufactures sedans, trucks, crossovers, SUVs, sports cars, a minivan, and the first 100% electric vehicle to hit the market. Through the “Innovation for All” campaign, the company displays advanced features that make for a simpler and more enjoyable driving experience. John Brancheau, vice president, Marketing, NNA feels that the campaign “captures Nissan’s spirit and continued drive towards innovation—not just for the elite, but for everyone.” Nissan’s key brand attributes of performance, quality, and style act as a blueprint for manufacturing top-notch products. In recent weeks, Nissan Motor Co. CEO, Carlos Ghosn announced the return of Datsun beginning in 2014. The brand, synonymous with reliability and value, will sell in Russia, Indonesia, and India. With the addition of Datsun, the company will become a 3-prong attack alongside Nissan and Infiniti Luxury brand.
OVERALL EXPERIENCE WITH NISSAN
1 AWFUL
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3
4
5
6
7 EXCELLENT
05
SWOT Strengths-
• Brand is globally recognized as a key player in the automotive industry, spanning over 190 countries. • Wide range of affordable vehicles. • Sleek design. • Proven dedication to safety through 5-star ratings. • Innovative and technologically advanced features provide Nissan owners a care-free driving experience. (Brake Override Technology, XTRONIC Continuously Visual Transmission, Navigation/Bluetooth/iPod, etc.) • Environmentally conscious efforts, such as the LEAF, eliminate the need for fuel.
Threats-
• Competition from other leading car brands namely Toyota, Honda and Chevy. (Survey results show a large number of people are looking into buying Hondas and that Toyota was recently named the top brand for African-American buyers) • Economy determines the customer’s willingness or ability to purchase a vehicle. • The high price of fuel today affects the consumer’s purchase decision where mpg trumps features
Weaknesses-
• Lack of a cohesive campaign due to the overwhelming number of microsites and unfocused campaign ideas. • Feature based advertising fails to encompass the Nissan brand as a whole. • Branding efforts need a more concentrated and concise message. • Communication pieces are not conveying that they are a unique company. (Innovation and Environmental efforts are going largely unnoticed by the MM target).
Opportunities -
• More consolidated advertising. • Engage more with the consumer by providing opportunities to voice thoughts and unique perspectives. • Extend the target market by reaching out to multicultural millennials. • Develop the perception of a family oriented brand in the eyes of the consumer. • Lead the industry through the “green initiative” and environmental efforts. • Further the already favorable impressions of the target market. (26% of surveyed MM gave a 5 out of 7) • Capture loyal and lifelong customers. (The large majority of the multicultural target does not consider themselves “loyal” to one particular automobile company. This provides Nissan the opportunity to capture loyal and lifelong customers)
48% 49% YES
NO
WOULD LOYALTY TO A PARTICULAR AUTOMOBILE COMPANY AFFECT
YOUR PURCHASE DECISION ? *3 % OF SURVEYERS DO NOT OWN A CAR
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TARGET MARKET ANALYSIS African American
Research suggests that a significant number of African Americans live in a digital world. From uploading and watching videos, utilizing the latest mobile technology, and using search platforms for everyday needs, African-Americans primarily use digital as a platform to voice unique stories, ideas, and opinions. AfricanAmerican influence has undoubtedly swept the American culture from music, to dance and even language. Online video sites are essential for African Americans who say video prompts action. Within the digital realm, African Americans are purchasing products online and sharing their customer satisfaction or disapproval through reviews and recommendations with peers. This fact should not be taken lightly because the target is more inclined than other markets to do thorough pre-purchase research. Coming in as a close second, online influence remains behind television in terms of “time spent� by target. A major finding in our research shows that the AfricanAmerican segment tends to be limited in terms of brand loyalty. This provides opportunities for brands to promote products on a level playing field with less dealings of brand bias.
The Chinese American segment is another key group for online engagement. While Chinese Americans between the ages of 25-34 are the heaviest online users for the target, the group as a whole spends an average of 17.5 hours a week online, allotting 7.4 hours for business endeavors. Chinese Americans value a comfortable lifestyle where their wants are attainable. The youth and the elderly are well respected and education is seen as a foundation essential to everyday life. Chinese Americans are more inclined to value name brands, which makes it difficult to shake brand loyalty. *The specific Asia target market focuses on Chinese Americans because of the large population of Chinese.
6%
OTHER
12%
HISPANIC
22%
ASIAN
(Other Hetritage)
17%
ASIAN (Chinese Heritage)
43%
43% AFRICAN AFRICAN AMERICAN AMERICAN
ETHNICITY
Hispanic
With 50% of the Hispanic population being under the age of 26 and 50.5 million Hispanics in the U.S. alone, it comes as no surprise that buying power for this target is enormous. Career success and family life are two key factors for young adults in this segment. Though nearly half of Hispanics are unaccultured (1st generation, Spanish speaking, maintain culture) almost the same number have adopted the American culture, relying heavily on smart phone technology on a daily basis. The Hispanic target is tech savvy and heavily involved in the changes of technology. Findings indicate that this segment places trust in industry and expert opinion, but relies on customer reviews as the next tier for recommendations.
WHAT KIND OF VEHICLE
DO YOU
PRIMARILY DRIVE?
Asian
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Primary Research Overview
MMTH utilized primary consumer research to determine the factors that influence automobile purchases and gauge the general perception of Nissan amongst multicultural consumers. The research had three key objectives: gain insight into multicultural consumers’ lifestyles; determine consumer familiarity with the Nissan brand; and pinpoint features of vehicles that consumers find most important.
Methodology/Process
MMTH chose to implement a nationwide online survey due to the extended coverage and effectiveness in reaching millennials in the medium they already utilize. The research team informed possible respondents about the survey through social media outlets, personal messages to minority business associations, international centers, coalition groups, family centers and churches with high multicultural congregations. A brief e-mail informed them that MMTH was conducting primary research on automobile purchasing habits and encouraged respondents to forward the survey to their community networks. The survey remained active from February 29th to March 21st during which time 172 responses were submitted.
Survey
1. Gender? -Male -Female 2. Age? -18-24 -25-34 -35-44 -45-54 -55+ 3. Ethnicity? -Hispanic -African American -Asian (Chinese heritage) -Asian (other heritage) -Caucasian -Other 4. Is English your first language? If not, please indicate what is. -Yes -No 5. How many adults and children (under 18) live in your household? Please give a number for each. -Adults -Children
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6. What is the total number of cars owned by people in your household? Please give a number. 7. What kind of vehicle do you own? -Coupe -Sedan -SUV -Van -Truck -Sports Car -Crossover -I do not own a vehicle -Other 8. What type of driving do you primarily do? -Commuting -Recreational -Running errands -Other 9. How do you prefer to listen to music in your vehicle? -AM/FM radio -Satellite radio (Sirius/XM) -Pandora radio (other online radio) -MP3 player (other aux plug-in) -CDs -Other 10. Do you feel like your vehicle reflects your personality? -Yes -No -I do not own a vehicle
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11. What are some of your hobbies? Select all that apply. -Sports -Music -Gaming -Cars -Outdoors -Arts and crafts -Socializing -Philanthropy -Travel -Technology 12. When purchasing a vehicle, would you prefer to buy or lease it? -Buy -Lease -I would not purchase a vehicle
18. When purchasing a vehicle, do you feel loyal to one of the following automobile companies? -Nissan -Toyota -Honda -Chevy -Ford -Hyundai -Chrysler - Buick -Other 19. Would this loyalty affect your vehicle purchase decision? -Yes -No
13. How often do you buy/lease a vehicle? -Every one to two years -Every two to five years -Other
20. What other automobile companies have you looked into purchasing a vehicle from? Select all that apply. -Nissan -Toyota- Honda- Chevy -Ford -Hyundai - Chrysler - Buick -Other
14. Based on your experience, would you prefer purchasing a new or used vehicle? -New -Used -I would not purchase a vehicle
21. Do you currently own or have you ever owned a Nissan vehicle? -Yes -No
15. Would you prefer purchasing vehicles from a dealership or a private party?
22. Rate your overall experiences/impressions with Nissan on a scale of 1-7, with 1 meaning ‘awful’ and 7 meaning ‘excellent.’ 1 2 3 4 5 6 7
-Dealership -Private party
-Other
16. What features are most important to you when looking for a vehicle to purchase? Select top three features. -Safety -Design -Digital features -Maintenance -MPG/Fuel efficiency -Room/Space -Price -Horse power/Speed -Customizability -Durability
23. Do you consider any of the following options to be unique characteristics of Nissan? -Diversity of cars -Wide range of prices -Innovation initiative -Environmental efforts -I do not consider Nissan unique 24. What does innovation mean to you?
17. What features do you dislike about your current vehicle? Select top three features. -Safety -Design -Digital features -Maintenance -MPG/Fuel efficiency -Room/Space -Price -Horse power/Speed -Customizability -Durability -I do not own a vehicle
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PRIMARY RESEARCH CONCLUSIONS Hobbies: According to MMTH’s primary research, multicultural millennials enjoy a wide range of hobbies but place emphasis on music, travel, social life and sports. Each is consistent with the target market’s values of individuality and self-expression, highlighting innovation as the core of social engagement and growth. When purchasing a vehicle, multicultural millenials search for a variety of features. Qualities that ensure longevity and overall satisfaction, including fuel efficiency, durability and horsepower, are some of this demographics main concerns. These would include fuel efficiency, durability, and horsepower. The target demands a quality product that provides them security and a sense of pride as they continue to grow as individuals and families. MMTH believes that Nissan vehicles will provide this target with exactly that. While 40% of the target claimed to be satisfied with their current vehicle, convenience specifications of better MPG, horsepower and digital features were areas that the multicultural segment sought improvement in. Being that 95% of respondents showed confidence in their current vehicle’s safety features, convenience features have become the focal point of improvement for their next vehicle. Given that 71% of multicultural millenials rely on their vehicles for commuting, they need a car that is reliable and affordable for daily driving. So, when looking to purchase a new vehicle, gas mileage and digital features, rather than price, would sway the consumer’s purchase decision. According to MMTH’s primary research, 50% of the respondents showed loyalty to Toyota, Nissan and Honda. They made it clear that such loyalty would affect future purchase decisions. While 11% of the respondents displayed loyalty to other automobile companies, 39% showed no loyalty at all, giving Nissan the opportunity to expand its reach. As well as being the most sought after automobile companies in the industry by loyal customers, many who haven’t owned a Toyota, Nissan or Honda show great interest in these companies when purchasing a new vehicle, more so than Chevy, Ford or Chrysler. While 75% of respondents rated their overall experience with Nissan as a positive one, only 18% sited it as an excellent experience. This provides an opportunity for Nissan to further improve its already steady customer relationships. When consumers weighed Nissan’s brand, MMTH found that, although it is an environmentally friendly company and offers a wide range of prices in a diverse vehicle line, consumers do not consider Nissan unique compared to other car manufacturers. MMTH feels that this skewed impression could be attributed to the disjointedness and overwhelming saturation of the Nissan branding.
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46% OF PEOPLE DO NOT FIND
NISSAN INNOVATIVE
10
Objectives The primary goal of this campaign is to re-energize Nissan in the marketplace in order to revitalize multicultural consumer interest. MMTH will reach multicultural millennials in a meaningful and impactful way by displaying Nissan’s innovations as seamlessly incorporated into their everyday lives and culture.
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Increase multicultural market share by 10% in 12 months.
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Reposition Nissan’s image as a fresh and exciting automobile company that offers innovative features that will better the driving experience for all.
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•
Demonstrate corporate social responsibility to target markets by communicating the various
Emotionally connect with multicultural consumers in a way that engages them with Nissan’s innovations to increase trust and favorability.
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Convince non-Nissan owners that Nissan builds innovative, high-quality vehicles engineered to deliver a passionate and rewarding driving experience.
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Encourage target markets to visit the microsite, submit milestone stories and share them through their social networks.
Reduce the missed communication to multiculturals by increasing the frequency of relevant and targeted adverts.
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Convey that Nissan understands the individuality of multicultural millennials and appreciates the way they express themselves.
Connect people’s life experiences with each other and show that Nissan legitimately cares about people and the personal achievements they make in life.
Build an entire cohesive brand image and feeling, instead of disjointed car brands and floating features.
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•
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Promote the use of the designated hashtag #mymilestones and other social media engagement to spread the reach of the overall campaign and microsite.
programs and initiatives Nissan is implementing.
Positioning statement Nissan serves customers by providing exceptional performance and quality in stylish vehicles. Through innovative technology, Nissan is dedicated to making safe, reliable transportation available for all.
Tagline: “Innovation for miles.” Not only will Nissan’s innovative line of automobiles last through all the mile markers of the interstate but in people’s lives as well. This personal stance is more important than the longevity of a vehicle; it’s about the journey and the milestones experienced along the way. Whether it’s a daughter’s Quinceanera or a son’s first homerun, Nissan wants to get you there.
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Print Font Rationale
MMTH chose a clean, san-serif font to represent the innovative thinking of Nissan. The font is used in all of the ‘My Milestone’ campaign deliverables to build a cohesive brand image. The branding of this campaign will reposition Nissan as a fresh, exciting and forward thinking automobile company. MMTH believes this will generate awareness and lasting favorability for Nissan.
MMTH chose to implement colors that Nissan already utilizes in their print materials in order to keep consistency. The agency applied these colors to all print materials, digital ads, microsite, Twitter, Facebook, mobile app and all other deliverables. These colors distinguish Nissan from competitors and are subtle enough to ensure a professional look.
Color Rationale
Print Ads
MMTH used images that people could relate to on a personal level. Because the images include background material, a Gaussian blur is used to resemble the full-color radial blur that Nissan currently uses. Bold text to the right or left side of the page also resembles Nissan’s online web material. MMTH included “#mymilestones” and the micro-site address to encourage people to tweet using the designated hashtag and visit the micro-site to share their stories.
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FROM GRADUATION TO GRANDCHILDREN. #mymilestones
L arge Image
Four-color, emotionally driven image
Headline
Conveys how Nissan will have a positive presence through all milestones
Subhead
A prompt for the audience to log on to twitter.
The Tag Line
“Innovation for miles” ties everything together. It focuses on innovation, and instills in the consumer that Nissan’s cars are built to last.
Body Copy
A short and to the point, call to action for the consumer to visit the microsite.
W eb Address
Microsite the target market can visit to share their milestone stories and get more information.
Innovation for miles. Share your milestones.
Nissan Logo Leaves no doubt about the brand.
www.nissanusa.com/mymilestones
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FROM CHILD’S SEAT TO DRIVER’S SEAT. #mymilestones
Innovation for miles. Share your milestones.
www.nissanusa.com/mymilestones
Nissan Rogue – Baby
Innovation that adapts: Your baby is constantly growing, and you need a car that can adapt to the different stages of life your child goes through.
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FROM FIRST HOUSE TO BEACH HOUSE. #mymilestones
Innovation for miles. Share your milestones.
www.nissanusa.com/mymilestones
Nissan Rogue – Family
Innovation that adapts: Buying a house is a major investment for families. You need a car that can adapt to your new lifestyle. Whether that’s having a child or buying new items for your home, you need a car that you can trust.
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FROM GRADUATION TO GRANDCHILDREN.
Nissan Altima – Graduation
Innovation that lasts: Graduating college is a pivotal point in a person’s life, but it is only the beginning of many milestones to come. You need a car that will be there for all of them.
#mymilestones
Outdoor Ads
We will use a wide variety of print materials. Magazines will be used to target our audience through specific material that meets their needs and interests. Billboards will present our ads in heavy traffic locations, which have high amounts of exposure. The “My Milestone” 8-sheet posters will offer versatility for regional locations and specific ethnic areas. Mall displays will be placed outside of stores where the target market is most likely to shop. Bus shelter ads will provide excellent visibility as well as high circulation. Bus displays will be seen frequently, which will establish brand awareness.
Innovation for miles. Share your milestones.
www.nissanusa.com/mymilestones
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GUERRILLA Nissan’s name will be promoted by “sticker-bombing” Nissan vehicles. The stickers will promote the “My Milestones” campaign. The campaign will be launched in May of 2013, nationwide. MMTH chose May because it is a milestone month. There are many weddings, graduations, new beginnings and home relocations. The cars used in the campaign will be the 2013 models of the Versa, Sentra, Pathfinder, Altima and Rogue.
These stickers will be black and white. The color scheme will alternate between black with white text and white with black text. The magnets will be identical in color and size.
MMTH will create bumper stickers to cover the cars. The stickers will have milestones specific to the multicultural target market. MMTH will completely cover 100 cars (20 of each model) with stickers. The body, windows, tires and wheels will be covered, but Nissan logos and model nameplates will not be covered. MMTH will also make car magnets identical to the sticker, which will be placed directly over the stickers on the cars. There will not be nearly as many magnets on each car, but enough for people to take them off spreading the campaign message even further. The Nissan Street Team will deliver the cars to the 10. The cities have been selected because they are hubs for the targeted demographics. They will be distributed to different parts of the downtown area, and parked on the sidewalks. The placement of vehicles will draw attention from bystanders.
The chosen cities are:
San Francisco, Calif. Honolulu, Hawaii San Diego, Calif. Dallas, Texas Miami, Fla. Chicago, Ill. Cleveland, Ohio St. Louis, Mo. Atlanta, Ga. Philadelphia, Pa. The sticker design will be simple with a unique phrase or word about a milestone.
WILD POSTINGS
Wild Postings are an amazing way to grab the target markets’ attention. This guerrilla marketing technique consists of multiple copies of the same poster plastered onto a wall right beside each other. This creates a graphic much larger than a poster at a price far below that of a billboard. Wild postings require a budget for poster production and the cost of rental space on walls in various cities. This is a low-cost way to reach the young target market in cities across the United States.
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point of purchase The Point-of-Purchase display at Nissan Dealerships will feature a holographic chamber containing a 3-dimensional image of one vehicle from the 2013 Nissan line. A large touch pad attached to a podium will operate this display.
The Nissan Milestones Holographic Display is an interactive way to attract customers and educate them about Nissan’s innovations.
The customer will be able to rotate the vehicle 360 degrees, giving them the ability to see every angle of the vehicle. The touchpad will give the customer the choice to view Nissan’s innovations. These features will include the Xtronic Continuously Variable Transmission, Brake Override Technology, In-dash Navigation and Nissan’s safety features. When a feature is selected, the holographic display will dismantle the car and focus on the selected feature. For example, if the customer wanted to learn more about the Xtronic CVT, then the display would present the customer with a 3D schematic of this transmission. The customer could then interact with this display using the touchpad. They could read about the CVT on the touchpad and see how it works with the hologram. The holographic display will require 5 sq. ft. of floor space inside Nissan dealerships. It will be designed and manufactured by Musion, a holographic multimedia company in London, England.
Brochure Dealerships give out brochures specific to vehicle models, but do not provide brochures that give an overview of what the brand is currently doing as a whole. By introducing a brochure that focuses on company happenings, Nissan will keep customers up-to-date on the latest innovations that it offers for all models.
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Direct Marketing MMTH developed a direct marketing campaign that relies on consumer curiosity to encourage participation in the ‘My Milestones’ campaign, which essentially mails blank stickers with multiple functionalities. The ‘My Milestones’ campaign will use direct mailing to reach target markets. Door-to-door mail is inexpensive to produce and ship but covers large areas. The mailer will simply be a conversation starter for ‘My Milestones.’ It will lead the consumer through a digital journey ending at the microsite. MMTH will send envelopes to households in designated marketing areas. These envelopes will contain bumper stickers and small notes describing the ‘My Milestones’ campaign. The stickers will show a fill-in-the-blank space, the Nissan logo, #mymilestones and a QR code that leads to an app for download. The included note will explain to customers how Nissan will be with them through current milestones and progress to reach new ones in the future. It will encourage them to scan the QR code using a tablet or smartphone. Upon scanning the code, the customer will be directed to an app download screen. Once they download the app, they will be prompted to capture a short video of the sticker. The app will automatically insert a list of milestones one by one. After several milestones have been displayed, the user will be directed to the microsite and asked to share their recent milestones.
10.8% PRIVATE 84.6% DEALERSHIP
“WOULD YOU PREFER TO PURCHASE A VEHICLE FROM A DEALERSHIP OR A PRIVATE PARTY?”
4.6% OTHER
The app will target multiculturals by asking users to choose a language before the text is displayed. Since the users are tech savvy, MMTH will use this app as a communication medium. Users will be able to use their phones along with an “innovative” technology: augmented reality. This feature plays on the consumer’s curiosity. The blank sticker will entice viewers to interact. They will notice the QR code, scan it and be introduced to the campaign. Few people have used augmented reality, so users will be introduced to a relatively new form of technology. This campaign coincides with the guerilla marketing campaign because it uses stickers similar to the ones covering the cars to reinforce the message. The mailer will be sent to each of the 10 cities, 50,000 envelopes per city.
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interactive
Microsite
On the microsite, MMTH wanted to offer users a vehicle for uploading their personal stories through text, picture, and video. Users will be able to browse other people’s stories and have the opportunity to read and share them on Twitter and Facebook. Nissan will also have a section that will show featured stories, whether they are stories chosen by Nissan, by highest rating, or highest view count. The campaign Twitter will be streaming through the website as well. Sharing family stories has always been a large part of many cultures and demographics. People already enjoy sharing their unique stories, but they become even more inclined to open up when they believe people truly care about the happenings in their life. MMTH will focus the microsite on the viewer and their story. The user is able to share their story by uploading their photos videos, and other methods of story telling.
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Based on content, MMTH will be able to share stories from the microsite that are interesting, humorous, or even bizarre. MMTH can also use Timeline to display Nissan’s own innovative milestones. This will be a great place to push the microsite and promote the campaign overall. Posting unique stories from the microsite will not only increase awareness of the movement, but also increase participants in the giveaway. Like Twitter, MMTH urges the viewer to share their story and move to the microsite for further sharing. The Facebook page will act as a platform for sharing and linking stories from the microsite and Twitter.
The Twitter page will promote interesting user stories through the designated hashtag #mymilestones while inviting the user to go to the microsite. The hashtag is a simple way MMTH can promote the campaign and generate buzz amongst involved parties. Twitter is a great place to push the microsite and promote the campaign overall. Postings of unique milestone stories not only create interest but also direct people back to the microsite to increase participation for the car giveaway. MMTH will continue featuring its customer’s stories with Twitter by having a consistent look with the microsite and its message. The goal of the Twitter account is to share what people are tweeting about when they use #mymilestones. By linking the Twitter to the microsite, MMTH urges viewers to share more than just a tweet.
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Mobile App Rationale
MMTH designed the ‘Nissan 360’ app to familiarize customers with Nissan’s 2013 vehicle line. This app features a 360-degree view that can be rotated using a simple finger swipe. The key to this app is simplicity. The home screen of the app gives the viewer the option to learn about one of four options. These features are the Continuously Variable Transmission, Nissan’s safety features, the In-dash Navigation system and the Brake Override Technology. When a feature is chosen, the screen will display a 360-degree view of that part of the car. For example, if the viewer selects the CVT, then a 3D model of the transmission will appear on screen. The viewer can then navigate around the transmission, learning about the innovative technology that Nissan used to create the transmission. This app is best viewed on a touchpad, but is responsive for smart phones. The Nissan 360 application is a great way to educate consumers and promote Nissan’s innovative technology.
FrOM GrADUAtiOn tO GrAnDCHiLDrEn. #mymilestone
Mobile Ads
The mobile ads will be similar to the print ads to show the importance of the customer’s milestones. MMTH will create a mobile ad to reach the various demographics through iPhone and Android apps that pertain to their lifestyles.
Innovation for miles. Share your milestones.
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COMMERCIALS Commercial spots will be one story cut into two different 30-second commercials with ‘part one’ of each commercial airing right before the end of a break. ‘Part two’ will air as soon as the break is over. The separation of the two parts will make the viewer recall the first part of the story, creating an emotional bond with the people and the Nissan brand. The stories allow multiple places to incorporate Nissan’s innovations without the traditional “inyour-face” marketing that most car commercials seem to follow. The stories aren’t about the car; the people drive the story. Once the audience has seen the commercials and are familiar with them, each 30-second spot will be shown individually. This will cut down on purchased media time. The casting of the commercials will feature multicultural actors. Story 1 will focus on a couple that is about to have their first child and the journey that lies within the trip to and from the hospital. This hits the target market and beyond. Most couples have children, and the message communicates that Nissan gets you to where you need to be, and is there to help you reach your milestones.
Story 1 Part A1 Features: Push Button Ignition, Nissan Navigation, and Bluetooth. A pregnant woman is going into labor and she yells for her husband as she makes her way to their 2013 Nissan Altima. The husband comes running out of the house carrying her hospital bags to the car screaming “I’m coming!” He gets in the car, throws her bags over the seat and starts the car with the Push Button Ignition (the words “Push Button Ignition” appear on the screen). He finds directions with the navigation system (“Nissan Navigation” appears on the screen), and pushes the Bluetooth button on the steering wheel (“Bluetooth Compatible” appears on the screen) while telling Bluetooth to call his mom. The last shot is the Altima pulling away (“The All New 2013 Nissan Altima” appears on screen) and the screen fades to black as the Nissan logo appears followed by ‘#mymilestones.’ The story runs for 27 seconds with the fade to black bumper, with the Nissan logo lasting three seconds.
Story 2 will focus on a young man who is a new small business owner. Many people in the target market open, or strive to open, a new business for personal achievement or to better themselves and the lives of their family. This conveys the message that Nissan is there for you to reach your milestones and will be there throughout the years.
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Story 2 Part A2 Features: Next Generation CVT. The couple from Part A1 is now back in their Altima heading home from the hospital. The feeling is much calmer than Part A1 with a narrator doing all of the dialogue, and the couple is in a serene/calm state. The husband is staring intently on the road with both hands on the wheel. There are shots of the front exterior of the Altima, and then back to the husband. He looks in the rearview mirror to find his wife in the back seat looking at her newborn affectionately as he/she sleeps, followed by a shot of the side and rear exterior of the Altima.
Nissan Altima” appear on the screen). He puts the car in reverse and the rearview camera is featured on the navigation screen. While he looks at the screen he sees a little girl drop lemons in his path. He stops (“Rearview Camera” appears on the screen) and then gets out to help her pick them up. The scene changes to him driving down the road and a paperboy crosses in his path. He almost runs him over as the paperboy wrecks directly in front of him. A shot of the gas and brake pedals emphasize the brake override feature (“Brake Override” appears on the screen). The next shot shows the driver helping the paperboy to his feet and sending him happily on his way. He drives away and then pulls up to his newly bought business. He opens the door and turns the “open” sign on. The screen fades to black and the Nissan logo appears followed by #mymilestones. The story runs for 27 seconds with the fade to black bumper, with the Nissan logo lasting three seconds.
A close-up of the newborn’s face brings the shot back to the interior and to the mother who looks at the rearview mirror back at her husband and they both smile. A narrator with a calm, easy tone speaks the words “The 2013 Nissan Altima’s Next Generation Continuously Variable Transmission provides the quietest and smoothest ride imaginable,” as the shot moves around the interior to show what it has to offer. The screen fades to black and the Nissan logo appears followed by #mymilestones. The story runs for 27 seconds with the fade to black bumper, with the Nissan logo lasting three seconds. Story 2 Part B1 Features: Rearview Camera, Override Brakes. A man walks into the scene and gets into his Nissan Altima (the words “The All New 2013
Super Bowl Ad
MMTH suggests that Nissan run two ads in Super Bowl XLVIII. These two 30-second spots will feature key players from both teams. The ads will be similar, but one will focus on the NFC Champion and the other on the AFC Champion. These players will reminisce on life-changing milestones that have led them to Super Bowl XLVIII. These ads will air February 2nd, near the end of the Milestones campaign. At this point, consumers will understand Nissan's milestone promotion, and will be aware of the car giveaway. Consumers will have seen everyday people, like themselves, involved in this campaign. These ads will present Nissan's idea of milestones from the perspective of accomplished athletes.
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SPOkeSPERSON J.R. MARTINEZ
J.R. Martinez is a motivational speaker, actor and a veteran soldier born in Shreveport, Louisiana. Martinez is a first-generation American with family from El Salvador. Martinez made appearances on All My Children and was the winner of Dancing With the Stars’ 13th season. He has been featured on CNN, The View, 60 Minutes, Oprah and Fox News. In 2003, Martinez was injured in a Humvee in Iraq and suffered burns on over 40% of his body. Just 28-years-old, Martinez has already experienced several major milestones in his life. He has enlisted in the army, started a family and has excelled in acting and motivational speaking. Martinez was honored with the 2008 Shining Star of Perseverance from Assurant Employee Benefits, the 2004 America’s Role Model from the Olender Foundation and the 2009 IAVA Veteran’s Leadership Award. Most recently, he was the 2012 Grand Marshall of the Rose Bowl Parade. Martinez fits the target market segment because of his heritage and his journey from a high school football player to veteran American hero to actor, dancer and motivational speaker. J.R. Martinez represents the values of personal pride, self-fulfillment, and self-respect. J.R and Nissan Martinez is an ambitious, goal-oriented person. His adversity and his experiences in the army helped strengthen him. Martinez is also a perfect representation of our target’s age and heritage. Martinez is an honest and well-adjusted individual who will relate to audiences at an emotional level. The campaign seeks to unite multicultural millennials based on cultural, traditional and nontraditional life achievements. MMTH believes J.R. Martinez has achieved self-fulfillment by succeeding in the entertainment industry after coming home from a traumatizing experience abroad. MMTH believes that the audience will be able to relate to Martinez easily and will find him trustworthy. He can deliver Nissan’s milestone message easily through his own achievements and experiences. Self-Respect Self-Respect After several face-graft and skin replacement surgeries during an extensive hospital stay, Martinez asked if he could see his own face for the first time. He could not recognize himself, but he remained positive. After years of getting used to his new skin, Martinez learned to take himself less seriously. Speaking with other burn victims helped Martinez through his emotional recovery process. Nissan’s ‘My Milestones’ Campaign Plan MMTH will feature Martinez in a series of radio and YouTube episodes. Martinez will also be
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the host of the car giveaway commercial featuring people who filmed and produced a story about their most inspiring milestones. The tone of the YouTube segment is a light but sometimesserious monologue The goal of this campaign is to have an interactive discussion about achievement and lifestyle. Martinez will host a series of five episodes, during these episodes he will invite viewers to share their own milestones on the microsite for a chance to be featured in a Nissan commercial. Episode 1: The Background Story: J.R. Martinez will introduce himself and share his story on Nissan’s YouTube channel from his childhood to his current position as the new spokesperson of Nissan. He will highlight why he feels that Nissan is a good fit for his life. Episode 2: Family: J.R. will introduce us to his family; his girlfriend and new daughter. He will explain to viewers why safety plays such a huge part in his life, then he will explain some of Nissan’s features that keep his family safe. Episode 3: Social Media: J.R. will highlight users of the designated hashtag, #mymilestones. He will then introduce the opportunity to be featured in a commercial for Nissan. He will encourage users to upload their content. Episode 4: Reach out: J.R. will respond to the users who have already submitted content to Nissan’s
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microsite, then he will share mini-stories from user-submitted content and call for more submissions. Episode 5: Finale: J.R. will reveal that he will be meeting the winner of the contest at their commercial debut.
Regiment of the 101st Airborne Division for the U.S. Army. A huge milestone in my life. I came home in 2003 when I was injured in Iraq. I swapped life abroad for life at home. I also traded patrolling in a humvee for cruising in my new 2012 Nissan Pathfinder, and trust me, I don’t plan on trading back. Voice over: The 2012 Nissan Pathfinder. Innovation for adventure. Innovation for miles.
Radio Spot J.R. Martinez will host the radio ad. The radio ad will consist of three parts: introduction, highlighting features and request to share on the microsite. Introduction - voice over: What is a milestone? For some a milestone is getting married, having children or starting a career. A milestone represents a lifetime achievement, a moment of pride. Success. Martinez: My name is J.R. Martinez. I had the honor of serving in the Delta Company, 502nd Infantry
MUSIC
= 5%
37
= 5%
PERCENT PREFFERRED
AM/FM RADIO
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PUBLIC RELATIONS The PR segment of this campaign is focused on merging the multicultural, distinctive, and innovative gems of our community with the Nissan brand. Together, milestones are made and celebrated. The methodology in doing so is to immerse Nissan into a variety of diverse environments. While there, Nissan will continue to push the community to new, heightened potentials and revel in one another’s milestones. Events, sponsorships, partnerships, and philanthropies have been carefully designed to inundate our communities with the many facets of Nissan. From camaraderie to mentorship and assistance to gifting, 2013 will unmistakably identify Nissan itself as one of the year’s most memorable milestones.
Block Party
The Nissan Street Team will host block parties and cookout events in the 10 cities that MMTH designated in MMTH’s for the guerilla marketing campaign. Nissan Pathfinders will be positioned throughout the parties. The Pathfinder’s premium stereo system will be showcased, serving as the DJs for the party and providing an eye-catching element to the event. Possible locations for these parties will include college campuses, community parks and housing subdivisions. The block parties must be held in communities with a significant minority population. This is the perfect event for reaching minorities, these cultures often enjoy outside activities with friends and family, centered on food and music. Since some cookouts and spontaneous parties use makeshift sources for music, such as blaring car stereos, Nissan will follow suit, using the innovative sound system of the 2013 Pathfinder. The party picks the music, leaving no two parties the same. Nissan is celebrating each community’s individuality.
Your First Car
The Nissan Street Team will partner with colleges with significant amounts of minority groups. With the administration, the team will host a competition among the population of students that do not own cars. On a select weekend, the Nissan Street Team will have a scavenger hunt for 10 carless contestants. The hunt consist of a series of obstacles for contestants driving through their campuses in the 2013 Pathfinder, following directions given by the Navigation System. The three contestants finding their hidden keys will win their first car. This event is about more than just giving away cars and creating milestones for deserving college students. This allows students to have fun navigating their way through the campus obstacles in style.
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Habitat for Humanity
Prior to a family receiving a home, expectant families are to successfully complete 200 to 400 hours of “Sweat Equity.” This includes helping build their home and attending mandatory education classes. While the families earn their “Sweat Equity,” the organization learns more about each member and their situation. This initiative Nissan will partner with Habitat for Humanity, identifying which families are in need of further assistance, specifically with transportation. Nissan will be giving cars to select families in need of transportation. We will also be hosting a valet service for other Habitat for Humanity families needing transportation to and from work and grocery stores.
CARE
CARE is a leading humanitarian organization fighting global poverty. Based out of Atlanta, Georgia, the organization places special focus on working alongside poor women because, equipped with the proper resources, women have the power to help whole families and entire communities escape poverty. Women are at the heart of CARE’s community-based efforts to improve basic education, prevent the spread of disease, increase access to clean water and sanitation, expand economic opportunity and protect natural resources. Using innovative, self-help methods, CARE has been impacting the world since 1945. CARE also delivers emergency aid to survivors of war and natural disasters, helping people rebuild their lives.
Sneakers and Speakers
The fusion of music and sneakers has been harvested by Nashville, Tennessee’s Sneakers and Speakers. Sneakers and Speakers was formed to create a strong platform for the growing sneaker culture in the local community. DJ-ing, music ciphers and performances were mixed with original artwork, dance and like-minded individuals with similar goals and interests. Becoming a staple in the global sneaker community, Sneakers and Speakers has hosted countless events that recognize the aspirations of all “sneaker heads” while forming a community where it can be displayed. They use the virtual realm of sneaker forums and social networks to craft an actual event that one can participate in. From buying, selling, trading and networking the Sneakers and Speakers events are hands-on experiences. Performances from various artists are coinciding with trades and sneaker competitions. Being that Sneakers and Speakers is well established in the community, and is at a fast pace for growth, it is best for Nissan to sponsor their 2013 events. Positioning Nissan as a headline sponsor, you allow for Sneakers and Speakers to continue engaging growing audiences without deterring a loyal market. Involving Nissan in this event positions the brand as an advocate of artistic freedom.
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All the while protecting oneself from harsh backlash and gaining visibility in an extensively multicultural audience.
Music Festivals
As with all endeavors, one of Nissan’s focal points for potential sponsorships are the returns on investments. Returns on investments can certainly be achieved but to do so, the sponsorships must fit and enhance the mood, environment and audience profile. It is pertinent that Nissan remember two points: contribute genuine value to all sponsorships and music festival audiences are open-minded to sponsors. Their openness makes it easier for Nissan to attract positive emotions and responses to the brand.
Rock the Bells Festival (major U.S. cities & some international sites) –Summer - Fall Rock the Bells is an annual music festival featuring a diverse lineup of world-class hip-hop artists. The hip-hop festival was birthed in Southern California and has since grown to an international tour. The concerts feature lineups of high-profile alternative hip-hop artists and often mainstream artists for headlining. Sponsoring the Rock the Bells tour should include a headliner financial amount and a Nissan Street Team to assist with the audience. With this, Nissan should also partner with the Rock the Bells marketing team, Guerilla Union, to formulate the most fitting giveaway for the select audience.
Essence Music Festival (New Orleans) – first weekend of July New Orleans, Louisiana is home to the annual Essence Music Festival. The weekend celebration of African-American talents involve music, politics, religion, and literature. Essence Magazine’s festival is unmistakably the largest celebration of black music, which is full of dynamic speakers and performances. Joining the festivities, Nissan will serve as a major sponsor. Along with a financial contribution, a fully loaded 2013 Pathfinder will be a sweepstakes giveaway. The sweepstakes will be in direct connection with concert tickets. Each ticket purchase serves as an entry into the giveaway of the Nissan vehicle. Ultra Music Festival (Miami) – usually end of March The world’s most famous outdoor electronic music festival can be found in Miami, Florida. Welcoming an audience, young and old, the Ultra Music Festival presents some of the electronic dance music genre’s biggest and best headline artists along with crossover headline bands. Ultra’s cutting edge production sets the festival to be unrivaled and having one of the most diverse lineups. Nissan should not only hold financial bearing with the Ultra Music Festival but also, distribute water for the three-day span of the event. The Taste of Chicago (Chicago) – First week of July What is often nicknamed The Taste, is an intended week long celebration of Chicago’s vastly diverse dining community but results in showcasing the overall diverse culture Chicago has to offer. The Taste brings out natives and tourists alike, enjoying a wide range of foods and music. The family friendly event has served as one of the summer’s favorite milestones since the summer of 1980. Chicago’s beautiful Grant Park on the city’s magnificent lakefront has been home to the world’s largest food festival. Nissan would join the likes of Bud Light, Chicago Tribune, Illinois Lottery, Pepsi, and United Airlines on the sponsorship team. Once again, Nissan should pair financial sponsorship along with a Nissan Street Team passing out water and assisting the musical performances in regards to announcing the acts.
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media plan The main objective of the media plan is to increase awareness of the ‘My Milestones’ campaign in the multicultural market and maintain that awareness through the duration of the campaign. For this reason, the strongest concentration of media usage is in the beginning, middle and end of the campaign. The media plan is catered to the active online consumer. The multicultural market is always moving but always connected through social media. MMTH’s media plan focuses on digital advertising and optimization, but this plan also uses many forms of outdoor marketing to reach the active consumer. The message of the media plan is to communicate, to Multicultural Millenials, the importance of milestones in their lives. This message will be universal in every form of media promoted by the ‘My Milestones’ Campaign.
is located on the top of the homepage, which receives 18 million views in the United States alone. The YouTube masthead will be similar to the print and mobile ads to show the importance of personal ‘milestones.’ MMTH will feature commercials next to the masthead that focus on the innovative features of Nissan’s vehicles. With over 48 hours of video being uploaded to YouTube every minute, there is plenty of content to justify the target markets’ frequent visits. Having banner ads and video on relevant pages will reinforce Nissan’s brand image.
ads also demand a strong call to action in a short paragraph (2-3 sentences). Facebook shows ads based on bids. The higher the bid, the more the ad is seen. They can also be purchased based on impressions. Ads can be set for a specific money cap, which pays for each click. Once the cap is reached the ad does not appear anymore. The ads will call for the users to “Share your milestones” and direct them to the microsite. They consist of a title, body text and an image. MMTH will implement a variety of Facebook ads, each containing specific info relevant to the determined targets, which are based on the following: specific cities based on the population of African Americans, Chinese Americans and Hispanic Americans; 18-35 age range (millennials); marital status: singles, engaged and married; likes and interests (the top four being music, travel, socializing, and sports)
Google AdWords
MMTH suggests using Google AdWords to take full advantage of search engine traffic. These key search phrases and terms will increase exposure to the Milestones campaign and, more importantly, to the Nissan brand. Google AdWords begins with an initial account focus, in this case Nissan. The second level of AdWords focuses on a specific campaign, such as “My Milestones.” This broad subject then narrows to an Ad group, followed by Ad texts and Keywords. For this campaign, the main terms at the campaign level of AdWords will be terms such as ‘milestone’ and ‘innovation.’ A separate Ad group will be created for every vehicle involved in this campaign: Altima, Rogue, Pathfinder, Versa, and Sentra. The Ad texts and Keywords following an Ad group will be very narrow, as in terms the consumer may be searching for specifically.
YouTube Ads
YouTube is the top site where the majority of African Americans, Asian Americans, and Hispanics go to watch videos. The masthead
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Twitter: Promoted Trends
Promoted Trends are a great way to initiate the Nissan ‘My Milestones’ campaign. Promoted Trends always appear at the very top of the organic trending topics and are seen by all users. The space is sold by the day and can be purchased for multiple days at a time. Promoted Trends are a new utility of Twitter and a new way to gain followers as well as increase conversation about Nissan
Facebook Ads
Facebook ads are a great way to address a specific group because they can be customized in very exact ways. You can target locations, demographics, interest and even level of education. The
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MEDIA PLAN
2013 -2014
PRINT Magazines Mall Displays
OUTDOOR Guerilla Billboard Building Placement Bus Wrap Bus Stop Placement Wild Postings
DIRECT Mail
TELEVISION Superbowl XLVIII Bookending comm.
RADIO Commercial
DIGITAL Google Adwords YouTube Masthead Twitter Promo Trend Mobile App Ads SEO
SPOKESPERSON Youtube Videos Follow-up Comm.
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media plan • • •
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Magazines- MMTH chose magazines because they are tailored specifically to the target
market’s reading interests. The magazines will run a full page, four-color ad. Ad placement will run for the full year to reach a large group of people through a relatively inexpensive medium. Mall Displays- Mall displays will be placed outside of stores, where the target market is most likely to shop. They will be presented in a similar fashion as the magazine ad design. Ad placement will run from March-September. Guerrilla- MMTH’s guerrilla marketing campaign will generate buzz and word-of-mouth sharing amongst witnesses in the chosen cities and beyond. The “sticker-bombing” approach draws an audience motivated by curiosity that ties into the overall campaign idea, ‘My Milestones.’ Guerrilla marketing efforts will run from May-June. Billboard- Billboards will deliver MMTH’s ads in heavy-traffic locations, which will be seen at high frequency rates. The billboards will also serve as a reference to the microsite, and include the hashtag #mymilestones. Billboards will run from April-July and October-January.
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crucial months of the campaign: April, May and June; August, September and October; December, January, February and March. Radio Commercial- The radio commercials are a way to reach another one of the media audiences. Each ad will focus on a specific Nissan innovation. The ‘My Milestones’ spokesperson, J.R. Martinez, will be the primary voice in these ads. The radio commercials will run during two periods of the year, June and July, November and December. Google Adwords- Adwords targets consumers by search results, increasing awareness with consumers who are looking for a brand like Nissan. MMTH recommends this web optimization tool because it will greatly increase saturation of the ‘My Milestones’ campaign into the online market. This tool will be used for five important months: April, May, August, December and March. • YouTube Masthead Ad- The YouTube banner ad will target online consumers and increase awareness about the ‘My Milestones’ campaign. This form of advertisement is proven to be beneficial for many industries and MMTH’s plan will benefit Nissan. The Nissan masthead will be displayed on YouTube for multiple days in the months of April, May, August September, December and January.
DO YOU FEEL LIKE YOUR VEHICLE REFLECTS YOUR PERSONALITY?
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Building Placement (8-sheet poster)- Posters will offer versatility for
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regional locations and specific ethnic areas featuring a similar design to the billboards. SAID YES Building placements will run from April-May, JulyAugust, October-November, and January-February Bus Wrap- MMTH’s bus wraps will be seen frequently to increase awareness of the brand. They will feature the Twitter hashtag and the microsite address. These wraps will run October through March. Bus Stop Placement- The bus stop placements will display the same graphic as the mall displays and magazine ads. Heavy traffic flow in the areas where these ads are placed ensures a high viewing frequency. These displays will be seen April through September. Direct Mail- The blank bumper stickers sent through direct mail will increase consumer interaction with this campaign. The stickers will engage consumers and spread Nissan’s message at a low cost. The direct mail pieces will be sent in May, August, October, December, and February. Super Bowl Ad- The massive Super Bowl audience will guarantee a high exposure to these ads. The ads will replayed for days prior to the Super Bowl. Super Bowl ads are a popular topic in media and in social interactions, increasing awareness of the campaign through word-of-mouth advertising. The Super Bowl ads will air for the first time on February 2nd and multiple times in the following week. Bookending Placement- Bookending commercials are an innovative form of television advertising. These ads will feature Nissan’s innovations using two linked commercials and will grab viewer’s attention in two separate commercial breaks. These commercials will air during the most
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32% • • •
• Twitter Promotional Trending Topics- The ‘My Milestones’ trending topic will be
promoted on Twitter to encourage consumers to interactive with Nissan using #mymilestones. This topic will be promoted during critical times in the campaign such as the SAID NO launch, the midpoint and in early February, near the Superbowl. The ad will be displayed on days during the months of April, May, August, December and February. • Mobile App Ads- Mobile App Advertising has shown to be effective with the ‘My Milestones’ campaign target market. These ads are relatively inexpensive. For this reason, the mobile app ads will run during the entire fiscal year of the campaign, April through March. Search Engine Optimization- SEO is a crucial part of the ‘My Milestones’ campaign. This ensures that online browsers will be exposed to the campaign while surfing the web. Because of the importance of SEO, MMTH recommends using it in the duration of the campaign, April through March. YouTube Appearances- The YouTube appearances by the ‘My Milestones’ campaign spokesperson, J.R. Martinez, will communicate Nissan’s personality through video. These video appearances will be available throughout the entire campaign. Follow-up Commercial- The commercial featuring the follow-up car giveaway will gain consumer attention for the campaign and the Nissan brand. These commercials will air during the months after the guerrilla campaign, after the cars have been given away. MMTH has planned for these ads to run during June and July.
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IN-LANGUAGE RECOMMENDATIONS Print
The target market research suggests that Chinese and Hispanic Americans prefer a media message in their first language to English. About 46% of Hispanics are 1st generation families who chose to maintain their own culture. Chinese consumers also prefer their first language. Around 58% of Chinese Americans attend traditional cultural events and festivals. Print ads that are published in cultural magazines should reflect a cultural tone.
Press Release
Providing press releases in the target markets’ first language gives several multicultural media outlets the opportunity to more efficiently cover Nissan’s events.
Promotion
Stickers and magnets will be printed in both Hispanic and Simplified Chinese in order to continue to reach multicultural millennial audiences.
EVALUATION METHODOLOGY MMTH is proposing the following evaluation measures in order to best determine if the campaign objectives are met and to gauge the overall success level of the “My Milestones” campaign. These evaluations will also compare the value of various media channels and help determine where to further place the advertising budget. Because results will vary over time, it is necessary to track attitude and behavior shifts across several time periods throughout the campaign to understand the changes in what is being measured versus assessing only a single point in time. It is important to test and refine the campaign to learn how to improve the productivity of marketing expenditures. The basic evaluation objectives MMTH has set for Nissan are to measure brand awareness and the level of message association, and to determine consumer favorability changes and purchase intent. - The guerrilla marketing aspect of the campaign can be measured by accounting for increased buzz about Nissan. TV commercials, print material, and direct mailings are used to complement the guerrilla marketing, and can be evaluated from post-campaign surveys.
- Online ad effectiveness studies and analytics can tell how much awareness has changed as a result of the online portion of the campaign. Online conversion rates can be obtained using third party ad serving technologies or in-house web analytics packages. - Social media engagement can be measured based on the increase of ‘likes’ or ‘follows’ during the duration of the campaign, use of the designated hashtag #mymilestones, as well as the number of comments and other unique interactions. -
Level of publicity can be evaluated by attendance at events and press coverage.
Based on the results of the evaluation measurements, strategic changes to advertising efforts can be made. If changes are necessary, MMTH suggests alterations be made in the following areas: allocation among advertising elements and media choices; response to competitive activity; or scheduling and geographic allocation
- Impact of the point-of-purchase display can be tracked at the dealership level and based on the number of visitors, test drives and sales. - Web analytics will measure how effective the communication pieces are in driving people to the “My Milestones” microsite. Digital pieces should not only measure how well they drive sales (conversion rates) and in what time frame, but also their impact on helping increase awareness of the Nissan brand.
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BUDGET
CONCLUSIONS After careful analysis of the multicultural market share, MMTH created traditional and non-traditional advertising strategies for the fiscal year of April 2013 to March 2014. The purpose is to build a complete campaign that will successfully reach out to Chinese, Hispanic and African-Americans from ages 18-35. The ‘My Milestones’ campaign will be successful with the combined production of television ads, guerrilla marketing, magazine print ads, social media, sponsorships, partnerships, events, digital and mobile ads. Through extensive primary and secondary research, MMTH discovered trends between each of Nissan’s target markets to build stronger brand awareness by using one cohesive message. By utilizing social media, Nissan will encourage users to share their personal celebrations or milestones, using the hashtag #mymilestones. The campaign extends to a microsite where users upload their greatest milestone story. Guerrilla marketing and THE MMTH GROUP
commercial concept will increase interactivity through social media, the microsite and mobile application. MMTH’s campaign will lay the foundation for the multicultural market to be reacquainted with the Nissan brand. MMTH thanks Nissan for it’s consideration and hopes to build a long relationship with the implementation of this campaign.
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