TABLE OF CONTENTS EXECUTIVE SUMMARY
2
MEDIA STRATEGY 28
SITUATION ANALYSIS
3
28 MEDIA PLAN 29 MEDIA SCHEDULE 30 MEDIA BUDGET
3 COMPANY AND TARGET 4-5 MILLENNIALS DEFINED 6 NISSAN AND COMPETITION 7 INDUSTRY AND CULTURAL TRENDS 8 SWOT ANALYSIS 9 KEY INSIGHTS
OBJECTIVES
10
CREATIVE STRATEGY
11
11 CREATIVE BRIEF 12-15 TELEVISION 16 PRINT 17 DIRECT MAIL 18 OUT OF HOME 19-20 DIGITAL 21 GUERILLA MARKETING 22 AUTO SHOWS 23 SOCIAL MEDIA 24 CONTESTS AND PUBLIC RELATIONS 25 PARTNERSHIPS 26 SPONSORSHIPS 27 DEALERSHIP PROMOTIONS
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TABLE OF CONTENTS
EVALUATION
31
CREDITS 32
EXECUTIVE SUMMARY Key Challenges Nissan is the leading innovator in the automobile industry but has a lagging market share in the Multicultural Millennial (MCM) segment. This segment is not necessarily ready to purchase a brand new automobile right now. Nissan must inform MCM’s of its continuous innovations and make the brand a priority. By making an impression on MCM now, it ensures a top of mind position when they are ready to buy, tomorrow or in ten years. Target Market The target market is defined as African Americans, Chinese Americans, and Hispanic Americans, all belonging to the same generation. Millennials are categorized as those ages 18-29. This segment is an eclectic and unique group. Historically, this group is the most open minded, socially connected, and interactive generation. Within the Millennial generation, there is not a focus on different races rather a focus on social connections. According to Urban Dictionary.com social is defined as:
“A person who uses every way possible to communicate with as many people or groups as possible. Often using technology to do so via text messages, mass email, blogs, vlogs, Roxer websites, and especially social networks like Facebook, twitter, and more.”
Log on to any social network site and it will be made clear that being connected within the target market means being social with your friends, no matter the race. Big Idea Through our research it quickly became evident that when looking to purchase a new car MCM’s desire a smartphone on wheels. This means the target demands the most up-to-date technologies and constantly improving innovations at their fingertips. Nissan delivers that. Our idea portrays Nissan as the most innovative car company in the world. Our research proves that MCMs are not currently at the buying stage of the purchase cycle. Our big idea informs MCMs that Nissan will be there every step of the way, constantly innovating, ready when they are. “Nissan Innovation: Ready When You Are”
EXECUTIVE SUMMARY
2
COMPANY & TARGET Company Overview Nissan is a multinational car manufacturer established in 1993, Nissan currently manufactures vehicles in 20 countries including Japan, Mexico, Spain, Russia, and United States. They offer services and products in over 160 countries worldwide. Nissan currently manufactures sedans, sports cars, SUVs, crossovers, trucks, a minivan, and a 100% electric vehicle.
Target Market Multicultural Millennials - The target market is defined as African Americans, Chinese Americans, and Hispanic Americans, all belonging to the same generation. Millennial are categorized as those ages 18-29.
Who Likes What
African Americans support belongs to the Altima, Maxima, Pathfinder, and Armada.
Chinese Americans support belongs to the Quest, Altima, GTR.
Hispanic Americans support belongs to the Altima, Rouge, Sentra, and Versa.
Target Personification Rosa Martinez is a 22 year old Hispanic female finishing her senior year at the University of Texas as a Business major. She is the youngest of four siblings and her parents have always struggled with their finances. Rosa is financially independent, she is able to support herself with the help of student loans. She regularly watches MTV and Comedy Central. She passes her spare time by reading Rolling Stone and Cosmopolitan. She currently drives a used car that previously belonged to her older brother. She is not ready to purchase a new car. When she is it will be within the next five years. She will make a purchase based on the technology she wants and expects.
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SITUATION ANALYSIS
MILLENNIALS DEFINED Multicultural Millennials —- Confident, connected, and open to change. —- The most open, cohesive generation racially and ethnically in American history. —- The most enrolled in college, community college or graduate school. —- The most unemployed and out-of-the-work force generation in modern history but they are the most optimistic about their future - 9 out of 10 say that they will end up making money. —- Crave change and innovation.
Millennials and Communication
Social media are a large part of an MCM’s life.
—- “75% of Millennials have created a profile on a social networking site. (Pew Research Center)”
—- They’re very receptive of their peers’ opinions and they use social media sites to express themselves by painting a picture of how they want to be viewed by others.
—- Some consider their lives unlivable without social media.
Mobile devices are attached to them more than not.
—- 83% of Millennials actually sleep with their cell phone on their night stand or on their bed. (Pew Research Center)
—- Millennials are only “disconnected” an hour or less a day. They feel a need to be connected at all times.
SITUATION ANALYSIS
4
MILLENNIALS DEFINED Millennials and Advertising Millennials are brand loyal
—- “70% [of MCM’s] agree with the statement, “Once I find a company or product I like, I keep coming back. (Edelman Digital)”
According to the article, “Advertising and Millennials” written by Michel Syrett and Jean Lammiman, there are five main ideas that should be considered when advertising to Millennials: 1. They want an intimate relationship. 2. They want to be communicated to online. 3. They are aware of current social issues. 4. They seek open and honest brands. 5. They know the reality of advertising. From a young age they have been taught not to be tricked by cheap marketing tactics.
HOW MILLENNIALS SPEND THEIR TIME ONLINE INTERNET ACTIVITIES COMMUNICATING
HOURS (WEEKLY) 10.11
MEDIUM INTERNET
HOURS (WEEKLY) 37.16
STUDYING / WORKING
9.31
TELEVISION
SOCIAL MEDIA SITES
9.13
RADIO
4.10
NEWS / ENTERTAINMENT
8.61
2.90
37.16
TOTAL
55.56
TOTAL
5
MEDIUMS MILLENNIALS ARE MOST EXPOSED TO
SITUATION ANALYSIS
11.40
NISSAN & COMPETITORS
INNOVATION
NISSAN “Innovation for All” SHIFT_the way you move. Market Share: 9.4% Multicultural Share: 13.1% Ready when you are Ad Spending: $2,560,000
HONDA - “The Power of Dreams” Market Share: 13.3% Multicultural Share: 16.6% Ad Spending: $1,060,700 Popular Models: Civic and CRV FORD - “Drive One” Market Share: 14.2% Multicultural Share: 9.7% Ad Spending: $2,900,000 Popular Models: Fusion and Fiesta HYUNDAI - “New Thinking. New Possibilities.” Market Share: 6.2% Multicultural Share: 5.9% Ad Spending: $1,520,000 Popular Models: Sonata and Veloster
TOYOTA - “Moving Forward” Market Share: 16.2% Multicultural Share: 22% Ad Spending: $1,735,700 Popular Models: Camry and Corolla
CHEVROLET - “Chevy Runs Deep” Market Share: 14.1% Multicultural Share: 10.7% Ad Spending: $2,989,000 Popular Models: Impala and Volt
SITUATION ANALYSIS
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INDUSTRY & CULTURAL TRENDS Environmental Focus: The growing trend of hybrid and electric cars will push car manufacturers, including Nissan, to focus on “green” vehicles and on continuing to connect their cars with technology. Low Rate Financing: Lower interest rate financing to those buying new vehicles. Creating a Corporate Economic Value: Automobile Manufacturers have created plans built around revenue growth, tight cost management and the generation of free cash flow. Affordable Vehicles: Offering vehicles that have better gas mileage and are much more affordable. Blogs: Popular blogging sites Word Press and Tumblr allow users to create their own blogs to speak their minds and share things with the world. Social Media: Top social media sites are currently Facebook, Twitter, and YouTube.
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SITUATION ANALYSIS
Technology: 41% of Millennials own a smartphone. These phones make it easy and convenient for quick access to the Web, e-mail, TV shows, movies, games, etc. Music: Internet radio stations like Pandora and Spotify let users pick music genres and listen to tunes anywhere. Television Online: Websites such as Hulu.com upload episodes of shows within a week of their air dates. Netflix.com allows users to sign up for and, for a small monthly fee, watch TV shows and movies online as well as get them sent directly to their houses. Consumer Confidence: The top three concerns for North American consumers are the economy, increasing fuel prices, and debt. The three main ways consumers plan to cut down on household expenses are try to save on gas and electricity, cut down on out-ofhome entertainment, and spend less on new clothes. Politics: Politically, Millennials were among Barack Obama’s strongest supporters in the 2008 election, backing him for president by more than a two-to-one ratio (66% to 32%).
NISSAN SWOT ANALYSIS STRENGTHS —- Leader in innovation —- Global/diversified business operations
OPPORTUNITIES —- Expansion in product line and in research and development —- Increase in demand for zero emission and innovative products
WEAKNESSES —- Declining reputation and market share due to recalls —- Limited operating margin
THREATS —- Improving but historically weak economy —- Ever-increasing competition
—- Auto industry is on sales upswing
SITUATION ANALYSIS
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KEY INSIGHTS —- Although African Americans, Chinese Americans, and Hispanic Americans have different ethnic origins, they relate more to their age group rather than their ethnic subgroups. —- $100 million dollars is a large budget to spend on a market that is only a small percentage of the total market however, this target market has a potential of over $3 billion dollars in new vehicle sales per year. —- A majority of MCM’s are not ready to purchase a brand new automobile right now Our message prepares MCM’s for when they are ready, while at the same time still resonates with our 30+ market who are in the position to purchase now. —- MCM’s desire a “smart phone on wheels” and Nissan is the most Innovative automobile company that will deliver that.
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SITUATION ANALYSIS
OBJECTIVES Marketing Objective: —- Our marketing goal for this campaign is to increase total Multicultural Millennials share.
Strategy: We will achieve this goal through a targeted media strategy and strategic creative executions.
Advertising Objectives: —- Communicate the significance of Nissan innovation to the centrality of the target markets lives. —- To inform Multicultural Millennials of the Nissan brand and automobile quality.
Advertising Strategy: Our agency has developed a targeted media strategy and media plan to effectively reach the target market with our creative executions.
OBJECTIVES
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CREATIVE BRIEF Prepared By: Meade Advertising Client: Nissan USA Target Market: Multicultural Millennials - The target market is defined as African Americans, Chinese Americans, and Hispanic Americans, all belonging to the same generation. Millennial’s are categorized as those ages 18-29. Key Promise: Nissan is the most innovative car company in the world and will be MCM’s top choice for when they’re ready and able to buy a new car. Key Competition: Chevrolet, Ford, Honda, Hyundai, and Toyota. Big Idea: “Nissan Innovation: Ready When You Are” Reasoning: The first part of the big idea addresses MCMs desire for a smartphone on wheels, something Nissan does and does well. The second part addresses the fact the MCMs are not ready to purchase a new car yet, but when they are ready Nissan will be their top choice. Landing Page: We suggest that for all of the ads that are running on television and on YouTube, the viewer will be directed to the landing page– usanissan.com/ready. On the landing page itself, it will be extremely interactive with users. The users will be able to pull, drag, and click through the website which features some of the top vehicles that Millennials are interested in. Along with the interactive aspect of the website, we will have a “Are You Ready?” quiz as well as a financial calculator which will help users determine whether they’re ready to purchase a Nissan vehicle or not.
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CREATIVE STRATEGY
TELEVISION For television, a 60 second spot will be featured during our television rollout. It will be edited to a 30 second spot which will be run later in the campaign. The commercial will focus on the round-the-clock social lives of hard-working multicultural millennials who are on a budget.
CREATIVE STRATEGY
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TELEVISION
Video: MED CU OF MULTICULTURAL MILLENIAL MAKING COPIES, CUT OUT
Video: CUT TO CU OF MULTICULTURAL MILLENIAL’S HANDS HOLDING COPIES
Video:CUT TO CU OF CAR BLUEPRINT BEING GIVEN TO ANOTHER SET OF HANDS
Audio: FADE UNDER TO AROUND US BY: JÓNSI START TIME 2:20
Audio: SOUND OF PAPER PASSING BETWEEN HANDS
Audio: LOW CHATTER OF VOICES, SOUND OF PAPER PASSING
Video: CUT TO MS OF BLUE PRINTS BEING ROLLED OUT ACROSS TABLE. ONE HAND IS POINTING AND THE OTHER BEGINS TO WRITE ON BLUE PRINT
Video: CUT TO CU OF MONEY JAR
Video: CUT TO LONG SHOT OF TWO MALES WORKING ON MODELING THE CAR
Audio: SOUND OF CHANGE GOING INTO JAR Audio: SOUND OF ENGINEER SCULPTING CAR
Audio: SOUND OF PENCIL MOVING ACROSS PAPER, LOW CHATTER OF VOICES
Video: CUT TO CU OF MALE MODELING THE CAR Audio: SOUND OF ENGINEER SCULPTING CAR
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Video: CUT TO CU OF MULTICULTURAL MILLENIAL’S HANDS HOLDING SURFBOARD Audio:
CREATIVE STRATEGY
Video: CUT TO LS OF MULTICULTURAL MILLENIAL AND HIS FRIENDS WITH THEIR BEACH GEAR ON CITY BUS, NISSAN ROGUE CROSSOVER PASSES BY Audio: SOUND OF CHATTER ON BUS, LOUD EXHAUST NOISE
TELEVISION
Video: CUT TO LS OF FACTORY LINE AND MECHANICAL ARMS WORKING ON VEHICLE
Video: CUT TO CU OF MECHANICAL ARM AS IT WORKS
Video: CUT TO CU SIDE SHOT OF MULTICULTURAL MILLENIAL HOLDING PHONE AND WORKING
Audio: SOUND OF WELDING NOISES AND FACTORY NOISES
Audio: SOUND OF MECHANICAL ARM MOVING THROUGH FACTORY
Audio: SOUND OF OFFICE, FAX MACHINES, PRINTERS AND TELEPHONES RINGING
Video: CUT TO LS OF MULTICULTURAL MILLENIAL IN HIS CUBICLE, LOOKING OUT WINDOW AS NISSAN ROGUE CROSSOVER PASSES BY
Video: CUT TO LS OF NISSAN ENGINEERS ON TOP OF CAR PUTTING CARGO RACK ON
Video: CUT TO CU OF NISSAN ENGINEERS TESTING CARGO RACK WEIGHT LIMIT
Audio: SOUND OF VOICES AND DRILLS
Audio: SOUND OF ITEMS BEING PACKED ONTO CARGO RACK
Video: CUT TO MED CU OF CENTER CONSOLE
Video: CUT TO XCU OF SCREEN OF CONSOLE
Audio: BACKGROUND MUSIC — JONSI
Audio: BACKGROUND MUSIC — JONSI
Audio: SOUND OF VOICE TALKING ON PHONE, FAX MACHINES AND PRINTERS
Video: CUT TO CU OF JAR ON TABLE, COINS AND BILLS ON TABLE, AND MULTICULTURAL MILLENIAL PUTTING SOME MONEY INTO POCKET Audio: SOUND OF MONEY SPILLING OUT OF JAR
CREATIVE STRATEGY
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TELEVISION
Video: CUT TO CU OF MULTICULTURAL MILLENIAL PUTTING MONEY ON COUNTER AND GETTING DRINKS AND FOOD FOR FRIENDS
Video: CUT TO LS OF MULTICULTURAL MILLENIAL AND FRIENDS TALKING AND HAVING GOOD TIME AT RESTAURANT
Video: CUT TO MS OF BACK OF NISSAN ROGUE CROSSOVER, EMPHASIZING THE SPACE
Audio: SOUND OF CHATTER AND MONEY BEING PUT ON WOOD COUNTER
Audio: SOUND OF CHATTER AND RESTAURANT NOISES
Video: CUT TO NISSAN ENGINEERS TESTING THE AMOUNT OF CARGO AREA AND HOW SPACIOUS NISSAN ROGUE CROSSOVER IS
Video: CUT TO LS OF MULTICULTURAL MILLENIAL WALKING TO NISSAN DEALERSHIP WITH FRIENDS
Video: CUT TO LS OF NISSAN ROGUE CROSSOVER BEING DRIVEN UP TO THE LOT
Audio: VO: We’ve been confined to the buses and subways
Audio: VO: Now we have the freedom to go anywhere
Audio: BACKGROUND MUSIC—JONSI
Audio: SOUND OF ENGINEERS PLACING SEATS DOWN AND SPEAKING
INNOVATION
Ready when you are
usanissan.com/ready usanissan.com/ready
Video: CUT TO XCU OF MULTICULTURAL MILLENIAL SHAKING DEALER’S HAND AND BEING GIVEN KEYS
Video: CUT TO LS OF MULTICULTURAL MILLENIAL GETTING INTO HIS NISSAN ROGUE CROSSOVER AND DRIVING AWAY
Audio: VO: The end of one era, the beginning of another. Audio: VO: We’re building up to something great.
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CREATIVE STRATEGY
Video: CUT TO WHITE BG WITH NISSAN LOGO Audio: VO: Nissan innovation, ready when you are. MUSIC FADE OUT
PRINT Print advertisements will augment and reenforce the “Nissan Innovation: Ready When You Are� theme. They will be showcasing a way that a multicultural millennial is getting ready to purchase a vehicle and a way that Nissan is staying innovative with their vehicle designs.
Print Advertisement
CREATIVE STRATEGY
16
DIRECT MAIL For direct mail we will have an interactive advertisement that highlights specific Nissan innovations. It will show two Multicultural Millennials, male and female, and a Nissan. The direct mail will have tabs that pull out from the Nissan to emphasize the innovations that are best suited for Multicultural Millennials. For example, there will be a tab that can be pulled from the trunk that will show and say how much trunk space it has to offer. Another tab will show the GPS and other features that are available on the dash. This interactive advertisement will show the target market that they can have a comfortable, innovative automobile from Nissan.
The Nissan Versa has stretch-out room for five and space for full-size adults in the back. Available 60/40 split fold-down rear seats that easily can handle cargo or people and five doors easy for loading with the hatchback.
Isabel Suarez 8392 Van Vleet Road San Antonio, TX 78228
Are you ready? This iPod interface system lets you use your MP3 player with the steering-wheel-mounted controls and view the song info. Or you can choose a standard auxiliary audio input jack and connect either an iPod or any other MP3 player.
You can avoid traffic by using the Real-time XM NavTraffic [1] system, which keeps you in the know with color-coded real-time traffic advisories.
INNOVATION
Ready when you are
usanissan.com/ready
Direct Mail Outside
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CREATIVE STRATEGY
The Nissan Versa Hatchback has a 34 highway MPG and can go up to 400 miles in between fill-ups. Its reliable too, it can go through 105,000 miles before having to change spark plugs. The Versa offers a Continuously Variable Transmission, which is a “shiftless” transmission for a seamless flow of power and a smooth ride
This dashboard comes complete with a 5-inch touch screen with a 3-D perspective map viewing Nissan Navigation System, which includes points of interest and displays incoming calls.
The Nissan Intelligent Key recognizes you as you approach your Versa, unlocking the doors and hatch, even starting the engine. The Bluetooth Hands-free Phone System lets you keep your hands on the wheel when you’re talking on the phone.
usanissan.com/ready
Direct Mail Inside
OUT OF HOME Billboard Billboard advertisements will be a quick soft sell. They show images of Multicultural Millennials in Nissan vehicles with copy that reads, “Life can be quite a ride.” These billboards will change and have a different group of friends that are appropriate for the season. The billboard’s will also contain a link to the landing page usanissan.com/ready.
Transit
Billboard Advertisement
Our plan for transit advertising is to transform an existing bus or metro bench into a replica of a Nissan. We will vary the Nissan model based on the location. We will use the front half of the car, from the front doors to the grill of the car. The park bench will be the seats in the Nissan. The target market will be able to open the doors and sit inside. They will be able to interact with the interior innovations. The features inside will resemble the features of a Nissan. This ad will not consume any of the target market’s time because they will interact with the ad while they are waiting for the bus. This is important because Millennials want to interact with ads, however they don’t want an ad that interferes with their task at hand. Bus Stations
CREATIVE STRATEGY
18
DIGITAL - MOBILE Are You Ready? Quiz We will have an “Are You Ready?” quiz that can be taken online at www.usanissan.com/ready or that can be taken downloaded as an app on an Android or iOS. This quiz will ask questions revealing whether the customer is financially and emotionally ready to purchase a new Nissan or not.
Financial Calculator An app will be available to calculate if the customer can afford a new Nissan. It will ask the person’s monthly income and expenses to see if he or she would be able to make a monthly car payment. It will also show different scenarios of how much a monthly payment would be based on multiple down-payments and interest rates. This will show the customer what option would be best and show them what they need to do to be able to afford a new Nissan.
Sky Race Game
Nissan Mobile
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An app will be available to download to play a car racing game. It will feature the flying cars that are used in the Sky Race. Players will be able to race the Nissan cars through the air on their Android or iOS.
CREATIVE STRATEGY
DIGITAL - PANDORA Pandora is one of the best ways to advertise Nissan to Multicultural Millennials through digital media. Pandora advertisements will have a “Make It Yours” pull down menu featuring several innovations. The picture of the car will correlate with the innovation the consumer chooses. For example, when the consumer hovers over “Stay Connected” a picture of a Nissan Versa Hatchback will appear above the pull down menu. Multicultural Millennials will be able to interact with the different Nissan innovations to see which car would best fit them and to see some of the innovations Nissan has to offer. Pandora Screenshot Gold Panda Radio
nissanradio@...
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JUKE features a USB input that is ideal for an iPod or playing MP3s off a thumb drive. And in case you have any music you want to play from a different source, there’s a standard auxiliary audio input jack.
NISSAN INNOVATION
MOVE TO YOUR OWN BEAT STAY CONNECTED SPACE TO FIT YOUR LIFESTYLE ADAPT AT WILL SMALL SIZE. BIG CONFIDENCE TURBO YOUR LIFE GREEN TECHNOLOGY
CREATIVE STRATEGY
20
GUERILLA MARKETING “Sky Racers” Campaign Guerilla marketing will further showcase Nissan’s innovation. We are building flying cardboard replicas of Nissan cars that will be showcased in New York, Los Angeles, and Chicago. The flying cardboard replicas will be launched over Central Park, Millennial Park, and the LA River. These flying cars will have the address to the landing page on the bottom so people can look up it on their computers or phones. The landing page will have a video of how the cars were made and the initial launch. The website will feature videos including a street view of the cars flying, a first person view from the cars, and the reactions of people on the streets. The website will showcase a flash game highlighting the flying cars. The flash game will be an application on Android and iOS. Sky Racers
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CREATIVE STRATEGY
AUTO SHOWS We recommend that Nissan participate in select auto shows. Specifically the following:
1. The Chicago Auto Show in Chicago, Illinois: February 9-19 2. The North America International Auto Show in Detroit, Michigan: January 14-27 3. The LA Auto Show in Los Angeles, California: November 18-27 Auto shows provide Nissan valuable opportunities to interact one-on-one with customers and car enthusiasts. This intimate setting is a great chance for Nissan to build lasting relationships with customers. At these auto shows, Nissan will display concept cars along with the “The Nissan Crystal” to be discussed below. There will also be interactive booths where customers can experience virtual tours of Nissan’s innovations.
“The Nissan Crystal” Nissan will introduce a see-though car titled “The Nissan Crystal” to allow pedestrians to view all the working components of the vehicle. Special attention will be given to Nissan’s unique innovations on the particular vehicle. For example, special attention will be given to the XTRONIC Continuously Variable Transmission in the “Crystal.” “The Nissan Crystal” will be shown during auto shows in Chicago, Detroit, and Los Angeles.
CREATIVE STRATEGY
“The Nissan Crystal”
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SOCIAL MEDIA YouTube videos of Nissan promotions will be posted under the nissanusa channel. Our guerilla marketing campaign, Sky Racers, will be featured under this channel for a behind-thescenes look, as well as reactions to the racers. These videos will also be available from Nissan’s Facebook page, as well as their Twitter account. It is important that on Facebook and Twitter, Nissan does not censor user-generated content. Negative comments about a brand can happen. However, allowing these comments to appear on Nissan’s page gives brand advocates a chance to give positive feedback. If legitimate complaints about vehicles take place on either the Facebook or Twitter page, a Nissan employee can respond quickly and help the user to the right area for information.
Nissan Facebook Page
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CREATIVE STRATEGY
CONTESTS AND PUBLIC RELATIONS Build-Your-Own Sky Racer Competition Following the Sky Racer guerilla marketing campaign, we will run a competition. Multicultural Millennials will have the chance to create their own Sky Racers. The strategic tie-in is that dealerships will be directly involved with the competition as they will be judging the entrants. The requirements for the competition are: —- The URL to the landing page must be included on the bottom of the sky racer. —- Have the ability to fly. —- Must replicate a current Nissan model. —- Must be 18 years of age or older to compete. Employees of local dealerships will judge the competition and select regional winners. Regional winners will be flown to New York City, and participate in the national competition. The national winner will receive a new Nissan Juke.
Public Relations Third party endorsements are earned, not bought. Nissan continues to place themselves on the forefront of topics when it comes to automobiles and innovations in order to achieve these endorsements.
CREATIVE STRATEGY
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PARTNERSHIPS Habitat for Humanity
“Nissan cares about the environment and about giving back to the communities where our customers, dealers and employees live and work. Collaborating with Habitat allows us to carry out these priorities in a tangible, meaningful way.� Bill Krueger, vice chairman, Nissan Americas.
As an addition to the current partnership with Habitat for Humanity, Nissan will hold a car giveaway for families that they have built homes for. A Nissan representative will present a new car to the winner while local media covers the event. In our plan, Nissan will pay the taxes for the car so that it is completely free.
Verizon According to a survey done by PEW Research, 59% of Millennials say they have sent or read a text while driving. Nissan will partner with Verizon to do a Public Service Campaign about the dangers of texting and driving. Throughout the campaign we will feature Multicultural Millennials. The result will be a positive perception of Nissan and Verizon. It will show the target market that Nissan and Verizon genuinely care about their wellbeing.
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CREATIVE STRATEGY
SPONSORSHIPS The sponsorships which Nissan will invest in are Lollapalooza, NYC Marathon, and T.E.D. All provide a unique and different interest to our target market.
Lollapalooza Lollapalooza features cutting edge musical genres, artists, and fashion. This pertains to our target market because Multicultural Millennials are always interested in upcoming artists and new fashion. Nissan will be innovative and hip by association.
NYC Marathon NYC Marathon is an ideal venue for reinforcing Nissan’s brand with MCM’s. Sponsoring this event would increase the image awareness and Nissan’s name visibility for vehicles.
T.E.D. T.E.D. is a centrality of technology, entertainment, and design presentations focusing on innovative research. Renault-Nissan is currently having a partnership with T.E.D. We believe that this should be continued as well as sponsoring and possibly participating with T.E.D for talks on innovation.
CREATIVE STRATEGY
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DEALERSHIP PROMOTIONS To build traffic, dealerships will offer promotional incentives in exchange for test driving a new vehicle. The incentive product is a “Smart Charge Mat”. This is a flat mat-like phone charger that is compatible with most makes and models of current cellphones. This incentive is powerful enough and important enough to the target market to draw them into the dealership. This satisfies the target market’s need to be connected at all times and Nissan’s pledge to innovation. All mats will be branded with the Nissan logo and a QR code that will lead the user to the landing page. In addition, all Nissan dealerships will register with FourSquare, a location-based promotional social media app. Dealers will set up their locations so users (target market) can interact with the company and unlock badges. Badges are a type of reward system for FourSquare. Badges will be awarded for attendance awards (multiple check-ins), the Road Warrior Award (for test driving), and the Almost There Award (for taking the steps to make the purchase). FourSquare’s reward system has a competitive nature and will build traffic among MCMs. Monthly promotional signage will be sent to dealerships complementary to our campaign.
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CREATIVE STRATEGY
MEDIA STRATEGY & BUDGET Media Objectives —- Reach 85% of Multicultural Millennials through traditional and nontraditional media within the 12 month span of the campaign. —- Achieve synergy via multiple impressions through a cohesive media platform. —- Deliver our messages to audiences throughout the entire year with increased frequency prior to key moments during the year.
Media Strategy Nissan will use a strategically tailored media plan to attract and retain the target market. We will communicate to MCMs via their most visited media, the online world. We will incorporate an integrated marketing communications plan. That plan will include both traditional and non-traditional media. Medium Television Print Social Media Online Out-of-Home Promotions Sponsorships Mobile Direct Mail Total Percent
$ $ $ $ $ $ $ $ $ $
Q1 4,380,756.90 3,463,410.00 86,250.00 126,746.25 1,752,325.00 7,577,500.00 3,750,000.00 35,000.00 500,000.00 21,671,988.15 24.60%
$ $ $ $ $ $ $ $ $ $
Q2 5,354,258.43 3,463,410.00 86,250.00 88,603.75 1,752,325.00 7,577,500.00 3,750,000.00 15,000.00 500,000.00 22,587,347.18 25.64%
$ $ $ $ $ $ $ $ $ $
Q3 4,380,756.90 3,463,410.00 86,250.00 88,603.75 1,752,325.00 7,577,500.00 3,750,000.00 15,000.00 500,000.00 21,613,845.65 24.54%
$ $ $ $ $ $ $ $ $ $
Q4 4,867,507.66 3,463,410.00 86,250.00 88,603.75 1,752,325.00 7,577,500.00 3,750,000.00 15,000.00 500,000.00 22,100,596.41 25.09%
$ $ $ $ $ $ $ $ $ $
Total 18,983,279.88 13,853,640.00 345,000.00 506,985.00 7,009,300.00 30,310,000.00 15,000,000.00 75,000.00 2,000,000.00 88,083,204.88 100.00%
Percent 21.55% 15.73% 0.39% 0.58% 7.96% 34.41% 17.03% 0.09% 2.27% 100.00%
MEDIA STRATEGY
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MEDIA SCHEDULE Quarter Month Week TV Adult Swim BET Comedy Central Discovery Channel ESPN FX MTV Spike TBS Print (12 total insertions) Discover Magazine ESPN: The Magazine Fitness Parents Rolling Stone Sports Illustrated Social Media Facebook Tumblr Google+ Twitter Pinterest Online CareerBuilder.com ESPN.com Facebook Google AdWords (very rough estimation) Gmail Hulu.com Mashable.com Monster.com MTV.com NBA.com Pandora Photobucket.com Twitter Tumblr Yahoo YouTube Out-of-Home Full Bus Wraps (Select U.S. Inner City Buses) Bus Stops Billboards (Select U.S. Inner Cities) Mall Displays Airport Displays Promotions See-Through Car (@ Tradeshows) Guerilla (Street Race in the Sky) Dealership Promotions (Guerilla mktg) Dealership Promotions Other Sponsorships (Ted Talks, Lolapaooza, New York Marathon) Mobile (2 apps) Direct Mail
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MEDIA STRATEGY
1
2012 Media Schedule 1 of 2: (January thru June) 1 February March 4 1 2 3 4 5 1 2 3
January 2 3
4
1
April 2 3
4
1
2 May 2 3 4
5
1
June 2 3
4
MEDIA SCHEDULE Quarter Month Week TV Adult Swim BET Comedy Central Discovery Channel ESPN FX MTV Spike TBS Print (12 total insertions) Discover Magazine ESPN: The Magazine Fitness Parents Rolling Stone Sports Illustrated Social Media Facebook Tumblr Google+ Twitter Pinterest Online CareerBuilder.com ESPN.com Facebook Google AdWords (very rough estimation) Gmail Hulu.com Mashable.com Monster.com MTV.com NBA.com Pandora Photobucket.com Twitter Tumblr Yahoo YouTube Out-of-Home Full Bus Wraps (Select U.S. Inner City Buses) Bus Stops Billboards (Select U.S. Inner Cities) Mall Displays Airport Displays Promotions See-Through Car (@ Tradeshows) Guerilla (Street Race in the Sky) Dealership Promotions (Guerilla mktg) Dealership Promotions Other Sponsorships (Ted Talks, Lolapaooza, New York Marathon) Mobile (2 apps) Direct Mail
1
2012 Media Schedule 2 of 2: (July thru December) 3 July August September 2 3 4 1 2 3 4 5 1 2 3 4
1
October 2 3 4
5
4 November 1 2 3 4
1
December 2 3 4
MEDIA STRATEGY
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EVALUATION Marketing Objective: Our marketing goal for this campaign is to increase total Multicultural Millennials share. Evaluation: Change in sales volume among target market. Advertising Objective: Communicate the significance of Nissan innovation to the centrality of the target market’s lives. Evaluation: Focus groups will be conducted with MCMs to determine the impact of the campaign. Advertising Objective: To inform Multicultural Millennials of the Nissan brand and automobile quality. Evaluation: We will conduct a mid-year evaluation to see if we are gaining our intended reach with our creative executions. Media Objective: Achieve synergy via multiple impressions through a cohesive media platform. Evaluation: We will evaluate the media vehicles monthly by analyzing the gross rating points to determine if we should increase or decrease in any areas of our media schedule. IMC Objective: Integrate all aspects of advertising, public relations, guerilla marketing, brand content, and social media to develop a personalized, interactive relationship with our target market. Evaluation: Measure the traffic to and from the Nissan landing page created specifically for this campaign and expressed throughout the IMC executions.
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EVALUATION
CREDITS Professor Tom Mehl Advisor
Chelsea Bess
Alec Helwig
Courtnie Strat
Account Executive, Creative Team, Presenter
Account Executive, Presenter
Alek Renkema
Katie Coffield
Media Specialist
Creative Team
Creative Team
Amanda Davidson
Meagan Williams
Media Specialist
Creative Team, Presenter
Andrew Bair
Mindi Ashby
Creative Team, Presenter
Media Specialist
Brianna Poole
Stephanie Buchannon
Account Executive
Account Executive, Presenter
CREDITS
Special Thanks Professor Tom Mehl Pat Klarecki Dr. Tim Brotherton Dr. Clay Dedeaux
This plans book is dedicated to Megan Meade.
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