EMERSON COLLEGE 2012
Manifesto 1 Executive Summary 2 Internal Analysis 3 Research Methodology 4 Consumer Analysis 5 Market & Competition 6 Hopping on the Bandwagon 7 Key Insights 8 Target 9 Segmentation 10 Campaign Strategy & Branding 11 Creative & Media Strategy 12 Teaser Campaign 13 Broadcast 14 Microsite & Print 15 Nontraditional 16
McMAHON & TATE
We are McMahon & Tate, a recognized leader in the field of advertising for 45 years. We have cultivated some of the most noteworthy talent in the industry and have represented a cross section of clients from almost every major service and product sector imaginable. There’s no magic behind our success, just good old-fashioned hard work.
Social Media & Mobile 17 Promotions 18 Campaign Schedule 19 Evaluation 20 Budget 21 Works Cited & Credit 22
EXECUTIVE SUMMARY To be a multicultural millennial in the United States today is a constant balancing act of managing one’s tradition, culture, and family with one’s generation. This balance is something to be celebrated, as these everyday innovators are defining success different than any generation before them. Multicultural millennials don’t follow the linear path to the dream that their parents and past generations did. Instead, they are redefining the path to success for generations to come, valuing authenticity, community engagement and believing more than Caucasian millennials that they will get ahead. They rally around the belief that, “I am not what happened to me, I am what I choose to become.” Nissan must differentiate its approach to its offerings and how it connects to this audience in order to increase brand presence and favorability. While Nissan is a powerful brand in a highly competitive industry. It is not top of mind with multicultural millennials. The target recognizes the brand, but can not identify with Nissan as they do not understand what the brand represents.
When multicultural millennials make a purchase they buy more than just a product, they buy why a company makes it; they buy a company’s philosophy, values and vision. Nissan’s founding philosophy wasto make vehicles that change the world and the way we move through it. There is a natural alignment with the target and the brand, because, multicultural millennials change believe they have a direct impact on the world and the way we move through it everyday. This campaign connects with the target at key moments as they come of age, making a sincere effort to become part of their lives, and better yet, put them in drive. Through creative executions, social media, promotions, and nontraditional marketing tactics, McMahon & Tate will align with the target’s motivations and show how this target’s dreams fuel their drive.
INTERNAL ANALYSIS Founded in 1933, Nissan was initially named Datsun, offering the first line of mass-produced Japanese vehicles. Despite its origins in a country where rags to riches was an abnormality, that changed in 1959 when the first Datsun pickup was sold in America. In the years after World War II, there was a surge in consumerism almost reminiscent of the Roaring Twenties - and a need for transportation. This need was filled with the imported vehicles, giving Americans an alternative to domestic cars. But more importantly, it gave those accustomed to being passengers and pedestrians the chance to be in the drivers’ seat - and experience what it meant to put their lives in drive. Almost a decade later, in 1968, Datsun began designing cars for the United States. In 1983, the company underwent a phase of rebranding, becoming Nissan. Under the Nissan brand, the company saw great achievements - including an award from the Environmental Protection Agency in 1991. From 2000 to 2009, Nissan nearly doubled its sales and the models offered in its product line, illustrating what a long way it’s come since it’s Datsun days.
The American lifestyle, too, has surely changed since Nissan’s US arrival - a possible explanation for Millenials’ apparent disconnect with the brand’s founding mission. Millenials aren’t doing different things than their counterparts in the late 1950s... they’re just doing things differently. Nissan has a history of doing things differently, aligning with the lifestyles and dreams of Gen Y. The Nissan of today is a champion of diversity, carrying forward its history of bringing innovation to all, not a select few, unlike its earliest counterparts. Needless to say, Nissan has enjoyed a rich history - one marked by prestigious titles, positive sales figures, and ultimately, giving the everyday consumer an alternative to both the products on the market, and their sense of self. Through that journey, it’s achieved brand awareness, but the proposed target, multicultural Millenials, don’t yet understand the brand’s identity. They know Nissan is a car that gets them from Point A to Point B. What they don’t know is how Nissan helps them change the way they move through the world. Nissan strives to become the preferred automaker of multicultural Millenials - Black, Hispanic, and Asian Americans aged 18-30 through an integrated campaign that will enhance their understanding of Nissan’s cultural values - and align with their own.
RESEARCH
OBJECTIVES & METHODOLOGY
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Overview McMahon & Tate conducted primary and secondary research to understand Nissan, its competitors, and Multicultural Millennials. We established the following objectives:
• How do Multicultural Millennials self-identify and what inspires, drives, and motivates them • Determine if Multicultural Millennials relate more to generational segment messaging or cultural and ethnic messaging and how to best connect with them • Uncover what Nissan means to them • Examine the target’s associations with innovation • Determine whether or not a brand mindset exists within members of the target who currently drive a Nissan
• Determine and define market trends in messaging to Multicultural Millennials
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• Understand dealer attitudes and practices with respect to Multicultural Millennials
• Analyzed more than 1000 articles, blogs, websites, and studies on Multicultural Millennials, the automotive industry, trends, technology, cultural values and belief systems, and decision making stimuli • Conducted content analysis on advertising appeals and messaging used to attract the attention of multiculural millennials, both within the automotive category and across a broad range of consumer product categories
PRIMARY & SECONDARY
RESEARCH
• Conducted a sentiment analysis on Nissan and its competitors. Through the use of Crimson Hexagon data analytics software, we were able to analyze and crosstab over 5 million postings made to blogs, Facebook and Twitter from March 15, 2011 - March 15, 2012
PRIMARY
SECONDARY
From September 2011 - March 2012, we conducted extensive secondary and primary research studies to meet our objectives and provide the framework for our campaign strategy and executions. These included:
• Conducted 157 in-depth interviews with Multicultural Millennials with no ties or vested interest in Nissan and we conducted 43 in-depth interviews with members of the target who identified themselves as Nissan loyalists • Administered 420 interactive surveys across 36 states, Puerto Rico and Washington DC • Conducted 6 focus groups • Interviewed Nissan dealerships in 15 states. The dealerships were chosen based on proximity to areas with the highest percentage of Multicultural Millennials
RESEARCH
KEY ISSUES The current value of the auto industry is $85 billion. Although companies have been struggling in the last five years from the recession, the industry is finally improving. Production is now increasing more than it has in the last five years. The auto industry is experiencing its best sales since 2007. This trend is expected to continue in 2012 with projected to hit 14.6 million in 2012. (Motor Trend Industry Trend Report) Nissan holds 13.1% of the U.S. multicultural market during the first quarter of 2011, placing it behind behind Toyota with 22% and Honda with 16.6%. This position remains fairly consistent when the target is broken down to race/ethnicity. Nissan trails Toyota and Honda with a 13% share of the Hispanics and African American market and a 9% of the Asian American market. (Nissan Case Study)
• While fuel economy, price and performance are the predominant message points. Auto manufacturers are looking to create separation through hybrid technology and digital and social technology • In creative executions, competitors are focusing on what their vehicles do and very little on a company’s philosophy behind making their vehicles – something increasingly important to multicultural millennials • Foreign competitors are highlighting American factories to show American job creation. • The advertising claims of “innovation” and “best in class” are being adopted by an increasing number of competitors, leaving little room for actual distinct between brands among multicultural millennials • Dealership experiences are too variable in nature and can instantly damage the equity of the brand (MCMahon & Tate Automotive Survey)
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MARKET & COMPETITIVE ANALYSIS
MARKET & COMPETITIVE ANALYSIS
RESEARCH
Advertising appeals directed towards multicultural millennials tends to speak to the lowest common denominators of taste and intelligence. According to our primary research, we found that while rapping hamsters, zombies, ninja’s, hippies, racially diverse characters and B list celebrities might drive memorability, not one of our survey respondents believed the brands using these tactics did anything to get to know them or attempt to engage with them on an intellectual level. The one ad that did overwhelming resonate with multicultural millennials was Nissan’s Value of Zero spot for the Leaf. Unfortunately they are not convinced of its feasibility due to perceived limitations of lack of charging stations and it’s “limited” mileage.
FORD
TOYOTA
CHEVVY
Smaller cars, such as the Fiesta and Focus, are on pace for a sales increase of more than 20% this year, while light trucks that include the Explorer, Escape SUV and F-150 pickup may rise at least 30%, the company said today in a statement. (Ad Age)
Toyota maintains the number one position and is currently running their Toyota’s 100 Cars for Good program, which will be giving 100 cars to 100 nonprofits over the course of 100 days. Recipients about these cars will be nominated on Facebook.
The all-new Chevrolet Sonic had its best month ever, with sales of 7,900 units. Chevrolet Cruze exceeded 20,000 units for the sixth time, marking its sixth-consecutive month of yearover-year sales gains. GM’s small and compact car portfolio, which now includes the Chevrolet Sonic, Cruze and Volt, and the new Buick Verano, were up a combined 43 percent versus February 2011.
KIA
HYUNDAI
HONDA
The Hyundai sold for 645,691 units sold in 2011, up 20% from 2010. (Ad Age) INSERT COPY
The Hyundai sold for 645,691 units sold in 2011, up 20% from 2010. (Ad Age)
Sales fell 6.8 percent in a market that grew by 10 percent, as its North American production returned to normal only last month.” (Reuters)
RESEARCH
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CRIMSON HEXAGON
Crimson Hexagon is a “best-in-class� social media analysis platform used by Twitter, Fortune 500 brands, and agencies such as Edelman. Its Foresight platform allows for comprehensive social media listening as well as in-depth sentiment and topic analysis. The Crimson Hexagon software is able to analyze the textual content from billions of messages drawn from posts on Twitter, Facebook, and millions of web-based articles from news sites. In addition, it can classify online content by identifying statistical patterns in words with a 97% accuracy rate.
The first report from Crimson Hexagon measures the total number of brand mentions on Twitter, public Facebook posts, and blogs for Nissan and compares them to Honda, Hyundai, and Toyota between March 15, 2011 and March 15, 2012. This report shows that Nissan is lacking a significant social media presence behind most of its competitors.
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CRIMSON HEXAGON
RESEARCH
The second report is a sentiment analysis of brand perceptions of the Nissan brand based on Facebook and Twitter mentions between March 15, 2011 and March 15, 2012. This analysis scanned mentions of the Nissan brand and sorted them under categories of either positive, neutral, or negative sentiment. The report shows most mentions about the brand are positive, second to neutral. However it also shows that most negative mentions reference Nissan advertisements.
The third report analyzed the same data from the second report and identified statistical topic patterns in conversations. Based on evaluating this report it can be discovered that the overwhelming majority of social media conversations regarding Nissan are reactions to TV advertisements.
KEY INSIGHTS MULTICULTURAL MILLENIALS Self Identification • Multicultural millennials are more likely to associate with a range of cultures and subculturesthey consider themselves bicultural. They’ve grown up in a world where interracial relationships have become more accepted, becoming less bound to race and more invested in their place within the generational fabric. They are constantly balancing their cultural influence with their generational influences. The target defines their culture more specifically by family experience as opposed to their ethnic background
Perceptions of Nissan • Nissan is not top of mind with Multicultural Millennials
• One essential element that minorities in the United States share is their experience of “being different.”
• For those Multicultural Millennials who have considered Nissan, they rank it above Toyota and Honda. However, they place it below BMW, Audi and Lexus. In their minds, if they’re going to spend the money on a Nissan, they should spend a little more and buy a “true” luxury vehicle. One respondent summed it up best by saying, “Nissan is the silver standard of luxury.”
• Multicultural Millennials reject the idea that they live in a post-racial society. They feel that while they are better off than their parents or grandparents, they will need to work harder than their Caucasian counterparts to achieve their goals • Traditionally, the “American Life sequence”, between the ages of 18-29, has been school, first job, marriage, house, and family. Multicultural Millennials are following a less linear path and pursuing goals • Multicultural Millennials see entrepreneurial endeavors as a means to achieving life goals and success
• Nissan does not evoke a clear brand perception in the minds of Multicultural Millennials. They are aware of the brand, but they do not feel a connection to it • Nissan is not synonymous with “innovation.” Multicultural millennials believe Apple and Toyota to be brands that best represent innovation
Cracking the Code • Multicultural Millennials see their cars as extensions of their personalities, aspirations, and positions in life • Multicultural Millennials believe themselves to be more transformative than any other generational or ethnic segment. This means they are less concerned about where they go and more concerned about how they transform where they are. A survey respondent who said, “In order for marketers to better connect with us, they need to understand we don’t do different things, we do things differently”, best positioned this insight. • African American, Asian American and Hispanic Americans value getting ahead more than their Caucasian peers. Brands that share the value of hard work will resonate more effectively • The majority of African American (88%) and Hispanic American millennials (87%) agree that companies making a sincere effort to be a part of their communities deserve their loyalty. (Www. blacknews.com/news/images_usa_futures_ company_multicultural_millennials101) • In language messaging is not necessary to reach this audience, but it is viewed as a show of good faith on the part of the brand to make an effort to understand Multicultural Millennials
There are 75 million 18-29 year olds in the US. 28 million or 39% have identified themselves as being Asian, Hispanic or African American. (2010 US Census Data) McMahon & Tate has identified a set of criteria in order to narrow the target into a subset of Multicultural Millennials who represent the greatest immediate opportunity for Nissan. The subset is defined by its proximity to the purchase decision and its ability to influence the larger population. The subset of this group views themselves as: • Influencers and early adopters • Align most directly with Nissan’s core values • Base their purchase decisions on the beliefs and values of the brand. They buy the “why” behind the brand • The physical, branded product, is seen as an extension of their beliefs and defines who they are as individuals • 31% of Multicultural Millennials - or 8.8 million people - are interested in purchasing or leasing a new car within the next year. We call them them
CULTURAL CROSSOVERS
Cultural Crossovers relate both to the culture of their family background and their generational culture. They integrate elements of both of these cultures in their everyday lives. They refer to themselves as being “bicultural.” They might recreate the close-knit family structure with their friends or coworkers when they are away from home. The Cultural Crossovers do not follow the linear path of education, career, marriage and children that their parents and past generations did. Instead, they are doing these things out of sequence, redefining the path. They are driven by success and getting ahead. They are driven, innovative, unconventional, and passionate. They look to companies and brands that share those same values and traits. Upon deeper examination, McMahon & Tate uncovered three distinct motivational triggers that allow us to segment the audience according to what fuels and drives their dreams, behaviors, and purchase decisions. These motivational triggers are educational and career success, family and community, and self-expression or a belief that they can leave their mark upon the world. Accordingly, we have named these segments:
CONSUMER SEGMENTS
TARGETING
THE CAREER-DRIVEN COUPES
FAMILY CULTURE
The Career-Driven Coupes are motivated by their educational and career aspirations. They work hard now to play hard later. Decisions are based on what will be beneficial for their future. They measure success by their education and career status, and most of their time and energy is spent on advancing their professional goals. They make these sacrifices now in order to establish the professional success they aspire towards. They will spend more on purchases if it will help their career whether it is on technology, cars, or fashion. They buy products that convey personal achievement and success to others.
THE FAMILIAL 4 WHEEL DRIVES CULTURAL CROSSOVERS
GENERATIONAL CULTURE
The Familial 4WDs put their family before themselves. Their success is measured by the happiness and health of their family and community. Familial 4WDs want the good life and work hard to make the world a better place for their children. They goal is to support their family, care for them, and enjoy as much time as possible time with them. They revisit the family values and traditions that they were brought up with and adapt them to fit the lifestyle of their own family. They give back to the community to set an example for their kids of volunteering, giving back, and helping others. Purchase decisions are based on the needs of the family and personal sacrifices are made for the home. Familial 4WDs are brand loyalists when it comes to products that fit their family’s needs, and most purchases are utilitarian.
THE OFFROADERS The Offroaders deviate from the beaten path by taking risks to pursue their passions. They are entrepreneurial in spirit, highly innovative, and take an unconventional approach to pursuing their goals and dreams. They are motivated by their desire to leave their mark in their respective communities; be it through art, music, fashion, community activism, or entrepreneurial ventures. These consumers live by the belief that if you love what you do, you never work a day in your life and align themselves with brands they believe share this same vision.
BRANDING
NISSAN & CULTURAL CROSSOVERS
NISSAN
CULTURAL CROSSOVERS
There is a fundamental disconnect between Nissan and the Cultural Crossovers that creates an inconsistent brand perception. Nissan’s “Innovation for all” branding does not resonate with Cultural Crossovers because the Innovation positioning, in their minds, belongs to Apple and to a certain degree, Toyota. The larger issue is that Nissan really has not established a clear position in the minds of the target; therefore, competitive brands grab their attention more effectively. In order to align with the claim of innovation, Nissan has to be able to demonstrate it on a daily basis across the communities populated by Cultural Crossovers. To create a genuine and sustainable conversation between Nissan and the Cultural Crossovers, we created a brand strategy based on core-values that links the shared values and aspirations of the brand with those of the target. To better understand which values and traits to align, we looked to guidance from members of the target who are Nissan loyalists. These insights led to the creation of a Nissan brand mindset.
BRAND MISALIGNMENT Nissan is the “silver standard of luxury” 1% of our survey respondents associate Nissan with Innovation Nissan ranked 4th (15%) in brand preference among our survey respondents, behind Toyota (32%), Honda (25%) and Ford (18%) Nissan ranked 10th (1%) as the “Car you most aspire towards” among our survey respondents
BRAND MINDSET
Cultural Crossovers who are also Nissan loyalists see aspects of the brand in themselves and vice versa. Nissan is an extension of who they are and where they’re going: • Strong • Makes a statement • Smooth • Powerful • Refined • Fun • Inspired • The balance of performance and style
NISSAN & CULTURAL CROSSOVERS BRAND ALIGNMENT Cultural Crossovers, as consumers, are driven by what a brand stands for and how it can serve as a statement of who they are. Our brand alignment model positions Nissan as an extension of who the target believes to be and how they want to be viewed by others. By connecting the shared values between brand and target, Nissan builds equity and loyalty as a community-focused brand that uniquely understands and celebrates Cultural Crossovers for who they are and where they’re going.
SHARED VALUES & ASPIRATIONS • Community focused • Respect for tradition with an eye toward the future • Refined • Inspired/Innovative • The perfect balance of style and performance • Making a statement • Unconventional
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POSITIONING STATEMENT
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Dreams Fuel the Drive Rationale: Our research uncovered an invaluable insight that Cultural
Crossovers believe that if you are an innovator, you have some level of power because you can change the way people live and think
BRANDING
STRATEGY
OVERVIEW
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TARGET They are fueled and driven by their dreams
TARGET
McMahon & Tate built the Your Life in Drive campaign around the major obstacles we believe Nissan has to overcome in order to resonate with Cultural Crossovers: • McMahon & Tate built the Your Life in Drive campaign around the major obstacles we believe Nissan has to overcome in order to resonate with Cultural Crossovers: • The brand is not top of mind, nor is it an aspirational brand • It is viewed as the Silver Standard of Luxury for those who do consider it • Cultural Crossovers do not associate Nissan with innovation By aligning shared values between the brand and the target, we see great potential for leveraging the following insights and achieving the campaign objectives:
They see themselves as innovators and believe they can change the way people live
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BRAND Dreams fuel the drive, this is your life in drive
BRAND Innovation for All
TARGET
BRAND
Loyalty is the reward for brands that are purposeful, communityfocused, and impactful
Empower and incentivize dealerships to be active community partners and support local efforts with relevant national promotions and sponsorships. Show how Nissan facilitates putting the Cultural Crossovers’ lives into drive
TARGET
BRAND
Decisions are based on the brand’s “why factor” – what do they believe/value
Reinforce the “why factor” and allow the target to self-define those values through usage and purchase of the brand’s product line
YOUR LIFE IN DRIVE
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YOUR LIFE IN DRIVE
STRATEGY
Your Life in Drive captures the drive that fuels the dreams of Cultural Crossovers. This campaign will reinforce the “why” factor to allow the target to self-define their world and the way they move through it. Nissan doesn’t provide just a vehicle, but a place where simple, small occurrences can transform into lifelong memories.
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Dealerships activate community immersion projects
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McMahon & Tate has developed the Nissan Engagement Ecosystem model to illustrate how the campaign will be deployed, the interconnectivity between Nissan, Cultural Crossovers and the dealerships, and how to maintain the integrity of the strategy by clearly defining the roles each member of the ecosystem plays in building relationships. This model allows Nissan to frame the “why,” empower the dealerships to embody the “why”, and motivate the target to actively engage with the brand.
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NISSAN ENGAGEMENT ECOSYSTEM MODEL
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NISSAN
Cultural Crossovers realize and respond to localized initiatives
L S A R ER U T OV L CU OSS CR
CREATIVE
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Our print executions continue the campaign’s focus on inspirational storytelling. The advertisements feature two layers, a transparent top layer featuring a real member of the target and their advice for how others can put their lives in drive. Under this layer of transparency, is an additional page which mimics a traditional car advertisement with a Nissan in motion.
} “Keep pushing forward, changes and pivots are good but stopping completely doesn’t help. You move anywhere.”
“An amateur practices until he can get it right, a professional practices until he can’t get it wrong.”
“You can’t chase your dreams while you’re walking.”
OUT OF HOME
CREATIVE
Taxi/Subway Ads
Billboards
CREATIVE
Name and title appear and dissapear. Kid leaning against his Nissan. He starts speaking about his love of shoes. VO: I freakin’ love shoes. Sneakers, high tops, boat shoes, I have 90 pairs. Some call it a sick obsession, I call it my life.
Name and title appear and dissapear. Woman is leaning on car VO: Thanksgiving at our house is always insane.
Kid is holding up shoe and talks about how he wants to start a business around them. VO: Since my first pair of Jordan’s I’ve wanted to open a sneaker boutique it would be set up like a bank vault, filled with the flyest kicks around.
Family is talking and having a fun time VO: Tons of people and never enough chairs but lots of laughing and old stories.
TELEVISION
Kid is in class interacting with professor VO: In the class, I worked on the idea and decided that a good place to start would be to start a mobile shoe boutique.
Woman is working with her mother to cook the turkey VO: This year was my year to take the torch from my mom and cook thanksgiving dinner.
Kid is in a college library studying VO: I signed up for an entrepreneurship class two years ago.
Woman puts the turkey into the oven to bake, but sets it to clean VO: Like a total rookie, I made the mistake of turning the oven to clean instead of bake.
Kid is driving and speaking to the camera
Green Street car is parked and Kid is selling clothes
VO: I ended up getting a grant for it, and opened the truck last summer.
VO: It’s just the first step to the store, but here I am.
Kid is still leaning against the Nissan. Finishes his speech and fades out. VO: And it’s my life in drive.
Kitchen is filled with smoke
Family in Nissan SUV Woman is leaning go to pizzeria on car
VO: Within minutes the kitchen was filled with smoke and my dream to prepare the perfect dinner was ruined, but my family pulled it together and came up with a back up.
VO: After hours of searching we finally found an open pizzeria and created a new story to tell next year.
VO: Next year I’ll get it right, just wait and see. This is my life in drive.
Black background. The Nissan logo fade in. VO: Nissan. Your life in drive
Black background. The Nissan logo fade in. VO: Nissan. Your life in drive
TELEVISION
Name and title Shot of kids in front appear and dissapear. of computer/mixing Shot of AJ in front of board the mic VO: Eventually we VO: In middle school started making and my two best friends selling CD’s for five and I used to enterdollars around our tain ourselves by school. making rap songs on iTunes.
Name and title Shot of wedding appear and dissapear. details, table, place Shot of Sofia Perez settings, etc. talking VO: From the VO: I spent months invitations all the planning my dream way down to the wedding, from the font on the place invitations all the way settings. down to the font on the place settings.
Shot of AJ sitting on stairs talking to camera
Shot of AJ and friends celebrating decision
Shot of AJ and friends on stage in front of crowd
VO: We got popular among the high school kids in our area.
VO: We decided to try and book a show.
VO: We got a tiny little cafe and filled it with hundreds of people.
Shot of dj expectations
Shot of dj coming Shot of Sofia tearing out of car with kara- up and crying oke machine VO: We wanted a DJ VO: I was on the since everybody in VO: The day of the verge of tears, but my family has such wedding, our so then my fiance came different tastes. called “DJ” brought over and calmed me out a karaoke madown. That’s why I chine! love him,
CREATIVE
Shot of AJ rapping VO: The energy in the room was unforgettable.
Shot of wedding party having a blast VO: despite this set back, it was still the perfect wedding, our family had so much more fun with the karaoke machine.
Shot of AJ talking to camera again VO: That night, my dream started to become my reality. This is my life in Drive.
Couple driving off
Black background. The Nissan logo fade in. VO: Nissan. Your life in drive
Black background. The Nissan logo fade in.
VO: I was able to share some of the best laughs with VO: Nissan. Your life each member of my in drive new family
STRATEGY
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DIGITAL
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The digital strategy for “Your Life in Drive” focuses on creating social content, dramatically increasing user interaction with the Nissan brand, and using these interactions to scale and promote the brand’s presence online and on social media.
NISSAN SOCIAL MAP MICROSITE Stories // Engagement
Social Map Content Site
Stories Facebook Posts andTweets Article Tweets and Facebook Posts
Articles // Impressions Owned media Earned media Paid media
Sponsored Stories Promototed Tweets/Trend Outbrain Placement Re-Targeting Display Ads
Concept: create a map overlay of the United States organized into states. Users can post stories anywhere on the map highlighting their stories as Nissan users. These stories can consist of a headline, text, optional zipcode location, images, videos, and Nissan vehicle type. Users can share these stories, once created, onto their own channels. The Nissan brand can also post their own “stories” onto the social map. Objectives: to increase and highlight user interactions with the Nissan brand. Also to crowd source user-generated content that can be shared by Nissan on their own social media channels. Elements: • Utilize Facebook, Instagram, Twitter, and other APIs to make uploading images/video • Viewers can sort posts by time, vehicle type, or story type • Promote heavily with social media and mobile advertising • Take user-generated content from the Social Map and share onto Nissan’s social media channels • Create Facebook Sponsored Stories from the Social Map “stories” and onto Facebook • Promote with StumbleUpon Paid Discovery.
TWITTER “STORIES” TWEETS Concept: takes stories from the Social Map and tweet them under Nissan’s Twitter account. Objectives: increase awareness of customer stories on Twitter. Highlight individual Twitter users. Elements: • Pick Social Map stories that include user’s Twitter handle. • Tweet short descriptions of the customer’s story and @mention their account.
TWITTER #YOURLIFEINDRIVE PROMOTED TWEET/TREND Concept: select a celebrity who will tweet their personal Social Map story and create a Promoted Tweet and Trend with #YourLifeInDrive to promote the Social Map. Objectives: increase awareness of the Social Map and promote Nissan customer stories. Elements: • Select a celebrity who fits the multicultural Millennial demographic. • Celebrity will enter their own Nissan story on the Social Map and then share it on their personal Twitter account. • This tweet will become the Promoted Tweet promoted by Nissan that is the tweet of the #YourLifeInDrive promoted trend.
DIGITAL
STRATEGY
TWITTER “STORIES” TWEETS Concept: curate stories or images posted onto the Nissan Social Map and post them onto Nissan’s Facebook Timeline. Highlight both customer stories and stories posted by the Nissan brand. Objectives: to increase fan engagement with more relevant content that complements the “Your Life in Drive” tagline. Elements: ● Focus primarily on images from the Social Map. ● Feature a “customer story/image of the week” on the Facebook page.
FACEBOOK SPONSORED STORIES ADS Concept: curate stories posted onto the Nissan Social Map and post them onto Nissan’s Facebook Timeline and create Sponsored Stories ad units with them with mindset of “Your Life in Drive”. These ads will be tailored to specific and relevant audiences. Objectives: increase user engagement with the Nissan Facebook Timeline. Scale fan adoption among geographic communities through relevant advertising. Elements: ● Post curated stories from the Nissan Social Map, create Sponsored Stories ad units. ● The stories will be taken from certain cities or regions. In turn, the ad units will be targeted specifically to the same cities or regions. ● Target every major city and region with Social Map ad units. ● These posts can be hidden from Nissan’s Timeline to ensure that every major city or region can be targeted with these ads without overcrowding the Nissan Timeline with visible posts.
STRATEGY
DIGITAL
“DRIVER’S MANUAL” MICROSITE Concept: create a microsite that generates written content or videos that are relevant and helpful to car owners or car buyers. Objectives: generate more Nissan branded content that will disseminate throughout the web, create relevant and useful information for car owners, and build goodwill with the Nissan brand. Elements: ● Write how-to’s, “tips for...”, and “did you know” articles or videos that tackle the problems of owning, maintaining, or buying a new card. ● Generate a variety of images, articles, and videos.
OUTBRAIN CONTENT-TO-CONTENT MARKETING Concept: increase readership of the content on the Driver’s Manual microsite by marketing to online users who are reading similar content using the content-tocontent platform Outbrain. Objectives: increase readership of the Driver’s Manual microsite and increase impressions of Nissan generated content. Elements: ● Outbrain will target car-related content elsewhere on the web and list content from the Driver’s Manual microsite as a “suggested read” at the end of these articles. ● Will utilize the Outbrain content-to-content platform.
DIGITAL
STRATEGY
NISSAN UNIVERSAL LANGUAGE MOBILE APP Concept: provide a mobile application for drivers that serves relevant content and provides useful functions for drivers in all languages. Objectives: create goodwill with the brand among Nissan drivers and serve relevant content on mobile devices. Elements: ● Supports every language among the target demographic. ● Five tabs on the mobile app: content feed, how-to, inspection reminders, important information, and locator. ● Content feed tab provides a feed of new articles from the Nissan content microsite. ● How-to tab lists useful content from the Nissan microsite such as how to change a tire or jumpstart a car battery. ● Inspection reminders tab allows users to mark when they last had important inspection done on their Nissan vehicle such as an oil change. This function can push notifications to the user when their vehicle is due for another inspection. ● Important information tab allows users to store important personal information such as their insurance card, registration information, license plate number, and oil change sticker. ● Locator tab allows users to locate the nearest auto mechanic shops, gas stations, or Jiffy Lubes. ● App will come with a one-time free oil change coupon courtesy of Jiffy Lube to incentivize useradoption.
RE-TARGETING DISPLAY ADVERTISING Concept: target Internet users who have recently viewed the Nissan website with personalized ads that will lure them back to the Nissan website. Objectives: drive prospective customers back to the Nissan website and other owned media increasing chances of sales among these prospective customers. Elements: ● Internet users who have recently viewed the Nissan website, the Driver’s Manual website, or any other Nissan web properties are tracked after viewing any of the websites. ● While visiting other websites these users are targeted with personalized display advertising that could incentivize them to click and re-enter a Nissan website. ● Users who have viewed a truck on the main Nissan website could be targeted with truck-maintenance related content on the Driver’s Manual website. ● Users who have viewed truck-buying advice content on the Driver’s Manual microsite could be targeted with display advertising that leads to profiles of Nissan trucks on the main Nissan website.
PROMOTIONS
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STRATEGY STATEMENT
YOUR LIFE IN DRIVE
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McMahon & Tate’s approach will bring the Nissan ecosystem model to life by implementing a series of buzzworthy promotions, sponsorships and product placement. Our executions are driven by local stories, which will support national efforts to fuel dreams into drive. By providing dealerships with the means to support local community initiatives, Nissan will build an authentic and empowering relationship between dealerships and the target. This relationship will result in a valuable brand perception of Nissan.
PROMOTIONS
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IdeaPaint Cars A fleet of Ideapaint Nissan cars will travel to different major cities across the nation. On these cars, people will write what fuels their dreams and drives. Nissan representatives and crew will travel with each car to document the motivations. People will be able to follow the cars and stories across the country via social media. After ideas have been written on the cars, they will be exhibited at different museums within the regions that the ideas came from, such as Chicago Cultural Center, MOMA and Smithsonian.
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March Madness Promotion Nissan will reach the target with a promotion tying in with office bracket pools. Through a partnership with ESPN’s Tournament of Tweets (#MM2013), participants will be asked to tweet their team’s hashtag to help them win the ultimate Twitter battle. Selected fans of the team with the most tweets would win a a trip to the Final Four. Students and alumni of the national champions will get discounts to purchase a Nissan.
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Car Show Virtual Reality in a Nissan Nissan will partner with Google and Facebook to create a virtual driving reality. People will get in a Nissan and enter their demographic information. The major events of their lives will be projected around the car to simulate driving through time. Based on the information entered projections will illustrate where they’ve been and where they’re heading. This will also have an online component partnering with Facebook. Users will be able to create Your Life in Drive Timeline. A Nissan Avatar based on the Nissan they currently drive or aspire to drive will frame their timeline on their Facebook page and replicate the car show event using video images of places from user’s major life events.
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Nissan Drive-In Theater Flash mob drive-in movie theaters will be sponsored by Nissan and implemented through local dealership as part of the community immersion effort. The event will be promoted through local radio stations and a fleet of Nissan’s – courtesy of the dealers – will be on hand for participants to test drive.
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Nissan Turned Recording Studio The interior of a larger Nissan vehicle will be transformed into a recording studio with turntables, microphones, and recording equipment to create a mobile recording studio that will follow around a concert tour for Pitbull. People will be able to create music with their friends to download and post the songs on Facebook. Participants can enter their song into a contest for a chance to record a song with Pitbull.
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Nissan “Drive your Community” Nissan will provide area drivers education programs with Nissan vehicles to align the target’s first driving experience with Nissan. Nissan will also sponsor time at communal work centers in major cities to help young entrepreneurs. It will support people’s dreams, help them start businesses and projects.
SPONSORSHIPS
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Nissan Dream Lab Nissan will sponsor an engineering program in various community colleges with a large population of Cultural Crossovers that helps students come up with new automotive technology. Nissan engineers will be mentors for the program. Nissan will be helping the community and promoting innovation in places that have less opportunities. Teams will compete for a chance to earn a car and career opportunities at Nissan. It will run during the 2013-2014 academic year.
PROMOTIONS
YOUR LIFE IN DRIVE
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Award Shows Nissan will help sponsor and underwrite awards shows such as Premio Juventud (July 19, 2012), Latin Grammys (November), BET Awards (June 24), Soul Awards (last weekend of November), Grammys (February) to further support the target’s achievements. This will consist of both ad buys and a social TV component - questions related to the show (what was your favorite scene? Who do you think will win album of the year?), sponsored by Nissan.
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Nissan Experiential Commercial-free Online TV Content Nissan will offer a branded portal on Hulu so its target may watch its favorite TV shows commercial-free for up to three hours per day. Streaming online video is particularly popular among Asian Americans, who stream up to 10 hours and 39 minutes of content on average - more than double the national average
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30 under 30 mentors for people who are starting new ventures Forbes’ Magazine’s 30 under 30 list features successful young entrepreneurs and leaders in business, tech, law, media, and art and design categories, among many others. Through a partnership with Forbes, Nissan will create a contest where each 30 Under 30 honoree will be matched with a hopeful entrepreneur for a month-long mentorship program. The month-long experience will be documented and used as video content for the MICROSITE. Nissan will present an innovation award to the mentor who has most effectively driven his or her mentee to success during the term of the formal mentorship.
EVENT SPONSORSHIP
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“Nissan Suite” VISUAL The “Nissan Suite” will include a branded box of seats and a car in the stands at events like the Superbowl, World Series, and soccer matches leading up to the World Cup. People can sit in the box seats or in the car in the stands and experience features of the car, while watching a game. Placing a car in the stands will garner more attention and get television coverage during the game showing people having fun inside of a Nissan.
•Awareness •Experiential •Community Involvement
PRODUCT PLACEMENT
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“Q’ Viva! The Chosen” The premise of the show is to celebrate a world of talent. This campaign will provide Nissan vehicles to hosts Marc Anthony and Jennifer Lopez to travel around Latin America. After the show the Nissan’s will be auctioned off and all proceeds will go to charity of Anthony and Lopez’s choice. Q’viva will be simultaneously televised on Fox and Univision and is tailored towards Cultural Crossovers. Currently, Blackberry and its Playbook Tablet, along with Kohl’s, are the main advertisers on the show, an opportunity for Nissan to be the first automotive sponsor. Furthermore, the show increased Univision’s audience by 37%, and among adults 18-34 by 33%. The premiere generated social media engagement with more than 55 million impressions on Twitter, according to Radian6.
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Modern Family This show has 892,000 Hispanic viewers on average; as a whole, it reaches 10.6 million viewers ages 18 to 49. Nissan will sponsor an episode about one of the daughters getting a car from its vehicle lineup. Nissan will create a social TV content where the target can interact with each other, have discussions, and vote on favorite shows and episodes.
MUSIC VIDEO/ARTIST PRODUCT PLACEMENT
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Drake Aubrey Drake Graham is an extremely influential hip-hop artist who is of African American and Jewish-Canadian descent. A partnership could be made with the artist where a Nissan car is placed in one of his music videos or a TV commercial where Drake is seen driving a Nissan. Using Drake as the image of Nissan would capture the 18-30 multicultural target because of his ethnicity and the popularity of his music with our target. Steve Aoki A multicultural House Music Dj of Asian American/German descent. He is popular with the 18-30 year olds. Nissan would sponsor a tour where he mixes music out of the back of a Nissan converted into a DJ booth. The car could be converted for him to mix a set of music from. It would be incorporated into his show and fitted with lights and appear to be powering the venue’s speakers.
MEDIA PLAN
OVERVIEW OVERVIEW OF BUY:
MEDIA: LASTING EXPOSURE
The “Your Life in Drive” campaign uses an aggressive media strategy that will guide our target from awareness to adoption and lasting favorability.
MEDIA OBJECTIVES:
• Speak to our target during key lifestyle moments and important milestone experiences. • Expose 85% of our target to our messaging at least 5 times across various media. • Utilize promotions and non-traditional advertising to reach our target when they are most willing and able to experience the Nissan brand. • Place added emphasis on the top five multicultural markets in which our campaign will expose 83% of our target to our messaging at least 7 times.
RATIONALE:
To appeal to our diverse and changing target, we will focus on promotional, non-traditional, and traditional platforms. We will use traditional media at strategic settings where life decisions and emotions are top of mind. Additionally, we will integrate promotional and non-traditional placements with interactive and social executions – highlighting the experience and promoting shared ideas and emotions online and mobile. Our target needs to positively experience brands that require financial and lifeshaping decisions. They expect to gain access to these brands quickly, efficiently, and practically in order to imagine how it fits within their lives. When selecting media vehicles, we took this perspective into consideration along with key research insights.
Television: $47,035,000- McMahon & Tate recognizes that a large percentage of our target feels most comfortable receiving their messaging from traditional sources. Most of our budget will focus on specific networks that index high with our target. Spot buying will be utilized, especially during the Playoffs, to reach the majority of Multicultural Millennials. Print: $11,846,444- Continuing our focus on traditional media, we will step out of the box by creating non-traditional print ads that truly engage with our target. We will devote more money to print in order to finance the extra costs of printing and binding. Radio: $11,846,444- We have chosen nine markets that contain heavy populations of our Multicultural Millennial target. Each market will have a year-long rotation of :30s spots that highlight our messaging strategy. Internet: $995,954- Valuing strategic placements and cost-effective measures, McMahon & Tate will devote a portion of our budget to a dynamic buy. This will display our ads in relevant locations with the cheapest price. The rest of our Internet budget will fund interactive websites and twitter promotions. Out-of-Home: $14,490,000- Once again we chose to advertise in our nine most popular markets while travel is at top of mind. Non-Traditional and Promotions: $15,520,000- We will target a group of lively and engaged individuals. Non-traditional and promotions will be executed on lifestyle moments and major milestones that are target identifies with. We will speak to them when they will be most receptive to our messaging.
MEDIA CALENDAR Media Impressions
Cost
$ 47,035,000.00
Television 1,884,902,000
$ 11,846,444.00
Print 927,468,876
$ 5,873,811.00
Radio 176,641,990
$ 2,316,000.00
OOH 225,549,594
$
995,954.00
Internet 160,340,448
$ 1,030,000.00
Non-Trad 126,000,000
$ 14,490,000.00
PR/Promotions 130,688,000
$ 84,487,209.00
3,631,590,908
MEDIA PLAN
Feb
March
April
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan
Feb
Feb
March
April
May
June
July
Aug
Sept
Oct
Nov
Dec
Jan
Feb
MEDIA PLAN TELEVISION
COST
BET MTV Comedy Central Bravo Telemundo Univision Super Bowl NBA Baseball MLS Sunday Night football South Park The Voice American Idol CSI Miami Modern Family The Cleveland Show GMA Amazing Race
$2,000,000 $2,000,000 $2,000,000 $1,000,000 $2,000,000 $2,000,000 $5,000,000 $5,000,000 $4,200,000 $600,000 $1,500,000 $800,000 $2,400,000 $4,500,000 $750,000 $3,000,000 $560,000 $6,000,000 $1,725,000
Maxim GQ Game Informer People Cosmopolitan Parenting Spin Sports Illustrated Newsweek Essence Ebony Latina Vibe
COST $1,269,225 $807,185 $724,430 $1,529,500 $732,300 $639,750 $2,630,000 $1,571,200 $892,000 $508,500 $304,220 $88,134 $150,000
$11,846,444
RADIO
COST
New York $997,242 Los Angeles $1,189,007 Chicago $661,549 Miami $361,155 Houston $527,208 Atlanta $557,820 DC $585,724 Philly $493,428 Dallas $500,678
$5,873,811
NON-TRADITIONAL
OOH
COST INTERNET
New York Los Angeles Chicago Miami Houston Atlanta Washington DC Philly Dallas
$552,000 $285,000 $402,000 $285,000 $285,000 $285,000 $552,000 $285,000 $285,000
$3,216,000 COST
Virtual Reality Nissan 4,000,000 Nissan Suite @Superbowl 105,000,000 Idea Paint Nissan 10,000,000 Nissan Recording Studio Pitbull Concerts 7,000,000
126,000,000
$47,035,000
PROMOTIONS
BUDGET COST
Facebook Hulu Twitter Promoted Trends/Tweets Social Map website Mobile App Content Microsite Yahoo ESPN.com Sports Illustrated Hypebeast Mommy blogs Mashable TechCrunch Engadget Gawker Gizmodo Jezebel HypeMachine Pitchfork
$8,400 $202,554 $240,000 $120,000 $200,000 $50,000
$175,000
$995,954
COST
Nissan Drive-In $2,000,000 Dealership promo $3,800,000 Drivers Ed promo $600,000 Nissan Dream Lab $1,000,000 Modern Family $3,000,000 Forbes 30 Under 30 $50,000 Q’Viva! The Chosen $2,000,000 Premio Juventud $40,000 March Madness $200,000 BET Awards $400,000 Soul Train Awards $300,000 Grammys $500,000 Drake and Steve Aoki Music Videos $600,000
$14,490,000
TOTAL: $99,999,999
IMPRESSIONS TELEVISION
IMPRESSIONS
BET MTV Comedy Central Bravo Telemundo Univision Super Bowl NBA Baseball MLS Sunday Night football South Park The Voice American Idol CSI Miami Modern Family The Cleveland Show GMA Amazing Race
33,500,000 63,000,000 73,850,000 22,000,000 48,600,000 106,750,000 110,000,000 1,063,090,000 62,370,000 7,600,000 4,769,000 7,920,000 55,160,000 100,191,000 12,880,000 28,600,000 19,072,000 53,550,000 12,000,000
PRINT Maxim GQ Game Informer People Cosmopolitan Parenting Spin Sports Illustrated Newsweek Essence Ebony Latina Vibe
1,884,902,000
NON-TRADITIONAL
IMPRESSIONS
IMPRESSIONS
Virtual Reality Nissan 4,000,000 Nissan Suite @Superbowl 105,000,000 Idea Paint Nissan 10,000,000 Nissan Recording Studio Pitbull Concerts 7,000,000
126,000,000
47,385,000 15,330,000 37,465,000 33,780,000 56,490,000 45,704,500 214,690,000 344,755,376 16,815,000 35,817,000 20,292,000 55,000,000 3,945,000
RADIO New York Los Angeles Chicago Miami Houston Atlanta DC Philly Dallas
IMPRESSIONS
Nissan Drive-In 10,000,000 Dealership promo 4,000,000 Drivers Ed promo 15,000 Nissan Dream Lab 1,000,000 Modern Family 144,000 Forbes 30 Under 30 4,000,000 Q’Viva! The Chosen 10,000,000 Premio Juventud 6,000,000 March Madness 69,309,000 BET Awards 8,000,000 Soul Train Awards 1,600,000 Grammys 15,000,000 Drake and Steve Aoki Music Videos 1,620,000
130,688,000
TOTAL IMPRESSIONS: 3,631,590,908
IMPRESSIONS 30,841,104 43,864,630 18,747,984 12,643,008 17,729,661 13,317,009 11,460,543 12,417,171 15,620,880
176,641,990
INTERNET
927,468,876
PROMOTIONS
MEDIA PLAN OOH
IMPRESSIONS
New York Los Angeles Chicago Miami Houston Atlanta Washington DC Philly Dallas
36,905,471 59,003,019 4,271,060 23,435,825 32,290,600 6,050,028 30,708,002 22,840,722 10,044,867
225,549,594
IMPRESSIONS
Facebook 15,000,000 Hulu 4,340,448 Twitter Promoted Trends/Tweets 76,000,000 Social Map website 5,000,000 Mobile App 5,000,000 Content Microsite 5,000,000 Yahoo ESPN.com Sports Illustrated Hypebeast Mommy blogs Mashable 50,000,000 TechCrunch Engadget Gawker Gizmodo Jezebel HypeMachine Pitchfork
160,340,448
EVALUATION
YOUR LIFE IN DRIVE
McMahon & Tate places a high value on listening to and creating an authentic relationship with the Cultural Crossovers. We will examine the campaign’s creative, digital, promotional, and media efforts in a variety of ways throughout the entirety of the Your Life in Drive campaign.
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If target reach results in a 5.5% success rate, it will yield 264,000 new vehicle leases and sales increasing multicultural market share by 5%. The campaign’s efforts will also increase brand awareness by 39% amongst the country’s overall multicultural millennial population of 28 million.
Cultural Crossovers are made up of 8.8 million multicultural millennials looking to buy or lease a new vehicle. During the the different stages evaluation of the campaign should reveal that objectives were met in the following ways: Early Adopters (13%):
1.12 million Cultural Crossovers
80% reach (with 7 frequency) will yield 896,000 Cultural Crossovers Early Majority (34%):
3 million Cultural Crossovers
}
70% reach (with 5 frequency) will yield 2.1 million Cultural Crossovers Late Majority (34%):
3 million Cultural Crossovers
60% reach (with 3 frequency) will yield 1.8 million Cultural Crossovers Total Cultural Crossovers looking for a new vehicle reached:
4.8 million
The Your Life in Drive campaign will measure progress in the following areas: • Brand Awareness and Recall • Traditional Media Impressions • Interaction, Sentiment, Reach, and Impressions • Visits to Dealerships These aspects will be measured before, during, and after the campaign to determine what aspects of Your Life in Drive have been successful and those that can be improved on through: ● Instant surveys and brand/product recognition tests to determine the effectiveness of messaging. ● Page views, unique visitors, length of interactions, and search engine page rankings to determine the effectiveness of the digital and social strategy. ● Sentiment analysis through Crimson Hexagon to analyze social voice of Cultural Crossovers.
WORKS CITED AdAge AdWeed Arbitron Asian Nation Automotive News Bowden PR Boy Scouts of America Youth and Family Research Center Brandweek Carwoo Census Consumer Behavior 2009 5th Edition Consumer Lifestyles in the US
EBSCO Host Edleman Edmunds Auto Observer Encyclopedia of Major Marketing Campaigns Vol. 1 Examiner.com FastCompany Gale Virtual Reference Library Harvard Business Review Hispanic Ad Hispanic PR Wire Hispanic Retail 360 Hoover Image USA LA Times Mashable Media Market Guide Media Post News Mintel MotorTrend
THANK YOU Emerson College Department of Marketing Communication Latoya Hanky Ashley Blais Sarah Murphy Linda Blandino Taylor Light Edward Wabash DJ Capobianco William Rosenberg Don Hurwitz Tess Fallon Janis Andersen Marc Hamilton Peter Seronick
New York Times NPR Oligvy PCG Digital Marketing Pew Research Center Reuters Road and Travel Snapdata Research Strategic Vision TED Talk The Louisiana Weekly US News Univision USA Today Wall Street Journal Wired Washington Post
TEAM Jaguar Graphics & Print
Freddy Arce Aaron Black Kevin Crompton Amanda Cuoco Samantha Currie Doria Dallos Emily Dyess Fernando Febres Lauren Gaba Angelica Galan Cara Gluck Rubi Godinez-Zazueta David Hermer-Fried Katherine Horn Julie Hubbard Amelia Jiminez
Christopher Kaine Melanie Katz Justyna Lewinska Yelana Loiselle Lauren Mandel Ryan Mazie Quin McKinley Stephanie Miceli Hiroki Murakami Kenneth Ott Minh Pham Adrian Plotnicoff Divya Reddy Eric Smolen Christopher Somerville
Cedrine Streit Paige Wyman Kento Yamada Lydia Zamparelli Advisor: Douglas Quintal Graduate Assistant: Martha Herrera