JOIN the MOVEMENT.
TABLE OF CONTENTS
hoof & horn advertising TAMPA BAY
“
”
There’s a way to do it better—find it. Thomas edison
Executive Summary................ 2 Situation Analysis................... 3 Research..................................4 Target...................................... 8 The Big Idea......................... .10 Creative Rationale............... .11 Creative Executions............. .12 Lifestyle Event......................2 0 Event Marketing....................2 1 Public Relations....................22 Sales Promotions..................24 Dealership Environment.......25 Media Plan............................2 6 Measurement & Evaluation...30 Concept Testing.....................31 Our Team...............................32
1
EXECUTIVE SUMMARY The central goal of our marketing campaign focuses on strengthening Nissan’s position in the market as the leading, innovative automotive company in terms of design and engineering. Furthermore, this position must be articulated clearly and consistently to our target audiences, African American, Hispanic and Asian American Millennial consumers in the US. This campaign will ultimately lead to increased market share across the multicultural target in a way that speaks directly to them. The advertising and promotional strategy will set Nissan apart from its competition. The campaign ensures that Nissan owns the word “innovation” in the eyes of Multicultural Millennials (MC Millennials). According to our research Nissan already has an innovative product line but it is the innovative brand image that eludes them. The ensuing marketing strategy serves to build the brand as one of innovation beyond vehicles to an embodiment of all Nissan’s interaction with Millennial consumers. This mantra is about enlightened marketing, where the company’s contribution to society is focused on innovation. Despite the decades of tried-and-true marketing segmentation by race or ethnicity, our research insights suggest a new way to segment, frame, classify and understand the consumer. Millennials look past gender and ethnicity, beyond stereotypes and prejudice to appreciate an individual’s character. In focus groups and personal interviews, MC’s expressed their feelings about targeted marketing and insisted Nissan break down the barriers and treat Millennials as one market. In other words, the ethnic marketing segments and ethnic advertising methods are ineffective in reaching MC’s. Our research suggests focusing on what our target audience has in common rather than how they are different. Millennials share a love for and dependence on technology. Our plan is to reach all Millennials as a unified market by conveying a message that addresses social responsibility and a closer relationship with the brands. We have not only positioned Nissan as more than an auto manufacturer, but also as a brand committed to bettering the communities it serves. Nissan’s dedication to innovation, environmental sustainability and the desire to reach Millennial consumers has presented us with an incredible, innovative opportunity. That opportunity is Ally. ALLY is a broad program that incorporates multiple aspects that will appeal to Millennials. ALLY will encourage and reward innovative minds through scholarships in science and engineering. It will organize Millennials to interact closely with their communities. Further, it will expand, promote and rebrand Nissan’s One-to-One Rewards service. The campaign will immerse Nissan in community involvement and build on its social media platform: both critical in reaching Millennials. We will show our target consumers that we are a profitable brand and are dedicated to improving the long term welfare of society. To truly revolutionize the way cars are marketed, we have taken a creative risk and sell innovation using innovation.
2
SITUATION ANALYSIS
Opportunity to leverage brand perception and brand loyalty.
Strengths -- 60 percent of parts for Nissan models are made in the USA** -- Nissan finished 2011 with a 15 percent increase in annual US and Canada sales despite shortages in July -- Nissan-Renault partnership with improved quality, expanded global reach and increased consumer base -- Second most ‘green efficient’ car company behind Toyota* -- Wide geographic base, with 35.3 percent of revenues coming from the US and Canada
Weaknesses -- Declining brand image due to product recalls -- Nissan is not defined by its term “innovation” -- Mixed brand perception and positioning -- Weaker financial performances than preferred expectations
Opportunities
Threats
-- Change marketing philosophy to better reach Millennials -- Create a better customer relationship and coonection with the brand and the dealerships -- Build consumer perceptions of Nissan as a ‘green’ brand (do not limit perceptions to the LEAF) -- Competitors are facing numerous recalls -- Strong research and development to raise the bar in the market and pave the way for the future of automobiles
-- Highly competitive automotive market
*Nissan received a number 2 ranking based on our survey findings **Consumer Reports
-- Saturated market with too many choices -- Emerging automobile brands, increased competition could lower sales -- Competitors have clearly defined positions and the brands can be indentified in one word -- Toyota has expanded the Prius line-up and other hybrid offerings -- Increased fuel prices
3
HYPOTHESIS
Survey: Top 10 Auto Brands
Most Millennials are assimilated to American culture through music, sports, dance, cartoons, movies, TV, social media, lifestyle, and cars. The boundaries between ethnicities are invisible. Millennials don’t see their multiple cultures as the means to reaching them; rather, it’s their attitude, mobility, technological savvy, and better education. RESEARCH PROCESS 8,485 responses were collected from 18-29 year olds in 39 American states and Canadian provinces. Research was performed at car dealerships to understand the number consumer habits of our target market, as well as at local nightclubs and soccer games to understand their social and cultural habits. Methodologies: - Surveys - Focus Groups - Personal Interviews (in-person and online) - Ethnographic Research - Observational research
4
BRAND INSIGHTS
1,040
8,485 Total Research Impressions
5,553
Social Media Impressions
1. Honda
2. Toyota
4. Nissan 6. Volkswagen
5. Chevrolet 7. Mazda
9. Jeep
3. Ford
8. Hyundai
10. Mitsubishi
Top 10 Brand Attributes Affordability/Value Design/Style Functionality/Fits lifestyle
Gas Mileage
Survey Respondents
Safety/Reliability 62
Focus Group Participants
230
Personal Interviews
Fun to Drive Performance/Engine Power
Technology
Innovation for SOME. In our primary and secondary research, we found that the Millenials who currently drive a Nissan or have driven one in the past were not only brand loyal, but acted as brand experts. Many Nissan fans regarded the cars as “luxurious,” which gives Nissan the “advantage” over automobile brands like Toyota, Honda, and Ford. Their love for the brand created curiosity as to why other Millenials didn’t view Nissan the same way; as their #1 choice among automobile brands. Millenials who had never driven a Nissan before looked upon the brand rather indifferently or regarded it as “cheap quality” compared to other brands. With Nissan’s position of #4 on the top automobile list our research there is an enormous opportunity to gain market share targeting Millennials. To see how Millenials view Nissan as a top company, we looked at the 10 attributes that our target demographic associated with the brand. The attributes were all positive when describing Nissan but we realized that the word “innovation” was not on the list. With the tagline “Innovation for All”, ‘innovation’ should be the main brand brand attribute that consumers attach to Nissan. There is clearly a disconnect that needs to be solved. Nissan has quality cars; the brand as a whole needs to have solid brand positioning. Other companies like TOMS Shoes and Pepsi’s Refresh Project are seen as innovative brands to Millennials due to the community outreach and the good-natured giving behind the products that these brands sell. Consumers respond to companies that reach into the communities where these brands profit.
Eco-Friendly/Green Luxury
Is Nissan an “innovative” company? (according to our survey respondants)
53% No 47% Yes
When asked, “if Nissan were a person, who would they be...” “A cougar. Still hot, but has some mileage.” - Maytal, 27
5
MILLENNIAL INSIGHT
{
when asked about if they like being targeted to their ethnicity (without Caucasian/white response): demographic
}
61% of our multicultural respondents said NO 9% of our multicultural respondents said YES 30% of our multicultural respondents said Don’t Know 75% of our survey respondents use a smartphone
{
}
91% of our respondents
belive taking care of the environment is a priority
6
“I don’t think targeted ads translate well to the Hispanic culture.” -Teresa, 18
In order to learn about Millennials’ perceptions, we conducted surveys, focus groups and personal interviews. Additionally, we observed Millennials in dealership environments and at ethnocentric events. We found that Millennials are well-immersed in social media and technology. They want to be heard and connect with people all around the world who share similar interests.
“I feel that Millennials really do not notice or care about ethnicities or cultures. Today’s young adults seem to simply see past it.” - Damon, 22
“Smarter devices are prompting more occasions for people to create and consume visual content, while social media is encouraging that content to be shared on multiple platforms.” Millennials respond to what’s new and innovative. We have taken our extensive research findings and created a campaign that mixes visual with reality and the digital world. (http://adage.com/article/digitalnext/age-pinterest-instagram-marketers-image-strategy/233270/) (http://blog.hunch.com/?p=45344)
To be truly innovative
you must reach us with
ONE VOICE...
“ I associate myself as an American before I do Asian. I feel like I’m just like everyone else. I was born and raised in America. I am an American. Therefore, I am an ‘AmericanAsian’, not an ‘Asian-American’, ” -Danny, 19
“Stop putting the black family in the car right after you put white or Asian or Hispanic families in the car. It’s fake. We know you’re trying too hard. It’s not how you reach us.” - Erin, 20
7
TARGET
Don’t separate us.
MILLENNIALS AS ONE
Being a Multicultural Millennial in our society is much more than ethinicity and age. It’s about the idea of combining cultures and ideologies to create a world that respects individualism. Multicultural Millennials in America are given the freedom to break the barriers and dare to be unique in their own ways. Calling them out in their native language or their familial language doesn’t work. They want to be addressed like everyone else.
Brand Aspiration.
“Multicultural marketing to Millennials is ineffective if you’re going to market to cultures in silos.” Millennials embrace self-expression and seek out brands, fashion, entertainment, technology, media and education to set themselves apart, not their ethnicity. So, how do you reach them? They are Millennials who happen to be multicultural. Don’t insult with the narrowly focused oldschool “multicultural marketing.” They say that segmented marketing tries to hard, and that It’s so obvious when companies are focusing on a particular ethnic group. A Hispanic respondent said, “It’s not about what ethnicity you are because we’re all a blend. Even whites are a blend. They pick up habits from other cultures that live in the U.S., and at the end of the day we’re all the same, act the same and want the same things.” According to Ogilvy PR, “Interest matters more than ethnicity; whereas much of marketing has been focused on separating audiences into neat demographic groups based on race or ethnicity, Kevin Walker of Culture Lab shared the interesting perspective that Millennials today are more likely to be aligned by interest rather than ethnicity.”
8
Source: Stoute, Steve. Targeting Millennials? You Have to Think Outside the Traditional Color Lines. Advertising Age. Oct., 2011
9
THE BIG IDEA
A movement. A revolution. An initiative from a car company never before experienced.
CREATIVE RATIONALE Millennials aren’t looking for targeted messages, they want relationships with the brand, through ways that are relevant to their generation. Brands must have their own style, deliever positive emotional experiences and stay up to date to even be embraced by this new generation. ALLY is Nissan’s opportunity to speak to the Millennials on a more intimate level, catering to all the characteristics they desire from a brand. ALLY appeals to the green-conscious, philanthropic Millennials who want to be involved and a part of something bigger than them. But ALLY also gives Millennials that brand relationship that they desire through social media, and most importantly, the Garage. All of these aspects work together to not only raise brand perception in the eyes of Milliennials but eventually build brand loyalty in customers that will lead to brand advocacy.
Two-part movement that brings nissan’s connection with society and customers full circle. ALLY for the People
ALLY for the Customer
a movement that cares about our country, its natural beauty, and community wellness. aLLy is driven by you, the people of america who care about getting involved and making a advocating new music artists and fresh designers, aLLy is a movement powered by you, but it’s also a movement for everyone.
ALLY
nissan recognizes that a car purchase is no small decision. in the past, car companies have been so focused on selling you the car that the relationship with your car brand stops soon after the purchase. aLLy is your personal car confidante, supporter and partner. after your nissan purchase, new and existing owners get exclusive access to their own “Garage” where all issues, questions, and information about your nissan is available at your fingertips.
Join the movement. Process of ALLY :
10
brand recognition
brand favor
brand involvement
brand relationship
1 out of 4 Millennials around the world think they deserve more attention from brands.
ALLY is...
C cool R real U unique S H
self brand identification
Continuation of Consumer relationships
brand Loyalty
brand advocacy
happiness
brand conversations
brand leverage brand image
The easiest way build this relationship is through social media, monopolizing on Millennials’ constant connectivity.
This CRUSH brand model for reaching Millennials explains a new way for brands to connect with this generation. Through following all of these characteristics, ALLY will again lead customers to bond with the brand and beome valuable brand ambassadors.
11
TELEVISION
GUERILLA MARKETING
“ALLY in the Streets”
To keep with the theme of the ALLY commercial teaser along with the green initiatives, guerilla marketing will be utilized in a way that incorporates both of these concepts. The creation of self-growth moss ‘paint’ that is applied to the sides of buildings in the forms of the ALLY and Nissan logos will generate buzz around the communities where it’s placed. This is a different, fun and green way to reach to our target.
The Nissan ALLY television spot will be used in the beginning of our compaign to stir curiosity among MC Millennials. The spot starts off inside a Nissan driving around town. Three Millennials are then seen walking around town sticking the bio-degradable. ALLY logo stickers everywhere. The commercial continues to show the ALLY logo all around town. The Millennials then get back in the car and it leads the viewer to the ALLY Facebook site to learn more about the movement. The ALLY logo then breaks apart showing that Nissan is behind the movement.
The spot begins inside a Nissan car looking out into the city.
The ALLY logo is then shown on different walls around the city.
12
Unidentified Millennials get out of the Nissan Versa.
The viewer begins to follow the unidentified Millennials.
The Millennials begin to stick the bio-degradable ALLY logo stickers on store fronts, bikes, statues, and signs.
The Millennials get back in Nissan Adding to the curiosity of the spot The ALLY logo then breaks open to show the NIssan logo. having put the ALLY logo the viewer is led to the ALLY all around the city. Facebook page to learn more about what the movement is all about.
FOLLOW-UP TV SPOT The commercial will show footage of the ALLY 4 Earth tour featuring all three parts: environment, art and music. It will start by focusing on the millennials who help the environment and make our planet greener by planting flowers and trees at the event. The commercial will also feature a Nissan car with the exterior painted as art. The last spot of the commercial will be footage of the ALLY 4 Earth concert that is held at the event. It will also feature the winning musician playing their song at the ALLY 4 Earth concert. The objective of this commercial is anticipation. Throughout the ALLY 4 Earth five-month tour millennials will be voting on Facebook for their favorite artist and musician to be featured in the Nissan commercial. The winners won’t be shown until the commercial airs. This will get millennials involved by giving the winners a chance to showcase their art or music to millions through Nissan’s commercial.
:30 RADIO
“
You are a generation of movers, independent thinkers and creators, able to look past color, culture and outdated traditions, only to create new ones. We are inspired by your innovative entrepreneurial spirit and creative thinking. Do you think you have the next big idea, and affiliated with entrepreneurial studies, engineering, business, or technology? Join the Nissan movement and have a chance to be one of three winners that will be receiving $500,000 in grants. Visit www.facebook.com/ ally.
”
13
OUTDOOR + INTERNET
The outdoor, Internet and print ads feature unique, innovative art -three dioramas specially designed for this campaign.
Print ads will be placed in the most popular magazines among Millennials to reach our target in a personal way through what they are reading.
PRINT + DIRECT MAIL
Outdoor billboards will be strategically placed in designated DMAs. These billboards will be in high volume traffic areas to get the maximum reach possible. The first billboards that will begin the campaign will contain just the ALLY logo and link to the ALLY Facebook page to generate buzz. Five months into the campaign, the billboards will be replaced with images that correspond with the print and contain the slogan “Join the movement.”
14
Web banners will be seen on websites that are most visited by Millennials. The banners will have the colorful images that correlate back to the billboards and print advertisements. Both the ALLY icon and the Nissan logo are present throughout all banners. The banners will have a link for Millennials to click upon that will navigate them to the ALLY Facebook page for information about the ALLY movement and Nissan.
Print Ad Copy A revolution powered by green initiatives. Powered by art. Powered by music. Powered by you. It’s a movement focused on helping the environment, energizing creative entrepreneurs, and changing the way people view a car company. Nissan created ALLY to give customers a new way to interact with a car brand. A movement that not only includes and benefits Nissan owners, but the population as a whole. Find out what ALLY is all about and get involved now at: www.facebook.com/ALLY
Direct Mail The direct mail piece for ALLY is an air freshener sent in all the different colors of the campaign with coordinating scents. The back of the air freshener is a sticker piece that peels off to reveal a QR code and sweepstakes instructions. The audience can enter by scanning the QR code or entering on the Ally Facebook page.
15
75% of Twitter users are more likely to purchase from a brand that they follow, with 67% of Twitter users more likely to recommend that brand to others
TWITTER + INSTAGRAM Twitter is a real-time information network that connects the user to the latest stories, ideas, opinions, and news. At the heart of Twitter are small bursts of information called “Tweets,” each containing up to 140 characters. The ALLY profile will be used as a platform to tweet all new interesting updates from the other social media sites. The banner above the tweets is an interactive strip of real-time updated Instagram photos from ALLY’s Instagram profile. Pictures slowly scroll across the banner until the mouse is placed on top of a picture, where it enlarges to be clicked.
more than 425 million monthly active users use facebook mobile products.
#ImIN
Facebook has become the most popular social networking website that lets users connect with friends, family, co-workers, and others. Facebook will be used as the “hub” for all of ALLY’s social media involvement, as well as the place to get information, enter contests, and find event details.
16
48% of 18-34 year olds check facebook right when they wake up, and of that, 28% check facebook from their smart phones before getting out of bed.
Users are encouraged to use this hashtag on Twitter and Instagram to describe Millennials’ innovation: short for “I’m Innovation.” instagram has passed 27 million users as of march 2012, as opposed to only 1 million users one year before.
http://newsroom.fb.com/content/default.aspx?NewsAreaId=22 http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/ http://gizmaestro.com/26/02/2012/social-media/facebook-statistics-2012-infographic/
http://www.mediabistro.com/alltwitter/twitter-facts-figures_b12674 http://techcrunch.com/2012/03/11/instagram-reaches-27-million-registered-usersshows-off-upcoming-android-app/
Instagram is a free photo-sharing application that allows users to take a photo, apply a digital filter, and then share it through a variety of social networking services, including Instagram’s own network. Although Instagram is currently only available on Apple iPhones, it has been confirmed for release on the Android market very soon. The ALLY Instagram will be constantly updated to showcase events, volunteers, and anything interesting. Users will also be encouraged to use the hashtag #ImIN to share their ALLY experiences, or just show their love for their Nissan.
17
ALLY GARAGE
PINTEREST + TUMBLR
The ALLY Garage mobile app gives special perks and assistance to Nissan owners. All information about the owner’s vehicle is stored in this app. Each owner receives their own ‘personal agent,’ roadside assistance, and high-value coupons for car care.
- daily users of Pinterest have increased by more than 145% since January 1, 2012 - 97% of Pinterest users are women with the largest age demographic being 25 to 35
Pinterest is a pinboard-styled photo-sharing website that allows users to create and manage theme-based image collections linked to the original sites. On Pinterest, the ALLY profile will be targeted to women, showcasing themes related to the campaign, with pinboards such as DIY Green Initiatives, Awesome Design, and Dream Places to Travel. - Tumblr has over 48 million blogs with 19 billion posts as of march 2011 - The majority of Tumblr users are concentrated in the 18 - 34 year-olds
18
http://www.prdaily.com/Main/Articles/10905.aspx http://mashable.com/2012/02/14/pinterest-daily-users-are-up-125-percent/ http://www.tumblr.com/about http://mashable.com/2011/11/14/tumblr-infographic/
Tumblr is an online blogging community where anyone can post work, interests, inspiration, and videos as well as reblog them. It is a platform for anyone to communicate and influence readers. The ALLY Tumblr will help up-and-coming musicians, artists and creative pioneers by profiling their work.
19
YY
ALLY 4 EARTH TOUR Celebrating Millennials The Power of Art Sometimes talent goes unnoticed. Nissan wants to give the opportunity to local artists to showcase their work at the ALLY 4 Earth event. The art can be displayed in an innovative way. People will then get to vote on their favorite pieces; the third place winner to receive $1,000, second place to receive $1,500 and first place to receive $2,000. The winner’s art will also have a chance to be featured in Nissan’s follow up commercial. The Power of Music The Ally 4 Earth event will end each night with a concert. In order to participate local musicians will be able to sign up through Nissan ALLY Facebook and Twitter pages. Before the event, participants will be able to read all about the musicians that will be playing the night of the event. At the end of the concert, attendees can vote for their favorite song and can continue voting after the event. The participants will be able to download the songs played that night on iTunes. At the end of the ALLY 4 Earth tour, the winning musicians will have their song used in a future Nissan commercial.
20
Y
Allyand
present:
EVENT MARKETING
ALLY 4 EARTH TOUR A day full of festivties festivities including giving back to the environment, supporting local artists and musicians, giveaways and contests, but most importantly, your very own pressure-washed design by an artist on your city’s dirtiest building!
COMING TO YOUR CITY SOON: April 22, 2013 - Austin, Tx EARTH DAY June 23, 2013 - San Francisco, CA
International Consumer Electronics Show (CES) Is the largest educational forum to help companies expand their businesses and understand new technology. Nissan can participate in the eco-friendly and automotive electronics advances. This platform will allow Nissan to showcase its innovations while targeting a crowd that differentiates from the traditional auto consumer show targets.
North American International Auto Show This large platform attracts many different auto manufacturers and media reports get an up close and personal look at new products and concepts in car design and innovation.
May 5, 2013 - Tampa, FL
June 30, 2013 - Seattle, WA
May 12, 2013 - Atlanta, GA
July 7, 2013 - Denver, CO
May 19, 2013 - Detroit, MI
July 14, 2013 - Chicago, IL
MTV Summer
May 26, 2013 - New York ,City, NY NY
July 21, 2013 - Las Vegas, NV
We can partner with MTV for their summer shows, events and locations (E.G. if MTV Summer is in Long Beach, Ca., we will support their events). MTV attracts the Millennial market we’re looking to attract.
June 2, 2013 - Miami, FL
July 28, 2013 - Winning City on Facebook*
June 9, 2013 - Houston, Tx
August 4, 2013 - Winning City on Facebook*
June 16, 2013 - Los Angeles, CA
Vote now to get ALLY 4 EARTH to come to your city, and share it with your friends at facebook.com/ally... OR sign up to volunteer at your city’s event! * The ALLY Facebook page will be holding a contest that allows anyone to vote for the ALLY 4 EARTH Tour to come to their city. Nissan will take the ALLY 4 EARTH Tour to the two cities with the highest votes on Facebook. by July 7, 2013.
Ally4Earth Tour Celebration of being a Millennial and the youth. The tour will create ‘clean street art’ to promote the main events. The event occurs over two days with a volunteer event kickoff in the tour city that will culminate with a festival that brings together local artists, bands, and going green supporters. Distribution of ALLY concert tour shirts with locations on back and the ALLY icon and Nissan logo on the front.
21
PUBLIC RELATIONS
80th year anniversary: Ally Car An innovative and popular artist among Millennials will paint the exterior of a Nissan Leaf which will appear at the Earth Day launch of the ALLY4Earth tour. For 9 months, the car will travel to 80 cities in the US on an eco-mission and to share Nissan anniversay swag. This special edition Leaf will be spotted planting trees, cleaning up parks, and when it sees an a Nissan driver,, will hand out Nissan 80th birthday commemorative reusable cups. Nissan will encourage people to create and post videos to the ALLY page in which they display their participation in saving the earth. On Nissan’s 80th anniversary, December 26, 2013, ALLY members will vote on which video is their favorite based on innovation and creativity. The winner of the video contest will receive the Nissan car painted by the artist.
Nissan Innovation Grant Nissan will sponsor three grants to promote innovation among entrepreneurs, inventors, and researchers affiliated with entrepreneurial studies, engineering, business, or technology, to encourage innovative entrepreneurial spirit and creative thinking in education.
Grant Criteria Project leader, aged 18-29, must be interdisciplinary project and involve at least two areas, such as engineering and business. Project investigates automotive innovation via new consumer transportation methods, sources of energy, new automotive product or software development, or start-up company. Affiliated with college or university department or business incubator or related educational non-profit. Submitted grant proposal and application detailing the project and estimated budget. Grants will be announced and distributed each in July. Up to three recipients will receive grants up to $500,000. The grant application will be made available on the ALLY site. Grant winners may use the distinction as a “Nissan ALLY in Innovation” and use the Ally icon on its media collateral.
Partnership with Repower America Nissan will join forces with RePower America to help spread the word about strengthening our economy with renewable energy. By partnering with the representatives on college campuses around the country, Nissan will help communities build knowledge of how to help their environment. With this partnership, Nissan will also spread the word of ALLY on college campuses and successfully create a positive brand perception.
22
Sponsoring events to reach secondary target By sponsoring concerts/festivals (art festivals and music festivals), and beach festivals/Spring Break, Nissan will be present at places where 18-29 year olds socialize. Music is a major aspect in the lives of Millennials so connecting to them will foster a positive brand perception. Sponsoring sports functions will help Nissan reach a diverse group of Millenials. Sponsoring technology conventions will encourage creation and innovation among Millennials further Nissan’s brand image. Nissan will also sponsor/cosponsor events on college campuses in order to maintain their relationship with the younger Multicultural Millennials. By sponsoring these diverse events Nissan will be able to reach multiple Millennial subcultures. These events are more ethnocentric will help us reach our secondary targets, those who are acculturated.
Higher Education - Green campus Sponsoring/donating to universities that have demonstrated an above average commitment to sustainability in terms of campus infrastructure, activities and initiatives will allow Nissan to reach Millennials attending college and graduate schools.
Scholarships Create a scholarship program that recognizes individuals who excel in academics, athletics or both. This scholarship would be available to college students at every level. We are targeting Millennials who will soon begin their car buying process. This is a great opportunity for Nissan to position itself as an ideal automobile choice. The goal of this scholarship is to build a lasting positive image of Nissan in the 18-23 year old demographic. Winners of the Nissan scholarship may also get a discount when purchasing a vehicle from an authorized Nissan dealer (as part of the sales promotion.
23
DEALERSHIP ENVIRONMENT
SALES PROMOTION Test-Drive Giveaway Nissan will offer a Nissan ALLY t-shirt to everyone who comes to a Nissan dealership for a test drive during April-June and Nov.-Jan. to perk up sales leads. The t-shirt will be designed to attract 18-29 year olds to dealerships but anyone old enough to test drive a car may get one. The shirt will list ALLY’s website and the campaign tagline,
“Join the movement.” The t-shirt giveaway will be promoted through POP at dealerships, on Nissan’s social media and on banner ads promoting ALLY. We will distribute the shirts at the start of the campaign and build awareness for the first three months. We will continue distributing shirts during October, November and December. Limited Edition Model Designs Nissan will feature car exteriors for the Leaf designed by innovators who are popular with Millennial Americans from various fields, such as art, music, fashion, film and digital media. There will be a limited edition of these vehicles available at $2500 more than the stock exterior colors. A decal with the artist’s signature will be displayed on the lower left corner of the front windshield. The cars will be displayed in showrooms across the US at Nissan’s top performing dealerships.
Nissan privately owns 50 percent of Nissan branded dealerships, whereas Toyota only privately owns 10 percent of their dealerships. This may be viewed by others as a threat to Nissan due to the larger operating costs that exist, however, we see it as an opportunity to easily improve dealership functionality and create an environment completely different from the typical dealership reputation.
The Allied Force Every Nissan employee from the mechanics to the sales associates will be a part of the team “The Allied Force.” The team will help to improve the perception of aggressive sales tactics, and pushy sales associates. Together the team will create an environment to enhance the way customers feel about going to dealerships. Essentially, we want Nissan consumers to view every Nissan employee as their ally and friend throughout the buying process, and continue that relationship throughout the rest of their lives as Nissan owners.
Purchasing Process iPad stations will be set up around the dealership near every new car model. The iPads will allow customers to virtually view the facts and details about each model. They will easily be able to customize the prospective vehicle exactly to their liking as well as, view the complete brochure and instock options. Associates of the Allied Force will be standing by to answer questions and assist with the buying process. The iPad will provide a visual guide to understanding detailed car specs and information that may be confusing coming from an associate.
Ally – Promise Nissan customers should expect to be treated like a friend whenever they walk into a Nissan dealership. Top customer service will be given to every person coming through the door. For example: Shoppers should always be greeted and directed to either an iPad or a member of the Allied Force. Persistant pressure should be an unlikely occurrence at a Nissan owned dealership.
Dealership Eco-Friendliness
Better Place’ Charge Spots & Battery Exchange Stations Better Place is a company that aims to reduce global dependency on oil through the creation of a market-based transportation infrastructure that supports electric vehicles, providing consumers with a cleaner, more sustainable energy alternative with longer lasting vehicle batteries. This is an opportunity to take full advantage and showcase Nissan as the innovative leader in the future of automobiles. This partnership will encourage zero-emission technology to the US, ultimately catapulting Nissan to be the leading ‘green’ automotive company.
24
We suggest installing solar panels at Nissan owned dealerships. This will help to reduce dealership cost by switching to green energy. It will also promote Nissan’s image as a green company by reducing the organization’s carbon footprint.
Leaf Rentals To promote the Leaf, Nissan dealerships across the continent will offer Leaf rentals as a courtesy to Nissan owners whose car must stay in the shop for short-term repairs and maintenance.
25
Designated Market Areas:
LET’S TALK MEDIA
Albuquerque
Los Angeles
Atlanta
Miami
Baltimore
Nashville
Boston
New Orleans
They want to fit in. Not to stick out. Not to be looked upon as different from all the other Millennial Americans. We’ve found evidence that other marketers, like Estee Lauder, are using this strategy in its advertising since late 2011.
Chicago
“You need to be cognizant of the multitude of cultures that exist. But this generation does not use color as a way that they want to be
New York
Dallas
Philadelphia
Denver
Portland
Detroit
Richmond
El Paso
Sacramento
Honolulu
San Diego
Houston
San Francisco
Jacksonville
Seattle
Las Vegas
St. Louis
When we asked how Millennials should be marketed to, the answer was simple: Avoid stereotypes, as they may upset or offend potential consumers. “We sometimes force the racial or ethnic aspects within our marketing, which can generate a negative reaction among consumers, especially when they cross the line into stereotyping. The best way to mitigate this is to avoid the extremes. Consumers like and relate to cultural elements…incorporated into advertising in a subtle way.”
defined.” We avoided dividing our target market into ethnic silos. We accept the premise that multicultural is mainstream for Millennials. We were careful not to alienate any submarket and focused on specific behavorial, attitudinal and lifestyle attributes across all the ethnicities in our target consumers. This way, we still reach the audience within the ethnic group bypassing stereotypical demographics for each. Identifying the shared traits among Multicultural Millennials actually gave us more audience reach as we found they were more alike across the ethnic groups than different. Millennials do respond to some ethnic advertising, it is usually for products or services relevant to their ethnicity. Car-buying is not ethnically-motivated.
26
“Ethnic consumers do not have their race or ethnic background top-of-mind at all times—when they are out shopping for a car, for example, they do not think, ‘I am Chinese, so I will buy this type of car.’”
Source: Burgos and Mobolade. Marketing to the New Majority. 2011. p. 25, 28-29, 72 Stoute, Steve. Targeting Millennials? You Have to Think Outside the Traditional Color Lines. Advertising Age. Oct., 2011. p.9
Tampa
NISSAN IN THE USA
These markets were chosen for their large, diverse populations and their strong cultural influence. To take advantage of these cultural hubs we will utilize traditional, online and social media. We will concentrate a large portion of our advertising via the Internet (online and through social media) in order to reach a large percentage of Millennials on a national level.
27
MEDIA PLAN
We will launch a unified, all-encompassing campaign that targets all Millennials of all different backgrounds. We are throwing “old-school” tactics of reaching each demographic separately out the window. Such tactics are seen as segregation, not integration. Traditional, digital, and social media the best ways to reach Millennials. By concentrating on reaching Millennials in such diverse ways, we are getting our innovative message out to Nissan’s targets.
Television Spot and network television is still the largest medium for reaching ALL demographics. It also allows us to showcase our product visually and build brand interest.
Sponsored Search Sponsored searches on websites like Google will utilize the largest search engine. We will also use Google AdAccording to David Burgos and Ola Mobolade, in their Words and make sure book Marketing to a New Majority, “We sometimes force the racial or ethnic aspects within our marketing, which our website is properly can generate a negative reaction among consumers, optimized to achieve especially when they cross the line into stereotyping. The the best quality score best way to mitigate this is to avoid the extremes. Conwith AdWords. sumers like and relate to cultural elements…incorporated into advertising in a subtle way.” Through questioning and discussing with MC Millennials, we designed our campaign around the premise that commonality is what makes us common that is important when advertising to Millennials. Race or religion are not columns for Millennials to be sorted into. Our media campaign will reach Millennials by avoiding stereotypes and appealing to what makes all Millennials diverse, but unified as one group. Likewise, we’re taking all subcultures of America and making sure none of them are being alienated. This way, we still reach the audience within the ethnic group bypassing stereotypical demographics for each. Identifying the shared traits among Multicultural Millennials actually gave us more audience reach as we found they were more alike across the ethnic groups than different.
28
Hulu/Vivo/YouTube Incorporate elements from Going Green Tour and other events held sports, etc. In doing so, Nissan will build awareness for its new initiatives. We chose these sites as they have a large number of diverse followers/users.
BUDGET Print Magazines Print magazines allow us to reach Millennials via print with the finest quality print advertisements. Whilst magazines are in decline, we can advertise through both print and e-version magazines through Amazon’s Kindle Store and Apple’s iBookstore. Out-of-Home We will target specific magazines popular among Millennial demographics: Sports Illustrated (1,908,024) National Geographic (4,480,788) People (3,556,753) Marie Claire (978,127) Gentlemen’s Quarterly (980,250) Rolling Stone (1,467,739) Cosmopolitan (3,040,013) Digital Media Millennials are steeped in technology and social networking. With the advent of social media, it has allowed marketers and advertisers to send and receive feedback. Consumers have the opportunity to provide feedback to marketers and advertisers, something they lack with traditional media. From Facebook and Twitter, consumers can post feedback about a company’s products and all have the potential to affect great change to a company’s business. Millennials cannot be won through traditional media alone. Millennials require consumer hype that can only be generated through social networks. Web Banners Web banners are important because banners allow the displacement of ads across more traditional websites frequented by Millennials (examples being CNN.com and keepbusy.net).
We will use out-of-home to reach Millennials while they’re on the road. Millennials are always on the go. We will reach them through bill boards, kiosks at malls, airports and subway stations. Website Revamp We will redesign Nissan’s website and make it easier to customize a vehicle’s options and get quotes for a vehicle at a certain dealership. We will integrate ALLY into the Nissan USA website. Pandora + Spotify :30 spot- more and more individuals are using Internet radio. By utilizing one of the most popular sites, we can touch a broad and diverse audience.
29
MEASUREMENT + EVALUATION In order to monitor the overall performance of the ALLY program we will use various channels. The first of our measurements will monitor the amount of new members registering for the ally program. To insure that our members are satisfied with ALLY and its offerings, we will monitor social networks, web forums for consumer perceptions of our program. For existing members of the ALLY program we will send digital surveys throughout our campaign to ensure that ally is satisfying the wants and desires of consumers. Our surveys will also allow us to gain consumer insights on perceived brand image as well as product offerings. In addition, the surveys will also allow Nissan to gauge whether or not it is reaching its desired target audience. We will monitor traffic for both Nissan dealerships and websites. The final measurement will analyze the amount of cars sold throughout our campaign as compared to years past. The utilization of social media will allow for direct feedback from consumers and enthusiasts. This will help monitor any trends and/or pitfalls within media and marketing plans. The ALLY site, along with surveys will give Nissan a greater interaction with consumers. Analyzing feedback will display room provide nissan the opportunity to optimize certain aspects of the campaign.
CONCEPT TESTING While we were proud of our Ally campaign, we needed to make sure that our vision and idea would be well-received by our target audience. We showed our campaign to over 1,600 students at the Univer To test how that our vision and idea would be received by our target audience, we showed our campaign to over sity of South Florida. We conducted in-depth interviews with each class that we visited, as well as had 1,600 people. We conducted in-person surveys with each group and had each respondent give feedback. The reeach student complete concept test surveys. The responses that we received from were overwhelm sponses that we received were overwhelmingly positive with many respondents making note of how their view positive with manyafter respondents note of how their view Nissan after ofingly Nissan has improved learning making about the ALLY campaign. Weof also tookhas theimproved minor suggestions given to learning about the Ally campaign. We also took the minor suggestions given to us by our fellow USF us and implemented them into our final executions to make our campaign clearer and impactful. er and better. “I like this interesting campaign because it focuses on a global target and the video appeals to my generation because of the rebellious aspects of the video.”
Exposure Measures We will measure exposures through traditional networks via Nielsen. Online, we will monitor traffic to websites that advertised on through Alexa Rankings. Online social network performance will be monitored for duration of visits, unique visitors, number of downloads and revisits. Communication Effects Measures Effects of communication will be measured by: -- Monitoring brand recognition, brand position and brand loyalty. -- Behavioral intention - We will monitor sales at Nissan’s dealerships, survey results conducted quarterly and traffic into Nissan’s stores and website to determine whether our advertising and public relations campaign affects sales or interest. Behavioral Effects Measures The level of interest in ALLY and Nissan will be conducted through surveys. The results will be correlated with Nissan’s quarterly sales and communications will be adjusted as needed to make sure campaign goals are reached during and after the campaign.
30
“The ads were very colorful and infor mative. I love how Nissan is seen as culturally involved. I would weigh my options more openmindedly towards Nissan now.”
“I love this campaign because it is designed for people in my age group. It would change my - as more than opinion of Nissan just a car company, but as a brand that is more personable and related to my generation.”
“The cutout style is very visually intriguing. It is very youthful. I would see Nissan as a bigger presence in the community as a result of this campaign.” “The ads were very colorful and informative. I love how Nissan is seen as culturally involved. I would weigh my options more open-mindedly towards Nissan now.”
“After this campaign, my opinion of Nissan would make me look at their brand more than just- a car, but a goal.”
“I think many car com panies would try similar things to this cam paign, but my genera tion will see that Nissan
“The campaign is very unique seen before. It would change my opinion of Nissan because it would show their push to be more consumer-aware and have more brand recognition with their consumers and prospects.”
“I would look at Nissan in a new spectrum and think of them more highly for the community involvement aspect. I would respect Nissan for
31
hoof & horn advertising TAMPA BAY
AT HOOF & HORN ADVERTISING TAMPA BAY, OUR DEDICATED TEAM WORKS TO BRING THE BEST SOLUTIONS TO COMMUNICATION PROBLEMS. OUR FULL-SERVICE AGENCY AIMS TO PRODUCE QUALITY CONSISTENT CAMPAIGNS THAT CHANGE THE MEDIA LANDSCAPE IN A CREATIVE WAY. WE LOVE OUR WORK AND ANY CHALLENGE GIVEN TO OUR TEAM.
OUR TEAM
ACCOUNT MANAGEMENT
MEDIA + RESEARCH
CREATIVE
ALAN BAEZ ANDREA MAUSSER
JEMSON BIEN-AIME BENJAMIN BROWDER BRANDON SCHUSTER LYNDSY SUSA
ESTEFANIA ALAMO RACHEL GREGORY KIMMI PHILLIPS
ADVISOR
32
CAROL OSBORNE
THANK YOU TO TAMARRA CHAUVET, KENYA DESULME, IVAN GIL, COBY O’BRIEN, HAL VINCENT, DEB SMITH, DR. SCOTT LIU, DR. FRED PEARCE, DR. ROBERT HOOKER, KARI GOETZ, DR. ROBERT FORSYTHE, DANIEL KANOUFF, ANDREW MASON, LORIE BRIGGS, DR. MIMI STAMPS