Post on 09-Dec-2021
transcript
ABOUT US
Callie ParishAccount Executive
Stephanie BrogdonWriter
Nathan PulcherManager
Heather PoulsenResearcher
Will GlassMedia Planner
Yohannes SitanggangArtist
Susan RhodesPromotion & PR Director
STRONG SIGNAL
AN AGENCYTHAT IS ALWAYS IN TOUCH.
Yohanes SitanggangArtist
EXECUTIVE SUMMARY
We asked ourselves the question, why
are millennials going to buy MINI?
Because it’s not just a car,
it’s an Experience!
SITUATIONAL ANALYSIS
Compact/Crossover car market > General Car Market in 2018
U.S. cities growing faster than suburbs
Economic factors (GDP, unemployment rates, educational debt, gasoline)
INDUSTRY.
In response to high fuel prices
Started 1957
Challenge: to design and build a small, fuel-efficient car capable of carrying four adults
Efficiency
Limitless Customization
Cheeky Personality
= Universal, timeless qualities
7 vehicles:Hardtop, Clubman, Convertible, Countryman, Coupe, Roadster and Paceman, and the MINI John Cooper Work
Automobile Awards
HISTORY. LEGACY. PRODUCT.
SOCIAL MEDIA AUDIT
TWITTER.
FREQ. 10 TO 15 TIMES PER WEEKFOLLOWERS. 87.4KLIKES. LESS THAN 100 PER PHOTO
FACEBOOK.
FREQ. 4 TO 5 TIMES PER WEEKFOLLOWERS. 11.5 MILLIONLIKES. 100-500
INSTAGRAM.
FREQ. 10 TO 15 TIMES PER WEEKFOLLOWERS. 83.3KLIKES. LESS THAN 1000 PER PHOTO
YOUTUBE.
FREQ. COUPLE TIMES A MONTHFOLLOWERS. 38.5KVIEWS. RANGE FROM 500-700,000
COMPETITIVE EVALUATION
The Competition is not one automaker, it is the entire compact and subcompact car market.
SWOT ANALYSIS
STRENGTHS. WEAKNESSES.
OPPORTUNITIES.
● Revolutionized definition of compact vehicle
● Original MINI Cooper so successful, now 7 different MINI models
● MINI Instagram top performer of MINI’s social media
● Mini Cooper ranked below category average for Automotive Brand Equity assessment
● Baby boomers account for most of MINI sales, affecting brand image
THREATS.● Millennials are attracted to brands that stand for
something: 84% of millennials consider brand values
● Compact car segment has grown more than 100% in 2 years
● Millennials use public transit 40% more and cars 23% less
● Millennials are looking for affordability in vehicle purchase
● Urbanization, debt, and lower household incomes are main challenges
CONSUMER ANALYSIS
MILLENNIAL AGES 18-24. CAR DRIVERS.● Millennials ages 18-24, will account for the largest car purchasing demographic
● New job cited as the reason for buying a new car
● Graduation promotions build brand loyalty
● Millennials are interested in a car that is fun to drive but still useful in urban environments
● Test-driving cars is still one of the most important elements in the new vehicle purchase decision process
● Younger Millennials consider paying more for a luxury car
● Customization is become the expectation of luxury goods
● Millennials want to be seen as unique
MARKETING OBJECTIVES
CORPORATE MISSION.
MARKETING GOALS.
"The MINI brand wins hearts and turns heads. MINI is refreshingly different: extroverted,
spontaneous and in every respect something out of the ordinary."
● Increase Brand Awareness
● Increase consideration for purchasing MINI amongst millennials aged 18-24
● Engage the target audience in unique ways, mainly focusing on hyper-digital
experiential, streaming and social media channels
MARKETING OBJECTIVES
NUMERICAL GOALS.
EXPERIENTIAL. WEBSITE. ADWORDS.25% Social Media Mentions
10% eWOM
40% increase Email Sign-Ups
STREAMING.
OWNED SOCIAL MEDIA.
ADWORDS.
15% Increase in online traffic
20-25% boost in click-thru rate to the website
2% click-to-conversion rate for all platforms
Spotify: Gain 25,000 playlist followers
Instagram: 20% # of likes
YouTube: 15% # of views and shares
Facebook: 10% # of post likes and shares
Twitter: 10% increase in the number of re-tweets
MARKETING OBJECTIVES
POSITIONING STATEMENT.
MARKETING MIX STRATEGIES.
As a game changer in the subcompact car segment, MINI USA provides the 18-24 affluent millennial target market with smooth handling for unparalleled motoring exhilaration, excellent fuel efficiency, exceptional value, an incredible amount of customizable options, and iconic design better than any other premium compact car company.
PRODUCT. PRICE.PLACE. PROMOTION.
7 VEHICLES HIGHER PRICE
CUSTOM CONTENT IN SOCIAL CHANNELS. DIGITAL and EXPERIENTIAL
IBP STRATEGY
AN OVERVIEW.
ADVERTISING.● Digital online streaming services● Social Media
PUBLIC RELATIONS.● Virtual Reality Pop-up on campus and at music festival● Nonprofit art event with WWF
SALES PROMOTIONS. ● College Grad Program
The campaign is split into two six-week
flight periods, referred to as GradRace and
MoreMINI.
Highest concentration of U.S. Millennials.
IBP STRATEGY
AN OVERVIEW. GEOGRAPHIC PROFILE.
PORTLAND, OR. BERKELEY, CA. BOSTON, MA.
CHICAGO, IL. PITTSBURGH, PA.
1 in 10 Millennials ranked it as THE best city in U.S. Rated the 8th best city for Millennials in U.S..
Rated the 3rd best city for college students..15th for best U.S. neighborhood for Millennials.
IBP STRATEGY ADVERTISING
DIGITAL ONLINE STREAMING SERVICES
● Spotify● Pandora● Hulu
● Instagram● Facebook● YouTube● Twitter● Snapchat
SOCIAL MEDIA
IBP STRATEGY PUBLIC RELATIONS
VIRTUAL REALITY + EXPERIENTIAL EVENTS.
Univ. of California Berkeley
Northwestern University
Univ. of Pittsburgh
Mass. Institute of Tech.
MUSIC FESTIVALS.
Sasquatch Music Festival in George, Washington
= Total Attendees: 175,000
TARGET
TOYOTA MERCEDES
COLLEGE CAMPUSES.
IBP STRATEGY SALES & PROMOTIONS
College Grad Program Revamp.
“...college grads can get $500 off their educational debt…”
IBP APPROPRIATION BUDGET
Digital, Paid Social and Experiential comprise over three-quarters of the spend for this campaign.
CAMPAIGN EVALUATIONKEY PERFORMANCE INDICATORS.
Foster Buzz/eWOM
15% increase across social channel engagement with shares, likes and views on rich media content. Number of Attendees to Experiential Events Number of Attendees who Sign Up for MINI Email ListSentiment Tracking throughout Campaign
Support New Segments: Millennials
30% increase in search clicks. 15% increase of target market site traffic10% increase in mentions by target marketNumber of Attendees to Experiential Events Boost Twitter followers by 10%
Generate Interactions
Number of Attendees to Experiential Events 15% increase across the number of shares, likes, and views on rich media content across all channels.30% increase in CTR for Google AdWords and Social Paid Ads.
Reinforce Brand Image
Share of voice. See how the industry is talking about us versus our competitors
Sentiment Tracking. How the customers feel about the brand via social channels