CONTENTS
2. Executive Summary3. Research4. Situational Analysis5. SWOT Analysis6. Creative Brief7. Recommendation8. Rationale9. Traditional10. Creative13. Digital16. Partners & Sponsors19. PR Strategy20. Contests21. Interactive22. Sports & Charity23. Sales Promotion24. Media29. Media Budget30. Campaign Evaluation31. Bibliography
2001: Current CEO Carlos Ghosn
promises to revive Nissan by assuring
2002:
2010:
2011:
2013:
the US still seem resistant to the
W
THE PROBLEM:
1
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EXECUTIVE SUMMARY
2
Understand Nissan’s audience and gain
Gain statistics on usage of Nissans
Identify the demographics of the given target market
Develop clear and accurate methods for appealing directly to the target audience
10 Hours of Dealership Observation
2 Hours Speaking with Nissan Professionals
“47
“20
GOALS Methods
In-Person Interviews
Surveys
Secondary Research
THE RESEARCH
HOW WE REACHED OUR GOALS
3
Mission and Target Market
Management
Product Line
Digital Initiatives
Dealerships
SITUATIONAL ANALYSIS
4
Toyota Honda American Automotive Companies
opportunities
Competitive Landscape
SWOT ANALYSIS
Global Brand
Global Financial Position
Renault-Nissan Alliance
Reputation of Management
Strengths:Lack of knowledge about the brand
Dependence in overseas marketProduct Innovation time lag
Lack of diesel technologyGrowing area of the automotive industry
Weaknesses:
Multicultural American market
the best
Relocation of manufacture siteRenault-Nissan Purchasing Organization
Opportunities:Rising commodity pricesCross-culture disharmonyMarket saturation
motivation to buy is less than normal
Threats:
5
What are we trying to acomplish?
Who are we trying to reach?
What motivates them?
What do they currently think?
What do we want them to think?
What tone do we want to communicate?
Wha’ts the one thing we want them to take away from the communication?
How will we measure success?
CREATIVE BRIEF
6
Create
Drive
Inspire
RECOMMENDATION
7
Campaign Objectives: Methods for Success:CREATE
DRIVE
initiatives
INSPIRE
Family & Friends: Close Circles
Food: Good food = good time with family & friends
Fashion & Music: Brands & style MATTER
Campaign Strategy:
RATIONALE
Faith: Grounded in personal/religious beliefs
Fun: Enjoy life!
“I spend all my free time hanging out with my friends and family. Sometimes the most fun we can have is going for a ride, cranking up the music and chillin.”
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Magazine Ads
Bus Shelters
Billboards
Subway Tunnel
Signage
TRADITIONAL
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10
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“Print is a visual medium. The beauty of a campaign that utilizes original art is that it can cross all advertising platforms and we can generate PR buzz from the artist and the artwork. This will help us stretch our marketing dollars”
#Iwillcreate #Iwilldrive #Iwillinspire
DIGITAL
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Interactive Airport Ads
YouTube
DIGITAL
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“Nothing engages consumers like real-life clips from owners and test drivers…Video streaming is playing out across the computer screens of America, with 124% annual growth overall.”
DIGITAL
Mobile Application
CREATE:
trying to beat their
DRIVE: INSPIRE:
inspiring others to
Landing Page:
15
PARTNERS & SPONSORS
SMS AUDIO
Steve Aoki
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17
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PR STRATEGY
Goal:
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“Reaching consumers isn’t just about translating campaigns into Spanish.”
“By immersing themselves in the cultures and daily lives of a brand’s users/prospects, listening
overarching values and themes marketers
connect meaningfully with them now [rather than] waiting for consumers to assimilate”
Festivals to Sponsor:
1. A3C Hip Hop Festival, Atlanta, GA (October 11-13, 2013)2. Bonnaroo, Manchester, TN (June 7-10, 2013)3. SXSW, Austin TX (March 9-18, 2014)4. Coachella, Indio, CA (April 13-15, 2013)5. Ultra Music Festival, Miami, FL (March 23-25, 2014)
CONTEST
Find the Key to Your Style
Mission
Social Media
QR Code Keychains
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INTERACTIVE
Create Your Ride How It Works
Drive What You Want
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SPORTS & CHARITY
Inspire Through Parkour
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SALES PROMOTION
Cars in Malls:
car will be Nismo-customized to attract attention from
car so shoppers can design their own car, complete
Press ReleasesPress releases will be sent to all national and local media outlets with
Editorial Requests
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MEDIA
Who are we talking to?
College Student
Recent College Grad
All Grown Up
Single Parent - All Work No Play
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MEDIA STRATEGY
Objective
Strategy
Geography
Planning ParametersBudget
$45,000,000
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MEDIA
Television/Video
First Step
Rationale:
Second Step
Rationale:
Third Step
Rationale:There is a big push in September
Cable
HuluOnline TV
Total Television/Video Cost = $19,000,000
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MEDIA
OUT OF HOMEBillboards
Bus/Subway Stations
Total Out-of-Home Cost: $6,000,000
Rationale:
Google Adwords
Facebook Ads
ONLINE ADVERTISING Rationale:
Total Online Cost: $2,000,000
MAGAZINESTotal Magazine
Cost: $11,921,780
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RADIO
RADIO
MIAMI
L.ANY CITY
SAN FRANCISCO
HAWAII
PUERTO RICO
Total Radio Cost: $6,000,000
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“I am America. I am the part you won’t recognize.
MEDIA BUDGET
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CAMPAIGN EVALUATION
“Create. Drive. Inspire.” campaign evaluation:
Media Evaluation
Digial Initatives Evaluation
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them to the
BIBLIOGRAPHY
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htmPew Research
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SPECIAL THANKS GOES TO:
FOR ALL THEIR HELP
Kimberly Campbell
Katerina Carag
Mike Kaplan
Lauren Meyers
Kayla Nerone
CREDITS
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