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Company Analysis ...........................................................................................................................3Market Analysis ................................................................................................................................3Target Audience ...............................................................................................................................3Key Insights .......................................................................................................................................4Competitive Sets .............................................................................................................................5Creative Brief .....................................................................................................................................6Print ......................................................................................................................................................7TV ..........................................................................................................................................................8Media ...................................................................................................................................................9Social .................................................................................................................................................10Point-of-Purchase .........................................................................................................................11Promotions .....................................................................................................................................12Events ...............................................................................................................................................13Budget ..............................................................................................................................................14Measurement .................................................................................................................................15

MC Share Non MC Share

2008

2009

2010

2008

2009

2010

13%

12.5%

12.5%

8%

8%

8.5%

Total Market Share

2008

2009

2010

8.5%

8.5%

9%

You are a full-line car manufacturer. You have vehicles in every segment including sedans, sports cars, SUVs, crossovers, trucks, a minivan, and a 100% electric vehicle. In August of 2010, you launched the “Innovation for All” marketing platform. This marketing platform supports your full line of products and displays the unifying theme of innovation. You hold true to and call out this unifying theme (including your tagline) in all of your advertisements, yet it has not been enough. You want to build awareness and lasting favorability among African American, Hispanic and Chinese millennial consumers in the United States. We can help you do that.

Company Analysis

and government bailouts. (CSM Worldwide 2010). The economic recession took a hard hit to the au-tomotive industry starting in 2007. Units sold per year decreased dramatically from about 13.2 million down to 2.9 million sold. (Plunkett Research Ltd.) The economy is starting to show signs of growth with automotive sales increasing. Sales are “forecasted to increase by 11 percent to 15.5 million units—an in-crease of 1.5 million units from 2010. The U.S. auto market continues to be the driver for growth in the region, with sales expected to reach 13 million units, an increase of 12 percent from 2010.” (J.D. Power & Associates).

Additionally, New mandates have been set by The National Highway Transportation Safety Administra-tion and the United States Environmental Protective Agency that state: automobile manufacturers must decrease the carbon monoxide emission and increase the fuel economy of vehicles sold in the U.S. The average miles per gallon by 2016 must be 32MPG compared to the 25MPG today. A major trend in re-

Market Analysis

32

2003E#&F.-%G&A0.&F%&7%H I-88"%5&J8$38-9RESEARCH EXECUTIONS MEDIA SUCCESS

Table of Contents

The African American market can

Urban characteristics are tied to psychographic elements of culture such as music, fashion, language, and mindset. African Americans believe that what you buy should make a statement about you. They are very committed to their sense of individuality and pride.

Millennial Hispanics are proud of their Latino heritage while simultaneously merging Hispanic traditions with American customs, however, they identify with their country of origin. They generally rate career success higher than they rate marriage, children and religion—and much higher than they rate wealth.

Values are very important and include respecting one’s elders, social harmony, interdependency and relationships. It’s common for several generations to live together under one roof and believe helping others is imperative before one can reach self-actualization. Gender roles are about expectations, with women being subservient to men.

More and more, Hispanics are turning to electronic media to express themselves.

Chinese Americans are very con-scious of brands and interested in the most current technologies. They rely on consumer reviews.

African-Americans are heavy users of electronic media.

They speak English and Spanish, and they consume media in both English and Spanish.When it comes to music, some 30% of third-generation Latino youths report that at least half of the songs they listen to are in Span-ish.

Chinese media, which is mostly consumed by 1st and 1.5 genera-tion Chinese, is primarily in-lan-guage and in-culture. Pan-Asian media, mostly consumed by young 2nd and 1.5 generations, is primar-ily in English while still in-culture, but appeals to all different Asian segments.

African Americans are heavy media consumers. Trends in technology adoption and social networking

-ence over popular culture beyond the limits of ethnic categorization. African-Americans are heavy users of electronic media.

For MC Millennials, authenticity is important. It’s about being themselves, real and unique. These mul-ticulturals believe it’s important to identify with their country of origin. They aren’t very religious. They hold their personal lives to a high level and believe strong and healthy relationships with loved ones are their highest priority. They embrace technology, believe it makes life easier and have welded it with their social lives. Millennials want to live their passion and pursue it in education and career. The recession has caused a setback for millennials into career entries, but they are very optimistic about their future

cautious, but not frugal with their money. Style, functionality, quality, impact on the environment, and reliability from established brands affect how this target market makes purchases. Millennials embrace making something their own and think it’s important to express themselves.

Millenials

African Americans

AsianAmericans

HispanicAmericans

Valu

esTe

chno

logy

Use

of M

edia

54

Weaknesses & Opportunities

Goals & Objectives

Nissan is not in the consumer’s top of mind awareness Invest in more engaging mediums, such as social media and digital advertising, to generate awareness among con-sumers

Nissan lacks a variety of partnerships To achieve results similar to sponsoring the Heisman and NCAA football, Nissan should invest in partnerships across the gamut of millenial and multicultural interests

Nissan lacks a consistent brand image among its target market

Create a cohesive and unifying brand position that will resonate in the target’s mind

Weakness Opportunity

KD-3-&63-&K-&I0"%5LRESEARCH EXECUTIONS MEDIA SUCCESS

KD0M#&7%&ND-&23"4-3E#&J-$8LRESEARCH EXECUTIONS MEDIA SUCCESS

researched your company, your past marketing efforts and your current standing amongst MC Millenni-als along all social media channels. This is what we found.

Monumental chapters are constantly beginning and ending in the lives of MC Millennials. Choices have greater effects, decisions are harder to make, and their lives are shaped by each move they make. We want them to know that Nissan stays by their side regardless of the conclusions they draw and the moves they make. We will do this by reminding them that wherever they are going and whatever they are do-ing, “Nissan Keeps You Driving.” We need our consumer’s to understand that their goals in life are Nis-san’s goals in life, and that is why their Nissan will be there to “Keep You Driving” till the end.

Objective: Lead to increased market share across multicultural target

Objective: Generate conversation MC Millennials across digital and social media platforms

Objective: Increase brand awareness by 20%

6 7

N13%"%5&F%&ND-&O3"5D8#RESEARCH EXECUTIONS MEDIA SUCCESS

J13-G&!"##$%&<$%&<0=-HRESEARCH EXECUTIONS MEDIA SUCCESS

their name and how consumers will perceive that brand.” Communication and information about au-thenticity is also important to this target market. Interviewees were most impacted by Apple due to it’s

-tures on cars like iPod connectors, integration of 3rd party devices, push on ignition, OnStar, parking assistance, and collision avoidance or detections to be innovative. Technology is directly connected with innovation.

There was a mutual agreement amongst millennials when asked if a car is an unnecessary expense in today’s economy. They agreed it was dependent on the location of an individual. The most important things when purchasing a car vary from safety, gas mileage, warranty, price, and style. “I think it de-

like extended warranty, or better interior. Given that cars depreciate in value so quickly I would like to purchase the little things that are going to be valuable when the car breaks down.” Even though they had

it came down to their parents’ decision. If the parents didn’t pay for the millennials car, they did play a role in the purchasing process. Interviewees admitted they turn to their parents for advice on car selec-tion.

Their Wallet: Spending Habits

My Life, My Brands: Connection w/ Brands

do their research before purchasing something so expensive. The research consists of online reviews and word of mouth. The recession has affected some Millennials spending habits. They have become aware of their budget and how they spend their money. Others have not changed their spending habits. Inter-viewees admitted to looking for a good deal, but they wouldn’t stress themselves out about it. They are savy-shoppers when it is easily accessible to them. Depending on the item, Millennials are willing to spend more money on items that are of higher quality when the price is reasonable for the item. They deem quality as an important factor in purchase decisions because they relate quality with lasting longer.

Behind The Wheel: Perception of Cars

We spoke to the target audience in an attempt to understand their current perception of Nissan as a brand. When we asked our interviewees what they thought about Nissan’s brand personality, many were stumped in giving a solid response. We found that many of our interviewee’s responses were inconsis-tent across the board. While a few of our respondents emphasized Nissan’s style as a unique quality, others showed concern about models being priced out of their price range. A few individuals even de-scribed Nissan as “average.” The inconsistency in our target audience’s responses led us to the conclu-sion that Nissan lacks a clear communication strategy.

We asked: “How would you describe Nissan as a person?”

This is what the target audience had to say:

“Stylish.”

“A courteous neighbor”

“Japanese, slightly older, boring but safe.”

“Expensive.”

“The dean of the bio-chemical engineering program”

“Recently married couple, younger. I think Nissan now is attracting a younger crowd.”

“ People that work in retail, mall people.”

“Sportier, mid-range, average American”

Toyota has taken a technological approach to advertise to millennials. The newest digital marketing method uses SpyderLynks Snap & Tag technology, allowing a consumer to snap an image with their mobile phones to access brand and vehicle communications. The other approach Toyota has taken to target millennials is using Augmented Reality. Augmented Reality is a meth-od for using a live direct or indirect view of a physical, real-world environ-ment whose elements are augmented by computer-generated sensory input, like sound or graphics. Through this technology, Toyota allows users to take a virtual test drive of their products.

6>0%5&P03&ND-&Q"9-RESEARCH EXECUTIONS MEDIA SUCCESS

6>0%5&P03&ND-&Q"9-RESEARCH EXECUTIONS MEDIA SUCCESS

Current Honda campaigns include the “Good Reasons from Honda” cam-paign, as well as the “To Each Their Own” campaign, which highlight the Civic. “To Each Their Own” is a campaign of interest because it targets Millenials. According to Honda, “Since the target personalizes everything in their lives from social media to fashion, the all-new Civic is positioned to be the latest canvas for personalization.”

Hyundai is building and selling trucks in China, creating an application for Blackberry users, and is holding promotional events at a college football games to reach our target market. They are currently promoting their Velo-ster which has a very innovative campaign with the tag line “Engineered for Whatever.” They have plans to advertise during the Super Bowl and Acad-emy Awards. They will also sponsor major sporting events. They also have a Diversity Mission Statement clearly stated on their website as well as a large

“The Ride of Your Life” positions Chevy as a reliable, established line of cars that has and will continue to be there for you. Their social strategy is mostly a reactive strategy, responding to negative feedback. They utilize social media in a very controlled setting, having little user-generated content that does not create much buzz around their products.

Ford Motor Company has done an outstanding job in reaching the multi-cultural millennial audience. The Ford Fiesta campaign aided in making major strides in connecting to this audience. The homepage displays their current tagline “Ford- Drive One.” The Ford.com page also offers a link to a microsite, thefordstory.com, that enables user-generated content. Ford also utilizes their social media in a very engaging atmosphere with their target audience, ultimately creating a very positive, proactive, and open platform which is extremely powerful and effective.

SOV (‘10) SOM (‘10)

HAACh

23.3%17.7%47.25%

HAACh

21.5%16.7%34.75%

HAACh

7.3%3.4%12.75%

HAACh

16.25%12.5%29%

HAACh

1.7%2.7%5.88%

HAACh

N/AN/AN/A

HAACh

25.3%12.7%0%

HAACh

10.25%11.25%5%

HAACh

16.3%19.3%0%

HAACh

11%13%3.75%

SOCIAL MEDIA

FBT

589,62764,060

FBT

1,340,47425,873

FBT

200,00717,671

FBT

246,56240,109

FBT

889,62387,773

8 9

Chrysler has re-priced their vehicles to be competitive with those of other mainstream brands, as well as broaden its product portfolio. Making its de-but in 2011’s Superbowl, Chrysler launched the “Born on Fire” advertising campaign which revealed the brands new tagline, “Imported from Detroit,” starring musical artist Eminem. This campaign highlighted the rejuvena-tion of the entire product line. Chrysler interacts through twitter and face book with fans to develop a deeper connection with their consumers. After Chrysler’s bankruptcy, the automaker hired separate agencies to provide general advertising

6>0%5&P03&ND-&Q"9-RESEARCH EXECUTIONS MEDIA SUCCESS

6>0%5&P03&ND-&Q"9-RESEARCH EXECUTIONS MEDIA SUCCESS

Shortly after Buick rolled out its new lineup in 2010, the average consumer purchasing a Buick was 11 years younger. Redesigned models were suc-cessfully aimed at the luxury category, attracting boomers and younger buyers worldwide. Buick made more use of “non-TV” media, utilizing more digital based strategies. This included using social media such as Facebook and Twitter. Buick took advantage of innovative strategies, such as a 60-sec-ond in-cinema spot (to be shown on 13,000 screens). They increased out-door advertising and adapted more experiential marketing, such as zip-code precise targeting. Buick is now more into drama, cable, and prime-time programming as opposed to early morning shows, news and weather chan-nels. Buick went as far as to stop all marketing with ties to golf, explaining that the company sees golf as the old image of Buick

SOV (‘10) SOM (‘10)

HAACh

N/AN/AN/A

HAACh

N/AN/AN/A

HAACh

14.3%19%0%

HAACh

N/AN/AN/A

SOCIAL MEDIA

FBT

233,81722,252

FBT

123,7048,852

10 11

Be Educational: -nials on innovation that will make their lives easier

Be Conversational: Create rapport with MC Mille-nials to assure them that Nissan understands their needs and is always willing to help

Be Con!dent: Convey that Nissan is sure of who it is across all platforms

I know that Nissan is a car manufacturer, but I don’t really know what their brand represents. As a com-

What A MC Millennial Thinks:

What We Want A MC Millennial to Think:

Inventive

Show MC Millenials that Nissan isn’t as con-cerned about its competitors as it is about challenging itself to give consumers the most up-to-date technologyTransitional

Nissan’s products can adapt to every phase of MC Millenials’ lives. No matter where life takes them, their Nissan is always relevant

Aware

Nissan is never out of the loop. Whether it’s their ever-changing technology, their adaption to culture, or understanding the turning points in life, Nissan is interested and attentive to MC Millennials

Nissan is an innovative brand. When looking for a car, I can count on Nissan to have what I want before I even know that I want it. Nissan incorporates passion and style with technology that helps

through life.

So what’s the big idea?

Nissan’s innovation is what draws you in, but Nissan’s adaptability is what keeps you driving

TONES

COMPELLING IDEAS

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From the ages of eighteen to twentynine, millennials go through a lot of milestones. Millennials graduate high school, enter college, pursue a career and might even start a family. With all of these changes going on in our lives, a reliable car is a must. A car that isn’t just a mode of transportation, but an innovative vehicle that keeps you motivated. A Nissan Keeps You Driving through all lifes transitions. Keeps You Driving every step of the way.

“I like ‘Keeps You Driving!’ It’s posi-tive and makes me feel like Nissan’s a quality product that I’m going to love for a long time,” Nina P, 21, Hispanic Millennial

“It makes sense, very appropriate. I need to know I’m investing in a car that’s reliable and will help me move forward,” Darcie S, 20, Hispanic Millennial

“The simplicity of the phrase leaves room for interpre-tation, as it can relate to the car, literally, and to our lives, personally,”Paige M, 23,Chinese Millennial

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13

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The TV Spot will feature millennials of the three-

backseat, looking over the driver’s right shoulder. Featured is a Hispanic high school grad leaving

placed in the frame, his graduation tassel hangs from the rearview mirror. He uses the push to start ignition to begin the drive up to school. There is a focus on the push start technology to show off the innovations of Nissan.

NT&694-38"#-=-%8RESEARCH EXECUTIONS MEDIA SUCCESS

The camera pulls outwards to the back of the ve-hicle to extend the view. The exterior of the auto-mobile is shown so the audience can see the sleek curves of the Nissan’s body.

Frame 1

Frame 2

P$=">S&N3--RESEARCH EXECUTIONS MEDIA SUCCESS

14 15

NT&694-38"#-=-%8RESEARCH EXECUTIONS MEDIA SUCCESS

NT&694-38"#-=-%8RESEARCH EXECUTIONS MEDIA SUCCESS

1716

The camera angle enters through the windshield presenting a newly engaged African American-His-panic couple. The camera turns to see the couple using the new GPS system to guide them to her family’s house to break the news.

The call to action appears on the viewer’s televi-sion screen. A narrator says: “Visit a Nissan deal-ership near you to learn how Nissan ‘Keeps You Driving.’” The tagline ‘Keeps You Driving’ emerges on to the screen along with the Nissan Logo.

With a slight pan to the left, the Hispanic high school grad is replaced with an Asian millennial. She steps into the car dressed in business attire with laptop in hand. Her demeanor signals to the audience she is a business professional. Driving to the interview, her parents call to wish her luck. She answers with the Bluetooth technology so she can talk hands free. Once again, the audience can see Nissan’s innovative technology being put to use in the real world.

The camera zooms out again and continues the rotation, this time showing off the front end of the car. The audience is able to view the sporty design of the front exterior head on.

Frame 3

Frame 4

Frame 5

Frame 6

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The large photo is the main focus, and it dis-plays the step being take by the Millennial. The image aims to relate with the target audience

The smaller images fea-tured in each advertise-ment are meant to show-case different elements of innovation, which is what draws our target audience in

The copy of each advertisement corresponds with the “transition” the advertisement showcases. We chose to showcase transitions as they are a major component of MC Millennials’ lives. By featuring these step-ping stones, we connect with them emotionally and show we under-stand them

18

U3"%8&694-38"#-=-%8&RESEARCH EXECUTIONS MEDIA SUCCESS

19

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“Bold Decisions”“We’ve Got Your Back”

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21

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20

What keeps you driving?

SEARCH

What is driving you today?

MODEL: Altima Coup 2011

PURCHASED ON April 6, 2011

SALES LIASON Jeff Sands

NEXT SERVICE 20,000 miles

HOME DEALERSHIP Boca Raton

ME & MY NISSAN

NISSAN NEWS

SERVICE, PLEASE

DEAL OF THE WEEK

EVENTS EVERYWHERE

We want our millennials to stay connected, engaged, and excited about their Nissan. Our online expe-rience offers them this opportunity while re-enforcing the core concept that Nissan Keep’s You Driving through life. The site is an open forum to post about their Nissan experiences. It offer’s options to make their lives easier, and keeps them united and loyal to the Nissan brand. The microsite is built with social functionality to post updates and pictures from Facebook, Twitter etc. The site keeps them updated with

-ments, and presents relevant coupons and deals to save money. All components of the site are simple

around the brand.

The microsite will serve as an emotional connection through the digital realm that is ever-present within the millennial target. The exclusivity of the microsite to Nissan-owners is a way to build a shared com-munity while enhancing the Nissan ownership experience of convenience, ease, and staying social.

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“Starting New Adventures”

Our “Keeps You Driving” microsite will help Millenni-als connect with Nissan easily on an emotional and practical level

“Keeps You Driving” Microsite

J0W"$>&:-9"$RESEARCH EXECUTIONS MEDIA SUCCESS

22 23

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In select DMA dealerships, these LCD panels will be utilized as a jumpstart to support our Nissan micro-site: What Keeps You Driving? Upon purchase of a vehicle, the salesperson will lead the new owner to the innovative touch-screen panel to set up an account for the microsite. The simple process will ask for

-name and password, age, car model, sold by, etc. The last step will be to have a picture taken through

their microsite account, a way to become familiar with the site before even leaving the dealership. In the last step, the panel will print out the documented information to have as a keepsake and for their per-

Through the panels, we hope the consumers absorb an innovative experience and with hope the ac-

connection from the consumer to the brand, as if he or she is joining this exclusive Nissan community in an off-road experience.

Nissan’s Facebook fan page will function as an integral part of the social media campaign. The goal of this platform will not only be aimed at sharing content aligned with the “What Keeps You Driv-ing?” campaign, but also at estab-lishing a larger fan base. Non-fans

‘like’ Nissan —in order to view the page in its entirety.

Once a fan has gained access, he/she will be able to interact with the brand through posts, pictures, and even through sweepstake en-tries. There will be a tab available for the ‘What Keeps You Driving?’ sweepstakes, as well as one to

Twitter will also be a critical com-ponent of Nissan’s social media campaign, especially when target-ing Hispanic and African Ameri-can Millennials.

To promote Nissan via Twitter, we will encourage Millennials to use our tagline with the hashtag #keepsmedriving. This will open the doors for interaction and engagement with our target audi-ence.!"

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Interactive Dealership Display

Our interactive dealership display aims to register Millennials on the microsite in hopes of creat-ing a long-lasting relationship with the brand

Using Facebook and Twitter E!ectively

V4-%8#RESEARCH EXECUTIONS MEDIA SUCCESS

24

V4-%8#RESEARCH EXECUTIONS MEDIA SUCCESS

25

WHY EVENTS?

Held every March in Miami, FL, Calle Ocho draws over 1 million attend-ees as they pay tribute to America for welcoming all Hispanics. Many people come to enjoy the diverse, food, music and culture of various latino backgrounds

36th Annual Calle Ocho FestivaWith a total of nine events, we chose three events targeted towards African American, Asian American, and Hispanic millennials.

The events were chosen based on high at-tendance of multicultural millennials. They were also chosen because the areas where the events are held have a high population of that particular demographic.

At these events we will have many Nissan banners displaying our tag line, “keeps you driving.”. We will also have a table set up at these events with members of our street team answering questions. They will also be giving out Nissan promotional items such as t-shirts and coosies that display our tag line.

We will take videos at the event with the target market answering the question: “What keeps you driving?”. This will help

them to make sure to keep checking the site to see their interviews.

Being at these events will show our target market that we understand things they like to do. These events are all great ways to quickly generate buzz and effective PR.

Hispanic Americans

Held every March in Miami, FL, Calle Ocho draws over 1 million attend-ees as they pay tribute to America for welcoming all Hispanics. Many people come to enjoy the diverse, food, music and culture of various latino backgrounds

36th Annual Calle Ocho Festiva

Held every March in Miami, FL, Calle Ocho draws over 1 million attend-ees as they pay tribute to America for welcoming all Hispanics. Many people come to enjoy the diverse, food, music and culture of various latino backgrounds

36th Annual Calle Ocho Festiva

Held every March in Miami, FL, Calle Ocho draws over 1 million attendees as they pay tribute to America for welcoming all Hispanics. Many people come to enjoy the diverse, food, music and culture of various latino backgrounds, including Puerto Rico, Dominican Republic, Cuba, the Caribbean, Colombia, Venezuela, Nicaragua, Honduras, Haiti, Guatemala, Costa Rico, Mexico, Chile, Ecuador, Panama, Peru and more.

36th Annual Calle Ocho Festiva

Hispanic Americans

The Latin Grammys will take place in November 2013. The awards recognize outstanding achievement in the music industry, primarily those produced in Spanish or Portuguese. In 2011, there were approximately 11.1 million viewers.

14th Annual Latin Grammys

The futbol match will be held in Brazil through the month of June. During the last World Cup, held in South Africa of 2010, the United States averaged 2.1 rating, with 2.2 mm HH and 3.2 mm views over the 64 games.

2013 FIFA World Cup

In 2013, Black Entertainment Television will host their 13th BET Awards Show at the Shrine Auditorium in Los Angeles, CA. The show was established to celebrate African Americans in music, acting, sports and other

are presented annually and broadcasted live on BET.

BET Awards

African Americans

The NBA All-Star game is to be held in Toronto Canada for March 2014. The game is the featured event of the All-Star Weekend, and it is held on a Sunday night. All-Star Weekend also includes a number of popular exhi-bition games and competitions featuring NBA players and alumni as well as players from the WNBA and D-League. The All-Star Game is usually the highest rated

(January to March) of the cable television season.

NBA All-Star Game

Held during the last week of June, the Taste of Chicago has grown to be the world’s largest outdoor food fest. Attracting upwards of 3 million people each year, many people come to taste the different foods, listen to live music, and enjoy exploring this Windy City.

Taste of Chicago

Comic Con is held every year in mid-July at the San Diego Convention Center. Last year it was a sold-out event bringing approximately 130,000 people to the

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The convention is the largest in the Americas.

Comic Con

Chinese Americans

At the beginning of early January, the Chinese celebrate the New Year. Beginning in 2012, the festival will be held in Los Angeles, CA as it is expected to bring in an estimated 100,000 visitors from all over the Southern California region. At the event, there are vendors offer-ing unique gifts and specialty items, food booths with various types of delectable items, amusement rides, and lots of live entertainment.

2013 Chinese New Year’s Festival

The Fast and the Furious ”Fast 6” is anticipated to be released Memorial Day weekend, May 24, 2013. Di-rector Justin Lin stated in an interview that he intends to get Vin Diesel, Paul Walker, Eva Mendes, Dwayne Johnson and Tyrese Gibson back as well as others,

“Fast 5,” which made more than any other previous Fast and the Furious counterpart, the sixth is expected to bring in the most money, as they have largest budget

Fast & The Furious Premiere

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The City-State Nissan Tour will be following the Cash Cab Campus Tour. This tour will go to cities with a high population of MC millenials. Some of this tour will collide with events going on in these cities.

test-drive the car models or choose the augmented reality version on our augmented reality racing game. We’ll be visiting the following cities:

Nissan Cash Cab: City Tour

State

California

Florida

Georgia

Illinois

Maryland

Massachusetts

New York

Philadelphia

Texas

Washington, D.C.

DMA

Los Angeles, San Diego, San Francisco

Hialeah, Miami, Tampa, Orlando

Atlanta, Duluth

Chicago

Baltimore

Boston

New York City

Philadelphia, Pittsburgh

Austin, Dallas-Ft. Worth, Houston

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The Cash Cab tour will feature a Nissan cab. This cab will drive around the area giving rides to MC mil-lennials. At random, we will offer riders a chance to win Nissan prizes and/or cash. Questions will be asked about the Campus and Nissan.

Accompanying the Cash Cabs will be a customized Nissan tour bus. A Nissan event set-up will be

event team answering any questions and supervising the test drives. Students will have the opportunity to test-drive out our virtual reality/augmented reality test-driving racing game.

We have chosen colleges that have a high population of each MC Millennial. The tour will travel to Historically Black Colleges with a high enrollment of African-Americans, colleges with over a 60% His-panic population and campuses with a high Chinese-American population. Eight colleges were chosen for each ethnicity so we could target each MC millennial evenly. We will be visiting the following Cam-puses on our college tour:

Nissan Cash Cab: Campus Tour

African American Hispanic American

Howard University

Morehouse College

Hampton University

Tuskegee University

Xavier University of Louisiana

Florida A&M University

North Carolina A&T State University

North Carolina Central University

Chinese American

Texas A & M International University

University of Phoenix

The University of Texas-Pan American

Texas State Technical Col-lege

Boricua College

Los Angeles Mission College

Miami Dade College

New Mexico State University

University of California

Riverside

Polytechnic University NY

Rutgers

University of Pennsylvania

University of Maryland

Cornell University

Stanford

Massachusetts IT

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Nissan Cash Cab: Campus Tour

Nissan Cash Cab: City Tour

RESEARCH EXECUTIONS MEDIA SUCCESS

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J . F . M A . M . J Ju . A . S O . N . D

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yle

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ocia

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Special messaging regarding Black His-tory Month will be published during the month of February

Cash Cab Promotional Tour

Indicates pulsing

Special messaging regarding Hispanic Heritage Month will be published during the month of Octo-

be purchased due to the holiday season

Heavier monitor-ing due to holiday season

Indicates advertising

Calle Ocho Festival

All-Star Game in

Chinese New Year Festival in Los Ange-les, CA

FIFA World Cup in

Taste of Chicago Fes-

Fast and the Furious VI Premiere (Loca-tion TBD)

Latin Grammys (lo-

Con in San Diego, CA

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Objective: Target MC Milleninals to increase MC market share

Strategy: Use targeted print and TV spot placement in key DMAs

O: Increase word-of-mouth and generate buzz

S: Focus on and generate events that target MC Millenials

O: Create a powerful digital connection with consumers

S: Use Social Media to engage with consumers and increase awareness

O: Maximize ROIS: Advertise year-round with pulsing during Hispanic Heritage Month, Black History Month and the holiday season

Media Objectives and Strategies

Production

TV

Print

Digital

Social

Promotions

Point of Purchase

Events

$15 million

$50 million

$1 million

$1 million

$1 million

$5 million

$1 million

$27 million

MEDIA BUDGET

$100 million

SUGGESTED MEDIA VEHICLES

Print VehiclesConsidering magazines with high MC Millennial readershipExamples: Cosmopolitan, People, Forbes

TV VehiclesConsidering spot TV in DMAs with high MC composi-tion and during programming popular among MC

:-$#13-#&0R&J1WW-##RESEARCH EXECUTIONS MEDIA SUCCESS

We will be analyzing and tracking important variables of our campaign to make certain that our ob-jectives are being met. The success of our campaign will be measured by the success of each of these variables. We will be analyzing the following variables:

MULTICULTURAL SHAREOur overall marketing goal is to increase total Multicultural Share. We will measure this by the increase in sales for each multicultural millennial audience by quarter.

Monthly tracking studies will be done on the following to measure impact of the campaign: - Number of sales from 18- 29 year-old MC Millennials -Retention rate of the target market - Brand awareness - Overall perception of Nissan - Perception of dealership experience DIGITAL EXPERIENCE-We will track campaign success via Facebook and Twitter Analytics. Success of these social media ve-hicles will also be analyzed by monthly reports completed by employees monitoring the pages.

-Google Analytics will be used to track the success of our micro site. -The perception of all of these digital aspects will be evaluated by surveys before, during and after the campaign. These surveys will strictly be given to members of the designated target market.

-The number of users that are signed up for our micro site will show us how effective many aspects of our campaign were. Since this site will be promoted through our events and other areas of our cam-paign, this will show an effective measure of success.

RECALL SURVEYS:Survey consumers of our target market to make sure we are reaching an adequate number. These will be done at the end of the campaign and will mostly focus on the recall of our television spot and print ads.

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