Dare to Connect

2014 Mazda3Towson University Tiger Tactics

Client Objectives

Conduct research to gain understanding between Mazda brand and Gen Y in order to create the most effective marketing communication

Generate buzz that educates consumers on benefits of Mazda3

Develop and execute integrated marketing communication plan for the Mazda3

Agency Objectives

Increase Awareness by 30% Increase Purchase Consideration by

10% Generate Impressions

Post-Campaign Position

Campaign Strategy—Target Market

Towson University Community Under-Grad, Graduate, & Faculty

“Generation Y” Ages 18 to 29

Message & Slogan

Dare To Connect

Campaign Strategy—Tactics

Unintentional Marketing Social Media + School Paper

Cause Marketing Rebound N’ Sound ▪ Operation Rebound—Challenged Athletes

Foundation

Campaign Strategy—Development Process

Tuesday Nov. 5th Mazda3 Awareness Events DAYTIME EVENT

Tuesday Nov. 5th Mazda3 Awareness EventsEVENING DJ COMPETITION

Rebound N’ Sound

AdvertisingLuis Leonzo

Advertising Objectives

Increase awareness of the Mazda3 in the Towson community, through cause marketing

Bring in donations to our cause: the Challenged Athletes Foundation’s Operation Rebound Program

Advertising Tactics

Implemented a 85/15 rule for content posted on social media sites 85% relevant content 15% content about the 2014 Mazda3

Socialization over Direct Advertising

Advertising Successes

Facebook: 109.6K ImpressionsTwitter: 43.4K Impressions,

Engagement rate of 0.30%Video: over 1k total playsBanner: 800 ImpressionsPoster: 300 ImpressionsFlyer: 30K ImpressionsT-Shirts: 25K ImpressionsSign Spinner: 1,000 Impressions

Advertising Examples: Banner

Banner: 800 Impressions

Flyer

Flyer: 30K Impressions

Poster

Poster: 300 Impressions

T-Shirt

T-Shirts: 25K Impressions

Sign Spinner

Sign Spinner: 1,000 Impressions

Facebook Page

Facebook: 109.6K Impressions

Facebook: Sample Post

Facebook: ‘Likes’ Trends

Facebook: Total Page ‘Likes’

Demographics of People Reached

Twitter Home Page

Twitter: 43.4K Impressions

Twitter Impressions

“What Does the Tiger Say?” Video

https://www.youtube.com/watch?v=9RySbv_0rUE

Performance of Advertising

Total Advertising Impressions 211,000 +

Mixture of Print, Internet, and Support channels

Public RelationsElana Diestel

PR Strategy

Goals: establish the 2014 Mazda3 as the

premium choice in its vehicle segment. Strengthen the Mazda brand’s

connection with the community.

PR Strategy

Objectives: To increase the awareness of the 2014

Mazda3, specifically of its features and the Mazda brand

To increase the acceptance that the 2014 Mazda3 is a premium selection in its vehicle segment.

To increase purchase consideration

PR Strategy

formulated an action strategydeveloped a message strategy

emotional appeals Unique selling proposition: Dare to

Connect

Tactics Implemented and Media Coverage

News media tactics Stories in The Towerlight

Interpersonal communication tactics Rebound N’ Sound event

Successfully got two stories in The Towerlight Towson University website story is in

progress

PR Successes

Media Value vs. Cost and Impressions

“Class competes to market Mazda3” Value: $248.85

“Cool car for good cause” Value: $328.02

Impressions Each Towerlight story got 30,000

impressions ▪ Combined = 60,000 impressions

Research-Alexandra Guimaraes

Research timeline September 17th - Creation of pre-event survey (first

draft) October 2nd - Approval for final pre- event survey October 3rd - Focus group held October 4th - Surveys sent out October 7th, 8th, & 9th - In-depth interviews analyzed;

Focus group information analyzed October 15th – Reached 400 survey results & analysis

began October 21st – Client Debrief November 1st – Obtain approval for post-event survey November 6th & 7th - Post-event survey will be sent

out November 25th – Post-event survey responses will be

analyzed December 2nd – Campaign Evaluation

Research Goals and Methodology

Pre Campaign Survey Target – 506 respondents

Post Campaign Survey Target – 414 respondents

Focus Group Target – 18 participants 20: 11 vehicle owners, 9 non vehicle owners

In-Depth Interviews

- 46 Interviews

Target Audience Findings – Interviews & Focus Groups

Conve

nien

ce

Good

Gas M

ileag

ePr

ice

Tech

Fea

ture

s

Safe

ty/R

elia

bilit

y

Style/

Size

of t

he V

ehicle

0

2

4

6

8

10

6.6

2.7 2.21.4

0

3.1

6

9

3

0

4

0

In-Depth Interviews Focus Groups

Target Audience Findings - Surveys

Male 41%Female

59%

Pre-Cam-paign

Target Audience Findings - Surveys

59%41%

Pre-Campaign Consider-ing Price Range of the All-New 2014 Mazda3

Yes No

72%

28%

Post-Campaign Consider-ing Price Range of the All-New 2014 Mazda3

Yes No

Research Insights for Support of Campaign In-depth interviews

Style/size of vehicle (31%) Gas mileage (27%) Emphasized these features

Focus Groups Survey

Skyactiv technology (39%) Bluetooth audio (33%)

Marketing methods Online (45%) Facebook and Twitter Word of mouth (33%) flyers, speaking to

classmates

Post Campaign Position

Thea Kreis

57% 76%

24% 46%

Awareness of the Mazda3 Line

Awareness of the All-New 2014 Mazda3

Post-Campaign Position

Post-Campaign Position

38% 30%

7% 21%

Very Unlikely to Purchase All-New 2014 Mazda3

Somewhat Likely to Purchase All-New 2014 Mazda3

Financial AnalysisTyler Carson

Accurate Cost vs. Value Analysis Received quality assets and services to put

towards operations at low or no costs Lowered costs by expanding vendor options Reduce expenses by:

Utilizing donated items Utilizing internal skills and abilities for free▪ Band, DJs, digital design, video editing

We believe that the value of the assets and services we received out-weighed the costs

Return on Investment

Cost: $3,000Actual Value: $176,000ROI: 5,866%

Summary

How Objectives were met

Gained Understanding/Research on Target Market

Increased Awareness of the 2014 Mazda3 + 22%

Increased purchase consideration + 14%

Total Impressions Created 271,000

Results—Recommendations

Endorse causes that the target market can appreciate

Continue pushing to Generation Y via social media

Tiger Tactics Thanks You

Q & A Session