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.”

8

Magazine Ads

Bus Shelters

Billboards

Subway Tunnel

Signage

TRADITIONAL

9

10

11

12

“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”

Twitter

#Iwillcreate #Iwilldrive #Iwillinspire

DIGITAL

Facebook

13

Interactive Airport Ads

YouTube

DIGITAL

14

“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

16

17

18

PR STRATEGY

Goal:

19

“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

20

INTERACTIVE

Create Your Ride How It Works

Drive What You Want

21

SPORTS & CHARITY

Inspire Through Parkour

22

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

23

MEDIA

Who are we talking to?

College Student

Recent College Grad

All Grown Up

Single Parent - All Work No Play

24

MEDIA STRATEGY

Objective

Strategy

Geography

Planning ParametersBudget

$45,000,000

25

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

26

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

28

“I am America. I am the part you won’t recognize.

MEDIA BUDGET

29

CAMPAIGN EVALUATION

“Create. Drive. Inspire.” campaign evaluation:

Media Evaluation

Digial Initatives Evaluation

30

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

32