SAMANTHA DONELSON

1. Samantha Donelson
Full Sail University
Entertainment Business
Author Note:
This paper was prepared for Principles of Digital Marketing, a requirement in the Entertainment
Business program Full Sail University, in Winter Park, Florida.

2. DIGITAL MARKETING PLAN
1. INTRODUCTION ………………………………………………………………………………………………… 3
2. EXECUTIVE SUMMARY ………………………………………………………………………………………. 3
3. ORGANIZATION VISION, MISSION & VALUES ……………………………………………….………3
4. MARKETING VISION & MISSION ……………………………………………..………………………….. 3
5. SITUATION ANALYSIS ………………………………………………………………………………………….. 3
6. ORGANIZATION & MARKETING OBJECTIVES ……………………………………………………….. 3
7. STRATEGY ……………………………………………………………………………………………………………. 3
8. TACTICS ……………………………………………………………………………………………………………….. 3
9. ACTIVITY PLAN …………………………………………………………………………………………………….. 3
10. CONTROL AND EVALUATION ……………………………………………………………………………….. 3
11. APPENDIX …………………………………………………………………………………………………………….. 3
12. FIND OUT MORE …………………………………………………………………………………………………… 3

3. 1. INTRODUCTION
The company I chose was Tesla Automotive Inc. I am focusing on the automobile side of Tesla;
my plan is to create a marketing campaign to boost the sales of Telsa and expand the target
market.
2. EXECUTIVE SUMMARY
CURRENT POSITION
My plan is to expand the target market all over the world by creating a marketing campaign
that will excite current customers and also bring in new customers. I plan to create a promotion
with a loyalty program that will encourage existing customers to bring in new customers to
purchase their first Tesla. I will use a $400 VISA gift card for the referrals and then a $1000 for
their first purchase of their vehicle. In turn I hope to create a buzz all over the world and spread
the target market to other countries.
KEY ISSUES
Growing the companies target market and growing the number of customers.
Starting to advertise more for the automobiles in order to produce more sales.

4. 3. ORGANIZATION VISION, MISSION & VALUES
MISSION
Tesla’s mission is to accelerate the world’s transition to sustainable energy.
VISION
“To create the most compelling car company of the 21st
century by driving the world's
transition to electric vehicles.”
VALUES
Ambitious innovation, adherence to the ‘First Principles ‘method, and lack of bureaucracy.
PEOPLE BRAND
Innovative Reliable
Professional Futuristic
Friendly Sustainable

5. 4. MARKETING VISION & MISSION
MISSION
“To accelerate the advent of sustainable transport by bringing compelling mass market electric
cars to market as soon as possible.”
VISION
“To create the most compelling car company of the 21st century by driving the world's
transition to electric vehicles.”

6. 5. SITUATION ANALYSIS
SWOT
Strengths Weaknesses
• Innovative
• Artificial Intelligence
• Top of Automotive Class
• Environmentally Friendly
• Variety of Cars
• Not Affordable
• Expensive to fix
• Computer Failure in Electric cars
• Expensive to Create
• Unable to Keep Up with the Demand
• Battery Shortage
Opportunities Threats
• Build a more cost-Efficient Car
• Expand Its Electric Car Market
• Battery Production in House
• Create a Customer Loyalty Referral
Program
• Product Defects
• Multiple Companies for Competition
• Regulatory Threats
• Ford, General Motors, and Chevrolet

7. Touch Point Department Does it meet their
expectation/need?
Competitive
Edge
Website Marketing - Clear and concise call to
actions.
- Easy to find information
- Simple yet Innovative
- Interactive
Design of the car
you want.
Instagram Marketing - Posting about the latest
releases.
- Sharing the current
Sales that are running
with an attractive photo.
Posting the
latest cars
keeps
followers
interested.
6. ORGANIZATION & MARKETING OBJECTIVES
Tactic Objective Strategy
Organizational 2020-2023
(Over 3 years)
1. Increase sales by 20%
2. Find a way to create a
cheaper price tag
without losing the quality
car.
1. Find a way to create a sale
that can bring in new
customers.
2. Find a way to create a battery
ourselves instead of having
another company do it.

8. Marketing 2020-2023
(Over 3 years)
1. Increase Brand
Awareness around the
world.
2. Gain a larger following
worldwide through
marketing campaign
1. Increase social following in all
platforms.
2. The Worldwide marketing
campaign will attract many
followers from all over. Find
what makes them want new
cars and make it a reality for
them to buy.
Marketing Mix Objective Strategy
Product- Battery 1. Find a way to build our own
batteries in house.
1. The cost of cars could lower once
the battery is built and tested.
Place – Global showrooms1. Holding conventions to
showcase our new products
along with our new batteries.
While also reaching new
markets.
1. Use Social media to create a
campaign to get customers and
future customer s excited of the
new changes.
Price 1. Lower cost of production. 1. Lower price of cars.
Promotion- Marketing
Campaign
1. Using social media and
television to reach new
customers and broaden the
customer base.
1. Offer a discount on first car
purchase, or discount for repeat
buyers.
People- Grow the Brand 1. We want to grow the market
for new customers.
1. Social media campaign with a
hashtag challenge.

9. Increasing brand awareness
worldwide.
MEDIUM TERM (3-5 YEARS)
Objective Strategy
Organizational 2015- 2018
(Over 3 years)
1. Create a program for
customers to sign up for
in order to receive
updates on new
vehicles.
1. Use social media and the
company website.
Marketing 2015-2018
(Over 3 years)
1. Using the new program
for customers to follow
production we want to
increase the number of
customers by 5%
1. By using the social media
and website we will post
updates for the current
customers to follow.
Marketing Mix
Model X 1. Post photos of the latest
updates to the car.
1. Use them to generate sales
and excitement.
Global showrooms and
conventions
1. Use the public eye to
help raise excitement.
1.
Price Would not change. 1. Would not change

10. Promotion 1. Loyalty Program 1. Generate new customers
People 1. Generate publicity 1. Post to social media
Physical Evidence 1. Gain new followers 1. Social media followers
Processes 1. Objective 1. Strategy 1 for objective 1
LONG TERM (5+ YEARS)
Objective Strategy
Organizational 2015- 2020
(Over 5 years)
1. Develop an in-house
battery.
1. Provide the best range of
products to key market
segments
Marketing 2015-2020
(Over 5 years)
1. Increase number of new
followers with the
production of the new
battery
1. Provide the best range of
products to key market
segments
Marketing Mix
New Customer Program
(global)
1. Bring in new clients 1. Use social media
internet 1. Raise awareness of
program
1. Use social media to post
about the program
Price 1. Free 1. Free

11. Promotion 1. New customer referrals
from current customers.
1. Offer promotional gift card for
new customer referrals from
current customers.
People 1. New customers 1. Using current customers
Physical Evidence 1. Build the customer
following across the
world.
1. Using social media.
Processes 1. Use the new program to
create excitement for the
new models being
released.
1. Use the existing customers to
bring in new customers.
7. STRATEGY
- Go Global
- Develop an in-house battery
- Create a Loyalty Referral Program

12. 8. TACTICS
RESOURCES
Title Occupant Responsibilities
Marketing Manager Work closely with the Social
Media Assistant.
-Creating marketing plan to
display the new battery we
have built in house.
- Social media, Hype Video
Social Media Assistant Works with the marketing
manager to assist in the
Brand development.
Shares photos and video
snippets to get the
excitement rolling.
Global Brand Manager Travels to engage the public
in the new happenings of the
company.
Travels and engages new
and repeat customers and
shows the new innovative
battery to raise following.

13. BUDGET
Annual costs Annum Quarter Month
Travel Cost $10,000 $2,500 $833
Marketing Budget $15,000 $ 3,750 $1,250
Sub Total $25,000 $6,250 $2,083
Sub Total $25,000 $6,250 $ 2,083
Grand Total $ 25,000 $6,250 $2,083
9. ACTIVITY PLAN
MARKETING MIX
Tactic Objective Strategy
Organizational 2020-2023
(Over 3 years)
3. Increase sales by 20%
4. Find a way to create a
cheaper price tag
3. Find a way to create a sale
that can bring in new
customers.

14. without losing the quality
car.
4. Find a way to create a battery
ourselves instead of having
another company do it.
Marketing 2020-2023
(Over 3 years)
3. Increase Brand
Awareness around the
world.
4. Gain a larger following
worldwide through
marketing campaign
3. Increase social following in all
platforms.
4. The Worldwide marketing
campaign will attract many
followers from all over. Find
what makes them want new
cars and make it a reality for
them to buy.
Marketing Mix Objective Strategy
Product- Battery 2. Find a way to build our own
batteries in house.
2. The cost of cars could lower once
the battery is built and tested.
Place – Global showrooms2. Holding conventions to
showcase our new products
along with our new batteries.
While also reaching new
markets.
2. Use Social media to create a
campaign to get customers and
future customer s excited of the
new changes.
Price 2. Lower cost of production. 2. Lower price of cars.
Promotion- Marketing
Campaign
2. Using social media and
television to reach new
2. Offer a discount on first car
purchase, or discount for repeat
buyers.

15. customers and broaden the
customer base.
People- Grow the Brand 2. We want to grow the market
for new customers.
Increasing brand awareness
worldwide.
2. Social media campaign with a
hashtag challenge.
CAMPAIGNS
Campaign Line of
business
Strategy
First Time Buyers New
Customers
Goals
- The goal is to bring in as many new
customers as we can with this new
campaign.
Target
- Friends and Family Members of current
customers who do not own a Tesla.
Key messages
- Bring a family member or friend to
purchase a new Tesla and receive a
$1000 Visa gift card. (MUST make an
actual purchase.)
Placement

16. - It will be shared on social media
networks Facebook and Instagram along
with Twitter. Also running a Television Ad.
Evaluate
- Total reach and impressions on social
media.
- Total Sales transactions.
- Hopefully gain 1,000 more customers
each quarter.
DISPLAY ADVERTISING
Placement Target Actions
Google Display Families with children, Ages
30-50 with 1-3 kids
Target key search terms-
Tesla, Electric Cars, Cars,
SUV, Trucks.
Television Share promotion via TV ads Offer first time buyers a
discount coupon on first visit.
YouTube Bloggers and
Vloggers
Ages 25-45
Target key demographics of
pop music and country
music.
Timing is Back to School
July-Sep.

17. SOCIAL MEDIA
Tool Target Actions
Facebook - A casual ad for all to
see
- Target people close
to the dealerships
- Targeted by likes and
pages the follow and groups
they are in.
-Set up welcome page
-Boost post for key products
and promotions
-Keep up to date on all
product releases.
-Keep the page active and
posting ads and
photographs.
Instagram - Targeted by likes
and pages they
follow.
- Target business
owners.
-Set up welcome page
-Create events calendar
-Post Photos of new
automobiles and colors.

18. EMAIL MARKETING
Emails Timing Frequency
Update/News/General
communication
Send out on Monday
mornings.
Quarterly
Events- Update consumers of
new events on the horizon.
Referral Program, First time
Buyer Initiative
Monday Morning Monthly
Big Events- New Year’s Sale,
4th
of July, Black Friday,
Anniversary Sale.
Send 7-10 days prior to the
event.
Annually

19. 10. CONTROL AND EVALUATION
Evaluate Measure Tools
Keywords Rank well on top keywords Google Ad-words
Traffic to Instagram Followers added every
month
Instagram Analytics
Increase Likes on FB Add 5,000 likes every
month
Purchase ad space on
Facebook. Begin a share
chain with our new
promotion.
New Customer Count by 5,000 Promote the Refer a Friend
program for current
customers to bring in new
customers for a VISA gift
card.
Use Social media ads and
Television ads to promote the
new initiative program

20. 11. APPENDIX
After further research I have figured out that in order to increase my new customer count I will
have to advertise through social media for the millennial crowd and the through Television ads
for the others. By using the ads, I can spread the word quicker and get a faster return.
12. FIND OUT MORE
https://www.tesla.com/about