Nissan Media Plan


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Nissan Media Plan

  1. 1. Corner Room CommunicationsKatie Kelley, Ashley Maher, John Bealka, Marissa Gruenke Nissan
  2. 2. Executive Summary  Our fully integrated marketing campaign will build awareness and favorability among African Americans, Hispanic, and Chinese millennial consumers. With a focus on Nissan’s Innovation for All, the campaign will tie into their cultural roots and the uniqueness of each millenials own cultural background. The key to multicultural millenials is passion and excitement.
  3. 3. Nissan’s “Innovation for All” CampaignAn opportunity exists for Nissan to gain brand awarenessand lasting favorability among multi-cultural millennials,specifically Hispanics, African Americans and Asians.Nissan will use traditional media, social media, out-of-home tactics, and promotional sponsorships to createbuzz and to reach them in a familiar environment.Corner Room Communications
  4. 4. Where is Nissan Now? As of Nov 1, 2011 Nissans Current Market Share: 8.1 % Nissan ranks 3rd in MC market share with 25% of Sales from multicultural buyers. Slogan: Shift the way you move Nissan believes that cars should change the world and the way we move through it. Innovation for all Nissan is committed to diversity because it strengthens and better prepares the company to create quality productsCorner Room Communications
  5. 5. Advertising Objectives Increase market share among multicultural millennial market from 13.10% to 23% by end of campaign Increase brand awareness among multicultural millennials 18-29 by 30% Increase loyalty to Nissan brand among multicultural millennials 18-29 by 10% Increase product image among multicultural millenials Corner Room Communications
  6. 6. Marketing Objectives Gain attention of multicultural millenials by using ads that have a sense of cultural acknowledgement. Persuade multicultural millenials that Nissan offers the performance, quality, and style they are looking for when choosing a vehicle. Remind multicultural millenials of Nissans high-tech yet unique cars that allow them to be their own person. Reach 50% of multicultural millennials 18-29 through traditional media and lifestyle/event promotions. Utilize online experience and smart phones to reach the multicultural millenials.Corner Room Communications
  7. 7. Meet Joyce Who am I? •Majority are single, college- educated mothers •Located in Georgia, Texas, and Florida •House-hold income $66,000 •Twice as likely to trust Black media than mainstream mediaWhat do I want? •TV is her media vehicle of choice•A functional car that allows me to live the life you want throughinteresting experiences made available by cars. Corner Room Communications
  8. 8. Meet Chao Who am I? •Chinese, male, married man with no kids •College educated, secure job making an average of $75,000 •Living in CA- passionate about my career and education •Self assured and confidentWhat do I want?•A car with great technology that thrills and excites me while stayingconnected to my Chinese roots. Corner Room Communications
  9. 9. Meet Roberto Who am I? • Hispanic male graduated from college • 50% of buyers married with children • House-hold income: $68,000 • Living in California and TexasWhat Do I Want? • Prefers TV and Radio•A family car to help me achieve my goalsin life because tomorrow is uncertain. Corner Room Communications
  10. 10. Geographic MapCorner Room Communications
  11. 11. Geographic Map Why California, Texas, New York and Florida?• African Americans are migrating to the southern states for better schools and affordable housing.• Hispanics are the largest ethnic group in the country, with the highest concentration in Texas and California.• California has the highest Chinese population, followed by New York and New Jersey. Corner Room Communications
  12. 12. Where is Chao consuming his media?Corner Room Communications
  13. 13. Where is Joyce consuming her media?Corner Room Communications
  14. 14. Where is Roberto consuming his media?Corner Room Communications
  15. 15. Competitive Strategy Create a simple message stressing innovation, environmental consciousness and personalization for all while relating to the multicultural’s roots. Still use brand attributes of performance duality, style, while reaching the heart of the multicultural by relating to their background in a way that embraces their passion and adventurous lifestyle.Corner Room Communications
  16. 16. Integrated Media Mix TV Online Radio Outdoor Magazine PromotionsCorner Room Communications
  17. 17. Cable TV Sports and Lifestyle channels allow us to reach Chao, Joyce and Roberto. A national television campaign will provide blanket coverage in all of the major cities. 30 second spots highlighting innovation while staying true to your roots.  Oprah Network and ESPN will have a continuous schedule.  Telemundo and Estrella TV will be alternating so there is always a Hispanic presence.  The other stations will be present during prime car buying times- during the holidays and summer. Corner Room Communications
  18. 18. RadioThe most popular multicultural radio stations are in major cities where millenials live and work.Will air during times corresponding to work commutes.California: KLOK 1170 AM KHHT 92.3 FM Hot 92 JamsTexas: Tejano 107.5 FM Tu Musica 104.9 FMFlorida: WTMP 1150 AM Jamz WSRF 1580 AM Caribbean News TalkNew York: WBLK 93.7 FM R&B, Gospel, Hip Hop, Reggae WQBU 92.7 Spanish Mexican Radio Corner Room Communications
  19. 19. Magazines Full page color ads in specialty magazines allow us to reach the multicultural millenials 6 multicultural magazines- national Essence, Ser Padre, Black Woman, People Espanol, Yolk, Asian Week Tie directly into their cultural roots while increasing brand awareness and a positive brand imageCorner Room Communications
  20. 20. Online Ads Internet is most well-rounded medium for multicultural millenials Eye-catching banner ads on heavily traveled websites ,,,,,,, Social media is utilized to support and seek out brand they like ,,
  21. 21. Outdoor Multicultural millenials are concentrated in prime cities in CA, NY, FL, TX Billboards, bus signs and mall floor ads Ads during important car-buying seasons such as holidays and summerCorner Room Communications
  22. 22. Promotions “Ultimate Adventure Road trip”  Summer promotion  If a Nissan is purchased, one is put in a drawing to win a road trip around the US with their family for the summer, all expenses paid  Increases brand awareness for summer purchasing period  Leverage social media sites to promote the event  Multicultural millenials utilize social media sites to influence others purchases
  23. 23. Promotions USA Summer Olympic Games Sponsorship  Various ad and PR opportunities surrounding the sponsorship  Directly tie with Nissan’s Innovation for Endurance campaign  Olympics are a worldwide event that encourage multicultural groups to stay true to their roots while relating to the passion they share for lifeCorner Room Communications
  24. 24. Distinct Car Purchasing Times Holiday season, as new models are coming out  Late spring, early summer- right before summer trips and adventures
  25. 25. Reach? Do we need to do this? We could borrow the numbers used in Christine’s for impressions made and just multiply it by our media vehicles?Corner Room Communications
  26. 26. Flowchart I have the flowchart almost done, we just need to plug in some cost estimates
  27. 27. Final NumbersCorner Room Communications