The document discusses Mazda's plan to promote sales of the Mazda2 subcompact car. The target audience is young individuals aged 20-40 who enjoy an exhilarating driving experience. Mazda will focus marketing efforts on major urban areas using social media platforms like Netflix, Facebook, Twitter and Hulu to reach the target demographic. The goal is to educate this audience about the Mazda2 and sell 5,000 units in the first year through an integrated digital strategy and allocated budget.

1. MAZDA2
"...THEY
DON'T
COME
MUCH
MORE
ENJOYABLE
THAN
THE
MAZDA2.”
—
CarandDriver.com
|
August
2010
Kelsey
Miner
ADV
420
Final
Presentation

2. Target Audience
 Young
individuals:
20
-­‐
young
40’s.
 Young
spirited
 Good
capability
to
express
themselves
 In
making
choices
remain
passionate
and
self-­‐confident.
“to
offer
creative
and
innovative
‘Exhilarating
driving’
to
those
people
who
still
hold
dear
the
love
of
motion
experienced
as
a
child”
http://www.mazda.com/profile/vision/brand.html

3. Key Performance Indicators
 Sales
Reports
 Track
the
amt
of
Mazda2’s
sold
 Compare
with
past
sales

4. “BIG IDEA”
 Push
sales
in
Urban
Areas
 Achieved
by
using
popular
social
media
sites
 Netflix
–
total
subscribers
=
33
million
 Facebook
–
total
users
=
1.06
billion
 Twitter
–
total
users
=
500
million
 Hulu
–
total
users
=
43
million
http://ir.netflix.com/
http://thenextweb.com/facebook/2013/01/30/facebook-­‐passes-­‐1-­‐06-­‐billion-­‐monthly-­‐active-­‐users-­‐680-­‐
million-­‐mobile-­‐users-­‐and-­‐618-­‐million-­‐daily-­‐users/
http://www.statisticbrain.com/twitter-­‐statistics/

5. Why
Urban
Areas?
 Fit
the
target
audience:
 Young
population
 Current
and
up-­‐to-­‐date
with
social
media
 Big
Cities
–
Chicago,
Seattle,
New
York,
St.
Louis,
etc.
 Busy
 Limited
parking
 Hectic
driving
 Size:
Subcompact
car
<
small
than
compact
cars
=
ideal
for
big
city
living
 Great
on
gas
 Quick
 Easy
&
fun
to
drive

6. Tools
&
Tactics
–
Social
Media
 Netflix
 Ads
via
30
-­‐
60
sec.
commercials
 Facebook
 “Like”
page
 Facebook
Ads
on
the
side
of
the
page
 Twitter
 Promotional
account
 News
releases,
Specials
 Hulu
 Ads
via
30
–
60
sec.
commercials

7. Budget
“A
company
looking
to
gain
&
grow
market
share
is
said
to
spend
about
10%
of
their
total
revenue”
 $2,500,000,000
available
to
Mazda
for
ADV
 Netflix
 Unknown
amount
used
to
create
multiple
30-­‐60
sec.
ads
 Facebook
 Expected
$45,000
–
including
facebook
Ads
 Twitter
 Expected
$45,000
including
promoting
tweets
 Hulu
 Unknown
amount
used
to
create
multiple
30-­‐60
sec.
ads
 Remaining
money:
 Testing
ads
out
in
specific
geographic
areas
 Long-­‐term
advertisement
plan
http://frog-­‐dog.com/articles/detail/how_much_should_companies_budget_for_marketing/

8. Mazda2 Goal
 Educate
target
audience
on
new
Mazda2
 Persuade
into
wanting
&
needing
 5,000
cars
sold
in
the
first
year
 The
car
is
not
well
known
and
has
a
specific
target
audience
 There
are
about
16
to
17
million
car
units
sold
yearly
 “DO-­‐ABLE!”

9. “Good things come in small packages...”
 Digital
Strategy
 Social
Media
 Netflix
 Facebook
 Twitter
 Hulu
 Planned
Budget
 Market
testing
 Allocated
costs
With
proper
planning,
Mazda2
will
be
able
to
reach
their
target
market
as
well
as
year
goal