BeGenius (1)

2 | BeGenius
TABLEOFCONTENTS Executive Summary 3
Situation Analysis
Company Analysis 4
Product Analysis 6
Consumer Analysis 8
Market Analysis 10
Competitive Analysis 12
SWOT Analysis 14
Target Audience 16
Campaign Objective 17
Creative Strategy 19
Creative Executions
BeGenius Tour 20
Tour Details 22
Social Media Promotion
Facebook 23
Snapchat 24
Instagram/Twitter 25
Public Relations 26
Banner Ads 27
BMW Careers Facebook Page 28
Direct Mail 30
E-mail 31
Campaign Schedule 32
Budget Overview 33
Works Cited 34
Alex Jones Account Executive
Becca Lyons Social Media Specialist
Belle Newby Graphic Designer
Kyle Tindle Research Analyst
Colton Moorehouse Media Planner

Jones Agency | 3
EXECUTIVE SUMMARY
CLIENT BMW
CAMPAIGN PERIOD June 1-September 26, 2015
BUDGET $175,000
MARKETING OBJECTIVE For the months of June, July,
August and September this campaign will establish top of
mind awareness of the BMW Genius program among BMW
centers and high quality talent ages 20-29, with special
emphasis on females. This campaign will aim to increase
the use of internal hiring resources by 15% and increase the
number of BMW Geniuses to 750 nationwide by the end of
2015.
COMMUNICATION OBJECTIVE Externally, this
campaign will increase awareness amongst individuals age
20-29 that BMW as an appealing employer. Internally, this
campaign will raise awareness amongst BMW centers,
with special emphasis on non-future retail centers, on how
implementing the BMW Genius, along with the use of
internal hiring resources, can positively affect their centers.
TARGET AUDIENCE Men and women, ages 20-29, with
special emphasis on women.
CREATIVE STRATEGY Founded as an aircraft engine
manufacturer in 1916, BMW is now one of the world’s
leading luxury automobile manufacturers. As such,
this campaign will not ignore the company’s innovative
reputation. This campaign will aim to increase awareness of
the BMW Genius program in the most creative, personable
ways possible. Sharing all aspects of their lives with friends
of all kinds is a fundamental aspect of the culture of adult
Millennials. Thus, one of the key principles of the success of
this campaign is to create digital content that is authentic and
interesting enough to make it worthwhile for our target market
to share with their friends. Social media will play a crucial role
in the success of this campaign.
MEDIA OBJECTIVE The media platforms selected for
the external portion of this campaign will get our target
audience to engage with the brand through various social
media outlets. The BeGenius Tour will allow for a greater
sense of interaction as consumers participate in the event.
The internal aspect of this campaign will reach 100% of the
audience as all selected media vehicles have guaranteed
reach. Traditional advertising will allot for 55% of the budget
following with the BeGenius Tour at 33%, promotional items
at 12%, and social media at 0%.
Jones Agency | 3

4 | BeGenius
Bavarian Motor Works is an automobile and motorcycle
manufacturer based out of Munich, Germany. BMW of North
America, LLC, the U.S. sub-company, was established in
1975 as the official United States importer of all BMW luxury
and performance vehicles. As of September 2014, there
were 339 BMW dealers nationwide, along with 35 Rolls-
Royce dealerships, 119 MINI dealerships and 139 BMW
Motorcycle dealerships.1
Their significant retail network
spans across the country as do their fifteen corporate
locations.
BMW is continually making strides, unveiling new
technology and new models on a regular basis. In 2004,
there were a mere twenty-four BMW variants and just ten
years later; there are now over one hundred.2
Recently, they
have released their latest in electric technology, with their
i3 and i8 series, rolling out their i3 with a celebrity starring
Super Bowl Ad earlier this year. To enforce their belief in
electric technology, BMW is teaming up with Volkswagen
to build one hundred fast charging electric vehicle stations
throughout the United States. The company is also getting
ready to reveal their 2-series GT that will be the BMW’s first
compact seven-seater.3
COMPANY
ANALYSIS
SituationAnalysis
4 | BeGenius

Jones Agency | 5
BMW vehicles are often referred to as “the ultimate
driving machine” and the company strives to deliver on this
promise. Almost two hundred years after BMW’s
beginnings in Germany, they are still known as the best
selling luxury brand in the United States and the world. As
such, the BMW brand is well known. It is the 11th on the
world’s most valuable brands list, and is the second most
valuable automotive industry brand worldwide valued at $29
billion. In 2014, BMW of North America was up 5.3% in
sales from the previous year, which was a new record for the
U.S. BMW Group.4
BMW employees have been known to inspire
customers, drive business and accelerate performance.
They are motivated to perform and achieve results while
communicating with impact. Employees believe full heartedly
in the company and are key to the success of BMW. This is
why it is imperative to teach centers about the importance of
hiring the right people. To help do so, BMW has access to
special recruiting tools, such as: Talent+, Hudson Recruiting
Solution and the Omnia Group. These assessment tools and
full service recruiting program are offered to centers at a fee
in order to assure proper hiring techniques.5
SITUATION ANALYSIS COMPANY
Jones Agency | 5

6 | BeGenius
PRODUCT
ANALYSIS
EXTERNAL
The BMW Genius program is a newly implemented position
started in 2013 at BMW. In the past two years, the number
of employed BMW Geniuses has grown from 9 to 536. The
ideal BMW Genius is a personable, tech savvy individual who
is eager to learn and grow. This individual must be driven
and focused in order to be successful at the BMW Genius
position. The Genius must encompass the ability to read
people, pick up on the customer’s needs and match them
with the most fitting series of BMW. The Genius position
will allow a foot in the door for individuals looking for an
entry-level job at BMW along with allowing them to join the
respectable and admirable BMW family.
A BMW Genius greets potential customers as an
informer rather than the Client Advisor. The Genius takes
the pressure off of customers coming into BMW centers to
look at cars. Customers do not want to feel as though they
are being pushed into purchasing a car. The BMW Genius
helps to manage the flow of incoming customers while
getting them engaged with BMW cars. Additionally, the
Genius is there to answer any questions that the customer
may have, and conduct test drives. After the Genius/
customer interaction, clients are introduced to a
BMW Client Advisor who will then talk to them
about purchasing the car. The Genius will also
suggest that the customer schedule an
encore appointment, install the BMW app on their phone,
and put the Genius hotline number into their car. The Genius
position grows the bond between customer and employees
in order to increase overall satisfaction.
With a plethora of BMW models, the Genius will bridge
the gap of knowledge between technology and consumer.
The BMW Genius will know all of the different car models,
including features and options. Car models are constantly
evolving, so the Genius is expected to keep up with these
changes.
BMW centers hire their own Geniuses, but the 5 day
the training is paid for by BMW. Each quarter, Geniuses are
required to stay updated with their training through online
assessments. Ideally, there should be one BMW Genius per
400 SPG, or the Sales Planning Guide, which is “the dealer’s
sales goal based on allocation, forecast and potential.”5
BMW
has experienced an increase in the number of encores since
the implementation of the BMW Genius program. Encores
that are recorded result in monetary rewards for BMW
Centers, so employing a Genius is beneficial for the center
and BMW in general.
Being a BMW Genius will ultimately increase the
employee’s sociability, knowledge about cars, and
understanding being a part of an international
entity. The positions allow for an amazing
experience for an entry-level job.
6 | BeGenius

Jones Agency | 7
INTERNAL
BMW is offering resources to dealerships with the
following companies: Hudson Full Service Recruiting, Talent+
Assessments, Omnia Group Assessments, and TEAM
coaching. These are important because “80% of employee
turnover can be traced to poor hiring decisions.”6
These tools
will find accurate matches for dealerships by making sure
applicants meet the correct requirements for the position
in which they apply shows the importance of using these
programs.
The Hudson Full Service Recruiting company dedicates
itself to finding a perfect match for their clients. With scientific
techniques, Hudson strives to “attract, select, engage and
retain talent. Our psychologists, linguists, economists and
technologists have come together to create proprietary
tools that scientifically determine the right fit for clients and
candidates, significantly reducing the element of risk from the
hiring process.”7
This resource would help to hire the best
fit for BMW employees, and create an environment
for BMW Centers that establishes the best
representation for the brand and individual dealerships. They
also implement professional recruiters. The cost is $3,050
per placement and there is a 90-day guarantee.
Talent+ and Omnia Group are companies that interview
and assess applicants for companies. They offer phone
and online interviews. Both resources measure the talent of
applicants to find the right person for a particular job.8
BMW
Centers could use this resource to hire the right person the
first time instead of having to fire and rehire. Omnia Group
provides suggestions on how to “improve communication,
increase engagement, overcome challenges and retain your
most important asset….top talent.”9
Retention is the main reason why BMW Centers should
use these tools. The cost of losing employees is terribly high,
“Lost productivity from hiring the wrong associate costs
$3,400 of each $10,000 in the person‘s salary. – Gallup.”10
With these resources, BMW Centers will be able to better
manage hiring new talent, and be able to do so more
efficiently.
SITUATION ANALYSIS PRODUCT
“Lost productivity from hiring
the wrong associate costs
$3,400 of each $10,000
in the person’s salary.10
Jones Agency | 7

8 | BeGenius
Currently, Millennials are classified as the most diverse adult
population.11
As of 2014, Millennials are in the age range of
20-37 making up around 78.3 million individuals, which is
24.5% of the US population.12
Around 19.4% of Millennials
are Hispanic, 14.8% are Black, and 5.2% are Asian.13
As of
December 2013, 10.3% of Millennials ages 20-24 and 6.8%
of Millennials ages 25-34 were unemployed compared to
the national average of 6.5%.14
Younger Millennials are in
the age range of 19 and 25, while older Millennials are in the
age range of 26 and 36.15
Younger Millennials typically have
a household income that is significantly lower ($30,604)
than older Millennials ($51,381).16
Younger Millennials
who are not still in school are working part-time, or are
working in some kind of entry-level job.17
Unlike most of the
younger Millennials, older Millennials tend to be more a part
of the workforce and better established in their careers.18
Unfortunately for Millennials, they are not earning as much
as Generation X or Baby Boomers and are likely to have
significant expenses such as college debt and childcare
expenses that can often constrain them from spending.19
However, Millennial women are considered to be better
educated and more focused on improving themselves and
their futures, compared to other generations.20
Millennials share many of the same values as other
adults. Millennials typically are just individuals or groups
of individuals who are at similar life stages and have gone
through similar experiences in life.21
Most Millennials want
to be treated for who they are, rather than be labeled all as
one. By 2020, Millennials are projected to account for 30%
of retail sales in the U.S.22
Millennials like most adults are
CONSUMER
ANALYSIS
8 | BeGenius

Jones Agency | 9
likely to visit actual stores, only 28% prefer shopping online
but it is through technology that they are able to find the best
deals.23
This explains why Millennials are open to receiving
emails from different companies and brands in return for a
discount or some type of incentive.24
Because social media
is such a large part of their lives they expect companies
to communicate electronically and to have a presence on
social media sites.25
Millennials are 64% more likely than
the average adult to multi-screen, where they use different
types of technology, such as watching TV and searching the
Internet on their mobile device at the same time.26
Millennials in the age range of 25 to 29 years old are
more likely to have reached the stage in life where they
are starting careers, establishing households and forming
families.27
A tech lifestyle is no longer a want for Millennials
but a need. Millennials want to work with the latest and
greatest technological inventions such as iPads, iPods, smart
phones, laptops, and video games. Multicultural Millennials
are especially interested in the technology that would allow
them to use cellphones as a platform to select and purchase
merchandise in stores and are also more positive than other
Millennials about mobile advertisements.28
Millennials grew up in the age where many of the
technologies are shaping the future. Millennials witnessed
many technological revolutions such as the introduction of
the first generation iPod, which was introduced in 2001,
the foundation of Facebook in 2004 and that of Twitter in
2006, then came the first iPhone from Apple introduced in
2007, followed by the iTunes Store. They have seen social
networks create major milestones in culture.
Millennials are 14% more likely to spend their leisure
time on social media, especially women.29
A vast number
of Millennials go online to use search engines, shop online,
manage their finances, and use online maps.30
Around 40%
of Millennials have indicated they use social media to find
jobs.31
Most Millennials view the Internet as a way to interact
with brands and learn about all of their different products.32
Almost 70% of Millennials have visited a brands specific
website, read reviews, and “liked” or “followed” a brand
on social media.33
Millennials believe in a customer-brand
relationship but they view it as a two-way street.34
Millennials
are often more drawn to brands that promote a lifestyle and
not just a product.35
Millennials are 64% significantly more likely than
the average adult to simultaneously multi screen.
SITUATION ANALYSIS CONSUMER
All
Millenials
I only want emails from companies/brands if
they offer me something in return
Companies/brands that don’t communicate with
their customers using technology are outdated
Companies/brands need social media pages
I like seeing advertisements for companies/
brands on my social networking sites
I like getting text messages from
companies/brands
Behaviorsrelatedtocompanies/brands,byallandMillennials
November2013
*Information obtained from Mintel
38%
43%
22%
29%
19%
28%
14%
19%
8%
14%
Jones Agency | 9

10 | BeGenius
The goal is to increase the number of
BMW GENIUSES to 750 by the end of 20
MARKET
ANALYSIS
10 | BeGenius

Jones Agency | 11
mber of
nd of 2015.
INTERNAL
Nationwide, there are currently 339 BMW centers, with
575 BMW Geniuses. Of these Geniuses, 79 are employed in
the Central Region, 152 are employed in the Eastern Region,
146 are employed in the Southern Region and 198 are
employed in the Western Region. BMW centers are located
across the country with an array of markets.36
Traditionally at BMW centers, only a quarter of the
personnel have been women.37
Larger centers typically have
around ten staff members with most being male. BMW is
trying to make an effort to hire more women in order to match
the increasing women among their car-buying clientele. In
2013, women influenced the car buying decision of up to 60-
95% of car purchases.38
It is important that the population of
employees matches the population of customers.
EXTERNAL
According to the Census bureau’s population estimation
program the following cities saw a significant growth among
individuals ages 20-29: San Antonio, Texas; Riverside-San
Bernardino, California; Orlando, Florida; Miami, Florida;
Detroit, Michigan; Houston, Texas; Denver, Colorado;
Charlotte, North Carolina; Seattle, Washington and Virginia
Beach, Virginia. Overall, the towns with the biggest share of
Millennials are found in the Southern and Midwest regions of
the United States.39
To gain insight into what Millennials want in a work
environment, 600 employed Millennials were polled to
determine whether modern workplaces were tapping into
the potential of their young talent or sticking to traditional
business models. The results of this survey, conducted by
IdeaPaint, shows that Millennials have already irrevocably
influenced companies from stodgy, hierarchical models
to more free-flowing, collaborative environments. Out of
the Millennials surveyed, 68% believe their company is
innovative, while 32% did not believe that their company was
innovative. These Millennials claimed that their companies
were not innovative due to the following reasons: 49%
believe poor management is dragging their company down,
45% state that the lack or misuse of technology is to blame
and close to 38% feel that outdated collaboration processes
hinder their company’s innovation.40
SITUATION ANALYSIS MARKET
Jones Agency | 11

12 | BeGenius
EXTERNAL
With the implementation of BMW’s new Genius program, other companies have quickly followed suite
due to the success rate that the program has seen thus far. BMW has reported seeing a 10 to 15
percent increase in purchases of high-margin options due to the Genius program alone.41
Lexus,
another high-end luxury car brand and competitor of BMW, has unveiled their new program called
the Lexpert. The Lexpert is very similar to the BMW Genius in that it serves as a middleman for
the client. Lexus offers this hassle free service to customers free of charge and says they
want to build a, “pressure free car buying experience.”42
Hyundai, although not a luxury
car brand, has also begun to change the traditional showroom or salesperson approach
to car buying. Hyundai wants the car buying experience to be solely placed in the
hands of the consumer. A representative says, “... to ensure that the customer
is truly at the heart of the process and feels empowered from the start.”Their
idea is to allow the customer to purchase a car completely online, from
trading in their old vehicle, to financing their new one. The customer will
also be able to test-drive a new car unaccompanied by a dealership
employee at the dealership. These Hyundai shops include
locations which are small, customer friendly and placed in malls
or shopping centers. The shops will feature “Angels” who
are there to provide assistance and guidance rather than
sell the consumer a car. Hyundai hopes this modern
approach of shopping will replace the traditional
showroom experience by providing the customer
with more choices. 43
COMPETITIVE
ANALYSIS
81%
OF CUSTOMERS SAY THEY
ARE WILLING TO PAY MORE
FOR SUPERIOR CUSTOMER
EXPERIENCE
12 | BeGenius

Jones Agency | 13
INTERNAL
BMW’s adaptation of the Genius program into
BMW centers has shown tremendous impact for those
willing to accept the program into their stores. Centers that
do not offer the program have to compete with other BMW
dealerships primarily because their customer experience cannot
compete with those who have a Genius in store. Studies have
shown that consumers are willing to travel further distances in order to
gain the experience they want. 81% of customers say they are willing to
pay more for superior customer experience. The bad news for those BMW
centers that have not adopted the program is that customers will go elsewhere
to purchase a car, it may be another dealership or another car brand period. 70%
of customers added that they have stopped doing business with a brand based solely
on a poor customer experience. Most importantly for BMW, 92% of those surveyed said
that they have gone straight to a competing brand to make a purchase.44
SITUATION ANALYSIS COMPETITIVE
Jones Agency | 13

14 | BeGenius
SWOT Analysis
S
STRENGTHS
• Geniuses increase bond between
customer and employees, increasing
overall satisfaction with the BMW
centers.
• With the plethora of BMW cars, the
Genius bridges the gap of knowledge
between the technology and consumer.
• Likelihood of a return visit and an
ENCORE appointment is increased with
a BMW Genius.
W
O T
Internal
WEAKNESSES
• The process of hiring and training a
BMW Genius is a significant expense.
• Dealing with a third party can be
troublesome.
• Access to hiring resources may be
difficult or confusing because centers
do not know the extent of how to utilize
them.
THREATS
• Other automotive companies are
following suit, and implementing
“Genius” programs of their own.
• Centers are losing potential revenue
to other car companies and dealerships.
• The BMW Genius and Future
Retail Programs can create a surge of
excitement with a new look and feel for
the brand.
• Possibility for improved customer
relations and satisfaction.
OPPORTUNITIES
14 | BeGenius

Jones Agency | 15
SITUATION ANALYSIS SWOT ANALYSIS
S
W O
T
STRENGTHS
• BMW offers both Client Advisor and BMW
Genius positions: A BMW Genius’s pay is
not commission based, meaning that the
employee will always have a constant income,
while the Client Advisors’ pay is commission
based giving an applicant two different options.
• BMW has a strong brand reputation.
• BMW has kept up-to-date on the latest
auto technology, as seen through their recent
release of their electric i3 and i8 series.
• The BMW Genius position offers constant
use with interactive technology, for example the
use of the VPP and iPad encouraging millennial
mindset people to apply.
• BMW has seen an increase in sales, which
makes them an attractive potential employer to
those worried about the future of a company.
• BMW offers paid training to all BMW
Geniuses.
• Do not necessarily have to have experience
in automotive field to become a Genius.
• BMW employees are offered potential
company benefits, including discounted cars
and maintenances services.
External
WEAKNESSES
• There is some confusion
surrounding what exactly a BMW
Genius is and what he or she does.
• There is not a standard pay scale or
list of benefits for Geniuses from store
to store.
THREATS
• There are many other customer service
oriented positions offered at various
companies across the country.
• Some potential employees like the
promise of commission for a job well done,
so they might be steered away from Genius
roles.
OPPORTUNITIES
• These entry-level type of position can
help get a foot in the door at BMW.
• There are an abundance of qualified
applicants, with a large percentage of our
target audience about to exit college.
Jones Agency | 15

16 | BeGenius
TargetAudience
MEDIA USAGE
Millennials grew up surrounded by various types of new technology. The release of the smartphone serves as one
of the biggest game changers for this generation. Now Millennials look to their smart phones to do everything they
need. Millennials spend a majority of their time on their phones browsing news, photos, and videos. Millennials
spend time on applications like Facebook, Twitter, Snapchat, and Instagram.
LIFESTYLE
Most Millennials today want to work with the latest and greatest technology. When considering jobs and potential
opportunities they view their technology background as a major strength. Millennials look for jobs they can grow
in and demonstrate their individuality. Growing up surrounded by the various types of digital media, it has become
like an addiction for many Millennials. This is why Millennials are the prime target audience for this campaign. The
Genius position will allow Millennials access to the latest technology everyday.
CAMPAIGN TARGET AUDIENCE
16 | BeGenius

Jones Agency | 17
CAMPAIGN OBJECTIVES
MARKETING OBJECTIVE
The BeGenius campaign will span the months of June, July, August and September of 2015. The target market
for the internal portion of this campaign will be all BMW Centers, with special emphasis on the non-future retail
centers and those not using the special recruiting tools. The goal of the internal portion of this campaign will be to
educate dealers about the benefits of implementing the BMW Genius into their centers, and to increase the use
of internal hiring resources by 15%. The goal of the external portion of this campaign is to attract high quality talent
ages 20-29, with emphasis on females, to the BMW Client Advisor position and the BMW Genius program in
efforts to increase the number of BMW Geniuses to 750 nationwide by the end of 2015.
COMMUNICATION OBJECTIVE
Externally, this campaign will increase awareness amongst individuals ages 20-29 that BMW is an appealing
employer. Internally, this campaign will raise awareness amongst BMW centers, with special emphasis on non-
future retail centers, of how implementing the BMW Genius along with the use of internal hiring resources can
positively affect their centers.
CampaignObjectives
Jones Agency | 17

Jones Agency | 19
CREATIVE STRATEGY
CreativeStrategy
BIG IDEA
The objective of this campaign is two-sided. On the external
side, this campaign aims to boost the number of appropriate
applicants applying at BMW, and on the internal side, this
campaign aims to teach the importance of proper hiring
techniques and encourage the use of recruiting tools offered by
BMW of North America. The tag line “BeGenius” ties together
both sides, serving as a reminder to BMW centers across
America to “BeGenius” throughout their hiring processes, while
also serving as a call-to-action for potential applicants.
Jones Agency | 19

20 | BeGenius
MAIN EVENT
BEGENIUS TOUR
ThreewhiteBMWi3allelectricvehicles
ThreespeciallyselectedBMWGeniusdrivers
EightSoutheasterncities
CREATIVE EXECUTION BEGENIUS TOUR
20 | BeGenius

Jones Agency | 21
The BeGenius Tour will travel across the southern region
of the country with stops along the way cities with large
Millennial populations, with some cities doubling as college
towns. The Tour will consist of three white BMW i3 all
electric vehicles with drivers that are specially selected
BMW Geniuses brought in to lead the tour during the month
of September. The cars will parade through the cities,
generating excitement while leading people to the nearest
BMW center for a promotional event. At the center, there will
opportunities to apply on site for BMW Genius and Client
Advisor positions along with an outdoor gathering where
t-shirts will be distributed to the first 30 people who arrive
following the i3s. The Geniuses leading the tour will be
there to talk to potential employees and other guests. There
will also be a VPP on display to showcase the latest BMW
technology and entice tech-savvy individuals. Refreshments
and food will be served.
BEGENIUS.
#BEGENIUS
CREATIVE EXECUTION BEGENIUS TOUR
SEPTEMBER
2015
Houston, TX: September 14th
New Orleans, LA: September 15th
Birmingham, AL: September 16th
Miami, FL: September 18th
Orlando, FL: September 19th
Atlanta, GA: September 21st
Charlotte, NC: September 23rd
Columbia, SC: September 25th
Jones Agency | 21

22 | BeGenius
EVENT
BEGENIUS TOUR
TourDetails
Itinerary
Columbia, South Carolina – September 25th, 2015
9:30 A.M. Wake up and drive to Columbia, SC
11 A.M. Arrive at Center to plan and set up event: 5919 Two Notch Rd, Columbia, SC
2:30 P.M. Check in to hotel
4 P.M. Begin tour around town, drive through meeting people, generating excitement
6 P.M. Arrive at Center for Promotional Event
For each stop along the tour, there will be
a tent set up outside of each BMW center
where participants can enjoy free snacks
catered by Chick-fil-A. Visitors will also be
able to enjoy a refreshing bottle of water with
customized BMW BeGenius bottle labels.
Additionally, current Geniuses will be hosting
each tent, thus enabling tour participants
to learn more about the BeGenius tour and
BMW Genius program. Participants will even
be able to apply to be a BMW Genius on site.
Food will be catered by Chick-fil-A, chosen
due to its popularity amongst Millennials, and
availability across the South and Southeast.
#BEGENIUS
www.bmwcareers.com
Promotional
CREATIVE EXECUTION TOUR DETAILS
22 | BeGenius

Jones Agency | 23
CREATIVE EXECUTION FACEBOOK
Mid-July will mark the beginning of the build up to the event. Hints will be distributed through social media, suggesting that
something big is coming from BMW. Posts will be made throughout mid-July until mid-August when it will be announced that
the BeGenius Tour 2015 will be traveling through the south and southeastern part of the United States.
SOCIAL MEDIA
FACEBOOK
Jones Agency | 23

24 | BeGenius
SNAPCHAT
This campaign will use Snapchat as a vehicle to reach the Millennial target audience. Geofilters will be used in the cities
during each day the BeGenius Tour is coming through. Snapchat allows geofilters to be set up based on locations and this
campaign will use the cities as boundaries for the filter. Snapchat users with their location settings turned on will be able to
swipe left after taking their picture to apply the BeGenius Tour filter that will be specific to each city. Since geofilters are free for
users to set up, this will use $0 of the budget, while reaching all Snapchat users within city limits with their location services
turned on. This large audience will generate buzz for the tour and draw people to the local BMW center for the promotional
and informational event. The Snapchat geofilters will be put to use for the month of September, during the BeGenius Tour.
BEGENIUS TOUR
NEW ORLEANS, LA
BEGENIUS TOUR
HOUSTON, TX
CREATIVE EXECUTION SNAPCHAT
24 | BeGenius

Jones Agency | 25
INSTAGRAM
In order to appeal visually to the Millennial generation,
this campaign will feature an Instagram account with
the handle name “BeGenius15”. Similar to the Twitter
account, the hash tag “begenius” will be used to track
pictures that users have taken throughout the BeGenius
Tour and to connect all content on Instagram. The
tour Geniuses will also have full access to this account
and can post pictures with fans and visitors in order to
interact with them on a more personal level. A link to the
Instagram account will be posted on the BMW Careers
Facebook page, as well. Instagram will account for $0 of
the budget, as Instagram is also free.
CREATIVE EXECUTION TWITTER & INSTAGRAM
TWITTER
In order to communicate with the target audience
in a more direct manner, a Twitter account with the
handle name “BeGenius15” will be utilized. The hash
tag “begenius” will be implemented in order to track
all content and follower interaction associated with
this account. This Twitter account will be utilized
by the traveling Geniuses to inform followers of all
happening during the BeGenius tour. vvvTwitter is
an ideal medium for directly communicating with
followers in an engaging fashion. There will be
consistent live tweets from the account to keep
followers up to date on the tour’s current location as
well as next stops along the tour route. All Geniuses
on the tour will have 24/7 access to the account and
can post interesting and related content whenever
they please. Twitter users can directly tweet to the
account and ask any questions that they may have
regarding the BeGenius tour or about the BMW
Genius program. A link to the twitter account will be
posted on the BMW Careers facebook page, along
with word of mouth throughout the tour. Twitter will
account for $0 of the budget, as Twitter is free.
BeGenius15 @BeGenius15 5m
The #BeGenius Tour kicks off in
Houston, TX, today! Find our BMW
i3’s and post your encounter with
our hashtag. #BeGenius
BeGenius15 @BeGenius15 10m
Follow our #BeGenius i3’s to the
Momentum West BMW if you’re in
the Houston area. Join our team and
fill out your application today!
Miami, FL Charlotte, NC
Oralando, FL Houston, TX
Jones Agency | 25

26 | BeGenius
PUBLIC RELATIONS
BEGENIUS TOUR
Press Release
Before the tour is set in motion, press releases will be sent
out on August 15th, 2015 to designated media outlets in the
Southeastern locations to generate excitement in the places
the events will be held. The BeGenius Tour launch will be
announced first on social media sites but the press release
will be sent out to local newspapers to broaden the reach of
the announcement.
The press release will call for participation of viewers and
bystanders to spread the word on social media sites and
join the event. The social media involvement will help direct
people interested to the designated BMW Center holding
the event. This press release will account for $0 of the
allocated budget.
Contact: Keith Edwards FOR IMMEDIATE RELEASE
Phone: (615) 519-6208 August 15, 2015
BMW USA Launches the BeGenius Tour
BMW North America just announced the Southeastern BeGenius Tour. It is set for the
month of September. During the tour, Three of BMW’s white electric i3 cars will parade
around the Houston, Texas area on Spetember 14th, 2015 playing music and will end
with an event for all ages at the Momentum West BMW in Houston. At the BMW center,
there will opportunities to apply on site for BMW Genius and Client Advisor positions.
T-shirts will be given out to the first 30 people that arrive. Food and drinks will be served to
all who attend.
“BMW is a brand that cares about their customers and employees, and we are trying
to strengthen that bond,” said Keith Edwards, product training communications analyst at
BMW.
Those interested in applying for a BMW Genius or Client Advisor position, buying
a BMW, or those have questions about the brand are invited to follow the i3’s to the
dealership. Application stations will be set up for those wanting to apply. Four hundred
BeGenius t-shirts will be given out over the duration of the tour. The tour will enhance the
campaign for recruiting BMW Geniuses and Client Advisors.
For a complete schedule of the tour check out BMW’s official Facebook page to find a
tour location near you. Join the BeGenius campaign by submitting your photos of the tour to
your favorite social media sites with the hash tag #BeGenius.
###
BMW Manufacturing
1400 Highway 101 S, Greer, SC 29651
(864) 989-6000
Example Press Release
CREATIVE EXECUTION PRESS RELEASE
26 | BeGenius

Jones Agency | 27
ONLINE
BANNER ADS
PUSH STARTYOUR FUTURE.
APPLY NOW.
The Ultimate
Driving Machine®
BMW Careers
www.bmw.com
CONTROL
YOUR
CAREER.
APPLY NOW.
BMW Careers
www.bmw.com The Ultimate
Driving Machine®
NAVIGATEYOUR NEXTMOVE.
APPLY NOW.
The Ultimate
Driving Machine®
BMW Careers
www.bmw.com
During the months of July and August, $24,000 of the budget will be allocated to banner
ads that will be displayed on the Internet using Google’s display ad network. Ads will be
placed based on three segments:
1) Women 20-29 who have searched using key words relating to careers in hospitality
2) College students and recent college graduates from majors including Sales,
Communication, Hospitality or Marketing
3) 20-29 year olds in and around the cities of where the BeGenius tour will be stopping:
Houston, New Orleans, Birmingham, Miami, Orlando, Atlanta, Charlotte and Columbia.
With an allocated budget of $4,000 per market per month, these banner ads will
achieve 571,428 impressions per market per month for a total of 3,428,571 impressions for
the months of July and August.
CREATIVE EXECUTION BANNER ADS
Jones Agency | 27

28 | BeGenius
FACEBOOK PAGE
BMW CAREERS
65,765 likes
9,986 people reached
28 | BeGenius

Jones Agency | 29
As one of the top social networking sites Facebook
will allow us to reach our target audience quickly
and efficiently. We will use the BMW Careers page
to inform the target audience of new jobs that
become available at BMW’s around the United
States. The Facebook page will serve as a direct
link to bmwcareers.com, making it easy for potential
employees to apply. The BMW Careers page will
have multiple weekly updates and information about
upcoming events including weekly posts featuring
“Meet a Genius Monday” and posts leading up to the
BeGenius Tour.
CREATIVE EXECUTION FACEBOOK PAGE
8,345 people reached
22,092 people reached 9,221 people reached
Jones Agency | 29

30 | BeGenius
DIRECT MAIL TO
BMW CENTERS
CREATIVE EXECUTION DIRECT MAIL
We will be sending a 3-dimensional direct mail piece
to all BMW centers in the the United States. The
purpose of this piece is to reiterate the importance
of hiring the right employees for the retail centers.
The piece is designed to be attention grabbing as
it is a unique direct mail piece. Ideally, centers will
place the stand up object on their desks, serving as
a constant reminder to think about and use the right
hiring techniques. This direct mail piece will be sent
out during the month of June. Sending this piece out
before all other parts of the campaign assures centers
will put special attention of hiring the right fit.
The future of our
company depends on
who we hire today.
“Do not hire a
man who does
your work for
money, but him
who does it for
the love of it.”
–Henry David Thoreau
DRIVEN.
BMW works hard for our
employees and we want to
ensure our employees work
hard for BMW. The first step in
this process is hiring right. We
need to actively recruit those
who are as innovative and
unique as the automobiles we
produce using resources new
to BMW Hudson Full Service
Recruiting, Talent+ Assess-
ments, Omnia Group Assess-
ments, and TEAM coaching.
Consistent, dynamic, driven.
KEYS TO
SUCCESS.
What makes the BMW
brand is the BMW employ-
ees. Hiring right takes
patience, proper screening,
and careful analysis. At BMW
we need the right person in
the right seat to maintain
our reputation and increase
business growth. We
provide the Ultimate Driving
Experience, now is time to
make sure we provide the
Ultimate Employment
Experience.
30 | BeGenius

Jones Agency | 31
BEGENIUS TOUR
Dear (name of BMW center),
We have some exciting news to share! This year, we are promoting our Genius and
client advisor career positions through a promotional tour. The goal of this tour is to gener-
ate excitement for the i3 series of electric vehicles and foster awareness of the many
career opportunities BMW has to offer. The BeGenius Tour will be driving through eight
southern cities: Houston, TX; New Orleans, LA; Birmingham, AL; Miami, FL; Orlando, FL;
Atlanta, GA; Charlotte, NC and Colombia, SC. The tour will consist of three white BMW i3
all electric vehicles with drivers that are specially selected BMW Geniuses brought in to
lead the tour for the month of September 2015. The cars will parade through the cities,
creating excitement while leading people to the nearest BMW center for a promotional
event. At the center, there will be opportunities to apply on site for BMW Genius and Client
Advisor positions along with an outdoor gathering where t-shirts will be distributed to the
first 30 people who arrive following the three i3 vehicles. The Geniuses leading the tour
will be there to talk to potential employees and other guests. There will also be a VPP on
display to showcase the latest BMW technology and entice tech-savvy individuals. This
promotional outdoor event is a great opportunity to sell some cars, as well.
Before this event passes through a city near you, BMW of North America would
like to extend to you the invitation of adopting the BMW Genius program and/or other
aspects of Future Retail. As part of the BMW family, your center has a unique opportunity
to use exclusive hiring tools and assessments to help you find the perfect employees.
Hiring the wrong fit can cost a center thousands of dollars. According to Gallup, lost
productivity from hiring the wrong associate costs $3,400 of each $10,000 in that
person’s salary. To assure good hires the first time around, BMW of North America has
teamed up with the following services and is offering you access to them for a small fee:
Hudson Full Service Recruiting, Talent + Assessments and Omnia Group Assessments,
TEAM Coaching.
With the use of the previously mentioned BMW recruiting tools, your BMW center
can reach a multitude of qualified candidates including recent college graduates, tech
savy brand enthusiasts, high performers of the industry and many more diverse candi-
dates that can suit all of your employment needs. Feel free to reach out to any of your
corporate staff with questions. We are more than happy to extend a helping hand in
anyway that we can.
BeGenius,
BMW of North America
BMW CORPORATE 11:23 AM
BeGenius Tour
We have some exciting news to share!
This year, we are promoting our Gen..
E-MAILS TO
BMW CENTERS
CREATIVE EXECUTION E-MAIL
As a part of our internal campaign, emails from BMW of
North America will be sent weekly during the months of
June to all BMW centers across the country. Each email
will be worded differently, but all will carry the same general
messages about the importance of hiring the right fit while
communicating the usefulness and effectiveness of the
recruiting tools that BMW offers. The emails will be sent
to all management employees at the centers, through their
business emails. This direct email campaign will take up $0
of the budget and reach all of the internal audience.
Jones Agency | 31

32 | BeGenius
MediaSchedule
JUN JUL AUG SEP
SOCIALMEDIA
Facebook Posts
Twitter Posts
Instagram Posts
Snapchat Geofilters
PUBLICRELATIONS
Press Release
TRADITIONAL
Google Display Ads
E-mails
Direct Mail
This campaign will feature light advertising in the first month,
June. In June, internal direct mail pieces and e-mails will
be sent to BMW centers urging them to adopt the BMW
Genius program as well as reminding them of the hiring
tools that BMW offers. Facebook posts will also be sent
out in June, with interesting BMW career related content,
enticing consumers to interact with the brand and learn
about possible careers. July will be the heaviest month with
posts across multiple social media platforms, along with
Google display banner ads and continuing of the internal
e-mail campaign. In early August, social media posts will
indicate an upcoming event without specific detail as to
what the event will entail. During mid-August, a social media
blast will directly describe the event, BeGenius Tour 2015, in
order to generate excitement and awareness. Advertising for
August will include continued use of Google display banner
ads and press releases announcing tour stops. The tour will
take place in September, with stops in major cities across the
southern U.S.
32 | BeGenius

Jones Agency | 33
BudgetOverview
Promotional 12%
T-shirts: $4,648.00
• Price from customink.com
• 400 shirts at $11.62/shirt
Water bottles: $372.00
• Price from bottleyourbrand.com
• 25 cases of 24 16.9 oz. bottles at $14.88/case
Traditional Advertising 55%
Banner Ads: $24,000
Direct Mail: $377.00
• Price from Advocate Printing
• 360 pieces at $204/piece
• 360 envelopes at $173/envelope
E-mail: $0
Social Media Advertising 0%
Facebook: $0
Twitter: $0
Instagram: $0
Snapchat: $0
TRADITIONALADVERTISING

PROMOTIONAL

BEGENIUSTOUR
BeGenius Tour 33%
Tents: $288.42
• Price from amazon.com
• 3 10’x10’ canopy tents at $96.14
Hotel: $4,500.00
• Price estimated from hotels.com
Magnets: $415.00 .com
• Price from signs.com
• 8 large magnets at $38.19/magnet
• 8 small magnets at $13.56/magnet
Food: $1991.43
• Price from Chick-fil-A, varies based on location
• 3 large nugget trays for each event
Genius Pay: $7,500
• $2,500/Genius
ALLOCATED
BUDGET
$175,000 TOTAL
$44,091.85
CONTINGENCY
BUDGET
$130,908.15
BannerAdsDirectMail
T-shirtsWaterBottles
Tent
Hotel
Magnets
Food
GeniusPay
Due to the lack of cost
from chosen social
media vehicles, this
campaign effectively
and efficiently uses
only a fourth of the
given budget.
25%
Jones Agency | 33

34 | BeGenius
WORKS C
1. Bmwusa.com
2. BMW University of Alabama ppt
3. BMW blog
4. Forbes.com
5. BMW Acronym excel sheet
7. http://hudson.com/why-hudson
8. http://www.talentplus.com/the-science-of-talent
9. http://www.omniagroup.com/behavioral-products/retention-profile
11. http://academic.mintel.com.libdata.lib.ua.edu/display/730152/
34 | BeGenius

Jones Agency | 35
S CITED
27. http://academic.mintel.com/display/695044/
28. http://www.slideshare.net/MarketResearchcom/millennials-in-the-us-trends-and-opportunities-surrounding-gen-y-adults
31. https://www.elance.com/q/corporate/news/press/pr_110517.html
33. http://www.slideshare.net/MarketResearchcom/millennials-in-the-us-trends-and-opportunities-surrounding-gen-y-adults
36. Keith Edwards, BMW
37. http://www.forbes.com/sites/joelkotkin/2014/08/04/millennial-boomtowns-where-the-generation-is-clustering-its-not-downtown/
38. University of Alabama BMW ppt
39. http://fortune.com/2014/11/26/bmw-genius/
40. http://search.proquest.com/docview/1466146852?accountid=14472
41. http://europe.autonews.com/article/20140417/ANE/140419860/bmw-dealers-with-product-geniuses-boost-profit-and-customer
42. http://fortune.com/2014/11/26/bmw-genius/
43. http://www.pocket-lint.com/news/131634-rockar-hyundai-revolutionises-car-buying-online-in- store-no-car-salespeople
44. http://www.oracle.com/us/corporate/press/1883120
Jones Agency | 35

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