This document outlines a marketing plan for a Tesla Motors mobile app. It describes the target audience as innovative, educated individuals interested in new technologies. The goals are to increase brand fans, loyalty, and educate about innovation industries. The strategy is to create a mobile app called "Explore Future With Tesla" with news in various industries. The app will be promoted on Tesla's website, social media, mobile ads, and print ads targeting relevant magazines. The budget is $188,000 with $100,000 for development and $88,000 for a teaser and disclosure promotion campaign launching the app on March 1st.

1. Tesla Motors
final project
Ievgeniia Iakovleva
© Ievgeniia Iakovleva, 2013

2. Audience
Tesla for people who can have what they want and really care about what`s
going on around. They are “Innovators”:
•Likely young, with higher education, income and occupational status,
usually involved to a greater degree in social activities, more likely an
opinion leader, more of a risk-taker, with a positive attitude towards
innovation.
•The innovator is a competent and self-assured person, intelligent and
educated enough to set his own standard, and to evaluate innovations
against these criteria.
•The innovators favor change and are willing to take risks, thus they are
inner-directed and do not need the experience, attitudes and values of
others to mould their decisions for them.
© Ievgeniia Iakovleva, 2013

3. Goals
• To increase number of brand funs who potentially can become
customers in future.
• To increase brand loyalty among potential customers, existing
customers and audience, who interested in new technologies.
• To educate loyal audience providing hot news about innovation
industries.
Strategy
• We will create Mobile App “Explore Future
With Tesla” with digest features, that
contains interesting innovation industries
news – motor industry, hi-tech industry,
energy saving industry, hardware and
software industries. Everything what is no
the top of technologies. Example – “Trend
Tracker”
• We will promote Mobile App thought relevant
for our audience channels.
© Ievgeniia Iakovleva, 2013

4. Execution
© Ievgeniia Iakovleva, 2013

5. Execution
PROMOTION
Channels:
•Tesla web-site
http://www.teslamotors.com/
•Social media
http://www.facebook.com/teslamotors
https://twitter.com/TeslaMotors
•Mobile Ads Network (10% of budget, or near 10,000 USD per month)
•Banner Ads (6,000 USD per month)
•Printed Ads - Motor magazines, man magazines, hi-tech magazines (if Tesla already
has some properties)
Promotion Waves:
1 – teaser campaign – we are telling about something new is coming using the
name of APP to warm up the interest.
2 – disclosure campaign – we are telling people about our APP and how they can
get it (through direct link, or clear instruction – depend on media)
© Ievgeniia Iakovleva, 2013

6. Budget and Timing
Work Timing Budget (USD)
Development: 100,000
- Business requirement 1 Dec – 15 Dec 2012
- Development 16 Dec 2012 – 31 Jan 2013
- Testing 1 Feb – 28 Feb 2013
Promotion: 88,000
Teaser campaign
- banner ads
10 Feb – 28 Feb 2013 6,000
Disclosure campaign
-Banner ads
-Mobile Ads Network
-Print Ads
1 Mar – 30 Apr 2013
12,000
20,000
50,000
Total: 188,000
Mobile App launch – 1 March 2013
Banner CPM = 12 USD;
Mobile Ads Network CPM = 20 USD;
Print Ads CPM = 50 USD.
© Ievgeniia Iakovleva, 2013

7. Budget and Timing
Work Timing Budget (USD)
Development: 100,000
- Business requirement 1 Dec – 15 Dec 2012
- Development 16 Dec 2012 – 31 Jan 2013
- Testing 1 Feb – 28 Feb 2013
Promotion: 88,000
Teaser campaign
- banner ads
10 Feb – 28 Feb 2013 6,000
Disclosure campaign
-Banner ads
-Mobile Ads Network
-Print Ads
1 Mar – 30 Apr 2013
12,000
20,000
50,000
Total: 188,000
Mobile App launch – 1 March 2013
Banner CPM = 12 USD;
Mobile Ads Network CPM = 20 USD;
Print Ads CPM = 50 USD.
© Ievgeniia Iakovleva, 2013