2014 Mazda3 Towson University Tiger Tactics. Dare to Connect. Client Objectives. Conduct research to gain understanding between Mazda brand and Gen Y in order to create the most effective marketing communication Generate buzz that educates consumers on benefits of Mazda3 - PowerPoint PPT Presentation
Dare to Connect2014 Mazda3Towson University Tiger Tactics
Client ObjectivesConduct research to gain understanding between Mazda brand and Gen Y in order to create the most effective marketing communication Generate buzz that educates consumers on benefits of Mazda3Develop and execute integrated marketing communication plan for the Mazda3Agency ObjectivesIncrease Awareness by 30%Increase Purchase Consideration by 10% Generate Impressions
Campaign StrategyTarget MarketTowson University CommunityUnder-Grad, Graduate, & Faculty Generation YAges 18 to 29
Message & SloganDare To Connect
Campaign StrategyTactics Unintentional MarketingSocial Media + School PaperCause MarketingRebound N Sound Operation ReboundChallenged Athletes Foundation Campaign StrategyDevelopment Process
Tuesday Nov. 5th Mazda3 Awareness EventsDaytime Event
Displayed our 2014 Mazda3, filmed video, flyer distribution, spreading the word throughout campus about the DJ showcase
9Tuesday Nov. 5th Mazda3 Awareness EventsEvening DJ Competition
Rebound N SoundPotomac Lounge- 5-7:30pm- Rebound N' Sound DJ ShowcaseFeatured two local DJs and played Mazda commercial loop for students to watch and learn more about the 2014 Mazda3Number of Attendees: 250+
10AdvertisingLuis LeonzoAdvertising ObjectivesIncrease awareness of the Mazda3 in the Towson community, through cause marketingBring in donations to our cause: the Challenged Athletes Foundations Operation Rebound ProgramAdvertising TacticsImplemented a 85/15 rule for content posted on social media sites85% relevant content15% content about the 2014 Mazda3Socialization over Direct Advertising Advertising SuccessesFacebook: 109.6K ImpressionsTwitter: 43.4K Impressions, Engagement rate of 0.30%Video: over 1k total playsBanner: 800 ImpressionsPoster: 300 ImpressionsFlyer: 30K ImpressionsT-Shirts: 25K ImpressionsSign Spinner: 1,000 ImpressionsAdvertising Examples: Banner
Banner: 800 ImpressionsFlyer
Flyer: 30K ImpressionsPosterPoster: 300 Impressions
T-Shirts: 25K ImpressionsSign Spinner
Sign Spinner: 1,000 ImpressionsFacebook Page
Facebook: 109.6K ImpressionsFacebook: Sample Post
Facebook: Likes Trends
Facebook: Total Page Likes
Demographics of People Reached
Twitter Home Page
Twitter: 43.4K ImpressionsTwitter Impressions
What Does the Tiger Say? Videohttps://www.youtube.com/watch?v=9RySbv_0rUE
Performance of AdvertisingTotal Advertising Impressions211,000 + Mixture of Print, Internet, and Support channelsPublic RelationsElana DiestelPR StrategyGoals: establish the 2014 Mazda3 as the premium choice in its vehicle segment. Strengthen the Mazda brands connection with the community. PR StrategyObjectives:To increase the awareness of the 2014 Mazda3, specifically of its features and the Mazda brandTo increase the acceptance that the 2014 Mazda3 is a premium selection in its vehicle segment. To increase purchase considerationPR Strategyformulated an action strategydeveloped a message strategyemotional appealsUnique selling proposition: Dare to Connect Tactics Implemented and Media CoverageNews media tacticsStories in The TowerlightInterpersonal communication tacticsRebound N Sound eventSuccessfully got two stories in The TowerlightTowson University website story is in progressPR Successes
Media Value vs. Cost and ImpressionsClass competes to market Mazda3Value: $248.85Cool car for good causeValue: $328.02ImpressionsEach Towerlight story got 30,000 impressions Combined = 60,000 impressions
Research-Alexandra GuimaraesResearch timelineSeptember 17th - Creation of pre-event survey (first draft) October 2nd - Approval for final pre- event survey October 3rd - Focus group held October 4th - Surveys sent out October 7th, 8th, & 9th - In-depth interviews analyzed; Focus group information analyzedOctober 15th Reached 400 survey results & analysis beganOctober 21st Client DebriefNovember 1st Obtain approval for post-event surveyNovember 6th & 7th - Post-event survey will be sent outNovember 25th Post-event survey responses will be analyzedDecember 2nd Campaign EvaluationResearch Goals and MethodologyPre Campaign Survey Target 506 respondents
Post Campaign Survey Target 414 respondents
Focus Group Target 18 participants20: 11 vehicle owners, 9 non vehicle owners
In-Depth Interviews- 46 Interviews
Target Audience Findings Interviews & Focus GroupsTarget Audience Findings - Surveys
Target Audience Findings - Surveys Research Insights for Support of CampaignIn-depth interviewsStyle/size of vehicle (31%)Gas mileage (27%)Emphasized these featuresFocus Groups SurveySkyactiv technology (39%)Bluetooth audio (33%)Marketing methodsOnline (45%) Facebook and TwitterWord of mouth (33%) flyers, speaking to classmates
Post Campaign PositionThea Kreis Awareness of the Mazda3 LineAwareness of the All-New 2014 Mazda3
Very Unlikely to Purchase All-New 2014 Mazda3 Somewhat Likely to Purchase All-New 2014 Mazda3
Financial AnalysisTyler CarsonAccurate Cost vs. Value AnalysisReceived quality assets and services to put towards operations at low or no costsLowered costs by expanding vendor optionsReduce expenses by:Utilizing donated itemsUtilizing internal skills and abilities for freeBand, DJs, digital design, video editingWe believe that the value of the assets and services we received out-weighed the costsReturn on InvestmentCost: $3,000Actual Value: $176,000ROI: 5,866%
SummaryHow Objectives were metGained Understanding/Research on Target MarketIncreased Awareness of the 2014 Mazda3 + 22%Increased purchase consideration + 14%Total Impressions Created271,000
Very Likely purchase consideration 52ResultsRecommendationsEndorse causes that the target market can appreciateContinue pushing to Generation Y via social media
Tiger Tactics Thanks You
Q & A SessionChart184.108.40.206.6
Hoja1Pre-CampaignPost-CampaignAwareness Mazda3 Line5.77.6Awareness All-New 2014 Mazda32.44.6Para actualizar el grfico, introduzca los datos en esta tabla. Los datos se guardarn automticamente en el grfico.
Intent of Purchasing New Vehicle
Hoja1Intent of Purchasing New Vehicle0-1 year1.71+ years8.3Para actualizar el grfico, introduzca los datos en esta tabla. Los datos se guardarn automticamente en el grfico.
Hoja1Post-CampaignMale4.3Female5.7Para actualizar el grfico, introduzca los datos en esta tabla. Los datos se guardarn automticamente en el grfico.
Intent of PurchaseIntent of Purchasing New Vehicle
Hoja1Intent of Purchase0-1 year1.11+ years8.9Para actualizar el grfico, introduzca los datos en esta tabla. Los datos se guardarn automticamente en el grfico.
Pre-CampaignPost-CampaignWhere have you seen/heard about it?
Hoja1Pre-CampaignPost-CampaignTelevision6.53.4Online4.52.1Word of Mouth3.32.1Events01.7Para actualizar el grfico, introduzca los datos en esta tabla. Los datos se guardarn automticamente en el grfico.
Pre-CampaignPost-CampaignHow likely you are to purchase the All-New 2014 Mazda3 as your next vehicle?
Hoja1Pre-CampaignPost-CampaignVery Unlikely3.83Somewhat Unlikely2.71.8Neutral2.52.6Somewhat Likely0.72.1Para actualizar el grfico, introduzca los datos en esta tabla. Los datos se guardarn automticamente en el grfico.