THE MINI BRAND CHALLENGE.Coming 2017 by STRONG SIGNAL

IT’S ALL YOU

ABOUT US

Callie ParishAccount Executive

Stephanie BrogdonWriter

Nathan PulcherManager

Heather PoulsenResearcher

Will GlassMedia Planner

Yohannes SitanggangArtist

Susan RhodesPromotion & PR Director

STRONG SIGNAL

AN AGENCYTHAT IS ALWAYS IN TOUCH.

Yohanes SitanggangArtist

EXECUTIVE SUMMARY

We asked ourselves the question, why

are millennials going to buy MINI?

Because it’s not just a car,

it’s an Experience!

SITUATIONAL ANALYSIS

Compact/Crossover car market > General Car Market in 2018

U.S. cities growing faster than suburbs

Economic factors (GDP, unemployment rates, educational debt, gasoline)

INDUSTRY.

In response to high fuel prices

Started 1957

Challenge: to design and build a small, fuel-efficient car capable of carrying four adults

Efficiency

Limitless Customization

Cheeky Personality

= Universal, timeless qualities

7 vehicles:Hardtop, Clubman, Convertible, Countryman, Coupe, Roadster and Paceman, and the MINI John Cooper Work

Automobile Awards

HISTORY. LEGACY. PRODUCT.

SOCIAL MEDIA AUDIT

TWITTER.

FREQ. 10 TO 15 TIMES PER WEEKFOLLOWERS. 87.4KLIKES. LESS THAN 100 PER PHOTO

FACEBOOK.

FREQ. 4 TO 5 TIMES PER WEEKFOLLOWERS. 11.5 MILLIONLIKES. 100-500

INSTAGRAM.

FREQ. 10 TO 15 TIMES PER WEEKFOLLOWERS. 83.3KLIKES. LESS THAN 1000 PER PHOTO

YOUTUBE.

FREQ. COUPLE TIMES A MONTHFOLLOWERS. 38.5KVIEWS. RANGE FROM 500-700,000

SOCIAL MEDIA AUDITMINI. MINI. HONDA.

MINI. REDBULL.

VOLKSWAGON.

MINI. BMW.

COMPETITIVE EVALUATION

The Competition is not one automaker, it is the entire compact and subcompact car market.

SWOT ANALYSIS

STRENGTHS. WEAKNESSES.

OPPORTUNITIES.

● Revolutionized definition of compact vehicle

● Original MINI Cooper so successful, now 7 different MINI models

● MINI Instagram top performer of MINI’s social media

● Mini Cooper ranked below category average for Automotive Brand Equity assessment

● Baby boomers account for most of MINI sales, affecting brand image

THREATS.● Millennials are attracted to brands that stand for

something: 84% of millennials consider brand values

● Compact car segment has grown more than 100% in 2 years

● Millennials use public transit 40% more and cars 23% less

● Millennials are looking for affordability in vehicle purchase

● Urbanization, debt, and lower household incomes are main challenges

PRIMARY RESEARCH

WORDS DESCRIBING MINI. FEATURES IN A CAR.

KNOWLEDGE OF MINI.

MOST USED APP.

CONSUMER ANALYSIS

MILLENNIAL AGES 18-24. CAR DRIVERS.● Millennials ages 18-24, will account for the largest car purchasing demographic

● New job cited as the reason for buying a new car

● Graduation promotions build brand loyalty

● Millennials are interested in a car that is fun to drive but still useful in urban environments

● Test-driving cars is still one of the most important elements in the new vehicle purchase decision process

● Younger Millennials consider paying more for a luxury car

● Customization is become the expectation of luxury goods

● Millennials want to be seen as unique

TARGET PERSONAS

PIPPAAGE: 21

TONYAGE: 24

MARKETING OBJECTIVES

CORPORATE MISSION.

MARKETING GOALS.

"The MINI brand wins hearts and turns heads. MINI is refreshingly different: extroverted,

spontaneous and in every respect something out of the ordinary."

● Increase Brand Awareness

● Increase consideration for purchasing MINI amongst millennials aged 18-24

● Engage the target audience in unique ways, mainly focusing on hyper-digital

experiential, streaming and social media channels

MARKETING OBJECTIVES

NUMERICAL GOALS.

EXPERIENTIAL. WEBSITE. ADWORDS.25% Social Media Mentions

10% eWOM

40% increase Email Sign-Ups

STREAMING.

OWNED SOCIAL MEDIA.

ADWORDS.

15% Increase in online traffic

20-25% boost in click-thru rate to the website

2% click-to-conversion rate for all platforms

Spotify: Gain 25,000 playlist followers

Instagram: 20% # of likes

YouTube: 15% # of views and shares

Facebook: 10% # of post likes and shares

Twitter: 10% increase in the number of re-tweets

MARKETING OBJECTIVES

POSITIONING STATEMENT.

MARKETING MIX STRATEGIES.

As a game changer in the subcompact car segment, MINI USA provides the 18-24 affluent millennial target market with smooth handling for unparalleled motoring exhilaration, excellent fuel efficiency, exceptional value, an incredible amount of customizable options, and iconic design better than any other premium compact car company.

PRODUCT. PRICE.PLACE. PROMOTION.

7 VEHICLES HIGHER PRICE

CUSTOM CONTENT IN SOCIAL CHANNELS. DIGITAL and EXPERIENTIAL

IBP STRATEGY

AN OVERVIEW.

ADVERTISING.● Digital online streaming services● Social Media

PUBLIC RELATIONS.● Virtual Reality Pop-up on campus and at music festival● Nonprofit art event with WWF

SALES PROMOTIONS. ● College Grad Program

The campaign is split into two six-week

flight periods, referred to as GradRace and

MoreMINI.

Highest concentration of U.S. Millennials.

IBP STRATEGY

AN OVERVIEW. GEOGRAPHIC PROFILE.

PORTLAND, OR. BERKELEY, CA. BOSTON, MA.

CHICAGO, IL. PITTSBURGH, PA.

1 in 10 Millennials ranked it as THE best city in U.S. Rated the 8th best city for Millennials in U.S..

Rated the 3rd best city for college students..15th for best U.S. neighborhood for Millennials.

IBP STRATEGY ADVERTISING

DIGITAL ONLINE STREAMING SERVICES

● Spotify● Pandora● Hulu

● Instagram● Facebook● YouTube● Twitter● Snapchat

SOCIAL MEDIA

IBP STRATEGY PUBLIC RELATIONS

VIRTUAL REALITY + EXPERIENTIAL EVENTS.

Univ. of California Berkeley

Northwestern University

Univ. of Pittsburgh

Mass. Institute of Tech.

MUSIC FESTIVALS.

Sasquatch Music Festival in George, Washington

= Total Attendees: 175,000

TARGET

TOYOTA MERCEDES

COLLEGE CAMPUSES.

IBP STRATEGY PUBLIC RELATIONS

MINI WWF PARTNERSHIP.CITY ART Takeover.

BMW ART.

IBP STRATEGY SALES & PROMOTIONS

College Grad Program Revamp.

“...college grads can get $500 off their educational debt…”

IBP APPROPRIATION MEDIA MENU

IBP APPROPRIATION BUDGET

Digital, Paid Social and Experiential comprise over three-quarters of the spend for this campaign.

IBP APPROPRIATION BUDGET IBP APPROPRIATION BUDGET

IBP APPROPRIATION FLOW CHART

FLIGHT 1. GradRace.

FLIGHT 2. MoreMINI.

CAMPAIGN EVALUATIONKEY PERFORMANCE INDICATORS.

Foster Buzz/eWOM

15% increase across social channel engagement with shares, likes and views on rich media content. Number of Attendees to Experiential Events Number of Attendees who Sign Up for MINI Email ListSentiment Tracking throughout Campaign

Support New Segments: Millennials

30% increase in search clicks. 15% increase of target market site traffic10% increase in mentions by target marketNumber of Attendees to Experiential Events Boost Twitter followers by 10%

Generate Interactions

Number of Attendees to Experiential Events 15% increase across the number of shares, likes, and views on rich media content across all channels.30% increase in CTR for Google AdWords and Social Paid Ads.

Reinforce Brand Image

Share of voice. See how the industry is talking about us versus our competitors

Sentiment Tracking. How the customers feel about the brand via social channels

MAKE THE STRONG CHOICE. PICK US.

THANK YOU.

STRONG SIGNAL