Nissan

Corner Room CommunicationsKatie Kelley, Ashley Maher, John Bealka, Marissa Gruenke

Executive Summary Our fully integrated marketing campaign will build

awareness and favorability among African Americans,

Hispanic, and Chinese millennial consumers. With a

focus on Nissan’s Innovation for All, the

campaign will tie into their cultural roots and the

uniqueness of each millenials own cultural

background.

The key to multicultural millenials is passion and

excitement.

Nissan’s “Innovation for All” Campaign

An opportunity exists for Nissan to gain brand awareness

and lasting favorability among multi-cultural millennials,

specifically Hispanics, African Americans and Asians.

Nissan will use traditional media, social media, out-of-

home tactics, and promotional sponsorships to create

buzz and to reach them in a familiar environment.

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Where is Nissan Now? As of Nov 1, 2011 Nissan's Current Market Share:

8.1 %Nissan ranks 3rd in MC market share with 25% of Sales from multicultural buyers.

Slogan: Shift the way you move        Nissan believes that cars should change the world and the way we move through it.                 Innovation for all

Nissan is committed to diversity because it strengthens and better prepares the company to create quality products

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Advertising Objectives

Increase market share among multicultural millennial market from 13.10% to 23% by end of campaign

Increase brand awareness among multicultural millennials 18-29 by 30%

Increase loyalty to Nissan brand among multicultural millennials 18-29 by 10%

Increase product image among multicultural millenialsCorner Room Communications

Marketing Objectives

Gain attention of multicultural millenials by using ads that have a sense of cultural acknowledgement.

Persuade multicultural millenials that Nissan offers the performance, quality, and style they are looking for when choosing a vehicle.

Remind multicultural millenials of Nissans high-tech yet unique cars that allow them to be their own person.

Reach 50% of multicultural millennials 18-29 through traditional media and lifestyle/event promotions.

Utilize online experience and smart phones to reach the multicultural millenials.

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Who am I?•Majority are single, college-educated mothers

•Located in Georgia, Texas, and Florida

•House-hold income $66,000

•Twice as likely to trust Black media than mainstream media

•TV is her media vehicle of choice

Meet Joyce

What do I want?•A functional car that allows me to live the life you want through interesting experiences made available by cars.

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Meet ChaoWho am I?•Chinese, male, married man with no kids

•College educated, secure job making an average of $75,000

•Living in CA- passionate about my career and education

•Self assured and confidentWhat do I want?

•A car with great technology that thrills and excites me while staying connected to my Chinese roots.

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Who am I?• Hispanic male

graduated from college

• 50% of buyers married with children

• House-hold income: $68,000

• Living in California and Texas

• Prefers TV and Radio

Meet Roberto

What Do I Want?•A family car to help me achieve my goals in life because tomorrow is uncertain. Corner Room Communications

Geographic Map

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Geographic Map

Why California, Texas, New York and Florida?

• African Americans are migrating to the southern states for better schools and affordable housing.

• Hispanics are the largest ethnic group in the country, with the highest concentration in Texas and California.

• California has the highest Chinese population, followed by New York and New Jersey.

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Where is Chao consuming his media?

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Where is Joyce consuming her media?

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Where is Roberto consuming his media?

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Competitive Strategy

Create a simple message stressing innovation, environmental consciousness and personalization for all while relating to the multicultural’s roots.

Still use brand attributes of performance duality, style, while reaching the heart of the multicultural by relating to their background in a way that embraces their passion and adventurous lifestyle.

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Integrated Media Mix

TV

Radio

Magazine

Promotions

Outdoor

Online

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Cable TVSports and Lifestyle channels allow us to reach

Chao, Joyce and Roberto.

A national television campaign will provide

blanket coverage in all of the major cities.

30 second spots highlighting innovation while staying true to your roots.

Oprah Network and ESPN will have a continuous schedule. Telemundo and Estrella TV will be alternating so there is

always a Hispanic presence. The other stations will be present during prime car buying

times- during the holidays and summer.Corner Room Communications

Radio

The most popular multicultural radio stations are in major cities where millenials live and work.

Will air during times corresponding to work commutes.

California: KLOK 1170 AM

KHHT 92.3 FM Hot 92 Jams

Texas: Tejano 107.5 FM

Tu Musica 104.9 FM

Florida: WTMP 1150 AM Jamz

WSRF 1580 AM Caribbean News Talk

New York: WBLK 93.7 FM R&B, Gospel, Hip Hop, Reggae

WQBU 92.7 Spanish Mexican RadioCorner Room Communications

Magazines Full page color ads in specialty magazines allow us to reach

the multicultural millenials 6 multicultural magazines- national Essence, Ser Padre, Black Woman, People Espanol, Yolk,

Asian Week

Tie directly into their cultural roots while increasing brand awareness and a positive brand image

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Online Ads Internet is most well-rounded medium for

multicultural millenials

Eye-catching banner ads on heavily traveled websites ESPN.com, AOL.com, AOLlatino.com,

Overstock.com, HGTV.com, Oprah.com, NewEgg.com, G4.com

Social media is utilized to support and seek out brand they like Facebook.com, Gmail.com, Yahoo.com

Outdoor Multicultural millenials are concentrated in

prime cities in CA, NY, FL, TX Billboards, bus signs and mall floor ads Ads during important car-buying seasons such

as holidays and summer

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Promotions “Ultimate Adventure Road trip”

Summer promotion If a Nissan is purchased, one is put in a drawing to

win a road trip around the US with their family for the summer, all expenses paid

Increases brand awareness for summer purchasing period

Leverage social media sites to promote the event Multicultural millenials utilize social media sites to

influence others purchases

Promotions USA Summer Olympic Games Sponsorship

Various ad and PR opportunities surrounding the sponsorship

Directly tie with Nissan’s Innovation for Endurance campaign

Olympics are a worldwide event that encourage multicultural groups to stay true to their roots while relating to the passion they share for life

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Distinct Car Purchasing Times

Holiday season, as new models are coming out

Late spring, early summer- right before summer trips and adventures

Reach? Do we need to do this? We could borrow the

numbers used in Christine’s for impressions made and just multiply it by our media vehicles?

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Flowchart I have the flowchart almost done, we just

need to plug in some cost estimates

Final Numbers

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