This Media plan was done for my Media & Connections Planning class. This semester long project took a lot of research when deciding on what media to use and how to execute them. MediaMark MRI, LexisNexis, Standard Rate & Data Services and other databases became my close friends throughout the semester. You could say we had a love/hate relationships.

1. CORNER ROOM COMMUNICATIONS
Katie Kelley, Ashley Maher, John Bealka, Mariah Gruenke

2. 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 millenial’s own cultural background.
The key to multicultural millenials is passion and excitement

3. Where is Nissan Now?
Nissan ranks 3rd in MC market share with 25% of Sales
from multicultural buyers
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

4. 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.

5. Advertising Objectives
 Increase market share among multicultural millennial market from
13.10% to 20% 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 millenials

6. 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 & online experience

7. Meet Joyce
Who am I?
•A single, college-educated mother
•Located in Georgia, Texas, and Florida
•House-hold income $66,000
•Twice as likely to trust Black media than
mainstream media
•TV is my media vehicle of choice
What do I want?
•A functional car that allows me to live the life I want through interesting
experiences made available by my car.

8. Meet Chao Who 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 confident
What do I want?
•A car with great technology that thrills and excites me while staying connected to my
Chinese roots.

9. Meet Roberto Who am I?
• Hispanic male graduated
from college
• 50% of buyers married with
children
• House-hold income: $68,000
• Living in California and Texas
What Do I Want? • Prefers TV and Radio
•A family car to help me achieve my goals in life because tomorrow
is uncertain.

10. Where is Chao consuming his media?

11. Where is Joyce consuming her media?

12. Where is Roberto consuming his media?

13. Geographic Map

14. 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.

15. Competitive Strategy
 Create a simple message stressing innovation,
environmental consciousness and personalization for all
while relating to the multicultural’s roots.
 Use brand attributes of performance, durability, and style
while reaching the heart of the multicultural by relating to
their background in a way that embraces their passion and
adventurous lifestyle.

16. Distinct Car Purchasing Times
 Holiday season, as new
models are coming out
 Late spring, early
summer- right before
summer trips and
adventures

17. Integrated Media Mix
TV
Online Radio
Outdoor Magazine
Promotions

18. Cable TV
 Sports 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.

19. 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 Radio

20. Magazines
 Full page color ads in specialty magazines allow us to reach the multicultural millenials
 6 national multicultural magazines:
 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

21. Online Ads
 Internet is the 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 brands they
like
 Facebook.com, Gmail.com, Yahoo.com

22. Outdoor
 Multicultural millenials are concentrated in prime cities in
CA, NY, FL, TX
 Billboards, bus signs and mall floor ads
Ads will run during
important car
buying seasons such as
holidays and summer

23. Promotions
 “Ultimate Adventure Road Trip”
 Summer promotion
 Increases brand awareness for summer purchasing period
 By registering on the Nissan Website or checking in at various
landmarks throughout the United States, you will be entered to
win the “Ultimate Adventure Road Trip”
 Leverage social media sites to promote the event
 Multicultural millenials utilize social media sites to influence
others purchases

24. Promotions
 “Ultimate Adventure Road Trip”
 10 all-expenses-paid “Ultimate Adventure Road Trips” will be
given
 Fully-loaded Pathfinders
 $20,000 per car x 10 = $200,000
 People can use social media to help design the “Ultimate
Adventure Road Trip” by tweeting or posting on Facebook their
destination ideas

25. Promotions
 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

26. Promotions
 Summer Olympic Games Sponsorship
 Focusing on specific sports: Soccer, Basketball, and Gymnastics
 Opening ceremony
 Commercials
 Jersey sponsorship
 Venue signage
 Medal ceremony
 “Nissan Sports Wrap-up”

27. Reach
 Radio= 1.5 million per station per week x 8 stations = 12,000,000/week
 TV= 800,000 per station per week x 7 stations = 5,600,000/week
 Outdoor = (bus) 200,000 x 50 buses x 4 cities= 40,000,000/week
 (billboard) 150,000 x 10 signs x 4 cities= 6,000,000/week
 (mall) 5,000 x 4 signs x 4 cities = 80,000/week
 Magazine = 500,000 readers per magazine x 6 = 3,000,000/week
 Online= 182,000 x 11 sites = 2,000,000/week
 Promotions= projected to watch Olympics in US = 50,000,000/week
= 118,680,000 impressions per week

29. Final Numbers
 Final budget:
$98,727,000
Reached 1,424,160,000 impressions per year