Advertising Campaign for Tesla

1. MODEL 3
FORWARD WITHOUT FOOTPRINTS
Brianna Beitzel
Madde Jordan
Bretton Judy
Anna Benz
Nick Burton

2. CONTENTS
EXECUTIVE SUMMARY……………………………………………………………………….1
SITUATION ANALYSIS…………………………………………………………………………2-4
Brand Evaluation………………………………………………5
Target Market Prospects……………………………………6
Competitive Summary………………………………………..7-8
Problems and Opportunities…………………………………9
PRIMARY RESEARCH………………………………………………………………………..10
CREATIVE STRATEGY………………………………………………………………………..11-13
TARGET MARKET……………………………………………………………………………..14-15
Capsules………………………………………………………..16
TACTICS…………………………………………………………………………………………17-24
MEDIA……………………………………………………………………………………………25-28
SUMMARY/ RECOMMENDATIONS………………………………………………………..29
FINAL BUDGET…………………………………………………………………………………30
EVALUATION…………………………………………………………………………………….31

3. EXECUTIVE SUMMARY
This plans book describes an integrated
campaign for the Tesla Model 3 in their 2018
advertising strategy. In order to target
innovating and achieving 34-50 year old males
and females who are of professional
employment levels, this 12 month campaign
will maintain a proposed budget of 20 million
dollars.
This budget will allow the campaign to focus
on increasing the number of Tesla Model 3 pre-
orders by increasing brand awareness through
a message that positions as Tesla not only an
electric car, but also a reliable performance
vehicle. This message will be conveyed across
various platforms with an emphasis on online,
mobile and social media.
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4. Electric cars have been around since
the invention of the automobile.
In fact, the first electric car was made in London in 1884 (Guarnieri, 2012).
Electric cars were shelved once more reliable cars were manufactured and made
that used oil combustion instead of rechargeable battery operated vehicles.
Electric cars were known as having low power, and speed, and being more
expensive to produce than oil based vehicles. Electric motors took a backseat in
the automotive industry once the wildly successful Model T was available, and
instead the electric motors were used as electric starters for an easier and more
reliable startup of a car. Electric cars were then brought back into the spotlight
during the 1990’s when the California Air Resources Board (CARB) began to push
for more fuel efficient and less carbon emitting vehicles. (Sperling, Gordon,
2009). With the crash of the economy in 2008, this opened the door once again
for electric cars to break into the market.
The company was founded in 2003 by the following: Elon Musk, JB Straubel,
Martin Eberhard, Marc Tarpenning and Ian Wright with Musk being the chairman,
CEO and majority share owner at 22.25% ownership of the company. The
company was named Tesla in honor the famous inventor electrical engineer and
physicist, Nikola Tesla. Nikola Tesla was famous for making the Tesla Coil, which
was an electric conductor of energy, and he was also known for creating a light
source that was pitted against Thomas Edison's incandescent bulb, with Edison’s
light bulb beating him out. The first production line car was the Tesla Roadster
which came to market in 2008. This came during a rise in oil prices in the U.S. so
it was a prime time for the Roadster to debut.
SITUATION ANALYSIS
CATEGORY AND BRAND HISTORY
The Roadster was based heavily off of the body style of the already popular Lotus Elise. In
fact, Tesla had purchased a supply of 2,500 Lotus bodies to make Roadsters from. The
Roadster was the first fully electric car to be highway legal that used lithium ion
batteries. The Tesla Roadster did make some landmarks, and set some good goals and
impressions for the company. The Roadster set the world record for distance travelled by
an electric car with 311 miles on one charge. The roadster was discontinued in 2012
with the release of the Tesla Model S. Tesla launched the Tesla Model in 2012 with high
success. The Model S had already had 12,000 pre-orders which was already more than
the Roadsters overall sales of 2,450. As the Model S became more and more popular,
Tesla unveiled its next vehicle in early 2016. Tesla released the Model X crossover SUV in
March of 2016. The Model X boasted 30,000 pre-orders before the launch date.
2

5. Tesla has seen a loss of money for its entirety of a company until the last quarter of
2016. The reason for the gain in money could be from the release of the Model X. Tesla
had only sold 2,450 Roadsters in 4 years of having the car. Although the Roadster sales
were low, the Model S, and now Model X, sales have helped for a rise in the company.
The Tesla Model S has seen 150,000 sales since its release in 2012.The Model S was
awarded the “Top Selling Luxury Car” in California for the first three quarters of 2016
and represented 13.7% of the market share. The Model S represents 15.5% of the
market share for new all electric cars in Europe. The Model X had sold 9,500 models in
2016, plus the 30,000 pre-orders, and represents 6% of the overall luxury SUV market.
The Model X also boasted “Top Selling New Car”, in Norway for 2016.
SITUATION ANALYSIS
SALES AND MARKET SHARE
PAST PROMOTIONS AND BUDGET
Unfortunately, it is increasingly difficult to find any previous promotions and
budgets for the Tesla company. There have been some clever fan made promotions
and commercials, but Tesla does not advertise in a traditional manner, and instead
uses a lot of self promoting and word of mouth. Much like Apple, Tesla does not
use a huge budget for their products.
Fan-created ad for Tesla Model S
“Tesla motors has no ad agency, no chief marketing
officer, no dealer network. And that’s no problem.”
-Ad Age
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6. SITUATION ANALYSIS
POLITICAL AND LEGAL FACTORS
MAJOR TRENDS
Tesla is facing a lot of backlash from the major motor companies I.E. GM and Ford, because they are not selling their vehicles through a dealership. Instead Tesla is selling
cars straight from a store front much like the Apple store. A new bill in Indiana has allowed Tesla to keep doing this in the state, but other states may not be so generous.
Tesla can also gain government incentives for creating all electric automobiles. Elon Musk is also on President Trumps advisory team which could lead to some political
backlash.
Tesla is paving the way for more all electric vehicles
to be pushed onto market. Tesla is also an innovator
in using large touch screens that serve multiple
features within the vehicle. This can also be seen in
newer BMW models, and even Mercedes. Tesla is
crafting an entirely new market that was not
previously there. The fully electric car market has
been around for quite a while, but Tesla is really
making the jump toward something more concrete in
long terms.
4
DISTRIBUTION
Tesla sells their products direct to consumers through online retail and Tesla stores. This is a unique distribution strategy compared to other automakers. Tesla sells, builds
and distributes their cars, which ensures complete control over the distribution channel. The vehicles are produced at its factory in Fremont, California. The Tesla Factory is
capable of producing 2,000 cars a week. Furthermore, the company is expanding its manufacturing facilities into other areas, including in Tilburg, the Netherlands and Lathrop,
California. To reduce the costs of lithium ion battery packs, Tesla and Panasonic have begun construction of a gigafactory in Nevada that will facilitate the production of the
new economy model, Model 3. This unique and innovative company has a one of a kind distribution strategy that works for them, and ensures quality vehicles.

7. Tesla sells premium electric sedans and SUVs. They offers three car models, the Model S, Model X and Model 3. These cars are all energy efficient and
cost less money to charge than filling up a typical tank of gas. The new Model 3 has a starting price of $35,000 with production beginning in 2017. This
vehicle is Tesla’s energy efficient economy model. This vehicle has a 5 star safety rating with a 215 mile range per charge. The Model 3, equipped with
autopilot hardware and supercharging capabilities, is able to go from 0 to 60 in under 6 seconds. Additionally, Tesla owners have the benefit of charging
at home so they never have to visit a gas station or spend money on gasoline. For long distance traveling, Tesla’s Supercharger network provides
convenient access to high speed charging in 20 minutes. Superchargers now connect popular routes in North America, Europe and Asia Pacific.
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BRAND EVALUATION
PRODUCT FEATURES AND SERVICES
Tesla is still a relatively new company, but with their innovative products they are highly known. In 2016, they were the 100th company on Interbrand’s Top 100
Global Brands of 2016. Brand awareness of Tesla is moderately high, but not as high as it could be. This is because their target market is very small, but will soon
be growing with the new economy model. Tesla is the leader in electric cars, but they are a luxury and exclusive car that may not be sold in convenient places for
consumers, which may be an issue for widespread brand awareness. However, since Tesla utilizes PR as their main marketing tactic, news stories displaying
Tesla’s products increases awareness of the brand with new innovations and technological advances. With continued advancements and innovations with their
products, brand awareness of the company will continue to grow significantly.
Consumers typically perceive Tesla as an expensive and high quality
since they are a premium, luxury car with a perception of
exclusivity. Consumers attitudes toward Tesla’s products are very
positive since they are a symbol of innovativeness in technology. In
addition, they have a positive perception of being an extremely safe
car with great fuel economy, which further changes people’s
attitudes about electric cars. Furthermore, Tesla is the leader in
electric cars, but still has tough competition with other gas
vehicles. Consumers may not be as apt to switch to solely electric
cars, since gas cars are more familiar and less expensive. But, with
so many positive consumer attitudes towards the brand, there may
be a change in perception about electric cars.
BRAND AWARENESS
CONSUMER PERCEPTIONS
A Tesla owner is a brand loyal consumer of the company. Consumer
Reports gave the $71,000 battery-powered Model S a score
matching the highest ever given to any vehicle. Additionally, Tesla
has claimed the top spot in Consumer Reports’ annual owner
satisfaction survey, which polls subscribers about their cars and
their feelings toward the brands that make them. Ninety-one percent
of Tesla owners polled would buy another Tesla vehicle in the future,
the survey found. Not only are these cars aesthetically pleasing, but
they have great functionality and usability. In other words, this is not
just a good looking vehicle, but it is an outstanding product that
consumers are very satisfied with.
USER SATISFACTION
Tesla does not only sell cars, they are selling innovation and
new technology. These are one of a kind vehicles that hold a
unique position in the market. It will be hard for other electric
car brands to emerge into the market because there are no
other companies or products that offer what Tesla has to
sell. Tesla is an important brand since they are so innovative
and always changing the game of technological
advancements in vehicles. They are not just an automaker,
but a technology and design company with a focus on energy
innovation. Overall, Tesla has dominated the market and
placed themselves as the leader in the electric car industry.
BRAND IMPORTANCE

8. Demographically, the current target market of Tesla Motors is generation X males ages 34-54. Of
these men, Tesla targets those of professional employment levels and even more specifically
business owners and entrepreneurs who make $100,000 and above a year. In terms of the family
life cycle, Tesla consumers typically fit into the recently divorced, empty nester, SINKS (single
income no kids) and DINKS (double income no kids) FLC segments.
The psychographics of Tesla Motors’ current target market show that the group is overwhelmingly
made up of innovators. According to Strategic Business Insights, innovators are confident enough to
experiment, are skeptical about advertising, are future-oriented, are self-directed consumers, believe
science and R&D are credible, are most receptive to new ideas and technologies, enjoy the challenge
of problem solving and have the widest variety of interests and activities.
TARGET MARKET PROSPECTS
In terms of user status, Tesla Motors targets potential
users, meaning individuals who do not yet own a Tesla. Tesla
has only recently emerged in the market and as a result of
this their current users are not yet looking to purchase a
new Tesla vehicle. Because of this, Tesla’s target market
does not include brand-loyal consumers. In a few years
however, Tesla can expect to target already existing users,
hard core loyals and soft core loyals as the product life cycle
of the first substantial group of Tesla vehicles sold comes to
a decline.
It should be noted that luxury vehicles usually spike in sales
in December and January due to holiday bonuses. This is
relevant to Tesla in that their consumers are typically well-
established business professionals.
Tesla Motors current target audience fits into the innovators
and early adopters segments of the technology adoption
stages. Strategic Business Insights also provides information
about the lifestyle of innovators. According to their VALS
Survey, innovators are always taking in information, make the
highest number of financial transactions, live high-tech lives
and have international exposure.
DEMOGRAPHICS
PSYCHOGRAPHICS
PRODUCT USAGE
User Loyalty Status
Occasion
Lifestyle
Most owners of Tesla vehicles live on the east or west coasts of the United States. Even more
specifically, a majority of Tesla owners live in California. In 2015, almost half of Tesla Model S buyers
were individuals from California. Regardless of where in the United States, Tesla typically targets
those living in metro-mis, urban and suburban areas.
GEOGRAPHICS
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9. PRICE-VALUE
Tesla’s value lies in that they don’t just want to build the best
electric car. They want to build the best car that was ever made.
This innovation gives their product added value in the eyes of
their target market because owning a Tesla represents their
beliefs in what a car can and should be. Tesla customers know
that they’re helping to revolutionize the way we travel by owning
one, and that by having that added intangible value their buyer’s
remorse is alleviated. Many who purchase a Tesla spend more
than they had originally budgeted but feel no buyer’s remorse.
Tesla produces three models that range in price depending on
which features you select for each model. There are a variety of
available features that can be added that will quickly raise the
price, but they’re fully optional. Some of these features include
upgrading your battery for a longer range, extra car seats and
self-driving capability where the law allows. You can even have
them install a Bioweapon Defense Mode.
Most of these features were created by and only offered by Tesla,
further adding value that sets them apart from their competitors.
These options also allow you to personalize your car and tailor it
for your unique needs.
Another added value of owning a Tesla would be lifetime savings
at the fuel pump. Not having to buy gas would mean that over
time part of the car would pay for itself. However, your home
electric bill will be higher so it’s debated how much you would
truly save on average.
COMPETITIVE SUMMARY
DIRECT
COMPETITORS
Tesla’s number one direct competitor is the Mercedes-Benz S-Class. While the Mercedes
is more expensive, the Tesla Model S and the Mercedes-Benz S-Class were the two top-
selling luxury vehicles in the US. Future Faraday is quickly becoming a dangerous rival for
Tesla. Named after a founding principle of electric motor technology (Faraday’s Law of
Induction), Future Faraday unveiled its first production vehicle in January 2017.
Their highly-customizable and fully-electric sports car can go 0-60 mph in
less than 2.5 seconds (Tesla’s best is 3.1). Though Tesla will soon have a
companion in the luxury electric car market, Faraday’s prices will be much
higher and their production is extremely limited.
Direct competitors:
• Ferrari
• Ford fusion energi
• Toyota Prius
• Chevy volt
• BMW
• Nissan leaf
• Future Faraday
INDIRECT
Many who fall within Tesla’s target market also live in an urban area where owning a car
can be difficult due to extra fees, difficult-to-find parking, and traffic congestion.
For those that would buy an electric vehicle because it’s environmentally-conscious,
mass-transit would be the cheapest option for them to shrink their carbon footprint if
they can give up the convenience of having their own car.
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10. COMPETITIVE SUMMARY
CREATIVE POSITIONING
Instead of competing with economy-focused electric
vehicles already on the market (like the Prius) Tesla
decided to do something that hadn’t been done before.
They positioned themselves as a luxury vehicle that was
also electric. They also position themselves by pointing
out that they’re not just selling a car but also the brand
new technology used to create it.
Tesla’s positioning has been established through their
wise use of PR and media relations to keep a positive
image of their company. All of their current advertising
has been done either through social media, partnerships,
or by fans creating their own material. By targeting
Innovators in the market, they’ve inspired those who have
used and fallen in love with their product to take the
initiative and spread the word without any incentive.
STRENGTHS
WEAKNESSES
• A wide range of innovative features only offered by Tesla
• Model S is the #1 selling large luxury car in the US
• Environmental benefits from not burning fossil fuel
• High quality, reliability, and safety
• Strong, positive brand image through PR
• High control on vehicle production
• Unique position in luxury electric vehicle market
• Rapid sales growth (27% increase in 2015)
• High price means smaller target market
• Very small international presence
• No physical dealerships and current regulations requiring them
• Long road trips are difficult as charging stations not a guarantee
• Lots of debt meaning high interest payments ($2.5 billion in
long-term debt and capital leases, about 72% of their total
capital)
• Tesla spends a great deal on its investments and growth, leaving no profit
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11. INCOME VARIATION
ECONOMY MODELS
There are two sides to the variation of income. We may see problems or opportunities. With income targeting we are better able to select our market while
facilitating to location decided upon by the campaign direction. Coast regions like San Francisco and Sausalito currently hold the highest percentage of the
market while New York and L.A, while lower, offer Tesla a greater opportunity to expand.
The economy models appeal to younger buyers whom are green minded and open to the world of technology. Incomes, while relatively lower for younger
generations, are able to act upon the new market expansion. The resources used to manufacture the economy models are much lower than that of any car
make previously created. With the green appeal on their side, breaking into foreign markets should be much easier. Pollution by big industries causes
foreign caution by way of manufacturing. This caution is eliminated and stricter regulation on development offers little offense to Tesla.
INACCESSIBLE WEALTH OF KNOWLEDGE
Do to the factor of the unknown, people are skeptical of the product. It is a rather large investment and with people being vested in their ways, it is not easy
for change to ensue. Though the trend seems to be more typical in the older generational markets, younger people are becoming more frugal with their
money as well. Technology is not what interests people, rather, it is the idea of having the best of the best so as to be on par with or above their friends. The
benefits have yet to be truly seen as well due to smaller budgets on past campaigns. People are curious, but not so much as to act.
ISSUES WITH OIL COMPANIES AND LEGAL CONTROL
Currently oil companies run the market. They are in control of legal developments and have recently been pushing for more regulation on car sales. The idea of lot sales
and professional selling has turned off Tesla for some time. Tesla, whom has vested much of their energy in custom sales and car delivery via online sales, wishes to act
against mainstream car lot buying. There has also been smaller funding for energy alternatives since Donald Trump took office. Speculation of electric engines has lead to
“necessary” backing to ensure safety. Legal regulations on the components that makeup electric engines has also lead to a slower development.
SHIFT IN TARGET MARKET
Tesla has been shifting their target market by way of advertising. For so long Tesla has been target males aged 34 to 50, but this has changed with the introduction of
more affordable payment plans and models. Advertising trends have also lead to a suggestion that women and college graduates are to be thrown into the mix. While
the trends are shifting, much of the west coast is still the epicenter of Tesla advertising. This is due in part to California controlling much of the Tesla market.
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PROBLEMS AND OPPORTUNITIES

12. PRIMARY RESEARCH
10
OBJECTIVES
In order to maximize the effectiveness of our campaign, we have established specific research objectives to
streamline our strategy. The research objectives are as follows:
• Determine whether the target audience is willing to spend more money on products that are of higher
technology.
• Identify what social media platforms the target audience prefers to use.
METHODOLOGY
In order to fulfill these research objectives, our team chose to use an online survey to gather our data. An
online survey allowed us to gain information and insights from those who were hard to physically reach in a
face-to-face setting. When compared to focus groups and individual interviews, surveys require far less effort
and time on the participant’s end. This maximized our number of respondents received.
We executed this research method through a Google Form that featured questions designed to help answer
our research objectives. These questions varied in form but included likert scale, multiple choice, and short
response/open-ended survey question types.
Participants were recruited through an email with the link to the survey. This email was sent out to individuals
that we believed fit our target audience. To confirm that these individuals fit, a portion of the survey asked
questions that would clarify whether or not a respondent was indeed a part of our target audience. We then
based our survey results off of participants who were in our target.
SUMMARY OF FINDINGS
Tying it back to our original research objectives, our findings suggest that (1) the target audience would
be willing to spend more money on products that they know are of higher technology and (2) our target
audience spends most of their time on social media on Reddit.

13. CREATIVE STRATEGY
11
BIG IDEA
The big idea of this campaign is to convey the fact that Tesla Model 3 is a leader in innovation
and technology that offers environmental responsibility. While still keeping the vehicle’s luxury
and high quality image, the campaign will convey that this technology is different from other
vehicles by offering high quality, high performance luxury cars at an economy price. It will show
that Tesla will continue to move forward with innovative vehicle without a carbon footprint,
compared to its gas vehicle competitors.
FORWARD WITHOUT FOOTPRINTS

14. 12
BUSINESS OBJECTIVES
By consistently utilizing a confident, innovative and
progressive tone, Tesla ads will convey the high
quality performance aspect of the vehicle. By
relaying the message with confidence, our
executions will entice consumers to purchase the
Tesla Model 3 and achieve personal excellence
through innovative technology.
ADVERTISING OBJECTIVES
TONE AND MANNER
Today, Tesla has dominated the market and placed
themselves as the leader in the electric car
industry. They are not just an automaker, but a
technology and design company with a focus on
energy innovation. More recently, Tesla is making
their groundbreaking technology available at a
reasonable price, so everyone can experience the
high performance and modern vehicle. Tesla will
provide the target with not only an electric vehicle,
but with an innovative, high performance, and one
of a kind technology.
CLAIM SUPPORT
Tesla Model 3 is the electric car that offers
consumers the opportunity to drive a highly
innovative technology, with great performance and
high quality features, at an economy price. While
offering the best performance and quality, the
Model 3 is also designed to pay for themselves,
with the reduced cost of paying for gas over time.
Tesla not only offers a high-tech and high
performance vehicle, but they provide innovation to
the automotive industry and a glimpse into future
technology.
CONSUMER PROMISE
CREATIVE STRATEGY
-Increase brand awareness of Tesla Motors among our target market by 10% by the end of our national, one year campaign.
-By the end of this campaign, we want to increase pre-orders of the Tesla Model 3 by 120,000.
-Using Integrated Marketing Communications, and basing our ad campaigns around certain events, we will be able to better track our progress and success.
Cognitive: Convince the target that Tesla is not only an electric car, but also a reliable performance vehicle. Our objective is to position Tesla in the same category
as an everyday car in the mind of the consumer.
Affective: Make the consumer feel that buying a Tesla vehicle will help them achieve goals of self-actualization. The target will be empowered by such an
innovative experience that Tesla can offer.
Conative: Use digital and print advertisements to stimulate desire and motivate test drives for the Tesla Model 3 by emphasizing exclusivity, premium quality and
high performance aspect of the electric vehicle.

15. CREATIVE STRATEGY
c
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Electric cars are slow and sluggish.
Tesla vehicles are for wealthy CEOs and entrepreneurs.
“Why are Teslas so expensive?”
Electric vehicles are expensive to drive.
The Tesla Model 3 is an innovative high performance electric
vehicle.
Tesla vehicles are for individuals who are successful and
working on becoming well-established.
Teslas are the best built car in history.
You can charge a Tesla at home and it can go 250 miles per
charge.
POSITIONING
Current Positioning Desired Positioning
As a leader in innovation, Tesla vehicles are seen as a
premium electric car. The Tesla Model 3 is currently ranked
number 2 on the list of all electric vehicles with the
highest miles on a single charge. The Model 3 trails behind
the Chevy Bolt EV, with the Chevy utilizing 238 miles per
charge, and the Model 3 using 215 miles per charge. Tesla
also competes with many brands of sports cars as a
performance vehicle. The Tesla Model 3 is a unique vehicle,
because it is the fastest all electric vehicle under $40,000.
There are a few different competitors that Tesla is having
to deal with. There are the list of all electric vehicles that
Tesla stacks up with, as well as performance vehicles that
Tesla stacks up against.
COMPETITIVE FRAME
RESTRICTIONS
Electric motors are regulated to 500,000 per state. Most states are taking action plans in order to allow for more electric
vehicles in the future. Many states offer tax incentives to electric motor vehicle owners. Tesla has been battling local car
dealers for room to sell. Tesla has been trying to sell vehicles directly to consumers without having to go through the
dealership model, but many states have bills restricting this. Tesla has been unsuccessful in Connecticut in having a bill
passed that would allow them to sell direct to consumers. Tesla is not allowed to sell cars in several states. Utah, Arizona,
Michigan, Texas, Connecticut and West Virginia.
Tesla’s driving AI is 99% effective. We can not sell based off of the AI yet, because people just do not trust it completely.
There is still that 1% that people do not trust about the car. This will make it difficult to sell the car based off of this
aspect.
Top performance based vehicles:
1. Porsche 918 Spyder
2. Tesla Model S P100
3. LaFerrari
4. Bugatti Veyron
5. Prosche 991
6. Lamborghini Huracan
7. Tesla Model S P90
8. McLaren P1
9. Audi R8
10. Lamborghini Aventador SV
Highest miles per charge:
1. Chevy Volt EV-238 mi
2. Tesla Model 3-215 mi

16. DEMOGRAPHICS
This campaign will demographically target 34-50 year old males and females who are
of professional employment levels. Even more specifically, these professionals are a
part of Corporate America but are not yet executives. Instead, these individuals are
on the path to achieving and will in the future most likely reach executive status at
major firms. These individuals make $70,000 - 85,000 a year, are possibly looking
into leasing a vehicle through work, and are mostly either single, married without
kids, or recently divorced.
• Age 34-50
• Male and female
• Corporate/business professionals
• Income $70,000+
• Lease vehicles through work
TARGET MARKET
PSYCHOGRAPHICS-INNOVATORS
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These individuals are in the innovator and early-adopter groups of the
technology adoption segments.
• Confident enough to experiment
• Skeptical about advertising
• Future-oriented
• Self-directed consumers
• Believe science and R&D are credible
• Most receptive to new ideas and technologies
• Enjoy the challenge of problem solving
• Have a wide variety of interests and activities
GEOGRAPHICS
Since Tesla has a huge presence on the east and west coasts, we want to expand Tesla’s target
geographically in order to gain larger nation wide awareness. In order to do this, we will target
cities and states that have an already-established but still smaller presence than the east and
west coasts.
Denver, CO
Atlanta, GA
Chicago, IL
Seattle, WA
Phoenix, AZ
Miami, FL
Houston, TX
Charlotte, NC
New York, NY
Los Angeles, CA
San Francisco, CA

17. NIELSEN PRIZM PREMIER CLUSTER ANALYSIS
Networked
Neighbors
Winners Circle Young Digerati Connected
Bohemians
Household Income $200,000 $125,700 125,882 $50,000
Household
Technology
Highest Above average Above average Highest
Age 35-54 35-54 35-54 25-44
Family Life Cycle Mostly with kids Mostly with kids Family Mix Mostly without kids
Employment Level Management/professional Management/professional Management/professional Management/professional
Education Level Graduate plus Graduate plus Graduate plus College graduate
Urbanicity Suburban Metro Mix Urban Urban
Is likely to own
a(n)
Acura BMW Mercedes Hybrid vehicle
Shops/eats at Banana Republic The Cheesecake Factory Banana Republic Express
TARGET MARKET
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18. TARGET MARKET
CAPSULES
Angela
Angela is 40 years old, single female in Seattle, WA. She works as a Regional Zone Manager at
Amazon.com and has a household income is $85,000. She has 2 dogs that she is very passionate
about. One dog is a Corgi, and the other is a Yorkie. Angela recycles old plastic every week, enjoys the
outdoors, camping, hiking and jogging, which are some of her favorite hobbies. She enjoys being
adventurous, loves to go out with friends on weekends, going to the movies, local clubs and bars, or
to the beach. Angela subscribes to online magazines such as Women’s Health, Wired and Rolling
Stone. She watches Netflix originals, shops at Express and wears name brand watches. She
frequently uses LinkedIn and Facebook. Recently, she just purchased a home in the suburbs, so she
commutes to work everyday.
Brandon
Brandon is 34 years old, single male in Denver, CO. He is a District Marketing Manager for DISH
Network with a household income is $75,000.He was a college level athlete and enjoys playing
sports in his free time. Brandon has a competitive spirit both on the field, and in the
workplace.He lives in an apartment just outside of Downtown and commutes to work, utilizes
public transit when needed and uses music streaming services. On his free time, Brandon
reads ESPN the magazine as well as watches SportsCenter and watches Marvel movies. He Is
a recent resident to Denver, enjoys going out on weekends to explore the city and find new
features about the surrounding area. Brandon typically spends 4 hours a day on online social
media outlets, such as Snapchat and Reddit.
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19. TACTICS

20. 17
MOBILE
Members of our target market own at least one mobile device and use it frequently for
work, entertainment, and leisure. Because of this, mobile is one of the best vehicles
to build awareness for the Tesla Model 3. A presence on useful phone applications
such as My Fitness App, The Weather Channel and Acorn will grab attention and
encourage participation with the brand and new product.
Mobile advertising:
$3,600,000

21. 18
ONLINE
This campaign’s target market is open to new technology and uses multiple
devices during their day. Creating an online presence greatly increases the
chance of multiple ad exposure . Website banners and SEO can be utilized as
an invaluable tool to ensure ads will be seen in the appropriate places.
Additionally, placing ads on websites that correspond with our magazine and
TV mediums will be the main strategy. Using Rolling Stone, GQ, National
Geographic, and NBC will allow Tesla to reach the specified target audience.
Search Engine Optimization (SEO): $500,000
Web based advertising: $2,000,000
Mobile advertising: $3,600,000
Total Online Advertising: $6,100,000

22. 19
TELEVISION
On-screen product placement would utilize a celebrity’s status,
Elon Musk, to raise awareness of the Tesla Model 3 and to
reinforce the brand’s image. this 30- second television
commercial will be vital to spread brand awareness of the new
economy model electric car, Model 3, that Tesla is releasing.
This commercial will be placed on ESPN, TBS, National
Geographic TV and NBC during sports games and tv shows.
ESPN:
-30 second spot morning programming
(4 spots per week for 12 weeks)
-30- second spot Monday Night Football (3 games)
TBS
-30 second spot for MLB World Series games (4 spots for 4
games)
National Geographic TV
-30 second spot during evening programming (12 spots per week
for 12 weeks)
NBC
-Ad placement on “The Blacklist” (1 spot per week for 8 weeks)
Total Television Advertising: $5,945,635

23. 20
OUT OF HOME
Our target market is comprised of professionals
who commute to a large city every day to work.
They spend up to an hour in the car, or even more,
each way. Billboards will offer high exposure rate
and be viewable multiple times a day if placed
along major roadways coming into and out of the
city. In order to do this, we will target cities and
states that have an already-established but still
smaller Tesla brand presence than the east and
west coasts.
We will heavy up in these following cities in order
to gain maximum exposure:
Denver
Atlanta
Chicago
Seattle-Tacoma
Phoenix (Prescott)
Houston, Charlotte
New York
Los Angeles,
San Francisco-Oak-San Jose
MiamiTotal OOH Advertising: $1,148,419

24. 21
MAGAZINE
Print offers a unique opportunity as a highly visual and
esteemed medium. Placing print ads in strategically-
chosen publications that align with the target market’s
current interests will reinforce Tesla’s brand image and
demonstrate its features in an artistic and visually-
stunning way. Tesla will place 1/3 page 4C spread ads in
the following magazines:
Rolling Stone Magazine
Wired Magazine
Shape Magazine
Men’s Health Magazine
GQ Magazine
National Geographic Magazine
Smithsonian Magazine
Bicycling Magazine
Total Magazine Advertising:
$4,425,185.16

25. 22
SOCIAL MEDIA
Reddit, LinkedIn and Snapchat is growing in popularity among
our target audience as a social media platform and news
source. Most Reddit users have at least some college education
and 35% fall within our target market’s income bracket.
LinkedIn is full of young professionals with college degrees and
relatively higher income. This target market makes up 26% of
Snapchat users which has an overall user base of 150 Million.
Ad placement on social media sites like these show that Tesla
supports the free flow of information and ideas. Advertising on
social media will help reach our target demographic and spread
brand and product awareness.
Reddit Ad
Snapchat Ad
Reddit: $800,000
LinkedIn: $1,000,000
Snapchat: $200,000
Total for Social Media : $2,000,000

26. 23
SPONSORSHIPS/PARTNERSHIPS
Tesla has an opportunity to reinforce their brand image by becoming
involved in events that encourage innovation and improvement. By
sponsoring TED Talks, Tesla’s values will be associated with intellectual
pursuits and self-betterment. Tesla’s name and logo will appear at the
beginning and end of a Ted Talk. This will receive a great amount of
impressions, leading to wider spread brand awareness.
Partnerships with hotels like Hilton will reward customers for
their efforts and appeal to their esteem. Tesla charging stations
will be at select Hilton locations for Tesla owners. This is a
special feature of owning a Tesla, which will entice others to
purchase as well. Tesla will partner with Hilton, Conrad, Hyatt
and Indigo Hotels.
A majority of the target audience are interested in the technology and engineering field. This will be a great way to
reach the tech savvy audience of the target market. Therefore, Tesla will be a corporate sponsor of the National
Society of Professional Engineers. Tesla will sponsor specific events and act as a donor to the organization
TED TALKS
HOTEL PARTNERSHIPS
NATIONAL SOCIETY OF PROFESSIONAL ENGINEERS
$300,000
$1,000,000
$300,000
Total Sponsorship:
$1,724,000

27. 24
IBP
Tesla’s mission is to accelerate the world’s transition to sustainable energy. They can demonstrate this to their target by
offering scholarships as rewards to students who participate in competitions that center around this idea. Tesla can host a
contest for best alternative fuel engine. The contest participants must be students pursuing engineering, or science related
degree. The winner will receive a $100,000 scholarship for the best alternative fuel engine. This will expose the Tesla brand not
only to the participants, but attract to the parents of the participants. This will place Tesla in the mind of younger consumers,
while simultaneously targeting the older demographic that may be interested in an electric vehicle.
SCHOLARSHIP: ALTERNATIVE FUEL ENGINE CONTEST
PRODUCT PLACEMENT
Cost: $200,000
Cost: $700,000
Total IBP: $900,000
Placing the Tesla Model 3 in the Netflix series “Daredevil” will
create a great amount of audience exposure to the new product.
This product placement will promoting the self driving car aspect
of the vehicle, which work with the main character who is blind
and has super power abilities. Essentially, the main character’s
Tesla will be his partner in crime. Overall, product placement for
Tesla for the duration of one season will cost $700,000.

28. media Objectives media Strategies
Target Audience Males and Females, ages 34-50, who are
corporate/ business professionals with an income
of $70,000+ and most likely single without kids,
or recently divorced.
Purchasing a mix of digital, nontraditional, and traditional media will
be relevant and highly consumed by the target audience. More
specifically, utilizing mediums such as print, TV, IBP, OOH, mobile
and online advertising will be effective marketing tactics.
Geographic
Considerations
Heavy-up in areas of the United States where
there is Tesla high brand awareness but not yet a
high level of Tesla product presence, all while still
maintaining Tesla’s original coastal audience.
Target the Denver, Atlanta, Chicago, Seattle-Tacoma, Phoenix
(Prescott), Houston, Charlotte, New York, Los Angeles, and San
Francisco-Oak-San Jose and Miami DMAs.
Reach and Frequency Reach 70% of the target audience with an average
frequency of 6.
Utilizing a variety of media, both traditional and non-traditional, to
maximize the efforts of reaching the target audience at the desired
frequency.
Seasonality Increase advertising at the time of year and
leading up to when the target audience is most
likely to buy a new vehicle.
Heavy-up advertising in the holiday months (November-January),
when business professionals are more likely to purchase
performance vehicles after receiving a bonus check.
Scheduling Maintaining an advertising campaign that reaches
the target audience all year, with heavy-up during
peak buying periods for vehicles.
Use a pulsing schedule with continuous advertising among a
majority of media, then heavy-up during peak buying periods with TV,
mobile and online.
Creative Implications Emphasize that Tesla is an innovative, high quality
product with a premium brand image.
Purchase a mix of media that either utilize cutting-edge technology
or promote science and technology in a more traditional form, all
while being a high quality medium.
Budget Use the budget of $X to reach the target market
through a specific mix of media.
Allocate X% of the budget to TV, X% to guerilla marketing, X% to
OOH, X% tp mobile, and X% to online.
25
MEDIA

29. PAID
EARNED
OWNED
SHARED
Television
Magazine
Social Media
Banner ads
IBP
OOH
Digital
Partnerships
Press releases
Social Media
Word of mouth
Blogs
IBP
Website/blog
IBP
Partnerships
Online Video
SEO
Social Media
App
Social Media
Digital
Partnerships
Sponsorships
Magazine
IBP
Utilizing traditional paid media such as television, OOH and magazines will
create overall broad awareness of the new Tesla Model 3. Pass along readership
will ensure that we are not only targeting a specific consumer, but we are also
receiving a wider reach. Additionally, men and women ages 34-50 have a heavy
presence online and on social media. Other additional paid media will be used in
forms of social media advertisements and banner advertisements.
Tesla already has a well-established website, blog and social media pages with
their own created content. In addition to these assets, Tesla should continue to
promote their new Model 3 through company blog posts and social media. While
these are important components, utilizing partnerships and Integrated Brand
Promotions to their advantage will also create a broad awareness of Tesla
throughout the country.
Tesla’s high-tech and innovative brand is a topic of interest among blogs, social
media posts and press releases. These earned media are a great for Tesla since
consumers are frequently talking about new and innovative technology. Earned
media can complement owned and paid media by creating social buzz and word-
of-mouth for the brand’s new hi-tech products.
Shared media will be important to create buzz about the Tesla Model 3. Utilizing
shared media such as IBP, sponsorship, partnerships and magazines will ensure
that a specific target will be reached with a great amount of impressions. Other
forms of shared media such as digital and online will supplement these media
with buzz and conversation around the new Tesla Model 3.
26

30. Heavy
Medium
Light
January February March April May June July August September October November December
SOCIAL MEDIA
PRINT
OUT OF HOME
SPONSORSHIPS
MOBILE
ONLINE
IBP
TELEVISION
27
MEDIA SCHEDULE

31. 10%
4%
4%
6%
9%
9%
17%
19%
22%
TV Online
Mobile Social Media
Sponsorships Print
OOH IBP
Contingency
PROPOSED BUDGET:
$20,000,000
BUDGET
28

32. 29
SUMMARY AND RECOMMENDATIONS
In order to target innovating and achieving 34-50 year old males and females who are of professional employment levels,
this 12 month campaign will maintain an actual budget of 21.3 million dollars. This budget will allow the campaign to focus
on increasing the number of Tesla Model 3 pre-orders by increasing brand awareness through a message that positions as
Tesla not only an electric car, but also a reliable performance vehicle. This message will be conveyed across various
platforms with an emphasis on online, mobile and social media.
1. Use more web based mediums
-Online formats would be the best way to reach the targeted audience. Utilizing formats such as Reddit and online magazines.
2 .Increase budget for overall promotions
-The budget needs to increase for effective promotions and advertising. Increasing the budget could help reach the target in all areas.
3. Make innovation a clear proponent
-Tesla is an innovative company that continues its success based off of its innovative products. Make the innovative technology the focal point
in all promotions and media.
4. Increase branding and branded content and continue to offer branded content to customers
-Branding can help the image of the company and car itself. Continue to offer branded content such as apparel and other items. Make Tesla a
known brand, and not just a car.
5. Sponsor more events to get more recognition from people in the industry
SUMMARY
RECOMMENDATIONS

33. FINAL BUDGET
10%
4%
5%
8%
8%
9%
17%
19%
20%
TV Online
Mobile Social Media
Sponsorships Print
OOH IBP
Contingency
final Budget:
$20,000,000
30

34. 31
EVALUATION
Throughout this plan we have established objectives, specifically marketing, business, and
advertising objectives. We plan to evaluate how the execution of our campaign did or did not meet
these objectives. Doing this will give Tesla’s marketing direction and strengthen Tesla’s future
strategy. Below are the measurement tactics selected to evaluate the effectiveness of our campaign.
Strategy Measurement Tactic
Increase brand awareness of Tesla Motors among our target market
by 10% by the end of our national, one year campaign.
Pre-campaign and post-campaign online surveys assessing
brand recall and recognition in a comparative analysis
By the end of this campaign, we want to increase pre-orders of the
Tesla Model 3 by 120,000.
Analysis of sales growth
Use of online advertisements. Google Analytics and CTRs to measure advertisement
effectiveness