Senior Project - Nissan Marketing Plan

Marketing Plan Book blue back.indd 1 5/6/12 9:37 AM

Top Row: Sheyla Simpson, Research Director; Dennis DizonGarcia, Account Supervisor
and Creative Director; Sylvie Belinga, Media Buyer; Middle Row: Barry Bringas, Business
Manager; Jenny Yu, Art Director; Elmo Lopez, Art Director; Bottom Row: Amanda Fuller,
Account Executive; Brenda Almaraz, Copywriting Director; Marissa McDonald, Media Director.
a • gô • rah
<Greek> a lively
marketplace
noun:. the
devotion to
learn the needs
and wants of
the market
Marketing Plan Book blue back.indd 2-3 5/6/12 9:37 AM

i ii
T h e A g o r a T e a m
Executive Summary
Amanda Fuller
Account Executive
Amanda is a senior at SJSU,
graduating this sememster.
She is the Advertising Director
for the Spartan Daily, SJSU’s
student-run newspaper. She
aspires to become an Account
Supervisor for a full-service ad
agency in Los Angeles in the
near future.
Sheyla is a graduating senior
at SJSU, working on a degree
in Marketing with a minor in
Advertising. She is a currently
a member of the Marketing
Association. She aspires to
work in Marketing as a Brand
manager, Marketing director,
or Research director future.
Elmo is a full-time student at
SJSU, and he is working full
time at a marketing research
company. He is a senior and
will be graduating with a B.S.
in Advertising, and he hopes
to work in as a creative in an
advertising agency working
with top clients.
Brenda is currently a full time
student at SJSU. She is a
senior and will be graduating
with a B.S. in Advertising. She
hopes to work in an ad agency
working with top clients in the
near future.
Sheyla Simpson
Research Director
Elmo Lopez
Art Director
Brenda Almaraz
Copywriter
Marissa McDonald
Media Director
Sylvie Belinga
Media Buyer
Barry Bringas
Business Manager
Marissa is a graduating senior
at SJSU, working on her B.S.
in Marketing with a minor in
Advertising. She enjoys a
challenge and loves to learn
new skills. As a professional,
she aspires to be a market-
ing director for an advertising
agency.
Sylvie is a full-time student at
SJSU. She is a senior working
on her B.S. in Advertising
and plans to graduate by fall
2012. She aspires to work in
a TV network as national sales
manager, but she will also
consider the business side of
advertsing.
Barry is a full time student at
SJSU. He is a senior and will
be graduating in Fall of 2012
with a B.S. in Marketing and
a minor in Advertising. He
wants to someday work with
the Marketing department of
a sports franchise, hopefully in
the NFL.
Jenny is a graduating senior
at SJSU. She is majoring in
Advertising and minoring in
Business Management. After
graduating she hopes to land
a full-time marketing position
where she can utilize both her
creative advertising skills and
business skills.
Dennis Dizon Garcia
Account Supervisor / Creative Director
Dennis is a graduating senior in SJSU
working on a degree in Advertising. He
owns a wedding photography company
called Studio Dizon. He hopes to integrate
his photography skills with his marketing
smarts to grow his business and broaden
his career oppurtunities.
Jenny Yu
Art Director
Nissan’s current sales within the MC
(Multicultural) Millennial market are
behind compared to top competitors. In
the 2013 fiscal year, Nissan is looking to
gain more of the MC Millennials within the
Chinese, Hispanic, and African-American
niches. Because the purchasing potential
of Millennials will be 2.45 trillion by 2015,
Nissan has a promising growth in sales by
reaching out to this target effectively.
Agora understands how important it is
to know who these targets are, what they
purchase, how they purchase, and when
and where they find information before
they purchase. Price, gas mileage, and car
features define Millennials’ purchasing
decision when searching for new vehicles.
But, above all, falling in love with a vehicle
is what truly sells to Millennials.
After carefully studying these specific MC
Millennial niches, Agora has decided to go
bold. While we feel that Nissan’s existing
theme of “Innovation for All” is an effective
means to showcase Nissan’s top of the line
vehicles, such models may be out of the
Millennial consumer price range. With an
averageincomeof$43,000,Millennials may
be limited to buying cars under $20,000.
It is crucial to consider the purchasing
limita tions of Millennials and to tailor
a campaign that turns these limitations in
selling opportunities. We have decided to
dedicate this specific marketing budget
of $100 million to implement a Millennial
marketing plan.
This campaign will focus on promoting
three key vehicles that are not only affordable
but have a youthful, hip, very Millennial
appeal: the Nissan Versa, the Nissan Cube,
and the Nissan Juke. We will give these
specific cars their own brand identity as
vehicles coveted by Millennials. We will
repackage these three vehicles into their
own micro-campaign.
Agora has come up with a campaign that
intends to bank on this idea of love. We
want to reinforce the connection of finding
that one that you love, that one that you
trust, that one that you can feel proud to
have, to finding a Nissan that will invoke
the same deep feelings. This idea is specific
to Millennials because this target is at the
age in which they idealize falling in love.
Each ad will feature a male and a female
that represents each target demographic,
with the catchphrase “There’s a Nissan
out there for everyone. Find yours.” With
this message we directly reference the
sense of longing for finding your love.
We will use a mix media approach to
reach the target demographic in order to
communicate our Millennial message. To
customize this message to the specific
MC targets, we will create ads, spots and
other promotional materials in a way that
resonates to each MC Millennials: i.e. in-
language media to target Hispanics and
Black media outlets to promote Nissan to
African-Americans.
We will promote heavily on TV using spots
featuring three different cars with actors
that resonate with each specific target MC
Millennials. Much of the budget will go to
TV and Internet not only because these
are the most millennial-saturated media,
but also because research shows that
these two mediums have the most recall
with MC Millennials when it comes to
discovering new vehicle models.
We will be using other forms of tradi-
tional and new media to expand campaign
reach. Sales Promotions and PR efforts
will stimulate purchase and create buzz
about the new more Millennial-friendly
Nissan brand. Agora will carry out the
message of “Find yours” from the TV ad,
to the PR events, all the way to the Nissan
dealerships. We will develop point-of-pur-
chase items that emphasize the campaign
theme.
For media scheduling, Agora will be using
a one month off, two months on schedule;
this way we stay in the consumers mind
throughout the duration of the campaig
without overwhelming them with a full
12 months of advertising. We will reach
out to our targets with PR right before the
summer months to take advantage of the
graduation and end-of-school-year hype.
Overall, every move within this campaign
is to target Nissan’s specific audience of
MC Millennials within the Chinese, Hispanic,
and African-American segments. And a
campaign that gives Nissan a relatable
human-touch is a step towards capturing
those Millennial eyeballs
THE BIG IDEA
MEDIA
*Agora is a well rounded group of marketers who work as a team and have skills beyond their titles

iii iv
a b u l l s
e
ye
approach
to
marketing,
a
d
vertising&
s
u
c c e s s
Situation Analysis
Agora Analysis
Target Market
Marketing & Advertising
Creative Brief
Television
Print
Outdoor
Radio
Online Presence
Digital Experience
Media Plan
Sales Promotion & Public Relations
Budget Allocation & Scheduling
Post-Evaluation
References
Notes
Credits

1-4
5-6
7-8
9-10
11
12-17
18-24
25-26
27
28-30
31-33
34-37
38-41
42-45
46
47
48
49
Table of Contents

1 2
Brief Overview
Nissan Motor Co., Ltd. was founded in 1933 in Yokohama City, Japan. since then, Nissan
has been a worldwide, full-line, Japanese car manufacturer whose vision is “Enriching
people’s lives.” Nissan’s mission includes providing unique and innovative automotive
products to its stakeholders. Nissan’s core values are safety, dynamic performance, life
onboard, and the environment.
The Four P’s
S i t u a t i o n A n a l y s i s
Nissan manufactures automobiles
and creates products and services in
the automotive industry. The Nissan
brand in North America has vehicles
in every segment: sedans, sports cars,
SUV’s, crossovers, trucks, a minivan, a
100% electric vehicle. The top vol-
ume-driving vehicles are the Altima,
Rogue, Sentra, Pathfinder, and Versa.
Nissan U.S.A. vehicle pricing ranges
from about $10,000 to $100,000.
The Nissan Versa Sedan is the low-
est priced vehicle starting as low as
$10,990, while the GT-R is the highest
priced vehicle starting from $96,820.
Nissan currently manufactures
vehicles in 20 countries and areas
around the world, and offers
products and services in more than
160 countries and areas worldwide.
In 1959, Nissan came to North
America. Headed by Yutaka Katayam,
Nissan formed the U.S. subsidiary,
Nissan Moto Corporation U.S.A.
Nissan North America’s current
advertising agency is TBWQ/Chiat/
Day. Nissan is currently in the process
of moving their slogan from “Shift” to
“Innovation for All.” The “Innovation
for All” marketing platform was intro-
duced in August 2010 to display a uni-
fying theme of innovation that Nissan
has in its line of products. According
to Advertising Age (2011), Nissan is
responding to increasing gas prices
by pushing the message that they are
fuel-efficient. Most recently, Nissan
has started the 2013 Nissan Unveiling
campaign, highlighting the release of
the new Altima.
PRODUCT PRICE
PLACE
PROMOTION
Current Presence
The social sites include posts and/or videos
that are not accessible through other, more
traditional forms of media. Nissan currently
has Facebook, Twitter, YouTube and
Pinterest accounts.
Facebook has the strongest following and the
most interactivity. This is in part because the
majority of posts Nissan places on Facebook
require an action from the viewer, whether
that is to watch a video or leave a comment. On
Facebook Nissan is currently promoting the
new Altima, and is the first thing seen on the
page. The main Facebook page had 616,570
Likes on February 20, 2012 and by April 14,
2012 Likes went up to 814,605. Other than the
main Facebook page there is also the Nissan
Innovation for Endurance page. This page is
focused towards the Leaf. It is not as popular
as the main site and is mostly used for people
trying to win the Leaf.
Nissan’s Twitter page is not as popular as their
Facebook, and it is growing at a slower rate.
As of February 20, 2012 there were 60,703
followers on Nissan Twitter, and by April 14,
2012 there were 70,290
followers.
Nissan is now holding a “2013 Nissan Altima
Reveal Contest” via Pinterest. Nissan also uses
QR codes, and has local offers and events regu-
larly. Nissan is also placing emphasis on their
Nissan NOW event.
Press kits and releases are alsoavailable on Nis-
sannews.com, highlighting the latest news for
Nissan. Nissan’s current community and chari-
table sponsorships are Heisman, NCAA Foot-
ball Habitat for Humanity, and fitness program
“Innovation for Endurance.” In 2014, Nissan
is scheduled to launch the Nissan NV200, the
“Taxi of Tomorrow,” in New York City. Nissan
has celebrity appearances at new car revealing.
Nissan has a Nissan Academy PS3 video game.
Nissan uses traditional media such as radio, TV
and print. Modern media includes social media,
internet advertising, and mobile.
SOCIAL MEDIA SALES PROMOTION
PUBLIC RELATIONS
MEDIA USAGE
The current market segments identified include the multicultural segments (Hispanic , Chinese,
and African American) which are non-age specific, and young Baby Boomers (45 yrs old and up).
Young Baby Boomers are the current target market for Nissan’s newer model of the Leaf launched
in 2009.
Current Target Market
Source: Nissan North America Case Study 2012

2010 NISSAN OVERALL
MARKET SHARE IN US
8.83 %
NON-MULTICULTURAL
MARKET SHARE
8.23 %
MULTICULTURAL
MARKET SHARE
CHINESE
8.39 %
HISPANICS
13.66 %
AFRICAN-AMERICANS
13.74 %
3 4
S i t u a t i o n A n a l y s i s
Nissan’s Current
Numbers
C O M P E T I T O R S
TOTAL MARKET SHARE
IN US - YTD 2011 (%) P O S I T I O N I N G
Toyota Motor Sales USA, Inc.
14.2
Toyota is appealing to the Millennial tech-savvy market by using a number of modern mediums. In
2011Toyota used QR codes, Toyota Shopping Tool mobile apps, and augmented reality to promote
the launch of their 2012 Corolla and to increase their drive traffic to the Toyota website. Toyota
also started using SnapTag’s, an emerging technology similar to QR codes, that allows a consumer
to snap an image with their mobile phones to access brand and vehicle communications. Recently,
Toyota has developed an integrated marketing campaign, “The Game of Life with Pruis c,” targeting
city-dwelling Millennials for the new Prius C.
American Honda Motor Co, Inc.
10.1
Honda’s 2011 campaigns include the “Good Reasons from Honda” campaign, and the “To Each
Their Own” campaign, which promote the Civic. “To Each Their Own” campaign directly targets
Millennials. According to Honda, “Since the target personalizes everything in their lives from social
media to fashion, the all-new Civic is positioned to be the latest canvas for personalization.” Most
recent advertisement was its national Super Bowl 2012 commercial featuring Mathew Broderick
in his famous Ferris Beuler role. According to Adweek, Honda’s Super Bowl ad created so much
buzz that it generated $11 million in free media impressions.
Chevrolet / (GM) Corp
19.4
Chevy’s current campaign “Chevy Runs Deep” has gotten a lot of criticism on its resonation with
Millennials. According to Bruce Hamlin, who owns Guaranty Chevrolet in Santa Ana, Calif., said,
“In the West, we’ve lost brand consideration. Toyota, Honda, Hyundai, and Kia -- the kids think
these are cool brands. Cars are an extension of the person. With ‘Chevy Runs Deep,’ they seem to
be building some national consideration, but does it resonate with only older, but not younger
people?” Chevy has, however recently been succeeding in positioning the company towards the
millennial car buyers, starting with several spots in the Super Bowl and online viral videos.
Ford Motor Company
16.2
Ford Motor Company uses many social media tools to reach the Millennial market. In their 2010
Fiesta campaign Ford gave away 100 consumers cars and asked them to document a six month
long experience with the Ford completing a different mission every month. The consumers used
YouTube, Flickr, Facebook, and Twitter to share their experiences. This user generated content
created a lot of buzz for Ford. In October 2011, Ford used Instagram to hold a contest where new
consumers would upload pictures with hashtags that Ford would designate weekly. The final prize
for best photos would win a Ford Fiesta.
Competition
Sources: See Reference page

A g o r a A n a l y s i s
Nissan is superior to other car manufacturers because of their dedication to superior quality, innovation,
and fuel-efficient vehicles. However, our research has shown that Nissan can use a stronger brand identity
with the MC Millennials. Agora distributed online surveys asking questions about Nissan and their direct
competitors to gain a qualitative impression of how Nissan rates among millennials. The following quesions
reveals much about Nissan’s brand identity.
Q U E S T I O N C O M M O N R E S P O N S E S
First word that comes to mind
when you hear “Nissan?”
Speed, Edgy, Reliable
Whatever, Ordinary, Nothing
Which Nissan vehicles
do you know?
Altima and Sentra
Nissan has many opportunities to grow in the fiscal year of 2013 by reaching out to the
Millennials. The millennial generation is larger than the Baby Boomers and three times
bigger than Generation X. Reseach from Harris Interactive and Deloitte have estimated
that Millennials will be spending $2.45 trillion by 2015. Nissan also has room to grow
with the increase spending of Multicultural consumers. By 2016, the Multicultural (MC)
consumer segment is projected to contribute $14 billion to the auto industry.
KEY SURVEY QUESTIONS
Nissan Word Association
Out of 200 respondents, we saw no pattern of response to
this question. Words like “speedy, edgy, reliable” show that
some Millennials recognize Nissan’s stregths, while
other words like “whatever, nothing, and ordinary”
suggest a lack of Nissan brand recognition.
Furthermore, not one millennial we surveyed
described Nissan as “innovative.” This suggests
that Nissan’s current advertising campaign of
“Innovation for All” is not resonating with the
target demographic.
Nissan Vehicle Recognition
The Nissan vehicles Millennials mentioned
were the Altima and Sentra. This finding is
significant because it shows that Millennials do
not recognize the many Nissan vehicles in the
market. This brings much oppurtunity for Nissan to
focus on promoting other vehicles in their line that
will resonate with Millennials.
5 6
How do you first find out about a new car?
What do you look for in a car?
What is your preferred brand of car?
Which 4 features are most important to you in a car?
First word that comes to mind when you hear “Toyota?”
First word that comes to mind when you hear “Honda?”
First word that comes to mind when you hear “Nissan?”
Which Nissan vehicles do you know?
Would you purchase a Nissan?
GROWTH OPPORTUNITIES
Some forces to be aware of that may pose problems for Nissan’s objectives are Generation
Y frugality, economic downturn, and competition reaching out to the same target market.
Agency Diagnosis
HURDLES TO OVERCOME
Research
Agora created a survey that was completed by 200 respondents, to
gather a sense of how Millennials think and feel about car preferences
and Nissan as a brand. The complete list of questions are as follows:
1.
2.
3.
4.
5.
6.
7.
8.
9.
SURVEY ANALYSIS

T a r g e t M a r k e t
MC Millennials are a unique generation that likes brands to speak to them and are dissuaded by gimmick
advertisements. Overall, MC Millennials identify with their culture and prefer people that represent their
ethnicity to be in advertisements. They are a generation that is optimistic and hold their loved ones close
to them and consider them a priority. They are a passionate generation that considers their personal lives
to be very important. They are price conscious, yet still trendy and are known to be tech-savvy. Millennials
are looking for a vehicle that is efficient, high quality and affordable. See the following charts for details:
7 8
• Busy lifestyles
• Values individualism
• Socially conscious
• Self-reliant, independent
• Diversely intgrated
• Highly influenced by peers
• Technologically advanced
• Family oriented
• Positive and optimistic
• Demand gratification
• Evironmentally concious
• Adventurous
• Purchases with passion and emotion
• Utilizes social media to showcase purchases
• Researches the web before making purchases
• More likely to buy based on peer recommendations
• Drawn in by sales and promotions
• Word of mouth plays a big role in decision making
• Frugal; only seek to live within their means
• Purchases based on self-expression
Who are the Millennials?
Multicultural Millennials
CHINESE-AMERICANS AFRICAN-AMERICANS HISPANICS
• California
• New York
• Texas
• Hawaii
• New Jersey
• Washington
• Louisiana
• Georgia
• Maryland
• South Carolina
• California
• New York
• Texas
• Florida
• Arizona
Gender : Male/Female
Education : Bachelors+
Age : 18-29
Ave Income : $68,780
Occupation : Students
& Young Professional
Education : HS Diploma+
Age : 18-29
Occupation : Student
Education : HS Diploma+
Age : 18-29
Occupation : Student
This group is all about
being practical. They make
buying decisions based on
quality and value. They are
heavily brand-conscious
who spend a lot of time
shopping. They are savvy
consumers who see past
manipulative advertising.
They prefer practical cars.
This group of Millennials
are trendsetters, fashion
savvy, and identify with
the urban market. They
are “want” purchasers who
love larger, fully-loaded
vehicles. They are strivers
who are brand aware and
loyal consumers of their
favorite brands.
This group of Millennials
are sports enthusiasts.
As consumers, they are
early adopters who may
be influenced by hispanic
popular culture. They are
emotional purchasers and
are more willing to spend
more money to get the car
that they want.
Chinese-American Millennials
use internet more than any
other MC segment. Overall
they do not resonate with
in-language media. They have
strong social media presence
and they use digital services
such as Pandora and YouTube
as well as smart phone games
and applications.
Of all MC Millennials,
African-Americans have the
highest presence in social
networking, especially
Twitter. They trust Black
media over other forms of
media and are persuaded
by ads targeted to the Black
culture, with casting that
depict Black actors. They are
heavy consumers of cable TV
and radio.
Hispanic Millennials
consume media in both
English and Spanish. They
are large consumers of in-
language media. They are
heavy users of cable TV and
pop-culture magazines. They
trust magazine ads and find
them to be entertaining. They
have some presence in social
media such as Facebook and
Twitter.
PSYCHOGRAPHICSBUYINGHABITS
Research
52.2 % of surveyed
Millennials find out
about new cars via
TV ads and spots.
GEOGRAPHYDEMOGRAPHICSPSYCHOGRAPHICSMEDIACONSUMPTION

M a r k e t i n g & A dv e rt isi n g
Develop a $100 million campaign to help Nissan capture the African-American, Hispanic, and
Chinese millennial (ages 18-29) market in the United States from April 2013 to March 2014.
The objective to achieve by the end of the 2013 fiscal year is to increase the reported 2010
MC market share of 13.04% to 16%.
Marketing Objective Marketing Strategy
Agora has devised a fully-integrated marketing communications plan designed for the MC
Millennial target market. Though this campaign will focus on MC Millennials, we will create a
campaign that can easily integrate with the present and any future Nissan campaigns.
Advertising Strategy
Agora will heavily promote the Nissan Versa, Nissan Cube, and Nissan Juke as the Millennial
vehicles. We will spend the entire marketing budget to create a campaign that promotes only
these vehicles because they are priced within the average Millennial budget. Agora will be
communicating each vehicle’s key benefit while giving the campaign a youthful feel to attract
our target audience.
9 10
Value, practicality, and efficiency are important buying factors
for Chinese-American Millennials. Of all Nissans, the Versa is the
most affordable vehicle offered by Nissan starting at $10,990.
The Versa is also fuel-efficient. Together these features make the
Versa practical and economical.
The Cube will be heavily promoted towards the African-American
Millennials because African-Americans like bigger, fully loaded,
and customizable cars. The Cube has all these features and starts at
$14,980, which is affordable for the target. African-Americans are
also fashion savvy and trendy, which relates to the Cube’s unique,
stylish exterior.
The Juke is a compact crossover with 188 hp, starting at $19,990,
with a disticnt muscular curvature look. Hispanic Millennials lead
a very adventurous, active lifestyle. They are also the least price
conscious and willing to spend more on a vehicle than the other
target demographics. This is why we chose the Juke to be marketed
toward the Hispanics.
the NISSAN VERSA - Chinese-American
the NISSAN JUKE - Hispanics
the NISSAN CUBE - African-American
Advertising Objective
To increase Nissan’s brand awareness and build lasting favorability among the Millennial
consumers within the African-American, Chinese, and Hispanic segments, and ultimately
lead them the dealership.
Advertising Tactics
This campaign will use a mix media approach in order to reach every
niche target with a message that appeals to the target consumers’ wants
and needs.
MIX MEDIA
NICHE MARKETING
Since we know that MC Millennials respond to ads and marketing efforts
that are relatable to them, this campaign will promote Nissan in media
outlets that are heavily niched. Each website, magazine, TV program, PR
efforts, and even product positioning will focus on developing a much
more personalized experience for each one of the three MC Millennial
segments.
The use of mix media will ensure that the campaign’s message will reach
each MC Millennial target. We will distribute ads using traditional media,
such as, TV, print, and radio in order to solidify the campaign’s theme
and message. We will further utilize new media such as online ads, social
media and various other digital outlets in order to maintain continuous
and engaging conversation with Nissan’s, tech-savvy target consumers.
Agora will use the theme of “Find yours” in the entire marketing mix,
from advertisements to PR visits in order to keep the campaign unified.
It is an emotional appeal that plays to the societal needs and wants of
finding love. this is a perfect message for Millennials as they are in a
time of their lives where they idealize falling in love. This phrase also
delivers a direct call-to-action response.
EMOTIONAL APPEAL
Research
0% of the surveyed
Millennials relate
Nissan with its
existing tagline of
“Innovation for All.”
This lead to our
decision to focus
on creating a new
campaign that will
resonate better
with Millennials.
We do not advise
for Nissan get rid
of their existing
tagline, but rather
to integrate our
campaign with the
Nissan’s existing
promotional and
marketing efforts.
W H Y T H E S E M O D E L S ?

C R E A T I V E B R I E F
Objective
Agora aims to influence the target audiences to believe “that’s the car for me.” The objective is to make
Nissan Versa, Nissan Cube and Nissan Juke have a more “youthful” feel in order to build a connection
with the MC Millennials, without abandoning the need to showcase each one of the promoted vehicle’s
key consumer benefits.
Strategy
“Find yours” is the unifying theme and tagline
of this campaign. This will present a clear call to
action to the target audience. Our basic strategy
is to relate to the social want and need of finding
love. In order to do this we will give the Versa,
Cube, and Juke individualized personalities using
human attributes. These attributes will directly
refer to the key selling features of each vehicle.
The theme prompts the target to desire a Nissan
because the idea proposes that there is a “Nissan
out there for everyone” just as if there is a “person
out there for everyone.”
T E L E V I S I O N
To develop a truly niched campaign, we have
created three storyboards, each featuring one
of the three chosen vehicles. Though each spot
features a different vehicle, the execution will
be similar to create a unified campaign. The
placement of these spots will be determined by
their specific target audeince.
The campaign will focus on creating a distinct
personality for each chosen vehicle that relates to
each demographic. Based on research, the Nissan
Versa best identifies with Chinese-Americans, the
Cube with African-Americans, and the Juke with
Hispanic-Americans.
The ad copy will have a conversational tone with
age-appropriate jargon and fonts and graphics
that are “humanistic. Each vehicle-specific ad
will promote three highlighted features that will
be paralled with human attributes important for
each demographic.
SPECIFIC TARGET KEY VEHICLE FEATURE HUMAN ATTRIBUTES
Chinese-American
Millennials
• Price
• Fuel Efficiency
• Spacious
• Practical
• Efficient
• Gives Space
African-American
Millennials
• Uniqueness
• Safety
• Loungey seats
• Unique/Stylish
• Security
• Comfort
Hispanic-American
Millennials
• Speed
• Masculine Curvature
• Powerful Compact
• Adventurous
• Muscular
• Short, but powerful
VERSACUBEJUKE
KEY FEATURES PERSONIFIED
11

T V N i s s a n C u b e
Male VO: “When I saw her...”
Music: Quirky/romantic instrumental starts
Male VO: “I knew she was mine.” Male VO: “I mean look at her... her style, her
shape...”
Male VO: “ ...Her sexiness.”
Male VO: “She is like no one else. She is
unique.” (Pause) “But it’s not all about looks...”
Music: Romantic music stops SFX: Car horns, screeching brakes
Music: Romantic music continues after SFX
Male VO: “She’s always there to make me feel
safe.”
Male VO: “But the most important thing is...”
SFX: Nature sounds
Male VO: “...she makes me feel comfortable.”
SFX: Ocean
Male V.O: “We can just layback and chill... it’s
like we were made for each other.”
Male V.O: “That’s why I love my Nissan Cube.”
Narrator: “Fall in love with Style...” Narrator: “...Safety...” Narrator: “...and Comfort. The all new 2013
Nissan Cube.”
Narrator: “There’s a Nissan out there for
everyone. Find yours.”
13 14

T V N I S S A N V E R S A
Female VO: “I fell in love with him because...”
Music: Romantic/quirky instrumental
Female VO: “...he’s practical. He accomplishes
so much...”
Female VO: “...he’s efficient...” Female VO: “...and never runs out of energy.”
SFX: Car door shuts
Female VO: “He’s smart.” Female VO: “I mean, he’s always looking for
value.”
Female VO: “But don’t get me wrong...” Female VO: “..he never settles for less.”
Female VO: “Another reason why I love him.” Female VO: “Sometimes I need a lot of
space...”
Female VO: “...and he is thoughtful enough to
give me plenty of room.”
Female VO: “That’s how I knew the Nissan
Versa was for me.”
Narrator: “Fall in love with fuel efficiency...” Narrator: “...spaciousness...” Narrator: “...and affordability. The all new
2013 Nissan Versa.”
Narrator: “There’s a Nissan out there for
everyone. Find yours.”
15 16

T V N I S S A N J U K E
P R I N T
To compliment the three television spots for
each vehicle promoted, we have created three
print ads that communicate the same message,
promote the same key benefits, and target the
same consumer segments as the TV spots.
These ads will reinforce the theme of “Find
yours” in a visually arresting way using a fold-
out layout.
V I S U A L S A U D I O ( E n g l i s h ) A U D I O ( S p a n i s h )
Open with soccer field. We see that
it is very sunny.
SFX: Cheers, ball being kicked SFX: Cheers, ball being kicked
Cut to a dreamy-eyed Hispanic girl.
Cut to a short stature male running
across the field with the ball really
fast. In the background we see a
Juke speeding down a windy road
as the guy scores a goal.
Female VO:
“The First time I saw him in action
his speed impressed me. It was
exciting. It was adventurous.”
Female VO:
“La primera vez que lo vi en acción,
su velocidad me impresionó. Fue
emocionante. Fue aventuroso. Y fue
deportivo.“
Cut to over-the-shoulder of girl
with car still in the background.
We see a male blowing a kiss to the
same girl. Takes of his shirt, we see
that he is very muscular.
SFX:
Car (high pitch) + background noise
of supporters (low pitch)
Female VO:
“His smooth, muscular build is what
turns me on.”
SFX:
Car (high pitch) + background noise
of supporters (low pitch)
Female VO:
“Su conjunto muscular liso es lo que
me excita.”
Cut to male running down the field
with the ball toward the goal again,
get blocked by tall defensive player
from the other teams, but gets
around him and scores a goal.
Female VO:
“He may be short, but his power and
performance are undeniable.”
Female VO:
“El puede ser pequeño, pero su poder
y funcionamiento es innegable”
Cut to girl. Girl looks directly at the
camera.
Female VO:
“Thats how I knew the Nissan Juke
was the car for me.”
Female VO:
“Así es como yo sabía que el Juke era
el carro para mí”
Wide shot of girl entering a
Nissan Juke as the camera pans
away for an arial view of the car
driving away.
Male Narrator:
“Fall in Love with...”
Male Narrator:
“Enamorarse...”
Cut to a revolving studio shot of the
Nissan Juke, showing each feature
mentioned by the narrator using
creative graphic design elelments.
Male Narrator:
“... 188 HP Turbocharged 4-cylinder
engine. Masculine look, sporty
silhouette, and muscular curvature
of this powerful compact sport cross-
over. The all New 2013 Nissan Juke.”
Male Narrator:
“Un motor con 188 caballos de
fuerza con turbo de 4 cilindros. Mi-
rada mascular, línea deportiva con
una curvatura muscular deportiva
crossover compacto de Nissan Juke.”
Cut to Nissan Logo with the new tag
line from this “Find Your’s” cam-
paign.
Male Narrator:
“There’s a Nissan out there for
everyone. [pause] Find yours.”
Male Narrator:
“Hay un Nissan para todos. [pause]
Busca el tuyo”
Detailed Nissan Juke Script in English and Spanish
17

T H E R E ' S A N I S S A N O U T T H E R E F O R E V E R Y O N E .
THAT'S WHY I LOVE MY
NISSAN VERSA

M a g a z i n e P r i n t
In this Nissan Cube print ad, we followed the same
format as the Nissan Versa print ad. But our goal
for the Nissan Cube is to showcase its stylish build,
uniqueness and comfortable reclining back seats.
We used language relatable to African-American
Millennials and hired models within this specific
target demographic. The font choices are has a much
more urban look-and-feel. Our creatives considered
every tactical decision carefully to avoid offending
and/or stereotyping our target demographic, while
ensuring to create a message that communicates
directly to this demographic.
Nissan Cube (on this spread)
The goal for the Nissan Versa magazine print ad is
to communicate the “practical” nature of the Nissan
Versa in a fun and entertaining way. At first glance,
the ad looks like a dating ad, with the girl on the left
seemingly smittened with her smart, practical, and
efficinet boyfriend. As you open the fold-out, the
reader discovers that she was really talking about
her beloved Nissan Versa, which happens to have
the same endearing qualities as her boyfriend. The
campaign tagline follows: “There’s a Nissan Out
There For Everyone” ending with the call to action
to “Find yours.”
Nissan Versa (see previous spread)
This magazine print ad follows the same
fold-out layout as the Nissan Vesa print ad
seen in the previous spread.
21 22

M a g a z i n e P r i n t
The Nissan Juke will be marketed towards Hispanic
Millennials. This demographic is known to respond
well to in-language advertisements, which is why
this print ad execution is in Spanish and portrays
models who are of Hispanic descent. Our goal is to
create an emotional interest for the fast and sporty
Nissan Juke. Hispanic Millennials purchase cars
with emotion and are willing to spend more money
on a car they love rather than need which makes this
attractive corssover a perfect vehicle to market to
Hispanic-American Millennials.
Nissan Juke ENGLISH TRANSLATION
(left to right)
Inside spread:
• He may be short, but he is strong and powerful!
• His muscules drive me crazy!
• His speed impresses me!
Outside Spread:
• Muscular lines and sporty attitude!
• A compact crossover with 188 horse power!
• Very fast with a turbo engine!
Like the Cube and Versa print ads, this fold-
out reinforces the campaign’s humanist
approach in describing Nissan vehicles.
23 24

O u t d o o r
S T R A T E G I C B I L L B O A R D P L A C E M E N T
Heavy traffic
areas
To take full advantage of the high
billboard reach and visibility.
Near college
towns
To directly attract MC Millennial
consumer targets.
Hispanic
Neigborhoods
To increase in-language presence
among Hispanic Millennials
Continue the recurring theme of “Find yours” in
order to work in an outdoor billboard format to
catch the target audience on busy highways with
lots of traffic.
Strategy
Having this billboard in
Spanish (see below) and in
Enlgish ensures that Nissan
connects to the Hispanic
Millennials on a more per-
sonal level.
To communicate the “Find yours” campaign to the
target that are already on the road.
Objective
While the tagline “Find yours” is still the theme
for this billboard, rather than promoting one car,
per billboard, we decided to combine all three
vehicles into one. This reinforces that message
that there is indeed a “Nissan fort everyone.” We
personified each vehicle to match a particualr
human personality trait to distiguish the fact that
each car fits a specific type of person. Rather than
listing the names of each vehicle, we kept only
the “nicknames” to intice interest for the Nissan
Brand.
Tactics
Billboards
25 26

nn
R A D I O
O N L I N E P R E S E N C E
Having a strong online presence is essential
to reaching the Millennial demographic. With
37.16 hours spent weekly on sites like Hulu.
com, Pandora.com, Billboard.com, and many
more, buying ad space in specific websites
will increase the number of Millennial eyeballs
looking at Nissan’s line of cars.
a
Since radio is the most effective medium
to promote local events, we will utilize the
medium of radio to promote local sales
promotions and public relations events.
Objective
Utilize college and local radio stations to
place fun catchy commercials to attract
our target and inform them about local
public relations events and sales promos.
Strategy
S A M P L E R A D I O S C R I P T : “ F i n d Y o u r N i s s a n P a r t y ”
SFX: Fun Music and faint voices in the background
Female 1 V.O: We’re almost done with college and we still haven’t found
our match.
Female 2 V.O: We need to go on a hunt for the one.
Female 1 V.O: I need efficiency and practicality.
Female 2 V.O: Really? I want sexy and thrilling.
Female 1 V.O: I know where we can go!
Female 2 V.O: Where?!
Female 1 V.O: At [insert location here] they are hosting a “Find Your
Nissan Party” where we can find the car that is our perfect match! It’s
like a Scavenger Hunt to find the perfect one! And you get a bunch of free
prizes when you participate!
Female1 V.O: I’m so there! Let’s go get our perfect cars!
Male Narrator V.O: Have you found your Nissan yet? Come out to [insert
location here] and participate in the first “Find Your Nissan Party” to find
out details about the newly featured cars and win tons of cool prizes.
Client: Nissan
Title: Find Your Nissan Party
Time: 15 Seconds
i27

O N L I N E A D V E R T I S E m E N T S
To reinforce the theme of “Find
yours” to communicate the
message that Nissan is inded
a company that builds vehicles
specific to a consumer’s wants
and needs.
Objective
Simplify the creative concept
of finding that perfect car by
using simpler copy. Ensuring
that the message has a human
touch and is clear and simple,
while keeping the art fun and
memorable, with a correllation
with the campaign theme.
Strategy
Banner Ads
Repeat the bold and recognizable tagline of
“Find yours” for each online banner. Vary the
execution to match the interactivity as well
as the look-and-feel of each chosen websites.
Create memorable ads using the same fonts,
colors and theme as the print and TV ads.
Tactics
Pandora Ads
As viewers click, they will be directed to
the new “Find yours” section on the Nissan
website where the Nissan Versa, Cube, and
Juke will be heavily promoted.
Hulu Ads
This ad is meant to stay within the theme of the campaign but
mimic the environment within the Pandora website. Promoting
the many Nissan Cube vinyl wraps, this ad uses a play on words
between “vinyl” in the music sense and the Nissan sense.
We will sponsor various
Hulu channels. During the
commercial breaks, the
30 second spots for each
vehicle will run. A visual
guide will appear on the
right of the screen during
these spots showing the
three vehicles promoted.
Below the video player
there will be a small “Find
yours” logo that will stay
on the screen throughout
the entire duration of the
program.
29 30

D I G I T A L E X P E R I E N C E
Agora believes that a fully integrated campaign that combines traditional media with heavy digital presence
is the way to go to reach Nissan’s target Millennials. Efforts in improving the Nissan website, fostering and
improving existing YouTube pages, and creating a fun mobile presence is a step forward to getting more MC
Millennial “eyeballs.”
Website Improvements
4
1
2
5
6
In order to maintain the unity of
this campaign, the goal is to repeat
the “Find yours” tagline all the way
to Nissan’s website. Agora does not
suggest for Nissan to eliminate their
exisitng website, but we suggest that
a new tab be added that’s devoted
specifically for this “Find yours”
campaign. This new page is meant to
feature the Nissan Versa, Cube, and
Juke. This separates these vehicles
as youthful Millennial vehicles.
W E B S I T E I M P R O V E M E N T
D E T A I L S ( S e e l e f t )
Add a “Find yours” tab on the
top of the main website.
Improved color scheme to give
the page a more youthful feel.
Slide show with photo of all
three vehicles as first slide.
Use of the humanistic fonts and
nicknames, mimicing print ad.
A direct YouTube link to existing
Nissan Juke culture page.
Include models within target
audience to make page relatable.
As slide show revolves, copy will
change to personalized message
Translucent circles highlight key
features; mouse over for details.
Show more visible social media
badges for Millennial use.
Slide show will revolve between
each promoted vehicle.
Keep original banner ads from
home page.
1
3
2
4
5
6
These are suggested layouts for the “Find yours” page. The site will begin with a
shot of all three vehicles then revolve between each one as a slide show.
7
8
9
3
10
7
8
9
10
YouTube Presence
11
11
To improve Nissan’s YouTube presence on this very
Millennial-saturated medium, we suggest a revamp on
the channel page to appear more Millennial friendly.
The same improvements made on the Nissan website
also apply to Nissan’s YouTube site:
• Improve color scheme
• Use humanistic fonts
• Promote Millennial-friendly vehicles
We sugget to create a separate “Find yours” channel.
This channel will focus on showing videos of actual
testimonials of actual Nissan owners who love their
Nissan. They will talk about their experiences and
journeys with their Nissan cars. A sample video screen
shot will look as follows:
SAMPLE TESTIMONIAL VIDEO
These testimonials are intended to give the Nissan a more
humanistic feel. Instead of discussing the technical, these
videos will focus on the emotional.
31 32

D I G I T A L E X P E R I E N C E
M E D I A P L A N
Media planning describes the mediums Agrora
will be using to reach the target audience. We
will utilize traditional media along with
new media. After much research, Agora chose
the following media outlets in order to best
capture the target’s attention and to maintain
the character of our campaign
The “Find yours” app will be a simple memory
game that will use the three featured models.
There will be a set of cards with pictures of the
vehicles on the backside. The object of the game
is to match the like vehicles and ultimately clear
the screen. Behind all of the cards there will be
an image of one of the featured vehicles.
The purpose of the game is to increase brand
recognition with the app users. By playing this
game, users will become familiarized with the
vehicles and will be more likely to recognize
them on the street and connect them with the
Nissan brand.
Smartphone App Game
HOW IT WORKS
33

a
m
M E D I A P L A N
Our goal is to reach 75% of the target audience at a minimum frequency of 3 in order
to increase brand awareness among 18 to 29 year old multicultural consumers.
TV has a great impact on consumers and is very
cost effective. From primary research Agora has
found that TV is where MC Millennials first find
out about cars. This is why the largest amount
of the budget is going towards this medium. We
will use satellite, broadcast and cable television;
especially satellite because it is in 60% of US
homes. During the week ads will be aired during
primetime access(7-8pm), primetime(8-11pm),
and late news(11-11:30pm); since these are the
times the target audience are home, watching
TV. During the weekend and special sporting
events we will also air commercials during early
fringe(3-5pm) and early news(5-7pm). Various
stations will be used throughout the campaign
including major networks, in-language, niche
channels, and entertainment channels.
For outdoor ads we will strategically place large
billboards in college towns as well as towns that
are predominantly Chinese, African-American,
and Hispanic. Billboards are cheap but have an
effective visual impact on a large audience that
will repeatedly see the ad. The billboards will
be placed in 25 different locations all over the
nation that will reach 50% of our target market.
For print ads our focus will be on promoting
on magazines that reflect each demographics’
interests. MC Millennials read entertainment
magazines in English, such as People magazine.
For the Hispanic demographic they also read
in-language magazines which will be targeted
using the magazine Hispanic magazine. For the
African-American demographic they have very
specific magazine tastes and read mostly black
entertainment magazines such as Ebony.
Internet radio is a growing industry. Pandora
currently has about 7.1 million users. This new
medium is very accesible to Millennials as they
can access it anywhere such as their computers,
smartphones, and tablets. College students, for
example, are always connected to some form of
listening device. Nissan will place skyscraper
ads on the side of the music player. Agora will
focus on placing advertisements on Pandora
and iHeartRadio.
The online TV site Hulu has a huge advantage
over individual network websites because it
has several channels all on one website. The
standard video ad package includes video in
full episodes as well as companion banners
that will appear with the corresponding video.
Hulu commercials are 15 seconds, 30 seconds,
or extended videos of 3 minutes or less. These
commercials will be displayed before, during
or after streaming shows. This will provide the
viewers with uninterrupted brand exposure.
Radio is an inexpensive medium that has a
large frequency. MC Millennials listen to radio
more than 3.5 hours a week which makes this
medium beneficial. Local radio stations will be
used to reach each demographic in areas where
they are heavily populated (see Target Market).
The radio commercials will be aired from 6-10
am and 3- 7pm because those are the times
when our target audience is commuting either
to school or work, and commuting back home.
Those hours are heavy driving hours with the
largest and highest quality listenership (time
and attention is high).
Nissan currently has a YouTube presence by
its own channel, but to gain more attention on
YouTube the campaign will use advertisements
on other channels. Advertising on YouTube is a
good way to reach specific targets using many
channels. The types of channels to focus on
are music and entertainment channels. This
campaign will use the standard in-stream ads
which are short 15-second commercials that
are placed at the beginning of the video.
Online advertising will focus on websites commonly visited by the demographic such
as entertainment and vehicle websites. Example websites include Billboard.com, Cars.
com, and Perezhilton.com. On these sites banner ads will be used to bring awareness
to Nissan and work to drive traffic to the official website. We will also uitlize keyword
searches to be recognized higher in search engines; such as Google and Yahoo.
Objective
Strategy
We will use traditional forms of media that Millennials still pay attention to such as TV,
magazines, outdoor, and radio. Modern technology, such as the internet, social media,
and mobile devices will also be used since MC Millennials heavily use these platforms.
We will maintain a uniform message across all forms of media to build a strong
campaign.
TELEVISION
i ii
MAGAZINE
OUTDOOR
RADIO
HULU
YouTube
INTERNET RADIO
MISCELLANEOUS ONLINE ADS
35 36

M E D I A P L A N
Social media is becoming a strong gateway of information and entertainment for Millennials. This is an
effective way to reach the target market that actively communicates with others through this type of
media. 83% of Millennials use social media on a regular basis. Since most social media is about following
or being followed, Nissan will look for followers as well as follow others. With social media Nissan will
create a culture around the brand and connect enthusiasts to each other. Through constant updates and
active involvement using social media it will lessen the gap between Nissan and consumers.
S a l e s P r o m o t i o n
& P u b l i c R e l a t i o n s
Sales promotion and public relation efforts
will reinforce the campaign theme. Through
incentives, displays, and buzz that mirror the
paid advertisments, we will increase brand
awareness and preference.
SOCIAL MEDIA
S O C I A L M E D I A T A C T I C S
Facebook is one of the biggest social medias for the Millennials, 44% of
adult Millennials use Facebook. By creating a Nissan “Interest” page on
Facebook it opens the opportunity for people to share their “interest” on
their Facebook page and continue our growth within our target. With this
“Interest” page users are able to see new and exciting news about Nissan
and it will also show who of their friends are also interested in the same
page. In order to keep the users interest the page will be updated with new
pictures, videos, and comments about Nissan, there will also be periods
where Nissan owners will be asked to share their great experiences with
their vehicles. Facebook is a great way to reach the Hispanic target because
Facebook is the social network website they use over other types of social
media.
Pinterest is the fastest growing social media to date. On average Pinterest
users spend about 1 hour 17 minutes on Pinterest a visit. This site is an
great way to capture Nissan visually because Pinterest thrives on pretty
simple images. Nissan will promote by posting photos of their featured
cars. By having people follow their Pinterest page, they will use it as a way
to interact with other people interested in Nissan by adding pins of where
their Nissan takes them and what they do. Nissan will also create contests
of the best photos with Nissan owners. Nissan can repin their followers
pins and can keep track of who is following them.
MC Millennials use Twitter more than any other social media. Twitter is a
great tool to keep the target markets up to date with Nissans latest news in
real time. The Twitter application is available on phones, tablets, as well as
just the internet which makes it easy to connect with followers wherever
they are. Through one tweet and hashtag Nissan can start a conversation
with its followers and create buzz. African-Americans use Twitter more
than any other ethnicity with Hispanics coming in second.
37

P O I N T O F P U R C H A S E
sS A L E S P R O M O T I O N
Through sales promotions we plan to stimulate the
18-29 year old multicultural consumer to purchase a
Nissan and add value to their purchase.
Create an attractive atmosphere in the dealership
while referencing the character of this campaign.
Provide incentives that will result in a call-to-action
by the target market to purchase a Nissan.
With the purchase of a Nissan, the consumer will
receive one year free roadside assistance; for those
unexpected mishaps such as a dead battery from
leaving your lights on to running out of gas. This
will encourage Millennials to purchase because
with this promotional membership they will be
able to get hundreds of discounts throughout the
year, an important buying consideration for these
frugal consumers.
Offering a trade in deal will entice consumers to
come purchase a new vehicle because they will no
longer have to deal with the hassle of selling their
old vehicle but still receive money for it. The offer
will be up to $2,500 value to go towards the down
payment of their new car. This offer should attract
Millennials because they are money conscious; it
will also make it easier for them to save enough
money to cover the rest of the down payment.
To continue the campaign all the way through the
point-of-purchase, the theme will continue at the
dealership level. There will be a designated section
in the dealership with a hanging banner that says
“Find Yours.” The Versa, Cube, and Juke vehicles will
be parked in this section. For each of these vehicles
there will be a cardboard cutout of the Millennials
with in the MC segments targeted by this campaign.
These characters will be placed on top of, or next to,
the vehicle they are paired with in the commercials.
Each cutout will be holding a sign that says “Find
Yours” to reinforce the campaign theme.
These give aways are meant to extend the chracter of the campaign all the way to the dealership leavel. Free water
for waiting customers would have customized labels. “Find Yours” stick-on air fresheners will be distributed to
all visitors to the dealership. A “Found Mine” version will be given to cusomers who purcase a car. We can offer
surprises such as free T-shirt for every 10 cutomers who sign. We will also pass out these items in events.
Objective
Strategy
FREE ROADSIDE ASSISTANCE TRADE-IN OFFERS
i ii
DEALERSHIP DISPLAYS
NISSAN GIVEAWAYS
39 40
Air freshener sample giveaway
Water Bottles: Free water
in the dealership as well as
give aways for events.
T-shirts to be given to every 10th
buyer of the car. These will also
be given in events.

P U B L I C R E L A T I O N S
B U D G E T a l l o c a t i o n
& S C H E D U L I N G
This section will illustrate how the budget will
be used to purchase various media and other
advertising costs. The scheduling as well as
specific networks and programs will also be
detailed.
We will reach MC Millennials at college campuses and
utilize forums and blogs to create buzz. We will also
distribute information about events and current news
through related mediums.
With public relations, we will engage college
students and keep the target informed about
sales, deals, and Nissan events. We also plan to
create buzz to increase awareness.
Nissan will host an interactive event on college campuses throughout the nation in order to build brand
awareness called “Find Your Nissan Party.” This event will be a scavenger hunt where people will find
items throughout the campus that will help them learn about Nissan’s brand and different car features of
the three specific vehicles focused on in this campaign.
This scavenger hunt will end at the promotional tent on campus where participants will receive a study
kit as a prize. This study kit will include a scantron, test notebook, #2 pencil, along with a promotional
Nissan pamphlets and a T-shirt with their choice of vehicle model. Before the tour starts we will run ads
about the upcoming even in local and college radio stations.
The events will be hosted at the beginning and end of semesters and quarters. Below are the list of schools
we will be visiting, as these schools have the highest denisty of each target demographic.
Press releases/press kits will be distributed to
large and small news outlets. This way the local
and national medias can cover the events. We will
send these releases to automotive publications,
entertainment publications, bloggers, discussion
forums, and even college newspapers (for the
events on college campuses). From these releases
Nissan hopes to get reviews and articles about the
vehicles featured in this campaign in magazines
such as Car and Driver, Automobile Magazine, and
Motor Trend magazine.
Nissan will target automotive forums and blogs to
generate discussions on everything in the press
release, including Nissan news, the scavenger
hunt event, featured commercials and news. The
discussion forums will be interactive and provide
insight on the three main vehicles being promoted.
Agora hopes to showcased the company in a more
youthful and positive light. These outlets will also
mention Nissan regularly when appropriate, in
hopes of creating buzz.
Objective Strategy
“Find Your Nissan Party” EVENT
C H I N E S E - A M E R I C A N A F R I C A N - A M E R I C A N H I S P A N I C S
• UC Riverside
• Polytechnic University of NY
• University of Hawaii
• University of Texas, Dallas
• Rutgers University
• Howard University
• Grambling University
• Clark Atlanta University
• Morgan State University
• S. Carolina State University
• South Texas College
• University of Miami
• San Diego State University
• Arizona Western College
• Boricua College
PRESS RELEASES BLOGS & FORUMS
41

B u d g e t & S c h e d u l e
campaign Budget: $100M
Monthly budget set at: $12,000,000
Monthly expenses used $11,827,600
43 44

P o s t E v a l u a t i o n
This Nissan campaign should measure whether the
MC Millennial maket share increased by 16% within
one fiscal year since our campaign. We will measure
the market share increase, by calculating total sales
of the three MC’s ages 18-29 and comparing their
sales with competitors in the automotive industry.
THIS EVALUATION WILL ANSWER THE FOLLOWING QUESTIONS:
• Did the campaign reach the target audience?
• Did brand recognition increase within the target market?
• Did the campaign increase overall brand awareness with MC Millennials?
• Did Nissan’s total market share increase to 16%?
Before the campaign launch, we will organize focus
groups consisting of MC Millennial consumers in
our target market to test if this campaign increased
brand awareness. In this focus group, we will show
pictures and symbols of Nissan to see if the group
recognizes them. We will also ask questions about
their opinions on Nissan vehicles and their thoughts
on their advertising, marketing and company as a
whole. When the campaign is over we will create the
same focus group of ask them the same questions in
order to asses if their opinons have changed.
During the campaign, we will pass out surveys in
different mediums. The first set of surveys will be
given out at the completion of the scavenger hunt
in the “Find Your Nissan Party” event. This survey
will include questions that ask consumers about the
event, how they felt about the brand before the event
and how much they know about the brand after this
event. This will not only measure the success of the
event but it will also measure brand awareness. At
the end of the campaign we will give out surveys
to test Nissan brand awareness, brand recognition
and the campaign. We will compare these responses
with the research surveys Agora completed in order
to dermine if this campaign reached our target thus
measuring the campaign’s success.Social Media offers important information regarding
Nissan’s presence as a brand as well as consumers
opinions of the targeted vehicles. To measure the
activity on Facebook, Twitter and Pinterest we will
measure “likes”, hashtags, trending topics, and re-
posts/tweets/repins.
For YouTube, we will measure the number of video
views, “likes”, and subscribers, then compare it to
the amount at the beginning of the campaign to see
the increase in brand awareness. Additionally, com-
ments left by users can be used to learn detailed in-
sight on how consumers feel about the Nissan brand
and the current “Find yours” campaign.
In order to track traffic in the new Nissan “Find
yours” web page, we will use Google Analytics. We
can also determine which sites lead them to the
“Find yours” page to determine if our online media
choices were effective.
Focus Groups
Online Measurements
Surveys
Market Share Figures
B u d g e t & S c h e d u l e
$53,717,400
$13,433,800
$13,244,000
$10,235,400
$3,988, 100
$2,000,000
$1,800,000
$1,381,300
$200,000
Television
Magazine
Internet
Outdoor
Radio
Production Cost
Contingency
PR & Sales promotion
App development
T E L E V I S I O N
Early News:
CNN, Fox News, MSNBC, ABC, CBS, NBC, BET
Primetime, Late News and Late Fringe
ABC:
NBC:
CBS:
FOX:
Fox NFL:
BET:
ESPN:
UNIVISION:
UNIVISION:
Bravo:
MTV:
Academy Award, Red carpet
The Voice
LA, Criminal Mind, Unforgettable, CSI
American Idol
Sunday Night Game
106 Central Park, Soul Train Award
Monday Night Football, NBA
Familia No Podia Amor
Familia Con Suerte
Real House Wives of NY
Jersey Shore
Schedule and Media Placement
R A D I O
Local Stations
College Radio Stations
I N T E R N E T
Keyword/Search Yahoo, Google
Targeted Sites/ Banner Ad
Sponsorship/Commercial
M A G A Z I N E S
People Magazine
Hispanic
Ebony magazine
i ii45 46
Production
Television
Radio
App
Internet
Contingency
Magazine
Outdoor
PR & Sales
Promotion

R E F E R E N C E S
GENERAL MILLENNIAL INFORMATION
AFRICAN-AMERICAN INFORMATION
HISPANIC-AMERICAN INFORMATION
CHINESE AMERICAN INFORMATION
http://blog.barkleyus.com/2011/08/18/millennials-study-provides-new-data-on-media-shopping-and-
social-habits/
http://www.pewsocialtrendhttp://blog.nielsen.com/nielsenwire/online_mobile/american-video-hab
its-by-age-gender-and-ethnicity/
http://www.pewsocialtrends.org/files/2010/10/millennials-confident-connected-open-to-
change.pdf
http://online.wsj.com/mdc/public/page/2_3022-autosales.html#autosales
http://adland.tv/commercials/new-ad-campaign-provides-plenty-good-reasons-buy-new-honda-
2011-usa
http://www.truemeasure.com/onlineStatistics.php
http://www.vtuner.com/about/demogra.asp
http://www.wn12.com/demographicsinternetusers.htm
http://pewinternet.org/Reports/2010/Generations-2010/Overview.aspxst.html#ixzz1o5O730hB
http://www.capstrat.com/elements/downloads/files/millennial-whitepaper.pdf
http://www.mediapost.com/publications/article/147682/african-americans-watch-most-tv-asians-lea
http://www.pgavdestinations.com/images/insights/Meet_the_Millennials.pdf
http://www.capstrat.com/elements/downloads/files/millennial-whitepaper.pdf
http://blog.barkleyus.com/2011/08/18/millennials-study-provides-new-data-on-media-shopping-and
social-hab
http://pewinternet.org/Reports/2011/Twitter-Update-2011/Main-Report.aspx
http://www.censusscope.org/us/map_nhblack.html
http://www.magazine.org/content/files/market_profile_black.pdf
http://www.edonline.com/cq/hbcu/sc.htm#top
http://www.prsa.org/SearchResults/view/9222/105/Twitter_use_highest_among_African_Americ ans_
and_Hi
http://www.acclaimsubscriptions.com/usa/hispanic-and-spanish.php
http://www.pewtrusts.org/our_work_detail.aspx?id=218
(http://www.magazine.org/assets/c0724e188c664be88305971fe6bbcd80/mpahispmktpro.pdf)
(http://www.censusscope.org/us/map_hispanicpop.html)
http://www.census.gov/newsroom/releases/archives/facts_for_features_special_editions/cb11-ff06
html
http://www.ameredia.com/resources/demographics/chinese.html
http://manyculturesonemarket.com/2010/10/psychographic-profile-for-asian-americans/
http://www.asian-nation.org/best-colleges.shtml
http://www.magazine.org/content/files/market_profile_asian.pdf)
47 48
N o t e s

As Account Supervisor, I would like to share a few words about my team.
Agora is a team of team players, where each memeber has input into every creative idea. Each member
has his/her own talents and expertise which is refelected on the duties each member decides to take
on. Below is a partial list of the duties and executions each Agora member accomplished in creating this
campaign:
I congratulate everyone for their hard work and dedication in this Nissan campaign. It was great
working with a group of such enthusiastic and creative marketers! And, as graduation approaches and
as new oppurtunities arise, I bid each Agora member all the success in advertising, marketing, and life.
C r e d i t s
Dennis Dizon Garcia
• Produced campaign plan book
• Produced the print ads & storyboards
• Photography execution
• Layout design of online ads
• Creative execution of big idea
• Finalized all material
Amanda Fuller
• Created the situation analysis
• Wrote scripts for TV spot & radio
• Scheduled group meetings
• Delegated tasks
• Created creative concept
Marissa McDonald
• Strategized media usage
• Directed media planner
• PR and sales promotions strategy
• Copy edited entire plan book
Sheyla Simpson
• Demographic and target research
• PR and sales promotions
• YouTube improvement ideas
Brenda Almaraz
• Demographic and target research
• Hispanic script translation
Barry Bringas
• Campaign measurement & evaluation
• Assist with media buying & planning
Elmo Lopez
• Agora (primary) research execution
• Hispanic script translation
• Designed t-shirt air-freshener give-aways
Jenny Yu
• Produced banner ad
• Designed water bottle
• Target demographic and online media
research
Sylvie Belinga
• Media buying (research. scheduling,
programming, and networks)
• Budget allocation
* Overall Research for the campaign was done
by all members
Final words from the Supervisor
47 48

Marketing Plan Book blue back.indd 60 5/6/12 9:40 AM

Senior Project - Nissan Marketing Plan

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (16)

Similar to Senior Project - Nissan Marketing Plan

Similar to Senior Project - Nissan Marketing Plan (20)

Senior Project - Nissan Marketing Plan