2. Executive Summary
Our fully integrated marketing campaign will build
awareness and favorability among African Americans,
Hispanic, and Chinese millennial consumers. With a
focus on Nissan’s Innovation for All, the campaign
will tie into their cultural roots and the uniqueness of each
millenials own cultural background.
The key to multicultural millenials is passion and
excitement.
3. Nissan’s “Innovation for All” Campaign
An opportunity exists for Nissan to gain brand awareness
and lasting favorability among multi-cultural millennials,
specifically Hispanics, African Americans and Asians.
Nissan will use traditional media, social media, out-of-
home tactics, and promotional sponsorships to create
buzz and to reach them in a familiar environment.
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4. Where is Nissan Now?
As of Nov 1, 2011 Nissan's Current Market Share: 8.1 %
Nissan ranks 3rd in MC market share with 25% of Sales
from multicultural buyers.
Slogan: Shift the way you move
Nissan believes that cars should change the world
and the way we move through it.
Innovation for all
Nissan is committed to diversity because it strengthens
and better prepares the company to create quality
products
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5. Advertising Objectives
Increase market share among multicultural millennial
market from 13.10% to 23% by end of campaign
Increase brand awareness among multicultural
millennials 18-29 by 30%
Increase loyalty to Nissan brand among multicultural
millennials 18-29 by 10%
Increase product image among multicultural millenials
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6. Marketing Objectives
Gain attention of multicultural millenials by using ads that have
a sense of cultural acknowledgement.
Persuade multicultural millenials that Nissan offers the
performance, quality, and style they are looking for when
choosing a vehicle.
Remind multicultural millenials of Nissans high-tech yet unique
cars that allow them to be their own person.
Reach 50% of multicultural millennials 18-29 through
traditional media and lifestyle/event promotions.
Utilize online experience and smart phones to reach the
multicultural millenials.
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7. Meet Joyce
Who am I?
•Majority are single, college-
educated mothers
•Located in Georgia, Texas, and
Florida
•House-hold income $66,000
•Twice as likely to trust Black
media than mainstream media
What do I want? •TV is her media vehicle of choice
•A functional car that allows me to live the life you want through
interesting experiences made available by cars.
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8. Meet Chao
Who am I?
•Chinese, male, married
man with no kids
•College educated, secure
job making an average of
$75,000
•Living in CA- passionate
about my career and
education
•Self assured and confident
What do I want?
•A car with great technology that thrills and excites me while staying
connected to my Chinese roots.
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9. Meet Roberto
Who am I?
• Hispanic male graduated
from college
• 50% of buyers married
with children
• House-hold income:
$68,000
• Living in California and
Texas
What Do I Want? • Prefers TV and Radio
•A family car to help me achieve my goals
in life because tomorrow is uncertain.
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11. Geographic Map
Why California, Texas, New York and Florida?
• African Americans are migrating to the southern states
for better schools and affordable housing.
• Hispanics are the largest ethnic group in the country, with
the highest concentration in Texas and California.
• California has the highest Chinese population, followed
by New York and New Jersey.
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12. Where is Chao consuming his media?
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13. Where is Joyce consuming her media?
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14. Where is Roberto consuming his media?
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15. Competitive Strategy
Create a simple message stressing
innovation, environmental consciousness and
personalization for all while relating to the
multicultural’s roots.
Still use brand attributes of performance
duality, style, while reaching the heart of the
multicultural by relating to their background in a way
that embraces their passion and adventurous
lifestyle.
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16. Integrated Media Mix
TV
Online Radio
Outdoor Magazine
Promotions
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17. Cable TV
Sports and Lifestyle channels allow us to reach
Chao, Joyce and Roberto.
A national television campaign will provide
blanket coverage in all of the major cities.
30 second spots highlighting innovation while staying true
to your roots.
Oprah Network and ESPN will have a continuous schedule.
Telemundo and Estrella TV will be alternating so there is
always a Hispanic presence.
The other stations will be present during prime car buying
times- during the holidays and summer.
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18. Radio
The most popular multicultural radio stations are in major cities where
millenials live and work.
Will air during times corresponding to work commutes.
California: KLOK 1170 AM
KHHT 92.3 FM Hot 92 Jams
Texas: Tejano 107.5 FM
Tu Musica 104.9 FM
Florida: WTMP 1150 AM Jamz
WSRF 1580 AM Caribbean News Talk
New York: WBLK 93.7 FM R&B, Gospel, Hip Hop, Reggae
WQBU 92.7 Spanish Mexican Radio
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19. Magazines
Full page color ads in specialty magazines allow us to reach
the multicultural millenials
6 multicultural magazines- national
Essence, Ser Padre, Black Woman, People
Espanol, Yolk, Asian Week
Tie directly into their cultural roots while increasing brand
awareness and a positive brand image
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20. Online Ads
Internet is most well-rounded medium for
multicultural millenials
Eye-catching banner ads on heavily traveled
websites
ESPN.com, AOL.com, AOLlatino.com, Overstock.com,
HGTV.com, Oprah.com, NewEgg.com, G4.com
Social media is utilized to support and seek out
brand they like
Facebook.com, Gmail.com, Yahoo.com
21. Outdoor
Multicultural millenials are concentrated in prime
cities in CA, NY, FL, TX
Billboards, bus signs and mall floor ads
Ads during important car-buying seasons such as
holidays and summer
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22. Promotions
“Ultimate Adventure Road trip”
Summer promotion
If a Nissan is purchased, one is put in a drawing to win a
road trip around the US with their family for the summer,
all expenses paid
Increases brand awareness for summer purchasing
period
Leverage social media sites to promote the event
Multicultural millenials utilize social media sites to
influence others purchases
23. Promotions
USA Summer Olympic Games Sponsorship
Various ad and PR opportunities surrounding the sponsorship
Directly tie with Nissan’s Innovation for Endurance campaign
Olympics are a worldwide event that encourage multicultural
groups to stay true to their roots while relating to the passion
they share for life
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24. Distinct Car Purchasing Times
Holiday season, as
new models are
coming out
Late spring, early
summer- right
before summer
trips and
adventures
25. Reach?
Do we need to do this? We could borrow the
numbers used in Christine’s for impressions made
and just multiply it by our media vehicles?
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26. Flowchart
I have the flowchart almost done, we just need to
plug in some cost estimates
