CORNER ROOM COMMUNICATIONS

Katie Kelley, Ashley Maher, John Bealka, Mariah Gruenke

Executive Summary

Our fully integrated marketing campaign will build awareness and

favorability among African Americans, Hispanic, and Chinese

millennial consumers. With a focus on Nissan’s Innovation for All,

the campaign will tie into their cultural roots and the uniqueness of

each millenial’s own cultural background.

The key to multicultural millenials is passion and excitement

Where is Nissan Now?

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

Shift The Way You Move

Nissan believes that cars should change the world and the way we move through it

Innovation For All

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

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.

Advertising Objectives Increase market share among multicultural millennial market from

13.10% to 20% by end of campaign

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

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

Increase product image among multicultural millenials

Marketing Objectives

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

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

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

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

Who am I? •A single, college-educated mother

•Located in Georgia, Texas, and Florida

•House-hold income $66,000

•Twice as likely to trust Black media than mainstream media

•TV is my media vehicle of choice

Meet Joyce

What do I want? •A functional car that allows me to live the life I want through interesting

experiences made available by my car.

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.

Who am I? • Hispanic male graduated

from college

• 50% of buyers married with children

• House-hold income: $68,000

• Living in California and Texas

• Prefers TV and Radio

Meet Roberto

What Do I Want?

•A family car to help me achieve my goals in life because tomorrow

is uncertain.

Where is Chao consuming his media?

Where is Joyce consuming her media?

Where is Roberto consuming his media?

Geographic Map

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.

Competitive Strategy

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

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

Distinct Car Purchasing Times

Holiday season, as new

models are coming out

Late spring, early

summer- right before

summer trips and

adventures

Integrated Media Mix

TV

Radio

Magazine

Promotions

Outdoor

Online

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.

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

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

6 national multicultural magazines:

Essence, Ser Padre, Black Woman, People Espanol, Yolk, Asian Week

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

Online Ads

Internet is the most well-rounded medium for multicultural millenials

Eye-catching banner ads on heavily traveled websites

ESPN.com, AOL.com, AOLlatino.com, Overstock.com, HGTV.com, Oprah.com, NewEgg.com, G4.com

Social media is utilized to support and seek out brands they like

Facebook.com, Gmail.com, Yahoo.com

Outdoor

Multicultural millenials are concentrated in prime cities in

CA, NY, FL, TX

Billboards, bus signs and mall floor ads

Ads will run during

important car

buying seasons such as

holidays and summer

Promotions

“Ultimate Adventure Road Trip”

Summer promotion

Increases brand awareness for summer purchasing period

By registering on the Nissan Website or checking in at various landmarks throughout the United States, you will be entered to win the “Ultimate Adventure Road Trip”

Leverage social media sites to promote the event

Multicultural millenials utilize social media sites to influence others purchases

Promotions

“Ultimate Adventure Road Trip”

10 all-expenses-paid “Ultimate Adventure Road Trips” will be

given

Fully-loaded Pathfinders

$20,000 per car x 10 = $200,000

People can use social media to help design the “Ultimate

Adventure Road Trip” by tweeting or posting on Facebook their

destination ideas

Promotions Summer Olympic Games Sponsorship

Various ad and PR opportunities surrounding the sponsorship

Directly tie with Nissan’s Innovation for Endurance campaign

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

Promotions

Summer Olympic Games Sponsorship

Focusing on specific sports: Soccer, Basketball, and Gymnastics

Opening ceremony

Commercials

Jersey sponsorship

Venue signage

Medal ceremony

“Nissan Sports Wrap-up”

Reach Radio= 1.5 million per station per week x 8 stations = 12,000,000/week

TV= 800,000 per station per week x 7 stations = 5,600,000/week

Outdoor = (bus) 200,000 x 50 buses x 4 cities= 40,000,000/week

(billboard) 150,000 x 10 signs x 4 cities= 6,000,000/week

(mall) 5,000 x 4 signs x 4 cities = 80,000/week

Magazine = 500,000 readers per magazine x 6 = 3,000,000/week

Online= 182,000 x 11 sites = 2,000,000/week

Promotions= projected to watch Olympics in US = 50,000,000/week

= 118,680,000 impressions per week

Final Numbers

Final budget:

$98,727,000

Reached 1,424,160,000 impressions per year