STRONG SIGNAL...4 AGENCY Strong Signal is a full service advertising agency located in Austin, Texas. From insights and strategy, to media, creative, and account leadership, our team

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STRONG SIGNAL

THE MINI BRAND CHALLENGEJUNE 2017

STRONG SIGNAL AGENCY p. 4EXECUTIVE SUMMARY p. 5SITUATIONAL ANALYIS p. 6SOCIAL MEDIA AUDIT P. 7COMPETITIVE EVALUATION p. 8SWOT p. 9PRIMARY RESEARCH p.10CONSUMER ANALYSIS p. 11TARGET PERSONAS p. 12-13 MARKETING OBJECTIVES p.14 CREATIVE BRIEF p.15IBP STRATEGY

OVERVIEW p. 16 GEOGRAPHIC LANDSCAPE p. 16-17 ADVERTISING p. 18-19 SALES & PROMOTIONS p. 20 PUBLIC RELATIONS p. 20-21

IBP APPROPRIATION MEDIA MENU p. 22 BUDGET p. 23-24 FLOWCHART p. 25

CAMPAIGN EVALUATION p. 26BIBLIOGRAPHY p. 28-29CONTRACT p. 30

TABLE OF CONTENTS

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AGENCYStrong Signal is a full service advertising agency located in Austin, Texas. From insights and strategy, to media, creative, and account leadership, our team delivers socially relevant and engaging campaigns. One aspect that truly differentiates us from other agencies is the thorough research and process development that we establish. For each and every client, we audit current marketing efforts and ensure that we align all goals with the proper target market on relevant channels. Strong Signal specializes in marketing to Millennials. Considering that Millennials are expected to spend more than $200 billion in 2017 and $10 trillion in their lifetime, our niche marketing efforts have the power to transform any brand. Strong Signal agency is a relatively young group. The combination of our strengths make us a force to be reckoned with.

STRONG SIGNALEMPATHY | INDEPENDENCE | TRANSPARENCY | INTEGRITY

ACCOUNT EXECUTIVE - Callie ParishFrom working with billion dollar companies, Callie understands how to navigate the corporate world, develop the scope of a project, and esnure that the big picture matches the sum of its parts.Dream MINI Road Trip: The Great Ocean Road MANAGER - Nathan Pulcher

With a depth of experience in media and project management, Nathan has worked many national and international brands in variety of industries and markets. Through the strategic use of time management and collaboration, he weaves together intricate research points to

help create meaningful and effective plans. Dream MINI Road Trip: The Andes Mountains

RESEARCH + SOCIAL MEDIA - Heather PoulsenHeather uses data collected from premium resources or cross-sector information and analysis on markets, brands, and trends to help the agency deliver work that is relevant and effective. She also ensures that every advertisement or marketing strategy is delivered to the correct audience via the correct social media platform.Dream MINI Road Trip: The Amalfi Coast, Italy MEDIA PLANNER - Will Glass

Will is interested in every part of the advertising industry. From media to creative, he likes to find ways to intertwine each department for the good of the company.

Dream MINI Road Trip: The Alaskan Bush

ARTIST - Yohanes SitanggangAs the team artist, Yohanes helps to gather team’s ideas and making sure it looks

presentable. Dream MINI Road Trip: Hunting Northern Lights in Iceland

DIRECTOR OF PR + PROMOTIONS - Susan RhodesFrom press releases and partnerships, to events and media outreach ‒ Susan handles all things promotions. After years of experience working with high-profile clients, she has learned just how to balance advertising efforts with promotional tactics to create one seam-less IBP campaign.Dream MINI Road Trip: Brighton, England to Inverness, Scotland

WRITER + ART INFLUENCER - Stephanie BrogdonStephanie has a thirst for adventure and is curious about every aspect of life. She has had extensive experience working with professional clientele and knows that the recipe to success is hard work and a good attitude. Within her role in Strong Signal, she maintains a cohesive manner and style in all elements of the agency and its work.Dream MINI Road Trip: The Garden Route from southern Durban to Cape Town

EXECUTIVE SUMMARY

MINI USA is cheeky, charismatic, and spontaneous. In order to showcase this brand’s iconic design and custom capabilities, Strong Signal developed a comprehensive campaign that will increase brand awareness and consideration to purchase among millennials, ages 18 to 24. Primary and secondary research drove our critical insights. Secondary research revealed that the compact and crossover car market sold approximately 5.4 million new vehicles in a single year, and 50% of Millennials currently own compact cars1.

Let’s talk about the target audience. MINI USA wants to target both male and female millennials between ages 18 and 24. Currently, there are 15.5 million affluent millennials that fall into our target2. To truly be successful, we further segmented our target according to psychographic and geographic factors. We asked ourselves the question, why are millennials going to buy MINI? Because it’s not just a car, it’s an experience. As we began to understand the topline motivation, the shopping behavior, and the lifestyle traits of this target, we selected 5 designated market areas (DMAs): Portland, Berkeley, Chicago, Pittsburgh and Boston.

Strong Signal will captivate the attention of this target with the campaign: “It’s All You.” Since our target is either in college or a recent grad, we want to foster conversations about the next big step in life. We understand Millennials. To reach them, we must shift away from traditional media altogether. Some may call this risky; we know it’s smart. Millennials do it for the ‘gram and Netflix binge. If #ItsAllYou, we need to be present where Millennials already are. Thus, our marketing mix focuses on online advertisements, experiential events, and guerilla marketing like curated Spotify playlists, virtual reality test drives, pop-up events, and partnerships with micro-influencers.

Primary research revealed neutral brand sentiment. Most respondents do not typically even think of MINI, so we have the opportunity to create both positive sentiment and the challenge to become top of mind.

1 http://academic.mintel.com.ezproxy.lib.utexas.edu/display/696363/?highlight 2 http://web.b.ebscohost.com.ezproxy.lib.utexas.edu/ehost/pdfviewer/pdfviewer?sid=77d0d9bb-dda7-4b20-a9b0-bf1106d3166c%40sessionmgr102&vid=13&hid=115

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SITUATIONAL ANALYSIS

THE INDUSTRYIn 2013, the US compact and crossover car market reached an estimated 5.4 million new vehicle sales. Now, this market is projected to outpace the general new car market by 2018, primarily due to the dramatic growth in compact and subcompact crossover sales1. Based on this forecast, Mintel expects the market to grow to a total of 6.14 million in 2018; a rise of 14.4%. For the first time since the 1920s, US cities are growing faster than suburbs, according to the Brookings Institution. As more Americans crowd back into urban centers, dependency on the automobile begins to wane, and consumers may opt for a small, compact car or compact crossover. High fuel prices, increased urbanization, and increasing educational debt have popularized the compact and crossover car market. Additionally, economic factors like GDP, unemployment rates, and gasoline prices directly drive automobile sales. In the first quarter of 2017, unemployment was only 4.7% while gasoline prices remained at historical lows of an average $2.25/gallon2. “Dramatic changes in fuel prices can have a short-term adverse impact on new car sales, and long, smaller, more compact vehicles.”

THE HISTORYIn response to soaring fuel prices after the Suez Canal Crisis, engineer Alec Issigonis faced a challenge in 1957: to design and build a small, fuel-efficient car capable of carrying four adults. What he created was a perfect balance of fuel efficiency, functionality and fun in one small package. In 1959, the world’s first MINI debuted.

THE LEGACYOne of the only luxury vehicles available in customizable style and shape, MINI has built an image and design that is present throughout all of their content and products. MINI’s long lasting legacy is proof that great fuel efficiency, a limitless range of customization and a n undeniably cheeky personality are universal and timeless qualities. What’s next for MINI? Exciting partnerships like the 100% electric, zero-emissions MINI E, as well as a number of other new innovations and improvements that will help to keep MINI automobiles clear front runners in the compact car segment.

THE PRODUCTSMINI cars have received a number of prestigious automobile awards, including the 2003 North American Car of the Year Award. Various MINI models have also been awarded the IIHS Top Safety Pick for multiple years and JD Power ranked MINI “Highest in Sales Satisfaction Among Mass Market Brands” for three years in a row. While MINI cars were available in the US for short periods of time throughout the 20th century, MINI officially launched in the United States on March 22, 2002. Since this debut, the brand has earned a strong following of loyal customers and motoring enthusiasts. As worldwide support for the MINI brand has grown, so has the product portfolio. MINI now offers a selection of 7 vehicles including the Hardtop, Clubman, Convertible, Countryman, Coupe, Roadster and Paceman, and the MINI John Cooper Works for performance enthusiasts.

1 http://academic.mintel.com.ezproxy.lib.utexas.edu/display/696357/2 https://iaa-auctions.com/wp-content/uploads/2017/05/Publication_IQR_2017_Q1.pdf

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SOCIAL MEDIA AUDITSITUATIONAL ANALYSIS

POST FREQUENCYFew times a week or daySimilar to Facebook

CONTENTPerfect for bold feeling MINI attempts to capture with their cars.Instagram has found most success in promoting MINI’s identity to the public because of its highly visual compo-nent, and the platform’s design to be promoting the kind of material being produced.Content is not varied between Instagram and Twitter.

AVERAGE NUMBER OF POST LIKES1000>Low for number of followers

STRENGTHTop performerContent seamlessly coincides with the visual presen-tation of platform, is apparent in the number of likes in comparison to other platforms.There is room to optimize and grow in this channel specifically.

Followers83.3K

POST FREQUENCY10-15 times a week, few in single day or scattered across week

CONTENTPosts are very visual and typically show MINI in a variety of global settings with sleek contrasting colors between the car and its environment.Most rich media posts appear high quality; however, some are lower quality images. This should be ad-dressed to ensure identity remains consistent. Also, posts to reinforce MINI identity, while demonstrat-ing its versatility.Content is not varied between Instagram and Twitter.

AVERAGE NUMBER OF POST LIKES100>

STRENGTHGood reach with size of audienceLack of engaging content makes posts fail to gain major traction

POST FREQUENCYA couple times a month

CONTENTVideos are either creative content or “how-to” manual instructions.Both are useful to the consumer, but there is a need for more distinguishing material.Needs an element of comedy, or horror. Implement more of an “edge” into the delivery of the content.

AVERAGE NUMBER OF POST LIKES500-7,000, depends on video/campaignRoom for growth due to large discrepancies in viewership

STRENGTHOne of top two visual mediums available for use.Video is experiencing tremendous growth. YouTube is at the forefront of this movement, resulting in alot of creative liberty to be had within this communication space.

POST FREQUENCY4-5 times a week

CONTENTVideo should take precedence on the Facebook plat-form, in addition to Instagram and YouTube.

AVERAGE NUMBER OF POST LIKES100-500 or more per post1000> video views

STRENGTHFacebook’s large following makes it a formidable oppo-nents against other channels, but the platform is facing difficulties in keeping consumers engaged beyond liking pages or watching paid for promoted content. Video is the key.

Followers87.2K

Followers38.5k 11,556,772 likes

3,505 visits

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MAIN TITLE. SUBTITLECOMPETITIVE EVALUATION US COMPACT CAR SALES*

PRICE RANGE$20,000

++

20k

+

+

*Per September 2016 (jdpower.com)$15,000

ALL MODELS

+

220k

Manufacturers of compact and subcompact cars are the biggest competitors for MINI. The direct competitors include the brands Honda, Toyota, Ford and Nissan. Honda currently sells the most popular compact car, the Civic, and the most popular compact crossover, the CR-V. When consumers were asked if they considered buying a compact car or crossover, 46% were most interested in buying a compact car such as, Toyota Corolla, Honda Civic, Chevrolet Cruze, or the Ford Focus.Only 12% were interested in purchasing a MINI compact car or city car, such as the MINI Cooper, Fiat 500, or Chevrolet Spark. With mainstream car manufacturers dominating the compact car segment, and new brands entering the segment everyday, it is more difficult than ever to establish just one brand as a frontrunner. The MINI brand comprises 0.6% of the car market, yet the brand has been able to successfully compete and stay stable in the marketplace1.

BMW’s compact car and compact crossover market share has remained stable over the past five years with a 4% share of the market2.MINI Cooper has redefined what consumers expect from a compact vehicle, revolutionizing the marketing of small cars. Compact cars and crossovers comprise more than a third of all new car sales, so vehicle manufacturers cannot overlook competitive vehicle offerings within the segment.No one automaker dominates the compact car and crossover segment. GM, Ford, and Toyota typically dominate the automotive industry; however, these brands are not perfectly represented within this segment. Smaller automakers such as Honda, Subaru, and Hyundai are more competitive in the compact car sector.These small car automakers have greater shares in the compact car segment than in the overall new car market.

Honda is the fifth-largest automaker by sales volume, but the largest player when it comes to compact cars and compact crossovers, with a 14.7% market share. Other notable players in the compact arena include the Toyota Corolla, Ford Escape, Chevrolet Cruze, Hyundai Elantra, Ford Focus, and Toyota RAV4. Furthermore, Ford and Hyundai have made ample gains in market share in the compact car and crossover segment over the past five years with new entries such as the redesigned Hyundai Elantra, Ford Focus, and Ford Escape gaining traction with consumers. In addition to direct competition from manufacturers, the growing avenue of second-hand cars and ride-sharing companies comprise another source of competition. Millennials reportedly use ride-sharing companies at a greater frequency than any other generation3. In fact, 44% of older Millennials that utilize ride-sharing classify themselves as “heavy users.” Since Millennials are the target market for this campaign, it is important to realize the threats posed by indirect competitors as well.

1 http://www.motorintelligence.com/m_frameset.html2 http://academic.mintel.com.ezproxy.lib.utexas.edu/display/696363/?highlight

3 http://academic.mintel.com.ezproxy.lib.utexas.edu/display/816313/

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MAIN TITLE. SUBTITLE

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SWOT

dfOPPORTUNITIES

45% of vehicle purchasers consider compact car/crossover purchase12Luxury vehicles show continual percentage increase of total compact sales13Tech and auto industry ties provide innovation opportunities14Millennials are attracted to brands that stand for something. 84% of millennials consider brand values before making a purchase15Millennials have a sharp radar for authenticity16Compact car segment has grown more than 100% in 2 years due to introduction of other small city vehicles17

df THREATS

Urbanization, debt, and lower household incomes are main challenges to car market18Millennials value perception and behavioral intent in using collaborative consumption services19Millennials use public transit 40% more and cars 23% less20Millennials are looking for affordability in vehicle purchase21

dfWEAKNESSESMain reason people walk out of MINI showrooms without buying is the cars are “too small”7MINI has only been in the US since 20028Mini Cooper appeals to specific buyer who responds to offbeat promotions for the offbeat car9Mini Cooper ranked below category average for Automotive Brand Equity assessment10Baby boomers account for most of MINI sales, affect brand image11

dfSTRENGTHSMINI only luxury player to dare to think small prior to recession with the MINI Cooper1MINI revolutionized definition of compact vehicle with MINI Cooper, making it fashionable, customizable, and capable2Original MINI Cooper so popular, now 7 different MINI models3MINI brand and product identity are known for unique, original style4MINI introduces first plug-in hybrid model5MINI Instagram top performer of MINI social media platforms, allows for further utilization6

13 http://academic.mintel.com.ezproxy.lib.utexas.edu/display/696362/?highlight#hit1

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vc3QtbGl2ZQ%3d%3d#AN=103185073&db=bth




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19 http://te7fv6dm8k.search.serialssolutions.com.ezproxy.lib.utexas.edu/?ID=DOI:10.1108/JCM-10-2015-1560&genre=article&atitle=Share%20more,%20drive%20less:%20

Millennials%20value%20perception%20and%20behavioral%20intent%20in%20using%20collaborative%20consumption%20services.&title=%0of%20Consumer%20

Marketing&issn=07363761&isbn=&volume=34&issue=2&date=20170301&aulastHwang%2C%20Jiyoung&spage=132&pages=132-146&sid=EBSCO:Business%20Source%20

Complete:121528365



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5 http://web.a.ebscohost.com.ezproxy.lib.utexas.edu/ehost/detail/detail?sid=15de90e6-f304-453f-a582-3b8614f3cfc0%40sessionmgr4009&vid=0&hid=4106&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=201611161134PR.NEWS.USPR.MM46633&db=bwh

6 https://www.instagram.com/miniusa/

7 http://web.b.ebscohost.com.ezproxy.lib.utexas.edu/ehost/detail/detail?vid=12&sid=fe6ac29c-7860-48d1-bbf6-19c8dd353132%40sessionmgr103&hid=116&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=J0E394726732714&db=a9h

8 https://www.facebook.com/pg/MINIUSA/about/?ref=page_internal

9 http://web.a.ebscohost.com.ezproxy.lib.utexas.edu/ehost/detail/detail?vid=6&sid=24a3bd45-3e77-44dd-b1e2-bbde0d65650e%40sessionmgr4008&hid=4214&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#AN=18903873&db=bth

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12 http://academic.mintel.com.ezproxy.lib.utexas.edu/display/696357/

MAIN TITLE. SUBTITLEPRIMARY RESEARCH

In order to gather critical insights for our campaign, Strong Signal created two exploratory research surveys. Each consisted of two separate quantitative data sets. From June 6, 2017 to June 8, 2017, we conducted our research on Facebook. The point of the survey was to gather insights on our target market including their perceptions of the MINI brand, the features they look for in a car and their levels of technology use. We received more than 100 responses, all of which were from Millennials who classified themselves as students. After analyzing our results, we established a deeper understanding of the target audience, and those insights informed our recommendation for MINI. From our primary research, we gathered helpful insights that ultimately lead us to our final campaign plan. Some of the most interesting insights are illustrated below:

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MAIN TITLE. SUBTITLEPRIMARY RESEARCH CONSUMER ANALYSIS

• Millennials ages 18-24, will account for the largest car purchasing demographic, and are more likely to cite a new job as the reason for buying a new car1

• Graduation promotions for new cars win over Millennial consumers and can build brand loyalty for a long future2

• Millennials are interested in cars that have value, practicality, some sportiness, good fuel economy and reliability--a car that is fun to drive but still useful in urban environments3

• Test-driving cars is still one of the most important elements in the new vehicle purchase decision process. In fact, 47% of Internet Users, 18+ who are personally responsible for their finances, plan to research their next vehicle purchase by test-driving the car4

• Younger Millennials consider paying more for a luxury car. 77% of Internet Users ages 18-24 who plan to purchase a vehicle within the next 3 years answered, “Yes” to the question, “For any of the the types of vehicles you are considering, would you consider purchasing a luxury or premium brand?”5

• 38% of Millennial luxury good buyers define “luxury goods” as those that offer the choice to customize. Customization is become the expectation of luxury goods6

• Millennials want to be seen as unique; therefore, messages with positive attributes they see in themselves, responsibility, compassion, realism, and confidence are received well7

The secondary research has enabled Strong Signal to develop a psychographic profile of the MINI USA’s target consumer. MINI USA’s target consumer is the affluent Millennial between the ages of 18-24 who is about to embark upon the start of life, on his or her own terms. This is someone who proudly displays his or her individuality in each and everything that he or she does, and celebrates and encourages others to do the same both digitally and non-digitally. This individual enjoys the thrill of the hunt for new, exciting, one-of-a-kind adventures, and is up to date on all trends and current events, whether he or she chooses to partake in them or not. This MINI driver has found success in his or her tailored approach to life, and most likely leads a fast-paced lifestyle in an urban environment.

1 http://academic.mintel.com/display/832613/?highlight2 http://academic.mintel.com/display/832613/?highlight3 http://academic.mintel.com.ezproxy.lib.utexas.edu/display/716558/4 http://academic.mintel.com.ezproxy.lib.utexas.edu/display/770543/?highlight#hit1 5 http://academic.mintel.com.ezproxy.lib.utexas.edu/display/748055/6 http://academic.mintel.com/display/724633/?highlight7 http://academic.mintel.com/display/792351/

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TARGET PERSONA 1

Age: 21Gender: FemaleEthnicity: CaucasianEducation: UC Berkeley Nutritional SciencesSalary/HHI: ~$55,2401

Works at

Lives in

Health Nuts

Berkeley, CA

Berkeley, CA

Pippa Wheaton

Pippa Wheaton

PippaU

RBAN H

EALTH CREATIVE“And those who were seen dancing were thought to be insane by those who could not hear the music.” -Friedrich Nietzsche

I’m no stranger to spending time in my car... I sometimes drive to several different cities in a single day. On the highway today, I saw a spunky MINI on the road and was immediately drawn to its firecracker personality, buzzing around like a bright little bee in between lanes. And then later today when I was trying to park, a MINI squeezed right in next to me, no fuss. MINIs aren’t afraid to take control and do their thing. I have always “done my own thing,” separate from the crowd... and I like to think of myself as one-of-a-kind. I have major respect for MINI. My cover photo would be the MINI of my wildest, craziest dreams. I love to wear my heart on my sleeve so to speak and show people who I am.

Pippa lives with former college roommates and commutes to dance companies throughout the northern California area on a daily basis. She is well aware that every dancer has a different body type and therefore very different needs. She also appreciates that every dancer expresses themselves differently, and values this all in her creation of each customized, healthcare regimes. Pippa still enjoys freeing herself and bursting into dance whenever she can, often joining the classes at the companies she services. She possesses a deep love for time spent outdoors, whether through time spent exercising, attending music festivals, or shopping the local farmer’s market. Pippa often wears athletic wear as day time wear and is active on social media. Pippa is well accustomed to the value of hard work and places equal importance on caring for herself in the process so as to be her best self. Pippa works to improve herself in all areas of her life and cherishes the independence she is proud to call her own.

Pippa Wheaton

Social + Prominent Brands

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TARGET PERSONA 2

Works at

Lives in

Chicago Operations

Chicago, IL

Phyladelphia, PA

Tony Musicali

Name Here

TonyQ

UIRKY BUSIN

ESS PROFESSIO

NAL

Just landed my dream job! Got a promotion at the firm I’ve been working with the past few years and your boy is now going to be managing some pretty hot names... that I can’t yet tell you about! Pretty exciting stuff. My job is pretty unpredictable given that the industry is always changing but that’s what I like about it, it keeps me on my toes. I like the element of surprise that always accompanies me as I walk through the door to my office in the morning. I also appreciate that staying true to who I am as a person, has helped me progress in my job--but of course, not without the occassional obstacle (or mountain) to overcome. I’m at the point in my life where I am excited to take on the unkown, but want to do so my way because the only person you can rely on is yourself.

Age: 24Gender: MaleEthnicity: ItalianEducation: Boston College Carroll School of ManagementSalary/HHI: $63,3702

Tony wants to be the best he can be in everything he does. Despite his competitive nature, he cares for his artists as much as himself, and wants them to be able to easily express themselves in order to connect with others. Tony is most productive in a cooperative environment, where other people are performing their respective jobs and respect others for doing the same. He realizes each artist is different and knows one does not perform best unless they feel appreciated. His typical day involves alot of digital interface interaction, in addition to dealings with his clients and co-workers. Tony likes to spend his down time learning as much as he can about the industry that he is apart of, as well as sharing his experiences through regular Snapchat Story video posts.

“If it doesn’t challenge you, it won’t change you.”

Tony Musicali

Social + Prominent Brands

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MAIN TITLE. SUBTITLEMARKETING OBJECTIVES

NUMERICAL GOALSEXPERIENTIAL EVENTS. 25% increase Social Media Mentions, 10% boost in eWOM, 40% increase Email Sign-UpsWEBSITE. 15% increase Online Traffic ADWORDS. 20-25% boost in click-thru rate to the MINI USA websiteINSTAGRAM. 20% increase in the number of likes of the MINI USA Instagram accountYOUTUBE. 15% increase in the number of views and shares of MINI USA created co.ntentFACEBOOK. 10% increase in the number of post likes and shares of MINI USA content TWITTER. 10% increase in the number of re-tweetsSPOTIFY. Gain 25,000 playlist followersONLINE STREAMING. 2% click-to-conversion rate increase across all platforms

MARKETING STRATEGIESPRODUCT. MINI USA’s line of elite compact vehicles stand alone as one of the few luxury options in the compact car segment, giving it an edge of style and exclusivity above other brands. MINI has continually delivered top of the line automotive vehicles, and should continue its standard process for vehicle development and manufacturing. PRICE. MINI does fall higher on the price spectrum against it’s competitors, and sales have reflected this standing. However, MINI provides unequivocal services and products for their consumers and thus have rightfully valued their product at a moderate price. PLACE. MINI USA has utilized a number of creative channels in promoting their cars, but have failed to create messaging that hits Millennials. Thus moving forward with our campaign, MINI USA will continue their digital presence, but will implement more custom content through their social channels, as well as surge a number of popular digital platforms to help increase reach. PROMOTION. MINI has achieved a ubiquitous brand identity that has grown to international fame. Maintaining the established voice is of the utmost importance moving forward, and driving placements and content to digital and experiential channels, like MINI has before, can prove to be lucrative, given the proper material is published.

CORPORATE MISSION“The MINI brand wins hearts and turns heads. MINI is refreshingly different: extroverted, spontaneous and in every respect something out of the ordinary.”1

MARKETING OBJECTIVESThe marketing objectives of this campaign have guided Strong Signal’s creative executions and strategies. The overall goal of our integrated, multi-channel marketing campaign is to increase brand awareness and consideration for purchasing MINI amongst millennials aged 18-24. To ensure this overarching goal is met, “It’s All You” will utilize social and experiential activities that will be activated on and off college campuses as well as nationwide. Additionally, we will also utilize our campaign to tap into social spheres and technology that MINI is currently not using and demonstrate why and how they should be utilized to increase overall reach. We have developed our campaign strategies around the critical understanding that the MINI brand needs to be seen as relevant, fun and socially connected on college campuses around the U.S. This campaign will engage the target audience in unique ways, mainly focusing on hyper-digital experiential, streaming and social media channels. In addition, we plan on revamping the MINI College Grad program by suggesting a more relevant and appealing incentive for recent college graduates. Throughout all of our efforts we will make sure to maintain MINI’s cheeky brand perception while promoting the brand’s key initiatives.

POSITIONING STATEMENTAs a game changer in the subcompact car segment, MINI USA provides the 18-24 affluent millennial target market with smooth handling for unparalleled motoring exhilaration, excellent fuel efficiency, exceptional value, an incredible amount of customizable options, and iconic design better than any other premium compact car company.

1 https://www.thebalance.com/auto-industry-mission-statements-4068550

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15

MARKETING OBJECTIVES CREATIVE BRIEF


AUDIENCEWho are we trying to reach?

The target audience for MINI USA consists of 18-24 year old male and female Millennials who are in college or recent graduates. Specifically, affluent Millennials have the financial means to put down a payment on a car, but they are going to do their research first. In terms of demographics, we will be targeting cities with a large portion of our target age range. Psychographics are the most important variable seeing as the target shares values and personality traits: They are quirky, spontaneous, active, and philanthropic individuals that are excited to begin their journey into adulthood.

OBJECTIVEWhat is the objective of this project?

The overall goal of this campaign is to increase brand awareness and consideration for purchasing MINI. Our primary research revealed that the target knows very little about our brand and does not have any strong opinions about MINI. Because the brand sentiment is neutral, we have set an objective of increasing engagement on MINI USA’s current social media platforms by an average 15%.

CHANNELSWhere is the communication going to run?

Currently, MINI USA has an active presence on social sites, including Instagram, YouTube, Twitter, and Facebook. Because social networking apps, subscription streaming video services, and video sharing services are the three most popular online services with the Millennial generation, we decided to forgo traditional media like print, radio, and television ads. By posting engaging content on relevant social channels and digital platforms, the affluent Millennials will engage with the brand. More importantly, our guerilla marketing tactics and experiential events will generate positive buzz that will further increase engagement.

MESSAGEWhat is the message we should convey?

To reach the affluent Millennials, our creative will be feisty, daring, charismatic, worldly, exhilarating, and optimistic. The name of the campaign “IT’S ALL YOU” is both simple and empowering, like MINI’s past marketing efforts. This campaign not only plays on the element of customizing your MINI but also empowers Millennials entering the next stage of life. Whether our target Millennial is a daredevil, an artist, or a businessperson, “It’s all you” resonates with everyone. Further, social media is a platform to share moments or experiences MINI is an instigator of optimism; an alternative to the normal, usual American car culture; and a feisty way to move through an increasingly serious world. “It’s all you” is free, brave and full of life - just like our target audience.

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IBP STRATEGY. OVERVIEW + GEOGRAPHICOVERVIEWAfter conducting thorough research on the automobile industry, Strong Signal has finalized an extensive integrated media marketing plan tailored to the needs of MINI USA. The promotional and advertising tools we’ve recommended throughout this campaign have been selected based on a number of psychographic and demographic qualities we found in our target audiences. With the use of these facts, in combination with timed strategic planning, Strong Signal has developed a system to jump start MINI USA’s national takeover through the advance use of interactive digital and experiential marketing.Our strategy for this campaign is to infiltrate our consumer’s minds via the use of highly interactive and engaging media, specifically in digital mediums like Spotify, Pandora, Hulu and the Google search display networks. MINI has always driven the perception of its brand through the use of exhilarating and humorous creativity. Our campaign magnifies these traits that have built MINI into its legacy, but re-align the delivery of the company’s mission to our new target. The campaign is split into two six-week flight periods in the spring and winter, respectively referred to as GradRace and MoreMINI. The full 12 week campaign will help slingshot MINI USA as a leader in the compact car segment. Knowing automotive sales can be difficult to plan, even more so now that current young consumers continue avoiding such large investments, MINI USA is challenged with distracting the unaware masses. However, research has shown that Millennials will be the largest car purchasing demographic in 2017, with Millennials more likely to cite a new job as the reason for buying a new car1. With this in mind, it is key to send messaging at the most receptive and relevant time for college graduates, late spring and early winter months. The spring marks the ignition of our first campaign flight, which will creatively embody the excitement and wanderlust that comes with graduating and finding who you are in the world beyond the classroom. Our winter flight will also touch on these points, but will slightly shift gears, placing more focus on showing MINI’s individualistic artistry via co-branded MINI philanthropic fundraising events. Together, these tactics will help drive MINI’s brand identity and push its name to the front of the heat.

GEOGRAPHIC LANDSCAPEThe branded marketing events will take place at five distinct locations in the U.S. Since we are not able to travel to every university in the nation, we have carefully chosen five cities that truly embody the MINI personality and also have a high population of millennials, especially college students. Our research enabled us to evaluate the market segments of these five cities by linking consumer behaviors of shopping, financial, media and more, to gain powerful insights that allowed us to create actionable strategies and tactically execute. With these insights we decided that our DMA’s should be on the northeast and west coasts, with 3 DMA’s on the east coast and 2 on the west coast, ensuring it is a national campaign. Our cities of interest will be Portland, Berkeley, Chicago, Pittsburgh and Boston.

1 http://academic.mintel.com/display/832613/?highlight

IBP STRATEGY. GEOGRAPHIC

PITTSBURG, PA

The number of young college grads in this city grew by 53% from 2000 to 20145 and is ranked number 15, in the entire nation, that hosts the best neighborhood for millennials (Forbes). Within Pittsburgh’s city limits, the percentages and increases are even higher. We will focus on the University of Pittsburgh (35,000 attendees).

PORTLAND, OR

Research conducted that asked millennials what qualities they look for in a city, revealed that Portland fulfills 18 of the top 20 desired qualities. In fact, it’s the only west coast city to provide all top five (a thriving job market, affordable rent, affordable home prices, parks or hiking trails and local restaurants), and almost 1 in 10 millennials ranked Portland as the best city in the country6. Millennial growth in Portland is anticipated to be 5.2% over the next five years7

BERKELEY, CA

Forbes rated Berkeley the 8th best city for millennials in the U.S., with a growth of 4.3% of Millennial newcomers. Additionally, Berkeley was rated the 4th highest ranking city for millennials in California1. The city has also been ranked as the best for liberals and just as MINI’s personality, the city is daring and cheeky, and not afraid of defying the odds.

BOSTON, MA

Boston is called the “City of Millennials,” and boasts the highest concentration of millennials in the U.S2. Boston was ranked No. 6 out of the 25 best cities and neighborhoods for millennials in the U.S. While Boston comprises 10% of the state’s total population, it has 34% of the state’s total college enrollment3. We will focus on Massachusetts Institute of Technology (48,850 attendees).

CHICAGO, IL

This city plays home to seven of the country’s 14 most densely Millennial-populated ZIP codes. Chicago has been ranked the 3rd best big city for college students. After college, Chicago still wins over millennials and has the third highest number of educated Millennials in the U.S4. Universities to focus on: University of Chicago (51,000 attendees) and Northwestern University (50,400 attendees).

1 Forbes & According to Curbed SF, the data site Niche generated survey2 Study by the Boston Foundation

3 Niche, formerly known as College Prowler, released a ranking of “The 25 Best Cities and Neighborhoods for Millennials,”4 Thrillist Survey & Forbes survey

5 According to a study of census data by Pew Charitable Trusts6 Survey by: Apartment search website Abodo

7 Urban Land’s Institute’s Emerging Trends

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IBP STRATEGY. ADVERTISING. DIGITAL

Pandora, which is another one of the world’s most popular mobile music streaming services, offers another digital entry point to reach our busy consumers. While radio streaming services do not have as high of usage as other streaming services, they still offer on demand music selection which is often preferred to radio. Pandora offers a number of smart targeting options and host a variety of audio content including some podcasts. Ads that air on Pandora will help increase brand awareness and support MINI’s new target segment.

IMPRESSIONS. 420,000SPEND. $35,000 SOURCE: https://www.webpagefx.com/blog/marketing/how-to-roll-radio-spend-into-pandora-and-Spotify/

PANDORA

Millennials present a great challenge to advertising, especially in traditional mediums due to the growth of streaming platforms. Subscription streaming video services (e.g. Hulu), are the second most popular online service with the Millennial generation, spending 3 times more time watching video on the Internet3. 9% of Millennials are planning to cancel their current cable subscriptions. Unlike Netflix, Hulu offers brands a variety of ad formats including digital banners, integrated brand commercials and more. Hulu offers its viewers choice-based ads which means that the people who do view your ad will actually have an interest in the MINI brand. This offers a unique opportunity to reach highly engaged audiences while streaming television online. Using these opportunities in combination with Hulu’s advanced targeting options, MINI will promote both the GradRace and MoreMINI flights with high impact banner ads and :15 spots integrated into the top content picks that align with our audience. These tactics should help boost brand awareness and massively increase interactions with MINI, thus boosting site traffic.

IMPRESSIONS. 3,500,000SPEND. $100,000SOURCE. http://next.srds.com/nmp/datacard/show/8544/0

HULU

Searches are done every minute of every day. To help spread top of mind awareness, Google AdWords with Display Select.

IMPRESSIONS. 100,000SPEND. $120,000SOURCE. http://www.wordstream.com/blog/ws/2016/02/29/google-adwords-industry-benchmarks

GOOGLEAD-WORDS

1 https://press.spotify.com/us/about/2 http://www.adweek.com/brand-marketing/infographic-what-mar-keters-need-know-about-millennials-music-habits-170869/3 http://web.b.ebscohost.com/Legacy/Views/static/html/Error.htm?aspxerrorpath=/ehost/pdfviewer/pdfviewer

Spotify has 100 million (2/3 of users) active users who are not paying subscribers, meaning they hear advertisements in between streaming music1. Creating a MINI USA brand sponsored playlist is an interactive way for MINI to engage with millions of Millennials. In fact, 72% of all weekly Spotify streams in the US are by Millennials2. Sponsoring playlists filled with the hottest music and tracks is the perfect way to initiate conversations with consumers, and using relevant geolocation tags plus Spotify’s advanced targeting options will ensure our playlists not only draw in our audience, but keep them coming back for more of that MINI fire. These playlists include Home Page Takeovers to help drive traffic, all of which will be sponsored for four full weeks in both the spring and winter flights to promote MINI USA and its various experiential events. All of these tactics will help generate large scale eWOM and buzz about MINI’s burst in presence, while reinforcing MINI’s brand image.

IMPRESSIONS. 1,800,000SPEND. $120,000.00SOURCE. https://www.webpagefx.com/blog/marketing/how-to-roll-radio-spend-into-pandora-and-Spotify/

SPOTIFYSTREAMING


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IBP STRATEGY. ADVERTISING. DIGITAL IBP STRATEGY. ADVERTISING. SOCIAL

Instagram is the second (behind Facebook) most popular social media platform2. 75% of Instagram users take action, such as visiting a website, after looking at an Instagram advertising post. 55 percent of all online 18- to 29-year olds in the U.S. are using Instagram and 59 percent use Instagram every single day3. Instagram has proven to be MINI’s strongest social platforms when measured across engagements and shares. Thus ads should likely follow suit of the content that is appearing on the MINI page, with video and carrousel ads appearing in our target’s feed.

IMPRESSIONS. 525,000SPEND. $75,000SOURCES. http://propelmarketing.com/how-much-does-it-cost-to-advertise-on-instagram

INSTAGRAM

Facebook ads will be comprised of mostly of carrousel ads and canvas ads that will provide highly interactive expandable video/photo combinations for users. This should drive brand awareness and generate interactions with MINI’s current happenings. Facebook continues to be America’s #1 most popular social networking platform. 87 percent of online users in the US age 18- 29 use Facebook and 38 percent of respondents aged 18-24 use it every day1.

IMPRESSIONS. 504,000SPEND. $70,000SOURCES. https://adespresso.com/academy/blog/facebook-ads-cost/

FACEBOOK

YouTube has grown to become an advertising giant in the past few years, and companies are reaping the benefits from this growth. Research shows that Millennials prefer YouTube almost twice as much as normal television, and MINI has already initiated many conversations via this platform4. MINI spots showing footage of either VR production or street teams conducting the events will help generate buzz and hopefully launch the VR tactics to be trending across all social media. Banner ads will also be used once experiential activities slow to continue the promotion of the MINI Grad Program.

IMPRESSIONS. 532,000 SPEND. $70,000SOURCES. https://monetizepros.com/cpm-rate-guide/video/

YOUTUBE

All owned platforms will be promoting our campaigns throughout both flights. Media will be catered to each channel based off of previous campaign successes, and only some content will be mirrored across channels. Hashtags and other forms of buzz marketing will be implemented during experiential events, and user generated content will be promoted as well. MINI will continue to use rich media as it’s main source of content, as it proved to be most successful with consumers, plus visual content gets 94% more total views, and now is 40% more likely to be shared on social networks6. These channels working together will help build brand awareness and interactions.

IMPRESSIONS. 400,000SPEND. $0SOURCES. N/A

OWNED

1 http://www.pewinternet.org/2016/11/11/social-media-update-2016/ 2 http://www.pewinternet.org/2016/11/11/social-media-update-2016/ 3 http://blog.business.instagram.com/post/150771324916/instagram-advertiser-number 4 http://www.pewinternet.org/2016/11/11/social-media-update-2016/5 https://blog.twitter.com/marketing/en_us/a/2014/four-in-sights-about-millennials-on-twitter.html6 https://blog.twitter.com/marketing/en_us/a/2014/four-in-sights-about-millennials-on-twitter.html

PAID81% of Millennial Twitter users check it at least once a day, and 15% do so more than ten times a day. They’re also eager to join the conversation, 60% tweet at least once a day5.With Twitter being the weakest platform, spending was reduced to allow time for optimization in the springtime during GradRace. No paid ads will run for the first 3 weeks of the GradRace flight, but will begin midway into our experiential efforts. Ads will be mostly single image tweets and gifs to build and create a more youthful tone of voice. This will be continued throughout the rest of both flights, and will help establish brand identity.

IMPRESSIONS. 22,222SPEND. $30,000SOURCE. https://www.quora.com/How-much-does-it-cost-to-advertise-on-Twitter

TWITTER

As discussed earlier in the book, MINI USA has promoted themselves via a bevy of of earned social channels. These channels all have offered MINI unique opportunities to engage with consumers via rich media posts, but breaking through the surrounding clutter has proved somewhat difficult. So in sequence with our campaigns and earned social channels, paid ads will be appearing across every major social networking platform to date.


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IBP STRATEGY. SALES PROMOTIONS + PRThe current MINI USA College Grad Program provides $500 towards a MINI to recent college graduates; however, extensive research reveals there is a better way to incentivize Millennials. Strong Signal recommends that MINI offer recent college graduates $500 towards paying off outstanding student loans instead of the MINI car. Student loans are a major reason why Millennials and recent college graduates are hesitant about buying cars1. Monthly car payments on top of monthly student loan payments may seem insurmountable to some Millennials age 18-24. On average, student loans are approximately $2502 a month - which means that $500 from MINI would cover two months of student loan payments. Personalizing the promotion with a relevant and effective incentive will incentivize recent college graduates to purchase a MINI. We will utilize our experiential events to share the news, craft follow-up emails, and employ paid social ads to inform and remind our target of the College Grad Program.

To engage Millennials and create buzz, MINI will sponsor a series of pop-up events at college campuses including an exciting element - Virtual Reality. Not only would 72% of Millennials choose an experience over a material item3, but also 96% of consumers would be more likely to make a purchase after participating in an event4. College students are incredibly busy. To break through the daily clutter and leave a lasting impression on these Millennials, the VR pop-up instantly creates shareable experiences and simply requires an email address to participate. Users will be given the opportunity to customize their own MINI and then escape from a burning forest fire in effort to get soon-to-be graduates out test driving MINI’s. Not only does this provide a hands on experience for our target audience, but it incorporates multiple trends and utilizes innovative technology to reach our target. Production for this effort will begin a full calendar year prior. The VR Pop-Up events will take place at universities in four of our target cities, where we will promote the events on social media, including Facebook, YouTube, Instagram, and Snapchat. Additionally, this pop up will inform college students of the College Grad Promo and send a bi-annual reminder to the email address provided. Considering that 81% of Millennials share photos on social media at a branded event5, we will be able to achieve 25% increase in Social Media Mentions, 10% boost in eWOM, as well as 40% increase in Email Sign-Ups among our 140,000 impressions. The interaction will spark conversations online as well as buzz and word of mouth, ultimately increasing college grads’ likelihood to purchase.

IMPRESSIONS. 140,000SPEND. $180,000SOURCE. http://www.berkeley.edu/about/bythenumbers

PUBLIC RELATIONSVR POP-UP AT COLLEGE CAMPUSES

SALES PROMOTIONSCOLLEGE GRADUATE PROGRAM

1 http://academic.mintel.com.ezproxy.lib.utexas.edu/display/740799/2 http://time.com/money/4346311/student-loans-average-monthly-payments/3 http://blog.business.instagram.com/post/150771324916/instagram-ad-vertiser-number 4 http://blog.thestorefront.com/experiential-marketing-is-winning-millenni-als-hearts-and-wallets/5 http://www.adweek.com/brand-marketing/infographic-what-millennials-want-see-and-take-home-branded-events-169996/


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IBP STRATEGY. SALES PROMOTIONS + PR IBP STRATEGY. PUBLIC RELATIONS

Millennials make up nearly 50% of the music festival fan population1 and 83% have a greater trust for brands that support a live music experience2. That is why we recommend, as part of the first flight of our campaign, that MINI sponsor a Virtual Reality Pop-Up booth at Washington’s Sasquatch Music Festival in May. Since Portland will be the only city that is not included in the College Experiential Effort, Sasquatch is a good entry point for MINI to make conversation. As attendees walk the festival grounds, they will come in contact with MINI’s interactive VR experience and will simply enter their emails to take a MINI for a virtual test drive in the same VR experience before. We will promote this exciting music fest pop-up on all social sites, including Facebook, Twitter, Instagram, YouTube, Snapchat and Spotify. Seeing as festival goers are 3 times more likely to use social media and are especially active while attending live events, a pop-up at a music festival is an amazing opportunity to generate online social mentions. Although the total number of expected impressions is only 25,000, this experiential event will enable MINI to boost eWOM, email sign ups, and buzz around the brand.

IMPRESSIONS. 25,000 SPEND. $25,000SOURCES. http://academic.mintel.com.ezproxy.lib.utexas.edu/display/769093/?highlight#hit1 http://academic.mintel.com.ezproxy.lib.utexas.edu/display/654444/?highlight

According to a recent report, more than 90% of Millennials would switch to a brand associated with a cause3. That is why we recommend that MINI partner with the World Wildlife Fund (WWF) to sponsor art events in each of our campaign’s five target cities. The events will take place throughout the last two weeks of December. During each event, local artists will create individualized works of art out of MINI cars. At the end of the event, the art will be auctioned to event attendees, and all proceeds will go directly to the World Wildlife Fund. We believe that WWF is the perfect partner for MINI because of its diverse nature and the many different causes it represents. MINI and WWF are also perfect for each other in that WWF seeks to protect unique animals, while MINI is committed to supporting unique individuals. If the events are successful, we suggest that MINI sponsor similar events annually in order to reinforce its dedication to benefiting the world. This partnership will foster even more buzz for the MINI brand and will reinforce its brand image by highlighting its authenticity and global, philanthropic mindset. We anticipate that this event will contribute to our ultimate goal of increasing social media mentions by 25%.

IMPRESSIONS. 350,000SPEND. 50,000SOURCE. https://www.yelp.com/biz/floating-world-gallery-chicago?osq=Private+Event+Space+Art+Gallery+Space

PARTNERSHIP. WWFCITY ART TAKE-OVER

PUBLIC RELATIONSVR POP-UP AT MUSIC FESTIVALS

1 http://www.billboard.com/articles/columns/music-festivals/6539009/music-fes-tival-statistics-graphic2 https://www.forbes.com/sites/hughmcintyre/2015/08/09/study-sponsoring-a-live-mu-sic-events-makes-millennials-trust-and-recommend-your-brand/#523db86920113 http://www.conecomm.com/research-blog/2015-cone-communications-mil-lennial-csr-study


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IBP APPROPRIATION. MEDIA MENU


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IBP APPROPRIATION. MEDIA MENU IBP APPROPRIATION. BUDGET

Digital, Paid Social, and Experiential compromise over three quarters of the spending for this campaign.


24

IBP APPROPRIATION. BUDGET


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IBP APPROPRIATION. BUDGET IBP APPROPRIATION. FLOWCHART

FLIGHT 2. MoreMINI.

FLIGHT 1. GradRace.

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CAMPAIGN EVALUATIONS

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FOSTER BUZZ / WOMThe target audience is actively talking about the brand and consumer generated content is being created.

• 15% Increase across Social Media Platforms with shares, likes and views on rich media content

• Number of Attendees to Experiential Events• Number of Attendees who Sign Up for MINI Email

List• Sentiment Tracking throughout Campaign

KEY PERFORMANCE INDICATORSIn order to efficiently and successfully reach our marketing goals set forth for this campaign, Strong Signal will focus on four specific key performance indicators to evaluate the success of this campaign. These KPI’s will drive our marketing decisions to meet each goal. KPI’s will be measured and monitored on a weekly basis to ensure that the marketing goals have been fully met. Metrics of measurement will include: clicks, likes, engagement (experiences), event attendees, followers, shares and views. All of these indicators will help educate consumers of the MINI brand and significantly boost their consideration of purchasing a MINI vehicle.

GENERATE INTERACTIONSInteractions made physically through social ex-periences as well as through social media.

• Number of Attendees to Experiential Events • 15% Increase across the number of shares, likes,

and views on rich media content across all channels

• 30% Increase in CTR for Google AdWords and Social Paid Ads.

SUPPORT NEW SEGMENTSMillennials, especially college students will be supported.

• 30% Increase in search clicks • 15% Increase of target market site traffic• 10% Increase in mentions by target market• Number of Attendees to Experiential Events• Boost Twitter followers by 10%

REINFORCE BRAND IMAGE• Share of Voice. Measure how the market

talks about your industry, how much of the conversation is about you and how much is about your competitors.

• Sentiment Tracking. Using analytics tools, measure how customers feel about the brand via various social media channels and monitor what customers are saying in the comments sections to gauge sentiment.

IT’S

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STRONG SIGNAL

THE MINI BRAND CHALLENGEJUNE 2017

CAMPAIGN EVALUATIONS

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Macke, D. (2017, June). Marketing to Millennials ‒ US. Retrieved from http://academic.mintel.com/

McIntyre, H. (2015, August 09). Study: Sponsoring A Live Music Event Makes Millennials Trust And Recommend Your Brand. Retrieved from https://www.forbes.com/sites/hughmcintyre/2015/08/09/study-sponsoring-a-live-music-events-makes-millennials-trust-and-recommend-your-brand/#523db8692011

MINI USA Official Instagram page ‒ https://www.instagram.com/miniusa/

MINI USA Official Facebook page ‒ https://www.facebook.com/pg/MINIUSA/about/?ref=page_internal

Moy, A. (2014, July 9). Four insights about millennials on Twitter. Retrieved from https://blog.twitter.com/marketing/en_us/a/2014/four-insights-about-millennials-on-twitter.html

Nicks, D. (2016, May 24). Student Loan Payments Average $204 a Month | Money. Retrieved from http://time.com/money/4346311/student-loans-average-monthly-payments/

O’Malley, M. (2017). Industry Quarterly Report ‒ Quarter 1 2017. Retrieved from https://iaa-auctions.com/wp-content/uploads/2017/05/Publication_IQR_2017_Q1.pdf

Propel Marketing. (2017, February 24). How Much Does it Cost to Advertise on Instagram? Retrieved from http://thrivehive.com/how-much-does-it-cost-to-advertise-on-instagram/

Saiidi, U. (2016, May 06). Millennials: Forget material things, help us take selfies. Retrieved from http://www.cnbc.com/2016/05/05/millennials-are-prioritizing-experiences-over-stuff.html

Spotify Press. (2017). About. Retrieved from https://press.spotify.com/us/about/

Stickler, R. (2017, April 27). How to Roll Radio Spend into Pandora and Spotify. Retrieved from https://www.webpagefx.com/blog/marketing/how-to-roll-radio-spend-into-pandora-and-Spotify/

SunFest. (n.d.). Sponsorship Levels & Pricing. Retrieved from https://www.sunfest.com/sponsorship-levels-pricing

USA, MINI. (2016, February). MINI Opens Nominations For Those Who Defy Labels. PR Newswire US. Retrieved from http://web.b.ebscohost.com/ehost/detail/detail?sid=b4ad-1d5c-3b17-494c-b996-827d9a0b43c1%40sessionmgr102&vid=0&hid=124&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bwh&AN=201602121100PR.NEWS.USPR.NY21680

USA, MINI. (2016, November). All New MINI Countryman to Make its World Premiere at Los Angeles International Auto Show. PR Newswire US. Retrieved from http://web.a.ebscohost.com.ezproxy.lib.utexas.edu/ehost/detail/detail?sid=15de90e6-f304-453f-a582-3b8614f3cfc0%40sessionmgr4009&vid=0&hid=4106&bdata=JnNpdGU9ZWhvc3Qtb-Gl2ZQ%3d%3d#AN=201611161134PR.NEWS.USPR.MM46633&db=bwh

White Boehm, J. (2017, January). The Financial Lives of College Students ‒ US. Retrieved from http://academic.mintel.com/

Yelp. (2017, January 29). Floating World Gallery - Lincoln Park - Chicago, IL. Retrieved from https://www.yelp.com/biz/floating-world-gallery-chicago?osq=Private%2BEvent%2BSpace%2BArt%2B-Gallery%2BSpace

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CONTRACT

Strong Signal will provide advertising agency services for MINI USA until this agreement is cancelled by either party with 90-days notice. Strong Signal’s services include strategic recommendations that focus on developing and implementing a targeted and impactful integrated marketing communica-tion plan designed to support and foster awareness for the MINI USA brand. Compensation to Strong Signal will be derived from an established fee system.

LETTER OF AGREEMENT BETWEEN MINI USA & STRONG SIGNAL

Fee System (1) Strong Signal will be paid based on billable hours for the work it does; (2) Strong Signal does not mark-up outside costs incurred on the client’s behalf. All expenses, such as production charges, travel, copies, etc. will be billed at net to the client; and (3) Strong Signal’s hourly billing rate is the employee’s base salary multiplied by a factor to cover overhead costs (120%). A profit percentage (20%) is then added and the sum of these three items represents the costs billed to MINI USA.

x_________________________MINI USA Representative

Date:

x_________________________Strong Signal Representative

Date:

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