Post on 25-Dec-2015
Dare to Connect
2014 Mazda3Towson University Tiger Tactics
Client Objectives
Conduct research to gain understanding between Mazda brand and Gen Y in order to create the most effective marketing communication
Generate buzz that educates consumers on benefits of Mazda3
Develop and execute integrated marketing communication plan for the Mazda3
Agency Objectives
Increase Awareness by 30% Increase Purchase Consideration by
10% Generate Impressions
Post-Campaign Position
Campaign Strategy—Target Market
Towson University Community Under-Grad, Graduate, & Faculty
“Generation Y” Ages 18 to 29
Message & Slogan
Dare To Connect
Campaign Strategy—Tactics
Unintentional Marketing Social Media + School Paper
Cause Marketing Rebound N’ Sound ▪ Operation Rebound—Challenged Athletes
Foundation
Campaign Strategy—Development Process
Tuesday Nov. 5th Mazda3 Awareness Events DAYTIME EVENT
Tuesday Nov. 5th Mazda3 Awareness EventsEVENING DJ COMPETITION
Rebound N’ Sound
AdvertisingLuis Leonzo
Advertising Objectives
Increase awareness of the Mazda3 in the Towson community, through cause marketing
Bring in donations to our cause: the Challenged Athletes Foundation’s Operation Rebound Program
Advertising Tactics
Implemented a 85/15 rule for content posted on social media sites 85% relevant content 15% content about the 2014 Mazda3
Socialization over Direct Advertising
Advertising Successes
Facebook: 109.6K ImpressionsTwitter: 43.4K Impressions,
Engagement rate of 0.30%Video: over 1k total playsBanner: 800 ImpressionsPoster: 300 ImpressionsFlyer: 30K ImpressionsT-Shirts: 25K ImpressionsSign Spinner: 1,000 Impressions
Advertising Examples: Banner
Banner: 800 Impressions
Flyer
Flyer: 30K Impressions
Poster
Poster: 300 Impressions
T-Shirt
T-Shirts: 25K Impressions
Sign Spinner
Sign Spinner: 1,000 Impressions
Facebook Page
Facebook: 109.6K Impressions
Facebook: Sample Post
Facebook: ‘Likes’ Trends
Facebook: Total Page ‘Likes’
Demographics of People Reached
Twitter Home Page
Twitter: 43.4K Impressions
Twitter Impressions
“What Does the Tiger Say?” Video
https://www.youtube.com/watch?v=9RySbv_0rUE
Performance of Advertising
Total Advertising Impressions 211,000 +
Mixture of Print, Internet, and Support channels
Public RelationsElana Diestel
PR Strategy
Goals: establish the 2014 Mazda3 as the
premium choice in its vehicle segment. Strengthen the Mazda brand’s
connection with the community.
PR Strategy
Objectives: To increase the awareness of the 2014
Mazda3, specifically of its features and the Mazda brand
To increase the acceptance that the 2014 Mazda3 is a premium selection in its vehicle segment.
To increase purchase consideration
PR Strategy
formulated an action strategydeveloped a message strategy
emotional appeals Unique selling proposition: Dare to
Connect
Tactics Implemented and Media Coverage
News media tactics Stories in The Towerlight
Interpersonal communication tactics Rebound N’ Sound event
Successfully got two stories in The Towerlight Towson University website story is in
progress
PR Successes
Media Value vs. Cost and Impressions
“Class competes to market Mazda3” Value: $248.85
“Cool car for good cause” Value: $328.02
Impressions Each Towerlight story got 30,000
impressions ▪ Combined = 60,000 impressions
Research-Alexandra Guimaraes
Research timeline September 17th - Creation of pre-event survey (first
draft) October 2nd - Approval for final pre- event survey October 3rd - Focus group held October 4th - Surveys sent out October 7th, 8th, & 9th - In-depth interviews analyzed;
Focus group information analyzed October 15th – Reached 400 survey results & analysis
began October 21st – Client Debrief November 1st – Obtain approval for post-event survey November 6th & 7th - Post-event survey will be sent
out November 25th – Post-event survey responses will be
analyzed December 2nd – Campaign Evaluation
Research Goals and Methodology
Pre Campaign Survey Target – 506 respondents
Post Campaign Survey Target – 414 respondents
Focus Group Target – 18 participants 20: 11 vehicle owners, 9 non vehicle owners
In-Depth Interviews
- 46 Interviews
Target Audience Findings – Interviews & Focus Groups
Conve
nien
ce
Good
Gas M
ileag
ePr
ice
Tech
Fea
ture
s
Safe
ty/R
elia
bilit
y
Style/
Size
of t
he V
ehicle
0
2
4
6
8
10
6.6
2.7 2.21.4
0
3.1
6
9
3
0
4
0
In-Depth Interviews Focus Groups
Target Audience Findings - Surveys
Male 41%Female
59%
Pre-Cam-paign
Target Audience Findings - Surveys
59%41%
Pre-Campaign Consider-ing Price Range of the All-New 2014 Mazda3
Yes No
72%
28%
Post-Campaign Consider-ing Price Range of the All-New 2014 Mazda3
Yes No
Research Insights for Support of Campaign In-depth interviews
Style/size of vehicle (31%) Gas mileage (27%) Emphasized these features
Focus Groups Survey
Skyactiv technology (39%) Bluetooth audio (33%)
Marketing methods Online (45%) Facebook and Twitter Word of mouth (33%) flyers, speaking to
classmates
Post Campaign Position
Thea Kreis
57% 76%
24% 46%
Awareness of the Mazda3 Line
Awareness of the All-New 2014 Mazda3
Post-Campaign Position
Post-Campaign Position
38% 30%
7% 21%
Very Unlikely to Purchase All-New 2014 Mazda3
Somewhat Likely to Purchase All-New 2014 Mazda3
Financial AnalysisTyler Carson
Accurate Cost vs. Value Analysis Received quality assets and services to put
towards operations at low or no costs Lowered costs by expanding vendor options Reduce expenses by:
Utilizing donated items Utilizing internal skills and abilities for free▪ Band, DJs, digital design, video editing
We believe that the value of the assets and services we received out-weighed the costs
Return on Investment
Cost: $3,000Actual Value: $176,000ROI: 5,866%
Summary
How Objectives were met
Gained Understanding/Research on Target Market
Increased Awareness of the 2014 Mazda3 + 22%
Increased purchase consideration + 14%
Total Impressions Created 271,000
Results—Recommendations
Endorse causes that the target market can appreciate
Continue pushing to Generation Y via social media
Tiger Tactics Thanks You
Q & A Session