Nissan, we’ll help you get there.

1. Nissan, we’ll help you get there.

3. Our Team JenielleBalkowski Jonathon Brantley Stephanie Milicia Monique Olsen Johanna Rodriguez Wendy Tang

4. Table of Contents

5. Target Market18-29 year old African American, Chinese, and Hispanic “Millennials” • Stylish – they are trendsetters and like to keep up with the latest fashions. • Keep up with the times – spend great deal of time on the internet: to meet people, to acquire information. • These multi-cultural Millennialstend to stay “up to date” in areas such as fashion and technology. They are unique individuals that strive for success and will put forth the effort to achieve it, even if that requires some sacrifice.

6. Younger Key Shared Attribute: We found that our Target Market is most interested in advancing themselves further Female Male Target Unification Model Sam Jones 18 Michelle Johnson 19 Where do you want to go: Where do you want to go? My elementary school to visit the teacher that helped me decide I want to do the same Biggest Goal: Getting a scholarship to college of Biggest Goal: Graduate from college early my choice Location: Chicago, Illinois Location: New Jersey Jack Smith 20Sarah Padro 21 Where do you want to go: My old hs to thank my coach Where do you want to go: The apartment I lived in as a kid Biggest Goal: Make it into the championship Biggest Goal: Road Trip across the country Location: Florida Location: Queens, New York Andrew Chang 23 Jessica Gomez 23 Where do you want to go: all over the world Where do you want to go? Visit family I haven't seen in awhile Biggest Goal: Pass CPA exam Biggest Goal: Buy a house Location: San Francisco, California Location: San Antonio, Texas Mike Lopez 26 Lisa Wu 27 Where do you want to go: Back to the spot I first saw my wife Where do you to go ? To visit the town my parents are from Biggest Goal: Get a big promotion Biggest Goal: Write a Book Location: Boston, Massachusetts Location: Seattle, Washington Older

7. Meet Our Target MarketChinese American: Jason Li • Lives in New York • Recently graduated from college with plans to take the CPA • Close ties to his Chinese roots but not as traditional • Still living with Family • Interview for their first real job lined up • During their free time Jason likes to spend time online, especially Facebook and YouTube. • Likes keeping up with technology

8. Hispanic : Sandra Perez • Lives in California • Working full time • Newly engaged & looking forward to starting new chapter of life • Planning on having kids within near future • Close to family talks to mother almost everyday • Likes to be up to date and stylish while keeping within a budget

9. African American: Chris Harris • From Chicago • Just starting College • First time away from home and out of a big city • Taking advantage of all the school has to offer, keeping up with student activites. • Likes to watch sporting events with his friends whenever possible • Wants to stay in touch with friends from back home as much as possible

10. Commercial – Versa (A voice over of Joseph’s thought are playing while he is driving and putting on his gown. He is thinking about his grandfather coming to America with his pregnant wife many years ago and how hard his grandfather has always worked. He is Joe’s inspiration to become a successful individual.) (voice over is no longer playing) The commercial will then show Joseph waiting in line at the bottom of the steps to get on to stage for his name to be called to walk across and receive his college diploma. The commercial starts with a 22 year old Asian male, Joseph, driving through his town in his Nissan Versa reflecting on the inspirational story of his grandfather as he watches the road. It then cuts to Joseph standing by the open back door of his now parked Versa, zipping up his graduation gown with his cap already on. He is parked in front of a big football field set up with chairs, stage, and podiums, with a “Congrats Grads” banner visible in the background.

11. Commercial – Versa (cont.) Over the speakers, you hear “Joseph Lee”. Joe proceeds to walk onto the stage smiling, towards the woman handing out the diplomas. As he’s crossing the stage, Joe looks into the crowd and looks right at his grandfather who is smiling proudly with a tear in his eye. The camera then pans out showing a shot of the car with the ceremony going on in the background. The commercial will then cut to a black screen with the Nissan logo, a man’s voice says: “Nissan, we’ll help you get there.” End.

12. Commercial – Leaf The commercial will start with an interracial couple is driving in their Leaf through the suburbs in the spring time, the weather is beautiful. The man is driving, while the woman is in passenger seat, gazing out the window. They are not speaking. They are peacefully driving, both with slight smiles on their faces and holding hand on the center console. The commercial then pans out to show the Leaf pulling up in front of a cute suburban home with a SOLD sign on the front lawn. They park curbside right in front of the house. The man gets out and walks around the back of the car smiling and staring at the house. He opens his wife’s door and helps her out of the car by grabbing her hand.

13. Commercial – Leaf (cont.) Smiling, the couple walks up the path towards the front door holding hands. The husband puts his key in the front door and unlocks it. He turns the nob and lets it swing open. He then looks at his wife, she smiles at him and says: “We’re home.” The commercial will then first show the woman’s foot stepping out onto the sidewalk, then the camera pans out as she is getting out, showing her whole body and showing that she is pregnant. The husband closes the door behind her. The camera then pans out to look at the car in front of the house, showing the whole scene. The commercial will then cut to a black screen with the Nissan logo, a man’s voice says: “Nissan, we’ll help you get there.” End.

16. Connecting Through YouTube

17. “Education for All” • Nissan will Host a nationwide Scholarship contest through their Facebook page. • To be eligible for the scholarship, contestants must first “like” Nissan’s Facebook page. All contestants must be 18 years or older and seeking, or already enrolled in, higher education to participate in the contest. • Each contestant will have to upload a 3-5 minute video describing how their past experiences have helped influence their future goals. • The Facebook community will help Nissan narrow down the applicants to the “Top Ten” by “liking” the contestant’s videos. • The “Top Ten” will then have to present, in person, a five minute speech to Nissan representatives in their area on how Nissan’s scholarship can “Shift_your future” • The Nissan Representatives will then choose three finalists who will be awarded prize money. • 1st place – $10,000 • 2nd place – $5,000 • 3rd place – $2,500

18. Final FourMarch Madness Nissan has previously associated itself with college sports. Much of our target market is into college sports, so to launch our campaign in April, we are going to take over the last game in the Final Four of March Madness. The Final Four takes place during the first week in April, so it will be our campaign launching event. • Ads • The Nissan logo and slogan “Nissan, we’ll help you get there.” will consistently be displayed on the big screen with the scores and next to the score box for people watching from home to see. • For the viewers at home, when cutting to a commercial break, a voice over will say “team A vs. team B game brought to you by Nissan, we’ll help you get there.” while a picture of a Nissan is on the screen. The car will change every commercial break. Then it will go directly to the Nissan commercial. • Nissan pamphlets featuring the new cars will be placed on every seat in the stadium for the fans to take home. • There will be Nissan banners featuring the logo and slogan, along with a picture of one of the Nissan vehicles (different banners will feature different vehicles) hanging up within the stadium and out by the concession stand and bathrooms to catch the fans eyes during arrival, departure, and half time.

19. Final FourMarch Madness • During the Game • All the players will have towels donated by Nissan with the Nissan logo. • As fans walk in, they will get clappers with the Nissan logo and “Nissan, we’ll help you get there, printed on them. There will also be pamphlets being passed out. • During halftime, t-shirts will be thrown into the crowd. • On the front of these shirts it will say “Team A vs. Team B” with each teams logo. • On the back it will say “brought to you by” with the Nissan logo and our slogan “Nissan, we’ll help you get there.” underneath. • Nissan Tailgating Party • Nissan tent in the parking lot, near the entrance before the game. • Grilling and giving out free hotdogs, hamburgers, water, and soft drinks. • Pamphlets and Nissan employees will be available to discuss car specs and deals. • There will be free Nissan key chains for all fans. • Raffle to win a signed jersey from the winning team.

20. 2014 Sochi Olympics • Nissan will be one of the focal worldwide sponsors of the Olympic games in 2014 . • During the games, Nissan will be the main source of transportation for the United States Olympic team members. • We will film short interview/documentary videos of the US team members talking about their journey to the Olympics, “Shift_YourDreams,” which will be on its own page on the Nissan website as well as on our YouTube channel. • Also on the Nissan Olympic page, there will be Olympic news and updates on the scores, standings, etc. • On the site, visitors and supporters of the United States teams canparticipate in user generated content, via comments, likes, tweets, etc. on pictures, videos, news, and blogs.

21. Chinese New Year • Run Stands at Parades in Major Cities that have Chinatown and Greatly Celebrate Chinese New Year for a week starting January 31, 2014 (the first day of Chinese New Year) as it can go on for 15 days • Some Cities Include: New York’s Chatham Square, San Francisco, London, Boston • Only run for week as its main purpose is to only let Chinese Americans know about Nissan. • Employees Dressed in Red • On Chinese New Year, people usually wear red clothing since it was believed in the past that this color could scare away evil spirits and bad fortune. It also symbolizes prosperity.

22. Chinese New Year • Stands Say “Nissan 祝大家新年快樂” (which means “Nissan Wishes Everyone a Happy Chinese New Year” in Chinese) on the following Banner: • This will give people a sense of familiarity and friendliness as will as attract people’s attention.

23. Chinese New Year • Hand out Red Nissan bags • People will be more willing to accept these as they are similar to red envelopes. • Red Envelopes: Passed on to either unmarried people or kids that usually contain money to “suppress or put down evil spirit.” • Engraved with the words “Nissan” and “福” in Gold Writing • “福” means blessing in Chinese and is a popular word to put on red envelopes • The color gold symbolizes wealth to the Chinese.

24. Chinese New Year • Filled with Pamphlets and Horse, Lantern or Fish Key chains Tied Shut with Red Ribbons • The key chains will attract kids’ attentions. • The Nissan pamphlets will then attract their parent and grandparents that bring them there.

25. Chinese New Year • Contains horse key chains as 2014 is the year of the horse. • Contains lantern key chains as red paper lanterns are traditionally used on the 15th day of Chinese New Year as it marks the end of Chinese new Year. • Contains fish key chains as it symbolizes “surplus” or “success” in Chinese culture. • Tied with a red ribbon as it adds importance to the power of the object it surrounds and symbolizes miraculous power in Chinese tradition.

26. Hispanic Heritage Month Nissan will host and sponsor an event dedicated to Hispanic Heritage Month. Nissan will have the event on the first day of Spanish Heritage month, September 15. Hispanic Heritage Month is dedicated to “celebrating the histories, cultures and contributions of American citizens whose ancestors came from Spain, Mexico, the Caribbean and Central and South America (Hispanic Heritage Month Website)”. This glorious event will take place in three different locations. The locations are California, Texas, and New York City, these three states have the highest Hispanic populations, according to the information Nissan provided us with. When choosing the exact and particular location as to where the events will take place, we used census information to determine exactly what area will give us the greatest opportunity in reaching our target audience. Referring to the census data for Texas, the areas of Houston, Sugar Land, and Baytown have the highest Hispanic populations. In California, the areas of Los Angeles, Long Beach, and Santa Ana have the highest Hispanic populations. In New York, the areas of Long Island and New York City have the highest Hispanic populations. Knowing this information, it helped us narrow down an exact location as to where the particular event will be held. In Texas, the event will take place at the Herman Park. This public park is minutes from Houston’s downtown area. In California, the event will take place at the Pershing Park, which is a public square and park located near downtown Los Angeles. Lastly, for New York, our event will take Place at El Museo Del Barrio in New York City. The particular locations chosen for Texas, Los Angeles, and New York will help us reach the majority of our target audience.

27. Hispanic Heritage Month At the event, we will have the top four Nissan vehicles that are most popular among Hispanic buyers; we will show the Altima Sedan, Rogue, Sentra, and Versa. We will have Nissan representatives showing and answering any questions our prospective buyers may have about the particular vehicle. Also, we will be having many kid and family friendly activities. This is due to the fact that over half of Hispanic buyers come from married households with children. We will have a Hispanic chef at our event cooking and handing out Spanish inspired food samples. We will have face painting, different genres of Spanish music playing, traditional Mexican dancers, we will have balloons (The balloons will have the Nissan logo and our theme “We’ll help you get there”) for the kids, mariachi band, handing out free water for attendees. Also, we are going to have a digital slideshow of videos from our Nissan YouTube channel, sharing stories of past Nissan purchasers who are Hispanic. We will also handout gift bags for people to take home. The gift bags will have Nissan Brochures containing information on their latest vehicles and information on the top four Nissan vehicles purchased among Hispanics, a pen with the Nissan logo and our theme “We’ll help you get there”, a T-shirt with the Nissan logo and our theme “We’ll help you get there”, and a Nissan keychain. Furthermore, Nissan will be having multiple raffles to get the crowd excited. We will be giving away five $50 gas cards, twenty Nalgene water bottles (The water bottles will have the Nissan logo and our theme, “we’ll help you get there”, and five lucky attendees will be given a $1000 rebate, if they buy a car before the calendar year is over. In promoting this event for Hispanic Heritage Month, we will be promoting it over our Nissan Facebook page and broadcasting it over popular radio stations in Houston, Los Angeles, and New York City. Furthermore, we will also be running a print ad in Nissan honoring Hispanic Heritage Month. It will be shown on billboards in Houston, New York City, and Los Angeles, in the areas with the highest Hispanic populations. Budget: $30,000 Johanna Rodriguez

28. Nissan Working with Black History Month • Nissan wants to reach out to the African American consumers by scheduling a group of PR events in major population regions that honor African American History and Innovative ideas. • This is a way to get Nissan Creative Idea and name to the public in a memorable fashion. The event would be publicized through print ad found through city transit areas as well as internet ads. The event would consist of a showcase of three primary Nissan vehicles, a chance to sit in a car and experience the innovative technology inside. The other part of the event is showing homage informing the public about African American history. • Events would take place in the following places: New York City, Washington D.C., Atlanta, Houston, and San Francisco. These are heavily populated areas with a great percentage of African Americans and drivers.

29. Black History Month Creative Ideas • Keeping with Nissan’s innovation idea we would want to make a correlation with African American inventive ideas. Pint Ads would be a great to bring awareness of the events, using people of the past and giving short facts. • Examples could be: Dr. Patricia. E. Bath (1949–) invented a method of eye surgery that has helped many blind people to see. Her innovative thinking helped a lot of people and Nissan hopes there innovation can help you.

30. Event Planning and Expenses • Due to the season of the year, cold weather is expected. In order to accommodate an in-door event would be ideal. So renting out a stadium or other large indoor facility would be a large part of the expense. • Because these events are happening in five major cities around the US in the span of a month so transportation in between cities for staff working the events is important. • Print ads and radio spots would be great ways to raise awareness. • Other comparatively small expenses would be giveaways. • The Event cost could be estimated to be about $30,000 per event bearing some extra cost. So after five events the cost would come out to about $150,000

31. Works Cited