This document presents an integrated brand promotional strategy for Mini Cooper targeting millennial audiences. It includes a SWOT analysis of Mini Cooper, outlining strengths like its iconic brand recognition but also weaknesses such as stereotypes about Mini drivers. The overall strategy is centered around the theme "Your MAX experience in a MINI" to showcase how the small vehicle can provide big experiences. A variety of promotional programs are proposed targeting millennial values like social sharing of experiences. Effectiveness will be measured through various metrics to evaluate the strategy.

1. Presented
by
Longhorn
Agency

3. INTEGRATED
BRAND
PROMOTIONAL
STRATEGY
OVERALL
STRATEGY………………………………………..1
MINI
COOPER
SWOT
ANALYSIS……………………….2
IBP
OBJECTIVES……………………………………………….7
MARKETING
MIX
STRATEGY…………………………….8
TARGET
AUDIENCE………………………………………….9
IBP
PROGRAMS……………………………………………….11
MEASUREMENT
&
EVALUATION…………………….21
ADDITIONAL
REMARKS……………………………………22
FINAL
PITCH………………………………23

4. OVERALL
IBP
STRATEGY
In
the
creaNon
our
core
message,
we
wanted
to
play
on
the
contrast
between
the
words
MAX
and
MINI.
Though
the
vehicle
itself
may
be
known
for
its
small
stature,
the
vehicle
itself
is
a
pla[orm
for
all
of
life’s
adventure
and
experiences.
Due
to
MINI’s
deeply
rooted
history
in
luxury
driving
experience
and
racing,
we
saw
the
need
to
encompass
these
coveted
ideals
through
the
core
of
this
campaign.
Our
overall
idea
is
“Your
MAX
experience
in
a
MINI.”
Every
detail
in
our
campaign
can
be
Ned
back
to
this
phrase,
as
every
effort
was
carefully
thought
through
with
this
in
mind
and
backed
by
our
research.
Our
reasoning?
Millennial
are
self-­‐
expressive,
upbeat
and
technologically
savvy.
Approximately
75%
of
Millennial,
meaning
57,750,000
of
the
77
million,
have
created
a
profile
on
a
social
media
site
and
use
it.
Most
of
all,
Millennial
highly
value
the
social
experience.
CreaNng,
sharing
and
capturing
experienNal
moments
is
what
leads
to
a
happy
life
in
the
minds
of
our
acNve
target
market
–
THAT
is
the
insight
that
drives
our
campaign
idea.
1

5. MINI
SWOT
ANALYSIS
Strengths
• Affordable
• Iconic
brand
with
world
recogniNon
• Strong
social
media
presence
• Luxurious
design
Weaknesses
• Mini
drivers
are
stereotyped
• Poor
safety
inspecNon
history
• Small
interior
space
OpportuniNes
• Millennial
are
moving
to
ciNes
• Millennial
are
looking
for
cost-­‐
efficient,
compact
and
green
cars
• Women
are
more
interested
in
compact
cars
Threats
• Student
loans
are
financial
burdens
• Millennial
prefer
public
transits
• Strong
compeNNon
in
compact
car
market
• Decreasing
fuel
price
in
the
States
2

6. MINI
STRENGHTS
The
MINI
Cooper
has
stood
out
in
the
market
for
several
different
reasons.
MINI
was
the
first
car
to
have
a
front
wheel
drive
system
that
allowed
80%
of
the
floor
plan
to
be
available
for
passengers.
Following
their
early
compeNNve
edge,
the
Mini
was
tailored
to
ajract
urban
Millennial.
A
2014
Mintel
report,
“Compact
Cars
and
Crossovers,”
found
that
the
size,
the
price
and
the
luxurious
designs
appeal
to
young,
urban
professionals
with
a
48
to
51
percent
preference.
“Millennial are also looking for a small car that has a luxurious
looking exterior and vehicles with leather upholstery.”
– Mintel Report
Secondly,
the
price
is
a
major
decision
point
for
millennial.
According
to
the
2014
Mintel
report,
millennial
are
less
inclined
to
buy
cars
that
are
costly
to
purchase
and
maintain
with
increased
student
debt
and
higher
urban
cost
of
living.
The
MINI
Cooper
developed
a
strength
in
the
automobile
market
by
designaNng
an
affordable
price
with
a
high
mile
per
gallon
average
to
create
a
lower
cost
for
their
target
market.
”
The
MINI
Cooper
has
allowed
itself
an
edge
in
both
customizability
and
technological
innovaNon
in
the
automobile
industry.
The
customer
can
decide
between
mulNple
colors
for
the
body
and
the
trim,
5+
different
packages
that
best
suit
your
lifestyle,
and
everything
else
from
the
engine
to
the
wheels.
3

7. MINI
WEAKNESSES
The
branding
and
posiNoning
of
MINI
ooen
create
stereotype
on
what
kind
of
person
drives
a
mini.
This
stereotype
is
a
threat
because
it
pushes
many
potenNal
customers
away
from
considering
MINI
as
his
or
her
future
car.
Automobile
consumers
rank
safety
as
a
top
concern
when
purchasing
a
vehicle.
In
addiNon
to
being
MINI’s
greatest
threat,
the
experienced
failures
in
passing
the
safety
standards
for
MINI
is
also
a
large
weakness.
A
report
by
Phoenix
MarkeNng
InternaNonal
(PMI)
and
Infegy
revealed
that
new
automobile
purchasers
are
50-­‐60%
more
aware
of
car
recalls
in
2014.
This
informaNon
impacts
the
new
audience
MINI
hopes
to
ajract
for
future
purchases.
“ Is mini cooper a gay car ?” “Is mini cooper a chick car? ”
- Google Search
4

8. MINI
OPPORTUNITIES
There
are
three
different
criteria
that
stand
out
in
Millennial
automobile
purchases
for
Mini
to
capitalize
on.
There
is
a
notably
heightened
social
expectaNon
and
desire
by
many
Millennial
to
maintain
environmental
sustainability
through
“going
green”.
In
addiNon,
the
college-­‐aged
target
market,
18-­‐24
year
olds,
are
going
into
or
coming
out
of
college
with
lijle
money
to
spend
and
Nght
budgets.
This
results
in
an
opportunity
to
profit
from
the
cost
and
fuel
efficiency
that
Mini
has
to
offer.
The
final
but
crucial
point
of
capitalizaNon
is
on
their
compact
size.
there
is
a
steady
increase
of
Millennial
moving
to
the
city
in
which
a
compact
car
is
bejer
suited
for
work
acNviNes
such
as
driving
to
and
from.
5

9. MINI
THREATS
Mini
is
no
longer
the
only
company
that
invest
in
compact
cars.
Mini
faces
many
challenges
from
compeNtors
alike,
such
as
Volkswagen
Beetles,
and
popular
car
services
these
days
like
Uber,
Lyo,
and
other
public
transportaNons.
The
recent
decrease
in
fuel
prices
in
the
States
also
poses
a
threat
to
Mini
because
saving
money
on
gasoline
may
no
longer
majer
to
some
potenNal
buyers.
One
of
the
greatest
threats
for
Mini
comes
from
the
media
that
reported
on
Mini’s
failure
in
passing
the
car
safety
standards.
Not
too
long
ago,
91,800
Mini
Coopers
were
recalled
in
Germany
on
May
1,
2015
due
to
safety
issues
with
the
airbags
that
caused
injury
to
one
person
.
“90,000 Minis were also recalled in 2012 due to poor circuit
board problems that could start vehicle fire.”
-The Wall Street Journal
6

10. IBP
OBJECTIVES
CommunicaNon
• Increase
brand
awareness
&
purchase
consideraNon
by
11
%
Business
• Increase
sales
by
7%
• Increase
unit
sold
by
1%
(
approx.
305k
MINIs
in
one
year)
Social
Media
• 5.2%
increase
on
Facebook
11
million
fans
• 1.35%
increase
on
Instagram
220k
followers
• 10.5%
increase
on
Twijer
220k
followers
è
è
è
7

11. MARKETING
MIX
STRATEGY
Product
MINI’s
range
of
models
can
appeal
to
a
wide
range
of
demographics,
but
is
especially
appealing
to
millennials
because
of
their
emphasis
on
creaNng
compact,
environmentally
friendly,
customizable
and
fuel
efficient
vehicles.
In
addiNon
to
MINI’s
go-­‐kart
handling
and
the
wide
selecNon
of
models,
from
the
MINI
Cooper
to
the
Roadster,
MINI
has
established
itself
as
a
car
brand
that
cares
about
your
individual
experience
with
their
product
and
how
well
it
will
fit
into
its
owner’s
life.
MINI
also
offers
addiNonal
car
accessories,
services
conducted
by
MINI
Place
MINI
availability
is
heavily
concentrated
along
the
eastern
seaboard.
Dealerships
are
primarily
located
in
major
metropolitan
ciNes.
With
over
100
dealerships,
MINI
is
conNnuing
the
growth
to
more
ciNes
very
frequently.
The
landscape
isn’t
just
limited
to
dealerships,
but
MINI
has
an
extensive
availability
on
their
website
where
specials,
services,
and
all
the
answers
to
the
consumer
are
in
one
place.
^^MINI
website
is
citaNon
Price
The
Kelley
Blue
Book
website
explains
that
most
compact
cars
costs
under
$18,000.
However,
the
average
price
on
a
MINI
ranges
between
$20-­‐35K.
The
current
pricing
allows
MINI
to
remain
a
premium
vehicle
and
keep
profits
stable.
The
pricing
strategy
jusNfies
the
quality
and
consumers
are
comfortable
with
this
price
for
this
compact
car.
PromoNon
MINI
is
present
on
a
number
of
social
media
pla[orms,
including
Facebook,
Twijer,
Instagram,
and
Pinterest.
There
is
definitely
room
for
improvement
with
MINI’s
social
media
promoNon
by
creaNng
a
synergisNc
campaign
among
Facebook,
Twijer,
Instagram
and
incorporaNng
Snap
chat
into
the
mix.
These
pla[orms
are
key
in
reaching
the
target
audience
while
maintaining
MINI’s
already
large
base
of
followers.
8

12. TARGET
AUDIENCE
Our
millennial
are
makers
and
experiencers.
They
walked
into
this
generaNon
comfortably
with
their
parents’
guidance
and
support.
Throughout
the
18-­‐22
age
range
they
developed
a
strong
sense
of
community
and
defined
what
it
is
to
mulNtask.
During
this
frame,
our
millennial
also
began
the
road
to
self
discovery
and
finding
ways
to
connect
with
their
cohorts
and
idenNfy
with
the
Nmes,
especially
through
technology.
Technology
has
shaped
this
generaNon
by
encouraging
creaNvity
and
innovaNon
as
well
as
giving
them
many
opportuniNes
to
share
their
life
experiences.
Most
of
their
world
is
accessed
through
the
internet
and
creaNng
the
ulNmate
experiences
indoors
and
outdoors
for
them
to
enjoy
as
well
as
their
friends.
They
crave
uniqueness,
fun,
and
durability
for
all
the
acNons
they
plan
to
get
into.
In
the
lasts
years
of
this
generaNon,
ages
23-­‐24,
millennial
are
maturing
more
rapidly
and
everything
they
have
now
defines
the
person
they
hope
to
be
in
the
next
10
years.
They
will
make
the
most
economical
choices,
embrace
their
individuality,
all
while
unveiling
their
youth.
9

13. STATEMENT
OF
CREATIVE
STRATEGY
“Your
maximum
experience
in
a
MINI”
is
the
theme
of
this
campaign.
This
is
rooted
from
the
in-­‐person
interviews
with
sales
representaNves,
owners,
and
MINI
direct
employees
about
brand
percepNon.
Also,
informaNon
from
the
survey
and
secondary
research
about
the
acNviNes
the
target
audience
acNvely
engage
in
have
shaped
our
creaNve
strategy
around
gevng
people
in
the
atmosphere
of
MINI.
10

14. This
secNon
reveals
the
strategies
that
will
run
concurrently
throughout
the
campaign.
AjempNng
to
integrate
media
and
creaNve
across
several
pla[orms,
we
address
the
naNonality
and
experienNal
tacNcs
for
the
consumer
to
have
the
maximum
experiences.
IBP
PROGRAMS
11

15. EVENT:
MINI
CREATIONS
Facts
and
Insights
MINI
has
at
least
4
dealers
in
every
region.
According
to
AdAge,
the
millennial
boomtowns
of
AusNn,
Chicago,
and
New
York
combined
have
over
7.1
million
millennial
in
our
target
market
ages
18-­‐26.
According
to
Vision
CriNcal,
the
best
strategies
of
engaging
millennial
is
directly
through
social
media,
establishing
presNge,
and
adapNng
to
their
lifestyles
by
providing
spaces
that
sNmulate
fun
and
visuals.
Idea
These
5
geographic
regions
represent
where
our
target
audience
lives.
ALL
OVER.
By
strategically
placing
5
all
white
MINIs
in
these
areas,
we
are
able
to
directly
subject
the
target
audience
to
experiencing
the
MINI
where
they
can
individualize.
The
MINIs
will
be
placed
at
5
dealerships
(East
Bay
MINI,
MINI
of
AusNn,
MINI
of
Chicago,
Orlando
MINI,
and
MINI
of
Manhajan).
Each
of
these
dealerships
are
strategically
placed
in
Metropolitan
ciNes
that
have
at
least
two
colleges
in
the
larger
areas
as
well
as
a
substanNal
millennial
populaNon.
During
the
months
of
this
campaign
current
MINI
owners,
like
owners
in
the
MINI
car
clubs,
would
become
brand
ambassadors
in
each
city
to
host
these
events.
They
would
provide
expert
knowledge
about
the
MINIs.
Each
MINI
dealership
would
have
art
supplies,
signage,
a
MINI
dealership
employee,
and
security
to
control
the
crowd
as
well
as
an
intern
to
document
the
event
in
conjuncNon
with
the
social
media.
Outcome
The
main
purpose
of
this
event
is
to
drive
home
the
versaNlity
of
what
the
MINI
could
be
to
each
of
our
consumers.
It
generates
plenty
of
consumer
content,
raises
brand
awareness,
and
gets
the
people
we
want
purchasing
the
MINIs
to
a
dealership
where
the
deal
can
be
sealed.
Success
The
success
of
this
event
will
be
measured
by
the
amount
of
waivers
we
receive
from
each
parNcipant,
increases
in
followings
across
the
selected
social
media
pla[orms,
and
the
increased
percentage
of
test
drivers
of
MINIs
at
that
dealership
within
the
following
week.
12

16. EVENT:
#MINIROADTRIPS
When
thinking
about
what
MAX
experiences
are
for
our
target
market,
we
kept
coming
back
to
road
trips.
In
college,
driving
down
to
the
beach
for
spring
break,
piling
in
a
car
with
all
your
friends
to
go
for
a
weekend
camping
trip,
tailgaNng
at
the
big
football
game
and
traveling
across
America
in
your
MINI
are
the
most
exciNng
memories.
These
are
the
experiences
that
we
want
to
highlight
in
the
#MINIroadtrip
segment
of
our
campaign.
These
adventurers
will
be
lent
a
MINI
to
embark
on
individual
routes
across
the
USA.
Each
Instagram
blogger
will
go
on
tour
to
different
universiNes
in
their
region.
They
will
also
make
appearances
at
events
such
as
AusNn
City
Limits
and
the
Albuquerque
InternaNonal
Balloon
Fest.
There
will
be
a
MINI
brand
ambassador
at
each
university
visited
to
inform
students
of
the
specific
MINI
event
during
the
blogger’s
visit.
The
bloggers
will
document
their
road
trip
on
Twijer
and
Instagram.
There
will
also
be
advertorials
on
Buzz
feed
about
the
adventure
linking
it
back
to
college
experiences
and
the
MINI
brand.
The
bloggers
will
post
daily
about
their
travels,
what
they
have
seen,
where
they
will
be
next
and
the
advantages
of
being
in
a
MINI.
When
the
bloggers
host
MINI
events,
students
and
others
in
our
target
market
will
be
incenNvized
to
take
photos
and
share
them
with
the
#MINIroadtrip
hash
tag.
The
goal
with
this
sponsorship
is
to
focus
on
the
MAX
experience
in
a
MINI
by
meeNng
the
Millennial
where
they
are
-­‐
on
social
media
-­‐
and
encourage
them
to
embrace
and
follow
along
with
the
MAX
experiences
that
are
right
outside
their
door.
By
allowing
this
target
to
idenNfy
directly
with
the
blogger
through
their
social
media
adventures,
top-­‐of-­‐mind
awareness
will
be
culNvated.
13

17. SOCIAL
MEDIA
CREATIVE
EXECUTION
Facebook
Facts
&
Insights
Facebook
likes
have
valuable
equity
in
a
brand’s
online
presence.
Research
shows
that
35%
of
Facebook
fans
like
a
page
so
they
can
parNcipate
in
contests
and
42%
of
fans
like
a
page
to
get
a
coupon
or
discount.
As
the
age
of
content
sharing
conNnues
to
peak,
Facebook
has
become
a
vital
player
in
photo
sharing.
Facebook
posts
with
photos
get
39%
more
engagement
than
posts
with
only
text.
Idea
In
order
to
engage
with
our
target
audience
of
ages
18-­‐22,
throughout
the
course
of
our
campaign,
our
social
media
team
will
post
a,
“What
defines
the
‘MAX
Experience
in
Your
MINI’
photo,
and
will
ask
fans
to
post
pictures
of
themselves
having
a
“MAX
Experience
in
Your
MINI”.
The
idea
is
that
because
Facebook
posts
with
pictures
get
39%
more
engagement,
and
as
a
result,
fans
will
either
post
their
own
photos
of
them
having
the
“MAX
Experience
in
Your
MINI”
or
share
what
their
fellow
MINI
community
is
doing
online.
Outcome
MINI’s
Facebook
page
has
approximately
10.5
million
fans.
Periodically
posNng
a
succession
of
these
photo-­‐induced
quesNonnaires
challenges
avid
MINI
drivers
to
demonstrate
what
is
means
to
have
a
“MAX
Experience
in
YOUR
MINI”
via
photo.
As
such,
these
photo
posts
will
have
39%
more
engagement
than
an
average
Facebook
post
with
text,
thus
gevng
one
step
further
to
reaching
our
markeNng
objecNve
of
obtaining
11
million
Facebook
fans,
a
5.2%
increase,
by
the
end
of
our
campaign.
Success
The
success
of
this
content
will
be
measured
by
the
number
of
people
who
become
new
fans
throughout
the
course
of
the
campaign
and
by
how
many
people
are
engaging
with
the
photo
content
posts.
14

18. Facts
&
Insights
In
order
to
drive
up
MINI
sales,
we
have
to
create
online
presence.
37%
of
our
target
audience7
use
Twijer.
Twijer
is
an
important
part
of
our
campaign
because
47%
of
people
who
follow
brands
on
Twijer
are
more
likely
to
visit
the
company’s
website
and
85%
of
Twijer
users
feel
more
connected
to
a
brand
aoer
they
begin
following
them.
Idea
As
a
part
of
the
MINI
Twijer
kick
off
campaign
for
the
month
of
September,
we
will
recruit
five
different
Instagram
bloggers
and
have
them
represent
the
five
regions
within
the
naNon.
Each
Instagram
blogger
will
go
on
tour
to
different
universiNes
in
their
region.
There
will
be
a
MINI
brand
ambassador
at
each
university
visited
to
inform
students
of
our
kick
off
Twijer
event.
These
Instagram
bloggers
will
make
stops
along
the
region
and
students
will
have
the
opportunity
to
take
a
photo
with
them.
The
incenNve
to
take
a
photo
with
these
Instagram
bloggers
is
to
not
only
have
a
photo
for
keepsake,
but
to
insinuate
to
our
target
audience
that
MINI
is
a
fun
and
adventurous
way
to
live
your
life
to
the
max.
The
campaign
will
run
with
the
hash
tag
of
#MINItotheMAX,
in
order
to
resonate
to
audiences
of
what
life
could
be
like
while
driving
a
MINI.
Outcome
This
is
an
interacNve
and
experienNal
way
to
get
online
buzz
for
MINI
in
addiNon
to
garnering
potenNal
brand
advocates.
This
type
of
event
harnesses
shareable
content
for
MINI
in
order
to
reach
more
of
their
target
audience.
MINI
Twijer
followers
and
future
followers
will
be
more
likely
to
start
an
online
conversaNon
by
either
favoring,
retweeNng,
or
menNoning
the
#MINItotheMAX
hash
tag
within
their
tweets.
As
a
result,
future
MINI
followers
will
be
72%
more
likely
to
make
a
MINI
purchase,
thus
reaching
the
markeNng
objecNve
goal
of
increasing
Twijer
followers
by
10.5%
to
equate
too
181k
followers
in
addiNon
to
increasing
MINI
sales.
Success
The
success
of
this
content
will
be
measured
by
the
number
of
people
who
begin
following
MINI
at
the
end
of
the
campaign
versus
the
start
in
September.
Further
measurements
of
success
include
social
monitoring
of
posiNve
and
negaNve
senNment
in
addiNon
to
tracking
the
usage
of
the
hash
tag
#MINItotheMAX.
TWITTER
15

19. INSTAGRAM
Facts
&
Insights
The
main
insights
for
choosing
to
use
Instagram
within
our
social
media
campaign
were
that
45.6%
of
Instagram
users
are
more
likely
to
remember
a
brand
markeNng
themselves
on
the
social
network
over
television
commercials
and
other
tradiNonal
media.
Our
target
audience
is
millennial
ages
18-­‐22
and
Instagram’s
main
audience
is
millennias
who
are
18-­‐24-­‐years-­‐old
and
earn
$50,000
to
$74,000.
Idea
As
a
conNnuaNon
of
MINI’s
Facebook
campaign,
Instagram
will
run
a
similar
campaign
with
the
intent
of
gevng
the
target
audience
to
appreciate
MINIs
arNsNc
capabiliNes
by
showcasing
different
scenarios
where
MINI
advocates
are
spending
quality
Nme
in
their
cars.
The
difference
with
Instagram
vs.
Facebook
is
that
we
will
run
the
Instagram
campaign
with
the
same
hash
tag
as
Twijer,
#MINItotheMAX,
in
order
to
keep
consistency
throughout
the
enNre
social
media
campaign.
Outcome
The
main
purpose
of
this
Instagram
campaign
is
to
garner
engagement
on
posts
and
to
increase
MINIs
overall
Instagram
followers.
By
posNng
picturesque
imagery,
MINI
will
establish
itself
as
a
brand
with
arNsNc
capabiliNes,
thus
earning
posiNve
feedback
from
followers
and
fostering
brand
equity.
Success
The
success
of
the
Instagram
campaign
will
be
measured
by
the
number
of
people
who
begin
following
MINI
at
the
end
of
the
campaign
versus
the
start
in
September.
Further
measurements
of
success
include
social
monitoring
of
posiNve
and
negaNve
senNment
in
addiNon
to
tracking
the
usage
of
the
hash
tag
#MINItotheMAX.
16

20. Snapchat
Facts
&
Insights
Snapchat
is
an
up
and
coming
social
pla[orms
that
most
brands
are
not
capitalizing
on.
According
to
November
2014
polling
by
Cowen
and
Company,
18
-­‐
29-­‐year-­‐olds
accounted
for
71%
of
US
internet
users
who
had
accessed
Snapchat
in
the
past
30
days.
Including
Snapchat
in
MINIs
social
media
campaign
will
further
propel
its
brand
presence
in
addiNon
to
resonaNng
with
it’s
millennial
target
audience
of
ages
18-­‐22.
Idea
Create
a
MINI
Snapchat
that
shows
followers
the
what
it
is
like
to
have
a
MAX
experience
in
a
MINI.
Outcome
Snapchat
is
unique
in
that
you
have
to
create
content
day
by
day
to
maintain
an
ongoing
presence.
MINI
can
compel
users
to
follow
them
or
watch
their
videos
and
photos
by
humanizing
the
brand
in
a
way
that
resonates
with
the
target
audience.
Success
The
success
of
incorporaNng
Snapchat
into
the
social
media
creaNve
strategy
includes
determining
how
many
followers
MINI
obtains
in
addiNon
to
the
views
each
snap
receives
throughout
the
enNre
duraNon
of
the
three
month
campaign
and
the
maintained
presence
on
Snapchat
in
the
following
months.
17

21. OOH
Facts
and
Insights:
With
the
majority
of
Millennial
moving
to
the
city
(Maney,
2015),
it
became
apparent
that
there
was
a
large
compeNtor
that
is
responsible
for
a
migraNon
away
from
compact
cars
-­‐
public
transportaNon.
According
to
a
2014
Mintel
report,
“Compact
Cars
and
Crossovers,”
Millennial,
more
than
any
other
generaNon,
are
using
public
transportaNon,
bikes
or
even
carpooling.
On
top
of
compeNNon
with
other
compact
cars,
we
needed
to
come
up
with
strategy
to
urge
Millennial
to
buy
their
own
car,
specifically
a
MINI,
rather
than
use
public
transit.
Idea
In
order
to
combat
this,
we
decided
to
place
bus
shelter
takeovers
in
a
direct
compeNNon
strategy.
We
placed
15
takeovers
in
15
major
ciNes
across
the
United
States
in
order
to
reach
the
most
of
target
market
where
they
are
using
public
transit
the
most.
Outcome
According
to
Clear
Channel
and
Outdoor
Assets,
as
well
as
Blue
Line
Media,
bus
shelter
takeovers
in
ciNes
have
daily
impressions
that
range
from
9,000
to
17,000.
We
chose
the
ciNes
with
the
highest
impression
average
of
17,000
across
56
days
with
15
placements.
This
totals
to
14,280,000
impressions.
18

22. SEO
AdWords
Due
to
the
100%
of
Millennial
on
the
internet
and
the
growth
of
the
second
screen,
the
implementaNon
of
AdWords
within
the
campaign
is
imperaNve.
Keywords
such
as
“MINI,”
“compact
car,”
“feisty,”
and
“customizable”
will
trigger
our
ad
to
show
on
search
sites.
This
will
aid
in
online
sales
growth
and
website
interacNon
through
reaching
our
relevant
customers
when
and
where
it’s
most
salient.
AdWords
will
center
as
an
overall
indicator
for
the
success
of
the
campaign’s
enNrety,
as
well
as
work
individually
targeNng
specific
consumers
daily
via
the
internet.
19

23. COLLEGE/
GAS
PROGRAM
MINI
Financial
services
currently
offers
exclusive
$500
off
deals
for
future
MINI
owners.
This
College
Grad
Program
requires
applicants
to
prove
that
they
have
graduated
from
an
accredited
college
or
university
within
the
past
12
months,
or
will
have
graduated
in
the
next
four
months
along
with
an
employment
offer.
They
must
provide
a
copy
of
diploma
or
official
transcript,
proof
of
income,
or
employment
lejer
staNng
applicant’s
income
and
posiNon
with
the
HR
representaNve’s
contact
informaNon.
Applicants
must
also
have
at
least
24
months
of
credits
on
file
with
no
bad
credits.
Because
MINI
offers
this
program
to
the
exact
target
audience
with
collegiate
experience,
we
recommend
another
program
that
will
avoid
excluding
the
target
audience
who
took
a
different
route.
These
offers
cannot
be
combined.
The
Gas
Program
is
an
alternaNve
to
engage
buyers
with
one
of
the
most
expensive
parts
of
having
a
car.
MINI
financial
services
can
offer
a
$500
gas
card
to
those
who
meet
the
criteria
with
a
bit
of
ease.
To
qualify
for
the
gas
program,
applicants
have
to
provide
proof
of
employment
that
covers
regular
expenses
and
a
car
note,
proof
of
insurance,
and
12
months
of
credit
without
any
discrepancies.
Applicants
must
also
be
first
Nme
MINI
purchaser
who
plan
on
leasing
the
newest
models
of
MINI.
The
purpose
of
these
programs
is
to
celebrate
those
who
have
an
educaNon
and
those
who
are
making
it
through
life
while
increasing
units
sold
and
making
more
MINI
lovers.
This
program
directly
advances
the
business
objecNves
and
projects
an
increase
in
ROI.
20

24. MEASUREMENT
&
EVALUATION
Social
Media
Because
there
are
several
social
pla[orms,
we
recommend
measurement
through
two
metrics:
audience
growth
and
engagement.
Although
likes
are
not
a
true
indicator
of
future
acNons
of
each
person,
the
first
step
can
be
an
indicator
of
the
types
of
audiences
we’re
ajracNng
and
other
behaviors.
We
can
manage
engagement
by
paying
ajenNon
to
social
media
fixtures
like
re-­‐tweets,
replies,
and
comments.
Through
Google
AnalyNcs,
we
can
track
what
MINI
current
has
in
the
scope
of
engagement
and
aoer
our
campaign,
track
the
differences.
OOH
Usually
out
of
home
tacNcs
are
measured
by
demographic
and
psychographic
informaNon
in
order
to
understand
who
is
seeing
the
adverNsing
instead
of
the
amount
of
people
viewing
it.
However
it
would
be
best
to
measure
this
secNon
by
the
number
of
impressions.
We
intend
to
get
about
950,000
impressions
across
the
country.
This
doesn’t
guarantee
more
insight
into
the
target
audience,
but
ensuring
almost
1
million
millennial
see
our
brand
is
going
to
increase
brand
awareness.
AdWords
AdWords
allows
the
client
to
select
the
amount
of
the
budget
they
want
to
spend
on
good
adverNsing.
By
uNlizing
this
service,
click-­‐through
rates
will
indicate
if
our
PR,
social
media,
and
other
parts
of
the
campaign
are
successful
in
creaNng
trust
and
interest
in
the
MINI
brand.
Event
It
can
be
said
that
event
success
is
measured
by
how
the
planner
feels
they
impacted
the
audience.
However,
in
order
to
see
actual
results,
we
recommend
using
waivers
and
surveys
among
the
parNcipants
about
the
experience
and
to
gage
consumer
avtudes
toward
the
brand.
The
survey
can
be
about
10
quesNons
long
with
quesNons
such
as:
“Did
this
event
make
you
think
MINI
is
car
you
would
consider
buying?”
or
“Did
you
know
anything
about
MINI
before
ajending
this
event?”
Another
recommended
measurement
metric
is
the
amount
of
test
drives
we
get
in
comparison
to
our
goal
of
10,000.
The
insights
gained
are
invaluable
consumer
details
that
can
change
future
design
or
markeNng
objecNves.
21

25. ADDITIONAL
REMARKS
In
the
future,
there
are
a
few
recommendaNons
that
might
benefit
MINI.
A
report
done
in
2014
by
Claritas
states
that
millennial
are
infecNous
music
admirers,
social
networkers,
and
Ne[lix/Hulu
heavy
and
app
users.
In
order
to
conNnue
engaging
millennial
by
relaNng
to
their
lifestyle,
we
recommend
a
musical
fesNval
sponsorship
such
as
AusNn
City
Limits,
sponsored
Instagram
Ads,
and
a
partnership
with
Ne[lix.
Backed
by
Nielsen
research,
76%
of
fesNvalgoers
say
they
feel
more
favorable
toward
brands
that
sponsor
a
tour
or
concert.
This
type
of
sponsorship
gives
MINI
the
opportunity
to
get
in
front
of
the
target
audience
again
to
present
them
an
experience
with
MINI.
22

26. FINAL
PITCH
The
objecNves
of
this
campaign
are
to
gain
11%
increase
in
brand
awareness
across
the
target
market,
increase
units
sold
by
approximately
1%,
successfully
implement
the
Gas
program
and
push
the
College
Grad
program,
and
finally
gain
10,000
test
drives.
We
believe
the
recommendaNons
in
this
plan
book
for
the
enNre
campaign
will
help
MINI
change
the
landscape
of
how
compact
cars
should
be
presented
to
this
target
audience.
The
insights
gained
and
opportunity
to
gain
financial
tracNon
in
the
compact
car
market
above
immediate
compeNtors.
We
want
MINI
to
use
this
plan
to
get
the
MAX
experience
out
of
the
MINI
brand.
23

27. Thank
you
-­‐
Longhorn
Agency