7. JenniferAge 35-45
- Married, Dual Income Household
- Two Children: Ages 12 and 14
- Currently Drives a Minivan, Daily Commute
- Looking for a car that is safe, reliable, affordable, family friendly,
eco friendly, and comfortable; with luxurious features.
- Needs a car for primary use. Husband drives a luxury SUV.
- Limited awareness of the Tesla Brand
- Does extensive research before making big purchases.
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8. Jennifer’s Journey to Luxury...
Thinking
about a
new car?
Head to
Google!
Tesla 3
appears
in results.
Closes
Research
Starts
noticing
Tesla Ads
on Social
Media.
Hmmm…
I’ll check
out their
site!
PRE-
ORDER
But I can’t
afford that!
Ads on Facebook,
Pinterest,
Instagram, etc.
All showcasing
just what Jenn is
looking for!
But I’m
not ready
to commit
Sees a
Pop-Up
Event in
the Mall
Signs up
for more
info.
Schedule
a Test
Drive
Maybe a
Tesla is
perfect!
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9. Digital Marketing Strategy
Paid Search and Retargeting Campaign
Create keywords focusing on safety, cost, family
(safe affordable family car, eco-friendly family car, best looking family car,
economical but not tiny family car, best new cars for growing families, time to
upgrade family car)
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11. Mommy Bloggers, Mobile Apps, Targeted Websites
Engage Mommy Bloggers: Banner Ads, Sponsorship of Mommy Bloggers
Podcasts (audience can’t block mentions of the brand), Offer Mommy Bloggers
test drive of Model 3 (equipped with GoPros) to use with family on a "typical
weekend" in exchange for detailed post of the experience and video content for
our Social Media
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12. Content Strategy
1. YouTube Video w/ Top 5 features
2. Teaser video to grab attention with links to:
a) Ad encouraging Pre-orders
i) Savings calculator
ii) Thank you email with next steps
b) Ad encouraging to “Learn More”
i) Email with features, savings calculator and test drive option
ii) SMS messages as reminder to test drive event
3. Mall Pop up events
a) Virtual test drive Experience using VR glasses
b) Sign up to pre-order or in person test drive
c) Social sharing using hashtags
4. Test Drive Events
a) In nearby dealers
b) Sign up to pre-order
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13. 13
CONTENT
STRATEGY
CALENDAR
Topic Content Keywords Target
Persona
Customer
Journey Stage
Launch Date: 8/1/17 Introducing Tesla
Model 3!
You Tube video
describing Tesla model 3
top 5 features and option
to subscribe for more
information
Tesla, Tesla Model 3,
New Car, Safety Car,
affordable car, ,safe car,
electric car
Jennifer Awareness
Launch Date 9/1/17 Tesla Model 3
coming soon!
Teaser Video with option
to Reserve or sign up for
“more Information” in
FaceBook /Instagram with
option to share
Tesla, Tesla Model 3,
New Car, Safety Car,
affordable car, commuter
car,safe car, electric car,
Reserve a Tesla,
Reservations, Preorders
Jennifer Awareness,
Consideration &
Decision
Launch Date
10/1/17
Tesla Mall Event! Mall Pop up Event for
Tesla - virtual car
experience
Tesla, Tesla Model 3,
New Car, Safety Car,
affordable car, commuter
car,safe car, electric car
Jennifer Awareness &
Consideration
Launch Date
10/15/17
Join us to
Experience Tesla
Model 3 live!
Test drive & Reservations Test drive Tesla, Tesla
Model 3, safety Car,
affordable car, commuter
car,safe car, electric car
Jennifer Decision
14. Listening Strategy
1. Social Media (Facebook/Twitter/Instagram)
● FB community page
● Twitter/Facebook/Instagram hashtags
2. Weekly monitor of social feedback of mom blog experience
3. Event Surveys via text/email
4. Tesla Product Reviews
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15. 3/31 Finalize content strategy by this date and hire/contract the content creators(YouTube, images, VR
test drive experience, pop-up design) and coordinate test-drive events
5/31 Finish all filming and photography and move onto the editing and finishing stage
6/30 Get Elon’s feedback on media, especially pop-up design and VR experience. Make any changes
based on feedback.
8/1-10/15 release of first content
10/31 release of Tesla Model 3
12/1 review and adjust strategy
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16. Metrics
GOAL: Convert leads to pre-orders
Social Media Engagement: video share counts, like counts, incoming traffic from
social media channels, comment [count, sentiment]
Ad effectiveness: click through rate per [keyword, cost, channel]
Website: website volume, bounce rate, uniques, source and information sign-up
conversion, source and pre-order conversion, most popular paths to conversion
Preorders: Rate of incoming preorders and any underlying events which cause
spikes in conversion rates and factors which contribute to rate through time of day
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