3. TROPHY NISSAN
• #1 Nissan Dealership in the Region, and #3 in the
NATION.
• Can offer the best prices, and also have the largest
selection of vehicles in Texas.
• “We will be here to serve your family's needs not only
today, but also in the future.”
5. STRENGTHS
• Trophy Nissan’s large size
• Trophy Nissan’s longevity (have been in business for over
25 years)
• Currently rank as #1 dealership in customer satisfaction in
Texas
• Trophy’s location in the Dallas/ Fort Worth metroplex
• They are minutes from anywhere in the DFW area
• One of the top dealerships within Dallas
• Strong brand identity currently established
• Large advertising budget
6. WEAKNESSES
• Lack of awareness within the younger demographic
(particularly recent graduates)
• Underdeveloped social media platform
• Difficulty in navigating and finding College Grad Program
information on the Trophy Nissan website
7. OPPORTUNITIES
• Establish connection with younger demographic to create
lifetime customers
• Large college population within Trophy Nissan’s area
• Increase knowledge of College Grad Program on local
college campuses within Dallas
• Elevate social media usage
• Update College Grad Program webpage on the Trophy
Nissan website
• Increase community events geared toward college
students in order to increase overall awareness and
knowledge
8. THREATS
• High competition with over 200 other car dealerships
within the Dallas area
• Young consumers are harder to target
• Saturated car market
10. TARGET AUDIENCE
CURRENT CUSTOMER
DEMOGRAPHIC
• HH income of
$50,000-$60,000
per year.
• 65% women
• 1/3 African
American, 1/3
Hispanic, and 1/3
Caucasian.
COLLEGE GRAD
PROGRAM CAMPAIGN
• Expand target
market to include
recent graduates
• Students at
colleges in and
around DFW, i.e.
UT Arlington, UNT
• Young adults, age
21-25.
12. ARE YOU CURRENTLY ENROLLED IN AN ACCREDITED UNITED
STATES TWO OR FOUR YEAR UNIVERSITY, COLLEGE,
GRADUATE SCHOOL OR NURSING SCHOOL, OR HAVE
YOU GRADUATED FROM ONE OF THESE IN THE PAST TWO
YEARS?
• 93% of our survey respondents are currently in college
• The remaining 17 % are recent college graduates
# Answer Response %
1 Yes 43 93%
2 No 3 7%
Total 46 100%
13. APPROXIMATELY HOW MANY HOURS A DAY
DO YOU SPEND ON THE FOLLOWING FORMS
OF MEDIA?
• Facebook & TV were used the most
• YouTube & Radio were used least
Question < 2 hours 2 - 4 hours 4 - 6 hours 6 - 8 hours 8 + hours Mean
Radio 35 7 3 0 0 1.29
Television 18 22 5 0 1 1.78
Twitter 25 10 3 1 1 1.58
Facebook 21 15 7 1 1 1.80
Instagram 25 14 2 1 1 1.58
Youtube 39 2 1 0 0 1.10
Newspaper/M
agazines
33 7 0 0 1 1.27
14. HOW DO YOU DIVIDE YOUR TIME
ON THESE DIFFERENT SOCIAL
MEDIA PLATFORMS? (%)
Ranked:
1. Facebook
2. Twitter
3. Instagram
4. Other
5. YouTube
Answer Min Value Max Value Average
Value
Facebook 0.00 90.00 32.13
Twitter 0.00 95.00 19.89
Instagram 0.00 75.00 18.13
YouTube 0.00 40.00 4.51
Other 0.00 85.00 14.63
15. WHAT CONCERNS YOU THE MOST WHEN BUYING A
CAR?
(1 = MOST IMPORTANT, 5 = LEAST IMPORTANT)
• Price & Reliability were most important
• Warranty was the least important
Statistic Brand Price Warranty Reliability Safety
Min Value 1 1 3 1 1
Max Value 5 5 5 5 5
Mean 3.14 2.17 4.52 2.48 2.69
Variance 1.88 1.26 0.50 1.52 1.58
Standard Deviation 1.37 1.12 0.71 1.23 1.26
Total Responses 42 42 42 42 42
16. HOW MUCH DO THESE FACTORS
MATTER WHEN PURCHASING A
VEHICLE?
Ranked most important to least:
1. Manufacturer Price
2. Brand
3. Dealership Reputation
4. Customer Service
17. WOULD A SPECIAL PRICE
DISCOUNT DRAW YOU INTO
PURCHASING A NEW CAR?
74% reported that they would be likely or very likely to
purchase a new car if a special discount were offered
Answer Response %
Very likely 11 29%
Likely 17 45%
Neutral 6 16%
Not Likely 3 8%
Very Unlikely 1 3%
Total 38 100%
18. IF THERE WAS A DEAL FOR RECENT GRADUATES (SIMILAR TO THOSE
BELOW) TO PURCHASE A NEW CAR AT A DISCOUNTED RATE (NO
CREDIT NEEDED), WOULD THIS PROGRAM INCREASE YOUR
WILLINGNESS TO BUY A NEW CAR?
Answer Min Value Max Value Average
Value
Standard
Deviation
Responses
Wiilingness to Buy -3.00 3.00 0.62 1.89 34
19. BASED ON THE DISCOUNT DESCRIPTION, HOW
INTERESTED WOULD YOU BE IN BUYING A NEW CAR
WITH THIS INCENTIVE IF IT WERE WITHIN YOUR
BUDGET?
# Answer Response %
1 Extremely interested 10 26%
2 Somewhat interested 18 47%
3 Not very interested 8 21%
4 Not at all interested 1 3%
5 Not sure 1 3%
Total 38 100%
Statistic Value
Min Value 1
Max Value 5
Mean 2.08
Variance 0.83
Standard Deviation 0.91
Total Responses 38
21. CAMPAIGN
OBJECTIVES
• Increase overall awareness for the College Grad Program
• Elevate social media presence for the program
• Generate 5% more potential graduates into our customer
database for email blasts and notifications
• Reorganize webpage for the Trophy Nissan Grad Program
• Increase the number of customers who purchase a vehicle
with the College Grad Program to 10 people per month
(currently 7 people per month) within the next six months
of our campaign
23. MEDIA PLAN:
Our media plan will include:
• A 30-second commercial spot
• Billboard Campaign
• University newspaper ads
• Email Blasts
• Facebook Ads
• Community Events at local college
basketball games
25. COMMUNITY EVENT:
• Sponsor three Basketball games
• 1 per college campus
• Held on 3 major college campuses in the
Dallas area- UTA, UTD, UNT
• Will be raffle held at the event and Trophy
Nissan representatives
• Information table with promotional prizes
26. PRIZES
1 PER CAMPUS
• Nissan Altima Sedan
• Nissan Xterra
• Nissan Altima Coupe
*Will be Raffled at Event
27. PROMOTION:
• Flyers prior to event
• Social media campaigns- Facebook, Twitter, and
Instagram teasers
• Will cater all promotional materials to EACH
individual school- Koozies, sunglasses, t-
shirts,etc.
• Ex: Using their schools colors with our ads
28. Budget Plan
Budget
Category Description Expense
Traditional Media
Billboards $387,400.00
TV Commercials $60,000.00
Flyers $243.49
Newspapers
UT Arlington (8x per semester) $4,764.80
UT Dallas (8x per semester) $2,800.00
UNT (10x per semester) $6,835.00
Interactive/Digital Media
Email Marketing $900.00
Facebook Ads $894.00
Community Event
Food (50 pizzas per event) $400.00
T-Shirts (500 per event) $6,030.00
3 New Nissans for raffle $75,000.00
Promotional Products
Koozies (500 per university) $1,465.00
Nalgene Bottles $4,164.48
Sunglasses (500 per university) $1,190.00
$552,086.77
29. POSITIONING
STRATEGY:
Who: Trophy Nissan
What: College Graduate Program
For Whom: Recent College Graduates
What Need: High quality, reliable vehicle at a discounted price
Against Whom: Other competitive car dealerships with discount
incentives
What’s different: Above average customer service (#1 in Texas
region) & an exceptional deal
So: Creates long-term customer and lifelong brand loyalty
30. BIG IDEA:
Got your degree? Get your keys
• Simple
• Catchy
• Conveys main objective
• Incites call to action
RATIONALE:
38. CAMPAIGN
EVALUATION:
• We believe that Trophy Nissan will greatly increase awareness
• Will check back with monthly sales to see if our initial objective of
having 10 purchases has been met.
• We also would like to take a follow-up survey after our “Got your
degree? Get your keys” campaign ends to see how effective we
were
WHAT WE LEARNED:
• How much goes into each ad campaign
• Research, research, research
• Big budget is hard to spend
