Kallee Kerestes Josephine Smith
Luci Peterson Jadi Chisholm
TESLA
Driving towards a greener and more
sustainable future, one car at a time.
Communication 385 Media Strategy and Planning
Table of Contents:
1. Executive Summary
2. Situational Analysis
3. Marketing Goals
4. Target Audience
6. Media Objectives
7. Creative
8. Media Strategy
10. Media Execution
12. Promotions
13. Budget
14. Appendix
16. Meet the Team
Executive Summary
The ideal customer to promote the new Tesla Model 3 is a caucasion
man, who is between 35 to 54. They have graduated college and have
furthered their education either with a Master’s or Doctorate’s degree.
They typically are married and have 2 children. They make around
$100,000+ each year. They are wealthy and live in the nice areas of
Seattle, Portland, San Francisco, and other regions of the pacific
mountain area. They live luxury lifestyles, but also show concern for
environmental causes. These are educated and powerful consumers
with high standings at work and in their communities. They read the
paper and use the internet to stay up on the news, specifically stock
market performance. They spend a lot of time working. They are not
using media as much for entertainment as they are for information. They
highly value their time and expect others to do the same. They like
collecting expensive watches, attending the country club, and going to
luxury car shows. They get together with friends of their status and play
tennis and golf.
1
Situation Analysis
History:
Tesla Motors was founded by Elon Musk and Martin Eberhard in Palo Alto California
in 2003 and eventually went public in 2010. Since then, Tesla has been climbing to
the top of the car industry and they have done so with very little to no advertising.
This company focuses mainly on the markets in North America, Asia and Europe with
the market in the U.S being the most important and typically the focus point while
still putting some focus into the Chinese and European markets. In 2017 the Model S
was the best selling all-electric car in the United States.
Current and Past Advertising:
Tesla has become successful with very little to no paid advertising since it has been
released. On December 9, 2018 Elon Musk was interviewed on a popular television
show called 60 Minutes and was able to gain some publicity and traction from that.
Another huge thing that Tesla uses is social media such as; Twitter, Youtube,
Instagram and Facebook. This is an easy way to get the word out without actually
having to pay for any advertising. Elon Musk is deemed as one of Silicon Valley’s
“most successful and versatile entrepreneurs and has been able to gain a
significant following just based off of his name and his reputation and in result
hasn’t had to pay for much advertising in the past.
Competition:
Hybrid Car Market, Gas Burners Car Market & other electric car markets.
General Motors
Ford
Honda
Nissan
Toyota
SWOT Analysis:
(S)trengths- Strong Brand Highly innovative processes, and leading U.S Electric
Vehicle Sales.
(W)eaknesses-High prices Limited market presence, and high production and
operation costs.
(O)pportunities-Global market expansion, more affordable vehicle options for
middle-class, and growing demand of sustainable products.
(T)hreats-Aggressive competition Product defects (EX: fatal crash in 2016)
2
Marketing Goals
What sets Tesla apart from the rest is the theme of luxury found in its fully electric
cars, an aspect entirely different from the other hybrid cars it competes with.
Because of these luxury features, Tesla is able to compete not only with energy-
saving cars but also the other luxury cars on the market.
The following are marketing goals that can be achieved by our proposed media
objectives and execution plan in the next few pages.
Invite competition by open sourcing our patents and promoting environmental
movement of sustainability
Increase sales by 6% next year by investing in a new advertising campaign
Increase market share and unaided brand awareness to boost sales
Let the world know that hybrids are old technology
Market against gas burners, hybrid and all other electric car makers
Capitalize on Social Media while putting a Musk’s face to the name ‘Tesla’
3
Target Audience
The usual Tesla target audience profile looks more into statistics for customers more
likely to buy luxury cars because of the luxury prices Tesla models had before. Now
with the Model 3, a more affordable option is available opening to target audience
to those more interested in buying hybrid cars that promote green capabilities.
Gender- Men (116)
Age- 35-54 (118, 105)
Occupation (Career)- Management Occupations (141) , Management Business
and Financial Operations (136
)Occupation status (Employed, non-employed, etc.) - Employed (113)
Income- 100,000 plus (165)
Marital Status- Married (116)
Children- 2 Children (116)
Hobbies and Activities- Attend Art Galleries (180), Aquarium Attendance (151),
Public Broadcasting Service PBS contributed (204), Environmental Contributed
last 12 months (209), Frequent Flyers Elite (222), Shops at Neiman Marcus (200),
Sailing (164)
Likes and Dislikes- Dislike wasting time, like collecting items (Mintel)
Their Use of the Product- Luxury, Higher Class status, Higher quality and no gas
usage (Mintel)
Ethnicity- White (104)
Where they Live- Pacific Mountain Region (162)
County A (118)
Education- Graduated College Plus (155)
Media use- TV Primetime (Quintiles II), Football Specials (107), Magazines
(Quintiles,11 117), Radio (Quintiles,11 111)Radio Primetime (Quintiles II, 125)Internet
Usage (Internet Quintiles II, 120) Websites: Gmail (124), Amazon (136),
[Link] (112), BBC (185), CNN (136), Outdoor (Quintiles I, 114)Use internet on
cellphone past 30 days (114)
4
Target Audience
Continued
The ideal customer to promote the new Tesla Model 3 is a Caucasian man, who is
between 35 to 54. They have graduated college and have furthered their education
either with a Master’s or Doctorate’s degree. They typically are married and have 2
children. They make around $100,000+ each year. They are wealthy and live in the
nice areas of Seattle, Portland, San Francisco, and other regions of the pacific
mountain area. They live luxury lifestyles, but also show concern for environmental
causes. These are educated and have graduated college seeking higher education.
They read magazines, listen to the radio on the way to work and with their commute
to work, it allows them to notice the outdoor advertising while driving by. They spend
a lot of time working. They are not using media as much for entertainment as they
are for information. They like learning through experience, such as attending art
shows, visiting aquariums, and donate their time and money to PBS and
environmental causes.
5
Media Objectives
Based on the research we did with the Ostrow model for Tesla Motors we created
reach and frequency goals for both national and spot markets that we feel will
help our campaign to be successful. We plan to use the pulsing schedule keeping
consistency with national markets but pulsing the spot markets on specific months
of the year. We plan to pulse fairly heavily in spot marketing in the months of July,
August, November and December due to an increase in overall car sales in these
months.
National Reach Goals
Monthly: 75
National Frequency Goals
Monthly: 3.0
Spot Reach Goals
Monthly 75
Pulse: 3.5
Spot Frequency Goals
Pulse: 4
6
Creative
Positioning Statement:
We will position Tesla as the premium, most sustainable electric car of the future
that promotes a greener future starting with clean driving.
Tagline:
A drive into a greener future.
Reasoning:
The marketing team is looking for a campaign theme that promotes electric cars as
the cars of future transportation and a better future for the planet. By using the tag
line “A drive into a greener future” it showcases both the sustainability of Tesla and
the future aspect of transportation. We want Tesla to be known as the luxury green
car of the future. Through advertising we can show the different aspects of the
future being now and why the luxury and sustainability that Tesla has to offer is the
best option for car owners. With higher pollution and global warming rates rising it
is time for everyone to do their part and start thinking about the future, a greener
one. It will show the need of more sustainable cars throughout the world and our
future without having to lose luxury and comfort as a cost of going electric. Driving
towards a greener and more sustainable future, one car at a time.
7
Media Strategy
Spot Markets:
Raleigh, NC:
Potential with income
Continuous outdoor
Pulse TV during Holidays
Orlando FL:
Potential with income
Continuous outdoor
Pulse TV during Holidays
Charlotte, NC:
Potential with income
Continuous outdoor
Pulse TV during Holidays
Los Angeles, CA:
One of the best markets for Tesla
Pulse during holidays
Continuous outdoor
Pulse TV during Holidays
New York, NY:
Pulse during holidays
One of the best markets for Tesla
Continuous outdoor
Pulse TV during Holidays
8
Media Strategy
Continued
Media Mix:
We recommend advertising mainly through TV, radio, web, outdoor and
magazines because of the aesthetic, intense visual aspect of each medium.
The media mix suggests Tesla allocates 51% to TV, 22.3% to radio, 15.5% to web,
10.5% to outdoor and 3.4% to magazines, depending on the statistics gathered
from media usage. Even though magazines were the largest reported media
vehicle used at an index number of 117, we believe reach and frequency will
have more impact on TV and radio. All vehicles will run yearly, except for
outdoor, which will be pulsed for specific events such as Labor Day in
September, November and December for Black Friday and the holidays,
February for Valentines Day and May in time for graduation.
Magazine:
3.4% All Year National (Moderate Use - Index 117)
Radio:
22.3% All Year National (Moderate Use - Index 111)
Web:
15.5% All Year National (Heavy Use - Index 120)
TV Prime time:
51% All Year National (Moderate Use - Index 109)
Outdoor:
10.5% National Seasonal Pulsing (Heavy Use - Index 115)
Pulsing Schedule:
9
Media Execution
After a complete analysis of media consumption among electric car users, we
decided the primary audience find themselves watching specific TV programs,
listening to the radio and surfing the web. They also enjoy reading certain
magazines and are inclined to read outdoor ads. We suggest outdoor advertising
should be placed in the following cities listed below. Also listed are platforms
and programs Tesla should focus mainly on, determined by MediaMark Research
Index numbers.
Radio:
Classical - MRI 191
Public Radio - MRI 183
AAA Radio - MRI 162
Magazine:
Economist - MRI 204
Smithsonian Platinum - MRI 259
Web:
CNBC - MRI 153
MSN Money - MRI 177
The Street - MRI 192
Instagram - MRI 124
Facebook - MRI 109
LinkedIn - MRI 169
Youtube - MRI 115
TV Prime time:
Football Bowl Games - MRI 127
Golf - MRI 136
Outdoor:
Raleigh, NC
Orlando, FL
Charlotte, NC
Los Angeles, CA
New York, NY
10
Media Execution
Continued
low Chart:
F
11
Promotions
Alongside the tagline “A Drive into a Greener Future”, Tesla will establish a focus on
their cars sustainability towards a greener future through community oriented
events and promotions. Giving the community an opportunity to test drive the Tesla
cars, see their sustainability and innovation for the future. It also gives the
community an opportunity to go green and help the environment. The allocated
budget for promotions is $2,000,000.
Go Tesla Green: During the month of May to start off the Environmental World Day
in June for every Tesla that is purchased, Tesla will be donating 5% to different
foundations to support a more sustainable world. Purchasers will get the
opportunity to pick their foundation from a group of pre-selected groups that they
which their donation will go to and receive a complimentary rear view mirror
hanging world tassel to show their support of the donation made.
A drive into the Future: Guests will be given the opportunity to go for a test drive
or test ride inside the Tesla cars to see the luxury and sustainability aspects that the
car has to offer. It will showcase the need for more sustainable cars and the future
of transportation. For every person that test drives a Tesla car at this event, Tesla
will be donating $10 towards funding more research towards sustainable energy
and transportation for the future to help create a greener, more sustainable future.
12
Budget
After closely planning and researching Tesla’s marketing and advertising objectives,
we propose the following media mix, along with its allocated budget. After defining
the primary target audience and sticking to a given budget of $22,500,000, it was
decided that TV should get the majority of the budget because it’s one of the most
popular, as well as the most expensive. Radio is next because its message can be
understood with or without seeing Tesla's TV commercials. It also appeals to a lot of
different users. Web is a fast growing vehicle that gets a lot of impressions for a low
cost. This is the most value for Tesla’s money. Outdoor gets less because of its
effectiveness, but is also very hard to track who your audience is. Lastly, magazines
have a high index, but low populaiton. Because of its expense and lack of audience
impressions, only 3.4% will be necessary.
13
Appendix
MRI Source:
MRI : Mediamark University Reporter. (n.d.). Retrieved November 25, 2019,
from [Link]
Mintel Source:
“Mintel Market Research Reports.” Mintel: Global Market Research and
Market Insight
Kantar Statistics: File in the Media Flight Program. Retrieved November
24 2019.
Media Flight Plan:
Martin, Dennis G., and Robert D. Coons. Media Flight Plan. 8th ed. Provo:
Deer Creek, 2015. Print.
Taylor & Francis Online: The globalization of Tesla Motors: a
strategic marketing plan analysis
Xianjun Li, Wei Liu, Bowen Zhang, Donghui Meng. (2019) New entrants
versus establishers in China and US electric vehicle marketplace: a
comparative analysis. Asia Pacific Business Review 25:1, pages 19-39
14
Appendix Continued
15
MEET THE TEAM
Kallee Kerestes: Creative Lead and Visual Designer
From Winston-Salem, North Carolina
Studying Advertising and Digital Media
Dream job is to be a creative director and event coordinator for Tarte
Cosmetics
Luci Peterson: Team Leader
From Declo, Idaho
Studying PR and Advertising
Dream job is to start her own PR and digital marketing agency
Josephine Smith: Media Flight Plan Guru
Studying Public Relations
Dream job is to be a project manager at Backcountry
Jadi Chisholm: Writer and Editor
From Eagle, Idaho
Studying Public Relations
Dream job is to move to Hawaii and pursue working at the PPC and do event
planning
16