2014 Mazda3 Towson University Tiger Tactics

 Conduct research to gain understanding between Mazda brand and Gen Y in order to create the most effective marketing communication  Generate buzz that educates consumers on benefits of Mazda3  Develop and execute integrated marketing communication plan for the Mazda3

 Increase Awareness by 30%  Increase Purchase Consideration by 10%  Generate Impressions

 Towson University Community  Under-Grad, Graduate, & Faculty  “Generation Y”  Ages 18 to 29

 Dare To Connect

 Unintentional Marketing  Social Media + School Paper  Cause Marketing  Rebound N’ Sound ▪ Operation Rebound—Challenged Athletes Foundation

DAYTIME EVENT

EVENING DJ COMPETITION Rebound N’ Sound

Luis Leonzo

 Increase awareness of the Mazda3 in the Towson community, through cause marketing  Bring in donations to our cause: the Challenged Athletes Foundation’s Operation Rebound Program

 Implemented a 85/15 rule for content posted on social media sites  85% relevant content  15% content about the 2014 Mazda3  Socialization over Direct Advertising

 Facebook: 109.6K Impressions  Twitter: 43.4K Impressions, Engagement rate of 0.30%  Video: over 1k total plays  Banner: 800 Impressions  Poster: 300 Impressions  Flyer: 30K Impressions  T-Shirts: 25K Impressions  Sign Spinner: 1,000 Impressions

Banner: 800 Impressions

Flyer: 30K Impressions

Poster: 300 Impressions

T-Shirts: 25K Impressions

Sign Spinner: 1,000 Impressions

Facebook: 109.6K Impressions

Twitter: 43.4K Impressions

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 Total Advertising Impressions  211,000 +  Mixture of Print, Internet, and Support channels

Elana Diestel

 Goals:  establish the 2014 Mazda3 as the premium choice in its vehicle segment.  Strengthen the Mazda brand’s connection with the community.

 Objectives:  To increase the awareness of the 2014 Mazda3, specifically of its features and the Mazda brand  To increase the acceptance that the 2014 Mazda3 is a premium selection in its vehicle segment.  To increase purchase consideration

 formulated an action strategy  developed a message strategy  emotional appeals  Unique selling proposition: Dare to Connect

 News media tactics  Stories in The Towerlight  Interpersonal communication tactics  Rebound N’ Sound event  Successfully got two stories in The Towerlight  Towson University website story is in progress

 “Class competes to market Mazda3”  Value: $  “Cool car for good cause”  Value: $  Impressions  Each Towerlight story got 30,000 impressions ▪ Combined = 60,000 impressions

-Alexandra Guimaraes

 September 17 th - Creation of pre-event survey (first draft)  October 2 nd - Approval for final pre- event survey  October 3 rd - Focus group held  October 4 th - Surveys sent out  October 7 th, 8 th, & 9 th - In-depth interviews analyzed; Focus group information analyzed  October 15 th – Reached 400 survey results & analysis began  October 21 st – Client Debrief  November 1 st – Obtain approval for post-event survey  November 6 th & 7 th - Post-event survey will be sent out  November 25 th – Post-event survey responses will be analyzed  December 2 nd – Campaign Evaluation

Pre Campaign Survey Target – 506 respondents Post Campaign Survey Target – 414 respondents Focus Group Target – 18 participants  20: 11 vehicle owners, 9 non vehicle owners In-Depth Interviews - 46 Interviews

 In-depth interviews  Style/size of vehicle (31%)  Gas mileage (27%)  Emphasized these features  Focus Groups  Survey  Skyactiv technology (39%)  Bluetooth audio (33%)  Marketing methods  Online (45%)  Facebook and Twitter  Word of mouth (33%)  flyers, speaking to classmates

Thea Kreis

57%76%24%46% Awareness of the Mazda3 Line Awareness of the All-New 2014 Mazda3

38%30%7%21% Very Unlikely to Purchase All-New 2014 Mazda3 Somewhat Likely to Purchase All-New 2014 Mazda3

Tyler Carson

 Received quality assets and services to put towards operations at low or no costs  Lowered costs by expanding vendor options  Reduce expenses by:  Utilizing donated items  Utilizing internal skills and abilities for free ▪ Band, DJs, digital design, video editing We believe that the value of the assets and services we received out-weighed the costs

 Cost: $3,000  Actual Value: $176,000  ROI: 5,866%

 Gained Understanding/Research on Target Market  Increased Awareness of the 2014 Mazda3  + 22%  Increased purchase consideration  + 14%  Total Impressions Created  271,000

 Endorse causes that the target market can appreciate  Continue pushing to Generation Y via social media