Create a strategy for the MINI USA brand that: Focuses on increasing overall brand awareness via social media platform engagement. Increases sales among the target market of year olds.

Requirements must incorporate MINI USA’s exclusive College Grad Program initiative must incorporate social media – At least two social media executions – Only one execution may utilize Facebook/Twitter – Expand into new social spheres while generating consistent buzz for the brand and subsequent initiatives

1. What is the strategic communications challenge? Explain the challenge and assess the current state of MINI USA’s social media efforts. What is going on in the marketplace category? Provide information on the issue, the situational environment and or product/service that created your challenge and your response to it. What are the specific challenges and opportunities that the MINI brand faces? (Source all research)

1a.Target Audience Insight Provide a clear definition and insight into your target audience – be sure to cover demographics/attitudinal/behavioral/media consumption habits. (Source all research)

1b.What are your objectives? Be specific. Identify the following objectives: A. Business, B. Behavioral, and C. Perceptual/Attitudinal. Give specific goals for all of these. What metrics and tools will you use to measure each objective? Provide a percentage (%) or number (#) and time frame for all objectives. Explain why the objectives you have are significant and challenging using the research you conducted.

2.What is your big idea? What is the core idea that will drive your effort (lead your communications strategy)? Why do you think it will lead to the breakthrough results, or be effective for the MINI USA Brand? What is at the very heart of the success in this effort? Please state in ONE SENTENCE.

2a.What is the insight that led to the big idea? How did you get to that insight? Describe what led to your idea – e.g. a consumer or business insight, a media channel insight, marketplace/brand opportunity, etc.? Explain how it originated and how the big idea addresses the challenge.

3.How did you bring the idea to life? Describe and provide rationale for your communications strategy that brings the idea to life. Justify the three main media channels and why you selected them. How did your creative and media strategies work together to reach your target audience? Explain your media strategy and why the channels were right for your audience and idea. Why were those the best for your target audience and how do they support your Big idea? How did you link the insight to the channel choices and how does that play out in your strategy to bring the idea to life? (you must include social media).

3a. What channels did you use? (communications touch points) Check all that apply. Indicate below all communications touch points you plan to use in this case. You must provide detail in your written case and show on the 4-minute video at least one example of each communication touch point you mark below that will be integral to the effort’ssuccess.

4.How will you measure the success of your effort and why would these results be significant for MINI? Detail what results you think would be achieved by the effort and how you will measure its success. Identify the measurement methodology that will be used to determine results. Refer to your Strategic Challenge & Objectives. (Outcomes need to relate directly to your Objectives in 1b- restate them and provide the results you believe your case will achieve?) What are the potential positive/negative outcomes? What are your pre/post measurable benchmarks? Make sure you address every objective. Indicate why the results you expect are significant in the context of your research(source all research). Be sure to include any feedback you received from testing your creative work among focus groups of the target.