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.

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 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)

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 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’

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 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),

Google.com (112), BBC (185), CNN (136), Outdoor (Quintiles I, 114)Use internet on

cellphone past 30 days (114)

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 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.

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 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

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 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.

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 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

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 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:

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 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

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 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.

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 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.

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 Appendix

MRI Source:
MRI : Mediamark University Reporter. (n.d.). Retrieved November 25, 2019,

from http://www.mriplus.com/

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

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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

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