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Elevating the Mazda3: The "Dare to Connect" Campaign at Towson University

The "Dare to Connect" campaign aimed to elevate awareness and purchase consideration of the 2014 Mazda3 among the Towson University community, particularly Generation Y. Through integrated marketing strategies, including social media engagement, cause marketing with the Challenged Athletes Foundation, and event activities, we sought to generate buzz and educate the target audience about the Mazda brand. Our objectives included increasing brand awareness by 30% and purchase consideration by 10%, while also fostering community connections. This comprehensive approach successfully generated significant impressions and engagement.

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Elevating the Mazda3: The "Dare to Connect" Campaign at Towson University

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  1. 2014 Mazda3 Towson University Tiger Tactics Dare to Connect

  2. Client Objectives • 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

  3. Agency Objectives • Increase Awareness by 30% • Increase Purchase Consideration by 10% • Generate Impressions

  4. Post-Campaign Position

  5. Campaign Strategy—Target Market • Towson University Community • Under-Grad, Graduate, & Faculty • “Generation Y” • Ages 18 to 29

  6. Message & Slogan • Dare To Connect

  7. Campaign Strategy—Tactics • Unintentional Marketing • Social Media + School Paper • Cause Marketing • Rebound N’ Sound • Operation Rebound—Challenged Athletes Foundation

  8. Campaign Strategy—Development Process

  9. Tuesday Nov. 5th Mazda3 Awareness Events Daytime Event

  10. Tuesday Nov. 5th Mazda3 Awareness Events Evening DJ Competition Rebound N’ Sound

  11. Luis Leonzo Advertising

  12. Advertising Objectives • 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

  13. Advertising Tactics • 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

  14. Advertising Successes • 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

  15. Advertising Examples: Banner Banner: 800 Impressions

  16. Flyer Flyer: 30K Impressions

  17. Poster Poster: 300 Impressions

  18. T-Shirt T-Shirts: 25K Impressions

  19. Sign Spinner Sign Spinner: 1,000 Impressions

  20. Facebook Page Facebook: 109.6K Impressions

  21. Facebook: Sample Post

  22. Facebook: ‘Likes’ Trends

  23. Facebook: Total Page ‘Likes’

  24. Demographics of People Reached

  25. Twitter Home Page Twitter: 43.4K Impressions

  26. Twitter Impressions

  27. “What Does the Tiger Say?” Video • https://www.youtube.com/watch?v=9RySbv_0rUE

  28. Performance of Advertising • Total Advertising Impressions • 211,000 + • Mixture of Print, Internet, and Support channels

  29. Elana Diestel Public Relations

  30. PR Strategy • Goals: • establish the 2014 Mazda3 as the premium choice in its vehicle segment. • Strengthen the Mazda brand’s connection with the community.

  31. PR Strategy • 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

  32. PR Strategy • formulated an action strategy • developed a message strategy • emotional appeals • Unique selling proposition: Dare to Connect

  33. Tactics Implemented and Media Coverage • 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

  34. PR Successes

  35. Media Value vs. Cost and Impressions • “Class competes to market Mazda3” • Value: $248.85 • “Cool car for good cause” • Value: $328.02 • Impressions • Each Towerlight story got 30,000 impressions • Combined = 60,000 impressions

  36. -Alexandra Guimaraes Research

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

  38. Research Goals and Methodology 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

  39. Target AudienceFindings– Interviews & FocusGroups

  40. Target AudienceFindings- Surveys

  41. Target AudienceFindings - Surveys

  42. Research Insights for Support of Campaign • 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

  43. Thea Kreis Post Campaign Position

  44. Awareness of the Mazda3 Line Awareness of the All-New 2014 Mazda3

  45. Post-Campaign Position

  46. Post-Campaign Position

  47. Very Unlikely to Purchase All-New 2014 Mazda3 Somewhat Likely to Purchase All-New 2014 Mazda3

  48. Tyler Carson Financial Analysis

  49. Accurate Cost vs. Value Analysis • 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

  50. Return on Investment • Cost: $3,000 • Actual Value: $176,000 • ROI: 5,866%

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