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Tesla Motors

Tesla Motors. Toronto Debut. Situation Statement. Tesla Motors Inc. Is preparing for its Toronto debut in January 2011 Tesla wants to create pre-order sales for its debut. The company wants to position its vehicles as viable alternatives to gasoline cars.

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Tesla Motors

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  1. Tesla Motors Toronto Debut

  2. Situation Statement • Tesla Motors Inc. Is preparing for its Toronto debut in January 2011 • Tesla wants to create pre-order sales for its debut. • The company wants to position its vehicles as viable alternatives to gasoline cars. • It also wants to generate buzz for its cars in Toronto

  3. SWOT

  4. Objective • Create 30 pre-order sales by the January 2011 debut of Tesla Motors in Toronto

  5. Strategy • Use two exclusive events to generate pre-order sales for the Tesla Roadster • Use the events to create hype for Tesla’s Toronto debut

  6. Audiences • Corporate executives based in Eastern Canada • Live and work in Toronto or Montreal • Earn over $250,000 annually • Trend setters in tech or sustainable business • Environmentally conscious car enthusiasts • Live and work in Toronto or Montreal • Earn over $250,000 annually • Read auto publications

  7. Key Messages • Corporate executives based in Eastern Canada • Lead the pack; go green by driving a Tesla • Environmentally conscious car enthusiasts • The Tesla Roadster exceeds performance and is guilt free • General • First Teslas available in Canada January 2011 in the Toronto showroom • Call 416-555-8899 for more information or to arrange a test drive

  8. Tactics • Exclusive test drives with Jay Leno • Exclusive cocktail party at the Toronto showroom • Info packages (online and print) • Media kit for launch event • Media kit for track day • Social media (news releases, twitter, website, facebook, youtube) • Celebrity interviews • Swag

  9. Evaluation • Number of pre-order sales on exclusive phone line (target: 30) • MRP for media relations campaign (target: 80%) • Face-to-face surveys and telephone follow ups from test drives • Consumer and media reviews • Adherence to critical path

  10. Simplified Budget Activity Estimate Base Program Budget (Agency) $560,000.00 Includes media relations, media monitoring, exclusive event, monthly media relations, newsletters, press kits, showroom tour, social media, white papers and vehicle information kits Base Program Budget (In House) $100.00 Includes dedicated telephone line for sales call monitoring Optional Projects Budget $34,000.00 Includes market evaluation, media coaching, messaging matrix, online monitoring and website archiving Subtotal (+/- 10%, taxes extra) $594,000.00

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