Ibrahim CevikJessica MascaliYanike RamirezEric SobolewskiCindy Trabb

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35-50

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Jennifer Age 35-45- Married, Dual Income Household- Two Children: Ages 12 and 14- Currently Drives a Minivan, Daily Commute

- Looking for a car that is safe, reliable, affordable, family friendly, eco friendly, and comfortable; with luxurious features.

- Needs a car for primary use. Husband drives a luxury SUV.- Limited awareness of the Tesla Brand- Does extensive research before making big purchases.

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Jennifer’s Journey to Luxury...Thinking about a

new car?

Head to Google!

Tesla 3 appears

in results.

Closes Research

Starts noticing

Tesla Ads on Social

Media.

Hmmm… I’ll check out their

site!

PRE-ORDER

But I can’t afford that!

Ads on Facebook, Pinterest,

Instagram, etc.All showcasing

just what Jenn is looking for!

But I’m not ready to commit

Sees a Pop-Up Event in the Mall

Signs up for more

info.

Schedule a Test Drive

Maybe a Tesla is perfect!

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Digital Marketing Strategy

Paid Search and Retargeting Campaign

Create keywords focusing on safety, cost, family

(safe affordable family car, eco-friendly family car, best looking family car, economical but not tiny family car, best new cars for growing families, time to upgrade family car)

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Facebook Ads

Financial Info/Behavior/Education/Interests

- Value of Persona's Family Home

- Shopping Habits

- College Graduate

- Bravo Network TV Shows

- Luxury FB Pages (Pursuitist)

- Mom Blogs (Rage Against The Minivan)

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Mommy Bloggers, Mobile Apps, Targeted WebsitesEngage Mommy Bloggers: Banner Ads, Sponsorship of Mommy Bloggers Podcasts (audience can’t block mentions of the brand), Offer Mommy Bloggers test drive of Model 3 (equipped with GoPros) to use with family on a "typical weekend" in exchange for detailed post of the experience and video content for our Social Media

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Content Strategy

1. YouTube Video w/ Top 5 features2. Teaser video to grab attention with links to:

a) Ad encouraging Pre-ordersi) Savings calculatorii) Thank you email with next steps

b) Ad encouraging to “Learn More”i) Email with features, savings calculator and test drive optionii) SMS messages as reminder to test drive event

3. Mall Pop up eventsa) Virtual test drive Experience using VR glassesb) Sign up to pre-order or in person test drivec) Social sharing using hashtags

4. Test Drive Eventsa) In nearby dealersb) Sign up to pre-order

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CONTENT STRATEGY CALENDAR

Topic Content Keywords Target Persona

Customer Journey Stage

Launch Date: 8/1/17 Introducing Tesla Model 3!

You Tube video describing Tesla model 3 top 5 features and option to subscribe for more information

Tesla, Tesla Model 3, New Car, Safety Car, affordable car, ,safe car, electric car

Jennifer Awareness

Launch Date 9/1/17 Tesla Model 3 coming soon!

Teaser Video with option to Reserve or sign up for “more Information” in FaceBook /Instagram with option to share

Tesla, Tesla Model 3, New Car, Safety Car, affordable car, commuter car,safe car, electric car, Reserve a Tesla, Reservations, Preorders

Jennifer Awareness, Consideration & Decision

Launch Date 10/1/17

Tesla Mall Event! Mall Pop up Event for Tesla - virtual car experience

Tesla, Tesla Model 3, New Car, Safety Car, affordable car, commuter car,safe car, electric car

Jennifer Awareness & Consideration

Launch Date 10/15/17

Join us to Experience Tesla Model 3 live!

Test drive & Reservations Test drive Tesla, Tesla Model 3, safety Car, affordable car, commuter car,safe car, electric car

Jennifer Decision

Listening Strategy1. Social Media (Facebook/Twitter/Instagram)

● FB community page● Twitter/Facebook/Instagram hashtags

2. Weekly monitor of social feedback of mom blog experience

3. Event Surveys via text/email

4. Tesla Product Reviews

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3/31 Finalize content strategy by this date and hire/contract the content creators(YouTube, images, VR test drive experience, pop-up design) and coordinate test-drive events

5/31 Finish all filming and photography and move onto the editing and finishing stage

6/30 Get Elon’s feedback on media, especially pop-up design and VR experience. Make any changes based on feedback.

8/1-10/15 release of first content

10/31 release of Tesla Model 3

12/1 review and adjust strategy

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Metrics

GOAL: Convert leads to pre-orders

Social Media Engagement: video share counts, like counts, incoming traffic from social media channels, comment [count, sentiment]

Ad effectiveness: click through rate per [keyword, cost, channel]

Website: website volume, bounce rate, uniques, source and information sign-up conversion, source and pre-order conversion, most popular paths to conversion

Preorders: Rate of incoming preorders and any underlying events which cause spikes in conversion rates and factors which contribute to rate through time of day

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