tesla motors media relations plan -...

Tesla Motors Media Relations Plan

March 2014

Presented by: Kaitlyn Herron, Paige Walburn, Nicolle Larson,

Zach Brown and Alexa Gates

Tesla Motors Media Relations PlanMarch 2014

EXECUTIVE SUMMARY

As an emerging electric vehicle company, Tesla Motors recognizes a need for a media relations plan to build consumer demand. On behalf of Tesla Motors, the media relations plan was developed as a proactive action, and will assist with accomplishing the main goal.

The core competencies of the plan include objectives, strategies and tactics. Other notable media relations guidelines include media messages, story angles and suggested celebrity endorsers.

Through the implementation of this plan, Tesla Motors will be taking the steps to accomplish the main goal--building consumer demand--by raising awareness about Tesla Motor vehicles and building a brand reputation recognizable to consumers.


TABLE OF CONTENTS

SWOT Analysis................................................................................................. Page 1

Business Objectives....................................................................................... Page 2 Media Objectives............................................................................................ Page 2

Targeted Media Outlets ............................................................................

Story Angles .................................................................................................... Page 3 Media Messages ............................................................................................. Page 4

Spokespersons ................................................................................................ Page 4

Media Strategies and Tactics ..................................................................Page 5-9

Implementation Plan .............................................................................Page 10, 11

Evaluation Criteria .......................................................................................Page 12


SWOT ANALYSIS

StrengthsConsidered a leader in the emerging area of electric vehicles Major parts supplier to other car manufacturers Develop vehicles completely in houseLoyal customers in a niche market

WeaknessesHigher costs of productionHigher prices compared to competitors Low brand recognition

OpportunitiesGlobal government support for environmentally friendly vehicles Design and production of a different variety of vehicles Improvements in the quality control

Threats Current price pointSkimming pricing strategy Technology which has been in use for over hundreds of years (combustion engines)Other vehicles of the same type: Chevrolet Volt, Toyota Prius, Honda Civic Hybrid, Toyota Rav4 Hybrid, Smart Car

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BUSINESS OBJECTIVES

1.) Increase consumer demand by selling 7,000 vehicles in upcoming quarter.

2.) Increase consumer awareness of Tesla Motors brand by 60 percent.

3.) Prompt 70-90 point-of-purchase vehicle sales with the Tesla Test Drive event.

MEDIA OBJECTIVES

1.) Increase awareness of features including electric battery, safety ratings and design unique to Tesla Motors on a national and local scale.

2.) Raise awareness about Tesla Motors utilizing local and national partnerships between Tesla and appropriate related groups

3.) Create a positive reputation and generate brand recognition for Tesla Motors by utilizing new and existing events.

2


TARGETED MEDIA OUTLETS

1. Automotive publications, both local and national -Luxury Auto, Motor Trend, Car and Driver & Automobile

2. Environmental publications, both local and national -The Environmental Magazine & Science News

3. Radio Stations -99.5 WZPL, NPR

4. Local and national television stations and programs Local: WTHR, Indy Style, RTV6 National: The Today Show, GMA

STORY ANGLES

1. Modern-day luxury with a genuine concern for the environment.

2. Highest safety rating in America.(Tesla received a 99 % safety rating from Consumer Reports in July 2013).

3. Sustainability and green energy.

4. Ownership.(Ex. Someone’s first time owning an electric car, now here’s how to take care of it).

5. Celebrity endorsement. (Ex. Leo DiCaprio is a Tesla owner & enthusiast).

6. Trend story: Formula E Racing and Tesla’s involvement with Venturi Grand Prix Team -- starts September 2014.

3


MEDIA MESSAGES

1. One of the only full size electric vehicles that can be driven on the interstate or highways.

2. By driving this car the consumer is being environmentally friendly and responsible.

3. Tesla Motor vehicles are a combination of luxury and progressive technology.

4. By purchasing a Tesla Motor vehicle customers are investing in: (1) their environment (2) a quality car.

5. Proof that America can still make great products. (Tesla is based in San Carlos, CA.)

6. Tesla saves money and time by eliminating gas station visits.(The cost of gas is $4.90 per gallon but a kwh of electricity is only $.11)

7. Tesla cars can travel in the carpool lanes.

8. The company cares past the point-of-purchase (house service calls to Tesla owners).

SPOKESPERSONS

Internal1. Shanna Hendriks: Communications Manager2. Alexis Georgeson: Public Relations Manager 3. Jay Vijayan: Chief Information Officer

CelebrityLeonardo DiCaprio: DiCaprio is a proud Tesla owner & enthusiast.

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MEDIA STRATEGIES & TACTICS

Media Objective 1: Increase awareness of features including electric battery, safety ratings and design unique to Tesla Motors on a national and local scale.

Strategy 1: Generate national and local media coverage focusing on Tesla’s unique luxury design.

Tactics: 1. Pitch Tesla to luxury car magazines for feature stories.

2. Utilize daytime TV segments to reach a national and local audience. National: Good Morning America, The Today Show Local: Indy Style, WTHR, RTV6

Strategy 2: Convey the value of Tesla features and how they impact consumer’s lives in regard to safety.

Tactics: 1. Develop and pitch compelling stories about current Tesla Motor owners and their safety experiences with Tesla cars to local media.

2. Send a news release about the consumer report revealing the 99% safety rating Tesla received, to national media outlets.

Strategy 3: Build a relationship with potential buyers, highlighting Tesla features and encouraging them to learn more about the environmental benefits of driving an electric car.

Tactics 1. Create a social media campaign to create audience communication via social media.

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MEDIA STRATEGIES & TACTICS CONT.

Media Objective1: Strategy 3- Tactics Cont.

Tactics 2. Feature celebrity partner as guest tweeter during social media campaign. 3. Utilize radio to highlight Tesla’s impact on the environment. Mediums: NPR segment, Commercials, Talk radio

4. Send a news release about the benefits of driving a car with an electric battery to national media outlets (i.e how much money is saved on gas and time).

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Media Objective 2: Raise awareness about Tesla Motors utilizing local and national partnerships between Tesla and appropriate related groups

Strategy 1: Partner with environment group.

Tactics: 1. Pitch to the media regarding the partnership.

2. Utilize connections for cross promotions of Tesla Motors.

Strategy 2: Highlight existing partnership with government incentive program.

Tactics: 1. Promote the $7,500 federal tax credit when pitching to relevant outlets and publics.

Strategy 3: Partner with a celebrity.

Tactics: 1. Make a celebrity appearance at ‘Tesla Test Drive’ event.

2. Utilize as spokesperson for radio broadcast commercials.

3. Participate as a featured tweeter during social media campaign to interact with audience.

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Media Objective 3: Create a positive reputation and generate brand recognition for Tesla Motors by utilizing new and existing events.

Strategy 1: Partner with Indianapolis Motor Speedway in months leading up to the Indianapolis 500.

Tactics 1. Place Tesla vehicles in the 500 Festival Parade.

2. Host a Tesla Tailgate station in the Motor Speedway Suites.

Strategy 2: Invite targeted media outlets to a test drive event to experience the benefits of the car.

Tactics 1. Plan and host Media Test Drive Event on the Indy 500 track.

2. Have a presentation over the benefits and how the car is different.

3. Have FAQ material available for the media outlets to have as a reference.

4. Allow media outlets to actually test drive the car in order to experience the benefits themselves.

Strategy 3: Host Tesla Test Drive event. (Hosted at the Indy 500 track due to proximity to the Tesla Motors store in the Keystone Fashion Mall.)

Tactics: 1. Direct mail/e-mail invite 300 people who have visited a Tesla dealership previously or by socioeconomic demographic area.

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Media Objective3: Strategy 3- Tactics Cont.

Tactics 2. Feature a celebrity appearance and test drive opportunities for all Tesla Motor Vehicles.

3. Develop pitch and news release to send to media outlets about the ‘Tesla Test Drive’ special event.

4. Provide house call test drives in the following weeks after the event.

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IMPLEMENTATION PLAN

Schedule

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IMPLEMENTATION PLAN CONT.

Responsibilities

Tesla Communication Team - Communicates with the partners - Sends out the press releases to media.

Alexis Georgeson - PR Manager of Tesla Motors - Delegates the strategies and tactics

Expenses

Objective 1 total: $0.00 - All earned media

Objective 2 total: $510,000 - Celebrity Endorsement- $500,00 - Parade expenses- $10,000

Objective 3 total: $60,000 - Event costs, invites, renting location

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EVALUATION CRITERIA

Evaluation of Business Objectives:

1.) Increase consumer demand by selling 7,000 vehicles in upcoming quarter.

Measurement tool: End of quarter sales results.

2.) Increase consumer awareness of the Tesla Motors brand by 60 percent. Measurement tool: Visits to the Tesla Motors retail store and surveys.

3.) Prompt 70-90 point-of-purchase vehicle sales with the Tesla Test Drive event.

Measurement tool: Number of purchases made at the event and 2 weeks following the event.

Evaluation of Media Objectives:

1.) Increase awareness of features including electric battery, safety ratings and design unique to Tesla Motors on a national and local scale.

Measurement tool: Media monitoring and content analysis.

2.) Raise awareness about Tesla Motors utilizing local and national partnerships between Tesla and appropriate related groups.

Measurement tool: Media monitoring and content analysis.

3.) Create a positive reputation and generate brand recognition for Tesla Motors by utilizing new and existing events.

Measurement tool: Event attendance and media monitoring.

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