Tesla Motorsfinal project

Ievgeniia Iakovleva

© Ievgeniia Iakovleva, 2013

Audience Tesla for people who can have what they want and really care about what`s going on around. They are “Innovators”:

•Likely young, with higher education, income and occupational status, usually involved to a greater degree in social activities, more likely an opinion leader, more of a risk-taker, with a positive attitude towards innovation.

•The innovator is a competent and self-assured person, intelligent and educated enough to set his own standard, and to evaluate innovations against these criteria.

•The innovators favor change and are willing to take risks, thus they are inner-directed and do not need the experience, attitudes and values of others to mould their decisions for them.

© Ievgeniia Iakovleva, 2013

Goals • To increase number of brand funs who potentially can become

customers in future.

• To increase brand loyalty among potential customers, existing customers and audience, who interested in new technologies.

• To educate loyal audience providing hot news about innovation industries.

Strategy • We will create Mobile App “Explore Future

With Tesla” with digest features, that contains interesting innovation industries news – motor industry, hi-tech industry, energy saving industry, hardware and software industries. Everything what is no the top of technologies. Example – “Trend Tracker”

• We will promote Mobile App thought relevant for our audience channels.

© Ievgeniia Iakovleva, 2013

Execution

© Ievgeniia Iakovleva, 2013

Execution PROMOTION

Channels:

•Tesla web-site

http://www.teslamotors.com/

•Social media

http://www.facebook.com/teslamotors

https://twitter.com/TeslaMotors

•Mobile Ads Network (10% of budget, or near 10,000 USD per month)

•Banner Ads (6,000 USD per month)

•Printed Ads - Motor magazines, man magazines, hi-tech magazines (if Tesla already has some properties)

Promotion Waves:

1 – teaser campaign – we are telling about something new is coming using the name of APP to warm up the interest.

2 – disclosure campaign – we are telling people about our APP and how they can get it (through direct link, or clear instruction – depend on media)

© Ievgeniia Iakovleva, 2013

Budget and Timing Work Timing Budget (USD)

Development: 100,000

- Business requirement 1 Dec – 15 Dec 2012

- Development 16 Dec 2012 – 31 Jan 2013

- Testing 1 Feb – 28 Feb 2013

Promotion: 88,000

Teaser campaign - banner ads

10 Feb – 28 Feb 2013 6,000

Disclosure campaign-Banner ads-Mobile Ads Network-Print Ads

1 Mar – 30 Apr 201312,000 20,00050,000

Total: 188,000

Mobile App launch – 1 March 2013Banner CPM = 12 USD;Mobile Ads Network CPM = 20 USD; Print Ads CPM = 50 USD.

© Ievgeniia Iakovleva, 2013