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    The document outlines a plan by Mercedes-Benz USA (MBUSA) to engage with the local Atlanta community and generate positive publicity for their brand and a new stadium. Key elements of the plan include running a social media contest to select local businesses to receive branded vehicles, launching a MBUSA stadium food truck to tour the community, and hosting a tailgate-style "homecoming" event in the stadium parking lot. The goals are to position MBUSA as contributing members rather than intruders, achieve 70% local and 30% positive media coverage, and increase social media engagement by 25%. The total budget outlined is $403,935.

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    The document outlines a plan by Mercedes-Benz USA (MBUSA) to engage with the local Atlanta community and generate positive publicity for their brand and a new stadium. Key elements of the plan include running a social media contest to select local businesses to receive branded vehicles, launching a MBUSA stadium food truck to tour the community, and hosting a tailgate-style "homecoming" event in the stadium parking lot. The goals are to position MBUSA as contributing members rather than intruders, achieve 70% local and 30% positive media coverage, and increase social media engagement by 25%. The total budget outlined is $403,935.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    66 views41 pages

    Mbusa Campaign Project

    Uploaded by

    api-324900113
    The document outlines a plan by Mercedes-Benz USA (MBUSA) to engage with the local Atlanta community and generate positive publicity for their brand and a new stadium. Key elements of the plan include running a social media contest to select local businesses to receive branded vehicles, launching a MBUSA stadium food truck to tour the community, and hosting a tailgate-style "homecoming" event in the stadium parking lot. The goals are to position MBUSA as contributing members rather than intruders, achieve 70% local and 30% positive media coverage, and increase social media engagement by 25%. The total budget outlined is $403,935.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 41

    MEET THE TEAM

    WANNABES

    C.A.F.E. CULTURE
    Courage, Accountability, Fun
    Everyday

    CHALLENGE
    Showcase an MBUSA tie-in to the local Atlanta community as well as
    generate positive coverage for the Stadium and MBUSA brand

    RESEARCH

    WHAT WE KNOW
    TARGET DEMOGRAPHIC
    MEDIA ANALYSIS

    WHAT WE KNOW
    41%
    Feel the stadium
    is not fiscally
    accessible

    50%
    Feel that MBUSAs
    sponsorship will
    not make the
    stadium affordable
    to everyone

    67%
    Feel positive in
    the active role
    MBUSA is taking
    in the city

    TARGET DEMOGRAPHIC

    5,626,000

    35.2%

    Metro Population

    College Attainment

    $57,062
    Median Household Income

    MEDIA ANALYSIS

    Construction is
    Key Media Focus

    Multi-dimensional
    Media Strategy

    Community
    Sentiment

    BEFORE

    STRATEGIC
    IMPERATIVE
    Out of Touch
    Intruder

    Contributing
    Member of
    Community

    ROOTS DOWN

    RISE UP

    To the Community of Atlanta


    We know that Mercedes may be seen as a behemoth brand infringing on a city
    built on tight community values. You may be thinking that a new stadium is
    unnecessary and only accentuates the luxury behind the MBUSA brand. But we
    want to be contributors -- not intruders. We will work hard to stay in touch with
    your needs and desires, and work with you toward making the community even
    better -- after all, we live here too. We hope youll give us the chance to prove
    were committed to you and connect with us as much as well connect with you.
    Because we believe that together, we can rise up.
    Your Neighbor,
    Mercedes-Benz USA

    GAME PLAN

    Engage the
    Community

    Bring Taste of
    Stadium to Locals

    Touch Down at
    Home

    ENGAGE THE COMMUNITY

    #RevUpATL

    REV UP ATLANTA

    CEO Dietmar
    Exler announces
    social media
    contest at HQ
    groundbreaking

    REV UP ATLANTA

    Businesses apply
    on website

    REV UP ATLANTA

    MBUSA selects top


    15 choices

    REV UP ATLANTA

    Community tweets
    #RevUpATL with
    favorite businesses

    REV UP ATLANTA

    MBUSA alerts
    recipients and
    provides
    custom-branded car

    THE NEIGHBORHOOD

    BRING TASTE OF STADIUM


    TO COMMUNITY

    MBUSA STADIUM
    FOOD TRUCK

    Reveal MBUSA
    Stadium Food truck
    featuring Fan First
    stadium eats

    MBUSA STADIUM FOOD TRUCK

    COMMUNITY
    TOUR

    MEDIA TOUR

    ATHLETE APPEARANCES

    Tap Falcons
    players to create
    media moments
    during Stadium
    Food Truck tour

    TOUCH DOWN
    AT HOME

    HOMECOMING

    MBUSA hosts
    tailgate-style event
    in the stadium
    parking lot

    HOMECOMING

    BUSINESS

    LAUREUS

    FOOD TRUCK

    CAR REVEAL

    ATL TEAMS

    LOCAL MUSIC

    MEDIA

    TIMELINE

    TIMELINE
    SEPT

    HQ Groundbreaking

    Contest
    Announcement

    Press Release

    OCT

    Top 15
    Announced

    Twitter Voting
    Begins

    NOV

    DEC

    Recipients
    Selected

    Food Truck

    Homecoming

    Cars Unveiled

    LOOKING AHEAD

    LOOKING AHEAD

    New businesses to
    be selected
    annually

    MBUSA Stadium
    Food Truck at all
    future home
    games

    Annual
    Homecoming

    METRICS

    METRICS

    Media
    Coverage

    Sentiment

    70% Local
    30% National

    50% positive
    sentiment among
    community

    Social
    Engagement
    25% increase
    across all
    MBUSA stadium
    channels

    AFTER

    BUDGET

    BUDGET
    $2,500.00

    Vehicle Wrap Installations

    $7,500.00

    M Booth Fee

    $65,000.00

    Subtotal*

    $75,000.00

    Food Truck Permit for First Year

    Staff

    $6,000.00

    Food Truck Service

    $6,000.00

    Tents and Seating

    $9,000.00

    M Booth Fee

    $75,000.00

    Subtotal

    $96,500.00

    $40,000.00
    $145.00

    Food Truck for Month Before Event

    $15,000.00

    Service for One Sports Season

    $10,040.00

    M Booth Fee

    $60,000.00

    Subtotal

    Homecoming Event

    Vehicle Wraps & Decoration

    Creation & Decoration of Truck


    Food Truck
    (Initial & 1st Year)

    PROJECT TASKS

    $125,185.00

    Media
    & Social

    Donated
    Community SUVs

    PROJECT TASKS

    Snapchat Filter on Event Day

    $150.00

    Contest Website

    $100.00

    Press Release

    $2,000.00

    M Booth Fee

    $105,000.00

    Fee for above category: 30,000


    Subtotal

    $107,250.00

    TOTAL: $403,935

    *assumes MBUSA donation of 5 SUVs


    for winning businesses

    QUESTIONS?

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