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Mini Cooper
MINI Cooper Countryman
Marketing Plan P2K Communications

Allyn Proffitt Kailie Kirven Elizabeth Knifley

Table of Contents
Executive Summary Situation Analysis SWOT Analysis Positioning Statement Audience Analysis Focus Group Discussion Guide Communications Objectives Strategies & Tactics Public Relations Traditional Advertising Sales Promotion Direct Response Paid Online Advertising Online Social Media Nontraditional Media Creative Brief Creative Executions Print Advertisements L.L.Bean Partnership Traveling Dealership Truck Wrap Hulu Paid Online Advertisement Outdoor Advertisements Mobile App Television Advertisement Radio Spot Media Plan Geographical Target Markets Rationale Budget Allocations Flow Chart of Media Schedule Overall Campaign Budget Post-Campaign Evaluation Bibliography 2 3 3 4 5 6 8 9 9 10 10 12 12 12 12 13 14 14 18 19 19 20 21 22 23 24 24 25 26 30 31 32 33

Executive Summary
After conducting a situation analysis of the MINI Cooper Countryman, P2K Communications has decided to position the MINI Cooper Countryman as the only MINI to combine both style and practicality by offering a larger cargo space and allowing for extensive customization options which make it attractive to young professionals who are adventurous and image conscious. We have determined the target audience to be 20 to 30 year old men and women who are successful professionals or new couples with a household income of $80,000 who live within 100 miles of a dealership or traveling dealership. The target audience consists of experiencers and achievers. They enjoy being active in sports and outdoor recreation, along with living goal oriented lifestyles and favoring products with demonstrate success. In order to achieve our objectives of increasing awareness and consideration, we propose that MINI use a mix of public relations, direct marketing, sales promotion, social media, traditional and non-traditional advertising and paid online advertising. These techniques include


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