Tesla Pitch Deck-Jarrett Sipes

Tesla Campaign Outline
Pitch Deck
2
The Problem
The electric car industry is on the rise, however
electric cars are still regarded as
underdeveloped, non-luxurious and expensive. In
the past, Tesla has structured advertisements
towards a older and wealthier audience. As a
result many buyers haven’t heard about the
Tesla Model 3 that has been recently released,
which bridges the gap of luxury and
affordability.
3
The Solution
Run a integrated communications campaign that informs
a new audience of our Model 3 option and change the
perspective of consumers on electric cars. The audience
that we want to attract are Millennials because they
have a vested interest in green energy vehicles and
technology. The technology that these cars have will
draw the attention of a younger audience who will be
able to afford the new Model 3.
We will engage our
young target Our posts will
audience using consist of
social media information
platforms and event displaying our new
promotions to raise technology and
awareness of our software updates to
Awareness
newly released enhance usability
Model 3
Objective
Facebook and This can be
Instagram live will measured by social
be used to increase media impressions
the excitement of before and after the
new releases and campaign including
changes trends and hashtags
4
Acceptance Objective 5
If we are changing how our audience thinks then we have a better

chance of influencing their actions, which lead them to buy a Tesla
(increase positive attitudes 50% by 2020)
Action Based Objective 6
• The ultimate goal of this campaign is to

sell more Model 3 Tesla’s
• If we successfully influence our
audience about our new electric option
while keeping them entertained through
our new social media content and our
event sponsorships then we should have
a higher conversion rate
• This can be measured by the number of
Model 3 Tesla’s sold before and after
the campaign to this demographic (8%
by the end of the quarter)
Target Audience- Millennials 7
We will be targeting
This is our target This is a new target
them on social media
audience for the Model audience for Tesla,
channels such as
3 because it is however we have held
Twitter, Instagram and
environmentally the attention of
Snapchat because they
conscience and has the Millennials for a while
are frequented more
technology appeal for because of our
often then other
the younger generation innovative technology
mediums
Target Audience- Recent
college graduates
• This audience will be looking for a new

car after college and will be settling
into their careers
• Often times this group is unmarried
without children, which causes them to
make the first large purchases of their
life
• This group is aware of Tesla however
their knowledge of electric cars is
limited
• In order for us to market to this group
we need to inform this audience of our
the benefits of driving an electric car
and the technology that our cars offer
that other brands can’t compete with
8
Target Audience- Upper
Middle Class Families
This target consists of those ranging from their 30-60’s in age

with a average income of $80,000+ and a couple of children
They are looking for an affordable option with a luxury feel

and a high safety rating
It is imperative that we inform them of the technology that

Tesla has to offer and promote our safety ratings to this group
In order to entice this group we will need to appeal to their

desire to find an economic option with a luxury feeling and
safety for their families
9
Wants: freedom, fun
WIN Analysis: Interests: technology, social

Millennials media, electric options
Needs: Long term

reliability, Safety
10
WIN Analysis: Recent Graduates 11
WANTS: PRIVACY, INTERESTS: SAVING NEEDS: LONG TERM

AFFORDABLE, INNOVATION MONEY, TECHNOLOGY RELIABILITY, EFFICIENT
WIN Analysis: Upper Middle Class Families 12
WANTS: PRIVACY, INTERESTS: SPORTS, EXTRA NEEDS: SAFETY, RELIABILITY,

INNOVATION, FUN, CURRICULAR ACTIVITIES STORAGE SPACE
Pathos
• For this appeal we can include lots of

information about the environmental
benefits of driving a electric car over a
gas powered vehicle
• This is also a great opportunity to run a
safety campaign on social media talking
about how much you value protecting
your family and showing how highly
Tesla scored in the safety category
11
Logos
• This appeal can be structured

around the cost of the new Model 3
and how much sense it makes to
drive a Tesla based on saving gas as
well
• We can also include information
about how we update over the air
to keep our software up to date so
that no other company can
compete
12
Ethos
• Appeal to the credibility of consumers

by showing customer reviews and
quotes after owning their first Tesla,
Millennials weigh their decisions heavily
on reviews of customers
• Tesla can take advantage of social
media to share stories of people who
have saved money to buy their first
Tesla and have had positive experiences
with the brand
13
Core Message 14
“Our goal is to reshape the

automobile industry by
developing the most efficient and
environmentally friendly vehicles
that will continue to push the
boundaries of technology”
Evaluation 17
Awareness: Acceptance: Action:

• Pre-campaign social • Pre-campaign survey • Measured in total sales
media analysis determining attitudes of Model 3 and the
measuring knowledge towards Tesla and demographic that is
and awareness electric cars in general purchasing them
• Post-campaign social • Post-campaign survey
media analysis determining attitudes
measuring awareness, towards Tesla and
hashtags and trends electric cars in general
• Overall Media analysis

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Tesla Campaign Outline

If we are changing how our audience thinks then we have a better

• The ultimate goal of this campaign is to

• This audience will be looking for a new

This target consists of those ranging from their 30-60’s in age

They are looking for an affordable option with a luxury feel

It is imperative that we inform them of the technology that

In order to entice this group we will need to appeal to their

WIN Analysis: Interests: technology, social

Needs: Long term

WANTS: PRIVACY, INTERESTS: SAVING NEEDS: LONG TERM

WANTS: PRIVACY, INTERESTS: SPORTS, EXTRA NEEDS: SAFETY, RELIABILITY,

• For this appeal we can include lots of

• This appeal can be structured

• Appeal to the credibility of consumers

“Our goal is to reshape the

Awareness: Acceptance: Action:

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