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NISSAN NORTH AMERICA CASE STUDY |
Background
LAGRANT COMMUNICATIONS provides public relations, media relations, crisis management, event planning, and community outreach services to Nissan North America (NNA), as it pertains to the Hispanic Consumer Market. In specific, LAGRANT COMMUNICATIONS oversees all facets of NNA’s corporate outreach activities on a local, regional, and national level within the Hispanic community.
Target Audiences
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Hispanics
- 1st generation (immigrants, Spanish dominant)
- 2nd generation (generally bilingual)
- 3rd and older generations (English dominant, generally
little Spanish) |
Objective
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To promote NNA as a responsible corporate citizen within the Hispanic Consumer Market. |
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To generate a positive perception of NNA in the Hispanic community through extensive grass-roots initiatives. |
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To increase awareness and generate interest in NNA’s products. |
Implementation
El Reto Final Nissan
El Reto Final Nissan brought together the 1997 U.S. and Mexico World Cup qualifying teams for a rematch that was played at the Home Depot Center in Carson, California. In addition, a pre-game press conference was conducted to give media an opportunity to meet and interview the players.
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Invited Southern California Hispanic media to participate in pre-game press conference. |
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Supervised and facilitated press conference flow and interviews. |
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Checked-in media, distributed press credentials and escorted media to press box. |
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Coordinated presentation of NNA check to Boys & Girls Clubs of East Los Angeles. |
Results
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El Reto Final Nissan event received an estimated 649,138 impressions in the media outlets |
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The following are some of the Hispanic media outlets that covered the event:
-Hispanicbusiness.com
-Yahoo En Español
-TELEMUNDO Noticiero 52
-FOX 11 Ten O’Clock News
-KWHY Noticias 22
-KCOP 13 News at 11:00 |
Implementation
Hispanic Scholarship Fund
Nissan North America, Inc. (NNA) in conjunction with the Hispanic Scholarship Fund (HSF) held a Celebration of Achievement ceremony in Los Angeles and Dallas, Texas in recognition of the recipients of the HSF/NNA Community College Transfer Scholarship. The events recognized the university students for their accomplishments and provided them with an opportunity to celebrate with their family and friends, elected officials, Nissan executives and members of the media.
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ICreated invitations and distributed to relevant community leaders, community organizations, politicians, NNA employees, NMAC employees, and students. |
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Invited city-elected officials to attend the Celebration of Achievement reception in Los Angeles. |
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Wrote press materials, which included a news release, a media advisory and post-event photo captions. |
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Adapted press materials to Spanish. |
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Confirmed photographer for Los Angeles and Dallas events. |
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Confirmed entertainment and negotiated event catering for Los Angeles event. |
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Negotiated arrangements with Dallas restaurant location. |
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Created and printed signage, program guide and nametags for both events. |
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Drafted speaking points for NNA representatives. |
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Attended events in Dallas and in Los Angeles, providing on-site support for NNA. |
Results
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Secured the participation of Elena Henry, caseworker from Congresswoman Hilda Solis’ office and Daniel Cardozo, Field Representative for California Assemblymember Karen Bass. |
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Nissan’s NNA/HSF Transfer program received an estimated 506,885 impressions in the media outlets. |
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The following some Hispanic media outlets that covered the event |
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The following are media clips received by Hispanic community newspapers:
- Hispanicbusiness.com
- El Extra online
- Hispanictips.com |
Implementation
Quest for Safety program
Nissan North American, Inc. in conjunction with four Los Angeles community organizations conducted five Quest for Safety seminars in support of National Child Passenger Safety Week. The free Child passenger safety seminars are designed to educate communities with low child seat usage about child passenger safety.
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Establish partnership with the YWCA of Greater Los Angeles, Puente Learning Center in Los Angeles, Los Angeles County Office of Education and Heart of Los Angeles Youth. |
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Coordinated event logistics such as photography, catering, audiovisual needs and signage. |
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Publicized the event through the distribution of flyers and 30-second PSAs. |
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Developed press materials, media advisories and PowerPoint presentations in English and Spanish. |
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Partnered with IW Group to incorporate Asian media. |
Results
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Secured participation of District 14 L.A. Councilman Jose Hiuzar. |
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Nissan’s Quest for Safety program received an estimated 523,000 impressions in the media outlets. |
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The following are some Hispanic media outlets that covered the event:
- Mundo L.A.
- Inland Valley News
- El Extra Newspaper online |
Implementation
Infiniti's Limited Engagement Summer Tour
Infiniti’s Limited Engagement Summer Tour increased awareness among Hispanic media of the national branding campaign that emphasized Infiniti’s design leadership in the luxury car category. Media was presented with a detailed explanation of technical details and performance figures and were invited to test drive the new Infiniti line.
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Drafted press material. |
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Conducted pre-event pitching. |
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Arranged car layout and display. |
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Coordinated interview between media outlet and NNA representative. |
Results
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Infiniti’s Limited Engagement Summer Tour received an estimated 3,020,000 impressions in the media outlets. |
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The following are some of the Hispanic media outlets that covered the event:
- FAMA
- Terra.com
- La Isla
- La Isla Times
- El Garage USA |
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