The communication strategy is the basis from which all advertising, publicity, and collateral materials are created.  It helps to maintain a consistent and targeted 
message throughout all mediums of communication.
 

1.  Focus Strategy

          A.  Values and Benefits

                 • Customers values
                 • Benefits aligned with customer values
                 • Uniqueness associated with BMW Financial Services, what they do 
                    and how they do it. 

           B.  Competitive Analysis
                An analysis of competitors positioning used to uniquely position you against
                 them.

                 • Who is the competition?
                 • What is their basic positioning strategy?
                 • How do we uniquely counter their positioning?

           C.  Target Audience Identification

                 • Primary
                 • Secondary

2.  Unique Selling Point
The main benefit used to keep the message and advertising targeted, and simple.

3.  Positioning Statement
Core strategy summarized in a statement that is unique and captures the essence of who the company is, and how it wants to be perceived n the market place.  It is the foundation from which corporate identity and advertising is based, and communicated.

4.  Copy Platform
Key messages that support the positioning statement.  As BMW Financial develops more products, services, and advertising other key messages will be developed to align those products and services with the positioning statement.