Transcript COTG – presentation

MARK 1107 – Direct & Interactive Marketing
Anne Iarocci
• Bharat • Josh • Mikhail • Paula • Sandy •
Background Situation Analysis
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Cost Effective
Convenient
Acessible
Eco-Friendly
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Toronto based car-sharing provider
Service markets including Toronto and Montreal
30% market share in each market
Service in multiple cities
Challenges
• Misconception of what car-sharing is
• Car Rental X Car Share
• High attition level
Competitive Overview Analysis
Name of
Competitor
Type
Membership
Fee
Rates
Autoshare
Two Way
$45 annually,
$15 or $25 a
month for
reduced rates
Vary by city,
Regina, Sackville, N.B.,
location and Saskatoon and Toronto. Also
time. Rates
in 35 American states and
from $8.25 an
Britain.
hour and $65 a
day.
Car2Go
One Way
Initial fee of
$35, no annual
fee
41 cents per
Vancouver, Calgary,
minute up to
Toronto, Montreal; 30 other
$14.99; $14.99 cities worldwide. Canadian
per hour;
members can use cars in
$84.99 per day.
any North American city.
Zipcar
Two Way
$70 per year or
$7 per month
Rates start at
$7.50/hour
Locations Served
Victoria, Vancouver, London,
Ont., Kitchener/Waterloo,
Ont., Toronto, Ottawa.
Members have access to all
10,000 vehicles in more
than 470 cities worldwide.
Business Objectives - 2016
• To have an increase of $1.25 million in ROI
• To increase the number of new members by 11,500
• Increase CTR (click-through-rate) on social media and website by 17%
• Increase website traffic by 20%
• Increase follower base on Social Media by 15%
Target Audience
I’ve just started
university and I’m
studying
Engineering
Ben, 22 years old
I live with 2 other student and
commute takes about one hour
I took a gap year to go
backpacking before
starting university
I enjoy snowboarding
and going to the gym
I check all my
social media
profiles before
getting out of bed
I am looking for a
part time job
I don’t watch a lot of TV,
but I download my
favorite shows
Strategy
• Primary strategy
• Word Of Mouth
• Call To Action
Strategy
• Integrated Digital Strategy
• Leverage University Audience
Positioning Statement
COTG provides men and women aged 18-25 with a greater flexibility in
offerings and more eco-friendly vehicles than any other car-sharing brand in
Canada. We do this by providing a wide range of vehicles and pick-up/drop
Strategy
off locations allowing for a superior customization of our users’ usage styles.
We’re also the most green-perceived car-share brand
in the country due to our dedication to ensure
our fleet is eco-friendly and fuel efficient for
consideration of all generations to come.
Communication Objectives
• Channels
• Primary Message
• More types of cars
Positioning Statement
Flexibility/Convenience
• More pick-up locations
• Eco-Friendly
• Secondary Message
• Affordability
The Offer
• 30% discount to existing and former students [email]
• Banners – 20% off on annual membership + 1 free hours during
school holidays
Communication Objectives
• Social Media – Prizes for free memberships
+ referrals campaign
Budget
Branded Editorial
GoPro Youtube Series
Email Campaign
Display Advertising
Banner Ads
Promoted Tweets
Additional Costs
GoPro Cameras
Offers
Total Campaign Cost
$12,000.00
$14,000.00
$1,489.51
Communication Objectives
$585,900.00
$150,000.00
$300,000.00
$6,500.00
$100,000
$1,169,889.51
Tactics – Display Advertising
Tactics – GoPro Youtube Series
Communication Objectives
Tactics – Email Campaign
Communication Objectives
Tactics – Branded Editorials
Communication Objectives
Tactics – Banner Advertising
Communication Objectives
Tactics – Promoted Tweets
Landing Page
Check out our website:
Communication Objectives
www.carsonthego.com