December16th,2016

We the Presenters Peter Warren Major: Marketing and Economics

Liz Imbrogna Major: Marketing and Communications

Rachel Kirshtein Major: Psychology

Agenda

Research Questions

Target Markets

Research Questions

Develops Need to Go Somewhere

Considers all Relevant Modes of Transportation

Choice Model Considers all Available

Bus Companies

Decides on Peter Pan Bus Lines

Arrives at Peter Pan Bus Lines Station for

Departure

Interacts with Bus Driver and Presents

Ticket Experiences Bus Travel Arrives at Final Bus

Station

Uses Secondary Mode of Transportation to Travel from the Bus Station to Final Destination

Processes Attitudes and Experiences Post-Travel. Questions: Did I Like This Experience? Would I Take this Service Again? *Affects Next Decision to Travel and the

Mode/Company Involved*

Buys Ticket in Advance on PeterPanBus.com

What are the most important features to travelers when

selecting a mode of intercity transportation?

Do loyalty programs play into this decision?

If so, how?

How can Peter Pan Bus Lines be seen as an alternative to

rail services?

How can Peter Pan Bus Lines differentiate itself from fellow

bus competitors?

How can Peter Pan Bus Lines acquire more college student

riders of its regularly scheduled services?

How can Peter Pan Bus Lines acquire more weekday

charter service business?

Develops Need to Go Somewhere

Considers all Relevant Modes of Transportation

Choice Model Considers all Available

Bus Companies

Decides on Peter Pan Bus Lines

Arrives at Peter Pan Bus Lines Station for

Departure

Interacts with Bus Driver and Presents

Ticket Experiences Bus Travel Arrives at Final Bus

Station

Uses Secondary Mode of Transportation to Travel from the Bus Station to Final Destination

Processes Attitudes and Experiences Post-Travel. Questions: Did I Like This Experience? Would I Take this Service Again? *Affects Next Decision to Travel and the

Mode/Company Involved*

Buys Ticket in Advance on PeterPanBus.com

Q2 Q3

Q4

Q5

Q1

Methodology

Published Research

LoyaltyPrograms

Analysis

Millennial

Analysis

Compe44veAnalysis

Competitive Analysis

Recent News

Stories

Company History & Services

Loyalty and

Rewards Programs

Social Media

Presence

Amenities&

Features

Millennial Analysis Born Between 1983

and 2000

Make up 25% of U.S. Population

46% Choose Transportation Mode Based on Price and

Convenience

Twice as Likely to Travel as a Hobby

75% Have Travel Apps on Mobile Device

Desire Reliable Transportation with Real-Time Updates and High-

Quality Wi-Fi

Loyalty or Rewards Programs Analysis

Customer Reward For

Enrolling

Feedback Loops

Initiated by Retailer or Customer

Personalized Rewards Based on Desires

Successful Loyalty

Program

Expert Interviews

LauraYatesDovetailEventPartners

CharterServices

AdamGrantCampusCommandos

Millennials/BrandAmbassador

LindseyCasellaVictoria’sSecretPINKBrandAmbassador

JohnCoakleyUMassGreekLifeCharterServices

JimHerlihyUMassAthleJcsCharterServices

In-Person & Phone Interviews

College Student Interviews

South Station Interviews

Brand Ambassador Focus Groups

Millennial Travel Focus Groups

General Intercity Travel

Loyalty Programs

Social Media

Better Understanding of College Students’

Travel Needs

Qualtrics Questionnaire

Peter Pan Bus Lines 29%

Megabus 15%

Boltbus 3%

Greyhound 16%

Adirondack Trailways 1%

N/A -- Have not taken a Bus 25%

Other 11%

Key Takeaways

Recommendations

Brand Ambassador Program

University-Specific Pages

Peter Pan Bus Lines – University of Massachusetts Amherst @UMassPPBL Had a GREAT trip back from

Boston on Peter Pan Today!! ☺

Don’t Forget to purchase your ticket home for thanksgiving!! Use UMassPPBL at check out of 15% off

https://peterpanbus.com/

Come Find us in Southwest for some free Peter Pan Bus Swag!

Peter Pan Bus Lines – University of Massachusetts Amherst

StudentProfile

Millennials make 54% of all their purchase online

Student Discount

StudentProfile

Millennials make 54% of all their

purchases online

Direct Routes 49.53%

of Respondents Listed “Direct Routes” as a Top- Three Feature of Travel

49.54% of Respondents Listed

“Speed of Travel” as a Top- Three Feature of Travel

Boston Charter Services

New York

LuxurybusesgoingdirectfromBostontoNewYorkCityandback

Loyalty Program

Discounted Tickets or Free Trips

Rewards for

Enrolling

Personalized Rewards

Conclusion

Thank you!