I-GO Plans Book Final-1

7/31/2019 I-GO Plans Book Final-1

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brandME

Michelle GlazikAlicia McDermott

Brannan MyersLauren PolcynMariola Strama

Anya Twillie

Campaign Book for I-GO


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brandME has created strategies and objectives to

increase awareness of the non-profit car sharingcompany, I-GO, in Lincoln Park. The cost of this

campaign is within the budget of $2500, complyingwith I-GOs criterion. The processes and researchwill be thoroughly explained throughout this book.


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Business Challenge:

I-GOpresentedbrandMEwiththechallengetoincreaseac9veI-GOcar

sharingusageamongtheLincolnPark

community.


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Company Analysis

I-GOisacarsharing,non-profitorganiza9onthatsuppliesenvironmentallyfriendlyvehiclesfor

Chicagoresidents.Theirmissionistocreatearobustandseamlesslyintegratedtransporta9on

systemthatisubiquitous,convenient,andaffordableforindividuals.I-GOwascreatedin2002

bytheCenterforNeighborhoodTechnologywhenahighpeakofgaspriceswassweepingthe

na9on. Sincethen, I-GO focuses specificallyonenvironmentally friendlycar-sharing toreduce

greenhouse emissions and conges9on in Chicago. I-GO has worked to catalyze a set of

transporta9on innova9ons that make it feasible and desirable for Chicago residents to get

aroundconvenientlyandeconomicallywithouthavingtoownacar.Thoughthereareothercarsharingcompaniesinthemarket,I-GOisthefirstandonlynon-profitcarsharingorganiza9onin

Chicago(igocars.com).

The companyhas had a tremendous fast growth since itfirst startedwith four cars; two in

HydeParkandtwoinEdgewater(Wu).In200,GovernorPatQuinn,whomisalargeadvocate

fortheCityofChicagotofundsustainablecompanies,reportedthatI-GOhad12,000members

whichisnowatanumberof15,000reportedinanar9cle9tledI-GOwinstwoMayorDaleysGreen Works Awards! found in the companies news sec9on. With over 200 loca9ons in

ChicagoandtheChicagolandarea,I-GOmakesgreentransporta9onavailabletomanypeople

fromdifferentwalksoflife(igocars.com).WhatmakesI-GOstandoutfromothercompe9tors

inthemarketistheirpassionfortheenvironmentbyonlyusingenvironmentalelectriccars.

Source:(2011)www.igocars.com


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Current Users

Current users of I-GO have a higheduca9onala]ainment,afull38percentof

members have a graduate degree. Despite

extremely high educa9onal a]ainment,

members are evenly distributed across

income levels. This may indicate manymembers join out of college and have not

yet established work experience. The

membershipofI-GOisevenlysplitbetween

maleandfemale.Membersage18-21areadispropor9onatelylowvolumecomparedtoother age groups. The largest age range is

27-37, this age tends to have the highest

usageaswell.

I-GOmembers onaverageuse a car for fourhoursatadistanceof20milesbutthisvaries

widely by vehicle loca9on. I-GO users drive

roughly over500milesperyearcomparedto

the 10,000miles per year for non-I-GOusers

(igocars.com). Over half of all members haveincreasedtheiruseofwalking,bikingortransit

andtheyalsoreducetaxiandtradi9onalrental

car use. Mostmembers use the lowest cost

and lowest commitment rate planswhichdonot require a monthly fee. It has become atrend formost members to give up at least

one personal vehicle before joining the

programorwhiletheyareenrolled,56percent

of par9cipants report they have either

postponed buying a car or even sold a carbefore joining I-GO (cnt.org). 87 percent of

membersgettoI-GOloca9onsbywalkingand

3 percent of members use cars directly in

their neighborhood rather than near theirwork or elsewhere. Most members learn

about I-GO by seeing the vehicles at specific

l oc a9 on s a s w e l l a s s ee in g C TA

adver9sements.Wordofmouthisalsovitalto

thesuccessofa]rac9ngnewmembers.

Source:(2011)www.cnt.org


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Geographical

Emphasis

I-GOisfirstandforemostaChicagonon-

profit in over 41 neighborhoods in the

Chicago landareaand six suburbs,while

overall they possess over 200 loca9ons

(SlideShare).I-GOloca9onsarecommonly

l ocated near pub li c transi t s ite s,

specifically bus and el train stops, and

havecarslocatedinparkinglotsaswell.The most concentrated areas are River

North, S treeterv i ll e , Wr ig leyv il l e,

Ravenswood, Lakeview, Rogers Park,

Evanston, Logan Square, and the South

Loop.

Source:(2011)I-GOSlideShare.net


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Seasonality Trends and Purchase Cycle

According to I-GO, theirmembers tend to use the carsmost in thesummerandleastinthewinterseasons.

I-GO is commonly used for everyday errands such as grocery

shopping,travelingandmovingfurniture.Weekendshaveheavieruse

becausepeopledoalotoftravelingontheirdaysoff.


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Creative RequirementsThe aspects that must be in the campaign are the current logo, the term car-sharing

associatedwiththelogo,andwhatthebrandstandsforthroughasocialmediacampaign.

I-GOisthenon-profitcarsharingcompanyinChicagowhichalsoindicatesasmallerbudget.

Thelogocannotbechangedandshouldnotbechanged.Thereisnobudgetforachangein

thelogobecauseitisonalltheirvehiclesandanimportantpartoftheirbranding.I-GOs

missionstatementisanimportantaspectoftheircompanyandexemplifieswhatthebrand

stands for;I-GOCar Sharing isdedicated tocrea9nga robust and seamlessly integrated

transporta9on system that is ubiquitous, convenient, and affordable for individuals, and

provides the regionwithexpandedeconomicdevelopmentopportuni9es andexemplaryenvironmentalperformance.Thisispartofthecampaignbecauseconsumersknowexactly

whattheycanexpectfromI-GOandwhatmakesthemdifferentnexttoZipCar.I-GOis

proud on offering only low emission vehicles as well as hybrid vehicles. A social media

campaignisnecessaryandwhatthecompanyexpectstosee.Socialmediaisanimportant,

lowbudgetwaytoincreaseawarenessandalsoeduca9onofthebrand.


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I-GO Competitors


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ZipCar

I-GOsmost prominent compe9tor is ZipCar, a na9onwidecar sharing for profit organiza9on. ZipCar has doubled its

membershipeachyearsince2004(Beirne).Currently, they

havearound350,000memberswhichwas100,000in2007,

a significant amount larger than I-GO (Addison). ZipCar

offersavarietyofcarsthroughouttheChicagolandarea,as

well as across the country and in the UK with similarmembership rates and saving opportuni9es as I-GO. In

2008, ZipCar reported that it had over 180,000 cars

worldwideand isthe industry leader forbothmembership

andrevenue(Frankel).

Source1:(2011)AddisonSouce2:(2011)Beirne


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RideShare

Another compe9tor related to the carsharing industry is Pace RideShare.

RideShare is a car pool service that

connectscommuterswhoareinterestedin

car pooling (Pace RideShare). Through

RideShare Chicagoans are able to enjoy

manyofthesamebenefitsasI-GObutalsoincrease social interac9ons. The idea of

making new friends is a compe99ve

advantageofRideShare.

Source1:(2011)www.pacerideshare.com


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Public Transportation

Chicago residents rely heavily on public

transporta9on.Itisconvenient,easytouseandtypicallylessexpensivethanren9ngacarfora

day and having to pay for gas and other

necessi9es. Although I-GO has a partnership

with CTA, it is s9ll a compe9tor. U.S. transit

escalatedto11billiontripsna9onwidein2008

(Addison). Public transporta9on also has thebenefit of providing riders with affordable

transporta9on. Chicago residents also simply

walkorbiketorunerrandsorgotoworkwhich

canbe considereda threat to the successof I-

GO. Some people decide to walk instead of

drivingtohelptheenvironment.Walking,bikingandtakingpublictransitissimplyareac9onto

the harder economic 9mes within these past

few years. People are more concerned about

savingmoneyandmorelikelytotakeacheaper

route.

Source1:(2011)Addison


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B-Cycle

For people interested in themore ac9ve ways of

transit,B-cyclecanbeconsideredacompe9torofI-

GO.B-cycleisanewcompe9torofI-GO.AlthoughI-

GO is a sponsor/partner of B-cycle, I-GO can also

lose business to them during summer. An

opportunity between these two environmentallyfriendlyorganiza9onscanbeappliedtoa]ractnew

users.


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Research Objectives

Theobjec9vessetoutfortheprimaryresearchpor9on

ofthiscampaignweretolearnwheretheLincolnPark

residents stood with I-GO; more specifically if the

residentsknowofthecompany,iftheywoulduseI-GO

carsharingorothercarsharingop9ons,andhowthey

viewtheneighborhooditself.Wealsowantedtofindout how Lincoln Park residents would feel about a

biggerpresenceofthecompanyintheneighborhood.


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Target Audience

ThetargetaudienceforourprimaryresearchisLincolnPark

residents. Themedian age range, according toLincolnPark

ChamberofCommerceis31.ThebusinessesinLincolnParkareimportanttoourresearchaswellbecausetheyalsobring

importantelementstotheneighborhoodandcaninfluence

residents. Through a zip code analysis we were able to

determine specific demographic informa9on about the

Lincoln Park area. Lincoln Park is made-up of mostly the

upper-middle class, with the majority of incomes ranging

fromtheupper50thousandstosix-figuresalaries.Thereisasmallpor9onofresidentsthathaveanaverageincomeinthe

upper 30 thousands. Themajority of residents are college

educated, many with higher degrees (such as a masters

degree), with careers in management. There is a mix of

ownersandrenters,aswellasamixoffamiliesandsingles.

The area is also a diverse area with mixed ethnici9esincluding Caucasian, Hispanic, Africa-American and Asian.

Many residents drive luxury vehicles, such asan Audi or a

Lexus. Residents are also described as tech-savvy and

fashionable people,who stay up-to-datewithworld affairs

by watching the news and reading newspapers and

publica9onslikeTheEconomist.


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Strategies

Inordertodevelopacampaigntotailortothe

LincolnParkresidentsitisimportanttotalkto

thepeoplethemselvesanddevelopinsightsof

what drives them and what they truly want

their neighborhood to feel like. One-on-one

interviewsaregoingtobethemostbeneficial

to our research because it will provide a

comfortableatmosphereforpar9cipantstobe

as open as possible. This will allow us to

analyze the underlying reasons for the

behaviors of Lincoln Park residents. The

common characteris9c with our par9cipants

willbetheirresidenceintheneighborhoodas

well as close age ranges within the 21-31range.A pre-planned discussion guidewill be

implemented to help discover how the

par9cipantslivespoten9allycoincidewiththe

subject,carsharing.


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Methodology

Overa2weekperiod,ourgroupconducted10one-on-oneinterviewsaswellasinterviewswith3local

businesses in the area. The par9cipants in the in-

depthinterviewsconsistedofsomefriends,whofitthedemographic,co-workers,andotherswithinthe

21-31agerange.Theinterviewswereperformedonvariousdayswithinthe2weekswhichlastedabout

15-20minutes;somehadatendencytolastlonger

dependingonhowin-depthresponsesbecame.The

discussionguideusedwiththein-depthinterviews

focused on general topics about the person andtheirhabits,lives,andhobbiesthenfocusing inon

the category, transporta9on, and then specifically

discussingcarsharingandI-GO.

WealsodecidedtointerviewafewlocalbusinessesinLincolnPark.Theywereshortinterviewswiththe

businessownersandemployeesofthebusinessina

range of the neighborhood. Two representa9vesfromour groupwent toSwirlz Cupcakes, Brankos

Sandwich Shop, and a small bou9que, The LeBank.The interviews lastedabout5 to10minutes

andoccurredonaweekdayaernoon.Wechoseto

ques9onlocalbusinessestogetafeelforwhythey

placed theirbusinesses inLincolnParkand tofind

what they like and dont like about theneighborhood.

d


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I-GODiscussionGuide

A.INTRODUCTION

Pleasegoaroundandgiveyourfirstnames.(Introduceyourself,whyyouarehere,whatwillbehappening

today.)

Whatareyourhobbies?Doyouwork?If,sowhere?

PROBE:Howdotheygettothesehobbies/jobs?PROBE:Seeiftheyareinterestedinenvironment.

B.LIVINGINTHECITYWhydoyouliveinLincolnPark?

Usingthreewords,howwouldyoudescribelivinginLincolnPark?

PROBE:Whatarethenega9veaspects?

PROBE:Whataretheposi9veaspects?C.TRAVELING

Whenyougooutwithfriends,howdoyougettoplaces?

PROBE:Whydotheytakecertainwaysoftransporta9on?Dotheyhavetheirowncar?Publictransporta9on?

Hasthereeverbeena9mewhereyouwishyouhadyourowncar?(Iftheyhavetheirowncar,whataretheaspectsofowningacarinthecity?)

(*Possiblyaskthemtolistouttheprosandconsofowningacarandnotowningacar*)

D.INTRODUCTIONTOCAR-SHARING

Whenyouhearthetermcar-sharingwhatwordspopintoyourhead?(Why?)Hasanyoneusedcar-sharingbefore?

PROBE:Whatdidanddidnttheylike?

E.INTRODUCTIONTOI-GO

*Useaprojec9vetechniquetogetthemintroducedtothebrand*


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Key Findings

SuburbintheCityUnawareofI-GO,awareofZipCar

CarPoolingvs.CarSharingCarownersandPublicTransporta9on


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Suburb in the City

Asuburbinacityisthecommonexpressionusedbyalmostallthepar9cipantsinour

qualita9ve interviews to describe Lincoln Park. Also, the neighborhood was repeatedly

referred to as a trendy, upscale, young, and community oriented place. The residents

stressedthatarealotofthingstodosuchasbars,shopping,andmanyrestaurants.The

neighborhoodfeelingwithinacitymakestheresidentsfeelsafeandmorecomfortable

livinginthearea.

Residentsdont seem to feel inclined to support localbrands/companiesover corporate

brands/companies,buttheywouldbemoreinclinedtohelpanon-profitorganiza9onover

acorporatebrandbecausetheyfeelitismoretrustworthy.Addi9onally,residentssaidthat

theyareinfluencedbypriceandcommercials.


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Lack of Awareness

Another important fact we found through the interviews

wasthatmostintervieweeswerenotawareofI-GO.Ifthey

did know what the term car sharing is then most peoplereferredtoZipCarbuttherewass9llamisunderstandingof

what the brand actually did. The most interes9ng

percep9onwecameacrosswastheconfusionbetweencar

sharingandcarpooling.Whenaskediftheyknewwhatcar

sharing is they assumed it was the same thing as car

pooling. Although both of these ideas have the same

concepttobemoresustainablethaneveryresidentdrivingtheirowncar,theyares9lltwocompletelydifferentideas.


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Public Transportation

Inregardstotravel,trendsseemtobethat

when the weather is nice, people do not

mind relying on public transporta9onbecause it is convenient, and des9na9ons

arealwaysaroundabus/elstop.Walkingis

also an op9on they choose because

businesseslikebars,restaurants,andstores

areclose.Whentheweatherisbadpeople

tendtorelyontheirowncarorataxi.When

residents are going out on the weekends

t a x i s a r e t h e c ommon mode o f

transporta9on because it is the safest

op9on,andtheywishtoavoiddrunkdriving.

Thebiggestcomplaintinregardstotravelislimitedparking,orhavingtopayforparking.


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Car Owners

Nearly half of the par9cipants that we

interviewedowneda carwhiletheotherhalf

reliedonpublictransporta9on,taxis,orothermeans for transporta9on. One of the main

reasonsforowingacarwasfortransporta9on

toandfromworkandrunningerrandsaround

the city. Even those who didnt own a car

confessed that having a carwould beuseful

whengoingtothegrocerystoreortarget.Atthe same 9me every par9cipant agreed that

the cost of ownership and the hassle of

parkinginthecityaresomeofthedeterrents

forowningacar,nottomen9onthefactthat

the rising gas prices in Chicago. Residents

reportthatiftheydidnothavetheirowncarthey would consider relying on public

transporta9on and car-sharing; however,

residents feel that if they have the funds to

own their own car, they would prefer

ownershipovercar-sharing.


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Problems and OpportunitiesI-GO gave us the ini9al problem of low membership and to

designasocialmediacampaigntoincreasesalesintheLincoln

Park neighborhood. But as research was carried out, we

discoveredmorethanthisproblem.Vitalproblemsthatneedto

beaddressed are the knowledge of the category, car sharing,and of the brand itself to Lincoln Park residents. The

neighborhood needs to beeducatedabout the nature of the

businessandwhatthebrandstandsfor,specifically,whilealso

makingconsumersbelievethisisabe]erwayoftransporta9on.

Accordingtoourprimaryandsecondaryresearch,mostLincoln

ParkresidentsdonotknowofI-GObutinsteadcaniden9fyZip

Carasthecarsharingbrandiftheyknowwhatcarsharingis.I-

GO,accordingtotheirmissionstatement,wantstoprovidethe

city with economically and environmentally friendly ways oftransporta9onthatinturnprovideahealthierlifestyle.Lincoln

Parkresidents,accordingtotheone-on-oneinterviewsandlocal

businesses feelthat theneighborhoodis a trendyandupscale

place.Thegreenmovementisbigtrendrightnowsothatisan

advantagetothecompany.Theone-on-oneinterviews,overall,

revealedthatZipCaradsaremore prominent throughout the

city of Chicago and that is the brand that most people can

iden9fy as the car sharing brand. However, one important

insightthatacoupleintervieweesandabusinessownershared

was the confusion between car sharing and car pooling.

Essen9ally these two ways of transporta9on have the same

basic idea. Residents are aware of the func9onal aspects of

sharingcarssuchaseminglesscarbonintotheairandsaving

ongas; theseare alsoposi9ve effects associatedwith the car

sharingbusiness.Ontheotherhand,intervieweesexpresseda

strong a]achment to their own vehicles and would not give

themup.

Conside ring L in co ln Park i s one o f the t rend ie st

neighborhoodsinthecity,usingthisgreenmovementwould

beaneffec9vestrategyontheseresidents.Theywanttostay

updated with current 9mes and considering everyone is

goinggreenthiswillbeagreatopportunitytoconnectwiththeLincolnParkresidents.Althoughmanypeopleconfusecar

poolingandcarsharing,thisisI-GOsopportunitytoeducate

thepublicaboutwhatexactlycarsharingconsistsofthrough

theirbrand. Asseenin research, itmay beharder to reach

residentswhoalreadyowncars,butifI-GOgetstheminone

oftheircarsatleastoncetheymaybecomeonetogiveup

their car and become a member of I-GO. Focusing on the

LincolnParkneighborhoodwillallowustocommunicatewith

I-GOsmostprominentdemographic.Thisaudienceistrendy,unique and most importantly community based. They are

protec9veoftheirneighborhoodandtheuniquecommunity

ithasestablishedwhichcreatesthemtobestubborntonew

businessescomingintotheneighborhood.Carsharingneeds

tobeseenasaposi9veaddi9ontothecommunity.Theylive

in one of the trendiest parts and are a specific breed of

people. It is important to take these specific characteris9cs

and connect I-GOs community to the Lincoln Park

community. Community plays a huge factor in these

residentslives,throughthisideawewillbeabletoconnect

withLincolnParkresidentstocreateaposi9veandsuccessful

rela9onshipbetweenboth.


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Marketing Objective

Increaseac9veI-GOcarsharing

usageamongtheLincolnPark

neighborhood.

Advertising Objective

Toincreasebrandawarenessfor

I-GObyu9lizingsocialmediain

theLincolnParkarea.


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Creative

Thetargetaudienceforourcrea9vecampaignareLincolnParkresidentsbetweenthe

agesof21and31.Wealsowanttotargetsinglesandsmallfamiliesthatfallintothis

agegroupwhorelyonpublictransporta9onoronlyhaveonefamilycar.

Theobjec9veforthiscampaignistonotonlyincreasepeople'sawarenessoftheI-

GObrand,buttoalsoshowLincolnParkresidentshowI-GOhelpscommuni9es

whilebenefingtheenvironment.

ByfocusingonwhatLincolnParkresidentsvalue,thiscampaignwillhelpsolidifyI-GOas

ahelpfulpartofthecommunity.WebelievethatusingsocialmediatoallowLincoln

ParkresidentstosharetheirI-GOexperienceswillincreasecommunityknowledgeofI-

GOandtheimportanceofcarsharing.


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Tone & Rationale

Theoveralltoneforthiscampaignwillbelightheartedandfun.WewanttoconnectI-GO

withthecommunity,andwefeelthatthebestwaytodosoistocreatefunandposi9ve

emo9onalassocia9onswiththebrand.

Currently, most people associate I-GO with dull, everyday errands such as grocery

shopping,movingandtravelingoutsideofthecity.Inordertoconnectwithourspecific

audience,weneedtoshowthemthatI-GOismuchmorethanrunningeverydayerrands

and can contribute to the personality and rela9onshipswithin this special community.Parents will be able to a]end their kids ac9vi9es, neighbors can celebrate special

occasions and residents can build rela9onshipswith one another to furtherprove this

exclusivityofLincolnPark.Themostimportantwaytoconnectisthroughlighthearted,

communitybasedadver9sements.


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Creative Tactics

I-GOsponsoredblockpar9esinLincolnParkduringsummermonths,JunethroughSeptember. Throughsocialmedia,wewillcreateneighborhoodFacebook,FlickrandIGOblogaccounts.Thiswill

allowLincolnParkresidentstoconnectandsharetheirexperiencewithI-GO,u9lizingtheaspectofourtargetthatwordofmouthrecommenda9onsarevitaltotheirdecisions.

Wewillcreateaviralvideowhichtellsthestoryofayoungmans,Jake,journeythroughlife.Throughthesestories,itwillalsorepresenthowI-GOwastherein9mesofneedandhowitenhancedJakes

life.ThisvideowillbepostedtoI-GOssocialmediawebsitestohelppromotetheinterac9on

betweenmembersofthosecommuni9es.Weknowitwouldbebeneficialtomakeaspecific

charactertobedisplayedonouradver9sementsbecauseitallowsLincolnParkresidentstoa]achthemselvestothestories.

TheWhereU-GOwithI-GOcontestserieswillbecreatedinwhichI-GOmemberswillbeabletopoststoriesontheFacebookdiscussionsec9on.Awinnerwillbeselectedandtheywillreceiveafree

daypassfortheirnextreserva9onofanI-GOvehicle.

U9lizinggreenproductsofferedbyGoSIDEWALKandGreenGraffi9,wewilladver9seonsidewalksbyusingbiodegradablechalkorpowerwashinginwhichtheI-GOlogoandquotescanbedisplayed.

Similartotheviralvideo,oursplitscreenadver9sementswilldisplaywhatI-GOcanoffertoprospec9vemembersaswellasquotesfromI-GOsFacebookdiscussionsec9on.Also,inthecorner

oftheadver9sements,barcodeswillleadtheconsumerstotheirbloginordertolearnmoreaboutI-

GO,theirmissionandwhatcarsharingis.


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Family & Community


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Jakes Journey(based on a $2500 budget)

Jakes journey isaviralvideocreatedtoportraythe importanceofI-GOinpeoples lives. Thevideofollowsayoungman,Jake,throughthreeimportantpartsofhislife.First,JakeusesI-GOto

takeaveryimportantyoungwomanontheirfirstdate.Thesecondcapturestheheartwarming

occasionofJakebringhisfirstbabyandwifehomefromthehospital.Lastly,JakewilluseI-GOto

watchhissonsbaseballgameinwhichhehitshisfirsthomerun.Thesevideoswillshowour

target audiences what these situa9ons would look like with and without I-GO. I-GO clearly

improvesthismanslifeandcanbetransferredtootherLincolnParkresidents.

ThisvideowillbepostedonI-GOsLincolnParkFacebookandTwi]erpagestoencourageand

createinterac9onbetweenneighborsandfansofI-GO.Also,thevideoservesasanexampleof

howtheirstoryhasapossibilityofbeingcreatedintoa viralvideoaswell. Throughcrea9nga

WhereU-GOwithI-GOstoryofthemonthcontest,memberswillbeabletosharetheirstories

throughphotos and textofwhat theywereable toseewith I-GO.Memberswill enter inthe

contestwheretheywillposttheirpersonalstoriestoI-GOsFacebookpageandeverymonthawinnerwillbeselectedtowinafreetripfortheirnextreserva9onofanI-GOvehicle.


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Jakes Journey(based on a $50,000 budget)

Withalargerbudgetof$50,000,othercrea9veideascanbemadeintouniqueadver9sements.TakingquotesfromcurrentI-GOmemberswouldbetakenandturnedintogreengraffi9on

LincolnParksidewalks.Notonlywouldthisbrightenupsidewalksintheneighborhoodbutit

woulda]ractthea]en9onofanaverageLincolnParkresidentwalkingdownthestreetand

gaincuriosityastowhatthisregards.Thisalsobenefitscurrentmembersconsideringthereisa

highpossibilityofseeingtheirownquotesonapublicsidewalk,whichwouldcreateexcitement

and encourage them todiscuss thiswith friends, family and neighbors and in return createmoreawarenessofI-GO.Also,inthislargerbudgetthewinnersofthepreviouscontestWhere

U-GOwithI-GOwillhavetheirstoryturnedintoaviralvideo.

Printadswouldbemade,similartothevideo,insplitscreendisplayinglifewithandwithoutI-

GO.Quotesfrommemberswouldbeu9lizedontheadver9sements.QRCodebarcodeswillbe

inthebo]omcornersoftheadstoleadcuriousbypasserstotheI-GOblogandwebsitewhere

theywouldbeabletofindoutmorespecificinforma9onaboutI-GO.


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I-GO Media Budget

Inordertocreateasenseofcommunity,crea9nganeventfortheLincolnPark

neighborhoodwouldworkbestinpromo9ngtheI-Gobrandaswellascrea9ng

awarenesswithintheneighborhood.EachbudgetshowsindetailhowBrandMEwill

executeeachcrea9veideaandhowmucheachmediumwillcost.


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Jakes Journey Viral Video


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I-Go Block Party Media Budget


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GoGORILLA Media: GoSIDEWALK

Thisadstrategywouldbeu9lizedtograbthea]en9onofconsumers,achievestreet-levelbrandingandcreatebuzz.

This companyuseswater-soluble chalkspray tostencil the logodirectlyontocitystreetsandsidewalks.

Chalkspray(biodegradable)wearsawayover9me,eitherduetoweather,foottraffic

S9llallowsforhundredsofuniqueimpressionsperloca9onbeforeitdoes. BiodegradablechalkkeepsconsistentwiththeI-GOsgreenconcept.

Place Numbers ofLocations Price

Chicago 40 $4,500

Chicago 60 $5,500Chicago 80 $6,800Chicago 100 $8,400


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Get Together(based on a $2500 budget)

IfI-GOwants tobeviewedaspartofthecommunity,theyhavetoincrease theirac9vityin Lincoln

Park. By sponsoring local blockpar9es would further I-GOs involvement in the neighborhood and

allowtheresidentstoputafacetothebrand.I-GOwouldhavetheopportunitytopartnerwithlocal

companiessuchasChicagosPizza,SwirlzCupcakes,andStarfruitCafetoamplifyasummerblockparty.

This would allow I-GO to have a posi9ve rela9onship with the neighborhood while s9ll informing

residentsaboutcarsharingthroughtheI-GObrand.

Asinglepersonwillbedesignatedtoplanandhosttheblockparty.Ofcoursethisresponsibilitymay

become overwhelming, so possible incen9ves from I-GO will be offered in order to encouragepar9cipa9on.Hostswillbeableto:

HaveaccesstoanI-GOcarbeforeandduringtheblockpartytorunerrands FoodandentertainmentwouldbeprovidedbygenerousLincolnParkrestaurantsandbands Complementarygibasketwillbegivenwhichwouldholddiscountsforlocalshopsandrestaurants

LincolnParkresidentswillbeabletosignuptobehostofablockpartyonI-GOswebsiteaswellas

theirFacebook.Twoblockpar9eswillbecelebratedfromJunethroughSeptember.Typicallystreets

areclosedoffwithbarricades,butI-GOwillprovidevehiclesinwhichthestreetswillbeblockedoff.

TofurtherincreaseI-GOawareness,everyblockpartywillbeequippedwithanI-GOinforma9on

boothinwhichresidentscanfindinforma9onandphysicallytalkwithanI-GOrepresenta9ve.


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Get Together(based on a $50,000 budget)

This larger budgetwould be primarily used to promote the block par9es. Through

flyers, newsle]ers and banners will help further spread the word for people to

volunteerandhostthesepar9es.Specificwaysofpromo9oninclude:

Twosided,fullcolorflyersposi9onedinlocalLincolnParkbusinesses;A half page adver9sement in three issues of the Sheffield Neighborhoodnewsle]er;

BannersplacedinLincolnparkonfencessurroundingparks;andBathroomadver9sements.


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QR Barcode

Byu9lizingwww.qurify.comwewillbeabletoprovidemoreinforma9onaboutthecompanywithouttakingupmoreadspace.

Thisbarcodewouldprovideinforma9onaboutI-GOandalinktotheirwebsite. QRbarcodeswillbea]rac9vetothetech-savvyresidentsofLincolnPark. Qurify.comisafreeservice.Youcreateyourownbarcodeandwriteapersonalmessage.

Example:www.igocars.org

I-GO is an innovative transportation non profit company whosegoal is to create a greener environment, provide economic

benefits and create the easiest way to travel around Chicagosmetropolis.

W k Cit d


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Works CitedOne-on-One

Interview SourcesAimeeOConnor;Chris9aMendoza;JennyOrvidas;Kelly;KierstenTrillhaase;LaurenLindstrom;MaggieJohnson;MeghanWatson;andSarah.

Business

InterviewsBrankos;LeBank;andSwirlsCupcakes.

Consulted SourcesBcycle;CenterforNeighborhoodTechnology;CleanFleetReport,JohnAddison;GoGuerilla;GoogleAdWords;I-Gocars.com;I-GOSlideShare;LincolnParkChambersofCommerce;PaceRideShare;PKGraphics;PrizmNielsenClaritas;Qurify;SheffieldNeighborhoodNewsle]er;TemporaryPlates,MikeBeirne;TransitChicago;ZipCar;andZipCarMakestheLeap,AlexFrankel.


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Our "Community" campaign will help engage the LincolnPark neighborhood with one another as well as local

businesses which help make Lincoln Park what it is today.An essential characteristic of I-GO's brand personality is tomake a positive impact on the Lincoln Park Community aswell as the environment. This campaign is reflective of the

lifestyle and exclusivity that this "Oasis in the City" offers itsresidents. By utilizing brandME's interactive social media

and event solutions, I-GO's brand will be the go-to choice incar sharing for the Lincoln Park area.

Documents

I-GO Plans Book Final-1