Direct & Interactive Marketing Strategy!

Jessica Andreta Emir Atmaca Trang Bui Ana M. Cárdenas Jeffrey Wong

AGENDACurrent Situation

SWOT & Competitive Analysis

Business Objectives

Target Audience

Strategies

Offers

Promotions

Timeline and Budget

CURRENT SITUATION

• Car sharing service based in Toronto

• Service Toronto and Montreal

• 30% market share in each market

• 50 locations for drop off and pick-ups

• Annual membership and pay per use model

!

!

• Membership costs $45/year + $9.50/hour

• Active members: 10,000 active in 2 markets

• New customers annually: 4,750

START CAR SHARING

RESERVE UNLOCK & GO RETURN

COMPETITIVE ANALYSIS

Image sources: AutoShare, car2go, Zipcar

C

SWOTStrengths !

• Offering the service in multiple

cities

• 30% in each market

• Variety of vehicles and locations

• Partnership with five universities

and access to their database

Weaknesses !

• Reservations are done only

online

• Lack of mobile app

• Lack of loyalty and referral

programs

SWOTOpportunities !

•Cost effective alternative in urban

centres

• Condo Boom in the major cities

• Challenging economic conditions

household / insurance, fees and

gas

• Concern in environmental issues

!Threats

!• Quickly growing market

• Ca r dea le r sh ips and ren ta l

companies want to provide car-

sharing alternatives

• Low differentiation within market

competitors

• Personal privacy concerns with

anonymous car share and mobile

app information

BUSINESS OBJECTIVES

•Grow membership base by 11,500

•Increase market share by 35% in Toronto and Montreal

•Inc rease soc ia l media presence: Twitter by 2K and Facebook by 10K

Students and young professionals Age Range: 19-34

TARGET AUDIENCE

STRATEGY

Integrate COTG services into innovative and cost-effective

social platforms that allow brand engagement, community

building and ongoing interactions with key audiences

WEBSITE

MOBILE APP

MOBILE APP

Technology Savvy

Fun!! Social

WHY?

Baby Boy/Girl

Expert

1 hour free drive

30 minutes free drive

Levels

OFFERS

!

Referrals Free drive of 1 hour for each person

Discount Membership Save 20%

PROMOTIONS

!• Send a fun email

with graphic !• Easy and attractive

way to show the information

!• Use inbound links

Targeted E-mails 

• Share and like the posts and get a chance to r e c e i v e f r e e 1 5 minute drive

!• A quiz each month, and

first 20 followers who reply correctly will get 1 hour free ride

Facebook/Twitter Contests

Ads on Public Transit During the School Year

• Target students who need long rides to commute to school • This tactic will encourage students to try or at least learn

more about our service

• For people to see COTG everywhere they go to generate curiosity

!• This is a mass advertising

t e c h n i q u e , b u t i t i s important for people to have us on their minds if they do need a car sharing service

Ads on the go in Montreal and Toronto

(Bill Boards)

Set up Booths at university fairs and club fairs • For high school students going to university (not yet

customers) • Allow us to reach new potential customers as a first line of

communication

Ads in magazines & newspapers • Metro and NOW are offered for free to

commuters on their long rides home • Once again, this will help reach out to

more students, which is our main target

TIMELINE

BUDGET

Tactic Cost of tactic Number of contacts

Expected RR%

Expected # Sales

Cost per response

ROI %

Engagement            Mobile

Application $65,424          

Corporate Website

$4,800          App Offers            

Download App Offer

$124,200 21,000.00        Expert Level

Rewards$12,420 18,000.00        

Social Media            Social Media

Share and Like $414 10,000.00        

Social Media Quiz Contest

$3,312 10,000        Acquisition            

Discount Membership

$51,750 11,500 0.5 5,750 $9.00  Referral Offer $65,550 11,500 0.3 3,450.00 $20.00  Promotion            

Google AdWords

$72,000.00 100,000 0.03 3,000.00 $24.00 88%University/College Fair

$40,000 72,860.00 0.02 1,457.20 $27.45 64%Newspaper/ Magazine Ads

$175,000.00 100,000.00 0.04 4,000.00 $43.75 3%Targeted Email $50,000.00 240,000 0.01 2,400.00 $20.83 116%Facebook Ads

($120/day)$43,680 240,000 0.006 1440 $30.33 48%

Outdoor Ads (Billboard,

$504,000 1,000,000.00 0.005 5,000 $100.80 -55%· In-app/ game

Ads (List)$2,000.00 8,000.00 0.01 80 $25.00 80%

YouTube Ads $32,000.00 600,000.00 0.0015 900 $35.56 27%           

 Total Cost $1,250,000     18,277.20    

*The  ultimate  goal  by  the  end  of  2015  is  to  have  11,500  new  COTG  customers.  

Less Car More GOGAMIFY. SIMPLIFY.