StoutBikes

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StoutBikes

  1. 1. Jack Pendergast, Rebecca West, Maxwell Miller
  2. 3. OVERVIEW <ul><li>Previous Marketing Efforts </li></ul><ul><li>Campaign Objectives </li></ul><ul><li>Target Market </li></ul><ul><li>Positioning Statement </li></ul><ul><li>Media Plan </li></ul><ul><li>Plan Execution </li></ul><ul><li>Measurement/Follow Up </li></ul>
  3. 4. TARGET MARKET <ul><li>UW-Stout students </li></ul><ul><li>On/Off campus residents </li></ul><ul><li>Ages: 18-26 </li></ul><ul><li>Prospective students </li></ul><ul><li>Incoming Freshman </li></ul>
  4. 5. PREVIOUS MARKETING EFFORTS <ul><li>Sarah Rykal, Environmental Sustainability Coordinator & Keith McCarten, Parking Services Associate </li></ul><ul><li>Press Release via Stout News </li></ul><ul><li>Article by WEAU Channel 13 </li></ul><ul><li>Information on Parking Services web page </li></ul>
  5. 6. CAMPAIGN OBJECTIVES <ul><li>Increase awareness to prospective students by 10% annually </li></ul><ul><li>Increase bike donations annually by 10% </li></ul><ul><li>Reducing is car permits by 10% </li></ul><ul><li>Increase bike rentals 10% annually </li></ul>
  6. 7. POSITIONING STATEMENT <ul><li>“ Create an awareness campaign for StoutBikes in an effort to provide a convenient and reliable service as an alternative form of transportation targeting both on and off campus students through the use of health and convenience appeals ” </li></ul>
  7. 8. MEDIA PLAN <ul><li>TV and Radio spots will be run March-May, August-October 2012 </li></ul><ul><ul><li>TV: WEAU Channel 13 </li></ul></ul><ul><ul><ul><li>8:00-11:00 pm </li></ul></ul></ul><ul><ul><li>Radio: WBIZ 100.7 FM </li></ul></ul><ul><ul><ul><li>5:00-10:00 am </li></ul></ul></ul><ul><ul><ul><li>3:00-7:00 pm </li></ul></ul></ul><ul><li>Print advertisement: Stoutonia </li></ul><ul><ul><li>April/May & September/August 2012 issues </li></ul></ul><ul><li>Viral Video will be uploaded to YouTube </li></ul><ul><li>Social media sites will launch at the start of the campaign </li></ul>
  8. 9. VIRAL VIDEO <ul><li>http://www.youtube.com/watch?v=avs9NSepMxQ </li></ul>
  9. 10. RADIO SPOT
  10. 11. PRINT MEDIA <ul><li>April/May </li></ul><ul><li>August/September </li></ul>
  11. 12. PREMIUM ITEM
  12. 13. SOCIAL MEDIA <ul><li>Facebook Page </li></ul><ul><li>Twitter Page </li></ul><ul><li>YouTube Page </li></ul><ul><li>All pages are integrated: </li></ul><ul><ul><li>http://www.facebook.com/pages/StoutBikes/309179899105050#!/StoutBikes </li></ul></ul><ul><li>Facebook advertising </li></ul><ul><ul><li>Shown to anyone in the </li></ul></ul><ul><ul><li>Stout network </li></ul></ul>
  13. 14. MEASUREMENT/FOLLOW UP <ul><li>Awareness Measurement </li></ul><ul><ul><li>Number of Followers on Twitter and “likes” on Facebook </li></ul></ul><ul><li>Advertising effectiveness through bike rental increase </li></ul><ul><li>QR Code </li></ul><ul><li>Viral Video Views </li></ul><ul><li>Post rental experience survey </li></ul>
  14. 15. QUESTIONS?

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