Fox rent a car - Rebranding Strategy Doc

1. 12/10/12
Account Planning 2
Konrad Burchardt

2. Brand: Fox Rent a Car.
Fox Rent a car has one of the lowest rates in the market they are a
average Rental car company that started 20 years ago. Fox rental car is
not very popular compared to the competition and the digital presence
of Fox rent a car is not very powerful. They have a Facebook fan page
that is full of negative messages which gives the company a bad
reputation if new users come to check the webpage. They also have a
twitter account were they just tweet news and discounts which is very
good but it could be more efficient.
Company Analysis
Fox rent a car was founded in 1989, as a discount brand to airport
travelers. Fox was managed by its founders and had a very good
organization. Fox rent a car is on the 14 major airports across U.S and is a
private-owned company. They are based in Los Angeles California.
Competitive Analysis
Budget, Enterprise and Hertz are the major competitors for Fox. They
have a very good float of cars and have competitive prices. They are
located in almost every airport around the U.S.
Consumer Analysis
Rental cars are something that most of the business man and people
that travels uses. The average age is from 25 – 50. There are various type
of consumer but I will specify 3. The first one is the one that rents the car
for just transportation and is looking saving money. He just needs to move
from place to place. The second consumer is the one that wants a car
that can fits their needs. For example a luxury car because he has
something important to do, Like a business or just because he wants a
nice looking car.

3. Category Analysis
This category usually you can find it on those airports. Because that is
where most of the rental car users arrives. You can also find it hotels and
tourist places.
SWOT Analysis.
Strength: Lower price than the competition
Strength
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Weaknesses
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Opportunities
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Threats
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Lower prices than the
competition.
No 25 year old Fee
Credit card is not
mandatory
Very good deals each
month
Float of car is not as big as
the competition.
Luxury car division is poor.
They are not in every
airport in the U.S
Very poor social media
advertising
Bad reputation on the
internet
People are not familiar
with the brand
They can grow and start
new business in other
airports
U.S is a very tourist country
Competition is not worried
about them because is still
a very small company in
comparison to Hertz,
budget, enterprise.
Gas Price
Economy
Insurance price

4. Research Guide
For my Research guide we used different social tools such as Topsy.com.
Were we can see who tweet about Fox rent a car. We analyzed some of
the Tweets and we got into the conclusion that a lot of people had a
very bad experience with Fox rent a car. We also went into their
Facebook Fan page were we found a lot o negative comments and
complaints about the bad service they give.
Today Consumers are not very happy with fox rent a car. You cannot
rate a rental car for many things because they just give a service. But
many people say that the attention is very bad. We found some
examples on tweeter were people were complaining about the service
Here are some examples taken from Tweeter

5. We also found some complains from customers on their Facebook Fan
page.

6. We used also Socialseek.com. We could also see the same that we saw
on Topsy.com about the tweets. We also noticed here that a lot of SPAM
is made by Fox rent a car. There are a lot of tweets containing discounts
and coupons.
Here are some example:

7. Brainstorming(notes)
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Low prices
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Facebook fan page boring
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Average rental Car Company
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Very competitive prices
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Not as big as hertz
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People are not very familiar with the brand
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Very low social interaction.
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Very bad reputation on the Internet.
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Hidden fees.
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Gas price is getting expensive.
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They are small so they can keep on growing.
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Fox rental car has a very ugly and old school logo
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New logo
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New design for the web page and brand
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Spam made by the brand
Creative Brief
What is the problem?
Fox rent a car is not having a good online strategy. They use social
media, but they could use it a different way and take more advantage
of it. As we saw in our consumer analysis we could see that Fox rent a car
consumers share things on twitter. But we are not taking advantage of
this.
Who is this among?
Male/female who travel often and need a good rental car service. Ages
25-50. Most of them have a smartphone where they are part of a social
platform such as Twitter, Foursquare Facebook or Tumblr.

8. How are we most likely to solve the problem?
We need to improve their social media efforts. We will use the same tools
and add other tool to create a better and more interactive strategy.
With this we will take advantage and we will make direct contact with
unsatisfied customers.
Why?
We want to give fox rent a car a new image when it comes to social
media. We want to make them a well-known brand that takes care of
their customer and participate in every channel. Also we want to hear
and solve the customer problem. If they tweet something bad about us
we want to know why and how to solve or improve that complain.
The inspirations?
Give a better service and let the customer be heard.
Requirements?
Facebook, Twitter, Foursquare, Tumblr, Agora Pulse, Google,
Google/Alerts, Topsy, Social seek.
What will success look like?
Success for us will be when we create communication between tour
customers but only with our social media platform. We will achieve
success when people congratulate us for our concern for the customer.
Positioning Statement
Fox rental Car is a small rental agency that wants to grow and be known
between others. They are not as known as the competition but if you
compare prices they have the best prices from all. People are not
familiarized with this brand. We will use social media as our first channel
to interact with our customer and our potential customers. We will use
Facebook, Twitter and foursquare and will separate it in different
categories. News, Claims, Comments, etc. Nothing will be mixed.
We will give fox rental car a new name between the rental car options.

9. Problem/ Challenge and Digital Strategy and Plan.
Problem: The social media effort is very poor. People don’t know the
brand and they have a mix between claims and negative comments
with news, offers, etc.
Challenge: The challenge is to use the social media tool but in a different
way. This will change the way people look at fox and will create a closer
brand to the customer. It would also help fox to be known between the
customers.
Digital Strategy: We will use Facebook, Twitter, foursquare and Tumblr.
We will also use some monitoring tools for these sites. Agora Pulse,
Engagio, Topsy and social seek.
Facebook: In Facebook we will still use the same Fan page that fox is
using right now. The problem today is that there is not any filter in that
page. If you go in you can see all the negative post from angry
customers complaining about something. That is not good for fox. If I am
a new customer and I want to see how is the brand I will go to Facebook
and I will se all of those negative posts. We will create a new page name
Claims. For this we will use I frames and link the page to the fan page.
We will let people send us their claims and we will have people working
24/7 answering those claims. If some one post on the front page a
negative comment that will be censored and will be pass to the claim
web page. This will create a better image when new and recent
customers go into the Fan page. We will also create a new page using
the same method (I Frames) that will be called your trip. We will let
people share their good experiences in their latest fox rent. So people will
share their stories and this will create also a better image to fox rent a
car. How are we going to make people post their stories? We will give

10. discounts, each of the stories will have a like button so each like will be
equivalent to a 0.05% that will increase if they have more discounts.
For example if the story has 100 likes they will have a 5% discount in their
next fox rental. The third page will be a live chat where you can speak
with someone from fox and make a new reservation. The fourth Page will
be a Reservations page were you without login out of Facebook make
new reservations right away. This will be use full for Fox to because we will
use the information that Facebook provide us and we will also create a
separate database of Facebook users. We could use this later to send
offers and special promotions.
Redesign Facebook FanPage Template Fox Rentacar
Only
positive
Comments

11. Actual Facebook Account
NEGGATIVE
COMMENTS
Twitter: Twitter will be something similar of what we are doing on
Facebook but this will be harder to manage. We will create different
accounts. The first account will be named @Foxrentacar. This will be the
primary account were we will give news, promotions new things that are
happening in our company, shootout to people, etc. We will try not to
mix this account with any of the others but when ever some one tweet to
this account and the tweet has nothing to do with this we will send and
inbox to the user which the respective account name. The second
account will be named @foxrentacar_claim. This account will only
answer claims by twitter. People will post their problem or concern and
will add @foxrentacar_claim and our team will answer them and try
archive the claim and try to look for a solution. The third account will be

12. @foxrentacar_help. This will be only for twitter users that are aware of this
account. We will give free on road assistance to the people that need
help and instead of calling to our road assistance number. They tweet for
help. We will have a team 24/7 working on this. Here we will also be using
Foursquare. So people can check in in the place of the problem and
tweet their location with @foxrentacar_help we will contact them by
direct message and we will send help. The Good thing about this is that
our tow or help will have an automatic check in that will be check in
every 10 minutes. So the customer that has the problem will know where
is the tow and how far is he from them. This service will be absolutely free
because is a experiment. So we will give this for free only for the people
that uses twitter. If people don’t use twitter they can take the on road
assistance insurance that cost $5 extra.
Redesign Twitter Template @FoxRentacar
INFO
TWITTER
ACCOUNTS
CUSTOMER
SERVICE
NUMBER

13. Actual Twitter Account
Tumblr: We will use this tool just as a blog. We will link this blog to the
Iframe that we have on our Facebook about stories and we will be using
both to create a positive webpage were people can share their good
experiences with our rental cars.
Agora Pulse: This tool will be used to get the maximum benefit from
Facebook. This tool helps to manage and grow the Facebook presence
and has a broad range of functionality. We will use this tool to Update
content on our Fan page. We will also schedule updates and target
updates. Based on States and time of the year.

14. With this tool we are going to also see the Analytics. Facebook has their
own analytics but Agora gives a detailed analytic module that gives an
over view to see how our pages and post are preforming.
Agora Pulse Preview

15. Engagio: This tool is one of my Favorites and is one of the best. This tool
helps you manage all of your conversations in one place. This tool will be
very helpful for us in twitter. We would also use this tool to track
conversations from other people that are using our brand. So we can
see if they are talking positive or negative.
Engagio Dashboard Preview