Hailo

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Hailo

  1. 1. Capabilities presentationDenterleinNovember 13, 2012
  2. 2. 2Today’s team Diana Pisciotta, Executive Vice President Lisa Pollack, Vice President Aimee Charest, Account Executive
  3. 3. Denterlein: 3 Who we areFounded in 2000 by Geri DenterleinIntegrated strategic communicationsfirm focused on:  Communications Strategy  Media Relations  Relationship Marketing  Social Media  Crisis Communications  Public PolicySpecialize in key regional industries:  Healthcare  Transportation  Higher Education  Real Estate  Professional Services
  4. 4. Why we’re excited to work with you 4  Prime market for the product  This is Boston’s moment for innovation + tech  HAILO focus on community: a unique differentiator  Connect our network to yours  Our unique, thought leadership approach  We love projects like this
  5. 5. 5Communication Opportunities  Consumer frustration with Boston cabs  Frustration among cab drivers, too  Online-only media reach right consumer audiences  Cab drivers: a “captive audience”  Demographic trend in Boston scaling younger/hipper  HAILO success in other cities means data to leverage  Unique value proposition leads to a different way of looking at media and marketing  Broadcast opportunity to be explored
  6. 6. 6Communication Challenges  Stiff competition from Uber in the media space  Tight media market  Online coverage means potential wait until next opportunity  Must think very carefully about market segmentation  Local media has limited appetite for product-based stories
  7. 7. 7Key audiences Cab drivers  Business leaders Cab company owners  Innovation scenesters Hospitality industry  Young professionals College students  Public safety officials Policymakers  Neighborhood residents
  8. 8. 8Campaign goals Build a community of Hailo users – both drivers and users Clearly articulate the value proposition to the right audiences Build on launch media to sustain awareness Leverage a variety of media and communications vehicles to build awareness among target segments Undertake long-term planning and strategy; taking potential competitive threats into account Support good relationships with city leadership and others
  9. 9. Campaign Strategy 9 Guiding principle:  Leverage a creative slate of tactics to keep the Hailo brand in front of the right audiences Phased approach: no spaghetti on the wall Mix of:  Traditional news  Lifestyle  Events  Organic marketing/content generation  Relationship marketing
  10. 10. 10Tools to tell the story “Straight news”  Define the difference + value  Talk about the product + experience  Feature-based stories  Build community of cab drivers  Careful build of a radio pitch  Remember community media (Haitian radio, Carriage News)
  11. 11. 11Tools to tell the storyBe the expert:Transportation, tech, businessstories  Survey user community  Boston v NYC  Hospitality nexus  VC/early stage companies
  12. 12. 12Tools to tell the storySupport viral brand recognition;generate content  Taxi driver appreciation day  Content generation:  Top restaurants by traffic  Intersections to avoid  Strategies for hailing a cab  Good old-fashioned PR stunts:  Videos  Cash cab  Black cab hire  Street team
  13. 13. Timeline 13Phase I Phase II Phase III(2-3 weeks): (December – March): (March – May)• Brainstorming • Support hard launch • Focus on content generation to support• Competitive Analysis • Trend + lifestyle story pitching brand recognition• Data mining • Ongoing relationship marketing • Ongoing consumer story• Communications plan• Initial pitching + backgrounding reporters• Relationship marketing
  14. 14. 14Representative client experience
  15. 15. Thank you!Any questions?

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