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NYC MTA
Digital Marketing Campaign

Travis Leone!
Xiaofei Li!
Elisa Tsang!
Yishan Zhang!
Meng Zhao

1

2

3

4

5

6

6

7...
1

We’re Riders Too

7

2

3

A

C

E

The 1 thing I would do for the MTA is...

AIR CONDITIONING

A POWER WASH

KEEP CONN...
AGENDA
The Problem
Situational Analysis
Brand Analysis
Objectives
Marketplace Trends
Competition
Digital Strategy
Why are we here?

Consumers’ View
Trains overcrowded during rush hours!

!

Late arrival – longer wait time!

!

No officia...
Why are we here?

MTA’s View
MTA measures subway lines based on !
• On time performance!
• Wait assessment – percentage of...
Numbers Are Interesting

Average Ridership Subway: 5.38MM Riders per weekday

Average Ridership Bus: 2.17MM Riders per wee...
J

MTA Digital Presence
Digital Tool
Website

Visitors / Fans

Current Purpose
• Hold all information about MTA as

Z

Eng...
J

Brand Architecture

G

PURPOSE!
!
Provide the best
connections to !
enable people to be
where they need to be!

BRAND V...
Objectives
Primary

1

2

Change and increase
the perceived value of
MTA
Improve the riding
experience through
digital too...
Trends in Market - Global
Paris & London
• 2D bar codes at station
• Obtain real-time information about the next bus or tr...
Trends in Market - Travel

Travel not Transportation
Focus on Destination
Mobile
• Booking
• Boarding passes
• Games

TV
L...
B

Competition
Brand

Positioning

Audience

Location

Advantages

Disadvantages

Digital Presence
•

•

wheels when
you w...
Why Digital?

Commuters = Wireless/Mobile
Value perception links to relationship
Travel industry building brands through d...
N

MTA Riders

Q

R

OUTSPOKEN RIDER!

MUNDANE COMMUTER!

THE TOURIST!

“I’m always late when
taking the bus or subway,
an...
Digital Strategy

Objectives
Digital Strategy
Foursquare
Personalized Transportation

Twitter

Entertainment

Facebook

Partnerships

Objectives

Centr...
Campaign Idea

L

4

5

6

1

2

3

A

C

E

J

Z

G

NY’s best connection,!
now better.
Connection Campaign

L

4

5

6

1

2

3

A

C

E

J

Z

G

The MTA Connection Dating Series
The Secret Connection Check-I...
B

Purpose

Strategy

The Main
Hub for
Information on
MTA and
Service

Re-format Page
for Cleaner,
Simpler
Aesthetics

Giv...
4
6

Blog
Purpose

Strategy

Engage with
Riders via
Developing Content
Based on
Initiatives, News

Create MTA
Transit Blog...
L

Social Outlet

Purpose

5

1

Social Media

4
2

6

3

Strategy

• Engage with consumers via sharing of • Combine pages...
L

Z

1

Mobile App Map

J
2

3

Home

Account

Travel

Social

Balance

Directions

Social Media

Gift

Maps

Photos

Des...
4

Partnerships
NYC Coupons & Discounts

Holiday promotions

6

J

Promotions

5
Z

G

Loyalty Program
Tier program based ...
A

Tracking

C

Social Media Listening

Campaign Launch

Measure

3 months

Measure

6 months

Measure

Baseline
Monitorin...
Thank You

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NYC MTA Subway & Bus - Digital Marketing Plan

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This is a digital marketing plan for New York City's MTA Subway and Buses I developed with a group in my NYU Integrated Marketing program.

Check out Elisa Tsang's profile at (http://www.slideshare.net/ElisaTsang). She was a member in the group.

Published in: Business, Technology
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Transcript of "NYC MTA Subway & Bus - Digital Marketing Plan"

  1. 1. NYC MTA Digital Marketing Campaign Travis Leone! Xiaofei Li! Elisa Tsang! Yishan Zhang! Meng Zhao 1 2 3 4 5 6 6 7 7 A C E B D F V G L S Q R N J Z
  2. 2. 1 We’re Riders Too 7 2 3 A C E The 1 thing I would do for the MTA is... AIR CONDITIONING A POWER WASH KEEP CONNECTED IN TRAIN/IN BUS! ENTERTAINMENT TIMELINESS
  3. 3. AGENDA The Problem Situational Analysis Brand Analysis Objectives Marketplace Trends Competition Digital Strategy
  4. 4. Why are we here? Consumers’ View Trains overcrowded during rush hours! ! Late arrival – longer wait time! ! No official mobile app with real-time ETA or alerts! ! MTA asks for money to renovate while constantly increases fare! ! L 4 5 N Q R 6
  5. 5. Why are we here? MTA’s View MTA measures subway lines based on ! • On time performance! • Wait assessment – percentage of trains that arrive at stations within 25% of the scheduled wait time! ! Satisfaction Survey ! • 71% overall satisfactory rate! • Leading questions with biased scale ! • Scale from 1 to 10 with 6+ being ! satisfied! 1 2 3
  6. 6. Numbers Are Interesting Average Ridership Subway: 5.38MM Riders per weekday Average Ridership Bus: 2.17MM Riders per weekday 2013 Annual Operating Budget: $9.9 Billion Projected 2019 MetroCard Monthly Pass Cost: $143 B D F N Q R M
  7. 7. J MTA Digital Presence Digital Tool Website Visitors / Fans Current Purpose • Hold all information about MTA as Z Engagement MTA Page: 20,790 Likes 105,725 Followers • No current active engagement • A tool only to provide information • Page for each service: MTA, NYC N/A an agency including services, timetables, press releases, news, etc. • Only original posts, no comments Transit, Arts for Transit, MTA Museum on comments • Posts on alerts of service and news • Complaints from riders • Speaks to active service to making services better depending on situation • Feed on service changes for each service: @NYCTSubwayScoop and • Only Retweets on weather news @NYCTBusStop and @MetroCardCity and none with other Tweeters (promotions) Videos of board meetings and 4,142 Subscribers • marathon footage 1 Contact • No engagement • No push for views on YouTube • Showcases photos of NYC subway • No engagement around the city, construction, and • No clear purpose of this medium board meetings
  8. 8. J Brand Architecture G PURPOSE! ! Provide the best connections to ! enable people to be where they need to be! BRAND VISION! ! ! e ag F! n OO tio PR rta a! po ric ns e tra Am lic rth ub No yi nc n pe rie BELIEF! Reliable transportation ! help people achieve their internal and external ! goals! O! EM VALUES! COMMITTED, INTEGRITY, RESPONSIBLE, SAFE & SECURE, CONNECTED! TD GE RS PE d an ed to ac ces -p r st ou le! fa s a re sty ng ed ife vi ne is l li is we h th t T! YC but wi H N , G p in life p u SI g e e N I n vi iv ke Li act New Yorkers, Tourists, ! Daily commuters, Weekend ! travelers, drivers! ! R TA pe e, bl za ni l ! og pfu ec el ! ,R ,H TY ed ble LI nc a nd NA O De TE S! tp Ex AT TR IB U es ! 24/7 transportation! to get anywhere in NYC. Variety of ways to get to places. Reliable.! rg u by yo e ! als ! ac ty o o pl Ci al g to g E y k EN an Yor son ed B to er ne el ew g p ou av N in y Tr e in iev re e l: h The only available ! na to b Ac wh tio l: ou and cheap transportation ! ! unc na y to provide access to ! io ing F ot tt all points in NY! e Em g DISCRIMINATOR! S! IT F Reliable transportation for on-the-go people! La ne ed ! Build and enhance the best travel community! BRAND ESSENCE! Z
  9. 9. Objectives Primary 1 2 Change and increase the perceived value of MTA Improve the riding experience through digital tools Secondary 3 Understand the mindset of riders 4 Build a stronger relationship with riders
  10. 10. Trends in Market - Global Paris & London • 2D bar codes at station • Obtain real-time information about the next bus or tram arrival • Twitter handles for its tube lines • Push timely information to passengers about service Singapore and Seoul • Using travel data to optimize capacity Shanghai Metro • Virtual supermarkets in 70 of its metro stations • LED screens advertise products • Purchased electronically • Delivered within 48 hours Austin and Salt Lake City, Isis app • Mobile wallet launched by Verizon Wireless, AT&T, and T-Mobile Korea, T-Money Card • Digitally refill card B D F M
  11. 11. Trends in Market - Travel Travel not Transportation Focus on Destination Mobile • Booking • Boarding passes • Games TV Loyalty Programs 4 5 6 S 6
  12. 12. B Competition Brand Positioning Audience Location Advantages Disadvantages Digital Presence • • wheels when you want them • • • college students married w kids middle class urban - suburban DIYers • • International • • No cost of owning car Gas included Pay by hour • • • • Penalty charges Accidents Costs add up • • • • • A simple, easy way to get the most out of NYC Seamlessly connecting riders to drivers through our apps • • • • • • • • • • singles - married middle class urban commuter cost conscious single - married w/o kids middle class urban - suburban affluent socialites • • NYC • • • Convenience Inexpensive Exercise Green • • Dangerous commute Availability • • • • • • • International • • Convenience Simplicity Appearance • • Expensive D • • • App! Blog (UK) Facebook Twitter LinkedIn Google+ YoutTube App! Blog Facebook Twitter App! Blog Facebook Twitter LinkedIn
  13. 13. Why Digital? Commuters = Wireless/Mobile Value perception links to relationship Travel industry building brands through digital Connection is Key 1 2 3 A C E
  14. 14. N MTA Riders Q R OUTSPOKEN RIDER! MUNDANE COMMUTER! THE TOURIST! “I’m always late when taking the bus or subway, and I hate it. I let others know it too.” “The easiest way to get to where I need to go is taking the MTA. It’s not the best, but I have to deal with it.” “New York City is amazing and nothing I’ve ever seen before. The subway and bus is definitely not what I expected.”
  15. 15. Digital Strategy Objectives
  16. 16. Digital Strategy Foursquare Personalized Transportation Twitter Entertainment Facebook Partnerships Objectives Central Hub Loyalty Program Transit Blogger Tracking Tools
  17. 17. Campaign Idea L 4 5 6 1 2 3 A C E J Z G NY’s best connection,! now better.
  18. 18. Connection Campaign L 4 5 6 1 2 3 A C E J Z G The MTA Connection Dating Series The Secret Connection Check-In Connect The Monopoly Pieces with McDonalds The Green Connection NY’s best connection, ! now better.
  19. 19. B Purpose Strategy The Main Hub for Information on MTA and Service Re-format Page for Cleaner, Simpler Aesthetics Give Riders What They Want:! • Clean, Easy Navigation! • Relevant Content Re-Organize, Consolidate Content F N Website D Q R M
  20. 20. 4 6 Blog Purpose Strategy Engage with Riders via Developing Content Based on Initiatives, News Create MTA Transit Blogger Utilizing Current, Known Blogger from NYC Offer a More Personal, Friendly Outlet of Content 5 S 6
  21. 21. L Social Outlet Purpose 5 1 Social Media 4 2 6 3 Strategy • Engage with consumers via sharing of • Combine pages of MTA subway and content, news, alert, lifestyle topics! buses! • Drive conversations amongst users to ! • Develop page for Arts and Music and gain higher engagement! events! • Listen to fans and understand mindset! • Create a Facebook app on maps for • Connect better with users and riders! both buses and subways, that provides • Contests and giveaways updates on services and delays • Central social hub for quick and timely alerts of subway and buses! • Provide travel tips and solutions! • Create conversations around NYC events and spread awareness of partnerships • Twitter handle just for travel tips and alerts (as is) Another handle for promotions and events (as is)! • Speak to tweeters and increase engagement! • Develop promoted tweets to download our new mobile app and any new promotions with our partners! • #MTAConnection • Increase awareness of station and bus • Input subway and bus stop as stop locations! searchable locations! • Understand travel by riders in a fun way • Create badges for station riders
  22. 22. L Z 1 Mobile App Map J 2 3 Home Account Travel Social Balance Directions Social Media Gift Maps Photos Destinations Geo-targeting Safety Powered by HopStop Games
  23. 23. 4 Partnerships NYC Coupons & Discounts Holiday promotions 6 J Promotions 5 Z G Loyalty Program Tier program based on Metrocard Offerings based on usage Tiers Tasks Offers Tier 1 Set up Account Limited WiFi Tier 2 Automatic credit card reload Personalized Card Tier 3 Purchase unlimited rides Unlimited WiFi Access
  24. 24. A Tracking C Social Media Listening Campaign Launch Measure 3 months Measure 6 months Measure Baseline Monitoring • Establish metric • Gather data regarding brand • Real-Time monitoring • 3 month reports 9 months Measure 1 year Analyze E
  25. 25. Thank You 1 2 3 4 5 6 6 7 7 A C E B D F M G L S Q R N J Z

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