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Integrated Marketing Proposal for CitiBike - BIC Class Project

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CCNY's BIC foundational Idea Development course, taught by Gerardo Blumenkrantz, challenged students to learn the basics of idea generation, how to recognize “big ideas,” and how to critique them in order to keep the message on strategy and make the work better.

For the final project, we had the opportunity to develop a multi-media integrated marketing campaign (including a "creative curveball") for NYC’s bike sharing program, CitiBike. As a class, we brainstormed and agreed on one mutual creative brief to work from. Once finalized, each team then worked independently on their creative solution to the communications objective.

The final product was a 15-minute presentation detailing our multi-media campaign, including print, radio, digital and guerrilla marketing, along with foam board prints of the ads.

As team leader, I managed the production (visual design and formatting) and writing/editing of the final PPT presentation, and the development and curation of the digital strategy (the digital hub/#SOSCitiBike).
www.SOSCitiBike.tumblr.com - password: ideadevelopment

Print Ads designed and Photographed by Edward Arredondo.
Copywriting on Print Ads: group effort
Radio Ads Recordings, Guerilla Marketing and Media Plan by Maxime Menant.

Semester: Fall 2013

Published in: Marketing

Integrated Marketing Proposal for CitiBike - BIC Class Project

  1. 1. INTEGRATED MARKETING CAMPAIGN PROPOSAL AGENCYMARK + Presented by: Alex Suazo, Maxime Menant, Edward Arredondo, Jacques Epangue CCNY Branding & Integrated Communications Idea Development Class Project – Final Presentation Professor Gerardo Blumenkrantz – Fall 2013
  2. 2. WHAT WE’LL COVER • THE PROBLEM & HOW WE CAN SOLVE IT • TARGET AUDIENCE • REASONS TO BELIEVE • THE STRATEGY • INTEGRATED APPROACH – PRINT, RADIO, GUERILLA MARKETING & DIGITAL • MEDIA PLANNING AGENCYMARK | BIC 2
  3. 3. THE PROBLEM To many potential bicyclists, living in New York makes biking unthinkable because of the many public transportation options available to them. As a result, riding a bike is only seen as a weekend (recreational) activity. 3AGENCYMARK | BIC
  4. 4. HOW TO SOLVE THE PROBLEM COMMUNICATIONS OBJECTIVE Convince non-riders that Citi Bike is better than riding the subway because it gives you control over your commute, unlike cabs and public transportation. 4AGENCYMARK | BIC
  5. 5. TARGET AUDIENCE Men and women MTA riders with a commute of more than 15 minutes one-way daily, 18 – 45, college educated, living in both NYC and its tri-state area, income of $30K+, all races and ethnicities. People that take pride in being “real” New Yorkers – who think being inconvenienced is the price you pay for living here. They’re “not past their prime,” willing to try new things, adventurous, curious, but also very practical. “Closet Bike Riders”: in their hearts, they may see themselves as bicyclists and even feel a bit of envy when they see folks on a bike, but their pragmatism quickly banishes this emotion. DEMOGRAPHIC PSYCHOGRAPHIC 5AGENCYMARK | BIC
  6. 6. REASONS TO BELIEVE • Benefit: Sense of control and liberation • Support: – Convenience: 330 Locations in NYC with 6,000 bikes – Affordability: $10/24 hours, $25/7 days, or less than $95/Annual Pass which provides access to a bike • Only limitations are the 45 minute time limit and location of docking stations. – Accessibility: Phone app with locations, availability • no helmets or bike locks needed AGENCYMARK | BIC
  7. 7. STRATEGY MTA commuters are frustrated with their daily commute but do nothing to change it. They haven’t ever known another way to commute; until now. We need to help commuters see that “there’s a better way” with Citi Bike by personifying frustration and helping them look in the mirror. 7AGENCYMARK | BIC
  8. 8. INTEGRATED APPROACH 8AGENCYMARK | BIC
  9. 9. PRINT ADS 9AGENCYMARK | BIC
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  14. 14. RADIO 14AGENCYMARK | BIC
  15. 15. RADIO SPOTS 15 1. Pregnant Gentlemen 2. Agoraphobic AGENCYMARK | BIC
  16. 16. GUERILLA MARKETING 16AGENCYMARK | BIC
  17. 17. LOOK AT YOURSELF IN THE MIRROR This marketing approach will introduce the campaign hashtag, #SOSCitiBike, within the MTA commuter space. Commuters will place their faces in the “mirror” and will find themselves immediately in the shoes of the pictured commuter. 17AGENCYMARK | BIC
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  19. 19. CURVE BALL MTA ON STRIKE • Just like “there’s a better way” for MTA riders, there’s also a better way for MTA workers. • In natural “SOS” fashion, Citi Bike will deploy brand ambassadors to strike locations and closed train stops. • Ambassadors will hand out one-time-use Citi Bike rides that can be redeemed within a certain time period. • Riders can follow ambassadors on Social Media via #SOSCitiBike for surprise “Get-a-Ride” giveaways at subway and bus stops throughout the day. 19AGENCYMARK | BIC
  20. 20. DIGITAL HUB 20AGENCYMARK | BIC
  21. 21. 21SOSCitiBike.tumblr.com- Password: ideadevelopment
  22. 22. MEDIA PLANNING 22AGENCYMARK | BIC
  23. 23. PRINT ADS NYC Magazines and Newspapers 23AGENCYMARK | BIC
  24. 24. AGENCYMARK 24 ALEX PRINT ADS Outdoor Advertising • NYC Taxi Cabs • Phone booths • MNR/LIRR platforms 24
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  27. 27. RADIO SPOTS 27 Internet Radio • Wearing headphones is about as required as wearing undergarments these days. Our audience is listening to music on their commute - we need to grab them while they’re listening. AGENCYMARK | BIC
  28. 28. THANK YOU. 28

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