Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Integrated Marketing Proposal for CitiBike - BIC Class Project

2,648 views

Published on

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
  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THE can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THE is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBOOK .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, CookBOOK, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, EBOOK, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THE Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THE the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THE Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • As a single mother every little bit counts! This has been such a great way for me to earn extra money. As a single mother every little bit counts! Finally, a vehicle for making some honest to goodness real money to make life easier and happier now that I don't have to pull my hair out budgeting every penny every day.Thanks for the rainbow in my sky. ♣♣♣ https://tinyurl.com/vd3y33w
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Positions Available Now! We currently have several openings for social media workers. ★★★ https://tinyurl.com/rbrfd6j
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

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
  10. 10. 10
  11. 11. 11
  12. 12. 12
  13. 13. 13
  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
  18. 18. 18
  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
  25. 25. 2525
  26. 26. 26
  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

×