Project Consultancy for the Omnichannel Marketing Strategy of a Long Term Renting Car company. Relevant topics proposed were: - Progressive Web App - Partnerships - SEO and SEM strategy

1. TEAM 4
CARMINATI MIRKO
CIRCOSTA ANDREA
OLIVIERI JENNILYN
PAVESE VINCENZO
PESCOSTA MARCO
RAMELLA ANDREA EUGENIO
OMNICHANNEL MANAGEMENT TEAMWORK PRESENTATION 11/03/2019

2. COMPANY OVERVIEW
Rent365 is positioned in the field of long-
term car rental. LTR market is highly
competitive and fragmented
Both for economic and cultural reasons,
the rental service as a whole is becoming
increasingly popular, especially among
millenials.
Rent365 is relatively still in its infant stage,
but it has potential for growth.
We believe the main problem it has to
address is visibility!

3. COMPANY OVERVIEW
Rent 365 website is neat and to-
the-point but it does not stand-
out among competitors.
Social Networks presence is
fragmented in several pages:
detrimental for popularity in
search engine

4. LTR SURVEY
● 59% owns a car.
● 56.7% drives less than 10,000 Km/year
25.4% drives between 10,000 and 20,000 Km/year
● Most of them spend between 1000 and 2500€/year in
expenses, excluding fuel and car depreciation.
Out of the total:
● 67.3% has already heard about LTR service.
● 70.8% has not ever considered and would still not consider
a LTR because:
○ 46.3% prefers to purchase a car.
○ 14.6% has never considered to purchase a car.
○ 30.5% has never looked for information and does
not know potential advantages.

5. LTR SURVEY
WHY CHOOSING LTR?
 CONVENIENT IN TERMS OF INCLUDED SERVICES (RCA, MAINTENANCE, ASSI STANCE…)
 CONVENIENT IN FISCAL/ECONOMIC TERMS (PARTITA IVA, TAXES, MONTHLY FEE…)
 POSSIBILITY TO DRIVE A NEW CAR EVERY 2 -3 YEARS
 TO AVOID CAR OWNERSHIP ISSUES (I.E. CAR DEPRECIATION)
WHAT RESPONDENTS THINK ABOUT LTR SERVICE
 INNOVATIVE
 CONVENIENT
 CUSTOMIZABLE
 AFFORDABLE

6. In order to stand out from the competition, there is the need to create a clear, consistent and positive strategy,
combining clients expectations and an extra social commitment:
Rent365 aims at offering an INNOVATIVE, CUSTOMIZABLE and RELIABLE all-
inclusive service in the long-term car rental
Why RELIABLE?
• Pre-defined cost structure and included services without extra expences
• Changing car means adopting latest safety features
• Road Safety is a relevant issue nowadays
OUR STRATEGY PROPOSAL

7. CUSTOMER JOURNEY – STEP 1: AWARNESS
DIGITAL MARKETING
SEARCH ADVERTISING SOCIAL ADVERTISING DISPLAY ADVERTISING
TRADITIONAL MARKETING
RADIO ADVERTISING
Wide audience (Radio24 daily average audience 2,5 million)
Most affordable mass media
Invite people to visit directly Rent365 website or shops, avoiding browsing
around competitors.
Main messages: ‘Why LTR?’ + ‘Why choosing Rent365?’

8. CUSTOMER JOURNEY – STEP 2: SEARCH
SERCH ENGINE OPTIMIZATION (SEO)
0.00%
50.00%
1 2 3 4 5 6 7 8 9 10 11 12 13 14
Click-Through-Rate by position
CTR by position
Top ranking factors on Google:
1. High-Quality Content
2. Mobile-Friendly
3. User Experience
4. Page Speed
5. Relevant BackLinks
PROGRESSIVE WEB APP (PWA)
0
5
10
15
Monthly Unique Visitors (M)
Mobile Web Reach
Top 1000 mobile apps vs top 1000
mobile properties
Apps Mobile Web
0
100
200
Average minutes per visitor
Mobile Web
Engagement
Top 1000 mobile apps vs top 1000 mobile
properties
Apps Mobile Web
Main PWA
levers

9. PWA COMPARABLES
3,8x Faster average
page load time
+ 31% Conversion
Rate (Clients/Visitors)
+ 20% page views per
visit
PWA works offline
Save up to 75% of
the costs of a native
app
App’s weight is
decreased by 80-
90%.

10. CUSTOMER JOURNEY – STEP 3: CHOICE AND PURCHASE
New PWA and website functionalities:
• Direct contact with nearest shop
• Reserve in-store appointment through PWA
 Collect personal data and lead generation
Personalized welcome
Store assistant as a consultant
• Well-trained assistant capable to understand
customer needs and maximize his satisfaction

11. CUSTOMER JOURNEY – STEP 4: EXPERIENCE
CUSTOMER ENGAGEMENT PROGRAM THROUGH PARTNERSHIPS
The most widespread corporate
carpooling in Italy
Partnership Proposal to Rent365
clients
Considering at 50% the kilometres
travelled and shared through JoJob app
WHY
 Young professional target
 CSR
 Green Marketing
One of the leading outlet in North Italy
Partnership proposal to Rent365
clients:
Possibility of booking a car slot in the
Vicolungo Parking using Rent365
contract number
WHY
 Neutral car provider
 Young professional target
 High visibility
Italian web-site for booking entire
houses and villas:
Partnership Proposal to Rent365
clients:
Not taking into account the kilometres
travelled to reach the destination
WHY
 Car is often the means of choice for
these journeys
 Positive association (Holidays,
friends&fun)

12. CUSTOMER JOURNEY – STEP 5: CONTENT MARKETING AND
POST-EXPERIENCE
v
Blog
Video content as a priority
• VLOGS on the model of Satispay and Arval, explaining the
customer journey from the initial catalogue request to the post
service feedback in an informal and practical manner;
• Entertaining and involving road-safety campaign
• News on automotive and LTR markets with particular focus on
innovations in car-safety systems
Blog articles abstracts and Youtube videos with direct link,
different social networks need different content management:
One post a day keeps the doctor away!
After-sale engagement program: Porta un amico

13. RENT365 NETWORK
v
As a result of an improved strategy that
creates a stronger brand will attract more
potential franchisees.
How to maintain this network?
Build a community among Rent365 Network
partecipants:
• Occasional entertaining events
• Periodic training meeting
This will create a positive perception of the
company as a place to work for, improving
visibility for new potential franchisees as
well

14. v
PLANNING
Strategy month 1 month 2 month 3 month 4 month 5 month 6 month 7 month 8 month 9 month 10month 11month 12
SEO SEO Strategy
Social Advertising Linkedin ads
Linkedin
ads
Linkedin
ads
Linkedin
ads
Linkedin
ads
Linkedin
ads
Display Advertising Banner ads Banner ads Banner ads Banner ads Banner ads Banner ads
Content Marketing Blog / Youtube / Linkedin / Facebook / Linkedin Content
PWA Implementatio
n
New Feature
Reservation
/blog
section
Porta un amico Implementati
on
Road-Safety Campaign Implementati
on
Implementati
on
Meeting Rent 365
network
1st meeting
2nd
meeting
3rd
meeting
4th
meeting
5th
meeting
6th
meeting
Partnerships Proposals
Vicolungo
Jojob
Casevacanz
e
Radio Advertising Radio 24
Adv

15. BUDGETING
v
Internal SEO Team 40.000 €/year
Progressive Web App 1.500 €/year
Linkedin Adv
(100k impression/month)
460 €/month
(CPM 4,60€)
Display Adv
(website banners)
500 €/month
(CPM 5€)
CPM = Cost per thousand
impression
Given the budget constraint, we believe that these are the investments with higher
priority

16. THANK YOU FOR YOUR ATTENTION!
NEXT TIME,
YOU BETTER RENT HIM TOO