Melbourne Bike Share (RACV) Strategy Presentation

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Our client pitch presentation to RACV for Melbourne Bike Share, aimed at increasing awareness amongst students.

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Melbourne Bike Share (RACV) Strategy Presentation

  1. 1. Marek-MacleanPublic Relations
  2. 2. A new form of public transport 50 stations - 600 share bikes Launched in May 2010
  3. 3. Unlimited short trips between 50 stations.Your bike share subscription lets you travel to and fromany bike share station around town. By keeping each tripto less than 30 minutes you only pay the minimum charge.For a one-hour trip you’ll pay a couple of dollars extra.Bike share is a multi-use system.Need another trip? Once you have paid for the day, weekor year, the system recognises you every time at everystation. Simply swipe your credit card or use yourbike share key and you’re ready to ride again.
  4. 4. Operated by withSystem supplied and Supported by designed by
  5. 5. Generate excitement Corporate Drive usage Stakeholders Create awareness Individual Educate Melbournians Stakeholders Create ownership Build safety discourse
  6. 6. Where do we fit in?•Research•Problem/opportunity•Target audience
  7. 7. Goals and Key Objectives1) To create awareness of MBS among incoming students and the institutions where they live or study 1.1 To establish links with third party organisations2) To build willingness to use the system among students 2.1 To promote bike share as an attractive alternative to trains, trams or walking 2.2 To boost the MBS presence on campus by providing student-friendly information
  8. 8. Phase One: November - February1) Listings and links in website and student guides2) Information packs to 15 selected institutions • Free helmets offer • Promotional materials • Introduce corporate subscriptions3) O-Week showbag giveaways
  9. 9. Phase Two: March1) Roadshows on four campuses2) Video competition3) Poster campaign - humorous comparison4) Controlled & uncontrolled media
  10. 10. Phase Two: April - May1) Leverage competition announcements in student media2) Promote campus specific routes through postcards posters signpost (Melbourne Uni)
  11. 11. Key MessagesJust over $1 per week for a yearly subscription Is this (public transport) cramping your style? 10 minutes to Jolimont station? Why not take a bike? Flexibility – bike in, tram back
  12. 12. Program Evaluation •Listings achievedPre-semester •Web traffic from linksPhase one: •Take-up of free helmets •Take up of display materials • Usage of trial vouchers • Web response mechanism (register to receive or win a one-weekPhase two & three: voucher) •Media content analysisSemester 1 • Entries and hits for video competition • Increase in rides between target routes
  13. 13. TimelineNovember 2010 – February 2011 Early - Mid March 2011 – Semester 1• Develop material with graphic • Road show: demo bikes, trial designer: vouchers; clipboard survey• Email& follow up contacts re web • Promote video competition listings • Contact selected department heads• Letter for promotional info pack re competition participation• Send out info pack• Distribute showbag materials April 2011• Website advertising: Melbourne Uni Student Union page • New posters (second design) Late April – May 2011February 22-25 (O-Week) • End of video comp- judging and• 1st round of posters up at announce winner campuses • Source media ops for competition• Postcards displayed at campuses winner (student radio/media list) • Evaluation
  14. 14. BudgetItem In-House Out-House Item In-House Out-HousePrinting ManpowerPoster Video Comp $100.00 $500.00 Website contacts/promoting Intern $200.00Magnets $50.00 $600.00 Department Contacts/Promoting Intern $150.00Postcards $50.00 $500.00 Uni Marketing Contacts Intern $200.00Poster 1 $50.00 $500.00 Write media releases Intern $200.00Poster 2 $50.00 $500.00 Promote Video Campaign Intern $200.00Video Comp Flyers $50.00 $200.00 Info Kit contacts Intern $200.00Fight Lycra Bravely $50.00 $500.00 Displaying Postcards Intern $300.00Show bag materials $100.00 $1000.00 Posting Posters Student $500.00Prizes Advertising$500 video comp. x1 $100.00 $1,000.00 Melb Uni Website $1,330.00$500 video comp. x2 $100.00 $1,000.00 The Insider magazine $1,000.00Road Show Information TechnologyPromo People Hire $100.00 $1000.00 Build registration page $200.00Vouchers $400.00 - Customer ServiceHelmets-Prizes $200.00 - Student queries $1,000.00Witches hats $20.00 $200.00 Administration $1,000.00Postage $200.00 $300.00 Total: $4020.00 $10,980.00Info-Kit Packs $200.00 $300.00 Total: $15,000.00
  15. 15. Long Term Recommendations1) Sustained and consistent communication2) Infrastructure: better signage and fold-out maps3) Strategic location for new stations4) Brand personality – Fight Lycra Bravely!
  16. 16. Any Questions?Right, so And the brief they gave us was to promote bike share to “Fight Lycra Bravely”

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