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Jacopo Apo Bordin Digital Strategies Instructor: Virginia Alber-Glanstaetten AAU FA ‘09

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OVERVIEW OBJECTIVE [http://www.sfmta.com/cms/ahome/indxabmu.htm] SFMTA Muni DPT Division of Taxis

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CURRENT SITUATION does not

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<ul><li>Single mom [2 kids] </li></ul><ul><li>New Slow Parent </li></ul><ul><li>“ back-to-basics” lifestyle </li></ul><ul><li>Planner </li></ul><ul><li>Eco-friendly </li></ul>KRYSTIN

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WHAT IS SHE DOING ONLINE? <ul><li>Save money [coupons, deals, free stuff] </li></ul><ul><li>Seek information [health, cooking, products] </li></ul><ul><li>Connect and control [email, social media, blogs, microblogging] </li></ul><ul><li>Plan [errands, activities] </li></ul><ul><li>Escape [music, games, video] </li></ul>

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OPPORTUNITIES STRATEGY <ul><li>Improve user’s experience through digital </li></ul>- Humanize MUNI || Raise visibility of Muni’s efforts <ul><li>More reliable online destination with packable content </li></ul>- More transparency and collaboration with users

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TACTICS - Online Destination <ul><li>- Easy-to-plan personalized itinerary </li></ul><ul><ul><ul><li>multi-leg itinerary </li></ul></ul></ul><ul><ul><ul><li>time schedules </li></ul></ul></ul><ul><ul><ul><li>estimated capacity </li></ul></ul></ul><ul><ul><ul><li>current position of selected bus line </li></ul></ul></ul><ul><li>Easy-to-move content through multiple platforms [email, social media, blogs, MOBILE] </li></ul><ul><li>Easy-to-edit content from any platforms </li></ul><ul><li>Updates, projects, and feedbacks </li></ul>