This document outlines several strategic plans and proposals for Primera Plus, a public transportation company. It begins with a SWOT analysis, identifying strengths like cheaper tickets and frequent departures, and weaknesses like traffic and potential accidents. Three key proposals are then described: 1) A frequent rider loyalty card program offering mileage and discounts. 2) Improving the company website and modifying the loyalty point system. 3) Strengthening the company's image at universities and creating travel experiences for young customers. The overall aim is to attract more customers, especially students, and improve Primera Plus's service and reputation.

1. Primera Plus
Public Relations Strategic Planning Process
● Janet Bulos
● Ximena del Cerro
● Lilia Ceballos
● Cynthia Rodríguez
● Mónica Uribe

2. New SWOT analysis
Strengths
● The train is going to be ready until 2017.
● Primera Plus ticket is cheaper ($260) than
TVR ($300).
● Primera Plus trip is direct (no stops).
● Primera Plus has privileges for students.
● Departure frequency (every 15 min).
● Keep the buses in good condition.
● Have better control over passengers.
● Accessibility to rescheduling tickets
Weaknesses
● Primera Plus still generate traffic and
pollution.
● Primera Plus route takes long than TVR.
● Increased risk of accidents.
Opportunities
● Implementation of new technologies (apps).
● Campaigns for improving service and
image.
● Attract the attention of young people with
certain benefits for them.
Threats
● Insecurity on roads.
● Increase in the price of petrol and diesel.
● Deplorable conditions of some roads.
● The use of other means of transport by
customers.

3. Plan #1. Card with new benefits proposal
What is it?
“Siempre Plus” (Always Plus) is the first terrestrial
frequent traveler program specially created to thank
clients for their preference to travel with Primera
Plus. Offering a wide range of exclusive benefits
including mileage accumulation, allied services
companies, access to exclusive waiting rooms and
constant specials.

4. Plan #1.
Frequent Client Card with new benefits
How it works?
Advantages Disadvantages
● A connection between the company and the
client is created
● It gives the customer a motivation to continue
traveling with Primera Plus
● Many customers have complained via social
media saying that "it is very difficult to win a free
trip with the card"
● Almost nobody knows this card, it has not been
given much coverage in the media
● Many customers have expressed that they often
are not provided with the plastic card

5. Our proposals...
a) Improving the website
i. Design: the design page will be renewed to
offer a more aesthetic and attractive reading.
ii. Accessibility: We will strengthen the website,
emphasizing the usability of information. We
will focus on accommodation of the
information in reading for the web (L-shaped).
Also, will be provided and create hyperlinks to
more detailed information.

6. Our proposal...
B) Modifying the mechanic of points: instead of
being exchanged for objects they will be
exchanged for future trips, as an electronic wallet.
The accumulation of points system will be
modified to make it more attractive to the
customer. A disadvantage is that many customers
have complained via social media saying that "it is
very difficult to win a free trip with the card". So,
the new system will offer tangible points.

7. Our proposal...
c) Strengthening of communication in
social networks: An integral communication
campaign will be launched. It will emphasize in
the campaign's communication via social
networks. In addition an effort of personal
promotion in the respective terminals Mexico-
Queretaro will be integrated to help the
dissemination of loyalty card.

8. Plan #2.
Company Image at Universities
● We are trying to strengthen the image of Primera Plus in different high schools and universities
in the south of the city to get the attentions of young customers which are our goal customers.
● Approach their school environment in order to have a direct contact with the students (Frequent
Client Card).

10. Plan #3.
Creating experiences
● Implement a Library Go-Go vending machines in the stations allowing passengers to
borrow and return books on their trip.
● Get a sponsor to give out appetizers.
● Organize a race for those who have the frequent client card and offer the winners a
free trip.
● Organize trips to tourist spots both in Queretaro and in Mexico City including a tourism
package that could appeal young audiences.
● Develop an app to recommend places, events, and celebrations that take place over
weekends and also give information about the weather in certain places that could be
reach by traveling with Primera Plus. This spot could include advertisements from
companies that relate to this pieces of information.