Cars On The Go is a Direct Marketing Proposal developed for a Direct & Interactive Marketing class at George Brown College, Canada. This case was built considering the Car Sharing Market in Toronto (2014). Contact us for more information on this and other projects. Presented to: Matthew V. Malczewski Authors: Jessica Andreta [ca.linkedin.com/in/jessicaandreta] Emir Atmaca [emiratmaca@outlook.com] Trang Bui [trangbirdy@yahoo.com] Ana M. Cárdenas Jeffrey Wong [jeff.wongkachi@gmail.com]

1. Direct & Interactive
! Marketing Strategy
Jessica Andreta
Emir Atmaca
Trang Bui
Ana M. Cárdenas
Jeffrey Wong

2. AGENDA
Current Situation
SWOT & Competitive Analysis
Business Objectives
Target Audience
Strategies
Offers
Promotions
Timeline and Budget

3. CURRENT SITUATION
• Car sharing service based in Toronto
• Service Toronto and Montreal
• 30% market share in each market
• 50 locations for drop off and pick-ups

4. • Annual membership and pay per use model
!
!
• Membership costs $45/year + $9.50/hour
• Active members: 10,000 active in 2 markets
• New customers annually: 4,750
START CAR SHARING
RESERVE UNLOCK & GO RETURN

5. COMPETITIVE ANALYSIS
C
Image sources:
AutoShare, car2go, Zipcar

6. SWOT
Strengths
!
• Offering the service in multiple
cities
• 30% in each market
• Variety of vehicles and locations
• Partnership with five universities
and access to their database
Weaknesses
!
• Reservations are done only
online
• Lack of mobile app
• Lack of loyalty and referral
programs

7. SWOT
Opportunities
!
•Cost effective alternative in urban
centres
• Condo Boom in the major cities
• Challenging economic conditions
household / insurance, fees and
gas
• Concern in environmental issues
!
Threats
!
• Quickly growing market
• Ca r dea ler ships and rent a l
companies want to provide car-sharing
alternatives
• Low differentiation within market
competitors
• Personal privacy concerns with
anonymous car share and mobile
app information

8. BUSINESS OBJECTIVES
•Grow membership base by 11,500
•Increase market share by 35% in Toronto and Montreal
•Increas e social
media presence:
Twitter by 2K and
Facebook by 10K

9. TARGET AUDIENCE
Students and young professionals
Age Range: 19-34

10. STRATEGY
Integrate COTG services into innovative and cost-effective
social platforms that allow brand engagement, community
building and ongoing interactions with key audiences

11. WEBSITE

12. MOBILE
APP

13. MOBILE
APP

14. WHY?
Technology
Savvy
Fun!! Social

15. Expert
Baby
Boy/Girl
30 minutes
free drive
Levels
1 hour
free drive

16. OFFERS
Discount Membership
Save 20%
!
Referrals
Free drive of 1 hour
for each person

17. PROMOTIONS
Targeted E-mails
!
• Send a fun email
with graphic
!
• Easy and attractive
way to show the
information
!
• Use inbound links

18. Facebook/Twitter Contests
• Share and like the posts
and get a chance to
r e c e i v e f r e e 1 5
minute drive
!
• A quiz each month, and
first 20 followers who
reply correctly will
get 1 hour free ride

19. Ads on Public Transit During the School Year
• Target students who need long rides to commute to school
• This tactic will encourage students to try or at least learn
more about our service

20. Ads on the go in
Montreal and Toronto
• For people to see COTG
everywhere they go to
generate curiosity
!
• This is a mass advertising
t e c h n i q u e , b u t i t i s
important for people to
have us on their minds if
they do need a car sharing
service
(Bill Boards)

21. Set up Booths at university fairs and club fairs
• For high school students going to university (not yet
customers)
• Allow us to reach new potential customers as a first line of
communication
Ads in magazines & newspapers
• Metro and NOW are offered for free to
commuters on their long rides home
• Once again, this will help reach out to
more students, which is our main
target

22. TIMELINE

23. B
U
D
G
E
T
Tactic Cost of tactic Number of
contacts
Expected
RR%
Expected #
Sales
Cost per
response
ROI %
Engagement
Mobile
Application
$65,424
Corporate
Website
$4,800
App Offers
Download App
Offer
$124,200 21,000.00
Expert Level
Rewards
$12,420 18,000.00
Social Media
Social Media
Share and Like
$414 10,000.00
Social Media
Quiz Contest
$3,312 10,000
Acquisition
Discount
Membership
$51,750 11,500 0.5 5,750 $9.00
Referral Offer $65,550 11,500 0.3 3,450.00 $20.00
Promotion
Google
AdWords
$72,000.00 100,000 0.03 3,000.00 $24.00 88%
University/
College Fair
$40,000 72,860.00 0.02 1,457.20 $27.45 64%
Newspaper/
Magazine Ads
$175,000.00 100,000.00 0.04 4,000.00 $43.75 3%
Targeted Email $50,000.00 240,000 0.01 2,400.00 $20.83 116%
Facebook Ads
$43,680 240,000 0.006 1440 $30.33 48%
($120/day)
Outdoor Ads
(Billboard,
$504,000 1,000,000.00 0.005 5,000 $100.80 -55%
· In-app/ game
Ads (List)
$2,000.00 8,000.00 0.01 80 $25.00 80%
YouTube Ads $32,000.00 600,000.00 0.0015 900 $35.56 27%
Total Cost $1,250,000 18,277.20
*The
ultimate
goal
by
the
end
of
2015
is
to
have
11,500
new
COTG
customers.

24. GAMIFY. SIMPLIFY.
Less Car More GO