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Integrated Marketing Proposal for CitiBike - BIC Class Project
The document is a proposal for an integrated marketing campaign by Agencymark targeting non-riders in New York City to promote Citi Bike as a superior commuting option. It outlines the problem of commuters being reliant on public transportation and provides a comprehensive strategy involving print, radio, guerrilla marketing, and digital media to encourage cycling. The campaign features a hashtag '#soscitibike' to engage potential riders by showcasing the benefits of control and convenience in their daily commute.
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Integrated Marketing Proposal for CitiBike - BIC Class Project
- 1. INTEGRATED MARKETING CAMPAIGN PROPOSAL AGENCYMARK+ Presented by: Alex Suazo, Maxime Menant, Edward Arredondo, Jacques Epangue CCNY Branding & Integrated Communications Idea Development Class Project – Final Presentation Professor Gerardo Blumenkrantz – Fall 2013
- 2. WHAT WE’LL COVER •THE PROBLEM & HOW WE CAN SOLVE IT • TARGET AUDIENCE • REASONS TO BELIEVE • THE STRATEGY • INTEGRATED APPROACH – PRINT, RADIO, GUERILLA MARKETING & DIGITAL • MEDIA PLANNING AGENCYMARK | BIC 2
- 3. THE PROBLEM To manypotential bicyclists, living in New York makes biking unthinkable because of the many public transportation options available to them. As a result, riding a bike is only seen as a weekend (recreational) activity. 3AGENCYMARK | BIC
- 4. HOW TO SOLVETHE PROBLEM COMMUNICATIONS OBJECTIVE Convince non-riders that Citi Bike is better than riding the subway because it gives you control over your commute, unlike cabs and public transportation. 4AGENCYMARK | BIC
- 5. TARGET AUDIENCE Men andwomen MTA riders with a commute of more than 15 minutes one-way daily, 18 – 45, college educated, living in both NYC and its tri-state area, income of $30K+, all races and ethnicities. People that take pride in being “real” New Yorkers – who think being inconvenienced is the price you pay for living here. They’re “not past their prime,” willing to try new things, adventurous, curious, but also very practical. “Closet Bike Riders”: in their hearts, they may see themselves as bicyclists and even feel a bit of envy when they see folks on a bike, but their pragmatism quickly banishes this emotion. DEMOGRAPHIC PSYCHOGRAPHIC 5AGENCYMARK | BIC
- 6. REASONS TO BELIEVE •Benefit: Sense of control and liberation • Support: – Convenience: 330 Locations in NYC with 6,000 bikes – Affordability: $10/24 hours, $25/7 days, or less than $95/Annual Pass which provides access to a bike • Only limitations are the 45 minute time limit and location of docking stations. – Accessibility: Phone app with locations, availability • no helmets or bike locks needed AGENCYMARK | BIC
- 7. STRATEGY MTA commuters arefrustrated with their daily commute but do nothing to change it. They haven’t ever known another way to commute; until now. We need to help commuters see that “there’s a better way” with Citi Bike by personifying frustration and helping them look in the mirror. 7AGENCYMARK | BIC
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- 15. RADIO SPOTS 15 1. Pregnant Gentlemen 2.Agoraphobic AGENCYMARK | BIC
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- 17. LOOK AT YOURSELFIN THE MIRROR This marketing approach will introduce the campaign hashtag, #SOSCitiBike, within the MTA commuter space. Commuters will place their faces in the “mirror” and will find themselves immediately in the shoes of the pictured commuter. 17AGENCYMARK | BIC
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- 19. CURVE BALL MTA ONSTRIKE • Just like “there’s a better way” for MTA riders, there’s also a better way for MTA workers. • In natural “SOS” fashion, Citi Bike will deploy brand ambassadors to strike locations and closed train stops. • Ambassadors will hand out one-time-use Citi Bike rides that can be redeemed within a certain time period. • Riders can follow ambassadors on Social Media via #SOSCitiBike for surprise “Get-a-Ride” giveaways at subway and bus stops throughout the day. 19AGENCYMARK | BIC
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- 23. PRINT ADS NYC Magazinesand Newspapers 23AGENCYMARK | BIC
- 24. AGENCYMARK 24 ALEX PRINT ADS OutdoorAdvertising • NYC Taxi Cabs • Phone booths • MNR/LIRR platforms 24
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- 27. RADIO SPOTS 27 Internet Radio •Wearing headphones is about as required as wearing undergarments these days. Our audience is listening to music on their commute - we need to grab them while they’re listening. AGENCYMARK | BIC
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