Uber PR Campaign 2014
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The document outlines Uber's plan to strengthen its presence in Montreal by making it the taxi service of choice. The campaign's objectives are to introduce the service, create awareness, and generate excitement. Key strategies include partnering with the Canadiens for a sponsored game, launching a social media contest to promote the app, and offering promotional codes and discounts. The campaign will be implemented in three phases over several months and has a projected budget of $500,000. Effectiveness will be measured based on new account creation, daily ride requests, social media engagement, and time spent on the Uber website.
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Uber PR Campaign 2014
- 1. UBER EVERYONE’S PRIVATE DRIVER Charlotte Binoux, Vanesa Kuchta, Sophie Marsolais, Kelly-Anne McDougald and Andréanne Sirois-Carey
- 2. AGENDA ANALYSIS THE CAMPAIGN IMPLEMENTATION
- 3. OVERVIEW + BENEFITS source: uber.com
- 4. ANALYSIS + New concept Benefits Global Expansion No car logos Privacy + Confidentiality Competition Upgraded technologies -
- 5. PRESENCE IN MONTREAL 1. Prevalent social media 2. Promo codes & Discounts a. #8DaysofGiving with Banana Republic 20$ off for new users or 10% off for users 3. New city = Free week source: uber.com
- 6. ISSUE WEAK PRESENCE IN MONTREAL - MODIFY BEHAVIOUR HAILING CAB VS. REQUEST [ ]
- 7. GOAL Make Uber THE taxi service of choice. OBJECTIVES Introduce service. Create awareness. Create excitement.
- 8. RESEARCH REQUIRED TAXI BEHAVIOURS IN MONTREAL CONSUMER PROFILES SURVEYS FOCUS GROUPS
- 9. TARGETED AUDIENCES LUX UBERX MEDIA
- 10. EVERYONE’S PRIVATE DRIVER Strategies 1. Introduce service through event sponsorship. 1. Create excitement with online contest. 1. Create awareness through shares & promos.
- 11. CANADIENS PARTNERSHIP SPONSORED GAME FREE RIDE - TO/FROM FOR CORPORATE LODGE OWNERS
- 12. #UBERSELFIE514 1 – CREATE UBER ACCOUNT 2 – TAKE A #UBERSELFIE514 3 – LINK & SHARE source:http://statigr.am/
- 13. GIFT OF UBER CREDIT AS A STOCKING STUFFER / CORPORATE VOUCHER. HOLIDAY TREAT
- 14. IMPLEMENTATION PHASE 1 PHASE 2 PHASE 3 3 - Mid-January • Evaluation Period • Continual online monitoring • Maintaining activities •1 –GMenide-rOacteto ibdeeras for Valentine Day’s promotion • Campaign organisation • Generate promotional material (magazine ads) 2 • – Begin Mid-November Beta testing for user feedback • Personalize app and website for Montreal content • Work with Canadiens organisation for game sponsorship • Official campaign launch Launch #UberSeflie514 contest – monitor entries • Prep work – Canadiens Game night • Online surveys (throughout) • Send reminders to users for “Holiday Treat” feature
- 15. PROJECTED BUDGET Magazine Ads Sponsorship (Canadiens Game) Promotion (Promo Codes) Outdoor Advertisements projected Online + Blog Design Administrative Miscellaneous costs Contest Mobile Application Personalization Total $500,000
- 16. EVALUATION METHODS EXCITEMENT CONTEST ENTRIES FEEDBACK & ONLINE RESPONSES INTRODUCTION CREATED ACCOUNTS DAILY REQUESTS AWARENESS SHARED PROMO CODES TIME SPENT ON SITE
- 19. REFERENCES Broom, G., Cutlip, and Center. Effective Public Relations (11th Edition), Prentice Hall, 2009. Pitts, C. (2013). Lecture of Crisis Management. Personal Collection of C. Pitts, McGill University, Montreal, QC. Getty Images. (2013). Background Images retrieved http://www.gettyimages.ca/creativeimages/royaltyfree on November 25, 2013. Statigram. (2013). UberSelfie. Retrieved from http://statigr.am/tag/uberselfie/ on November 26, 2013. Statistics Canada. (May 7, 2009). Taxi and limousine services, operating statistics, by province and territory. Retrieved from http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/trad49a-eng.htm on November 23, 2013. The Canadian Press Stylebook (16th Edition). The Canadian Press, 2010. Uber. (2013). About Uber. Retrieved from https://www.uber.com/about on November 25, 2013. Uber Blog. (2013). Ubertaxi has people talking. Retrieved from http://blog.uber.com/free-montreal-taxi on November 22, 2013. Uber Blog. (2013). Montréal, ta semaine de taxis gratuits est ici. Retrieved from http://blog.uber.com/city/north-america/ montreal/ on November 22, 2013.
Editor's Notes
- Andreanne
- Andreanne
- First and foremost, Uber is a personalized taxi service that allows users to request a taxi from a desired pick-up location through the Uber smartphone application. It is different from the traditional taxi service on various points. 1) The user has to create an account with the company. The user’s credit card number is registered on the account. The fare is then automatically charged to the account after a ride. 2) Users can choose between five models of cars (prices vary). 3) Users can split the fares on the different accounts if needed. 4) There are a number of promotions and discounts available for users. 5) When a taxi is requested, the user is sent the driver’s name and picture. This create a personalized service as well as accountability on the driver’s part. It is easier to reach them if something is forgotten in the cab as well. 6) The app is available internationally. The service is currently across 50 cities in 22 countries while continually expanding. 7) Users are able to request a fare estimate before they request a taxi. 8) A live update and estimated time of arrival is available for all requests.
- SWOT Analysis The major strength is the originality of the concept, a modern twist on a cab classic. The multiple benefits are listed in the previous slide. There are some weaknesses for Uber in Montreal. There are no “Uber” logos on the cars; this might weaken its presence and potential users’ awareness. The continually expansion and growth of the company is an opportunity to consider. Montreal users will be able to use the app across cities worldwide and vice versa, travellers can use the app in Montreal while visiting. The threats to consider are the competition with the traditional taxi services of Montreal (Diamond Taxis, etc.). Some users might be skeptical of the privacy settings of the application and be reluctant to share their credit card information.
- The company has been present in Montreal for about three months. They have prevalent social media (a city blog, Facebook page and Twitter Account). They often share deals and promotions on these platforms as well as sending emails to existing users. They generate discounts and promo codes to entice users to share their experience. They organized a free week when the service began. For a full week, users could request 3 free taxi rides (limit of 20$). They also have promotions with retailers such as Banana Republic (e.g. 20$ of a ride for news users or 10% off a ride up to 50$ for existing users).
- There is a weak overall presence in Montreal. There is a lack of generated publicity and word of mouth from users with this new service. A communication campaign needs to be put into place to modify user behaviour from the traditional “hailing a cab off the street” to planning and requesting the service.
- The goal of the communication campaign is to make Uber taxi the taxi service of choice for Montreal residents. The objectives for the campaign will be as followed. 1) Introduce Uber service to Montreal residents. 5000 accounts in 1 month of full operations 100 daily requests/rides 2) Create brand awareness for Uber increase website traffic and online search engine with minimum 100 weekly searches average page viewing time – from 5 to 25 seconds social media interaction (likes, shares, hashtags) 2000 shares per month 3) Create excitement/buzz for service 10,000 promo code shares (Give 10$, Get 10$)
- Before implementing the campaign, research must be done to evaluate certain aspects that are of importance. Quantitative research: The current taxi behaviour in Montreal. This include daily rides, the peak time of activities, popular routes and competitor information (revenues, number of drivers, etc.) This information can be found on online databases like Statistics Canada. Consumer profiles – average incomes, average discretionary incomes, corporate areas of service, fields of work. This will help us determine where to focus our advertisement attention as well as areas of service for taxis. Qualitative research: Focus groups – ask participants open-ended questions like, “What do you consider a good taxi ride?” What is you do not like about taxi cabs?” “Would you consider downloading this application?” “Would you recommend it to a friend?” We would be able to learn a great deal from new users and modify our services to their recommendations and feedback.
- Our campaign will focus on two of the five available cars for our users, the UberLUX and the UberX. The UberLUX is the high-end option. We will target the 20 to 60 working executives of Montreal. They have higher incomes or corporate accounts, a professional lifestyle with corporate clients and that have to travel for their work. As for the UberX, the every day affordable option, we will focus on a wider range of audiences by targeting 18 to 60 year old urban residents. They will be opinion leaders of their circles as to influence future users by sharing their experiences. Local celebrities like hockey players (e.g. Alex Galchenyuk that has previously used service) will help sell the new service to the urban population. For advertisements and future publicity, we will target business magazines like L’actualité and The Economist and newspapers (The Gazette and Le Devoir) to reach the UberLUX users. Online advice and referral sites will be good to target to help consumers learn of our product and share their experiences.
- Communication Strategy (kelly) Key message – Everyone’s Private Driver Introduce Uber service to Montreal residents Partnership with Canadiens – corporate seats Create brand awareness for Uber Montreal sponsored game driver profiling for personalised service and accountability Create excitement/buzz for service Selfie Contest to win – 250$ credit to account
- A partnership with the Montreal Canadiens organisation is created. The organisation sends an email out to Corporate Lodge Owners informing them Uber, a new taxi service in Montreal, is sponsoring a game night. As owners, they will be able to request a free taxi ride to and from the Bell Centre.
- To participate in this contest and get a chance to win Uber credit, consumers must first create and Uber Account Take a picture while they are in the car and use the contest hashtag #UberSelfie514 Link it and share it on their Facebook account
- Existing Uber users can give Uber credit to other users. This will be a way of introducing the newly created app feature. This can be a gift idea for family members or corporate accounts.
- 4 months timeline Month 1 – create campaign Generate material for campaign (magazine ads) Start BETA testing with a few drivers and clients (get feedback) Personalize app and website for Montreal content (drivers) Get season ticket holders & draft email for game night Month 2-3 – launch campaign Launch contest and monitor entries Prep - Soirée Canadiens Online surveys – throughout campaign (constant feedback) Send email & app reminders to client accounts for Holiday Giveaway Month 4 – mid-January evaluation period - see if we reached objectives monitor online (surveys and social media) / discuss negative feedback maintain activities & customer service Generate ideas for valentine days contests / promos
- To evaluate the success of the campaign, we must look at the original objectives: the overall created accounts – over 5000 daily requests for taxi rides – 100 requests the number of promo codes that were shared and claimed – minimum of 10,000 shared the number of contest entries – minimum of 2,000 entries the increased average viewing time per website – 25 seconds Feedback from users (from email receipts after completed rides) and online repsonses (critiques on Yelp and TripAdvisor websites) Survey responses from online blog