MARK 1107 – Direct & Interactive Marketing Anne Iarocci • Bharat • Josh • Mikhail • Paula • Sandy •

Background Situation Analysis Cost Effective Convenient Acessible Eco-Friendly Toronto based car-sharing provider Service markets including Toronto and Montreal 30% market share in each market Service in multiple cities Challenges Misconception of what car-sharing is Car Rental X Car Share High attition level

Competitive Overview Analysis Name of Competitor Type Membership Fee Rates Locations Served Autoshare Two Way $45 annually, $15 or $25 a month for reduced rates Vary by city, location and time. Rates from $8.25 an hour and $65 a day. Regina, Sackville, N.B., Saskatoon and Toronto. Also in 35 American states and Britain. Car2Go One Way Initial fee of $35, no annual fee 41 cents per minute up to $14.99; $14.99 per hour; $84.99 per day. Vancouver, Calgary, Toronto, Montreal; 30 other cities worldwide. Canadian members can use cars in any North American city. Zipcar $70 per year or $7 per month Rates start at $7.50/hour Victoria, Vancouver, London, Ont., Kitchener/Waterloo, Ont., Toronto, Ottawa. Members have access to all 10,000 vehicles in more than 470 cities worldwide.

Business Objectives - 2016 To have an increase of $1.25 million in ROI To increase the number of new members by 11,500 Increase CTR (click-through-rate) on social media and website by 17% Increase website traffic by 20% Increase follower base on Social Media by 15%

Target Audience I am looking for a part time job I’ve just started university and I’m studying Engineering I live with 2 other student and commute takes about one hour Ben, 22 years old I took a gap year to go backpacking before starting university I enjoy snowboarding and going to the gym I check all my social media profiles before getting out of bed I don’t watch a lot of TV, but I download my favorite shows

Strategy Primary strategy Word Of Mouth Call To Action Integrated Digital Strategy Leverage University Audience Strategy

Positioning Statement COTG provides men and women aged 18-25 with a greater flexibility in offerings and more eco-friendly vehicles than any other car-sharing brand in Canada. We do this by providing a wide range of vehicles and pick-up/drop off locations allowing for a superior customization of our users’ usage styles. We’re also the most green-perceived car-share brand Strategy in the country due to our dedication to ensure our fleet is eco-friendly and fuel efficient for consideration of all generations to come.

Communication Objectives Channels Primary Message More types of cars More pick-up locations Eco-Friendly Secondary Message Affordability Positioning Statement Flexibility/Convenience

The Offer 30% discount to existing and former students [email] Banners – 20% off on annual membership + 1 free hours during school holidays Social Media – Prizes for free memberships + referrals campaign Communication Objectives

Budget Branded Editorial $12,000.00 GoPro Youtube Series $14,000.00 Email Campaign $1,489.51 Display Advertising $585,900.00 Banner Ads $150,000.00 Promoted Tweets $300,000.00 Additional Costs GoPro Cameras $6,500.00 Offers  $100,000 Total Campaign Cost $1,169,889.51 Communication Objectives

Tactics – Display Advertising

Tactics – GoPro Youtube Series Communication Objectives

Tactics – Email Campaign Communication Objectives

Tactics – Branded Editorials Communication Objectives

Tactics – Banner Advertising Communication Objectives

Tactics – Promoted Tweets

Landing Page Check out our website: www.carsonthego.com Communication Objectives