1. NYC MTA Digital Marketing Campaign 1234567ACEBDFVQRNGLJZS Travis Leone Xiaofei Li Elisa Tsang Yishan Zhang Meng Zhao 7 6

2. We’re Riders Too 123 7ACE The 1 thing I would do for the MTA is... AIR CONDITIONING A POWER WASH IN TRAIN/IN BUS ENTERTAINMENT TIMELINESS KEEP CONNECTED

3. The Problem Situational Analysis Brand Analysis Marketplace Trends Competition Objectives Digital Strategy AGEN DA

4. Why are we here? QRN 456L Consumers’ View Trains overcrowded during rush hours Late arrival – longer wait time No official mobile app with real-time ETA or alerts MTA asks for money to renovate while constantly increases fare

5. 123 Why are we here? MTA’s View MTA measures subway lines based on On time performance Wait assessment – percentage of trains that arrive at stations within 25% of the scheduled wait time Satisfaction Survey 71% overall satisfactory rate Leading questions with biased scale Scale from 1 to 10 with 6+ being satisfied

6. Numbers Are Interesting QRN BDF M Average Ridership Subway: 5.38MM Riders per weekday Average Ridership Bus: 2.17MM Riders per weekday Projected 2019 MetroCard Monthly Pass Cost: $143 2013 Annual Operating Budget: $9.9 Billion

7. Digital ToolVisitors / FansCurrent PurposeEngagement WebsiteN/A Hold all information about MTA as an agency including services, timetables, press releases, news, etc. No current active engagement A tool only to provide information MTA Page: 20,790 Likes Page for each service: MTA, NYC Transit, Arts for Transit, MTA Museum Posts on alerts of service and news Speaks to active service to making services better depending on situation Only original posts, no comments on comments Complaints from riders 105,725 Followers Feed on service changes for each service: @NYCTSubwayScoop and @NYCTBusStop and @MetroCardCity (promotions) Only Retweets on weather news and none with other Tweeters 4,142 Subscribers Videos of board meetings and marathon footage No engagement No push for views on YouTube 1 Contact Showcases photos of NYC subway around the city, construction, and board meetings No engagement No clear purpose of this medium MTA Digital Presence JZ

8. Brand Architecture G JZ

9. Objectives Secondary 3 Change and increase the perceived value of MTA 4 Improve the riding experience through digital tools Primary 1 Understand the mindset of riders 2 Build a stronger relationship with riders

10. BDF M Trends in Market - Global Paris & London 2D bar codes at station Obtain real-time information about the next bus or tram arrival Twitter handles for its tube lines Push timely information to passengers about service Singapore and Seoul Using travel data to optimize capacity Shanghai Metro Virtual supermarkets in 70 of its metro stations LED screens advertise products Purchased electronically Delivered within 48 hours Austin and Salt Lake City, Isis app Mobile wallet launched by Verizon Wireless, AT&T, and T-Mobile Korea, T-Money Card Digitally refill card

11. Trends in Market - Travel S 6 456 Travel not Transportation Focus on Destination Mobile Booking Boarding passes Games TV Loyalty Programs

12. BrandPositioningAudienceLocationAdvantagesDisadvantagesDigital Presence wheels when you want them college students - married w kids middle class urban - suburban DIYers International No cost of owning car Gas included Pay by hour Penalty charges Accidents Costs add up App Blog (UK) Facebook Twitter LinkedIn Google+ YoutTube A simple, easy way to get the most out of NYC singles - married middle class urban commuter cost conscious NYC Convenience Inexpensive Exercise Green Dangerous commute Availability App Blog Facebook Twitter Seamlessly connecting riders to drivers through our apps single - married w/o kids middle class urban - suburban affluent socialites International Convenience Simplicity Appearance Expensive App Blog Facebook Twitter LinkedIn Competition BD

13. Why Digital? 123 ACE Commuters = Wireless/Mobile Value perception links to relationship Travel industry building brands through digital Connection is Key

14. MTA Riders QRN OUTSPOKEN RIDER “I’m always late when taking the bus or subway, and I hate it. I let others know it too.” MUNDANE COMMUTER “The easiest way to get to where I need to go is taking the MTA. It’s not the best, but I have to deal with it.” THE TOURIST “New York City is amazing and nothing I’ve ever seen before. The subway and bus is definitely not what I expected.”

15. Digital Strategy

17. 123 Campaign Idea 456L ACE GJZ

18. 123 456L NY’s best connection, now better. ACE GJZ

19. 123 Connection Campaign 456L ACE GJZ The MTA Connection Dating Series The Secret Connection Check-In Connect The Monopoly Pieces with McDonalds The Green Connection NY’s best connection, now better. NY’s best connection, now better.

20. Website QRN BDF M PurposeStrategy

21. S 6 456 Blog PurposeStrategy

22. 123 Social Media 456L Social OutletPurposeStrategy Engage with consumers via sharing of content, news, alert, lifestyle topics Drive conversations amongst users to gain higher engagement Listen to fans and understand mindset Connect better with users and riders Contests and giveaways Combine pages of MTA subway and buses Develop page for Arts and Music and events Create a Facebook app on maps for both buses and subways, that provides updates on services and delays Central social hub for quick and timely alerts of subway and buses Provide travel tips and solutions Create conversations around NYC events and spread awareness of partnerships Twitter handle just for travel tips and alerts (as is) Another handle for promotions and events (as is) Speak to tweeters and increase engagement Develop promoted tweets to download our new mobile app and any new promotions with our partners #MTAConnection Increase awareness of station and bus stop locations Understand travel by riders in a fun way Input subway and bus stop as searchable locations Create badges for station riders

23. 123 Mobile App Map L JZ Home Account Travel Social Games Photos Balance Gift Maps Social Media Destinations Directions Geo-targeting Safety Powered by HopStop

24. G ZJ 456 Promotions PartnershipsLoyalty Program NYC Coupons & Discounts Holiday promotions Tier program based on Metrocard Offerings based on usage TiersTasksOffers Tier 1Set up AccountLimited WiFi Tier 2 Automatic credit card reload Personalized Card Tier 3Purchase unlimited rides Unlimited WiFi Access

25. ACE Tracking Social Media Listening Analyze 1 yearCampaign Launch Measure 3 months6 months9 months Baseline Establish metric Gather data regarding brand Real-Time monitoring 3 month reports Monitoring

26. Thank You 1234567ACEBDFMQRNGLJZS 7 6