Byrne_Lin_Slaughter

1. M Y B L A C K D I A M O N D STRATEGIST: CONNOR BYRNE ART DIRECTOR: CATHERINE LIN PUBLIC RELATIONS: ANDREW SLAUGHTER

2. M Y B L A C K D I A M O N D M A R K E T O V E R V I E W Privacy Low Uncertainty Avoidance Score British Culture British Roots Success-driven Individualism C U LT U R E E C O N O M Y T E C H N O L O G Y C O M P E T I T I O N S

3. Sharing Economy 15bn 10yrstoday 335bn P2P EU Support Protests By Cab Drivers M Y B L A C K D I A M O N D M A R K E T O V E R V I E W C U LT U R E E C O N O M Y T E C H N O L O G Y C O M P E T I T I O N S

4. All-inclusive plans and location, GPS-driven apps Online media, cyber tech2nd and 3rd screens General Tech Advancement Cabs Tech Trends M Y B L A C K D I A M O N D M A R K E T O V E R V I E W C U LT U R E E C O N O M Y T E C H N O L O G Y C O M P E T I T I O N S • Television screens • Uber and Lyft experiences • Flat rates, location settings, ratings • Disruption to post pay to ride cycle • Global recession and mass consumer shift - P2P

5. M Y B L A C K D I A M O N D M A R K E T O V E R V I E W Competitions C U LT U R E E C O N O M Y T E C H N O L O G Y C O M P E T I T I O N S TFL Services Private Hire Operators Minicab Uber

6. M Y B L A C K D I A M O N D BLACK CA B OV ERVIEW Marketing Mix P P P P M A R K E T I N G M I X L I F E C Y C L E S W O T S T R E N G T H S W E A K N E S S O P P O R T U N I T I E S T H R E AT S roduct lace romotion rice • Iconic design • Historically 4 door, up to 8 passengers • Within/on cabs • In media • Greater London • Varied pricing Time, length of travel, time of day

7. M Y B L A C K D I A M O N D BLACK CA B OV ERVIEW Life Cycle INTRO MATURITY GROWTHDECLINE M A R K E T I N G M I X L I F E C Y C L E S W O T S T R E N G T H S W E A K N E S S O P P O R T U N I T I E S T H R E AT S 1654: Parliament approved licensing services 1662: first license given to horse carriages 1834: first automobile license 1958 to 1987: Black Cabs had the classic Fairway model and truly made a symbol 1987 to 2012: people saw Black Cab as a necessity to travel in London 2012 to present: increased competition has caused a decline in usage

8. • Beloved British symbol • Highly recognizable • 24/7 availability • Reputation for safety, knowledgeable drivers • Fierce competition • Lack of innovation • Tired brand • Image of expensive fares • Lack of advertising M Y B L A C K D I A M O N D BLACK CA B OV ERVIEW Strengths Weakness M A R K E T I N G M I X L I F E C Y C L E S W O T S T R E N G T H S W E A K N E S S O P P O R T U N I T I E S T H R E AT S

9. • Brand image: Prestigious • Embrace “Britishness” • Digital/mobile shift • Introduction to new audiences • Technology has led to increased competition in market • Attachment to phones • Changes perceived as going against tradition • Anticipated extended Tube service M Y B L A C K D I A M O N D BLACK CA B OV ERVIEW Opportunities Threats M A R K E T I N G M I X L I F E C Y C L E S W O T S T R E N G T H S W E A K N E S S O P P O R T U N I T I E S T H R E AT S

10. M Y B L A C K D I A M O N D COM OBJECTI V ES PR Objectives S T R AT E G Y ( P R ) S T R AT E G Y ( A D) C R E AT I V E B R I E F S T R AT E G Y S TAT E M E N T IDENTIFY TOP TIER/ KEY JOURNALISTS AND REPORTERS FOR MEDIA LIST AND PITCHES ORGANIZE MONTHLY PRESS CONFERENCE WITH TOP-TIER JOURNALISTS LAUNCH SOCIAL PLATFORMS VNR FOR SYNDICATION • Pitch Black Cab Announcement to tech/business/lifestyle publications • Aim for over 3-month UVPM’s of 50,000+ • Target pubs with circulations over 100,000+ • Target key sectors and stakeholders • Launch press conference • Influencer Campaign • Internal employee engagement campaign

11. Creative Brief WHAT IS THE PRODUCT/SERVICE? WHAT IS THE PROBLEM/CHALLENGE? WHAT IS THE ROLE OF COMMUNICATION? WHAT ACTION ARE YOU TRYING TO INSPIRE? Official, licensed black cabs in London. Many factors, such as the economy and increased competition from alternative transportation services, have contributed to the decline of London black cab use. We aim to reposition the black cabs as the most luxurious, quintessentially British, and best mode of transportation. We want to drive traffic and change people’s opinions of the black cabs. We want people to choose official black cabs rather than alternative means of transport for everyday use. WHO IS THE TARGET AUDIENCE? The primary target audience is British men and women in the middle class and up. They are affluent and have a busy work and social lifestyle that requires transportation around the city. The secondary target audience is young professionals who are early adopters of trends, socially active, and tech-savvy. M Y B L A C K D I A M O N D COM OBJECTI V ES S T R AT E G Y ( P R ) S T R AT E G Y ( A D) C R E AT I V E B R I E F S T R AT E G Y S TAT E M E N T

12. WHAT ARE THEIR CURRENT BELIEFS? WHAT INSIGHTS DO WE HAVE ABOUT OUR TARGET? HOW WILL YOU CREATE WORK THAT STANDS OUT FROM THE NORM? WHAT IS THE CONTEXT/PLACEMENT? Currently, our target audiences believe that black cabs are more expensive, more difficult to access, and less interactive compared to other modes of transportation. Our target prefers British brands and services that convey ‘Britishness.’ They value privacy, individualism, and stability. They choose products that convey the class they are in or the class they aspire to be a part of. We will stand out by emphasizing the black cab’s iconic ties to London culture as well as the high class associated with these cabs. Advertisements and public relations pieces will feature in the BBC, Financial Times, The Guardian, on social platforms, and as environmental executions around London. M Y B L A C K D I A M O N D COM OBJECTI V ES S T R AT E G Y ( P R ) S T R AT E G Y ( A D) C R E AT I V E B R I E F S T R AT E G Y S TAT E M E N T

13. M Y B L A C K D I A M O N D COM OBJECTI V ES S T R AT E G Y ( P R ) S T R AT E G Y ( A D) C R E AT I V E B R I E F S T R AT E G Y S TAT E M E N T affluent men and women in with busy social and work lives black cabs are the best mode of transportation in London CONVINCE THAT they are efficient, safe, reliable, and quintessentially British. BECAUSE

14. M Y B L A C K D I A M O N D TARGET AUDIENCE Meet Oliver O L I V E R T R A C Y DEMOGRAPHIC LIFESTYLE MEDIA USE CONSUMER BEHAVIOR PURCHASE PATTERNS • Male, 25 • Middle class – £26,000 • Masters degree • Account Executive • Lives in Canada Water • Likes to spend in social settings • Detailed on clothing and accessories • Pays attention to high-end luxury trends • Does extensive research online before large purchases • Occasionally browses in stores • Pub regular • Clubs • Workaholic • Theater • Foodie • Gets news digitally (WSJ, BBC) • Follows AD trades • Active on Twitter • Follows brands on Snapchat • Writes blog

15. M Y B L A C K D I A M O N D TARGET AUDIENCE Meet Tracy O L I V E R T R A C Y DEMOGRAPHIC LIFESTYLE MEDIA USE CONSUMER BEHAVIOR PURCHASE PATTERNS • Female, 53 • Married for 30 years, no kids • Upper class - £64,000 • Law degree - owns a law firm • Lives in Chelsea • Eats organic, loves Whole Foods • Wears high-end, luxurious clothes • Highly loyal to some brands • Rarely buys impulsively • Looks at products in-store, purchases online• Loves football, follows Arsenal • Drinks english breakfast tea in the morning • Explores farmers markets • Yoga • Reads The Guardian • Watches BBC, Channel 4 sports • Uses Twitter for news

16. Traditional Media NICHOLAS MEGAW– UK BUSINESS AND ECONOMY TOM ESPINER– UK BUSINESS AND SOCIETY Pitch: How our new cab offerings will revolutionize the sharing economy and taxi industry through accessibility and desire Pitch: Exclusive with black cab CMO on the idea behind the new update, the power of experiential vehicles and intrinsic Britishness of service DAVID HELLIER– UK TECH AND SOCIETY Pitch: Spokesperson Judge Law on how card will affect the tech and transportation industry and make Black Cabs more of an option to working parents. M Y B L A C K D I A M O N D PR EX ECUTIONS T R A D I T I O N A L M E D I A C O N T E M P O R A R Y M E D I A M O C K U P

17. Press Conference PRESS EVENT WILL FEATURE BLACK CAB CEO AT COMPANY HEADQUARTERS TO LAUNCH BLACK DIAMOND CARD • Top-tier media will be invited • Press materials will be distributed in person and through wire services • Company experts will be available for interviews • Desk-sides will be scheduled • 3% cash back on all Black Cab rides • 2% cash back from “British” stores • Have to ride 15 times a year to keep 3% cash back perk • Average card holder income £30,000 M Y B L A C K D I A M O N D PR EX ECUTIONS T R A D I T I O N A L M E D I A C O N T E M P O R A R Y M E D I A M O C K U P PUBLIC CARRIAGE OFFICE GEORGE WALKER BLACK DIAMOND

18. Contemporary Media LAUNCH SOCIAL PLATFORMS Reach secondary audience, tech-savvy businesspeople, and get them to become brand loyal (@OfficialBlackCab) VNR LAUNCH Video News Release created by digital team that highlights aspects of the new card, perks, differentiation, desire to ride, etc for syndication to local stations in and around London. [To launch 3-4 weeks prior to launch] INFLUENCER CAMPAIGN • 10 top-tier influencers in tech/transportation space • Each week, influencer to post on journeys around London, highlighting cab experience and new card offerings • Posts will be visual, with go pros as a major aspect of posts • #MyBlackDiamond INTERNAL ENGAGEMENT CAMPAIGN: BLACK CAB DRIVERS • Weekly campaign capitalizing on raw Cab Driver stories • Storytelling to include importance of role, history and personal connection to brand and transport M Y B L A C K D I A M O N D PR EX ECUTIONS T R A D I T I O N A L M E D I A C O N T E M P O R A R Y M E D I A M O C K U P

19. #MyBlackDiamond M Y B L A C K D I A M O N D PR EX ECUTIONS T R A D I T I O N A L M E D I A C O N T E M P O R A R Y M E D I A M O C K U P July 10 vic_pendleton Hyde Park, London 15,046 likes Excited to take my bike to hyde park this morning #MyBlackDaimond PHOTO 4G 72%10:13 AM

20. @OfficialBlackCab M Y B L A C K D I A M O N D PR EX ECUTIONS T R A D I T I O N A L M E D I A C O N T E M P O R A R Y M E D I A M O C K U P facebook.com/ Official Black Cab Official Black Cab @OfficialBlackCab Jason Home Timeline About Photos Reviews More PEOPLE 156,141 Search for posts on this Page Official Black Cab 20 min "It's my life, and it's more than a job. It's a service and a luxury that is part of our English fabric–there's nothing like it.” -Morris Forthergill, a 10-year London Black Cab Driver. Originally from Nottingham in northern England, Forthegill is one of thousands of Brits whose sole life revolves around the struggling taxi business. However, Forthegill isn't discouraged and he won't back down. Like many black cab drivers. Read More likes SPECIAL PUBLIC CARRIAGE OFFICE GEORGE WALKER BLACK DIAMOND @OFFICIALBLACKCAB @OFFICIALBLACKCAB We partnered with Barclays to bring you even more benefits when you ride with us. Learn More Like Comment Share

21. @OfficialBlackCab M Y B L A C K D I A M O N D PR EX ECUTIONS T R A D I T I O N A L M E D I A C O N T E M P O R A R Y M E D I A M O C K U P twitter.com/ 7,917 Official Black Cab @OfficialBlackCab TWEETS 527 FOLLOWING 12,194 FOLLOWERS 2,030 LIKES London, UK Joined August 2011 Tweets Tweets & replies Photos & videos Home Moments Notifications Messages Official Black Cab @OfficialBlackCab · Jul 13 Americans invented ride-sharing, but what do they know about the Black Cab? #ForeverOurs 92 122 Search Twitter @OFFICIALBLACKCAB @OFFICIALBLACKCAB Official Black Cab @OfficialBlackCab · Jul 10 You're late to work. The surge is up. Skip the wait and do what we know best #HailABlackCab @OFFICIALBLACKCAB

22. 100% Black 60% Black 100% Black 80% Black Typeface Hashtag: #MyBlackDiamond Ad copy typeface Winterthur Condensed Regular EPERIANIMA VELENIM ILLITION NIAS DICI OMNIHIL LIQUATA EA SI ACCUS. Molut anis untem faceperibus eatem quatemp erundelectia quaeper naten issume cus ariat fuga. 12345678910 Style M Y B L A C K D I A M O N D A D EX ECUTIONS S T Y L E B L A C K D I A M O N D C A R D G U E R I L L A A D S

23. Black Diamond Card Outdoor M Y B L A C K D I A M O N D A D EX ECUTIONS S T Y L E B L A C K D I A M O N D C A R D G U E R I L L A A D S THIS COULD BE YOURS THE NEW BLACK DAIMOND MASTERCARD REWARDS YOU FOR EMBRACING YOUR BRITISHNESS #MyBlackDiamond

24. Guerilla Ads M Y B L A C K D I A M O N D A D EX ECUTIONS S T Y L E B L A C K D I A M O N D C A R D G U E R I L L A A D S WISH YOU HAD A SEAT? TAKE A BLACK CAB SEATS ARE GUARANTEED

25. M Y B L A C K D I A M O N D A D EX ECUTIONS S T Y L E B L A C K D I A M O N D C A R D G U E R I L L A A D S YOUMIGH T GET WIFI HERE WHEN THE DO OROPENS OR JUST TAKE A BLACK CAB. YOU’LL HAVE SERVICE THERE.

26. M Y B L A C K D I A M O N D A D EX ECUTIONS S T Y L E B L A C K D I A M O N D C A R D G U E R I L L A A D S

27. Evaluation TOP TIER/ KEY JOURNALISTS AND MEDIA LISTS • Creation of successful relationships with key media players • 3-month UVPM’s of 50,000+ • Land articles in pubs with circulations over 100,000+ PRESS CONFERENCE LAUNCH • Successful interviews leading to long-lead stories • Positive mentions in key media sectors through syndication of press materials SOCIAL PLATFORMS AND CAMPAIGNS • Maintain 6-month social traffic and increase visitors by 20% each month • Maintain 15% engagement through FB AD campaign • Influencer Campaign to drive card purchases by 30% • Internal employee engagement campaign to drive employment satisfaction Surveys to go out to employees at 6-month mark VNR FOR SYNDICATION • Monitor digital engagement for 6-month period M Y B L A C K D I A M O N D EVA LUATION

28. Tentative MarCom Schedule M Y B L A C K D I A M O N D TIMELINE JUNE 16’ AUG 16’ SEP 16’ DEC 16’ Launch social media platforms Embargoed VNR’s go out for syndication Evaluate success of campaigns, social, digital and advertisements Final touches on VNR materials Official launch of product Launch advertisements in London and surrounding areas Launch Influencer campaign Press conference with CEO Launch employee engagement campaign Pitch long-lead tradition media and distribute press materials through wire

29. Works Cited M Y B L A C K D I A M O N D WOR KS CITED Addison Lee. Addison Lee Limited, n.d. Web. 22 June 2016. <https://www.addisonlee.com/passenger-services/>. Beetlestone, Ian. "The History of London's Black Cabs." The Guardian. Guardian News and Media Limited, 9 Dec. 2012. Web. 22 June 2016. <http://gu.com/p/3cch8/stw>. Chrisafis, Angelique. "France Hit by Day of Protest as Security Forces Fire Teargas at Taxi Strike." The Guardian. Guardian News and Media Limited, 26 Jan. 2016. Web. 22 June 2016. <http://gu.com/p/4g5n7/stw>. Christopher, David P. British Culture: An Introduction. 3rd ed. Milton Park: Routledge, 2015. Print. Hannah, Felicity. "Something Borrowed: The Booming Sharing Economy Means you May Never Have to Buy Again." Independent. N.p., 2 June 2016. Web. 22 June 2016. <http://www.independent.co.uk/money/something-borrowed-the-booming-sharing-economy-means-you-may-never-have-to-buy -again-a7061236.html>. Healy, Tim. "Heart Throb Jude Law Sets Pulses Racing at Market Harborough Restaurant Ascough's." Leicester Mercury. N.p., 20 June 2016. Web. 22 June 2016. <http://po.st/7IBEOf>. "June 1654: An Ordinance for the Regulation of Hackney-Coachmen in London and the places adjacent." Acts and Ordinances of the Interregnum, 1642-1660. Eds. C H Firth, and R S Rait. London: His Majesty's Stationery Office, 1911. 922-924. British History Online. Web. 13 June 2016. <http://www.british-history.ac.uk/no-series/acts-ordinances-interregnum/pp922-924>.

30. M Y B L A C K D I A M O N D WOR KS CITED "London Black Cabs." Your Taxi Meter. N.p., n.d. Web. 22 June 2016. <https://yourtaximeter.com/local-authorities/view/london-black-cabs>. Knight, Sam. "How Uber Conquered London." The Guardian. Guardian News and Media Limited, 26 Oct. 2015. Web. 22 June 2016. <http://gu.com/p/4tjk3/stw>. Kollewe, Julia, and Rob Davies. "EU Backs Sharing Economy in Boost for Uber and Airbnb." The Guardian. Guardian News and Media Limited, June 2016. Web. 22 June 2016. <http://gu.com/p/4k5jf/stw>. Mini Cab It. O2, n.d. Web. 22 June 2016. <https://www.minicabit.com/london-taxi>. Smith, Oliver. "The 6 Uber Challengers in London and the Real Reason None of Them will Succeed." The Memo. N.p., 26 Oct. 2015. Web. 22 June 2016. <http://bit.ly/1LWHKjX>. "What About the UK?" Greet Hofstde. ITIM International, n.d. Web. 22 June 2016. <https://geert-hofstede.com/united-kingdom.html>.

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