1. 2015 Direct Marketing Plan
Mark 1107 Direct and Interactive Marketing
Presented by:
Team 8
Mahnoor Ashraf Annelise Guinand Katya Ramos
Samantha Brisbane Luiz Silva Gabriele Betancourt
3. page 1
What is car sharing?
Car Sharing is a method of transportation and was created from demand like all
business models. It is a form of car renting, that allows members of car sharing
businesses, to have 24 hr access to a fleet of vehicles, avoids the lengthy sign-up
and pick-up steps, and is priced based on how long a vehicle is driven per period.
These fleets are also stationed conveniently throughout parking lots, which enables
the 24 hour access even further.
The Perks of Car Sharing.
As with all competitors in an industry, every car sharing company operates slightly
differently. The following highlight the benefits of the car sharing business model.
- Affordable – pay-by-the-minute for however long you drive.
- Convenience
- Cars can be booked over the phone, online or even on mobile apps. Last minute
booking is available due to GPS apps that allow easy finding of available vehicles
- Sharing cars are stationed throughout parking lots and along popular transit routes.
- Simple - Self-serve access with smart-card or key
- Hassle-free - No insurance costs, repair bills or gas bills.
Why Car Share?
One of the major points marketed for car sharing is the environmental benefits. It
makes sense; the less of a car you use, the less of a carbon footprint you make.
Additionally, many companies are now making the effort to include in their fleet,
more fuel-efficient and eco-friendly vehicles. Cars On The Go has successfully followed
this trend and is perceived as the ‘most green’ of existing companies due to the
majority of its inventory being both fuel-efficient and eco-friendly.
In addition to the many benefits of car sharing, both Autoshare and Zipcar have
shared the demands for requesting car sharing:
- Trips to Ikea - Visiting mom - Camping trips
- Work - Meetings - Driving to the hockey arena
- Grocery shopping
Car Sharing: A country’s support.
To date there are Car Sharing companies in most of Canada’s larger cities, providing
service to over 50,000 individuals, families and companies. Researchers at Frost &
Sullivan predict that by 2020, global car-share membership will balloon almost nine-
fold to more than 26 million people.
Recognizing the popularity of this business model and its benefits to the public, Car
Sharing Canada was formed. Car Sharing Canada, which is the Canadian division
of the Car Sharing Association, is a not-for-profit organization that works towards
increasing awareness and availability of Car Sharing services throughout the country.
Background Situation Analysis
4. page 2
With expected industry growth COTG also has growth potential, below is the SWOT
that will outline some key strengths, weaknesses, opportunities and threats that can
hinder and aid in its growth.
Background Situation Analysis Cont.
Competitive Analysis
Car sharing was introduced for the first time 50 years ago, however, just started taking
shape in the last decade. The segment is growing two digits per year and from
January 2012 to January 2013 grew 35.9%, which represents 141,351 memberships in
total according to 20 Canadian operators. COTG, Zipcar, Autoshare and Car2Go
are the dominant players in the Canadian market.
This service is sold to the user who needs a car for a few hours a week for short trips
or commuting purposes. Additionally, every single company has its own app to
book a car and has a magnetic card to unlock it in the pick up locations.
One of the strongest points is the possibility of having a car just when needed, without
having to afford all expensive costs of owning a car.
5. page 3
Car2Go
Founded and owned by Daimler AG since 2008 and headquartered in the city of
Ulm, Germany. Currently operates in Germany, United States, Netherlands, Austria,
France, United Kingdom, Denmark, Italy and Canada, which has Vancouver,
Toronto, Calgary and Montreal as served locations in Canada. Services can be
used both Canada and USA, with same membership. The company targets private
and business users with different rates. Its biggest advantage are eco-friendly fleets,
which consume less gas. Some of them can be fuelled with electricity. Car2Go also
has a partnership with green Ps in downtowns, which provides free parking fees for
its costumers.
Competitive Analysis Cont.
Everybody Business
Application Fee $35 $35 Application Fee
Annual Fee $0 $0 Annual Fee
Driving rate $0.41/minute $0.38/minute Driving rate
$14.99/hour $13.99
$84.99/day $72.99/day Driving rate
Usage 240 km per trip 240 km per trip Usage
Plan Simple Metro Metro Plus Corporate Ra
Application Fee $29 $29 $29 $0
Monthly fee $0 $15 $25 $0
Annual fee $45 $0 $0 $30/driver
$9.25-13.25/hr $8.25-$12.25/hr $8.25-$12.25/hr $7.25-$11.25/h
$71-$111/day $65-$105/day $65-$105/day $55-$87/day
Usage 200 km per day 200 km per day 200 km per day 200 km per tri
Business
Plan Occasional Driving Monthly Driving Extra Value
Application Fee $30 $30 $30 $75
Monthly fee $0 $6 $50 $0
Annual fee 65 $0 $0 $30/driver
from $9.25/hr from $9.25/hr from $8.33/hr from $9.25/h
$79/day $79/day $71.10/day $72
Usage 200km per day 200km per day 200km per day 200km per da
Everybody
Driving rate
ZIPCAR
CAR2GO
Driving rate
Everybody
Driving rate
AUTOSHARE
AutoShare
Operating only in Toronto area since its launch in 1998, AutoShare is one the oldest
companies in the market. It has its well-known brand as strength core. The company
targets private and business users with different rates, with $0 annual fee for this
one. The company has an extreme diverse fleet, which includes economy,
standard, specialty, luxury and cargo vehicles.
Everybody Business Everybody
Application Fee $35 $35 Application Fee $0
Annual Fee $0 $0 Annual Fee $45
Driving rate $0.41/minute $0.38/minute Driving rate $0.18/minute
$14.99/hour $13.99 $9/hour
$84.99/day $72.99/day Driving rate $79/day
Usage 240 km per trip 240 km per trip Usage 290 km/day
Plan Simple Metro Metro Plus Corporate Rate NGO + Government Rate
Application Fee $29 $29 $29 $0 $0
Monthly fee $0 $15 $25 $0 $0
Annual fee $45 $0 $0 $30/driver $30/driver
$9.25-13.25/hr $8.25-$12.25/hr $8.25-$12.25/hr $7.25-$11.25/hr $6.75-$10.25/hr
$71-$111/day $65-$105/day $65-$105/day $55-$87/day $55-$87/day
Usage 200 km per day 200 km per day 200 km per day 200 km per trip 200 km per trip
Business Universities
Plan Occasional Driving Monthly Driving Extra Value
Application Fee $30 $30 $30 $75 $0
Everybody
ZIPCAR
COTGCAR2GO
Driving rate
Everybody Business
Driving rate
AUTOSHARE
However, some issues will need addressing. People are choosing public transportation
instead of driving cars; the scarcity of parking lots in city cores and its expensive costs,
the growing need for an eco-friendly transportation and increased time to move by
car due to intense traffic jams all play a part in that decision making process.
6. page 4
Zipcar
Owned by Avis and Hertz, the giants car rental companies, Zipcar is the worldwide
car sharing leader. Currently operates in Spain, France, Austria, United Kingdom,
United States and Canada. The company targets private, business and universities
with different rates. Recently they made a partnership with colleges and universities,
having some cars available for pick up inside of school’s campus.
Car On The Go
Cars on the Go (COTG), has been in operation since 2008 and was established in
Toronto. It currently serves the markets in Toronto and Montreal and has 30% share
of the market in each area with 10,000 active members. Reserving a vehicle can
be done online and it has 50+ locations on each market it serves for pick-ups and
drop-offs. It also has recently partnered with 5 universities throughout Ontario and
Quebec as part of a pilot project
Competitive Analysis Cont.
ybody Business Everybody
35 $35 Application Fee $0
$0 $0 Annual Fee $45
minute $0.38/minute Driving rate $0.18/minute
9/hour $13.99 $9/hour
9/day $72.99/day Driving rate $79/day
m per trip 240 km per trip Usage 290 km/day
Metro Metro Plus Corporate Rate NGO + Government Rate
29 $29 $29 $0 $0
$0 $15 $25 $0 $0
45 $0 $0 $30/driver $30/driver
13.25/hr $8.25-$12.25/hr $8.25-$12.25/hr $7.25-$11.25/hr $6.75-$10.25/hr
111/day $65-$105/day $65-$105/day $55-$87/day $55-$87/day
per day 200 km per day 200 km per day 200 km per trip 200 km per trip
Business Universities
nal Driving Monthly Driving Extra Value
30 $30 $30 $75 $0
Everybody
ZIPCAR
COTG2GO
Everybody Business
AUTOSHARE
Driving rate $0.41/minute $0.38/minute Driving rate $0.18/minute
$14.99/hour $13.99 $9/hour
$84.99/day $72.99/day Driving rate $79/day
Usage 240 km per trip 240 km per trip Usage 290 km/day
Plan Simple Metro Metro Plus Corporate Rate NGO + Government Rate
Application Fee $29 $29 $29 $0 $0
Monthly fee $0 $15 $25 $0 $0
Annual fee $45 $0 $0 $30/driver $30/driver
$9.25-13.25/hr $8.25-$12.25/hr $8.25-$12.25/hr $7.25-$11.25/hr $6.75-$10.25/hr
$71-$111/day $65-$105/day $65-$105/day $55-$87/day $55-$87/day
Usage 200 km per day 200 km per day 200 km per day 200 km per trip 200 km per trip
Business Universities
Plan Occasional Driving Monthly Driving Extra Value
Application Fee $30 $30 $30 $75 $0
Monthly fee $0 $6 $50 $0 $0
Annual fee 65 $0 $0 $30/driver $20
from $9.25/hr from $9.25/hr from $8.33/hr from $9.25/hr from $9.25/hr
$79/day $79/day $71.10/day $72 $79/day
Usage 200km per day 200km per day 200km per day 200km per day 200km per day
Everybody
Driving rate
ZIPCAR
Driving rate
Everybody Business
Driving rate
AUTOSHARE
Business Objectives
The overall business objective is:
“Increase acquisition of members by 10,000 to have a total of 40,000 Canadian
members by 2017.”
Business objective by year for the following 3 years:
- Aquire 11,500 new Canadian members in year one
- Aquire 9,500 Canadian new members in year two
- Aquire 9,000 Canadian new members in year three
7. page 5
Target Audience
Category Target Primary: The Yuppy Seconday
Name Robert Sophia
Photo
Nickname Rob Sophi
Age 28 23
Income 60k per annum 18k per annum
Occupation Financial Trader Full time student & Part-time worker in restaurant
Housing Type One bedroom apartment downtown 2 bedroom shared with room mate
Life Cycle In a committed relationship Single
Internet Access
devices
Cellphone, laptop, tablet, office computer cellphone, tablet, laptop, school library
Description
City boy, yuppy. Works in finance & lives in downtown
Toronto. Lives close to work, walks to work on a nice day or
takes TTC. However client meetings outside of city requires
access to a 'nice' vehicle. Recently moved in with girlfriend.
Thinking of Ikea for furniture. Prefers bulk shopping at
Costco. Girlfriend mentions car sharing and renting a car.
He likes car sharing for it’s convenience and ‘pay for what
you drive’ process. Moreover, the car can be dropped off in a
different location from where it was picked up. He only has
to find a green P when he doesn’t want to use the car
anymore & conveniently has one in front of his building.
In final year of Culinary Arts at George Brown College. Works part-time
in Italian Restaurant as prep chef. Shares Uptown two bedroom
apartment with best friend. Enjoys her field of study & practices at
home often. Budget is small so money for groceries need to stretch.
Shops at markets for cheap veggies & Costco for bulk meats. She &
best friend pitch in together for Costco membership, but do not want
to travel via public transit with groceries. After a google search Sophi
finds car sharing is an affordable way to get transportation. Annual
membership is affordable & fees are hourly which is convenient. Also,
last minute booking is available which is done quickly online
Needs and Goals
Convenience, pick up anywhere, drop off anywhere, save
time, save money.
Convenience and affordability. Easy sign-up and bookings, easy to find
pick up and drop off areas
User Tasks
Multiple locations to pick up & drop off the car, Mobile app
which allows for easy scheduling & locating nearby partner
facilities. Access to various car sizes.
Affordable rates for students. Easy booking capabilities, pick up & drop
off anywhere, no additional or hidden costs.
Audience Objections
COTG has been doing well for the past 6 years which shows a demand for this
service. However, there will always be objections that should be addressed when
creating a marketing strategy. These objections may even help to define the
campaign’s marketing message Below are some objections that we need to take
into consideration when marketing to our target.
- Prices to park in downtown cores are high
- Lack of availability of parking spaces can deter users
- Public Transportation is reliable and more affordable than car sharing
- Public transport is more eco-friendly than car sharing
- Fuel-efficiency not enough for eco-sustainability: this will come from bike riders.
- High traffic congestion will deter drivers, steer towards public transit
- Rates may be too expensive for some
8. page 6
Features and Benefits
Unique Selling Proposition
Cars On The Go (COTG) is for the occasional driver that does not own a car but
wants 24hr access to one with pick-up and drop-off at any location with the
convenience of a wide selection of vehicles to choose from.
Rationale
To achieve the objective of 11,500 new customers for the 2015 fiscal year, we will
increase direct marketing channels. COTG will leverage direct mail, inserts and a plethora
of digital mediums with customized messages that speak to our primary target: the
yuppy and secondary target: the Senior College Student.
Features Benefits
24hr access to pick up and drop off cars convenient access to vehicle anytime needed
Wide Selection of Vehicles Can select different vehicle sizes based on needs
Longer KM usage before charging extra fees Better value for money spent
No charges for insurance or maintenance No hidden fees or extra costs
Multiple locations in and around city core Availability of cars at various locations
Booking available online or via phone
Convenient booking options, based on whats more reachable
at the moment
Large fleet means last minute booking available able to book anytime
Key Message: Drive anytime & anywhere, without the hassle of owning a car.
Primary Audience = The Yuppy
(What’s important to them? Accessibility, km usage, convenienve, variety of inventory)
Message: Make your profesional life easier.
Secondary Audience= Senior College Student
(What’s important to them? Accessibility, Affordability, instant gratification, convenience)
Message: Make your student life easier.
Action Desired:
Make COTG the first car sharing service that comes to mind when need to drive a
car. Get a membership and use the service.
Communication Objectives
9. page 7
For students of partnering universities:
Free membership for all students (until they graduate). 20 free driving mins on initial
sign-up.
For students of non-partnering universities:
Free membership for all students (until they graduate). 10 free driving mins on initial
sign-up
For Professionals Under 30:
$10 for 1st year of membership and 30 free driving mins on initial sign-up.
Referral Reward Program:
All new members get the chance to refer 5 friends. If those 5 friends sign up for
membership, you get 10 free driving mins for each friend that signs up.
Will include a new pick up and drop off location: Pearson Airport
Offer
Please note all campaigns will be split into French and English.
Google Adwords – use Google Adwords services to increase traffic to COTG website
through google search. Will enter keywords in English and French
Landing Page – Attached to COTG website when promoting offers to both markets.
A Landing page per audience, will do A/B testing on each to determine best source
of traffic and adjust campaign accordingly, this will also be split into French and
English.
Banner Ads – these will be featured year round on three major traffic websites based
on sites visited the most by both of our segments. Weather Network (general public),
Amazon.ca (for post-secondary students),
Listings in University Websites which will be free of cost. As well as sponsored listings
on our partnering universities’s websites.
New Social Media Profiles which means growth in web presence: Profiles include
Facebook, Twitter and LinkedIn. Create a community page on website that’ll host a
live feed of social media postings.
Activation Events in main campuses of 8 Universities, 5 Malls, 2 Airports. Will be at each
location, one day a week which totals 4 days a month. Will be at the Malls from mid-
November to mid-December. Will be in the Airports from mid-February to mid-March.
Mail-Out with Canada Post. Will be done bi-monthly to neighbourhoods with
demographic that is closest to our primary and secondary target audience.
Appendix A
Tactics
10. page 8
Printed tear away insert with QR code that sends readers straight to membership
page. This will be published in the annual large IKEA magazine. Appendix B.
COTG Taxi Guerilla Campaign - As a way to bring awareness of the affordability of
COTG, this campaign will have a COTG vehicle with some taxi ‘fixings’ (Appendix
C) located at 8 locations, 2 being both main airports in Toronto(Appendix D) and
Montreal. This vehicle will be hailed as a taxi and offer the keys for the passenger to
drive home. During the journey, rep will talk about COTG and all it’s benefits. Cost
at the end will be whatever was driven, but given for free on that day. Customer’s
reactions and conversations will be filmed and edited to be used as youtube ads
uploaded to social media and community pages. Will focus on different senarios
where having a car is advantagious and less costly.
Tactics & Implementation Calendar
Activity
PreMarketing
Designofprint
marketing
Designofdigital
marketing
Prepfor
ActivationEvents
GoogleAdwords
creationand
management
LandingPage
BannerAds
University
Listings
SocialMediaand
CommunityPage
ActivationEvents
MailOut
IkeaInsert
COTGTaxi
Campaign
WHO
Nov-14
Dec-14
Jan-15
Feb-15
Mar-15
Apr-15
May-15
Execution
Jun-15
Jul-15
Aug-15
Sep-15
Universities
Oct-15
Nov-15
Dec-15
Design Department
Airports
Launchvideos
Malls
11. page 9
Budget
1- Variables
Target Audience % People People
% Partner
Students Students Referals % Referals
Total Profesionals 40% 4600 30% 1,380.00
Total Students 60% 6900 70% 4,830.00
Students Non menbers 40% 2760
Students Members 60% 4140
Total Target 100% 11500
Hour Cost Minute Cost
9.50$ 0.16$
2- Budget Distribution
a)- Membership
Membership
Membership
Base Price
Member
paid
Cost People Total Cost
Profesional 45.00$ 10.00$ 35.00$ 4600 161,000.00$
Students 45.00$ -$ 45.00$ 6900 310,500.00$
Total Membership cost 471,500.00$
b)- Driving Minutes Give Away
Free minutes Minutes Cost Customers
Total cost per
customer
Profesional 60 9.50$ 4600 43,700.00$
Partner Student 20 3.17$ 4140 13,110.00$
General Student 10 1.58$ 2760 4,370.00$
Total Cost Free Minutes 61,180.00$
c)- Driving Minutes Give Away - Referral Program
Referal Free Minutes Minutes Cost Customers
Total cost per
customer
Profesional 10 1.58$ 1380 2,185.00$
Student 10 1.58$ 4830 7,647.50$
Total cost Free minutes referrals 9,832.50$
d)- Activation Event
Kiosk & Marketing Material 2,000.00$
Brand Ambassador 100.00$
Renting the space 500.00$
Outsourced company to manage
activation 600.00$
Activation Events days locations Rent
Brand
Ambassador
Commission Kiosk & POP
Total C
Activ
Eve
Cost & Budget
12. page 10
Budget Cont.
Total cost Free minutes referrals 9,832.50$
d)- Activation Event
Kiosk & Marketing Material 2,000.00$
Brand Ambassador 100.00$
Renting the space 500.00$
Outsourced company to manage
activation 600.00$
Activation Events days locations Rent
Brand
Ambassador
Commission Kiosk & POP
Total Cost per
Activation
Event
University - Event 4 8 16,000.00$ 3,200.00$ 4,800.00$ 16,000.00$ 40,000.00$
Malls 4 5 500.00$ 2,000.00$ 12,000.00$ 10,000.00$ 24,500.00$
Airport - Event 4 2 500.00$ 800.00$ 4,800.00$ 4,000.00$ 10,100.00$
Total cost Activatino Event 74,600.00$
Driver Salary 100.00$
Days 31
Cars 8
Cost per COTG Rent 79.00$
Activation Campaign - COTG
Taxi
Salary of
Drivers
COTG Rent
COTG Taxi 24,800.00$ 19,592 44,392.00$
e)- Community Page & Social Media
Channels: (Facebook, Twitter, Linkedin)
Channels
Price per
Month
Month Channels
Total Social
Media &
Community
page
Social media 5,000.00$ 12 3 180,000.00$
F)- Digital Advertinsing
Digital Advertising
Price per
month
# Websites Month Total
Banner Ads 3,500.00$ 3 12 126,000.00$
List in Univesity Websites -
126,000.00$
Digital Advertising Price per day days
Google Adwords English 110.00$ 365
Google Adwords French 110.00$ 365
Digital Advertising
Price per
segment
Segmentes Promotions Total
Landing Page 1,000.00$ 2 3 6,000.00$
g)- Print Advertising
Inserts Yearly units Price
Total cost
per year
Ikea Magazine - Insert 6,000.00$ 6,000.00$
Canada Post Direct Mail 200,000 0.95$ 190,000.00$
196,000.00$
3- Budget - Spends
Total Budget Total Spend
Un- spent
Budget
1,250,000.00$ 1,249,804.50$ 195.50$
80,300.00$
Total
40,150.00$
40,150.00$
* Activation Campaign - COTG Taxi
13. page 11
Anticipated Results
The campaign will based on the number of sales made due to our activation efforts to measure
its success. With an investment of $1,249,804.50 we expect to attract 12,059 new customers just
in the first year. A part of the budget is being allocated to maintain these new customers, giving
away driving minutes. Individual and campaign ROI of 5.43 reflects that our tactic will succeed
in getting back money spent on aquisition initiatives.
Tactic
COST of Number
of
contacts
Expected
Expected
# Sales
Cost per
response
*ROI
%Tactic $ RR%
Membership Discount
Profesional $161,000.00 4,600
Student $310,500.00 6,900
Driving Give Away
Profesional $43,700.00 4,600
Partner Student $13,110.00 4,140
General Student $4,370.00 2,760
Driving Give Away - Referral
Program
Profesional $2,185.00 1,380
Student $7,647.50 4,830
Activation Events
Universities $40,000.00 16,000 3.0% 480 $83.33 6.99
Malls $24,500.00 7,500 6.0% 450 $54.44 11.23
Airports $10,100.00 2,000 8.0% 160 $63.13 9.55
Activation Campaign
COTG Taxi $44,392.00 4,712 20.0% 942 $47.11 13.14
Community Page & Social Media
Facebook $80,000.00 731,000 0.1% 731 $109.44 5.09
Twitter $50,000.00 374,000 0.1% 374 $133.69 3.98
LinkedIn $50,000.00 425,000 0.2% 638 $78.43 7.49
Digital Ads
Banner Ads $126,000.00 500,000 0.5% 2500 $50.40 12.21
List in Universities Sites $- 15,000 1.0% 150 $-
Google Adwords - English $40,150.00 40,000 3.0% 1200 $33.46 18.91
Google Adwords - French $40,150.00 40,000 3.0% 1200 $33.46 18.91
Landing Page Development $6,000.00
Print Ads
Ikea Magazine - Insert $6,000.00 7,800 3.0% 234 $25.64 24.97
Canada Post Direct Mail $190,000.00 200,000 1.5% 3000 $63.33 9.52
TOTAL CAMPAIGN
$1,249,804.50
12059 $103.64 5.43
15. page 13
Appendix B
It can carry your new desk
and chair
and side tables
and the awesome uber modern shelf.
Tear Line
Drive anytime, anywhere
www.cotg.ca 416 DRIVE IT
facebook.com/cotg @rdrivecotg
9am or 9pm, Wednesday or Sunday.
Drive anytime, anywhere, without the hassle of owning a car.
No gas fees
No maintenance fees
No insurance fees
Pay by the minute*
Call 416 DRIVE IT or go online
Join today and you can get free driving minutes!
Tear Line
LEGALESE: In this case, involving the breach of fiduciary duties by
corporate directors, the plaintiffs can not proceed in federal court
because there is neither diversity of citizenship nor any federal question.
In this case, involving the breach of fiduciary duties by corporate
directors, the plaintiffs can not proceed in federal court because there is
neither diversity of citizenship nor any federal question.
Front of Ikea Insert
Back of Ikea Insert
16. page 14
Appendix C & D
C
D
TAXI
An example of the COTG Taxi.
COTG Taxi waiting at the Arrival Terminal at Pearson Airport
17. page 15
Appendix E
Creative Brief
Project: Acquisition project for COTG Client: Cars On The Go
Date: Oct 25th, 2014 Prepared by: Marketing Team, Account Director
Background on business objective of the campaign: To acquire new clients for
COTG. The service has many different competitive advantages in comparison
with other companies in the same industry. It is a car sharing company with totally
redesigned and truly luxurious car with the most advanced technology available
in safety, driving dynamics and entertainment. The project is to launch the car in
Canada with a multi channel communication campaign that is distinctive and
highly targeted that will lead to test drive and sales of COTG memberships.
1. Primary Target customer insight:
The target is young professional, single, age 28 and over, in the 60K annum salary.
This service provides to the customers different types of cars in every each green P,
also available at the airport. They do not own a car because their needs in the city
are not sufficient to require one. However, once a month they required a car to do
some activities, such as: buy furniture, goes to shopping malls and short trips out of
the city.
2. Communication Objectives:
To persuade prospect customers to use CTGO service with a different types of com-
munication such us: websites and content, social media platforms, direct mail – inserts)
To make sure that the CTGO is part of the conversation when prospects in the target
market are ready to need a car sharing service and have in 2 types of audiences
in our communication: primary and secondary. Overall communication objective is
the same for both targets:
1. Drive anytime, anywhere without the hassle of owning a car
But slightly different for each audience:
1. Yuppy: Offer a way to make their professional life easier
2. Senior College Student: Offer a way to make their student life easier
3. Brand Positioning/ personality: For those who do not own a car, but want 24hr
access to one with pick-up and drop-off at any location with the convenience of
a wide selection of vehicles to choose from. With a combination of unique services
that no one in the car sharing market offers.
18. page 16
Appendix E Cont.
Creative Brief Cont.
Key Message: Drive anytime & anywhere, without the hassle of owning a car.
Primary Audience = The Yuppy
(What’s important to them? Accessibility, km usage, convenienve, variety of inventory)
Message: Make your professional life easier.
Secondary Audience= Senior College Student
(What’s important to them? Accessibility, Affordability, instant gratification, convenience)
Message: Make your student life easier.
b. What are the supporting rational and emotional reasons to buy?
COTG is a very convenient service offered 24hr with a wide selection of cars, which
it adapts to every different type of service you need. From using it to go to your
mom’s house to go to a short trip to Ikea to buy new furniture for your first bachelor
flat.
c. What else will assist creative development?
We want to appeal to the primary target to accessibility, convenience and variety
of different type of vehicles.
5. Corporate Requirements:
Branding colour and logo must be used on all materials.
‘Drive anytime, anywhere’ is the tagline for company, must also be used on all materials.
19. page 17
Works Cited
“AutoShare.” AutoShare. 1 Feb. 2014. Web. 26 Oct. 2014. <http://autoshare.com/>.
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