RedBus Digital Marketing Presentation, prepared by Shikha Bhansali at IIDE - Indian Institute of Digital Education. About RedBus-redBus.in is India's largest online bus ticketing platform, trusted by over 6 million Indians. With a sale of over 6,00,00,000 Bus tickets via web, mobile, and our bus agents, redBus stands at the top of the game in bus ticketing. redBus.in operates on over 70000 routes and is associated with 2300 reputed bus operators. Try the redBus experience today. About IIDE-The Indian Institute of Digital Education (IIDE) evolved from the need for digitally skilled resources in India. All businesses in India are transitioning to the Digital Space for effective business. This has led to a high rise in demand for digitally skilled resources. The current Indian Education system ignores this demand and is unable to cater to the needs of new businesses. IIDE is catering to this industry requirement and creating future digital entrepreneurs. To create quality output, educational houses need to have world class mechanisms and IIDE has adopted just that.

2. ABOUT REDBUS

3. THE REDBUS JOURNEY
July
2006
Start
Weekend
Getaways
Ibibo Group Hotel
Bookings
Singapore
& Malaysia
Indonesia
& Peru
Bus Hire MakeMyTrip Pilgrimages
May
2013
April
2014
July
2015
July
2016
January
2017
February
2017
April
2017
April
2017
Ticket SalesBus Routes
75+ M 8 M
Customers
2300 80,000
Bus Operators

4. 360 MARKETING STRATEGY

5. #GottaGo
Meen Curry
Baby
Reunion

6. What happens next?
How do you think the
story unfolds?
M-Ticket plays the
cupid for Raj and
Simran
WHAT HAPPENS NEXT?

7. #DontMissTheBus
From the RCB
locker room
RCB crazy fan
RCB crazy fan

8. BRAND AMBASSADOR

9. WEBSITE

10. MOBILE APP

11. BLOG

12. FACEBOOK

13. BRAND

14. FESTIVALS AND OFFERS

15. TWITTER

16. BRAND

17. INSTAGRAM

18. YOUTUBE

19. ADS

20. COMPETITIVE RESEARCH

21. COMPETITOR 1

22. WEBSITE

23. MOBILE APP

24. BRAND AMBASSADOR

25. FACEBOOK

26. CONTEST 1

27. CONTEST 2

28. CONTEST RESPONSES

29. BEFORE MATCH POSTS

30. BEFORE MATCH POSTS

31. BRAND

32. WEEKENDS

33. BEFORE CAMPAIGN

34. TWITTER

35. CAMPAIGN

36. BRAND

37. INSTAGRAM

38. YOUTUBE

39. COMPETITOR 2

40. WEBSITE

41. BLOG

42. MOBILE APP

43. TYSURE

44. FACEBOOK

45. DESTINATION

46. FESTIVALS & CURRENT AFFAIRS

47. QUOTES & FACTS

48. OFFERS & CONTESTS

49. TWITTER

50. CURRENT AFFAIRS & QUOTES

51. DESTINATION

52. INTERACTIVE

53. INSTAGRAM

54. YOUTUBE

55. STATISTICS COMPARISON
Facebook
(Likes)
Twitter
(Followers)
Instagram
(Followers)
Youtube
(Subscribers)
Linkedin
(Followers)
Pinterest
(Followers)
Alexa
(Rank)
RedBus 11,14,505 8,166 70 10,423 30,146 0 185
Abhibus 2,97,639 1,095 158 4,226 867 3 724
Travelyaari 3,15,521 1,444 1,738 20 2,436 19 3638
Brand
Platform

56. TARGET AUDIENCE

57. TARGET AUDIENCE 1
• 18 to 23 years
• Outstation Students
• From tier1 and tier2 cities

58. BUYER PERSONNA
Identifiers:
•Student, Career-oriented
•Likes to meet new people and hang-out after
college
•Willing to try new things
•Heavy user of social media
•Back & forth trips to home during weekends,
festivals, holidays
•Impulse purchases
•Represents modern youth
Goals:
•Pursue MBA (Marketing) from Top B-School
•Work at Management level in an MNC
•Be financially independent & successful
Challenges:
•Living in new city
•Cope with fast life of Mumbai
•Manage daily responsibilities
•Manage finances
Miss Chandni Jain
Demographics:
•18 year old
Background:
•From Indore
•Migrated to Mumbai for Graduation
•Pursuing B.M.S. from N.M. College
•Stays in SVKM College Hostel

59. TARGET AUDIENCE 2
• 23 to 28 years
• Non-Local Working Professionals
• From metros and tier1 cities

60. BUYER PERSONNA
Identifiers:
•Working Professional, Career-oriented
•Socializes with colleagues after office
•Willing to try new things, take risks
•Active on social media, consumes online content
•Back & forth trips to home during weekends,
festivals, holidays
•Budget-conscious, thoughtful buyer
•Represents modern youth
Goals:
•Pursue Masters in I.T. from Top B-School
•Work as Project Head in I.T. company
•Get settled in life
•Support family
Challenges:
•Living in new city
•Get a stable career
•Manage daily responsibilities
•Manage finances (salary)
Mr. Sanket Bhatia
Demographics:
•24 year old
•Software Developer at Infosys
Background:
•From Mumbai
•B.sc(IT) Graduate from D. J. Sanghvi
•Migrated to Bangalore for Job
•Stays in company-provided flat

61. TARGET AUDIENCE 3
• 28 to 35 years
• Holiday Travelers
• From metros, tier1 and tier2 cities

62. BUYER PERSONNA
Identifiers:
•Dual Career Couple, „DINK‟
•Stays in 1 BHK, owns a 2-wheeler
•Shares household responsibilities
•Socializes with different social circles
•Willing to try new things, take risks
•Active on social media, consumes online content,
online purchases
•Thoughtful buyer, planned purchases
•Invests in saving schemes
Goals:
•Move up the corporate ladder
•Save up for future
•Have happy married life
•Start & Support family
Challenges:
•Manage work-life-balance
•Manage finances (salary)
Mr. Kunal Khanna
Demographics:
•29 year old
•Married to Kavya for 2 years, no kid
Background:
•From Mumbai
•Senior Financial Analyst at PwC
•MBA in Finance & C.A.

63. SEO AUDIT

64. ACCESSIBILITY
Robots.txt

65. ACCESSIBILITY
Sitemap.xml

66. ACCESSIBILITY
Redirects

67. ACCESSIBILITY
Site Performance

68. INDEXIBILITY
Page Searches
Search Term Rank in SERPs
Online bus booking 1
Private bus online ticket booking 1
Bus travel from bangalore to hyderabad 2
Mumbai to nagpur bus ticket booking 1
Mumbai to goa bus ticket price 2
How to travel by bus in mumbai 2

69. INDEXIBILITY
Brand Searches
Search Term Rank in
SERPs
redbus 1
redbus tickets 1
redbus booking 1
Search Term Rank in
SERPs
redbus contact number 1
redbus offers 2
redbus pune to nagpur timings 1

70. ON-PAGE
URLs
Page Current URL Suggested URL
Home Page www.redbus.in www.redbus.in
Hotels www.redbus.in/hotels/ www.redbus.in/hotels/
Bus Hire https://www.redbus.in/bushire/?utm_source=website&
utm_medium=referral&utm_campaign=Homepage_bu
shire_banner
www.redbus.in/bus-hire/
Pilgrimages www.redbus.in/pilgrimages/ www.redbus.in/pilgrimages/
Weekend Getaways www.redbus.in/weekend-getaways/ www.redbus.in/weekend-getaways/
Print Ticket www.redbus.in/PrintTicket/ www.redbus.in/print-ticket/
Cancel/Track Refund www.redbus.in/Cancellation/ www.redbus.in/cancellation/

71. ON-PAGE
Meta Titles
Suggested Meta Title Length
Online Bus Ticket Booking|Bus Travel In India|RedBus 53

72. ON-PAGE
Meta Descriptions
Suggested Meta Description Length
redBus is India‟s largest online bus ticket booking site with
major bus operators. Book bus tickets online for your bus travel
from redBus. Happy Travelling by Bus!
157

73. ON-PAGE
Head Tags & Keywords

74. ON-PAGE
Image Alt Tags
Suggested Alt Tag
India‟s Best Online Bus Ticket Booking Site
Suggested Alt Tag
Download RedBus App-Bus Ticket Booking App

75. ON-PAGE
Broken Links

76. OFF-PAGE
Popularity & Authority

77. OFF-PAGE
Backlinks Profile

78. OFF-PAGE
Backlinks Profile

79. OFF-PAGE
Social Engagement

80. KEYWORDS TARGETING

81. USING KEYWORD PLANNER

82. USING KEYWORDS PLANNER

83. KEYWORDS TARGETING

84. TARGETED KEYWORDS
Book bus tickets
Book bus tickets online
Online bus ticket booking
Bus ticket booking online
Online ticket booking for bus
Private bus online ticket booking
Online bus ticket booking sites
Bus travel
Bus ticket booking apps
Best bus booking app
Bus ticket booking sites
Online booking for bus
Online bus booking websites

85. CONTENT STRATEGY

86. Quotes Quiz/Games Did You
Know?
Blogs Videos Festivals Listicals Testimonials
One Liners Fill in the
Blanks
Facts Educative Interactive Blogs Informative Creatives
Creatives One Liners One Liners Informative Promotional Articles Educative Videos
Creatives Creatives How-To Educative Creatives Facts
Gifs Infographics Entertainment Gifs
Blogs Live
Articles
Themes
Road Trips Place based Travel based Travel Tips Campaign based Informative Travel Tips Services
Leisure Travel Brand based Place based Travel Guide Brand based Educative Travel Guide Features
Motivational Deals/Offers Place based Place based Interactive Place based
Nostalgia Festival based Deals/Offers Backpack
CONTENT BUCKET

87. CONTENT TOPICS
• Safety Tips For Bus Travel
• Planning A Bus Journey In India
• Tips For Solo Women Travelers On Road
• 10 Things To Keep In Mind When Travelling Alone
• Ride To Tamil Nadu To Celebrate Pongal
• Happiness Is Going Home For Diwali
• Essential Must-Haves When Travelling By Bus In
India
• A Drive To Coorg-The Scotland Of India
• Amazing Facts About Bus Travel
• Launch Of RedBus Now
• How To Use #TrackMyBus Feature Of RedBus App
• 5 Ways To Book Tickets Using RedBus App
• Travelling Alone? RedBus Takes Special Care Of
You
• Amazing Roads Rewards Riding Your Way
• The RedBus Experience-Luxury On Wheels
• Travel TipTuesday
• Spot The Difference
• Guess The Destination
• Caption This

88. SOCIAL MEDIA CAMPAIGNS

89. #TakeMeHome

90. #TakeMeHome

91. #TakeMeHome

92. #WhatsYourBusStyle
This is the best time pass for most.
Don‟t you agree? Tag a friend who fits this bill.
There is at least one of this in every bus.
Like if you agree.

93. #WhatsYourBusStyle
Share if you have ever witnessed this.
Feel free to describe the incident.
Salute to these!
Tell us how do you manage in such situations?

94. #RidingWithRedbus
Are you the one who is always data-hungry?
Redbus got you!
Tag a friend whose battery is always low.
Let him know that Redbus would be his best bet.

95. #RidingWithRedbus
For all the musical souls…now get on-
the-move only with Redbus!
How many up for this one?
Redbus gives you luxury on wheels!

96. #NoFussJustRedbus

97. #NoFussJustRedbus

98. BRAND MOODBOARD

99. LOGO

100. COLOUR PALATTE

101. FONT

102. BLOG CAMPAIGN

103. BLOG 1 – INTRODUCTION
• “Bus Travel In India-It‟s Not That Bad”
• Overview
• Remove fears
• Set the stage

104. BLOG 2 – PLANNING BUS JOURNEY
• “How To Plan A Bus Journey?”
• Itinerary
• Destinations
• Bus routes, fares
• Research sources

105. BLOG 3 – BOOKING BUS TICKETS
• “Time To Book Bus Tickets”
• Various options
• Travel agents
• Travel Websites
• Apps

106. BLOG 4 – GUIDE TO PACKING
• “The Complete Packing List For Bus Journey”
• Must-haves for the bus journey
• Amenities available
• Charging point, wifi

107. BLOG 5 – TIPS FOR BUS TRAVEL
• “Tips & Tricks For Bus Travel In India”
• General & Feature based
• Arrive early--boarding point
• Advantage of stops--rest stops
• Get best seat--seat selection

108. EMAIL MARKETING

109. EMAIL AUTOMATION STRATEGY
• Membership Program
• Loyal Customers
Membership
Program
Loyalty
Reward
Red
Deals
Sale
Carnival Feedback
Cross/Up-
SellCredibility
Open &
Click
Only
Open
Not
Open
Refer &
Earn

111. EMAIL 1-MEMBERSHIP PROGRAM
• Subject Line - “FNAME, This Is Only For Loyals Like You”
• Business Goal - Get Registrations
• Selling Message - Concept & Benefits of Program
• CTA - Register Now

112. EMAIL 2-REFER & EARN
• Subject Line - “FNAME, Today Is Your Lucky Day”
• Business Goal - Participation in Scheme
• Selling Message - Benefits & Steps for Refer & Earn
• CTA - Refer Now

113. EMAIL 3-RED DEALS
• Subject Line - “Surprise Surprise!”
• Business Goal - Sale
• Selling Message - Exclusive Offer
• CTA - Avail Now

114. EMAIL 4-FEEDBACK
• Subject Line - “How Much Do You Love Us?”
• Business Goal - Engagement
• Selling Message - Help to serve better
• CTA - Submit

115. EMAIL 5-CREDIBILITY
• Subject Line - “FNAME, What‟s Wrong With You?”
• Business Goal - Build Trust & Confidence
• Selling Message - Testimonials & Awards
• CTA - Learn More

116. INFLUENCER MANAGEMENT

117. SHIVYA NATH
• Travel Blogger
• Nomadic, Vegan
Account Followers
Facebook @theshootingstarblog 22,821
Twitter @shivya 22,000
Instagram @shivya 30,200
Blog the-shooting-star.com 87,300
Platforms
Credentials

118. MRIDULA DWIVEDI
• Travel Blogger
• Traveler, Story Writer, Photography
Account Followers
Facebook @mridulablog 20,931
Twitter @mridulablog 9,464
Instagram @mridulablog 6,026
Blog http://traveltalesfromindia.in/ 67,400
Credentials
Platform

119. ROXANNE BAMBOAT
• Food & Travel Blogger
• Eat, Write, Sleep, Repeat
Account Followers
Facebook @thetinytaster 23,414
Twitter @roxannebamboat 39,400
Instagram @thetinytaster 7,025
Blog thetinytaster.com 8,250
Credentials
Platform

120. MAGALI VAZ
• Lifestyle & Travel Blogger & Vlogger
• Lifestyle, Travel, Fashion, Beauty
Account Followers
Facebook @magali_c 4,816
Twitter @magali_c 13,300
Instagram @magali_c 41,500
Youtube Magali Vaz 7,288
Blog magalic.com 7,285
Platform
Credentials

121. SANKARA SUBRAMANIAN
• Travel Blogger
• Travelpreneur, TEDx Speaker
Account Followers
Facebook @BEONTHEROAD 26,890
Twitter @sankaracs 3,694
Instagram @BEONTHEROAD 1,414
Blog www.beontheroad.com 69,100
Platform
Credentials

122. ORM

123. www.tripadvisor.in

124. www.indiamike.com

125. www.mouthshut.com

126. www.destination360.com

127. www.travelfish.org

128. Travel Blogs

129. MEDIA PLANNING

130. Budget
50,000 (M)
Facebook
20,000 (M)
Display
Rs. 15,000 (M)
Search
Rs. 15,000 (M)
Website Clicks Ad
7,500 (M)
Like Page Ad
Rs. 3,500 (M)
Carousel Ad
Rs. 9,000 (M)
Rs. 10
Rs. 125 (D)
Rs. 500 (D)
Rs. 300 (D)
Rs. 500 (D)
Rs. 250 (D)
Rs. 20
Rs. 5
Rs. 5

131. FACEBOOK ADS

132. CAMPAIGN 1
• Objective - Page Likes
• Topic – About RedBus

133. AUDIENCE TARGETING

134. AD COPY & CREATIVE

135. CAMPAIGN 2
• Objective - Website Traffic
• Topic – Cross-Sell Bus Tickets

136. CAMPAIGN OBJECTIVE

137. CUSTOM AUDIENCE

138. AUDIENCE TARGETING

139. BUDGET & BID

140. AD COPY AND CREATIVE

141. CAMPAIGN 3
• Objective - App Installs
• Topic – RedBus App Features

142. CAMPAIGN OBJECTIVE

143. AUDIENCE TARGETING

144. REACH, BUDGET & BID

145. AD COPY AND CREATIVES

146. AD COPY AND CREATIVES

147. LANDING PAGE

148. LANDING PAGE

149. TEST OVERLAY TOOL CHECK

150. SEARCH ADS

151. CAMPAIGN

152. SCOPE & BUDGET

153. AD GROUPS

154. AD COPY

155. DISPLAY ADS

156. CAMPAIGN OBJECTIVE

157. SCOPE & BUDGET

158. TARGETING

159. AD COPY & CREATIVE

160. THANK YOU!