CCNY's BIC foundational Idea Development course, taught by Gerardo Blumenkrantz, challenged students to learn the basics of idea generation, how to recognize “big ideas,” and how to critique them in order to keep the message on strategy and make the work better. For the final project, we had the opportunity to develop a multi-media integrated marketing campaign (including a "creative curveball") for NYC’s bike sharing program, CitiBike. As a class, we brainstormed and agreed on one mutual creative brief to work from. Once finalized, each team then worked independently on their creative solution to the communications objective. The final product was a 15-minute presentation detailing our multi-media campaign, including print, radio, digital and guerrilla marketing, along with foam board prints of the ads. As team leader, I managed the production (visual design and formatting) and writing/editing of the final PPT presentation, and the development and curation of the digital strategy (the digital hub/#SOSCitiBike). www.SOSCitiBike.tumblr.com - password: ideadevelopment Print Ads designed and Photographed by Edward Arredondo. Copywriting on Print Ads: group effort Radio Ads Recordings, Guerilla Marketing and Media Plan by Maxime Menant. Semester: Fall 2013

1. INTEGRATED MARKETING
CAMPAIGN PROPOSAL
AGENCYMARK +
Presented by: Alex Suazo, Maxime Menant, Edward Arredondo, Jacques Epangue
CCNY Branding & Integrated Communications
Idea Development Class Project – Final Presentation
Professor Gerardo Blumenkrantz – Fall 2013

2. WHAT WE’LL COVER
• THE PROBLEM & HOW WE CAN SOLVE IT
• TARGET AUDIENCE
• REASONS TO BELIEVE
• THE STRATEGY
• INTEGRATED APPROACH
– PRINT, RADIO, GUERILLA MARKETING & DIGITAL
• MEDIA PLANNING
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3. THE PROBLEM
To many potential bicyclists, living in New York makes
biking unthinkable because of the many public
transportation options available to them.
As a result, riding a bike is only seen as a weekend
(recreational) activity.
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4. HOW TO SOLVE THE PROBLEM
COMMUNICATIONS OBJECTIVE
Convince non-riders
that Citi Bike is better
than riding the subway
because it gives you
control over your
commute, unlike cabs
and public transportation.
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5. TARGET AUDIENCE
Men and women MTA riders with a commute of
more than 15 minutes one-way daily, 18 – 45,
college educated, living in both NYC and its tri-state
area, income of $30K+, all races and ethnicities.
People that take pride in being “real” New Yorkers –
who think being inconvenienced is the price you pay
for living here. They’re “not past their prime,” willing
to try new things, adventurous, curious, but also very
practical.
“Closet Bike Riders”: in their hearts, they may see
themselves as bicyclists and even feel a bit of envy
when they see folks on a bike, but their pragmatism
quickly banishes this emotion.
DEMOGRAPHIC
PSYCHOGRAPHIC
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6. REASONS TO BELIEVE
• Benefit: Sense of control and liberation
• Support:
– Convenience: 330 Locations in NYC with 6,000 bikes
– Affordability: $10/24 hours, $25/7 days, or less than $95/Annual
Pass which provides access to a bike
• Only limitations are the 45 minute time limit and location of docking stations.
– Accessibility: Phone app with locations, availability
• no helmets or bike locks needed
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7. STRATEGY
MTA commuters are frustrated with their daily
commute but do nothing to change it. They haven’t
ever known another way to commute; until now.
We need to help commuters see that
“there’s a better way” with Citi Bike by personifying
frustration and helping them look in the mirror.
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8. INTEGRATED APPROACH
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9. PRINT ADS
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14. RADIO
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15. RADIO SPOTS
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1. Pregnant
Gentlemen
2. Agoraphobic
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16. GUERILLA
MARKETING
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17. LOOK AT YOURSELF IN THE MIRROR
This marketing approach
will introduce the campaign
hashtag, #SOSCitiBike,
within the MTA commuter
space.
Commuters will place their
faces in the “mirror” and will
find themselves immediately
in the shoes of the pictured
commuter.
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19. CURVE BALL
MTA ON STRIKE
• Just like “there’s a better way” for MTA
riders, there’s also a better way for MTA
workers.
• In natural “SOS” fashion, Citi Bike will
deploy brand ambassadors to strike
locations and closed train stops.
• Ambassadors will hand out one-time-use
Citi Bike rides that can be redeemed
within a certain time period.
• Riders can follow ambassadors on Social
Media via #SOSCitiBike for surprise
“Get-a-Ride” giveaways at subway and
bus stops throughout the day.
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20. DIGITAL HUB
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21. 21SOSCitiBike.tumblr.com- Password: ideadevelopment

22. MEDIA
PLANNING
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23. PRINT ADS
NYC Magazines and Newspapers
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24. AGENCYMARK 24
ALEX
PRINT ADS
Outdoor Advertising
• NYC Taxi Cabs
• Phone booths
• MNR/LIRR platforms
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27. RADIO SPOTS
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Internet Radio
• Wearing headphones is about as required as wearing
undergarments these days. Our audience is listening to
music on their commute - we need to grab them while
they’re listening.
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28. THANK YOU.
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