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Arriva presentation (Prototype campaign)
- 2. HELLO! I am Tape Thititorn I am here because I love to give presentations.
- 3. CAMPAIGN OBJECTIVES Let’s start with our goals
- 4. 1 DRIVE AWARENESS For Non-bus Users 2 INCREASE CONVERSION For Student Saver Tickets 3 BOOST ENGAGEMENT For M-Ticket Application 4 DRIVE TRAFFIC For New Landing PagesOUR GOALS!
- 5. RESEARCH What did we find out ?
- 6. SECONDARY RESEARCH -18% not satisfied with the cost of bus fares 75% satisfied with the service They’d use the bus ‘if it’s expensive & difficult to park’ Non-users would use the bus ‘if there was no other way of getting there’ Source: Annual Bus Statistics: the department of transportation
- 7. COMPETITORS Source: Annual Bus Statistics: England 2013/14 by Department for Transport #2 ARRIVA #1 STAGE COACH #3 FIRST & GOAHEAD Bus Operator Market Share of Services
- 8. COMPETITORS Source: Google Trends & SimilarWeb Website Traffic Analysis in 2016 by Google Trends
- 9. COMPETITORS Source: Google Trends & SimilarWeb ARRIVA TOTAL VISITS 1.2 M STAGE COACH TOTAL VISITS 2.6 M FIRST TOTAL VISITS 2.2 M Website Traffic Analysis in 2016 by Google Trends
- 10. AUDIENCES Who are our targets?
- 15. PERSONA MAPPING
- 16. KEY INSIGHT What’re our target think, feel and do?
- 17. KEY INSIGHT: ACQUISITION THINK faster, cheaper, convenient THINK not fast FEEL not flexible FEEL less stressful DO NATHAN NEWLY DO
- 18. KEY INSIGHT: STUDENT TICKETS THINK the most valuable, cheapest THINK big money FEEL not worth cost FEEL the best deal for the long term DO SARA FRESHY & LEO SOPHOMORE DO
- 19. KEY INSIGHT: M-TICKET APP THINK quicker, easier THINK complic- ated FEEL not safe FEEL safe, save energy LYDIA LOYAL DO DO
- 20. STRATEGY
- 21. FRIENDLY
- 22. ORGANISING IDEA Service-Friendly Budget-Friendly Eco-Friendly TARGET: ACQUISITION TARGET: STUDENT TICKETS TARGET: M-TICKET APP
- 23. TACTICS
- 24. YEARLY TIMELINE REVISE LANDING PAGE ▶ Focus more on mobile site ▶ Develop SEO Service-Friendly Nathan Newly TARGET: M-TICKET APP Online Media ▶ Paid: Social Media Ads ▶ Owned: Social Media Channel ▶ Owned: E-Mail Marketing Offline Media ▶ Paid: Ads on the bus stop ▶ Owned: Wrap a bus, Ads inside the bus, Ads behind the paper ticket TARGET: STUDENT TICKETS Online Media ▶ Paid: PPC ▶ Paid: Social Media Ads ▶ Paid: Retargeting Offline Media ▶ Paid : OOH, Events Budget-Friendly Sara Freshy & Leo Sophomore Eco-Friendly Lydia Loyal TARGET: ACQUISITION Online Media ▶ Paid: PPC ▶ Owned: EMCR Offline Media ▶ Paid: TV Ads, OOH, Events
- 25. MEDIA PLAN PAIDOWNED EARNED ONLINE -Web Properties - Website - Mobile site - Social Media Channels - SEO - E-Mail Marketing OFFLINE - Ads on the bus i.e. Wrap a bus - Ads on ticket ONLINE - Pay Per Click - Google Ad words - Display Ads - Retargeting - Social Media Ads OFFLINE - TV/Radio - OOH i.e. Shell Ads - Events - Sharing Mention, Likes, Shares, Comments, Reposts, Reviews - WOM
- 27. USER JOURNEY TARGET: STUDENT TICKETS Sara Freshy & Leo Sophomore
- 28. USER JOURNEY TARGET: M-TICKET APP Lydia Loyal
- 29. ACTIONS
- 30. RECOMMEND FOR DEVELOPING LANDING PAGE
- 31. SOCIAL MEDIA ADS
- 32. DISPLAY ADS
- 33. ADS AT BUS STOP
- 34. EXAMPLE FOR PPC KEYWORDS
- 35. PARTNERSHIP
- 36. PARTNERSHIP Schools & Universities - Welcome Week for Freshers - Supporter for student activities
- 37. MEASUREMENT
- 38. ACQUISITION NEW CUSTOMERS CAMPAIGN KPI Increase new web visitors GOAL Increase 25% TOOL Google Analytic KPI Increase ticket sales from new customers GOAL Increase 10% TOOL Profit from sales
- 39. STUDENT SAVER TICKETS CAMPAIGN KPI Increase student ticket sales GOAL Increase 20% TOOL Profit from sales KPI Increase buy tickets on landing page GOAL Increase 20% TOOL Conversion buy on basket
- 40. M-TICKET APP DOWNLOAD CAMPAIGN KPI Increase M-Ticket app downloader GOAL Increase 10% TOOL Number of App downloader
- 41. DEVELOP NEW LANDING PAGE KPI Increase new web visitors GOAL Increase 15% TOOL %Click on buy tickets KPI Increase ticket sales on website GOAL Increase 10% TOOL Conversion buy on basket KPI Increase email subscription GOAL Increase 20% TOOL Number of email subscription
- 42. REFERENCES Anon, (n.d.). [online] Available at: http://www.ukbusawards.org.uk [Accessed 5 Mar. 2017]. Anon, (n.d.). YouGov profiles LITE. [online] Available at: https://yougov.co.uk/profileslite#/Arriva/ [Accessed 6 Mar. 2017]. Anon, (n.d.). YouGov profiles LITE. [online] Available at: https://yougov.co.uk/profileslite#/Government_Civil_Service/ [Accessed 6 Mar. 2017]. Department for Transport, (2013). Public attitudes to buses: Great Britain, march 2013. [online] Available at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/253219/buses-report- 2013.pdf [Accessed 5 Mar. 2017]. Department for Transport, (2014). Statistical release annual bus statistics: England 2013/14 passenger journeys on local buses in England increased 2% in the year to march 2014, with overall mileage run continuing the slow decline of recent years. [online] Available at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/387397/annual-bus- statistics-year-to-march-2014.pdf [Accessed 5 Mar. 2017].
Hinweis der Redaktion
- This campaign based on Mediacom brief
- Let’s start with the campaign objective that’s based on the brief
- There are 4 main areas to focus on: Firstly, Drive awareness for non bus users: Secondly, Increase conversion for student saver tickets: Thirdly, Boost engagement for using the m-ticket app Lastly, drive website traffic
- The more we research, the more we know… So I discovered information relevant to this campaign
- Let’s start with secondary research from the department of transportation 75% rated the quality of bus services as good. (On the other hand) The cost of bus fares is too expensive +++++++++ENTER++++++++ when they would use the bus , they said that they would use it if it’s difficult or expensive to park their car or ‘if there was no other way of getting there’
- In terms of our competitors, you can see the market share of the bus service, 20% of people are stage coach users Whereas, arriva has 17% And the third is first and goahead
- In terms of website traffic analysis, the graphs show that the most popular search is ‘Stagecoach’ and the least is ‘FirstGroup’. However, when using Similarweb to find how many people visit these websites last year, The first visitors is stagecoach with 2.6 million Whereas Arriva had 1.2 million
- In terms of website traffic analysis, the graphs show that the most popular search is ‘Stagecoach’ and the least is ‘FirstGroup’. However, when using Similarweb to find how many people visit these websites last year, The first visitors is stagecoach with 2.6 million Whereas Arriva had 1.2 million
- After we did research, we know who our audiences are And there are different objectives for this campaign So I decided to divide audiences into each objective
- Nathan Newly is the first persona for acquisition objective: He usually drives the car to go to work He will use the bus when his destinations are difficult to find a parking lot So, he’s very new for us and I want to change him to use the bus instead
- The second persona is for the student ticket sales objective SARA FRESHY She’s a first year student She’s looking for the best way to go to classes between bus, train, cycling or walking Her parents support her financially but she wants to save money as much as she can
- LEO SOPHOMORE is the other persona for the student ticket objective He bought a student ticket last year He thinks it’s too much money to pay at one time for a student ticket
- The last persona – Lydia Loyal – represents the objective to increase downloads of the m ticket app she usually travels on a bus to go to work She buys a ticket from the bus drivers She doesn’t like to buy something on her mobile as she think it’s not safe
- This is a persona mapping to show how many of them use media and the bus Sara and Leo are teenagers, so they use more online media than offline and tend to use the bus more Lydia take the bus more as well, but she doesn’t tech savvy Nathan takes the bus / the least / and he’s in the middle of online and offline media usage
- Key insight will help us know more about what audience think and feel
- Nathan Newly… - He think the bus is not fast, not flexible choice in his life So, he chooses to walk or drive - If he think Arriva bus is faster, cheaper and convenient and make his life easier, and less stressful So, he will decide to take our bus
- Sara and Leo… they are both students They think the student ticket is too much money and not worth the cost so, they choose other transportation If they think our bus is the cheapest price and the best deal for the long term they will buy a ticket
- Lydia loyal - She thinks downloading our app is complicated and not safe so, she’s still buy the paper ticket We need to persuade her that the mobile app is quicker and easier to use This can help her avoid being nervous about find the change to buy a ticket on the bus and will help the world by reducing the amount of paper we use.
- The next step is strategy…. Our organizing idea is to be FRIENDLY
- Customers think their life is currently good They never think that Arriva can make their life better This main idea is to tell them that Arriva is ‘FRIENDLY’ for them. We want to tell them that we can be your friend when you want someone to understand what you want and what is your problems SO! Arriva will support every customer, every travel like a friend beside you to satisfy the maximum satisfaction of the customer. Moreover, we separate our idea in each campaign objective.
- The last one, Eco-Friendly This message target the current bus users you will become part of saving the world because of using this app to reduce the amount of paper tickets. You do not only help the environment but also make your life easier. For customers concerned about their battery life and no internet signal on the bus, Arriva provides free charging points and wifi
- The next process is tactics
- The big picture of yearly plan
- This is the big picture to see our media plan on this campaign as I told what we gonna do before
- Let’s see Nathan Newly Journey Nathan sees offline ads and that make them awareness of the bus then he searches it, we do a PPC for them That make him go to the website He feels OK with the ticket option So the conversion stage He uses the bus!!
- This is a user journey for both students They see offline ads at bus stops and university and make them know about it They search about the price because they concerned about the price the most We buy social media ads to target them and also retargeting them to ensure they will buy the tickets Finally, They buy a student ticket
- This is user journey to encourage people to use m-ticket app Lydia sees our offline ads on the bus, inside and outside the bus She gets e-newsletters from us via email She searches it and goes to our website After that she feels the app can make her life easier So She downloads the m-ticket app
- These things are examples of ads that we’re gonna use on this campaign
- In terms of developing new landing page I’d like to recommend to add ‘Route Calculate’. People want to know what is the most suitable ticket for them. However, on the current landing page, people have to go through couple steps until they know the journey they will take and then they have to search type of ticket again. This thing will help them find tickets easily and also match with the right option. After they click calculate, the page will link them to the conversion page to see the ticket price, the route and let them buy immediately 2. Another thing I’d like to recommend to add ‘Subscription’. It helps to do email marketing in the future.
- This is an example for social media ads on mobile
- Moreover, we can do a partnership to support our campaign for example
- Schools or university Most of them have an activities on the first week, we can set a booth or join the event to let student know our brand and provide information about the student ticket Or between semester we can support student activities as well
- This organization support people
- Measurement is based on the campaign objectives