1. MARK 1107 – Direct & Interactive Marketing
Anne Iarocci
• Bharat • Josh • Mikhail • Paula • Sandy •

2. Background Situation Analysis
Cost Effective
Convenient
Acessible
Eco-Friendly
Toronto based car-sharing provider
Service markets including Toronto and Montreal
30% market share in each market
Service in multiple cities
Challenges
Misconception of what car-sharing is
Car Rental X Car Share
High attition level

3. Competitive Overview Analysis
Name of Competitor
Type
Membership Fee
Rates
Locations Served
Autoshare
Two Way
$45 annually, $15 or $25 a month for reduced rates
Vary by city, location and time. Rates from $8.25 an hour and $65 a day.
Regina, Sackville, N.B., Saskatoon and Toronto. Also in 35 American states and Britain.
Car2Go
One Way
Initial fee of $35, no annual fee
41 cents per minute up to $14.99; $14.99 per hour; $84.99 per day.
Vancouver, Calgary, Toronto, Montreal; 30 other cities worldwide. Canadian members can use cars in any North American city.
Zipcar
$70 per year or $7 per month
Rates start at $7.50/hour
Victoria, Vancouver, London, Ont., Kitchener/Waterloo, Ont., Toronto, Ottawa. Members have access to all 10,000 vehicles in more than 470 cities worldwide.

4. Business Objectives - 2016 To have an increase of $1.25 million in ROI
To increase the number of new members by 11,500
Increase CTR (click-through-rate) on social media and website by 17%
Increase website traffic by 20%
Increase follower base on Social Media by 15%

5. Target Audience I am looking for a part time job
I’ve just started university and I’m studying Engineering
I live with 2 other student and commute takes about one hour
Ben, 22 years old
I took a gap year to go backpacking before starting university
I enjoy snowboarding and going to the gym
I check all my social media profiles before getting out of bed
I don’t watch a lot of TV, but I download my favorite shows

6. Strategy Primary strategy Word Of Mouth Call To Action
Integrated Digital Strategy
Leverage University Audience
Strategy

7. Positioning Statement
COTG provides men and women aged with a greater flexibility in offerings and more eco-friendly vehicles than any other car-sharing brand in Canada. We do this by providing a wide range of vehicles and pick-up/drop off locations allowing for a superior customization of our users’ usage styles. We’re also the most green-perceived car-share brand
Strategy
in the country due to our dedication to ensure
our fleet is eco-friendly and fuel efficient for consideration of all generations to come.

8. Communication Objectives
Channels
Primary Message
More types of cars
More pick-up locations
Eco-Friendly
Secondary Message
Affordability
Positioning Statement
Flexibility/Convenience

9. The Offer 30% discount to existing and former students [email]
Banners – 20% off on annual membership + 1 free hours during school holidays
Social Media – Prizes for free memberships
+ referrals campaign
Communication Objectives

10. Budget Branded Editorial $12,000.00 GoPro Youtube Series $14,000.00
Campaign
$1,489.51
Display Advertising
$585,900.00
Banner Ads
$150,000.00
Promoted Tweets
$300,000.00
Additional Costs
GoPro Cameras
$6,500.00
Offers
 $100,000
Total Campaign Cost
$1,169,889.51
Communication Objectives

11. Tactics – Display Advertising

12. Tactics – GoPro Youtube Series
Communication Objectives

13. Tactics – Email Campaign
Communication Objectives

14. Tactics – Branded Editorials
Communication Objectives

15. Tactics – Banner Advertising
Communication Objectives

16. Tactics – Promoted Tweets

17. Landing Page Check out our website: www.carsonthego.com
Communication Objectives