melbourne bike share (racv) strategy presentation
DESCRIPTION
Our client pitch presentation to RACV for Melbourne Bike Share, aimed at increasing awareness amongst students.TRANSCRIPT
MMaarreekk--MMaacclleeaannPPuubblliicc RReellaattiioonnss
A new form of public transport 50 stations - 600 share bikes
Launched in May 2010
Unlimited short trips between 50 stations.
Your bike share subscription lets you travel to and from
any bike share station around town. By keeping each trip
to less than 30 minutes you only pay the minimum charge.
For a one-hour trip you’ll pay a couple of dollars extra.
Bike share is a multi-use system.
Need another trip? Once you have paid for the day, week
or year, the system recognises you every time at every
station. Simply swipe your credit card or use your
bike share key and you’re ready to ride again.
System supplied and
designed by
Operated by
Supported by
with
Corporate
Stakeholders
Individual
Stakeholders
Generate excitement
Drive usage
Create awareness
Educate Melbournians
Create ownership
Build safety discourse
Where do we fit in?
•Research
•Problem/opportunity
•Target audience
Goals and Key Objectives
1) To create awareness of MBS among incoming students and the institutions where they live or study
1.1 To establish links with third party organisations
2) To build willingness to use the system among students
2.1 To promote bike share as an attractive alternative to trains, trams or walking
2.2 To boost the MBS presence on campus by providing student-friendly information
Phase One: November - February
1) Listings and links in website and student guides
2) Information packs to 15 selected institutions
• Free helmets offer
• Promotional materials
• Introduce corporate subscriptions
3) O-Week showbag giveaways
Phase Two: March
1) Roadshows on four campuses
2) Video competition
3) Poster campaign
- humorous comparison
4) Controlled & uncontrolled media
Phase Two: April - May
1) Leverage competition announcements in
student media
2) Promote campus specific routes through
postcards
posters
signpost (Melbourne Uni)
Key Messages
Just over $1 per week for a yearly subscription
Is this (public transport) cramping your style?
10 minutes to Jolimont station?
Why not take a bike?
Flexibility – bike in, tram back
Program Evaluation
•Listings achieved
•Web traffic from links
•Take-up of free helmets
•Take up of display materials
• Usage of trial vouchers
• Web response mechanism (register to receive or win a one-week
voucher)
•Media content analysis
• Entries and hits for video competition
• Increase in rides between target routes
Ph
ase
on
e:
Pre
-se
me
ste
r
Ph
ase
tw
o &
th
ree
:
Se
me
ste
r 1
November 2010 – February 2011
• Develop material with graphic designer:
• Email& follow up contacts re web listings
• Letter for promotional info pack
• Send out info pack
• Distribute showbag materials
• Website advertising: Melbourne Uni Student Union page
February 22-25 (O-Week)
• 1st round of posters up at campuses
• Postcards displayed at campuses
Timeline
Early - Mid March 2011 – Semester 1
• Road show: demo bikes, trial
vouchers; clipboard survey
• Promote video competition
• Contact selected department heads
re competition participation
April 2011
• New posters (second design)
Late April – May 2011
• End of video comp- judging and
announce winner
• Source media ops for competition
winner (student radio/media list)
• Evaluation
Budget
Item In-House Out-House Item In-House Out-House
Printing Manpower
Poster Video Comp $100.00 $500.00 Website contacts/promoting Intern $200.00
Magnets $50.00 $600.00 Department Contacts/Promoting Intern $150.00
Postcards $50.00 $500.00 Uni Marketing Contacts Intern $200.00
Poster 1 $50.00 $500.00 Write media releases Intern $200.00
Poster 2 $50.00 $500.00 Promote Video Campaign Intern $200.00
Video Comp Flyers $50.00 $200.00 Info Kit contacts Intern $200.00
Fight Lycra Bravely $50.00 $500.00 Displaying Postcards Intern $300.00
Show bag materials $100.00 $1000.00 Posting Posters Student $500.00
Prizes Advertising
$500 video comp. x1 $100.00 $1,000.00 Melb Uni Website $1,330.00
$500 video comp. x2 $100.00 $1,000.00 The Insider magazine $1,000.00
Road Show Information Technology
Promo People Hire $100.00 $1000.00 Build registration page $200.00
Vouchers $400.00 - Customer Service
Helmets-Prizes $200.00 - Student queries $1,000.00
Witches hats $20.00 $200.00 Administration $1,000.00
Postage $200.00 $300.00 Total: $4020.00 $10,980.00
Info-Kit Packs $200.00 $300.00 Total: $15,000.00
Long Term Recommendations
1) Sustained and consistent communication
2) Infrastructure: better signage and fold-out maps
3) Strategic location for new stations
4) Brand personality – Fight Lycra Bravely!
Right, so And the brief they gave us was to promote bike share to
“Fight Lycra Bravely”
Any Questions?