The Big Idea Workshop Marketing Communications_2016 Summer II_The Big Idea Workshop! Get A Move On_1.0 Creative Brief!
!Client: Enterprise Truck Rental Company
Student : Olive (WEI-SHAN,LIAO) / Class Identification: MK695-02 / Date: 2016/07/17!
Product: Straight Trucks (24’ Straight Truck with Lift Gate, 26’ Straight Truck with Lift Gate) Date: 2016.07.17
!Business Objective (V) Awareness-ask consumers to know something
Enterprise Truck Rental Company provides vehicle-rental services and sales to consumers for both personal and business use.
!Business Problem
Based on qualitative research data from consumers, Enterprise Truck Rental’s most urgent business problem is quality control from state to state.
!Business USP
Unlike any other competitors, Enterprise is the only truck rental company that engages their clients to co-create their own personalized blueprint of partnership based on the understanding of their business model and 100% deliver on that promise. Enterprise wants to make sure the service they offer for each business is the most accurate and cost-efficient.
!Target Profile
Demographically, we’re targeting middle age men who own and operate a company in the U.S. logistics and transport industry. Psychographically, we call this audience Economic Practitioners who seek intermediate partnerships to help them achieve the best specialization in business. Bio Profile: Alex Jamal is a 45-year-old CEO of a mid-scale logistics company in Boston, Massachusetts. For Alex, renting trucks by the day allows him to take on more business during busy seasons, meaning without the investment of purchasing more fleet vehicles. His busiest season is summer, since there are more deliveries to be completed.
!Target Problem
“ As the CEO of this firm, it is my job to ensure the overall operation of this firm is cost-efficient. During Summer, we’ll have to rent more trucks and hire more drivers to satisfy the growing demands requested. I am looking for user-friendly truck rental company that matches our current business model.” —- Alex Jamal Target Solution Easy-to Drive Straight Trucks will convince logistics industrial leaders to rent Straight Trucks from us because we offer cost-efficient and user-friendly straight truck models and providing business-tailored solutions with our knowledgable employee nationwide. Solution Support Product Features & Corresponding Benefits -Tuck-under lift gate: Assists in moving large objects. -Dock high: Saves time by allowing you to load and unload quickly and easily. -Reinforced body: Allows forklift loading. -Rear roll-up door: Allows for easy access to your cargo. -Wood tie-slats : Allows to secure cargo and helps prevent shifting during transport. -E-track: Allows use of load straps and bars to help prevent shifting during transport. -Automatic transmission: Provides power and fuel economy and makes driving our trucks easier. -Power steering/power brakes: Allows for easy maneuverability. Solution Alternatives Direct Competitor: Ryder Truck Rental Company Indirect Competitors: Elite, Avon, Budget, PENSKE, U-HAUL etc. Brand Identity Tangible: Dark Grassland Green Intangible: Approachable Brand with emphasis on simplicity, accuracy & efficiency. Mandatories © 2016 Enterprise Truck Rental Company
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