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Zipcar   Joseph  Pullano   Timothy  Snyder   Jessica  Trippler   Camille  Zunica  


Situation  Analysis   *  Zipcar   *  Found  in  the  year  2000  in  Cambridge,  Massachusetts   *  Leading  car-­‐sharing  network  in  the  world   *  “Redefining  the  way  people  think  about  transportation.”   *  Want  to  make  it  easy  for  others  while  going  “green”  

*  Over  10,000  vehicles  available  to  rent   *  More  than  810,000  members  

*  Other  competitors   *  Enterprise,  Hertz,  Avis  


Situation  Analysis   *  Objectives   *  Increase  brand  awareness  in  target  market   *  Change  perception;  explain  what  Zipcar  is,  make  it   accessible   *  Encourage  trial;  increase  membership  in  adults  50+  

*  Our  Goal   *  Get  more  adults  50+  to  use  Zipcar   *  Challenge:  might  not  travel  often,  already  have  a  car  that’s   paid  off,  use  public  transportation      


Target  Audience   *  *  *  *  *  *  *  *  * 

Adults  50+   Urban  city  dweller   Working  full  and/or  part  time   May  be  retired   Active  urban  lifestyle   Empty  nester   Married/widowed   HHI  $50,000+   Environmentally  conscious  


Media  Objectives  

*  Why  advertise  Zipcar?   *  Many  people  don’t  know  about  it   *  Super  easy  to  use   *  Eco-­‐friendly  

*  Objectives  for  media   *  Increase  awareness  in  media  for  adults  50+   *  Increase  membership  


Media  Strategies  

*  Begin  campaign  with  TV  to  build  reach   *  Put  ads  in  newspapers  for  a  more  detailed  message   *  Have  outdoor  ads  as  a  reminder  


Geography  

*  Focus  on:   *  City  of  Chicago   *  Over  30  Zipcar  locations  

*  Advertising  concentration   *  Big  name  streets   *  State  St.,  Wabash,  Michigan  Ave,  and  Lake  Shore  Dr.   *  Main  streets  that  have  a  lot  of  traffic  


Seasonality  

*  Leverage  Chicago  weather  extremes  by  advertising   just  before  summer  and  winter   *  Inform  customers  of  special  seasonal/holiday  rates   *  Remind  consumers  of  seasonal  activities  that  Zipcar   would  allow  them  to  do/help  them  out    


Media  Mix   *  Primary:  Broadcast  TV   *  Preferred  electronic  device  over  computers  and  phones   *  Ability  to  focus  on  Chicago  specifically;  local  broadcast   stations   *  WGN,  FOX,  CBS,  ABC  

*  Can  reach  audience  at  controlled  times   *  Early  morning,  daytime,  and  fringe  


Media  Mix   *  Secondary:  Newspaper   *  Directed  more  towards  adults  50+   *  Newspaper’s  largest  audience  is  45+  

*  Physical  advertising  preferred  by  those  who  are  50+   *  Something  for  them  to  hold  onto  

*  Cheap  and  efficient   *  Sent  directly  to  them   *  Purchase  one  at  a  store  

*  Specific  newspapers   *  Daily  Herald,  Chicago  Sun-­‐Times,  Chicago  Reader  


Media  Mix  

*  Tertiary:  OOH  (Out  Of  Home)   *  Walking  around  the  city   *  Billboards  

*  Using  public  transportation   *  Buses   *  Trains  

*  Consumers  see  it  when  they  want  


Budget  Allocations   *  Chicago  only  campaign:  $1  million   *  TV:  (50%)  $500,000   *  Newspaper:  (30%)  $300,000   *  OOH  (20%):  $200,000  

*  Broadcast  TV:   *  *  *  * 

Focus  on  early  morning,  daytime  and  news   Continuous  TV  campaign  for  12  months   Two  6  month  campaigns;  heavy  &  light   Total  cost:  $500,016  


Budget  Allocations  (Continued)  

*  Broadcast  TV:  Heavy   Daypart  

Points  per  day  

CPP  

Cost  

Early  

2  

$683  

$1,366  

Day  

1  

$284  

$284  

Fringe  

2  

$485  

$970  

Total/month  

$57,640  

Total/6months  

$345,840  


Budget  Allocations  (Continued)   *  Broadcast  TV:  Light   Daypart  

Points  per  day  

CPP  

Cost  

Early  

1  

$683  

$683  

$284  

$0  

$485  

$485  

Day   Fringe  

1  

Total/month  

$25,696  

Total/6  months  

$154,176  

Heavy  +  Light   Total  

$500,016  


Budget  Allocations  (Continued)   *  Newspaper   *  20  Ad  campaign   *  Focus  on:  Daily  Herald,  Chicago  Sun-­‐Times,  Chicago   Reader   *  Use  6”x6”,  ¼  page,  and  ½  page  ads   Newspaper  

Cost  

Daily  Herald  

$4,822  

Chicago  Sun-­‐Times  

$7,650  

Chicago  Reader  

$2,138  

20  Ad  Total  

$292,204  


Budget  Allocations  (Continued)   *  OOH   *  4  week  campaign   *  Focus  on  billboards,  buses,  and  trains   *  Total  cost:  $199,850   Type  

Cost  

Billboards  (15  panels)  

$82,500  

Train  &  Bus  Shelters  

$46,350  

Train  &  Bus  half  wrap  

$71,000  

4  Week  Total  

$199,850  


Flowchart  

*  See  excel  spreadsheet  


Works  Cited   *  Out  of  Home   *  http://www.clearchanneloutdoor.com/   *  http://www.lamar.com/  

*  SRDS   *  http://next.srds.com.emils.lib.colum.edu/nmp/search/class/ 152-­‐media?wp=y  

*  Zipcar   *  http://www.zipcar.com/about   *  http://www.zipcar.com/chicago/find-­‐cars? zipfleet_id=17224376  


Zipcar Presentation