2. 2
Today’s team
Diana Pisciotta, Executive Vice President
Lisa Pollack, Vice President
Aimee Charest, Account Executive
3. Denterlein: 3
Who we are
Founded in 2000 by Geri Denterlein
Integrated strategic communications
firm focused on:
Communications Strategy
Media Relations
Relationship Marketing
Social Media
Crisis Communications
Public Policy
Specialize in key regional industries:
Healthcare
Transportation
Higher Education
Real Estate
Professional Services
4. Why we’re excited to work with you
4
Prime market for the product
This is Boston’s moment for innovation + tech
HAILO focus on community: a unique differentiator
Connect our network to yours
Our unique, thought leadership approach
We love projects like this
5. 5
Communication Opportunities
Consumer frustration with Boston cabs
Frustration among cab drivers, too
Online-only media reach right consumer audiences
Cab drivers: a “captive audience”
Demographic trend in Boston scaling younger/hipper
HAILO success in other cities means data to leverage
Unique value proposition leads to a different way of
looking at media and marketing
Broadcast opportunity to be explored
6. 6
Communication Challenges
Stiff competition from Uber in the
media space
Tight media market
Online coverage means potential
wait until next opportunity
Must think very carefully about
market segmentation
Local media has limited appetite
for product-based stories
7. 7
Key audiences
Cab drivers Business leaders
Cab company owners Innovation scenesters
Hospitality industry Young professionals
College students Public safety officials
Policymakers Neighborhood residents
8. 8
Campaign goals
Build a community of Hailo users – both drivers and users
Clearly articulate the value proposition to the right
audiences
Build on launch media to sustain awareness
Leverage a variety of media and communications vehicles to
build awareness among target segments
Undertake long-term planning and strategy; taking
potential competitive threats into account
Support good relationships with city leadership and others
9. Campaign Strategy 9
Guiding principle:
Leverage a creative slate of tactics to keep
the Hailo brand in front of the right
audiences
Phased approach: no spaghetti on the
wall
Mix of:
Traditional news
Lifestyle
Events
Organic marketing/content generation
Relationship marketing
10. 10
Tools to tell the story
“Straight news”
Define the difference + value
Talk about the product + experience
Feature-based stories
Build community of cab drivers
Careful build of a radio pitch
Remember community media (Haitian radio,
Carriage News)
11. 11
Tools to tell the story
Be the expert:
Transportation, tech, business
stories
Survey user community
Boston v NYC
Hospitality nexus
VC/early stage companies
12. 12
Tools to tell the story
Support viral brand recognition;
generate content
Taxi driver appreciation day
Content generation:
Top restaurants by traffic
Intersections to avoid
Strategies for hailing a cab
Good old-fashioned PR stunts:
Videos
Cash cab
Black cab hire
Street team
13. Timeline 13
Phase I Phase II Phase III
(2-3 weeks): (December – March): (March – May)
• Brainstorming • Support hard launch • Focus on content generation to support
• Competitive Analysis • Trend + lifestyle story pitching brand recognition
• Data mining • Ongoing relationship marketing • Ongoing consumer story
• Communications plan
• Initial pitching + backgrounding reporters
• Relationship marketing