Our client pitch presentation to RACV for Melbourne Bike Share, aimed at increasing awareness amongst students.

1. Marek-Maclean
Public Relations

2. A new form of public transport
50 stations - 600 share bikes
Launched in May 2010

4. 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.

5. Operated by
with
System supplied and Supported by
designed by

6. Generate excitement
Corporate
Drive usage Stakeholders
Create awareness
Individual
Educate Melbournians Stakeholders
Create ownership
Build safety discourse

7. Where do we fit in?
•Research
•Problem/opportunity
•Target audience

8. 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

10. 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

11. Phase Two: March
1) Roadshows on four campuses
2) Video competition
3) Poster campaign
- humorous comparison
4) Controlled & uncontrolled media

12. Phase Two: April - May
1) Leverage competition announcements in
student media
2) Promote campus specific routes through
postcards
posters
signpost (Melbourne Uni)

13. 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

14. Program Evaluation
•Listings achieved
Pre-semester
•Web traffic from links
Phase one:
•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
Phase two & three:
voucher)
•Media content analysis
Semester 1
• Entries and hits for video competition
• Increase in rides between target routes

15. Timeline
November 2010 – February 2011 Early - Mid March 2011 – Semester 1
• Develop material with graphic • Road show: demo bikes, trial
designer: vouchers; clipboard survey
• Email& follow up contacts re web • Promote video competition
listings
• Contact selected department heads
• Letter for promotional info pack
re competition participation
• Send out info pack
• Distribute showbag materials
April 2011
• Website advertising: Melbourne
Uni Student Union page • New posters (second design)
Late April – May 2011
February 22-25 (O-Week) • End of video comp- judging and
• 1st round of posters up at announce winner
campuses • Source media ops for competition
• Postcards displayed at campuses winner (student radio/media list)
• Evaluation

16. 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

17. 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!

18. Any Questions?
Right, so And the brief they gave us was to promote bike share to
“Fight Lycra Bravely”