O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Arriva presentation (Prototype campaign)

Arriva bus campaign in 2017 aims to drive awareness for new bus users, increase student ticket sales which is the big proportion of profit and make bus users turn to use m-ticket apps instead of the paper tickets. Due to different objectives, this campaign divides audiences into each different goals.
The challenge of this campaign is to increase awareness of the Arriva’s benefits and change their behaviour and minds. Thus, there are research about the market share of UK buses, the insight of bus user behaviour and what make customers change to use our services.
The organising campaign of this campaign is ‘FRIENDLY’. This is because Arriva want to communicate that every journey on our bus will be supported with the good service to satisfy the maximum satisfaction of the customer. Moreover, this organising idea is separated in each campaign objective.

  • Entre para ver os comentários

Arriva presentation (Prototype campaign)

  1. 1. ARRIVA BUS CAMPAIGN 2017 x
  2. 2. HELLO! I am Tape Thititorn I am here because I love to give presentations.
  3. 3. CAMPAIGN OBJECTIVES Let’s start with our goals
  4. 4. 1 DRIVE AWARENESS For Non-bus Users 2 INCREASE CONVERSION For Student Saver Tickets 3 BOOST ENGAGEMENT For M-Ticket Application 4 DRIVE TRAFFIC For New Landing PagesOUR GOALS!
  5. 5. RESEARCH What did we find out ?
  6. 6. SECONDARY RESEARCH -18% not satisfied with the cost of bus fares 75% satisfied with the service They’d use the bus ‘if it’s expensive & difficult to park’ Non-users would use the bus ‘if there was no other way of getting there’ Source: Annual Bus Statistics: the department of transportation
  7. 7. COMPETITORS Source: Annual Bus Statistics: England 2013/14 by Department for Transport #2 ARRIVA #1 STAGE COACH #3 FIRST & GOAHEAD Bus Operator Market Share of Services
  8. 8. COMPETITORS Source: Google Trends & SimilarWeb Website Traffic Analysis in 2016 by Google Trends
  9. 9. COMPETITORS Source: Google Trends & SimilarWeb ARRIVA TOTAL VISITS 1.2 M STAGE COACH TOTAL VISITS 2.6 M FIRST TOTAL VISITS 2.2 M Website Traffic Analysis in 2016 by Google Trends
  10. 10. AUDIENCES Who are our targets?
  11. 11. TARGET ACQUISITION OBJECTIVE
  12. 12. TARGET STUDENT TICKETS OBJECTIVE
  13. 13. TARGET STUDENT TICKETS OBJECTIVE
  14. 14. TARGET M-TICKET APP OBJECTIVE
  15. 15. PERSONA MAPPING
  16. 16. KEY INSIGHT What’re our target think, feel and do?
  17. 17. KEY INSIGHT: ACQUISITION THINK faster, cheaper, convenient THINK not fast FEEL not flexible FEEL less stressful DO NATHAN NEWLY DO
  18. 18. KEY INSIGHT: STUDENT TICKETS THINK the most valuable, cheapest THINK big money FEEL not worth cost FEEL the best deal for the long term DO SARA FRESHY & LEO SOPHOMORE DO
  19. 19. KEY INSIGHT: M-TICKET APP THINK quicker, easier THINK complic- ated FEEL not safe FEEL safe, save energy LYDIA LOYAL DO DO
  20. 20. STRATEGY
  21. 21. FRIENDLY
  22. 22. ORGANISING IDEA Service-Friendly Budget-Friendly Eco-Friendly TARGET: ACQUISITION TARGET: STUDENT TICKETS TARGET: M-TICKET APP
  23. 23. TACTICS
  24. 24. YEARLY TIMELINE REVISE LANDING PAGE ▶ Focus more on mobile site ▶ Develop SEO Service-Friendly Nathan Newly TARGET: M-TICKET APP Online Media ▶ Paid: Social Media Ads ▶ Owned: Social Media Channel ▶ Owned: E-Mail Marketing Offline Media ▶ Paid: Ads on the bus stop ▶ Owned: Wrap a bus, Ads inside the bus, Ads behind the paper ticket TARGET: STUDENT TICKETS Online Media ▶ Paid: PPC ▶ Paid: Social Media Ads ▶ Paid: Retargeting Offline Media ▶ Paid : OOH, Events Budget-Friendly Sara Freshy & Leo Sophomore Eco-Friendly Lydia Loyal TARGET: ACQUISITION Online Media ▶ Paid: PPC ▶ Owned: EMCR Offline Media ▶ Paid: TV Ads, OOH, Events
  25. 25. MEDIA PLAN PAIDOWNED EARNED ONLINE -Web Properties - Website - Mobile site - Social Media Channels - SEO - E-Mail Marketing OFFLINE - Ads on the bus i.e. Wrap a bus - Ads on ticket ONLINE - Pay Per Click - Google Ad words - Display Ads - Retargeting - Social Media Ads OFFLINE - TV/Radio - OOH i.e. Shell Ads - Events - Sharing Mention, Likes, Shares, Comments, Reposts, Reviews - WOM
  26. 26. USER JOURNEY TARGET: ACQUISITION Nathan Newly
  27. 27. USER JOURNEY TARGET: STUDENT TICKETS Sara Freshy & Leo Sophomore
  28. 28. USER JOURNEY TARGET: M-TICKET APP Lydia Loyal
  29. 29. ACTIONS
  30. 30. RECOMMEND FOR DEVELOPING LANDING PAGE
  31. 31. SOCIAL MEDIA ADS
  32. 32. DISPLAY ADS
  33. 33. ADS AT BUS STOP
  34. 34. EXAMPLE FOR PPC KEYWORDS
  35. 35. PARTNERSHIP
  36. 36. PARTNERSHIP Schools & Universities - Welcome Week for Freshers - Supporter for student activities
  37. 37. MEASUREMENT
  38. 38. ACQUISITION NEW CUSTOMERS CAMPAIGN KPI Increase new web visitors GOAL Increase 25% TOOL Google Analytic KPI Increase ticket sales from new customers GOAL Increase 10% TOOL Profit from sales
  39. 39. STUDENT SAVER TICKETS CAMPAIGN KPI Increase student ticket sales GOAL Increase 20% TOOL Profit from sales KPI Increase buy tickets on landing page GOAL Increase 20% TOOL Conversion buy on basket
  40. 40. M-TICKET APP DOWNLOAD CAMPAIGN KPI Increase M-Ticket app downloader GOAL Increase 10% TOOL Number of App downloader
  41. 41. DEVELOP NEW LANDING PAGE KPI Increase new web visitors GOAL Increase 15% TOOL %Click on buy tickets KPI Increase ticket sales on website GOAL Increase 10% TOOL Conversion buy on basket KPI Increase email subscription GOAL Increase 20% TOOL Number of email subscription
  42. 42. REFERENCES Anon, (n.d.). [online] Available at: http://www.ukbusawards.org.uk [Accessed 5 Mar. 2017]. Anon, (n.d.). YouGov profiles LITE. [online] Available at: https://yougov.co.uk/profileslite#/Arriva/ [Accessed 6 Mar. 2017]. Anon, (n.d.). YouGov profiles LITE. [online] Available at: https://yougov.co.uk/profileslite#/Government_Civil_Service/ [Accessed 6 Mar. 2017]. Department for Transport, (2013). Public attitudes to buses: Great Britain, march 2013. [online] Available at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/253219/buses-report- 2013.pdf [Accessed 5 Mar. 2017]. Department for Transport, (2014). Statistical release annual bus statistics: England 2013/14 passenger journeys on local buses in England increased 2% in the year to march 2014, with overall mileage run continuing the slow decline of recent years. [online] Available at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/387397/annual-bus- statistics-year-to-march-2014.pdf [Accessed 5 Mar. 2017].

×