INTEGRATED MARKETING

CAMPAIGN PROPOSAL

AGENCYMARK +

Presented by: Alex Suazo, Maxime Menant, Edward Arredondo, Jacques Epangue

CCNY Branding & Integrated Communications

Idea Development Class Project – Final Presentation

Professor Gerardo Blumenkrantz – Fall 2013

WHAT WE’LL COVER

• THE PROBLEM & HOW WE CAN SOLVE IT

• TARGET AUDIENCE

• REASONS TO BELIEVE

• THE STRATEGY

• INTEGRATED APPROACH

– PRINT, RADIO, GUERILLA MARKETING & DIGITAL

• MEDIA PLANNING

AGENCYMARK | BIC 2

THE PROBLEM

To many potential bicyclists, living in New York makes

biking unthinkable because of the many public

transportation options available to them.

As a result, riding a bike is only seen as a weekend

(recreational) activity.

3 AGENCYMARK | BIC

HOW TO SOLVE THE PROBLEM COMMUNICATIONS OBJECTIVE

Convince non-riders

that Citi Bike is better

than riding the subway

because it gives you

control over your

commute, unlike cabs

and public transportation.

4 AGENCYMARK | BIC

TARGET AUDIENCE

Men and women MTA riders with a commute of

more than 15 minutes one-way daily, 18 – 45,

college educated, living in both NYC and its tri-state

area, income of $30K+, all races and ethnicities.

People that take pride in being “real” New Yorkers – who think being inconvenienced is the price you pay for living here. They’re “not past their prime,” willing to try new things, adventurous, curious, but also very practical. “Closet Bike Riders”: in their hearts, they may see themselves as bicyclists and even feel a bit of envy when they see folks on a bike, but their pragmatism quickly banishes this emotion.

DEMOGRAPHIC

PSYCHOGRAPHIC

5 AGENCYMARK | BIC

REASONS TO BELIEVE

• Benefit: Sense of control and liberation

• Support: – Convenience: 330 Locations in NYC with 6,000 bikes

– Affordability: $10/24 hours, $25/7 days, or less than $95/Annual

Pass which provides access to a bike

• Only limitations are the 45 minute time limit and location of docking stations.

– Accessibility: Phone app with locations, availability

• no helmets or bike locks needed

AGENCYMARK | BIC

STRATEGY

MTA commuters are frustrated with their daily

commute but do nothing to change it. They haven’t

ever known another way to commute; until now.

We need to help commuters see that

“there’s a better way” with Citi Bike by personifying

frustration and helping them look in the mirror.

7 AGENCYMARK | BIC

INTEGRATED APPROACH

8 AGENCYMARK | BIC

PRINT ADS

9 AGENCYMARK | BIC

10

11

12

13

RADIO

14 AGENCYMARK | BIC

RADIO SPOTS

15

1. Pregnant

Gentlemen

2. Agoraphobic

AGENCYMARK | BIC

GUERILLA

MARKETING 16 AGENCYMARK | BIC

LOOK AT YOURSELF IN THE MIRROR

This marketing approach

will introduce the campaign

hashtag, #SOSCitiBike,

within the MTA commuter

space.

Commuters will place their

faces in the “mirror” and will

find themselves immediately

in the shoes of the pictured

commuter.

17 AGENCYMARK | BIC

18

CURVE BALL MTA ON STRIKE

• Just like “there’s a better way” for MTA riders, there’s also a better way for MTA workers.

• In natural “SOS” fashion, Citi Bike will deploy brand ambassadors to strike locations and closed train stops.

• Ambassadors will hand out one-time-use Citi Bike rides that can be redeemed within a certain time period.

• Riders can follow ambassadors on Social Media via #SOSCitiBike for surprise “Get-a-Ride” giveaways at subway and bus stops throughout the day.

19 AGENCYMARK | BIC

DIGITAL HUB

20 AGENCYMARK | BIC

21 SOSCitiBike.tumblr.com- Password: ideadevelopment

MEDIA

PLANNING 22 AGENCYMARK | BIC

PRINT ADS

NYC Magazines and Newspapers

23 AGENCYMARK | BIC

AGENCYMARK 24

ALEX

PRINT ADS

Outdoor Advertising

• NYC Taxi Cabs

• Phone booths

• MNR/LIRR platforms

24

25 25

26

RADIO SPOTS

27

Internet Radio

• Wearing headphones is about as required as wearing

undergarments these days. Our audience is listening to

music on their commute - we need to grab them while

they’re listening.

AGENCYMARK | BIC

THANK YOU.

28