StoutBikes
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The document outlines a marketing campaign plan for StoutBikes, an alternative transportation service at UW-Stout. The plan aims to increase awareness of StoutBikes among students and prospective students through TV, radio, print, and social media advertising. Key objectives include increasing awareness by 10% annually and bike donations/rentals while decreasing car permits. The campaign will feature a viral video, radio spots, print ads, and social media pages to promote StoutBikes' convenience and encourage its use. Effectiveness will be measured through analytics and surveys.
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URI: http://hdl.handle.net/1820/5189
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4. Training
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6. Medical Care
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- 1. Jack Pendergast, Rebecca West, Maxwell Miller
- 2. 油
- 3. OVERVIEW Previous Marketing Efforts Campaign Objectives Target Market Positioning Statement Media Plan Plan Execution Measurement/Follow Up
- 4. TARGET MARKET UW-Stout students On/Off campus residents Ages: 18-26 Prospective students Incoming Freshman
- 5. PREVIOUS MARKETING EFFORTS Sarah Rykal, Environmental Sustainability Coordinator & Keith McCarten, Parking Services Associate Press Release via Stout News Article by WEAU Channel 13 Information on Parking Services web page
- 6. CAMPAIGN OBJECTIVES Increase awareness to prospective students by 10% annually Increase bike donations annually by 10% Reducing is car permits by 10% Increase bike rentals 10% annually
- 7. POSITIONING STATEMENT Create an awareness campaign for StoutBikes in an effort to provide a convenient and reliable service as an alternative form of transportation targeting both on and off campus students through the use of health and convenience appeals
- 8. MEDIA PLAN TV and Radio spots will be run March-May, August-October 2012 TV: WEAU Channel 13 8:00-11:00 pm Radio: WBIZ 100.7 FM 5:00-10:00 am 3:00-7:00 pm Print advertisement: Stoutonia April/May & September/August 2012 issues Viral Video will be uploaded to YouTube Social media sites will launch at the start of the campaign
- 9. VIRAL VIDEO http://www.youtube.com/watch?v=avs9NSepMxQ
- 10. RADIO SPOT
- 11. PRINT MEDIA April/May August/September
- 12. PREMIUM ITEM
- 13. SOCIAL MEDIA Facebook Page Twitter Page YouTube Page All pages are integrated: http://www.facebook.com/pages/StoutBikes/309179899105050#!/StoutBikes Facebook advertising Shown to anyone in the Stout network
- 14. MEASUREMENT/FOLLOW UP Awareness Measurement Number of Followers on Twitter and likes on Facebook Advertising effectiveness through bike rental increase QR Code Viral Video Views Post rental experience survey
- 15. QUESTIONS?