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FlexWheels Launch Proposal

3/23/17

Contents Meet Roger . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 The Job To Be Done . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Roger’s World . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 FlexWheels: Introduction & Brand Character. . . . . . . . . . . . . . . . . 6 FlexWheels Trademark Analysis & Concepts . . . . . . . . . . . . . . . . . 8 Tactical Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

The Accelerators . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Incentives & Gifts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Corporate Partnerships. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Social Media Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16

Digital Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18

FlexWheels and Roger. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 Meet the The Agency Team . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Budget & Timelines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 1

Who is our target audience?

MEET ROGER Following his morning routine, sipping coffee while reading the Wall Street Journal, Roger is preparing to leave for work. He is a self-made man who makes things happen everyday. He kisses his wife goodbye, hops into his 2015 BMW 4 Series convertible, and drives off to Bank of America, where he is a regional executive.

As he’s driving, Roger plans for the weekend. He’ll visit his alma mater, the University of Florida, where he’ll attend Dad’s Weekend, an event at his son’s fraternity. Roger’s looking forward to seeing a lot of his old fraternity brothers there.

Roger loves to drive and considers himself a cut above your average car enthusiast. Luxury cars are essential status symbols. Driving offers freedom, a reward for his hard work and a way to decompress. In fact, the five-hour drive to Gainesville is going to be one of the highlights of his week.

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Roger loves his BMW, but he has been itching to drive a Porsche since he read an article in Car & Driver magazine last month.

On the way to work with the top down, he recalls one of his fraternity brothers just bought a new Audi and posted pictures on Facebook. Roger decides it’s time for a change.

the job to be done What is the fundamental desire we will serve?

the job to be done

WHEN

I WA N T

S O T H AT

That new car “itch� strikes

to avoid the commitments, hassles and logistics of leases, loans and banks

I can indulge my love of driving, and enjoy some of the finest automobiles available 3

, R O G E R S WO R L D What do we know about Roger and those in his circle— the way they live, work, play and communicate?

LIVING

• • • • • • •

GOLF FLORIDA MANALAPAN, FLORIDA GULF STREAM EAST FT. LAUDERDALE CORAL GABLES (MID) MIAMI BEACH PINECREST

FIVE

OF THE TOP TEN

W E A LT H I E S T NEIGHBORHOODS IN

FLORIDA WORKING

HOME TO

1,439

M U LT I N AT I O N A L C O R P O R AT I O N S OV E R S E E I N G

$312 BILLION 4

IN ANNUAL REVENUE

P L AY I N G

THREE

OF THE TOP TEN MOST PRESTIGIOUS

COUNTRY CLUBS

THE U.S.A. C O M M U N I C AT I N G

50%

OF GEN X A N D 58% OF BOOMERS SPEND MORE THAN

10 HOURS PER WEEK

O N L I N E 5

I n t ro d u c i n g FlexWheels

A new mobility experience for people who love cars. FlexWheels allows members to enjoy driving different makes and models, and gives them the freedom to indulge in their love of fine automobiles.

•

A fleet of vehicles at members’ disposal

•

A new car of their choice delivered every month when scheduled.

•

Insurance and maintenance included for one monthly membership fee.

It’s no fantasy, all you need is an app to put a new car in your garage every month.

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B R A N D AT T R I B U T E S What is the fundamental voice of the brand?

•

Not an aspirational brand, but an EMOTIONAL brand

•

Appeals to their sense of convenience

•

Resonates with the inner adventurer

•

Speaks to that voice that says “Holy shit! This is exactly what I’ve been waiting for”.

Across all touchpoints, the FlexWheels brand experience speaks with a clear, dependable voice of:

SIMPLICITY EXCLUSIVITY

F U N S O P H I S T I C AT I O N

S P E E D

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Trademark concepts How can we align the FlexWheels trademark with the brand?

PREVIOUS CONCEPT

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•

Safe blue color

•

Generic styling

•

Readability concerns

•

Ambiguous road graphic

•

Flex Fuel similarity

U P D AT E D C O N C E P T [Drafts only, in development] •

Elevated visual sophistication for a unique feel that is luxurious and exclusive

•

Slight italics and active colors can reinforce speed and fun

•

Straightforward, simple

•

Branding the EXPERIENCE, not the company

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TA C T I C A L S T R AT E G I E S It begins with word of mouth

Each strategy will focus on utilizing the power of word of mouth to connect Roger’s FlexWheels experience to his circle of friends, family and co-workers.

EVENTS Representation at the events, clubs and activities where Roger spends his free time.

C O R P O R AT E PA R T N E R S H I P S Strategic engagement with South Florida businesses to provide their employees with FlexWheels as an added benefit/incentive.

BRANDING

INCENTIVES & GIFTS

Building a strong brand that is forward looking and flexible as part of a family of companies

Creation of collateral materials designed for Roger to show off to his friends and incentives that reward him for doing so.

D I G I TA L Incorporation of FlexWheels look and feel into an intuitive and engaging website and app.

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SOCIAL Development of various mediums of communication with Roger - focused on sharing the messaging and benefits of joining FlexWheels.

T H E A C C E L E R AT O R S

Curation of an exclusive group of friends, family and influencers who will champion the brand among their networks: Lifetime monthly discount and referral incentives Welcome Package for Accelerators •

Key Chains

•

T-Shirt (Polos)

•

Special Membership Card

•

Special Car Decal

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heel FlexW

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000

OTHER INFLUENCER GROUPS •

Fleet Operators

•

HR Officers

•

C-Suite

•

Auto bloggers

•

Traditional media

•

Lifestyle bloggers

•

Celebrities

•

Social celebrities 11

INCENTIVES + GIFTS

•

Lux Members Only cards: Black, metal, carbon fiber

•

Referral milestones that unlock gifts or special upgrades

•

In-app rewards that allow users to “level up”

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PRE

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PIONE

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M r. R o ger Re ynold

PREM

Mr. Roger Reynolds

s

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PREMIER Mr. Roger Reynolds

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ONEER

PREMIER o ld s er Reyn M r. R o g LE PINNAC s R e y n o ld r. R o g e r M U I R e y nM M E PR o PREM lds

M r. R o ger

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Mr. Roger Reynolds

ds

M

Reynolds

REMIUM

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PINNACLE Mr. Roger Reynolds

PINNACLE

M r. R o ger

Reyno

PINNA

lds

CLE

EVENTS

GOLF & COUNTRY CLUBS

• • •

Valet parking

Auction/Raffle for Membership

Golf Tournament sponsor •

Longest Drive prize

Boca West Country Club Williams Island River Yacht Club Deering Bay Yacht and Country Club

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E V E N T S (c o n t )

C A R & B O AT S H O W S •

Pop-Up Tent with Swag

•

Free Raffles

•

Virtual Reality Experience

•

Test drives

South Florida Boat Show May 20-22, 2017

Miami International Boat Show: February 15-19 2018

Miami International Auto Show: Date TBD (November)

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C O R P O R AT E PA R T N E R S H I P S

HIGH-REVENUE

UNIVERSITIES + MEDICAL PRACTICE Outreach to C-Suite and Human Resource Directors Incentivised Referral Program Try + Drive (One month Free, Two Month Discounted) Company-Wide Discount (HR Perk)

REGIONAL BANKS

R E A L E S TAT E B R O K E R S P R I VAT E W E A LT H F I R M S

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SOCIAL

SOCIAL VOICE AND TONE

H A S H TA G S

CONFIDENT

#FlexIt

I N T E L L E C T UA L

#FlexTakesMe

L I K E S H AV I N G F U N

I N F O R M A L

#LiveFlexibly

YET THOUGHTFUL ENTHUSIASTIC E N C O U R AG I N G

AUTHENTIC, LIVELY, FUN KEY MESSAGES

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•

You can drive a new and different car every month and not worry about insurance or maintenance.

•

You can have your choice of dozens of makes and models delivered to your door simply by using the FlexWheels App.

We stay relevant by posting about events and trends Roger is passionate about—using popular hashtags and tagging events and event hosts. This both associates the passion Roger has for these events with FlexWheels and inspires him to check out events he would find interesting.

The voice understands how the emotion behind a social media account’s purpose is an important motivating factor for people to interact on social: luxury, competition, prestige, status, class.

FACEBOOK We encourage Roger‘s inner adventurer and share the benefits of driving FlexWheels.

INSTAGRAM More than cars, we show Roger the exciting life he could be living and entice him to advocate for the brand through incentives and contests.

TWITTER We interact with Roger and keep him up-to-date on industry news.

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D I G I TA L

Whether at home or on the go, the FlexWheels website and app will serve as a HQ for current + potential members.

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•

Visually Appealing

•

Simple to Use

•

Intuitive Features for members + visitors

•

Mobile Friendly Website + App with all features

•

Members-Only Portal with special features

•

Virtual Showroom

•

My Flex Garage

•

Referral + Sharing Links

VIRTUAL SHOWROOM What you could be driving next Search the fleet, find new rides Get ratings for things like luxury and rarity

MY FLEX GARAGE Each flip adds your last ride to your Flex garage

D R I V E N 5 / 1 5 / 1 7 - 6 / 7/ 1 7

Keep a virtual museum of all the FlexWheels cars you’ve driven Add your notes, and rate each car across a host of attributes

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FlexWheels and Roger How is membership working for him?

While catching up with his son at the fraternity event, a couple of Roger’s old frat brothers pull him aside to talk about his new Porsche. He proudly informs them about his recent subscription to FlexWheels and how it’s heightened his love for driving cars by allowing him to flip cars on a regular basis.

He whips out his phone and shows them his virtual garage full of cars he’s driven through FlexWheels.

The following Monday morning, Roger wakes up to get ready for work. He sees on his phone he received a few texts from frat

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bothers asking about FlexWheels. He posts his “referral link,” eager to earn upgrades for referring his friends to FlexWheels. Roger also checks Facebook and is gratified the photo he posted yesterday with his Porsche at the fraternity event has 35 likes already.

Later, Roger attends a meeting with fellow executives. While discussing employee incentives with the HR director, he suggests looking into a company membership that would let the company award a free month of FlexWheels to top performers.

Before bed, Roger’s wife tells him about a car she saw on the road earlier. A quick check on the FlexWheels app and they’re in luck! He selects it for delivery in time for their anniversary.

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MEET THE AGENCY TEAM THE PROFESSIONALS ANDY HOPSON Executive Director ahopson@jou.ufl.edu l @AndyHopson

JIM HARRISON Creative Director jim.harrison@ufl.edu l @JimHarrisonUF

BOB NORBERG Director of Strategy & Research rnorberg@ufl.edu l @NorbergBob

NATHAN KING Business Development Coordinator KingNathan01@ufl.edu l @KingNathan01

THE ACCOUNT TEAM AMANDA CHURCHILL Copywriter

GRAHAM OLNEY Account manager

PABLO FUENTES Co-Catalyst Manager

ELISE ROSE Senior Copywriter

ANDREA GOMEZ Creative Manager

EPHRAIM RUDOLPH Copywriter

SALLY GREIDER Media Manager

SASHA SAKAY Production Manager

KRISTINE LE Co-Catalyst Manager

SHANDY SULEN Developer

VICTORIA NAJMY Account Supervisor

HUNTER WHITEHURST Insights Manager

ALEX NORTHCOTT Media Manager

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NEXT STEPS AND PROJECTED TIMELINE

I. FINALIZE PROGRAM PLANS

UTILIZE TODAY’S MEETING TO:

1. Understand roles and responsibilities

• Solidify Programs into Tactics and prioritize

• Finalize Timeline

2. Create Pro Forma Budget

• Known Costs vs Unknown Costs

• Conversion Cost Goals

3. Define Specific Deliverables

II. FINALIZE CONTRACT I I I . P R O J E C T K I C K- O F F M E E T I N G

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.ufl.edu

cy.jou theagen

ls.

lennia ging mil ials enga

Millenn

1000 Weimer Hall 1885 Stadium Rd. Gainesville, FL 32611 Ph 352-294-3845 l @TheAgencyAtUF

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