Zipcar Joseph Pullano Timothy Snyder Jessica Trippler Camille Zunica
Situation Analysis * Zipcar * Found in the year 2000 in Cambridge, Massachusetts * Leading car-‐sharing network in the world * “Redefining the way people think about transportation.” * Want to make it easy for others while going “green”
* Over 10,000 vehicles available to rent * More than 810,000 members
* Other competitors * Enterprise, Hertz, Avis
Situation Analysis * Objectives * Increase brand awareness in target market * Change perception; explain what Zipcar is, make it accessible * Encourage trial; increase membership in adults 50+
* Our Goal * Get more adults 50+ to use Zipcar * Challenge: might not travel often, already have a car that’s paid off, use public transportation
Target Audience * * * * * * * * *
Adults 50+ Urban city dweller Working full and/or part time May be retired Active urban lifestyle Empty nester Married/widowed HHI $50,000+ Environmentally conscious
Media Objectives
* Why advertise Zipcar? * Many people don’t know about it * Super easy to use * Eco-‐friendly
* Objectives for media * Increase awareness in media for adults 50+ * Increase membership
Media Strategies
* Begin campaign with TV to build reach * Put ads in newspapers for a more detailed message * Have outdoor ads as a reminder
Geography
* Focus on: * City of Chicago * Over 30 Zipcar locations
* Advertising concentration * Big name streets * State St., Wabash, Michigan Ave, and Lake Shore Dr. * Main streets that have a lot of traffic
Seasonality
* Leverage Chicago weather extremes by advertising just before summer and winter * Inform customers of special seasonal/holiday rates * Remind consumers of seasonal activities that Zipcar would allow them to do/help them out
Media Mix * Primary: Broadcast TV * Preferred electronic device over computers and phones * Ability to focus on Chicago specifically; local broadcast stations * WGN, FOX, CBS, ABC
* Can reach audience at controlled times * Early morning, daytime, and fringe
Media Mix * Secondary: Newspaper * Directed more towards adults 50+ * Newspaper’s largest audience is 45+
* Physical advertising preferred by those who are 50+ * Something for them to hold onto
* Cheap and efficient * Sent directly to them * Purchase one at a store
* Specific newspapers * Daily Herald, Chicago Sun-‐Times, Chicago Reader
Media Mix
* Tertiary: OOH (Out Of Home) * Walking around the city * Billboards
* Using public transportation * Buses * Trains
* Consumers see it when they want
Budget Allocations * Chicago only campaign: $1 million * TV: (50%) $500,000 * Newspaper: (30%) $300,000 * OOH (20%): $200,000
* Broadcast TV: * * * *
Focus on early morning, daytime and news Continuous TV campaign for 12 months Two 6 month campaigns; heavy & light Total cost: $500,016
Budget Allocations (Continued)
* Broadcast TV: Heavy Daypart
Points per day
CPP
Cost
Early
2
$683
$1,366
Day
1
$284
$284
Fringe
2
$485
$970
Total/month
$57,640
Total/6months
$345,840
Budget Allocations (Continued) * Broadcast TV: Light Daypart
Points per day
CPP
Cost
Early
1
$683
$683
$284
$0
$485
$485
Day Fringe
1
Total/month
$25,696
Total/6 months
$154,176
Heavy + Light Total
$500,016
Budget Allocations (Continued) * Newspaper * 20 Ad campaign * Focus on: Daily Herald, Chicago Sun-‐Times, Chicago Reader * Use 6”x6”, ¼ page, and ½ page ads Newspaper
Cost
Daily Herald
$4,822
Chicago Sun-‐Times
$7,650
Chicago Reader
$2,138
20 Ad Total
$292,204
Budget Allocations (Continued) * OOH * 4 week campaign * Focus on billboards, buses, and trains * Total cost: $199,850 Type
Cost
Billboards (15 panels)
$82,500
Train & Bus Shelters
$46,350
Train & Bus half wrap
$71,000
4 Week Total
$199,850
Flowchart
* See excel spreadsheet
Works Cited * Out of Home * http://www.clearchanneloutdoor.com/ * http://www.lamar.com/
* SRDS * http://next.srds.com.emils.lib.colum.edu/nmp/search/class/ 152-‐media?wp=y
* Zipcar * http://www.zipcar.com/about * http://www.zipcar.com/chicago/find-‐cars? zipfleet_id=17224376