Amtrak
Key Problem ● Top-of-Mind ● Communication positioning strategy ● Build brand & business
Amtrak SWOT ● Strengths ○ Extensive operational network. ○ Maintains station facilities. ○ Less expensive than flying & gas for driving (situation depending).
● Weakness ○ Over dependence on Federal support for capital requirement. ○ More expensive for the quality. ○ Limited tracks & inconvenience.
Amtrak SWOT ● Opportunity ○ ○ ○ ○ ○
Capacity expansion in Northeast. Improving economic outlook of the U.S. Develope amenities further. Potential for “family atmosphere.” Intense competition.
● Threat ○ Government regulations. ○ Owned vehicles.
What Advertising Can Solve ● ● ● ● ●
Entice “train interested” consumers Amtrak is the destination Joining benefits Feeling cared for Family time -- not stress
Product & Service: Reality ● Nation’s passenger railroad. ● Created by act of Congress in 1971. ● 250 trains daily -- covers 22,000 miles of track. ● 500 cities -- 45 + states. ● Increased revenue & ridership.
Product & Service: Perception ● ● ● ●
Obsolete. High Cost. Young children like trains. Slow down with family time.
Target Market ● “Older Family Vacationers” ● Couples 35-50 ○ ○ ○ ○
Families with older children (teens-young adults). Blue collar. Moderate Income. Time considerate ■ Shorter distances/Weekend Getaways.
● Specific
Competitors ● Market Competition (MarketLine) ○ BNSF Railway ○ Union Pacific Railroad Company ○ Alaska Railroad Corporation
● Other ○ Bus ○ Plane ○ Car
Benefits of Using Amtrak ● “Peace of Mind” ○ Rail Miles ○ Mobile App
● ● ● ●
Rewards for loyalty “Togetherness” Safety Affordable
Communication Objectives ● Amtrak offers great rates and a pleasant experience. ● To see Amtrak as a destination on its own. (Persuasion)
Perceptual Effect ● Strategy and Execution ○ After one year of exposure: ■ Amtrak will become close to the Top-of-Mind transportation of choice.
● Campaign ○ Treatment and rewards for Amtrak participation ■ Rail Miles
● Big Idea!!
Outdoor
Outdoor Billboards ● High Traffic Areas ● Near Hubs ○ ○ ○ ○
Chicago Milwaukee Grand Rapids Indianapolis
Television
Television ● ● ● ● ●
Targeting Parents Early morning Late Night Local Cable Channels 30 Second Ads
Social Media
Social Media ● Facebook ○ Page ○ Suggested Ads ○ Contest
● Instagram ○ Contest
● Twitter ○ Contest ○ Twitter Sponsored Ad
Facebook Suggested Post
Mutualistic Relationships ● Swap Advertising Space ○ Taxi Companies ○ Buses ○ Metra Trains/Local Trains
● Placement ○ Drop down trays ○ Footrests
Mobile
Mobile ● Gamification ○ Check-ins ○ Earn Rail Miles
● Scheduling App ○ Set Reminders for transfers ○ Find Nearby Attractions and Restaurants ○ Find affiliated taxi, train, bus, etc.
Updated App
Frequency, Scheduling, & Budget ● ● ● ●
2 Million Dollar Budget Selected Areas Continuous Scheduling 3 month period
Media Budget
The End
QUESTIONS?