the TRAVOY CAMPAIGN A n E v o l u ti o n Of Tra n s p o rta ti o n
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the CONTENT! An Evolution Of Transportation Connecting Developing Practicing Budget/Schedule
2 3 6 18 20
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An E vo lu t i on
of T r an s p or ta tio n
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e b e l i e v e B u r l e y h a s a co m m itm e n t to e vo lvin g h o w w e t rans p o r t o u r p r e c i o u s g o o d s. F ir st, it wa s o u r ch ild r e n , pets and c argo , b u t n o w i t h a s e vo lve d to ca r r y... we ll, e ve r yth in g. The Tr a v o y i s s o m e t h in g o u r tr a n sp o r ta tio n in d u str y h a s never s een. I t i s n ' t j u s t a t r a ile r ; it d o u b le s a s a su itca se , sh o ppi ng c art o r c a d d y. O ur a u d i e n c e i s y o u n g , a ctive , o u td o o r sy a n d e n vir o n m ental l y c ons ci o u s . T h e y u s e t he ir b ike s in b o th a p r a ctica l a n d lei sure applica t i o n . T h e y l i v e a m id d le - cla ss to u p p e r m id d le - class l i fes t y le. T h e y a r e f a m i l i a r with Bu r le y' s tr a ile r s, b u t m o stly i n regar d t o t o t i n g a r o u n d a ch ild . T h e y d o n ' t b e lie ve th is trai l er w i l l impact t h e i r d a i l y t r a n sp o r ta tio n p o sitive ly. Ou r g o a l is to change t heir p e r c e p t i o n s w i t h th e p r o m o tio n o f th e Tr a vo y.
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u r a u d i e n c e is…b e twe e n th e a g e s o f 1 8 - 3 4 . They are stud e n t s a n d y o u n g p r o fe ssio n a ls wh o a r e co n scio u s of thei r envi r o n m e n t a l i m p a ct a s we ll a s th e ir o wn fitn e ss. T h ey ri de thei r b i k e s t o s c h o o l a n d wo r k, to th e g r o ce r y sto r e a n d the gym. T h e y a r e t h e m ost su sce p tib le to g r e e n a d ve r tising. 24% of them l i k e c o m p a n i e s m o r e if th e y u se g r e e n a d ve r tisin g. 31% say they e x e r c i s e m o r e t h is ye a r th a n la st. T h e y a p p r e cia te ads that offer s t y l e , h u m o r a n d va lu e a p p e a l. T h e y a r e m o r e a ccepti ng of new t e c h n o l o g i e s , a nd th e y we lco m e n o ve l to o ls th a t are not yet m a i n s t r e a m . T h e y a r e m o r e like ly to b e in flu e n ce d by cel ebri ti es t h a n a n y o t h e r a g e g r o u p , with 1 9 % o f th e m sa ying i t makes t h e m m o r e i n t e re ste d in th e b r a n d . A l s o , s p e c i a l t y re ta ile r s a cco u n t fo r m o r e th a n 2 in 3 sal es of e x t r e m e s p o r t s e q u ip m e n t.
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e h t n er! o m e r o o st M cu
M o u nta in b ik ing p a rticip a tio n g rew 3. 6 % fro m '0 7 -'09
key T h e y a r e t he wh e n d e m o g r a p h ic p e nd it c o m e s t o s n ein g m o n e y o c om m e r ce . p la in Th e y pr e f e r d s co m la b e ls a n d a io u s o r p a r ed t o s er . f a n c y la b e ls
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tim exe r e s a c i se 3 we 22% ek . -5 s the a y i t h m de m a elp s ci s the ion s ke y p urc when ha se .
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erhaps nothi ng b e t t e r d e f in e s t h e M ille n n ia l g e n e r a t io n th a n th e a d vent of the Internet a n d m o b ile t e c h n o lo g y. T h e im p a c t of th e se te ch n o logi es on the s oc i a l in t e r a c t io n s o f M ille n n ia ls h a s b r e d a n u m b e r o f g e n erati onal c harac te r is t ic s : Constant connectivit y. T h e wid e a v a ila b ilit y o f b r o a d b a n d a n d m o b i l e p h o nes means that Mille n n ia ls a r e u s e d t o h a v in g a c o n n ecti o n to th e r e st o f the w orl d that i s alwa y s o n . A b o u t 2 8 % o f M ille n n ia l r e s p o n d e n ts sa y sm a rtphones are nec e s s a r y t o h a v e a g o o d s o c ia l lif e . Instant gr atification. T h e I n t e r n e t h a s m a d e in f o r m a t io n a n d e n te r ta i n m e n t i mmedi atel y ac c e s s ib le . M ille n n ia ls h a v e b e c o m e a c cu sto m e d to b e ing abl e to ac c es s c o n t e n t wh e n a n d wh e r e t h e y wa n t . Low attention span. A t t e m p t s a t m a r k e t in g p ie c e s t h a t m ig h t g o vi r a l h a ve bec ome s tandard p r a c t ic e o n Yo u Tu b e . T h is r a is e s t he b a r th a t m u ch h i gher for produc ts an d s e r v ic e s t o s t a n d o u t a m o n g t h e no i se . Hig h expectations. M ille n n ia ls h a v e a c c e s s t o m o r e c o n t en t o n th e w e b th a n ev er before, and t h e y g e t it a ll f o r f r e e . T h e y v ie w a f r e e i n te r n e t a s a soc i al i s s ue on par wit h t h e e n v ir o n m e n t a n d r e s is t c o r p o r a te m a r ke ti n g o n li ne.
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D evelo pi n g Print
A s a p rim a ry medi um, pri nt pr o v id e s t im e lin e s s r e a c h t o s p e c if ic ni ch e a u d i e n ce s wi th a h i g h s hel f l i fe. B y bui l d in g u p o n o u r c u r r e n t p r in t c a m p a ig n , w e ca n assu r e a vi d c y c l i s ts w i thi n ou r t a r g e t a u d ie n c e a r e r e c e iv in g o u r m e ssa g e s i n a m e th o d th ey are the mos t c om f o r t a b le wit h . T he ta rg e t audi enc e on a reg u la r b a s is c o n s u m e s a ll t h e f o u r m a ga zi n e sM o m e n tu m, B i c y c l i ng Mag, B ic y c lin g P a p e r a n d A d v e n t u r e Cy c lis t . By ca m p a i g n ing in cycli s t publ i c ati ons , w e c a n e n s u r e a n in c r e a s e o f in t e r e s t in th e Tr a vo y.
Page 11 Page
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9 Page Fold Fold Out Out 33 Page
( Afte r flip in g th e to p p a g e , th e a r r o w d isa p p e a r s.)
10 Outdoor
P rim a ril y a l oc al medi um, out d o o r a d v e r t is in g p r o v id e s u n t r a d it io n a l w a ys to rea ch th e t arget audi enc e w i t h e ff e c t iv e r e a c h a n d r e in f o r c e m e n t o f th e m e ssa g e . Powe r Wa s hing – In order to t a p in t o t h e o u t d o o r a d v e r t is in g m a r ke t, w e w i l l util i ze fo r ms not general l y us e d in t r a d it io n a l a d v e r t is in g b e c a u s e o u r ta r g e t ma r ke t i s any thi ng but tradi ti o n a l. P o we r wa s h in g b ic y c le la n e s in se ve r a l m a j o r bi kin g ci ties : P ortl and, S eattl e , Ne w Yo r k , Ch ic a g o , A u s t in , Tu c s o n, M a d i so n , Bo u ld e r a n d S an Franc i s c o. T h e b ik e la n e in s t a lla t io n s p r o v id e a w a y to r e a ch t he g ro u p t hat c y c l es for w ork a n d p le a s u r e . Cit y o ff ic ia ls in S a n F r a n ci sco , N e w Yo rk a n d Portl and hav e al rea d y d is c u s s e d t h e r is e in b ic y c lin g c o mm u te r s a n d in i tia ti o n s hav e been put i n p la c e t o im p r o v e t h e q u a lit y o f lif e f o r th e se i n d i vi d u al s. As cycl i ng as the pri mary m o d e o f t r a n s p o r t a t io n h a s g r o wn 8 % si n ce 2 0 0 9 . By u sin g thes e c i ti es as a tes t m a r k e t f o r t h e p o we r wa s h in g in s t a l l a ti o n s w e ca n eva l u a te the effec ti v enes s of t h e a d s .
Po we r W a sh i n g I n stal l a t i o n
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12 Promotions/Guerilla Marketing
We ca n a mpl i fy aw arenes s i n p r im a r y b ik e c it ie s a n d u n iv e r s it ie s b y u si n g n o n t rad itio n a l forms of adv erti s i n g a n d g u e r illa m a r k e t in g . S pons ors hip of B ike Tour s – O u r m a jo r b ic y c lin g c it ie s a ll h a v e r o a d b i ke to u r s w he r e th e y ri de any w here fro m 2 - 1 4 d a y s . S p o n s o r s h ip p a c k a g e s ca n r u n a n yw he r e fr o m $500-$5,000 and p e o p le wh o c o n s id e r t h e m s e lv e s t o be “ a vi d cycli sts� p a r tic i pate i n at l eas t o n e r o a d t o u r a y e a r. We wo u ld d o n a te o n e o r tw o Tra vo y's to the bi k e tour, gi v in g t h e m a n o t h e r wa y t o c a r r y c a r g o o f th e r i d e r s. B u r l e y wo u l d al s o parti c i pate in s p o n s o r in g t h e r id e s . T h is c a n r a ng e a n yw h e r e f rom p r o vi di ng one morni ng's b r e a k f a s t b u ff e t f o r t h e r id e r s , t o s p o n so r i n g a w in e ta sti ng al ong thei r route . A ll t h e s e o p t io n s a r e m a d e t o g e t t h e Bu r l e y Tra vo y re co gni z ed by c ons um e r s , a n d t u r n t h e m in t o p o t e n t ia l B u rl e y cu sto m e r s, befo r e th e tours are ov er.
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S tude nt discounts – The s t u d e n t d is c o u n t is o n e s t u d e n t s e v e r yw h e r e w i l l a p p r e ci a te . B efore mov i ng the d is c o u n t t o e v e r y u n iv e r s it y, we ' ll t e st th e m a r ke t a t th e to p 1 0 bi k i ng s c hool s i n t h e n a t io n – S t a n f o r d , UC Da v is , UC Sa n ta Ba r b a r a , C o lo r a d o S tate, U ni v ers i ty o f A r iz o n a , UC I r v in e , Un iv e r s it y o f Mi n n e so ta a t Tw i n C i tie s, U ni v ers i ty of Oregon , Un iv e r s it y o f Wa s h in g t o n a n d Un iv e r si ty o f Wi sco n sin a t M a d i s on. W i th thi s l ay o u t we ' ll b e a b le t o t e s t wh e t h e r o r n o t th e r e i s a m a rke t fo r the Trav oy at uni v e r s it ie s a c r o s s t h e c o u n t r y. T h e 1 0 % d i sco u n t w i l l o n l y b e g i v en i n A ugus t, S ep t e m b e r a n d O c t o b e r, t h e v e r y b e g in n i n g o f th e sch o o l year bec aus e s tuden t s in a r e a s wh e r e it g e t s c h illy e a r ly i n th e ye a r sto p b ikin g to s c hool ov er the w i n t e r m o n t h s , a n d b y t h e t im e it s t a r t s to g e t n i ce a g a in i n s pri ng, s tudents are p r e p a r in g t o g o h o m e f o r t h e s u m me r, th u s m a ki n g fa l l m o n th s the bes t ti me for a s t u d e n t d is c o u n t .
10 % OFF Burley Travoy
Multipurpose Bike Trailer Valid at any local bike shop carrying Burley products
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I n- s t ore D isplays – We found m o s t o f t h e t a r g e t a u d ie n c e s h o p s a t cycl i n g sp e cia lty sto re s , but w hen w e w e n t in t o e a c h s t o r e t h e Tr a v o y wa s n o t p l a ce d i n a pro m in e n t vi ew i ng pos i ti on, w h ic h c a n g r e a t ly a ff e c t p u r c h a s in g p ow e r. By p l a cing th e Tr av oy i n an eas y to s e e p la c e in t h e s t o r e , it e n s u r e s c u s to m e r s w i l l se e t h e n e w e st produc t. In order t o g e t it in t h e f r o n t o f t h e s t o r e , a v er y si m p l i sti c m e th o d ca n be us ed. B y s end in g a s im p le m e t a l p o le wit h a b a s e to e a ch sto r e , t h e Tr a vo y c an attac h to i t, an d b e in p la in s ig h t wit h e a s y a c c e s s to to i t i n ord e r fo r cus tomers to pl ay wit h it s f e a t u r e s .
In-stor e D ispla y s – A ls o , win d o w p o s t e r s f o r e a c h bi ke sh o p ...
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I n- s t ore D isplays – More i de a s f o r win d o w p o s t e r s . A ls o , t h e s e ca n b e u se d i n m a g a zin e s .
Bet y ou c a n ’ t c a r r y h o l i d a y ch e e r...
Be t yo u ca n ’t ca r r y your offi ce...
Digital
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7 8 % o f A meri c ans are onl i ne a n d 4 3 % o f t h e p e o p le wh o a r e o n lin e d i sco ve r n e w p r o d u cts o nl i ne. Young adul t s ( 1 8 - 2 5 ) a r e t h e la r g e s t g r o u p o f u se r s, a co m b i n e d 2 7 m i l l i o n ; 25-34 y ear ol ds co m e in a c lo s e s e c o n d wit h 2 1 m illio n u se r s, to ta l i n g o ve r 6 3 %. Fa c e book – A n ad w i l l grac e t h e s id e o f s o m e o n e ' s F a c e b o o k who h a s l i ste d b ikin g , o r c y c l i ng as one of t h e ir h o b b ie s / in t e r e s t s . F a c e b o o k a d s a l l o w p r o d u cts to r e a ch the audi enc e bas ed o n lo c a t io n , a g e a n d in t e r e s t s . Co n t r o l l i n g th e b u d g e t m ak es di gi tal ads be t t e r in t e r m s o f s a v in g m o n e y. B u r le y w i l l p a y e ve r y tim e so m eone c l i c k s the ad o r e v e r y t im e s o m e o n e s e e s t h e a d on th e si d e o f th e ir Fa cebook page. Fac ebo o k a d s g e t o n a v e r a g e 1 7 c lic k s p e r d a y a t 5 8 ce n ts p e r cli ck. Fac ebook ads are c u r r e n t ly o n p a r wit h G o o g le A d Wo r d s o n a co stp e r- l e a d and c os t-per-c us tom e r b a s is , in c r e a s in g r e t u r n o n in v e stm e n t. Bu r l e y ca n u ti l i ze the i nformati on p e o p le f ill o u t wh e n s ig n in g u p f o r F a ce b o o k to a g g r e g a te so th ei r ads c an reac h t h e r ig h t a u d ie n c e .
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Practicing
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e fo und that the tw o ma in r e a s o n s p e o p le in t h e US c o m m u te b y b i cycl e i s f o r h e a lth , and bec aus e i t i s e n v ir o n m e n t a lly f r ie n d ly. We a r e liv in g i n a ti m e w h e re e ve ry c ar c ompany i s s c r a m b lin g t o f in d n e w wa y s o f p o we r i n g th e i r ve h icle s b e caus e peopl e are de m a n d in g c le a n e r t r a n s p o r t a t io n . A c co r d i n g to H yb rid ca r s .c om the number o f h y b r id c a r s a le s in t h e US h a s t r ip l e d i n th e p a st ye a r wi th 4 0,198 s al es thi s A p r il a lo n e . T h is n u m b e r d o e s ' t e v e n r e fl e ct th e r i se in e l e ctr i c c ars , and el ec tri c c a r m a n u f a c t u r e r s . W it h t h is in f o r m a ti o n , a n d th e kn o wl e d g e that bi c y c l e c omm u t in g is a ls o o n a r is e in t h e US , wit h o u r ve r y o w n P o r tla n d gai ni ng 8% more ri d e r s o n t h e ir s t r e e t s in 2 0 1 0 , we c a n sa fe l y a ssu m e t h a t o n e o f the mai n reas ons ( if n o t T HE m a in r e a s o n ) f o r m o r e b i cycl e co m m u te r s i s e n vironmental . B e ca u se o f thi s w e dec i ded t o u s e t h e s lo g a n " A n E v o lu t io n o f Tra n sp o r ta ti o n " f o r o u r ca mpai gn. Thi s s how s y o u r c u s t o m e r s , a n d p o t e n t ia l c u s t om e r s, th a t B u r l e y is on the front l i nes o f t h e c le a n t r a n s p o r t a t io n r e v o lu t io n . T h e Tr a vo y, sp e ci fica l l y, i s an i nv enti on t o c h a n g e t h e wa y p e o p le c o m m u t e . Wi th th e Tr a vo y, t r a n sp o r ting y our ev ery day v a lu a b le s a n d m a t e r ia ls b y b ik e is e x t r e m e l y e a si e r a n d sa fe r than ev er before, a n d s o it is a n e v o lu t io n in t h e wa y pe o p l e tr a ve l .
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Pr a c t ic i n g C o n t. We u se the w ord "A n" i ns tea d o f " T h e " in o u r s lo g a n f o r a v e r y sp e ci fi c r e a so n . Th e Tra vo y i s part of the ev e r - e v o lv in g wa y p e o p le t r a v e l, b u t it i s n o t T H E u l ti m a te a n sw er to our trans por t a t io n p r o b le m s , a n d we d o n ' t wa n t i t to se e m l i ke th a t is w hat B url ey i s about. B u r le y is p a r t o f t h e a n s we r, b u t n o t T H E a n sw e r. In th i s w a y, w e w i l l s ti c k i n the h e a r t s a n d m in d s o f t h e m e n a n d wo m e n th a t b e l i e ve th a t there are better an d c le a n e r wa y s t o t r a v e l. B u r le y will b e co m e p a r t o f th e re vo l uti on and part of th e s o lu t io n wit h o u t a lie n a t in g t h o s e wh o m a y u se o th e r cle a n w ay s of trav el i ng b e s id e s t h e ir b ic y c le s . T h e Tr a v o y w i l l b e co m e kn o wn a s an i mportant, and e v e n n e c e s s a r y o p t io n wh e n c h o o s in g a cl e a n w a y to tra ve l , w i thout try i ng to tr ic k p e o p le in t o t h in k in g t h a t it is t h e o n l y so l u ti o n . We b e li e ve that by doi ng thi s p e o p le will m o r e e a s ily a c c e p t t h e Tr a vo y a s o n e o f th e m o st important i nv enti on s in e n v ir o n m e n t a lly f r ie n d ly t r a v e l.
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B ud g et Bu Basic Package P r i nt: $25 , 0 0 0 (2 of t h e 4 m a g a z i n e s : Mom e n t u m , B i c y c l i n g M a g ., Bicyclin g Pa p e r, a n d Ad v ent u r e C y c l i s t ) Outdoor : $ 1 5 , 0 0 0 (P owe r - Wa s h i n g i n 5 citie s [$ 1 ,0 0 0 p e r city], So m e B ic y cl i n g S p o n s o r s h i p s [To u r s]) In -S tor e D i s p l a y s : $ 5 , 0 0 0 (P ole & P o s t e r s ) D i gi tal : $5 , 0 0 0 (Digit a l / B a n n e r A d )
Total: $ 60, 000
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B u d g et Advanced Package P r i nt: $ 4 0 , 0 0 0 ( I n c o r p o r a t e a l l 4 m a g a zin e s) O utdo o r : $ 2 5 , 0 0 0 ( P o w e r - Wa s h i n g in 5 + citie s, Sp o n so r sh ip o f Bike To u r s a n d E v e n t s ) I n-S to r e D i s p l a y s : $ 5 ,0 0 0 (Pole & Posters) Cam p u s : $ 5 , 0 0 0 ( C a m p u s R e p . a n d Stu d e n t Discount) Di gi ta l : $ 5 , 0 0 0 ( D i g i t a l / B a n n e r A d)
Total : $80, 000
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Sc hed u le
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E xt r a For the Future W hen t he Tr a v o y g ains f urt h e r r e c o gnit ion, a w a l l m ural c oul d b e p lac ed on a n i nner c it y b u l d i n g . T his adv er t i s e m ent woul d b e h alf billbo a r d a n d h alf ins t all a t i o n , g aining B u r l e y a nd t he Tr a v o y a l ot of at t en t i o n .
Ab o u t $20 ,00 0
T h is m u r a l wo u ld in clu d e a g ia nt fake appl e co m in g o u t o f th e m u r a l a n d cr ushi ng a car.
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Mychal Sargent - Alaina Revoir - Thomas DeVoe Brooke Bartholomew - Robert Rodgers Sources Mintel Green Marketing - US April 2011 Action and Extreme Sports - US March 2011 Marketing to Millennials - US March 2010 American Lifestyles - US January 2011 Exercise Trends - US June 2010 Nielsen 2010 Media Fact Sheet
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