4. ANALYSIS
+
New concept
Benefits
Global
Expansion
No car logos
Privacy +
Confidentiality
Competition
Upgraded
technologies
-
5. PRESENCE IN MONTREAL
1. Prevalent social media
2. Promo codes & Discounts
a. #8DaysofGiving with
Banana Republic
20$ off for new users or
10% off for users
3. New city = Free week
source: uber.com
6. ISSUE
WEAK PRESENCE IN
MONTREAL
-
MODIFY BEHAVIOUR
HAILING CAB
VS. REQUEST [ ]
7. GOAL Make Uber THE taxi
service of choice.
OBJECTIVES
Introduce service.
Create awareness.
Create excitement.
12. #UBERSELFIE514
1 – CREATE UBER ACCOUNT
2 – TAKE A #UBERSELFIE514
3 – LINK & SHARE
source:http://statigr.am/
13. GIFT OF UBER CREDIT AS A STOCKING
STUFFER / CORPORATE VOUCHER.
HOLIDAY TREAT
14. IMPLEMENTATION
PHASE 1
PHASE 2
PHASE 3
3 - Mid-January
• Evaluation Period
• Continual online monitoring
• Maintaining activities
•1 –GMenide-rOacteto ibdeeras for Valentine Day’s promotion
• Campaign organisation
• Generate promotional material (magazine ads)
2 • – Begin Mid-November
Beta testing for user feedback
• Personalize app and website for Montreal content
• Work with Canadiens organisation for game sponsorship
• Official campaign launch
Launch #UberSeflie514 contest – monitor entries
• Prep work – Canadiens Game night
• Online surveys (throughout)
• Send reminders to users for “Holiday Treat” feature
15. PROJECTED BUDGET
Magazine Ads
Sponsorship (Canadiens Game)
Promotion (Promo Codes)
Outdoor Advertisements projected
Online + Blog Design
Administrative Miscellaneous costs
Contest
Mobile Application Personalization
Total $500,000
16. EVALUATION METHODS
EXCITEMENT
CONTEST
ENTRIES
FEEDBACK &
ONLINE
RESPONSES
INTRODUCTION
CREATED
ACCOUNTS
DAILY REQUESTS
AWARENESS
SHARED PROMO
CODES
TIME SPENT ON
SITE
19. REFERENCES
Broom, G., Cutlip, and Center. Effective Public Relations (11th Edition), Prentice Hall, 2009.
Pitts, C. (2013). Lecture of Crisis Management. Personal Collection of C. Pitts, McGill University, Montreal, QC.
Getty Images. (2013). Background Images retrieved http://www.gettyimages.ca/creativeimages/royaltyfree on
November 25, 2013.
Statigram. (2013). UberSelfie. Retrieved from http://statigr.am/tag/uberselfie/ on November 26, 2013.
Statistics Canada. (May 7, 2009). Taxi and limousine services, operating statistics, by province and territory.
Retrieved from http://www.statcan.gc.ca/tables-tableaux/sum-som/l01/cst01/trad49a-eng.htm on November 23,
2013.
The Canadian Press Stylebook (16th Edition). The Canadian Press, 2010.
Uber. (2013). About Uber. Retrieved from https://www.uber.com/about on November 25, 2013.
Uber Blog. (2013). Ubertaxi has people talking. Retrieved from http://blog.uber.com/free-montreal-taxi on
November 22, 2013.
Uber Blog. (2013). Montréal, ta semaine de taxis gratuits est ici. Retrieved from http://blog.uber.com/city/north-america/
montreal/ on November 22, 2013.
Notes de l'éditeur
Andreanne
Andreanne
First and foremost, Uber is a personalized taxi service that allows users to request a taxi from a desired pick-up location through the Uber smartphone application. It is different from the traditional taxi service on various points.
1) The user has to create an account with the company. The user’s credit card number is registered on the account. The fare is then automatically charged to the account after a ride.
2) Users can choose between five models of cars (prices vary).
3) Users can split the fares on the different accounts if needed.
4) There are a number of promotions and discounts available for users.
5) When a taxi is requested, the user is sent the driver’s name and picture. This create a personalized service as well as accountability on the driver’s part. It is easier to reach them if something is forgotten in the cab as well.
6) The app is available internationally. The service is currently across 50 cities in 22 countries while continually expanding.
7) Users are able to request a fare estimate before they request a taxi.
8) A live update and estimated time of arrival is available for all requests.
SWOT Analysis
The major strength is the originality of the concept, a modern twist on a cab classic. The multiple benefits are listed in the previous slide.
There are some weaknesses for Uber in Montreal. There are no “Uber” logos on the cars; this might weaken its presence and potential users’ awareness.
The continually expansion and growth of the company is an opportunity to consider. Montreal users will be able to use the app across cities worldwide and vice versa, travellers can use the app in Montreal while visiting.
The threats to consider are the competition with the traditional taxi services of Montreal (Diamond Taxis, etc.). Some users might be skeptical of the privacy settings of the application and be reluctant to share their credit card information.
The company has been present in Montreal for about three months.
They have prevalent social media (a city blog, Facebook page and Twitter Account). They often share deals and promotions on these platforms as well as sending emails to existing users.
They generate discounts and promo codes to entice users to share their experience.
They organized a free week when the service began. For a full week, users could request 3 free taxi rides (limit of 20$). They also have promotions with retailers such as Banana Republic (e.g. 20$ of a ride for news users or 10% off a ride up to 50$ for existing users).
There is a weak overall presence in Montreal. There is a lack of generated publicity and word of mouth from users with this new service.
A communication campaign needs to be put into place to modify user behaviour from the traditional “hailing a cab off the street” to planning and requesting the service.
The goal of the communication campaign is to make Uber taxi the taxi service of choice for Montreal residents.
The objectives for the campaign will be as followed.
1) Introduce Uber service to Montreal residents.
5000 accounts in 1 month of full operations
100 daily requests/rides
2) Create brand awareness for Uber
increase website traffic and online search engine with minimum 100 weekly searches
average page viewing time – from 5 to 25 seconds
social media interaction (likes, shares, hashtags) 2000 shares per month
3) Create excitement/buzz for service
10,000 promo code shares (Give 10$, Get 10$)
Before implementing the campaign, research must be done to evaluate certain aspects that are of importance.
Quantitative research:
The current taxi behaviour in Montreal. This include daily rides, the peak time of activities, popular routes and competitor information (revenues, number of drivers, etc.) This information can be found on online databases like Statistics Canada.
Consumer profiles – average incomes, average discretionary incomes, corporate areas of service, fields of work.
This will help us determine where to focus our advertisement attention as well as areas of service for taxis.
Qualitative research:
Focus groups – ask participants open-ended questions like, “What do you consider a good taxi ride?” What is you do not like about taxi cabs?” “Would you consider downloading this application?” “Would you recommend it to a friend?”
We would be able to learn a great deal from new users and modify our services to their recommendations and feedback.
Our campaign will focus on two of the five available cars for our users, the UberLUX and the UberX.
The UberLUX is the high-end option. We will target the 20 to 60 working executives of Montreal. They have higher incomes or corporate accounts, a professional lifestyle with corporate clients and that have to travel for their work.
As for the UberX, the every day affordable option, we will focus on a wider range of audiences by targeting 18 to 60 year old urban residents. They will be opinion leaders of their circles as to influence future users by sharing their experiences. Local celebrities like hockey players (e.g. Alex Galchenyuk that has previously used service) will help sell the new service to the urban population.
For advertisements and future publicity, we will target business magazines like L’actualité and The Economist and newspapers (The Gazette and Le Devoir) to reach the UberLUX users. Online advice and referral sites will be good to target to help consumers learn of our product and share their experiences.
Communication Strategy (kelly)
Key message – Everyone’s Private Driver
Introduce Uber service to Montreal residents
Partnership with Canadiens – corporate seats
Create brand awareness for Uber
Montreal sponsored game
driver profiling for personalised service and accountability
Create excitement/buzz for service
Selfie Contest to win – 250$ credit to account
A partnership with the Montreal Canadiens organisation is created.
The organisation sends an email out to Corporate Lodge Owners informing them Uber, a new taxi service in Montreal, is sponsoring a game night. As owners, they will be able to request a free taxi ride to and from the Bell Centre.
To participate in this contest and get a chance to win Uber credit,
consumers must first create and Uber Account
Take a picture while they are in the car and use the contest hashtag #UberSelfie514
Link it and share it on their Facebook account
Existing Uber users can give Uber credit to other users. This will be a way of introducing the newly created app feature. This can be a gift idea for family members or corporate accounts.
4 months timeline
Month 1 – create campaign
Generate material for campaign (magazine ads)
Start BETA testing with a few drivers and clients (get feedback)
Personalize app and website for Montreal content (drivers)
Get season ticket holders & draft email for game night
Month 2-3 – launch campaign
Launch contest and monitor entries
Prep - Soirée Canadiens
Online surveys – throughout campaign (constant feedback)
Send email & app reminders to client accounts for Holiday Giveaway
Month 4 – mid-January
evaluation period - see if we reached objectives
monitor online (surveys and social media) / discuss negative feedback
maintain activities & customer service
Generate ideas for valentine days contests / promos
To evaluate the success of the campaign, we must look at the original objectives:
the overall created accounts – over 5000
daily requests for taxi rides – 100 requests
the number of promo codes that were shared and claimed – minimum of 10,000 shared
the number of contest entries – minimum of 2,000 entries
the increased average viewing time per website – 25 seconds
Feedback from users (from email receipts after completed rides) and online repsonses (critiques on Yelp and TripAdvisor websites)
Survey responses from online blog