Cars on the Go - Project

2015 Direct Marketing Plan

Mark 1107 Direct and Interactive Marketing

Presented by:

Team 8

Mahnoor Ashraf Annelise Guinand Katya RamosSamantha Brisbane Luiz Silva Gabriele Betancourt

Table of Contents

Background Situation Analysis page 1 - 2

Competitive Analysis page 2 - 4

Business objectives page 4

Target Audience page 5

Audience Objections page 5

Marketing Strategy FeaturesandBenefits page6 UniqueSellingProposition page6 Rationale page6

CommunicationObjectives page6

Offer page 7

Tactics page 7 - 8

Implementation of Tactics page 8

Budget page 9 - 10Anticipated Results page 11

Appendix page12-16

CreativeBrief page15-16

Works Cited page 17

page 1

What is car sharing?

Car Sharing is a method of transportation and was created from demand like all business models. It is a form of car renting, that allows members of car sharing businesses, to have 24 hr access to a fleet of vehicles, avoids the lengthy sign-up and pick-up steps, and is priced based on how long a vehicle is driven per period. These fleets are also stationed conveniently throughout parking lots, which enables the 24 hour access even further.

The Perks of Car Sharing.

As with all competitors in an industry, every car sharing company operates slightly differently. The following highlight the benefits of the car sharing business model.

- Affordable – pay-by-the-minute for however long you drive. - Convenience - Cars can be booked over the phone, online or even on mobile apps. Last minute booking is available due to GPS apps that allow easy finding of available vehicles- Sharing cars are stationed throughout parking lots and along popular transit routes.- Simple - Self-serve access with smart-card or key - Hassle-free - No insurance costs, repair bills or gas bills.

Why Car Share?

One of the major points marketed for car sharing is the environmental benefits. It makes sense; the less of a car you use, the less of a carbon footprint you make. Additionally, many companies are now making the effort to include in their fleet, more fuel-efficient and eco-friendly vehicles. Cars On The Go has successfully followed this trend and is perceived as the ‘most green’ of existing companies due to the majority of its inventory being both fuel-efficient and eco-friendly.

In addition to the many benefits of car sharing, both Autoshare and Zipcar have shared the demands for requesting car sharing:- Trips to Ikea - Visiting mom - Camping trips- Work - Meetings - Driving to the hockey arena - Grocery shopping

Car Sharing: A country’s support.

To date there are Car Sharing companies in most of Canada’s larger cities, providing service to over 50,000 individuals, families and companies. Researchers at Frost & Sullivan predict that by 2020, global car-share membership will balloon almost nine-fold to more than 26 million people.

Recognizing the popularity of this business model and its benefits to the public, Car Sharing Canada was formed. Car Sharing Canada, which is the Canadian division of the Car Sharing Association, is a not-for-profit organization that works towards increasing awareness and availability of Car Sharing services throughout the country.

Background Situation Analysis

page 2

With expected industry growth COTG also has growth potential, below is the SWOT that will outline some key strengths, weaknesses, opportunities and threats that can hinder and aid in its growth.

Background Situation Analysis Cont.

Competitive Analysis

Car sharing was introduced for the first time 50 years ago, however, just started taking shape in the last decade. The segment is growing two digits per year and from January 2012 to January 2013 grew 35.9%, which represents 141,351 memberships in total according to 20 Canadian operators. COTG, Zipcar, Autoshare and Car2Go are the dominant players in the Canadian market.

This service is sold to the user who needs a car for a few hours a week for short trips or commuting purposes. Additionally, every single company has its own app to book a car and has a magnetic card to unlock it in the pick up locations.

One of the strongest points is the possibility of having a car just when needed, without having to afford all expensive costs of owning a car.

page 3

Car2Go

Founded and owned by Daimler AG since 2008 and headquartered in the city of Ulm, Germany. Currently operates in Germany, United States, Netherlands, Austria, France, United Kingdom, Denmark, Italy and Canada, which has Vancouver, Toronto, Calgary and Montreal as served locations in Canada. Services can be used both Canada and USA, with same membership. The company targets private and business users with different rates. Its biggest advantage are eco-friendly fleets, which consume less gas. Some of them can be fuelled with electricity. Car2Go also has a partnership with green Ps in downtowns, which provides free parking fees for its costumers.

Competitive Analysis Cont.

Everybody Business EverybodyApplication Fee $35 $35 Application Fee $0Annual Fee $0 $0 Annual Fee $45Driving rate $0.41/minute $0.38/minute Driving rate $0.18/minute

$14.99/hour $13.99 $9/hour$84.99/day $72.99/day Driving rate $79/day

Usage 240 km per trip 240 km per trip Usage 290 km/day

Plan Simple Metro Metro Plus Corporate Rate NGO + Government RateApplication Fee $29 $29 $29 $0 $0Monthly fee $0 $15 $25 $0 $0Annual fee $45 $0 $0 $30/driver $30/driver

$9.25-13.25/hr $8.25-$12.25/hr $8.25-$12.25/hr $7.25-$11.25/hr $6.75-$10.25/hr$71-$111/day $65-$105/day $65-$105/day $55-$87/day $55-$87/day

Usage 200 km per day 200 km per day 200 km per day 200 km per trip 200 km per trip

Business UniversitiesPlan Occasional Driving Monthly Driving Extra ValueApplication Fee $30 $30 $30 $75 $0Monthly fee $0 $6 $50 $0 $0Annual fee 65 $0 $0 $30/driver $20

from $9.25/hr from $9.25/hr from $8.33/hr from $9.25/hr from $9.25/hr$79/day $79/day $71.10/day $72 $79/day

Usage 200km per day 200km per day 200km per day 200km per day 200km per day

Everybody

Driving rate

ZIPCAR

COTGCAR2GO

Driving rate

Everybody Business

Driving rate

AUTOSHAREAutoShare

Operating only in Toronto area since its launch in 1998, AutoShare is one the oldest companies in the market. It has its well-known brand as strength core. The company targets private and business users with different rates, with $0 annual fee for this one. The company has an extreme diverse fleet, which includes economy, standard, specialty, luxury and cargo vehicles.










Everybody

Driving rate

ZIPCAR

COTGCAR2GO

Driving rate

Everybody Business

Driving rate

AUTOSHARE

However, some issues will need addressing. People are choosing public transportation instead of driving cars; the scarcity of parking lots in city cores and its expensive costs, the growing need for an eco-friendly transportation and increased time to move by car due to intense traffic jams all play a part in that decision making process.

page 4

Zipcar

Owned by Avis and Hertz, the giants car rental companies, Zipcar is the worldwide car sharing leader. Currently operates in Spain, France, Austria, United Kingdom, United States and Canada. The company targets private, business and universities with different rates. Recently they made a partnership with colleges and universities, having some cars available for pick up inside of school’s campus.

Car On The Go

Cars on the Go (COTG), has been in operation since 2008 and was established in Toronto. It currently serves the markets in Toronto and Montreal and has 30% share of the market in each area with 10,000 active members. Reserving a vehicle can be done online and it has 50+ locations on each market it serves for pick-ups and drop-offs. It also has recently partnered with 5 universities throughout Ontario and Quebec as part of a pilot project

Competitive Analysis Cont.










Everybody

Driving rate

ZIPCAR

COTGCAR2GO

Driving rate

Everybody Business

Driving rate

AUTOSHARE










Everybody

Driving rate

ZIPCAR

COTGCAR2GO

Driving rate

Everybody Business

Driving rate

AUTOSHARE

Business Objectives

The overall business objective is: “Increase acquisition of members by 10,000 to have a total of 40,000 Canadian members by 2017.”

Business objective by year for the following 3 years:- Aquire 11,500 new Canadian members in year one- Aquire 9,500 Canadian new members in year two- Aquire 9,000 Canadian new members in year three

page 5

Target Audience

Category Target Primary: The Yuppy SecondayName Robert Sophia

Photo

Nickname Rob Sophi

Age 28 23Income 60k per annum 18k per annum

Occupation Financial Trader Full time student & Part-time worker in restaurantHousing Type One bedroom apartment downtown 2 bedroom shared with room mate

Life Cycle In a committed relationship SingleInternet Access

devicesCellphone, laptop, tablet, office computer cellphone, tablet, laptop, school library

Description

City boy, yuppy. Works in finance & lives in downtown Toronto. Lives close to work, walks to work on a nice day or takes TTC. However client meetings outside of city requires access to a 'nice' vehicle. Recently moved in with girlfriend. Thinking of Ikea for furniture. Prefers bulk shopping at Costco. Girlfriend mentions car sharing and renting a car.

He likes car sharing for it’s convenience and ‘pay for what you drive’ process. Moreover, the car can be dropped off in a different location from where it was picked up. He only has to find a green P when he doesn’t want to use the car anymore & conveniently has one in front of his building.

In final year of Culinary Arts at George Brown College. Works part-time in Italian Restaurant as prep chef. Shares Uptown two bedroom apartment with best friend. Enjoys her field of study & practices at home often. Budget is small so money for groceries need to stretch. Shops at markets for cheap veggies & Costco for bulk meats. She & best friend pitch in together for Costco membership, but do not want to travel via public transit with groceries. After a google search Sophi finds car sharing is an affordable way to get transportation. Annual membership is affordable & fees are hourly which is convenient. Also, last minute booking is available which is done quickly online

Needs and GoalsConvenience, pick up anywhere, drop off anywhere, save time, save money.

Convenience and affordability. Easy sign-up and bookings, easy to find pick up and drop off areas

User TasksMultiple locations to pick up & drop off the car, Mobile app which allows for easy scheduling & locating nearby partner facilities. Access to various car sizes.

Affordable rates for students. Easy booking capabilities, pick up & drop off anywhere, no additional or hidden costs.

Audience Objections

COTG has been doing well for the past 6 years which shows a demand for this service. However, there will always be objections that should be addressed when creating a marketing strategy. These objections may even help to define thecampaign’s marketing message Below are some objections that we need to take into consideration when marketing to our target.

- Prices to park in downtown cores are high- Lack of availability of parking spaces can deter users- Public Transportation is reliable and more affordable than car sharing- Public transport is more eco-friendly than car sharing- Fuel-efficiency not enough for eco-sustainability: this will come from bike riders.- High traffic congestion will deter drivers, steer towards public transit- Rates may be too expensive for some

page 6

FeaturesandBenefits

Unique Selling Proposition

Cars On The Go (COTG) is for the occasional driver that does not own a car but wants 24hr access to one with pick-up and drop-off at any location with the convenience of a wide selection of vehicles to choose from.

Rationale

To achieve the objective of 11,500 new customers for the 2015 fiscal year, we will increase direct marketing channels. COTG will leverage direct mail, inserts and a plethora of digital mediums with customized messages that speak to our primary target: the yuppy and secondary target: the Senior College Student.

Features Benefits

24hr access to pick up and drop off cars convenient access to vehicle anytime needed

Wide Selection of Vehicles Can select different vehicle sizes based on needs

Longer KM usage before charging extra fees Better value for money spent

No charges for insurance or maintenance No hidden fees or extra costs

Multiple locations in and around city core Availability of cars at various locations

Booking available online or via phone Convenient booking options, based on whats more reachable at the moment

Large fleet means last minute booking available able to book anytime

Key Message: Drive anytime & anywhere, without the hassle of owning a car.

Primary Audience = The Yuppy(What’s important to them? Accessibility, km usage, convenienve, variety of inventory)Message: Make your profesional life easier.

Secondary Audience= Senior College Student(What’s important to them? Accessibility, Affordability, instant gratification, convenience)Message: Make your student life easier.

Action Desired:Make COTG the first car sharing service that comes to mind when need to drive a car. Get a membership and use the service.

Communication Objectives

page 7

For students of partnering universities:Free membership for all students (until they graduate). 20 free driving mins on initial sign-up.

For students of non-partnering universities:Free membership for all students (until they graduate). 10 free driving mins on initial sign-up

For Professionals Under 30:$10 for 1st year of membership and 30 free driving mins on initial sign-up.

Referral Reward Program:All new members get the chance to refer 5 friends. If those 5 friends sign up for membership, you get 10 free driving mins for each friend that signs up.

Will include a new pick up and drop off location: Pearson Airport

Offer

Please note all campaigns will be split into French and English.

Google Adwords – use Google Adwords services to increase traffic to COTG website through google search. Will enter keywords in English and French

Landing Page – Attached to COTG website when promoting offers to both markets. A Landing page per audience, will do A/B testing on each to determine best source of traffic and adjust campaign accordingly, this will also be split into French and English.

Banner Ads – these will be featured year round on three major traffic websites based on sites visited the most by both of our segments. Weather Network (general public), Amazon.ca (for post-secondary students),

Listings in University Websites which will be free of cost. As well as sponsored listings on our partnering universities’s websites.

New Social Media Profiles which means growth in web presence: Profiles include Facebook, Twitter and LinkedIn. Create a community page on website that’ll host a live feed of social media postings.

Activation Events in main campuses of 8 Universities, 5 Malls, 2 Airports. Will be at each location, one day a week which totals 4 days a month. Will be at the Malls from mid-November to mid-December. Will be in the Airports from mid-February to mid-March.

Mail-Out with Canada Post. Will be done bi-monthly to neighbourhoods with demographic that is closest to our primary and secondary target audience. Appendix A

Tactics

page 8

Printed tear away insert with QR code that sends readers straight to membership page. This will be published in the annual large IKEA magazine. Appendix B.

COTG Taxi Guerilla Campaign - As a way to bring awareness of the affordability of COTG, this campaign will have a COTG vehicle with some taxi ‘fixings’ (Appendix C) located at 8 locations, 2 being both main airports in Toronto(Appendix D) and Montreal. This vehicle will be hailed as a taxi and offer the keys for the passenger to drive home. During the journey, rep will talk about COTG and all it’s benefits. Cost at the end will be whatever was driven, but given for free on that day. Customer’s reactions and conversations will be filmed and edited to be used as youtube ads uploaded to social media and community pages. Will focus on different senarios where having a car is advantagious and less costly.

Tactics & Implementation Calendar

Activity Pre

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Land

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Bann

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Listin

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Socia

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Activ

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Mai

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Ikea

Inse

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COTG

Tax

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WHONov-14Dec-14

Jan-15

Feb-15Mar-15Apr-15

May-15

Exec

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Aug-15

Sep-15

Univ

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Oct-15

Nov-15

Dec-15

Design Department

Airp

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page 9

Budget

1- Variables

Target Audience % People People% Partner Students Students Referals % Referals

Total Profesionals 40% 4600 30% 1,380.00 Total Students 60% 6900 70% 4,830.00

Students Non menbers 40% 2760Students Members 60% 4140

Total Target 100% 11500

Hour Cost Minute Cost9.50$ 0.16$

2- Budget Distribution

a)- Membership

Membership Membership Base Price

Member paid Cost People Total Cost

Profesional 45.00$ 10.00$ 35.00$ 4600 161,000.00$ Students 45.00$ -$ 45.00$ 6900 310,500.00$

Total Membership cost 471,500.00$

b)- Driving Minutes Give Away

Free minutes Minutes Cost Customers Total cost per customer

Profesional 60 9.50$ 4600 43,700.00$ Partner Student 20 3.17$ 4140 13,110.00$ General Student 10 1.58$ 2760 4,370.00$

Total Cost Free Minutes 61,180.00$

c)- Driving Minutes Give Away - Referral Program

Referal Free Minutes Minutes Cost Customers Total cost per customer

Profesional 10 1.58$ 1380 2,185.00$ Student 10 1.58$ 4830 7,647.50$

Total cost Free minutes referrals 9,832.50$

d)- Activation EventKiosk & Marketing Material 2,000.00$

Brand Ambassador 100.00$

Renting the space 500.00$ Outsourced company to manage activation 600.00$

Activation Events days locations Rent Brand Ambassador Commission Kiosk & POP

Total Cost per Activation

Event

University - Event 4 8 16,000.00$ 3,200.00$ 4,800.00$ 16,000.00$ 40,000.00$ Malls 4 5 500.00$ 2,000.00$ 12,000.00$ 10,000.00$ 24,500.00$ Airport - Event 4 2 500.00$ 800.00$ 4,800.00$ 4,000.00$ 10,100.00$

Total cost Activatino Event 74,600.00$

Driver Salary 100.00$ Days 31 Cars 8 Cost per COTG Rent 79.00$

Activation Campaign - COTG Taxi

Salary of Drivers COTG Rent

COTG Taxi 24,800.00$ 19,592 44,392.00$

e)- Community Page & Social Media

Channels: (Facebook, Twitter, Linkedin)

Channels Price per Month Month Channels

Total Social Media &

Community page

Social media 5,000.00$ 12 3 180,000.00$

F)- Digital Advertinsing

Digital Advertising Price per month # Websites Month Total

Banner Ads 3,500.00$ 3 12 126,000.00$ List in Univesity Websites -

126,000.00$

Digital Advertising Price per day days

Google Adwords English 110.00$ 365 Google Adwords French 110.00$ 365

Digital Advertising Price per segment Segmentes Promotions Total

Landing Page 1,000.00$ 2 3 6,000.00$

g)- Print Advertising

Inserts Yearly units Price Total cost per year

Ikea Magazine - Insert 6,000.00$ 6,000.00$ Canada Post Direct Mail 200,000 0.95$ 190,000.00$

196,000.00$

3- Budget - SpendsTotal Budget Total Spend Un- spent

Budget1,250,000.00$ 1,249,804.50$ 195.50$

80,300.00$

Cost & Budget

Total

40,150.00$ 40,150.00$

* Activation Campaign - COTG Taxi

page 10

Budget Cont.

1- Variables

Target Audience % People People% Partner Students Students Referals % Referals

Total Profesionals 40% 4600 30% 1,380.00 Total Students 60% 6900 70% 4,830.00

Students Non menbers 40% 2760Students Members 60% 4140

Total Target 100% 11500

Hour Cost Minute Cost9.50$ 0.16$

2- Budget Distribution

a)- Membership

Membership Membership Base Price

Member paid Cost People Total Cost

Profesional 45.00$ 10.00$ 35.00$ 4600 161,000.00$ Students 45.00$ -$ 45.00$ 6900 310,500.00$

Total Membership cost 471,500.00$

b)- Driving Minutes Give Away

Free minutes Minutes Cost Customers Total cost per customer

Profesional 60 9.50$ 4600 43,700.00$ Partner Student 20 3.17$ 4140 13,110.00$ General Student 10 1.58$ 2760 4,370.00$

Total Cost Free Minutes 61,180.00$

c)- Driving Minutes Give Away - Referral Program

Referal Free Minutes Minutes Cost Customers Total cost per customer

Profesional 10 1.58$ 1380 2,185.00$ Student 10 1.58$ 4830 7,647.50$

Total cost Free minutes referrals 9,832.50$

d)- Activation EventKiosk & Marketing Material 2,000.00$

Brand Ambassador 100.00$

Renting the space 500.00$ Outsourced company to manage activation 600.00$

Activation Events days locations Rent Brand Ambassador Commission Kiosk & POP

Total Cost per Activation

Event

University - Event 4 8 16,000.00$ 3,200.00$ 4,800.00$ 16,000.00$ 40,000.00$ Malls 4 5 500.00$ 2,000.00$ 12,000.00$ 10,000.00$ 24,500.00$ Airport - Event 4 2 500.00$ 800.00$ 4,800.00$ 4,000.00$ 10,100.00$

Total cost Activatino Event 74,600.00$

Driver Salary 100.00$ Days 31 Cars 8 Cost per COTG Rent 79.00$

Activation Campaign - COTG Taxi

Salary of Drivers COTG Rent

COTG Taxi 24,800.00$ 19,592 44,392.00$

e)- Community Page & Social Media

Channels: (Facebook, Twitter, Linkedin)

Channels Price per Month Month Channels

Total Social Media &

Community page

Social media 5,000.00$ 12 3 180,000.00$

F)- Digital Advertinsing

Digital Advertising Price per month # Websites Month Total

Banner Ads 3,500.00$ 3 12 126,000.00$ List in Univesity Websites -

126,000.00$

Digital Advertising Price per day days

Google Adwords English 110.00$ 365 Google Adwords French 110.00$ 365

Digital Advertising Price per segment Segmentes Promotions Total

Landing Page 1,000.00$ 2 3 6,000.00$

g)- Print Advertising

Inserts Yearly units Price Total cost per year

Ikea Magazine - Insert 6,000.00$ 6,000.00$ Canada Post Direct Mail 200,000 0.95$ 190,000.00$

196,000.00$

3- Budget - SpendsTotal Budget Total Spend Un- spent

Budget1,250,000.00$ 1,249,804.50$ 195.50$

80,300.00$

Cost & Budget

Total

40,150.00$ 40,150.00$

* Activation Campaign - COTG Taxi

page 11

Anticipated Results

The campaign will based on the number of sales made due to our activation efforts to measure its success. With an investment of $1,249,804.50 we expect to attract 12,059 new customers just in the first year. A part of the budget is being allocated to maintain these new customers, giving away driving minutes. Individual and campaign ROI of 5.43 reflects that our tactic will succeed in getting back money spent on aquisition initiatives.

Tactic COST of Number

of contacts

Expected Expected # Sales

Cost per response

*ROI % Tactic $ RR%

Membership Discount Profesional $161,000.00 4,600 Student $310,500.00 6,900 Driving Give Away Profesional $43,700.00 4,600 Partner Student $13,110.00 4,140 General Student $4,370.00 2,760 Driving Give Away - Referral Program

Profesional $2,185.00 1,380 Student $7,647.50 4,830 Activation Events Universities $40,000.00 16,000 3.0% 480 $83.33 6.99 Malls $24,500.00 7,500 6.0% 450 $54.44 11.23 Airports $10,100.00 2,000 8.0% 160 $63.13 9.55 Activation Campaign COTG Taxi $44,392.00 4,712 20.0% 942 $47.11 13.14 Community Page & Social Media Facebook $80,000.00 731,000 0.1% 731 $109.44 5.09 Twitter $50,000.00 374,000 0.1% 374 $133.69 3.98 LinkedIn $50,000.00 425,000 0.2% 638 $78.43 7.49 Digital Ads Banner Ads $126,000.00 500,000 0.5% 2500 $50.40 12.21 List in Universities Sites $- 15,000 1.0% 150 $- Google Adwords - English $40,150.00 40,000 3.0% 1200 $33.46 18.91 Google Adwords - French $40,150.00 40,000 3.0% 1200 $33.46 18.91 Landing Page Development $6,000.00 Print Ads Ikea Magazine - Insert $6,000.00 7,800 3.0% 234 $25.64 24.97 Canada Post Direct Mail $190,000.00 200,000 1.5% 3000 $63.33 9.52

TOTAL CAMPAIGN $1,249,804.50 12059 $103.64 5.43

page 12

Appendix

page 13

Appendix B

It can carry your new deskand chairand side tablesand the awesome uber modern shelf.

Tear Line

Drive anytime, anywhere

www.cotg.ca 416 DRIVE IT

facebook.com/cotg @rdrivecotg

9am or 9pm, Wednesday or Sunday.Drive anytime, anywhere, without the hassle of owning a car.No gas feesNo maintenance feesNo insurance feesPay by the minute*

Call 416 DRIVE IT or go onlineJoin today and you can get free driving minutes!

Tear Line

LEGALESE: In this case, involving the breach of fiduciary duties by corporate directors, the plaintiffs can not proceed in federal court because there is neither diversity of citizenship nor any federal question. In this case, involving the breach of fiduciary duties by corporate directors, the plaintiffs can not proceed in federal court because there is neither diversity of citizenship nor any federal question.

Front of Ikea Insert

Back of Ikea Insert

page 14

Appendix C & D

C

D

TAXI

An example of the COTG Taxi.

COTG Taxi waiting at the Arrival Terminal at Pearson Airport

page 15

Appendix E

Creative Brief

Project: Acquisition project for COTG Client: Cars On The Go

Date: Oct 25th, 2014 Prepared by: Marketing Team, Account Director

Background on business objective of the campaign: To acquire new clients for COTG. The service has many different competitive advantages in comparison with other companies in the same industry. It is a car sharing company with totally redesigned and truly luxurious car with the most advanced technology available in safety, driving dynamics and entertainment. The project is to launch the car in Canada with a multi channel communication campaign that is distinctive and highly targeted that will lead to test drive and sales of COTG memberships.

1. Primary Target customer insight: The target is young professional, single, age 28 and over, in the 60K annum salary. This service provides to the customers different types of cars in every each green P, also available at the airport. They do not own a car because their needs in the city are not sufficient to require one. However, once a month they required a car to do some activities, such as: buy furniture, goes to shopping malls and short trips out of the city.

2. Communication Objectives: To persuade prospect customers to use CTGO service with a different types of com-munication such us: websites and content, social media platforms, direct mail – inserts)

To make sure that the CTGO is part of the conversation when prospects in the target market are ready to need a car sharing service and have in 2 types of audiences in our communication: primary and secondary. Overall communication objective is the same for both targets:1. Drive anytime, anywhere without the hassle of owning a carBut slightly different for each audience:1. Yuppy: Offer a way to make their professional life easier2. Senior College Student: Offer a way to make their student life easier

3. Brand Positioning/ personality: For those who do not own a car, but want 24hr access to one with pick-up and drop-off at any location with the convenience of a wide selection of vehicles to choose from. With a combination of unique services that no one in the car sharing market offers.

page 16

Appendix E Cont.

Creative Brief Cont.

Key Message: Drive anytime & anywhere, without the hassle of owning a car.Primary Audience = The Yuppy(What’s important to them? Accessibility, km usage, convenienve, variety of inventory)Message: Make your professional life easier.Secondary Audience= Senior College Student(What’s important to them? Accessibility, Affordability, instant gratification, convenience)Message: Make your student life easier.

b. What are the supporting rational and emotional reasons to buy? COTG is a very convenient service offered 24hr with a wide selection of cars, which it adapts to every different type of service you need. From using it to go to your mom’s house to go to a short trip to Ikea to buy new furniture for your first bachelor flat.

c. What else will assist creative development? We want to appeal to the primary target to accessibility, convenience and variety of different type of vehicles. 5. Corporate Requirements:Branding colour and logo must be used on all materials.‘Drive anytime, anywhere’ is the tagline for company, must also be used on all materials.

page 17

Works Cited

“AutoShare.” AutoShare. 1 Feb. 2014. Web. 26 Oct. 2014. <http://autoshare.com/>.

“A New Tech Niche.” PROFITguidecom A New Tech Niche Comments. N.p., n.d. Web. 25 Oct. 2014.

“Carpool.ca Home.” Carpool. N.p., n.d. Web. 25 Oct. 2014.

“Car2Go.” Car2Go. 10 Jan. 2014. Web. 26 Oct. 2014. <https://www.car2go.com/en/toronto/>.

“Car Sharing Canada.” Carsharing.ca. N.p., n.d. Web. 25 Oct. 2014.

“Eartheasy.” Car Sharing: CarSharing Programs; CarShare Network; Car Share North America, Car Sharing Canada. Earth Easy, n.d. Web. 13 Oct. 2014.

“First Study on car-sharing in Québec.” First Study on Ccar-sharing in Québec. N.p., n.d. Web. 25 Oct. 2014.

Le Vine, Scott, Dr, Alireza Zolfaghari, Dr, and John Polak, Prof. “Carsharing: Evolution, Challenges and Opportunities”. Rep. no. 22. 1st ed. Vol. 22. N.p.: Centre for Transport Studies, Imperial College London, 2014. Print.

“Rent Great Cars from People Nearby.” Getaround. N.p., n.d. Web. 25 Oct. 2014.

Richard, Michael G. “What Is Car Sharing and How Does It Work?” TreeHugger. MNN Holding Company LLC, 20 Sept. 2010. Web. 20 Oct. 2014.

Shaheen, Susan, and Adam Cohen. “Innovative Mobility Carsharing Outlook: Carsharing Market Overview, Analysis, and Trends - Spring 2013.” University of California Berkeley(2013): 2-5. Print

“Toronto Car-sharing Market in Over-drive | Toronto Star.” Thestar.com. N.p., n.d. Web. 25 Oct. 2014.

“Zipcar.” Car Sharing, an Alternative to Car Rental and Car Ownership – Zipcar. 3 Jan. 2014. Web. 13 Oct. 2014. <http://www.zipcar.ca/>.

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Documents

Cars on the Go - Project