TEAR DOWN CONVENTION

BUILD BRANDS

RAZE

RAISE

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WIP

� Transit

IntroductionRAIZE 5

StrategyStrategy

80% of Chicagoans have heard of Divvy but have never tried it*Team Raize Survey, March 2014

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Divvy's Problem:People don’t know how Divvy fits into their life

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Problem A Opportunity

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!StrategyRAIZE 9

Early Adopters

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Strategy

GrowthOpportunity

Innovators2.5%

Early Adopters13.5%

Early Majority34%

Late Majority34%

"Laggards" 16%

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Strategy

Objective:Double membershipby increasing trial

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A

20,000 40,000

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Strategy

Defining the Audience

Talking Survey Twitter Yelp Data

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Strategy

Adventure Seeker Non-Conformist Physically Active Socially Active

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Strategy

Urban Mavericks

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Urban Mavericks feel inhibited by their travel options

StrategyRAIZE 18

Strategy

Top two things they would change about transit:

Travel-time Reliability12

*Team Raize Survey, March 2014

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Technology is making Urban Mavericks stationary

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56% of millennials feel trapped by technology**JWIntelligence 2013

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They want to feel connected to their neighborhood

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Rising trend amongst millenialsmaking local discoveries**American Public Transit 2013

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They want to chart their own course, wherever that leads them.

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58% of millennials cited freedom to roam as a key component of success.

Time.com State of the american family 2014

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Insight:Urban Mavericks need the freedom of movement

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Category

Strategy

Train Bus Taxi Car Rideshare

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Passive transit system confines riders to predetermined route and schedule

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StrategyStrategyRAIZE 31

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Strategy

• Wide attractions become reachable

• Gives riders absolute control over their route and schedule

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Strategy Mobility in the cityRAIZE 36

Make Bold Moves

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Many find comfort in conformity. A sense of ease in routine. But for us, there’s nothing scarier than the status quo. We are unique, not because its hip or trendy, but because it's our truth as individuals That’s why we move how we want to move. On our own time, by our own rules. We take life by the handlebars because we thrive on the road less travelled. It’s what makes all the difference.

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Be Bold Stay Bold

See Bold

Advertising Strategy

Bold Activation

Make Bold Moves

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See Bold

See Bold

Bold Face Lies OOH Campaign

NOTHING KICK STARTS MY DAY LIKE MORNING TRAFFIC.

BUY A MEMBERSHIP AT DIVVYBIKES.COM

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Bold Face Lies OOH Campaign

BUY A MEMBERSHIP AT DIVVYBIKES.COM

I,VE NEVER BEEN HAPPIER WITH MY LUNCH OPTIONS.

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See Bold

The Weather Channel App Takeover

• Weather-triggered • Geo-locator to take to

Divvy map on mobile site • #rideblueandbold

Remember Chiberia…yeah…so do we.

Here's a free 24 hour pass code.

#ridebluenandbold

Divvy station locater button

WIP

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Proud Supporters of Chicago's Bold Divvy will partner with local, up and coming musicians, comedians, chefs and artists to create long-form content celebrating “Chicago’s Bold”.

See Bold

Would be nice to have a some type of logo lock up with this. Using the tagline rideblueandbold. This content would live on the Divvy website so maybe we need an Instagram feed image of the celebrity we chose and then a moc-up of the website area where this content would live. I will reach out to Billy to get a few names of people we could use.

WIP

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Be Bold

The Bold List

A 30 day challenge. Each day Divvy will highlight a new challenge which encourages riders to make a bold move that incorporates a the use of a Divvy.

Be Bold

WIP

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Divvy Date Night

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Divvy Date Night

Divvy Date Night encourages two riders to experience DIVVY by riding to their date spot on the special DIVVY tandem bike.

Be BoldRAIZE 48

Stay Bold

Stay Bold

#DIVVYDeals¡Hola! Little did you know you are 1 block away from the top-rated tacos in Chicago. Show your DIVVY fob at L’Patron in the next hour to get buy 1 get 1 tacos. We recommend the Al Pastor, Pork and Pineapple, mmm bold combo.

Divvy Deals

Divvy bikes are a rider’s best tool to access some of Chicago’s hidden gems. Using an outreach program, let’s build a network of these small Chicago businesses that may be hard to access via traditional transit.

With access to riders mobile phones, we will be able to ping them based upon where they are taking or docking bikes. Riders will be sent exclusive, time-sensitive deals to businesses within our network.

WIP

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Divvy App

Take Divvy with you, everywhere you go. This app gives riders the ability and incentive to move freely about the city. Sync your fob to the app and make a bold move.

Features• Location/status of nearest station• Real-time audio updates

(time-limit, nearest dock)• Navigation to point B• #DIVVYDeals updates

Stay Bold

MAP

1) Pin Icon2) Compass icon3) $

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Stay Bold

Website

By employing an infinite scrolling structure, the Divvy website can be used as a story telling device. As users navigate, they have the freedom of movement in getting from point a to point b of the site.

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Creative – Social Media

E-MessagingPurposeKeep riders connected to the brand and encourage them to promote Divvy to others with referral and loyalty rewards

Members •Referral credit •Auto-renewal credit •Free 24 hour passes •Divvy deals24 Hour Pass riders •Discount membership offers •BOGO •Divvy Deals

PlatformsE-mail & SMS •#rideblueandbold •#divvydeals

TimingJuly–Septmeber

WIP

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Media Plan

Media Plan

· Budget breakdown per achievable tactic

· Bucketed phases per approach

· Key timing

Engagement Bucket Tactic July August Septem-ber

October Spend

1 8 15 22 29 5 12 19 26 2 9 16 23 30 7 14 21See Bold-Reach OOH Bold Face

Lies Bus Shelters$50,000

Weather Channel App Takeover

$25,000

Content Marketing & Brand Ambassa-dors

Be Bold-Engagement The Bold List

$20,000

Divvy Date Night

$27,000

$10,000

Stay Bold-Retention E-Messaging & SMS

$8,000

Divvy Deals $10,000

Activation Plan

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See BoldReach

•E-Messaging & SMS•Divvy Deals

•The Bold List•Divvy Date Night

Advertising Strategy

• OOH Bold Face Lies Bus Shelters

•The Weather Channel App Takeover•Content Marketing & Brand Ambassadors

Bold Activation

Be BoldEngagement

Stay BoldRetention

Make Bold Moves

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Make Bold Moves

WIP

Agency Roster

Katie ArtemasSenior AnalystStarcom

Jill BissellAccount CoordinatorLaughlin Constable

Amie BredemannMedia CoordinatorPinnacle Advertising

Scott CressGraphic DesignerLeo Burnett

Sarah EpsteinDigital Marketplace SupervisorOMD

Jordan HensleySenior Production CoordinatorJack Morton

Theresa LoosMedia PlannerHavas Media

Tyler MooreCreative StrategistDigitas

Billy JonesAccount ExecutiveEnergy BBDO

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Thank you!