i-go plans book final-1
TRANSCRIPT
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brandME
Michelle GlazikAlicia McDermott
Brannan MyersLauren PolcynMariola Strama
Anya Twillie
Campaign Book for I-GO
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brandME has created strategies and objectives to
increase awareness of the non-profit car sharingcompany, I-GO, in Lincoln Park. The cost of this
campaign is within the budget of $2500, complyingwith I-GOs criterion. The processes and researchwill be thoroughly explained throughout this book.
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Business Challenge:
I-GOpresentedbrandMEwiththechallengetoincreaseac9veI-GOcar
sharingusageamongtheLincolnPark
community.
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Company Analysis
I-GOisacarsharing,non-profitorganiza9onthatsuppliesenvironmentallyfriendlyvehiclesfor
Chicagoresidents.Theirmissionistocreatearobustandseamlesslyintegratedtransporta9on
systemthatisubiquitous,convenient,andaffordableforindividuals.I-GOwascreatedin2002
bytheCenterforNeighborhoodTechnologywhenahighpeakofgaspriceswassweepingthe
na9on. Sincethen, I-GO focuses specificallyonenvironmentally friendlycar-sharing toreduce
greenhouse emissions and conges9on in Chicago. I-GO has worked to catalyze a set of
transporta9on innova9ons that make it feasible and desirable for Chicago residents to get
aroundconvenientlyandeconomicallywithouthavingtoownacar.Thoughthereareothercarsharingcompaniesinthemarket,I-GOisthefirstandonlynon-profitcarsharingorganiza9onin
Chicago(igocars.com).
The companyhas had a tremendous fast growth since itfirst startedwith four cars; two in
HydeParkandtwoinEdgewater(Wu).In200,GovernorPatQuinn,whomisalargeadvocate
fortheCityofChicagotofundsustainablecompanies,reportedthatI-GOhad12,000members
whichisnowatanumberof15,000reportedinanar9cle9tledI-GOwinstwoMayorDaleysGreen Works Awards! found in the companies news sec9on. With over 200 loca9ons in
ChicagoandtheChicagolandarea,I-GOmakesgreentransporta9onavailabletomanypeople
fromdifferentwalksoflife(igocars.com).WhatmakesI-GOstandoutfromothercompe9tors
inthemarketistheirpassionfortheenvironmentbyonlyusingenvironmentalelectriccars.
Source:(2011)www.igocars.com
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Current Users
Current users of I-GO have a higheduca9onala]ainment,afull38percentof
members have a graduate degree. Despite
extremely high educa9onal a]ainment,
members are evenly distributed across
income levels. This may indicate manymembers join out of college and have not
yet established work experience. The
membershipofI-GOisevenlysplitbetween
maleandfemale.Membersage18-21areadispropor9onatelylowvolumecomparedtoother age groups. The largest age range is
27-37, this age tends to have the highest
usageaswell.
I-GOmembers onaverageuse a car for fourhoursatadistanceof20milesbutthisvaries
widely by vehicle loca9on. I-GO users drive
roughly over500milesperyearcomparedto
the 10,000miles per year for non-I-GOusers
(igocars.com). Over half of all members haveincreasedtheiruseofwalking,bikingortransit
andtheyalsoreducetaxiandtradi9onalrental
car use. Mostmembers use the lowest cost
and lowest commitment rate planswhichdonot require a monthly fee. It has become atrend formost members to give up at least
one personal vehicle before joining the
programorwhiletheyareenrolled,56percent
of par9cipants report they have either
postponed buying a car or even sold a carbefore joining I-GO (cnt.org). 87 percent of
membersgettoI-GOloca9onsbywalkingand
3 percent of members use cars directly in
their neighborhood rather than near theirwork or elsewhere. Most members learn
about I-GO by seeing the vehicles at specific
l oc a9 on s a s w e l l a s s ee in g C TA
adver9sements.Wordofmouthisalsovitalto
thesuccessofa]rac9ngnewmembers.
Source:(2011)www.cnt.org
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Geographical
Emphasis
I-GOisfirstandforemostaChicagonon-
profit in over 41 neighborhoods in the
Chicago landareaand six suburbs,while
overall they possess over 200 loca9ons
(SlideShare).I-GOloca9onsarecommonly
l ocated near pub li c transi t s ite s,
specifically bus and el train stops, and
havecarslocatedinparkinglotsaswell.The most concentrated areas are River
North, S treeterv i ll e , Wr ig leyv il l e,
Ravenswood, Lakeview, Rogers Park,
Evanston, Logan Square, and the South
Loop.
Source:(2011)I-GOSlideShare.net
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Seasonality Trends and Purchase Cycle
According to I-GO, theirmembers tend to use the carsmost in thesummerandleastinthewinterseasons.
I-GO is commonly used for everyday errands such as grocery
shopping,travelingandmovingfurniture.Weekendshaveheavieruse
becausepeopledoalotoftravelingontheirdaysoff.
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Creative RequirementsThe aspects that must be in the campaign are the current logo, the term car-sharing
associatedwiththelogo,andwhatthebrandstandsforthroughasocialmediacampaign.
I-GOisthenon-profitcarsharingcompanyinChicagowhichalsoindicatesasmallerbudget.
Thelogocannotbechangedandshouldnotbechanged.Thereisnobudgetforachangein
thelogobecauseitisonalltheirvehiclesandanimportantpartoftheirbranding.I-GOs
missionstatementisanimportantaspectoftheircompanyandexemplifieswhatthebrand
stands for;I-GOCar Sharing isdedicated tocrea9nga robust and seamlessly integrated
transporta9on system that is ubiquitous, convenient, and affordable for individuals, and
provides the regionwithexpandedeconomicdevelopmentopportuni9es andexemplaryenvironmentalperformance.Thisispartofthecampaignbecauseconsumersknowexactly
whattheycanexpectfromI-GOandwhatmakesthemdifferentnexttoZipCar.I-GOis
proud on offering only low emission vehicles as well as hybrid vehicles. A social media
campaignisnecessaryandwhatthecompanyexpectstosee.Socialmediaisanimportant,
lowbudgetwaytoincreaseawarenessandalsoeduca9onofthebrand.
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I-GO Competitors
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ZipCar
I-GOsmost prominent compe9tor is ZipCar, a na9onwidecar sharing for profit organiza9on. ZipCar has doubled its
membershipeachyearsince2004(Beirne).Currently, they
havearound350,000memberswhichwas100,000in2007,
a significant amount larger than I-GO (Addison). ZipCar
offersavarietyofcarsthroughouttheChicagolandarea,as
well as across the country and in the UK with similarmembership rates and saving opportuni9es as I-GO. In
2008, ZipCar reported that it had over 180,000 cars
worldwideand isthe industry leader forbothmembership
andrevenue(Frankel).
Source1:(2011)AddisonSouce2:(2011)Beirne
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RideShare
Another compe9tor related to the carsharing industry is Pace RideShare.
RideShare is a car pool service that
connectscommuterswhoareinterestedin
car pooling (Pace RideShare). Through
RideShare Chicagoans are able to enjoy
manyofthesamebenefitsasI-GObutalsoincrease social interac9ons. The idea of
making new friends is a compe99ve
advantageofRideShare.
Source1:(2011)www.pacerideshare.com
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Public Transportation
Chicago residents rely heavily on public
transporta9on.Itisconvenient,easytouseandtypicallylessexpensivethanren9ngacarfora
day and having to pay for gas and other
necessi9es. Although I-GO has a partnership
with CTA, it is s9ll a compe9tor. U.S. transit
escalatedto11billiontripsna9onwidein2008
(Addison). Public transporta9on also has thebenefit of providing riders with affordable
transporta9on. Chicago residents also simply
walkorbiketorunerrandsorgotoworkwhich
canbe considereda threat to the successof I-
GO. Some people decide to walk instead of
drivingtohelptheenvironment.Walking,bikingandtakingpublictransitissimplyareac9onto
the harder economic 9mes within these past
few years. People are more concerned about
savingmoneyandmorelikelytotakeacheaper
route.
Source1:(2011)Addison
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B-Cycle
For people interested in themore ac9ve ways of
transit,B-cyclecanbeconsideredacompe9torofI-
GO.B-cycleisanewcompe9torofI-GO.AlthoughI-
GO is a sponsor/partner of B-cycle, I-GO can also
lose business to them during summer. An
opportunity between these two environmentallyfriendlyorganiza9onscanbeappliedtoa]ractnew
users.
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Research Objectives
Theobjec9vessetoutfortheprimaryresearchpor9on
ofthiscampaignweretolearnwheretheLincolnPark
residents stood with I-GO; more specifically if the
residentsknowofthecompany,iftheywoulduseI-GO
carsharingorothercarsharingop9ons,andhowthey
viewtheneighborhooditself.Wealsowantedtofindout how Lincoln Park residents would feel about a
biggerpresenceofthecompanyintheneighborhood.
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Target Audience
ThetargetaudienceforourprimaryresearchisLincolnPark
residents. Themedian age range, according toLincolnPark
ChamberofCommerceis31.ThebusinessesinLincolnParkareimportanttoourresearchaswellbecausetheyalsobring
importantelementstotheneighborhoodandcaninfluence
residents. Through a zip code analysis we were able to
determine specific demographic informa9on about the
Lincoln Park area. Lincoln Park is made-up of mostly the
upper-middle class, with the majority of incomes ranging
fromtheupper50thousandstosix-figuresalaries.Thereisasmallpor9onofresidentsthathaveanaverageincomeinthe
upper 30 thousands. Themajority of residents are college
educated, many with higher degrees (such as a masters
degree), with careers in management. There is a mix of
ownersandrenters,aswellasamixoffamiliesandsingles.
The area is also a diverse area with mixed ethnici9esincluding Caucasian, Hispanic, Africa-American and Asian.
Many residents drive luxury vehicles, such asan Audi or a
Lexus. Residents are also described as tech-savvy and
fashionable people,who stay up-to-datewithworld affairs
by watching the news and reading newspapers and
publica9onslikeTheEconomist.
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Strategies
Inordertodevelopacampaigntotailortothe
LincolnParkresidentsitisimportanttotalkto
thepeoplethemselvesanddevelopinsightsof
what drives them and what they truly want
their neighborhood to feel like. One-on-one
interviewsaregoingtobethemostbeneficial
to our research because it will provide a
comfortableatmosphereforpar9cipantstobe
as open as possible. This will allow us to
analyze the underlying reasons for the
behaviors of Lincoln Park residents. The
common characteris9c with our par9cipants
willbetheirresidenceintheneighborhoodas
well as close age ranges within the 21-31range.A pre-planned discussion guidewill be
implemented to help discover how the
par9cipantslivespoten9allycoincidewiththe
subject,carsharing.
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Methodology
Overa2weekperiod,ourgroupconducted10one-on-oneinterviewsaswellasinterviewswith3local
businesses in the area. The par9cipants in the in-
depthinterviewsconsistedofsomefriends,whofitthedemographic,co-workers,andotherswithinthe
21-31agerange.Theinterviewswereperformedonvariousdayswithinthe2weekswhichlastedabout
15-20minutes;somehadatendencytolastlonger
dependingonhowin-depthresponsesbecame.The
discussionguideusedwiththein-depthinterviews
focused on general topics about the person andtheirhabits,lives,andhobbiesthenfocusing inon
the category, transporta9on, and then specifically
discussingcarsharingandI-GO.
WealsodecidedtointerviewafewlocalbusinessesinLincolnPark.Theywereshortinterviewswiththe
businessownersandemployeesofthebusinessina
range of the neighborhood. Two representa9vesfromour groupwent toSwirlz Cupcakes, Brankos
Sandwich Shop, and a small bou9que, The LeBank.The interviews lastedabout5 to10minutes
andoccurredonaweekdayaernoon.Wechoseto
ques9onlocalbusinessestogetafeelforwhythey
placed theirbusinesses inLincolnParkand tofind
what they like and dont like about theneighborhood.
d
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I-GODiscussionGuide
A.INTRODUCTION
Pleasegoaroundandgiveyourfirstnames.(Introduceyourself,whyyouarehere,whatwillbehappening
today.)
Whatareyourhobbies?Doyouwork?If,sowhere?
PROBE:Howdotheygettothesehobbies/jobs?PROBE:Seeiftheyareinterestedinenvironment.
B.LIVINGINTHECITYWhydoyouliveinLincolnPark?
Usingthreewords,howwouldyoudescribelivinginLincolnPark?
PROBE:Whatarethenega9veaspects?
PROBE:Whataretheposi9veaspects?C.TRAVELING
Whenyougooutwithfriends,howdoyougettoplaces?
PROBE:Whydotheytakecertainwaysoftransporta9on?Dotheyhavetheirowncar?Publictransporta9on?
Hasthereeverbeena9mewhereyouwishyouhadyourowncar?(Iftheyhavetheirowncar,whataretheaspectsofowningacarinthecity?)
(*Possiblyaskthemtolistouttheprosandconsofowningacarandnotowningacar*)
D.INTRODUCTIONTOCAR-SHARING
Whenyouhearthetermcar-sharingwhatwordspopintoyourhead?(Why?)Hasanyoneusedcar-sharingbefore?
PROBE:Whatdidanddidnttheylike?
E.INTRODUCTIONTOI-GO
*Useaprojec9vetechniquetogetthemintroducedtothebrand*
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Key Findings
SuburbintheCityUnawareofI-GO,awareofZipCar
CarPoolingvs.CarSharingCarownersandPublicTransporta9on
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Suburb in the City
Asuburbinacityisthecommonexpressionusedbyalmostallthepar9cipantsinour
qualita9ve interviews to describe Lincoln Park. Also, the neighborhood was repeatedly
referred to as a trendy, upscale, young, and community oriented place. The residents
stressedthatarealotofthingstodosuchasbars,shopping,andmanyrestaurants.The
neighborhoodfeelingwithinacitymakestheresidentsfeelsafeandmorecomfortable
livinginthearea.
Residentsdont seem to feel inclined to support localbrands/companiesover corporate
brands/companies,buttheywouldbemoreinclinedtohelpanon-profitorganiza9onover
acorporatebrandbecausetheyfeelitismoretrustworthy.Addi9onally,residentssaidthat
theyareinfluencedbypriceandcommercials.
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Lack of Awareness
Another important fact we found through the interviews
wasthatmostintervieweeswerenotawareofI-GO.Ifthey
did know what the term car sharing is then most peoplereferredtoZipCarbuttherewass9llamisunderstandingof
what the brand actually did. The most interes9ng
percep9onwecameacrosswastheconfusionbetweencar
sharingandcarpooling.Whenaskediftheyknewwhatcar
sharing is they assumed it was the same thing as car
pooling. Although both of these ideas have the same
concepttobemoresustainablethaneveryresidentdrivingtheirowncar,theyares9lltwocompletelydifferentideas.
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Public Transportation
Inregardstotravel,trendsseemtobethat
when the weather is nice, people do not
mind relying on public transporta9onbecause it is convenient, and des9na9ons
arealwaysaroundabus/elstop.Walkingis
also an op9on they choose because
businesseslikebars,restaurants,andstores
areclose.Whentheweatherisbadpeople
tendtorelyontheirowncarorataxi.When
residents are going out on the weekends
t a x i s a r e t h e c ommon mode o f
transporta9on because it is the safest
op9on,andtheywishtoavoiddrunkdriving.
Thebiggestcomplaintinregardstotravelislimitedparking,orhavingtopayforparking.
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Car Owners
Nearly half of the par9cipants that we
interviewedowneda carwhiletheotherhalf
reliedonpublictransporta9on,taxis,orothermeans for transporta9on. One of the main
reasonsforowingacarwasfortransporta9on
toandfromworkandrunningerrandsaround
the city. Even those who didnt own a car
confessed that having a carwould beuseful
whengoingtothegrocerystoreortarget.Atthe same 9me every par9cipant agreed that
the cost of ownership and the hassle of
parkinginthecityaresomeofthedeterrents
forowningacar,nottomen9onthefactthat
the rising gas prices in Chicago. Residents
reportthatiftheydidnothavetheirowncarthey would consider relying on public
transporta9on and car-sharing; however,
residents feel that if they have the funds to
own their own car, they would prefer
ownershipovercar-sharing.
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Problems and OpportunitiesI-GO gave us the ini9al problem of low membership and to
designasocialmediacampaigntoincreasesalesintheLincoln
Park neighborhood. But as research was carried out, we
discoveredmorethanthisproblem.Vitalproblemsthatneedto
beaddressed are the knowledge of the category, car sharing,and of the brand itself to Lincoln Park residents. The
neighborhood needs to beeducatedabout the nature of the
businessandwhatthebrandstandsfor,specifically,whilealso
makingconsumersbelievethisisabe]erwayoftransporta9on.
Accordingtoourprimaryandsecondaryresearch,mostLincoln
ParkresidentsdonotknowofI-GObutinsteadcaniden9fyZip
Carasthecarsharingbrandiftheyknowwhatcarsharingis.I-
GO,accordingtotheirmissionstatement,wantstoprovidethe
city with economically and environmentally friendly ways oftransporta9onthatinturnprovideahealthierlifestyle.Lincoln
Parkresidents,accordingtotheone-on-oneinterviewsandlocal
businesses feelthat theneighborhoodis a trendyandupscale
place.Thegreenmovementisbigtrendrightnowsothatisan
advantagetothecompany.Theone-on-oneinterviews,overall,
revealedthatZipCaradsaremore prominent throughout the
city of Chicago and that is the brand that most people can
iden9fy as the car sharing brand. However, one important
insightthatacoupleintervieweesandabusinessownershared
was the confusion between car sharing and car pooling.
Essen9ally these two ways of transporta9on have the same
basic idea. Residents are aware of the func9onal aspects of
sharingcarssuchaseminglesscarbonintotheairandsaving
ongas; theseare alsoposi9ve effects associatedwith the car
sharingbusiness.Ontheotherhand,intervieweesexpresseda
strong a]achment to their own vehicles and would not give
themup.
Conside ring L in co ln Park i s one o f the t rend ie st
neighborhoodsinthecity,usingthisgreenmovementwould
beaneffec9vestrategyontheseresidents.Theywanttostay
updated with current 9mes and considering everyone is
goinggreenthiswillbeagreatopportunitytoconnectwiththeLincolnParkresidents.Althoughmanypeopleconfusecar
poolingandcarsharing,thisisI-GOsopportunitytoeducate
thepublicaboutwhatexactlycarsharingconsistsofthrough
theirbrand. Asseenin research, itmay beharder to reach
residentswhoalreadyowncars,butifI-GOgetstheminone
oftheircarsatleastoncetheymaybecomeonetogiveup
their car and become a member of I-GO. Focusing on the
LincolnParkneighborhoodwillallowustocommunicatewith
I-GOsmostprominentdemographic.Thisaudienceistrendy,unique and most importantly community based. They are
protec9veoftheirneighborhoodandtheuniquecommunity
ithasestablishedwhichcreatesthemtobestubborntonew
businessescomingintotheneighborhood.Carsharingneeds
tobeseenasaposi9veaddi9ontothecommunity.Theylive
in one of the trendiest parts and are a specific breed of
people. It is important to take these specific characteris9cs
and connect I-GOs community to the Lincoln Park
community. Community plays a huge factor in these
residentslives,throughthisideawewillbeabletoconnect
withLincolnParkresidentstocreateaposi9veandsuccessful
rela9onshipbetweenboth.
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Marketing Objective
Increaseac9veI-GOcarsharing
usageamongtheLincolnPark
neighborhood.
Advertising Objective
Toincreasebrandawarenessfor
I-GObyu9lizingsocialmediain
theLincolnParkarea.
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Creative
Thetargetaudienceforourcrea9vecampaignareLincolnParkresidentsbetweenthe
agesof21and31.Wealsowanttotargetsinglesandsmallfamiliesthatfallintothis
agegroupwhorelyonpublictransporta9onoronlyhaveonefamilycar.
Theobjec9veforthiscampaignistonotonlyincreasepeople'sawarenessoftheI-
GObrand,buttoalsoshowLincolnParkresidentshowI-GOhelpscommuni9es
whilebenefingtheenvironment.
ByfocusingonwhatLincolnParkresidentsvalue,thiscampaignwillhelpsolidifyI-GOas
ahelpfulpartofthecommunity.WebelievethatusingsocialmediatoallowLincoln
ParkresidentstosharetheirI-GOexperienceswillincreasecommunityknowledgeofI-
GOandtheimportanceofcarsharing.
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Tone & Rationale
Theoveralltoneforthiscampaignwillbelightheartedandfun.WewanttoconnectI-GO
withthecommunity,andwefeelthatthebestwaytodosoistocreatefunandposi9ve
emo9onalassocia9onswiththebrand.
Currently, most people associate I-GO with dull, everyday errands such as grocery
shopping,movingandtravelingoutsideofthecity.Inordertoconnectwithourspecific
audience,weneedtoshowthemthatI-GOismuchmorethanrunningeverydayerrands
and can contribute to the personality and rela9onshipswithin this special community.Parents will be able to a]end their kids ac9vi9es, neighbors can celebrate special
occasions and residents can build rela9onshipswith one another to furtherprove this
exclusivityofLincolnPark.Themostimportantwaytoconnectisthroughlighthearted,
communitybasedadver9sements.
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Creative Tactics
I-GOsponsoredblockpar9esinLincolnParkduringsummermonths,JunethroughSeptember. Throughsocialmedia,wewillcreateneighborhoodFacebook,FlickrandIGOblogaccounts.Thiswill
allowLincolnParkresidentstoconnectandsharetheirexperiencewithI-GO,u9lizingtheaspectofourtargetthatwordofmouthrecommenda9onsarevitaltotheirdecisions.
Wewillcreateaviralvideowhichtellsthestoryofayoungmans,Jake,journeythroughlife.Throughthesestories,itwillalsorepresenthowI-GOwastherein9mesofneedandhowitenhancedJakes
life.ThisvideowillbepostedtoI-GOssocialmediawebsitestohelppromotetheinterac9on
betweenmembersofthosecommuni9es.Weknowitwouldbebeneficialtomakeaspecific
charactertobedisplayedonouradver9sementsbecauseitallowsLincolnParkresidentstoa]achthemselvestothestories.
TheWhereU-GOwithI-GOcontestserieswillbecreatedinwhichI-GOmemberswillbeabletopoststoriesontheFacebookdiscussionsec9on.Awinnerwillbeselectedandtheywillreceiveafree
daypassfortheirnextreserva9onofanI-GOvehicle.
U9lizinggreenproductsofferedbyGoSIDEWALKandGreenGraffi9,wewilladver9seonsidewalksbyusingbiodegradablechalkorpowerwashinginwhichtheI-GOlogoandquotescanbedisplayed.
Similartotheviralvideo,oursplitscreenadver9sementswilldisplaywhatI-GOcanoffertoprospec9vemembersaswellasquotesfromI-GOsFacebookdiscussionsec9on.Also,inthecorner
oftheadver9sements,barcodeswillleadtheconsumerstotheirbloginordertolearnmoreaboutI-
GO,theirmissionandwhatcarsharingis.
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Family & Community
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Jakes Journey(based on a $2500 budget)
Jakes journey isaviralvideocreatedtoportraythe importanceofI-GOinpeoples lives. Thevideofollowsayoungman,Jake,throughthreeimportantpartsofhislife.First,JakeusesI-GOto
takeaveryimportantyoungwomanontheirfirstdate.Thesecondcapturestheheartwarming
occasionofJakebringhisfirstbabyandwifehomefromthehospital.Lastly,JakewilluseI-GOto
watchhissonsbaseballgameinwhichhehitshisfirsthomerun.Thesevideoswillshowour
target audiences what these situa9ons would look like with and without I-GO. I-GO clearly
improvesthismanslifeandcanbetransferredtootherLincolnParkresidents.
ThisvideowillbepostedonI-GOsLincolnParkFacebookandTwi]erpagestoencourageand
createinterac9onbetweenneighborsandfansofI-GO.Also,thevideoservesasanexampleof
howtheirstoryhasapossibilityofbeingcreatedintoa viralvideoaswell. Throughcrea9nga
WhereU-GOwithI-GOstoryofthemonthcontest,memberswillbeabletosharetheirstories
throughphotos and textofwhat theywereable toseewith I-GO.Memberswill enter inthe
contestwheretheywillposttheirpersonalstoriestoI-GOsFacebookpageandeverymonthawinnerwillbeselectedtowinafreetripfortheirnextreserva9onofanI-GOvehicle.
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Jakes Journey(based on a $50,000 budget)
Withalargerbudgetof$50,000,othercrea9veideascanbemadeintouniqueadver9sements.TakingquotesfromcurrentI-GOmemberswouldbetakenandturnedintogreengraffi9on
LincolnParksidewalks.Notonlywouldthisbrightenupsidewalksintheneighborhoodbutit
woulda]ractthea]en9onofanaverageLincolnParkresidentwalkingdownthestreetand
gaincuriosityastowhatthisregards.Thisalsobenefitscurrentmembersconsideringthereisa
highpossibilityofseeingtheirownquotesonapublicsidewalk,whichwouldcreateexcitement
and encourage them todiscuss thiswith friends, family and neighbors and in return createmoreawarenessofI-GO.Also,inthislargerbudgetthewinnersofthepreviouscontestWhere
U-GOwithI-GOwillhavetheirstoryturnedintoaviralvideo.
Printadswouldbemade,similartothevideo,insplitscreendisplayinglifewithandwithoutI-
GO.Quotesfrommemberswouldbeu9lizedontheadver9sements.QRCodebarcodeswillbe
inthebo]omcornersoftheadstoleadcuriousbypasserstotheI-GOblogandwebsitewhere
theywouldbeabletofindoutmorespecificinforma9onaboutI-GO.
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I-GO Media Budget
Inordertocreateasenseofcommunity,crea9nganeventfortheLincolnPark
neighborhoodwouldworkbestinpromo9ngtheI-Gobrandaswellascrea9ng
awarenesswithintheneighborhood.EachbudgetshowsindetailhowBrandMEwill
executeeachcrea9veideaandhowmucheachmediumwillcost.
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Jakes Journey Viral Video
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I-Go Block Party Media Budget
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GoGORILLA Media: GoSIDEWALK
Thisadstrategywouldbeu9lizedtograbthea]en9onofconsumers,achievestreet-levelbrandingandcreatebuzz.
This companyuseswater-soluble chalkspray tostencil the logodirectlyontocitystreetsandsidewalks.
Chalkspray(biodegradable)wearsawayover9me,eitherduetoweather,foottraffic
S9llallowsforhundredsofuniqueimpressionsperloca9onbeforeitdoes. BiodegradablechalkkeepsconsistentwiththeI-GOsgreenconcept.
Place Numbers ofLocations Price
Chicago 40 $4,500
Chicago 60 $5,500Chicago 80 $6,800Chicago 100 $8,400
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Get Together(based on a $2500 budget)
IfI-GOwants tobeviewedaspartofthecommunity,theyhavetoincrease theirac9vityin Lincoln
Park. By sponsoring local blockpar9es would further I-GOs involvement in the neighborhood and
allowtheresidentstoputafacetothebrand.I-GOwouldhavetheopportunitytopartnerwithlocal
companiessuchasChicagosPizza,SwirlzCupcakes,andStarfruitCafetoamplifyasummerblockparty.
This would allow I-GO to have a posi9ve rela9onship with the neighborhood while s9ll informing
residentsaboutcarsharingthroughtheI-GObrand.
Asinglepersonwillbedesignatedtoplanandhosttheblockparty.Ofcoursethisresponsibilitymay
become overwhelming, so possible incen9ves from I-GO will be offered in order to encouragepar9cipa9on.Hostswillbeableto:
HaveaccesstoanI-GOcarbeforeandduringtheblockpartytorunerrands FoodandentertainmentwouldbeprovidedbygenerousLincolnParkrestaurantsandbands Complementarygibasketwillbegivenwhichwouldholddiscountsforlocalshopsandrestaurants
LincolnParkresidentswillbeabletosignuptobehostofablockpartyonI-GOswebsiteaswellas
theirFacebook.Twoblockpar9eswillbecelebratedfromJunethroughSeptember.Typicallystreets
areclosedoffwithbarricades,butI-GOwillprovidevehiclesinwhichthestreetswillbeblockedoff.
TofurtherincreaseI-GOawareness,everyblockpartywillbeequippedwithanI-GOinforma9on
boothinwhichresidentscanfindinforma9onandphysicallytalkwithanI-GOrepresenta9ve.
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Get Together(based on a $50,000 budget)
This larger budgetwould be primarily used to promote the block par9es. Through
flyers, newsle]ers and banners will help further spread the word for people to
volunteerandhostthesepar9es.Specificwaysofpromo9oninclude:
Twosided,fullcolorflyersposi9onedinlocalLincolnParkbusinesses;A half page adver9sement in three issues of the Sheffield Neighborhoodnewsle]er;
BannersplacedinLincolnparkonfencessurroundingparks;andBathroomadver9sements.
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QR Barcode
Byu9lizingwww.qurify.comwewillbeabletoprovidemoreinforma9onaboutthecompanywithouttakingupmoreadspace.
Thisbarcodewouldprovideinforma9onaboutI-GOandalinktotheirwebsite. QRbarcodeswillbea]rac9vetothetech-savvyresidentsofLincolnPark. Qurify.comisafreeservice.Youcreateyourownbarcodeandwriteapersonalmessage.
Example:www.igocars.org
I-GO is an innovative transportation non profit company whosegoal is to create a greener environment, provide economic
benefits and create the easiest way to travel around Chicagosmetropolis.
W k Cit d
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Works CitedOne-on-One
Interview SourcesAimeeOConnor;Chris9aMendoza;JennyOrvidas;Kelly;KierstenTrillhaase;LaurenLindstrom;MaggieJohnson;MeghanWatson;andSarah.
Business
InterviewsBrankos;LeBank;andSwirlsCupcakes.
Consulted SourcesBcycle;CenterforNeighborhoodTechnology;CleanFleetReport,JohnAddison;GoGuerilla;GoogleAdWords;I-Gocars.com;I-GOSlideShare;LincolnParkChambersofCommerce;PaceRideShare;PKGraphics;PrizmNielsenClaritas;Qurify;SheffieldNeighborhoodNewsle]er;TemporaryPlates,MikeBeirne;TransitChicago;ZipCar;andZipCarMakestheLeap,AlexFrankel.
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Our "Community" campaign will help engage the LincolnPark neighborhood with one another as well as local
businesses which help make Lincoln Park what it is today.An essential characteristic of I-GO's brand personality is tomake a positive impact on the Lincoln Park Community aswell as the environment. This campaign is reflective of the
lifestyle and exclusivity that this "Oasis in the City" offers itsresidents. By utilizing brandME's interactive social media
and event solutions, I-GO's brand will be the go-to choice incar sharing for the Lincoln Park area.