Marketing Proposal for Roadshow

Objective

Top-of-Mind as the choice car-sharing service provider in Singapore

To educate Consumers the benefits of car sharing

To generate traffic to the website, showroom and roadshow

To drive sales

Target Audience Primary

- Professional Male/Female age 26 years - Higher Education with income of >$3,000/month - Single and married Secondary

Public

Value Proposition Convenience

Flexible

At your disposable

Financial Freedom

No Long Term Loan/Liability

Uncompromised Lifestyle

Key Findings

Strengths Leading car-sharing service provider in Singapore

60 stations and a fleet of 168 cars

Allocated Car Park Spaces for pick up

Online Car Reservation

Self-Automated Key Manager technology

Strategically located near public transport

Available 24-hours-7-days-a-week

Opportunities Be part of a government initiative to emphasize on car-sharing to address rising

car-to-population ratio, climate change and fuel prices

Increase the number of car stations for wider accessibility throughout Singapore

Being environmentally responsible by introducing green cars eg. Hybrid and electric in the fleet

Continue to meet the growing mobility demand on a pay-per-use basis without owning a car

Commuters continue to enjoy public transport and drive in comfort without compromising their lifestyle.

Incorporate new technological features to improve the service quality of car sharing

Weakness

Lack of Brand & Product Visibility in the market place

Membership plan does not include Car Leasing Services for short-term/festival users

A poorly navigated website

Threats Dropping COE Prices

Overall Theme

CarClub DNA

CarClub is very much the leading car-sharing service provider, complementing public transport in Singapore.

CarClub’s stations are accessible 24-hours-7 days-a-week islandwide and aspires to meet the growing mobility demand on a pay-per-use basis without the hassle of owning a car.

Commuters continue to enjoy public transport and drive in comfort without compromising their lifestyle.

Progressively emerging as becoming the next quintessential option for smart wheels on the move, CarClub DNA is infectiously trustworthy and should be passed on to every individual who endeavors a smart lifestyle.

Overall Campaign

CarClub DNA campaign consists of 3 parts for the period of 6 months, namely:

- The DNA is propelled to launch the CarClub Spirit, a customer-retention initiative to provide a sense of belonging and brand-loyalty building.

- Destination DNA is a testimony of CarClub’s satisfied service in the market place made available to existing members where they will play a pivotal role for new member acquisition. Destination DNA will also thrive on new partnerships.

- DNA-Drive Marathon is the consumer engagement program which will magnify CarClub’s brand presence islandwide and facilitate its’ new market positioning as the top-of-recall car-sharing service-provider.

Campaign Overview

Driving CarClub DNA in the Marketplace

THE DNA

Member Recruitment : Referral, Database Development, Online/Offline Interactive

Consumer Engagement Activities

Destination DNA Drive DNA

August – September - October – November - December - January

Mechanism

Nationwide Roadshow

Aim

In-Store Promotion

Massive roadshows to create buzz, firmly impose the brand

on the market and generate as much media coverage as

possible.

In-store promotion and education to create

closer B2C engagement and create brand affinity.

Pre-Action Teasers

Overall Program

Program Phase 1 –

“Go To Market”

September October November December

Communication

Roadshow

In-Store

Facebook/Twitter Teaser

EDM SMS

Timeframe

Phase 2 – “DNA Drive”

Database

In-store Promoters

Seminars

Website

Affiliate Marketing

Roadshow at Townships

Newsletter

Loyalty Card

Ongoing August to December

The DNA Database Acquisition:

2 prong Approach - > i) B2C EDM directly to consumer ii) B2B EDM from Co-operation Level Infecting Members/Prospects: Creating Brand Awareness & Recruitment

Tap on all prospective databases such as embassies, real estate agencies, insurance agencies, credit cards, shopping malls, government agencies, town councils, community club/passion card (subject to discussion)

=> Early bird promotion of 20 value points when they register and subscribe to 300 points online

Member-Get-Member

=> Add online link for members to refer friends, members will get additional 20 points when their friends become members

=> Entitled to a Lucky Draw – Food Voucher? Which may require car-sharing service

Destination DNA Targeted Databases :

On-going expedition of E-DNA - B2C & B2B

Gaining Greater Awareness in the Market Place

Advertise in university magazines and website - University Staff

Expat Associations eg. Japanese Association, Danish Association, etc

Corporations eg. Science Park, JTC

Family Magazines eg. Young Parents

Tie-up with POSB Kids, OCBC/Standard Chartered CDC card holders

Destination DNA Loyalty Card

Customer Retention Program for Brand-Loyalty

To benefit monthly subscription, CarClub will provide a range of rewards and benefits for members

CarClub’s dual rewards/benefits will be in partnerships with business associates eg. NTUC, Esso, Passion Card, etc

=> Personalized Membership Benefits eg. Birthday vouches at Sentosa/Night Safari/Jurong Bird Park – requires car-sharing

=> Corporate Membership Benefits eg. Corporates to set aside employee benefit of initial 50 points to encourage them to adopt public transport as an corporate social responsibility to reduce traffic congestion and air pollution

DNA-Drive Encounter Program

Consumer engagement Programs held in townships

Roadshows held near stations to reach out to consumers residing within the vicinity where our stops are located so that we can explain the proximity to our stations are strategic as part of their car-sharing experience.

=> Interactive session where a dummy GSM System and Key Manager can be tested, to answer questions and handle queries, short seminar and a lucky draw with a simple question to entice them

=> Our affiliates to sponsor items for the goody bag

=> The outreach theme could be ‘Smart Wheels on the Move”

“GO TO MARKET” => ONLINE & INSTORE DRIVE TO ROADSHOW

Phase 1 - Teaser

Partnerships with Affiliates to drive Their Database to the roadshow

In-house to Organize Weekly Seminars on “High COE trends/Why Carsharing to recruit members at the same time & drive traffic to the roadshow

Members who sign up at the roadshow are entitled to free goody bag = > Offer Ends Day Before Roadshow based on township,

Terms & Conditions Apply

Existing Members who refer successful new members are entitled to Food Voucher

In-Store Recruitment Esplanade

In-Store Recruitment Esplanade Register 6 friends for the roadshow and receive a free

trip voucher in Malacca Discount

Tie-Up with HDB to Invite their residents living in the vicinity to the Roadshow

= > Offer Ends Day Before Carnival, Terms & Conditions Apply

Entitled to Loyalty Card*

* Mechanics of Loyalty Card to be worked out

Online Recruitment Drive Facebook / Twitter (not created)

Upload Photos of yourself driving CarClub’s cars and have the opportunity to be CarClub’s ambassador. Contestants will be judged by their presentation. (Mechanics of the Competition to be Finalized)

Online votes for 5 winners will be Announced on the eve of roadshow and will compete at the roadshow to be in the finals

Online Recruitment Drive EDMs

Database –

Existing Members

EDMs on Facebook to promote early membership renewals with point reward system in conjunction with roadshow.

Refer Friends to sign up online

Add Online Link on EDM to Forward to Friends for online Registration as members and to the roadshows to Increase Database

Celebrity Bloggers Utilized the power of Celebrity Blogger to Re-Tweet the

benefits of car-sharing and invite fans to roadshow and website activities.

Online Forum for netizens to share their car sharing experience

Members can Discuss, Exchange and Learn more tips from the forum.

To Position CarClub Brand as the Trustworthy Brand in Singapore.

“DNA DRIVE” ROADSHOW TO DRIVE PRODUCT AWARENESS & SALES

Phase 2 – ROADSHOW

Promoters to Redirect Potential Customers to Roadshow for Education & Cross-Promote Products at the Store

Members who Go to the Carnival are Entitled to

CarClub Loyalty Card

In-Store Recruitment During Roadshow (Esplanade)

Event Program 13:00 - 16:30 Public Education

- Registration (data collection)

- KOL – Car Club – HDB

- Financial Advice

- Analysis of financial standing

16:30 - 17:07 Entertainment

16:30 - 16:32 Emcee Welcomes – HDB Official & CarClub’s representative

16:32 - 16:35 Welcome by Representative of Car Club

16:35 - 16:50 Invers Demo

16:50 - 17:05 Lucky Draw

17:05 – 17:07 Emcee Ending

Event Program Registration

Data Collection (Mechanics to be Discussed) Registered Attendees, Members & Referrals, Walk in Guests and Friends to receive a Lanyard upon Registration

A goody bag with materials provided by partners (Optional)

Photo Opportunity as Souvenir

Event Program CarClub

KOL Financial Expert - Suggestive Topic - How you can use your money wisely besides buying a car HDB - Suggestive Topics - With Carsharing, it helps reduce car park congestion and air pollution

Complementing Public Transport Benefits for individual user => Sales Opportunity to sell membership

Event Program Branding Tunnel - Knowledge boards to instill product awareness on the background of CarClub, objectives, mission and vision, customer value proposition

Event Program HDB - Addresses the housing needs of the township and introduces housing

developments in the pipeline - Introduces the accessibility of CarClub’s facility which is available in the area

Event Program Invers

- To Set Up a dummy set to demonstrate a scenerio - A Platform to Promote the user-friendly self service technology comprising of

online reservation, Key Manager and GSM system - Mini Contest /Lucky Dip with Question

GSM system Key manager system

More Suggestions

Aftermath of Summer Carnival

A Collection of Photos taken at the Roadshows to be consolidated into a Coffee Book.

The Coffee Book will be sold at Esplanade showroom and is available at a Special Rate for Loyalty Members

Sales Proceeds will be Donated to a non-profit organization of our choice (Optional)

More Suggestions

Aftermath of DNA Drive

Online Eg. Facebook

Upload Podcast of Event

Online Forum Discussion with Members Uploading their Version of Photos for the Event

Online Best Photo Contest to Extend to CarClub Ambassador (Optional)

Thank you.

For further clarifications, please contact Jacqui.