Cable Car Media Plan

CABLE CAR MEDIA PLAN

04-06-11Fabiola Einhorn Media Planning

Thursday, April 28, 2011

GOAL• Expand cable car market to business professionals.


Relevant Facts• 51.3% of San Franciscans drive to work every day.

How do we get these people to use the cable car as a complementary mode of transportation? Could we get them to park outside of the city and take the Cable Car the remaining miles? This would be better for traffic congestion and the environment.

• 1/3 of people visiting the Cable Car Museum are business professionals. There are currently no sponsorships with the MUNI, and the Cable Car Museum is a very good advertising opportunity.

• 82% of business professionals say they check online for information of events and places to go before visiting a city. Knowing that people plan their trips to San Francisco in advance, making the Cable Car a part of that plan is crucial.

• 90% of working professionals eat their lunch outside. So how can we take advantage of that situation, since this is a time they need both transportation and a place to eat.

• Over 80% of locals see the Cable Car as a tourist attraction only, and not a mode of transportation. How can we turn that perception around?


Strengths Weaknesses

Opportunities Threats

- it’s a fun way to see the city- you get fresh air- easy access through clipper card- three central routes passing by a lot of business- you can bring your lunch

- market to people in the mindset of travel - giving them knowledge of how to get tickets and that they can use their clipper card- letting them know that it is a social event and transportation in one

- busses, streetcars, BART, cars- tourists

- it’s too crowded- don’t know how to get tickets- it’s a tourist attraction and not a mode of transportation


OBJECTIVES

• Build awareness online of cable car availability among target.

• Position cable car as a fun and refreshing alternative to other modes of transportation.

• Give business professionals an easy way to enjoy the city by positioning Cable Cars as an event.

• Influence ticket sales to business professionals.

• Make the Cable Car a fun destination for lunch.

• Market to people on the go, to get spontaneous ticket purchases.


STRATEGY• Establish online partners that match the Cable Car target audience lifestyle.

• Establish relationships with other transportation sites in the city, reminding the consumer of their alternatives.

• Offer free parking tickets with the purchase of cable car tickets.

• Take-overs and branded content on SF tourist information sites and guides, to position the Cable Car as a fun way to experience the city.

• Use Pandora and Yelp mobile platforms, to target people in the mindset of travel.

• Create deals with news sites, offering ticket deals when subscribing to their content.

• Create deals with local food and entertainment sites, offering ticket deals when buying food to go.

• Focus on rich media such as quizzes and games within banner to encourage interaction with Cable Car and spread word of mouth. Offer free group tickets when winning.

• Use banners that give business professionals an easy way to plan their trip by entering information.

• Create events through sponsorships, for example “SF Official Cable Car Day”, “Get a Discounted Ticket with every Order”, “Get a Free Cable Car Ride When Coming to the Cable Car Museum”.

• Attract people on business trips to San Francisco, by placing content on tech, entrepreneurial and travel sites.


PLANNING PARAMETERS

• Target audience: A25-54, employed

• [Budget: $1 million ]

• Flight dates: May 23 - September 23

• Geography: nationwide, with an emphasis on local

• Media vehicle: online

• Ad units: Banners, over the page ads, rich media, roadblocks.


WiredWHERE? iPad, wired.com, /magazine, /software, /culture.WHY? Wired is one of the countries most loved technology, social media, gadget and business innovation magazine with a focus on online content. Their iPad app was revolutionary in the way it first allowed consumers to interact with content, allowing advertisers to play with different ways to reach consumers. Especially everyone affiliated with the silicon valley and the innovation the Bay Area holds, subscribes to or reads Wired on a daily basis. OFFERS: Wired offered to make a deal. Every time users subscribe for their magazine they could get a free day pass worth $13, or a free ticket deal for their next business trip. COMPOSITION: 55.9 INDEX: 130 REACH: 1,199,000 COVERAGE: 1.7

RECOMMENDED SITES


The San Francisco Cable Car: see the Engineering

Roadblock780x90 banner

300x250 in banner video

iPad Dynamic Rich Media300x250


RECOMMENDED SITES

YelpWHERE? iPad, iPhone, yelp.com, /events, /talk.WHY? Yelp is the most trusted reviews site, and many people wouldn’t dare to even consider going to a restaurant without checking in with Yelp beforehand. People can now check in at their locations, to attract more friends. All reviews are written by private people, and restaurants, spas, web services and many other businesses get their ratings. It is also a community for people to discuss and post upcoming events. This is the perfect place for people to plan their next trip, whether it is the next meal or mini vacation. We want to remind people that they can use the Cable Car to get to their planned destinations by not only using web, but using mobile since this is a big platform for Yelp. OFFERS: Yelp will offer branded content, by deals with restaurants for discounted/free cable car tickets when you buy your meal to go. This will be displayed as an event, where you get the opportunity to invite co-workers and friends for lunch to this event. People get a chance to get out of the office and enjoy the cities landscape and fresh air. COMPOSITION: 52.6 INDEX: 122 REACH: 5,111,000 COVERAGE: 7.3


Get your lunch on the Cable Car!

Rich Media Business Conducted Within Banner: get a free/discounted ticket with meal300x250

Cable Car Deal

iPhone Branded Content Button: get a free/discounted ticket with meal

88x31


RECOMMENDED SITES

GrubhubWHERE? iPhone, grubhub.com, The Daily Grub, homepage.WHY? Grubhub is an online service that lets you find every restaurant that has delivery to you in your vicinity. It is a very popular site for business professionals wanting to save time ordering food from their desks or at home. It lets you save your orders as favorites, and provides customer rates and links to Facebook and Twitter enabling invites. Many of the restaurants have pick up only. This is where the Cable Car can help as an incentive to go pick up your food instead. OFFERS: Grubhub will offer branded content, possibly by deals with restaurants for free/discounted cable car tickets when you buy your meal to go. People get a chance to get out of the office and enjoy the cities landscape and fresh air. COMPOSITION: 57.2 INDEX: 132 REACH: 90,000 COVERAGE: 0.1


Cable Car Deal

Branded Content Button: get a free/discounted ticket with meal 88x31


RECOMMENDED SITES

San Francisco Chronicle WHERE? sfgate..com, /chronicle, /news, /sports, /business, /entertainment, /food, /living, /travel.WHY? The San Francisco Chronicle is one of the Bay Areas biggest news sources, offering extensive bay area coverage and travel guides. They have many sections ranging from culture to business. People use it to get reliable information about events and guides in the Bay Area. This is a great opportunity to show that the Cable Car is part of San Francisco culture. By integrating the Cable Car in the same frame as local events, consumers become aware of its existence. COMPOSITION: 49.1 INDEX: 114 REACH: 1,555,000 COVERAGE: 2.2


Over the Page Banner300x250 - 600x250


RECOMMENDED SITES

San Francisco Travel WHERE? onlyinsanfrancosco..com, /convention, /meeting planners.WHY? San Francisco travel has a mission to enhance the local economy by marketing San Francisco and the Bay Are as the premier destination for conventions, meetings, events and leisure travel. The site exists to inform visitors of events, business conventions, guides and news that effects the rest of the nation. This is where many businesses book their convention locations for their next meeting. Moscone center is one of the nations most sought after convention centers and attracts thousands of people when a convention is going on. All these people are curious business professionals wanting to experience the city as visitors. COMPOSITION: 63.1 INDEX: 180 REACH: 95,000 COVERAGE: 0.1UNIQUE VISITORS PER MONTH: 56,455 AND TRENDING UP*

* http://www.quantcast.com/onlyinsanfrancisco.com#traffic


http://www.quantcast.com/onlyinsanfrancisco.com#traffic

http://www.quantcast.com/onlyinsanfrancisco.com#traffic

RIDE THE HISTORICAL SF CABLE CAR. GET TICKETS HERE

Roadblock728x90 & 300x250

GET TICKETS HERE


RECOMMENDED SITES

San Francisco Cable Car Museum WHERE? cablecarmuseum.org/heritage, /museum, /ecommerce, /information, homepage.WHY? The San Francisco cable car museum is a free museum dedicated to the wonderful Cable Cars. Why not partner up with them? Since 1/3 of visitors are business professionals, why not offer ticket deals to them so that they can ride the cable car next time they visit the city? COMPOSITION: 73.1 INDEX: 169 REACH: 85,000 COVERAGE: 0.1


Get a free day pass to the cable cars

when visiting

Branded Content Button: get a free/discounted ticket when visiting88x31


RECOMMENDED SITES

PandoraWHERE? iPhone, iPad, pandora.com.WHY? Pandora is the most listened to internet radio and allows people to create custom stations. It is the number one place to go to for many people besides iTunes. Listening to Pandora on the go when commuting is common. This is where the Cable Car can take advantage of the consumers travel mindset. COMPOSITION: 53.4 INDEX: 124 REACH: 3,067,000 COVERAGE: 4.4


On the stuffed BART?Ride the Cable CAR!

On the stuffed BUS? Ride the Cable CAR!

Rectangle 300x250 iPhone takeover

300x250


RECOMMENDED SITES

ForbesWHERE? iPad, forbes.com, /business, /wall street, /mobile, /lifestyle, /travel, /lists, /entrepreneurs, /homepage. WHY? Forbes is a news site and magazine offering authoritative journalism at the center of the social media experience. The site builds upon a force of trusted expert contributers, and has the largest reach of C-Suite/Top Management and affluent BDMs. With their wide range of topics covered such as business, finance lifestyle and travel, and a young rich and curious audience, Forbes is a perfect demographic fit for the Cable Car. COMPOSITION: 48.3 INDEX: 112 REACH: 2,520,000 COVERAGE: 3.6


See what this is? Play the Cable Car Game and win tickets!

Play the Cable Car Game and win tickets!

Roadblock728x90 & 300x250


KPI’s• Click Through Rate

• CPC

• Delivery discounted tickets purchased on Sf Gate, San Francisco Travel and the Cable Car Museum, minutes spent with game on Forbes, Cable Car food deals an Yelp and Grubhub.


CONDENSED CHART


Sources• http://en.wikipedia.org/wiki/Cable_car_(railway)#Cities_currently_operating_cable_cars

• http://www.cablecarmuseum.org/archive/Today/index.html

• http://www.sfcvb.org/media/downloads/travel_media/sf_facts.pdf

• http://www.carpoolworld.com/commuting_mode_analysis.html?carpool_top_city=SAN%20FRANCISCO%20CA%20US&from_year_week=201115&population=&selected_miles_or_kilometers=mi&pressed_submit=Submit&carpool_top_state_prov=CA&carpool_top_country_code=USA,US&compare_to_city=SAN%20FRANCISCO%20CA%20US&to_year_week=201115&compare_to_state_prov=$CA&compare_to_country=USA,US

• http://www.carpoolworld.com/commuting_mode_analysis.html?carpool_top_city=SAN%20FRANCISCO%20CA%20US&from_year_week=201115&population=&selected_miles_or_kilometers=mi&pressed_submit=Submit&carpool_top_state_prov=CA&carpool_top_country_code=USA,US&compare_to_city=SAN%20FRANCISCO%20CA%20US&to_year_week=201115&compare_to_state_prov=$CA&compare_to_country=USA,US

• http://www.ehow.com/how_6710633_starting-lunch-delivery-business.html


http://en.wikipedia.org/wiki/Cable_car_(railway)#Cities_currently_operating_cable_cars




http://www.sfcvb.org/media/downloads/travel_media/sf_facts.pdf




















Thank you!


Cable Car Media Plan

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