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NYC MTADigital Marketing Campaign
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Travis LeoneXiaofei LiElisa TsangYishan ZhangMeng Zhao
7766
We’re Riders Too1 2 3
7 A C E
The 1 thing I would do for the MTA is...
AIR CONDITIONING
A POWER WASH
IN TRAIN/IN BUSENTERTAINMENT
TIMELINESS
KEEP CONNECTED
The ProblemSituational AnalysisBrand Analysis
Marketplace TrendsCompetition
Objectives
Digital Strategy
AGENDA
Why are we here? Q RN
4 5 6L
Consumers’ View
Trains overcrowded during rush hours
Late arrival – longer wait time
No official mobile app with real-time ETA or alerts
MTA asks for money to renovate while constantly increases fare
1 2 3
Why are we here?
MTA’s View
MTA measures subway lines based on • On time performance• Wait assessment – percentage of trains that
arrive at stations within 25% of the scheduled wait time
Satisfaction Survey • 71% overall satisfactory rate• Leading questions with biased scale • Scale from 1 to 10 with 6+ being satisfied
Numbers Are Interesting Q RN
B D F M
Average Ridership Subway: 5.38MM Riders per weekday
Average Ridership Bus: 2.17MM Riders per weekday
Projected 2019 MetroCard Monthly Pass Cost: $143
2013 Annual Operating Budget: $9.9 Billion
Digital Tool Visitors / Fans Current Purpose Engagement
Website N/A Hold all information about MTA as an agency including services, timetables, press releases, news, etc.
• No current active engagement• A tool only to provide information
MTA Page: 20,790 Likes
• Page for each service: MTA, NYC Transit, Arts for Transit, MTA Museum• Posts on alerts of service and news• Speaks to active service to making services better depending on situation
• Only original posts, no comments on comments• Complaints from riders
105,725 Followers
Feed on service changes for each service: @NYCTSubwayScoop and @NYCTBusStop and @MetroCardCity (promotions)
Only Retweets on weather news and none with other Tweeters
4,142 Subscribers Videos of board meetings and marathon footage
• No engagement• No push for views on YouTube
1 Contact Showcases photos of NYC subway around the city, construction, and board meetings
• No engagement• No clear purpose of this medium
MTA Digital PresenceJJ ZZ
Brand Architecture GG
JJ ZZ
Objectives
Secondary
3
Change and increase the perceived value of MTA
4
Improve the riding experience through digital tools
Primary
1
Understand the mindset of riders
2
Build a stronger relationship with riders
B D F M
Trends in Market - Global
Paris & London
• 2D bar codes at station• Obtain real-time information about the next bus or tram arrival• Twitter handles for its tube lines• Push timely information to passengers about service
Singapore and Seoul• Using travel data to optimize capacity
Shanghai Metro
• Virtual supermarkets in 70 of its metro stations• LED screens advertise products• Purchased electronically• Delivered within 48 hours
Austin and Salt Lake City, Isis app• Mobile wallet launched by Verizon Wireless, AT&T, and T-Mobile
Korea, T-Money Card• Digitally refill card
Trends in Market - Travel SS66
4 5 6
Travel not Transportation
Focus on Destination
Mobile• Booking• Boarding passes• Games
TV
Loyalty Programs
Brand Positioning Audience Location Advantages Disadvantages Digital Presence
wheels when you want them
• college students - married w kids
• middle class• urban - suburban• DIYers
International
• No cost of owning car
• Gas included• Pay by hour
• Penalty charges• Accidents• Costs add up
• App• Blog (UK)• Facebook• Twitter• LinkedIn• Google+• YoutTube
A simple, easy way to get the most out of NYC
• singles - married• middle class• urban• commuter• cost conscious
NYC
• Convenience• Inexpensive• Exercise• Green
• Dangerous commute
• Availability
• App• Blog• Facebook• Twitter
Seamlessly connecting riders to drivers through our apps
• single - married w/o kids
• middle class• urban - suburban• affluent• socialites
International• Convenience• Simplicity• Appearance
Expensive
• App• Blog• Facebook• Twitter• LinkedIn
CompetitionB D
Why Digital?1 2 3
A C E
Commuters = Wireless/Mobile
Value perception links to relationship
Travel industry building brands through digital
Connection is Key
MTA RidersQ RN
OUTSPOKEN RIDER“I’m always late when taking the bus or subway, and I hate it. I let others know it too.”
MUNDANE COMMUTER“The easiest way to get to where I need to go is taking the MTA. It’s not the best, but I have to deal with it.”
THE TOURIST“New York City is amazing and nothing I’ve ever seen before. The subway and bus is definitely not what I expected.”
Digital Strategy
Digital Strategy
1 2 3
Campaign Idea4 5 6L
A C E GGJJ ZZ
1 2 3
Campaign Idea4 5 6L
NY’s best connection,NY’s best connection,now better.now better.
A C E GGJJ ZZ
1 2 3
Connection Campaign4 5 6L
A C E GGJJ ZZ
The MTA Connection Dating Series
The Secret Connection Check-In
Connect The Monopoly Pieces with McDonalds
The Green Connection
NY’s best connection, now better.NY’s best connection, now better.
Website Q RN
B D F M
Purpose Strategy
SS66
4 5 6
Blog
Purpose Strategy
1 2 3Social Media4 5 6L
Social Outlet Purpose Strategy
•Engage with consumers via sharing of content, news, alert, lifestyle topics
• Drive conversations amongst users to gain higher engagement• Listen to fans and understand mindset• Connect better with users and riders• Contests and giveaways
• Combine pages of MTA subway and buses• Develop page for Arts and Music and events• Create a Facebook app on maps for both buses and subways, that provides updates on services and delays
• Central social hub for quick and timely alerts of subway and buses• Provide travel tips and solutions• Create conversations around NYC events and spread awareness of partnerships
• Twitter handle just for travel tips and alerts (as is) Another handle for promotions and events (as is)• Speak to tweeters and increase engagement• Develop promoted tweets to download our new mobile app and any new promotions with our partners• #MTAConnection
• Increase awareness of station and bus stop locations• Understand travel by riders in a fun way
• Input subway and bus stop as searchable locations• Create badges for station riders
1 2 3Mobile App MapL JJ ZZ
Home
Account Travel Social Games
Photos
Balance
Gift Maps
Social Media
Destinations
Directions
Geo-targeting
Safety
Powered by HopStop
GGZZJJ
4 5 6
Promotions
Partnerships Loyalty Program
NYC Coupons & Discounts
Holiday promotions
Tier program based on Metrocard
Offerings based on usage
Tiers Tasks Offers
Tier 1 Set up Account Limited WiFi
Tier 2Automatic credit card
reloadPersonalized
Card
Tier 3Purchase unlimited
ridesUnlimited WiFi
Access
A C E
Tracking
Social Media Listening
Analyze
1 yearCampaign Launch
MeasureMeasure Measure Measure
3 months 6 months 9 months
Baseline
• Establish metric• Gather data regarding brand• Real-Time monitoring• 3 month reports
Monitoring
Thank You
11 22 33 44 55 66 77 AA CC EE BB DD FF MM QQ RR NNGG LL JJ ZZSS7766
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