uberpool project
TRANSCRIPT
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UBER POOLGFBM GROUP #16
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STRANGERS OR FRIENDS
Carrington Alex Dulce Alyxis Katherine
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BRIEFBackground
– Uber Pool lets you order a ride anywhere, any time– 30% Discount from Uber X rate– Driver picks up a second person as well, may drop them off first
Objective– Grow Uber Pool rides
• From 0.39% to 2% of daily trips• Over 12 months• NYC Only
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TENSION
People who use Uber don’t want to
share their ride
People who want to share their ride don’t
use UberVS
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TRUTH
Everyone’s Striving toGet Somewhere
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KEY INSIGHTSEconomic
– People will scrimp in some areas to splurge in others
Emotional– Splurging isn’t about the item, it’s about the experience
that splurging improves
Cultural– People come to New York to make it, you need money to
make it.
Human– The unexpected can be frightening, but worth it
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STATISTICS
Cultural•1 in 5 young people believe that New York is their ideal city.
Customer•40% of Uber users are 25-34
•88% of people trust online reviews
as much as they trust personal contacts
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STRATEGY
Saving money with uberPoollets you take advantage ofunexpected opportunities
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SAVINGS OUT OF THE CAR
SAVINGS IN THE CAR
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AUDIENCE: URBAN HUSTLER
People on the Subway People using UberX
Existing UsersProspects
&
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NEW YORKERS 22-34
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FREE TO HUSTLE
- Mullen Lowe , the rise of millennials: a recalibration of success
CREATIVE IDEA
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MILLENNIALS ARE ALL ABOUT THE HUSTLE
“Millennials don’t reject capitalism, they embrace ‘conscious capitalism.’ They value experiences over possessions. The next step to this thinking is that
being ‘rich’ doesn’t equate to having lots of money.
Having flexibility and freedom with their time, and the ability to experience, learn and travel, are
more important than a fat paycheck.”
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IN THE NEWS:
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Jay-Z
THE NEW YORK HUSTLER
Bob Dylan Aziz Ansari
“If you can make it here, you can make it anywhere”
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“I hustleto live”
HUSTLE SCALE
“I live tohustle”
“I hustle toexperience”
Primary Target
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#HUSTLE
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5 MillionInstagram hashtags
13 MillionTwitter hashtags
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WORD OF MOUTH
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58% Share their positive experiences with
a company, and ask others for their opinions.
88% Trust online reviews written by other
consumers as much as they trust their friends’ reviews
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COMMUNICATIONS PLAN
PHASE 1
ENERGIZE THE BASE(Existing Customers)
1 2 3PHASE 2
FEED THE BEAST(Prospects)
PHASE 3
GET OUT THE VOTE(Extended Audience)
LOYALTY PROGRAM
PLENTI PARTNERSHIP
PUBLIC TRANSIT ADS
SURVIVAL KITS
#FREETOHUSTLE
SNAPCHAT STORIES
Summer 2017 Launch
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EXECUTIONS
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FOUR TOUCHPOINTSAdvocacy
– Loyalty Program– Plenti Partnership
Digital Outdoor– Public Transit Maps – Digital Screen ads
Street Team– Subway Survival Kits
Social– #freetohustle– Snapchat Stories
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EXISTING CUSTOMER EXECUTIONS
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LOYALTY PROGRAM
50%+ of respondents are likely to give a referral if social
recognition or access to an exclusive loyalty
program
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SOCIAL HASHTAG
Snapchat Stories– Hustle Feed– Feature user content
Twitter– #FreeToHustle– Links out easily to other
platforms: Vine, Instagram, etc
Instagram– Leverage popular
influencers
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PLENTI PARTNERSHIP
Earn points to add to your hustle– Earn UberPOINTS
and use them for shopping at a variety of retailers
– $1000 points = at least $10 in savings
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PROSPECT EXECUTIONS
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SUBWAY SURVIVAL KITSStreet Team
– Distributed on the Subway
– Includes Uber Pool promotional information
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DIGITAL SUBWAY ADS
Millennials are 216% more likely to be influenced by in-store touch screen displays
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METRICS
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Target:
Existing customers —60% of Uber X users
– 1,303 more rides dailyProspective customers —40% of subway users
– 868 more rides daily
HOW WE REACH OUR BUSINESS
GOALS
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