Increase Car Club Membership and Reduce Car Ownership in Bristol with TravelWest

Background Information

Background information:The TravelWest website provides travel information for the West of England, funded by Bristol City Council and other local authorities.

Among the information provided, a map of car clubs in the Bristol area links to the website of each car club operator. Members of car clubs can book a car that they will drive themselves.  

Members benefit from reduced costs, as they pay for the time they use the car (as well as fuel), rather than the full cost of owning and maintaining a car themselves.In time, increased membership of car clubs may mean that the total number of cars being kept and stored in Bristol reduces

Your marketing brief: You are invited to outline a six-month digital marketing campaign to TravelWest.  In directing traffic, you may use the existing channels (such as the existing website and social media pages) as well as new ones.Your digital marketing activity ‘pitch’ will be submitted to TravelWestas a video presentation.  In your video presentation, you should also make suggestions for the use of visual content (images, video or words).  

Your campaign pitch should also include ways of reaching and engaging the target audience, plus an explanation of the data this would provide.  The video presentation will include you pitchingyour ideas, alongside a PowerPoint presentation.

You may also wish to demonstrate your content suggestions visually to help communicate your ideas clearly.

Your campaign pitch is expected to include the following sections:

1.Analysis and objectives

2.Target audience

3.Creative content(that will engage people on the website)

4.Audience attraction methods(to ‘attract’ traffic tothe website)

5.Measurement and use of dataThis is a real brief.TravelWest intends to implement your ideas. Students with the best coursework will be invited to submit their pitches to the TravelWest marketing team.

The student with the highest mark will also be presented with the Digital Marketing Award at graduation in July 2020.Important noteYou are notexpected to undertake any primary research.  You may wish to research the market and marketing activity undertaken in similar situations, however you should not contactany external organisations or people.Your campaign should include activity that can realistically be achieved within the £2,000 budget for advertising.  You are notexpected to detail all of your advertising costs though (i.e. in a detailed costings spreadsheet or timeline).

Further instructionsYou are expected to use concepts and academic theories from the module, and your own reading, to underpin your work and support the judgements you are making. You should reference any background information or data that you research, plus any conceptsand theories used in your pitch.This is an individual assignment.  You are notexpected to work on this in pairs or groups (please see note regarding collusion and plagiarism below).

Marking Criteria This assessment particularly focuses on your ability to:

1.Consider the market and then identify appropriate objectives

Identify and analyse relevant market information.

Use market information to set SMART objectives.

2.Identify a specific target audience foryour plan of activity to engageoIdentify and use evidence to identify a well-defined groupof people to communicate with.

3.Choose and use appropriate digital media creatively in a way that will appeal to the target audienceoRecommend content for your audience to see on the website and consider how this will be created or manipulated.

3Explain which relevant psychological theories support the use of this content.

4.Consider the way your target audience will discover your contento

Choose relevant ways of making some [or all] of yourcontent ‘visible’ to the intended audienceand attracting them to the website.This might involve your audience discovering some of the content through one or more of the following: searching for information; viewing adverts; using social media; receiving a direct message.  

Explain which relevant psychological theories support this approach.

5.Explain the data your activity will generate and how this will be usedoRecommend ways of collecting data to measure the success of the campaign. oConsider why this data will be useful to the campaign team.