Arriva bus campaign in 2017 aims to drive awareness for new bus users, increase student ticket sales which is the big proportion of profit and make bus users turn to use m-ticket apps instead of the paper tickets. Due to different objectives, this campaign divides audiences into each different goals.
The challenge of this campaign is to increase awareness of the Arriva’s benefits and change their behaviour and minds. Thus, there are research about the market share of UK buses, the insight of bus user behaviour and what make customers change to use our services.
The organising campaign of this campaign is ‘FRIENDLY’. This is because Arriva want to communicate that every journey on our bus will be supported with the good service to satisfy the maximum satisfaction of the customer. Moreover, this organising idea is separated in each campaign objective.
6. SECONDARY RESEARCH
-18%
not satisfied
with the cost
of bus fares
75%
satisfied with
the service
They’d use
the bus ‘if it’s
expensive &
difficult to
park’
Non-users
would use the
bus ‘if there
was no other
way of getting
there’
Source: Annual Bus Statistics: the department of transportation
7. COMPETITORS
Source: Annual Bus Statistics: England 2013/14 by Department for Transport
#2
ARRIVA
#1
STAGE
COACH
#3
FIRST
&
GOAHEAD
Bus Operator Market Share of Services
9. COMPETITORS
Source: Google Trends & SimilarWeb
ARRIVA
TOTAL VISITS
1.2 M
STAGE
COACH
TOTAL VISITS
2.6 M
FIRST
TOTAL VISITS
2.2 M
Website Traffic Analysis in 2016 by Google Trends
18. KEY INSIGHT: STUDENT TICKETS
THINK
the most
valuable,
cheapest
THINK
big
money
FEEL
not
worth
cost
FEEL
the best
deal for
the long
term
DO
SARA FRESHY & LEO SOPHOMORE
DO
19. KEY INSIGHT: M-TICKET APP
THINK
quicker,
easier
THINK
complic-
ated
FEEL
not safe
FEEL
safe,
save
energy
LYDIA LOYAL
DO
DO
24. YEARLY TIMELINE
REVISE LANDING PAGE
▶ Focus more on
mobile site
▶ Develop SEO
Service-Friendly Nathan Newly
TARGET: M-TICKET APP
Online Media
▶ Paid: Social Media Ads
▶ Owned: Social Media Channel
▶ Owned: E-Mail Marketing
Offline Media
▶ Paid: Ads on the bus stop
▶ Owned: Wrap a bus, Ads inside the bus, Ads behind the paper ticket
TARGET: STUDENT TICKETS
Online Media
▶ Paid: PPC
▶ Paid: Social Media Ads
▶ Paid: Retargeting
Offline Media
▶ Paid : OOH, Events
Budget-Friendly Sara Freshy &
Leo Sophomore
Eco-Friendly Lydia Loyal
TARGET: ACQUISITION
Online Media
▶ Paid: PPC
▶ Owned: EMCR
Offline Media
▶ Paid: TV Ads, OOH, Events
25. MEDIA PLAN
PAIDOWNED
EARNED
ONLINE
-Web Properties
- Website
- Mobile site
- Social Media
Channels
- SEO
- E-Mail Marketing
OFFLINE
- Ads on the bus
i.e. Wrap a bus
- Ads on ticket
ONLINE
- Pay Per Click
- Google Ad words
- Display Ads
- Retargeting
- Social Media Ads
OFFLINE
- TV/Radio
- OOH i.e. Shell Ads
- Events
- Sharing
Mention, Likes, Shares, Comments, Reposts, Reviews
- WOM
41. DEVELOP NEW LANDING PAGE
KPI
Increase
new web
visitors
GOAL
Increase
15%
TOOL
%Click on
buy tickets
KPI
Increase
ticket
sales on
website
GOAL
Increase
10%
TOOL
Conversion
buy on
basket
KPI
Increase
email
subscription
GOAL
Increase
20%
TOOL
Number of
email
subscription
42. REFERENCES
Anon, (n.d.). [online] Available at: http://www.ukbusawards.org.uk [Accessed 5 Mar. 2017].
Anon, (n.d.). YouGov profiles LITE. [online] Available at: https://yougov.co.uk/profileslite#/Arriva/
[Accessed 6 Mar. 2017].
Anon, (n.d.). YouGov profiles LITE. [online] Available at:
https://yougov.co.uk/profileslite#/Government_Civil_Service/ [Accessed 6 Mar. 2017].
Department for Transport, (2013). Public attitudes to buses: Great Britain, march 2013. [online] Available
at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/253219/buses-report-
2013.pdf [Accessed 5 Mar. 2017].
Department for Transport, (2014). Statistical release annual bus statistics: England 2013/14 passenger
journeys on local buses in England increased 2% in the year to march 2014, with overall mileage run
continuing the slow decline of recent years. [online] Available at:
https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/387397/annual-bus-
statistics-year-to-march-2014.pdf [Accessed 5 Mar. 2017].
Editor's Notes
This campaign based on Mediacom brief
Let’s start with the campaign objective that’s based on the brief
There are 4 main areas to focus on:
Firstly, Drive awareness for non bus users:
Secondly, Increase conversion for student saver tickets:
Thirdly, Boost engagement for using the m-ticket app
Lastly, drive website traffic
The more we research, the more we know…
So I discovered information relevant to this campaign
Let’s start with secondary research from the department of transportation
75% rated the quality of bus services as good.
(On the other hand) The cost of bus fares is too expensive
+++++++++ENTER++++++++
when they would use the bus , they said that they would use it
if it’s difficult or expensive to park their car or
‘if there was no other way of getting there’
In terms of our competitors, you can see the market share of the bus service,
20% of people are stage coach users
Whereas, arriva has 17%
And the third is first and goahead
In terms of website traffic analysis, the graphs show that the most popular search is ‘Stagecoach’ and the least is ‘FirstGroup’.
However, when using Similarweb to find how many people visit these websites last year,
The first visitors is stagecoach with 2.6 million
Whereas Arriva had 1.2 million
In terms of website traffic analysis, the graphs show that the most popular search is ‘Stagecoach’ and the least is ‘FirstGroup’.
However, when using Similarweb to find how many people visit these websites last year,
The first visitors is stagecoach with 2.6 million
Whereas Arriva had 1.2 million
After we did research, we know who our audiences are
And there are different objectives for this campaign
So I decided to divide audiences into each objective
Nathan Newly is the first persona for acquisition objective:
He usually drives the car to go to work
He will use the bus when his destinations are difficult to find a parking lot
So, he’s very new for us and I want to change him to use the bus instead
The second persona is for the student ticket sales objective
SARA FRESHY
She’s a first year student
She’s looking for the best way to go to classes between bus, train, cycling or walking
Her parents support her financially but she wants to save money as much as she can
LEO SOPHOMORE is the other persona for the student ticket objective
He bought a student ticket last year
He thinks it’s too much money to pay at one time for a student ticket
The last persona – Lydia Loyal – represents the objective to increase downloads of the m ticket app
she usually travels on a bus to go to work
She buys a ticket from the bus drivers
She doesn’t like to buy something on her mobile as she think it’s not safe
This is a persona mapping to show how many of them use media and the bus
Sara and Leo are teenagers, so they use more online media than offline and tend to use the bus more
Lydia take the bus more as well, but she doesn’t tech savvy
Nathan takes the bus / the least / and he’s in the middle of online and offline media usage
Key insight will help us know more about what audience think and feel
Nathan Newly…
- He think the bus is not fast, not flexible choice in his life So, he chooses to walk or drive
- If he think Arriva bus is faster, cheaper and convenient and make his life easier, and less stressful So, he will decide to take our bus
Sara and Leo… they are both students
They think the student ticket is too much money and not worth the cost so, they choose other transportation
If they think our bus is the cheapest price and the best deal for the long term they will buy a ticket
Lydia loyal
- She thinks downloading our app is complicated and not safe so, she’s still buy the paper ticket
We need to persuade her that the mobile app is quicker and easier to use
This can help her avoid being nervous about find the change to buy a ticket on the bus
and will help the world by reducing the amount of paper we use.
The next step is strategy….
Our organizing idea is to be
FRIENDLY
Customers think their life is currently good
They never think that Arriva can make their life better
This main idea is to tell them that Arriva is ‘FRIENDLY’ for them.
We want to tell them that we can be your friend when you want someone to understand what you want and what is your problems
SO! Arriva will support every customer, every travel like a friend beside you to satisfy the maximum satisfaction of the customer.
Moreover, we separate our idea in each campaign objective.
The last one, Eco-Friendly
This message target the current bus users
you will become part of saving the world because of using this app to reduce the amount of paper tickets.
You do not only help the environment but also make your life easier.
For customers concerned about their battery life and no internet signal on the bus, Arriva provides free charging points and wifi
The next process is tactics
The big picture of yearly plan
This is the big picture to see our media plan on this campaign as I told what we gonna do before
Let’s see Nathan Newly Journey
Nathan sees offline ads and that make them awareness of the bus
then he searches it, we do a PPC for them That make him go to the website
He feels OK with the ticket option
So the conversion stage He uses the bus!!
This is a user journey for both students
They see offline ads at bus stops and university and make them know about it
They search about the price because they concerned about the price the most
We buy social media ads to target them and also retargeting them to ensure they will buy the tickets
Finally, They buy a student ticket
This is user journey to encourage people to use m-ticket app
Lydia sees our offline ads on the bus, inside and outside the bus
She gets e-newsletters from us via email
She searches it and goes to our website
After that she feels the app can make her life easier
So She downloads the m-ticket app
These things are examples of ads that we’re gonna use on this campaign
In terms of developing new landing page
I’d like to recommend to add ‘Route Calculate’. People want to know what is the most suitable ticket for them.
However, on the current landing page, people have to go through couple steps
until they know the journey they will take and then they have to search type of ticket again.
This thing will help them find tickets easily and also match with the right option.
After they click calculate, the page will link them to the conversion page to see the ticket price, the route and let them buy immediately
2. Another thing I’d like to recommend to add ‘Subscription’. It helps to do email marketing in the future.
This is an example for social media ads on mobile
Moreover, we can do a partnership to support our campaign for example
Schools or university
Most of them have an activities on the first week, we can set a booth or join the event to let student know our brand and provide information about the student ticket
Or between semester we can support student activities as well