IMC Script Flashcards
Good morning everyone, I’m Chloe Gallagher and this is my partner Mia Connors. We have created a 45-day integrated marketing campaign called #UberYourWay to make Uber Teen an amazing success.
Picture this, A world where teens have the freedom to get wherever they want, and whenever they want, without a parent worrying about anything. That’s exactly what Uber Teen is all about and we’ve got a 45-day campaign to put this vision into reality. Between school, sports, the mall, and friends, a teen has many places to be, and so do their parents.
Uber Teen is a service that allows teens to have their own Uber account with a parent’s supervision. A parent has access to live safety features and real-time updates and can follow a teen from pickup to drop off. This not only gives parents comfort but keeps teens happy and safe.
The second objective will be to boost Uber Teen use by 10% through the power of social media. Currently Uber Teen has a small presence on social media, but by ramping up posts and engaging with our audience, we’ll amplify the brand’s visibility. The more we connect with teens and parents using social media, the more they love the service. This means Uber Teen will become more well-known, and uber teen fans will keep increasing!
For the #UberYourWay campaign, a primary, secondary, and tertiary target market will be established
Our secondary target is Busy Teens - ages 13-16 always on the move with their busy lifestyles with school, work, friends, and sports. These teens love their freedom and are independent and mature but struggle to get to their activities because their parents can’t always drive them. They hate asking for rides because they know it’s a hassle, but their parents want them to be safe. Uber Teen is a perfect solution for their independence and busy lives.
The 45-day campaign will have seven creative and exciting promotions to succeed with the objectives, and capture the attention of the target markets.
In order to build trust and a positive brand image with the Target Market Uber will be sending PR to the Doherty Dozen so they can review the service and share the amazing features. If you don’t know who they are, here’s a video.
Continuing with digital marketing Uber will be promoting the Fourth of July for a whole week through instagram posts. Throughout the week Uber teen will drop 18 posts, 3 a day. These posts will be to remind teens that Uber has their back for all those July 4th plans. No more asking parents for rides — just hop in and celebrate safely. These 18 posts will help reach the objective of increasing Uber teen use by 10% through social media.
We are going to take #UberYourWay to the streets of Times Square NYC! Uber will have a billboard to showcase the safety benefits of Uber Teen featuring a QR code. Scan it to easily access the Uber Teen website and discover all the amazing safety tools. After parents learn all about the safety tools from this billboard use of safety tools will increase. It’s a bold way to highlight what matters most, which is keeping teens safe while on the go!
Lastly, UberYourWay will have an amazing giveaway, One lucky winner will score an Uber Teen T-shirt, 6 free rides, a $50 Uber gift card, and the new iPhone 16 Pro Max! To enter the giveaway, create an Uber Teen account and scan the QR code on any post or flyer. For extra chances to win, post with #UberYourWay and tag us! This is a perfect way to wrap up the campaign and help boost sign-ups by 20%.
Starting with loyalty program Fridays, every Friday of the 45 days, news of the loyalty program will be posted.
After, The week before the 4th of July from 28th of June to July 3rd, We will spread awareness to use Uber Teen on July 4th using our Instagram ads.
Straight after the busy day of July 4th, on July 5th the Times Square billboard will come out for 4 days.
Then, on Saturday, August 2nd, the second PR package to the Doherty dozen will be delivered
In order to set out to do these promotions Uber will need a budget. The budget for this campaign falls just under 1 million dollars, which covers all promotional activities and fees for our services.
Uber will have three different categories for their marketing budget including:
Then, QR code analytics will give us data on the number of times someone scanned the QR code and looked at the website after
After, to track down the number of people who participate in the User-Generated Content photo challenge we will use User-generated content analytics.
In order to see how many new sign-ups Uber Teen has gained we will look at the amount of sign-ups from the beginning of the campaign VS the end.
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With the #UberYourWay campaign, Uber can bring success to their new service Uber Teen. With the seven promotions we have created, and made a set budget for Uber Teen can effectively reach our target markets, and succeed in our objectives.
From cool giveaways to user-generated photo challenges, and billboards in Times Square, we’re taking Uber Teen to the next level. With each step, we’ll not only hit our goals but also make Uber Teen the go-to choice for busy teens and their parents.
