A creative media plan I did for my media planning class.

1. CABLE CAR
MEDIA PLAN
04-06-11
Fabiola Einhorn
Media Planning
Thursday, April 28, 2011

2. GOAL
• Expand cable car market to business professionals.
Thursday, April 28, 2011

3. Relevant Facts
• 51.3% of San Franciscans drive to work every day.
How do we get these people to use the cable car as a complementary mode of transportation? Could
we get them to park outside of the city and take the Cable Car the remaining miles? This would be
better for traffic congestion and the environment.
• 1/3 of people visiting the Cable Car Museum are business professionals.
There are currently no sponsorships with the MUNI, and the Cable Car Museum is a very good
advertising opportunity.
• 82% of business professionals say they check online for information of events
and places to go before visiting a city.
Knowing that people plan their trips to San Francisco in advance, making the Cable Car a part of that
plan is crucial.
• 90% of working professionals eat their lunch outside.
So how can we take advantage of that situation, since this is a time they need both transportation and a
place to eat.
• Over 80% of locals see the Cable Car as a tourist attraction only, and not a
mode of transportation.
How can we turn that perception around?
Thursday, April 28, 2011

4. Strengths Weaknesses
- it’s a fun way to see the city - it’s too crowded
- you get fresh air - don’t know how to get tickets
- easy access through clipper card - it’s a tourist attraction and not a
- three central routes passing by a mode of transportation
lot of business
- you can bring your lunch
- market to people in the mindset - busses, streetcars, BART, cars
of travel - tourists
- giving them knowledge of how to
get tickets and that they can use
their clipper card
- letting them know that it is a
social event and transportation in
one
Opportunities Threats
Thursday, April 28, 2011

5. OBJECTIVES
• Build awareness online of cable car availability among target.
• Position cable car as a fun and refreshing alternative to other modes of
transportation.
• Give business professionals an easy way to enjoy the city by positioning
Cable Cars as an event.
• Influence ticket sales to business professionals.
• Make the Cable Car a fun destination for lunch.
• Market to people on the go, to get spontaneous ticket purchases.
Thursday, April 28, 2011

6. STRATEGY
• Establish online partners that match the Cable Car target audience lifestyle.
• Establish relationships with other transportation sites in the city, reminding the consumer of their alternatives.
• Offer free parking tickets with the purchase of cable car tickets.
• Take-overs and branded content on SF tourist information sites and guides, to position the Cable Car as a fun way to
experience the city.
• Use Pandora and Yelp mobile platforms, to target people in the mindset of travel.
• Create deals with news sites, offering ticket deals when subscribing to their content.
• Create deals with local food and entertainment sites, offering ticket deals when buying food to go.
• Focus on rich media such as quizzes and games within banner to encourage interaction with Cable Car and spread
word of mouth. Offer free group tickets when winning.
• Use banners that give business professionals an easy way to plan their trip by entering information.
• Create events through sponsorships, for example “SF Official Cable Car Day”, “Get a Discounted Ticket with every
Order”, “Get a Free Cable Car Ride When Coming to the Cable Car Museum”.
• Attract people on business trips to San Francisco, by placing content on tech, entrepreneurial and travel sites.
Thursday, April 28, 2011

7. PLANNING
PARAMETERS
• Target audience: A25-54, employed
• [Budget: $1 million ]
• Flight dates: May 23 - September 23
• Geography: nationwide, with an emphasis on local
• Media vehicle: online
• Ad units: Banners, over the page ads, rich media,
roadblocks.
Thursday, April 28, 2011

8. Wired
WHERE? iPad, wired.com, /magazine, /software, /culture.
WHY? Wired is one of the countries most loved technology, social media, gadget and business innovation magazine with a
focus on online content. Their iPad app was revolutionary in the way it first allowed consumers to interact with content,
allowing advertisers to play with different ways to reach consumers. Especially everyone affiliated with the silicon valley and the
innovation the Bay Area holds, subscribes to or reads Wired on a daily basis.
OFFERS: Wired offered to make a deal. Every time users subscribe for their magazine they could get a free day pass worth
$13, or a free ticket deal for their next business trip.
COMPOSITION: 55.9 INDEX: 130 REACH: 1,199,000 COVERAGE: 1.7
RECOMMENDED SITES
Thursday, April 28, 2011

9. The San Francisco Cable Car: see the Engineering
Roadblock
780x90 banner
300x250 in banner video
iPad Dynamic Rich Media
300x250
Thursday, April 28, 2011

10. Yelp
WHERE? iPad, iPhone, yelp.com, /events, /talk.
WHY? Yelp is the most trusted reviews site, and many people wouldn’t dare to even consider going to a restaurant without
checking in with Yelp beforehand. People can now check in at their locations, to attract more friends. All reviews are written by
private people, and restaurants, spas, web services and many other businesses get their ratings. It is also a community for
people to discuss and post upcoming events. This is the perfect place for people to plan their next trip, whether it is the next
meal or mini vacation. We want to remind people that they can use the Cable Car to get to their planned destinations by not
only using web, but using mobile since this is a big platform for Yelp.
OFFERS: Yelp will offer branded content, by deals with restaurants for discounted/free cable car tickets when you buy your
meal to go. This will be displayed as an event, where you get the opportunity to invite co-workers and friends for lunch to this
event. People get a chance to get out of the office and enjoy the cities landscape and fresh air.
COMPOSITION: 52.6 INDEX: 122 REACH: 5,111,000 COVERAGE: 7.3
RECOMMENDED SITES
Thursday, April 28, 2011

11. Cable Car
Deal
Get your lunch on
the Cable Car!
Rich Media Business Conducted Within Banner: iPhone Branded Content Button: get a free/
get a free/discounted ticket with meal discounted ticket with meal
300x250 88x31
Thursday, April 28, 2011

12. Grubhub
WHERE? iPhone, grubhub.com, The Daily Grub, homepage.
WHY? Grubhub is an online service that lets you find every restaurant that has delivery to you in your vicinity. It is a very
popular site for business professionals wanting to save time ordering food from their desks or at home. It lets you save your
orders as favorites, and provides customer rates and links to Facebook and Twitter enabling invites. Many of the restaurants
have pick up only. This is where the Cable Car can help as an incentive to go pick up your food instead.
OFFERS: Grubhub will offer branded content, possibly by deals with restaurants for free/discounted cable car tickets when
you buy your meal to go. People get a chance to get out of the office and enjoy the cities landscape and fresh air.
COMPOSITION: 57.2 INDEX: 132 REACH: 90,000 COVERAGE: 0.1
RECOMMENDED SITES
Thursday, April 28, 2011

13. Cable Car
Deal
Branded Content Button: get a free/discounted ticket with
meal
88x31
Thursday, April 28, 2011

14. San Francisco Chronicle
WHERE? sfgate..com, /chronicle, /news, /sports, /business, /entertainment, /food, /living, /travel.
WHY? The San Francisco Chronicle is one of the Bay Areas biggest news sources, offering extensive bay area coverage and
travel guides. They have many sections ranging from culture to business. People use it to get reliable information about events
and guides in the Bay Area. This is a great opportunity to show that the Cable Car is part of San Francisco culture. By
integrating the Cable Car in the same frame as local events, consumers become aware of its existence.
COMPOSITION: 49.1 INDEX: 114 REACH: 1,555,000 COVERAGE: 2.2
RECOMMENDED SITES
Thursday, April 28, 2011

15. Over the Page Banner
300x250 - 600x250
Thursday, April 28, 2011

16. San Francisco Travel
WHERE? onlyinsanfrancosco..com, /convention, /meeting planners.
WHY? San Francisco travel has a mission to enhance the local economy by marketing San Francisco and the Bay Are as the
premier destination for conventions, meetings, events and leisure travel. The site exists to inform visitors of events, business
conventions, guides and news that effects the rest of the nation. This is where many businesses book their convention locations
for their next meeting. Moscone center is one of the nations most sought after convention centers and attracts thousands of
people when a convention is going on. All these people are curious business professionals wanting to experience the city
as visitors.
COMPOSITION: 63.1 INDEX: 180 REACH: 95,000 COVERAGE: 0.1
UNIQUE VISITORS PER MONTH: 56,455 AND TRENDING UP*
* http://www.quantcast.com/onlyinsanfrancisco.com#traffic
RECOMMENDED SITES
Thursday, April 28, 2011

17. RIDE THE HISTORICAL SF CABLE CAR.
GET TICKETS HERE
GET TICKETS
HERE
Roadblock
728x90 & 300x250
Thursday, April 28, 2011

18. San Francisco Cable Car Museum
WHERE? cablecarmuseum.org/heritage, /museum, /ecommerce, /information, homepage.
WHY? The San Francisco cable car museum is a free museum dedicated to the wonderful Cable Cars. Why not partner up
with them? Since 1/3 of visitors are business professionals, why not offer ticket deals to them so that they can ride the cable
car next time they visit the city?
COMPOSITION: 73.1 INDEX: 169 REACH: 85,000 COVERAGE: 0.1
RECOMMENDED SITES
Thursday, April 28, 2011

19. Get a free day
pass to the
cable cars
when visiting
Branded Content Button: get a free/discounted ticket
when visiting
88x31
Thursday, April 28, 2011

20. Pandora
WHERE? iPhone, iPad, pandora.com.
WHY? Pandora is the most listened to internet radio and allows people to create custom stations. It is the number one place
to go to for many people besides iTunes. Listening to Pandora on the go when commuting is common. This is where the Cable
Car can take advantage of the consumers travel mindset.
COMPOSITION: 53.4 INDEX: 124 REACH: 3,067,000 COVERAGE: 4.4
RECOMMENDED SITES
Thursday, April 28, 2011

21. On the stuffed BART?
Ride the Cable CAR!
On the stuffed BUS?
Ride the Cable CAR!
Rectangle
300x250 iPhone takeover
300x250
Thursday, April 28, 2011

22. Forbes
WHERE? iPad, forbes.com, /business, /wall street, /mobile, /lifestyle, /travel, /lists, /entrepreneurs, /homepage.
WHY? Forbes is a news site and magazine offering authoritative journalism at the center of the social media experience. The
site builds upon a force of trusted expert contributers, and has the largest reach of C-Suite/Top Management and affluent
BDMs. With their wide range of topics covered such as business, finance lifestyle and travel, and a young rich and curious
audience, Forbes is a perfect demographic fit for the Cable Car.
COMPOSITION: 48.3 INDEX: 112 REACH: 2,520,000 COVERAGE: 3.6
RECOMMENDED SITES
Thursday, April 28, 2011

23. See what this is? Play the Cable Car Game and win tickets!
Play the Cable Car
Game and win tickets!
Roadblock
728x90 & 300x250
Thursday, April 28, 2011

24. KPI’s
• Click Through Rate
• CPC
• Delivery discounted tickets purchased on Sf Gate, San Francisco
Travel and the Cable Car Museum, minutes spent with game on Forbes,
Cable Car food deals an Yelp and Grubhub.
Thursday, April 28, 2011

25. CONDENSED CHART
Thursday, April 28, 2011

26. Sources
• http://en.wikipedia.org/wiki/Cable_car_(railway)#Cities_currently_operating_cable_cars
• http://www.cablecarmuseum.org/archive/Today/index.html
• http://www.sfcvb.org/media/downloads/travel_media/sf_facts.pdf
• http://www.carpoolworld.com/commuting_mode_analysis.html?carpool_top_city=SAN%20FRANCISCO%20CA
%20US&from_year_week=201115&population=&selected_miles_or_kilometers=mi&pressed_submit=Submit&carpool_top_state_prov=CA
&carpool_top_country_code=USA,US&compare_to_city=SAN%20FRANCISCO%20CA
%20US&to_year_week=201115&compare_to_state_prov=$CA&compare_to_country=USA,US
• http://www.carpoolworld.com/commuting_mode_analysis.html?carpool_top_city=SAN%20FRANCISCO%20CA
%20US&from_year_week=201115&population=&selected_miles_or_kilometers=mi&pressed_submit=Submit&carpool_top_state_prov=CA
&carpool_top_country_code=USA,US&compare_to_city=SAN%20FRANCISCO%20CA
%20US&to_year_week=201115&compare_to_state_prov=$CA&compare_to_country=USA,US
• http://www.ehow.com/how_6710633_starting-lunch-delivery-business.html
Thursday, April 28, 2011

27. Thank you!
Thursday, April 28, 2011