Marketing campaign design for a scooter sharing service in milan in 2020

Scooter (Monopattino)
Sharing Service
Multichannel Customer Strategy:
Campaign Design Assignment
Group 19
Emre Danışan 915137
Giovanni Roja 916808
Mehmet Berk Souksu 918033
Aslı Şenel 903264

Context of the Project
Benchmarking
Suvey Results
Introduction
1
Content Strategy
Campaign Creation
Campaign
Design
3
Channels
Touchpoints
Campaign
Design
4
Budget Planning
and Return
Projecting
Conclusion
6
Appendix
7
Persona
Empathy Map
Insight
Target
Segment
and Persona
2
5
Agenda
Marketing Levers
Customer Lifetime Value

1
Introduction - Benchmarking
Price 1 € (Unlock) + 0.15
€/minute
1 € (Unlock) +
0.15€/minute
1 € (Unlock) + 0.15
€/minute
1 € (Unlock) + 0.19
€/minute
1 € (Unlock) + 0.19
€/minute
Location Milan Milan Milan Europe Europe
Motto Shared mobility of
tomorrow
Enjoy the way Every city hero needs a
ride.
Unlock life Move forward with us.
Communication
Focus
Revolutionizing
transportation by
technology,
simplicity and
convenience.
Green mobility that is
good for the city.
No more trudging
through rush hour or
waiting in weekend
works.
Smart, affordable mobility
for a cleaner, healthier
planet.
Responsible rides and
build a cleaner, safer,
more connected
world.
The scooter(monopattino) sharing in Milan is limited by the Ministry of Infrastructure to 3 companies allowing each of them to have only 750 scooters in the street
only. All of these 3 companies have chosen to apply the same pricing. So, even though they offer the exact same service for the same price, these companies try to
differentiate from each other in the sense of marketing. Helbiz focuses the sense of revolution and new technology, while Bit Mobility focuses on the environmental
aspect of the scooter sharing. On the other hand, Wind targets the people who doesn’t want to lose time on the road and reach somewhere faster.
We are going to develop a multichannel marketing campaign for a new scooter sharing service in Milan, which will be named as Sonic. The main objectives of the
campaign are raising market awareness and increasing customer acquisition while main target of this campaign being university students in Milan. We wanted to
start doing benchmarking about general scooter sharing services in Milan and Europe to recognize our competitors and market better while understanding our
competitive advantages and weaknesses, which will help positioning Sonic more effectively with respect to its competitors. We, also, searched about shared mobility
service limitations in Milan by legislations. Main characteristics of Sonic’s competitors and limitations by law listed and explained as follow:

Analyzing Survey Results
Instagram and Facebook are by far the most influential
social media. Online Newspaper / Magazine and On-
Demand TV are also undeniably effective channels.
One of the biggest effects of living in big cities like Milan is in the
transportation area. With the development of sustainable transportation
methods, the relationship between the frequent use of public transport and
the use of scooters is increasing day by day.
Besides, shared mobility is far from satisfying users with its current state.
Cost is one of the most important factors, only 24% of users are satisfied.
Almost 55% of respondents say they have previously
used the shared bike service in Milan. Among the users,
66% live in Comune di Milan. This shows that the results
of the survey match expectations. Because scooter
services generally target the inner city areas and the
survey results reflect this.
Survey Summary for Independents (Target Segment)
Convenience of shared mobility, highly affects independents by providing freedom and flexibility to move around the city. Addition to
that easy use and parking conditions also affects our segment.
Independents are highly affected by accessibility of public transportation which refers to convenience, accessiblity and being cheaper than other
means of transportation. Additionally, infrastructure is also important for them which refers to the well development of network and speed of
transportation [Appendix-2]. They are mostly satisfied with availability, reliability and comfort of shared mobility and they are mostly not satisfied with
cost side of it.
As the media channel they have high interest in traditional media which are traditional TV, traditional radio (e.g. in car), on-
demand TV and for social media they are using mostly Instagram and Facebook.
From our survey result, cluster 2 is the most profitable segment among the others, since they are more willing to pay scooter service for pricing method of A, which
is just the service cost 0.15 €/minute [Appendix-1]. Cluster 2 can be named as “Independents” because they are mostly living with flat mates or alone.
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Independents’ Analysis
SEGMENT
• Students living with friends
• Sharing apartment in the city
of Milan
• Users of the public
transportation of the city
• Technologically updated
• Influenced by their friends
HOBBIES
• Social media addicted
• Lovers of going out with
friends
• Always adopting the new
trends
• Like to feel part of the
community
WORK
• University students
• Highly focused on their
carriers
• Workaholics
DEMOGRAPHICS
• 22 to 26 years old.
• Mostly living in the city of
Milan
• 59% Male
• 41% Female
The Independents - General Characteristics
We can see the main characteristics of our segment in the graphs below, they represent the independents’ age, living situation, gender and living place, respectively:
1

2
Persona
MARCO BONATTI
Master of science at Politecnico di Milano
GOALS
• To arrive quickly at university
• To move around more easily
• Graduate at university with a high grade
PROFILE
AGE: 23
OCCUPATION: Master Student
STATUS: Single
TIER: Study hard, play hard
ARCHETYPE: The free spirit
MOTIVATIONS
BRANDS
PERSONALITY
TECHNOLOGY
It & internet
Software
Mobile apps
Social Media• Social
• Fun-loving
• Living the life at its fullest
Marco is a student of Management Engineer, he is in the
last year focusing now on his thesis. Marco is dedicating
a lot of time to studies going to the university every
single day but always manage to find a way to see his
friends and have a good time with them.
There’s nothing that makes Marco feel quite as unhappy
as realizing that he is boxed in by circumstance, unable
to join his friends.
FRUSTATIONS
• Too much time in public transportation
• Trains are always delayed
• Not being able go out with his friends

Seems fun these new scooters,
I want to try it out
All my friends are using them, I
want to be part of that
This could make my
life easier
Friends talking about that they want to
try out this novelty
Scooters are now in the city of
Milan, close to the university Instagram videos popping of with
people having fun with the scooters
Everyone from university is going
around with these new scooters
People enjoying their
way to university
I want to study
harder
Can’t go out tonight because I need to
go back early tonight
This thesis is
driving me crazy
Marco wants to go out on the evenings but is not always
easy to freely move around the city of Milan
He doesn’t like to
lose study time
Losing time in public transportation due
to their constant delay
Moving around more easily in the city
of Milan
Optimizing his
study time
Being able to meet his friends
anywhere, anytime
Empathy Map
Think and Feel
Say and Do
Hear See
Pain Gain
We created empathy map to understand our persona’s feelings, pains and gains to have more precise insight.
2

The 4Rs of Customer Insight
Reality
Marco is dedicating a lot of time to
studying this year and the train
timetables are always wrong, he
loses too much time to go and come
back from university.
Relevance
Giving Marco the ability to have an
alternative transportation method
with a good price could significantly
help him overcome his low mobility
problems.
Resonance
Sonic can provide the scooters for
Marco to move around for a price he
can afford being an university Student.
Sonic will mainly focus on university
neighborhoods so it makes easy for
him to move around.
Reaction
He wants to be part of the group as
his friends will be going around
with Sonic, he doesn’t want to miss
this novelty. After discovering this
new world, he starts using as a
daily basis to go everywhere.
Insight:
What Marco wants is to be freer to go wherever he pleases
and lose as less time as he possibly can. There is nothing
better for him to be able to meet his friends on weekends to
have fun!
2

3
Content Strategy
Setting Goals : Increase Awareness and Acquire Customers
• Business : Increase number of scooters in the street.
• Marketing : Having 10k app downloads and social followers in 6 months.
Summarize Persona : Highly affected by accessibility, infrastructure, convenience
• Satisfaction focus is availability, reliability, comfort and cost.
Target Buying Stages : Our personas’ awareness, interest, desire & action.
• Creating Awareness: Referral Promotion - Billboards in Metros – Pop-up Store
• Create Interest: Flexible, fast, friendly new method of transportation.
• Create Desire: Group Sharing Promotion, Pop-up Store
• Action: Recommend a friend to get and give 45 minutes free ride, Unlock together
get discount.
Sweet Spot: Universities, Underground metros
Themes: Enjoy the new way of riding; anywhere, anytime.
Topics: Speed, flexibility, time saving, friendliness, innovative
Promotion: Through owned media and paid media
Editorial Calendar: After opening session of schools, design week, career days
Measuring and Testing: Campaign ROI, number of people download the app
Slogan: Ride like thunder
Logo: Fast, flexible, technology based,
innovative, dynamic
Price: 0.15 €/minute
Location: Milan
Motto: Fast and flexible
Communication Focus: Enjoy the new way of
riding; anywhere, anytime.
Summary of Content Strategy Sonic
Message: Fast and flexible

3
Content Strategy
Objectives
Market Awareness, Brand Awareness
Before we convince Independents to experience Sonic, they have to be
aware of what is Sonic and its meaning. Therefore, the most important
step while we are designing our campaign is one of our objectives
which is creating brand awareness. We will try to make our customers
remember and recognize the Sonic since our brand is new, and try to
position itself different than its competitors in Milan.
We expect that thanks to our multichannel campaign a huge number of people will be aware of the Sonic for future collaborations and services. We assume that
Sonic has no social media network currently, but it has mobile application and website without any advertising. The first thing Sonic should do is create and develop
the Sonic digital channels: creating all the social pages (Facebook, Instagram, Twitter, YouTube), developing website (sonic.com) and developing App (Sonic). The
website will be: simple, clear and centered the major on the directed to application for registration and social media networks for following campaign activities. We
believe that after our campaign there will be many customers signed to the Sonic App through our campaign direction. The Sonic App is going to be developed
really similar to the website: fast, easy and clear, centered mostly on announcement of campaign advertisements, the registration activity and campaign activities
which are referral and group sharing.
Channels
Sonic Website and Application Development, Pop-up Store,
Billboards, Referrals, Social Networks, SEO
Objectives
Awareness, Reputation, Customer Acquisition, Loyalty, Advocacy
Channels
Mobile Application, Social Networks, Pop-up Store
Market Awareness Strategy Customer Acquisition Strategy
Since Sonic is a new shared mobility company in Milan, it is
important to put greater effort and focus on customer acquisition to
address greater people. That's is throughout to campaign we will try
to direct our customers to our application to register and give a try to
our service.

3
Marketing Plan Overview
1 February, 2020:
STARTING
REFERRAL
PROMOTION
1 March, 2020:
STARTING GROUP
SHARING
PROMOTION
7 April and 14 May,
2020: ONE DAY POP-
UP STORE ON
CAREER DAYS
31 July, 2020: END
OF THE CAMPAIGNS
Stages Time Span Objectives Activities
REFERRAL 1 MONTH Build brand awareness and introduce the brand to the market.
Create desire to purchase among targeted customers.
• App and Website Development
• Billboards
• Sharing on Social Networks
• Social Media Marketing
• Google (SEO optimization)
GROUP SHARING 3 MONTH Create desire to purchase among targeted customers.
Customer acquisition (attract new users).
Build customer experiences on social media.
• Social Media Marketing
• Billboards
• Google (SEO optimization)
POP-UP STORE 1 DAY (for 2
months)
Build brand and service awareness by ensuring trust.
Increase reputation and engagement.
Create desire to purchase among targeted customers.
Customer acquisition (attract new users).

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Referral
Recipient directed to Apple or
Google store to download the
application with invitation link.
Opening the app after installing
through an invitation link takes
recipient to a special referrals
landing page. Making the first
ride through invitation code,
provides 45 minutes free ride for
both recipient and referrer for
their next rides.
Referrals will provide Sonic hit
the target segment with a low
cost which is one of the
important satisfaction evaluation
for Independents from the result
of survey. Increasing number of
trial will raise word of mouth
happen and engagement with
customers.
We will launch Referrals on two
of our channels: our website and
mobile application. Invitation link
can be sent via link or could be
scanned through mobile
application who has already
downloaded application.
We believe that starting referral
campaign after opening period of
universities will enable us
introduce our brand to a vast
scale of students. Therefore, we
will release referral program
during 1st month of the
campaign (1th to 29th of
February) to introduce our
service for target segment, raise
brand awareness and customer
acquisition.
Referral, which is a two way incentive program for users, is one of the most effective program to bring awareness about brand because of advise coming from somebody you know
and already tried the service . Referrals is an exciting program to undertake because it embodies growth, it’s highly measurable and scalable. We designed referral campaign offers
recipient and referrer 45 minutes free ride once the recipient completes his first ride.
WHAT?
HOW?
WHEN?WHY?
WHERE?

3
Group Sharing
WHAT?
HOW?
WHEN?WHY?
WHERE?
We will launch group sharing
promotion from online channels
of Sonic. People can select group
sharing option from the mobile
application and enter the user
names of each other who will
unlock the scooters together.
After that they scan the scooters
barcode together and enjoy the
experience with a lower price.
We knew from the survey that
cost factor is one of the most
important satisfactory factor for
our target customer. Therefore,
we created group sharing
campaign by providing enjoy and
explore our service having less
price. We offer them sharing
more and paying less that what
they want. By doing so we will try
to acquire as much customer as
possible.
Customers can use Group
Sharing promotion on mobile
application channel. After they
download and register the
application they can scan
together via their mobile phone
by selecting group sharing
option with their one or more
friends and enjoy the experience
together with a less price.
We will release group sharing
discount between 2nd and 4th
month of the campaign (from
1st of March to 31st of May) to
acquire as much customer,
who are aware of the service
of Sonic from previous month
referral campaign, as we can.
We believe that before the
Summer and at the end of the
university semester is a good
period to launch our group
sharing campaign.
Additionally, we can get
benefit from events which will
hold on during the Milan
Design Week 2020 which is on
21st-26th of April and reach
huge number of both target
and potential customers.
Group sharing is a promotion which offers customers an option to unlock the Sonic together with a lower price. From the survey, we understood that cost is one of the important
evaluation criteria for our customer while deciding to have shared mobility or not. Additionally, since our target customers are students in Milan which means generally a multiple
number of people hanging out together. We decided to launch 3 months promotion to increase brand awareness and increase number of downloads. Also, having their first ride with a
lower price will impress them and they make them enjoy experiencing service with the company . We will set our price and limit the maximum number of people that can use group
sharing promotion as follow:
1 person: 0.15 €/minute
2 people: 0.14 €/minute
5+ people: 0.11 €/minute

3
Pop-up Store
WHAT?
HOW?
WHEN?WHY?
WHERE?
We will set up a pop-up store and
provide qualified personnel who
have knowledge about all
features and usage rules of Sonic
and try to get rid of concerns of
customers.
We believe one to one
engagement with a customer
provides us real feedbacks and
concerns about our target
customers by convincing them
safety and convenience about
Sonic and try to acquire them
meanwhile they can experience,
feel,touch and try our service.
We will set up pop-up store in
front of BL 27 Building where the
career days are held on in Polimi
and via röntgen 1 where is career
day of Bocconi University will be
held on .
We believe that putting our pop-
up Stores on career day of
universities help us reach huge
range of customer to raise their
awareness about brand, let them
try, provide them information and
lead them to subscribe. We will
set up our pop-up stores on
career day of Bocconi when is
7th of April and career day of
Polimi when is 14th of May
[Appendix-3]. We believe that by
doing so we can reach much
more target customer.
From survey, we understood that our customers pay more attention to convenience, accessibility and infrastructure of shared mobility. We think it is the good opportunity to interact
with customer one by one and share them reliable information about service that we provide via establishing pop-up store. By doing so, we can easily answer their concerns about
scooter and inform them promotions will be realized on next month. Customers. Improving loyalty and communication with existing customers and attracting potential customers to the
brand by meeting them face-to-face and educating them about new services, features and products. We believe that it will raise brand awareness and reputation meanwhile create
trust and loyalty our brand by assisting customers to share their experiences with others.

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Channels
Social Media-SM Add
Mobile App
Website
SEO
DEM
WOM-Social Media-Referrals-Reviews
As much as online channels, offline channels are also very important and
should be well integrated in the multichannel campaign. The activities on
online and offline channels should be managed simultaneously to reach
effective results. Regarding the offline channels we will setup daily pop-up
stores to convey reliable information to our customers. Finally for
increasing the awareness in our segments and society, we will benefit
from billboards in selected locations in Metros as "street-underground"
public transports that our targeted customers are usual to use.
Billboard
Pop-up Store
WOM
Online Channels Offline Channels
First of all we want to create social media accounts which are Instagram,
Facebook, Twitter and YouTube with respect to survey results. We want to
show the advertising on the Facebook and Instagram for reaching the
target customer and informing them about new campaign through those
channels. We will use mobile application as a channel to engage with
customers by collecting them feedback at the end of each riding.
Analyzing those feedbacks and figuring out what is the weakest and
strongest features of Sonic will let our service enhanced. Through our
campaign we want to develop website to inform customers about our
service and try to convert them to purchase by redirecting them to the
mobile application. By using search engine optimization we can address
both target and potential customer of the service.
For a comprehensive marketing plan, Sonic needs to use a combination of online and offline channels effectively throughout the campaign. The channels will be
used chosen by respecting the preferences of target segment from survey and objectives of the Sonic. The advertising on not all the digital channels but the ones
which are preferred by our Independents will enable to capture valuable customers. Following Channels will be used throughout the campaign respectively:

4
Twitter
Facebook
%50 Advertisement
Youtube
Instagram
%50 Advertisement
Online Channels - Social Media
Instagram (most used channel by our target): Instagram account of Sonic.
Instagram account will deliver, first of all, announcements of the campaigns, after that creative and continuous posting on
Instagram will be used to keep the attention to the service fresh until the release day. The advertising will be shown on both
posts on the feed and on the stories section of our targeted customers. The advertising format we will use to gain success will
be demonstration to show effectiveness of Sonic. Additionally we will use logical appeal as a advertising tactic to introduce
our customers to Sonic. By using Instagram we will also create several hashtags and use them through all our posts trying to
increase their visibility for a better Instagram communication and engagement.
Facebook (second most used channel by our target): Facebook account of Sonic.
For supporting our activities on Instagram, we will get help from our facebook page to inform about challenges, campaigns and
new promotions. The advertising on facebook will try to bring traffic to the application to increase the number of registered
members and increase the loyalty of our customers. Also, we want to increase the visibility of our Facebook page in order to
reach easily a larger amount of people through our posts. The advertising format we will use to gain success will be
demonstration to show effectiveness of Sonic. Additionally we will use logical appeal as an advertising tactic to introduce our
customers to Sonic. Facebook will be useful to share the YouTube videos created by Sonic during the marketing campaigns.
From facebook account we try to convert customer to download application and experience the Sonic ride.
Twitter account of Sonic. For supporting our online activities, we will use twitter to inform about challenges, campaigns and
new promotions. We will not do advertisings through twitter network, since it is not the channel that our target customer prefer
the most. We just want to use it to increase brand awareness and direct them our other social channels, our website or even
our application to register and experience the Sonic.
Youtube account of Sonic. For supporting our activities that we will promote online and offline, we will get help of our Youtube
page to tell features of our service, show comments of Sonic users that are recorded during our events. We will not do
advertisements through Youtube network, since it is not the channel that our target customer prefer mainly, but we will have
traffic from Facebook and Instagram Advertisements. We just want to use it to increase brand awareness and direct them our
other social channels, our website or even our application to register and experience the Sonic by showing them informative
videos about process.

4
Searching Information
Website will provide information
about available cities and places
of Sonic, FAQs, Reviews, Price
Scheme
Linking to Application
There will call to action which is a
link to app and social networks
Announcements about
Campaigns
Campaigns and Promotions will
be shown and anounced.
Online Channel - Website
We assume that Sonic company already has its official website www.sonic.com. Throughout the
campaign we will develop the website with respect to campaign dynamics. From survey we know that
our customers give particular importance to infrastructure, availability, cost and convenience of
shared mobility. We believe that creating official website and providing them information about their
concerns, announcing the new campaigns and directing potential customers to download Sonic
application and follow Sonic on social media is a good way to increase brand awareness and acquire
customers. The Sonic website is always up to date with all the brand news and share contents about
initiatives and creativity and also reviews from the customers that want to share their experiences to
better understand what is good and what is bad about our service.
We want to use our website to attract visitors who didn't download application yet. We think set up a
list to attract those customers back to the website.
Blog and
Recommendations
Comments, reviews and
recommendations from customers

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FAQs, Reviews,
Contact
Information
Optional feedback
sections
Idea
E-wallet to pay
automatically
Plan
Campaign and
Promotion Alerts
Advertising
Online Channels - Mobile Application
Our Application enables people to register and mail them for confirmation.
After registration they can use app to unlock the scooters by scanning
barcode on them.
Customers should lock the scooters when they finish their ride again by using
mobile application, then they will get confirmation e-mail.
After each ride there will be pop-up screen to share feedback about their
Sonic experience. This will be optional to fill.
We assume that Sonic company already has its mobile application. Throughout the campaign we will develop already existing application with respect to campaign
dynamics. One of the objectives of our marketing campaign is more related to the mobile, in fact we also want to increase the number of people downloading the
Sonic App in order to have a new channel of communication that concern almost only the purchase activity. We want that our customers stay in touch with our news
through this app in order to do not lose the opportunity to benefit from our most exclusive and hype promotions. To use it they can download the free application from
the Apple Store or Google Play, locate the nearest electric scooter, scan the code on the handlebar to unlock it and drive it where you want to go. Once the trip is
over, the vehicle should be parked in a safe place that does not obstruct pedestrian or vehicular traffic, like a bicycle parking lot for example. Our application will also
work with Google Maps, and demonstrates available road paths to targeted address. Through mobile application we enable customers reach our social networks and
share their experiences and reviews about Sonic.

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Online Channels - SEO - DEM
Although social media and offline advertisements can generate visits to the
website, search engines are the primary method of navigation for most Internet
users. After all, there’s no single way to reach the top positions in search engines
and stay there as of yet. Another benefit of search engines is that they are not only
used by target customers but used by everyone. One of the main purpose of these
campaigns will be raising market awareness if anyone gets informed about Sonic
brand and this info helps him to register and try the scooter, it is a success for our
objective.
For organic search, content optimization of Sonic website is necessary. sonic.com
will be a basic website. The content in the website will be simple but highly focused
so that related words to electric scooter and shared mobility will repeat themselves
constantly with a well organization to increase the effectiveness of organic
searches.
Some keywords Sonic will use during campaigns will be very costly but they will
bring more traffic than the combination of many other words. We believe that using
a well structured SEO strategy Sonic can reach high visibility on the web.
By doing so we try customers direct our websites, applications and social
networks.
sonic
DEM
SEO
For being a reliable brand the customer needs to know if their
information is protected by company with privacy laws. From survey we
knew that our customer pay attention to security as much as cost.
Therefore, we want them to read privacy policies while registering to
Sonic and send them verification mail to verify their mail addresses. After
that, we will let them use Sonic application and service to have reliable
number of customer account in the system.
Apart from that, customers will be informed if there is a problem of
unlocking or payment of their e-wallets. They will also write their
concerns and feedbacks via e-mail if they don't prefer to fulfill pop-up
feedback sections after each ride.

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From the survey, we knew that our customers are cost sensitive while using shared mobility, additionally one of our main objective is increasing market awareness.
For this reason, we want to offer them referral promotion by providing 45 minutes free trial if they have been recommended by one of their friends. They can send
link of invitation via WhatsApp or mail. After they sign up through that link that will gain 45 minutes of free trial. After their first experiences we expect them follow
from social medias directed from application and share their experiences on their social media networks. Additionally, they can provide us feedback and send
invitation link to some of their friends who have not tried the Sonic yet. Through this promotion, we expect to reach as much customer as possible in a short time
and raising number of people who download and sign up for the application.
Reviews
Social Media
WOM
Online Channel - WOM
Referrals
Sonic mobile application is our main source of channel for registration and unlocking process of a scooter, for this reason our all customers will have Sonic
application in their phones. We think that providing them a review section in application helps them see or checks if anyone has the same problem with them with
an easy access. They can reach the review section from the menu bar of Sonic application. They can give feedback through pop-up surveys after a ride or by
emailing us. By doing so, we want to answer questions and concerns of our customers in a fast and an easy way.
Also from the survey, we knew that social media networks are the mostly used digital channel for our target segment . Therefore, we want to encourage our
customers to follow social networks, share their experiences and even post and share a story about Sonic after their experiences. In this way, we can reach more
targeted customers with an advocacy of our loyal people. We expect to impress them and direct them to our related social network, website and eve application
after an interaction.
After registering our mobile application through referral or group sharing campaign, we expect the customer, who has experienced Sonic, be able to share their
ideas about flexibility, accessibility and by providing faster transportation rather than traditional ones via WhatsApp, messenger to others who haven’t experienced
Sonic yet. After that recommendation we expect potential customers search Sonic via search engine, our website and social media networks.

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Offline Channels - Billboard
Nowadays there are a number of distractions for people differently from the
past. When they walk or even drive they use their cellphones which decreases
the visibility of billboards, however despite the loss in the attention, billboards
can still have a powerful branding impact. When a campaign is about market
awareness and customer acquisition, we believe that billboard advertising is a
great option. The content should be simple, striking, and creative. Billboards are
a very quick read, and therefore should not contain a lot of information.
One type of billboard will be used, in metros. We think there will be huge traffic
in the metros which is the main transportation choice of our target segment and
let them see our billboards in a period of opening schools.
In our case, we want to select several places the underground areas, which are
near to universities in Milan, with a main reason to show our billboards to
university students in Milan. Additionally we think that San Siro Stadium and
Assago Forum Field would be the good option to set the billboard to reach
target customers who are enjoying the basketball and football matches.
Metros are good places for the use of billboards to increase the awareness
about the upcoming Sonic brand. For example, in Milan we want to use
billboards in the underground of Piola, P.ta Genova, P.ta Garibaldi, Cadorna,
Centrale, Loreto, Domodossolo, Duomo, San Siro, Assago Forum because this
is the neighborhood that matches the most with our targeted customers. Even
though our billboards will aim mostly the target customers, during the choice of
locations and content Sonic will consider also how to increase the general
awareness in Italian students.
As a cross-channel effect we expect the students to search the brand from our
website, download application and even try after get out from underground.

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Offline Channels - Pop-up Store - WOM
WOM
Pop-up Store
From the survey, we know that our customers are not only interested in the practicality of electric scooter service but also, convenience, accessibility, availability
and infrastructure of the service that we provide. For this reason, we want to set up pop-up store to convey information about our service with a well informed
personnel to increase brand reputation and acquire customers. We know that customers don’t forget something that they touch, feel, try and even share these
unforgettable experiences with others. This is one of another reason that a pop-up store idea is to increase Sonic’s WOM, since our qualified personnel will show
customers how to use the electric scooter and let them experience on their own. By opening pop-up store, we try to direct our customers our social media networks
to follow and our mobile application to download. We want to select career days of universities to open pop-up stores to reach as much targeted customers as
possible, since Independents are mostly on the last year of their master’s degrees and searching for job opportunities during career days. We select 7th April when
the career day of Bocconi University will be held and 14th may when the career day of Politecnico will be held. Throughout the campaign we will distribute special
gifts such as cloth bags, phone cradles, which have our logo on it, to students to promote our brand.
We believe that customers who had a try on our service can spread information and reputation of our brand since our target segment is university students in
Milan, they are open to try new services and share to each other. We believe that sharing our services with good advice increase our brand awareness among
target people and could even direct them to search from social networks, search engine or website to search for information and convince them to download and
try when they encounter the scooter all around Milan.

In the following table it’s showed our entire campaign with all the steps during the months. The campaign starts at the beginning of March 2020 and finishes at the
end of April 2020. The timeline is divided into 3 macro areas: Referral Campaign, Pop-up Store establishment and Group Sharing promotion. For all these parts we
have shown the different marketing activities and channels.
January February March April May June July August September
Starting
Referral
Campaign
Billboards
Instagram
Advertising
Starting Group
Sharing
Promotion
End of
Referral
Campaign
End of Group
Sharing
Promotion
Facebook
Advertising
Google (SEO
Optimization)
Instagram
Advertising
Facebook
Advertising
Google (SEO
Optimization)
Awareness
Customer
Acquisition
App-Web
Development
Social Media
Creation
4
Campaign Activities - Events
Instagram
Advertising
Facebook
Advertising
Instagram
Advertising
Facebook
Advertising
Instagram
Advertising
Facebook
Advertising
Instagram
Advertising
Facebook
Advertising
Pop-up Store
Google (SEO
Optimization)
Google (SEO
Optimization)
Google (SEO
Optimization)
Google (SEO
Optimization)
Group Sharing
Promotion
Group Sharing
Promotion
Pop-up Store

4
CJ- Touchpoints & Call2 Actions
Marco Channel Awareness Consideration Purchase Loyalty Advocacy
Offline
Paid Bilboard Seeing ad
Owned Pop-up Store Seeing ad/event /display
Earned WOM Asking friend Asking friends about price
Speaking friends about
the experience
Online
Paid Social Media Add
Seeing ad scrolling on social
media
Owned
Social Networks Serching for info
SEO Serching for info
Mobile App Downloading the app
Registering and using
the Sonic
Website Searching for info
DEM
Verification of register
process
Earned
WOM
Friends sharing their
experiences on social media
Sharing opinion on whatsapp
Referral Getting invitation link
Review Commenting on app
Social Media Following on social media
Sharing experince on
social media
In the following table we want to demonstrate how each channel will be used for each activity throughout the campaign. This table shows how we want our
customer to act from one channel to another following our call to actions throughout the campaign ,therefore we can call it to be customer journey.

5
Budget Planning
Offline
Definition of Levers Cost Per Lever Total Cost
INITIAL
INVESTMENT
WEBSITE & APP Development 5 000 €
15 000 €
BILLBOARDS (1 Month) 10 000 €
CAMPAIGN
BUDGET
POP-UP STORE 10 000 €
39 000 €
SEO 9 000 €
INSTAGRAM ADVERTISEMENT 10 000 €
FACEBOOK ADVERTISEMENT 10 000 €
We have planned our campaign for the total of 6 months, focusing both brand awareness and customer acquisition; Acquisition will be counted by the registrations
to the app in this case. To reach people organically, we will be developing a website and work on Search Engine Optimization during the campaign. This will
increase our brand awareness as well as customer acquisition. For the first month, we will put Billboard advertisements for 10 metro stations that students use most
often. Mostly near universities and student hangout places such as Navigli district. We also plan to put pop-up stores in campuses during the most crowded times
such as career days. This way they can use the scooters with someone that can teach them how to use it. For digital promotion, we will be focusing on Facebook
and Instagram advertisements, the budget will be shared equally on both these platforms. Content in these promotions will leverage the first free 45 minutes, so that
the customer gets used to riding scooters.

Marketing Levers and Accountability
Search Engine (Monthly) Offline Advertising (Monthly)
Overall Campaign Performance (6 Months)
Levers KPI Expected
Results
Comments
SEO
# Monthly Seraches 31,000 Monthly searches for
4 most common
keywords.
# Additional unique
monthly visitors
350 Estimated average
clicks per month.
Levers KPI Expected
Result
Comments
Bilboard # Daily effective
circulation / Number of
impressions
123,274 Number of people that
use 10 stations monthly
Pop-up
Store
# Registrations 500 For Every pop-up store
we make.
Social Media Advertising
Levers KPI Expected
Results
Comments
Mobile App # Download 2,748 Assuming all would
sign-up
Usage # Rides 146,114 Circulation of all
scooters.
Usage
(time)
# Minutes
riding scooters
2,922,280
minutes
Amount of time that the
scooters will be used.
Levers Expected
Impressions
Expected
Clicks
Facebook 6,369,427 57,325
Instagram 6,578,947 34,211
Total 12,948,374 91,536
5
Estimation sources of KPIs can be seen in [Appendix-4].
Further KPI calculations can be seen in [Appendix-5].

Offline
First of all, we start our analysis with two different usages of targeted persona, we assume that only a certain number of users from group sharing will be benefited.
We make this assumption based on the fact that is not always possible have people to ride together.
In the first group, we added only the “Free Minutes” that comes from ”Referral Promotion” that they will benefit from in the first month, while in the second analysis
we added the cost of Group Sharing. Thus, we will be able to calculate our earnings more clearly according to different types of use. The main idea behind the
introduction of “Free Minutes” concept to customers is gaining awareness for the first month with a “Referral System” to gain more customers. After the initialization
of the campaign, “Group Sharing” concept will be added and this will create consideration with more awareness. That’s the reason behind 2 CLV calculations and
the assumption of only some percent of the acquired customer will use the “Group Sharing”. As we can see from the table, the campaign for the first month will
reduce the price of the first month but it will create a huge awareness when we initialize the campaign [Appendix-6].
Month Price Cost Margin RR Cum RR Margin adj. Margin disc.
February 1 €23 €21 €2 95% 95% €2.14 €1.94
March 2 €30 €21 €9 95% 90% €8.12 €6.71
April 3 €30 €21 €9 95% 86% €7.72 €5.80
May 4 €30 €21 €9 95% 81% €7.33 €5.01
June 5 €30 €21 €9 95% 77% €6.96 €4.32
July 6 €30 €21 €9 95% 74% €6.62 €3.73
Total €27.52
5

In the second part of the CLV analysis, “Group Sharing” concept start at the second month until the end of fourth month. This will create an increase in the retention
rate of the customer and boost the loyalty of the customers. Even Though, the retention rate will decrease at the end of the campaign, it will still be higher than
before and this will give campaign more value in the long-term. Also, creating an consideration in the mind of customer will increase the loyalty of the target persona
because this kind of “Sharing” opportunities are highly valuable in their perspective. We propose this kind of approach because significant percentage of the acquired
customer will need an extra boost to stay in the service. The assumption is that ratio as 30% and when calculation the gain from the CLV, we use that percentage to
calculate the gain from both part that we have in our analysis [Appendix-7].
Month Price Cost Margin RR Cum RR Margin adj. Margin disc.
February 1 €23 €21 €2 95% 95% €2.14 €1.94
March 2 €26 €21 €5 98% 93% €4.66 €3.85
April 3 €26 €21 €5 98% 91% €4.56 €3.43
May 4 €26 €21 €5 96% 88% €4.38 €2.99
June 5 €30 €21 €9 96% 84% €7.57 €4.70
July 6 €30 €21 €9 96% 81% €7.26 €4.10
Total €21.01
5

Expected Outcome
SEO Cost 6,532.9
Website Cost 5000
Budget for Social Media ads €20,000
Billboard €10,000
Pop-up Store Cost €10,000.00
Total Cost €51,532.89
Gain(with Group Sharing) €16,657.02
Gain(without Group Sharing) €50,910.26
Total Gain from Campaign €67,567.28
ROI 31.11%
One of the biggest costs that the company will encounter at first is “Website and
Application Development Cost”. A smooth and useful website adds value to the
company in the long run. Also, one of the most important investments for the site is
SEO, which has a regular cost to the company on a monthly basis. An important
budget has been allocated on social media for this 6-month campaign and plays an
important role in raising awareness.
Another important phase of the campaign is in the “Offline”. Using the billboards of the
subway stops where our “Persona” are located most is one of the important points to
raise attention. Pop-up Store will also create significant value for users in a city like
Milan which is one of the new and effective methods offline.
By promoting the "Group Sharing" campaign, we may seem to have given up a
significant portion of our earnings. However, in reality, it is aimed to target a community
whose retention rate will decrease rapidly and will remain short term in the company.
Approximately 30% of the customers were assumed in this group and a value
calculation was made accordingly. As a result of these calculations and assumptions, a
significant ROI was obtained from the campaign. We could conclude them by applying
our campaign, Sonic will gain brand awareness between target customers, acquire
almost 3000 additional customers and will gain 30 percent of their investments back
[Appendix-8].
5

6
Conclusion
Persona - Insights
Survey results were analyzed
and benchmarking has been
performed. After creating the
persona, empathy map and 4R
of customer insight have been
performed to have precise
insights for marketing
campaigns.
Customer Analysis Content Strategy Campaign Design Budget Planning
Channels - Touchpoints
The channels selected according to the content
of the campaign. Both online and offline and
owned, paid and earned medias were explained
respectively. Customer journey was created to
show clear path that customers should follow to
achieve campaign objectives.
Content Strategy
Based on the theme, motto and
communication strategy of the brand,
creative campaign idea of Referral, Pop-up
Store and Group Sharing solutions have
been described in detail. Logo of the brand
has been created and the message of
campaign has been decided as
Fast&Flexible relying on pain, gain and
insight coming from our persona
Budget Planning
Budget planning and KPIs have been
calculated with respect to industry average
costs and levers with respect to each
channel will be used during the campaign. 2
CLVs have been calculated by taking into
account referral and group sharing
promotions. ROI of the campaign has been
calculated as 31.11% for 6 months
campaign.

Appendix - 1
Willingness to pay of Independents (Cluster2) among others 7

7
Appendix - 2
Independents
Environmental(PT)
medium
Accessibility(PT) high
Touristic(PT) low
Infrastructure(PT) high
Traffic(PT)
medium
Satisfaction(PT)
medium
Type of sharing(SM) low
Usage(SM)
medium
Coolness(SM) low
Convenience(SM) high
Satisfaction(SM)
medium
Coolness(SC)
medium
Consciousness(SC) low
Environmental(SC)
medium
Traditional(P) high
News(P)
medium
Informative(P)
medium
Social Network(P) high
Evaluation of Independents’ characteristics.

7
Appendix - 3
Career day of Universita Bocconi Milano:
https://www.unibocconi.it/wps/wcm/connect/Bocconi/SitoPubblico_IT/Albero+di+navigazione/Home/Corsi+di+studio/studenti+iscritti/Servizi/Career+
Services/Studenti+e+laureati/Incontrare+gli+Employer/Bocconi_Jobs/
Sources of Information for Career Days
Career day of Politecnico di Milano: https://www.careerservice.polimi.it/en-US/Meetings/Home/Index/?

Estimation Sources:
● Facebook
○ AVG CT : https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks
○ AVG CR : https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmarks
● Instagram
○ AVG CTR : https://blog.adstage.io/instagram-ads-cpm-cpc-ctr-benchmarks
○ AVG CR : https://curatti.com/vital-instagram-metrics-measure/
● Billboards : Number of daily circulation in Milan for 10 stations
○ https://en.wikipedia.org/wiki/Milan_Metro
Appendix - 4
Marketing Expectations and Budgets 7

7
Appendix - 5
Awareness
Facebook Instagram Billboard Seo
CTR 0.01 0.01
-
CPC 0.17 0.29
-
CPM 1.57 1.52
Budget 10,000.00 10,000.00 10,000.00
Clicks 57,325.00 34,211.00 250.00
Impressions 6,369,427.00 6,578,947.00 123,274.00
31k
(Monthly)
Further KPI calculations.

7
Appendix - 6
Consideration
Website & App Features Cost 5,000.00 €
Seo Cost 1,500.00 €/month
Conversion Rate(Facebook) 0.03
Conversion Rate(Instagram) 0.03
Customer Acqusition 2,642.90 #of people
Customer Acqusition (total
including seo)
2,748.00
Rides 146,114.00
Costs and Rates of Consideration Phase

7
Appendix - 7
Loyalty/Repurchase
Price 0.15 €/min
Operational Margin 0.30
RR(monthly) 0.95
DR(monthly) 0.10
Average Minutes/ride 20.00 min
Average #Rides 10.00
First Month free Time 45.00 min
Group Sharing average discount 0.02 €/min
Rate of People That Use Grup Sharing 0.30
Costs and Rates of Loyalty Phase

Appendix - 8
SEO Cost € 6,532.90
Website & App Feature Cost € 5,000.00
Budget for Social Media ads € 20,000.00
Billboard € 10,000.00
Pop-up Store Cost € 10,000.00
Total Cost € 51,532.89
Gain(with Group Sharing) € 16,657.02
Gain(without Group Sharing) € 50,910.26
Total Gain from Campaign € 67,567.28
ROI 0.31
ROI Calculation 7

Marketing campaign design for a scooter sharing service in milan in 2020

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Marketing campaign design for a scooter sharing service in milan in 2020