More info: http://shuanliu.net
Objective:
Increase bus ticket sales for students, non-bus users and m-ticket mobile users.
Challenge:
Intense competitors.
Solution:
Building a lifetime partnership in business and life.
Arriva Bus users download Arriva m-ticket app to buy bus tickets, they could have promotional price easily.
4. Connected and Understanding
Q1. What are the SWOT characteristics?
Strengths Weaknesses
• Strong fleet operations.
• Leading market position.
• A sound Internet system, involved e-
commerce and app.
• Chat live online for their customers.
• Some districts have unequal distribution
of bus trails.
• Tickets information is not too clear.
• UI and UX need improvement.
• Lack of interaction in social media.
• Inconsistent accounts in social media.
Opportunities Threats
• Growth in UK road and rail industry.
• Liberalization of the European market.
• Provide better customer service.
• Intense competition.
• Price volatility in transportation markets.
• Traffic jams.
Source: datamonitor.com
5. Connected and Understanding
Q2. What do we need to change to optimise user behaviour?
Public transportation lines link country towns and the city
together. We support optimised travel modes for our users.
Plan a campaign with strong fleet operations for
competitive prices and optimise UI and UX on landing
page for customer service obviously.
8. Connected and Understanding
Q3. Who do we need to connect with?
Source: MediaCom data and Google data
Fans
Ben & Joan
16-21
University/ college
students
Facebook/ Instagram/
Google/ Email/ UniDays/
National Union of Students
9. Connected and Understanding
Q3. Who do we need to connect with?
Potential fans
Lewis & Sara
16-45
University staff &
students/ Bank,
supermarket, shopping
centre staff & customers
(B2B)
Email/ OOH/
YouTube
Source: YouGov Profiles data bank, supermarket and university
10. Connected and Understanding
Q4. When and where are we most able to affect change?
• Rush hours in bus/ train stations.
app/ radio/ OOH/ print
• The beginning of the semester to the school.
Internet/ email/ social media
• Holidays and weekends to the supermarkets or
attractions.
OOH/ print/ email/ Internet/ app
• Paydays to shopping centre.
app/ eDM
11. Connected and Understanding
Q5. How well does the system work?
Connected system Adult
Google Adwords and social PPC are attempting to
promote the campaign more on SERP and trigger
people to go to landing page. SEO of landing page
shows our customer service and promotional prices
easily.
Due to analytical brand and research of target audience,
using touch points promotes the campaign.
13. Connected solutions
Key insight: How do people think about buses?
Their schools, colleges, places of work or
training, or their friends, colleagues and
social activities do not require them to
travel further.
Source: Liywodraeth Cymru Welsh Government 2017
Connections Truth I
Q6. How well connections make the system thrive?
14. Key insight: Why do people want to take a bus?
Save money
More convenient
No other choice
Source: Survey and interview form BCU students
Q6. How well connections make the system thrive?
Connections Truth II
Connected solutions
15. Proposition
Connection Strategy
Q6. How well connections make the system thrive?
You want a trusting partner to
guide you to a location.
Arriva Bus is the best choice!
Connected solutions
16. Organisation Idea
Connection Idea
Q6. How well connections make the system thrive?
Building a lifetime partnership in
business and life.
Connected solutions
17. Connection Idea Design I
Q7. How do we combine content and connections for best effect?
Connected solutions
Source: SapientNitro Model
Building a lifetime
partnership in business
and life.
18. Connection Idea Design III
Q7. How do we combine content and connections for best effect?
Connected solutions
Arriva Bus
PURPOSE
POSITIONING
PURPOSE
Make customer life more convenient.
POSITIONING
Encourage people to use their e-system
such as the website and mobile app.
19. Connection Idea Design II
Q7. How do we combine content and connections for best effect?
Connected solutions
CONSUMER
INSIGHT
BEHAVIOUR
INSIGHT (Desire)
I would like to discover the city more.
BEHAVIOUR (Needs)
Taking a bus economise money on
transportation.
20. Connection Idea Design IV
Q7. How do we combine content and connections for best effect?
Connected solutions
PURPOSE
+
INSIGHT
POSITIONING
+
BEHAVIOUR
Discover the city
conveniently
Save money on
e-system
A lifetime
partner
22. Connected Execution Planning
Q8. How do we optimise the system for the best outcome?
Connected executions
Use Arriva m-ticket app to buy
bus tickets, you can have
promotional prices easily.
B2B users download the app
and take a bus once for free.
23. Connected Execution Planning- Good
Q8. How do we optimise the system for the best outcome?
Cooperate with affiliated companies, such as Arriva Trains
Wales, Northern, Chiltern railways, CrossCountry, Tyne and
Wear Metro.
Buy bus tickets and get 20% discount on a train/ metro ticket.
Buy train tickets and get a 50% discount on bus tickets.
Connected executions
24. Connected Execution Planning- Better
Q8. How do we optimise the system for the best outcome?
Multimodal travel transportation choice
Bicycle (BROMPTON)/ Tram (Midland Metro)/ Cab (Uber)
Buy one day tickets and get 50% discount for renting a bicycle.
Buy bus tickets and get 50% discount on a tram journey.
Buy passes and get an Uber Promo Code.
Source: YouGov Profiles data 18-24 male professionals for Uber
Connected executions
25. Connected Execution Planning- Best
Q8. How do we optimise the system for best outcome?
Strategic Alliance from different business sectors/fields.
（horizontal alliances)
Arriva Guide (attractions and restaurants)
Buy bus tickets and get tourist attractions 2 for 1 offers.
Buy passes and get an Deilveroo Promo Code.
Source: www.raptor-london.co.uk and survey
Connected executions
28. Connected measurement- City worker Anna
Q9. How will we measure and how will we respond?
MEDIA
Prioritisation Criteria
STORY SYSTEM
REACH ENGAGEMENT COST Effectiveness
Email High Low Low Low Roundabout
Twitter/ Facebook High Medium High Medium Signpost
Website Low High Low High Destination
CRM High High High High Town Centre
AdsGDN Medium Low Medium Medium Signpost
Online search High Medium Medium Medium Signpost
OOH High Low Medium Low Signpost
Radio High Low High Low Signpost
Connected executions
29. Media plan- Students Ben & Joan
Q9. How will we measure and how will we respond?
MEDIA
Prioritisation Criteria
STORY SYSTEM
REACH ENGAGEMENT COST Effectiveness
Email High Low Low Low Roundabout
Facebook/ Instagram High Medium High Medium Signpost
Website Low High Low High Destination
CRM High High Medium High Town Centre
AdsGDN Medium Low Medium Medium Signpost
Online search High Medium Medium Medium Signpost
app High High Medium High Signpost
Connected executions
30. Media plan- Staff and clients in university/ bank/ supermarket
Q9. How will we measure and how will we respond?
MEDIA
Prioritisation Criteria
STORY SYSTEM
REACH ENGAGEMENT COST Effectiveness
Email High Low Medium Medium Signpost
Website Low High Low High Destination
AdsGDN Medium Low Medium Medium Signpost
Online search High Medium Medium Medium Signpost
OOH High Low HIGH Low Signpost
Source: www.emailmonday.com
Connected executions
31. Media plan- A story system
Q9. How will we measure and how will we respond?
Landing
page
M-ticket
app
CRM
Social PPC
Online search
Website
Email
OOH
Radio
A lifetime
partner
Connected executions
32. Connected measurement
Q9. How will we measure and how will we respond?
Landing page
Page views
Bounce Rate
Time on site
Student passes &
app
Student passes sells
app of downloads
PPC
Impressions
Clicks
CTR
Average CPC
Cost
CPA
CPL
CPI
Connected executions
