TEMPLATE ONLY - Please replicate a copy of this doc for each new

campaign

Marketing Playbook
Purpose
● What is the reason for this stunt/campaign?
● Identify goals/mission statement

Overview
● Provide a general overview of what will take place during campaign
○ Platforms used
○ Timeline
○ Giveaways/Prizes

Partners
● What outside partners are we involving and what is their role in the campaign/stunt
○ What is the contact information for the partner

Campaign Timeline
*List the dates of when all important timeline of initiatives & comms*
● Campaign date -
● Comms Live
○ SMS -
○ Press -
○ Email -
● Mobile Message -
● Vehicle View Live - If applicable
● Re-Engagement Strategies-

GIVE / GET
*Detail the terms of your agreement*
● Uber will provide partner (a) with:
○ xyz

● Partner (A) with provide Uber with:

○ xyz

Campaigns Plan of Action

● Include link to plan of action / execution
 PRE-CAMPAIGN
Marketing Initiatives

Design Materials
List out marketing material designs needed for this campaign
● Email header (design team)
● Postcards (design team)
● Posters
● Blog header (design team)
● Social image (design team)
● Email body image (design team)

Design Assets - JIRA FILE or Request Form

*Include link to request (if there was one) / file and screenshots of created materials *

Marketing Content
*Include links or copy of outgoing marketing content for promotion*
● Partner outreach
● SMS
● Press comms

Comms
*Please include a screenshot or the copy of the emails / SMS that were sent*

POST CAMPAIGN
Comms
● All-Rider Email - if applicable
○ Date Sent -
○ Open rate -
○ Click thru rate -
○ Link to campaign -

● SMS Sent
○ Date sent -
○ Size of cohort -
○ Open rate -
○ Total SMS spend -
○ Results of send -
Media Exposure
● Who was it sent to - Include list of media that was incorporated into campaign
● Media Spend - (if applicable)
● Feedback/postings - Include screenshots or links to postings

Social Media Exposure

Take screenshots or link to Twitter / Instagram highlights of positive exposure, engaged users or
influencers sharing the promotion

Campaign Metrics

● Weekly Analytics - Pull results of weekly metrics week of campaign

○ Signups
■ Total signups -
■ Organic signups -
■ Promo -
■ Give get signups -
○ Rides
■ Total trips
■ Trips per rider

● Promotional Metrics - Pull results of promo code metrics used during campaign
○ Promo Code
■ Applies to date -
■ Signups -
■ Rides -
■ Credits Given -
■ New user inflow -

● Request Metrics - (only applicable if on-demand stunt)

○ Total Requests -
○ Unique Requests/Clients
○ Completed -
○ Comp/Req -
○ Unfulfilleds -
○ Unique Unfulfilleds -

● Cost Analysis
○ Total Driver Payout -
 ○ Marketing Payout (printing cost, partner cost, etc.) -
○ Intern Expense -
■ TOTAL SPEND =

● CPA / CPR
○ CPA = Total hard marketing cost/number of applies
○ CPR = Total hard marketing cost /number of new riders

LEARNINGS
Wins
● What were (at least) 3 highlights of this stunt that made it a success? Did you accomplish what
you were looking to do? If so let us know!
○ Signups
○ Social media reaction / virality
○ Positive press
○ Notable charitable donation

Losses
● What were components of the campaign/stunt that you wouldn’t replicate again or that you
would consider a ‘loss’?
● What problems did you run into during the stunt?
○ Support
○ Virality
○ Signups

Learnings:
● If you were to do the stunt again, what would you do? Focus on:
○ Fixes to problems
○ Would you change the process or timing of initiative/comms
○ Advice to people if they were to replicate the stunt

EXAMPLE:

EVENT PLAYBOOK

● Source contacts & networks

○ What events are going on in your city in the next 3 months?
Think about scale, impact, acquisition opportunity, channel's, brand
○ Have we worked with this partner or event before?
○ Identify a contact or respond to inbound
● GIVE // GETS
 UBER GIVES

• New User Promo (NUP): Rp. X off first ride

• Message all driver partners to help meet demand for the event
• Cash Rev Share: Rp. X - Rp. Y per first ride taken
• VIP Rides: existing user discount for select users
‐ when absolutely necessary
• Social media mentions
• Inclusion in a blog post
• Geo-targeted pickup logistics mobile message for riders (save for big
events/partners)
• Logo inclusion on printed collateral for the partnership
• Upfront Cash: when absolutely necessary
‐ only with GM or SR MM approval

UBER GETS

• Dedicated Email (THE HOLY GRAIL!)

• Push notifications from partner app
• Website: Promo Code Feature
• Tickets/Wristbands: Inclusion on/with these
• Inclusion in ticket purchase confirmation emails
• Dedicated pickup/dropoff area
• API integration into a partner app
• Social media promotion
• Email inclusion
• On-site presence
• Physical signage on-site
• Press release
• Blog post
• NUP promo cards given to attendees/customers
• Inclusion on physical collateral

Build Your Game Plan!

● RESEARCH
FIND THE RIGHT CONTACTS
Reach out to the marketing team over sponsorships team

UNCOVER NEEDS
Determine where Uber can solve problems for your partner
 INNOVATE
Discover what will work best & new ways to market Uber

● UBER LOVE
ENSURE YOUR CONTACTS USE UBER
If not, offer a new user promo

VALUE ADD
Free rides = awesome experience

HOW WE WORK
We don’t spend $$ upfront

Game of Chess!
● PREDICT THE FUTURE (Think 5 Steps Ahead)

MAKE BIG PARTNERS MOVE FIRST

Gain negotiating power

SAVE VALUE FOR LATER ROUNDS

Don’t offer everything from the start

KNOW WHERE YOU’RE HEADED

Understand future steps needed to achieve intended result