OUTLINE

Situational Analysis
Problem Statement
Consumer Analysis
Positioning of Brand
Campaign
SITUATIONAL
ANALYSIS
 SWOT ANALYSIS
[STRENGTH] [WEAKNESS]

• Relevance • Lack of expertise

• Practicality • Not
• Good Foundation • Small Org

[OPPORTUNITY] [THREAT]

• Regular Inflow of untapped • Competition

markets (incoming Freshmen) • Lack of Security
• Lack of consistent and
convenient transportation
PROBLEM
STATEMENT
How do we raise student awareness
about UP Bikeshare while establishing
the same as an inclusive and sustainable
solution towards relevant student issues
(such as transportation, environment,
health)
KEY
PERFORMANCE
INDICATORS
• 100 new riders by the end of the semester

• 5 -10 % increase in online engagement

• 15 Shares of organic Bikeshare content per

month
CONSUMER
ANALYSIS
 SEGMENTATION
Low Awareness High Awareness

Many classes/activities
in different buildings WALKING BIKESHARE
(High Need) WALLY RIDER BRIAN

Majority of
classes/activities in few DONT-NEED-IT INDIFFERENT
to one building (Low DARYL IAN
Need)
 Target Consumer Segment
WALKING WALLY
Largely Freshmen and
Sophomores

1) Clear Need

2) No Established Relationships

3) More Open to New Ideas

POSITIONING
UP Bikeshare is an inclusive
community that works towards
sustainability.

It is the only in-campus

transportation platform that is
convenient, economical, and
provides a sustainable measure to
address transportation and health
issues of UP students.
DO IT
DIFFERENT
CAMPAIGN
#ThatsHowWeRide
BRAND STRATEGY MAP
I walk around campus from building to building to get to my
CURRENT DO classes/activities

CURRENT Because waiting for a jeep is sometimes too long and I don’t
MINDSET know any other system of transportation

DESIRED Bikeshare provides a fast, convenient, efficient and economical

MINDSET solution to in-campus transportation

So whenever I have to go long distances around campus, I go to

DESIRED DO the nearest Bikeshare Station, request a bicycle, and bike to my
next class/activity
AWARENESS
PHASE

ENGAGEMENT
PHASE

SUSTAINABILITY
PHASE
AWARENESS PHASE
Word-of-Mouth Marketing Initiatives

Anna Dela Cruz

Bikeshare Rider

I used to be very physically active back in high

school. I love the adrenaline rush it brings, but
acads made this lifestyle difficult in college. That’s
why Bikeshare has really become an integral part of
my lifestyle. It’s basically my form of daily exer...
ENGAGEMENT PHASE
Collaborations with Freshie Initiatives | Freemium Model Concept

1) Entertainment of
Questions

2) Strengthening the
Connection

3) Point of Sale

Channels
• On-ground
• On-line
SUSTAINABILITY PHASE
Personalized Content, Newsletters, Involvement

BIKE FOR A
CAUSE
Aug 22, 2019 Proceeds
will go to Environmental
Protection Agency

#ThatsHowWeRide
KEY
PERFORMANCE
INDICATORS
• 100 new riders by the end of the semester

• 5 -10 % increase in online engagement

• 10 Shares of organic Bikeshare content per

month