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    Transport - Slogan & Challenge

    Uploaded by

    Arju Lubna
    The document outlines a marketing campaign for a student transportation service called The Student and Youth Discount Program (SYDP). Key points include: 1. The campaign slogan is "Ride in Style, Save with Pride: Student and Youth Discount Transport Service!" and will use a combination of visual and verbal advertising. 2. Promotional strategies include events on campus, social media campaigns, and distributing discount cards. 3. The target market is students of North South University, with plans to expand to other universities. A SWOT analysis identifies cost effectiveness and expanding to other schools as strengths, and exposure and vehicle selection as weaknesses.

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    Transport - Slogan & Challenge

    Uploaded by

    Arju Lubna
    22 views4 pages
    The document outlines a marketing campaign for a student transportation service called The Student and Youth Discount Program (SYDP). Key points include: 1. The campaign slogan is "Ride in Style, Save with Pride: Student and Youth Discount Transport Service!" and will use a combination of visual and verbal advertising. 2. Promotional strategies include events on campus, social media campaigns, and distributing discount cards. 3. The target market is students of North South University, with plans to expand to other universities. A SWOT analysis identifies cost effectiveness and expanding to other schools as strengths, and exposure and vehicle selection as weaknesses.

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    Transport_ Slogan & Challenge

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    The document outlines a marketing campaign for a student transportation service called The Student and Youth Discount Program (SYDP). Key points include: 1. The campaign slogan is "Ride in Style, Save with Pride: Student and Youth Discount Transport Service!" and will use a combination of visual and verbal advertising. 2. Promotional strategies include events on campus, social media campaigns, and distributing discount cards. 3. The target market is students of North South University, with plans to expand to other universities. A SWOT analysis identifies cost effectiveness and expanding to other schools as strengths, and exposure and vehicle selection as weaknesses.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    22 views4 pages

    Transport - Slogan & Challenge

    Uploaded by

    Arju Lubna
    The document outlines a marketing campaign for a student transportation service called The Student and Youth Discount Program (SYDP). Key points include: 1. The campaign slogan is "Ride in Style, Save with Pride: Student and Youth Discount Transport Service!" and will use a combination of visual and verbal advertising. 2. Promotional strategies include events on campus, social media campaigns, and distributing discount cards. 3. The target market is students of North South University, with plans to expand to other universities. A SWOT analysis identifies cost effectiveness and expanding to other schools as strengths, and exposure and vehicle selection as weaknesses.

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    1.

    Campaign Theme:

    1.1 Slogan: "Ride in Style, Save with Pride: Student and Youth Discount Transport Service!"

    A slogan is a short and memorable phrase used in advertising, branding, or marketing to convey
    a message or create a strong impression about a product, service, company, or idea. Slogans are
    often designed to be catchy and easy to remember, helping to leave a lasting impact on the
    audience and differentiate the product or brand from others in the market. They can be used to
    evoke emotions, highlight key features, or communicate the overall mission or values of a
    business.

    1.2 Plan for Campaigns:

    The campaign plan is mostly visual, image and verbal in the advertisement. we will mainly use
    visually, but very little writing will be there. So, it is a combination of both verbal and visual
    where visual has the main story of our Product & Services. And we use these because through
    visual, people connect more, and where needed, we use verbal, which fulfills the main motto of
    the advertisement we tried to simulate. We will circulate our ads through our chosen promotional
    tools so that it can be a very successful campaign.

    First of all, we can create remarkable Public Relations campaigns, events or competitions
    occasionally in the NSU premises.
    Secondly, we can go for an online/digital medium through responding to the student’s primary
    concerns and contributing emotional messages to parents.
    Thirdly, since we want to attract students and parents, we can distribute discount cards or free
    rides coupons that will widen the possibility of more publicity.

    1.3 Theme:

    As our targeted consumers are tech savvy and spend more time on social media and the internet
    rather than watching TV, so we will make AV. Every advertisement has a theme. So, we will
    make a short story film in the ad so that people will know our brand and what we are doing.
    When we are making we have to follow our slogan about what we are trying to say for our
    valuable customers. Also, the approach will be emotional so that it grabs customer attention.
    2. The Challenges Through Research:

    2.1 Why does the Service need a promotion?

    Promotion is crucial for every brand or service. It plays a significant role in achieving business
    objectives. Here are some key points:

    Awareness increase: Promotion helps in creating awareness about a brand or service among the
    target audience. Without effective promotion, potential customers may not be aware of the
    existence of the product or service.

    Brand Visibility: In a competitive market, promoting a brand ensures that it remains visible to
    the target audience. Visibility is essential for maintaining top-of-mind awareness and standing
    out in a crowded marketplace.

    Customer Engagement: Promotions offer chances to interact with customers. Through various
    promotional activities, such as social media campaigns, events, and contests, brands can interact
    with their audience, build relationships and gather valuable feedback.

    Product Launch: When introducing a new product or service, promotion is crucial to inform the
    target audience about its features, benefits, and availability. A strategic promotional campaign
    can generate excitement and anticipation for the new offering.

    Boost in Sales: Well-executed promotions can stimulate demand and drive sales. Special offers,
    discounts, and promotions can incentivize our customers to make a purchase, especially if they
    perceive a short-term benefit or value.

    2.2 Current Target Market:


    Our current targeted customers are only the students of North South University. After
    successfully serving them with our service, we will try to launch these kinds of services for other
    university students.

    2.3 Current Advertising practices:


    In a market where competition is fierce, promotion might give us a competitive advantage.
    Brands with strong self-promotion strategies have a higher chance of drawing in customers and
    expanding their market. Through Youtube ads we can grab the attention of our current and
    potential consumers. The leaflets and posters will help us to circulate the brand to the mass
    people.
    2.4 Use of Media:
    We have chosen YouTube ads and Facebook groups as digital and social media.
    Leaflet distribution, Wall Posters/Sticker in the area of NSU campus and Bashundhara R/A are
    chosen as our print media.

    3. Identifying the Target Audience:

    3.1 Target Audiences: All NSU students (Undergraduate & Graduate)

    Demographics: Throughout the Dhaka City. Except intercity.


    Gender: Male & Female Students.
    Profession: Undergraduate students and graduate students including all profession.
    Psychographics:
    Conformity: According to research, young students are the most energetic and values time.
    Conformance will create a great impact in that case for The Student and Youth Discount
    Program (SYDP).
    Economical: The Student and Youth Discount Program (SYDP) offers a reasonable price for
    daily commute to the NSU students. The students will be able to sit in a AC transport hassle free
    with a reasonable ticket price comparing to the other private transports. The experience will give
    a sense of economical profit and safety regarding the use of the transport.

    3.2 SWOT Analysis of SYDP:


    S: The Student and Youth Discount Program (SYDP) mainly focuses on the current BBA - MBA
    students of North South University. Our main strength is that our service is super cost effective
    and easy to subscribe to.

    W: Lack of exposure in our targeted area can be a weakness of the service. We have to use the
    promotional tools for our service very wisely. Also, determining the vehicle of our choice is a
    big challenge.

    O: Collaborating with other private university students with our service is the biggest
    opportunity of SYDP. Through this, we can create a safe and cheap transport system.

    T: If there are similar discount programs and services like us then it will be a threat for our
    initiative.

    SWOT Analysis:
    SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. It is a framework to help
    assess and understand the internal and external forces that may create opportunities or risks for
    an organization.

    SWOT analysis of SYDP:

    S: The Student and Youth Discount Program (SYDP) mainly focuses on the current BBA - MBA
    students of North South University. Our main strength is that our service is super cost effective
    and easy to subscribe to.

    W: Lack of exposure in our targeted area can be a weakness of the service. We have to use the
    promotional tools for our service very wisely. Also, determining the vehicle of our choice is a
    big challenge.

    O: Collaborating with other private university students with our service is the biggest
    opportunity of SYDP. Through this, we can create a safe and cheap transport system.

    T: If there are similar discount programs and services like us then it will be a threat for our
    initiative.

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