1.
ARRIVA BUS
CAMPAIGN 2017
x

2.
HELLO!
I am Tape Thititorn
I am here because I love to give presentations.

3.
CAMPAIGN OBJECTIVES
Let’s start with our goals

4.
1 DRIVE AWARENESS
For Non-bus Users
2 INCREASE CONVERSION
For Student Saver Tickets
3 BOOST ENGAGEMENT
For M-Ticket Application
4 DRIVE TRAFFIC
For New Landing PagesOUR GOALS!

5.
RESEARCH
What did we find out ?

6.
SECONDARY RESEARCH
-18%
not satisfied
with the cost
of bus fares
75%
satisfied with
the service
They’d use
the bus ‘if it’s
expensive &
difficult to
park’
Non-users
would use the
bus ‘if there
was no other
way of getting
there’
Source: Annual Bus Statistics: the department of transportation

7.
COMPETITORS
Source: Annual Bus Statistics: England 2013/14 by Department for Transport
#2
ARRIVA
#1
STAGE
COACH
#3
FIRST
&
GOAHEAD
Bus Operator Market Share of Services

8.
COMPETITORS
Source: Google Trends & SimilarWeb
Website Traffic Analysis in 2016 by Google Trends

9.
COMPETITORS
Source: Google Trends & SimilarWeb
ARRIVA
TOTAL VISITS
1.2 M
STAGE
COACH
TOTAL VISITS
2.6 M
FIRST
TOTAL VISITS
2.2 M
Website Traffic Analysis in 2016 by Google Trends

10.
AUDIENCES
Who are our targets?

11.
TARGET
ACQUISITION
OBJECTIVE

12.
TARGET
STUDENT TICKETS
OBJECTIVE

13.
TARGET
STUDENT TICKETS
OBJECTIVE

14.
TARGET
M-TICKET APP
OBJECTIVE

15.
PERSONA MAPPING

16.
KEY INSIGHT
What’re our target think, feel and do?

17.
KEY INSIGHT: ACQUISITION
THINK
faster,
cheaper,
convenient
THINK
not fast
FEEL
not
flexible
FEEL
less
stressful
DO
NATHAN NEWLY
DO

18.
KEY INSIGHT: STUDENT TICKETS
THINK
the most
valuable,
cheapest
THINK
big
money
FEEL
not
worth
cost
FEEL
the best
deal for
the long
term
DO
SARA FRESHY & LEO SOPHOMORE
DO

19.
KEY INSIGHT: M-TICKET APP
THINK
quicker,
easier
THINK
complic-
ated
FEEL
not safe
FEEL
safe,
save
energy
LYDIA LOYAL
DO
DO

20.
STRATEGY

21.
FRIENDLY

22.
ORGANISING IDEA
Service-Friendly Budget-Friendly Eco-Friendly
TARGET:
ACQUISITION
TARGET:
STUDENT TICKETS
TARGET:
M-TICKET APP

23.
TACTICS

24.
YEARLY TIMELINE
REVISE LANDING PAGE
▶ Focus more on
mobile site
▶ Develop SEO
Service-Friendly Nathan Newly
TARGET: M-TICKET APP
Online Media
▶ Paid: Social Media Ads
▶ Owned: Social Media Channel
▶ Owned: E-Mail Marketing
Offline Media
▶ Paid: Ads on the bus stop
▶ Owned: Wrap a bus, Ads inside the bus, Ads behind the paper ticket
TARGET: STUDENT TICKETS
Online Media
▶ Paid: PPC
▶ Paid: Social Media Ads
▶ Paid: Retargeting
Offline Media
▶ Paid : OOH, Events
Budget-Friendly Sara Freshy &
Leo Sophomore
Eco-Friendly Lydia Loyal
TARGET: ACQUISITION
Online Media
▶ Paid: PPC
▶ Owned: EMCR
Offline Media
▶ Paid: TV Ads, OOH, Events

25.
MEDIA PLAN
PAIDOWNED
EARNED
ONLINE
-Web Properties
- Website
- Mobile site
- Social Media
Channels
- SEO
- E-Mail Marketing
OFFLINE
- Ads on the bus
i.e. Wrap a bus
- Ads on ticket
ONLINE
- Pay Per Click
- Google Ad words
- Display Ads
- Retargeting
- Social Media Ads
OFFLINE
- TV/Radio
- OOH i.e. Shell Ads
- Events
- Sharing
Mention, Likes, Shares, Comments, Reposts, Reviews
- WOM

26.
USER JOURNEY
TARGET:
ACQUISITION
Nathan Newly

27.
USER JOURNEY
TARGET:
STUDENT TICKETS
Sara Freshy &
Leo Sophomore

28.
USER JOURNEY
TARGET:
M-TICKET APP
Lydia Loyal

29.
ACTIONS

30.
RECOMMEND FOR DEVELOPING LANDING PAGE

31.
SOCIAL MEDIA ADS

32.
DISPLAY ADS

33.
ADS AT BUS STOP

34.
EXAMPLE FOR PPC KEYWORDS

35.
PARTNERSHIP

36.
PARTNERSHIP
Schools & Universities
- Welcome Week for Freshers
- Supporter for student activities

37.
MEASUREMENT

38.
ACQUISITION NEW CUSTOMERS
CAMPAIGN
KPI
Increase
new web
visitors
GOAL
Increase
25%
TOOL
Google
Analytic
KPI
Increase
ticket
sales from
new
customers
GOAL
Increase
10%
TOOL
Profit
from sales

39.
STUDENT SAVER TICKETS
CAMPAIGN
KPI
Increase
student
ticket
sales
GOAL
Increase
20%
TOOL
Profit
from sales
KPI
Increase
buy tickets
on landing
page
GOAL
Increase
20%
TOOL
Conversion
buy on
basket

40.
M-TICKET APP DOWNLOAD
CAMPAIGN
KPI
Increase
M-Ticket
app
downloader
GOAL
Increase
10%
TOOL
Number of
App
downloader

41.
DEVELOP NEW LANDING PAGE
KPI
Increase
new web
visitors
GOAL
Increase
15%
TOOL
%Click on
buy tickets
KPI
Increase
ticket
sales on
website
GOAL
Increase
10%
TOOL
Conversion
buy on
basket
KPI
Increase
email
subscription
GOAL
Increase
20%
TOOL
Number of
email
subscription

42.
REFERENCES
Anon, (n.d.). [online] Available at: http://www.ukbusawards.org.uk [Accessed 5 Mar. 2017].
Anon, (n.d.). YouGov profiles LITE. [online] Available at: https://yougov.co.uk/profileslite#/Arriva/
[Accessed 6 Mar. 2017].
Anon, (n.d.). YouGov profiles LITE. [online] Available at:
https://yougov.co.uk/profileslite#/Government_Civil_Service/ [Accessed 6 Mar. 2017].
Department for Transport, (2013). Public attitudes to buses: Great Britain, march 2013. [online] Available
at: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/253219/buses-report-
2013.pdf [Accessed 5 Mar. 2017].
Department for Transport, (2014). Statistical release annual bus statistics: England 2013/14 passenger
journeys on local buses in England increased 2% in the year to march 2014, with overall mileage run
continuing the slow decline of recent years. [online] Available at:
https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/387397/annual-bus-
statistics-year-to-march-2014.pdf [Accessed 5 Mar. 2017].