The Young Persons Rail Card Essay Example | Topics and Well Written Essays - 4500 words

The Young Persons Rail Card - Essay ExampleTo join on the interactivity on the site, the bloggers will need to prove themselves as the site will be open to popularity voting and other YPRC holders can also blog on the site and topple the current rank holders. Bloggers, who in a given calendar quarter, collide with the top of their geographic unit are eligible for a cash prize of 250 along with travel passes for another 250. While viewing blogs will be free, commenting on posted blogs will require site enrollment and voting or creating own blogs will require that they should be YPRC holders.Another change that is required from current practices is that purchase of YPRC should be available online. This would have a two fold benefit firstly, it will trap the procrastinator demographic of 14% who have already made up their mind up to purchase nevertheless have been waylaid by circumstances into putting off making the purchase till another time and secondly, the ease of applying onlin e will enable us to reach a wider audience, especially for those who may find it inconvenient or time consuming to visit their local station ticketing offices.While initial information and increase education will be disseminated through strategically located posters on school, college and university campuses, Internet denote will primarily drive acquisition. It is estimated that at 12 meg page views will be displayed to our target audience rooting in 120,000 new YPRC holders at a conservative conversion rate of 1%. This will result in a direct revenue increase of 2.4 million. After accounting for campaign costs the net contribution of this campaign would be approximately 450,000. marketing PlanObjectivesPrimary Objective To recruit 96,000 to 100,000 new YPRC holders translating into direct revenue increase of 1.92 to 2.0 million (12%-12.5%)Secondary Objective Increase average number of journeys by YPRC holders. Situation Analysis (Summary)16-25 year olds are a 7.9 million strong market. 83% of this demographic are students. Nearly half of these (47%) are living aside from home and have a fair degree of financial independence. The drawback with the current distribution system for YPRC is that it is pull based. 97% of YPRC purchases are from station ticketing offices. Buyers are pulled into the store through advertising and other marketing mechanics. This effectively limits the scope of reaching a sizeable segment of procrastinators (14%) who have not got round to it yetThe primary competition rail travel faces is from cars. However, on that point is a marked decline in the perceived convenience of cars, which is a fact that can be leveraged in the campaign. Customers can be broadly categorised as16-18 year old Sixth Formers 17% 1.3 million19-25 year old Independent & At Home Students 66% 3.7 million19-25 yea