Скачать презентацию Zipcar 101 St Lawrence University Confidential Скачать презентацию Zipcar 101 St Lawrence University Confidential

de19b52eaab28bb2cf33354a897724e1.ppt

  • Количество слайдов: 15

Zipcar 101 @ St. Lawrence University Zipcar 101 @ St. Lawrence University

Confidential Zipcar Snapshot • 20 Major Metropolitan Areas in the US, Canada, UK, Spain Confidential Zipcar Snapshot • 20 Major Metropolitan Areas in the US, Canada, UK, Spain and Austria • 300+ University Partnerships • 767, 000+ Zipcar Members… who travel and explore • 11, 000+ Zipcars • 15 million People Within a 10 Minute Walk of a Zipcar • A fun and aspirational brand that members trust and engage with 2

What is Car Sharing? Zipcar is car sharing - “wheels when you want them. What is Car Sharing? Zipcar is car sharing - “wheels when you want them. ” Cars by the hour/day, on-demand 24/7, all inclusive. Join >> Apply online today. It only takes a few minutes. Once you’re approved, you get your very own Zipcard in the mail. Students, faculty, staff only have to be 18+ to join Zipcar. Reserve >> You can reserve for as short as an hour or up to 4 days, a minute before or a year in advance. Members reserve 7 different ways including online or over the phone. At the time of the reservation a wireless signal is sent to the Zipcar. Unlock >> When members arrive at the Zipcar, their Zipcard identifies them and unlocks the door. Drive! >> When done, they just return the car to it’s spot and walk away. Fuel, insurance, congestion charge and reserved parking are all included. 3

Leading Technology We have been perfecting our car sharing platform and technology for over Leading Technology We have been perfecting our car sharing platform and technology for over 11 years with Zipcar’s in-house 50+ person engineering team. • Vehicle Technology and Integrated Mobile Platform 1. 7 Reservation Environments – i. Phone AND Android application! 2. GPS and GPRS – tracking and management 3. Integrated mapping 4. Handheld integration = clean cockpit 5. Two-way SMS to alert members and extend reservations 6. SMS lock, unlock and HONK! 7. i. Pod/Android/Audio out features • Operational Technology 1. You have access to 20 real time reports 24/7, not just monthly, including: 1. 5+ Utilization reports 2. 3+ Member uptake reports 1. Same platform used to manage 8 k vehicles • Strategic Technology Partners 1. Google, Apple, AT&T, BT and Facebook • Zimride – exclusive Ride Sharing partnership 4

Leading Insurance Coverage • 18+ - no parental waivers or consent forms • Best Leading Insurance Coverage • 18+ - no parental waivers or consent forms • Best comprehensive insurance in the industry and Zipcar is “primary”. Zipcar Coverage - 21+ $300, 000 csl Coverage -18 -20 State minimum Deductible $750 Waiver Available Yes 21+ can purchase $0 deductible for $75. 5

Zipcar Marketing ØSelf service marketing extranet (“Zipkit”) has everything you need to support your Zipcar Marketing ØSelf service marketing extranet (“Zipkit”) has everything you need to support your program – all in 1 place. ØCustom 90 day and 1 year marketing plan ØZipcar will work with you to produce a variety of custom and standard marketing materials for St. Lawrence for the ’ 13/’ 14 school year and beyond: ØPostcards/Posters/Brochures ØDoor Hangers ØPOP displays, small & large 6

Mail Pieces: Email & Direct E-mails Your toolkit has e-mails that can be modified Mail Pieces: Email & Direct E-mails Your toolkit has e-mails that can be modified for any school broken out by segment • Target general or segmented audiences • Free to send Direct Mail If your school prefers to use direct mail marketing, Zipcar can work with you to create custom pieces • Great supplement to e-mail campaigns • Parents Mailer shown, but this can be broken out by segment as well • Can be made into a postcard for easy mailing by school • Costs Money to send 7

8 8

SWD: What is it? When Zipcar partnered with Ford, we created a Grant Program SWD: What is it? When Zipcar partnered with Ford, we created a Grant Program called Students With Drive dedicated to empowering student groups by getting them to where they want to go easily and efficiently. • How does it work? • To be sure students with lots of different interests had an equal opportunity to win, we created 5 entry categories encompassing the college experience – Academics, Arts, Athletics, Community Service and Student Life • Each month, 3 finalists are chosen in each category. • The winner is the group that gets the most votes in each category (5 winners/month) – The winners all get $5, 500 in Zipcar credit for their group – Runners Up Receive $1, 000 • At the end of the school year, there is a Grand Prize voting. – 5 finalists will be picked by Zipcar. The winner will be the group with the most votes – The Grand Prize Winner will get $5, 000 in Zipcar credit, $10, 000 cash for their group and $10, 000 in cash for the university’s scholarship fund 9

SWD: Facebook App A student visits the Facebook App and enters information about the SWD: Facebook App A student visits the Facebook App and enters information about the group • What is the group? • How will having access to free transportation be a benefit? • What pictures and videos help tell the story about the group? 10

Zipcar & St. Lawrence - Cars & Rates Ø Rates • Personal Use -The Zipcar & St. Lawrence - Cars & Rates Ø Rates • Personal Use -The application fee would be $25 (waived) and there is a $25 annual membership fee (we will credit $35 in free driving for 1 st 30 days). • Departmental Use - The application fee is $0 and a $35 annual membership fee * All of these rates are inclusive of fuel, insurance, parking, 24/7 roadside assistance, and maintenance. These rates are ~20% below our standard Metro Market rate Make & Model CITY MPG HWY MPG EPA Smart Way* EPA GHG Score** Revenue Guarantee Weekday * Weekend* Rates – M-TH Rates – F-S Nissan Sentra 5 Passenger 27 34 Smart Way 7 $1, 500 $8. 50 hr $69 day $9. 50 hr $77 day Ford Focus 5 Passenger 28 38 Smart Way 7 $1, 500 $7. 50 hr $69 day $8. 50 hr $77 day Honda Civic 5 passenger 40 45 Smart Way Elite 9 $1, 500 $8. 50 hr $69 day $9. 50 hr $77 day Mazda 3 5 passenger 23 31 Smart Way 7 $1, 500 $8. 50 hr $69 day $9. 50 hr $77 day Toyota Prius 4 passenger 51 48 Smart Way Elite 10 $1, 600 $8. 50 hr $69 day $9. 50 hr $77 day Honda Insight 4 passenger 40 43 Smart Way Elite 10 $1. 600 $8. 50 hr $69 day $9. 50 hr $77 day *Smart. Way Elite is given to those vehicles that score 9 or better on both the Greenhouse Gas and Air Pollution Scores *Smart. Way is given to those vehicles that score 6 or better on both the Air Pollution and Greenhouse Gas Scores **The EPA GHG Score reflects the exhaust emissions of carbon dioxide. The score is from 0 to 10, where 10 is best 11

Costs • • Monthly Service Minimums: - We require a service minimum on each Costs • • Monthly Service Minimums: - We require a service minimum on each Zipcar ranging from $1, 500 to $1, 600 depending on vehicle type. - Why a minimum? 1. To gain a partner who is invested in the program and is determined to see rapid adoption. - Any hourly and daily revenue earned will be deducted from the monthly service minimum. When will the service minimums go away? – Yes, if: 1. After meeting the service minimum for 2 consecutive quarters. 2. If utilization warrants additional cars to be added to campus, these cars would be provided without a service minimum and the other minimums would go away all together. 12

How would Zipcar work at St. Lawrence? ØWe look to the University to provide: How would Zipcar work at St. Lawrence? ØWe look to the University to provide: –High profile parking locations (starting with 2 cars) –To assist in marketing plan execution (which we would craft together). –An administrative contact to approve students, faculty and staff (only approve that they attend or work at the school). –Light maintenance support (bring vehicles to maintenance appointments, help with damage requests, etc). ØZipcar will provide: – 2 Zipcars –A Dedicated Account Manager to facilitate ongoing program success and growth. –$35 in free driving in first year for all students –No application fee for students, faculty and staff –Zipcar will provide fleet guidance and direction via our dedicated Fleet management staff. –Zipcar will utilize our local mobile car cleaner to cleaning the vehicles every 8 -10 days. –Campus launch event – coordinated by Zipcar and the University – Zipcar to work with key departments to execute “Launch keys to success” –Dedicated account team works with you to move short and long term marketing efforts further 13

Zipcar’s Timeline for Launching the St. Lawrence Program • Post Agreement (pre launch) - Zipcar’s Timeline for Launching the St. Lawrence Program • Post Agreement (pre launch) - Dedicated Zipcar Launch team and 5 week process (a fall/spring semester launch) - weekly calls and updates from fleet, marketing & your Account Mgr. - Marketing - press, “Launch keys to success” including messaging to current students and summer orientation and a unique St. Lawrence microsite (www. zipcar. com/slu). • Launch (0 -60 days) - Campus launch event – coordinated by Zipcar and the University - Zipcar to work with key departments to execute “Launch keys to success” - Dedicated account team works with you to move short and long term marketing efforts further • Post Launch (60+ days) - Dedicated account team works with you to move longer term marketing efforts further - Continued no-cost marketing material and support - Superior program management and success tracking through real-time reporting 14

The Zipcar Difference 1. 12+ years of car sharing experience 2. A great brand The Zipcar Difference 1. 12+ years of car sharing experience 2. A great brand students want to be a part of 3. 500+ dedicated employees = superior member experience 3. Unsurpassed insurance - $300, 000 CSL/solid 18+ coverage 4. 7 Reservation Systems 5. 21+ members have access to over 11, 000 vehicles & 20 major markets 6. ALL international driver’s licenses accepted 7. Dedicated account management/marketing team 1. “Zipkit” and over 20+ real-time reports 2. Facebook and Twitter integration 3. Technological innovators 3. Proprietary “battery brain”, i. Phone app, 2 -way SMS texting… 3. PCI DSS Compliant – Level 1 5. The only nationwide network and unbeatable value 15