Velofix Direct Response Marketing Plan
Instructions
Read the attached case for Velofix and answer the questions provided.
Ensure that your reports are “professional” and that you have proofread and spell checked your work and documented all your sources.
Please complete the following components for your FINAL report.
Phase 1 (7.5/15)
- An Introduction
Explain to the reader, what you want to accomplish with this report.
- Background Research and Analysis – Velofix
Who is Velofix? Why do they exist? What is the business opportunity for Velofix?
Go beyond the information provided in the case and add your own insights about problems, opportunities and analysis of the Cycling, Exercise and/or Physical Recreation industry in Canada. Summarize any additional learning about the sector, audience and trends/shifts, which contribute to this industry’s growth.
- Competitive Overview
Outline the competitive landscape and list the advantages or weaknesses that Velofix needs to address and may leverage to gain greater consideration and market share. Look at both direct and indirect competitors of this business.
Phase II (7.5/15)
- Objectives & Strategies
Premised on your research of the company and this category, Vélofix has some key questions that you must answer before you begin your design of the pilot campaign:
- What marketing objectives should be set for the pilot project (i.e., what are you trying to accomplish with this communication tactic)? State your SMART objectives for:
- Awareness
- Acquisition
- Trial
- Retention
- Who would you recommend as the key primary target audience for your marketing campaign?
- What segment of the market should Velofix focus on as their primary target?
- What customer target audience do you believe will be the most strongly associated with the brand and be the focus on the campaign?
- What geographic market or location would you select and why?
- What is their demographic and psychographic profile?
- Make sure to select a profile segment from the Prizm Environics database
- Select only one market as highlighted in the case
- How should Velofix communicate and engage their key customers?
- Come up with a direct response marketing campaign
- What type of direct and digital media should Velofix consider (and ultimately use) to build the brand?
- What media or combination of media would you use to carry the message and have the maximum impact on the customer segment you’ve decided to target?
- This marketing should have the greatest impact for the limited amount of dollars that they have to invest
- Think Social, Mail, Email, third party database purchase
- What key message will you convey (i.e., what will be the theme or message of the communication be)?
- How will you inform and engage key customers in the media you have selected?
- Is the promise of convenience strong enough or should other aspects of brand value be featured?
Phase III (5/15)
- Execution & Tactics – When will you execute your campaign and why?
- Provide a detailed implementation chart
- Why did you select these dates for your campaign?
- How will you measure the success of your campaign?
- What are your metrics?
Other Considerations:
- Budget: $20K
- Final Plan/Report Length: 4 Pages Maximum (including charts and visuals)
VELOFIX – Save Time. Ride More
Davide Xausa, Boris Martin and Chris Guillemet stood in front of the bright red Mercedes Sprinter van (see Appendix 1 for photos of the van and related marketing materials), painted with the Vélofix logo.
The vehicle is a complete mobile bike shop that takes bicycle repair and service right to the customer. Customers can go on-line, see when a Vélofix van will be servicing their neighbourhood, and book an appointment. Vans also carry a range of products that are sold to customers. All of the repair equipment runs on rechargeable marine batteries, so there are no noisy, smelly diesel generators. Tools are secured by hooks and magnetic strips and can be moved around to fit the needs of the mechanics. The Sprinter vans have wireless internet, flat screen TV, LED lighting and an espresso machine. Customers usually stay for the service and use this unique experience to become educated on their bikes.
Vélofix is a franchise, and its success will be determined by the number of franchise units it can sell and the number of franchise units that remain profitable and operational. It has ambitious plans, and from the beginning, it was built for growth. It invested heavily in systems that would enable it to scale. In addition to its North American operations, Vélofix has had inquiries from the UAE, the U.K. and Norway. “We expect that we can operate 30-plus vans across Canada and 400-plus in the U.S. market, and because our back-end systems are cloud-based, we can take the business international,” says Chris Guillemet. To attract potential franchisees, Vélofix created several videos, has a library of earned and paid media, as well as a group of professional videos that can be found on YouTube that demonstrate the operation to prospects interested in obtaining a franchise. END OF EXERPT