StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

The Young Persons Rail Card - Essay Example

Cite this document
Summary
The Young Persons Rail Card (YPRC) is a rail travel discount card issued by the Association of Train Operating Companies (ATOC) to people between the ages of 16 and 25 and full time mature students. This Direct Marketing Plan seeks to enlist approximately 100,000 new YPRC holders while increasing their average number of journeys.
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER93.6% of users find it useful
The Young Persons Rail Card
Read Text Preview

Extract of sample "The Young Persons Rail Card"

Download file to see previous pages

To increase 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, reach 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 registration 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 but have been 'waylaid' by circumstances into putting off making the purchase till another time; and secondly, the ease of applying online 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 product education will be disseminated through strategically located posters on school, college and university campuses, Internet advertising will primarily drive acquisition. It is estimated that at 12 million page views will be displayed to our target audience resulting 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 away 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 yet'The primary competition rail travel faces is from cars. However, there 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 categorized as:16-18 year old Sixth Formers: 17% 1.

3 million19-25 year old Independent & At Home Students: 66% 3.7 million19-25 yea

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“The Young Persons Rail Card Essay Example | Topics and Well Written Essays - 4500 words”, n.d.)
Retrieved from https://studentshare.org/miscellaneous/1508693-the-young-persons-rail-card
(The Young Persons Rail Card Essay Example | Topics and Well Written Essays - 4500 Words)
https://studentshare.org/miscellaneous/1508693-the-young-persons-rail-card.
“The Young Persons Rail Card Essay Example | Topics and Well Written Essays - 4500 Words”, n.d. https://studentshare.org/miscellaneous/1508693-the-young-persons-rail-card.
  • Cited: 0 times

CHECK THESE SAMPLES OF The Young Persons Rail Card

Personal Perspective for Drama of Diversity

Since I was very young I was always very curious about learning new things.... She though because I was young and inexperienced that I did not deserve any respect.... 1.... In life there are instances and events that shape your life and influence it forever.... When I was about 12 years old I started noticing that I was different from everyone else....
2 Pages (500 words) Personal Statement

Health Care Managmeant

Student ID Lecturer Submission Date University Health Care Management Change does influence the planning which goes into an organization.... This is because change is the basis of a number of manifestations within the global business dynamics of today.... hellip; The Army Military Health Care System is one example which suggests that the change factor is one for the wellness of the organization in essence....
1 Pages (250 words) Personal Statement

Appearances and Obsessions

n the other side, on the corner seat across, there is a young hootchie cooey couple asleep in each other's arms.... The paper "Appearances and Obsessions" states that Thai drag-queens are respected and accepted, and here was a perfectly groomed, short-skirted example.... I felt a shudder run through me, a shudder that I told myself was because the station was warmer than the air-conditioned chill inside the train....
7 Pages (1750 words) Personal Statement

Brain Surgery

I fell. I was attending the marvelous carnival with my wife and two young boys aged 4 and 6.... The Summer Kid's Carnival 2007 - Children of all ages with their parents crowded in the huge and lavish park; excited cheers and laughter filled the air; candy floss, popcorn, ice cream, lemonade and all sorts of candy; clowns juggling and making toddlers chuckle; magicians playing their tricks on the awe-struck kids; boys and girls getting their face painted; and parents happily chattering away lost in the world of red, yellow, blue, purple, orange and millions of vibrant colors....
3 Pages (750 words) Personal Statement

One of a Kind Experience

The strengths of the paper is basically how interesting the story is, its a dream come true for many young kids.... This essay provides the personal statement of the researcher on the subject of football, that without a doubt is a very fascinating game and is played all across the world with a lot of zeal....
4 Pages (1000 words) Personal Statement

Interpersonal Attraction

In the essay “Interpersonal Attraction” the author explains his maintenance of great attraction in books, poetry, parapsychology, and paintings.... He is fond of studying culture, civilization, history, and religious beliefs of various communities and societies.... hellip; The author states that almost all the things and articles related to the fine arts fascinate him to a great extent....
3 Pages (750 words) Personal Statement

The Card Players by Paul Cezanne

The essay analyzes The card Players, painted by Paul Cezanne.... Though a portion of Paul Cézanne's endeavor in “The card Players” reflects transient impact of light and color, the balanced weight allocated between its concrete and abstract visuals and the overall vividness.... hellip; This essay explores Paul Cezanne's painting, The card Players.... As such, the symmetry exhibited by the bottle situated between the card players depicts fair distribution of order among significant objects in space....
1 Pages (250 words) Personal Statement
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us