StudentShare solutions
Triangle menu

The Young Persons Rail Card - Essay Example

Nobody downloaded yet
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 Plan
Objectives
Primary 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 million
19-25 year old Independent & At Home Students: 66% 3.7 million
19-25 yea ...Show 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.net/miscellaneous/282237-the-young-persons-rail-card
(The Young Persons Rail Card Essay Example | Topics and Well Written Essays - 4500 Words)
https://studentshare.net/miscellaneous/282237-the-young-persons-rail-card.
“The Young Persons Rail Card Essay Example | Topics and Well Written Essays - 4500 Words”, n.d. https://studentshare.net/miscellaneous/282237-the-young-persons-rail-card.
  • Cited: 0 times

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.
The Young Persons Rail Card
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"The Young Persons Rail Card"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

The Paddington Rail Disaster

The Paddington railway accident is regarded as the most serious accident on the British Railway system which took place at 8.11 am on October 5, 1999. The accident involved two trains which crashed two miles outside the Paddington train station at the Ladbroke Grove Junction in London, England.

9 pages (1750 words) Essay
Rail Track Design
The components of the rail track must be selected prudently to enhance safety and security in railroad facilities. Proper selection of rail track components also reduces the necessity for frequent maintenances. This report is intended to discuss the track design employed for redesigning a section of track shown in Figure 1.
8 pages (2000 words) Essay
Fully persons
Some are remembered for creating something, or doing something, that enhanced our civilization; while others are remembered for the inhumanness of their acts. The question then becomes, why do these people have their places in our minds instead of someone else Why are they earmarked by society to be remembered when others are forgotten Why are they considered today to have been successful in their works, ingenious in their thoughts, and adept at their skills
19 pages (4750 words) Essay
Credit Card
The author states that a large credit card debt and poor repayment history will follow the student and complicate their employment chances. While almost any job entails access to computers, sensitive files, and financial transactions, employers are naturally reluctant to hire anyone who may be perceived as a credit risk.
2 pages (500 words) Essay
Network Rail a not for profit company
This act directed all EU affiliate states to split “the administration of railway maneuver and network from the stipulation of railway carrying services, partition of accounts being obligatory and managerial division being discretionary.”
8 pages (2000 words) Essay
Credit card
her degree in any university and to the best of my knowledge and belief, contains no material previously published, written, or produced by another person, except where due reference is made in the text. The study is an investigation of credit card fraud countermeasures as it
60 pages (15000 words) Essay
Drug Card
Thus, classification of drugs is necessary for efficiency in the identification and use. This paper shall thus provide a drug card highlighting the necessary details with regard to ten selected drugs. WebMD Drugs & Medications – Medical
2 pages (500 words) Essay
My father credit card
This is a situation that has a lot of factors. Firstly, the issue of trust has been violated as the student has taken something that ultimately does not belong to him. Secondly, the issue of honesty comes up as the choice has to be made as to whether this student
1 pages (250 words) Essay
Java Card
The high connectivity that makes the world a global village has resulted in spontaneous emergence of electronic businesses which have opened up new avenues of commerce and access to a wider market. Technologies such as the smart card have significantly
11 pages (2750 words) Essay
Honolulu Light Rail System
Buses have been offering transport services for decades. However, their capacities are low. This hinders their ability to serve the city residents.
1 pages (250 words) Essay
Comments (0)
Click to create a comment
Let us find you another Essay on topic The Young Persons Rail Card for FREE!
Contact us:
+16312120006
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us