1. Specification of the Contracting Authority
eParkomat is a very promising and appreciated start-up in the field of modern technology. Evidence of this is shown by a partnership with major companies such as ŠKODA and T-mobile. The company has developed a mobile application of the same name that can predict (estimate) available parking places in streets or parking lots using mobile operator data. In addition to the main feature of the application, which is the prediction, the user can pay for the parking using the application, or also let the user know about the time remaining for the parking space. The user can decide whether to return to the car or to prolong the parking.
2. Specification of the assignment
The team and the contracting authority agreed to create an online marketing strategy for the B2C market. The strategy is divided into two pillars of performance and communication. The performance part will be Facebook advertising, where the main metric is a number of the eParkomat downloads. The entire performance section is supporting a part of the social media, Facebook and Instagram, where it is measured fan interactions (the number of likes, commentaries, fans).
Student team goal:
The goal of the student team was to create a strategy that will focus mainly on the continuous increase in downloads of the application, not on the number of purchase’s of the premium version. The percentage increase in the number of app downloads had to be determined by the team itself.
3. Starting situation
SWOT analysis was selected to determine the initial situation.
4. The process of creation
The process of creation was divided into three phases – analytical, strategic and creative.
In the first place, it was necessary to collect internal data. And so the team went on a journey to Prague, where eParkomat is based. It was also necessary to understand client’s business, how the USP is presenting itself, and how communication with the outer world is going. This means which channels they use and what content the company can make available.
Team members learned that the main business of the client lies in the B2G market (in public administration). The purpose of the goal (to increase the number of app downloads) is to create a matrix of users who use the application. This matrix will later serve as a great argument for city and municipality leadership to engage in the Smart Cities Program that the assignment client mediates and which is the main source of revenue. The eParkomat application is just part of the Smart Cities project.
Marketing communication to customers has not been covered by strategy. Only occasional Facebook posts and visits to trade fairs have been undertaken. The CEO of the company said they unfortunately had no one in the company to take care of the communication, this was a tremendous opportunity for the student team to show its potential.
After the team understood the client’s business and figured out where to start and what direction to go, it was time to think about the strategy. The key was to realize who the customer is and how to help solve their problems.
The students put their heads together and selected the main target groups. These groups were businesspeople interested in technology and millennials. For better insight and experience, fictional characters were created in order to rely upon them throughout the project.
The strategy was made up of a mental map with elements of the STDC framework from Avinashe Kaushik. There were 3 states where people can be categorized (customer capture, customer conviction, and customer retention).
photo from last prezentation
The customer’s journey can be imagined as a funnel, where all people in the target group and with a certain geographic focus are in the “customer capture” section. Only people who engage in any interaction (reading an article, visiting the website …) will fall into the second phase and then create content that is already created with the knowledge that the person has shown interest. Early adopters are people who do not even think about downloading an application and install it right away.
In addition to the customer’s journey itself, which is a measurable part of the strategy, students also focused on communicating with customers and raising awareness of the brand on social media.
In addition to Facebook and Instagram, communication will also be conducted on Linked-in which is primarily a face-to-face communication, and it is therefore important to show the owner’s profile. The owner is however experience in this aspect and will continue to run it by himself.
In creating the content itself, the team could rely on a previously created strategy. For the so-called “customer journey”, sponsored facebook posts where created. These were created in two variants for A / B testing purposes.
Acquisition of customers was divided by students into those on desktop and those on mobile. On mobile phones, the customer will be referred to directly download the app, however when the customer browses on desktop or tablet, they will be redirected to a landing page and articles.
For instance: A businessman scrolls through the Facebook wall on the computer and finds an article “5 applications that shouldn’t be missing on a phone of any successful businessman”. In this particular article the businessman would able to learn about several useful applications, including eParkomat. By reading the article, he has left a digital footprint which will lead to him being offered to download the application for the next 2 days. The reason for doing it this way is simple. The person who has heard about the app and in some way expressed an interest is more likely to download the application.
In addition, the team has created content for social networking. First, it was necessary to be inspired by other applications (Waze, Uber) to visualize how future articles and posts would look.
Výstup z brainstormingu ke komunikaci na sociálních sítích Facebook a Instagram.
Post which say where the people can park it at big event
A competition in which people will send photos of cars that are funny parked.
A very satisfying result was selling strategies and specific content (articles, landing page, posts). This has been a great success for team members. Although the team did not have faith at the beginning and planned to sell out for 15,000 CZK, they made a decision to not underestimate their work and at the final presentation they were able to sell their work for 20,000 CZK, which the sponsor agreed to.
However, this cooperation with the contracting authority has not ended, since there is a need for continual work, 4 team members have decided to offer their own implementation. They agreed with the client for a three month trial period with a lump sum of 15,000 CZK per month for the whole team. As extra money during studies it’s wonderful.
To work on such assignments is very interesting and beneficial. The corporate culture of eParkomat is inspiring, and during the very first visit everyone was on first-name terms to make cooperation more relaxing. Students were invited to a Christmas party in Prague where they had a couple of beers, played table football and the relations deepened. Thanks to that the final presentation was performed with a state of well-being without any nerves or fear!
Photo from succesful presentation