Assessment Task 1 Unit Code: BSBMKG523 Unit Name: Design and Develop An Integrated Marketing Communication Plan

Assessment task 1
Unit Code: BSBMKG523
Unit Name: Design and Develop an Integrated

Marketing Communication Plan
Ren Yanghao(Will)
Student ID:201611340
02/02/2018
Appendix 1: Marketing brief template
Client profile Ofo is a Beijing-based bicycle sharing company founded in

2014. It operates over 10 million-coloured bicycles in 250
cities and 20 countries. The dockless ofo system uses a
smartphone app to unlock bicycles, charging an hourly rate
for use. As of 2007, the company is valued at $3 billion and
has over 62.7 million monthly active users.
Ofo has gained the first “license” to operate a commercial
dockless share bike scheme in Australia and user can see
these yellow bicycles and other competitors’ bicylces like
Mobike and Reddygo in Sydney now.
Brand/project Ofo Integrated Marketing Communication Plan
Agency project lead Jack
Client project lead Wei Dai
Approvals General manager, marketing manager
Requirements Develop an integrated marketing communication campaign

in order to raise awareness and using frequency.
Budgets $100,000
cover all on-line and off-line activities.
Timings 12 weeks
week 1-2: developing an integrated marketing
communication plan
week 3-5: getting everything ready including materials and
arrangements with suppliers.
week 6-12: implementation of the plan
Mandatories/ 1. Raise the brand awareness to 40% in 12 weeks.
campaign objectives 2.
(from plan report)
Where are we now? As a share bicycle, we are new in Sydney. We aim to

provide the sustainable and affordable transport service for
commuters. With ofo, you pick up a bike by scanning the
QR code with your smartphone, get where you are going,
and leave it in a safe area that allows bike parking.
On one side, we need to raise our awareness and grow our
active users. On the other side, we face a lot stress from
our competitors and society and local governments
because of illegal parking and mess problem.
Where do we want to No.1 in the sharing bicycle market in Sydney in 3 months.

be? First, we try to raise the public awareness about our
sharing bicycle and brand. On the basis of this, we
encourage more user to ride our bicycle and retain them to
be an active user. Of course, we must control any risk like
users’ safety when riding our bicycle and parking problem.
What is the exact Our purpose of this brief is to figure out the most
purpose of this brief? appropriate integrated marketing communication plan to
promote our service and control any risk in the using
process.
Who do we need to Target user:

engage with?
(target audience characteristics) ● Age: 15 – 50 years old.
● Gender: both male and female.
● Geographic distribution: living in city and suburbs in
Sydney.
Need: close distance transportation like journey from train

station to living place.
Using scenario: living place to train or bus station to go to
work or school, close distance transportation in places
where there is no bus or bad traffic situation.
Unique points through ● Our bicycles are the basic kind of touching point with
which we can engage
users.
with them
(media vehicles) ● Distributing some flyers or leaflets in crowded place
like exit of train station.
● Mass media like newspaper or TV, try to align with
journalist to report the new environmental friendly
transport style: sharing bicycle
● Social media like Facebook, Instagram, Twitter and
Wechat.
● Referral campaign like “Invite a friend, both ride for
free” or “free riding with limited time ”
How will we know ● We can track and monitor our campaign by checking
when we have
data on our background platform including new sign-up
arrived?
(monitoring, evaluation, etc.) users, day active users in specific area or whole area.
Also, we can classify our users according to their using
habit.
● We can get feedback and suggestion from users via
email or our app.
● Our operating team will go to the site to check if any
problem may arise and detect users’ behaviour and
motivation.
Anything else we ● Competitors’ actions and their marketing strategies.

really need to know? ● Reaction from public, local government and media.
Legal and ethical
Issues could be aroused as this is a new transportation
constraints?
(from plan report) method. We should pay more attention to the safety of
users and parking.
● Users’ safety when they are riding the sharing bicycle.
● Privacy Legislation in Australia.
● Australian Consumer Law.
● Anti-spam Legislation
● Intellectual Property in Australian
Approval General manager and marketing manager.

Integrated Marketing
Communication Plan for ofo
Ren Yanghao(Will)
02/02/2018
Table of Contents
1. Project Introduction
2. Purpose Statement
3. SWOT Analysis
4. Definition of the Target Audience
5. Analysis of the Service
6. Media Vehicles and Rationales
7. Legal and Ethical Constraints
1. Project Introduction
● Company information
Ofo is a Beijing-based bicycle sharing company founded in 2014. It operates
over 10 million-colored bicycles in 250 cities and 20 countries. The
dockless ofo system uses a smartphone app to unlock bicycles, charging
an hourly rate for use. As of 2007, the company is valued at $3 billion and
has over 62.7 million monthly active users.
● Project background
Ofo has gained the first “license” to operate a commercial dockless share bike
scheme in Australia and user can see these yellow bicycles and other
competitors like Mobike and Reddygo in Sydney now. As a new service,
expanding as soon as possible is our goal. On the basis of current
situation, we plan to develop and conduct an integrated marketing and
communication to grab the market share and serve our users.
2. Purpose Statement
Our purpose of this plan is to figure out the most appropriate integrated
marketing communication plan to promote our service in the most
effective way and control any risk in the using process. We plan to
develop and on-line and off-line marketing campaign which will build our
brand image on-line and off-line.
In order to better conduct our campaign, we set two measurable objectives:

1. Raise the brand awareness to 40% in the target areas in 12 weeks.
2. Attain 20,000 new users in 12 weeks.
3. SWOT analysis
● Strengths
o Have successful marketing and operating experience in many
countries.
o Have strong finance and human resource support.
o The high quality of sharing bicycle.

● Weaknesses
o Not the first company to come into the market of Sydney.
o Not a local brand and don’t have operation experience in Sydney.
● Opportunities
o Sharing economy is booming and becomes more and more popular.
o Social media is an essential part of our daily life. It is estimated that

the average time spent on social media has increased from 90
minutes at 2012 to 135 minutes at 2017 per day. As a result, social
media is significant channel we should focus on.
o The advanced technology like new apps and scanning technology

make it possible that people can use the app to unlock and lock a
bicycle.
o The transportation of riding sharing bicycle is environmentally

friendly and has a positive influence on environment. And also, it is
good for people’s health while people pay attention to their health.
● Threats
o The government may restrain or control the operation of sharing
bicycle because of safety risk and mess problem of parking
o It could be dangerous to ride bicycle in Sydney as there are no

bicycle line in most areas.
o There are already 4 competitors in the market. Competition is fierce.
4. Definition of the target audience

● Age: 15 – 50 years old.
● Gender: both male and female.
● Geographic characteristics: living in city and suburbs in Sydney.
Need: close distance transportation like journey from train station to living place.
Using scenario: living place to train or bus station to go to work or school, close
distance transportation in places where there is no bus or bad traffic situation.
5. Analysis of the product of service

As a share bicycle, we are new in Sydney. We aim to provide the sustainable
and affordable transport service for commuters. With ofo, you pick up a bike by
scanning the QR code with your smartphone, get where you are going, and
leave it in a safe area that allows bike parking.
The bicycle’s qualities and functions are good enough to support users’ safety
and can give users a comfortable riding experience. Bicycle seat is adjustable to
accommodate your preference. LED headlight let you be visible when riding.
This kind of transportation is sustainable and good for user’s health. Users can
get a pleasant experience by riding sharing bicycle. People are more likely to
share his or her riding experience on social media, which will also promote our
service.
6. Media vehicles and rationales

Off-line:
● Our bicycles are the basic and vivid method of touching point with users.
Users are curious about our bicycle and likely to have a go. So, we should
work with our operation team and keep the same pace. When they put
more bicycles in station places, we do some advertising activities. And we
can put tags on the bicycle to attract users.
● Distributing flyers or leaflets in crowded places like exit of train station which
will encourage users to ride the bicycle to their next destinations.
On-line:
● Mass media like newspaper or TV, try to align with journalists to report the
new environmental friendly transport style - sharing bicycle. Mass media
can reach most of the audiences and help to raise the brand awareness
and build the brand the brand image.
● Social media like Facebook, Instagram, Twitter and Wechat. Users are
morel likely to share their experience which gives them pleasure. This kind
of marketing channel is cost effective and convincing.
● Referral campaign like “Invite a friend, both ride for free” ,“free riding with
limited time” or “share your riding track, get free ride”. Encourage users to
share their referral code to their friends and they can both get the
opportunity to get the free-ride.
7. Legal and ethical constraints

● Competitors’ actions and their marketing strategies.
● Reaction from public, local government and media. Issues could be
aroused as this is a new transportation method. We should pay more
attention to the safety of users and parking.
● Users’ safety when they are riding the sharing bicycle. Users have to agree
the term and condition before using the bicycle and they should be
responsible for their own safety.
● Privacy Legislation in Australia.
● Anti-spam Legislation
● Intellectual Property in Australian
Task Type Time Budget($)
Leaflets design and making Offline Week 1 - 2 5,000
Negotiation with mass media Offline Week 1 - 2 0
Campaign Programming Online Week 1 - 2 5,000

Campaign(sharing free and Online Week 3 - 12 40,000
referral code) conducting
Leaflets distributing Offline Week 3 - 8 30,000
Tracking and monitoring online and Week 1- 12 10,000

offline

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Assessment task 1

Unit Code: BSBMKG523

Unit Name: Design and Develop an Integrated

Client profile Ofo is a Beijing-based bicycle sharing company founded in

Brand/project Ofo Integrated Marketing Communication Plan

Agency project lead Jack

Client project lead Wei Dai

Approvals General manager, marketing manager

Requirements Develop an integrated marketing communication campaign

Where are we now? As a share bicycle, we are new in Sydney. We aim to

Where do we want to No.1 in the sharing bicycle market in Sydney in 3 months.

Who do we need to Target user:

Need: close distance transportation like journey from train

Anything else we ● Competitors’ actions and their marketing strategies.

Approval General manager and marketing manager.

4. Definition of the Target Audience

5. Analysis of the Service

6. Media Vehicles and Rationales

7. Legal and Ethical Constraints

In order to better conduct our campaign, we set two measurable objectives:

o Have strong finance and human resource support.

o The high quality of sharing bicycle.

o Not a local brand and don’t have operation experience in Sydney.

o Social media is an essential part of our daily life. It is estimated that

o The advanced technology like new apps and scanning technology

o The transportation of riding sharing bicycle is environmentally

o It could be dangerous to ride bicycle in Sydney as there are no

o There are already 4 competitors in the market. Competition is fierce.

4. Definition of the target audience

5. Analysis of the product of service

6. Media vehicles and rationales

7. Legal and ethical constraints

Task Type Time Budget($)

Leaflets design and making Offline Week 1 - 2 5,000

Negotiation with mass media Offline Week 1 - 2 0

Campaign Programming Online Week 1 - 2 5,000

Leaflets distributing Offline Week 3 - 8 30,000

Tracking and monitoring online and Week 1- 12 10,000

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