Events’ Marketing Communication Plan Of Uber Nanjing For University Students Carpooling

The marketing communication plan about events of Uber Nanjing for university students carpooling is based on the thinking strategy of developing the market of young students in university and the new carpooling function called People’s Uber plus be promoted recently.The plan aims at creating the emotional link for young college students with the impression that Uber Nanjing will grow with them together,to enhance young college students’ recognition and memory of Uber brand and its carpooling product.In views of the problems that Uber Nanjing faced now to guide and cultivate consumers’carpooling habit,and to develop university students’ carpooling long-tailed market.The plan figures out a core problem that how to reach target consumers precisely by mixing marketing communication tools with lower cost and guide them to select Uber and UberPOOL.Through analyzing the inside/outside environment and competitors’ situation,and exploring university students’ characters and media usage,the plan sets the goal to get university students know and use UberPOOL.At the same time,the plan points out that in the aspect of creativity,we should make Uber more interesting in university students’eyes;in the aspect of communication,we should target them broadly with lower cost.The plan also comes up with core strategy of profile,pull and push,activity strategy with main thread,and media strategy of specific ways.On that basis,the plan starts from the core concept of "to struggle then win",and designs marketing communication events into three periods.And the plan integrates various marketing communication tools like online interaction,event marketing,customized promotion and campus competition to make consistent impression and achieve marketing communication goals step by step.In the aspect of communication,developing new media channels;choosing online media main channels and outside door advertisements as supplement;launching medias with higher attention for university students.Besides,the plan includes budget,evaluation and feasibility analysis.Finally,I conclude the highlights and shortcomings of the whole plan with the wish to provide experiences and references for Uber Nanjing.