Scotrail presentation

[Audio] The marketing campaign plan for ScotRail that promotes the combination of train and bicycle travel..

[Audio] The proposal for a ScotRail to involves engaging 1,500 passengers across Scotland who plan their journeys using both trains and bicycles..

[Audio] The use of cycling as a leisure activity and mode of transit has been elevated by COVID 19 since 2019..

[Audio] Cycling benefits health and reduces the expenses of owning a car, which is appealing to individuals aged 18 to 50.

[Audio] 25% of ScotRail passengers were surveyed and found to be interested in the train cycle option, provided they have the necessary facilities and support.

[Audio] The objective is to get 1500 customer to use cycle and train at least 6 time..

[Audio] The target audience for our campaign is environmentally conscious leisure customer aged 18 to 50 who are interested in cycling and train..

[Audio] The plan is to involve internal and external stakeholder to achieve the campaign plan..

[Audio] We have implemented various campaign strategies, including:. Creating a dedicated ScotRail website page to showcase the train cycle option. Directly promoting advertisements to our targeted audience. Producing educational videos and social media posts that highlight the advantages of train cycling. Conducting an online cycling challenge to inspire individuals to cycle the last/first mile to the train stations.

[Audio] Analysing The number of ScotRail passengers who participate in the train cycle program is a crucial component of our campaign. Monitoring of website traffic, social media activity, will also help us assess the overall reach and impact of the campaign..

[Audio] By focusing on sustainable travel, we aim to reduce the number of cars and make multi-modal travel more accessible. The train cycle is an accessible and affordable alternative to the car that is also a good value. Thanks.