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Demographics:

A tale of two cities

• Saratoga (County) – 219,607
• Clifton Park (City) – 36,705
• Saratoga Springs (City) -26,586
• Saratoga County -- 9.5 percent growth over the last decade

• By years end we want 20% market penetration which equates 3,777 young males riding the Giddy Up

• Redesign and intertwine for clear message
• Twitter
• Instagram
• App
• Website
• "The Purple Horse"
• SEO/PPC - minimize expenses
• Social Responsibility

• Media readiness calender
• Big Dates
• Perpetual Partnership Promotion

An In Depth Example: Lake George

• Tuesday during the summer run trips up to the beach and The Great Escape

• Minimum 15 people required

• Would need advanced notice and would make sure there was a market there through our online voting

Our demographic

Saratoga

• 20 to 24 years, 1,446 - 5.4%

• 25 to 29 years, 973 - 3.7%

• 30 to 34 years, 725 - 2.7%

Our Target Market

• Saratoga Young Males 20-34: 3,144

• Albany Young Males 20-34: 15,739

• Total in Demographic: 18,833

The Giddy Up

• Flexible and profitable distribution approach
• Direct media arrangement
• Responsible and local engagement
• Slow and steady growth

Albany

• Population: Albany (County) - 304,204, (City) - 97,856
• 2% growth in last decade
• 6th largest city in New York State
• Population by Age/Male (2010)
• Aged 18 to 24 - 8,891 / 19.94%
• Aged 25 to 34 - 6,848 / 15.36%

Control

• How we will monitor our customers: - Website post purchase feedback - Facebook/Twitter metric updates
• After ride incentives - Offer deal on second and third trip if they fill out detailed feedback sheet

• Press room - News feed + Testimonials (reviews)

The Giddy Up: You decide, we drive.

• Options through partnerships
• Accessibility - a social media revamp
• Flexible business model

Strategy:

Our one year plan

• Off-season - partner targeting and media revamp
• Pre-season (spring) - social media push
• Season (2014) - capitalize while continuing campaign
• Post-season - partnership maturation

Partnership model

• The future is in partnerships

• Two pronged approach.

– 1. Build on and expand event type partnerships, SPAC for example

– 2. Partner with bars in order to cut down on drunk driving

• We will mainly focus on the 1st type of partnership

• No longer just a bus to an event, the giddy up would be an integral part of the event.

Situation Analysis

Weaknesses

Strengths

Opportunities

Threats

Depart: Today's Focus

E-Campaign Initiative Schedule

Social Media Push

Contact strategy

• Leverage partnership
• Physical ----> E-Opportunities
• Promote through Social Media
• E-Mail Blasts

E-Marketing Mix

• Introduction - Our Pitch
• Situation Analysis
• Objectives
• Strategy
• Tactics
• Actions
• Control
• Conclusion

Other Partnership Opportunities

• Bars – Gaffenys, Thirteen, The Horseshoe, Saratoga City Tavern

• Events – Times Union Center, Skydive Saratoga, The Civic Center, SPAC, Saratoga Spa Golf Course, Bolton Landing High Ropes Course

design by Dóri Sirály for Prezi