Young Persons Railcard (YPRC)

Paper Summary:

This paper explains that the Young Persons Railcard (YPRC) is a rail travel discount card available to students and anyone between the ages of 16 and 25. The author points out that the primary goal of this marketing campaign is to raise the saturation of Young Persons Railcard (YPRC) among 16-25 year-olds and mature students from 25% to 28%; the secondary goal is to increase the typical number of journeys made by Young Persons Railcard holders. The paper relates details on the use and development of databases, a direct marketing project plan and a communication plan. The paper includes graphs and tables.

Table of Contents:
Marketing Strategy
Statement of Objectives
Situation Analysis for Young Person's Railcard (YPRC)
Acquisition Strategy for New Young Person's Railcard Customers
Strategy to Encourage Current Card Holders to Make More Rail Journeys
Target Audience
Database strategy
Information the Young Persons Railcard Database
Data Collection and Maintenance
External Data Sources
Database Use in Marketing Strategy
Plan for Marketing Application
Database Project Plan
Communications Plans
Communications Objectives
Target Audience
Product Information
Media Plan
Creative Positioning and Message
Fulfillment and Response Management
Contact Plans and Communications Schedules
Testing
Measurement
Positioning and Creative Strategy
Positioning to the Target Audience
Creative Sample Brief
Budget
Full Budget
Expected Revenue
SOWT Analysis
Review

From the Paper:

"Posting flyers at schools and Mass targeted mailings at unsubscribed students can be used to further market the YPRC in order to supplement station purchases (which provide 97% of sales). Other mediums used in the past are phone orders and travel agents. Digital media such as the internet, traditional radio, satellite radio etc will also play a vital role in the marketing campaign. This would include search engine promotion of the Young Persons Railcard website, search engine optimization (SE0), article publication, banner ads, newsletters, email marketing, newsletters, radio ads, etc.. "

Sample of Sources Used:

• THE 2006 STUDENT DIRECT MARKETING COMPETITION CASE STUDY , 2006 , Craik Jones Watson, Mitchell Voelkel, THE INSTITUTE OF DIRECT MARKETING, NOVEMBER 2005
• Young Persons RailCard, 2006, http://www.youngpersons-railcard.co.uk

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• Analytical Essay # 140830 : "Learning for Young Adults"

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