Enterprise Rent-a-Car Loyalty Program

Our Team

• Marketing Project Manager - Claudia

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• Head of Analytics - Matthew

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• Head of Automation/Workflow - Natalie

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• Head of Paid Search - Hussain�
• Head of Display - Jovana�
• Head of Social Media - Shahad

Table of Contents

• Loyalty Program
• Marketing Strategy
• Objectives & KPIs
• Data Visualisation
• Digital Channel Plan
• Landing Page Wireframe
• Paid Search Campaign
• Paid Display Campaign
• Facebook Campaign
• Facebook Retargeting Campaign
• Automated Workflow
• Appendix

Business Overview

Enterprise Rent-a-Car is an international car rental agency that has launched a brand new loyalty program that promises to reward its customers for their continued business with exclusive deals and perks from Enterprise Rent-a-Car and other corporate partners.�

With over 65 years of history and its move into airport based rentals in 2007, Enterprise Rent-a-Car is positioned to provide loyalty benefits to customers who travel frequently, whether on business or recreation.

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This new loyalty program will establish enduring relationships with customers and directly supports the goal of increasing revenue.

Executive Summary

1. This marketing plan is designed to help achieve Enterprise Rent-a-Car’s goal of increasing revenue via the introduction of a new loyalty program.�
2. Our primary objectives are to:
1. Increase loyalty program awareness by 10% within 6-months
2. Increase revenue by 20% within 6-months�
3. To achieve these objectives we will leverage the following strategies:
• Google Ad campaigns to increase performance across all funnel stages
• Social Media Ad campaigns to increase brand engagement and consideration
• Facebook Retargeting campaigns to increase conversions by hot leads
• Monitor our progress and make necessary adjustments to stay on course
• Develop an automated workflow to free up resources for critical tasks

Loyalty Program

Loyalty Program

Enterprise Rent-A-Car has launched its loyalty points program for its customers�

• The basic idea is that customers gain points whenever they convert.
• Supports the goal of increasing Revenue by looking at Return on Ad Spend (ROAS) by increasing Average Order Value (AOV) and Lifetime Value per customer.�
• These points can then be spent on a variety of rewards from Enterprise.�
• These points can heighten customer loyalty by partnering with other businesses allowing our customers to earn loyalty points by shopping with our partners.
• Depending on the nature of the partnership our customers could possibly spend their points on rewards with our partners as well.

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Marketing Strategy

Persona One

Business Traveller Ben

Persona Two

Recreational Traveller Rei

Customer Journey

4

1

2

3

Rei

Scenario

Rei is planning a trip to Montreal and wants to rent a car for the duration of her stay.

Rei searches for car rentals on Google.

Rei browses other websites and sees an Enterprise display ad.

Rei searches for Enterprise and clicks on the search ad.

Rei goes to the landing page and signs up for the loyalty program.

5

Rei books her rental and earns loyalty points.

Marketing Funnel

Email Marketing

Retention

Data Visualisation

Presented by Matthew

Key Performance Indicators

1. %ROAS (% Return on Ad Spend)�
2. CVR (Conversion Rate)�
3. CTR (Click Through Rate)

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Current %ROAS Across All Channels

Key Takeaways

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1. Paid Search is performing well.�
2. Display Ads & Facebook are performing poorly.

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1. Average %ROAS indicates a net loss of $0.03 per dollar spent on advertising.

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Projecting Forwards

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• An Average Order Value (AOV) increase of $10 would increase %ROAS to ~120% ($0.20/dollar).

Current CVR Across All Channels

Key Takeaways

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1. Facebook & Twitter are performing well overall.�
2. Paid Search & LinkedIn are performing poorly.

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Projecting Forwards

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1. A CVR increase of 0.60% would increase %ROAS to ~138% ($0.38/dollar).

Current CTR Across All Channels

Key Takeaways

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1. Paid Search & LinkedIn are performing well overall.�
2. Display Ads is performing poorly.

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Projecting Forwards

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1. Accurately projecting the effects of increased CTR is difficult, but it will likely increase CVR.

Recommendations

1. Paid Search and LinkedIn campaigns should be evaluated for cause of low CVR. �
2. Display Ads campaign should be evaluated for cause of low CTR.
1. Facebook and Twitter campaigns should also be checked in the same way.�
3. Facebook campaign should be evaluated for cause of poor top of funnel performance.�
4. Twitter campaign should be evaluated for cause of low %ROAS at bottom of funnel.

�After evaluation and implementation of any proposed fixes that follow, campaigns should be monitored for changes in KPIs.

Should the fixes correct poor performance, CTR, CVR, and %ROAS should rise accordingly resulting in overall increases in revenue.

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Objective & KPIs

Objectives & KPIs

Digital Channel Plan

Digital Channel Overview

• Landing Page (Wireframe)
• Acts as the hub for all paid marketing efforts.�
• Google Ads (Search)
• Targets all funnel stages to move leads along the funnel.�
• Google Ads (Display)
• Targets the top of the funnel to increase brand awareness and awareness of the new loyalty program.�
• LinkedIn & Facebook Ads
• Targets all funnel stages to move leads along the funnel.�
• Facebook Retargeting
• Targets the consideration stage to move leads towards conversion.

Landing Page Wireframe

Presented by Natalie

Wireframe 1/2

Wireframe 2/2

Paid Search Campaign

Presented by Hussain

Google Ads (Search)

Google Ads (Search)

Ad Group URL Option

Tracking template

{lpurl}?utm_source=google&utm_medium=cpc&utm_term={keyword}&utm_campaign={_campaign}��Custom parameter

{_campaign}=search+-+enterpriseloyalty

Ad Group 1 (Cars, SUVs, & Luxury) Keywords

Ad Group 2 (Cargo Vans & Trucks) Keywords

Negative Keywords

Ad Group 1 - Set Up

Ad Group 1 - Examples

Ad Group 2 - Set Up

Ad Group 2 - Examples

Paid Display Campaign

Presented by Jovana

Display Campaign Set Up

Display Ad Creative

Display Ad Creative

Paid Social: LinkedIn

Presented by Shahad

LinkedIn Ad Creative

Paid Social: Facebook

Facebook Ad Creative

Facebook Ad Creative

Facebook Retargeting Campaign

Facebook Retargeting Set Up

Automated Workflow

Presented by Natalie

User searches

for Car Rental

Project Recommendations

Presented by Claudia

Recommendations

Search Ad Campaign - Target based on search query.

• Primary goal is revenue; Secondary goal is loyalty program sign up
• Recommendations:
• Send thank you emails to customers when they rent; and loyalty program emails if new.
• Monitor keywords for performance and reallocate budget as required.
• Monitor and adjust negative keywords as required.

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Display Campaign - Monitor and adjust placements as required.

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Search and Display Campaigns

1. Change bid strategy to Target CPA when possible to reach desired Cost Per Acquisition (CPA) goals.
2. Use Performance Planner and adjust Bids once a month to optimise budget. This will drive more conversion for the same investment
3. Monitor CTR and CVR to drive traffic and conversion. If the conversion is low and CTR is high, we will make adjustments to our landing page

Recommendations

Retargeting Campaign (Display) - Retarget customers who abandon the landing page.

• Assuming enough traffic, retarget based on touch points.

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Paid Social Media Campaign - Facebook

• Monitor CTR and CVR.
• Use 10% of our Facebook budget to retarget customer who abandon the landing page.
• Employ A/B testing to facilitate objectives.
• Monitor all campaigns based on demographics and reallocate budget as necessary.

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Question: Does the customer see value in continuing with this project?

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Answer: YES!

Thank You

Appendix: Marketing Strategy

Appendix: Google Ads (Search)

Search Campaign Plan

Google Ads (Search)

Google Ads (Search)

Ad Group URL Option

Tracking template

{lpurl}?utm_source=google&utm_medium=cpc&utm_term={keyword}&utm_campaign={_campaign}��Custom parameter

{_campaign}=search+-+enterpriseloyalty

Ad Group 1 (Cars, SUVs, & Luxury) Keywords

Ad Group 2 (Cargo Vans & Trucks) Keywords

Negative Keywords

Ad Group 1 - Set Up

Ad Group 1 - Examples

Ad Group 2 - Set Up

Ad Group 2 - Examples

Appendix: Google Ads (Display)

Display Set Up

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Display Set Up

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Display Set Up

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Display Set Up

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Display Set Up

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Display Set Up

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Campaign Overview

Appendix: Social Ads

Facebook Ad Set Up

Facebook Ad Set Up

Facebook Ad Creative

Facebook Ad Creative

Facebook Ad Creative

Facebook Ad Set Up

Facebook Ad Set Up

Facebook Ad Set Up

Appendix: Marketing Brief

Marketing Brief

The Business�

Category: Car Rental Agency // Transportation & Travel

Company: Enterprise Rent-A-Car

Brief Description: Enterprise Rent-A-Car is a car rental agency that operates internationally and provides vehicle rentals at outlets and at airports.

Value Proposition: Enterprise Rent-A-Car offers vehicle rentals in convenient locations for individuals who cannot access their own vehicle for maintenance, travel, and other reasons.

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Scenario: Marketing %ROAS is down 20% and is not currently profitable.

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Solution: Introduce and market a new loyalty program known as Smart Traveller to increase %ROAS by 20% or more to return marketing to being profitable.

Marketing Brief

Marketing Brief

Our customers are represented by Ben and Rei. The rewards program makes their lives better as it enables them to accumulate points based on how much they spend and get rewarded through: car upgrades, free gas cards, hotel discounts and more.

Marketing Brief

Platforms used

• Google Ads (Search) as it allows us to expose our target audience with ad relevance.�
• Google Ads (Display) as its the best tool for our target audience based on interest and behaviours.�
• Paid Social (Facebook + LinkedIn) as It matches our target audience profile.