Public Affairs | Illinois

Public Affairs | Illinois University of Illinois homepage home page

Marketing Communications INternship Cooperative

Navigation

placeholder

Departments

Resources

Information for Staff Coordinators

Sample Marketing Challenge #2

Scenario

The University of Illinois Transportation Demand Management (TDM) department has recently launched Zipcar, a car-sharing program for university students, faculty, and Champaign-Urbana residents. This is a joint effort with the MTD and the cities of Champaign and Urbana.

Zipcar is a service where users pay a yearly fee of $50. To be a member, they must be at least 18 years old with a clean driving record. Once a “Zipster,” members can choose from up to 8 cars parked on various convenient locations on campus to use for $8/hr. Gas and insurance are covered in this deal. This program allows for people without cars to use one when they need one. It is also a way to influence people to get rid of their own cars to avoid expensive gas, insurance and campus parking fees. As a result, fewer cars will be on the road and community members will use more public transportation to be energy and economically efficient.

Challenge

Come up with a comprehensive strategy to market the Zipcar service on campus to university students. Explain why this is a good strategy, how to implement it on campus, and an estimation of how much time and energy the initiative will cost. You may use any online reference, including the Zipcar website: http://www.zipcar.com/cu