Never

lost.
Fall 2018 Campaign

Ana Lardizabal
Hannah Shipley
Madison Palica
Contents. We are three Ana Lardizabal
Copy Writer
Communicate our clients’

cheers.
messages effectively, in a way
that’s engaging to the media
Three Cheers............................................... 1 and target audience.
ana.lardizabal@tcu.edu
Innovation.................................................... 2 813-403-9791
Research........................................................ 3
Insights.......................................................... 4 Hannah Shipley
Target Market.............................................. 5 Connection Creative Director
Captures the attention of the
The Strategy ................................................. 6 Nothing is more important to us than the consumer with design that
The Big Idea................................................ 7 quality of our relationships. We value a connects with our target
strong bond with our clients, so they can audience.
Tactics have the same with their customers.
hannah.shipley@tcu.edu
@LyftTCU College Guide.................... 8-9 949-350-0249
Interactive Booth ................................... 10-11
Maddie Palica
Scavenger Hunt...................................... 12-13 Brand Strategist
Action Overview/Mutual benefit........... 14 Change Guides research, defines
brand elements and ensures
Growth Hacking Funnel........................... 15 In an ever-evolving world, change is the
consistent and effective brand
Measuring the Campaign......................... 16 one constant. Three Cheers has a mission
messaging.
to change the world and environment in
Expanding It................................................ 17 positive and honest ways. m.palica@tcu.edu
801-368-4150
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Innovation.
The first phase in the creation process
of our campaign was what we like to
call influenced innovation.
In order to understand our target
audience better, we employed three
steps that helped us develop our big
idea from the inside, out. By doing
so, we were able to come up with a
plan to accomplish our main goal:
Increasing Lyft rides and brand
awareness on TCU’s campus.
2 3
Each of us “became” a freshman again
for the day, putting ourselves back into
the intimidating feeling of being on
campus for the first time.
We went through all the ideas and
strategies that we absolutely could
not do. We filtered out anything too
expensive, too complicated, or just
plain bad.
We tracked down all the steps a student
goes through from the moment they
first learn about college to when they
finally live there.
What we found out.
Through intensive research, we were able to better understand the interactions and relation-
ship students at TCU have with the two most prominent ridesharing companies– Lyft and Uber.
Most TCU students currently use and prefer Uber because it is what most of their friends use,
and therefore they can split fares easily. As of right now, Uber has the upper-hand because it was
the first ride-sharing app students downloaded, and since prices and services don’t vary that
much between both companies, it is improbable they would download both apps or switch from
Uber to Lyft.
Additionally, most of the students at TCU don’t pay for this service themselves, their parents pay
for it. Also, students first become aware and download a ride-sharing app their first week as a
freshman, since it is the first time they are in need of this service, and they tend to download the
app their friends recommend. The most frequented places students go to using Uber or Lyft are
house parties, bars, restaurants, and entertainment places.
Insights. T
a
r
We took the findings we had discovered from our research process then tweaked, twisted and
combined them to come up with our key insights. From these few key details, we developed our
Chad
entire campaign: Since we know that the window for 18 years old

g
From Colorado
students to convert to Lyft ends after Loves going to the gym and
hanging out with friends
1. Students feel lost during their freshman year. freshman year, we focused on first-year
2. Students listen to their friends, especially freshman year. students specifically. Also, we know
3. Parents are paying for the student’s rides.
4. The window to change student’s perspective on the company closes after freshman year. e that these students are rarely paying
for their rides, so we honed in on their

t.
5. Most students consider Uber superior because their friends use it, making splitting easier. parents as well.
Within the incoming freshman group we
are also focusing specifically on converting
Samantha
international students because they struggle 46 years old
From Florida
Only child coming to college
with getting around. Plans to visit her every semester

4 5

The strategy.
Our strategy is to help incoming freshmen and parents navigate
through this exciting time without having to deal with feeling lost.
Through our campaign, we will help students feel like they belong
here, and gain the parent’s trust knowing their baby is safe with us,
at every step of the way.
6 7
Never
lost.
Coming to college is a daunting experience for
both the student and the parent.
Our campaign Never Lost aims to provide
comfort and safety away from home, by helping
the incoming student never feel lost and put
parents’ minds at ease knowing their baby is safe.
We will help incoming freshman navigate college
like a pro by being their ultimate college guide.
Tactics. @LyftTCU is an instagram account for students and parents
to learn more about Lyft as well as areas around TCU. This app
features a website where requesting a ride is as easy as clicking
the image where you want to go.

Incoming freshman don’t have to worry anymore

about being new to the DFW area, they will be
calling it home before they even know it. Lyft will
be their ultimate college guide, in which they will
find the hottest places for eating out, shopping,
and entertainment, as well as students’ hotspots.

We’ve come up with an easier, more efficient and

personalized way for TCU students to know how
to get around and more importantly where to
with just a tap of a finger.

8 9
 Once the booth is approached, the Lyft App, LyftTCU Instagram page
and LyfTCU Scavenger Hunt will be displayed on iPads across the table.
We will set up an interactive booth during both TCU move-in and Lyft representatives will direct sign-ups, introduce follows, and promote
the international workshop. The booth will be activated through the scavenger hunt. They will entice potential “hunt-ers” with the magical
Snapchat using Augmented Reality technology. We will place a sign experience of discovering Fort Worth, the fun of the competition, and the
outside of Schollmaier Arena and the Dee J. Kelly Center, directing giant cash prizes awarded for winning and even just participating.
parents and students to scan the yellow ghost QR code displayed, and
This step accomplishes activation, excitement, app download, and personal
an AR trail will pop up “in front of them” guiding them inside.
information. The follow-up email(s) will continue to attract and hook the
customer.
At the end of the trail will be our booth, alive through AR, with an
interactive X “marking the spot.” They will be directed to tap the X,
which opens a tab asking for a name and email, in order to claim
their free ride and meal at a partnering Fort Worth restaurant. Once
entered, the Lyft app will open or start downloading on screen and
the promo code NEVERLOST will immediately be sent via Lyft app
and email. This email containing the promo code will again focus on
the LyftTCU Instagram page, add an extra 50% off their next ride,
and include the details of the LyfTCU Scavenger Hunt.

10 11
 Lyft will sponsor a scavenger hunt around Fort Worth. Stu-
dents will find out about this event by What2do@TCU, TCU
Announce, and through resident assistants (RAs). Student’s
will get to ride for free, up to four people per group, around
Fort Worth with Lyft and explore popular restaurants and
shopping destinations. The scavenger hunt will start in the
commons, where students will get a clue where to go first.
They will have to go to the instagram account @LyftTCU in
order to figure out the destinations. This will activate the ins-
tagram account because students will need to follow and expe-
rience the college guide.
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There will be 5 locations, each one
will use the same augmented reality
as the move-in booth. Students will
scan a snapcode on the door and
the tick marks will lead to a pink
mustache somewhere in that location.
Once the mustache is found, students
will tap on it to reveal their next clue.
At every location the team needs to
take a picture of the mustache with
at least one team member in it, post
it on their instagram story and tag
@LyftTCU. The final destination is the AMC Palace 9 where we will rent out a
theater and give the students the option of getting popcorn/ slushies.
First place gets $500 in credit per person, second place gets $250 per
person, third place gets $100 per person. Students who participate will
get $25 among completion.
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 Action
overview.
Parents– Keeping your kid safe on the go.
Lyft will provide clear explanation of service, easy
sign up and credit card link, option to add ride credit
to student’s account in an easy and fast way. Offer
electronic coupons, discounts, and updates.
Freshman­– Helping you navigate college like a pro.
Lyft will provide directions, ratings, and hours of
popular dining and entertainment hotspots through
the Instagram account. This will result in them not
feeling lost or confused in their new environment. It
will also increase their social credibility.
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Mutual
benefit.
Lyft will offer incoming Horned Frogs a simple,
interactive way to further explore different aspects
of being a student at TCU, which are not tradition-
ally shown by the university itself.
By providing freshmen and parents the information
about DFW’s unique personality, hotspots, and
student life, Lyft increases the chance of students
choosing them over other ride-sharing companies,
and staying with them, since research shows students
stay with the company they download first and
most of their friends use.
Growth hacking funnel.
Acquisition: How will customers find us?
Interactive booth at move-in and workshop.
Activation: What will customers first experience?
The scavenger hunt throughout Fort Worth.
Retention: How do you keep customers happy?
By constantly updating @LyftTCU, which will serve as
their ultimate college guide.
Revenue: How will Lyft make money?
By making freshmen their loyal customers since the
first time they step foot on campus.
Referral: How will we achieve word-of-mouth
advertising?
Parents will tell other parents about the convenience of our service. Freshmen will invite their
friends to the scavenger hunt and tell them to download the app, so they can split fares.
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 Measuring the Expanding it.
campaign. Since we believe in the value our
campaign can add to both Lyft and
At Three Cheers, we understand that having a quantitative measuring method our target audience’s experience, we
is crucial in determining a campaign’s effectiveness. This is why we’ve come up
would like to spread it to colleges all
with the six most important factors to measure for the Never Lost campaign.
over the United States, starting with
1. Number of people that interact with out LyftTCU Instagram account, including: Texas.
Profile visits
Individual picture views
Likes and comments What makes Never Lost such an effective campaign is that even though
2. Number of people that click on the bio link it is personalized for TCU, it can be replicated in any college. In the
3. Number of people that click on a particular location to be redirected to the lyft app
future we would also like to expand the campaign’s target audience
4. Number of people that requests a ride after being redirected to the app
for the purpose of retention, since freshmen will begin moving up
5. How many new accounts are made around the TCU area during the academic year
the college grade ladder. Finally, we would like to target graduating
6. How many freshmen signed up for the scavenger hunt, participated in it, and made it to
the end seniors as they begin economic independence.
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