Marketing And Promotion Services. Strategic and robust marketing will be critical to the success of this contract. The County will conduct marketing and promotional activities to support the contract. • The Contractor will have the primary responsibility to market the new services prior to, during and after contract implementation. • The Contractor shall develop a comprehensive marketing and promotions plan based upon previous experience deploying new transit, rideshare or similar service delivery models. The County envisions a combination of hard copy marketing materials, promotional events, media/online advertising, including vehicle branding. The County and the Contractor will both review any material prepared prior to its use by the other party. o Marketing Resources: Contractor shall amplify reach, utilizing the same tools and staff employed in other large, competitive markets (like New York). Contractor’s in-house marketing, communications, and design teams will develop, refine, and implement a broad marketing plan based on its success marketing on-demand shared ride services to a wide variety of audiences. o Contractor’s Marketing Plan: The Contractor will use a range of channels to promote the service. It is expected that some channels will help to raise awareness while others will help to harvest demand. Contractor shall use promotional codes as a method of tracking riders such as, Promo-codes as campaign trackers, Promo-codes for businesses and Geographic & Time-Based Codes. o Measuring Marketing Success: Contractor will measure the success of its marketing efforts by constantly assessing the relationship between user outreach strategies and their impact on customer behavior, with the goal of finding the most efficient and impactful ways to drive user growth and retention. This is completed through a mix of qualitative and quantitative analysis, which work together to understand the factors that influence user behavior across their entire lifecycle: download, activation, retention, churn, and reengagement. Contractor’s suite of existing dashboards that measure its marketing performance in this manner, shall lend insight of its marketing funnel across all of its channels.
Marketing And Promotion Services. Biologix shall perform Marketing and Promotion Services relating to the Product in the Territory as set forth in Exhibit B hereto.
