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Silver Spring Destination Case Study

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Before rolling out in Washington, DC proper, Destinations will be tested in Fairfax and Silver Spring.
According to the Washington Post, Fairfax County is Virginia’s most populous area, where more than 12K rideshare drivers are registered. That’s 21% of all Uber and other rideshare drivers in VA, and more than Arlington, Alexandria and Loudon County combined. It’s location is further south than the more “urban suburbs” allowing drivers to pass by Reagan Airport, Alexandria neighborhoods, and Arlington, America’s most commuter friendly suburb, en route to this destination.
Silver Spring is a great test market for Destinations because of its proximity to Reagan and BWI, and the majority of commuters (47.9%) who travel to DC and back.

Target audience segment: new drivers are more likely to be early adopters of this new feature. Marketing to drivers within 10 months of signing up and segmenting further to drivers who have
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Send an email announcing and describing the new product to all drivers in the market areas. Email is still one of the most effective marketing vehicles, especially for internal communications/employee communications. It’s also an easy and relatively cheap form on communicating a new product to a large group such as the many Fairfax and Silver Spring drivers. Use Search Engine Marketing opportunities to introduce the concept for people who are looking for Uber driving related help. There are several forums where drivers are looking for advice on how not to take trips that take the far from home, or trips that cause them to lose money. When people are searching for these communities, have a voice in their responses, and reinforce that Uber has thought of options to improve their experiences. Lastly, send a press release to media influencers in local markets so that they can reach the target audience. Our persona reads up on Uber weekly, it’s better for him to hear the information from trusted external
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