Market Research

City CarShare is the largest car-sharing nonprofit in the United States. Their mission is to provide convenient, affordable access to cars to reduce individual car dependence and improve the environment and quality of urban life.

Strategic marketing audit revs up customer engagement

Platzner | brand storytellers was engaged by management to perform a strategic review of all marketing operations including a competitive market research program. Our review also included an analysis of member acquisition and retention programs, brand management, and CRM system.

We introduced statistical measurement to City CarShare’s operations including fleet utilization, revenue distribution, and pricing analysis. New competitive price point recommendations were made to management including providing overnight service to members at no cost to remain competitive with commercial car rental companies while remaining true to the organization’s mission.

 

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