Enactus UK & Ireland

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Enterprise Car Club Challenge: Revolutionising Urban Mobility

At Enterprise Car Club, we’re transforming the way people think about car ownership by offering an affordable, flexible, and environmentally-friendly alternative. Your challenge is to design a campaign to promote Enterprise Car Club’s innovative car-sharing service, helping city residents rethink the need for personal car ownership.

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Challenge Brief

Buying and maintaining a car is one of the most significant expenses people face, but with many city residents using their cars less frequently, there’s a growing need for smarter transportation solutions. Enterprise Car Club provides the flexibility to rent cars and vans on-demand, avoiding the high costs of ownership, while reducing pollution and congestion in cities.

Key Focus Areas

Flexible, Affordable Car Access: Emphasize the cost savings and convenience of booking a vehicle only when needed, rather than paying for car ownership.

Environmental Impact: Highlight the environmental benefits of reducing the number of privately owned cars on the road, and how car-sharing can cut down on pollution and traffic.

Target Audiences:

  • Individuals who need occasional access to a car but cannot afford or justify owning one.

  • Families who need a second car sometimes but want to avoid the costs of purchasing and maintaining an additional vehicle.

  • Current car owners who rarely use their vehicles and would benefit from the freedom and flexibility of car-sharing.

Task

Develop a marketing strategy for promoting Enterprise Car Club within your chosen city.

  1. Utilize a mix of digital and physical marketing tactics, including social media, local events, and outdoor advertising.

  2. Plan a promotional campaign that communicates the cost savings, flexibility, and environmental benefits of Enterprise Car Club.

Submit:

  • A comprehensive marketing plan detailing the use of your £50,000 budget to maximize outreach and effectiveness.

  • A creative concept for a marketing campaign, including potential messaging, visuals, and digital/social media strategies.

  • An innovative idea or event (within budget) to generate buzz and gather new members.

Marketing Resources
You’ll have access to various digital and physical marketing tactics to build your strategy, including:

  • Digital Tactics:

    • Pay-Per-Click (PPC) advertising, affiliates, YouTube videos, social media campaigns, display ads, and targeted emails.

    • Example budget allocation: PPC (£3,000), YouTube videos (£5,000), social media campaigns (£10,000), targeted emails (£5,000).

  • Physical Tactics:

    • Posters, billboards, leafleting, named direct mail, vehicle livery, bay signs, and community event sponsorships.

    • Example budget allocation: billboards (£10,000), posters (£7,500), leafleting (£5,000), vehicle livery (£2,000).

Submission

Deadline: 27th October, 11:59 PM
Submission Opens: 25th October, 11 AM

In the working world, you're often required to present ideas with minimal guidelines—whether it’s a presentation, report, or video pitch. That’s why we’ve given you the flexibility to submit your ideas in whichever format you feel works best. This mirrors real-world scenarios where it’s up to you to decide how to effectively communicate your ideas without restrictions like word count or slide count.

While we value experiential learning and want you to embrace this freedom, we also recognise that some guidance can be helpful. Below, we’ve provided a few ideas on how you could structure your submission. These are simply suggestions to inspire you and offer a bit of direction. Feel free to adapt or disregard them as you see fit—it's not required that you follow these templates.

Good luck, and we look forward to seeing your creativity in action!

Final Tips for All Formats:

  • Know Your Audience: Tailor your messaging to the key demographics that would benefit most from Enterprise Car Club’s services.

  • Focus on Benefits: Whether in a video, presentation, or report, clearly communicate the flexibility, cost savings, and environmental benefits of car-sharing.

  • Budget Allocation: Make sure your marketing strategy shows thoughtful use of the £50,000 budget across both digital and physical tactics.

  • Creative & Engaging: Use your creativity to develop engaging promotional content that resonates with your audience and encourages adoption of car-sharing.

  • Highlight Impact: Be sure to emphasise the environmental and financial impact of reducing car ownership through the use of services like Enterprise Car Club.