Section+C


 * Initial Branding strategies for TRESTO**

Tresto is a complete new transit payment system in the GTA, although the technology is very common and prevalent among transit systems in the world, the greater Toronto area has yet to implement this technology. Establishing Tresto as a brand is very vital in its early stages. The ultimate goal is to brand Tresto as the ideal payment methods in the greater Toronto transit systems. One strategy is to employ many brand ambassadors by advertising the Tresto product with high profiled Torontonians. Examples include local politicians and athletes well known in the greater Toronto area. Having David Miller on CP24 showcasing the Tresto card would be a huge boast to brand awareness. As the market develops and the Tresto card usage becomes more common, the local public transit commuters who use Tresto can be brand ambassadors to other commuters who do not use the Tresto card.

Consumers love to know they are valued higher than other “lesser” consumers. Higher spenders often enjoy VIP privileges such as shorter line-ups, special lounges, and generally a much higher customer support. One strategy is to implement many VIP access locations as possible, especially in major transit hubs to create a “VIP” experience for Tresto card users. These access locations would offer priority entry for commuters with presto cards in contrast with commuters who still use other methods of payment for transit. This strategy will create a need for Tresto passes as people want to feel important, and more important than other commuters who do not use this product. This is also a reason to make the Tresto card green, as it creates an envy among commuters who do not use the product and this envy marketing idea should be heavily exploited similar to how Apple computers created their “better than pc” marketing campaign. **Marketing campaign using fear** Having mentioned a priority system in major transit terminals, one big marketing campaign could use fear to take advantage or notice of commuters. The campaign would highlight the fast paced business world of today and how if you are late for any important event such as a job interview, meeting a client or an exam it would cost dearly, and its all because you did not take advantage of the Tresto card so the other person got to his/her important event instead of you. This kind of advertisement would be somewhat similar to the Rogers wireless network ads where one person always loses connections and suffers while he looks at another person with Rogers wireless network that is always reliable. Consequently this marketing campaign could also include some humour with fear. **Online communities**
 * Velvet rope strategy (green with envy)**

Online communities are vital to this product. Tresto must also develop its own community forum on its website. This will allow Tresto to actively monitor customer satisfaction and opinions. Employee of Tresto will constantly monitor and support consumer needs and concerns about the product. The forum shall be divided into several sections such as suggestions and technical support. This amount of interaction and communication will be vital to the company as it gathers information that could potentially be very useful for the Tresto product both in the short run and long run. As well this is a very good opportunity for Tresto to provide free and efficient support for potential consumers who wish to know more about the product.