📍 Background

GoEasy Transfers is an Ireland-based transportation company offering airport transfers, business travel, and custom tours. Although known for its reliable service, the brand faced several obstacles: low brand visibility among international travelers, dependency on third-party booking platforms, and poor conversion from online channels.

This project — submitted as Siddhant’s MSc Digital Marketing final assignment — aimed to address these issues through comprehensive market research, a brand positioning audit, and detailed strategic recommendations across web, social, and partnership channels.
🚨 The Challenge
1. Low brand recognition in key inbound tourism markets (US, UK, EU)
2. Over-reliance on third-party platforms for bookings, reducing margins
3. An outdated website with friction-heavy UX and no CRM integration
4. Lack of consistent content marketing or paid media outreach
5. Minimal digital engagement with travelers during their research phase

🧠 Research & Methodology

📌 1. Market Landscape Analysis
Used secondary research (Statista, IBISWorld, TFI) to assess taxi demand, digital trends, and behavioral shifts. Ireland’s taxi market was forecast to grow at 5.4% CAGR but faced regulatory bottlenecks and peak-time shortages.

📌 2. Competitive Benchmarking
Mapped GoEasy’s services and digital presence against Free Now, Uber, Lynk Taxis, and Dublin Airport Taxi. Built a competitor table comparing UX, app capability, loyalty programs, pricing, and branding.

📌 3. Customer Profiling
Defined two primary personas — business travelers and international tourists — and conducted behavioral segmentation based on trip purpose, digital behavior, and service needs.

📌 4. SWOT, PESTEL, and STP Modeling
Completed 360° analysis of strengths, weaknesses, external threats (regulatory lockups, competition), and mapped segmentation, targeting, and value positioning strategy using marketing frameworks.

🎯 Strategy & Execution

🖥️ Website Revamp (Budget: €5,000)
Phases:

• Audit & UX Planning (Months 1–3): €1,250
 ↳ Identified pain points in navigation, mobile responsiveness, and call-to-action placement
• Development & Testing (Months 4–6): €1,500
 ↳ Implemented live chat, mobile-first redesign, custom booking engine
• SEO & Content (Months 7–9): €1,250
 ↳ On-page keyword optimization, new blog, multilingual content
• Launch & Feedback Loop (Months 10–12): €1,000
 ↳ Integrated feedback forms, GA4 tracking, and periodic optimization

Key KPIs:
✔ 30% increase in organic traffic
✔ 2% conversion rate from site visitors
✔ Mobile satisfaction rating ≥ 4.5/5
📣 Social Media Campaign (Budget: €5,000)

Phases:
• Research & Planning (Q1): €1,250
 ↳ Audience analysis via surveys (US/UK/EU travelers)
• Campaign Launch (Q2): €1,500
 ↳ Targeted ads on Instagram/Facebook with A/B tested visuals
• Influencer & Partner Activation (Q3): €1,250
 ↳ Collaborations with 10 travel creators, 5 tourism board deals
• Optimization & Reporting (Q4): €1,000
 ↳ GA4-driven performance review and retargeting adjustments

Expected Outcomes:
✔ 100,000+ video views
✔ 5% engagement rate on social
✔ 25%+ growth in international bookings

💡 Key Strategic Recommendations

1. Market Differentiation: Position GoEasy as a premium, personalized transport brand — not just another taxi firm
2. Direct Engagement: Drive conversions through a first-party CRM and multilingual UX
3. Paid + Organic: Pair seasonal ad campaigns with long-term SEO content to reduce CAC
4. Ecosystem Partnerships: Co-branded offers with airlines, hotels, and city tourism boards to build awareness

📈 Results (Post-Strategy)

While implementation extended beyond the academic timeline, GoEasy adopted core recommendations such as blog-based SEO, CRM-integrated follow-up, and seasonal paid campaigns. Metrics like CTRs, bounce rates, and direct booking share showed steady quarterly improvement in subsequent tracking.

🧰 Skills Showcased
Marketing Strategy • STP & SWOT Analysis • Website UX Planning • Paid Media Execution • Digital Research • Social Media Analytics • CRM and Conversion Optimization