Boston Nightlife Express

Boston Nightlife Express
Prepared by: Alex Oanono Liz Ronzio Layan Alireza Nora Jordan Julia Carfagno Prepared for: David Gerzof-Richard Due: April 25, 2012
Sweetwater Communications
3 Boylston Pl. Boston, MA, 02116 T 8564264584 info@sweetwatercomm.com Sweetwatercomm.com
Sweetwater Communications for Boston Nightlife Express
Table of Contents
Goal
To increase awareness among college students in the Boston area.
3 3 3 4 5
Objectives Situation Analysis SWOT
About the Boston Nightlife Express The Problem Strengths Weaknesses Opportunities Threats
4 4 5 5 5 5
Messaging
Attitudes and Beliefs:
7 7 8
Target Audience Communications Audit

Proles Twitter Facebook Website: BNEbus.com
8 8 9 10
Media List Potential Story Pitches
Entrepreneurial Angle Getting College Students Home Safe Picking up MBTAs slack Ryan Kaplan
11 13
13 13 13 14 15 17 18
Spokesperson Objectives & Execution

Host a Promotional Event - Sweetwater Tavern Collaborate with a Boston-based Company with an Established Following - Moufy Gain Media Coverage - Boston.com
14 15
Timeline Evaluation
1
19 21
Berkley Beacon DJour Entertainment Playlist Valentines Day Party Boston.com Meeting with Moufy
21 21 21 21 21
Budget Future Recommendations Appendix A Appendix B Appendix C Appendix D Appendix E Appendix F Appendix G Media Kit
22 23 24 25 27 28 29 30 31 32
Goal
To increase awareness among college students in the Boston area.
Objectives
Inform college students of transportation options To raise awareness about the BNE to all publics To host a promotional event To gain media coverage To increase social media presence To collaborate with a Boston-based company/artist with an established following To expand social media presence To put together a DVD to play on the BNE bus that would promotes sponsors To create a party like atmosphere on the bus To form a partnership with a major company in terms of advertising on the BNE bus and websites
Situation Analysis
About the Boston Nightlife Express
The Boston Nightlife Express is an after hours shuttle service providing college students a ride to and from major bars and clubs in Boston. The busses run from 10:00 PM to 2:00 AM, giving students a safe and inexpensive transportation alternative to walking or taking a cab. The idea was conceived in a Boston University Entrepreneurship class and the company was launched in November 2011. The Boston Nightlife Express started with a simple route down Commonwealth Ave to bring BU students downtown and back. Recently they expanded to serve other college students in and outside of Boston including Emerson College, Boston College, Salem State, and Endicott College.
The Problem
Currently the Boston Nightlife Express has only been operating since December 2011, it is still relatively unknown among college students in the Boston area. Since the company is still in its infancy, the budget for promotional efforts is very small.
SWOT
Strengths
Scheduled times Cost-effective Low over-head Access to a eet of coach busses Safe way to get home- no walking, no drunk driving Fun atmosphere Free food & water is a huge draw
Weaknesses
The BNE founders are split up around the country. It is a hard for 1 person (Eric) to run the company himself Not enough man power to run multiple busses at once No staff Only run on Friday nights
Opportunities
MBTA price increase Boston is a cold city and people dont want to wait outside Cabs can be expensive Innovative idea- they are the only ones in Boston doing this College students
Threats
Cabs providing door to door service at any time
Sweetwater Communications for Boston Nightlife Express MBTA has early service Potential alcohol consumption despite enforced restriction Underage riders going to bars/clubs
Messaging
The Boston Nightlife Express is Bostons only shuttle service that provides transportation to nightlife venues for primarily college students.
Attitudes and Beliefs:

Inexpensive Good alternative to cabs Safe Convenient Fun Free pizza Reliable Not always running Only operates on Friday nights
Target Audience
College students in the Boston area. Primary schools include: Boston University, Emerson College, Boston College, Salem State College, Endicott College, and Tufts University. Riders over the age of 21 who want access to club scenes. Riders under the age of 21 who need a ride to the downtown area. Enjoy a party atmosphere and the connivence and safety of riding a scheduled coach bus.
Communications Audit
Proles
Twitter
Followers: 163 Branding: The look of the page is consistent with the BNE website. However, the logo is not the BNE icon. Also, referring to the company as cheap is a poor branding decision. It would be a better decision to use inexpensive as the term. Content/Promotions: A lot of promotion tweets happen the day of the actual events. This is a poor choice because people are not aware of the events in advance and do not attend. There are a lot of hahtags being used, but not necessarily hashtags that people would search. Also, many tweets are directed at particular colleges when new/ unpopular routes are being promoted. Conversation Coverage: There are very few interactions and mentions. This is something that needs to be worked on. Mentions are often not replied to, and interactions are usually about meetings that the BNE staff is looking forward to. Regularity of Posts: There are weeks where the Twitter page is active on a daily basis. However, there are days where there is no usage.
Facebook
Likes: 115 Branding: The look of the Facebook page is inconsistent with the BNE website. Like the Twitter account, the BNE logo is not the prole picture. They have a fake mailing address, as a pun on the song, 143, by hip-hop artist, Ray Jay. Content: Posts are very sporadic. There was no Facebook usage for the month of March. Links to media coverage are always posted. Tracking: There are only 115 likes on the Facebook page. That being said, tracking is very minimal. Conversation: None. Photos: The BNE bus has two albums. One of the albums is from November riders - photos are untagged. The second album is from the Valentines Day Party at Sweetwater Tavern for Emerson Students that we hosted. All of the photos are all tagged and have a link to the BNE website and Twitter in the description box.
Website: BNEbus.com
Branding: Consistent. This is the BNEs only digital media that is constantly updated and cohesive. Content: The website has a clear description of all the routes currently offered to different schools. Purchasing tickets is a simple widget where customers can purchase tickets with a credit card. However, purchasing tickets online has a fee - a fee that isnt charged if you purchase your ticket on the actual bus. This is confusing and makes it hard for the BNE staff to project how many people will ride the bus, because riders prefer to purchase tickets in person. Promotions: Promotions are blatantly displayed on each landing page. There is also a promotions tab. Services: There is a tab for the services offered, including: the public routes, bus rentals, and event planning. This is poorly explained and Tracking: Google trends is not able to analyze the website because it has very low trafc. Social Presence: There is a BNE Twitter widget on the homepage. Press: The BNE staff does a good job of making sure that all press coverage is linked to for visitors to read. About/ The Team: This page is nice because it lets visitors see a personal side and connect to the BNE. However, in conjunction with the BNE Twitter, it can come off as unprofessional; for example, Ryan is also a wizard, is a sarcastic way to describe the person who Sweetwater Communications believes would be a great spokesperson for the BNE brand.
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Media List
Name Improper Bostonian Stuff Boston's Weekly Dig Metro Boston Globe Boston Magazine Boston Herald Her Campus Bostonia Magazine, Boston University Daily Collegian, University of Massachusetts Daily Free Press, Boston University Harvard Crimson, Harvard University Harvard University Cambridge, MA Gazette Huntington News, Boston, MA Northeastern University The Justice, Brandeis University Waltham, MA http://www.thejust Emily Kraus iceonline.com/ editor@thejustice.org (781) 736-3750 Cambridge, MA Boston, MA http://www.dailyfr eepress.com http://www.thecri mson.com/ http://news.harvar Jim Concannon d.edu/gazette/ http://huntnewsnu Jenna Duncan .com Elias Groll Chelsea Diana city@dailyfreepress.c (617) 236-4433 om news@thecrimson.co (617) 576-6565 m jim_concannon@harv (617) 495-1585 ard.edu editor@huntnewsnu. com (857) 362-7325 Springeld, MA http://www.dailyc ollegian.com/ Alyssa Creamer editor@dailycollegian. (413) 545-3500 com Boston, MA Dorchester, MA Boston, MA Boston, MA Boston, MA Brookline, MA Boston, MA Boston, MA Location Boston, MA Website http://www.impro per.com http://www.stuffat Jacquelin Houton night.com/ http://www.weekly David Day dig.com http://www.metro. Jill Gadsby us/boston http://www.bosto n.com/globe/ http://www.bosto nmagazine.com/ http://www.bosto nherald.com http://hercampus. Stephanie Kaplan com/ http://www.bu.ed u/bostonia/ Cynthia Buccini Jules Crittenden Brittany Jasnoff bjasnoff@bostonmag (617) 262-9700 azine.com onherald.com stephanie@hercamp us.com cbuccini@bu.edu (617) 353-5840 x261 jules.crittenden@bost (617) 619-6461 Mike Bello mbello@globe.com (617) 929-7749 david@digpublishing. (617) 426-8942 com jill.gadsby@metro.us x238 (617) 778-5243 Contact Person Andrew Rimas Contact E-Mail Contact Phone Number andrew@improper.co (617) 859-1400 m jhouton@phx.com (617) 859-3328
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Sweetwater Communications for Boston Nightlife Express Name Mass Media, University of Massachusetts Boston The Scarlet, Clark Worcester, MA University Suffolk Journal, Suffolk University Tufts Daily, Tufts University Berkeley Beacon, Emerson College Babson Free Press, Babson College Beacon, Merrimack College North Andover, MA http://www.merri mackbeacon.com / Endicott Observer, Beverly, MA Endicott College Connector, University of Massachusetts Lowell Le Provocateur, Assumption College Simmons Voice, Simmons College The Salem State Log, Salem State College Tech, Massachusetts Institute of Technology Cambridge, MA http://www-tech. mit.edu/ Ethan Soloman eic@tech.mit.edu (617) 253-1541 Salem, MA Boston, MA http://www.thesim Maria Costigan monsvoice.com/ http://www.salem state.edu/log/ costigan@simmons.e (617) 521-2442 du Michael Anderson editorssc@gmail.com (978) 542-6448 Worcester, MA http://www.leprov Erin Sullivan oc.com provoc@assumption. (508) 767-7155 edu Lowell, MA http://www.endico Nicole LeLacheur tt.edu/Student/Ob server.aspx http://www.umlco Amy Budge nnector.com/ connector@uml.edu (978) 934-5009 observer@mail.endic (978) 232-2050 ott.edu Jim Chiavelli chiavellij@merrimack. (978) 837-5000 edu Babson Park, MA Boston, MA Medford, MA Boston, MA http://clarknews.w Gwen Walsh ordpress.com/ http://www.suffolkj Jeff Fish ournal.net http://www.tuftsda Carter Rogers ily.com/ http://www.berkel Alexander Kaufeybeacon.com/ nfreep.com/ man http://www.babso Daniel Girdusky berkeleybeacon@gm (617) 824-8687 ail.com freepress@babson.e du (781) 239-4229 suffolkjournal@gmail. (617) 573-8323 com editor@tuftsdaily.com (617) 627-3090 GWalsh@clarku.edu (508) 793-7508 Location Dorchester, MA Website Contact Person Contact E-Mail Contact Phone Number http://www.umass Caleb Nelson media.com/ editor@umassmedia. (617) 287-7997 com
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Potential Story Pitches

Entrepreneurial Angle
The Boston Nightlife Express was founded by three Boston University recent graduates. Now that all three are spread across the US, they work virtually together taking on different company roles.
Getting College Students Home Safe

With crazy New England weather, including winter nights getting into the negative degrees, walking an hour to get home poses a great threat. Not to mention that Boston is a major metropolitan city with an existent crime rate. However, with so many students on a budget, many will risk walking the streets late at night to get home after the T closes in order to save the $15 they would spend on a cab.
Picking up MBTAs slack

Its been a rough year for the MBTA as they are hanging by a thread to make ends meet. They have been struggling to provide citizens of Boston with accessible transportation while balancing their budget which has been in the negatives for years. The public has been in an uproar over the recent announcements of fare increases and potential service cuts. Eric Pasinski, co-founder of the Boston Nightlife Express says that one of their goals is to substitute the Boston Nightlife Express in where they can to pick up the T slack. Their rst problem that they are xing is the early shut down time of 12:30 am, when the bars close at 2:00. The Boston Nightlife Express runs busses consistently from 10:00 PM to 2:00 AM every Friday.
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Spokesperson
Ryan Kaplan
As recent graduate from the Boston University School of Management and co-founder of the BNE Bus, Ryan showed a talent for handling difcult questions and possessed a natural ability to speak with reporters. Sweetwater Communications learned through media coaching, that Ryan was able to steer the conversation away from hot button questions, such as underage drinking and partying, towards the positive services the bus provides. Ryan not only maintains a business like appearance, but also remains professional on on all social media outlets used.
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Objectives & Execution

Host a Promotional Event - Sweetwater Tavern
Options: Host a Saint Patricks Day pub-crawl for BNE with access to popular Boston bars and clubs. This pub crawl would ideally start on Boylston St. by the Hynes Convention Center T-stop and make its way town the street to end at a club that BNE has a partnership with, like Gypsy Bar or Bijou. This would allow people to sign up with the BNE for access to the bars and form relationships with new nightlife spots. The goal would be to get the attention of those who arent on the BNE pub crawl, introduce BNE to them, and engage them to use the services in the future. Host a Valentines Day event at a Sweetwater Tavern in Boylston Place. This would engage primarily Emerson students. The Emerson route started in mid-January and the BNE brand was still unknown in the Emerson community. Since the bar is on Emersons campus, this would be a relaxed option for students to come together for a fun event on Valentines Day. Decision: The Boston Nightlife Express decided to host a Valentines Day party at Sweetwater Tavern. This was because we had plans of collaborating with a Boston rapper named Moufy, and organizing two huge events would be too big of projects to accomplish in such a short amount of time.
Execution: See Appendix A for internal communication about logistics for the event. This party was a success. Approximately 300 Emerson students were invited through a Facebook event. Additionally, yers were posted around Emersons campus, and small yers were handed out on the street in-between class times when students were outside. Ultimately, about 100 people showed up throughout the night. Guests were given vouchers to encourage them to ride the bus before the specic expiration date. Sweetwater offered guests Lifetime VIP Cards which guests signed up for to receive no-cover entry for lifetime. This was a great way to collect e-mail addresses from guests for future promotions. The venue was decorated with lights and roses in beer bottles. There was a Boston Nightlife Express banner hanging on the wall.
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Sweetwater Communications for Boston Nightlife Express The most important component to this event was photo opportunities. Guests were given BNE signs to pose with for pictures that were later posted on Facebook and tagged. The purpose of this was to generate interest in the BNE Facebook page and inspire Facebook browsers to ride the bus.
BOSTON NIGHTLIFE EXPRESS
RIDE US
WINE US DINE US
AT SWEETWATER TAVERN
VALENTINES DAY
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Collaborate with a Boston-based Company with an Established Following - Moufy

Option: We decided to collaborate with local Boston rapper, Moufy, who is an upcoming hip hop artist who is popular among college students in Boston. Throughout his music he always references his love for Boston. We also chose this option over organizing a pub-crawl Execution: To initiate the conversation we sent an e-mail pitch to Moufys marketing team explaining the benets of this project to both parties (see Appendix B). Moufys managment then requested a meeting with the team. At the meeting representing, the Boston Nightlife Express was Eric Pasinski and the ve members of Sweetwater Communications. Also present at the meeting were Moufys manager named Kelvin, intern Stephanie, and Star-Gang member Bam Bam. Ideas from both parties for collaborations were passed around and well received. It was decided at the meeting that Moufy would write a song incorporating the Boston Nightlife Express as well as shoot a video on the bus. In addition, Moufys marketing team agreed to perform at a series of 18+parties at Game On. They requested $2,500 for the appearance and $1,300 for the video and song. BNE met with music video director, Dan Gold, to come up with concepts for the video. At this meeting, Eric informed us that the Game On parties were being hosted by partner company, Jebbit.com, who offered to pay for the music videos production as long as they were mentioned in the video. The BNE team and director decided that this would come off as too much of a commercial - which was unwanted. Result: BNE and Moufys team ultimately decided against following through with the plan, because Moufys team failed to respond to Pasinskis emails. This resulted in not having enough time to shoot and edit the music video before the Game On concert series.
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Gain Media Coverage - Boston.com

Options: During class, Sweetwater Communications had the opportunity to pitch a BNE story angle to Regional Editor of Boston.com, David Dahl. He requested that we would e-mail him with information. The pitch, (Appendix C), was sent Dahl with an entrepreneurial angle. Dahl then forwarded the e-mail to Boston.com/yourtown reporter, Johanna Kaiser, who requested to interview Eric Pasinski (Appendix D). Our team then coached Eric on the dos and donts of phone interviewing (Appendix E). On February 6, 2012 Eric Pasinski and Ryan Kaplan were interviewed by Johanna Kaiser while one of our team members Alex Oanono was on the line. It was a successful and smooth interview which then lead to an article being published on February 28th on Boston.com (Appendix F). Other Pitches: Sweetwater Communications initially wanted to pitch the BNE to school newspapers in Boston. However, the buses were frequently not in service so we were unable to do so. One pitch that didnt end up being covered was to WBUR News producer, Kathleen McNerny (see Appendix G).
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Timeline
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Evaluation
Sweetwater Communications experienced many achievements throughout the semester when working with the Boston Nightlife Express. The team worked tirelessly to maintain events in order to gain media coverage and produce alternate angles to pitch to the press.
Berkley Beacon
On February 2nd, 2012, Sweetwater Communications gained our rst story for Emerson Colleges Berkley Beacon. The story proled students riding the bus and their rst hand experiences. Cofounder Ryan Kaplan was also interviewed for this publication and handled all questions with ease.
DJour Entertainment Playlist

On February 10, 2012, DJour Entertainment produced a CD mix to be played on the Boston Nightlife Express when in route. The team found that the music created a more inviting atmosphere and increased the overall experience.
Valentines Day Party

On February 14th, 2012, the team arranged a collaborative party with Sweetwater Tavern in order to promote the bus and create an alternative story to pitch. The event was a true success with people in attendance. From this event the team was also able to take pictures and encourage more conversations through social media outlets. over 70
Boston.com
On February 28th, 2012, Boston.com/yourtown published a detailed article proling the BNE that would be happening on the conference call. This was Sweetwater Communications rst media interview not afliated with a university for the BNE Bus and resulted in a positive story. Bus. Before this interview Sweetwater Communications coached Eric and Ryan on elding media questions and explained all
Meeting with Moufy

On March 23rd, 2012, the team along with co-founder Eric Pasinski partook in a collaborative meeting with raising hip-hop sensation Moufy. The meeting was focused around a concert / promotional video that would benet both parties. While the meeting was a success the project was unable to be executed due to unexpected budget issues.
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Budget
Boston Nightlife Express has a limited budget because the company is still in its infancy.
Description Valentines Day Party - Roses Valentines Day Party - Flyers Moufy Promotional Video Moufy performance at Game On
Quantity 20 100 1 1
Unit Price $1.00 $0.10 $500.00 $2,500.00 Total
Cost $20.00 $10.00 $500.00 $2,500.00 $3,030.00
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Future Recommendations
Build relationships with reporters: e.g to inform reporters about events Find avenues to increase social media Ex- Hold contests on website, Facebook and Twitter for funniest picture with BNE bus. To inform media team of any company decisions made. Create stronger communication between founders and CEO. Run the bus more consistently. To create a timeline. To have a BNE promotional event at least once a month.
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Appendix A
From: Subject: Date: To: Eric Pasinski <erpas@bu.edu> Re: Valentines Day prep February 10, 2012 10:57:16 AM EST Elizabeth Ronzio <elizabeth.ronzio@gmail.com>, alexoanono@mac.com, nora_jordan@emerson.edu, layan.alirega@gmail.com
Happy Friday Everyone!!!! AWESOME MEETING! you guys kickass! sounds good I'll bring the banner and talk to LT... do u need money to print stuff? Let me know if you need anything else. I'M SUPERRRRR PUMPED FOR TUESDAY!!! sky is the limit, e On Fri, Feb 10, 2012 at 7:03 AM, Elizabeth Ronzio <elizabeth.ronzio@gmail.com> wrote: Hey guys, I left for st. Louis (home) at 6am this morning so I won't be able to print the flyers and I don't get back until late Sunday night. Sorry- can anyone else cover this? Eric- We don't need to make anything can you jut bring that poster/ sign thing that we talked about? Hope you all have good weekends! Text me if you need anything. -Liz Sent from my iPhone On Feb 10, 2012, at 8:46 AM, Alex Oanono <alexoanono@mac.com> wrote: > Hey everyone! > > Such a good meeting yesterday. I vote that all in person meetings are at Sweet Water. > I just wanted to send a quick email updating everyone on their responsibilities leading up to Valentine's day. > > FLYERS: > I just made a quick flyer for the event, attached. > We discussed printing out a few big flyers, and then also having 1/4 page versions some can hand them out. > I think it's important that we print them out today and hand them out this afternoon because the flyer might inspire people to ride the bus tonight. > We can continue handing them out on Mon/Tues. > Liz - do you want to handle this? > > SOCIAL MEDIA: > Nora- can you please make the Facebook event? > Please make all of us admins just incase we need to edit it- especially Eric. > Once it's made, we all should invite every Emerson/ Suffolk friends we have. > If you all want to sign onto the Twitter account, start following your friends living in Boston. > I'll start tweeting "Ride Me" to people with a picture of the flyer and a link to the Emerson route page. > > Eric- you should talk to LT and get the Sweetwater logo for your website, as well as put the flyer up on your promotions page. > Also, don't forget to bring the BNE banner to the event so we can hang it up. > > PHOTOS: > Layan, did you say you wanted to be the photographer for the event? If not, we can definitely get someone else. > Liz, you wanted to get a poster for the candid photos. > > DVD: > We talked about making DVD for the TV screens with the BNE logo and information about their services. Julia, you missed this, if you talk to Liz or Layan will you be able to make it? > > Eric- please talk to Liz about the budget for printing. > > So much for a "quick email!" I'm on my way to NY right now but I'll have my phone so if anyone needs anything I'm here. > > XOXO > Alex 24 >
Appendix B
Alex Oanono, Emerson College Publicist Boston Nightlife Express www.bnebus.com Friday, February 24, 2012 Dear Moufy, The Boston Nightlife Express (BNE) would like to invite you to work with us on a new exciting project. The BNE is a bus shuttle service, started by 3 recent Boston University graduates, as a solution the unpopular T service here in Boston. BNE originally started by shuttling students from BU (Allston) to the downtown area (Boylston) while offering deals to clubs by creating a relationship with 6one7 Productions. Recently, the BNE has expanded their routes to other schools including from Emerson, Tufts, all the way out at Salem and dozens more. The BNE has been quickly changing the face of Boston night transportation because nally, partygoers and college kids can rely on the BNE to be running past midnight and to be cheaper than splitting a cab because of its set times and fares. Plus, you get a free slice of pizza on your return ride home. We come to you in hopes of collaborating on a viral video project. Since you are a local Boston rapper, and since you have a following in college students, we think that this experience could be valuable for both you and the BNE. We were hoping to create either a music video to a song you already have featuring the BNE, or even a short funnier rap that we could tape on the BNE as some kind of satire against public transportation- or whatever we work out. Weve just come up with a new tag line, Ride Me, which could be something really fun to play around with in the rap/video. We are planning on inviting the media and reporters to be there for the taping so they can follow the progress from the taping to the release. This could generate some serious press among media platforms that range from interests about music to the MBTA - a huge audience. After producing the video, we plan to host a video-release masquerade-themed party at Gypsy Bar on April 12th, and invite students from all around Boston. This party will also have an abundance of reporters to cover
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the event. We chose this date because Emersons Fashion Society is having a huge fashion show that weekend with a lot of press, so we would be able to generate some buzz about the BNE and yourself. This release party would create even more buzz because we hope to release the video and have you perform a few songs, and then let the DJ take over so people can dance all night. This would be great exposure to you. Weve been in touch with Frank Kelleher about this, and would love to hear back from you as soon as possible about your interest in this project. Again, since the release would be April 12th, we would have to get the ball rolling on this soon. We can provide the crew and extras for the video, all we need is cooperation! We really look forward to the potential of working with you! Sincerely, The Boston Nightlife Express Team Alex Oanono Eric Pasinski, Co-Founder Nora Jordan Liz Ronzio Layan Alireza Julia Carfagnio
Contact information: Alex Oanono 856-426-4584 alexoanono@mac.com www.bnebus.com @bnebus
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Appendix C
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Appendix D
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Appendix E
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Bus service lets Boston college students stay out past T's closing time - Fenway-Kenmore - Your Town - Boston.com
Appendix F
4/18/12 1:52 AM
Bus service lets Boston college students stay out past T's closing time
Posted by Johanna Kaiser February 28, 2012 10:20 AM By Johanna Kaiser, Town Correspondent Bostons college students know how hard it can be to socialize once the clock strikes midnight--the T starts to shut down, cabs become scarce, and a long walk back home becomes a strong possibility. Now, three recent Boston University graduates hope to provide a safe, fun, and much later ride home to club-goers with their new bus service, Boston Nightlife Express. Everyone is having the time of their lives. It really is a special feeling just filling up a bus with colleges kids just looking to have a good time, Ryan Kaplan, one of the companys three co-founders, said in a phone interview. For a $3 to $5 bus ticket, students get a safe, simple lift to and from designated areas on their schools campus along with perks from clubs, like passes to the front of the line or a discounted price on cover charges. The kids jaws just drop when they get pizza, Kaplan said of another perk. Kaplan and co-founders Jonathan Castillo and Eric Pasinski did test runs of the service last semester and since the start of this semester have been steadily picking up more and more students on their Friday night trips and occasionally run private trips for large groups. Although the service is taking a break for midterms, buses usually run through Boston University and Emerson College campuses to a stop central to downtown clubs, and could serve more colleges in the city on more nights as the business expands. The company is also working with Salem State University and Endicott College, which has a private campus, to establish a bus line from those colleges to and from the city. Theres literally nothing to do in that area, said Pasinski, a Nahant resident. It gets pretty boring pretty fast. The lack of entertainment and transportation outside the city has Pasinski and Kaplan looking to expand to the suburbs, too, and the college officials they have talked to are considering getting on board. Theyve been very excited to get students into a more diverse social setting than the suburbs, Pasinski said. While the Boston Nightlife Express buses offer an alternative to cabs and Ts limited service, its founders say their goal isnt to compete, but help make travel in the city more efficient. Were not competing with the T, Pasinski said. Were finding a solution to its problems. -Twitter: @YTFenwayKenmore, @JohannaKaiser E-mail: johanna.yourtown@gmail.com
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http://www.boston.com/yourtown/news/fenway-kenmore/2012/02/bus_service_lets_college_stude.html Page 1 of 2
Appendix G
From: Subject: Date: To: ________________________________________ From: Mcnerney, Kathleen [kmcnerne@bu.edu] Sent: Thursday, February 23, 2012 8:23 AM To: Nora Jordan Subject: RE: Boston Nightlife Express follow up Thanks for following up, Nora.
Nora Jordan <Nora_Jordan@emerson.edu> FW: Boston Nightlife Express follow up April 25, 2012 2:55:22 PM EDT "alexoanono@mac.com" <alexoanono@mac.com>
Let me look this over and I will get back to you this week or next. Kathleen McNerney WBUR News 617-353-0770 ________________________________________ From: Nora Jordan [Nora_Jordan@emerson.edu] Sent: Thursday, February 23, 2012 8:17 AM To: kmcnerne@wbur.org Subject: Boston Nightlife Express follow up Dear Kathleen McNerny, As a student of David Gerzof's I'd like to thank you for speaking at our class last night. It was fascinating to hear about your job, and I found it admirable that you stay sane through such a crazy schedule! We got to talk briefly about my group's client, the Boston Nightlife Express, a late night bus service which shuttles college students throughout the city. You mentioned a few different angles which might be a good fit for a WBUR segment. I just wanted to follow up and find out if you would be interested in speaking with the founder of the company, Eric Pasinski. Bellow is the link to their web site as well as a few articles written about the company. Feel free to e-mail me back or call me at (781) 424-0144 if you have any further questions. http://bnebus.com/ http://www.bostonglobe.com/opinion/editorials/2011/12/17/partying-while-sleeps/CJtQS6IUSvRzk8EY1mfgaP/story.html http://www.metro.us/boston/local/article/1050763--bu-students-don-t-need-the-t-to-get-home-from-the-bars http://bostinno.com/blog/2011/12/22/boston-nightlife-express-keeps-the-party-rockin-hours-after-the-t-shuts-down/ Feel free to e-mail me back or call me at (781) 424-0144 if you have any further questions. Best, Nora Nora Jordan -----------------Emerson College 2012 Marketing Communications Entrepreneurial Studies President; DJour Entertainment about.me/norajordan
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Media Kit
BU students don't need the T to get home from the bars

STEVE ANNEAR/METRO BOSTON Published: December 14, 2011 8:23 p.m.
Students at Boston University this semester didnt have to worry about clambering out of Hub bars before the T closed down just to hitch a ride home. Ryan Kaplan had buses waiting for them. Kaplan, co-founder of Boston Nightlife Express, launched the shuttle business with several close friends just months after graduating from BU last year. Since its inception, BNE has been shipping students from campus to bars and back to save them from hailing a cab or scrambling to catch a Green Line train. You can enjoy your night until bars close at 2 a.m., and the bus is there when you leave, said Michael Powers, 21, a BU senior who has used the services. For $5 per ride, BNE also puts deals together with local bars so students can sneak to the front of the line after arriving by bus, directly to the door. You can plan in advance and you can go online and book a ticket on our website but you can also just show up, pay and hop on, said Kaplan. Next semester, Kaplan and crew will be trying to extend the service to other schools to solve their latenight transportation problems. Its a blatant need, he said. Im sure tons of students going out wished there was a more convenient way to get back home.
Boston Nightlife Express Keeps the Party Rockin Hours After the T Shuts Down
December 22nd, 2011 by Lauren Landry Posted in Boston University
At 2 a.m. in this city, it doesnt matter how great your Friday night has been. The bars have closed, the T is shut down and, unless you feel like stumbling back to Allston, youre stuck waiting at least 30 minutes for a cab. Once you do find a cab, you still have to fork over $20 and deal with an erratic driver whod rather talk on his cell phone than talk to you. Ryan Kaplan has realized all of this, and not only has he offered to bring you home from your favorite bars downtown, but hes offered to bring you there, too, and all for only $5 a ride with Boston Nightlife Express (BNE). While at Boston University, Kaplan remembers waiting 90 minutes for one of those elusive cabs to drive by. That was the worst night; it was terrible, he said, and so he decided to do something about it. After graduating in May with his fellow co-founders Jonathan Castillo and Eric Pasinski, Kaplan came up with the idea of creating a late-night shuttle bus for the college students around Boston. You have these amazing nights at these great clubs in this great city, and then its cut short because you cant even get home, Kaplan said. This makes the flow of anyones night continuous. The fun doesnt need to stop once youve left the bar. To ensure the funs continuous, BNE teamed up with 6one7 Productions to provide their riders with different deals at local clubs, whether it be free cover or the ability to cut the line. The BNE is then not just convenient, but also affordable, because youre cutting costs on cover and taxis. As of now, the service is only available to students at Boston University, but the team does plan to extend service soon to every school in the Greater Boston area. Its now just a matter of deciding which school to hit next. With a fleet of 60 vessels at their disposal, Kaplan said they have a lot of room to grow. In the past, the city has tried offering late-night transportation options through their Night Owl program. But as Richard Davey, the secretary and CEO of MassDOT, said to the Globelast year, while its a great idea, its also too expensive. Given our fiscal situation, were committed to providing the current levels of service that we have and that is not easy. Between the cost and the wear and tear on the vehicles, the city providing after-hour service just wouldnt make sense. But, as Kaplan said, Thats okay, because the city has us now.
New Bus Service Caters to College Club-Goers

BU alums Boston Nightlife Express takes off
January 27, 2012 by Leslie Friday Posted in BU Today
With the thermostat hovering in the 20s last Friday night, BU alums Ryan Kaplan, Eric Pasinski, and Jonathan Castillo gingerly applied a sticky sign the size of a giant toboggan to the side of a charter bus. They were shooting for zero bubbling and a level presentation, and they nailed it. Castillo squeezed out extra air with a yardstick. This is the most stressful part of our night, Kaplan (SMG11) said with a laugh. Thats quite a statement, considering that their new business, Boston Nightlife Express (BNE), involves shuttling buses of college students to and from Boston nightclubs and adhering to tight schedules despite unpredictable trafficall while wearing the hats of promoter, market researcher, bouncer, and businessman. BNE launched Veterans Day weekend, initially serving only Boston University students. Having turned a profit by its fourth run, the alumni now provide rides to Emerson College students going to parties in Allston. And this night they have begun service for Endicott College students, busing them from Beverly, Mass., and back, with plans to expand to more universities, like Boston College in late February and Tufts and Brandeis shortly afterwards. Theres not much to do out there, says Nahant native Pasinski (SAR11), referring to Endicott. Kids are dying to get into Boston. Many of the young entrepreneurs decisions are made on the fly. Just after 10 p.m., as their driver, Alex Bien-Aim, inched along Comm Ave in heavy traffic after a mens hockey game, they abruptly changed the pickup spot for their first group, a private party. Pasinski got off the bus in the stop-and-go traffic to corral partygoers as Bien-Aim made an impressive U-turn. With the bus parked in front of 1055 Commonwealth Ave., Kaplan joined Pasinski outside as a couple of dozen BU students fumbled for cash or cards to pay. (Private parties pay a negotiated rate per person. Public riders pay $5 each way. That fare falls to $1 for a one-way to Boston after midnight.) Meanwhile Castillo (SMG11) tinkered with the CD player, coaxing it to blast music as the first customers boarded. Women in high heels and short skirts clicked up the stairs. Men bounded up in jeans, dress shoes, and button-down shirts. Soon the bus swayed gently as partygoers danced in the aisle. A roar rose from the crowd as the last guest entered. Dressed in a sleek black suit and black and neon yellow sunglasses, Keshav Agnihotri (SMG12) was the man of the hour: the bus was taking him and his friends to Umbria in downtown Boston to celebrate his 21st birthday.
This night, the students wanted only one-way transportation. But, Kaplan said, BNE does offer private party packages (around $2,000, depending on the club) that cover round trips and special deals, like an entire floor reservation. Once everyone was aboard, the BNE cofounders slipped into their business roles. Castillo diligently guided Bien-Aim, shouting into his ear while referring to his iPhone for directions. Dubbed DJ Smooth, he is also in charge of music and multimedia. During the week, he lives in New York, where he works on another start-up, called Regents Help, which prepares high school students for state-mandated exams. People person Pasinski danced in the aisle with customers. He has a full-time marketing job with American First Aid, a national company that provides first aid and safety training for businesses. And Kaplan, a real estate developer with the Martin Group in Manhattan, kept an eye over it all from the front of the bus. Im the one whos going to lose his hair first, he said with a broad grin. Kaplan and a team of School of Management students hatched the idea for the shuttle service in an entrepreneurship class senior year. Each of the students had horror stories about taxi rides home after a night of clubbing. They were tired of paying exorbitant fares and waiting in the cold for long periods (Kaplans record is an hour and a half). Their idea was voted best in the class, but only Kaplan wanted to pursue it after graduation. He recruited Pasinski and Castillo (both entrepreneurs and college friends), and the trio began work on BNE last summer. Looking over the sea of dancing BU students, Kaplan said, Our customers are always the happiest customers. As if on cue, Agnihotri screamed, I love you. See! Kaplan said, raising his eyebrows. Prodded by Kaplan, Pasinski grabbed the bus microphone as they approached Umbria. He saluted the birthday boy before launching his pitch. We are heretime to party! he crooned in a deep voice. We are the Boston Nightlife Express. Please check out bnebus.com for our weekly Friday schedule. After a 20-minute trip, the bus pulled up in front of Umbria and the raucous crowd filed off into the chilly air. Agnihotri found out about the bus service, he said, through a socially connected BU friend, one of several paid BNE promoters. It was a blast! Agnihotri said before joining his long line of friends. Spreading the word about BNE has been the alums biggest challenge. SMG lecturer Erik Molander, who taught Kaplans entrepreneurship class, helped them eventually connect with promoting firm 6one7 Productions, which has a close relationship with Boston clubs and brokered deals with places like Gypsy Bar and the Estate, where BNE customers can avoid lines and get free or reduced entry. With the Umbria partygoers safely delivered, Castillo turned down the music and Bien-Aim steered the bus back to the Charles River Campus. How are we doing on time? Castillo asked. I think were just on time, Kaplan answered.
Sure enough, the bus pulled up in front of the School of Hospitality Administration on schedule at 11:15 p.m. for its only public ride into Boston that night. (Barring a private party booking, the service usually offers two runs into Boston on Friday nights and at least one run back to campus.) Five mensome of them friends of Kaplanspaid, got on the bus, and sat toward the back. After waiting a couple of minutes, Bien-Aim began his route to Gypsy Bar. All right, you guys, Kaplan said to the small crowd. Youve got a private bus to yourselves. Castillo kept the music low as he, Pasinski, and Bien-Aim talked about the New England Patriots Super Bowl prospects. They still had a final 1:40 a.m. pickup round to go, shuttling Emerson students returning from Allston to Boston and gathering BU students for a final ride back to the Charles River Campus and Harvard Street. That last round, they said, is usually the busiest of the evening. Whether packed with party revelers or just a few club-goers, BNE is rolling along.
Bus service lets Boston college students stay out past T's closing time
By Johanna Kaiser, Town Correspondent
Bostons college students know how hard it can be to socialize once the clock strikes midnight--the T starts to shut down, cabs become scarce, and a long walk back home becomes a strong possibility.Now, three recent Boston University graduates hope to provide a safe, fun, and much later ride home to clubgoers with their new bus service, Boston Nightlife Express. Everyone is having the time of their lives. It really is a special feeling just filling up a bus with colleges kids just looking to have a good time, Ryan Kaplan, one of the companys three co-founders, said in a phone interview. For a $3 to $5 bus ticket, students get a safe, simple lift to and from designated areas on their schools campus along with perks from clubs, like passes to the front of the line or a discounted price on cover charges. The kids jaws just drop when they get pizza, Kaplan said of another perk. Kaplan and co-founders Jonathan Castillo and Eric Pasinski did test runs of the service last semester and since the start of this semester have been steadily picking up more and more students on their Friday night trips and occasionally run private trips for large groups. Although the service is taking a break for midterms, buses usually run through Boston University and Emerson College campuses to a stop central to downtown clubs, and could serve more colleges in the city on more nights as the business expands. The company is also working with Salem State University and Endicott College, which has a private campus, to establish a bus line from those colleges to and from the city. Theres literally nothing to do in that area, said Pasinski, a Nahant resident. It gets pretty boring pretty fast. The lack of entertainment and transportation outside the city has Pasinski and Kaplan looking to expand to the suburbs, too, and the college officials they have talked to are considering getting on board. Theyve been very excited to get students into a more diverse social setting than the suburbs, Pasinski said. While the Boston Nightlife Express buses offer an alternative to cabs and Ts limited service, its founders say their goal isnt to compete, but help make travel in the city more efficient. Were not competing with the T, Pasinski said. Were finding a solution to its problems.
Inspired by blatant need, Boston Nightlife Express is a late-night T and taxi alternative
By Samantha Curtin
Posted by The Next Great Generation
Since the dawn of time -- or at least since they started venturing off-campus to party -- Bostonarea college students have found themselves facing a dilemma in getting home come closing time: The citys bars and clubs shut down at 2 a.m., but the T stops running by 1 a.m., and cabs can be pricey and hard to find. Knowing the situation well, recent Boston University graduates Jonathan Castillo, Ryan Kaplan, and Eric Pasinski have come up with a solution: the Boston Nightlife Express, a chartered coach bus that provides direct transportation between downtown Boston and the areas college campuses in the hopes that students will travel safe, party more, and spend less, as their slogan says. It was absolute madness trying to get a taxi when the bars and clubs close at 2 a.m., said Kaplan. Having personally waited over an hour for a cab, he knew there was a blatant need for an affordable, direct, and immediately available way to get home. BNE currently offers private rentals -- including free entry and line-cutting privileges at the venue of your choice -- and runs public routes serving BU and Emerson College. The number of customers and buses depends on the night, but at least one bus goes out every Friday, Kaplan said. [On a recent weekend], about 50 percent of the seats on the bus were booked online beforehand. By offering tickets for $3-$5 each way, payable by cash or credit card (great for those of us who never carry cash!) when riders board the bus, the trio is doing everything in their power to make transportation to and from the citys nightlife as fun, easy, and, most importantly, cheap as possible. You can enjoy your night until bars close at 2 a.m., and the bus is there when you leave, BU senior Michael Powers told the Metro. Riders may also find BNEs club promotions -- for example, free entry and line-cutting privileges at Gypsy Bar -- attractive. While the company mainly works with Gypsy Bar andBijou, they also honor special requests from students, tweeting daily to keep their followers up-to-date on promotions. There have been times when students requested a different club once they get on the bus, and we have been able to work out some last-minute deals with venues like The Estate and Royale in the past, Kaplan said. Due to the positive feedback they've received so far, the company has plans to expand their service to Endicott/Salem, Boston College, Tufts, and Brandeis sometime in the near future. Theres not much to do out [in Endicott], Pasinski told BU Today. Kids are dying to get into Boston.

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3 Boylston Pl. Boston, MA, 02116 T 8564264584 info@sweetwatercomm.com Sweetwatercomm.com

Sweetwater Communications for Boston Nightlife Express

Objectives Situation Analysis SWOT

Attitudes and Beliefs:

Target Audience Communications Audit

Media List Potential Story Pitches

Spokesperson Objectives & Execution

Sweetwater Communications for Boston Nightlife Express

Sweetwater Communications for Boston Nightlife Express

Sweetwater Communications for Boston Nightlife Express

Sweetwater Communications for Boston Nightlife Express

Sweetwater Communications for Boston Nightlife Express

Attitudes and Beliefs:

Sweetwater Communications for Boston Nightlife Express

Sweetwater Communications for Boston Nightlife Express

Sweetwater Communications for Boston Nightlife Express

Sweetwater Communications for Boston Nightlife Express

Sweetwater Communications for Boston Nightlife Express

Potential Story Pitches

Getting College Students Home Safe

Picking up MBTAs slack

Sweetwater Communications for Boston Nightlife Express

Sweetwater Communications for Boston Nightlife Express

Objectives & Execution