goal:
Create/Increase Awareness, Increase Web Traffic
the challenge:
To increase awareness of and educate commuters on the little-known Emergency Ride Home (ERH) among current commuters and new prospects. At same time increase enrollment and establish ERH as a valuable public service to support alternative modes of transportation.
insight & strategy:
To appeal to our car-addicted commuters, we knew that the ERH message could be turned into a benefit to help overcome one of the main barriers to acceptance: the fear of being left behind in an unforeseen circumstance. By employing a multi-channel campaign, including Metrorail, Tri-Rail and Transit Out of Home Ads plus TV and online banners, we effectively reached current customers who were unaware of ERH program, while increasing overall awareness of South Florida Commuter Services.
the result:
- 30-second TV spots, placed during peak morning hours were particularly effective in reaching target market before traveling to work
- This strategy proved effective with qualified calls and program enrollment increasing after campaign launch
- Website traffic increased over 160%. during campaign period
160%
increase in web traffic
solutions used:
- Advertising Campaign
- Brand Positioning
- Online Advertising/Behavioral Targeting
about the client:
South Florida Commuter Services is a program of the Florida Department of Transportation that aims to cultivate a greener, and more enjoyable way to work for all South Florida commuters. SFCS works to educate daily commuters on the benefits of alternative transportation such as carpooling and mass transit. In 2009, SFCS chose the marketing experts at Diaz & Cooper to help them create targeted and effective campaigns to spread their message and encourage commuter engagement.
