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Maximizing Promotional Participation 


The Challenge:                                                                                             RTA LOGO Sized for website                               

The Regional Transportation Authority’s Car Free Week promotion was created to get people out of cars and use public transportation during a four week promotional period culminating in Car Free Week. Focus was on the commuter drive, an especially difficult habit to change. However, research shows that if trial can be generated; there is a long-term residual effect and behavioral change occurs.

 

The Solution:RTA CFW Ad

The marketing strategy was to get people to Join the Movement. The copy, graphics and color palette were all reminiscent of rallies for social causes. This strategy was meant to be a badge, emblem or sign of solidarity. The message had a strong call to action, but also a bandwagon feel - like there was already a swell of momentum behind Car Free Week.

Media support was anchored by drive-time radio with heavy use of online media, to quickly reach the target when and where they were most susceptible to the message. They were directed to sign up on the website and track their public transit trips. Trip tracking was incentivized with prizes.

The Results:

New online registrations were up nearly 15% during the promotional period. Trips tracked during Car Free Week more than doubled during the promotional period.

Smart Words

"Marketing isn't magic.  There is a science to it."

Dan Zarrella, Social Media Scientist, Hubspot