Get the drive alone masses to make a switch |
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#GoGreater asked, "Want a commute that makes you happy?" with messaging and imagery that suggested choosing a non drive-alone commute could make one happier. #GoGreater ran as an ongoing, evolving campaign designed to capitalize on promotions running both in Redmond and across the entire region. #GoGreater bridged the efforts of GRTMA and the City of Redmond by creating awareness and directing commuters to the programs and incentives offered by Go Redmond.
With the goal to direct commuters to GoRedmond.com, an integrated marketing campaign was devised. Outreach included advertisement campaigns on King County Metro buses, underwriting for KEXP independent radio, full-color ads in The Redmond Reporter and 425 Magazine, and an incentive bid on RideshareOnline where I captured nearly 400 user stories. Additionally, various banner and sidebar ads were placed on sites including Seattle Transit Blog, KEXP.org, and supplemented with paid and organic social media promotions across channels. |
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Get them where it countsIn order to reach commuters stuck in traffic, I targeted SOV commuters with ad placements on the side of King County Metro buses. Each purchased campaign ran for a guaranteed four-week period with additional time where the ads remained on the buses for no additional charge. The ads directed commuters to the Go Redmond website. The campaign ran in two sections, first, mid-February through mid-March and then mid-May through mid-June.
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(2) Four-week campaigns (Feb-March, May-June)
4-week impressions 3884000** 4-week reach 40% reach** 4-week frequency 3.2x frequency** ** ads ran longer than the purchased 4 weeks |
Target the right market
Looking to reach commuters that might be driving alone and also match the demographic of Redmond workers I utilized KEXP radio spots and online listening pre-roll spots for a total of 42 spots.
The KEXP listener is typically between ages 25-54, with an upper-level income and education level, is active, owns a home, is very social and engaged, is culturally curious and community-minded. KEXP listeners are 60%/40% M/ F, age 25-54. |
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(3), One-week campaigns, Feb, May, & September
On air (14 spots/wk) ~150K impressions $1,190/wk Web banners (21 spots) ~8K impressions $200/wk Web play pre-roll (7 spots)8k impressions $280/wk |
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Having fun with social media |
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As ads for #GoGreater were skipping across town on buses and playing on the radio, I decided to play with the profile screen of Instagram. I utilized the same images from the campaign and arranged them in a grid so they could stand alone or complete a whole picture when viewed as a 3x3 collection. For the entire campaign I shot and edited all original photographs as well as performed all design work.
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Capture the (user) story |
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One goal of #GoGreater was to encourage commuters to log smart commutes in an online calendar. I utilized an existing incentive ($20 to REI) and rewarded commuters for sharing their story. I captured nearly 400 stories, 90 of whom used the #GoGreater hashtag. I promoted this on social media, the Go Redmond blog, and in newsletters.
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While we're at it, take a vacation from your car |
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#GoGreater evolved to incorporate summer months and regional promotions. I updated the landing page to help commuters find options featuring biking (a GRTMA focus) and transit, a regional push. Promotions appeared online, in the Redmond Reporter, 425 Magazine and in the form of a mailer sent to 10,000 Redmond addresses.
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