*Judge's Favorite* *Member's Choice* After receiving comments on SM about poor manners among transit riders, MDT partnered with YouTube sensation and local MiamianJenny Lorenzo, to create several videos, featuring her funny “Abuela” character. Abuela shows passengers that good manners count. The videos reached over 96,000 views.
TRANSIT TALK is a monthly Facebook Live series that offers an unscripted behind-the-scenes look at Space Coast Area Transit. Since its launch, TRANSIT TALK episodes have been viewed more than 30,000 times on Facebook alone.
The Bay Town Trolley team wanted to increase awareness and use of their new online trip planner. The team decided to deploy an online campaign utilizing Google and Facebook ads that garnered over 14,000 uses and a 15% increase in website visits.
With several technology projects on the horizon in 2017, LYNX wanted to create a video that showed the Central Florida community how we are enhancing the customer experience. The LYNX technology includes free WI-FI on all fixed route vehicles, real-time bus tracking, scheduling NEIGHBORLINK services and a mobile payment application.
The 321 Transit App and mobile website has transformed the way customers access maps and schedules, locate bus stops & facilitate trip planning. The App was downloaded 10,128 times through iTunes and Google Play, and from Oct 2016 through July 2017, there have been 186,440 sessions on the mobile website 321Transit.com.
This Commercial Series increased awareness of the public transportation services. To maximize the market saturation, they developed a series of five informative commercials, each containing a different theme and ranging from humor to romance. Subsequent to the development of the commercials, we entered into a six month contract with Comcast for prime time air spots. Our fixed route ridership experienced a 14.7% increase for state fiscal year 2017.
HART’s production of a public relations video served as an introduction about the vision and innovation of the organization that was used as a public outreach tool throughout the Tampa area.
PCPT ran a local radio promotion with Hits 106 with several ads letting the community know about the Route 54 expansion including an interview with the PCPT director. Hits 106 broadcast live from the bus on Route 54. PCPT offered a free ride on the bus and partnered with the newly opened Tampa Premium Outlets to give away a VIP Coupon Book from the stores.
BCT created a 30 second TV commercial with a theme focusing on how BCT helps to reduce traffic, increase mobility and enhance our community. A total of 111 commercial spots ran for 6 weeks on WPLG-TV, local Channel 10, providing 1,230,000 impressions. Campaign was highly successful because it increased exposure to customers and potential customers. Website visits increased by 34% during the run of commercials and ridership increased by .2%.
To increase registration for MDT’s K-12 EASY Card (which allows qualifying students to ride for half the fare), MDT worked with Radio Disney Miami. Disney created the two spots under MDT’s direction, targeted at parents and teenagers. K-12 Discount EASY Card usage showed an increase once the spots started running.
SCAT developed a radio jingle titled “We’ll Take You There!” Then produced a music video for the jingle in collaboration with Sarasota County and the original (contracted) musician and had two television interviews as a result.
This TV commercial emphasizes Space Coast Area Transit’s importance to the community by revealing it has served over 15 million passengers. By comparing Space Coast Area Transit’s ridership to the equivalent of loading the population of New York, LA and Chicago into buses, it “drives home” how just many people 15 million really is!
Target Audience: Palm Beach County Residents Project Cost: $0 Description: In the Spring of 2012, Palm Tran acquired six new articulated buses using Federal Grant funds. This was the first time Palm Tran had buses of this kind in its fleet. Designed for crowded routes, the 61-foot vehicles are often called “a bus and a half” because they can seat 58 passengers and are capable of carrying approximately 80 riders including standard loads. Recognizing the impact these vehicles would make as they traveled around the community, Palm Tran partnered with a local broadcast media station to share the experience with its viewers. This unique opportunity would be excellent public relations with no impact on the advertising budget. It also provided a forum to get the word out about the new buses and interest of new riders. Ashleigh Walters, a reporter and multi-media journalist for Palm Beach County’s NBC station WPTV, boarded an articulated bus at 5 a.m. and rode on its inaugural trip along US1 in Palm Beach County with a camera crew until 9 a.m. The news anchors cut to Ashleigh several times, live on air, during the heavily-watched morning news broadcasts. Ashleigh described the buses, how they are produced, which routes they would serve, interviewed riders, etc. The onboard footage was also aired on its sister station Fox WFLX. To run commercials on both of these stations, featuring the new articulated buses, during the morning news programs would have cost Palm Tran upwards of $3,500, representing a huge cost savings for Palm Tran.
Target Audience: Mobile Device Users Project Cost: $5,000 Description: Mobile device users were encourage to “Think Small” and use Space Coast Area Transit’s mobile website. By putting the RideSCAT.com icon inside their phone, mobile users could instantly view schedules, plan their bus trip using the Google Maps Trip Planner, or tap the mobile sign to call the ride hotline. The :30 spot featured an original jingle by Acapella group Brothers 4 Life and drove an average of 3,594 mobile device users to the website on a monthly basis. 37 percent of those who used the mobile website planned a trip on the Google Maps Trip Planner, with the iPad and iPhone being the devices used most frequently. 26 percent went on to connect with the full website and 13 percent called the Ride Hotline.
Target Audience: Teenagers Project Cost: $6,278 Description: LeeTran offered a summer youth pass for the first time in 2012, called the GO! Pass. As part of a multi-media campaign, we produced this radio spot and ran it on the two local radio stations with the highest rankings for people 12-24. LeeTran partnered with one of the stations to have popular DJ Kountry Kim give away passes in a contest format and also do a live remote at our main downtown terminal. In its first year, $2,700 in this new pass type were sold and the plan is to continue to grow the program in the future.
Target Audience: General Audience Project Cost: Staff time only Description: The opportunity to develop this video stemmed as part of the annual “It All Started on a Bus” campaign by HART. The purpose of this video was to support this campaign by garnering support for this year’s theme, “Freedom Riders,” via the power of video. This video specifically used history and emotion to further support this year’s campaign, as well as HART. As part of the monthly television segment produced by HART and City of Tampa Television, HART used the February 2012 edition to produce a long-format video piece about local Freedom Riders and local author of Freedom Riders: 1961 and the Struggle for Racial Justice, a book that later become an award-winning documentary film. This video tied the history of the Freedom Riders with its local roots, while underscoring the overall important role of transit during the Civil Rights era, and subsequently the impact transit has had on social justice. This video used history and emotion to further underscore its important message. For instance, very little narration was used; rather, interview-based narration allowed each personal story to resonate. The backdrop of the video was the studio where the 15/30-second commercials of this year’s “It All Started on a Bus” campaign were recorded, therefore complementing and tying this video to the general campaign. Lastly, the combination of interviews, covered by music and black-and-white photographs conveyed the message of historical tribute to the Freedom Riders. This video aired every day on City of Tampa Television throughout February 2012, promoted via the HART YouTube Channel, displayed as part of community presentations, and received special recognition by Mass Transit Magazine under its “Video Spotlight” section. This video set a standard on how to – at no cost – creatively combine historic hometown heroes, emotion and the message of transit.
Target Audience: General Project Cost: Internal taff time only; no out-of-house costs. Description: About Next Stop with HART Next Stop with HART is the first monthly informational video series launched by HART, in partnership with City of Tampa Television, in November 2010. The purpose of this series is to inform the general public about HART services and news. It airs on City of Tampa Television twice a day. Measures of Effectiveness: 1) The Next Stop with HART series has increased content and traffic for HART’s YouTube Channel. The series’ 11 videos over the past year (Oct. 2010 – Sept 2011) have yielded 4,104 views, compared to 778 views from three videos produced over the same period the year prior. 2) The Next Stop with HART series has increased public awareness for HART. In addition to their broadcast twice a day on City of Tampa Television, these videos are played prior to HART Board of Directors meetings and during community outreach events, and have received local media attention. 3) Thanks to a great partnership with City of Tampa Television, the Next Stop with HART series has become a more efficient solution to producing public awareness videos. Aside from approximately eight hours of staff time required to produce a segment every month, HART does not pay for any out-of-house production costs, compared to about $20,000 paid the year prior.
Target Audience: Potential Riders Project Cost: $120,000 Description: With gas prices on the rise, there was a great opportunity to promote Tri-Rail as a cost saving way to get to work, school or play. Strategically timed to coincide with the American Public Transportation Association’s National Dump the Pump Day, Tri-Rail would have a captive audience to promote its free ride offer, allowing commuters to get out of their cars and try transit for a day. Tri-Rail created “Get S.M.A.R.T” – Save Money and Ride Tri-Rail – a promotional campaign featuring testimonials from Tri-Rail riders, highlighting the great savings associated with riding the train. The aggressive marketing campaign, which incorporated television and radio advertising, social media and print advertising in various multicultural publications, resulted in a record-breaking ridership of nearly 20,000 passengers in one day for the commuter rail system, 10 million impressions, PR media valued at nearly $500,000, and contributed to Tri-Rail’ s impressive average of a 14% ridership increase (June-August 2011). This effort was a great opportunity to showcase actual rider testimonials and encourage commuters to take a free ride on the train to demonstrate the cost savings associated with Tri-Rail.
Target Audience: Palm Beach County Residents Project Cost: $2,100 Description: Palm Tran became the exclusive transportation service advertiser in a creative new arena at the Department of Motor Vehicles (DMV) in West Palm Beach. Palm Tran marketed its fixed-route bus service and paratransit division in this government environment to a captured viewing audience. They created a continuous loop of advertising slides shown on a large screen TV to customers as they wait at the DMV, where the average wait time is 1 hour. The goal was to persuade motorists to try transit and featured customized ads on traffic congestion and the money that could be saved. According to the DMV, this six-month advertisement reached 907,392 residents.
Target Audience: General Public Project Cost: $1100/month on 4 local stations Description: “Lucy & Ethel” were brought back because their names are still attention-getters. The duo would provide transit info to the listeners about recent changes such as fare changes, route revisions, etc. It proved to be a more comfortable way to communicate with riders. Of course the formal notices, workshops, and hearings occurred as required but the radio spots helped reinforce the message in a friendly, slightly humorous way. Riders have commented about the spots positively and ridership between March and May increased.
Target Audience: Employers / Employees / Job Seekers Project Cost: $600 Description: Over 260 employers are on US1 of the Treasure Coast, the region’s major transit corridor in St. Lucie County. A strategic partnership with Workforce Solutions has been created in order to market transit to all employers on routes 1-6. Presentations stress benefits afforded to employers via Tax Commuter Benefits along with services provided by Workforce Solutions. Travel training is the largest component of this presentation. This partnership allows an online link to each employer receiving their services to indicate how to use current transit service to arrive at their place of business and emphasize travel training. With transit on their webpage, it garners over 1,000 hits monthly.
Target Audience: General public (Northeast Florida region) Project Cost: $6,160 Description: JTA’s future transit plans are comprehensive and complex, and communicating the agency’s long-term, multimodal vision to the general public in words alone can be a challenge. To facilitate this process, the agency produced an eight-minute educational video about its future plans for commuter rail, BRT and waterborne transportation, as well as the Jacksonville Regional Transportation Center. The video describes each of the transportation modes and explains how they will be interconnected to achieve JTA’s vision for a seamless multimodal system. In the last year, the Future Plans video has been seen by countless individuals at presentations made by JTA employees throughout the service area. The video is integrated into the JTA Future Plans website, further increasing its audience.
Target Audience: All potential and current SCAT riders Project Cost: $15,000 Description: The purpose of the video is to explain and educate riders and potential riders of the many services and transportation options available. The effectiveness of the video was measured by reduction of staff time training for paratransit clients. It brought education and awareness to SCAT's riders on how to properly use the bus service.
Target Audience: Weekend and Evening Transit Users Project Cost: $2,250 for production Description: Space Coast Area Transit received JARC funding to operate and promote weekend and evening service on the SR 520 – A1A corridor. Using the homophones “knight” and “night”, we created a TV commercial that enticed the viewer to listen to our message. “SCAT night service” appeared in our Google Analytics report as a “Search Engine Top Traffic Source”, accounting for 8.37% of the keywords used to arrive at our website. Overall ridership from the prior FY has increased by 14.6%. Furthermore, Routes 4 and 9 which were the routes marketed in the TV commercial, increased at an even greater percentage – 17.6% and 21.7% respectively The increase in ridership on these routes during FY 09/10 assisted us in successfully applying for continued JARC funding in FY 10/11.
Target Audience: General public (Northeast Florida region) Project Cost: $6,000 per month Description: JTA created “Making Moves” to inform the public about the agency’s projects and programs, transportation-related issues and future initiatives in a dynamic news story format. Viewership has far exceeded expectations with the program scoring ratings victories over Wheel of Fortune and the NFL on Fox Pregame Show, as well as other national network shows. This season, JTA expects to reach more than 150,000 viewers on Jacksonville’s top-rated station, WJXT-Channel 4, and thousands more on the web. Equally as impressive is the fact that the 30-minute program is produced almost entirely in-house. To keep costs at a minimum, JTA negotiated a “no-cost” trade for the studio time with a local college. High ratings have allowed JTA to negotiate a less expensive contract for airtime and attract sponsors to offset production costs.
Target Audience: Riders, Potential Riders, Elected Officials, Residents Project Cost: No cost other than staff time Description: PSTA recently launched a completely redesigned website at PSTA.net, which is awash with brilliant photographs depicting local landmarks and real bus riders. The site is updated regularly so riders will always find accurate information. Logically organized and simple to navigate, it’s easy to find information about all aspects of PSTA including Bus Schedules, Fares and ID Cards, Online Ticket Store, Google Trip Planner, Suncoast Beach Trolley, Bikes on Buses, Rider Alerts, and Public Meeting Schedules. Visitors can also enjoy a tour of PSTA’s history by clicking through a virtual book, and can visit the Environmental Efforts section to see how PSTA is making a difference for the future too.
* Judge’s Favorite * Target Audience: Residents of Hillsborough County, both transit users and non-transit users Project Cost: $25,000 production, $80,000 placement Description: HART produced a television campaign comprised of a total of six spots, three in English and three in Spanish, designed to educate residents about the benefits of transit for our community and to raise awareness about HART. In a recently completed survey, respondents were asked their impression of HART as an organization. Very positive scores of Excellent or Very Good reached 42%, up from 35% from a similar survey taken in 2005.
Target Audience: Potential Riders and Stakeholders Project Cost: $5000 Description: As a strategic move to reach potential riders and stakeholders, the Bay Town Trolley created a commercial and has since experienced a 46.446% increase in ridership as compared to the previous year (April-August).
Target Audience: Commuters looking for an alternative to car travel Project Cost: $43,400 Description: Is there a way to make riding public transportation look sexy? The answer from LYNX is YES! Does it get results? ABSOLUTELY! Start the commercial with a shadowy, dark background, add a dash of haunting, tension-building music, throw in some distinctive, gray graphics and let the music stir the mix demonstratively until you reach a completely unexpected ending. Those are the elements of LYNX promo ads that ran on local television, the talk of the town when released. The rhythm of each ad had a feeling that something big was coming and it was – a bright, shiny, 40-ft LYNX bus ready to take customers wherever they needed to go. The ads ran almost daily the first four months of 2008, coinciding with a fare increase that took effect Jan. 6 of this year. Nevertheless, ridership increased more than 7 percent during that time, at least in part because the TV ads helped people riding the bus for the first time feel more comfortable about the experience.
Target Audience: First-time riders, potential riders, social service agencies Project Cost: $10,275 – grant funded (50/50 match) Description:Taking public transportation for the first time can be a daunting task. Palm Tran needed a way to overcome this challenge to attract new riders. A video outlining the basics of public transportation would benefit potential new riders and introduce them to Palm Tran. The goal of this project was to create a video that could be translated into 3 languages and distributed to various social service agencies throughout Palm Beach County. Using volunteer actors and extras made up of transit agency staff, the video walks viewers through everything they need to know about riding Palm Tran. The Palm Tran 101 video has been shown to groups throughout the county and airs on the local county TV station. This had led to greater public awareness of services. The video provides details about available transit options, including Tr-Rail and paratransit services. The video is used to augment travel training workshops and presentations given by marketing department staff. The video also received a Bronze Telly Award in the area of government relations. The Palm Tran 101 video is an innovative means of introducing the community to public transportation. We are the first transit agency in the State to produce a tri-lingual video. This has enabled Palm Tran to overcome language barriers that previously existed. Local social service agencies are provided with free copies of the training video to show their clients. The video has helped solidify partnerships in promoting public transportation between Palm Tran and these agencies.
Target Audience: Potential transit riders frustrated with ever-increasing gas prices Project Cost: $800 in production, $10,250 in radio spots Description: This spring and summer found Brevard residents snapping their fingers, thinking about SCAT and wondering just how much money they could be saving at the gas pump. The snappy tune of this radio commercial sticks in the listener’s head, long after the commercial is over. A radio buy during peak drive times was geared at potential riders that used to fall in the choice rider category but now, due to the ever-increasing price of gas, were now teetering on the choice-necessity rider borderline and needed an extra push to give transit a try… Show me the Money! Transit ridership from July 07-August 08 increased by 18.7% over the prior year’s record breaking ridership.
Target Audience: Non-bus riding public Project Cost: $9,500 Description: This was a P.R. campaign – purpose was to impress on the non-riding public the importance of public transit to the community. Measurement will occur when the referendum is brought before the public requesting funding support. We want this commercial to help shape their understanding of public transit.
Target Audience: Passengers and potential passengers Project Cost: $42,000 Description: The use of animated TV commercials has proven to be of great success for the Authority. People actually stop in their tracks and watch the commercials and hum along with the music. When you only have 30 seconds to highlight the benefits of using public transit, you have to grab the audience’s attention right from the start and make them want to continue watching time after time. Increased interest in transit equals increased ridership: so far in Fiscal Year 2006/07, PSTA has enjoyed a 2.6% ridership increase over last year’s record breaking figures.
Target Audience: Past, Present, and Future Riders Project Cost: $75,000 Description: With more trains, more often, Tri-Rail created a TV spot to introduce its new and improved schedule. The commercial highlighted Tri-Rail’s expanded service and positioned the rail system as a means to get to school, work or South Florida’s exciting destinations. Tri-Rail’s spots aired on five local TV stations during peak times, reaching millions of viewers. As part of a comprehensive multimedia campaign, Tri-Rail noted a 9% increase in ridership, plus 88 new companies and 640 employees were enrolled in its Employer Discount Program.