Beyond the Mass Mailing: Next-Generation Campaign Management in an Era of Saturated Markets
Next Generation Campaign - South West Transit Association · Next Generation Campaign Campaign...
Transcript of Next Generation Campaign - South West Transit Association · Next Generation Campaign Campaign...
Next Generation Campaign
Next Generation Campaign
Campaign Highlights
• November 2012 – March 2013
• Advertising Budget: $80,000
• Advertising Methods: TV, Print, Outdoor, Online, Internal Channels
• 2013 Spotlight Award Winner
Opportunity to tell our story
Goal of the Campaign
• To educate public that the New Mexico Rail Runner Express is an investment in our future and it will be around for a long time to come.
Opportunity or Challenge
Strategy
Casting Call
Target Audience
• Adults (particularly parents) who do not already ride the New Mexico Rail Runner Express.
Television
30 - Second TV Spot 60 - Second TV Spot
Outdoor Ads Billboard at I-25/I-40 junction in Albuquerque, NM
Billboard in Belen, NM
Print Ads Kirtland Air Force Base Newspaper Albuquerque The Magazine
Various Ads
Albuquerque Journal Ad
Xpress Magazine Cover (Onboard passenger publication)
Downtown ABQ Poster Movie Theatre
Ads
These banner ads were placed on the front page of several local newspapers frequently during the campaign.
Results Results • 22% increase in ridership
• 94.7% are happy the Rail
Runner is providing service