THE 14TH ANNUAL SHORTY AWARDS

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Special Project

Special Project NEW!

Turning Drivers to Riders: Valley Regional Transit

Entered in Integrated Campaign

Objective

Stoltz supported the launch of the Treasure Valley’s first fleet of electric buses. To help increase ridership, Stoltz launched an educational brand campaign to get commuters on board with public transportation. “Riders Education” provided the know-how, confidence and tools needed to ride the bus (and be good at it!). The multi-media campaign highlighted key benefits of taking public transportation: it’s easy, environmentally responsible, and saves money. As Valley Regional Transit continues to improve and strengthen service lines, our work has included an integrated campaign to increase ridership and improve public understanding of VRT's offerings.

Strategy

With population growth on a perpetual upswing, commuters in the Treasure Valley are feeling it. Valley Regional Transit is leading the charge with alternative options to get from point A to point B. The challenge? Changing behavior to shift a driving community into a riding community. As VRT continues to strengthen its service lines, our work has included a major redesign of the website, brand and messaging strategy, and a unique mix of direct mail, hyper-targeted digital advertising, and out-of-home signage.

And now with the challenge of post-pandemic behavior, there has never been a more important time to build consumer confidence with a unified message encouraging people to leave their car at home.
 

Results

Through social media, videos, and a refreshed landing page, the campaign produced a 10% lift to overall web traffic, 11% growth on targeted routes, a 41% increase in acquisition by search, a .32% click-thru-rate, over 5 million impressions, as well as several earned media stories.

Media

Video for Turning Drivers to Riders: Valley Regional Transit

Entrant Company / Organization Name

Stoltz Marketing Group, Valley Regional Transit

Links