Case StudyNo Commuter Left Behind

Goal:

Create/Increase Awareness, Increase Web Traffic

the challenge

To increase awareness of and educate commuters on the little-known Emergency Ride Home (ERH) among current commuters and new prospects. At same time increase enrollment and establish ERH as a valuable public service to support alternative modes of transportation.

insight & strategy

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The result

160%increase in web traffic

30-second TV spots, placed during peak morning hours were particularly effective in reaching target market before traveling to work
This strategy proved effective with qualified calls and program enrollment increasing after campaign launch
Website traffic increased over 160%. during campaign period

Solutions used

Advertising Campaign
Brand Positioning
Online Advertising/Behavioral Targeting

About the client

South Florida Commuter Services is a program of the Florida Department of Transportation that aims to cultivate a greener, and more enjoyable way to work for all South Florida commuters. SFCS works to educate daily commuters on the benefits of alternative transportation such as carpooling and mass transit. In 2009, SFCS chose the marketing experts at Diaz & Cooper to help them create targeted and effective campaigns to spread their message and encourage commuter engagement.