041716 University Conference CATA Engages Student Market
Post on 09-Apr-2017
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Engaging MSU Students
Lolo RobisonCATA, Director of Marketing
Lansing, Mich.
• CATA-MSU backgrounder• “Engagement,” defined• Emerging trends among millennials• “Where’s CATA-Man?”
“Don’t Be a Bushole”“Don’t Push Your Luck”
• Proven strategies and partnerships
Take-Aways
• 1999: CATA-MSU contract• 24/7 campus operations through a variety
of services• Current student population: 50,085• Comprise 30% of CATA’s annual ridership
CATA-MSUBackgrounder
Useful, fun strategies that represent audience interests and passions; results in an exceptional
brand experience that inspires loyalty.
Engaging Millennials
Our Strategy
Strive to balance what we want audiences to know (important stuff about our services) and what they want to know (the fun stuff)
Facebook: Runaway Winner of Social Networks Among College Students
• eMarketer: Research among college students (ages 17 to 25) shows:-92% prefer Facebook-58.6% prefer Instagram (owned by Facebook)-35.2% prefer Twitter
• Vast majority limit social media activities to less than 6 hours daily
• 68% of U.S. adults own smartphones; 45% own desktop computers*• 86% of U.S. adults ages 18-29 own a smartphone; so do 83% of those ages 30-49 and 87% of those in households with annual incomes of $75,000 and up*• 99% of riders on MSU routes own a smartphone**
*according to 2015 Pew Research Center’s Internet Project**2015 Title VI Survey
Technology Device Ownership
• Features superhero in various locations of interest on/near MSU campus
• Asks, “Where’s CATA-Man?,” inviting audiences to fathom a guess and post it
• Communicates where CATA can take riders: zoo, river trail, MSU Dairy, downtown Lansing, baseball stadium, museum, pet shop, etc.
Campaign: “Where’s CATA-Man?”
“Where’s CATA-Man?” – The Tease
“Where’s CATA-Man?” – The Reveal
Facebook•Reach: 813•Likes, Comments & Shares: 20•Post Clicks: 101Twitter• Impressions: 507• Total Engagements: 52
Data Analyses – Not Just For Geeks
• MSU Telecaster student-managed project• Highlights student-defined pet peeves about
riding CATA, including students who: - aren’t prepared to pay the fare;- sit in handicap seats;- talk loudly on the phone; and- aren’t mindful their body or belongings
• Edgy, direct message
Campaign: “Don’t Be a Bushole”
“Behind” Facebook Analytics
“Behind” YouTube Analytics
“Phone” Facebook Analytics
“Phone” Twitter Analytics
“Phone” YouTube Analytics
• St. Patrick’s Day free-ride promotion on Route 4 Entertainment Express, connecting MSU campus to downtown Lansing
• Targeted MSU students (mobile, desktop)• Utilized digital, social and print media; Lansing
State Journal sponsored some cost• Key message: Catch a free sober ride; public
relations campaign that doubled ridership
“Don’t Push Your Luck!”
“Don’t Push Your Luck!” – Digital
Run Dates: March 3 – 17, 2016Total Cost: $1,200202 clicks/63,081 impressions = 0.32% CTR
(Digital average: .08%)
“Don’t Push Your Luck” – Facebook
Total Spend: $999.945,152 clicks/373,405 impressions = 1.38% CTR
Likes: 186Comments: 21Shares: 101
Total Spend: $997.42503 clicks/366,162 impressions = 0.14% CTR
“Don’t Push Your Luck” – Twitter
Retweets: 10Replies: 2Followers: 7
• Route-specific ridership campaign on routes with declining ridership; assess engagement via survey with chance to win $50 gift card. Generated 670 survey responses from population of 2,706 (24%).
• Pre-test message and engagement quality among hundreds at campus resource fairs before putting campaign in market
Other Tactics to Engage Students
• Online, social media testimonials, instapols• Paid media that target students:
-Boost (paid) social media posts-Pandora-Digital media
• Everywhere-U-Go bathroom posters• Table tents, posters in local bars and pubs• Guerilla marketing (washable spray paint and
stencil, posters)
Other Tactics to Engage Students
• Collaborate with student clubs/teams:-MSU Telecasters-MSU Triathlon Club (2014, 2015 duathlon)-MSU College of Osteopathic Medicine
• Coordinate tenant email distributions with apartment-complex & housing managers
• Tie calls to action to incentives via sponsorships/in-kind retailer gifts
Community Partnerships
Lolo RobisonDirector of Marketing
Capital Area Transportation Authority4615 Tranter StreetLansing MI 48910
O: 517-367-7252 • M: 517-896-1873lrobison@cata.org
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