2012 Group 2 First Place AdWheel Entries The Fort Worth Transportation Authority.

2012 Group 2 First Place AdWheel Entries

The Fort Worth Transportation Authority

Print Media – Brochure

• Year In Review– Target: T Board and Stakeholders, residents of FW.– Situation/Challenge: Communicating prior year

accomplishments and financial information.– Strategy/Objective: Highlight T’s progress,

celebrate successes.– Results/Impact: Distributed to 75,000 within

budget using Star-Telegram and Business Press newspaper insertion.

Year In Review

Print Media – Direct Mail

• Transport Yourself self mailer– Targets: Commuters (peak), leisure/event rider.– Situation/Challenge: Further refine target

segments AO6,B03, F01– respond to an offer?– Strategy/Objective: Analyze free pass program

results and target 2 specific cells with direct mail.– Results/Impact: 20,00 pieces mailed (10k & 10k)

Received 1 % return. Commuter out drew leisure 2/1.

Buxton Research

0

2

4

6

8

10

12

14

16

A01

A02

A03

A04

A05

A06

A07

B01

B02

B03

B04

B05

B06

C01

C02

C03

C04

C05

D01

D02

D03

D04

E01

E02

E03

E04

E05

E06 F01

F02

F03

F04

F05

G01

G02

G03

G04

H01

H02

H03

H04 I01

I02

I03

I04

I05

J01

J02

J03

J04

J05

K01

K02

K03

K04

K05

K06

L01

L02

L03

Percent

Segment

Responders Trade Area

Responder segments

• A06: Small-town success.– White-collar, college educated, middle-aged working

couples living in newly developed subdivisions outside the nation’s beltways.

• B03: Urban Commuter Families– Upscale, college educated Baby Boomer families and

couples living in comfortable, single detached homes in city neighborhoods on the metropolitan fringe

• F01: Steadfast Conservatives– High-school educated mature singles and couples living in

middle-class urban blue-collar neighborhoods.

Transport Yourself Responders Household Level Profile Summary

• Age Range of 35-64

• Income level of $50K+

• 2+ Persons in the HH

• 40% of Responders have Children Present

• Length of Residency 6+ Years

Transport Yourself Responders

The responders have known interests in outdoor activities, reading, personal travel, fitness, gardening, do-it-yourself projects, and tend to lead an affluent lifestyle.

This information can be used to help improve understanding of responder lifestyles and demographics allowing for more effective communication and better targeted prospecting efforts.

Direct Mail Campaign

• By comparing responder households with other households in the same trade areas, pre-selection criteria (or hard selects) are determined for TRE mail campaigns. The following hard selects were chosen for the TRE acquisition targets:

- Two or More Adults in the Household- Two or Fewer Children in the Household- Lives in a Single Family Dwelling Unit- Household Income >$50,000- Likely or Extremely Likely to Have Some • College Education, a Bachelor’s Degree, • or a Graduate’s Degree

Direct Mail Strategy

• First mailing – Spring 2012– Execute using two test cells

• Commuter (peak) message• Leisure/event (off-peak) message

• Second Mailing – Fall 2013– Analyze first mailing and test two more variables

i.e. Single vs. Married

Commuter

0.65%

0.70%

0.75%

0.80%

0.85%

0.90%

1001 JONES ST

14470 STATLER

BLVD

221 W LANCASTER

AVE

3232 BELL SPUR RD

7225 BURNS ST

Resp

onse

Rat

e

Location

0.00%

0.20%

0.40%

0.60%

0.80%

1.00%

1.20%

1.40%

1 2 3 4 5 6 7 8 9 10 11 12 13 14

Resp

onse

Rat

e

Drive-Time Minute

Results – Commuters

• Responders who meet between 17 and 21 selects account for 71% of results from 67% of pieces mailed

• 73% of responders come from >8min, from 69% of pieces mailed

Selects Met Mailed # Response # Response %

26 7 0 0.00%25 46 1 2.17%24 390 6 1.54%23 855 7 0.82%22 1,083 5 0.46%21 1,275 10 0.78%20 1,308 13 0.99%19 1,328 7 0.53%18 1,393 20 1.44%17 1,467 10 0.68%16 848 5 0.59%

10,000 84 0.84%

Entertainment

Selects Met Mailed # Response # Response %

26 8 0 0.00%25 45 0 0.00%24 390 0 0.00%23 856 6 0.70%22 1,082 3 0.28%21 1,278 7 0.55%20 1,308 8 0.61%19 1,328 5 0.38%18 1,392 7 0.50%17 1,467 5 0.34%16 846 5 0.59%

10,000 46 0.46%

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

0.70%

1001 JONES ST

14470 STATLER

BLVD

221 W LANCASTER

AVE

3232 BELL SPUR RD

7225 BURNS ST

Resp

onse

Rat

e

Location

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

0.70%

0.80%

0.90%

1 2 3 4 5 6 7 8 9 10 11 12 13 14

Resp

onse

Rat

e

Drive-Time Minute

Results – Entertainment

• Responders who meet less than 21 selects account for 80% of results from 76% of pieces mailed

• 63% of responders come from >8 min, from 69% of pieces mailed

Print – Newsletter

• T Rider News (quarterly e-mail newsletter)– Target: T’s ridership– Situation/Challenge: Needed way to

communicate service information to riders in cost effective way.

– Strategy/Objective: Engage riders on regular basis and inform riders of service changes and special services.

– Results/Impact: List now has over 6000 recipients at very little cost.

T Rider NewsQuarterly E- Newsletter

Postcard

Special Event - Promotion

• SPUR Launch– Target: local elected officials, stakeholders and

Fort Worth residents– Situation/Challenge: Communicate new 60’ artic.

bus benefits and corridor improvements.– Strategy/Objective: Create as much buzz as

possible at minimal cost. – Results/Impact: Great turnout and media

coverage including broadcast news.

SPUR* Launch Event

• http://www.youtube.com/watch?v=H7NTQs30kbg&list=UUbUjcgrml5wrPOIbb3Qrk9g&index=11

SPUR* Launch Event

SPUR* Handout

Social Media - Facebook

• www.Facebook.com/TheTFortWorth– Target: T riders and stakeholders– Situation/Challenge: offer real-time info about T

services and community events.– Strategy/Objective: Increase “Likes” through series

of Facebook ads and text campaign contests offering free Mavs BBall and Stars hockey tickets.

– Results/Impact: 156 % inc in Likes, 118% inc in monthly active users, 131% inc in post feedbacks.

T Facebook

Final thoughts

• Volunteer to judge awards. Great learning experience.

• Submit multiple entries. You never know what will resonate with judges.

• It’s your committee – get involved, join a task force.