Marketing Campaigns
Agency |
Description |
Target Market |
Cost |
Results |
BCT |
Radio promotions; 4-color brochure and special BCT radio station CD’s. School visits prior to summer break; partner with Libraries for students to win free BCT youth bus pass; BCT logo on calendars and notebooks for students. On-site booth, BCT banner in lobbies, and on-screen promo at 2 Regal Theaters during their Summer Family Film Festival program. |
Teens and Tweens (ages 12-18) | $65,000 |
The promotion was a success because we were able to reach a larger youth market through the radio campaigns. We measured results by increase in youth passes and positive feedback from students at the events. |
Hernando (THE Bus) |
During December ’04 thru February ’05, held a drawing contest with local middle & high school students to help design a poster to promote riding THE Bus during the summer. 1st, 2nd and 3rd place prizes were awarded (Prizes were donated by local businesses). Posters, Brochures (listing all the places to go on THE Bus) and Route Schedules were distributed throughout all middle and high schools. |
Middle & High School Students | $600 |
An increase in youth riders based upon passenger counts. |
Palm Tran |
The “Go Bus Go!” is a summer youth library tour event. A Palm Tran marketing representative arrives at a Palm Beach County library system branch with a bus. The children at the library, who are pre-registered for this special story hour, board the Palm Tran bus. When the children enter the bus they place their “pretend money” in the fare box. The children then learn about bus safety and how to ride the bus. Next, the marketing representative reads a “clean air” story on the bookmark as the children follow along. After the interactive presentation the children have time to ask the bus operator and marketing representative questions on riding transit and buses in general. |
Children at Palm Beach County library systems during “story hour,” ages 1-15 years. | Minimal |
Palm Tran saw 300 children over the course of 7 weeks in the summer. The children and parents both loved the presentation and the librarians were very impressed. The bus operators also raved about how great it was to reach children at this young age and encourage bus ridership. A “must do” for future summers. |
PCPT |
Flyer was sent to all county schools – one copy per student with free ride voucher. |
City School Kids - All ages | $100 |
Many many students rode. |
PSTA |
Summer Youth Haul Pass, $25 for unlimited rides between May 15 and Aug. 15. We used radio, TV, and eye-catching posters at all major area youth gathering places, schools, churches etc. |
18 & under | $23,000 |
Sales were up 20% over 2004, Haul Pass use was up 33%. |
Space Coast Area Transit |
Read to Ride is a program that enables youth to ride for free all summer long by showing their library card. It is designed to get kids into the library and also riding the transit system at an early age. For many kids, it provides the only transportation available to get involved in positive activities over the summer while their parents are working. PIC |
Students in elementary, middle and high school | $6,000 |
Youth transportation more than doubled in 2005. |
