Marketing Campaigns

Agency
Description
Target Market
Cost
Results
BCT
Holiday Shopping on BCT. Full page print ads of the BCT system wide map – highlighting the major shopping centers/routes - ran in the two major daily and community-zoned newspapers, in Nov/Dec ’07 only.
 Adults 18 to 65+ years, primarily women.
$26,888 (trade agreement budget)
 Ridership increased on certain routes traveling to the malls during Dec. The advantage of showcasing the entire system map to shoppers and also to the general markets increased public awareness of the system. If doing again, would provide merchant savings from coupons to riders as incentives to ride and shop.
JTA

"Give the gift that keeps everyone moving"
For anyone that purchased a monthly bus pass, they received a special holiday pass sleeve that could be used to give the pass as a gift.

 All potential transit users
$2880 for production, $1200 for advertising
 The objective of the promotion was to increase monthly bus pass sales. Unfortunately, this did not occur, but rather it served more as a nice "thank-you" for current customers.
Palm Tran

“Stocking Stuffer” Print Ads
Newspaper ad promoting our 31-Day QUIK pass as a holiday gift/stocking stuffer.

 General Public
Trade agreement with Palm Beach Post
 This campaign is used for information/promotional purposes and is run each year.
Polk County Transit Services /WHAT

Free Ride Saturdays
Offered free rides for the Saturdays between Thanksgiving and Christmas.

Exisiting riders, new riders
$3500 (sponsored)
 Ridership for the event was 9,468 which is a 30 percent increase over 2006 when we didn’t offer Free Ride Saturdays. Polk is planning to run this promotion again next year and will seek more sponsers and hope to expand the program to county-wide.
SFRTA

"Bruno Packs"
SFRTA and MDT staff collected more than 200 pounds of goods and raised $200 to play for shipping to send toys and treats to K-9 troops and their handlers in Afghanistan for the holidays. 

 SFRTA, MDT staff, customers of Sadie's Grill
$200 plus donated goods
 Considerable positive feedback was received from the recipients of the goods, including a flag that was flown in Afghanistan.
 
Campaign Topic #4 - Holiday Promotions
Five agencies provided information on their Holiday Promotions for 2007 and a summary is shown below.