Class I – VOTRAN

Target Audience: Residents of Volusia County that commute to neighboring counties.
Project Cost: $500 for radio spot production; Air time varies by campaign (up to $3,000 for a three-week campaign).
Description: The critical issue for the Commuter Assistance Program (CAP) is public awareness. Many commuters are unaware of their commuting options, so “getting the word out” is the key to increasing participation in the CAP. This radio spot was a tool to introduce residents in “high-commuter” areas to available CAP programs. The “Rx:Commutus Interuptus” theme was developed to build the CAP brand identity across several mediums. The spot is 60 seconds long and highlights the following CAP programs – ridesharing, vanpools, I-4 Express bus, and park & ride.
Initial use covered entire geographic area on 5 local radio stations. When used in support of the direct mail (complete with prescription pad and candy pill bottle) and print ad campaign, there was a 350% increase in call volume for information over a four week time period.