Class I – Bay Town Trolley

Target Audience: Panama City Residents and Tourists
Project Cost: $3,500
Description: Trolley officials wanted to create a theme that called both tourists and residents into action. The new creative concept for this specific route became “Flip Flop Aboard the Pier Park Express” with the tagline, “Bay Town Trolley’s new Weekend Beach Route.” This theme linked all the pertinent elements as it tied flip flops in with the beach atmosphere, gave a name to the route, “The Pier Park Express,” and told the public that this route is Bay Town Trolley’s new weekend beach route. With the message developed, trolley officials decided that the best way to package the message and route info was to develop a brochure in the shape of a flip flop. This 4″ x 9″ brochure incorporated the theme, route map and schedule, fares and points of interest. After the production of the 50,000 brochures, trolley officials distributed them to hotels along the beach and at prominent beach attractions.

Results: Prior to the start of the campaign, there were 2,033 rides taken over the course of a two-month period. After the implementation of the campaign, 2,614 rides were taken. This reflects a 28 percent increase in just one month.

Class II –  Jacksonville Transportation Authority

Target Audience: Community Leaders, Politicians and the general public
Project Cost: Design – $13,425; Printing – $11,110
Description: JTA has met the challenge to move the region forward by expanding the mobility options in the area. Most stakeholders do not understand the vision and how all the modes are linked to make one effective system. The brochure needs to sell the vision and show how the Authority is planning for regional mobility.

This was the first ever attempt to place the vision of the Authority into one document for public distribution. The objective was to communicate the Authority’s vision, show how that vision fits in the larger plans for the region and begin to educate the public on the value of a multi-modal transportation system.

Community Leaders, politicians, and regional citizens are beginning to embrace the future JTA envisions. This is evidenced by the change in flavor of discussions in the public and in the media where one mode is not being defended against another, but words like system, vision, long range planning are beginning to emerge.