Class I – StarMetro *Best of the Best* *Judge’s Favorite *

Class II – Jacksonville Transit Authority

Target Audience: Preteens, teens and parents
Project Cost: Collateral Design & Printing – $15,140, Advertising – $17,708
Description: This is the 3rd year that the Authority has provided a summer youth campaign. Our approach was a little different. This year we started by building a partnership with the school board who helped get our message to staff, faculty, students and parents via newsletters and posters that were part of our campaign collateral. We conducted outreach to youth in local movie theater lobbies by setting up tables with T-shirts and information on the program. An animated ad also played before every movie in town. Thirty large format poster billboards reached out to parents stuck in traffic and who know all too well the price of gas.

The marketing push for the campaign began in May 2008 and went through August 2008. Summer Youth passes went on sale June 1, 2008. The promotion stated “Purchase a June pass for $30 and get July free, and for a limited time add August for 1/2 price or $15.” The parent or student needed to purchase the pass by June 30, 2008. It offered youth unlimited riders on our transit system at a significant cost savings. Essentially we promoted the cost savings as a comparison to the price of one tank of gas for a mid sized car could get them three months of unlimited rides on our transit system to great summer destinations. We also developed a summer fun guide that was pocket or backpack sized including all popular summer destinations that our target market could go to for work or play. A post campaign summary put together by our Accounting Department showed an astounding increase in sales from last year up 39% each month the campaign was offered.