Class 1 – SFRTA/Tri-Rail
Target Audience: Potential new riders, bicycle enthusiasts, current riders
Project Cost: $5,000
Description: With the installation of new bicycle lockers at Tri-Rail’s stations, there was a need to promote this added benefit to current riders and educate the public about this new incentive.  The objective of this campaign was to increase bicycle locker registrations, get more commuters onboard the train and promote the concept of riding a bicycle to the Tri-Rail station as another viable option to help commuters travel throughout the region.  Tri-Rail’s bicycle locker campaign resulted in 29 new bicycle locker registrations over a 1-month time period, 6 million impressions via social media efforts, 633 registrations for the chance to win a Cannondale bicycle as part of the promotional campaign and participation from 39 bicycle stores and organizations, which helped to promote this to bicycle enthusiasts.  Overall, this effort demonstrated the impact of utilizing local businesses to market the commuter rail system, and helped to draw attention to this new service, resulting in increased bicycle locker usage.

Class 2 – BCT
Target Audience: Bus riders, non-riders, stakeholders
Project Cost: $3,500
Description: As a first-time print collateral of its kind for Broward County Transit, a conservative amount of 3,000 copies of the 2011 Calendar were printed and distributed at marketing outreach events, and to targeted passengers when they purchased a bus pass, to community organizations, the County Commission and Transit Advisory Board members and to transit stakeholders.  Quantitative figures to measure effectiveness is attributed to its year-long shelf life that provides and enhances public awareness of our transit programs and services.