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Published by anderinatwells, 2018-05-07 15:17:04

GL_Plansbook

GL_Plansbook

Lawrence
Transit

campaign | spring 20181

Meet the
Team

Madeline Bitto Alexandra Melendez Katherine Canan

account executive research director public relations director

Theresa Taylor Anderina Twells Emma Thimmig

social media director creative director presentation director

TABLE OF
CONTENTS

1 Executive Summary
2 Situation Analysis
3 Target Audience
4 Research
5 Strategies
6 Budget & Timeline
7 Measuring Success
8 Meet the Team
9 Resources & Appendix

Executive
Summary

EXECUTIVE SUMMARY

Executive
Summary

Green Light Creative has designed a campaign, A Car’s Day Off, to increase
consideration and ridership for Lawrence Transit. Through research-based insights,
we discovered practical and efficient ways to reach potential male commuters
between the ages of 35 and 45.

A Car’s Day Off will run from September to February. Throughout this time frame
a variety of strategies will be implemented to consistently engage the target
market.The total budget of $40,000 will be used to create a media mix of both
digital and traditional tactics. The key tactics of the campaign include Facebook
advertisements, email lists, radio and live music streaming advertisements. The
mixture ensures we have a large, varied reach and frequency to connect with the
target market.

Green Light Creative’s overall goals for the A Car’s Day Off campaign are to
increase consideration and ridership for Lawrence Transit among the target market.
We strive to see Lawrence Transit achieve a five percent increase in ridership.
Specifically, we would like male commuters to start taking the bus to work once
or twice a week. The tone of A Car’s Day Off campaign is informational and light.
We want to connect to the emotions men feel during their commute and position
Lawrence Transit as an alternative to driving a car.

5

Situation
Analysis

Situation SITUATION ANALYIS
Analysis

CLIENT

The client, Lawrence Transit uses MV Transportation, Inc as its sole vendor. This
transportation service has provided safe, convenient, and affordable transportation
services to Lawrence, Kansas residents. Lawrence Transit provides reliable
transportation that enhances the social, economic, and environmental well-being of
the City of Lawrence.

INDUSTRY

The public transportation industry provides fixed routes and passenger
transportation. Government funding for local bus systems is one of the key drivers
in its ability to operate. An increased population heightens ridership, whereas the
decrease in gas prices lessens ridership.

COMPETITION

There are several public transit options available for Topeka, Lawrence and Kansas
City residents. Topeka operates, “The Metro,” which is a 12 route bus service that
provides all-day service, which covers most of the city. Lawrence Transit and KU
on Wheels work hand-in-hand to provide coverage to members of the Lawrence
community. Transit bus service in the area of of Kansas City, Missouri is provided by
the Kansas City Area Transportation Authority (KCATA).

7

Main Marketing ? ? ? ?
Problems &
Opportunities ? ? ?

The main marketing problem is reaching a target
audience who is set in their transportation
routines. Lawrence Transit has an opportunity to
reach and influence the target audience through
an effective marketing campaign to increase
consideration and ridership for the bus system.

Main Marketing Problems and Opportunities

• It is difficult to change deeply-rooted stereotypes.
• Navigating the bus system is difficult to understand.
• It is difficult to change people’s daily routines.
• The transit system doesn’t have proper resources to afford extravagant marketing

tactics.
• There is a lack of consideration of the extensive benefits the bus provides
• Lawrence Transit can frame the campaign as giving power to the community because

it’s their tax dollars.
• Lawrence Transit has limited resources to continually implement tactics.

SITUATION ANALYSIS

— The bus provides reliable transportation during inclement weather.
— 92 percent of Lawrence’s population lives within a half mile of bus

routes.

— Riders are able to accomplish personal tasks while riding the bus.

SS — Provides an accessible and affordable form of transportation for a
trengths largeaudience.

W — With the maps that are currently available, bus routes are difficult to
— navigate.

Current and potential riders have a low awareness of the Lawrence

—— Transit app.
Riders can only purchase bus passes in person at three locations.
A lack of easily accessible information about the bus system .
Weaknesses

Market the bus system as an alternative to cars through marketing

— tactics.

Develop a more efficient way to purchase a bus pass.

— Improve the ease of understanding the bus system and routes.
— Increase participation of choice commuters (people who

occasionally take public transit).

O — Help Lawrence Transit become a more integral part of the

Opportunitiecosmmunity.
T
— The average household in Lawrence has two cars.
Threats — Outside driving and ride share applications like Lyft and Uber.
— Funding is contingent on support of the community.
— General stereotypes about public transportation can influence

possible riders.

9

Target
Audience

TARGET AUDIENCE

Target Audience

Male age 35 - 45 Demographics

High School Education The target market of a Car’s Day
or Higher Off is employed males, ages 35 to
45 with an income of $50,000 or
less with a high school diploma or
higher.

Median income of $50k The majority of the target
audience has access to a car, but
are open to considering a more
convenient and less stressful mode
of transportation. Convenience
is highly important to the target
audience when considering
transportation options. These
men are part of the “choice riders”
category, which are riders who use
other forms of transportation but
for certain reasons choose public
transit (Krizek 2007).

Psychographics

The target audience has a smartphone, which they use to consume media. Pew Research
reported 89 percent of males, ages 30 to 49, own a smartphone (Pew Research Center 2018).
These men didn’t grow up with smartphones, so they are not nearly as dependent on them as
younger generations. Men mainly use their phones to follow traffic and weather, government
and politics and sports (American Press 2014). They still use traditional mediums to consume
news and entertainment like television, radio and print.

Furthermore, the target audience seeks simple, quick and informational advertisements.
They want to see the exact information they need to know. Men aren’t browsers, they tend to
look for what they need at that moment Marketing Charts 2010). Men also are more concrete
thinkers, they tend to think of things as black and white and prefer to see linear connections
(Marketing Charts 2010). Men prize individuality and independence, and they view things
in a competitive way. Advertisements for the target audience should be to-the-point and
informational with a helpful tone, without insinuating the target audience needs assistance.

11

Personas John is a white male who just turned 35 this past year.
He recently lived in Europe where public transportation
John is a well-developed system. Even there, John felt that his
commute was a more stressful experience than actually
being at work.

John uses Facebook to keep up with current events and
listens to the radio on his way to work in the morning.
John reports that he would only take public transit if he
had car problems. He’s aware of Lawrence Transit but has
always hesitated to use it because the route layout seems
confusing.

Connor Connor is a vehicle mechanic at D & D’s Tires on
Massachusetts street. He is a 45-year-old man who grew
up in East Lawrence learning the science of mechanics
from his father. Connor is thankful for the sense of
community that Lawrence provides and that the
population is welcoming and friendly to all progressive
ideas. He spends the majority of his free-time with his
family. Connor uses Facebook to tell his network what
he’s up to, like his weekly family outings to a restaurant
on Mass Street.

When Connor is on Facebook, he tends to click on
advertisements that are simple, humorous, and eye-
catching. Connor thinks that public transportation is a
necessity to the Lawrence community, but has never
used it because he’s had consistent access to a car.
He occasionally walks to work when the weather is
nice, but prefers the timeliness and convenience of
using his own vehicle. He’s open to the idea of public
transportation, but thinks it’s a hassle to use since he
lives so close to work.

TARGET AUDIENCE

Jackson Jackson is 37 and just recently moved to Lawrence.
He’s from a small town in Kansas that didn’t have public
transportation so seeing the bus around town is a new
concept to him. Jackson enjoys getting his news from
NPR and listens to classic rock stations in his free time.

He spends his free time browsing through Facebook,
reading at the Lawrence Public Library, and roaming
local Lawrence stores. His wife uses the transit system,
but Jackson is weary of it because he’s heard about
several people’s negative experiences. He would
consider taking the bus for leisure activities, like
shopping or going out to eat on Massachusetts street
where parking is scarce. Jackson claims that he hasn’t
used the bus because he doesn’t have the time or
energy to purchase a bus pass at the Merc or Dillons.

Kyle Kyle is a 40-year-old Sprouts employee who uses his
car to drive 15 minutes to work. While his commute
isn’t far, he gets frustrated by the morning traffic. He’s
considered utilizing public transportation because
convenience is very important to him. He knows that he
could use this commute to catch up on e-mail or listen
to the morning news.

Kyle doesn’t know where to find information with
language understandable to the new rider and is
confused by the routes. His prior experiences with
public transit have been tainted by poor cleanliness.
Kyle is disappointed that there is not yet an option to
purchase a bus pass online and he says that this lack of
convenience is what’s stopping him from using the bus.

13

Research

RESEARCH

Secondary Research

Method: We collected data points and major research findings from multiple secondary
sources.

45% of public The American Public Transportation Association (APTA)
transit riders reported women are the primary riders of public transit.
are male Although it is a small gap, women makeup 55 percent
of riders and 45 percent of public transit riders are men
*APTA (APTA 2017). Our campaign targets males because they
are an untapped market with a high potential for growth
in ridership. Additionally, more than three fourths of
transit riders (78%) are either currently employed or
preparing for employment (APTA 2017). We specifically
chose male commuters because we found owning a car
and having a daily commute is a common stressor for this
market. Lawrence Transit can offer an alternative, mode
of transportation to make their commutes easier.

The campaign theme, A Car’s Day Off, was created based off of a common pain point

we found among male commuters. Ford Motor Company surveyed 5,500 people in six

European cities, many people ranked commuting as more stressful than their jobs, moving

into a new house, or going to the dentist (Gino 2017). The advertisements and content in

the campaign focus on creating a more relaxing and enjoyable commute experience for

males by taking Lawrence Transit.
We developed numerous strategies and tactics to reach our

44%target market and create solutions to problems these men saw
in Lawrence Transit. The APTA reported 44 percent of transit of public transit riders
listed convenience as the
riders listed convenience as the main reason for taking public main reason for taking
transportation. This is why we created an online payment public transit *APTA
option to increase convenience and bus pass sales.

15

Secondary Research

(CONT.)

An analysis by Marketing Charts found men aren’t browsers when they are on the
internet, they tend to look for what they need at that moment. Men are also more
concrete thinkers, they tend to think of things as black and white and prefer to see linear
connections (Marketing Charts 2010). Our print advertisements are clean and simple with
minimal writing to appeal specifically to a male audience. Males can be bombarded with
advertisements on digital and traditional platforms, therefore by creating simplistic and
humorous content, Lawrence Transit advertisements will cut through the clutter.

79% of Americans We chose to place an advertisement and short feature
use Facebook video on Facebook to reach our target audience. A
national survey by Pew Research Center of 1,520 adults
*Pew

conducted March 7 through April 4 in 2016, found that

Facebook continues to be America’s most popular

social networking platform by a substantial margin:

Nearly eight-in-ten online Americans (79%) now use

Facebook. We chose to only place advertisements

on the social media platform, Facebook, because this

strategy will reach the largest number of males in our

target market.

Furthermore, an additional benefit to implementing a successful marketing campaign,
which increases ridership from an untapped segment can help attract investors as well as
raise community support for transit projects (Bolella 2011). We hope to see an increase in
ridership, which will indirectly help build support and funding for Lawrence Transit.

Primary Research

Online Survey

A 10 question digital SurveyMonkey survey was answered by 100 males and females ages
30 to 60 from across the nation. We conducted the survey to get a large representation of
national views on public transportation.

Our survey confirmed the findings in our secondary research. 7 out of 10 participants said
they use Facebook more than any other social media application. This statistic is similar to
the national average, 78 percent, and justifies the implementation of advertisements on
Facebook. 78 percent of participants have smart phones with access to personal and work
emails. A mix of digital advertisements through social media and email will successfully
reach the target market at a high frequency.

In addition to social media, the majority of participants also cite television and radio as

RESEARCH

Primary Research

(CONT.)

main sources for their news and entertainment. We created a radio advertisement for
traditional stations like 105.9 and 101.1. To reach an additional segment of our market, we
will place the same radio advertisement on Spotify, a popular music streaming service.

A majority of participants listed confusing bus routes as the biggest area of
improvement. We wanted to resolve this problem and create a solution for this pain
point. We designed visuals of routes to place above the doors on buses so riders can
easily see where to get off and where the bus is going.

In-Person Survey

An in-person survey was handed out to 35 males in Lawrence on Massachusetts Street.
The men varied in age from 25 to 55. We chose to conduct an in-person survey to better
understand thoughts and feelings regarding Lawrence Transit.

One of the main questions we were interested in asking the men was about their

thoughts on Lawrence Transit and public transit in general. When asked to rank the

importance of these adjectives with “ I wish waiting at the
what the respondents wanted most bus stops was a more
in the bus, cleanliness outranked
safety, affordability, convenience, and

reliability. enjoyable experience.

We also found that the majority of men I’d like to be able to
we spoke to did not ride Lawrence
Transit. Although these men did not ”comfortably relax
take the bus, they took pride in the
fact that Lawrence offered public there before my ride.
transit. For the respondents, the bus
represented how Lawrence citizens
take care of eachother.

Also, the respondents stated that the majority of the purchases they make are with a
debit or credit card and that it would be more convenient for them to purchase a bus
pass online.

17



Strategies

Goal 1 — Consideration

Increase consideration among the target market by changing the common stereotype
that Lawrence Transit is unclean, unreliable and inconvenient to a desirable alternative
form of transportation.

Strategy 1

The first strategy is to use social media to promote Lawrence Transit as an alternative
transportation method. Through our secondary research, we found that men in our target
audience prefer a mix of traditional and digital advertisements.
Tactic 1.1: A light-hearted Facebook advertisement persuading men to give their car the
day off.
Tactic 1.2: Multiple email blasts to 20,000 men in our target market, providing informative
and entertaining content with a link directing men to a free one day bus pass.
Tactic 1.3: Run 15 second advertisements on traditional radio stations, which resonate
with our target market (105.9 & 101.1) and on the music streaming platform, Spotify, to
reach men during the peak times of their commute.

Strategy 2

The second strategy is to decrease confusion among our target audience in regards to
navigating the bus system. Through our secondary research, we found that men in our
target market find bus routes and the purchasing of bus passes confusing.
Tactic 1.1: Create a simple visual for that shows the path of every bus route.
Tactic 1.2: Implement an online payment system for purchases of monthly bus passes on
the Lawrence Transit website.

Strategy 3

The third strategy is to make a popular bus stop more visually appealing to riders and
other Lawrence residents. Through our in-person survey, we found that although some
men do not ride the bus, they still appreciate Lawrence Transit and that it is offered to
the community.
Tactic 1.1: Commision a local artist to create a mural that shows the unique qualities of
Lawrence. The mural would be painted behind the Vermont street stop across from the
Lawrence Public Library.
Tactic 1.2: Renovate the physical structure of the bus stop on Vermont street.

STRATEGIES

Goal 2 — Ridership

Increase ridership of the target market by five percent within the time frame of the
campaign.

Strategy 1

The first strategy is to Increase monthly sales by creating convenient options for people
to purchase monthly bus passes.

Tactic 1.1: Hire a software engineer to develop a payment system for the Lawrence Transit
website. The payment system will allow riders to purchase a monthly bus pass with a
convenience fee of one dollar.

Tactic 1.2: Place advertisements on shopping carts with a call to action to buy a pass in
stores where they can be purchased.

Strategy 2

The secondary strategy is to utilize Search Engine Optimization (SEO). When using SEO,
Lawrence Transit becomes a top search item in both search engines and other websites,
such as Facebook.

Recreational searches

Lawrence Transit advertisements will appear on search engines and websites
immediately after searching the selected terms:

• Parking on Mass
• Allen Fieldhouse
• Restaurants in Lawrence

Car related problems

Lawrence Transit advertisements will appear on search engines and websites
immediately after searching the selected terms:

• Mechanics in Lawrence
• Dealerships in Lawrence
• Rental cars in Lawrence
• Car repairs in Lawrence

21

Strategies

We conducted a survey of 100 men and women between the ages of 30 and
60 across the United States to better understand their thoughts, feelings and
experiences with public transportation. The results show public transit is not
the primary mode of transportation for the survey respondents. We also found
most respondents thought of public transportation as moderately important
to their community which is something we hope to improve on through the
implementation of strategic tactics.

The campaign strategy focuses on creating consideration and encouraging active
participation to increase ridership. We chose to use print advertisements located in multiple
places, social media tactics on Facebook, a short feature video and a new payment option
to purchase bus passes online. This is a balance between a traditional and progressive
approach. We feel this is a practical and realistic strategy for the client to sustain year after
year with the given budget.

Our campaign targets male commuters because the majority of bus riders across the nation
(55%) are females. The greatest opportunity for growth in ridership is through reaching the
untapped male market. We hope to encourage men to take the bus to work once or twice a
week through our strategic campaign. Although men are the target market, the tactics that
will be implemented through this campaign will not detract women from the transit system.
The tone of the campaign is informational, humorous and simple to capture the attention of
males and to get them thinking about taking Lawrence Transit. The campaign is an effective
approach to reach working males, therefore a combination of print and digital is the best
way to capture the attention of the target audience. The Centre for Experimental Consumer
Psychology at Bangor University conducted a study to examine the correlation between
brain activity and the form of advertisements. The study found that printed ads left deeper
impressions on the brain, making the brain perceive the material as genuine compared to
digital ads.

The survey we conducted showed the majority of respondents thought public transit was
moderately important to their community. We would like to increase consideration and
ridership from prospective working men in Lawrence. We would also like to emphasize the
Lawrence Transit System is mainly funded by the community’s tax dollars and therefore the
community should ride the bus, offer suggestions and see how vital it is to their community.
We are trying to frame the campaign in a way that gives the target audience complete
power to make a decision to ride the bus.

The main strategies are to create consideration at the beginning of the campaign so
working men know about the bus and then to give them simple information in a quick and
entertaining way to encourage them to consider taking the bus. Through print and digital
advertisements, Lawrence Transit can increase positive perceptions and ridership among
working men.

STRATEGIES

Tactics

Shopping Cart Ads Over the course of the campaign, A Car’s Day
Off will be implemented onto shopping carts
Give your car the day off. at Dillons and the Merc. These will display an
engaging design that customers will interact
with as they are shopping. It’s something most
shoppers won’t be able to look past. The Merc
is an available location for customers to buy
tickets. Therefore, we hope for this to increase
bus ticket sales.

Stop at the courtesy counter to According to the research, 84 percent of men
purchase a bus pass today. identify as the primary grocery shopper of

the household. This is a 19 percent increase

over the last decade. 43 percent say that they make this trip alone, which allow for less

distractions and a greater chance for the shopping cart advertisements to reach men.

They spend less time in the grocery store because they go inside knowing what they want.

That being said, a shopping cart advertisement will be one of the first things they see after

grabbing a cart and won’t be missed during their grocery run.

Humorous Video

Content for social media should be light-hearted and comical. That being said, the
15-second videos will take on a humorous tone and contain relatable content. Knowing
that the average watch time of Facebook videos is 16.7 seconds, we will be creating a
15 second video ensuring that we have quality
advertisements and advertising placements.

Stickers

Within one of the tactics, Lawrence riders will
purchase monthly bus pass tickets online. When
the pass arrives at their home, inside the envelope
will include a small, visually-appealing sticker that
promotes the transit system. Stickers are a current trend and individuals love sticking them
on their laptops, water bottles, briefcases, etc. This will create a walking platform for the
bus to be displayed on.

23

Tactics (cont.)

Route Posters 5 South Iowa to East Hills Business Park

Each pick-up site will project a map of each route in
coordination to the correct bus. This allows readers
to effectively and efficiently be able to navigate
their routes. Creating routes for each separate bus
eliminates the problem of cluttered maps.

Software Contractor 30 Bob Billings & Kasold to KU

We are hiring a software engineering student to
help with the production of digital advertisements
and the implementation of the advertisements onto
various forms of social media. Many students need
professional experience before and upon graduating
so hiring a student to help with production minimizes
costs while also ensuring that we have quality
advertisements and advertising placements.

Facebook Ads

According to a study conducted by a marketing
software firm, men produce 60% of Facebook
advertisement clicks. They also cost less to reach as
well, with the average CPM (cost per thousand) for
males being 51 cents, versus 68 cents for females. Men
use Facebook more for the purpose of creating new
relationships, while females use it to keep up with
existing ones. This insight offers an opportunity for
Lawrence Transit to form a new relationship with the
target audience. Their more casual use of this social
network makes them an easier target for advertising,
with an exposure rate of 8 percent. The conclusion
of this research is that Facebook ads need to be
targeted by gender. The advertisements should have
a “masculine” appeal to them in order to interest the
target audience.

STRATEGIES

Tactics (cont.)

Bus Stop Renovations

The research has indicated that the target
audience would like to see a renovation of the
Lawrence Transit transfer stop, located at 7th
and New Hampshire Street. The stop currently
lacks color and personality, and we feel that the
“funkiness” of Lawrence should be incorporated
as a result of this renovation.

E-mail list

E-mail marketing is an effective way to reach the target audience and also serves as a
paperless tactic that lessens the environmental impact. With the money allotted in the
budget, the email lists will consist of 20,000 male contacts in our target audience.

PR Release to LJWorld

Lawrence Transit
933 New Hampshire Street
Lawrence, KS 66044

Press Release

FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:
March 29, 2018 Katherine Canan

Social Media Director
507-319-0350

[email protected]

Lawrence, KS -- Lawrence Transit is now o ering an online payment option for monthly bus
passes with hopes of making the bus system more accessible to the greater community.
This decision stemmed from research collected from current riders in the Lawrence area who
indicated that an option to purchase a pass electronically would o er a great deal of
convenience.
Riders who choose to buy online will be prompted to enter credit card information and will
be charged a one dollar fee to cover the postage and the cost of operating the payment
system. The pass will be mailed to the buyer within two to three business days. Day passes,
10-ride punch cards, and monthly passes can still be purchased at the City Hall, The Merc,
Dillons, or Hy-Vee in Lawrence.
Lawrence Transit’s mission is to provide safe, convenient, a ordable, reliable and responsive
public transportation services to enhance the social, economic and environmental
well-being of the community.

25



Budget &
Timeline

Budget Shopping Cart Ad Radio Advertisement
35 cart ad/store for 15-second advertisement
three months playing on popular radio
stations in Lawrence over
the course of three months

Software Engineer $9,000 $10,000
Hire to create/implement

online payment system

$1,000

$5,043.43

$10,000

$5,000

Facebook Ad Video
Six months of targeted This includes
ads for men residing in video production,
actors and editing
Lawrence
Emails
Total: $40,043.43 Targeting 20,000 men within our
target market

Flex Budget

$10,000 — Community Intergration: create a mural/renovate bus hub at Vermont

Street.

$10,000 — 15-second audio ads that will play on Spotify to our target market for two

months.

$6,000 — Search Engine Marketing (SEM): gives Lawrence Transit advertisements at

top of page during Google searches.

$5,000 — Bus Route Maps: colorful and easy-to-read maps clearly defining where

each route goes.

$3,000 — Pre and Post Survey: will gauge progress and success of the campaign

$500 — Printing costs for posters to share fun facts about de-stressing on your

commute.

$34,500

Grand Total: $74,543.43

BUDGET & TIMELINE

Campaign Timeline

September October November December January February

Install Online Payment System Radio Ad
Bus Hub Renovation
Spotify Ad

Shopping Cart Ad
Search Engine Marketing (SEM)
Email Blasts
Facebook Ad

Measuring
Success

MEASURING SUCCESS

Metrics &
Targets

- Pre and post surveys to measure consideration and feelings
towards Lawrence Transit

- 5% migration to online bus passes

- 5% increase in ridership, bus clicks

- 10-15% open rate for emails

- 5-10% click rate on Facebook advertisements

Future
Recommendations

- Hire a marketing/strategic communications intern to run social
media sites and develop/create advertisements and tactics.

- Based on the pre and post survey results, if respondents like the
new bus renovations, continue making renovations at other popular
stops.

31

Appendix

APPENDIX

Resources

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Retrieved from: https://www.rd.com/advice/saving-money/men-women-grocery-shopping-differences/

https://www.surveymonkey.com/summary/X5KVB45ZuVXzqN4uM7IS4lI4W6xrxoD2Z00xpVflC-
c6MP44CSE0fH73MXiVbgt1G (New Audience Survey)

About MV. (2015, October 3). Retrieved from MV Transportation, Inc. website: https://www.mvtransit.
com/aboutmv

Americanpress. (2014, March 17). Social and demographic differences in news habits and attitudes.
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mographic-differences-news-habits-attitudes/

Badger, E. (2017). Is Uber Helping or Hurting Mass Transit? Retrieved from: https://www.nytimes.
com/2017/10/16/upshot/is-uber-helping-or-hurting-mass-transit.html

Rankpay. (2018). SEO Cost. Retrieved from: https://www.rankpay.com/seo-cost/

FAQ Search Results. (2009). Retrieved from:
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APTA. (2017, January). PASSENGER DEMOGRAPHICS & TRAVEL. Retrieved March 1, 2018, from
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portation-2017.pdf

Marketing Charts. (2010, April 20). How Marketers Should Appeal to Men. Retrieved March 01, 2018,
from https://www.marketingcharts.com/industries/retail-and-e-commerce-12641

Greenwood, S., Perrin, A., & Duggan, M. (2016, November 11). Social Media Update 2016. Retrieved
April 12, 2018, from http://www.pewinternet.org/2016/11/11/social-media-update-2016/

Gino, F., Staats, B., Jachimowicz, J., Lee, J., & Menges, J. (2017, July 18). Reclaim Your Commute. Re-
trieved April 12, 2018, from https://hbr.org/2017/05/reclaim-your-commute

Final Report: Lawrence Kansas COA. (2016, March 16). Lawrence, KS: Lawrence-Douglas County MPO.

Bolella, G. (2011). Public Perception of Public Transportation and its Built Environment in the New
Haven - Springfield Corridor. Retrieved April 11, 2018, from https://opencommons.uconn.edu/cgi/view-
content.cgi?referer=https://www.google.com/&httpsredir=1&article=1122&context=gs_theses

Lisa, Andrew. (2014). How to Advertise on Grocery Carts. Retrieved from: http://smallbusiness.chron.
com/advertise-grocery-carts-63295.html

Transit Comprehensive Operations Analysis. (2016, October 26). Retrieved from City of Lawrence Kan-
sas website: https://lawrenceks.org/mpo/transitcoa/

Badger, E. (2017, October 16). Is Uber Helping or Hurting Mass Transit? Retrieved from https://www.
nytimes.com/2017/10/16/upshot/is-uber-helping-or-hurting-mass-transit.html

Valverde, R., & Journal-World, L. (2017, April 19). City leaders want clearer picture regarding future of 33
Lawrence transit. Retrieved from http://www2.ljworld.com/news/2017/apr/19/city-leaders-want-clear-
er-picture-regarding-future/

Creative Brief

Client / Client contact information:
Lawrence Transit/MV Transportation
Project name and description:
A Car’s Day Off
Getting men between the ages of 35-45 to use Lawrence Transit instead of their own
cars.
Prepared by:
Green Light Creative
Background/ Overview:
Using primary and secondary research sources, we have come up with a varied media
mix to increase the reach and frequency and cut through the clutter of all of the
media that men within the target audience.
Objective/ Goal:
With a successful execution of the A Car’s Day off campaign, Lawrence Transit will see
a five percent increase of ridership within the target market, as well as an increase
in the consideration of the brand and the services it offers. Consideration will be
measured by the traffic to and from the website as well as other social media pages
owned by Lawrence Transit.
Target audience:
After reviewing primary and secondary research findings, we concluded that the
best target audience is men between the ages of 35 and 45. Our target audience are
working professionals who have their own vehicles
Focus:
The main focus is on increasing the ridership and consideration of the Lawrence
Transit System.
Reasons why:
Our campaign will increase consideration and ridership of Lawrence Transit over the
course of the campaign.
Schedule:
A Car’s Day Off will run between September to February.
Google Analytic/ Search engine optimization
Keywords: Downtown Lawrence Restaurants, Lawrence Journal World, Parking on
Mass
Many people in the primary research said that they would consider riding public
transportation if their car was unavailable.Then for the dimensionality of the tactics
we would like to target leisure riders. So we
would watch for searches on public activities on and around Lawrence.

Mock Email Draft Copy

Subject: Not Your Average Email for an Above Average Reader

We’ve all
been here.

Mornings are hard enough on their own, and driving to work is a bore - we get it.
Although commuting within Lawrence isn’t that hard, it’s still consuming some of your
precious time.This is quality time that could be spent relaxing, scrolling through your
phone, checking up on emails, or finishing that last minute work you totally forgot to do.

Don’t worry — we won’t tell your boss.

At Lawrence Transit, we want you to relax and enjoy your mornings, exactly as you
deserve to.

Lawrence Transit now sells monthly bus passes online to our residents. That’s right
- you can now easily purchase monthly bus passes online straight from your couch
instead of pretending to be healthy and purchasing them at The Merc.

And the best part is - We send them to you within two days with a free surprise. What’s
one month of never driving going to hurt? That’s what we thought...

After all, Anderson Cooper, Jake Gyllenhaal, Ben Affleck, Hugh Jackman, and
Spiderman himself (Andrew Garfield) all use public transit. Who’s to say that couldn’t
be you?

We hope to see you around town,

Your neighborhood Lawrence Transit System

35

Press Release

Lawrence Transit
933 New Hampshire Street
Lawrence, KS 66044

Press Release

FOR IMMEDIATE RELEASE FOR MORE INFORMATION, CONTACT:
March 29, 2018 Katherine Canan

Social Media Director
507-319-0350

[email protected]

Lawrence, KS -- Lawrence Transit is now o ering an online payment option for monthly bus
passes with hopes of making the bus system more accessible to the greater community.
This decision stemmed from research collected from current riders in the Lawrence area who
indicated that an option to purchase a pass electronically would o er a great deal of
convenience.
Riders who choose to buy online will be prompted to enter credit card information and will
be charged a one dollar fee to cover the postage and the cost of operating the payment
system. The pass will be mailed to the buyer within two to three business days. Day passes,
10-ride punch cards, and monthly passes can still be purchased at the City Hall, The Merc,
Dillons, or Hy-Vee in Lawrence.
Lawrence Transit’s mission is to provide safe, convenient, a ordable, reliable and responsive
public transportation services to enhance the social, economic and environmental
well-being of the community.

APPENDIX

Facebook Ad

Give your car the day off.

Shopping Cart Ad

Give your car the day off.

Stop at the courtesy counter to
purchase a bus pass today.

37

Bus Graphic for Sticker

Radio Ad Script:

Lawrence Transit presents: The Bus. Enjoy one hundred and eighty degree views out
of each window or finally watch that funny video on Facebook on the way to work.
Just hop on and we will take care of the rest. Lawrence Transit: give your car the day
off.
(15 second bookend radio advertisement that will be played on both traditional radio
stations as well as Spotify stations)

APPENDIX

Tips for Stress Poster

TIPS TO HELP YOU
REDUCE STRESS ON
YOUR COMMUTE

1 Start a small routine like
checking the news or your
calendar on the way to work.

2 Plan ahead for the day or
week so you are better
prepared for work.

3 Meet a new friend on the bus!
Talking to a stranger can
improve your well-being.

39


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