DCTA's #IAmDCTA Video Rider Testimonial Video Positively Impacts Agency Image and Brand Awareness

Target Audience: Key target audiences for the video included festival attendees, current and potential riders.

Strategy Objective:One of DCTA's major event partners ' Thin Line Festival ' approached the agency in late 2017 for a sponsorship opportunity to highlight DCTA during the event, specifically with a 30-second DCTA-branded video that would be shown during pre-screenings before every film during the festival. Thin Line Festival is a four-day event held in Denton, Texas each year that features a blend of documentary film, multi-genre music, and photography. This presented DCTA with a great opportunity to develop a video in house with a minimal budget to highlight current riders sharing their experience of riding DCTA to inspire others to use the agency's system. The main goal was to increase DCTA brand awareness via the Thin Line Festival and receive positive feedback on the video.

Situation Challenge: The main challenge DCTA faced developing the video was planning and producing it in house with no external video help. DCTA's internal Marketing and Communications staff researched customer testimonial and documentary style video production best practices to get pre-production, production and post-production in order.

Results Impact: DCTA's 30-second #IAmDCTA video was a great success and met and exceeded stated objectives. Key results include: video shown 51 times total during the festival from April 18-22 (shown at the City of Denton's Campus theatre and Movie Tavern), 3,000 people saw the video during the festival and Thin Line Festival shared with DCTA that many event goers had positive reactions to the video.

Why Submit: Due to the success of the #IAmDCTA video, DCTA was able to develop additional rider testimonial videos for its current #WhyIRideDCTA program to highlight more riders sharing their story and featured those videos on the agency's social media channels, website and other digital marketing opportunities to further increase brand awareness. In addition, DCTA's executive team is currently utilizing the #IAmDCTA video for stakeholder presentations.