Brampton Transit's Yours. For Life. Campaign

Target Audience: Within Brampton we recognized there are several audiences. Among these audiences we focused on two primary targets: Needs Riders and Choice Riders. Needs Riders use the system for all their travel because it is their only option. Choice Riders only ride Brampton Transit occasionally. Our secondary target were car drivers who currently rely on a car for daily travel, and have not been given sufficient reasons to adopt transit as a primary or even a secondary mode of travel.

Strategy Objective:We developed a two-pronged strategy to answer the challenges: 1. Pick the low-hanging fruit: move Choice Riders up the ridership funnel. Convert infrequent Choice Riders to occasional riders, and occasional Choice Riders to daily riders. 2. Educate and influence non-riders so they understood how easy it is to use Brampton Transit. Through these strategies, we aimed to develop a clear brand voice, build a stronger connection and deepen our riders' trust in us at a grassroots level. We sought to help our target audiences understand the convenience and efficiency of using Brampton Transit. And, perhaps most importantly, we wanted to take ownership of the brand and its messaging in a way that was insightful, effective and memorable.

Situation Challenge: Our biggest challenge was the public's perception that transit is not as convenient as the next best alternative. This is caused by a void of information and/or incorrect information assumed by our target audiences to fill that void. Research showed us that riders weren't fully aware that Brampton Transit had taken major steps to address some of the items at the top of their wish-lists. We needed to take back control of the brand message and to: - strengthen how the service attracts Needs Riders. - persuade Choice Riders to ride more frequently. - challenge Drivers' transportation decisions and make them consider transit as a viable option.

Results Impact: This campaign helped raise awareness of the programs and services Brampton Transit offers. Below are campaign results. Shelter Ads (50) Campaign Period: 304 Days Total potential impressions: 104,670,240 Bus Advertising (43 weeks in market, Jan ' Oct) Sides and Backs: 62,539,763 Interiors: 45,301,970 Murals: 7,272,066 Social Media Facebook Organic (Jan ' Oct): Total Reach: 7, 485 Total Engagement: 201 Total Clicks: 25 Facebook Paid: Facebook Reach: 6,724 Facebook Impressions: 24,975 Brand Recognition: 880 Instagram Paid Reach: 4,628 Impressions: 17,919 Brand Recognition: 510 Twitter Total Impressions: 18,177 Total Engagements: 1,081 Total Clicks: 39 Twitter-Paid October 5 Total Impressions: 20,769 Tweet Engagements: 546 Total Clicks:532

Why Submit: The Yours. For Life. campaign gave a voice to the personality of Brampton Transit. It helped existing and potential riders see the Brampton Transit brand as approachable, modern, vibrant, diverse, dependable and, critically, relevant to their everyday lives. The work successfully repositioned Brampton Transit as a people connection service by demonstrating how everything we do is designed to connect Bramptonians better to the people they live with, laugh with, work with, play with. Our ads explained how Brampton Transit delivered safety or convenience or security and how new services and features made every day better for riders and had their interests at heart. The promise: We're yours. For life. Your life.