Foothill Transit "Fast Foodies" Campaign

Target Audience: Primary: Riders, potential riders and existing FHT social media fans and followers Secondary: look-alike audience clusters (data sources: page data and website pixel data)

Strategy Objective:The overall objective was to generate brand awareness by leveraging a combined assortment of marketing mediums beyond print. A fully-integrated campaign with an emphasis on paid media was developed to penetrate the brand's existing "white space" to extend the reach beyond the current rider audience. The biannual Bus Book was evolved into a go-to "foodie" guidebook; highlighting a variety of foods within the FHT network with the intention to take the book's contents "beyond the pages" for the first time ever. The foodie themed Bus Book was the catalyst for "Fast Foodies" episodic video content series. All creative assets and landing page worked together synergistically within the ecosystem to drive awareness and engage new audience segments.

Situation Challenge: Historically, the Bus Book has been made available biannually for purchase and as an e-download only. Data analysis revealed the Bus Book was only reaching its audience when distributed and also lacked target audience selectivity, which in turn continuously limited awareness overall across audience segments. As a printed piece, the Bus Book's inability to deliver sound and motion significantly limited opportunities to introduce the brand and its relevant products services to potential riders and non-rider audience segments in an engaging and compelling way.

Results Impact: The integrated campaign (native and paid media) successfully extended the reach of the Bus Book by driving awareness and generating engagement across all platforms and produced: - 352 new website users, 608 sessions and an increase of new sessions by 58.06% - increase in brand total reach from 18.2K to 44.9K across Facebook and Instagram - 13.9K impressions per day on Twitter - cumulative total of 1.1M impressions (organic and promoted) on Twitter - cumulative total of approximately 650 new fans/followers/page likes across all platforms - increase in 3-second video views by 1.8M% with 282.1K 3-second video views across Facebook and Instagram.

Why Submit: This campaign serves as an example of how to successfully evolve and further extend existing marketing efforts to reach new target audiences cost efficiently with meaningful and engaging content. Integrated campaigns can become rather costly depending upon the number of components being leveraged within the integrated mix and the overall media spend. However, leaning heavily on a variety of datasets, local brand equity from the featured restaurants and the "talk-value" of the foodie culture we were able to maximize a relatively modest media spend ($5,500) across platforms to drive campaign success. While concurrently, leveraging creative for "testing and learning" opportunities to generate additional data to inform future brand and campaign strategies.