Miami-Dade Transit - EASY Pay Miami app to increase daily usage and downloads

Target Audience: The target audeince for this entry are MDT riders and potential riders of our system.

Strategy Objective:A comprehensive marketing campaign was implemented simultaneously with the launch of EASY Pay Miami in order to increase customer awareness of the mobile product's ease of use and improved features. The Department promoted the new app through a multimedia campaign that included outdoor, digital and radio broadcast ads. Also, for our existing customers, emails were sent directly to registered EASY Pay users directing them on when and how to download EASY Pay Miami. A pop-up came up when the existing app was being used, reminding customers of the new app. The campaign asked riders to simplify their commute and just PAY. SCAN. RIDE.

Situation Challenge: We took our existing EASY Pay app and gave it a whole new update, including a new look and name ' EASY Pay Miami. We included new functions, such as autoload for passes, transaction history, balance information, ability to add cash value, and we also improved the graphics and navigation. Our challenge was twofold: first, to get our existing customers to download the new version, and the second part of the challenge was to promote the app to new customers.

Results Impact: Our online ads garnered 12,400 clicks; social media had 537 clicks, 13,276 reactions, 138 shares, 4,4405 comments, and 36 page likes. But perhaps the most impressive result was that the EASY Pay Miami app was downloaded 31,700 times between July and October 27, 2018 ' that's an average of 632 passes activated weekly. The spike in downloads coincided with our marketing campaign, stats show a continuing upward trend. The app has more features and is easier to use with a more user-friendly interface. It appeals to both our current and new users.

Why Submit: At Miami-Dade Transit, we are actively looking for solutions that would make the commuting experience better for our riders. Technology offers many attractive options, but when it comes down to it, our riders love a good mobile application. EASY Pay Miami does more than simplify the user's day-to-day when it comes to riding transit. Oftentimes, riders are already on their cellphones when approaching our stations. Thanks to EASY Pay Miami, there's no need to search for a physical ticket, riders need only to pay, scan, and ride ' all from the palm of their hands.