MyTARC - Full System Changeover (paper to fare card)

Target Audience: For this effort of the campaign our audience was current riders, the driving public, and newspaper subscribers. Our overall target audience was the entire Louisville regional community (Dependent, Choice, and Potential riders). Students, workforce, tourists, and general riders.

Strategy Objective:The strategy of our Print Effort in relation to the MyTARC campaign was to use hit current customers, the driving public, and prominent community voices, to educate residents of the Louisville region.

Situation Challenge: For the Op-Eds, organizing and working with internal team to establish a perspective of interest relevant to the public. For the Bus-shelter ads, identifying which of and where our 6 major points of concern should be placed (student-University, cash paying-unbanked zip code) . For the Internal bus print ads, making these stand out and what information is most important (solution "Tap. Save. Go. message placed on the ceiling of 191 buses oriented towards the passenger getting on the bus at first boarding).

Results Impact: We have acquired additional support from external sources to help champion the effort to inform the community about MyTARC (fare card system).

Why Submit: We were able to capture the different personas of our riders and supporters to include in the printed ads, along with the ability to target certain locations as key for that specific persona. To blanket our coverage area through print (newspaper) efforts in order to reach people across all relevant demographics.