CAPITAL METRO’S COMMUNICATION AND MARKETING STRATEGY

Communications MESSAGES

• Taking transit service to the next level Sleek new vehicles and stations and sophisticated technology deliver

a more convenient, more productive, more flexible ride. This is high

Tech “smart” service.

• The next step toward better mobility MetroRapid moves us toward the Project Connect vision of easy

efficient transportation choices.

Next marks the spot The MetroRapid route-map “X” connects the best of ATX – the

neighborhoods and destinations that make living in Austin great.

• Sneak Peaks:

– Elected Officials

– Businesses

– Media Event: Service Preview

• $30,000 and 123,000 audience (tv only)

• Promotional web page

• Transit Lanes outreach

• Teaser campaign and Video –

– Screen Printing concept

Pre-Launch

Pre-Launch

• Hot Chocolate Socials

• Stuff the Articulated Bus

• Community Events

• Street Teams

• Disability Community Outreach

• Tweet ups (on-going)

Community Engagement

Community Engagement

Golden Tickets (for current Riders)

BOGO for Mobile B2B Outreach

Community Engagement teaser video

Communications - Plan

Earned Media

Social Media FB, Twitter, Pinterest Promo,

BuzzFeed Top 10, Tweet ups, Instagram Promo.

Rapid Ambassadors

Grand Opening Event: January 23 – 10 minute press conference January 26 – media availability January 27 – official grand opening

Letter from Linda (stakeholders)

“How to” videos

Social media videos

Communications - Results • TV (Jan 24 – 28):

– 183 TV news hits on MetroRapid

– Local Market Viewership: 2,037,225

– Local Publicity Value: $102,023

Print/Radio – Austin American-Statesman, 3 articles

– Austin Business Journal, 2 articles

– Austin Chronicle, cover story in 3 parts

– Community Impact, 1 article

– KLBJ News Radio, 2 stories

– KUT Radio, 1 story

– KLBJ 93.7 FM, DJ discussion about service

– Mass Transit Magazine, 1 story

• Web 24 (first 48 hours):

• Highest one-day traffic since SXSW

• Rapid Pages only: over 26,500

Marketing – Paid Digital (24 hours)

• Facebook: – Impressions: 33,952 – Clicks: 2,047 – CTR: 6.029% (average is around 2%)

Mobile: Click-to-URL – Impressions: 28,928 – Clicks: 156 – CTR: 0.54%

• Mobile: Static Interstitial – Impressions: 18,874 – Clicks: 294 – CTR: 1.56%

• Google Paid Search: – Impressions: 4,910 – Clicks: 35 – CTR: 0.71%

• Digital Paid Media • Est: 45,000,000 & 104,000 clicks

– Viral videos – Facebook – Twitter – Geo-targeted (Millennial Mobile)

• Est: 20,000,000 impressions, 80,000 Clicks

– Google • Est: 1,000,000 impressions, 2,500 clicks

– YouTube • Est: 2,000,000 impressions, 5,000 clicks

• Transit Ads

• Radio – Target Adults 25-54

– Cumulative Reach – 90-95%

– Frequency – 10-12x

• Billboard (3-D and Bulletin)

– 3D Board: over 700,000 impressions

• Light Pole Banners • Restaurant bill inserts • Truck sides • Pedicab ads (20)

• Vehicle Specific Messaging

• “Street”

– Art Wall

– Valet tickets (40,000)

– Cross walk

– Bike cover blasts

– Window Posters/Clings (75 locations)

Marketing

• I-35 and Airport Blvd Exit

• Weekly Impressions: 765,040

• Campaign Impressions 8-Weeks: 6,120,320

Marketing – Billboard (3-D and Bulletin)

Marketing – Billboard (3-D and Bulletin)

CREATIVE SAMPLES

CREATIVE SAMPLES

CREATIVE SAMPLES

CREATIVE SAMPLES

CREATIVE SAMPLES

Digital Ads Geo-targeting

CREATIVE SAMPLES

Street Marketing

Valet Tickets / Street Banners

RAPID RADIO :60

Video 1 Rapid

Video 2 Rapid

Video 3 Rapid

Thank You!