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ComprehensiveMarketingCampaignPreparedforAPTA’sAdWheelEvaluationCommitteeandTheLowcountryRegionalTransportationAuthority

PresentedbyLostArtCommunicationsLLC

November21,2018

BelowisasummaryofthemarketingaccomplishmentsmadeduringTheBreeze’sinauguralseasonofservice,transportingpassengersusingnostalgictrolleysonHiltonHeadIsland,July16,2018throughOctober14,2018.RecommendationsformarketingTheBreezeforthefirstfullseasonofservicein2019arealsoincluded.

Branding:

BrandingofTheBreezeiscomplete.Thecommunityhasembracedthebrandandisbeginningtoeasilyincorporateourdesiredmessaging,includingthetagline“CatchTheBreeze”,aswellasoursocialmediahandle“@BreezeTrolley”and#CatchTheBreezeinpromotionsandsocialmedia.Consistentuseacrossallplatformshasbeenensured,andthestandardsareinplaceforcontinuedconsistencygoingintothe2019season.Thereshouldbelittleneedforinvestmentsinnewbrandingactivitiesin2019.

TrolleyServiceLaunchEvent–Monday,July16,2018:

Theservicesuccessfullylaunchedwiththeribbon-cuttingandtrolleydedicationatShelterCoveCommunityPark.Bothtrolleyswereonhandfortheceremonyandtodelivertheservice’sfirstpassengersontheinauguraldayofservice.Morethan100localofficials,businesses,stakeholders,localresidents,andvisitorswereonhandfortheevent.TheeventincludedseveralBreeze-brandedgiveaways,aChambersponsoredribbon-cutting,dedicationofthetrolleystohonortheIsland’srichhistoryoftransportation,anda“streetparty”atmosphereattheColignyendoftheroutewhichwasorganizedandco-hostedbyCultureHHI.Mediacoveragewassignificant,includingtworegionaltelevisionnewsstations,withadditionalmedialeadinguptoandpromotingtheevent.TheeventincludedsignificantsocialmediaactivityfromTheBreezeaswellasfromotherstakeholders,friendsandfollowers.

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BreezeTrolley.comWebsiteLaunch

DesignwascompletedonthewebsiteleveragingtheinitialphotographytakenTuesday,July10.Thewebsitewaslaunchedonthedayofserviceopening.Thewebsitehasbeencontinuallyupdatedtoincludenewandfreshmaterialssinceitslaunch.CompletetransferofthewebsitetoPalmettoBreeze’sserverswascompletedinearlyAugustandthewebsiteisfullyfunctioningincludingreceiptofcommentformsandrequestsforinformation.

Analyticsforthesitearebeingtrackedandreviewed,andvisitstothesitecontinuetoincreaseeachdaywithmoreandmorevisitorsfromoutsidetheHiltonHeadarea.Totalvisitshavenumbered1,745(excludingsiteadministratorvisits)andthedurationoftimespentonthesitehasremainedrelativelyconstant.Asistobeexpected,websiteactivityhastaperedoffastheinauguralseasoniscomingoaclose.

Inadditiontothehomepage,thenextmostpopularpageistheRoutesandStopspage,followedbytheInteractiveApppage.Therehavebeendozensofinquiriescollectedandrespondedtothroughthewebsitetodate.

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AdjustmentshavealsobeenmadetothePalmettoBreezeTransit.comwebsitetoincorporateTheBreezeTrolleyserviceandtheEasyBreezeADAParatransitService,thoughthereisanoticeabledropinperceivedqualityanduser-friendlinessofthetransitauthority’swebsitenowthatBreezeTrolley.comislive.

@BreezeTrolleySocialMediaOurthreesocialmediaplatformswereestablishedandlaunchedintheweekspriortotheservicelaunch.SocialMediainteractionsandpresencehaveincreasedsignificantlysincethelaunchoftheservice.Despiteverylimitedfinancialinvestment,asofthemorningofNovember21,2018,TheBreeze(@BreezeTrolley)has:

• 449followersonInstagram• 302followersonFacebookwitharatingof4.4stars(outof

five)withseveralverypositivereviews• 112followersonTwitter

Eachsocialmediaplatformhasresultedinmultiplerepostsandunsolicitedreviewsand“tags”frompassengersandIslandbusinesses.SocialmediahavebeencriticaltogettingthewordoutabouttheTrolleyandwillcertainlycontinuetobeanimportantelementinTheBreeze’scontinuedmarketing.

Thisearnedfollowingisprimarilyaresultofourownposts,post-sharing,andtaggingactivitytoattractfollowers.Diligentresponseshavebeenprovidedtoourownaswellasotherorganizations’postsandcommentstoensurethepubliciseducatedaboutthefeaturesandbenefitsofTheBreeze,witha

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focusonthevarietyofdestinationsalongtheroute.TheseorganizationsincludetheTown,CultureHHI,theChamber,ShopMoreLocal,TheCoastalDiscoveryMuseum,andthevariousbusinesses,culturalandrecreationalactivities,andotherstakeholdersalongornearTheBreeze’sserviceroute.

KeyFacebookAnalytics:

• TotalReachsinceinception:34,769Users

• AverageDailyReach:476Users• TotalImpressionssinceinception:

64,170• AverageDaily#ofImpressions:

879

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PrintedMaterials:

PrintedmaterialsthathavebeendevelopedincludeTheBreezetri-foldpromotionalbrochure/map/scheduleandthetri-foldbrochurepromotingtheBreezePassapp.TheBreezebrochureswereavailableatthelaunchofserviceandcopieshavebeendeliveredtothevariousrentalagencies,businesses,hotels,andotherinterestedpartiesalongtheroute.TheBreezePassbrochuresarescheduledforprintingandwillbeusedprimarilyonthetrolleystopromotetheapp’susewithpassengers.Inaddition,weproducedcommemorativetradingcardsforeachofthetrolleysforoperatorsandvolunteerambassadorstogivetochildrenwhomaybeinterestedincollectingthemandlearningmoreabouttheMarshTackyandCharlieSimmons’boatTheAlligator.

Neartheendofthe2018season,PalmettoBreezeinvestedinprintedadvertisingintheMedia360HiltonHeadIslandMapsthatarebeingdistributedacrosstheIslandandatotherlocationspromotingtourismforthe2019vacationseason.Publicationdistributionwillbeatleast225,000maps,plusonlineandHiltonHead360mobileapprepresentation.

VideoandPhotography:

TheinvestmentinprofessionalphotographywascompletedinlateJulyandpick-upvideographywascompletedinAugust(duetodelaysfromthelatearrivalsofthetrolleyspriortotheseason,aswellasschedulingandweatherdelays).Photographywasheavilyutilizedinourvariouspromotions,andthesix“how-to”videoshavebeenproducedforuseonourwebsiteandinsocialmedia.TheBreeze’smarketingandpromotionalvideoisalsocomplete,includingprofessionalvoiceovertalenttoensuremaximumeffectivenessheadingintothepromotionsfor2019.Becauseofthequalityofthephotographyandvideo,webelievethatSouthernLivingmaybeinterestedinproducinganonlinefeatureofTheBreezeforitsdigitalmagazine(subjecttoeditorialapproval).

AYouTubechannelhasalsobeenestablishedforallvideosrelatedtoTheBreeze:

https://www.youtube.com/channel/UC1BYQZqP59dsP1O2MdOtgFA

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AppDevelopmentSupport:

ThemarketingteamsuppliedsignificantsupporttoMasabi(forBreezePass)andSyncromatics(forCatchTheBreeze)astheydevelopedtheirrespectivemobileapps.Thissupportincludedbranding,logos,icondevelopment,andavarietyoftechnicalsupport.EffortsalsoincludedpreparationformediareleaseandannouncementsforthelaunchofBreezePassonAugust1.

Withthelaunchoftheapps,TheBreezeachievehighprofileincorporationontheHiltonHeadIsland–BlufftonChamberofCommerce’sCompassmobileappaswell.Thislinkwastemporaryduringtheseasonandisexpectedtobereinstatedwiththenewoperatingseasonin2019.

CommunityOutreach/RidershipGrowthOpportunities:

Ourteamspentsignificanttimereachingouttothevariousstakeholdersalongtheroute,includingridingalongnumeroustimestodiscussTheBreezewithpassengers,gettingtoknowbusinessesthatareinterestedintheBreeze’ssuccess,andidentifyingopportunitiesforpromotionsandgrowthoftheservice.Promotionswereconductedtogrowbrandawarenessand,mostimportantly,ridership,includingeventsthathighlightedthemanyandvariedlocallyownedbusinessesalongtheroute.Thesepromotionsincluded:

• SeveralpartnershipswiththeSweetFrogpremiumfrozenyogurtshopinParkPlaza(neartrolleystop#3).Theseeventsincludedmultipleweekendride-alongswithareaGirlScoutTroopswhoearnedtheirtransportationbadgesforridingTheBreezeandlearningaboutthetrolleyandhistoryoftransportationontheIsland.

• TheinauguralTrolleyShopHopwasheldonTuesday,September25th(rescheduledfromitsinitiallyplanneddateofSeptember11thduetoHurricaneFlorence).Thispromotionincludedparticipationbythreelocallyownedboutiquesalongtheroutewhoofferedspecialsandtastesfromnearbyrestaurants.Participationtotaledmorethan24shopperswhorodeTheBreezealleveningtogettoandfromtheshops.

• EachTuesday,TheBreezeoperatedlatetoassistvisitorswhowantedtowatchtheweeklyShelterCoveHarbourfestFireworkswithoutdrivingorhavingthehassleofparking.ThesewerethebusiestdaysforTheBreezeandapositiveindicatorabouttheviabilityofoperatingservicelaterintotheevenings.

Additionalpromotionshavebeenidentifiedfor2019thatwillappealtovisitorsandresidentsalike,includingdiscountsatlocalbusinessesforCatchingTheBreeze.Localcommunityorganizationsarealsobeingidentifiedastargetsforeducationalopportunities.

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AdvertisingandPromotion:

Wesourcedandselectedtheabove-referencedadvertisingopportunitytohaveTheBreezeincorporatedintoMedia360Islandmapsforthe2018/2019seasons.ThisarrangementalsoincludeddisplayingTheBreeze’sroutesontwoofthethreemapscontainedwithinthepublications,completewithcolorcodeddirections,stopidentifications,andalegendforeaseofunderstanding.

TheHHI-BlufftonChamberofCommerceisplanningtoincludeinformationandphotographyregardingthetrolleyserviceinits2019VacationPlanningGuide.Otheropportunitieshavebeenidentifiedandassessedforthe2019seasonforPalmettoBreeze’sconsideration.

Additionalpromotionalitemsincludedthedesignandproductionofarefrigeratormagnet,Frisbees,andwaterbottlesfortheopeningcelebration.

Recommendations:

Whilethelaunchandinaugural“half”seasonofTheBreezeweresuccessesintermsofridership(5,500+)andthebrandingandacceptanceoftheservicebyresidentsandvisitorstotheIsland,thereismuchworktobedonetoproperlypromoteandpositiontheserviceforitsfirstfullseasonofoperationin2019,andmoreimportantly,toachieveitsfullridershippotential.BelowisasummaryofrecommendationsforPalmettoBreezeandtheLRTAtoconsiderasitplansforthecomingyear.

Off-SeasonPromotions:

OneofthebestwaystokeepTheBreezebrandinfrontoflocalresidentsandbusinessesistostayactiveinthecommunity.Off-seasonpromotionalopportunitiesinclude:

• Participateinanevening“ArtHop”aftertheseasonends.HitasmanygalleriesontheIslandaspossible.Gallerieswouldhostappetizersandwine.CultureHHIiswillingtoassistinplanningforsuchanevent.

• ConductaHolidayversionoftheTrolleyShopHop,perhapseveneverySaturdayduringDecembersotheroutecouldbepublished.

• SeafoodFestivalatHoneyHorninFebruary18-24.TheBreezecouldconsiderofferingshuttlesfromboththeIslandandBluffton.

• GullahCelebrationinFebruarymightbeinterestedinsimilarshuttleopportunities.• TheBreezeshoulddefinitelyparticipateintheannualSt.Patrick’sDayparadeinMarch.Thecost

is$150toenterasanon-profit.WithadateofSunday,March17(St.Patrick’sDay),thiswillbeperfecttimingtopromotethebeginningofthenewseason.

PalmettoBreezeWebsiteUpdate:

NowthatBreezeTrolley.comhasbeenlaunchedandisbecomingmorewidelyvisited,theLRTAneedstoupdateandupgradetheimageandfunctionalityofthecurrentPalmettoBreezeTransit.comwebsite,ifpossibletoreflectasimilarlookandfeeltothetrolleysite.Thiscanbedonerelativelycost-effectivelyandshouldnotrequireafullprocurementeffort.Ideallythiscanbeaccomplishedoverthewinterinadvanceofthehighseasonintheregionforvisitors.

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Off-SeasonSocialMediaPresence:

Justbecausethetrolleysareonhiatusduringthewinter,itdoesn’tmeanthatthemarketingandpromotionoftheserviceshouldstop.Infact,itisquitethecontrary.FamiliesfromacrossthecountryareintheprocessofplanningtheirtripstoHHIallyearlong,andinformationaboutTheBreezeneedstobeasfrontandcenteraspossibleonsocialmediaandothermediachannels.

Werecommend“boosting”orpromotingcertainsocialmediapostsleadinguptothelaunchoftheservicein2019.Effectivesocialmediaboostscanrangefromalowof$10perboosttohundredsofdollars,butaretypicallyverycost-effectivewaystoaddfollowersandgetthewordout.

Pre-SeasonMarketingandPromotion/MarketingConsulting:

ItwillbecriticaltothesuccessofTheBreezeforLRTAtopositionitforsuccessandtomaximizeitsridershipin2019.ThiswillrequireanewcontractwithamarketingconsultanttoserveasatrueextensionofLRTA’sstaffinpromotingtheservice.Thescopeofworkfortheconsultantshouldinclude,ataminimum:

• ContinuedmanagementandoversightoftheBreezeTrolley.comwebsite.• Continued,activepostingsonallthreesocialmediachannels,withspecificgoalsforincreased

following.• ParticipationinkeycommunityeventsontheIsland.• Developmentofridership-orientedpromotionswithIslandbusinessesandduringkeyIsland

events.• SeekcooperativeagreementswiththemanagementoftheSeaPinesTrolley,HiltonHeadGuest

Services(HHGS)golfcartshuttles,andtheDunesBuggyinPalmettoDunes,toensuremaximizedsynchingofschedulesandservice.

• Promotionofthetwomobileapps.• Inclusionofmarketingmaterialsandinformationintravelandvisitorpacketsdistributedbythe

variousrealestateandvacationrentalcompaniesaswellashotels,restaurants,andattractions.• SupportforanyandallplanstogrowandexpandtheserviceontheIslandandperhapsacross

theLowcountry.• Considerationofkeyadvertisingandotherrelatedpaidpromotionalopportunities.• Pursuitof“earnedmedia”opportunitieswithlocal,regional,andnationaltourismrelatedoutlets,

totrulyputTheBreezeonthetravelmap.• ContinuedcoordinationwithkeyTownofHiltonHeadIslanddepartmentsforpromotional

opportunitiesandtocontinuethevolunteerTrolleyAmbassadorprogram.• Updatedbrochuresandmaps,especiallytoreflectanychangesmadetotheserviceinthe

offseason.• Productionofa“welcomeback”promotionalvideotousewhenserviceisreinstatedinthe

Spring.• Coordinationandplanningofarelaunchpartyonthefirstdayofservicein2019.• CoordinationandplanningofaBreeze’s1stBirthdayBashonJuly16th,2019.

AdditionalPromotionalOpportunities:

BecauseoftheuniquenatureofHiltonHeadIslandandthetargetmarketforTheBreeze,thereexistsomeadditionalpromotionalandrevenue-generatingopportunitiesshouldtheLRTAdecidetopursuethem,includingthefollowing.

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CHILDREN’SSTORYBOOKABOUTTHEBREEZE

Localchildren’sbookauthor,AnnEilersLilly,haswrittenandpublishedScoot’sNewHome,apicturebookaboutalittleboatwithabigheart,whichisabedtimestoryaboutchange.SetonHiltonHeadIsland,thebookincludes16originalwatercolorsillustratingrecognizableLowcountrypanoramasandlandmarks.Childrenrelatetothestory,residentsappreciatethelocaldetails,andvisitorscantakehomeapieceoftheirHiltonHeadIslandexperiencewhentheypurchasethebook.

TheLRTAmaywanttocommissionanauthortowriteandpublishacompanionbookaboutTheBreezeTrolley.ThiswouldrepresentatrulyuniquepromotionalopportunitytomarkettheTrolleyserviceandsupporttheoperation.

MASCOT

BecauseasignificanttargetmarketforTheBreezeserviceincludesfamilieswithyoungchildrenwhoarevacationingorvisitingHiltonHeadIsland,LostArtCommunicationsrecommendsthedevelopmentofamascotforTheBreezeservice.ApotentialmascotcouldbeBreeZeetheEgret,alocalbirdwhoisalwayscatchingTheBreeze.

Thischaractercouldbeusedatpublicevents(perhapsaliveegretfromazoo,apuppetormarionette,orevenavolunteerincostume)andinpromotionalmaterialssuchascoloringbooksandsheets,ontrinkets,andevenincartoonsorgamesonthewebsiteorapp.

BreeZeewouldalsobeabletoreinforcetheeducationalopportunitiesonTheBreezeand,ofcourse,allaroundtheIsland.

FAMILYOFTROLLEYCHARACTERS

Alongthesamelinesasthedevelopmentofamascot,theLRTAcouldconsiderdevelopingcharactersthatcomplementthenamingoftheindividualTrolleysandother“friends”whoarelocalanimalspecies.ExamplescouldincludeaMarshTackyHorse,anAlligator,aDolphin,aLoggerheadSeaTurtle,andaStingray.Thisfamilyofcharacterscouldbeusedsimilarlyasamascot,inpromotionalitems,coloringbooks,website,etc.ThesecharacterscouldbedevelopedinpartnershipwiththeCoastalDiscoveryMuseumasacrosspromotiontoenhancetheirchildren’sprogramsandtopromotethemuseumtovisitors.