Together We Move Forward Multimodal Transportation Awareness Campaign
Client:
City of Pittsburgh, Pennsylvania
Project Goals:
Awareness, Capacity Building
Innovative Tactic: Campaign Toolkit
Keeping Pittsburgh moving forward.
The city of Pittsburgh's Department of Mobility and Infrastructure (DOMI) is working to ensure the city supports multimodal transportation options allowing people to walk, bike, rideshare, use public transit, drive and more with ease. However, building the infrastructure was not the end of the effort – a public education campaign was needed. The goals were many:
Fostering respect among road users – particularly bicyclists and motorists.
Decreasing crashes.
Overcoming perceptions that bicycling is complicated and not safe.
Communicating the benefits of investment in multimodal transportation to a skeptical public.
To set the city up to tackle all of those goals long term, Güd Marketing developed the “Together We Move Forward” Campaign Toolkit – a campaign concept, asset library and comprehensive usage guide that DOMI can use to communicate about a variety of transportation topics. The toolkit enabled DOMI to produce consistent and cohesive tactical executions on its own and with other partner groups. In addition to creating the toolkit for future use, we created a small suite of ready-to-run tactics (video, outdoor, bus boards and social executions) to kick off the campaign.
Research Branding Planning Messaging Creative Social Media Media Buying Digital Training
The library of graphics and illustrations can be layered to represent a variety of Pittsburgh neighborhoods, focus on different transit methods and feature different messages.
A handful of campaign executions, including bus tails, were provided for campaign rollout.
A social media carousel ad was created for the campaign launch.
Results.
946
clicks to website (click-through rate: .39%).
18,780
engagements received for video “safety” messaging.
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