Güd Marketing

Campaign:
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 a 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 their 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.
Services Performed

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.

2.8 million

outdoor total paid impressions.

$10,000

added value from extended bus placements.
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