comprehensive marketing campaign prepared for apta’s ... breeze marketing... · the hhi-bluffton...
TRANSCRIPT
1
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.
2
BreezeTrolley.comWebsiteLaunch
DesignwascompletedonthewebsiteleveragingtheinitialphotographytakenTuesday,July10.Thewebsitewaslaunchedonthedayofserviceopening.Thewebsitehasbeencontinuallyupdatedtoincludenewandfreshmaterialssinceitslaunch.CompletetransferofthewebsitetoPalmettoBreeze’sserverswascompletedinearlyAugustandthewebsiteisfullyfunctioningincludingreceiptofcommentformsandrequestsforinformation.
Analyticsforthesitearebeingtrackedandreviewed,andvisitstothesitecontinuetoincreaseeachdaywithmoreandmorevisitorsfromoutsidetheHiltonHeadarea.Totalvisitshavenumbered1,745(excludingsiteadministratorvisits)andthedurationoftimespentonthesitehasremainedrelativelyconstant.Asistobeexpected,websiteactivityhastaperedoffastheinauguralseasoniscomingoaclose.
Inadditiontothehomepage,thenextmostpopularpageistheRoutesandStopspage,followedbytheInteractiveApppage.Therehavebeendozensofinquiriescollectedandrespondedtothroughthewebsitetodate.
3
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
4
focusonthevarietyofdestinationsalongtheroute.TheseorganizationsincludetheTown,CultureHHI,theChamber,ShopMoreLocal,TheCoastalDiscoveryMuseum,andthevariousbusinesses,culturalandrecreationalactivities,andotherstakeholdersalongornearTheBreeze’sserviceroute.
KeyFacebookAnalytics:
• TotalReachsinceinception:34,769Users
• AverageDailyReach:476Users• TotalImpressionssinceinception:
64,170• AverageDaily#ofImpressions:
879
5
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
6
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.
7
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.
8
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.
9
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.