Briefing on Advertising, Marketing and Communications for ...
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1 Committee-of-the-Whole September 28, 2021 Robbie Douglas AVP Marketing & Advertising Kirk Arnold Account Director Moroch Partners Briefing on Advertising, Marketing and Communications for DARTzoom
Transcript of Briefing on Advertising, Marketing and Communications for ...
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Committee-of-the-WholeSeptember 28, 2021
Robbie DouglasAVP Marketing & Advertising
Kirk ArnoldAccount Director Moroch Partners
Briefing on Advertising, Marketing and Communications for DARTzoom
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• Overview of the advertising and marketing plans for the new bus network.
• Help achieve DART Board Strategic Priority 1: Enhance the safety and service experience through customer-focused initiatives.
Briefing Objective
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• Overall Plan• Advertising Campaign Overview
– Creative– Testing– Media
• Activations• Timeline/Next Steps
Agenda
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CommunicationsApproach
Advertising Campaign
TV/Radio Social Media/
Web/Blog/ Email
Mkt
PR/Ext Comms
Non-tradlMarketing
Outreach/ Stakeholders
Events/ Organizations
Activation/ Volunteers
Operations/ Station
Concierges
Customer Information/Cust Svc/
OCLs
Marketing
OutreachGrassroots
Operational
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Meeting Date Board Committee
DARTzoom Topic
Jun 22 Admin Briefing on Customer Obligatory Information
Jul 6 COTW Service Plan and Implementation Plan
Aug 10 COTW • Final Bus Network Plan Recommendation• Briefing on Printing and Advertising Contracts
Aug 24 COTW • Plan Consideration for DARTzoom: A New Bus Network• Approval for Printing and Advertising Contracts
Sept 28 COTW Briefing on Advertising Plan
DARTzoom Board Briefings
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Rider Surveys continue to Inform Completion of New Collateral
AFTER
All creative revised from June 22 briefing based on research and rider feedback
Advertising Overview
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Advertising for Measurable Awareness
How often does someone need to hear or see it
before they can recall it?
Sources: NCTCOG; DART FY19 Ridership Reports
2.6 Million
231,136
125,906
Population in DART Total Service Area
Average Weekday DART Total System Ridership
Average Weekday DART Bus Ridership
3X-5X
All DART Riders
DART Bus Riders
Impressions
Residents
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DARTzoom Evolution
20222020Late 2019
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• Raise Awareness• Drive Trial• Remove Barriers• Target Audience
– Primary: Reliant Commuters and Task Riders
– Secondary: Corporate Commuters, Event Riders
ObjectivesRELIANT
C OMMUTER
TASK
RIDER
Creative
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Life is complicated, your transit system shouldn’t be.
Simpler. Better. Faster. Easier!
We are going to create a fun, upbeat dance track with lyrics that will inform riders across DFW about the new and improved DART bus network and bring that energy to life across the campaign.
Insight & Concept
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Key Visual: Vertical (English)
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Key Visual: Vertical (English)
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Key Visual: Vertical (English)
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Key Visual: Vertical (Spanish)
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Key Visual: Horizontal (English & Spanish)
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Key Visual: Horizontal (English & Spanish)
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MUSIC: Original electronic dance track.
OPEN ON AN AVERAGE-LOOKING MAN STANDING AT A BUS STOP. A DART BUS PULLS UP. THE SONG KICKS IN AND HE STARTS DANCING.
SINGER: It’s your stop, get on board, ride the busSimpler, Better, Faster, Easier
CUT TO A MOM WITH KIDS SITTING ON A BUS. THE SONG KICKS IN. THEY STAND UP AND START DANCING IN THE AISLE.
SINGER: Go to shop, and work, and playSimpler, Better, Faster, Easier
CUT TO A BUS PULLING UP TO A STOP. A NURSE GETS OFF THE BUS. THE SONG KICKS IN AND SHE STARTS DANCING ON THE SIDEWALK.
SINGER: It’s your stop, get on board, ride the busSimpler, Better, Faster, Easier
CUT A GROUP OF PEOPLE DANCING IN FRONT OF A DART BUS.
VO: Introducing the new DART bus network. Better routes, less travel time.
SUPER: DART Logo
Digital Video :30 “Dancing”
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Social Media Videos
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Mobile and Desktop Banners
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Mobile and Desktop Banners
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Mobile and Desktop Banners
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Mobile and Desktop Banners
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Mobile and Desktop Banners
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Mobile and Desktop Banners
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Mobile and Desktop Banners
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MUSIC: Original electronic dance track.
SINGER: It’s your stop, get on board, ride the busSimpler, Better, Faster, Easier
MAN: The new DART bus network makes my life so much easier.
SINGER: Go to shop, and work, and playSimpler, Better Faster, Easier
WOMAN: More pickup times and fewer stops means I get to where I’m going faster.
SINGER: It’s your stop, get on board, ride the busSimpler, Better, Faster, Easier
ANNCR: Enjoy a simpler, better, faster, easier ride with DART’s new bus routes. Go to DARTzoom.org for more info.
Streaming Audio
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Facebook & Instagram
The improved DART bus network has arrived with more pickup times, fewer stops and less travel time. Enjoy the ride!
DARTzoom.ORGNEW DART BUS ROUTES Improved Travel Experience
Learn More >dartdaily The new DART bus network is here, and the improvements are something to sing about. Now you can get where you’re going faster, with more pickup times, fewer stops and less travel time. So check out your new and improved bus routes and enjoy a Simpler, Better, Faster and Easier ride!
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Social Content
TikTok dance challenge anyone?
We can also use this to engage DART employees and service area cities.
Ad Testing
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Consumer Tested
50.6% 14.9% 3.4%
Nearly 70% Positive Consumer Reviews
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Concept Feedback
“Straight to the point. “
?“I like the concept…perhaps it would look better on a bigger size?”
“How do I get to EASIER on your network?”
“Easy to understand. Punchy words, quick, to the point.”
“QR codes are an excellent way to point people with mobile devices to a website!”
“Bunch of empty promises.”“An excellent ad!”
“Nice clean bold design.“
“This ad communicates the network redesign in the simplest terms. It's effective.”
“Good, simple, effective words in a large font for emphasis. Well done!”
Media Plan
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Video/Audio: Streaming online, where consumers are today.
Digital: Our consumer base has moved to digital ad consumption.
Social Media: Engaging through paid social on targeted platforms
Intercepting Our Audience
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Pandora Spotify YouTubeMusic
YouTubeVideo
Instagram Facebook
DART Bus Rider Media Consumption
Composition Index
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Pandora Spotify YouTubeMusic
YouTubeVideo
Instagram Facebook
DART Non-Bus Rider Media Consumption
Composition Index
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Campaign Timeline
Flight 1: 11/1 – 11/20Flight 2: 11/28 – 12/18Flight 3: 1/2 – 3/31
Activations
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Bus & Rail Wraps
Tout our new bus network with eye-catching bus wraps and train wraps, as well as an ultra header ‘take over’ on all available buses.
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Bus Stop Unveiling Media Events by City
• Week of January 10 • Events to raise
awareness, generate excitement and engagement with our cities.
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Bus Stop Unveiling Media Events by City
Time (a.m.) Monday, January 10 Wednesday, January 12 Friday, January 14
9:00-9:20 South Dallas Plano South Irving
9:50-10:10 Cockrell Hill Richardson Carrollton
10:30-10:50 Glenn Heights Garland/Rowlett Farmers Branch
11:20-11:40 North Dallas Addison
Please note: Dates are tentative and will be coordinated with city staff.
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FREE Rides for a Week
Jan. 24 – Jan. 30
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Trained DARTzoom Brand Ambassadors at high-frequency stops
– Bus Operations– Special Events– Volunteers
Activation at top 25 bus locations once a week, both morning and afternoon, two weeks around the launch.
Feet on the Street
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GoLink™ Awareness Plan
Begins Dec. 6
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Virtual Transit Guide
DARTzoom Spokesperson Provides a brief overview Of the Network Changes
Links to Pre-Existing (Updated)DART Bus Schedules & Maps
Visitors are encouraged to download GoPass to ensure proper navigation
Humanize the information by introducing an online “virtual transit guide” on DARTzoom.org
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Lifestyle Photo SeriesLifestyle photography will tell the story of how Riders’ commute. These scenario stories will help increase awareness of the bus redesign from our Riders point of view.
Timeline: Dec. 3-17 (Mondays & Fridays)
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Internally, we’ll create a neon sign to rally the troops and amplify the campaign.
For our riders and employees, we’ll create cool DART swag so they can rep their routes.
Neon Sign + T-Shirts
TIMELINES
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Sept Oct Nov Dec Jan FebStakeholder Outreach
Employee Training
Bus Stop Cover & New Blade Install
Advertising & Communications
GoLink Zones * Dec 6
Bus Stops/Transit Center Blitzes
Bus Stop Unveil *Jan 24 reveal
Implementation Timeline
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Meeting Date Board Committee
DARTzoom Topic
Jun 22 Admin Briefing on Customer Obligatory Information
Jul 6 COTW Service Plan and Implementation Plan
Aug 10 COTW • Final Bus Network Plan Recommendation• Briefing on Printing and Advertising Contracts
Aug 24 COTW • Plan Consideration for DARTzoom: A New Bus Network• Approval for Printing and Advertising Contracts
Sept 28 COTW Briefing on Advertising Plan
Oct COTW Briefing on Activation Plan including GoLink
Nov COTW Briefing on Overall Implementation Plan
Dec COTW Briefing on GoLink Results and Overall Implementation Plan Update
DARTzoom Board Briefings
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Thank you!
