HAUL PASS CAMPAIGN WRAP REPORTCAPITAL METRO

JUNE 2013

HAUL PASS MARKETING METRICS AT A GLANCE

2,261 landing page visits with a average visit duration of 1:22 minutes Earned media garnered 337,169 impressions and 68 clicks Facebook Pay-Per-Click and Promoted Post garnered 1,328 clicks and 110,665 impressions Transit ads: 70 exterior and 300 interior ads run from May 1 and continues to run Radio ads: 640,000 impressions Print ads: 148,265 impressions Online banner: 39 clicks and 660,000 impressions Online Sponsorships garnered 20,714 impressions and 37 clicks The Haul Pass program was mentioned 26 times on social media, including by Movability Austin,

Downtown Austin Alliance, Ahora SÍ, Free Fun In Austin and KEYE TV 12 schools distributed poster via email list and/or hung poster in school 22 business/summer camps/organizations distributed poster via email list and/or hung poster in a

physical location

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WHAT WE LEARNED

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The campaign landing page on www.capmetro.org served as a place that people could go to for information on the program, the partnership with Go Local and a link to participating businesses, and a call-to-action to purchase the Haul Pass online. The landing page went live on May 6 and will remain on the website through the duration of the Haul Pass ridership program.

OVERVIEW OF WEBSITE TRAFFIC

As of June 26, 2013 there have been 2,261 unique visits to the Haul Pass landing page. Average page duration was 1:22 minutes 21% of visits were from social media 6% of visits were from earned media 3% of visits were from paid media

*All of the top 50 sources are listed in the appendix.

IO SUPPORTED

Designed campaign mark and graphics Drafted landing page copy Designed landing page Consulted on landing page strategy such as calls-to-action, URL titles, functionality, etc. Monitored landing page visits

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MEDIA COVERAGE OF THE HAUL PASS SUMMER RIDERSHIP PROGRAM

IO reached out to the Austin American-Statesman Mama Drama blogger for the exclusive to announce the new Haul Pass Summer Ridership Program on May 7. We chose this particular blogger because of the blogs audience is directed at Austin parents. After the blog post announcement on May 14, the IO team distributed the press release to the larger media list that included broadcast and community media. We continued with follow up pitching the month of May through the beginning of June with a goal of a few online, print and broadcast stories and secured 10 stories with several of Austin’s print and community outlets (both English and Spanish audiences) as well as a morning news interview with KEYE TV.

o Austin American-Statesman's Mama Drama – Published on May 14. o Downtown Austin Alliance — Published into their newsletter and on their website on May 20.o Austin Chamber — Featured on the front page of their website (bottom left under chamber news) and

under member news from May 20 – 28 and again June 18 – 21.o El Mundo — Published May 22 in their print edition and on their website.o Hill Country News – Published May 22 in their print edition and on their website.o Austin American-Statesman Cedar Park / Leander Reporter – Published onto their website on May 28

and in their print edition on May 29.o KEYE TV – Morning News Interviews and published video and story on their website on May 28.o Ahora SÍ – Published on May 29.o Free Fun In Austin – Published on May 30.o Austin Monthly — Will be published into their July issue, which comes out in mid-June, and will try to

get it onto the website.

Press Releases were distributed to more than 200 media contacts including:Austin ChronicleEl MundoAustin American StatesmanCommunity ImpactIn Fact DailyAustin Business JournalThe Daily TexanNSIDE Austin Business MagazineTexas TribuneAustin MonthlyCulture Map AustinHill Country NewsAhora SÍ Univision

West Austin NewsOak Hill GazetteHays Free PressWestlake PicayuneEl NorteAustin Chamber of CommerceKLBJ News RadioKUT NewsKVUE-TV (ABC)KXAN-TV (NBC)KEYE-TV (CBS)KTBC-TV (FOX)YNN… among others

IO SUPPORTED

Updated the media list given to us by Cap Metro and researching mom bloggers to pitch Drafted and distributed press release for the program Pitched to both English and Spanish print, online, blogs and broadcast outlets daily from May 7 –

June 18, 2013, spending 80+ hours Provided talking points and attended KEYE morning interview for support as needed Attended interviews for support Regular check in emails and calls on the campaign and made changes to strategy, as needed. Made suggestions for discount program Coordinated ticket giveaways

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Facebook pay-per-click (PPC) advertising (traditional advertising and promoted posts) was initially set to serve as the main form of advertising for this campaign because Capital Metro only pays when someone clicks on the ad and is directed to the landing page. Although the Facebook ads generated a high number of impressions and clicks, Haul Pass sales did not increase after people visited the landing page about the program and the IO team stopped the ads and used some of the remaining budget for promoted posts and sponsorship advertising opportunities.

Facebook AdsCampaign Run: May 6 – June 12

The Facebook ads and promoted posts garnered 97,241 impressions and 1,188 clicks. The click through rate for the campaign was 0.016% (which is average). Although the Facebook ads generated a high number of clicks, Haul Pass sales did not increase and the IO team stopped the ads.

*The chart below shows the clicks and conversions throughout the Facebook ads campaign.

The following are the top three performing Facebook ads that generated 94% of the clicks.

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Promoted PostsCampaign Run: May 21st, May 23rd, May 29th and June 12th

The promoted posts garnered 13,424 impressions and 140 clicks. Below are the posts from Capital Metro’s page that were promoted.

IO SUPPORTED

Internal strategy on campaign; Drafted ad copy for Facebook ads; Built Facebook ad campaign; Daily monitoring of the Facebook campaign; Email and verbal updates on Pay-per-Click campaign progress.

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IO had the opportunity to leverage Capital Metro’s advertising real estate for a very low cost for the campaign. IO saw this as a resource to reach the broader service area, including current riders.

OVERVIEWAdvertising went up May 1 and still continues to run. IO ran outdoor advertising on Capital Metro busses.

Exterior Ads: 20 Queen spots 50 Tail spots

Interior Ads: 300 interior cards

IO SUPPORTED

Drafted the design and final printed product for the transit ads Designed transit ads Wrote copy for transit ads approved by the Capital Metro team Had ads printed and installed on buses

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IO ran a two-week radio ad campaign with KUT-FM and KUTX-FM from May 6 to May 19. IO chose radio advertising because it is an affordable ad medium that cannot only reach a mass audience, but our target audience: Parents who had the means to make a purchase of a Haul Pass.

KUT ADS

KUT-FM and KUTX-FM ran a two-week radio ad for Haul Pass from May 6 to May 19 and generated 640,000 impressions.

KUT-FM ran 24 spots from 5:00 a.m. – 8:00 p.m. KUTX-FM ran 24 spots from 6:00 a.m. – 7:00 p.m.

Script: “Support comes from Capital Metro, offering safe ways for middle and high school students to enjoy the freedom of summer by exploring all Austin has to offer.  More information at capmetro dot org slash haul pass. That’s slash H A U L pass.”

IO SUPPORTED

Drafted the KUT script Facilitated the purchase of radio ads

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The print ads and promotional print cards were created to increase awareness about the Haul Pass and enable partners to distribute information about the campaign.

NEWSPAPER ADS

Austin Chronicle – 1/2 page color ad ran from May 24 to May 31 and garnered 63,780 impressions El Mundo – 1/4 page color ad ran the week of May 24 and garnered 2,009 impressions Ahora SÍ – 1/4 page color ad ran the week of May 24 and garnered 76,476 impressions The Austin Villager –1/4 page color ad ran the week of May 24 and garnered 6,000 impressions

*A copy of the newspaper ads can be found in the appendix

PROMOTIONAL PRINT ADS

300 posters 3,000 promotional cards 50 t-shirts

IO SUPPORTED

Designed print ads in Spanish and English Drafted copy in English and Spanish for 300 posters Drafted copy in English and Spanish for 3,000 promotional cards Design and print for 50 t-shirts Consulting with Capital Metro on design

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We ran a banner ad on KUT.org for the month of May because of the visibility in front of parents, ability to drive clicks directly to the landing page and low cost.

KUT.org ran a banner ad for Haul Pass from May 1 to May 30 The banner ad generated 660,000 impression and 39 clicks.

IO SUPPORTED

Drafted copy for banner ad Designed the banner ad Facilitated the purchase of the ad

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Sponsorships are advertising campaigns that were done by blog outlets that reached our target audience: parents who would potentially purchase a Haul Pass. These sponsorships entailed a weeklong ad on the outlets homepage, posts about the Haul Pass campaigns, social media mentions and emails sent out to the outlets mailing list.

ADVERISING

Do512 Family (Advertising/Paid Media) o Blog Ad Impressions & Clicks: received 11,729 impressions and 24 clicks.o Page View on Do512Family Blog Haul Pass Spotlight Post on Do512Family: Total of 121

pageviews with an average time of 4:37 on page, 78 of these visits were unique pageviews, meaning readers were directly engaging with this content only. Total pageviews of Haul Pass Content: 121

o Facebook Impressions and Interactions Haul Pass: content was posted 2 times on Do512 Family’s Facebook, receiving a total of 3,414 impressions and 3 shares.

o Twitter Interaction: Total of 2 posts, 1 RT (unaffiliated with Capital Metro) and received 1,235 impressions.

o Top Picks email: Haul Pass ad was featured in 1 Family Top Picks email. A total of people 903 opened it and there were 8 clicks on Haul Pass content.

Live Mom (Advertising/Paid Media + Giveaway)o Blog Ad Impression & Clicks: received 3,000 impressions and 5 clicks. o Facebook Impressions and Interactions: content was posted 2 times on Live Mom’s

Facebook, receiving a total of 1,336 impressions.

BLOG POST GIVEAWAY

Free Fun In Austin (Just Giveaway)o Blog Impression & Clicks: received 30,000 impressions and 573 clicks. o Giveaway Entries: received a total of 189 entries and gave away 4 Haul Passes.o Facebook Impressions and Interactions: content was posted 1 time on Free Fun In

Austin’s Facebook, receiving a total of 19,419 impressions and 1 share. o Twitter Interaction: Total of 1 post, received 5,023 impressions. o Email Impressions: Total of 7,000 people received the post in their email the day it went live.

IO SUPPORTED

Organized Haul Pass sponsorships and blog post giveaways Designed the ads Facilitated the purchase of the sponsorship Coordinated getting giveaway winners their Haul Pass

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Posters were distributed to target Go Local businesses, schools, community organizations and Capital Metro to be placed at bus stops and rail stations as well as inside vehicles to leverage current partnerships in virtual (social media engagement) and non-virtual (hanging posters in their place of business) spaces.

PROMOTIONAL PARTNER

Go Local Businesses

Posters and cards were delivered to Go Local businesses including:

o Austin Canoe and Kayak o Austin Children’s Museumo Book Peopleo Conan’s Pizza

o Cornucopiao Dance Austin Studioo Hey Cupcake!o Lick Ice Cream

IO also developed a custom social media plan for the Go Local team

OUTREACH

Community / Schools Outreach IO organized grassroots marketing within schools and community organizations. We reached out to

local schools to hang a poster in physical locations or distribute to their email lists. We made a few personal deliveries to schools with the promo cards and the campaign has been very well received. These schools include:

o Akins High Schoolo Crockett High School o Fulmore Middle School o Henry Middle Schoolo Knox Wiley Middle Schoolo Leander High School

o O’Henry Middle Schoolo Paredes Middle School o Reagan High School o Rouse High School o Travis High School o Vista Ridge High School

We have also reached out to community organizations where kids go in the summer. We targeted groups that were within walking distance of a bus or rail stop. These organizations have agreed to help spread the word by hanging up posters, passing out fliers, and including the information in emails or social media. The list includes:

o Austin Nature & Science Centero Boys and Girls Clubso Dougherty Arts Centero Girl Starto Highland Laneso iYouth Media Campso Jewish Community Alliance

o KidsActingo Move Your Taleo OutYoutho RTF Media Campso Sky Camp Aerial & Circus Artso YMCAo Youth Sports Austin

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WHERE PEOPLE CAM FROM TO GET TO WWW.CAPMETRO.ORG/HAULPASS

LANDING PAGE SOURCE VISITS/haulpass/ (direct) 976/haulpass/ Google 324/haulpass/ facebook.com 221/haulpass/ t.co 89/haulpass/ do512family.com 42/haulpass/ m.facebook.com 39/haulpass/ yahoo 18/haulpass/ cmtacustas1.capmetro.int 16/haulpass/ capmetroblog.com 13/haulpass/ austincc.edu 8/haulpass/ bing.com 8/haulpass/ us.mg205.mail.yahoo.com 8/haulpass/ 192.168.1.1 5/haulpass/ kvue.com 5/haulpass/ livemom.com 5/haulpass/ allsystemsgo.capmetro.org 3/haulpass/ apps.facebook.com 3/haulpass/ artallianceaustin.org 3/haulpass/ ask 3/haulpass/ austintrailoflights.org 3/haulpass/ dadnab.com 3/haulpass/ google.com 3/haulpass/ iconfactory.com 3/haulpass/ local.yahoo.com 3/haulpass/ myemail.constantcontact.com 3/haulpass/ readyby21austin.org 3/haulpass/ search.rr.com 3/haulpass/ start.toshiba.com 3/haulpass/ us-mg5.mail.yahoo.com 3/haulpass/ us-mg6.mail.yahoo.com 3/haulpass/ utexas.edu 3/HaulPass/ (direct) 158/HaulPass/ facebook.com 58/HaulPass/ t.co 42/HaulPass/ m.facebook.com 32/HaulPass/ Google 24/HaulPass/ freefuninaustin.com 21/HaulPass/ austinchamber.com 11/HaulPass/ hillcountrynews.com 11/HaulPass/ statesman.com 5/HaulPass/ us-mg6.mail.yahoo.com 5/HaulPass/ channelAustin June 18 2013

Newsletter3

/HaulPass/ cmtacustas1.capmetro.int 3

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/HaulPass/ downtownaustinholidays.com 3/HaulPass/ google.com 3/HaulPass/ movabilityaustin.org 3/HaulPass/ plus.url.google.com 3/HaulPass/ us1.camaign-archive1.com 3/HAULPASS/ kut.org 39/HAULPASS/ (direct) 5

NEWSPAPER ADS

Austin Chronicle

Ahora SÍ

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El Mundo

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The Austin Villager

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Mentions of the Haul Pass Summer Ridership ProgramMedia Outlet Date Headline/Blurb Type of Market Impressions

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Published CoverageJohn-Michael Cortez 5/6/13 RT @capmetroatx:

CapMetro offering student bus/rail summer pass+ @golocalaustin card comb! On sale today!

Twitter Local 632

Austin Community College District

5/7/13 Austin teens, check out Capital Metro's new Haul Pass! It's a great deal for getting around town this summer.

Facebook Local 6,982

Austin Kid’s Directory 5/8/13 New this summer...Capital Metro is offering a "Haul Pass" for students ages 6-18. $45 for unlimited bus and rail rides June thru August 2013 plus GO LOCAL card

Facebook Local 1,085

Austin Kid’s Directory 5/8/13 New this summer...Capital Metro is offering a "Haul Pass" for students ages 6-18. $45 for unlimited bus and rail... http://fb.me/2wK7Aum3d

Twitter Local 146

Commute Solutions 5/9/13 Capital Metro is offering the Haul Pass this summer!

Facebook Local 778

Austin American Statesman Mama Drama Blog

5/14/13 A Way for Teens to get Around this Summer

Blog Post Local 1,000

Metro Mag 5/16/13 CapMetro Offers New Pass for

Online Article

Local 1,988

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Younger TravelersAustin Chamber of Commerce

5/20/13 Capital Metro Introduces New Summer Program: Haul Pass

Website Local 13,454

Downtown Austin Alliance

5/20/13 Capital Metro’s Haul Pass is Kids’ Ticket to Freedom This Summer

Newsletter Local 2,508

Downtown Austin Alliance

5/20/13Capital Metro’s Haul Pass is Kids’ Ticket to Freedom This Summer

Website Local 2,706

Go Local Austin 5/20/13 Get your Haul Pass if you’re under 18! Go local card and summer pass in one…bus local go local!

Twitter Local 11,898

Austin City and Press 5/21/13 Introducing The Haul Pass: New Fare Card For Students

Online Article

Local 130

Dadnab 5/21/13 Introducing the Haul Pass: New Fare Card for Students

Twitter National 517

Transit Tweets 5/21/13 RT: Introducing the Haul Pass: New Fare Card for Students

Twitter National 357

El Mundo 5/22/13 Viajes y Descuentos con ‘Haul Pass’

Print Local 287

El Mundo 5/22/13 Viajes y Descuentos con ‘Haul Pass’

Online Article

Local 12,378

Hill Country News 5/22/13 Cap Metro’s Haul Pass is Kids’ Ticket to Summer

Print Local 22,000

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FreedomHill Country News 5/22/13 Cap Metro’s Haul

Pass is Kids’ Ticket to Summer Freedom

Online Article

Local 40,550

Williamson County Libertarian Party

5/22/13 Cap Metro’s Haul Pass is Kids’ Ticket to Summer Freedom

Website Local 1,000

Williamson County Libertarian Party

5/22/13 Cap Metro’s Haul Pass is kids’ ticket to summer #freedom http://dlvr.it/3Pvr7B   #texas #libertarian

Twitter Local 249

Do512 Family 5/23/13 Haul Pass from Capital Metro – Kids’ Ticket to Fun this Summer

Website Local 121

Do512 Family 5/23/13 Haul Pass from Capital Metro – Kids’ Ticket to Fun this Summer

Website Ad Local 11,729

Do512 Family 5/23/13 Special summer # HaulPass just for 18 &under from @CapMetroATX- $45 dollars=rides all summer+@golocalaustin discounts. http://bit.ly/10qbfQb

Twitter Local 1,235

Movability Austin 5/23/13 Get your summer Haul Pass from @CapMetro. Supplies limited; get yours here.

Twitter Local 351

KUTX Austin 5/24/13 Teens: tour #ATX this summer w/ @CapMetroATX’s

Twitter Local 1,730

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#HaulPass for unlimited bus & rail trips + Go Local discounts.

Downtown Austin Alliance

5/26/13Looking for a way for your kids to get around this summer? Check out @CapMetro #HaulPass! Get yours here: http://bit.ly/16OStcp

Twitter Local 2,564

KEYE -TV 5/28/13 Cap Metro Offers Kids “Haul Pass”

TV and Online Article

Local 15,428

Do512 Family 5/23/13 & 5/28/13

Summer in Austin just got even better thanks to the Capital Metro's NEW Haul Pass for students—enjoy unlimited bus/rail rides+ Go Local Austin perks!-> http://bit.ly/10qbfQb

Facebook Local 3,414

Austin American Statesman Cedar Park / Leander Reporter

5/28/13 Cap Metro offers Summertime Discount Travel Pass for Students

Online Article

Local 25,000

Austin American Statesman Cedar Park / Leander Reporter

5/29/13 Cap Metro offers Summertime Discount Travel Pass for Students

Print Local 125,305

Ready by 21 5/28/13 The Haul Pass – Unlimited Bus and Rail Rides for Youth on Capital Metro

Website Local 150

Silo Breaker 5/28/13 Cap Metro offers summertime discount travel

Online Article

Local 134

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pass for studentsAlex Murphy 5/28/13 Great live shot! RT

@CapMetroATX On the 1L/1M this am with @KEYEtv, chatting with @fredcantu about our NEW #HaulPass!

Twitter Local 415

Becky Carter 5/28/13 Cap Metro offers summertime discount travel pass for students

Twitter Local 5,141

Fred Cantu 5/28/13 Simone Monique Barnes from capMetro wants us to remember safety first when you ride the bus.

Twitter Local 1,293

Ahora Si 5/29/13Pase de autobús de verano para la juventud

Online Article

Local 10,993

Ahora Si 5/29/13 Pase de autobús de verano para la juventud

Facebook Local 687

Ahora Si 5/29/13 Pase de autobús @CapMetroATX de verano para la juventud http://bit.ly/17tV8t8

Twitter Local 867

Free Fun in Austin 5/30/13 Giveaway: 2013 Capital Metro Haul Pass

Blog Post Local 24,000

Free Fun in Austin 5/30/13 Giveaway: 2013 Capital Metro Haul Pass: Summer is practically here, and kids are going ... http://bit.ly/11CMhly

Twitter Local 5,023

Free Fun in Austin 5/31/13 Enter to win a Facebook Local 19,460

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Capital Metro Haul Pass, a new fare card that offers a fun way for younger travelers to get around and explore Austin this summer.

Do512 Family 5/31/13 The new # HaulPass from @CapMetro -$45 gets unlimited bus/rail faire + @golocalaustin perks for travelers under 18 http://bit.ly/15eIJFf

Twitter Local 1,235

Today in Austin 5/31/13 Giveaway: 2013 Capital Metro Haul Pass

Website Local 150

Movability Austin 6/7/13 Students, get your @CapMetro Haul Pass while supplies last! http://ow.ly/lKsnO

Twitter Local 351

Do512 Family 6/11/13 The lovelies @CapMetroATX are giving away one # HaulPass to a parent/student who tweets where they would go with the cool, new pass!

Twitter Local 1,235

Movability Austin 6/17/13 No discount w/ my bus pass? “@CapMetroATX: Get a yummy 25 cents off cupcakes at Hey Cupcake! w/ Haul Pass: http://www.capmetr

Twitter Local 351

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o.org/Haulpass "

Growing Up Austin 6/19/13 This may seem a little random, but speaking of transportation in Texas, have y’all seen Capital Metro’s Haul Pass for students?...

Website Local 821

Live Mom 6/22/13 Giveaway: Capital Metro Haul Pass

Blog Post Local 3,000

Live Mom 6/23/13 Capital Metro is giving two lucky readers a Haul Pass, which is three months of unlimited rail and bus for students ages 6-18.

Facebook Local 1,327

Live Mom 6/23/13 Has your kiddo used the Capital Metro Haul Pass yet this summer? We are giving away two passes to two lucky readers!

Facebook Local 1,327

TOTAL 590,482

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