PAVLOV Transit Agency - Client Acquisition Campaign

Target Audience: APTA transit agencies and business members.

Strategy Objective:This campaign was to introduce Richard as a PAVLOV Transit Account Director and to use his hire to roll out a comprehensive promotional campaign. The goal was to increase awareness of PAVLOV's capabilities to the transit industry and target agencies and business members who had marketing projects for bid. Elements of this campaign included media releases, LinkedIn, Facebook, Twitter, PAVLOV Blog, targeted E-mail direct marketing, sponsorship of the APTA Marketing Workshop round table break with a banner, table cloth, brochures etc; creation of portfolios, videos and collatral materials designed to drive traffic and inquiries to PAVLOV by phone, email, text, social media and the PAVLOV Website.

Situation Challenge: Richard Maxwell had recently joined PAVLOV Advertising to focus on transit business development for both transit agencies and business members. Richard was with Fort Worth Transportation Authority (The T) for 14 years and is a past chair of APTA Marketing & Communications Committee. He was brought to PAVLOV specifically to build their transit cliental nationally.

Results Impact: This campaign led to increased activity (hits, info requests etc) on PAVLOV social media and PAVLOV website, Proposals (8), new clients (3) including new customers on both the east and west coast. This campaign had two goals: first was to introduce Richard as a PAVLOV's new Transit Account Director and also use the hiring as an opportunity to roll out a PAVLOV awareness campaign to the industry. The goal was to maximize the exposure of earned media and make prospects from both agencies and business members aware of PAVLOV's capabilities especially those who may now or in the future have marketing projects and RFP's for bid.

Why Submit: This entry was submitted to demonstrate that a transit business member can develop creative and successful marketing campaigns to build awareness and to increase their share of transit marketplace. It should win because it is an successful comprehensive campaign and can be continually refreshed moving forward.