Fort Worth Transportation Authority Awareness Campaign
Fort Worth Transportation Authority (FWTA) was launching its new, expanded North Quadrant bus routes. They knew they needed marketing to get the word out to riders and non-riders alike, so they came to the team at J.O. for a marketing mix approach to their awareness campaign.
We pinpointed FWTA’s main audiences — baby boomers and millennials — and crafted messaging and imagery to target each through a series of marketing efforts: print ads, direct mailers, SEO, Google Map ads and Facebook and Twitter ads. We also developed a full concept for a streamlined, all-encompassing mobile app.
Our digital awareness campaign performed exceptionally well, besting the previous agency’s benchmarks of 353,000 total impressions and an average click-through rate (CTR) of 0.24 percent. Facebook and Twitter ads garnered 608,205 impressions and an average CTR of 2.37 percent, and Map Ads earned 28,963 impressions, 677 clicks and an average CTR of 2.34 percent.