PACIFIC SURFLINER Winter Marketing Campaign Update

Transcription

1 = PACIFIC SURFLINER Winter Marketing Campaign Update = Santa Barbara Car Free January 13,

2 RESEARCH Market research that guided the marketing campaign. STRATEGY Digital and traditional marketing strategies to promote ridership. RESULTS Measuring results and tracking performance for optimization. 2

3 MARKET RESEARCH 3

4 MARKET RESEARCH BRAND AWARENESS 99% 56% 51% Amtrak Amtrak California Pacific INSIGHT:Preserve the nearly universal recognition of Amtrak, while growing awareness of the unique characteristics and features of Pacific service. Source: 2010 California Intra-state Travel Market Study 4

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6 MARKET RESEARCH TRIP PURPOSE 81% 11% 8% Leisure Trips Business Trips Commuter Trips INSIGHT : Position Pacific service as a fun and convenient way to travel to top destinations in Southern California without using a car. Source: Summer 2013 Pacific Ridership Profile Survey Results 6

7 7 = Pacific The formula for fun.

8 SWOT ANALYSIS Strengths Satisfied customers Popular destinations S W Weaknesses Low brand awareness Questionable value O Opportunities Destination partnerships Destination marketing T Threats Family vehicle Private tour buses INSIGHT : With high overall satisfaction with the onboard experience, Pacific service can confidently give even more people reasons to ride. 8

9 TV COMMERCIAL Click to Play 9

10 CAMPAIGN STRATEGY 10

11 CAMPAIGN TACTICS Branding Advertising Online + Video Partnerships Pacific service is a fun, affordable and stressfree way to visit top destinations in Southern California without using a car. New customer acquisition through broadcast and digital media to attract online visitors and promote the benefits of Pacific service. Create a memorable online brand experience through an engaging campaign webpage and a series of entertaining and useful travel videos to entice ridership. Cultivate strategic partnerships to increase awareness and interest in unique destinations and offer special deals for Pacific customers. DEMONSTRATE that Pacific service provides the best travel alternative for a comfortable and relaxing trip through detailed, high-quality information in interesting formats, including animations, illustrations, photos, and video to advance the value proposition. 11

12 = Pacific WALKING PAGE WALKTHROUGH Click to Play 12

13 SANTA BARBARA DESTINATIONS VIDEO Click to Play 13

14 TV ADVERTISING Who: The primary demographic includes adults over 18 years old. When: A five-week ad campaign running December 27, 2015 through January 31, Budget: Leveraged existing Caltrans contract funds of approximately $875,000, earmarked for advertising/media buys and expiring in March Where: Network and cable television channels in all six counties, including: ABC, AMC, CBS, CNN, CW, Bravo, Food Network, FOX, FX, HGTV, Lifetime, TBS, TNT, USA. 14

15 = Pacific ONLINE ADVERTISING Who: The primary demographic includes adults over 18 years old. Targeting by geography, affinity, lookalike and retargeting. When: A five-week ad campaign running December 30, 2015 through March 31, Where: Budget: $75,000 with an approximate reach of 4.2 to 5.7 million people. Search (Google AdWords) Display (Google Network) YouTube Facebook 15

16 CAMPAIGN RESULTS 16

17 ONLINE ACQUISITION How are potential customers referred to the landing page? Social Media Direct visitors (broadcast ad) Other 62% 34% 4% Based on reporting from December 27, 2015 to January 5,

18 ONLINE BEHAVIOR Page Views: 7,020 unique page views Time on Page: 49 seconds on average Video Views: 5,970 views Facebook Fans: 531 page likes Providing a positive and memorable brand experience. Sweepstakes Entries: Over 1,500 Based on reporting from December 27, 2015 to January 5,

19 = PACIFIC SURFLINER Marketing Campaign Update = 19