Long Beach Transit

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Nostrum was charged with combating limited awareness and a year-over-year decrease in ridership:

Approach

  • Through research, Nostrum determined that visibility needed to be increased and opinions changed in order for behaviors to shift
  • LBT needed to positioned as a viable and desirable transportation option
  • Nostrum conducted media research to determine where our target audiences were most receptive to transit information
  • Nostrum executed the new brand within multi-media and multi-lingual campaigns, including broadcast, print, out-of-home, collateral and digital and social media
  • Creatively we adopted an approachable brand with a vivid color palette and bold imagery
  • Nostrum developed several unique messages including portraying public transit as sensible and progressive
    • Messages were guided by an established set of LBT rebrand standards
  • Nostrum extended messaging across different sub-brands including a Rider Rewards Business Partnership Program aimed at leveraging mutual partnerships with local businesses

Result

  • Nostrum successfully rebranded LBT as a customer-centric company servicing a wide variety of riders in a progressive manner
  • 30% increase in ridership over the previous summer was achieved via a multi-layered media approach for maximum reach and efficiency
  • Performance on the AquaLink route far exceeded the Client’s expectations with a 38% increase in ridership
  • Nostrum’s 10-month social media campaign was also a success, increasing LBT Facebook fan “likes” by 9,000 to almost 17,000 fans
  • Social media engagement also hit an all-time high of 300%
  • Nostrum’s promotional efforts for LBT’s new First Street Transit Gallery enhanced LBT’s positioning as an advocate for Long Beach’s revitalization and urban renaissance
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