Case Study - Tampa Bay Regional Transit Authority (TBARTA)
DigiSphere Marketing, Inc provided web-based marketing services to facilitate a feasibility study in Pinellas County to determine the general temperature of the citizens in constructing an Aerial Gondola transportation system for the TBARTA Survey Project. We provided design and marketing services for distribution through various online venues. We also provided data and list acquisition, scrubbing, and implementation in the marketing. All of this was to drive targeted individuals to complete a multiple-step survey, which we created to obtain guidance and feedback on a proposed county transportation program. We were able to more than quadruple the expected survey deliverables as well as complete all required creative work under schedule.
Overview
TBARTA conducted the Clearwater Beach Aerial Gondola survey August 1 – 31, 2022.
While the survey was open to everyone in Tampa Bay, priority was placed on getting feedback from Clearwater and Pinellas County residents. Clearwater residents made up 17% of all respondents (1228), while Pinellas County residents living outside Clearwater made up 33%. 48% identified as living in Florida but outside Pinellas County, and 2% lived outside of Florida.
We were able to utilize the video assets that we created on the website, but also as Pay Per Click remarketing and display advertising assets to help get locals to complete the feasibility survey.
To solve the first issue we started with the basics and continued to iterate once we had achieved a baseline success with the paid search marketing.
Approach
Analysis and Recommendations:
After much discussion with the client and an obtaining and understanding of what had been done in the past, we came up with a game plan which included several steps:
- Create a script for a short animated video
- Develop the 3-d animation
- Develop intelligent multistep survey
- Identify the target demographics required.
- Manage a large but short term Google Advertising budget to drive surveys.
- Provide in depth reporting weekly and at the conclusion of the project to the Tampa Bay Regional Transit Authority.
The client expected to get only a thousand or so surveys. We provided vastly more than they were expecting.
The client had spent a large amount of their budget on more traditional marketing such as billboards and seen little to no movement. We came into the picture when they only had 1 month left to spend the remaining grant money on the feasibility survey. We had to work quickly and efficiently to deliver on time.
Results
- 400% more survey completions than anticipated
- Cost per click on advertising was below $2 per click.
- Reporting was able to identify many helpful data points on the demographics from the survey.
Conclusion
The Tampa Bay Regional Transit Authority relied on us to help them wisely spend their remaining budget and we were able to deliver in a huge way within the given time and financial restraints of the project.
DigiSphere Marketing has worked with companies large to small, and as you can see from this case study even with the Government! We are always looking for interesting challenges to overcome.
If you have a project you would like us to take a look at, just contact us today!
