DCTA’s Ride Safe Stay Safe Print Ad Brings Awareness to Agency’s COVID-19 Safety Measures
Target Audience: Current and potential DCTA riders, member cities, stakeholders and local partners
Strategy Objective:The main goals for the print advertising efforts on behalf of DCTA's Ride Safe, Stay Safe campaign included increasing awareness of the agency's COVID-19 efforts and helping drive traffic to the agency's campaign web and blog pages.
Situation Challenge: The COVID-19 pandemic has changed a lot of things — transit included. However, one thing that remains the same is our commitment to safely get people where they need to go. In June 2020, DCTA launched its Ride Safe, Stay Safe campaign with the following goals: - Showcase how DCTA is keeping riders and employees safe - Share safety tips when riding transit - Highlight enhanced cleaning and safety efforts - Keep riders informed on DCTA COVID-19 news and updates One of the key campaign tactics DCTA deployed was print advertising. The agency developed a media buy plan to featured campaign ads in key Denton County media publications. In addition, DCTA strategically included QR codes on all print ads to drive web traffic to the agency's campaign webpage and blog article.
Results Impact: - Advertising – Nearly 175,000 total print ad impressions with 25 web/blog page referrals from QR code featured in all print ads - System Ridership – Increase in total system ridership every month from June – October 2020 (see wrap up report for exact ridership increase details)
Why Submit: DCTA learned that including print advertising as a key campaign tactic for its comprehensive Ride Safe, Stay Safe COVID-19 campaign increased awareness of what the agency is doing to educate and keep its passengers safe. The variety of print ad creative and unique inclusion of QR codes was a key campaign element that the agency plans to utilize in the future.