Challenges
Our city’s transit system wanted a face lift - new routes and a new look! In collaboration, we gave Greater City of Sudbury Transit a fresh, modern style to reflect all of the refreshing changes that were happening. This project was complex and strategic as there were many stakeholders involved. Strong connection and communication allowed everyone to be heard and their ideas recognized.
Research and Insights
The branding and delivery of marketing and communications to users and potential users should recognize the significant demographic segmentation in the client base. The growing senior population represents a significant and still growing portion of the market, with continued room for ridership growth. It is also a demographic that can be resistant to change and sometimes (but not always) slower to willingly adopt new technologies and methods. The Transit Action Plan (TAP) has also clearly identified the growth opportunities associated with millennials. This is a population that values what an effective public transit system provides – transportation that is safe, convenient, economical and green. A task of the marketing and communications efforts was to demonstrate that the new system is sufficiently improved to move potential transit users from ‘positive attitudes’ to ‘active use’ of the system. The range of user demographics will require a suite of communications tools. Millennials and students were reached by social media and online applications. This group also generally functions in an active social setting that provides effective word-of-mouth peer information. The older demographic required more effort over a longer timeframe. Enhanced and improved wayfinding – improved route maps available in more places – at all interchange points and as many other locations as practical was effective, as well as print materials with essential information clearly presented. These materials were also made available electronically for users in all demographic groups who prefer to access information in this way.
Overview:
We conceptualized and launched a dynamic new brand for Sudbury Transit, aptly named GOVA, embodying movement and progress. Our comprehensive approach ensured a cohesive and impactful brand presence across various platforms.
Key Activities:
Brand Conceptualization:
Developed the GOVA brand identity, reflecting efficiency, connectivity, and community engagement.
Television and Digital Commercials:
Produced high-quality TV and digital commercials, showcasing the benefits and features of the GOVA transit system. These commercials were designed to engage a broad audience, emphasizing convenience and reliability.
Social Media Assets:
Created engaging social media content, including graphics, videos, and interactive posts, to build excitement and awareness about the GOVA brand. These assets were tailored for platforms like Facebook, Instagram, and Twitter, ensuring maximum reach and engagement.
Website Assets:
Designed and developed website assets to enhance the online presence of GOVA. This included user-friendly interfaces, informative content, and visually appealing elements that aligned with the new brand identity.
Press Release and Media Outreach:
Assisted in crafting a compelling press release to announce the launch of GOVA. Coordinated media outreach efforts to secure coverage in local and regional news outlets, ensuring widespread publicity.
Execution:
Successfully actioned all these elements, ensuring a smooth and cohesive brand launch. The integrated approach ensured that all touchpoints—from commercials to social media and website presence—were aligned with the GOVA brand, creating a unified and compelling narrative.
Outcome:
The launch of GOVA marked a new era for Sudbury Transit, enhancing its public image and fostering a stronger connection with the community. The comprehensive branding strategy ensured a memorable and impactful introduction to the market.
Results
Over 1 million earned media impressions
10-15% increase in trips
City Council Response Video:
https://www.dropbox.com/home/Clients/gova?preview=Feedback_GOVA_CityCouncil.mp4
https://northernontario.ctvnews.ca/more-people-are-riding-the-bus-in-sudbury-1.4805476
Articles:
https://www.sudbury.com/local-news/gova-thats-the-new-name-for-greater-sudburys-transit-system-1577548
