The Denton County Transportation Authority (DCTA) worked with the Texas Department of Transportation (TxDOT) during the development of the agency’s Interstate 35E (I-35E) construction marketing campaign that launched in January 2014. DCTA was looking to increase A-train ridership by encouraging current and potential passengers to ride its commuter rail to avoid heavy traffic on I-35E for a hassle-free commute. However, DCTA wanted to ensure the campaign messaging was acceptable by both entities (DCTA and TxDOT) while targeting the right audience.
DCTA launched its year-long I-35E construction marketing campaign in early 2014, positioning itself as an alternative for transportation during the construction along the I-35E corridor. The agency wanted to inform commuters that the A-train was a viable option to help them avoid traffic and enjoy a hassle-free commute while traveling along I-35E.
Major campaign goals included providing hassle-free alternative transportation during the expansion of I-35E, increased A-train ridership by 10 percent over FY13 and generating awareness of the campaign and DCTA utilizing traditional and social media. (Note: DCTA’s fiscal year runs from October 1 to September 30)
The fully-integrated marketing campaign included:
- Billboards along the I-35E corridor
- Print advertisements
- Social media marketing
- Gas station media
- Website home page
Developing the Right Message
While traffic congestion caused by I-35E construction was the largest motorist obstacle to leverage for campaign messaging, it was important for DCTA not to focus on the negativity of the construction.
“Construction is a sign of growth and our county needs the road infrastructure to accommodate the growth we’re seeing,” said Kristina Brevard, vice president of strategic planning and development for DCTA. “It was important for us to focus on getting motorists out of the car and on the A-train by planting ideas of things they could be doing instead of dealing with traffic such as reading and relaxing.”
The campaign promoted relaxation and avoidance of traffic commuters can enjoy on the A-train with message headlines such as “Get on Board the No Hassle Commute,” “Relax. Read the Paper. Ride the A-train” and “Construction Slowing You Down? Ride the A-train.”
Focusing the I-35E construction marketing campaign message on reducing the number of cars on the road and riding DCTA was a win-win for both the agency and TxDOT. At the end of DCTA’s fiscal year 2014, the agency beat its set campaign goal with A-train ridership increased by 11.3 percent over FY13.
“Developing the right key messages for the campaign was definitely feasible through our partnership and collaboration with TxDOT,” Brevard said. “Other transit authorities should strive to cultivate relationships with their DOT partners and find opportunities to collaborate and find solutions to create a bigger and better impact on the communities we serve.”
Adrienne Hamilton is a marketing and communications specialist for the Denton County Transportation Authority.
