WISCONSIN DEPARTMENT OF TRANSPORTATION - RIDESHARE PROGRAM

Situation:

The commuter Rideshare program for the Wisconsin Department of Transportation had existed for 5 years with little growth. They were looking to increase awareness of the program in Southeast Wisconsin and promote the launch of the new interactive Website for people to locate other commuters to ride with and sign-up online. They were also looking for ways to encourage employers to offer commuter benefits to their employees.

Solution:

The first step we took was to update the Rideshare brand identity to give it a more up-to-date look that would appeal to target audiences. We also created a tagline and theme of “Feelin’ Better Already” to support the overall positive impact of the program on individuals, companies and the environment.

Once completed, we developed print components including brochures and posters to drive people to the Website, RIDESHARE.WI.GOV for use in outreach activities and for general inquiries. The Website was created and managed by the Department of Transportation.

Next, we developed a radio campaign featuring key benefits of the program while introducing listeners to the new interactive ridematching capability. In order to reach different audiences and age groups, we created three spots all told from a different point of view, one from a single woman, another from a couple and the third from a group. We also translated several spots to Spanish for bilingual audiences and for use on Hispanic radio. More recently, a second series of spots have been created to promote additional benefits including an On-line Cost Calculator and the ability to update Rideshare personal profile on-line, anytime.

We then provided a comprehensive media plan involving both paid and earned media which resulted in a number of value-added opportunities, including no charge ads and free web links, giving the campaign thousands of dollars of added exposure.

Result:

Based on monthly registration tracking reports, the Southeastern Wisconsin Rideshare Program has experienced an incredible average monthly increase of 701% since the campaign commenced in October 2006. May 2008 stands as the all-time record setting month for new applicants with gas prices exceeding $4.00/gallon for the first time ever. Clicks to the Rideshare home page have also increased by over 350% during the campaign period.