From product launches to lead-generation campaigns, non-traditional media placements and the integration of communications to online and social media are key strategies I’ve focused on to engage both current and potential customers. In 2015, Utah Transit Authority (UTA) embarked on the highly anticipated launch of a new fare product, FAREPAY, offering riders a more convenient way to pay their fare with a prepaid, reloadable card. Available online and at over 300 retail locations, riders could then just tap it on a card reader to ride UTA.
To create awareness and increase sales, I led the development of an integrated campaign to highlight the new card’s benefits and encourage trial. This included a comprehensive digital campaign designed to engage target audiences online (linking them directly to FAREPAY’s e-commerce landing page). We also leveraged partnerships with retail locations, including Associated Foods, one of Utah’s largest grocery chains to increase awareness, and sales at the point of purchase.
Unique in-store installations were created to engage potential customers in a fun way at retail locations where they could purchase FAREPAY cards. Thousands of visitors each day would walk through a simulated TRAX train at the front entrance, rest at mock bus stops in the pharmacy waiting area and walk along rail lines to card kiosk centers.
The result was a win-win for the retail locations, and UTA. The resulting sales far exceeded projections and significantly increased ridership, with a cumulative 11,243 cards sold in the first 12 months of the program, nearly a million dollars in redeemed value and over 475,000 FAREPAY-related boardings.
Michael Navarre 