introduction
01 |
| 04
way to go, atlanta!
|| ad campaign ||
FIELDTRIP CLIENT
DEC 2021
Atlanta's metro system needed a revitalized advertising campaign for this project to encourage public transit use post-COVID. As people returned to offices and events resumed, the goal was to create compelling visuals and messaging to inspire confidence and convenience in choosing public transit again.
introduction
01 |
| 04
brand guidlines
01 |
| 04
||
process
||
|| process ||
learning our audience
01 |
| 04
I created this chart to visualize key demographic data and behavioral trends of our audience. The data was collected from surveys, social media, and customer feedback, organized by age, gender, interests, and purchase patterns. This color-coded chart allows for quick comprehension and comparison, aiding our decision-making and engagement strategies with the target market.
MOTIVATIONS
AUDIENCE
STRATEGY
Believe that Marta is cost saving, environmentally friendly, easy, etc.
Convinced
Need a slight push. Let them know they don’t have to change their routine completely. Maybe try it once weekly.
Needs to be persuaded with facts and convinced.
Guided
Open to taking Public Transportation but may not know all the benefits. Make them see that it’s easier and better to use public transportation.
Know the benefits of public transit but prefer to drive a single vehicle.
Traffic Lovers
Very hard to convince these people. Use facts and figures they can’t argue with. Convince them to try it once.
Drive downtown but hate traffic. Have wrong perceptions of public transit.
Avoidant
Challenge their assumptions about public transportation.