Large City Transportation System Moves Forward With Digital Strategy

How a Major City Transportation System Increased Student Engagement with Targeted Digital Advertising

In a crowded digital landscape, connecting with the right audience at the right time is essential, especially when rolling out new programs. For one large city transportation system, launching a discounted ride pass program specifically for students required a strategic marketing approach to reach, engage, and ultimately convert their target audience. That’s where our multi-layered digital strategy made all the difference

The Goal: Reaching and Converting Student Riders

The transportation system’s new initiative offered discounted ride passes to students, aiming to increase usage and encourage loyalty to public transit. To successfully promote this program, they needed a campaign that would get their message in front of potential student users and re-engage those who showed interest. With a limited enrollment period, maximizing impact in a short timeframe was crucial

The Strategy: Precise Targeting for High-Impact Results

To achieve the transportation system’s goals, we implemented a highly targeted digital campaign using a combination of Behavioral Targeting, Keyword Targeting, and Retargeting. This blend of strategies allowed us to not only reach students actively searching for relevant topics but also to continually re-engage those who had shown interest by visiting the program's site

1. Behavioral Targeting helped us zero in on students who matched specific interests and behaviors, getting the transportation system’s message in front of those most likely to use the pass.
2. Keyword Targeting ensured we captured the attention of students searching for related topics online, directly connecting the pass program with relevant search terms.
3. Retargeting kept the program top-of-mind for those who had already visited the enrollment page, building frequency to increase the likelihood of conversions.

The campaign was set up to serve over one million impressions over a four-week enrollment period, keeping a high volume of touchpoints with prospective student riders

The Results: Converting Awareness into Action

Through this targeted campaign, we were able to track 185 conversions from students who clicked through the “download pass” link to begin the pass enrollment process. These conversions demonstrate not only the effectiveness of the strategy but also its precision—each touchpoint guided students further along the decision-making process, ultimately leading to action

If your business needs a high-impact, cost-effective marketing strategy, contact Vici Media today to learn more about our white-label digital solutions

For more information, email support@vicimediainc.com.