Branding, Advertising, Marketing, Events
Ask around in Northern Virginia about experiences on I-66 and your responses may be a bit colorful. Traffic had been a problem on this highway for decades due to the rapid population in the area. I-66 Express Mobility Partners (EMP), a public-private partnership between investors and the Virginia Department of Transportation, was formed to put an end to congestion with the largest transportation project in Virginia’s history.
WORK PERFORMED
- Market Analysis
- Brand Development
- Marketing Strategy
- Community Events
- Media Buying
- Digital Marketing
- Radio Advertising
- Display Advertising
Challenges
Although the construction of the project had been in the works for almost four years, much of the public was still in the dark about what was being built. EMP also needed to determine who and where the drivers most likely to drive them were in order to reach them. From there, awareness and education are needed to be effective in reducing confusion and increasing excitement for the lanes.
Step 1: Research and Marketing Strategy
We set out with research into driver sentiment, traffic trends, success stories from similar projects, and community feedback. As we saw in the research, as drivers learned more about the project, the more they approved of the construction. There would always be detractors, so the goal was to minimize the amount as much as possible.
From there, we were able to create a set of audience profiles with target geography, time of day, specific interests, and more. Our marketing plan created the appropriate messages for each, as well as:
- Research Results
- Brand Overview
- Brand Campaigns
- Program of Work
- KPIs & Metrics
- Budget
Step 2: Brand Development
We then moved to develop a brand for the newly named (albeit maybe not very creative) 66 Express Lanes — a brand that represents speed and forward motion. We worked the brand into collateral, signage, vehicle wraps, uniforms, giveaways, and more.
BRAND CAMPAIGN #1: “PREPARE TO BE MOVED”
We introduced the 66 Express Lanes brand through two new campaigns. The first was an awareness campaign that promoted the benefits to come and build excitement about the project’s upcoming opening.
BRAND CAMPAIGN #2: “SIT LESS. LIVE MORE.”
To coincide with the opening of the lanes, we developed the “Sit Less. Live More.” campaign. The purpose of this campaign was to encourage drivers to spend less time on the road and get to the things that matter (family, meetings, etc.).
Step 3: Advertising and Community Events
With social media, radio, print, and native advertising campaigns driving website traffic, we spent the following summer booking spots and attending major area festivals, answering questions and informing the public about the 66 Express Lanes. As drivers became more aware of the project, its funding and benefits, their sentiments started to shift.
Attending these events with us were members of EMP, VDOT, and supporting businesses to help spread the word.
Outcomes
The 66 Express Lanes were officially opened at a ribbon-cutting ceremony on November 29, 2022. The opening was smooth and without incident (or accident), and radio traffic reporters now spend a lot less time worrying about I-66. And fortunately, so do the drivers.
56%
engagement rate on social media (Facebook, LinkedIn, Twitter, Instagram)
2.4m
impressions via advertising on hyperlocal channels and targeted display ads
$0.30
average cost-per-click on Google Ads throughout the pre-opening campaign
4.97m
listens to radio advertising (all major stations in the Washington, DC metro area)
