Orange County Transportation Authority
Art Direction / Design
The integrated marketing plan for vanpool has two main goals: awareness and conversion. The goal is to create awareness around the vanpool brand for those consumers who don’t know what vanpool is and the other is to incentivize the target audiences so they inquire more about the available vanpool resources. WTC purchased ads based on a consumer demographic profile for the awareness campaign and focused their B2B efforts by reaching out to companies larger than 100 employees in Orange County via email and direct marketing tactics. All efforts are driven to specific landing pages and activity is measured.