Jay Faught
Vanpool
Vanpool Campaign
The goal of this campaign was to increase awareness and participation in the San Diego vanpool program. Since there are over 100,000 active duty military personnel and several thousand additional federal employees in San Diego that are eligible for a $260 per month subsidy from the federal government, we decided to focus this campaign to this target market.
Situation
The San Diego Association of Governments (SANDAG) offers a $400 per month subsidy for each vanpool to help pay for the lease of a van. The people in the vanpool then split the remaining amount of the lease among them. Military personnel and federal employees get an additional $260 per month maximum from the federal government to pay for vanpool commuting expenses. This makes most commutes for this group completely free.
What We Did
We wanted to reach this target market in multiple locations, so they could see our message several times during the campaign. We placed ads on military bases, used geo-targeted digital advertising, purchased billboards along targeted routes, and held several outreach events on military bases.
What We Achieved
On-base digital advertising: Ads were placed on digital screens at more than 70 base locations
(3.3 million impressions)
On-base banners: Printed banners were placed at 7 Navy base fitness centers
(286,000 impressions)
Gate banners: Large scale printed and digital banners were placed at 4 Camp Pendleton Marine Base gates:
(1.7 million impressions)
Outdoor media: We used census data to see which neighborhoods had the highest concentration of military and federal employees. We then purchased billboards on routes from these neighborhoods to military bases and federal employment locations.
(12.3 million impressions)
Digital ads: Ads on desktop and mobile devices directed people to our vanpool video.
(1.4 million impressions)
(4,985 video plays with a 70% completion rate)
New Vanpools:
40 new vanpools were formed during this period with 18 of those vanpools going to military bases or federal employers.
19 Million
CAMPAIGN IMPRESSIONS
40
NEW VANPOOLS FORMED
18
MILITARY & FEDERAL VANPOOLS ADDED