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American Public Transportation Association (APTA)
Challenge: The American Public Transportation Association (APTA) has seen a measurable decrease in public transportation use over the past several years.
They needed a new communications platform to promote the environmental benefits of public transit use by applying a "green" positioning to creative
ad executions that inform, educate and persuade the 18 - 25 year old target audience who embrace, and are most likely to use mass transit.
Solution: Students developed an IMC plan for APTA to educate and persuade their 18-25 year old peers to boost mass transit use. In addition to a
comprehensive local and national focused IMC plan, students developed national mass transit radio scripts, storyboards for a TV spot, social media
videos, print ads and online ads with a full media schedule including budget allocations.