Targeting Bus Routes
A metropolitan area transit authority’s metro-bus marketing program needed new and better ways of delivering specific bus information to residents. They enlisted Meghan, a local advertiser to conduct the direct mail portion of their “Metrobus” campaign. As Meghan explains, “After researching existing commuter characteristics, we determined that the best demographic to target would be commuters living within 0.25 miles of the bus route stops. We just needed to identify how to mail to such localized pockets of residents.”
It was obvious that mailing to entire ZIP Codes would significantly over shoot the mark, but the mailing had to occur at least on the carrier route level, in order to benefit from bulk mail discounts offered by the USPS. Unsure how to determine which carrier routes fell within the distance requirement, Meghan turned to Maponics. “My company has utilized Maponics in the past and we've always received quality service.”
Mapping Provided the Solution
Maponics was able to take the transit authority’s internal maps with the bus stop areas outlined by hand in pen, and return professional maps and lists of the carrier routes for those areas, as well as the resident occupant count for each route. “The maps were great,” according to Meghan. “Our client was able to see the designated target universe and we were able to convey the necessity of selecting specifie d areas. The transit authority often has the need to justify projects to their Board of Directors and the Maponics’ maps provided just the right tool.”
With maps and carrier route lists in hand, Meghan then directed the marketing effort only to the desired areas, saving her client marketing expense while ensuring the required coverage.
Transportation Based Agency Using Mapping To Target Prospects Near Bus Routes
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