Developing a storytelling campaign.

VIDEO PRODUCTION CASE STUDY

Client: Piatt County Public Transportation (Piattran)
Capabilities: Campaign Development, Photography, Video, Website Design

Piattran, Piatt County, Illinois’ Public Transportation Service partnered with Clanin Marketing to develop a series of professionally produced videos focused on highlighting a cross-section of residents that utilize their transit buses for variety of needs.

As businesses and medical facilities reopened their doors after COVID-19, Piattran tasked Clanin Marketing with the opportunity to showcase the convenience and reliability of assisting people with their transportation needs. To do this effectively and with authenticity, we conducted a series of strategy meetings with Piattran’s leadership to discuss the post COVID challenges and opportunities they are experiencing.

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Solution

To fulfill Piattran’s request, Clanin Marketing recognized the need for positive, inviting messaging that clearly identifies how all Piattran residents can utilize their services. The benefits we agreed to focus on included:

1. Available for all residents within Piatt County

2. Regular daily routes throughout Piatt County, Champaign-Urbana and Decatur metro areas

3. Monthly routes to Springfield, Peoria, Arcola/Arthur/Tuscola

4. Availability to schedule private group outings

5. Very economical fares and auto pay options

6. Simple ride scheduling

7. Door-to-door transportation and assistance boarding and existing the vehicle

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Deliverables

Our team worked diligently to storyboard, cast and direct four beautifully produced videos with corresponding photos capturing children, seniors, social groups and people with special transportation needs enjoying the safety and convenience of their trips.

Campaign Videos

Group Trips

Medical Trips

Door-to-Door Service

School Trips

Campaign Management

With the completion of the video project, Clanin Marketing was asked to promote the features and benefits of the services highlighted by the videos and photos throughout all communities served in the Piatt County area. To do this effectively, Clanin Marketing developed a strategic marketing plan based on in depth research of the following:

1. Piatt County’s population statistics along with demographic profiles of the residents and businesses within the service area.

2. Piattran’s ridership information from 2017 through 2021 which included number of fares, demographics of patrons, destinations by services, number of group served.

From the research, Clanin Marketing developed a strategic marketing plan to direct the focus, goals, and objectives of the 8-week campaign. It was imperative we reach all city and rural residents within Piatt County. However, the messaging of the campaign centered on the following targeted segments with needs for the services highlighted in the videos. These included: seniors, residents with school age children, people and organizations scheduling group outings, residents with special transportation needs.
Because Piattran serves all residents within Piatt County, Clanin Marketing was careful to develop a campaign that incorporated the media channels most proficient in reaching all city and rural residents within Piatt County. This list incorporated local newspaper and TV, Every Door Direct Mail, Facebook, and website.
From this list, Clanin Marketing created all marketing materials and managed media purchases. All media is currently being tracked and reported to Piattran. This includes website traffic, landing pages, social media engagement, and rider inquiries. This tracking will provide valuable data to Piattran for their tracking and reporting purposes.