Case Studies: Building transportation group’s external awareness, internal teamwork

Agency: Word Marketing
Client: OATS, Inc.

Client Audiences: OATS serves nearly 30,000 people in Missouri.  Last year, the organization provided 1,461,988 one-way trips with a fleet of over 625 vehicles and a staff of 600. With such a large coverage area and as a not-for-profit organization, OATS has three main audiences: rural Missourians who face transportation challenges, legislators who affect policy and funding, and donors.

Goals: At the onset of the OATS/Word Marketing relationship, three goals were set to pave the way for greater growth.
1. Build awareness of OATS in the marketplace
•Word Marketing redesigned the OATS Web site in 2007 (www.oatstransit.org). The changes increased the visual appeal and ease of reading bus schedules and led to increased viewership from an average of 420 hits per week to 2,300 hits per week through search engine optimization, strategic layout and word selection.
• Word Marketing bought and placed radio, television and print media throughout the state. The media included 104 radio stations, 12 television stations and customized ads provided by MoDOT.

2. Provide internal marketing to “get everyone on the same page”
• Word Marketing devised and implemented an internal marketing plan. Staff created an intranet system to increase employee awareness and to assist in training, policy updates and overall communication. Staff also designed a customer service training program, including initial presentation, weekly meeting focus points and regular e-mail checkpoints for managers and directors.

3. Increase public relations efforts
• Word Marketing focused efforts on effective press releases and trade show presence. Staff wrote more than 50 press releases and distributed them statewide over a 12-month period and redesigned tradeshow visuals to showcase OATS’ importance to the community and provide an interactive aspect.

Results: Several of the elements mentioned are intertwined to provide OATS a consistent look and brand across the state. OATS has seen a noticeable awareness increase throughout Missouri and is experiencing a greater team atmosphere.