Hypothetical Communications Campaign for MAX Transit of Fort Collins

1. PR Campaign
MAX Transit

2. Phase I: Research
➔ While 72% of those surveyed have heard of MAX Transit, only 62% know what the
Mason Corridor is.
➔ Only 46% of those surveyed think they will use MAX Transit to travel to school, work
or errands.
➔ MAX Transit is significantly lacking in effective social media.
◆ Twitter feed posts about once a week but misuses hashtags and is not well
designed
◆ No Facebook or Instagram
◆ No specific YouTube channel, uses the City of Fort Collins channel to post videos
➔ The Coloradoan has about 28 MAX-related articles in the past year while The
Collegian has only had 4.
I.1 Research Plan and Secondary Research

3. I.2 Situational Analysis
➔ MAX Transit will begin running in May 2014, and it will be the first Bus Rapid
Transit (BRT) system in Northern Colorado.
➔ MAX Transit has the opportunity to become a viable alternative to the traditional
use of cars.
➔ MAX Transit also offers an environmentally friendly way to commute in the
downtown area of Fort Collins.
Client Profile

4. I.2 Situational Analysis Cont.
➔ Strengths:
◆ Green community, save money, free for children and CSU students, quick transportation,
spacious, frequent
➔ Weaknesses:
◆ No awareness, not promoted well to desired primary audience, lack of social media
presence, only run parallel to College Ave., lacks word of mouth campaign
➔ Opportunities:
◆ Can save money, demonstrate environmental impact of MAX, make MAX a habit
➔ Threats:
◆ Taxpayers, other transportation vehicles, advancements in technology, and individuals
who are unaware of public transportation benefits.
SWOT Analysis

5. 1.3 Opportunity Statement
➔ Opportunity to gain a new base among students at Colorado State University
➔ Students and young people often use social media to learn information about new
products.
◆ A distinct opportunity to develop presence and recognizability in the social
media scene among students at the university.
➔ Since there is a lack of quick transportation, MAX Transit has a distinct advantage
to increase usership.

6. Phase 2: Planning- Part 1
To increase awareness and encourage use of MAX
Transit for on-campus students and commuters at
Colorado State University.
II.1.1 Goal

7. II.1.2 Target Audience and Objectives
➔ Colorado State University’s on campus students and commuters
◆ Number of students attending Colorado State University is 31,514 and is expected to
grow to 35,000 within 15 years. 70% of students live within 2 miles of campus, and
81.51% of students attending Colorado State drive to campus.
➔ Objectives:
◆ Increase awareness of MAX Transit to 50% of the Colorado State University campus
by the end of the Spring 2015 semester. Increase the number of riders on MAX Transit
25% by the end of the Fall 2015 semester.
➔ Message:
◆ MAX Transit is free for all full-time students at Colorado State University. MAX
Transit is convenient and fast, running every ten minutes along College Avenue. MAX
Transit is eco-friendly and runs on compressed natural gas instead of oil-based
gasoline.
Primary

8. II.1.2 Target Audiences and Objectives Cont.
➔ Student Media at Colorado State University
◆ The Collegian’s distribution is 7,000
● Potential reach is 30,000 people.
◆ The Colorado State University broadcast signal reaches over 250,000 people
◆ The Collegian, CTV, and KCSU have an audience of 37,989 people
● 22,565 of those are undergraduates, 4,479 graduates, the rest are study abroad and faculty
➔ Objectives:
◆ Provide information to student media so they can publish/run one story within week of the plaza
event.
● CTV, Collegian, KCSU
◆ Make student media aware of the benefits associated with MAX Transit and public transportation.
➔ Message:
◆ MAX Transit offers Colorado State University students a unique and convenient opportunity to get
around Fort Collins. MAX Transit is seriously enhancing their presence on the Colorado State
University campus by holding various events.
Intervening

9. Phase 2: Planning- Part 2
➔ Plaza Event
➔ Old Town Fort Collins
➔ News release
➔ Utilize Facebook/Twitter
accounts
II.2.1 Action Strategies & Communication Strategies
➔ “Get on Board with MAX”
➔ Appeal to the needs of CSU
students:
◆ Affordability
◆ Sustainability
◆ Easy Access

10. Phase 3: Implementation
➔ Total Budget: $12,694
◆ Tried to keep a low budget cost.
◆ Biggest expense: Plaza event ($7,380)
➔ Timeline: Begin August 1st, 2014 until May 20th, 2015
◆ Important Dates:
● August 1st- Order materials for events
● September 3rd- Send out news release
● September 8th and 9th - Pitch to Media
● September 12th - Plaza Event
● September 13th - Old Town Event
● May 20th, 2015 - Final Evaluation

11. Phase 4: Evaluation
➔ Output Evaluation:
◆ Count how many stories were written and presented about MAX through the CSU media. This will
be done by following each of the sources of media daily to find what stories they are covering
throughout the Fall 14-Spring15 school year.
◆ Keep track of social media use on Facebook and Twitter. This includes how often new things are
being posted and how often things are updated.
◆ Count number of giveaway items (T-shirts, lip balm, and key chains) handed out during the plaza
event by comparing inventory before and after event.
◆ Count number of tickets redeemed from the Old Town event.

12. Phase 4: Evaluation
➔ Outcome Evaluation:
◆ Measure changes in Facebook “Likes” and Twitter followers and retweets
from May 2014 to May 2015.
◆ Measure awareness of MAX with CSU students through a randomized in-
person survey. These results will be measured and compared to results taken
from the beginning of the year.
◆ Compare ridership via tickets/cards swiped from opening to May 2015.

13. Sources
http://www.coloradoan.com/article/20130919/NEWS01/309190074/Colorado State University -aims-cut-rate-students-cars
http://www.colostate.edu/features/facts-figures.aspx