Valley Metro is a private, non-profit, public service organization that provides a comprehensive range of transportation services to the greater Roanoke Valley area, including bus service along fixed routes, special services for individuals with disabilities, commuter service to the New River Valley, and special event shuttle buses.
The Solution
Working closely with Valley Metro, 5Points Creative carefully considered each audience's diverse needs and developed a set of clearly defined goals and measurable objectives. A target list of desired attendees was created, along with a timeline for notifications, invitations, media alerts, and press releases. The communication channels were also strategically selected.
5Points Creative developed an original and creative brand for the new station, including responsive digital notifications. Unfortunately, preparations for a live TV crew were altered due to a crewmember's family illness, but alternatives, including branded yard signs for additional parking and a recorded news segment, were seamlessly implemented.
Valley Metro enjoyed a successful ribbon-cutting ceremony for their new transportation hub in Downtown Roanoke. During the implementation phase, various techniques were employed, including timely communications, social media teasers, and a practice walk-through to ensure logistical success. Despite difficulties such as a delayed event, adjustments due to weather conditions, and last-minute cancellations by key dignitaries, the team overcame these challenges.
Results
The campaign exceeded every objective, showcasing the effectiveness of the meticulously planned and executed public relations tactics.
- The attendance goal of 200 was exceeded, with an estimated turnout of over 350.
- 95% of invited dignitaries attended the event.
- Media presence surpassed expectations, with approximately 10 outlets covering the event.
