Multi-channel campaign

The project.

The University of St Andrews and Urban Foresight, funded by Transport Scotland, collaborated on a pilot project to test a new method of integrating local travel options into one, easy-to-use digital app.

Concept designs were developed for approval by the project stakeholders

The brief.

In addition to co-creating the GoSEStran app, Urban Foresight was responsible for the marketing strategy to launch the digital platform to residents, visitors and commuters to St Andrews.

A multi-channel campaign was required to allow promotion of the app to targeted audiences in St Andrews, including local residents, commuters, students and tourists.

The GoSEStran branding needed to be used in a way that highlighted the app, showcasing its key features and promoting downloads. The creative approach also required all the project stakeholders to be represented.

The campaign needed to work across printed and digital materials

Outcomes.

Working closely with a marketing colleague at Urban Foresight, I developed an eye-catching, message-led campaign identity using the GoSEStran branding. The campaign identity put the app front and centre to introduce it to the audience, along with the use of icons and travel route graphics to emphasise its role in local journey planning.

The designs used messaging which was specifically developed for each target audience and incorporated the branding needs of all partners and funders. The results of each activity were analysed and the data was used to inform decisions on further marketing initiatives.

Instagram story

This multi-channel campaign included designs for social media, posters, University Freshers Fayre, bus advertising and community leaflet drops.

The campaign ran over a number of months and was a success, exceeding the target number of app downloads by over 68%.

Promotional materials were created for events at Freshers Week and local Supermarkets

Like what you’ve seen?

This project is a great example of how a strong underlying creative approach can provide flexibility to showcase various features to different audiences, with a core consistency that helps to build up product recognition across the campaign.

Let me know your thoughts to this campaign, or get in touch if you’re interested in working together.