The project

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. 

Working closely with a marketing colleague, 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 materials 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.

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, with our activities exceeding the target number of app downloads by over 68%.