1. Combining the Power of Social Media and Online Advertising for Effective Web-Based Promotions APTA Marketing & Communications Workshop February 24, 2014

2. UTA Social Media Overview UTA social media accessible from News and Events page at rideuta.com. Social media channels include Twitter, Facebook, Instagram, YouTube and Flickr. Twitter : 8,600 followers. Offers service alerts, updates and UTA news. Staffed 5 a.m. – 8 p.m., M-F. Facebook: 6,800+ likes. Used to publicize UTA news and events and to answer rider questions and concerns. Instagram feed and a YouTube channel used to engage and educate riders.

3. FAREPAY Campaign Overview Social media played a starring role for the launch of UTA’s FAREPAY card. 1.The initial FAREPAY announcement (August 2013). 2.FAREPAY go-live and card promotion (October 2013). 3.Associated Foods card giveaway (December 2013).

4. FAREPAY Phase 1: Announcement Posted on UTA’s blog on August 28. Links to the blog post were pushed out via UTA’s Facebook page and Twitter feed. Results: The initial tweet received 128 clicks, the highest of the month. The Facebook post received 187 likes, comments or shares. The FAREPAY post was the most visited page on the UTA blog during the month of August.

5. FAREPAY Phase 2: Go-live Oct. 8 – FAREPAY release date was announced on UTA’s blog, Facebook and Twitter feed Oct. 9 – FAREPAY cards preloaded with $15 were handed out at select FrontRunner and TRAX stations. Oct. 14 – FAREPAY cards made available to the public. YouTube video posted with links on Facebook and Twitter. Oct. 15 – Link to a list of stores carrying FAREPAY cards posted to Facebook and Twitter. Oct. 21 – UTA issued social media reminders about FAREPAY’s store locator function.

6. FAREPAY Phase 2: Go-Live (Cont.) Results: In October, UTA received an average of eight Facebook likes per day. On Oct. 8 and 9, during the FAREPAY card giveaways, UTA received 64 and 58 likes. FAREPAY posts received more likes, comments and shares than any other post UTA shared on Facebook during October. On October 8, UTA gained approximately 75 new Twitter followers, the biggest increase of the month.

7. FAREPAY Phase 3 In December, UTA hosted a 5-day giveaway to promote that FAREPAY cards were available at Associated Foods stores. Riders asked to guess a specific Associated Foods store location for the chance to win a $50 FAREPAY card. Snapshot of the store was posted on Facebook and Twitter. Followers invited to guess the store location by leaving a comment on the UTA blog. Results: More than 60 entries received each day UTA received more than 160 clicks on the initial contest announcement tweet, increased Twitter followers more than 200 during the contest

8. Online Advertising All social media efforts were supported with a robust media buy Media buy included radio, outdoor and, most importantly online advertising. Social media is not intended to replace advertising. UTA and R&R worked together to make a comprehensive campaign rather than separately emphasize social media and traditional media.

9. Why Online Advertising? Affordable. Targetable. Measurable.

10. Affordable. Low out of pocket (depending on market) Efficient CPM ($5-$10 average, compared to $25 plus for broadcast) Limited waste Pay per click

11. Targetable. Reaches “hard to reach” millennial Geo-targeted 1 to 1 marketing (vs. broad target appeal of broadcast) Targetable to consumer habit i.e. baseball fan, stay at home parent Re-targeting

12. Measurable. Hourly, daily, weekly monitoring Ad performance data Testable Comparable

13. Online Begets Online. Online media increases social media activity SEO tends to increase with online buys Maximizes online transactions i.e. buying a pass online

14. FAREPAY Campaign Conversion.

15. FAREPAY Display Media Site Summary.

16. FAREPAY Top Performing Placements.

17. FAREPAY Top Performing Creative.

18. Thank you.