INIT Explanatory Video to Educate Viewers on Managed Services Offering
Target Audience: This video targets transit agencies with new fare collection systems, particularly INIT fare collection customers, and speaks specifically to those in roles related to planning, operations, data analytics, and management. A secondary target audience includes any transit personnel who might benefit from Managed Services or desire a clearer understanding about how Managed Services works.
Strategy Objective:The objective was to clearly define Managed Services, its benefits, and the nature of the relationship between a Managed Services Provider (MSP) and a transit agency to our target audience. Before deciding how to market Managed Services, we distributed an online survey to INIT customers to better understand their most pressing daily challenges. We then created a list of the most challenging problems along with how Managed Services solves each one. This later became the outline for our video, which we decided to present as a fictional, animated story to best illustrate the solution's effectiveness. We created the video with people in mind first, specifically the transit agency employees who could most benefit from Managed Services.
Situation Challenge: Our main challenge was defining Managed Services as a concept, as it is not widely discussed or well-known in the American transit industry, and explaining its benefits to our audience. Managed Services offers many options that solve key issues agencies face. We needed to better understand these problems, figure out what language to use when explaining our solution, and develop a video that not only pushed sales for INIT, but primarily one that would inform viewers on how to solve their common daily challenges.
Results Impact: The campaign resulted in a substantial reach and number of online engagements from our target audience. It was viewed more than 435 times across YouTube and INIT social media channels and gained more than 1,330 impressions on social media.
Why Submit: This video should receive an award because it clearly and effectively communicates agency challenges, and how the Managed Services model aligns with agency goals. The video achieved its goal of educating our target audience and generating interest around the topic of Managed Services. We believe the mode, format, and style we chose allowed us to tell a clear and compelling story.