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Writing sample - marketing

Title: Bus fare increase
by Leslie Ehle

This three-panel brochure provided customer information about bus fare increases, while promoting options to save fare increase costs by purchasing passes in advance.

This was part of a campaign that also included posters, news releases, and targeted mailings that resulted in a 30% increase in annual pass sales during the target period. I developed the campaign strategy, wrote all copy, and coordinated design, printing and distribution.

This campaign won the American Public Transit Association's 1993 Adwheel Award for shoestring campaigns, large transit agencies.


click to see printed brochure
Brochure copy:

Outside headline: Fare Increase
subhead: Coming Saturday, February 13, 1993

Inside copy:

Headline: Why fares are increasing

copy:
Federal grants plus a portion of local sales and motor vehicle excise taxes cover more than 75% of what it costs Metro to operate its bus service. Your bus fare currently covers less than 25% of the cost. Fare increases are determined by the Metro Council, and help spread Metro's costs more fairly between riders and taxpayers. Several factors affect these costs:

subhead: The economy.
Like other parts of government that rely on sales tax, Metro has felt the pinch of reduced tax revenue. In addition, the state legislature in 1992 lowered the amount of motor vehicle excise tax Metro will receive in 1993.

subhead: Higher fuel prices.
Nationwide, both public transportation agencies and private vehicle operators are faced with rising fuel costs.

subhead: Maintaining service.
Metro is committed to maintaining and improving the bus service it currently provides throughout King County--service that helps reduce traffic congestion and air pollution.

Headline: New fares effective Saturday, February 13, 1993.

subhead: Still a good deal.
The average cost of a ride on Metro is 12¢ a mile. Compare that with the 34.8¢ a mile it costs you to drive a car, and you see how much you save by leaving your car at home and riding Metro, instead. Plus, you're helping to reduce air pollution by not driving alone.

subhead: An even better deal.
Metro passes and ticketbooks save you a bundle over paying with cash. Metro ticketbooks are discounted about 15% over the regular cash fare. That means you save every time you ride, plus you won't have to worry about having exact change.

With a monthly pass, you ride free after 18 round-trip rides. With a 3-month or a 12-month pass, you ride free beginning with the 17th round trip each month.

subhead: The "buy now-save all year" Metro Pass deal.
If you buy a 12-month pass that starts in January or February 1993, you'll ride Metro at 1992 prices until your pass expires. That means big savings over paying with cash or using monthly passes in 1993. February 12 is the last day for buying annual passes at 1992 prices.

subhead: And new deals for young riders.
Starting February 13, 1993, cash fare for youth ages 5 through 17 will be 75¢ anytime, anywhere in Metro's service area. Plus, up to four children under age 5 can now ride free with a fare-paying adult.

(additional copy covered new fare amounts, pass and ticketbook prices and "were-to-buy" details.)

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