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|Writing sample - marketing
Title: Bus fare increase
|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
Outside headline: Fare Increase
subhead: Coming Saturday, February 13, 1993
Headline: Why fares are increasing
subhead: The economy.
subhead: Higher fuel prices.
subhead: Maintaining service.
Headline: New fares effective Saturday, February 13, 1993.
subhead: Still a good deal.
subhead: An even better deal.
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.
subhead: And new deals for young riders.
(additional copy covered new fare amounts, pass and ticketbook prices and "were-to-buy" details.)
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