The largest transit system in Massachusetts, the MBTA, sought to elevate its corporate pass program as a key benefit for local business and workers.
The public transit agency for all of Eastern Massachusetts, the MBTA sought to elevate its corporate pass program as a key benefit for local businesses and workers. After stagnant growth, they needed to reach both employers and employees with compelling messaging about the value of the corporate pass program - and to convert those audiences into paying customers.
Alipes undertook an extensive secondary and primary research phase, delivering a comprehensive market analysis document and a holistic sales and marketing plan. Our analysis formed the basis of our recommended creative strategy as well as the development of the new Corporate Pass Program brand and related creative assets.
From this plan, we created and executed this plan for launching an updated MBTA Corporate Pass Program, including full rebrand, website, print/digital marketing materials and templates, and a comprehensive paid media campaign that included digital, print, OOH, and radio executions.
Alipes created a new “Perq” name and color scheme, along with other brand elements. We launched a new landing site on our Kabiri CMS, while working with their team to refresh and modernize the look of the MBTA corporate pass site.
Results:
We received this unsolicited feedback from our client: “Happy to report that we’ve seen a huge spike in new applications and in turn newly-enrolled customers in response to the campaign.” Quantitatively, the Perq campaign produced 250 new corporate enrollments within the first year of launch!
Results
