Increasing Awareness with a New Website & Engaging Video Content
LinkUS Columbus
Hundreds of miles of improved sidewalks, greenways and trails. Increased reliability and speed for public transportation. New job opportunities and affordable housing. All of these outcomes for LinkUS are in the works but much of Central Ohio was in the dark. LinkUS enlisted our help to spread the word in a multi-channel awareness campaign that kicked off with the launch of a new website.
The Challenge
While the LinkUS initiative began years ago with careful research, much of Central Ohio had never heard of it. While our main goal was to increase awareness and understanding of the project in the immediate community, we also needed to unite each of the partners involved — the City of Columbus, Central Ohio Transit Authority (COTA), The Mid-Ohio Regional Planning Commission (MORPC) and the Franklin County Board of Commissioners — under one brand voice and build a cohesive message across all of their channels in addition to LinkUS’.
Our Solution
We set to work by first updating the website to reflect new messaging we carefully developed with input from partners, stakeholders and the public. Our awareness campaign kicked off with the launch of the site and was supported by a number of tactics — including out of home, CTV/OTT/YouTube ads, digital display, paid and organic social media, newsletters and community events — anchored by two kinds of video: The first type, “Explainer,” breaks down LinkUS concepts into layman’s terms, the second type, “Heart,” features voices of real Central Ohioans and figures sharing how the initiative will affect them.
The launch in July 2023 was a resounding success and as the campaign continues into 2024, we’ve seen a 247.63% increase in monthly website users and our videos have been watched millions of times.
The Work
