Case Study

For more than 30 years, EXL Media has conducted research and analysis to understand how the Sacramento and Bay Area audience consumes media, what motivates them, and how to turn awareness into action. EXL Media brought this experience to the Capitol Corridor Joint Powers Authority to execute a decade-long partnership. With more than 70% of each year’s media investment focused on Sacramento, we continuously refined targeting and media strategy to grow brand awareness, increase ridership with new customers while improving  ROAS. 

The Challenge

The public transportation systems faced challenges regaining ridership as the changing work landscape has left more people working from home. The Capitol Corridor Joint Powers Authority tasked EXL Media with creating a strategy to strengthen ridership by increasing engagement with desired target audiences and improving Return on Advertising (ROAS) through online ticket sales for the 2023-2024 fiscal year.

The Strategy

Achieving this goal required more than ticket sales. It demanded a strategy that led to behavior change. EXL Media developed a fully integrated media strategy built around three key pillars: 

Audience Targeting, Timing, and Reach

Audience Targeting: 

• Sacramento Adults (21–54)           
• Parents/Families      
• Commuters   
• New Residents to Sacramento Area
• Young Adults with focus on College Students
• Seniors

Timing:

Annual Advertising Campaign was flighted around four key windows each with specific goals such as revitalizing commuter ridership, growing  leisure travel and enticing young adults to experience travel by train.  

Reach:

Geographically around transit in Sacramento / Placer / Solano / Yolo Counties and targeted Bay Area cities.

The Tactics

The Results