Tag: advertising

Edmonton Transit (ETS) Text Messaging: Statistics & Advertising

About six months ago, Edmonton Transit launched its text messaging service which enables riders to get schedule information via a simple SMS text message to 31100. The service was really well received, even though it was described by ETS as a pilot. I use the service almost every time I need to hop on a bus, and it works great! I’m definitely not the only one using the service either, as the latest statistics show.

usage stats

You can see that the initial growth was quite impressive, with usage doubling from January to March. Nathan Walters, Strategic Marketing Supervisor at ETS, told me that the adoption curve was “slightly steeper than expected” but that it is following projected usage quite closely. Since then usage has plateaued a little, probably due in part to the school year ending. Nathan said that usage of the service is probably going to be somewhat seasonal, just like BusLink.

As of Monday afternoon, just over 1.2 million messages had been sent, which works out to about 7050 messages per day. For comparison, Winnipeg Transit was delivering about 6000 messages per day back in May. Not a bad start at all!

text ads

When the service launched back in January, ETS said it would open up the ability to advertise on the text messages some time in the spring (the last 40 characters of each message are reserved for advertising). That service officially launched on June 17.

Advertising on the ETS Text Messaging Service provides a direct way to reach thousands of commuters riding the transit system every day. As an ETS text messaging advertiser, you have the opportunity to customize your campaign by location, time, bus route and even budget. This opportunity is affordable, tailored and easy to manage.

You can register for an account here and start advertising right away. The price can be as low as a penny per ad, but it is market-driven. Basically you buy credits and then place bids. You can customize your ads by specific bus stops, routes, time, and mobile phone provider. There’s a user guide in PDF here with more information.

demographic stats
(click for a larger version)

I’d encourage you to check out the Text Messaging Ad Media Kit in PDF too, as it contains a ton of useful information about the service. Some of the demographic information is a bit old, but it is still instructive.

You can learn more about the ETS text messaging service here.

Edmonton Public Library’s MP3 Experiment

More than 250 Edmontonians gathered tonight in Churchill Square to take part in the Edmonton Public Library’s MP3 Experiment. The shared experience was a great way to help launch the new brand:

Ever heard of an MP3 Experiment? Think of it as a giant, updated version of the game "Simon Says" …all you need to participate is an MP3 player (iPod, etc.) and headphones. Here’s how it works: anyone visiting spreadthewords.ca can download an MP3 file onto their portable MP3 player. On the day of the experiment (without listening to the MP3 file ahead of time), participants gather at a prescribed public location and at a pre-determined time all push play. Hilarity ensues as participants carry out ridiculous, coordinated instructions delivered to their headphones via an omnipotent narrator and everyone else tries to figure out what the heck is going on.

EPL MP3 ExperimentEPL MP3 Experiment

It was actually lots of fun – I’m glad I was able to participate! I really love that EPL incorporated some learning into the experiment too, talking about some of the buildings around the square, our sister cities, and more. Here’s the video:

You can see more photos from the evening here. Stay tuned to epl.ca and @EPLdotCA for updates on the Spread the words campaign.

Edmonton Public Library: Spread the words.

Today the Edmonton Public Library (EPL) introduced its new brand, which includes a new logo, brand promise, and shared values. The rebranding is the result of more than six months of work, which included research, design, and some deep thought about what EPL is all about.

Why rebrand?

After a series of personnel changes throughout 2009, EPL found itself with a brand new communications team, led by Tina Thomas. Drawing on her experience in the private sector at companies like Nortel, Tina started to examine EPL’s branding. What she found was that although usage statistics were good, EPL wasn’t growing its user base, and it was stuck with the common misconception that books were the only offering. And although the different branches were nicely integrated behind the scenes, Tina and her team found that many people didn’t realize they were part of the same library.

The rebranding aims to increase EPL’s appeal, recognition, and profile in the community. It’s a single, consistent, and unifying brand identity.

Where to begin?

One of the most important steps in the rebranding process was the creation of a Shared Values Wheel. The core value, passionate about sharing, is in the centre of the wheel, and it is encircled by two rings with the rest of EPL’s values, like ideas champion, open, human, and unrivaled value. Tina told me that once they had figured out the wheel, everything else seemed to come together quite nicely.

The new brand!

Through research, EPL found that many people considered the old logo to be cold, boring, forgettable, and similar to clip art. The new logo better reflects the idea that EPL is about more than just books – “five simple bars can mean a great deal.” It’s modern, fun, and can be transformed in a variety of ways (as you’ll see below). I really like that it moves away from the very obvious book.

The brand promise, spread the words, embodies EPL’s values, which are centered around sharing; not just books, but also music, DVDs, ideas, etc.

EPL provides an exceptional service to Edmonton. It’s worth talking about and sharing. Spread the words is a call to action to this.

Starting tomorrow, you’ll see the new logo and branding everywhere. Sixty-five buses around the city will carry the new ads, and there will be a series of creative TV spots too. Even the library cards themselves will reflect the new branding, and there’s of course reusable tote bags, mugs, and all the usual things you’d expect. Here’s one of the commercials:

Perhaps the most important update will be to the website. In early May, it’ll be updated not only with the new branding, but with a modern look and dramatically improved navigation and layout. Built using Drupal, the new website will enable better integration with the EPL catalogue in the future. EPL worked with Donovan Creative on the rebranding (see their press release here).

Physical signage at the Stanley Milner library downtown will be changed right away. The rest of the branches will be changed as upgrades are required over time.

Launch events!

EPL is launching the new brand with, appropriately, a shared experience. Tomorrow at 6:30pm in Churchill Square, you’re invited to take part in the MP3 Experiment (on ShareEdmonton):

Ever heard of an MP3 Experiment? Think of it as a giant, updated version of the game "Simon Says" …all you need to participate is an MP3 player (iPod, etc.) and headphones. Here’s how it works: anyone visiting spreadthewords.ca can download an MP3 file onto their portable MP3 player. On the day of the experiment (without listening to the MP3 file ahead of time), participants gather at a prescribed public location and at a pre-determined time all push play. Hilarity ensues as participants carry out ridiculous, coordinated instructions delivered to their headphones via an omnipotent narrator and everyone else tries to figure out what the heck is going on.

It’s going to be a lot of fun! Head over to the website, download the MP3, and follow the instructions on the right side.

After the MP3 experiment, EPL is showing an audience participation version of The Princess Bride at the Stanley Milner library (on ShareEdmonton). The show starts at 7:45pm, and participants are encouraged to bring noisemakers, blowing bubbles, and bells, among other things!

There’s much more planned for the weeks ahead as well, including a membership drive and sticker campaign. Stay tuned to @EPLdotCA on Twitter for updates. And don’t miss Brittney’s excellent post on the Spread the Words campaign!

Congratulations to EPL on the new brand!

Resources

Edmonton Transit (ETS) – The Every Day Way

As you may have noticed, Edmonton Transit (ETS) has launched a new marketing campaign in conjunction with the grand opening of the McKernan/Belgravia and South Campus LRT Stations. I’m not sure which agency created the concept (or if it was done in-house), but I love it!

The Every Day WayThe campaign uses simple, bold wording and color schemes to convey a simple message: ETS is the every day way.

This is the right message for ETS. They need to get across the idea that you can use public transit as part of your daily routine. That transit can fit into your life in a positive way!

So far I’ve seen three:

  • The every day way to go green with a new routine
  • The every day way to save $5500 a year
  • The every day way to South Campus

Here are some others that could work:

  • The every day way to save money on parking and gas
  • The every day way to achieve a less-stressful commute
  • The every day way to reach your destination safely
  • The every day way to the Edmonton Eskimos

A second stage of the campaign could have real people in the ads, to try to eliminate any negative perceptions attached to riding the bus. I’m thinking “The every day way for Don Iveson” with a photo of him, that kind of thing. They don’t all have to be local celebrities, but a few wouldn’t hurt!

So far I’ve seen the ads in fluorescent green and pink on bus shelters, benches, and billboards. I’d really love to see the campaign expanded to other mediums also. How about radio spots? Internet ads? It’s a simple message that can be shared very easily.

What do you think – does the new campaign hit the mark?

Twitter’s Business Model: featured links? Probably not.

A new site called ExecTweets launched recently. It aggregates tweets from executives, and organizes them by industry. For example, you can see tweets from the tech industry’s top execs here. This is very much in line with the kind of thing I expected Twitter to launch as a way to monetize their service. Except that Twitter didn’t launch ExecTweets, Federated Media did.

VentureBeat wrote about the site today and claims that FM and its partner Microsoft are going to pay Twitter for a featured link on the Twitter site:

…FM and Microsoft are undoubtedly paying Twitter a pretty penny to launch their service in this featured area.

So how much? Well, Federated Media won’t say exactly, but it did bring up revenue sharing. “We can’t talk about terms of the deal, but we did want to share some of the revenue with Twitter to support them,” Federated Media’s John Battelle tells me.

How generous of FM.

Seriously, that’s it? That’s the business model? I really doubt it. I think VentureBeat is trying a bit too hard to nail the “we know what Twitter’s business model is” story. I have to believe that Twitter has more planned than a lousy link on the main interface. Which, thanks to the Twitter API and mobile clients, probably won’t be seen by most users anyway.

I still think Twitter will make money by somehow helping businesses (and potentially individuals willing to pay) make sense of the noise, but I don’t think they’ll do that by simply featuring links to sites built by others. TechCrunch posted today about job openings at Twitter, noting the focus on Search and the Platform API which I think supports my theory.

So far I’ve seen featured links for Twitter’s widgets, Twitter Search, and Tweetie (did they pay?). None for ExecTweets.

What do you think? Is this really the start of Twitter’s business model?

Microsoft launches 'I'm a PC' commercials

microsoft A couple weeks ago we saw the first commercials in Microsoft’s new ad campaign. They featured Jerry Seinfeld and were quite polarizing – either you liked them or you didn’t. Unfortunately for Seinfeld fans, he didn’t last long. Microsoft’s new commercials went live last night, as described by TechCrunch:

The three new non-Seinfeld commercials, which the New York Times described earlier this week, still don’t talk about Vista features. But they do try to break the stereotype that cool and interesting people use Macs, and everyone else is on a Windows machine.

The ads features a number of Microsoft employees and include email addresses for each. The star, Sean Siler, has an autoresponse to his sean@windows.com email address.

TechCrunch has embedded the three commercials in that post if you’d like to check them out. You can also see a longer version and a really funny comic at Long Zheng’s site.

I have to agree with Mary Jo Foley – I’m a little surprised that Microsoft is going after Apple. The “Mac vs. PC” ads have been incredibly successful and are very widely known, so I think directly responding to them is an incredibly daring thing for Microsoft to do. That said, I really like the new ads. They make Apple seem a little elitist.

I like this approach better than the Seinfeld commercials, and I look forward to seeing what Microsoft has planned next. Their marketing story is finally starting to get interesting!

By the way, I first noticed the new commercials were live when “I’m a PC” became a trending topic on Twitter Search. If you’re not already a regular user of Twitter Search, you should be!

Microsoft's new ad campaign: off to a bad start?

The first ad in Microsoft’s new $300 million campaign was launched yesterday during the NFL season opener. My first impression? What a horribly bizarre ad. Featuring the legendary Jerry Seinfeld, the commercial appears to be an ad about nothing. The Seinfeld fan in me loves that, but the Microsoft fan-boy in me was expecting so much more. I wasn’t the only one apparently – Twitter, FriendFeed, and other sites were abuzz with disappointment and confusion.

The ad campaign is being created by Crispin Porter + Bogusky, a well-known firm responsible for some very successful campaigns, such as Burger King’s Subservient Chicken. I’m not sure they are off to a very good start though if Microsoft felt the need to explain things:

In an email we’ve obtained from Microsoft SVP Bill Veghte to all employees, he talks about the goals of the campaign. The overall goal is to inspire consumers and “tell the story of how Windows enables a billion people around the globe to do more with their lives today.” This first phase, he says, “is designed to engage consumers and spark a new conversation about Windows – a conversation that will evolve as the campaign progresses, but will always be marked by humor and humanity.”

If you say so Bill! I was expecting something more along the lines of the “Flat World” ads we saw back in July.

Chris Baskind is among the few willing to say the new ad works:

The campaign debut isn’t about selling Windows, trying to out-irony Apple, or reversing the fact that Microsoft’s strongest current marketing image is the strangely lovable PC Guy in those Mac spots. It has one purpose: to brand Jerry Seinfeld as the new face of Microsoft.

I’m not so sure I buy that argument. I am willing to give the campaign time to unfold, however.

Microsoft bids $44.6 billion for Yahoo!

Post Image This is no longer just a rumor, this is the real deal. I’ve never seen so many articles on the same topic so fast on Techmeme, but I guess I shouldn’t be surprised. This is big, big news! Here’s what they had to say in the press release:

The combination will create a more efficient company with synergies in four areas: scale economics driven by audience critical mass and increased value for advertisers; combined engineering talent to accelerate innovation; operational efficiencies through elimination of redundant cost; and the ability to innovate in emerging user experiences such as video and mobile. Microsoft believes these four areas will generate at least $1 billion in annual synergy for the combined entity.

Microsoft has developed a plan and process that will include the employees of both companies to focus on the integration of the combined business. Microsoft intends to offer significant retention packages to Yahoo! engineers, key leaders and employees across all disciplines.

The offer is a combination of cash and stock. Microsoft thinks they can have regulatory approval and a completed deal in the second half of 2008.

Look out Google!

Read: Techmeme

Facebook Day – $15 billion!

Post ImageTo my knowledge there is no "Facebook Day" but that seems like a fitting label for today. Until the company eventually goes public, today is probably the most important day in Facebook’s (incredibly short) history. Today Microsoft announced that it would pay $240 million for a 1.6 percent stake in Facebook, which means:

The investment values the three-year-old Facebook, which will bring in about $150 million in revenue this year, at $15 billion.

“We are now stepping outside what is typically a business decision,” said Rob Enderle, the founder of the strategy concern Enderle Group. “This was almost personal. I wouldn’t want to be the executive that’s on the losing side at either firm.”

Yes, Facebook is officially worth $15 billion. I wrote in February that Facebook missed the boat by not selling to Yahoo, but also pointed out they’d get another shot. Turns out I was wrong on the first part, and right on the second. All of a sudden Mark Zuckerberg looks like a genius for saying "no thanks" to Yahoo’s paltry offer of $1 billion.

Microsoft and Google were said to be fighting over the deal to the very end, with Microsoft having the slight advantage thanks to a previous ad deal with Facebook. This deal is all about positioning – Microsoft couldn’t afford to let Google cozy up to Facebook’s growing network of eyeballs.

There’s a ton of commentary on this story in the blogosphere, so I won’t rehash that here, but there is one thing that seems odd to me: the amount. No doubt $240 million is a lot of money, but I was expecting an announcement in the billions today. Something more in line with Google’s purchase of YouTube or Microsoft’s purchase of aQuantive.

On the other hand, a smaller piece of a big pie is better than no pie at all.

Read: NYTimes.com