The Company
As one of the largest transportation infrastructure companies operating in Texas and neighboring states, this toll tag service is responsible for facilitating over 500,000 trips every day. By combining up-to-the-minute traffic alerts with sliding toll pricing, they’re able to greatly reduce traffic congestion at critical times of day to get drivers where they need to be, safely and on time.
Tech Stack
What We Did
The client was faced with increasing ridership in toll lanes; they needed to create better rider identification and translate millions of toll tags/license plates into actual users. We oversaw an entire Iterable implementation, built acquisition and retention campaigns, all with ongoing support in engineering and strategic capabilities. This included the creation of paid marketing programs, email campaigns, and automation flows with full-stack development, strategy, and creative resources, landing page builds, as well as the setup of new marketing tools.
The Solution
- A tailored marketing strategy to create custom audiences based on existing ridership and promotion / value-based campaigns.
- Personalized CRM messaging flows to enable greater recognition of toll lane benefits.
- An acquisition digital media strategy intending to increase email sign-ups and full submission of “tag” information.
- Copy, static and motion graphics, and video content created for organic and paid media strategies.
- Designing and developing landing pages integrated with Digioh optimized for multivariate testing.
- To ensure the toll tag and license plate information was correctly matched, we built a new validation mechanism via serverless lambda functions in AWS interacting with the client’s backend system.
The Results
1,233%
Increase in email list growth
80%
Decrease in customer aquisition cost
17k+
New signups