Posted on Feb 26, 2019
Global-5, Inc., a full-service public relations and marketing firm, is pleased to announce it has won a Gold Award for Digital Marketing in the 2019 AVA Digital Awards competition. The company was recognized for its community outreach on behalf of the Florida Department of Transportation (FDOT) for the I-4 Ultimate Improvement Project, a $2.3 billion project to reconstruct and improve 21 miles of Interstate 4 (I-4) in Central Florida.
In the fall of 2018, Global-5 faced the challenge of communicating to motorists, businesses, residents and property owners two complex traffic pattern changes at the I-4 interchange with Maitland Boulevard, one of the most heavily traveled interchanges on the corridor. Global-5 developed and conducted a massive digital marketing campaign to inform motorists about the changing traffic patterns in advance.
The changes consisted of two traffic shifts separated by a week, each of which would drastically change how motorists would access I-4. Global-5 created digital handouts that detailed each new traffic movement, then distributed them by email and SMS text messages to more than 10,000 subscribers via the project’s advance construction alert system. Digital handouts were also emailed to more than 8,500 newsletter subscribers and 300 local businesses and property owners. A landing page on the project’s website housed all the digital materials for the outreach campaign.
Each shift was preceded by a media event that was well attended by local media outlets, resulting in more than 120 stories. Graphics, photos, renderings and b-roll were made available to the media through the digital landing page. Three 360-degree videos were shot and produced to illustrate the shifts, then shared on YouTube and distributed on other social media channels.
Dozens of property managers and business owners attended two informational meetings and watched presentations detailing the changes. Global-5 also designed posters to help businesses in nearby commerce parks navigate the new traffic movements.
The success of the digital marketing campaign can be measured in the number of motorists who viewed information about the traffic pattern changes. More than 20,000 subscribers were directly informed through the project’s email and SMS marketing efforts. The digital landing page attracted more than 4,100 page views, making it one of the most visited pages on the website. Related videos on the I-4 Ultimate YouTube channel were viewed more than 2,200 times, and tweets on the I-4 Ultimate handle regarding the traffic shifts generated more than 7,000 impressions. The potential audience reached from the combined news stories surpassed 2.6 million.
The AVA Digital Awards recognize outstanding achievement in the concept, direction, design and production of digital media. The competition is sponsored and judged by the Association of Marketing and Communication Professionals, an international organization of production, marketing, communication, advertising, public relations and freelance professionals. A list of winners can be found on the AVA Digital Awards website at www.avaawards.com.