Creative rebranding and optimized audience engagement
Aptive specializes in concept-to-execution project management, data analysis and optimized media engagement. Aptive communications experts have a unique understanding of how audiences consume media and how to reach individuals. Team members include award-winning designers, a talented video team and highly experienced project managers.
Historical data research
Before FMCSA could improve its outreach strategy, it needed a strong understanding of current web performance metrics. Aptive evaluated data from Google Analytics, social media and other search engine marketing techniques. With accurate data and a strong knowledge of industry best practices, Aptive was ready to make creative recommendations for FMCSA.
Creative campaign rebranding
With search engine performance data and input from FMCSA on creative direction, Aptive began rebranding the PYM campaign. FMCSA wanted to be authoritative but friendly. Multiple DOT stakeholders weighed in on different design options until the creative designers finalized a new look and feel that captured the campaign’s tone—a simple logo and an engaging bubble theme that FMCSA would use across all media and mediums. Aptive and FMCSA deployed the new brand across social media, the website, videos and other digital assets.
To best communicate the principles of PYM, Aptive considered various digital media options. Ultimately, the project team determined that informative videos in the style of the fresh theme would have the highest engagement with FMCSA’s audience. Therefore, each long-form video was cut into short clips for ideal use in paid ads.
To launch the new campaign, the project team developed and executed a multi-channel media strategy that included optimized content for search engines, ads, social media and strategically placed video and audio clips that would reach individuals during every phase of the moving process. In addition, continual market research and implementation of best practices allow Aptive to monitor FMCSA efforts across all platforms and ensure continued audience engagement.
Full campaign website rebrand
To unify the campaign, Aptive completely overhauled the PYM campaign website. FMCSA and Aptive transformed website language into easy-to-understand language that’s more engaging and informative for the audience. Website visitors see essential information when they first land on the page, and attractive images and graphics across the website emphasize PYM’s new, cohesive branding.