Established in 1985, The Traffic Group, Inc. (TTG) – a Service Disabled Veteran-Owned Small Business (SDVOSB – CVE verified), is one of the nation’s leading traffic engineering and transportation planning firms. TTG provides consultation on all aspects of projects dealing with the movement of vehicles and pedestrians. Through use of sophisticated technology and the in-house experience of more than 85 industry professionals, TTG offers traffic engineering services, transportation planning studies, traffic studies, transportation and parking consulting, roadway and parking lot design, traffic data collection services, bicycle and pedestrian counting, robotic parking systems, and much more.
According to eMarketer, nine in 10 companies in the United States are using social media for marketing purposes. Clearly, this is a popular method for exposure, brand awareness, and getting in front of an organization’s most important audiences. But, are you using it correctly, are you getting the most out of what you’re doing, and are you using your resources effectively? When Pugh & Tiller PR initially suggested a social media program to The Traffic Group, the idea was to incorporate another tactic to further position the firm and its CEO as a forward-thinking, national thought leader while gaining more exposure.
To show them why we felt it was worth adding in social media to the PR mix, Pugh & Tiller PR presented The Traffic Group with a competitive analysis, which required a good bit of homework on our part. This deep analysis detailed who was already using major social channels (LinkedIn, Facebook, and Twitter), how frequently they posted, what they posted about, a sample of posts, and who was following them. The chart was segmented by audience categories, including: Local and National Competitors, Key Prospects, and Local and National Media. Pugh & Tiller also looked at how often The Traffic Group and/or the firm’s CEO were referenced on social media already, even in the absence of an account. Since this was all new, we opted to start with Twitter and expand into other channels at a later date.
But before launching the account, Pugh & Tiller determined who we were targeting in terms of those we would follow and what messages would be posted and Retweet. The audiences were:
- Prospects – Those in decision-making transportation positions in public and private sectors organizations located within the Mid-Atlantic, throughout the US, and globally;
- Media/Influencers– National, mainstream media, high-profile media within the Mid-Atlantic, niche media, and bloggers.
- Clients/Partners – Executives interested in additional services and capabilities, expert content, relevant company news and updates.
In the year after their Twitter account was launched, TTG has stayed front-and-center and maintained top-of-mind awareness with key executives, media, politicians, and government officials. Results include securing media coverage with key trade magazines, national media Retweets (including Governing Magazine), increased key Twitter followers (including Bloomberg Media, California Transit Association, and Maryland Association of Counties), engagement with key regional planning boards, state departments of transportations, as well as Maryland Governor Larry Hogan.
Pugh & Tiller also felt it was important to provide metrics. For this client, measurement equals quality – not quantity – of followers and Retweets, which ensures goals are accomplished. Pugh & Tiller also use Twitter Analytics to look at the quantity of impressions made, knowing that the majority of those reached are the right people.
Before joining Twitter, both The Traffic Group and its CEO were discussed on the social media platform, but had no way to engage with those individuals. TTG now has a means to be visible and talk to target audiences, whether they are down the street or around the globe. These audiences – and visibility within modern channels of communication – are vital to the company’s continued success and growth.
And to top it off, we were especially proud to be honored with the Society of Marketing Professional Services (SMPS) Maryland Social Media Award for our work on this initiative.
Commercial Real Estate
Media & Influencer Relations