MERIT AWARDS

the metro area.

The goals of the campaign highlighted the need for an integrated media strategy to achieve widespread awareness among residents of Omaha, a diverse city that is home to approximately 1.1 million individuals (US Census, 2019). Large, complex communications campaigns are most effective when executed through an integrated approach – a phased, structured, strategic, and deliberate process for sharing the same thematic project content across various platforms.

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projects in the Omaha metro area. Ahead of and through the peak construction season, the Moving the Metro program let motorists know what to expect while out and about –increasing safety, awareness and mobility in

The Moving the Metro campaign was successful in distributing information to Omaha area motorists. More than 174,000 individuals were reached through social media during the nine-month campaign, and more than 6,000 unique visitors accessed the campaign’s website, which featured an interactive map with regularly updated project information.

Following the successful campaign, key performance indicators related to sponsored content, and web and social media analytics were used to further refine strategy and tools for future campaigns.