OATS

A regional transportation company serving more than 31,000 people across 87 counties in Missouri, OATS provides over 1.5 million one-way trips yearly with a fleet of over 650 vehicles and a staff of 700. With such a large coverage area and as a not-for-profit organization, OATS has three main audiences: rural Missourians who face transportation challenges; legislators who affect policy and funding; and donors.

At the onset of the OATS/Word Marketing relationship, three goals were set to pave the way for greater growth.

1. Build awareness of OATS in the marketplace
Word Marketing re-designed the OATS website in 2007 (www.oatstransit.org)

• Increased the visual appeal and ease of reading bus schedules
• Increased the viewership from an average of 420 hits/week to 2300 hits/week through search engine optimization, strategic layout and word selection

Word Marketing bought and placed radio, television and print media throughout the state

• 104 radio stations
• 12 television stations
• Customized ads provided by MoDOT

2. Provide Internal Marketing to "get everyone on the same page"
Word Marketing devised and implemented an internal marketing plan

• Created an intranet system to increase employee awareness and to assist in training, policy updates and overall communication
• Designed a Customer Service training program including initial presentation, weekly meeting focus points and regular email checkpoints for managers and directors

3. Increase Public Relations efforts
Word Marketing focused efforts on effective Press Releases and Trade Show presence

• Wrote more than 50 Press Releases and distributed state-wide over a 12-month period
• Redesigned tradeshow visuals to showcase OATS’ importance to the community and provide an interactive aspect

Several of the elements mentioned are intertwined to provide OATS a consistent look and brand across the state. OATS has seen a noticeable awareness increase throughout Missouri, and is experiencing a greater team atmosphere.