U.S. Department of Transportation – Pipeline and Hazardous Materials Safety Administration

CLIENT NEED

The U.S. Department of Transportation’s Pipeline and Hazardous Materials Safety Administration (PHMSA) needed to raise awareness on safely shipping hazardous materials, such as hand sanitizer, laptops, cell phones and more, during the holiday season. Under a federal contract, Jones PR launched a digital campaign on behalf of PHMSA across five key states and the District of Columbia where the most shipping incidents of hazardous materials occur.

CHALLENGE
▶ Stretch $150,000 budget across five states and D.C. with a goal to reach 14 million impressions over six weeks
▶ The need to reach more people who were staying home for the holidays due to COVID-19 and would be shipping a larger volume of holiday gifts that could contain hazardous materials

OUR STRATEGIC SOLUTION
▶ Planned and implemented a digital campaign that used static, video and search engine management to target users of commercial logistics and shipping companies
▶ Recommended a different strategy using more static than video and a shorter campaign timeframe in order to stretch the budget
▶ Placed digital ads in all five states and D.C. over four weeks leading up to the holiday season and aligning with the largest shopping days -- Black Friday and Cyber Monday

POWERFUL RESULTS
▶ The campaign exceeded the goal of 14 million impressions and reached 42 million, a 300% increase with a four-week campaign instead of the original six-week campaign

EXPERTISE

CREATIVE DEVELOPMENT

GRAPHIC DESIGN

MEDIA PLANNING AND BUYING

STRATEGIC PLANNING