Transport For Wales

Sartorius Digital has been working with Transport for Wales over the last 6 months and impressive results are already being delivered - even at this early stage. 

We were tasked with overhauling the current marketing strategy with a view to improving performance and increasing website traffic, redefining the geographical location and delivering a return on investment. We achieved this through a number of strategies: PPC Management; affiliate marketing; a new CRM; and launching a new TrC|TfW app. 

Having undertaken a review of the brand’s underperforming PPC management which was not cost effective and competing in the wrong geographical area, it was decided that exiting out of the old PPC strategy was the best solution in this scenario. By working alongside a media buying agency, we implemented a new strategy that provided a number of targets: keyword analysis; matching business needs with the targets of the business; increasing train ticket purchasing to pre-COVID levels; and providing support on a post-COVID recovery strategy. This strategy achieved a 1:10 ROI return on investment with an increase in website traffic. 

Management of the affiliate marketing programme, generated a 1:6 ROI on investment, with an increase on brand awareness and traffic reach for the brand. As part of this work we also created an Influencer pilot to aid the Post COVID-19 recovery. This is all part of the overall content strategy for Transport for Wales, which includes referrals and back links.  

The digital channels alone create £7-8 million a year in revenue with the client sending almost 2 million e-communications per annum for information and commercial use. The customer records on the CRM system are also increasing at a rate of 1,000 per month with customers opting into marketing communications. We provided advice and strategy on the management of the CRM system, looking at the best way to use and collect this data on their digital channels.  

The original app was owned by Trainline and the client did not have access to the customer records which hindered the ability to improve performance. We oversaw the launch of a New Transport for Wales App to provide greater control of assets and realign the directive. The results achieved by the PPC, CRM and social media communications were all written and created by us.  

Not only did we put into place a marketing strategy for adoption based on behaviour change methods but we also managed the creatives and digital advertising around it and the data has provided real-time results with immediate and impressive results: The previous app had 73,000 downloads within a 3 year period. Within 3 months of launch we had 60,000 downloads of the new app.  

We continue to work with TfW in developing a robust strategy to take them forwards well into the next decade.  

If you would like to work with Sartorius Digital to review and energise your existing marketing strategy email sara@thefifthsector.co.uk.