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Wallscape / Bulletin— Seattle & Portland Business districts
Foot traffic is higher in other areas of Portland and Seattle, but it’s imperative to meet professional demographics where they work, not where they play. The population density of downtown Seattle and Portland exceeds 5000 per square mile. These messages supplement the Guerrilla efforts during Wave I by delivering a high number of impressions and generating campaign awareness.
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Transit Advertising
Seattle: Seattle’s transit usage is climbing, but doesn’t quite match that of Portland. The use of exterior advertising along downtown routes will steadily increase reach during active flights. Seattle’s transit advertising will not begin until the later half of the campaign, as grand media wants to capitalize on the University of Washington student population during the fall semester. 3,4
Portland: Public transit is used by a sizeable amount of commuters. Exterior advertising on routes traveling through high population areas will generate a high amount of impressions, while the use of interior transit advertising on both buses and trains can reach the working population as they start their day in surrounding counties. 5
Surrounding Cities - Eugene + Spokane: Transit advertising will be used to reach rising seniors and soon to be graduates of Gonzaga University and the University of Oregon, who fall into Bizz’s younger target demographic, who are making their first foray into the world of professional networking. 4 weeks of continuous messaging during June will reach targets during the the end of the school year, while pulsing messages will reach them over the course of the fall semester.
1. https://www.adweek.com/brand-marketing/infographic-what-marketers-need-know-about-millennials-music-habits-170869/ 2. https://spotifyforbrands.com/nl-BE/news/the-new-audio-2017-spotifys-reach-in-the-us 3. http://mynorthwest.com/1131838/seattle-public-transit-high-income 4. https://seattle.curbed.com/2018/2/28/17060470/seattle-transit-ridership-crowding-service 5. https://www.oregonmetro.gov/news/you-are-here-snapshot-how-portland-region-gets-around
