CX Strategy

Outfront Media included CX strategy that I created in RFP Responses, which resulted in a multimillion-dollar contract with the Massachussetts Bay Transportation Authority (MBTA). The process was replicated with the Chicago Transit Authority (CTA) and we won a multimillion-dollar contract there too.

Research

I kicked off the discovery by conducting an email survey to a large group of MBTA users, and obtained local insights into Boston's industrial landscape, points of interest and seasonal trends.

I also facilitated a workshop with the key stakeholders at the MBTA to collaboratively define and prioritize their key objectives with the content experience.

Data

Our team provided me with a report containing data points on relevant inventory from our network of digital out of home (DOOH) advertising screens, such as geographic location, size and weekly impressions.

Personas & Journey Maps

Using demographic information from earlier research, I created a set of personas to represent our target audience and journey maps for each persona. This enabled my team to empathize with our audience and find opportunities where the business objectives and the audience pain points overlap.

Experience Strategy

Using each of those overlaps, I developed directional creative guidance for each of the DOOH screens in order to create value for businesses and the locals of Boston.

Sample Creative

The team helped visualize some sample creative, shown below. Our team presented all of this to the MBTA as part of our RFP response and ultimately ended up winning the contract.

Highlights

Expanded Departmental Capabilities Offering CX strategy counted as a new revenue-generating capability for our department.
Team Enablement The CX strategy enabled our in-house creative team to provide enriching content to Boston locals apart from traditional ads.