The Traffic Group
Merging Innovation and Excellence
The Client
Established in 1985, The Traffic Group, Inc. (TTG) – a Service-Disabled Veteran-Owned Small Business (SDVOSB – CVE verified), is one of the nation’s leading traffic engineering and transportation planning firms.
TTG provides consultation on all aspects of projects dealing with the movement of vehicles and pedestrians. Through use of sophisticated technology and the in-house experience of more than 85 industry professionals, TTG offers traffic engineering services, transportation planning studies, traffic studies, transportation and parking consulting, roadway and parking lot design, traffic data collection services, bicycle and pedestrian counting, and much more.
The Challenge
When Pugh & Tiller initially suggested a social media program to The Traffic Group, the idea was to incorporate another tactic to further position the firm and its CEO as a forward-thinking, national thought leader while gaining more exposure.
The Solution
To show the client why it was worth adding in social media to the PR mix, Pugh & Tiller presented The Traffic Group with a competitive analysis, which required a significant amount of research. This deep analysis detailed which organizations were already using major social channels (LinkedIn, Facebook, and Twitter), how frequently they posted, what they posted about, a sample of posts, and who was following them. The chart was segmented by audience categories, including: Local and National Competitors, Key Prospects, and Local and National Media. Pugh & Tiller also looked at how often The Traffic Group and/or the firm’s CEO were referenced on social media already, even in the absence of an account. Since the CEO was initially hesitant, Pugh & Tiller opted to start with Twitter and later expanded into LinkedIn (which has since brought them significant visibility within the industry).
But before launching the account, Pugh & Tiller determined who would be followed and what messages would be posted and Retweeted. The audiences were:
- Prospects: Those in decision-making transportation positions in public and private sectors organizations located within the Mid-Atlantic, throughout the US, and globally.
- Media/Influencers: National, mainstream media, high-profile media within the Mid-Atlantic, niche media, and bloggers
- Clients/Partners: Executives interested in additional services and capabilities, expert content, relevant company news and updates.
The Results
A full year after the client’s Twitter account was launched, TTG stayed front-and-center and maintained top-of-mind awareness with key executives, media, politicians, and government officials.
Results included securing media coverage with key trade magazines, national media Retweets (including Governing Magazine), increased key Twitter followers (including Bloomberg Media, California Transit Association, and Maryland Association of Counties), engagement with key regional planning boards, state departments of transportation, as well as the Maryland Governor.
Pugh & Tiller also felt it was important to provide metrics. For this client, measurement equaled quality – not quantity – of followers and Retweets, which ensured goals were accomplished. Pugh & Tiller also used Twitter Analytics to look at the quantity of impressions made, knowing that the majority of those reached were the right people.
Before joining Twitter, both The Traffic Group and its CEO were discussed on the social media platform but had no way to engage with those individuals. In the years since starting a robust social media program, TTG now has a means to be visible and talk to target audiences, whether they are down the street or around the globe. These audiences – and visibility within modern channels of communication – are vital to the company’s continued success and growth.
To top it off, Pugh & Tiller was especially proud to be honored with the Society of Marketing Professional Services (SMPS) Maryland Social Media Award for work on this initiative.
