Amtrak, responsible for transporting 86,000 riders per day, is essential to many people’s way of life. We were asked to develop several campaigns highlighting the diverse makeup of Amtrak’s ridership and their dedication to inclusion, both of which are key components of Amtrak’s mission and crucial to the organization’s ongoing success.
Proponent assisted Amtrak with the following:
- Strategy and maintenance for a number of diversity-minded websites, including Amtrakridewithpride.com (LGBT), Myblackjourney.com (African Americans), and Descubrenorteamerica.com (Hispanics)
- Sourcing new bloggers to write about Amtrak’s diversity focus, while soliciting pitches from existing blogger pool
- Editorial calendar
- Implementing Amtrak tracking codes in order to monitor referrals back to Amtrak.com
- Daily monitoring and updating of Outbrain/Taboola
- Analyzing data to identify trends and provide insights
Prior to Proponent, Amtrak had an outmoded means of building relationships with the three audiences it was trying to reach. Proponent not only revamped Amtrak’s entire strategy, but found a way to do so more cost effectively than before. Amtrak continues to employ the changes made by Proponent to this day.