Raleigh Durham International Airport (RDU) is the primary airport serving central and eastern North Carolina, southern Virginia, and northern regions of South Carolina. The airport offers service to approximately 41 destinations with roughly 126 daily departures, including non-stop international flights to Paris, London, Toronto and Cancun.
In the winter of 2015, Heart+Hammer and the RDU Airport Authority began working together to improve the airport parking experience for customers by creating a brand for its products and educating the public. Specifically, the RDU Airport Authority was looking for a marketing agency partner that could help them with the following challenges.
1 Identify and meet customer needs with regards to airport parking programs
2 Create a branded parking program to improve the parking experience for customers
3 Develop a customer engagement program to grow the organization's contact database and build
stronger relationships with customers
In collaboration with airport staff and outside consultants engaged by RDU, a strategic reconfiguration of the airport's branded parking program was launched. Rather than the previous Hourly, Daily and Park-and-Ride products, the airport parking facilities now include:
Heart+Hammer developed and oversaw fulfillment of over 170 new airport parking signage opportunities throughout the airport facilities. We also onboarded RDU to the HubSpot marketing platform and began working on a strategic customer engagement plan to increase their contact list. This included email marketing, social media marketing and paid media as part of the airport marketing program.
Since Heart+Hammer began working with the RDU Airport Authority, we've helped add 15,000 new contacts to their Hubspot CRM database over the last 12 months. Engagement levels for email marketing far exceed industry standards averaging a 45% open rate and 14% click-through rate.
As a result of this effort, Heart+Hammer handled the successful transition of price changes, reducing confusion for customers and generating additional revenue through the promotion of new products. Digital media and traditional media efforts contribute to ongoing education and awareness, allowing the Authority to capture more of the dynamic mobile market and increase brand awareness.
"Professional firm with great people who work hard and get the job done. They have gone above and beyond to support our organization's marketing, branding and communications initiatives. A true business partner. Diverse services and expertise."
Director of Marketing