Trains Before Towers
Overview
A coalition of community organizations, transit advocacy groups, preservation organizations, affordable housing advocacy groups, and good government organizations dedicated to improving the transit infrastructure at Penn Station.
Approach
Wandering Zoo collaborated with the public affairs firm, Pythia Public to develop a paid social, digital, and email campaign with recommended targeting to: (1) educate NYC residents and business owners about the Penn Plan, (2) collect petition signatures, and (3) encourage New Yorkers to tell elected officials and community leaders involved in the Penn Station project that they oppose the plan.
Goals
To develop a campaign that aimed to inform New Yorkers about the problems with the Penn Plan and urge them to tell their elected officials they oppose it.
Services
Social media management (paid + organic)
Email campaigns
Project management
Copywriting
Reporting
Tools
SproutSocial
Airtable
BSD Tools
Action Network
results
results
The campaign reached over 3 million people, and garnered 7 million impressions. Thousands of people contacted their elected officials using the pre-populated emails we developed. The Penn Plan was delayed and underwent revisions to reflect some concessions.
SOCIAL MEDIA
3M
REACHED
7M
ENGAGEMENTS
(+2,150% change from previous period)
3M
REACHED
7m
ENGAGEMENTS
(+2,150% change from previous period)
Email campaigns
32%
OPEN RATE
(+2,150% change from previous period)
