Success Stories
Central Ohio Transit Authority
Central Ohio Transit Authority Salesforce Marketing Cloud Implementation
Meet The Client
About Central Ohio Transit Authority
The Central Ohio Transit Authority (COTA) is a public transit agency serving the Columbus metropolitan area. It operates fixed-route buses, bus rapid transit, microtransit, and paratransit services. COTA serves an area with more than 1.2 million residents and help people take more than 19 million trips every single year.
The Challenge
COTA was in need of a single marketing tool, as they were using two to three different tools which caused confusion among staff. Over 90% of the customer base was unknown due to inadequate data capture and existing data was unorganized.
The Solution
To bridge the gap between the current system and its desired functionality, COTA trusted Summit to develop the best solution for their needs using Marketing Cloud. The implementation included the following:
Email Studio for email marketing campaigns
Mobile Studio for mobile marketing communications
Social Studio for social media marketing and engagement
Journey Builder for creating and automating customer journeys
Set up Marketing Cloud Salesforce Connector and Data Extensions to manage CRM contacts
Journey Builder for creating and automating customer journeys
Define specific criteria to determine which records are synced from Salesforce to Marketing Cloud
Provide monthly support and user training
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Results for Our Client
Summit successfully implemented Marketing Cloud and tools as COTA’s primary marketing system. The existing customer data is organized, making it easier to capture and utilize new customer information. COTA staff now has increased knowledge of their customer base, reducing the percentage of unknown customers and increasing staff confidence and proficiency. With the implementation of mobile boarding passes, the customer experience is enhanced and supports strategic fare initiatives. Staff now has Email Studio, Mobile Studio, Social Studio, and Journey Builder for targeted and automated marketing communications. Summit Team provides ongoing support and training to the COTA staff, ensuring they have the skills and knowledge to confidently use the new marketing tools.
In our Client's Words...
“The entire Summit team is knowledgeable, friendly and effective! We’ve enjoyed their partnership and look forward to working on more implementations together.”
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