The MBTA partnered with us to drive awareness and support rider adoption as they attempted to make commuting easier.
Our work with the MBTA has included several campaigns designed to support their efforts to expand services where they are needed most--from last mile challenges for early-morning and late-night commuters to easing congestion on popular existing bus lines.
It was our goal to educate riders who often turned to alternative modes of transport - including ride sharing - about the launch of early-morning and late night services without causing confusion about the route changes, frequency changes, and other complexities associated with the new early-morning schedules.
Our team dove deep, working closely with the client to identify the user requirements that would inform the new site architecture. Specifically, we had to research and analyze the needs of multiple global affiliates and their audiences to ensure the site delivered value for increasing numbers of users who accessed it via mobile devices.
Results:
We created integrated awareness campaigns supporting rider adoption during a pilot program of new early-morning services, late-night bus services and a new bus-rapid-transit line (SL3). Our messaging strategies and multi-lingual assets supported all three campaigns and rolled out across MBTA stops and stations in neighborhoods from Dorchester and Mattapan to East Boston and Revere. We also developed communications collateral, including FAQs and landing page copy. In addition, we developed and executed a paid media campaign that extended the impact of early morning messaging beyond the MBTA’s own digital and print assets.
Results
