Try Transit Initiative

Target Audience: The Jacksonville Transportation Authority (JTA) developed and launched a comprehensive "Try Transit" campaign to reach a target audience that consisted of the Northeast Florida community-at-large, local and state elected officials, government leaders and JTA customers. The objective was to promote public transportation as a viable alternative to driving, increase ridership throughout the system's various modes of mobility and generate more revenue for the Authority. The multi-faceted campaign components included: - Employee Pride challenge - Jacksonville Gems, promoting businesses and attractions along JTA routes - Promos for the elderly on Seniors Day - Why I Ride testimonials - Take a Selfie Diversity campaign - Free museum admission with purchase of JTA fare using MyJTA app - Free rides

Strategy Objective:The strategy to implement the "TryTransit" campaign included conducting research on peer activity throughout the country and setting baseline measurements for the multi-year program with quarterly reporting requirements. In February 2017, the campaign launched underscoring the vital role public transportation plays in Jacksonville and the region. People were asked to ditch their cars and take a JTA bus, trolley, First Coast Flyer BRT, Skyway, or St. Johns River Ferry and see for themselves how the JTA has advanced transit. Targeted campaigns were developed for elected officials, students, young adults, JTA employees and others. The JTA expanded its outreach to ESL customers and developed partnerships with businesses and attractions to promote public transit.

Situation Challenge: The challenge the JTA faced that led to the creation of the "TryTransit" campaign is the same that transportation authorities throughout the U.S. are facing: ridership is on the decline or remains stable. Despite America's crumbling infrastructure, the gridlock on roads and lengthier commutes, the public still has a one-car, one-driver mentality. While the JTA's ridership was stable, the executive leadership wanted to take a pro-active approach to increase ridership by attracting new customers. The comprehensive "TryTransit" campaign accomplished that goal by helping build the customer base and generating more riders per trip.

Results Impact: At the campaign's one-year mark, the results were very favorable. JTA total bus ridership declined by only 4.8%, while 11 of our 12 peer authorities were on average down by 6.0 % during the period of February 2017 to November 2017.

Why Submit: This entry should win an AdWheel Award because the concept was fresh, inventive and multifaceted. The pro-active, comprehensive campaign has drawn attention from transportation authorities of all scopes and sizes and has been recognized as a best-in class concept. The initiative was developed with many different successful campaigns, each targeted to different audiences, which serve as a blueprint for other agencies to use in their efforts to increase ridership and promote public transportation as reliable, affordable, safe, clean and convenient with more amenities than transit systems of yesteryear.