Maryland Transit - Transit App Campaign

Target Audience: All transit riders, but particularly heavy phone users 25-45.

Strategy Objective:The objective was to have the Transit app downloaded by as many MDOT MTA customers as possible. The strategy was to flood the zone on all media platforms with the promise of "knowing where your bus is at all times." A barrage of social media still images and video posts was complemented by Transit Ambassadors deployed at key bus stops to display the app in use, multiple billboard mentions during transit updates on radio and TV, and substantive earned media coverage generated by press releases.

Situation Challenge: The Transit mobile phone app answers the question everyone waiting at a bus stop wants to know: "Where is my bus?" MDOT MTA worked in partnership with Transit app developers to add Baltimore to its list of cities served. The goal was to enhance our rider experience by minimizing the uncertainty associated with waiting for the bus, and to attract new, younger riders who could be incentivized by MDOT MTA's commitment to on-time-performance, accountability and customer service.

Results Impact: Results exceeded projections and expectations substantially, with more than 85,000 downloads tracked since the app's official launch in June. The Transit app currently enjoys an average of more than 30,000 users daily in the Baltimore area, who open the app to check the status of their transport about seven times a day, for a total of approximately 225,000 "sessions" every weekday.

Why Submit: The Transit app campaign helps fulfill the promise of MDOT MTA to provide world-class customer service by offering our riders a heretofore unobtainable measure of confidence and satisfaction with their transit ride. The strong response of our customers as evidenced by the number of downloads achieved within weeks of its launch is a testament to the power of the campaign itself as well as to the commitment of MDOT MTA to provide our riders with the best transit experience possible.