Regional Ride Inter-Parish Connectivity Campaign for Regional Transit Authority and Jefferson Parish Transit

Target Audience: The target audience is inter-parish riders of the Regional Transit Authority (RTA) and Jefferson Transit (JeT).

Strategy Objective:Our overall strategy is based on rider education and impressions. The Regional Ride option is available on RTA and Jefferson Transit vehicles, the RTA GoMobile app, and RTA Ticket Vending Machines. Thus, the option has a wide accessibility. We focused most of our Regional Ride shelter ads at stops that are serviced by both transit agencies. Car cards are on both RTA and Jefferson Transit vehicles with a particular focus on lines that service major transfer points. Rack cards are available at public offices in Orleans and Jefferson Parish as well as passed out at community outreach events. The Regional Ride webpage features an interactive transfer chart, and social media is used as overall support to drive traffic to the page.

Situation Challenge: Over the past few years, the need for regional transit connectivity in the New Orleans area has become a top priority. Currently, two major transit agencies service the region. The Regional Transit Authority services Orleans Parish as well as the City of Kenner in Jefferson Parish. Jefferson Transit services the neighboring Jefferson Parish. Many riders use both systems daily. However, they would have to pay separate fares when transferring from one system to the next. In 2018, both agencies began a pilot program called Regional Ride which provided a one-day pass option that can be used in both systems. To educate our riders on this new pass, we created an informational rack card, car cards that go in buses and streetcars, bus shelter ads, a webpage, and social media posts.

Results Impact: The Regional Ride has been a welcomed option by inter-parish riders. Additionally, it has motivated both agencies to seek more ways to provide regional transit connectivity options both on transit routes and in terms of customer service.

Why Submit: Orleans and Jefferson Parishes are important neighbors. Both parishes have hundreds of thousands of citizens who work in one and live in the other. We submit this entry because riders, transit advocates, community officials, the Regional Transit Authority, and Jefferson Transit all came together to address regional connectivity. The marketing materials for Regional Ride function as both educational and promotional resources that can be used by both agencies. Connectivity, thus, goes beyond bus routes and pass options, influencing the overall marketing strategy.