METRO YouTube Rider Profiles

Target Audience: The target audience for this category is comprised of residents of the Houston metropolitan region. While our audience includes current riders, we also focus on reaching those who have not considered transit as an option. We do this by showing how transit can be a fun and enjoyable alternative while highlighting numerous benefits including: less stressful commutes, safer commutes, reduced transportation costs, reduced road congestion, free time for other activities, cleaner air and environmental benefits, financial benefits to communities, and more active and vibrant lifestyles. Our goal is to show residents that they have options. Taking advantage of a multimodal lifestyle can lead to improved quality of life for individuals and communities.

Strategy Objective:Changing culture is no easy feat, but it starts with education. METRO created a series of social media videos that highlight real METRO riders and their stories. Each one offers viewers a glimpse into the lives of fellow residents who enjoy the benefits of transit. Some choose transit to save money or reduce wear and tear on their car. For others, transit is their sole mode of transportation and serves as a lifeline to jobs and opportunities. Humanizing the transit experience through storytelling gives METRO a voice and personality. It allows stakeholders to see us as a valued community partner. It also gives us an opportunity to engage our riders so that they can see us for what we are ' real people ' instead of an impersonal government agency.

Situation Challenge: N/A

Results Impact: N/A

Why Submit: Our storytelling efforts don't require big budgets. METRO's Press Office team films interviews during business hours, produces videos within one week and regularly uses cell phone footage. Posts are 100 percent organic. It's a low-cost approach that agencies big and small can benefit from. As urban areas continue to grow, high-quality transit systems are becoming more vital to maintaining and improving quality of life for millions of people. But continued investment in transit can't happen without support from riders and the community. Building relationships with stakeholders through channels like including social media, make a seemingly unrelatable public service, relatable. Humanizing a brand through effective storytelling is a great tool for agencies to build relationships with riders.