METRO Rep My Route Social Media Campaign to Help Educate the Public About Public Transit.

Target Audience: The target audience for this category is comprised of residents of the Houston metropolitan region. While our audience includes current riders, our efforts also focus on reaching those who may have never considered transit as an option. We do this by showing how transit can be a fun and enjoyable alternative while highlighting its numerous benefits.

Strategy Objective:Changing culture is no easy feat, but it starts with education. METRO has created a series of social media videos which highlight real METRO riders and their stories. Each story offers viewers a glimpse into the lives of local 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 other opportunities. Our stories also present the business case for transit by illustrating its economic impacts on neighborhoods. Humanizing the transit experience through storytelling gives METRO a voice and personality. It allows our stakeholders to see us as a valued community partner, and our riders view us for what we are - real people.

Situation Challenge: Unlike New York City, Chicago, and Los Angeles where the percentage of the population using transit reaches double digits, only about 4% of Houston area residents use public transportation. Houston is a city designed around personal car ownership. The region has a sprawling footprint and a strong car culture. Two-car households are the norm, and it is not uncommon to see families with three or more vehicles. As a result, Houstonians often do not consider alternate modes of transportation even though options may be readily available to them.

Results Impact: Our subjects are real riders with real stories. Showing the human side of transit appeals to riders and non-riders alike. In addition to being shared by our subjects and their friends and family, we also see interest and positive feedback from community groups, civic leaders, and lifestyle bloggers. Facebook figures for just three videos totaled more than 4.7k organic views and a reach of more nearly 11k. They also garnered more than 14k organic Twitter impressions and 8.5k YouTube impressions.

Why Submit: Our storytelling efforts don't require a big budget. METRO's Press Office team films interviews during business hours, produces each video within one week and regularly uses cell phone footage. Posts are also 100 percent organic ' there is zero budget for them. It's a low-cost approach that agencies big and small can benefit from. Building rapport is the first step to creating trust. Humanizing a brand through effective storytelling is a great tool for agencies to build relationships with riders and the communities they serve. Good stories can help transit agencies gain a reputation for transparency, effective communication, and accountability.