MTA Flint: Transforming Transportation

Target Audience: MTA Flint's Transforming Transportation film and broadcast television campaign targeted riders and key stakeholders in Genesee County, Michigan. On broadcast, our awareness campaign sought to establish viewership frequency with individuals who utilize MTA services in the age demographics of 18-45 and secondary age demographic of 45+.

Strategy Objective:Over the last decade, MTA Flint's messaging has been based around presenting the need for public transportation in the communities we serve. This campaign sought to slightly shift this messaging to highlight the unique specialized services we have developed to fill gaps in the transportation needs of our county. These specialized services, while new, have experienced tremendous growth through public and private partnerships and strategically recognizing underserved groups. The Transforming Transportation campaign seeks to educate riders and key stakeholders of the shifting trends in public transportation and MTA Flint's effort to develop them further.

Situation Challenge: Since our previous millage, many changes have occurred at MTA Flint. These include the additional expansion into alternative fuels as well as on-demand service offerings such as Rides To Wellness and specialized services including Rides For Groceries. The challenge was put forth to educate both our support base and ridership that these services exist now while at the same time showing what their support allows us to provide.

Results Impact: MTA Flint's Transforming Transportation campaign initially launched in the early part of the year with broadcast spots running in the second quarter. It produced a strong public outpouring of support and praise, with many noting their surprise at the scale and fast success of these new programs. The heightened level of public awareness had a profound impact on our 2018 millage campaign which saw impressive support in our county and passed with nearly 70% approval.

Why Submit: We have submitted this campaign not only for the success we experienced from it, but also because of the statement it presents about the current and future path of public transportation. MTA Flint wants to promote the forward thinking nature of our industry, whether it be specialized micro-transit services or the expansion of alternative fuel technologies. Public transportation is and has always been, at its heart, about serving our riders and making their lives more full and independent. Through fulfilling unmet transportation needs, the communities and people we serve grow in opportunity. There is much to look forward to in the future of public transportation, and no matter where our riders are going, MTA Flint is here to get them there.