Know Before You Go, national award winning public awareness campaign, Capital District Transportation Authority (CDTA)
Know Before You Go, a Capital region public awareness campaign and winner of the 2005 American Public Transportation Association Gold Award for Public Awareness & Outreach Programs supported the overhaul of a once complex transit fare system.
Challenge: Establish a rider-friendly campaign
that underscores the ease and benefit of using the new fare system in
ways that will increase ridership.
Solution: A new, branded fare structure, SimpleFare was
the base of an
extensive media outreach and public awareness initiative that used
colorful on-transit educational materials, bus stop contests, web
promotion, speaker tours and a press conference to explain the new
system.
Results: Know Before You Go resulted in increased ridership (up 14%), increased revenues (up 9%) and increased sales of discount cards (up 24%). Media editorials endorsed the new system and the outreach approach.