Kitsap Transit
Turning Heads Toward Transit
Rider restrictions, service cuts, fewer drivers and loss of rider confidence created the perfect storm for Kitsap Transit service after the pandemic. We worked with the transit agency to change course and leverage the opportunities. Over time, we developed three distinct ad campaigns focused on rebuilding capacity and ridership.
Guiding Thought
Campaign messaging had to put people’s concerns in the driver’s seat. Why weren’t more people considering Kitsap Transit for a career or commuting? Focus groups, surveys and interviews fueled spot-on campaign messages designed to inspire more job applicants, increase ridership and promote the benefits of public transit.
A Detailed Road Map
Based on the research, we created each campaign strategy to address the audience’s motivations and barriers. Campaign elements ranged from print and digital ads to job fair materials to visitor rack cards.
Driver recruitment ads highlighted the benefits that come with the uniform. Fast Ferry videos on the website and in digital ads instantly conveyed the speedy, reliable transit option to Seattle. Print ads, enhanced website info, stickers and a how-to-use video increased awareness of the hyperlocal and essential on-demand shuttle for getting around Bainbridge Island.
Personal Perspectives
User personas — detailed profiles of specific audience members — guided our campaign designs and messaging. For a trustworthy, first-person perspective, we featured photos and video clips of current bus operators in the recruitment ads. Detailed day-trip itineraries on the Fast Ferry webpage inspired first-time riders to hop aboard.
To promote the BI Ride on-demand service, we partnered with local chambers of commerce and tourism organizations and found free mentions, sponsorships and advertising. We also arranged for content partner Natasha Dillinger (@SuitcasesInSeattle) to use BI Ride with her young son and post about it on Instagram.
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