Promoting Accessible Transportation Services in Communities Nationwide
1187% increase in usage
of Find My Ride tool in one community
216% increase
of websites users in one community
75% increase
in riders in two other communities
Overview
The Hatcher Group collaborated with the National Aging and Disability Transportation Center (NADTC) on two iterations of the “Every Ride Counts” pilot program—first in November 2019 and again in June 2023. The “Every Ride Counts” campaign aims to improve the visibility and accessibility of transportation options for older adults, people with disabilities, and caregivers nationwide by supporting local agencies in promoting their services.
For each pilot, NADTC selected five organizations to receive technical assistance, funding, and support to launch tailored marketing campaigns. Working closely with NADTC and each site, Hatcher developed ten individualized campaign strategies, each featuring a unique blend of paid digital and out-of-home advertising, as well as organic and print promotion, based on the specific needs and goals of each pilot site. For each site, we produced tailored content to promote their available offerings and a custom suite of creative assets, each co-branded to reinforce both the Every Ride Counts program and each local organization.
Each pilot site experienced significant benefits from the program, with many reporting substantial increases in ridership, website traffic, social media followers, and stronger community and partner awareness and engagement. One pilot site, North Front Range Metropolitan Planning Organization, saw a 1,187% increase in use of their Find My Ride tool. Another site, NV Rides, an organization focused on both recruiting volunteer drivers and promoting rides, successfully recruited 39 new volunteer drivers, including native Spanish speakers, and distributed over 1,200 print materials in multiple languages, underscoring the campaign’s adaptability and impact across diverse communities.
At the conclusion of each of the pilot programs in 2019 and 2024, Hatcher produced comprehensive campaign reports that serve as essential resources for NADTC and were submitted to the Federal Transit Administration (FTA) and widely shared with stakeholders in the transportation field to highlight the program’s success and impact.
Challenge
For each iteration of the “Every Ride Counts” pilot program, NADTC selected five distinct transportation organizations from across the country to serve as pilot sites. These organizations would each receive technical assistance from NADTC, along with funding and support to launch a comprehensive marketing campaign tailored to their respective organization and community. NADTC sought a strategic partner to collaborate with each site to develop customized creative materials and implement an integrated strategy that would successfully increase engagement with the target audiences of older adults, people with disabilities, caregivers, and their loved ones, in each community.
Solution
Hatcher collaborated closely with the NADTC team and each individual pilot site to devise ten individualized campaign plans with compelling content and creative to drive awareness and engagement. We strategically selected platforms and placements that aligned with the trusted sources their audiences regularly used, such as local radio stations, newspapers, billboards, and social media, while also incorporating high-performing digital channels that would maximize engagement. Additionally, we worked with each site to identify user-friendly print materials that could be easily distributed at events and shared with partner organizations to broaden the campaign’s reach.
Our engaging creative featured authentic and representative imagery and whenever possible, featured photos of actual transportation users provided by program staff and NADTC. Accessibility and adaptability are also core priorities for both NADTC and Hatcher and all materials were created following accessible design standards, with many developed in 508-compliant formats and offered in various sizes and formats to ensure clarity and usability for all audiences. This accessible, integrated, and well-rounded approach ensured we reached a wide range of audience members across multiple channels, raising awareness of the transportation services available to help keep them connected in their communities.
Impact
Each pilot site experienced significant benefits from the program, with many reporting substantial increases in ridership, website traffic, social media followers, and stronger community and partner awareness and engagement.
During the 2019 pilot, the North Front Range Metropolitan Planning Organization saw a 1187% increase in use of their Find My Ride tool and received 430,689 impressions on the campaign Facebook ads. In Dunn County, website visitors increased by 216% and the Facebook ads received 25,323 impressions. In Buffalo and Pepin Counties, ridership increased by 75% and website visitors increased by 42 percent. In Farmington, ADA ridership increased by 65% and Lou Go’s received 200 more calls for rides than in the month prior to the campaign launch.
In 2023, Hopelink’s FindARide.org saw a more than 25% increase in website traffic and pilot team members engaged with over 150 community members, disseminating Every Ride Counts materials during outreach events and presentations. In Blaine County, ID, Mountain Rides achieved 658,380 total impressions through a comprehensive digital marketing campaign integrating Meta, Google Search, programmatic display and digital out of home ads. For NV Rides, the campaign facilitated the recruitment of 39 new volunteer drivers, including two Spanish speakers, and pilot team members distributed over 1200 print materials in three languages to community members and local organizations.
Capabilities
Advertising
Analysis, optimization, and reporting
Graphic design
Integrated marketing
Strategic communications
Visual (video and photo)