Making an impact
In 2015, the multimodal transit system in Richmond, Virginia, was all too often viewed as just a public bus system that served only the limited-mobility population — exclusively within city limits. However, through a research-driven communications strategy, SIR helped reposition GRTC into a highly valued part of the whole region's long-term economic development.
We designed and conducted multiple in-person and online surveys across key audiences (business leaders, public officials, and current and prospective riders) to better understand how stakeholders felt about GRTC, its services, and improvement ideas. Through our sophisticated data analysis, we were then able to identify key audience demographics, resident satisfaction levels broken down by demographic, motivators of and barriers to using GRTC, and more, which we used to inform a long-term, community-wide advocacy and communications plan.
As part of this engagement, SIR also helped GRTC share this strategic transit plan with its various stakeholders, advance it with the public, and roll it out across the broad region it serves — with measurable success. In particular, a series of highly adaptable, SIR-produced “Did You Know?” videos and bus wraps proved particularly effective in spreading the word about the many data-backed benefits of riding GRTC.
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