The Future of Mobility Starts with Solving Today’s Problems
Research-Driven Insights,
Strategies, and Communications
to Enhance Transportation Practices Nationwide.
Full-Service marketing
support for transportation organizations
Keeping people and goods moving efficiently is more challenging than ever.
From infrastructure demands and evolving technology to public perception and environmental concerns, the transportation industry faces constant change. That’s where we at S.I.R. come in. With decades of experience working alongside transportation agencies, logistics providers, and policymakers, we help you navigate complex challenges, engage stakeholders, and build trust. Whether it’s strategic planning, public outreach, or crisis management, we deliver solutions that drive progress.
Let’s move forward—together.
Strategies
Focused on solving today’s toughest transportation challenges. Our team helps organizations navigate infrastructure planning, public-private partnerships, and evolving mobility needs.
Insights
Our in-house research team delivers data-driven insights to inform transportation strategies, helping organizations understand public sentiment, measure effectiveness, and plan for the future.
Results
Backed by in-depth market research, we specialize in strategic planning, branding, public engagement, crisis and reputation management, as well as sustainability and equity initiatives.
Virginia Department of Motor Vehicles (DMV)
Trend Forecasting
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The Virginia Department of Motor Vehicles (DMV) saw that times were changing and that its future revenues and operations were on the line. The industry was trending towards a ridesharing culture, and walkable communities were on the rise. The DMV came to S.I.R. for strategic management assistance to prepare for the future landscape of transportation to generate critical revenue for the state.
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One of the goals the DMV brought to S.I.R. was the desire to restructure the scope of their service area. We conducted an in-depth analysis on Virginia residents, and combined with trend research from S.I.R.’s Institute for Tomorrow, we facilitated the development of a long-term strategic plan.
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DMV leaders now have a research-backed, trend-focused road map to the future. The plan intends to help the agency remain relevant to Virginia residents for decades to come.
Outlining trends for the future of transportation
Richmond International Airport (RIC)
Strategic Planning & Branding for Future Growth
Developing a data-driven roadmap for long-term success
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By late 2019, Richmond International Airport (RIC) had achieved record-breaking passenger traffic for 29 consecutive months, cementing its status as a growing travel hub and key economic driver for Central Virginia. However, with the onset of industry disruptions in 2020, RIC needed a strategic plan to adapt, recover, and position itself for future success while maintaining its commitment to service, safety, and regional growth.
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S.I.R. partnered with RIC and the Capital Region Airport Commission (CRAC) to develop Serve 2025, a comprehensive strategic plan rooted in the airport’s core mission of service. The process included:
Stakeholder Research – Conducted one-on-one interviews, employee surveys (90% participation), and external engagement with vendors, airlines, and community leaders.
Competitive Benchmarking – Reviewed 10 peer airports’ strategic plans to identify industry best practices.
Data-Driven Strategic Planning – Created a flexible, actionable framework that addressed immediate challenges, post-recovery strategies, and long-term innovation.
Legislative & Economic Impact Messaging – Developed a quantitative economic impact report to support RIC’s case for investment with state legislators and the public.
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The 2025 Strategic Plan renewed RIC’s mission, vision, and strategic priorities, reinforcing its role as a critical economic engine for the Richmond region. The plan continues to guide RIC’s growth, ensuring it remains a premier transportation hub and a key driver of regional economic success.
Virginia Department of Transportation (VDOT) – CAV Readiness Study
Preparing Virginia’s Roadways for Connected and Automated Vehicles (CAVs)
Developing a strategic framework for integrating emerging transportation technologies
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As Connected and Automated Vehicle (CAV) technology rapidly advances, Virginia’s roadways must be prepared to integrate these innovations safely and efficiently. With S.I.R.’s help, VDOT’s CAV Program launched the CAV Readiness Project to assess infrastructure needs, stakeholder education, and investment strategies.
Key challenges included:
Lack of a unified framework to prioritize CAV technology initiatives.
Need for a long-term investment roadmap to guide physical and digital infrastructure updates.
Limited public and stakeholder understanding of CAV technology, requiring an effective education strategy.
COVID-19 disruptions, requiring a shift to virtual engagement methods to maintain project momentum.
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S.I.R. played a key role in supporting the CAV Readiness Project, leading communications, stakeholder engagement, and education strategy development through:
CAV Readiness Framework Development – Organized technology initiatives into a clear, strategic framework.
Infrastructure Investment Roadmap – Created a long-term investment strategy to support CAV implementation.
Stakeholder Engagement & Virtual Research – Conducted interviews, planning sessions, and workshops with VDOT leaders, CAV experts, and key stakeholders.
Education & Outreach Strategy – Developed easy-to-digest materials (infographics, handouts, presentations) to simplify technical topics for broad audiences.
Flexible Communication Tools – Designed customizable messaging to adapt as CAV technology evolves.
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S.I.R.’s education strategy and stakeholder engagement efforts ensured that the CAV Program remains on track with its five-year investment roadmap.
Key outcomes include:
Continued use of SIR’s educational materials across VDOT, ensuring consistent messaging and accessibility of CAV concepts.
Stakeholder alignment on investment priorities, supporting a clear path forward for infrastructure updates.
Greater public and policymaker awareness, equipping Virginia to lead in CAV readiness and smart transportation innovation.
With a strategic framework, investment roadmap, and clear communication tools in place, Virginia is now positioned as a national leader in integrating connected and automated vehicle technology.
Rebranding Campaign
OmniRide
Communication audit and landscape review with a new leadership change
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S.I.R. had been working with PRTC (Potomac and Rappahannock Transportation Commission) for 20 years, so when it embarked on a rebranding campaign, they came to us for guidance.
The catalyst for this rebranding initiative was a change in leadership, which ushered in a host of new goals and standards for the company to meet. One of these was the consolidation of their local bus service and OmniLink, their commuter bus services, under one brand – OmniRide.
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S.I.R. started by conducting a full top-to-bottom review of PRTC’s communications and Transportation Demand Management (TDM) services. This communications audit and landscape analysis determined whether or not current efforts were in accordance with industry best practices. We also interviewed employers within the PRTC service area and surveyed more than 700 Greater Prince William area community members to better understand their mobility wants and needs.
Our research showed that for many people, PRTC was “just a bus company,” and if they knew about its other services, they remained confused about how those services were branded and communicated.
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S.I.R. set about changing the narrative by re-positioning and rebranding the entire PRTC effort as OmniRide, showcasing it as the true regional mobility company it is.
We constructed a strategic brand architecture comprised of a revised vision statement, new brand purpose, and positioning statements. We also helped elevate OmniRide as an example and a thought-leader in the ever-expanding Northern Virginia transportation landscape.
After reviewing the refined structure with OmniRide leadership, eliminating any remaining hesitancy, we dived into developing and testing new creative collateral, which included a revitalized logo, brand standards guide, new bus designs, and a new website. The creative direction and brand standards proposed by S.I.R. still remain in use today — OmniRide is here to stay.
Commuter Assistance and Human Service Transportation Plans
Department of Rail and Public Transportation (DRPT)
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The Department of Rail and Public Transportation (DRPT) in Virginia needed support in developing a practical guidebook for transit service providers struggling to navigate the unprecedented situation presented by the COVID-19 pandemic.
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DRPT collaborated with S.I.R. in spring and summer 2021 to develop the guidebook. S.I.R. conducted qualitative interviews with service providers across the state, analyzed pandemic best practices, and held strategic workshops with key stakeholders to identify protocols for returning to higher level services. S.I.R. also added critical data and context to integrate equity throughout the recovery strategies.
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The resulting handbook was distributed statewide in fall 2021, providing easy-to-read materials and short- and long-term recovery strategies focused on fostering resiliency, equity, and sustainability in transit operations. The guidebook enabled the deployment of best practices and strategies in response to COVID-19 spikes across the state. S.I.R. also delivered an education strategy for the CAV Program, including both educational and informational materials, which continue to be used as the program progresses on its five-year investment roadmap.
COVID-19 recovery strategies for transit
Real ID
Marketing Campaign
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The Virginia DMV was tasked with implementing a federally mandated bill that impacted both domestic and international travel. Originally passed after the September 11th terrorist attacks, this legislation required all residents to update their license to the new secure standard of identification - Real ID.
This change is highly impactful to Virginia residents because it requires a rigorous, multistep process to acquire, similar to getting a passport. The time needed to move through each step is a luxury that many residents just don’t have.
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S.I.R. had about 6-8 months to promote the campaign, which answered questions such as how to get a Real ID, what the intake process entailed, and what documentation was required. It was important that the associated marketing material have maximum visibility since because the new requirement would effect anyone over the age of 18.
The DMV trusted S.I.R., and knew of our extensive experience in the digital space, so they came to us when they were ready to integrate the use of a paid social media marketing campaign into their Real ID efforts for the very first time. Since they were fresh to the online social scene, we worked to establish several different cohorts to target on Facebook and Instagram. We knew we needed to reach audiences with the most pressing need for the ID first, so we created audience profiles and geo-fenced ads for all of VA’s military bases and major airports. We also defined and tracked a behavior and interest cohort, which was made up of people with past travel and tourism related online search histories.
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The resulting product was a two month long campaign, which acted as comprehensive, top-down effort to communicate the imperative and urgency that surrounds the state’s goal. A wide variety of tactics were to be used in promotion efforts, and as a governmental agency, traditional methods were usually the “go to”. This included age-old PR strategies, traditional advertising, even direct mail - but this was different. This was the first time the department chose to embark upon a digital ad campaign, which reached a total of 899,323 unique people. Based on REAL ID eligible population stats, this means the campaign potentially reached 14% of eligible applicants.
Community Engagement through Social Media
Community Engagement for Public Transit
Greater Richmond Transit Company (GRTC)
Building public awareness of transit accessibility
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The RVA multimodal transit system, GRTC, was undervalued and underutilized. All too often viewed as just a public bus system that served only the limited-mobility population — exclusively within city limits. GRTC came to S.I.R. with the goal of changing that perception and raising awareness about their service offerings throughout several local cohorts throughout the region.
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We began by developing a research-driven communications strategy centered around increasing the valuation of the company in the public eye.
We designed and conducted multiple in-person and online surveys and focus groups across several key audiences, which included business leaders, public officials, as well as current and prospective riders. The research aimed to better understand how stakeholders felt about GRTC, its services, and improvement ideas.
Next, we conducted a market research analysis to identified key audience demographics, resident satisfaction, motivators of and barriers to using GRTC, and much more.
For the final phase, we used the quantitative data to inform a long-term, community advocacy, and communications initiative.
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S.I.R. helped to reposition GRTC as an integral part of the whole region's long-term economic development, and have continued to be a part of their strategic planning efforts throughout the years on several different projects. By working with GRTC leadership to share its strategic transit plan with the general public and its various stakeholders, the campaign has been a marked success.
One piece of collateral has been particularly impactful. The S.I.R.-produced “Did You Know?” video series has been a very powerful and effective tool in spreading the word about the many data-backed benefits of riding GRTC. We crafted our research and recommendations to ensure that GRTC can become a national model in successfully driving transit forward, and can’t wait to how the industry develops throughout the years.
Chesterfield County
Transit Feasibility & Community Engagement
Assessing public transportation needs in underserved communities
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Chesterfield County sought to evaluate the public transportation needs and preferences along the Route 1/301 corridor (Jefferson Davis Corridor)—one of the most economically challenged areas in the Richmond region. However, traditional survey methods risked low engagement among underserved populations, making it crucial to develop a grassroots approach that would effectively engage, educate, and build trust within the community.
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S.I.R. led a multi-layered research and engagement initiative to understand community needs and transit demand, including:
Stakeholder engagement – Conducted one-on-one interviews with community leaders, transit experts, Hispanic leaders, and human service providers to identify key concerns and barriers to transit use.
Grassroots outreach – Connected with local leaders, attended community events, and engaged directly with residents and business owners to build trust and ensure diverse voices were heard.
Survey development & targeted distribution – Created a demand assessment survey, utilizing geo-fenced social media outreach and in-person distribution, resulting in over 1,200 survey responses—far exceeding expectations.
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The study quantified transit demand, highlighted the economic and safety benefits of expanded service, and provided data-driven insights to inform Chesterfield County’s transit planning. As a direct result, the county launched a trial bus service in early 2020, addressing the needs of residents and business owners along the corridor and laying the foundation for long-term transit solutions.
Community Engagement for High-Capacity Transit Expansion
Hampton Roads Transit (HRT)
Shaping the future of transportation to Naval Station Norfolk
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As the largest naval base in the world, Naval Station Norfolk relies on efficient, high-capacity transit connections to support both military personnel and regional commuters. Hampton Roads Transit (HRT) launched a two-year study to explore transit expansion, but success depended on broad public awareness, stakeholder buy-in, and community engagement beyond the small group of citizens typically involved in such projects. HRT needed a strategic, research-driven approach to ensure diverse voices were heard in shaping the future of regional transportation.
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S.I.R. partnered with HRT to lead public engagement efforts as part of the Draft Environmental Impact Statement for the High-Capacity Transit Extension to Naval Station Norfolk. Key initiatives included:
Community research & stakeholder insights – Conducted survey research to assess awareness, perceptions, and public support for transit expansion.
Public engagement strategy development – Designed a comprehensive action plan incorporating both virtual and in-person (pre-COVID-19) engagement opportunities.
Multi-channel outreach – Developed a project website, videos, and social media marketing campaign to drive participation in stakeholder meetings and input sessions.
Ongoing communications – Provided regular updates to community leaders and stakeholders, ensuring transparency and sustained engagement throughout the project.
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The public engagement campaign significantly expanded community involvement, reaching beyond the typical participants in transit planning efforts. HRT is now armed with data-driven insights and broad-based stakeholder feedback, positioning the agency to make informed decisions on the future of high-capacity transit to Naval Station Norfolk.
E-Z Pass Elizabeth River Crossing
Media Creative to Increase Sales
Continued awareness and growth of transponders in Hampton Roads
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Surrounded by water and rapidly growing, southeastern Virginia’s Hampton Roads area needed another tunnel crossing for the Elizabeth River to alleviate the extreme levels of traffic. To pay for it; however, the Virginia Department of Transportation needed to charge tolls, and without enough space for booths, it needed to sell a lot of E-ZPasses.
The catch? There was a low level of awareness due to the fact that the area didn’t have many toll roads, therefore, very few people knew anything about the E-ZPass system. So, in collaboration with another area firm, we ran a public education campaign, all within a three-week timeframe — it was time to get busy.
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First, we focused on providing information about the tunnel improvements through a media blitz, relaying community benefits and construction. Then, we turned our focus to producing radio copy, TV ads, online banners, outdoor digital banners, and newspaper ads to increase E-ZPass sales.
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VDOT hoped to sell 75,000 new transponders by February 1 of the tunnel’s opening year. Instead, they sold 86,000, and after three more months, that number had climbed to 144,000 — almost twice the original goal.
This campaign also highlighted our adaptability, demonstrating S.I.R.’s ability to move nimbly by acting as an ad agency — a capacity we usually don’t fill. We take care of our client’s every need, and with a smile to boot.
The Pulse Business Assistance Program
Public Outreach and Digital Communication
Video creative used for business support and ongoing public outreach
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The City of Richmond and Greater Richmond Transit Company (GRTC) partnered with S.I.R. after seeing the results of our Rio Road Campaign in Charlottesville, VA. They wanted help developing a strategic communications approach to launch a support initiative for the businesses affected by the construction of the new rapid transit service along Broad Street — The Pulse.
Updating infrastructure comes with regular hurdles, and the city seemed to be encountering roadblocks at every turn. Deadlines had been pushed and the community was growing tired of the never-ending construction — and they weren’t afraid to say so.
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S.I.R.’s consultant team worked with the City’s project team on a multifaceted planning effort that included multiple tactics such as interviews to better understand what public outreach efforts had already been made, reviewing existing research about the community’s attitudes towards the project and public transit, reviewing construction plans and RVA’s transit network plan, and highlighting key takeaways for to guide all the campaign’s messaging. A “living” marketing plan was developed, presented, and reviewed with City staff, designed to flex with the needs of the organization.
S.I.R. prepared a wide array of informational and digital content to help businesses and customers along this corridor stay up to date during construction, and to help spread the message that RVA is still “open for business.”
This included digital tools such as:
Digital Communications Business Support Toolkit
New Website
Branded Social Media Collateral
Downloadable Content
Shareable Videos
Infographics
E-newsletters Copy Templates
Digital Brochures
Printable Window Posters
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The iconic images of RVA in these videos — all shot by S.I.R.’s in-house video team — help viewers connect with the city and businesses in an authentic, positive way for a sustained impact that assisted in construction mitigation.
Notably, the videos developed for this campaign became the most-viewed videos in the history of the city’s official social media accounts, collectively earning 99,112 views and a reach of 188,583 people. A corresponding Facebook ad campaign that S.I.R. managed — with the low overall cost of $0.01 per view — generated a high level of organic user engagement, including 533 “reactions,” 104 shares, and 123 comments.
Let’s Talk
All of S.I.R.’s projects start with a conversation. Let us know a little about you and your organization and we’ll set a time to talk. You can visit our offices in the Fan District of Richmond, VA or we can hop on a video call. Whatever works best for you works best for us.
If you would prefer to start your conversation with one of our consultants individually, please refer to our people page.