Trinity Metro Case Study

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Project Description

Transit Strategic Communications Initiative

Trinity Metro, the multi-modal transit agency for Fort Worth and Tarrant County, conducted a 2023 transit value proposition study to determine audience perceptions and support of investment for future growth. While the study indicated there is strong support (73-74%) for additional investment in public transit, 37-57% of the community have no opinion or have never heard of the agency. The study also discovered confusion about the scope of services and the brand identity, in part a result of the renaming of the agency and sub-branding of services.

Our team has evaluated and analyzed the results and key takeaways to form the goals and objectives of the Strategic Communications and Public Engagement Plans.

Dickie+Associates has led the development of the Strategic Communications Plan which includes a Stakeholder and Public Engagement Plan, developed in association with our strategic partner, PIA Communications, and outreach and community engagement strategies.

Customer and stakeholder personas have been developed with particular attention to the needs, perceptions and behaviors of the audiences, identifying strengths and weaknesses.

We have developed an engagement program designed to build awareness, loyalty and advocacy; to provide avenues of sharing information and concerns; to reach and influence the constituency; and to support the transit agency’s growth. The engagement program includes: 

  • A dedicated project website with multiple tools for garnering customer data and perceptions as well as sharing key messages, agency meetings and events, Transit 101 and Speakers Bureau booking forms, customer stories and agency staff profiles.
  • A stakeholder database for targeted communications and management.
  • Development of key messages and marketing materials including collateral, email and social media campaigns and video.
  • An outreach program led by our team members, MRR and Creative Genie Communications, and supported by our bilingual staff of email, phone contact and marketing materials to further identify and reach key stakeholders, organizations and identify partnering opportunities with others’ community events.
  • A series of community engagement events, staffed by our bilingual team, to invite interaction between agency staff and customers in key neighborhoods, garner qualitative and quantitative data and share information.
  • Support of Trinity Metro’s Transit 101 talks through outreach to organizations to identify and schedule presentation opportunities and to provide engagement materials.
  • A Speakers Bureau made up of key executive leadership and Board members, supported by outreach to organizations, identification and scheduling of speaking opportunities, and writing speaker profiles and key talking points.

Project Details

  • Scope of WorkIntegrated Marketing Communications Planning • Project Management • Market and Audience Research • Marketing Strategy • Public Relations Strategy • Strategic Communications • Sponsorship and Partnership Development • Stakeholder Engagement • Public Engagement and Input • Focus Group Management • Survey Development and Analysis • Creative Direction • Brand Marketing • Digital Marketing • Video Marketing • Event Planning • Video Production • Advertising • Copywriting • Graphic Design
  • ClientTrinity Metro
  • CollaboratorsThe Coulter Group, Creative Genie Communications, MRR, PIA