PUBLIC AGENCY SOLUTIONS

Making public transit part of everyday life.

Sacramento Regional Transit

3fold Public Agency Transit Marketing Image

Overview

Sacramento, California residents benefit from a public transit system that understands their lives and offers the best options and services to get them where they need to go. Sacramento’s public transit system benefits from having a community that understands its value and supports its growth.

Sacramento Regional Transit Logo

Sacramento Regional Transit (SacRT) has been a staple in its region for more than 40 years. However, ridership and public support of the system was often challenging due to limited resources and an aging infrastructure. With an upcoming public vote on a sales tax measure, which included additional funding for upgraded services and new vehicles, boosting awareness of SacRT’s benefits for the region and increasing ridership on its lines was essential.

Sacramento Regional Transit (SacRT) has been a staple in its region for more than 40 years. However, ridership and public support of the system was often challenging due to limited resources and an aging infrastructure. With an upcoming public vote on a sales tax measure, which included additional funding for upgraded services and new vehicles, boosting awareness of SacRT’s benefits for the region and increasing ridership on its lines was essential.

In order to boost awareness of services and garner positive public sentiment, 3fold developed a multi-channel campaign to connect with residents about the benefits of using SacRT’s services and connect those services to the places and lifestyle options residents most cared about and enjoyed.

3fold Public Agency Transit Marketing Image

The Campaign

The SacRT “PaRT of Life” campaign was designed to highlight how SacRT was part of everyday lives and joys.

It featured images of people out with friends, sitting in class, and cheering on local sports teams combined with hand-drawn illustrations of iconic transit elements such as seats, grab handles, and light rail doors, drawn into the backgrounds of the photos. The key message being: this moment was made possible thanks to public transportation.

Campaign Landing Page

As part of the “PaRT of Life” campaign, 3fold built a landing page focused on using the system’s services to reach popular destinations and landmarks throughout the Sacramento region. Graphics were designed to be fun and colorful, capturing attention while delivering clear information about services.

Fare Reduction Sub-Campaign

As a sub-campaign to the “PaRT of Life” messaging, 3fold also developed an outreach campaign to promote SacRT’s new ridership-building efforts. SacRT implemented a reduction of fares, 25-cent transfers, and 15-minute frequency on light-rail service on the weekends. The sweeping changes were a part of SacRT’s efforts to increase ridership and make the network more convenient for riders to use and were its first general fare reduction in the organization’s 47-year history.

Boosting awareness of these efforts on behalf of SacRT customers was key to the achieving the larger campaign’s goals.

The Results

Ridership on the rise and more visibility for SacRT as an essential driver for the region and a “paRT” of everyday life. All thanks to a fun and consistent brand identity to help riders appreciate the transit’s many supportive programs.

Services provided:

  • Research and analysis
  • Outreach plan development
  • Campaign concepts and design
  • Media planning and management
  • Social media strategy and management
  • Digital media placement and management
  • Motion graphic video development and animation
  • Collateral and marketing material design
  • Monitoring, analysis, and reporting