The MBTA strives to deliver the services that riders need most - across rail, subway, bus, and ferry transport. Our work with MBTA has included serveral campaigns designed to support the MBTA's efforts to expand services.
Educate riders who often turned to alternative modes of transport - including ride sharing - about the launch of early-morning service without causing confusion about the route changes, frequency changes, and other complexities associated with the new early-morning schedules.
Our team dove deep, working closely with the client to identify the user requirements that would inform the new site architecture. Specifically, we had to research and analyze the needs of multiple global affiliates and their audiences to ensure the site delivered value for an increasing numbers of users who accessed it via a mobile device, not a traditional computer desktop.
Alipes developed the messaging strategy, creative identity, and creative assets for the early morning pilot program—including the “When you rise, we shine” copy that was translated into three languages, tailored to specific neighborhoods, and rolled out across MBTA stops and stations in neighborhoods from Dorchester and Mattapan to East Boston and Revere. We also developed communications collateral, including FAQs and landing page copy.
In addition, Alipes developed and executed on a paid media campaign that extended the impact of early morning messaging beyond the MBTA’s own digital and print assets.
“Marketing effort has been successful” - from June 2018 presentation to the FMCB