The public transit agency for all of Eastern Massachusetts, the MBTA sought to elevate its corporate pass program as a key benefit for local businesses and workers. We got it all on track.
Rebrand and create a plan for launching an updated MBTA Corporate Pass Program to reach a wider corporate audience and support revenue growth for the program, which has been stagnant. The MBTA needed to reach both employers and employees with compelling messaging about the value of the corporate pass program - and to convert those audiences into paying customers.
Alipes undertook an extensive secondary and primary research phase, delivering a comprehensive market analysis document and a holistic sales and marketing plan. Our analysis formed the basis of our recommended creative strategy as well as the development of the new Corporate Pass Program brand and related creative assets.
Alipes created a new name, brand identity, marketing and sales plan, sales collateral, marketing and creative assets, and website (both an initial landing page and a comprehensive new site intended for both employers and employees). We are in the final phases of launching the new brand and website, including a comprehensive paid media campaign.