Class I – Manatee County Area Transit  *BEST of the BEST*

Target Audience: General Public/Beach Goers
Project Cost: $7,600
Description: MCAT created this free service as a traffic congestion mitigation tool at the beach on Sundays and major holidays. In April 2005, ridership hovered around 45 boardings per service day. The route was expanded to originate from the east side of Bradenton. Marketing efforts included direct mail to 6,000 households in a two mile radius around the route’s point of origin (WalMart), direct mail at WalMart, Interior cards in fixed route buses, color ads on MCAT’s website, and black & white newspaper ads that rain in four week flights in a variety of local publications. Ridership on 9/11/05 was 139 boardings, more than tripling ridership in 5 months.

Class II - Broward County Transit (BCT)

Target Audience: Employees starting new jobs/moving to a new location
Project Cost: $200,000
Description: This campaign was created with the goal of distributing 100 free bus passes. At the conclusion of the campaign we distributed over 1400 free passes and 7% of those were to first time transit riders.