Message Testing for new BRT Service

AC Transit

Project Details

To help promote the new East Bay Bus Rapid Transit (BRT) service, Public Values was contracted by Pulsar Advertising to conduct a series of focus groups with AC Transit riders who travel along the BRT corridor and potential riders who live and work along the route but do not regularly use Rapid or other transit. Participants were asked to discuss the advantages and disadvantages of their current travel mode; their perceptions of AC Transit and their satisfaction with current service; and their feedback on specific branding concepts and design alternatives for the stations. Focus groups were conducted in English, Spanish, and Chinese.

Outcome

Results were used to develop a branding strategy that was effective in building both ridership and community support for BRT, while complementing the overall brand identity of AC Transit.