Several factors were contributing to declining ridership on Kitsap Transit. As a public agency, Kitsap Transit needed to demonstrate prudent and effective use of taxpayer dollars in communicating its range of offerings it provided to the many communities that make up the Kitsap peninsula.
A transformation strategy was needed, starting with research and an in-depth discovery process. With its 30th anniversary approaching, a comprehensive plan to reposition Kitsap Transit was implemented to re-energize their brand, improve their website for a modern, user-focused design, and a new campaign to promote the agency’s service-driven culture, as well as the benefits of public transportation.
The new brand and the “Connecting Communities,” "Be Transported" and "Captain Kitsap" marketing campaigns successfully increased ridership and engaged the community, while the award-winning website greatly reduced customer service calls.
