"Rolling Forward" and "On the Line"

Target Audience: "Rolling Forward" and "On the Line" are two recurring social media video segments targeted toward current and prospective COTA customers, as identified through market research.

Strategy Objective:Our strategy was to lean into creative storytelling and compelling video content to make transit something exciting and easy to navigate. For our "Rolling Forward" video series, our strategy was to develop short-form, easily digestible video content that unpacked all of the amazing work that goes on behind the scenes at COTA. From test driving our new electric vehicles to our sustainable vehicle washing facility, "Rolling Forward" helps build affinity for the COTA brand. By comparison, our "On the Line" video series is all about connecting COTA customers to community institutions. Whether you need career advancement resources or want to explore a new gallery exhibit, you can find it all "On the Line."

Situation Challenge: Exploring a city and fully understanding all the places you can go can be difficult or intimidating. As ridership is still rebuilding following the pandemic, we're identifying new audiences and helping them discover the impact of mobility options through video storytelling. Our challenge was to continue to build trust and affinity in the COTA brand in a dramatically different post-pandemic world to help our community ride with confidence.

Results Impact: In just the past six months, "Rolling Forward" and "On the Line" videos combined have reached a monumental 1,464,088 people and garnered 3,619,981 impressions. Working in collaboration, these two video series are effective educational tools that we can mold to other ongoing campaign efforts in a way that is easily digestible, memorable and recognizable among COTA customers and our community.

Why Submit: "Rolling Forward" and "On the Line" are unique among public transit messaging campaigns. By working with real COTA employees in every video, we help personalize the service COTA offers to our community. Secondarily, these videos also act as a recruitment tool because it helps prospective team members get a taste for COTA's internal culture and sense of community.