Project

DART First State – Delaware

Delaware Area Regional Transit (DART First State) relied on our team’s full-service research, marketing, and outreach capabilities to promote transit services throughout the state. Marketing and advertising campaigns were developed and managed to increase ridership and awareness of DART’s statewide transit network, based on in-depth on-board rider research. The work included creative route-specific campaigns that connected with local communities and riders, demonstrating an understanding of Delaware’s unique transit market as a statewide system serving both urban and rural areas. One notable campaign featured the infamous Blue Hen Chicken, Delaware’s state bird and the University of Delaware mascot, in a route campaign specifically targeted to local riders with strong University of Delaware ties, showing the ability to create culturally relevant marketing that resonated with specific audience segments.

The outreach work emphasized community engagement and building awareness of DART services across the state. New service launches were supported with comprehensive marketing materials and promotional activities designed to introduce residents to transit options and encourage trial ridership. The marketing approach recognized Delaware’s position as a smaller state where personal connections and community-based marketing could be particularly effective in building ridership and support for public transit services.

Services Provided

• On-board rider research study
• Marketing and advertising campaign development
• Route-specific marketing campaigns
• New service launch support
• Community outreach programs
• Creative campaign development
• Culturally relevant messaging
• University partnership marketing
• Promotional materials design
• Target audience identification and engagement
• Brand awareness campaigns
• Rider recruitment initiatives