Strategies for Engaging with Harder-to-Reach Communities

CCDOTH and Morreale’s successfully launched the pilot Fair Transit South Cook Program, where we used various print, digital and social media campaigns to access hard-to-reach audiences by utilizing demographic data. Cook County Department of Transportation and Highways brought us on to bring awareness to the pilot Fair Transit South Cook program which increased service on Pace and lowers costs for Metra riders in South Cook County who experience longer commutes times than north side residents and who spend half of their income on transportation expenses. We launched an advertising campaign on August 30, 2021 and ran through October 15th to help reach underserved communities that needed affordable, accessible and equitable transit. Through Fair Transit, we have started to amend inequities in transportation access by leveling the playing field for traditionally underserved communities.

Public awareness, participation and support from community partners were critical to the effectiveness of the pilot. Numerous in-person and virtual community engagement activities took place in Year 1 to showcase the benefits of Fair Transit South Cook. Data is actively being collected during the pilot to ensure the program has reached those who could potentially use Metra and Pace transit services and to determine if marketing efforts have reached the intended audience.

Takeaways:

You will leave this session with an understanding of:

• Digital and print strategies behind reaching underserved communities
• Utilizing demographic data to create inclusive campaign messaging and surveying
• Developing and implementing meaningful advertising that results in successful engagement