Easy Riders: The Road to Brand Positioning

Persuading commuters that their transportation system is working can be an uphill job. Miami-Dade needed to raise awareness of all their services, increase users and win public approval.

Miami-Dade County Department of Transportation, the largest transportation system in Florida, needed to expand awareness of their service, increase usage of all transportation modes and grow positive public sentiment.

We conducted research to inform a strategic plan for a new brand positioning, brand guidelines and social media strategy.

The strategic communication plan was created with the goal of creating a new level of consumer approval by demonstrating and sharing that Miami-Dade was working hard to make improvements.

&M+ people ride Miami-Dade public transportation.