BRANDING & COMMUNICATIONS
To guide the naming and branding process of the U 2 C revenue service vehicle, the JTA’s Marketing Communications and Customer Experience (MCCE) Department collaborated with Jones Worley, a strategic communications agency the JTA has worked with since 2013, that specializes in branding major transportation initiatives across the country. MCCE and Jones Worley established criteria for naming and branding the AV system. The name needed to be: • Easy to say and pronounce • Have local, national, and global significance • Generate excitement from users • Embody key characteristics of the planned Bay Street Innovation Corridor loop in downtown and expansion into adjacent neighborhoods After months of visioning and testing with the project team and stakeholders, the NAVI name rose to the top. The firm also collaborated with MCCE on the NAVI logo and vehicle wrap design, as well as its initial brand style guide.
Marketing played a key role leading up to the launch as MCCE developed collateral to promote the new system and educate the public on how to ride. Collateral included: • A tri-fold brochure with information about the program, service and routes • Rack cards with service information about different aspects of the NAVI service such as ADA accessibility • Posters for JTA officials to use when speaking to businesses along the U 2 C corridor • Window clings for businesses along the corridor to display • Pop-up banners for events • Index cards with QR codes to videos about the program and services • A “Where to go” map that included all businesses along the route • Vehicle stickers about the use of seatbelts, service animal seats, and how to notify NAVI attendants in case of an emergency • Advertisements placed in multiple publications • Signage for two NAVI Command Centers at the JRTC at LaVilla NAVI system shelter amenities were designed by MCCE for the 12 hubs on the corridor that included glass panels with a NAVI log and map; wraps for the sh er totems; and system information for kiosk monitors and vehicles.
Keeping the public informed about the progress being made with the U 2 C program before and during the launch was also managed by MCCE. In addition to advertisements and earned placements in local and national media outlets, the pending launch was promoted on social media on the JTA’s social media accounts at every stage of development and testing, and with every milestone reached. The multifaceted effort, in collaboration with Beep and HOLON, resulted in stories being published by Forbes, the Wall Street Journal, TechCrunch, CNBC, Mass Transit and METRO magazines, Passenger Transport, Automotive Drive, Government Tech Magazine, and all of the major newspaper, television, and radio stations in Florida. Detailed fact sheets were distributed at events and with media advisories and press releases to enhance the accuracy of news reports about all aspects of the U 2 C initiative, from conceptualization to launch.
44 | ULTIMATE URBAN CIRCULATOR – A CASE STUDY
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