Connecting Communities to Affordable Transit Options:
Metra Access Pass Pilot Program
Overview:
Morreale Communications played a critical role in driving the success of the Metra Access Pilot Program through a strategic public awareness and marketing campaign. Metra, the Regional Transportation Authority (RTA) and Cook County partnered to launch an 18-month initiative providing reduced fares to qualifying passengers across all Metra lines to improve transit accessibility for low-income residents. The target audience for this project were the 777,000 SNAP recipients in Cook, DuPage, Kane, Lake, McHenry and Will counties.
The key objectives for the public awareness and marketing campaign were to use a paid media strategy to reach SNAP beneficiary stakeholders, introduce the program and encourage them to apply for the Metra Access Pass. Morreale developed and implemented a robust, multi-channel approach to maximize reach and engage target audiences effectively, employing key tactics such as geo-fenced digital ads, bilingual social media ads, English and Spanish radio broadcasts and strategically placed outdoor billboards. Each tactic achieved remarkable impact which exceeded industry benchmarks and generated high visibility.
Strategy:
Once Access eligibility requirements were established, Morreale project staff conducted market research on the target audience of eligible riders (individuals receiving SNAP benefits). This research included location, language and distance to Metra lines. This information was then used to directly target eligible riders via radio, outdoor and digital/social media ads. Radio ads featuring Cook County Board of Commissioners President Toni Preckwinkle aired across local radio stations while a dozen outdoor display ads were placed in zip codes with higher rates of SNAP beneficiaries, nearest to Metra lines and stations. Finally, a geofenced digital marketing campaign was developed to target individuals entering zones near Metra stops and stations.
Results:
The campaign surpassed typical advertising benchmarks in terms of number of impressions and click-through rates (CTR). The marketing efforts achieved 12.8 million impressions and the CTR for digital display and social media advertising outperformed industry benchmarks. Strong CTR performance meant that the advertisements resonated with target audiences yielding positive program participation results.
As a result of this campaign, more than 4,700 Access Pilot Program applications were submitted through mid-April 2024, and more than 8,000 trips were taken using the Access Pass through the end of March 2024.
Morreale’s comprehensive approach and successful outreach strategies have established a solid foundation for continued program support and expansion. The Metra Access Pilot Program now serves as a model for public transportation accessibility, equity and affordability across the region.
