Working with Triangle Transit and its partner stakeholders, including agencies and universities from Raleigh, Durham and Chapel Hill, the UrbanTrans team led a strategic marketing plan effort for GoTriangle, the regional umbrella brand for TDM services in the Triangle region. UrbanTrans led an in-depth market research analysis and a two year-long stakeholder collaboration process, which resulted in buy-in from all stakeholders for a short term marketing and communications plan and development of the brand. The GoTriangle regional brand provides ongoing support for all transit and TDM-related organizations in the Triangle Region of North Carolina, including yearly campaigns and special events, in addition to related programs and services.
A key component of the process included creating a complete website redesign and social media strategy, in addition to implementation of new marketing campaigns and brand identity products. The social media strategy created opportunities to listen to and communicate with users, gain insights about the delivery of GoTriangle services and find key advocates of alternative transportation modes.