Case Study # 1: York Region Transit Brand Development, Marketing and Communications
When York Region amalgamated its public transit operations to include routes and services provided by five conventional and seven specialized transit systems, Interkom was selected from 11 companies to develop the Name, Brand Identity, Claim of Distinction for this new entity, and the Marketing and Customer Communications Plan.
The design of the York Region Transit Corporate Identity won the Award for Advertising Creative Excellence (ACE). The project was completed within budget and timeline.
In addition, Interkom developed the first 3-year marketing plan; implemented an integrated campaign of Ride Guides, Infoposts, Route Maps, and website including schedules and branded routes to popular destinations. We also launched the customer newsletter, Mobility Plus, Customer Appreciation Campaign, and Student Program. It resulted in a 10.9% ridership increase during the first year of operations, one of the highest transit growth rates in Canada.
Case Study #2: The Region of Waterloo’s Grand River Transit
In 2011, Interkom assisted the Grand River Transit with the launch of the new express route, the 201 iXpress.
During our engagement, Interkom was responsible for conducting a competitive landscape research and analysis and preparing a comparative brand matrix of the various transit systems across Canada. We benchmarked various transit systems across Canada against the new Grand River Transit’s 201 iXpress and identified strengths and weaknesses of the current GRT services to ensure GRT delivers the best brand experience to their target market.
The comparative brand matrix and competitive analysis of the market was instrumental in launching the new 201 iXpress. Interkom went on with tactical marketing implementation for branding the new express route. The 201 iXpress launched to the public with great success.
The YRT 3-year marketing plan resulted in a 10.9% ridership increase during the first year of operations, one of the highest transit growth rates in Canada.York Region Transit
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