Campaign to Increase Transit Usage in Nassau County, NY

transit solutions case study graphic

Situation

The Metropolitan Transportation Authority and the Long Island Rail Road put out an RFP for a marketing campaign with the goals of promoting pre-tax transit benefits, increasing awareness of transit options and ultimately increasing transit usage in Nassau County, NY. AFFIRM (formerly Staples Marketing) was awarded the contract in 2006 and has subsequently re-won it in 2008, 2010, 2012 and 2014.

Solution

AFFIRM developed the TRANSIT SOLUTIONS brand and campaign to successfully implement the program in Nassau County. This includes the creation of educational and outreach materials including video, print, digital, radio, and out-of-home. AFFIRM also produced a dedicated campaign website: www.TransitSolutions.org.

Results

1400+ Nassau County employers/ groups contacted.

500+ in-person presentations made.

Numerous major Nassau County employers now offer the pre-tax transit benefit as a result of the campaign, including Macy’s, North Shore Long Island Jewish Hospital System, Leviton Manufacturing, Molloy College and Winthrop University Hospital.

Organization of the first-ever CAR FREE DAY LONG ISLAND in 2013 has now become a much anticipated annual event.

Nassau County-based campaign manager Rosemary Mascali is now in her 9th year working with the agency on campaign implementation.

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