AFFIRM Selected For Suffolk County Bus Rapid Transit Branding and Marketing Campaign, Furthering Its Transit Marketing Expertise

(Pewaukee, WI…November 23, 2015) The Suffolk County, New York Department of Economic Planning and Development has selected AFFIRM to develop the branding and marketing plan for its new Bus Rapid Transit (BRT) system. With construction running over the next few years, the BRT will ultimately serve three corridors within the County with all routes being express, running north-south and stopping only at high-use locations such as office parks, colleges and hospitals.

In December 2015, AFFIRM will conduct focus groups of Suffolk County residents to acquire qualitative and quantitative data about target users’ motivation to use the BRT, as well as message testing creative naming for the service. Upon completion of the research, AFFIRM will create an umbrella brand for the BRT along with sub-brands for each of the three corridors. The agency will also develop a marketing plan concurrent with the branding initiative. The marketing plan will focus on the promotion of the Nicolls Road Corridor, the first of the three BRT routes scheduled to start service, including creative design and production, website and other digital assets, project management, and media planning and placement.

“We are thrilled to have this opportunity to work with Suffolk County on this campaign,” said Amy Opad, AFFIRM Account Executive. “Bus Rapid Transit is a ground-breaking new concept in public transportation, and we’re excited to play a part in bringing the service to the residents of Long Island.”

AFFIRM, formerly Staples Marketing, is a full-service marketing communications agency with headquarters in Pewaukee, Wisconsin. The agency serves local, regional and national clients in Business-to-Business and Consumer markets and has special expertise providing transit, transportation and health benefits marketing and communications. For more information, call 262-650-9900, or visit


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