Client Overview
Organization: Transpo
Nonprofit Sector: Community Development
Industry: Mass Transit
The South Bend Public Transportation Corporation, commonly known as Transpo, is the municipal bus system serving the cities of South Bend and Mishawaka, along with nearby areas like Notre Dame and Roseland, in northern Indiana. Transpo’s core mission is to provide safe, reliable, convenient, and comfortable transportation services. It offers transportation service for certified individuals whose disabilities prevent them from using the regular fixed-route buses. It also focuses on energy sustainability, and its administrative, maintenance, and operations facility is the first transit facility in the country to receive a LEED-NC Platinum certification for its sustainable design and construction.
Challenges & Objectives
Transpo’s challenges and objectives centered on two core areas: information clarity and ridership growth.
• Transpo needed to overcome the knowledge gap among potential riders and improve the overall customer experience. While non-riders often don’t know how to use the system—where the routes go, how to pay, or how to read a schedule —existing riders also struggle with changes or disruptions. A broader challenge is the perception gap, where transit is considered unreliable, unsafe, or only for those with no other option. These hurdles require clear, persistent communication and a focus on simplicity.
• Transpo’s marketing objectives were to increase ridership (both frequency of current users and attracting new users) by making the system appear accessible, convenient, and reliable. Specifically, marketing needed to directly support the goals of improving wayfinding (through route maps and street signage) and enhancing communication (through brochures, flyers, and a newsletter). Ultimately, the core objective was to position Transpo as a viable and desirable mobility choice for the community, reinforcing its value to secure continued public support and funding.
Solutions & Results
• The primary marketing solution was to implement a comprehensive passenger information system focused on clarity and accessibility. By redesigning route maps and brochures, the goal was to eliminate the “knowledge gap,” making the transit network easy to understand for both first-time and experienced riders. The creation of highly visible, standardized street signage directly addressed the need for consistent wayfinding, assuring passengers they were at the correct stop and improving the system’s overall perceived professionalism. Additionally, a regular newsletter and promotional flyers served to maintain engagement with current riders and highlight specific benefits, such as cost savings or new service routes, to potential users.
• The results of this integrated information strategy were a tangible increase in customer confidence and satisfaction. Clear, user-friendly maps and signage reduced travel anxiety and made the transit experience feel more reliable. The long-term impact saw an increase in ridership by making the service more attractive than private vehicle use. Crucially, providing consistent, accessible information reinforced a positive brand image and demonstrated Transpo’s commitment to customer service, fostering loyalty and turning satisfied passengers into advocates for the transit system.
From Confusion to Convenience: A System-Wide Clarity Initiative
The marketing solution for Transpo centered on a simple, powerful idea: that clarity drives use. They needed help clarifying the confusing nature of the transit information in their core passenger materials. Transpo significantly reduced the “knowledge gap” that kept potential riders away by simplifying and redesigning route maps and brochures to be visually intuitive. This foundational work made trip planning easier, directly supporting Transpo’s objective to increase ridership.
A unified visual system was implemented across all touchpoints, from easily readable street signage at bus stops to informational brochures and promotional flyers. This consistency ensured that riders always knew where they were and where they were going, boosting their confidence in the system. By combining practical wayfinding tools with engaging communication, such as a regular newsletter, Transpo successfully presented itself as a reliable, easy-to-use service, solidifying its positive reputation in the community.
You’ve helped us create an engaging brand for those we currently serve and to those in our outreach efforts. While the task of branding public transit as an attractive alternative method of travel can be a challenge, you pulled off a unique perspective each time that built awareness of our variety of services and reached our diverse demographic.
By the way, your most recent work won First Place and Grand Prize in the Print Media category in the recent Adwheel Adwards.
Sara J. Ermeti
Director of Administration
Transpo