MARTA launched an on-demand microtransit pilot to make transit more convenient and flexible for riders. To succeed, the agency needed to quickly build awareness, encourage adoption, and grow ridership within just six months.

Profile developed an integrated outreach strategy that combined stakeholder engagement, targeted digital advertising, and proactive earned media. By framing the pilot around convenience, equity, and innovation, we helped riders, community leaders, and media outlets see the value of microtransit and inspired them to share the story.

• Double- and triple-digit ridership growth in every service zone, proving strong community demand for flexible options.
• Widespread earned and trade media coverage that amplified awareness and built momentum for the pilot.
• High app download rates driven by targeted digital ads, making it easier for riders to try and adopt the service.