Georgia DOT set out to update its State Rail Plan, a blueprint guiding investments through 2050. Success depended on gathering meaningful input from freight operators, passenger advocates, and communities across the state to ensure the plan reflected both industry priorities and public needs.

With a deep understanding of stakeholder dynamics and public sector communications, Profile crafted and led an integrated strategy anchored by four messaging pillars: Safety, Efficiency, Accessibility, and Economic Competitiveness. These themes served as the backbone for a robust messaging matrix tailored to both freight and passenger rail audiences, ensuring consistency across all touchpoints.

• Inclusive, statewide engagement gave freight, passenger, and community stakeholders a voice in shaping Georgia’s rail future.
• Clear alignment of priorities ensured freight and passenger needs were understood and addressed together.
• Positioned rail as a catalyst for economic growth, reinforcing its role in connecting communities and driving Georgia’s competitiveness.