Preview Mode: Miami-Dade County and Transit app partner to help riders prepare for Better Bus Network launch

Target Audience: When a transit system redesigns its entire bus network, everyone is affected: from occasional users to everyday commuters, riders must acclimate to a big new change. Helping riders map out their new routes in advance, and reaching them through as many channels as possible, is critical to the successful implementation of a new bus network so passengers don't miss a beat when launch day arrives. Every month, 41,000 Miami-Dade Transit riders open the Transit app to plan their trip and track their ride, including 24,000 riders who use the app on phones with Spanish set as the default language. All together, that means 1 in 12 Miami-Dade Transit riders open the Transit app each month, providing a powerful channel for the transit agency to reach riders.

Strategy Objective:At the heart of the campaign was an innovative partnership between Miami-Dade Transit and Transit app. Miami-Dade Transit shared app-readable GTFS schedules for the new Better Bus Network in advance, which Transit app integrated into its Preview Mode feature. Preview Mode went live on November 1, nearly two weeks before the Better Bus Network took effect. App users who planned A-to-B trips saw a special section in Transit showing the itinerary to use after the November 13 launch of the Better Bus Network. By tapping a single button in the app, riders could browse detailed Better Bus Network schedules and view new maps for every transit line. The launch of Preview Mode also included the addition of MetroConnect, Miami Dade Transit's on-demand service powered by Via, into the Transit app.

Situation Challenge: Miami-Dade Transit began the process to redesign its bus network in 2019, with an innovative process spurred by local grassroots advocacy. After delays due to the COVID-19 pandemic and the ensuing bus operator shortage, the Better Bus Network launched on November 13, 2023, alongside an improved and expanded MetroConnect service, providing free, on-demand transit. In advance of the Better Bus Network launch, Miami-Dade Transit undertook a major public education campaign, including free fares and public webinars. The most innovative new form of outreach was to integrate with Transit app's Preview Mode feature, which allowed riders to plan their trips in advance using the Better Bus Network, using the same trip planner and app experience they were already using on a daily basis.

Results Impact: Miami-Dade Transit riders were able to plan their new trips in advance thanks to the Transit app's Preview Mode, using both the new Better Bus Network and improved MetroConnect service. A total 20,718 riders viewed a banner on the app's home screen announcing the changes, and 5,875 tapped through for more information from Miami-Dade Transit. The click-through rate of 28% was far higher than typical digital marketing campaigns. Approximately 2,000 riders enabled Preview Mode, planning 13,000 trips in advance of November 13. In many ways, success is measured by what didn't happen: launch day can often result in confused riders and lots of complaints. Because so many riders planned their routes in advance, in the app they already use, their new commutes went as smoothly as possible.

Why Submit: Marketing efforts are most successful when they meet the audience where they already are, and Miami-Dade Transit's partnership with Transit app provides an excellent demonstration of that principle. Large numbers of transit riders are already opening the app every day to get around. By developing a new Preview Mode feature, Transit has created a first-of-its kind tool that helps transit agencies effectively communicate major network changes to riders in an interactive format that answers riders' most pressing questions about changes to bus service. This project clearly shows that partnership with private-sector technology companies can help transit agencies clearly and quickly communicate critical information that riders need.