JTA and UZURV Campaign - Accessibility-first Marketing: Creating an inclusive experience for JTA Connexion Plus riders

Target Audience: With a focus on equity and accessibility, this marketing initiative was developed to ensure every Jacksonville Transportation Authority (JTA) paratransit rider, regardless of ability, was aware of and understood how to use the UZURV Ride app for their Connexion Plus rides. JTA Connexion Plus is a door-to-door rideshare program available to eligible paratransit riders in Jacksonville and Duval County, Florida. Connexion Plus operates seven days a week and serves more than 7,000 people. This entailed numerous marketing media – across digital and print – to maximize awareness, adoption, and ease of use of the app. Marketing efforts targeted riders currently enrolled or eligible for the Connexion Plus program. Digital marketing efforts specifically targeted 1700+ eligible riders.

Strategy Objective:An accessibility-first campaign was developed to: -Launch the UZURV Ride app to eligible Connexion Plus riders. -Increase awareness of the JTA Connexion Plus program. -Accelerate adoption of the app. Several media were used, including landing pages, setup guides, videos, and automated email and SMS messages. Additionally, 300 UZURV drivers were engaged to display and distribute materials during rides. Rider segmenting and timing were critical in maximizing adoption. Segments were grouped by eligibility and rides taken. SMS and email messages were triggered by action/inaction and by day/time of day. Design and copy elements – font, structure, mobile responsiveness, tactile printing, etc. – followed accessibility guidelines so that any rider could access the information.

Situation Challenge: JTA wanted to launch the ADA-Accessible UZURV Ride app as a new scheduling option for Connexion Plus and use the launch to drive awareness of Connexion Plus to their regular paratransit riders. Previously, Connexion Plus riders could only schedule rides via UZURV's call center. Now, riders can use the call center AND Ride app to book and manage rides. In addition, JTA was interested in making the Connexion Plus experience more flexible, convenient, and accessible. Introducing the app allowed riders to schedule rides at their convenience - even outside call center hours. It also promoted accessibility – the app is optimized for assistive technologies like screen readers and text-to-speech.

Results Impact: Since launching the campaign on August 19, 2024, Connexion Plus has experienced a significant increase in rides scheduled with the UZURV Ride app. We aimed to get 50% of app users completing rides (with the app) within 30 days of app registration. We exceeded that in less than 60 days – 63% completed rides. In fact, by mid-October, 30% of all Connexion Plus daily rides were scheduled with the app. Other results: -171 new riders added to the Connexion Plus program. -390 (22.4%) riders registered the app from digital marketing efforts. -15% of Connexion Plus riders targeted with digital marketing have taken at least one ride. -700+ unique visitors to the JTA UZURV Ride app landing page. -240+ unique views of the digital setup guide. -44 riders scanned the QR code on print materials.

Why Submit: Mobility independence is for EVERYONE – regardless of ability. This campaign demonstrates the importance of accessibility-first marketing when serving paratransit riders. Every aspect of our marketing was designed with accessibility in mind. The key: -Make it simple for riders to learn about the service (i.e. multiple media). -Maximize adoption through calculated segmenting, timing, and support documentation (i.e. onboarding series, setup guide, video, etc.). -Develop design and copy elements in a way that is accessible to everyone. Since launching this campaign, we have successfully marketed the app to three other transit agencies and are planning for 15+ by 2026.