Brand. Data. Story. The Transit Trifecta (Leadership APTA)

Transit agencies are asked to deliver safe, reliable service while simultaneously demonstrating measurable economic and social value to their communities. Federal, state, and local leaders, as well as the public they represent, increasingly demand to see clear, human-centered outcomes from transit investments. Our capstone investigates how some agencies are using communications in response to this challenge to build long-lasting, resilient support for their major capital programs.

Through interviews with leading transit agencies across the country and consultations with APTA leadership, our team sought to identify how agencies can more effectively frame their benefits in ways that resonate with all stakeholders across all funding levels. The result is the “Transit Trifecta”: a framework that integrates Brand, Data, and Story into a cohesive strategy for building trust, demonstrating value, and earning enduring support.

Our findings show that when agencies successfully align these three elements, they create more than temporary momentum for a single project; they build resilient, long-term advocacy. This advocacy extends from riders and community members to elected officials and funding partners. Agencies that master the Transit Trifecta not only enhance their ability to compete for federal and state resources but also strengthen local coalitions, improve the case for ballot initiatives, and ensure the sustainability of their systems for decades to come.

Project Team:

• Arya Rais-Firouz, AtkinsRealis, Co-Coordinator
• Erin Mitchell, Metro Transit, Co-Coordinator
• Tiffany J. Gunter, Suburban Mobility Authority for Regional Transportation
• Kelli Shields, Trinity Metro
• Jeff McCormack, AECOM