Using a communications strategy with an integrated mix of traditional, digital and social media, micro events, and public relations, Thread launched an 8-week campaign to reach the target demographic of people who regularly ride the bus to work, school, shopping, and medical appointments. 

Key messages included new, easy-to-use fare technology, simplified and less expensive fare structure, and stronger community partnerships. The Thread team placed a focus on earned media, formulating, and pitching stories on the TARTA/Veteran Services Partnership for Discounted Fare Opportunities, and Employer Lunch & Learn Partnership programs.