Denton County Transportation Authority (DCTA) partnered with HCK2 to optimize its outreach to potential riders in its service area and position itself as the top transportation option. With three major colleges within its reach, the student population was quickly identified as an optimal target audience of riders and potential brand ambassadors. DCTA forged a partnership with the University of North Texas (UNT), North Central Texas College (NCTC) and Texas Women’s University (TWU), including special fare discounts for their students. HCK2 leveraged the power of social media to reach these groups, with a coordinated campaign of posts and paid media on Facebook and Twitter to draw attention to DCTA and the discounted rides. The result? Tremendous social media engagement and consistent increases in ridership among all three student groups.

3-Month Results

Ridership (Total Boardings)