Denton County Transit Authority

College Rider Social Campaign

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)


February – 228,475

March – 176,757

April – 208,408

Denton & Lewisville Connect Bus (combined)

February – 36,325

March – 39,723

April – 40,212

NCTC Campus Shuttles

February – 1,488

March – 1,175

April – 1,634