Student Ridership Hits All-Time High for RTC with UGC Strategy
RTC
Opportunity
RTC’s free ride program, Ed-Pass, launched in 2019 to help Washoe County college students, faced challenges from a 2021 operator strike and pandemic impacts. Historically promoted only through colleges, RTC set out to actively market Ed-Pass in 2024 to boost participation and grow future transit advocates.
Approach
RTC crafted a multi-faceted strategy to connect with students through authentic content, strategic digital targeting, and on-campus visibility, highlighting Ed-Pass’s affordability and lifestyle benefits:
- UGC in Action
Authentic videos showed how Ed-Pass simplifies travel on RTC’s Virginia Line. - Digital Targeting
Ads on TikTok, Snapchat, and Instagram reached students where they are. - On-Campus
Visibility Posters and fliers kept Ed-Pass top of mind. - Lifestyle Focus
Highlighted affordability, accessibility, and transit’s benefits.
Outcome
The campaign’s targeted approach and engaging content delivered impressive results, driving record breaking student ridership and digital engagement:
32% YOY ridership growth at UNR and TMCC stops
600% increase in ridership since Ed-Pass began
36,000% boost in visits to the Ed-Pass landing page
800,000 impressions and 5,500+ clicks fueled interest.
What Made This Campaign Stand Out?
Authenticity
Relatable UGC that resonated with students’ daily lives.
targeted reach
Strategic use of digital platforms popular with young adults
Integrated Approach
A seamless blend of online and on-campus efforts for maximum visibility.
The campaign’s relatable content and strategic
reach drove record-breaking student ridership,
strengthening RTC’s role as a trusted
transit partner.