Student Ridership Hits All-Time High for RTC with UGC Strategy
RTC
Opportunity
RTC has offered a free ride program for college students in Washoe County, known as Ed-Pass, since 2019. While has been popular since its inception, Ed-Pass usage was hampered by an operators’ strike in 2021 as well as the lingering effects of the pandemic. Ed-Pass has also relied solely on word of mouth and the promotional efforts of the participating colleges to get the word out to students. At the beginning of the 2024/2025 school year, RTC decided it was time to actively market and promote Ed-Pass to maximize student participation and foster the next generation of transit riders.
Approach
The “Get on Board” campaign combined digital and on-campus efforts to resonate with young adults. Authentic user-generated-content (UGC) videos highlighted how Ed-Pass simplifies travel to popular destinations on RTC’s Virginia Line. These videos, along with digital ads, were strategically distributed across TikTok, Snapchat, Instagram, and other popular platforms. On campus, the campaign was supported by posters and fliers, ensuring visibility among students. This multi-channel approach emphasized affordability, accessibility, and the lifestyle benefits of public transit, tailored to connect with student interests.
Outcome
Since launching in August 2024, the campaign drove record-breaking results: student ridership hit an all-time high, with boardings at University of Nevada Reno and Truckee Meadows Community College stops up 32% year-over-year and 600% since Ed-Pass began. Nearly 800,000 impressions and over 5,500 clicks fueled a 36,000% increase in visits to the Ed-Pass landing page. The campaign’s relatable content and integrated approach meaningfully engaged students, positioning RTC as a trusted transit partner and cultivating future advocates for public transportation.