MARTA: Educating the Community to Expand Atlanta's Transit System
In the midst of a tough legislative session and facing opposition toward its bill calling for a half penny tax that would expand Atlanta's transit system, MARTA turned to Allison+Partners in the final 90-day campaign window to help drum up greater support from the local communities it serves.
The team understood that this battle would not be won through media hits in local, mainstream news outlets. Instead, we mobilized advocates from within key communities in the Metro Atlanta area to draft blog posts, op-eds, letters to the editor and the like, for hyper-local media channels, such as community newspapers and newsletters, employer communication channels and more. We also amplified activity through social channels to show the breadth of support major leaders within the community had for the expansion of rail and bus lines throughout the city and beyond.
The fine-tuned approach paid off and, in the final moments before the current legislation session concluded, the MARTA bill resoundingly passed both chambers of the legislature and was subsequently signed by the governor. Our work to lead stakeholder outreach and education, earned and social media engagement and speaking opportunities provided the final boost needed in getting this landmark legislation through the assembly.