PROJECT DESCRIPTION

The Jacksonville Transportation Authority (JTA) provides public-transportation services in Duvall County, Florida. As COVID-19 vaccinations became available, JTA wanted to remove barriers and increase access to vaccines for transit-dependent individuals. The Authority went a step further than providing rides to vaccination locations. It retrofitted some of its fleet as mobile vaccination facilities. As the marketing agency of record for more than a decade, Jones Worley worked with the Authority to develop a strategic marketing plan, branding and messaging to drive awareness about the JTA’s efforts to provide free rides to vaccination sites, and promote the mobile vaccination vehicles.

The firm also coordinated media buys to extend the marketing campaign beyond the JTA’s customer base. The communications provided the community with pertinent information about vaccination locations, appointment requirements, bus schedules and contact information. The campaign utilized bus wraps as well as print and digital channels to reach a broad audience. JTA has won numerous awards and received national recognition for both marketing campaigns.