Task #1 - Response Option A

Transpose a given talking point into short, consumer-facing copy. Create a headline and subhead for an out-of-home billboard, a print ad, and a digital ad. Each piece of copy should be clear, concise, and engaging, typically 1-2 sentences for each headline and subhead.

Talking point: Due to cleanliness, equity and community safety issues, TriMet will address large bags/wagons of recycling bottles and cans being brought onboard. TriMet Code has a number of regulations that help address reducing the big bags and wagons full of cans and bottles. For a better Customer Experience, TriMet is working to improve cleanliness on the system with enhanced cleaning efforts, our ‘Clean Team’ and better enforcement of our rules for riding. This will also help ensure equity, by keeping aisles, doors and priority seating areas clear for those with disabilities. Also, by enforcing our rules for riding, TriMet is joining with our partners in addressing community safety.

Ridership (Consumer Facing Audience)
Key Message: “Hop on TriMet and rediscover how easy and reliable your commute can be. Our extensive network is here to make your daily grind a bit less grindy and a lot more groovy. Plus, by choosing TriMet, you’re helping us save the planet one ride at a time—no capes required. We’re all about making your travel as convenient and stress-free as possible, with a side of community spirit. So, let’s roll together and make Portland an even better place to live, work, and play!”


Community (Consumer Facing Audience)
Key Message: “TriMet isn’t just about getting you from point A to point B; we’re all about bringing the whole alphabet together. Our mission is to connect diverse neighborhoods and build an inclusive, equitable community where everyone’s invited. Our accessibility and inclusivity measures help build bridges and make every corner of Portland feel like home.”


People (Internal Audience)
Key Message: “We won’t stop for the people who keep our city moving. At Team TriMet, we’re committed to creating a safe, supportive workplace that’s fun and full of opportunities. A happy team makes for happy riders, so we invest in your growth and well-being—from professional development to celebrating our diverse perspectives. Along for the ride.”


Infrastructure (Consumer Facing Audience)
Key Message: “TriMet is building the most sustainable transportation infrastructure around. We’re investing in the latest technology and continuous improvements to make sure your ride is smooth, safe, and future-proof. Whether it’s modernizing our fleet or jazzing up our transit facilities, your commute can be something to be proud of. Let’s keep Portland moving in style!”


Resources (Consumer Facing and Internal Audiences)
Key Message: “At TriMet, we believe in making the most out of what we’ve got. By optimizing our resources, we provide top-notch services while keeping things green and budget-friendly. Expanding our services doesn’t have to mean expanding our carbon footprint. Our commitment to resourcefulness benefits everyone, from our dedicated team to our awesome riders. Together, we’re creating a transit system that’s as smart as it is sustainable.”

Transpose a given talking point into short, consumer-facing copy. Create a headline and subhead for an out-of-home billboard, a print ad, and a digital ad. Each piece of copy should be clear, concise, and engaging, typically 1-2 sentences for each headline and subhead.

Talking point: Due to cleanliness, equity and community safety issues, TriMet will address large bags/wagons of recycling bottles and cans being brought onboard. TriMet Code has a number of regulations that help address reducing the big bags and wagons full of cans and bottles. For a better Customer Experience, TriMet is working to improve cleanliness on the system with enhanced cleaning efforts, our ‘Clean Team’ and better enforcement of our rules for riding. This will also help ensure equity, by keeping aisles, doors and priority seating areas clear for those with disabilities. Also, by enforcing our rules for riding, TriMet is joining with our partners in addressing community safety.

Out-of-Home Billboard Headline: “Save Seats for People!”
Subhead: “Your cans didn’t buy a ticket! TriMet’s Clean Team is doing its part to keep the rides safe and accessible for all.”

Print Ad Headline: “Please—don’t drink and ride”
Subhead: “We’re devoted to keeping the aisles clear, the rides smooth, and the spaces open for other passengers. Keep those big bags at home!”

Digital Ad Headline: “Clean Rides, Happy Vibes”
Subhead: “TriMet’s Clean Team is here to enhance your ride. Let’s keep it tidy together!”

Bonus: Outline a print ad promoting ridership, targeting people who are not transit-reliant. This should be a short paragraph, summarizing the key message and approach for the ad.

Answer:  The bonus print ad would be a very clear, visually stunning contrast between car usage and the greener world of Trimet ridership. It reminds people that the negative aspects of driving are all optional, and stresses the positive aspects of riding (getting lost in a book).

Rediscover an Easy Commute

Subhead: “Remember when commuting was hassle-free? Rediscover the convenience of TriMet and enjoy a stress-free, eco-friendly ride. Hop back on board and let’s make your daily journey enjoyable again!”

Car:
Lost in the Parking Garage

Paying for Gas

Trimet:
Lost in a Book

Investing in Your City’s Future

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