Within Capital Metro’s 30-year history, Hahn Public Communications has played a variety of communications roles over the past 15 years, whether strategic planning, research, issues management, event planning, paid advertising or traditional public relations. Our award-winning work has included developing concepts and executing production for digital, print, radio, outdoor and television ads, brochures, flyers, collateral materials, on-premise and on-board signage, as well as earned media relations, community outreach, public affairs and internal communication initiatives.
In our current role over the past four years, our team has worked closely with the Authority’s communications department and leadership to manage or support public relations initiatives that increase ridership, improve reputation and build awareness of new products and services. As a result of our combined efforts, Capital Metro and Hahn Public continues to build the Authority’s standing in the community at a critical period of growth in the Austin area.
- Developed a series of motion graphic videos to highlight the successful statistics of the Agency
- Organized a series of speaking opportunities, community leader events and media interview opportunities for CEO Linda Watson
- Crafted overall messages to help Capital Metro share its story with key stakeholders, ranging from commuters to community leaders
- Helped open the first MetroBike shelter and first urban trail segment along the MetroRail Red Line with launch events and media coverage
- Generated significant media attention and buzz for the new Manor Park & Ride
High Frequency Network
In summer of 2015, Capital Metro launched a High Frequency Network on its top four performing routes to expand the frequent service of its successful MetroRapid lines. This was the first major investment the agency was able to make into the system since the agency had built up its financial reserves. Hahn Public’s role included:
- Developing an earned media and promotional plan to roll out the new Hi Frequency network
- Crafting overall messages for the new service, highlighting the new investment that the agency was making into the system
- Developing and producing rider profile videos for each of the five hi- frequency routes
- Generating media attention around the launch of the hi- frequency Network
Capital Metro celebrated its 30th year as the primary transit agency for Austin and Central Texas. To celebrate the agency’s many accomplishments and to look forward to the next 30 years, Hahn Public created a communications plan to highlight the many investments of Capital Metro.
- Developed and implemented a 30th Anniversary campaign, including the overall theme of 30 Forward
- Crafted 30th Anniversary messaging, giving a nod to the agencies storied history, but also focusing on what’s to come
- Campaign elements included proclamations, rider appreciation events, press release and media outreach, and long-term employee videos
January 2015 marked the start of Austin’s 10-1 council, a dramatic change in city governance from a seven-member at-large council. In an effort to educate the new faces on the Austin City Council, Hahn Public and Capital Metro developed a strategic communications plan that included district-specific Transit Talks for council members and community leaders within each of the 10 districts. Transit tours are also scheduled for council members, their aides and community leaders. The tours are meant to give attendees an overview of Capital Metro and many of its key investments.
Project Connect is a partnership between Central Texas transportation agencies aimed at implementing the high-capacity transit component of the CAMPO2035 Plan. In 2014, the Project Connect team developed a partnership to study then recommend a Locally Preferred Alternative (LPA) that proposed an urban rail line as the first step to a regional mass transit system.
- Served on the dedicated communication team to provide strategic communications support and guidance for each step of the Central Corridor process
- Developed a motion graphic video to communicate the overall vision of Project Connect, as well as the proposed urban rail Central Corridor route
- Helped announce plans for the North Corridor vision through a video, earned and social media and special event support
- Drafted the content for the Project Connect website and two handouts to explain the overall project and the urban corridor initiative
- Drafted blog posts and guest articles
- Orchestrated media briefings that helped reporters understand the primary issues and secured endorsements
- Executed a media tour of the proposed urban rail route
- Produced fact sheets, a 100-plus-question FAQs and infographics to be used in a variety of communication vehicles
Capital Metro launched its first two bus rapid transit (BRT) routes, naming the routes MetroRapid. Both routes were launched in 2014 and have met or exceeded ridership numbers within their first year. The two lines were made possible by significant federal funding and their success has allowed consideration for adding additional routes in the future.
- Planned and orchestrated large a public event to promote Capital Metro’s receipt of significant federal funding for MetroRapid
- Coordinated and analyzed multiple sets of focus groups to guide marketing of MetroRapid’s service along two routes
- Developed and executed a strategic communications plan for both
To launch Austin’s first MetroRapid line, which features a “bendy bus” or accordion-style mid-section, we hired a mariachi band complete with accordions to celebrate Capital Metro and Austin’s transportation milestone.
MetroRapid Routes launch
- Produced a series of short, how-to-ride videos
- Organized a grand opening event to support the launch
- Developed and executed a communications plan for the launch of the second MetroRapid line that included outreach to businesses, apartment buildings and neighborhood associations along the route, a launch event, and community event coordination.