Virginia Regional transit

Rising to the challenge

Virginia Regional Transit (VRT) provides high quality, affordable community transportation to 17% of Virginia, including metropolitan areas surrounding Washington, DC.

Despite a lack of increased funding from state and federal sources, an expanding service area and increasing operational costs VRT was successful in 2008 by increasing ridership and implementing several innovative revenue generating strategies.

“In every industry you have to tell your story," said Mark McGregor, VRT CEO. "You have to tout your successes, explain the challenges you face and tell your supporters how you are rising those challenges. That’s why we retained NCI.”

NCI produced a series of television commercials that encouraged ridership and reinforced the fact that investment in community transportation pays dividends in quality of life for the entire community. The firm also produced an interactive companion to the 2008 annual report that echoes these themes.