As our award-winning client, the Central Ohio Transit Authority (COTA), serves an area of 1.2 million residents and provides more than 19 million passenger trips annually. Our team of data-driven storytellers actively supports COTA’s transformative goal to transcend their role as a “transit authority” to become a “mobility solutions provider.” From 20-word Tweets to 20-page reports, the Hunter Team intentionally centers our efforts in COTA’s commitment to diversity, equity and inclusion. COTA’s new, purposeful, data-influenced brand voice relies on intentional, authentic storytelling and powerful photography and videography.
Prior to our introduction, COTA’s social media strategy focused on sharing relevant news, rather than creating strategic content.
Working hand-in-hand with COTA’s marketing department, Hunter played an integral role in transforming COTA into a compassionate, empathetic community partner in the social sphere. Communicating essential information is still a critical part of COTA’s marketing, but we also incorporated a narrative-based content strategy that highlights the people and values that make COTA move. At the heart of this transformation was a fundamental change in how COTA communicated with customers on social media: rather than talking at customers, COTA facilitated dialogue with customers.
We are particularly proud that, through a close collaboration with COTA’s Customer Care team, we increased COTA’s social response rate by more than 30 percent, year-over-year. By facilitating cross-departmental trainings, Hunter helped dramatically increase in the rate at which COTA replies to customer inquiries.
To support the accessible, friendly tone we created, our team introduced a robust video and social strategy, which includes the debut of our Rolling Forward video series. Rolling Forward videos humanize members of Team COTA to our audience, while also positioning COTA as an innovative leader in the field of mobility. Moreover, we also launched frequent Facebook livestreams to further facilitate an open dialogue between COTA team members and our community.
Our team began our work for COTA in 2020, and we are proud of our ability to navigate the year’s division and tragedy, while still nurturing strong, beneficial community partnerships and a positive, unifying social media space.
COTA stands out among peer organizations for their intentional use of social media as a transparent, empathetic channel where each customer feels welcome and included — a rare accomplishment on social channels where contention is so common. Our content, reflecting COTA’s foundation of diversity, equity and inclusion, promotes respect and kindness among the Columbus community and broader Ohio transit community.