Ride Norfolk – On Demand Promotional Video
Norfolk County relies on transit to drive economic vitality, foster social connectivity, and enhance residents’ quality of life. Efficient transit systems facilitate business operations, attract investments, and create job opportunities. They also ensure accessibility to essential services like healthcare and education, benefiting seniors, students, and low-income households without private vehicles. Additionally, public transportation reduces traffic congestion, lowers greenhouse gas emissions, and promotes social equity by offering affordable mobility options for all residents.
Strategically, transit supports smart urban planning by encouraging sustainable development, minimizing sprawl, and preserving green spaces, which ultimately reduces commuting stress and improves overall well-being. Furthermore, a robust transit network boosts tourism by providing easy access to Norfolk County’s attractions, thereby stimulating the local economy.
Despite its benefits, Norfolk County’s local public transit service, Ride Norfolk, faced challenges following its transition in July 2023 from a fixed-route to an on-demand model. This change required riders to book trips in advance, which initially led to frustrations among some residents who questioned its efficiency and use of public funds.
To address these concerns and promote awareness, a promotional video for Ride Norfolk was launched in March 2024. Narrated by Norfolk County Mayor Amy Martin, the video aimed to increase public awareness of the on-demand service and improve its perception. It was strategically marketed through social media and shown as a movie preview at the local theatre, The Strand, reaching approximately 7,500 attendees at a cost-effective rate.
The video’s high quality and Mayor Martin’s endorsement significantly boosted Ride Norfolk’s public perception. Positive feedback and increased ridership demonstrated the video’s effectiveness in showcasing the service’s importance and sustainability to the community. This initiative not only supported local business at The Strand but also strengthened community engagement and appreciation for public transit in Norfolk County.
In conclusion, while facing initial challenges, Ride Norfolk’s strategic promotional efforts, led by Mayor Martin’s endorsement and effective marketing strategies, have successfully elevated public awareness and perception of the transit service. This has contributed to a notable increase in ridership and reaffirmed the service’s crucial role in supporting Norfolk County’s economic development and enhancing residents’ daily lives.