Public Communications/Marketing for CTfastrak

Location: Connecticut

As the program manager for CTfastrak, the first busway in the state of Connecticut, Michael Baker International performed significant engineering tasks, design and constructability review services, and strategic marketing and community engagement for the creation of a Bus Rapid Transit (BRT) system that will improve the speed, reliability, and convenience of transit service; enhance mobility; encourage Transit Oriented Development and promote a healthy environment. The 9.4-mile-long busway, connecting New Britain, Newington, West Hartford, and Hartford with links to communities throughout the region, runs along inactive and active railroad corridors and consists of a two-lane bus-only roadway and 10 stations with multiple shelters, landscaping, bicycle racks, ticket vending machines, landscaping, electronic bus arrival displays, Wi-Fi, and a five-mile multi-use trail along the CTfastrak guideway connecting the municipalities of New Britain and Newington. The Michael Baker team oversees an extensive public relations, marketing and community outreach campaign which includes CTfastrak cross-platform brand messaging, enhanced web, social media and smartphone digital engagement, news media and educational campaigns, cross-platform videos, targeted advertising, direct stakeholder outreach (large employers, educational institutions, local businesses, community events, etc.), public meetings, focus groups, elected officials outreach, interagency coordination and partnership, and numerous collateral materials. Michael Baker provides a dedicated Construction Community Liaison Outreach Officer located in the construction program office. The Officer is tasked with providing real-time construction updates, coordinating contractor outreach and addressing community concerns, and served as an informational resource for residents and businesses in the area. Outreach includes web, social media, telephone and email communication, community issues log and database development, development of signage and informational materials, as well as Police, Fire and Emergency communications. Bus service operations began on March 28, 2015 and significant community outreach is ongoing.

Project Gallery