Smart Transit, Stronger Community

King County Metro set out to expand awareness and adoption of its ORCA for Business program—a public transit benefit for employers and employees across the region. The goal was clear: reach a diverse audience with messaging that resonates just as well in the boardroom as it does on the bus.

But with such a broad and varied audience, the campaign needed more than just visibility. It needed empathy, clarity, and precision.

The Solution: A Human-Centered, Multi-Channel Campaign

Partnering with Extra Mile Marketing, King County Metro launched a layered campaign that reflected the values and needs of its community. Our team built a strategy that prioritized clarity, accessibility, and relevance—whether the message was delivered in a flyer, on a social feed, or inside a transit shelter.

Key Elements of the Campaign:

• User-Centric Design
  Every asset was built with intention. We focused on intuitive layouts that helped people quickly understand what ORCA for Business is and how it benefits them—whether they were HR managers or daily commuters.

• Smart, Channel-Specific Content
  We optimized content for each platform: Flyers delivered more in-depth information, while digital ads and social media posts delivered the core message in a flash.

• Strategic Storytelling
  Our copy approach made the key messages pop—drawing the reader in with a clear, compelling narrative that connected the dots between transit access and community impact.

• Integrated Visuals
  Graphics and imagery weren’t just decorative—they were carefully chosen to support the message, increase engagement, and ensure accessibility across formats.

The Results: Measurable Engagement, Meaningful Adoption

By blending smart strategy with people-first storytelling, we helped King County Metro connect with tens of thousands of riders and employers across the region. The campaign met audiences where they were—on the bus, on their phones, and at work—driving awareness and action across all channels.

ORCA for Business gained new visibility and momentum, with assets designed to educate, inspire, and ultimately shift behavior toward sustainable transit choices.

Bottom Line:
A strong message only works if it reaches the right people—and resonates. This campaign proved that a well-crafted, community-centered approach can do both.