The Community Transportation Association of America (CTAA) is a national organization committed to removing barriers to accessible transportation and improving mobility for all people. As part of this goal, CTAA manages Joblinks, a program that assists employment service providers and transportation agencies in ensuring affordable, reliable and accessible options for individuals – including low-income job seekers and earners, workers with disabilities, youth, veterans and older workers – who rely on public and community transit. Joblinks is funded jointly by the U.S. Department of Transportation’s Federal Transit Administration (DOT/FTA) and the U.S. Department of Labor’s Employment and Training Administration (DOL/ETA).
In December 2009, CTAA hired Concepts to help develop and promote its Transportation to Work: A Toolkit for the Business Community, a resource that complements the Joblinks program by helping employers build their own simple, cost-effective transportation programs. Through this effort, CTAA aimed to educate and communicate to key stakeholders and the media that employers who provide transportation benefits for their workforce also gain rewards in other ways, such as attracting and retaining workers, supporting public transit and environmental improvement efforts, and increasing customer access to goods and services.
As part of this project, the Concepts team developed several wireframes and designs for the toolkit Web pages to be housed on the CTAA website. Based on the toolkit’s content, these Web pages were organized into four subject areas: Good for Business, Getting to Work, Going Green and Accessible Transportation. They provided information on a range of topics, such as tax incentives, shared ride programs, support for a diverse workforce, green transportation and vanpool options.
The Concepts team also created a suite of outreach materials including a press release, marketing card, linking campaign email, news brief, matte article and radio public service announcement script. In addition, Concepts worked with DOT and DOL to draft quotes from Transportation Secretary Ray LaHood and Labor Secretary Hilda Solis, highlighting the toolkit as an important resource for employers.
A comprehensive outreach campaign was then conducted to transportation, human resource, business and disability organizations; government agencies; state Chambers of Commerce; state Economic Development Councils and workforce commissions; trade and mainstream media; and top employers in various industries, including retail, manufacturing, green/sustainability and hospitality. Concepts was instrumental in having the toolkit listed as a resource on the Society for Human Resource Management (SHRM) website in its Knowledge Center under Transportation Benefits.