Rebranding
Client
Boone County Transit
Industry
Government
Transportation
Our Expertise:
Strategic Facilitation/Messaging
Community Survey/Research/Brand Analysis
Branding
Marketing
Graphic Design
Communications Plan
Boone County Transit (BCT), formerly known as Boone County Public Transit, is a vital transportation service catering to the diverse needs of Boone County (IL) residents. Offering door-to-door service regardless of age, BCT is committed to evolving alongside the community it serves.
BCT approached Chartwell Agency to revitalize its brand identity and communication strategies to realign its image with its audience, enhance program awareness, and instill pride within the Boone County community.
Solution
Chartwell Agency recommended a comprehensive communications strategy tailored to meet BCT’s objectives. The project began with a facilitated messaging meeting, a collaborative session with BCT’s key stakeholders with the goal of developing a cohesive message that effectively communicates BCT’s services, rates, and community impact.
Following the messaging, Chartwell Agency led a research project to uncover valuable insights directly from BCT riders and agency partners to guide the strategic trajectory of the rebranding project. The firm developed a survey and connected directly with participants through phone calls. These conversations provided valuable insight from these audiences regarding BCT’s strengths and weaknesses, existing perceptions and the language that should be reflected in marketing.
Informed by insights from the brand analysis research, the Chartwell team crafted a new logo. Inspired by a community connection and sense of motion, the identity concept formed the foundation for a visually striking design. The logo captured Boone County’s dynamic spirit and BCT’s commitment to seamless transportation. This cohesive brand identity extended seamlessly to professional business stationery including letterhead, envelopes, business cards and an updated bus pass design. The consistency across all brand elements reinforces BCT’s trusted image within the community.
Finally, Chartwell developed a 12-month marketing plan outlining overarching strategy and actionable steps to heighten awareness, build engagement, and reinforce trust in the community. The plan included traditional advertising strategies, stakeholder communications, public relations initiatives, content strategy recommendations, social media tactics, and community outreach efforts.
Outcomes
The rebranding initiative not only sparked interest but also enhanced engagement among stakeholders, fostering a sense of pride and belonging within the community. The introduction of the new brand identity resonated well with BCT’s audience, receiving positive feedback for its creative and relatable design elements, further solidifying its connection with the community.
Additionally, the communications plan provided a strategic roadmap for sustained growth and continued engagement, ensuring BCT remains responsive to evolving community needs. The collaborative efforts between BCT and Chartwell Agency resulted in a successful rebranding endeavor, repositioning BCT as a dynamic and essential resource within the Boone County community.
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contact us
repperson@chartwellagency.com
Rockford
Chartwell Agency
120 West State Street, Suite 305
Rockford, IL 61101
(815) 282-9976