Since 1970, the Capital District Transportation Authority (CDTA) has provided transportation services throughout the Capital Region.
But to fight the perception that their work focuses exclusively on buses, they would need the help of the team at The Martin Group. Together, we pushed a new narrative—one highlighting CDTA’s expanding role in the region. Our team established public affairs campaigns for each strategic initiative, ensuring that key messages connected with target audiences. Each initiative was tied to CDTA’s larger story, laddering up to the organization’s role in the community and goals for the region. As a result, we helped the broader community to see CDTA as the region’s leader in mobility management—not just buses.