Kentuckians for Better Transportation
Kentuckians for Better Transportation, a 300-member statewide multi-modal transportation association, has focused its efforts in recent years on advocating for additional transportation investment, most notably an increase in the state’s gas tax.
In 2020, the future of KBT was at a crossroads. An unsuccessful leadership transition and membership frustration over inaction by state lawmakers created an opportunity to chart a new course to propel the organization forward. KBT needed to strategically position itself for the future, gain the confidence of its members and build awareness of its mission among leadership across the Commonwealth.
C2 developed a multi-faceted communications program that would help KBT redefine its mission and vision, build visibility and credibility among key audiences and position itself as a thought leader in the transportation industry. C2 captured diverse perspectives and insights by facilitating a strategic retreat and conducting an online survey and series of virtual focus groups with transportation industry leaders, members and staff. C2 also created a new modern logo and tagline as well as brand standards and applied across all channels. In the wake of the pandemic, C2 helped KBT pivot to a virtual approach, providing webinar support and virtual event promotion.
All communications efforts resulted in substantial input from key transportation leaders vested in KBT’s success. Successful virtual events resulted in record annual conference attendance and an average of 175 attendees per event across four different virtual webinars throughout the year. KBT also received a transformed brand and ‘blueprints for success’ with plans for the executive director to implement in the future.