transportation resources for arlington county (TRAC)
outreach, STRATEGY, PARTNERSHIP, MARKETING, GRAPHIC DESIGN, VIDEO PRODUCTION
As the initiators, architects, and champions of the on-the-ground “community and partnership outreach” efforts for the award winning TRAC (formerly Car-Free Diet) program, we are especially proud of our work to establish and permeate this cost-effective and essential TDM component in communities throughout Arlington County, and it has been our privilege to do so for over 15 years now! We created a suite of programs and resources to engage a variety of audiences in the Arlington community in order to build lasting relationships and inspire commuters to change their behavior.
Community engagement sits at the heart of the TRAC - convincing folks to reduce their single-occupancy vehicle trips is no easy task! Our street teams of brand ambassadors take pride in their efforts to educate the public about their travel options and engage in meaningful conversations that are enduring and impactful. To date, NeoNiche has hosted over 2000 community events, engaging over 465,000 people and distributing over 1.2 million brochures! Watch our annual report summary which details our most recent efforts to continue growing the reach of the TRAC program in Arlington County: 2025 Annual Report.
NeoNiche also developed, implemented and managed Arlington County Commuter Services (ACCS) partnership efforts to build the TRAC program. The program now consists of a network of over 500 community organizations, professional institutions, restaurants, retailers, and academic institutions. As part of the 2025 TRAC rebranding effort, NeoNiche consolidated previously separate public-facing and business partner newsletters into the Stay On TRAC newsletter, creating a more streamlined and cohesive platform for ongoing communication with residents, partners, and stakeholders.
NeoNiche also created a suite of programs and resources in Spanish that Arlington County staff and outreach teams could use to engage a variety of audiences, tell the story of how Arlington’s interconnected system of public transportation can easily fit into any lifestyle. The only program of its kind in our nation! We branded TRAC en Espanol with a multifaceted outreach program incorporating videos, social media, print material, and one-on-one outreach to individuals and businesses. The one-on-one outreach segment of TRAC en Espanol included appearances at Latino/Hispanic-specific events, such as the Festival Latino Americano and formal presentations to primarily Spanish-speaking audiences.
Since 2018, NeoNiche has developed and published over 6,000 social media posts in Spanish across Facebook and X (formerly Twitter), generating more than 160,000 impressions, nearly 20,000 link clicks, and over 4,000 engagements. Content has promoted transit, biking, walking, ridesharing, multimodal transportation options, transportation planning initiatives, County programs, and community events while helping connect Spanish-speaking residents to transportation resources and services.
Videos remain one of our most effective communication tools and offers us the opportunity to engage with new audiences. NeoNiche has produced and distributed over 95 videos for a variety of strategic TDM planning initiatives, including promotional, educational, bilingual, social media, testimonial, and event-related content that increases awareness of transportation programs, resources, and services - all of which are highly visible on Arlington TRAC’s YouTube channel.
