Positioning RAD for What’s Next
Expansion of RAD Pass: Year-Round Fun for EveryoneThe Challenge
In 2025, Allegheny Regional Asset District (RAD) was excited to expand its RAD Pass program, which would offer Allegheny County library cardholders access to more free and discounted tickets to Pittsburgh cultural destinations than ever before. Over the years, the program had evolved in both branding and structure, leading to a two-fold challenge: clearly communicate the shift without alienating existing users and significantly broaden awareness among the many Allegheny County residents who had never engaged with the program at all.
The Solution
Mindful Kreative developed a strategic campaign anchored in a clear, compelling theme: “Year-Round Fun for Everyone.” Custom marketing toolkits were developed for partner organizations, libraries, lawmakers, and local influencers with assets to amplify the announcement. We equipped media partners with concise, ready-to-use materials and produced a press event at the Senator John Heinz History Center intentionally staged for strong visual and broadcast appeal. Post announcement, we continued to drive awareness through a paid media campaign that included custom-wrapped buses, native banners, OTT (streaming), yard signs, and pin-up posters.
top-tier local media placements
impressions from earned event coverage
impressions from paid media campaign
RAD Passes booked within days of the announcement
A Clear Narrative in a Moment of Change
When programs or brands evolve, clarity is paramount. We simplified the message into a single, unifying theme that reassured longtime users while inviting new audiences to give it a try. By centering the campaign on accessibility and community benefit, we eliminated confusion and made the expansion easy to understand and share.
An Ecosystem Approach
Rather than relying on media alone, we activated RAD’s full and powerful network. Toolkits empowered 31 partner organizations, 70 library locations, a handful of local lawmakers, and 10 community partners to become ambassadors for the program, extending reach organically across partner zip codes and trusted community channels.
Momentum Beyond Launch
The campaign didn’t end with the announcement. Paid media, influencer storytelling, and highly visible placements across the county sustained awareness and drove action. Additional efforts that reinforced the messaging included creating screensavers and on-hold phone messages for RAD and library locations, organizing a library lobby “takeover” program, and developing a streamlined content organization framework with a custom-designed template to empower their team to independently own long into the future.
Mindful Kreatives’s work with RAD earned a 2026 PRSA Pittsburgh Renaissance Award.
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