The Walworth County Transportation Coordinating Committee voted on Dec. 2 to authorize a resolution recommending the county rename its transportation program "Walworth County Connect," with two sub-brands: Walworth County Connect Share for the shared-ride taxi and Walworth County Connect Care for specialized transit. The committee approved placing the resolution before the County Board.

Why it matters: Staff and the consultant said the new name clarifies that the service is provided by Walworth County, not the contractor, and aims to reduce confusion between shared-ride and specialized medical transit. The rebrand will allow the county to roll out new logos, vehicle graphics, a marketing plan and clearer messaging for riders.

Consultant findings: Laura Monagle of Affirm Agency summarized survey and secondary research conducted from Nov. 19 to Dec. 9, 2024. Of 276 total responses, 272 qualified respondents completed the naming survey, exceeding the project's 100-person sample-size goal. Respondents skewed older: the largest age cohort reported was 66 and older; 94% owned a smartphone. The consultant said respondents preferred the name Walworth County Connect because it "best describes the transportation services, makes it clear that the transportation services are provided by Walworth County and not VIP services, and makes it clear that the transportation services are for all of Walworth County." The consultant recommended the two sub-brands: Walworth County Connect Share (for the shared-ride taxi) and Walworth County Connect Care (for specialized transit). The report showed 68% of survey respondents supported use of the word "share" to describe the shared-ride service; respondents were more mixed on the word "care" but the consultant said it performed positively and signaled medical/specialized service.

Implementation and budget: Committee staff said the 2024 advertising/consultant budget lines provided roughly $25,000 for marketing activity, plus a $5,000 printing allocation; staff said vehicle-wrap cost estimates provided by VIP staff were roughly $2,000 per vehicle for a typical wrap. The county expects to have 24 vehicles in the fleet when a final minivan arrives in January. Staff said the marketing plan will evaluate options including leasing vehicle interior or exterior ad space to local advertisers and whether to outsource ad sales to a local advertising agency. The committee discussed the potential to fund a more substantial wrap program via additional county sources if the marketing plan supports expansion.

Committee decision: After discussion and questions from committee members and staff, a motion authorizing a resolution to rebrand the county transportation program to Walworth County Connect and to proceed with marketing work was moved and seconded and approved by voice vote. Staff said the marketing work and artwork cannot proceed to finalization until a name is selected because logos, taglines and branded materials depend on that decision.

Quotes and concerns: Laura Monagle of Affirm Agency said the name was chosen because it "emphasizes the service's role in connecting residents to essential destinations and each other." Committee members discussed operational details such as phone-answering and how VIP services and the county brand will coexist; VIP's Craig said VIP already operates with separate phone lines for general and transportation inquiries but agreed staff should coach call-handling language. Some committee members suggested alternative shorthand names for the specialized program (for example, "Care Plus") during discussion, but the committee ultimately approved the consultant'recommended naming structure.

Next steps: Staff will prepare the resolution for County Board consideration and proceed with the marketing plan, vehicle graphics, updated web content and public notices. The marketing plan will include a detailed evaluation of advertising-leasing feasibility and provide recommended procedures, anticipated revenue and potential advertising agencies if outsourcing is advised.