CCTA Real-time Ridesharing Pilot Program

WeGo SuperHero

The Contra CostaTransportation Authority piloted a real-time ridesharing program that used a smartphone app designed to connect drivers and riders and facilitate ridesharing. Circlepoint developed and implemented a marketing campaign to recruit users and encourage participation among the target audience of local commuters.

1

The Challenge

The Contra Costa Transportation Authority (CCTA) is one of three Bay Area agencies to participate in a real-time ridesharing pilot program. Using new technology, the program connects commuters in real-time, and both facilitates and encourages carpooling. The ultimate objective is to reduce Greenhouse gases generated by cars and other vehicles. Similar, but distinct, pilots are also underway in Marin and Sonoma Counties. All three pilots are funded by a $1.5 million grant from the Metropolitan Transportation Commission’s (MTC) Climate Grant Initiative.

2

The Approach

Circlepoint developed the strategic communications plan, crisis communications protocols, and marketing strategy for this program, including the conception, design, and implementation of a marketing campaign that specifically emphasizes the time and cost savings and convenience. Circlepoint created a tailored recruitment strategy to take advantage of existing communications channels, while also implementing new tools and tactics that go beyond typical programs. Circlepoint hosted a series of technology demonstrations that created face-to-face engagement opportunities, developed a Facebook app that allowed interested participants to sign up directly from Facebook, and created promotional “sprint” activities such as “WeGo Wednesdays.”

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3

The Results

WeGo PosterIn the first two weeks, over 500 of the 4,200 targeted people signed up for the program. Using dynamic email marketing, Circlepoint sent tailoredmessages to each unique use case, summarizing user activity, highlightingupcoming rewards and incentives, and delivering encouragement messages. Each user’s progress was presented in several forms, including miles traveled,gas money saved, and greenhouse gas (GHG) emissions reduced. The WeGoRideshare pilot program helped save commuters time and money and demonstratedthe possibilities for larger application, which is already taking place throughout the county and the region.

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