Caltrain Electrification Program Marketing and Communications
Circlepoint partnered with Caltrain to deliver a comprehensive marketing and communications program for the Caltrain Electrification Program. Collaborating closely with Caltrain staff, we conducted visioning, research, and a rebranding initiative (called Caltrain Modernization or CalMod) for the Electrification Program and its subprograms. This included crafting a compelling brand story, developing targeted messaging, creating an overarching brand architecture, and establishing brand guidelines.
To keep the public informed and engaged, Circlepoint designed and managed a modern, user-friendly website (www.CalMod.org), serving as the primary hub for project updates and information. We also executed several outreach campaigns, including:
- Rider Appreciation
- Did You Know
- Electrification Safety
- Virtual Reality
Throughout the project, we provided a range of services, including strategic communications, graphic design, social media management, web design, outreach, and event planning and implementation. Our team developed high-quality materials such as fact sheets, newsletters, postcards, signage, infographics, social media graphics, and promotional items to enhance outreach efforts.
As the project approached completion, Circlepoint supported key initiatives to engage the community and educate the public, including:
- School Outreach Campaign: Educating students on safety around the new electric trains and promoting discounted youth fares.
- Public Tours: Hosting three station tours (Diridon, San Francisco, and San Carlos), offering the first opportunity to view and explore the new electric trains. These events featured food trucks, Caltrain-branded giveaways, safety information, and highlights of the rider benefits: faster, quieter, greener, and more frequent service. Each event was attended by over 4,000 enthusiastic community members who were grateful for the opportunity to experience the trains in person.
- Electric Service Launch Events: Organizing VIP and public celebrations. The VIP event celebrated key stakeholders and elected officials for project support and commenced with their first electric train ride. The public festivities included a two-day corridor-wide celebration with major events at the Palo Alto and San Mateo stations, drawing over 7,000 attendees. Activities featured community booths, local entertainment, food trucks, Caltrain-branded giveaways, and raffle prizes along with free train rides all weekend!
The electrified Caltrain service officially launched on September 21, 2024, marking a historic milestone. Ridership has surged on both weekdays and weekends, with passengers enjoying faster, quieter, and more environmentally friendly service. This transformative project underscores the importance of collaborative, community-focused, purpose-driven communication and engagement strategies.
