The Contra Costa Transportation Authority (CCTA) was one of three Bay Area agencies to participate in a real-time ridesharing pilot program. Using new technology, the program connected commuters in real-time, and both facilitated and encouraged carpooling. The ultimate objective was to reduce Greenhouse gases generated by cars and other vehicles.
Following a series of stakeholder interviews, Circlepoint developed the strategic communications plan, crisis communications protocols, and marketing strategy. We created a tailored recruitment strategy to take advantage of existing communications channels, including a series of technology demonstrations that created face-to-face engagement opportunities, developing a Facebook app that allowed interested participants to sign up directly from Facebook, and creating promotional “sprint” activities such as “WeGo Wednesdays.” In the first two weeks, over 500 people signed up for the program.