Foothill Transit COVID-19 Safety Campaign Print
Target Audience: This print media campaign focused on reaching the older adult population and those with limited online access or those who do not follow Foothill Transit on digital platforms.
Strategy Objective:A multilingual print campaign was developed to increase awareness of COVID-19 rider rules and demonstrate that Foothill cares about the community it serves. English, Spanish and Chinese newsprint ads ran in high-circulation publications for six weeks. A glossy, double-sided "Community Care Network" one-pager was inserted with print ads during the flight. The insert was developed as tangible resource for readers to keep and reference. The curated list included Covid-19 test sites, food banks, wellness, financial and educational and other helpful resources.
Situation Challenge: Foothill transit needed to provide essential and helpful COVID-19 and service information to audiences who may not use or have access to online media. Heightened cases of Covid-19 caused Los Angeles County to be under a "stay at home" order. Foothill Transit, like other public transit agencies, reduced onboard capacity as part of their safety guidelines. To help keep customers, operators and the general community safer, messaging encouraged the community to "Stay Home, Stay Safe, Save Lives", while also communicating safety requirements for those who needed to take essential trips.
Results Impact: By communicating important and accurate COVID-19 safety information to customers, Foothill Transit is able to still carry essential riders during this time. Since the dip in March, ridership has increased each month. Website Traffic throughout run of campaign (May 8 – July 5): General foothilltransit.org data - Total users: 30,635 - Total new users: 27,543 - Total sessions: 76,286 - Total page views: 181,193 COVID landing page: - Total page views: 4,571 - Average time spent on page: 00:03:15 Community Care Network landing page: - Total page views: 204 - Average time on page: 00:01:52
Why Submit: Foothill Transit's COVID-19 Safety Print campaign was created to predominantly reach the senior population in the San Gabriel Valley. Foothill Transit identified a gap in their social and digital reach and developed a print campaign to reach those who don't follow Foothill Transit on social media and get their news primarily from print sources. This campaign increased awareness of essential communications and demonstrated Foothill transit as a trusted source that cares about the community it serves.