Communication Strategies and Key Messages
- Reinforce the State of California order requiring facial coverings.
- Encourage behaviors that reduce potential exposure of customers and employees while riding or working in the Bay Area transit systems.
- Increase passenger and public awareness of individual responsibilities and actions for healthy practices in public spaces, transit vehicles and transit facilities.
- Increase public confidence in and support for using transit as the Bay Area emerges from the COVID-19 stay-at-home order.
- Broaden public awareness of cooperative strategies and health mitigations adopted by Bay Area transit operators.
- Coordinate communications efforts to promote public transportation customer and provider compliance with and support for mitigations.
- Distribute key messages in multiple and or cooperative communications channels of individual transit agencies. And, when possible, agency communications teams will utilize uniform message structure as well as cooperative scheduling, information and events throughout the Bay Area.
- Echo a partnership with the public in all messaging— operators view customers as partners in this effort and plan.
- Build on the behavioral and social foundations and common-sense practices already established in grocery stores and other essential businesses.
- Leverage and load Bay Area agencies’ owned, earned and paid media channels with essential and uniform messages at key service resumption times.
- Distribute key messages via\ applicable business and employer communications channels.
- Share information and key messages with media as well as elected and community stakeholders.
- Work with paratransit providers for special communication needs for both operators and passengers.
- Deliver messaging in a variety of equitable channels to reach LEP travelers.
- Utilize simple graphics and minimal text to convey key messages.
- Inform transit customers and employees of the plan’s identified and implemented minimum safety and health mitigations for public transportation as the Bay Area eases out of the COVID-19 stay-at-home order, and more transit services phase in.
- Inform transit agency customers and employees of cooperative expectations and responsibilities of riding and working in the Bay Area’s transit systems.
- Coordinate agencies’ existing and forthcoming customer research data to refine distribution channels and messaging as conditions warrant.
- Leverage key messages as a call to action for healthy practices while using and working in transit systems.
- Deliver key messaging and approaches to agencies so they may augment and adapt to individual agency communications efforts to passengers and employees.
- Encourage customer compliance and cooperation in behaviors and mitigations for healthy use of public transit as the Bay Area emerges from the COVID-19 stay-at-home order.
- Current transit customers and transit dependent travelers
- Previous transit customers who paused commuting during the COVID-19 stay-at-home order
- Occasional transit riders
- Bay Area residents
- Transit agency employees
- Paratransit customers and providers
- Schools, colleges and universities
- Bay Area businesses and employers
Transit Agency Customers
Transit Agency Employees
Paratransit Agency Customers
Recommended Messaging Approach and Channels
- Agency Website – Prominently feature the key message points and information on frequently-used landing pages, customer/fare pages and microsites, employee intranet, and media pages. Site analytics should be used to monitor.
- Share and post co-produced information video on agency websites and social media platforms.
- Social Media Platforms – Post key message points at times recognized for highest engagement. Add applicable key messages in engagement and individual messages. Utilize applicable video clips as aligned with key messages.
- Other digital Communications - Frame key plan messages in customer-facing newsletters, blogs and/or e-blasts.
- On-vehicle/Station and Stop Monitors – Add key messages.
- Customer Service Call Centers/Touch Points – add key messages to customer touch points such as call center floodgates or hold messages as well as any open customer service and or
- ticket windows. And, encourage integration of key message points, when applicable, into responses to customer inquiries.
- Post distancing and entry/exit modifications on vehicle floors and ceilings.
- On vehicle signage – post key messages on vehicles and applicable boarding/fare gate
- areas and ticket vending equipment. Points of entry, customer ticketing and service areas.
- Publish messages on shared revenue advertising space within or outside vehicles.
- Add applicable information to on-location rerouting notices.
- News release(s) – as planned by the Communications Team
- Media Advisory – as planned by the Communications Team
- Cooperative media event – as planned by the Communications Team
- Information Video – as planned by the Communications Team
- B-roll – as planned by the Communications Team
- Op Ed – as planned by the Communications Team
- Suggesting a Reddit AMA – featuring key moderators/participants
- Suggesting a cooperative letter or simplified MOU with agencies to show collaboration
- Consider/explore use of paid/boosted posts on social media channels.
- Explore options for cooperative advertising options in/around stations: Out-of-home including in-station, on-vehicle and geo-fenced ads served to mobile users within proximity to key stations.
- Meet with and engage community leaders for best approach to reaching communities of color, lower-income, and LEP populations as well as share materials and key messages as well as share materials and key messages.
- Engage customer advocacy groups and individuals.
- Share ADA compliant and remediated materials from websites with paratransit partners.
- Distribute key message point to business and employer groups.
- Distribute information to Clipper and 511 for cooperative announcement, and encourage integration of key message. points, when applicable, into online customer engagement responses.
- Distribute and or post information at open community center locations.
- Share key information and message points to Board members and executive teams.
- Share key information and message points to agency community and passenger working groups.
- Distribute key message points in cooperation with human resources and union representatives at key points.
- Building entry and exit points
- Offices, breakrooms, shops, gyms and other facilities
- Team calls and huddles
- Dispatch and scheduling areas