VTA's mobile fare app, EZfare

Target Audience: The target audience of this campaign is the VTA cash-paying customer that still represent a significant portion of riders

Strategy Objective:The objective of this entry, is migrate cash-paying customers into using VTA's mobile fare app, EZfare, or the region-wide smart card, Clipper, by providing and promoting it's first-ever 2-hour transfer.

Situation Challenge: In the beginning of the year, VTA implemented a fare increase. More importantly, to offset the cost of the increase, 2-hour transfers also went into effect, marking the first time that VTA introduced 2-hr transfers to the system. Adult customers using VTA's mobile fare app, EZfare, or the region-wide smart card, Clipper, can avail of the 2-hour transfer when they purchase a single-ride fare.

Results Impact: The adoption rate of EZfare has risen substantially since its launch in January 2018. As an example, 2,660 Adult single ride fares (representing $5,985) were sold in January which, then, increased to 16,330 ($36,742) in August. Similarly, 262 Youth single ride fares ($262) were sold in January which increased to 2,853 ($2,853) in August.

Why Submit: This entry is being submitted to highlight the success that VTA had in increasing fare sales by offering the customer a multi-tiered benefit that included Convenience (mobile fare app and smart card); and Promotional Pricing (2-hour transfers).