Plug Into SamTrans: Electric Bus Roving Press Conference and Promotion Events

Target Audience: The target audience were the members of the community including the youth, elderly, multi-modal commuters, elected officials and environmental activists within San Mateo County as well as current and potential SamTrans customers.

Strategy Objective:The main objectives include: - Earn media coverage for the new Electric Bus Program - Bring public awareness about the new Electric Bus to the general public and passengers through marketing and social media efforts and highlighting the overall need for investment in cleaner technologies. - Engage with members of the community, including elected officials and environmental activists to reaffirm SamTrans' commitment to reduce its fleet's emissions The strategy involved a collaborative Communications and Marketing approach over the course of three full days: 1. Monday: Roving Press Conference Kick-off 2. Tuesday: Public Display Bus Stop Tour Promotion (North County) 3. Wednesday: Public Display Bus Stop Tour Promotion (South County)

Situation Challenge: In March 2018, the SamTrans Board of Directors voted to replace 10 diesel buses with battery electric buses (BEB). These new buses are part of SamTrans' effort to reduce its fleet's emissions and eventually convert the entire fleet to all electric vehicles. In October 2018, SamTrans leased a Proterra electric bus and wrapped in a new SamTrans design. Although service is not expected to begin until early 2019, having this model bus provides an opportunity to highlight this transit need through traditional and social media channels and to the community via outreach activities and events.

Results Impact: The results of the communications effort helped increase Public Awareness of the SamTrans brand and commitment to Sustainability. The engagement with both the press and the community was critical as we provided an up close and personal experience and demonstrated how SamTrans is evolving to an all-electric future.

Why Submit: With representatives from SamTrans Bus Operations, Maintenance, Executive Team, Board of Directors and Proterra Staff, the Communications and Marketing Teams were able to assemble the effective campaign to educate, create awareness and highlight the need for more Electric Buses in our future.