VTA SVPride Parade

Target Audience: The residents of Santa Clara County are the target audience of this entry

Strategy Objective:VTA typically connects its employees and community members with cultural and social events that celebrate the diversity of the region. The objective of this entry is to highlight and show that VTA continually promotes diversity, acceptance and inclusion and is the ultimate reflection and beliefs of all residents in the community.

Situation Challenge: VTA has a long-established history of supportive involvement and a strong connection with many community partners. With the 2018 partnership with the SVPride festival, VTA decided to participate in its very first Pride event by having a rainbow bus and employees join the parade.

Results Impact: 'It is great to see VTA supporting its employees who are either members or friends of the LGBTQ community and to punctuate that support by participating in its first-ever Pride parade' is one of the many statements we have received about VTA's partnership with SVPride. It has impacted the VTA brand positively and has enhanced its image in the community. Participation boosted employee moral and created a sense of unity with Santa Clara County residents.

Why Submit: Oftentimes, an emotional connection to a brand is just as effective in improving customer loyalty and satisfaction as a logical one. In this instance, VTA's participation in the SVPride Festival achieved a strong and resounding "thumbs-up" from the community it serves. By embracing diversity and inclusion and being visible about its support, VTA has broadened its appeal and taken its desirability to another level.