CATS - Rail System Closure

Target Audience: All LYNX Blue Line and CityLYNX Gold Line riders General public

Strategy Objective:CATS wanted to ensure that the community knew the rail system would be closed Aug. 25-26. The organization also wanted the community to understand the purpose for closing the rail system. To accomplish this, CATS used every tool at its disposal, including: local media coverage, rider alerts, station signage and announcements, a web banner and page, posts on social media and a video.

Situation Challenge: CATS is committed to maintaining its system so that it will offer reliable service to the community for years to come. As a result, the organization closes its rail system one weekend a year to repair and upgrade its services.

Results Impact: CATS generated more than 100 local news stories. There were nearly 81,000 impressions and almost 550 engagements on Twitter and Facebook. No complaints about unawareness of the closure or the purpose of the preventative maintenance were filed with CATS Customer Service. CATS accomplished its goal of alerting the public about the closure and helping them understand the importance of the work.

Why Submit: This entry shows the power of developing a comprehensive strategy that uses multiple tools to deliver a concise, consistent message. CATS not only informed the public about the closure but educated them on the closure's importance