VIAWorks Corporate Rideshare Program

Target Audience: The VIAWorks corporate rideshare program was originally invented to target working professionals and employees in the Hospitality, Corporate, Healthcare, Construction, Energy, Financial, Non-profit, and Tourism sectors of San Antonio. By creating a flashy and easy to comprehend packet that lists out all of the benefits and costs for participating in the VIAWorks programs, VIA's sales team has been able to deliver the materials to numerous HR departments and easily distribute the pieces to interested parties. A list of current participants can be found on the VIAWorks webpage that was updated to match the new creative: http://www.viainfo.net/viaworks/

Strategy Objective:In 2018, VIA celebrated its 40th year of service and the VIAWorks collateral pieces serve as a way to remind San Antonio of the major improvements that have been made this year at VIA Metropolitan Transit who is driving the future of the city. The VIAWorks brochure and inserts were designed to educate both the employer and their employees about the benefits of using transit during their Monday to Friday commute. By creating an interactive slider with panels explaining the ins and outs of VIAWorks as well as industry specific inserts to speak to those in the Healthcare, Hospitality, Corporate, and Higher Education fields, VIA knew that it would be able to encourage ridership through both the EZ Ride and Business Pass programs.

Situation Challenge: VIAWorks was created with not only a number of different industries in mind but to promote two alternative transportation options to business commuters; EZ Ride and the Business Pass. VIA's hope was to offer a solution to companies who wanted to subsidize the amount of money spent on employee parking as well as offer an alternative mode of transportation to its employees. A more detailed piece on VIA's Vanpool services was also created for those who opted to rent a van when multiple employees need to ride together.

Results Impact: Since introducing the VIAWorks Corporate Rideshare Brochure in May 2018 at a CEO Breakfast, VIA has distributed roughly 200 packets to community businesses and have seen a significant increase in awareness and interest in the program. Since the development of the new sales package, interest in the VIAWorks program saw a favorable response rate for additional inquiries, follow-up meetings as well as a 7.9% overall participation increase in the business program. Looking to continue their success from 2018, VIA is looking to produce a testimonial video in 2019 to showcase the benefits of the program and highlight the ease of use for employers and employees alike.

Why Submit: By changing the overall appearance and packaging of the VIAWorks Corporate Rideshare brochure, VIA has been able to target their sales message to a number of different industries including healthcare, corporate, higher education, hospitality and corporate. By presenting the information with a more sophisticated look within clever packaging, businesses have taken notice and show a much stronger interest in the VIAWorks program as a whole.