Electronic Media -MyTARC - Full System Changeover (paper to fare card)

Target Audience: Our target audience for this effort was those looking for MyTARC information (wedsite FAQs ), those wishing to share information(MyTARC video), and regional influencers (Op-Eds).

Strategy Objective:The strategy was to inform and excite the public for the coming changeover from paper passes and tickets to the new fare card. Additionally, to highlight our MaaS initiatives, regional partners (Humana, JCC Schools, PARC), and our onboard added services (WiFi, charging stations).

Situation Challenge: The major hurdle for our electronic media effort was getting the relevant and correct information integrated into our MyTARC video. We wanted to make sure 1) correct etiquette (exiting rear doors etc.), 2) highlighting regional service (bridge crossing to Indiana), highlighting our MaaS initiative (bicycles, bridge transit, e-tech, taci etc.).

Results Impact: We had great response from all of these efforts including the public taking up our side and educating others on our behalf. The video itself blew up and generated additional coverage from local media, as well as incredible engagement, interaction, and excitement for the changeover.

Why Submit: This was the catalyst to turning the public officially to our side for the changeover. There was a lot of support prior to the release of the video, but there was also a lot of hesitation for such a large change. We saw the number of supporters become much more vocal following the video release and these individuals began supporting us through post threads online and answering questions promptly for each other, pulling that information directly from our website FAQ page.