Introduction:
Discover the inspiring journey of the San Francisco Bay Area Water Emergency Transportation Authority (WETA) as they navigated a transformative community outreach campaign, conducted in partnership with BrandGOV. As WETA’s mission extended beyond ferry services, the goal was to create a lasting impact by bridging the gap with low-income and traditionally underrepresented individuals residing in Vallejo, Benicia, and Solano County. This case study chronicles a nine-month journey that reshaped perceptions, fostered inclusivity, and unearthed valuable insights, demonstrating that community outreach can be a win-win for all involved parties.
Campaign Period:
October 1, 2021 – June 18, 2022
When community outreach is a win-win for both the community and the client.
Introduction
The San Francisco Bay Area Water Emergency Transportation Authority (WETA) operates multiple ferry boats throughout the Bay Area. They are a method of public transportation for commuters and families seeking to enter the city of San Francisco for weekend activities. On average, the cost is $22 round trip per person.
Challenge
Before the pandemic, the Vallejo ferry was used primarily by more affluent or socioeconomically advantaged individuals. However, because so much of the commuter landscape changed during the COVID pandemic, WETA shifted its targeted priority to low-income and traditionally underrepresented individuals who live/work in Vallejo, Benicia, and the Solano County area. WETA partnered with BrandGOV to provide the required staff, resources, and expertise to perform and complete task orders related to community outreach. During initial conversations, it was determined that the focus of this outreach campaign would be to touch base with low-income and traditionally underrepresented individuals who live/work in Vallejo.
Solution
BrandGOV conducted a community outreach campaign that lasted nine months. Working under our Empower Solano Brand, we conducted the following:
- Provided community outreach at 26 in-person events across Vallejo.
- Received more than 250 survey responses via in-person events and through targeted social media campaigns.
- Racial demographics of in-person engagements were70% Black/African American, 20% Hispanic, 10% other.
- Racial demographics of survey responses were 28.9% Black/African American, 25.9% White/Caucasian, 17.2% Hispanic/Latinx, 12.1% Asian, and 12.9% Other
- Partnered with the City of Vallejo Instagram page in January 2022. This resulted in reaching 702 accounts, (580 followers, 122 non-followers).
- Engaged with 9 low-income housing communities within a 1-mile radius of the Vallejo Ferry Building. We held events at 3 of these properties where we engaged with residents and provided education on the benefits of using ferry transportation. We also provided information on eligible discount programs and we handed out 156 ferry tickets as an incentive for the community to experience the ferry.,
- Facilitated a Focus Group to connect WETA officials with ~10 local Community-Based Organizations during a lunch-time networking event on a ferry from Vallejo to San Francisco. This event allowed WETA officials to better understand the hardships Vallejo residents experience and how they can be a better partner to these organizations.
- Compiled a list of 56 Vallejo-based community partners for WETA to use for outreach purposes.
Lessons Learned
- From all of our survey responses, we learned that 62% of all respondents were unaware of the ferry’s discounted ticket programs that make riding the ferry more affordable.
- We learned that of those who are currently riding the ferry, 70% are using the transportation for fun/recreation, and 20% use the ferry to get to work/commute.
- We learned the Clipper Card application system can be difficult for many Vallejo residents. Our BrandGOV team suggested to WETA that they find a way to make the application process easier. We also suggested that WETA focus more marketing efforts on the underserved communities in & around Vallejo.
- Finally, BrandGOV received multiple requests from college students to also have a discount based on being a student, but not based on income verification.
Conclusion
BrandGOV was able to connect with, and educate, a large section of Vallejo residents about the available ferry services. At the same time, we listened to the community and provided WETA with valuable information they can now use to improve their relationship with the community, especially the underrepresented residents of Vallejo.
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Link to Press Release:
