Grassroots Campaign to Encourage Adoption:

PACE Ventra Card Brand Ambassador Program

Challenge:

PACE was getting ready to phase out their paper Ventra passes and replace them with cards. An integrated approach was needed to educate riders about Pace-specific fare policy changes, the benefits of the Ventra Card Program and instructions on how and where to get a Ventra Card before the transition deadline.

Our challenge was making sure key messages reached PACE’s diverse rider audiences (non-english speakers, the non-tech savvy, low-income resource riders) and encouraged them to register.

Solution:

Morreale developed the Ventra Card Brand Ambassador Campaign by crafting key messaging and supportive collateral materials emphasizing the benefits of the initiative, distributing via municipality outreach, local media engagement and an aggressive grassroots effort.

Highlights

• Trained brand ambassadors fluent in Spanish, Polish and English were sent to the busiest transportation centers to inform riders of the change and benefits, register Ventra Cards on site, conduct focus groups, and ride on Pace buses targeting cash-paying riders.

• Morreale worked with media and municipalities in Pace’s service area to provide information on the program and partnered with them to hold public information meetings that drew diverse audiences.

Result:

The campaign was successful because the effort was proactive and customer-focused, reaching over 36,000 PACE riders. The vast majority of PACE ridership now uses the Ventra Card compared to the 10-percent of riders using the Ventra Card at the beginning of the campaign. Local media, a steady online social presence and municipality support also helped contribute to extensive publicity.