Valley Link - A Transformative Transit Project
Target Audience: The target audience for this entry was members of the California State Legislature and California Governor Gavin Newsom. It describes a funding request of $450 million in state funds to complete the funding needed to construct the first 26 miles of the new Valley Link passenger rail service.
Strategy Objective:The strategy was to create a document that could be quickly read and digested and that touched on the key benefits of the project, which coincide with the state's transit funding priorities. Those priorities include social equity, jobs creation and impacts on improving air quality. The map on the front of the piece shows how the project will complete a missing link between the existing and proposed rail services on both sides of the Altamont Pass. The images on the back of the piece show the public engagement that has been ongoing for five years and a striking visual of the proposed vehicle design.
Situation Challenge: Valley Link is a proposed new commuter rail service that would provide a connection between California's Central Valley and the Tri-Valley cities of Livermore, Dublin, and Pleasanton along one of the most congested corridors in the state. The end of line station in the Tri-Valley is the Dublin BART Station, which offers connections to the entire Bay Area. The Valley Link Board is comprised of elected officials from both sides of the Altamont Pass. Over 60% of the funding for the 26-mile initial operating segment has been committed. This white paper is a solicitation for state funding for the remaining funds needed. Because Valley Link is not yet operational, Wheels staff provides marketing and communications assistance to the project, including this piece.
Results Impact: The piece was very well received by the target audience. We have yet to find out if it will be successful in securing the requested funds.
Why Submit: This entry is a very clean and attractive piece that contains a blend of visuals and copy to convey the intended messages to the target audience.