Metra COVID19 Comprehensive Campaign
Target Audience: Current riders, lapsed riders, non-riders and potential riders in the Chicagoland area.
Strategy Objective:Our strategy was two-fold. First, it was designed to deliver a COVID safety message and instill "confidence" riding the train. This represented a challenge as consumers were not getting consistent information regarding a virus that we knew little about. Using consistent and persistent information, we overcame this challenge. The second part of the strategy was to open riders eyes to Metra's essential service and the commitment we make to them. My Metra is a promise to the region. A promise a) that riders can depend on Metra to always get them to and from the places/people they need and love most and b) that Metra belongs to all of us. It is My Metra because Metra plays a vital role to the region and in our personal lives (the latter will be enumerated in a phase two campaign).
Situation Challenge: As COVID-19 infected the city of Chicago in March of 2020, the governor instituted a Shelter in Place Order to help stop the spread of the virus. At the height of the shutdown, Metra ridership was down to just 2% of pre-COVID levels. As infection rates went down, ridership still remained low. Consulting epidemiologists, leveraging primary research and following industry best practices, we developed policies and implemented procedures to ensure the safest transportation possible. Working against a single message strategy and communicating through an integrated multi-media and omni-channel digital campaign, we developed upon a theme of Commute with Confidence.
Results Impact: Our integrated media strategy leveraged earned, owned, and paid media. The approach was so integrated that we even used digital geofencing on highways to deliver targeted radio messages. In all, the plan delivers almost 300 million targeted impressions. At our nadir, we were delivering 2% of pre-COVID ridership. At the campaign zenith, we eclipsed 12% -- until infections rose and the Governor once again enacted mitigation strategies – sending us backwards.
Why Submit: There's an old saying that, in the middle of every difficulty lies opportunity. As harmful as COVID is and was, it allowed us a chance to communicate in a humanistic manner. We used all media to demonstrate our commitment to the region and humanize our service by using real employees in our campaign. My Metra has a pledge, internal to the agency that says… My Metra is about taking personal responsibility to our riders and each other. This message has become so embraced that employees are starting their meetings using this pledge. This is our north star, and we intend to keep this commitment central to the things we do as a government agency for many years to come. In the world of COVID, My Metra is a reminder to riders that we are looking out for them and they can Commute with Confidence.