Moovit's Emergency Mobility Solutions for COVID-19
Target Audience: The target audience for Moovit's Emergency Response Solutions were transit agencies and government authorities burdened with the need to continue providing service while cutting down wherever possible due to wavering ridership during COVID-19.
Strategy Objective:The three solutions included Transit Data Manager, Real-Time Rider Communication, and Emergency Mobilization On-Demand Transit, which could be deployed in under a week. Our marketing efforts immediately became virtual. To help transit agencies streamline crucial communications with riders relying on public transit and pivot to on-demand services for essential workers, our efforts - much of which happened within a week - included: An email campaign with a dedicated landing page outlining the benefits and included the video attached PR efforts with coverage in all the major industry publications, focusing on the On-Demand solution Sponsoring and hosting webinars to help agencies adapt to COVID Offering Transit Data Manager free for three months to help struggling agencies
Situation Challenge: As cities went into lockdowns during COVID-19, we witnessed first-hand the dramatic decrease in public transportation ridership around the world. Transit agencies, operators, and municipalities were instantly faced with new, never-before-seen challenges, including how to quickly and effectively deploy and communicate thousands of service changes for the essential workers still relying on public transit, and what to do with the majority of fleets now out of commission. The objective of Moovit's Emergency Response Solutions was to help agencies and municipalities adapt as quickly as possible to the COVID-19 regulations and associated lockdowns while keeping their riders up-to-date on all service changes, alerts, and cancellations.
Results Impact: Moovit's Emergency Response solutions increased awareness of Moovit's On-Demand solution, helped dozens of transit agencies and municipalities better manage transit data and transit changes with Transit Data Manager, communicated said changes to millions of Moovit app users with real-time cancellation and change alerts and in the app itself so riders could easily understand what transit services were still running, and lastly, helped agencies and companies adapt to on-demand services to help essential workers get to their destinations. In order to make sure that our real-time communications with riders were running efficiently, we had our 50-person, 20-nationality global data operations team communicating with riders as much as necessary and making sure transit info was updated.
Why Submit: In a chaotic and uncertain time, Moovit was able to flip the script and adapt our entire customer-facing team to help agencies deal with fluctuating demand and service cancellations due to health regulations, and continue supporting essential workers on top. With nearly a billion users, Moovit has one of the largest user communities and we were able to ensure our users knew what mobility options were still available when they needed them.