City of Carlsbad
“Carlsbad Connector” Launch Press Conference

Overview

In 2019, the City of Carlsbad, North Country Transit District and the San Diego Association of Government (SANDAG) launched the Carlsbad Connector, an on-demand shuttle service that transported commuters between the Poinsettia train station and workplaces in Carlsbad. As the first program of its kind in San Diego County, the pilot service was designed to increase COASTER ridership by providing a flexible and convenient solution to bridge the gap between the station and the city’s primary industrial and commercial centers. The pilot was developed in response to recruiting and retention challenges raised by businesses in Carlsbad that have employees who live further south, want to avoid freeway traffic and expressed interest in using transit.

Challenge

NV5—Jenna Brossman Caprara’s former employer—was hired two months prior to the pilot launch to manage a press conference to raise awareness of the service among its target audiences: Carlsbad businesses, employees and potential recruits. The press conference presented its share of challenges, as three different agencies were involved in the coordination and approvals, and the timing had to be perfectly sequenced down to the minute to coincide with the arrival of the COASTER and shuttles.

Solution

Serving as the project lead, Jenna Brossman Caprara immediately got to work developing a press conference plan, working hand-in-hand with the three agencies throughout to achieve consensus on speakers, location, setup, timeframes and more. From speaking points for each presenter, to media training for pre-selected commuters, catering, audio, branding visuals and media outreach, every last detail was meticulously planned and executed. 

Results

The press conference was a resounding success, with the day-of logistics perfectly executed and every major local print, television, online and radio outlet positvely covering the launch. Many of these outlets also included news of the pilot program on their social media accounts and the press conference spurred additional in-studio television interviews, resulting in a combined total of over 1.5 million impressions. What’s more, the media coverage helped raise awareness of the service among the partners’ target audiences and resulted in up to 400 riders using the service per week.