With 240,000+ daily vehicles, the U.S. 101 deck at San Francisco’s Alemany Circle is one of the Bay Area’s most heavily used corridors and a key connector between the economic centers of Silicon Valley and downtown San Francisco. Civic Edge was originally brought on board to develop and lead a local and regional media and stakeholder engagement strategy ahead of construction planned for July 2020 to completely remove and rebuild the800-foot deck. The project went on to win the Public Outreach Category at the2021 CTF Transportation Awards.
Our team kicked off work in late 2019, coordinating closely with Caltrans and its transportation management agency partners throughout the Bay Area. In March 2020, our team was there for the pivot, as public health and safety efforts to limit the spread of COVID-19 significantly reduced traffic and Caltrans advanced construction to start in April. Messaging shifted to focus on the importance of infrastructure to emergency response, and communications leaned on digital: posting daily updates to the previously created project website (16,700+ page views), eblast notifications to a subscription list added 500+ recipients, and 20 Twitter Live stand-ups as part of a paid and earned media strategy.