Challenge:

 

VTA’s new Bus Rapid Transit line experienced construction delays, which impacted the businesses in San Jose’s Alum Rock district. The challenge was also to engage the community and improve relations among business owners, the VTA, and other stakeholders in the community of Alum Rock Ave.

 

Strategies & Tactics

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• PRxDigital developed and executed three engaging and informative holiday events during December 2015 in collaboration with Alum Rock business owners.

• To ensure buy-in, PRxDigital met with business owners and leaders of the Alum Rock Santa Clara Street Business Association.

• PRxDigital also depended on local businesses for products and services, and we worked closely with the Business Association to coordinate the lighting of 60 trees on Alum Rock with holiday lights.

• PRxDigital provided videography services at each of the holiday events.

 

Results:

• The three events that drew hundreds of community members during the holiday shopping season, bringing them to the businesses of Alum Rock. This provided a much-needed boost to the community.

• PRxDigital directed, wrote and produced a 3-minute video recap of the work the VTA has done since October to reach out to promote local businesses via the holiday events and the Shop Local campaign.