San Francisco Municipal Transportation Agency
Clipper Card Launch Campaign
San Francisco, CA

Jones Worley helped gain favorable public perception for the new Clipper Card by developing recommendations for customer outreach for the agency’s diverse consumer base. JW also created messaging, bold graphics and marketing campaigns to motivate riders to switch to the Clipper card, which is used on the system’s nine subway stations, seven light rail lines, and more than 1,000 buses, street cars and cable cars that experience 550,000 daily boardings.

In addition to campaigns aimed at converting monthly pass holders, JW created plans to bring seniors and youth on board, and developed a campaign to promote Clipper’s “auto-load” features. That’s not all. To support the installation of new Clipper equipment and enhance the rider experience throughout its system, JW was commissioned to conduct a wayfinding audit to determine the transit agency’s long-term signage needs.