Intro & Executive Summary
ALTRANS faced a significant gap in commuter awareness at Kaiser Permanente San Leandro Medical Center (SLMC), as employees lacked easy access to transportation services and information. The legacy website was not easily edited nor well-known, leaving the workforce lacking a viable resource to learn about their commute options. ALTRANS led a digital revitalization by implementing a new user-friendly commuter platform, and populating it with program offerings, such as carpool matching, up-to-date transit and shuttle schedules, and other important site information. By transitioning from a stagnant site to an active, automated communication system, ALTRANS restored visibility to the Commuter Services program. This strategic shift gave employees clearer visibility into available commute options—from carpool matching and commute logging tools to comprehensive commuter programs & services supporting greater awareness and participation in the program.
Background / Challenge Faced
SLMC is a vital healthcare hub where effective employee mobility is essential for 24/7 operational success. While commute services remained available, the post-pandemic landscape presented new friction points in how employees accessed information:
- Awareness Gap The old website was not easily navigable by employees or editable by administrators, making it difficult to provide timely updates for staff.
- Lack of Infrastructure: The existing website operated on an outdated platform, was not integrated with HR systems, and offered a clunky, difficult user experience, limiting its effectiveness as a reliable source of commute information.
- Post-Pandemic Disconnect: The primary problem was that nobody knew the services existed, as the lack of knowledge about a digital home for commuter services led to a reduction in engagement.
Solution
ALTRANS Transportation Management Association, Inc re-engineered SLMC’s commuter experience by using a new commuter platform as a sophisticated engagement tool. Rather than just providing a web portal, ALTRANS acted as the architect of a new communication system to bring awareness back to the opportunities provided by the Commuter Services program. Key actions included:
- Platform Implementation: Introduced a new commuter platform populated with updated information regarding program offerings.
- Automated Engagement: Leveraged the platform to drive engagement through automated welcome emails and commute competitions, games, and rewards.
- Event Strategy: Organized a launch event and other outreach activities to build awareness about the new platform and re-introduce the TDM program to the campus.
- Carpool Matching: Leveraged HR information to promote carpool matching opportunities with nearby employees based on ZIP codes.
- Functional Tools: Integrated a commute calendar and carpool matching tools into a single interface, allowing employees to take ownership of their daily travel and participate in commute competitions.
Outcome / Results
By applying site-specific expertise, ALTRANS reintroduced the SLMC community to Commuter Services. The shift from an unexciting and outdated website to an interactive platform has fundamentally changed how SLMC employees interact with their commute. Key outcomes include:
- Modernized Infrastructure: Replaced the legacy site with an easily managed digital platform.
- Increased Engagement: Successfully boosted program participation through strategic outreach strategies that used games and prizes.
- Streamlined Communication: Established a reliable stream of information through automated welcome and campus-wide emails to keep the workforce informed of commuter services-related programs.
- Enhanced Tools: Provided employees with commute self-service tools including bike room access, carpool matching, and more.
Conclusion / Call to Action
Revitalizing a TDM program at a complex medical center requires a clear and consistent communication strategy. ALTRANS identified and closed a critical gap in commuter awareness at SLMC by replacing an inaccessible legacy system with a streamlined communication platform and strategy. By pairing the right platform with modern engagement tools, ALTRANS enabled user-friendly access to commute information and connected employees with real alternatives to driving alone. This success not only demonstrates ALTRANS’ ability to address gaps and create visibility in our robust commuter services program offerings, but provides new engagement tools to help motivate Kaiser employees to try more sustainable modes of transportation.