In 2020, Caltrans needed to replace the U.S. 101 bridge deck at San Francisco’s Alemany Circle. It was a priority project for Caltrans to maintain one of the Bay Area’s most heavily traveled corridors, connecting the Peninsula to downtown San Francisco. More than 240,000 vehicles travel through this corridor daily. The replacement project was dubbed “Carmageddon” by local media.
Caltrans brought in Keough Consulting to assist with public outreach. Originally on tap to
manage paid media, Tracy’s role grew to include conducting outreach to large employers and employer organizations and securing interviews and coverage with multicultural media outlets.
The project was slated to begin July 2020 and at the last minute was pulled in to April 2020. With an aggressive approach, we were able to place the media buy and conduct the outreach on time and on budget. Not only was the outreach successful, the project won the California Transportation Foundation’s 2020 Award for Public Outreach Program of the Year.