Managing Media and Public Sentiment for a High Profile Public Project in Transportation

The Opportunity

Cubic is a worldwide leader developing fare payment systems. The MBTA contracted with Cubic to replace the Charlie Card. Cubic’s fare payment system will make paying for transit easier and more convenient.

The Strategy

SA was hired to manage all public relations, social media monitoring, community engagement and marketing support during the RFP process and during the installation of the new system. Our work was designed to maintain Cubic’s leadership position in the industry, but also introduce the company to key players in Greater Boston.

The Result

Cubic won the bid for the public project and is now embarking on the most aggressive technological upgrade to the payment system that the MBTA has ever undertaken. SA manages public relations, social media monitoring, community engagement and is helping the company secure right of way permits for the installation of AFC 2.0 equipment.