Rethink Your Commute with GO Santa Cruz County!

GO Santa Cruz County, a program run by the City of Santa Cruz and Santa Cruz County Regional Transportation Commission (SCCRTC), rewards Santa Cruz County commuters with incentives to rethink their ride and choose a more earth-friendly commute

The GO Santa Cruz County "Rethink Your Commute" video, including English- and Spanish-language versions, was produced to demonstrate the perks of exploring an alternative commute and encouraging commuters to join the program.

Miller Maxfield managed script development, art direction, location scouting and storyboarding and recruiting talent for the video. Working with production partner Lucid Sound and Picture, Miller Maxfield engaged managed the post-production process, including providing translation services for the Spanish version.

By utilizing deep knowledge of Santa Cruz County and the target audience, Miller Maxfield developed an exciting and informative video that directly engages with likely GO Santa Cruz County users. The video draws the viewer in with relatable, accessible and affordable alternative commute options and community-focused benefits and perks of participation.

“Rethink Your Commute” is a key element of a larger, comprehensive campaign to build awareness for the GO Santa Cruz County program through media relations, social media, signage in parking garages and empty storefronts, a toolkit for employers and event outreach. Miller Maxfield is driving views of the video by executing on a plan that includes YouTube, streaming platforms, social media and in-person events.