The landing page for the K Line will serve as the virtual epicenter of all Marketing, PR, and Community Relations efforts in the run-up to opening day. Paid, earned, and owned media will direct people to the site to generate excitement, provide essential information, and ground this new rail line in the voices and experiences of the community it serves. This is our opportunity to transition the conversation from years of construction disruption to pure celebration and anticipation for the K-Line.
Background
The Crenshaw/LAX Transit Project has been under construction since 2014 and has been significantly delayed the past several years due to technical construction issues. The project has now reached substantial completion with train testing well underway and a forecasted opening date of end of September/early October 2022. This project is important to the agency as it is the first new rail line opening since the E Line(Expo) in 2016. It is good news! The communities along the alignment are tired of construction and we want to celebrate them and all they’ve endured.
1. Communities along the alignment(West Adams, Baldwin Hills, Leimert Park, Ladera Heights, Hyde Park, Inglewood, Morningside Park, Lennox, Hawthorne, El Segundo)
E Line(Expo) and C Line(Green) Rail Riders(connecting rail lines)
3. LA County residents(everyone else)
Government officials/stakeholders/press
Problem statement
The current webpage is for the CLAX is project-based, we need to develop a web experience that serves as the first salvo in the line’s transition from project to product. That means transitioning from information about the construction and public engagement opportunities to building excitement for the opening and laying the foundation for future ridership. This also means resetting the conversation from the frustrations of the project and the fears of what it could bring to highlighting the benefits of the line for the communities it serves.
We also want to collect email addresses for our newsletter and TAP card giveaway.
More details to come.
Proposed solution
A dynamic, vibrant, and simple web landing page that connects the K Line with the voices, personalities, cultures, destinations, and opportunities of the communities served by the line. The site should be a mobile-first, one-page design. We should avoid subpage navigation and only link out to existing content from other sources on Metro.net and the Source.
K line station dedications/Opening/Taste of Soul
June 18: Leimert Park(first major press event/opening date announcement/big reach)
July 9: Expo/Crenshaw
July 23: MLK
Aug 6: Hyde Park
Aug 20: Fairview Heights
Sept 10: Downtown Inglewood
Sept 17: Westchester/Veterans
Sept/Oct Opening Weekend
Oct 15 Taste of Soul
Considerations
>we may have to be flexible w/design as we are still in the concepting phase
>see below rough draft of the wireframe. please note: we do not expect to have all the content up by June 18, but we do hope to have most of it up as the June 18 press event/date announcement will likely create a lo of organic buzz and in-kind press.
Executive summary
Background
Audience
Problem statement
Proposed solution
How will success be measured?
Roadmap and timeline
Considerations