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City of Toronto
Winter Operations Program
BRIEF
The City of Toronto wanted to remind Toronto residents of the winter maintenance services the City provides and adjust their expectations about how quickly they’re delivered.
Winter maintenance is a vital municipal service provided by the Transportation Services division to residents and businesses.
In 2019, a resident study found there is a general lack of knowledge of the City’s response plan and that residents would react more positively with continued awareness of this plan and the realities of winter maintenance response times.
CHALLENGE
- The on-demand economy has set a new standard for people’s expectations, where they expect to get immediate service at all times.
INSIGHT
People are more understanding when the expectations are clear.
42% of people expect to see an action being taken regarding the request or issue. Source: Lucid, 2021
68% of people expect brands to understand and cater to their specific needs. Source: Salesforce, 2020
STRATEGY
We wanted to show that the City of Toronto gets the city moving safely in a coordinated and timely manner.
RESULTS
