A Message To Riders (August 2018)

Director Ernest Chrappah
Thank you for recognizing that DFHV is making the effort to be responsive to your feedback about Uber, Lyft, Via, limousine, and taxi services in the District of Columbia. As the summer comes to an end we ask you – members of the public – to share with us topics you will like to see in future correspondences with the for-hire ride industry. We appreciate your engagement with us through social media, Ask the Director, the telephone, and at community meetings. We are making progress in removing transit challenges so residents and visitors to the District are able to access a safe, affordable, and accessible ride of their choice.

DFHV The Evolution Of The Ride: Brand Recognition Campaign for the DC Department of For-Hire Vehicles

“The challenge was helping people to understand the agency’s evolution from taxicab and limousine regulator to transportation innovator, bringing new strategies to the marketplace that provide convenient, comfortable and safe access to rides.”

Case Description

Seaberry developed a brand-recognition campaign for the DC Department of For-Hire Vehicles (DFHV). The DFHV replaced the former DC Taxi Commission, which was responsible for the regulation of the city’s taxi fleet, maintaining a status quo of pricing and policies that favored drivers in a one-choice industry.

The DFHV ensures there is choice, competition and innovation across DC’s new transportation ecosystem, which now includes taxis, limousines, private vehicles-for-hire and ride-sharing platforms such as Uber, Lyft and Via. DFHV’s aggressive strategy in recent years has become a model for forward-thinking governments adopting plans to treat “transportation as a service” (TaaS). Ernest Chrappah, DFHV’s director, believes that reinventing modes of transportation is essential to promote job growth, seed entrepreneurship and reduce carbon emissions. Additionally, the strategy is necessary to make transportation in the District meaningfully accessible for the aged, veterans, people with disabilities and those who cannot afford current options.

Furthermore, the strategy provides a foundation to address increasing congestion and the lack of available space to build new parking facilities or light rail in many cities. Chrappah was recently named International Regulator of the Year by the International Association of Transportation Regulators (IATR).

Seaberry worked closely with DFHV to develop the “Evolution of the Ride” marketing campaign to raise awareness about the DFHV’s “disruption,” which is transforming the agency’s focus to entrepreneurship from growth-stifling regulation.

The challenge was helping people understand the agency’s transportation evolution from taxicab and limousine regulator to transportation innovator, bringing novel strategies to the marketplace to provide convenient, comfortable and safe access to rides.

Read Full Story Here (via SeaBerry)

The Vision 2020 Challenge

The Department of For-Hire Vehicles is embarking on an initiative to ensure District residents achieve transportation equity. This objective means removing barriers to access transit service. The agency has continued to modernize the taxi fleet with the transition to a digital platform. We have provided financial incentives to expand economic opportunities and address market changes. In addition, we supported pilot programs to meet the transportation needs of people with disabilities, veterans, District government employees, and foster children. So get ready for Vision 2020. Stay tuned to learn more. The evolution of your ride is being driven by DFHV.