NYC MTADigital Marketing Campaign

11 22 33 44 55 66 77 AA CC EE BB DD FF VV QQ RR NNGG LL JJ ZZSS

Travis LeoneXiaofei LiElisa TsangYishan ZhangMeng Zhao

7766

We’re Riders Too1 2 3

7 A C E

The 1 thing I would do for the MTA is...

AIR CONDITIONING

A POWER WASH

IN TRAIN/IN BUSENTERTAINMENT

TIMELINESS

KEEP CONNECTED

The ProblemSituational AnalysisBrand Analysis

Marketplace TrendsCompetition

Objectives

Digital Strategy

AGENDA

Why are we here? Q RN

4 5 6L

Consumers’ View

Trains overcrowded during rush hours

Late arrival – longer wait time

No official mobile app with real-time ETA or alerts

MTA asks for money to renovate while constantly increases fare

1 2 3

Why are we here?

MTA’s View

MTA measures subway lines based on • On time performance• Wait assessment – percentage of trains that

arrive at stations within 25% of the scheduled wait time

Satisfaction Survey • 71% overall satisfactory rate• Leading questions with biased scale • Scale from 1 to 10 with 6+ being satisfied

Numbers Are Interesting Q RN

B D F M

Average Ridership Subway: 5.38MM Riders per weekday

Average Ridership Bus: 2.17MM Riders per weekday

Projected 2019 MetroCard Monthly Pass Cost: $143

2013 Annual Operating Budget: $9.9 Billion

Digital Tool Visitors / Fans Current Purpose Engagement

Website N/A Hold all information about MTA as an agency including services, timetables, press releases, news, etc.

• No current active engagement• A tool only to provide information

MTA Page: 20,790 Likes

• Page for each service: MTA, NYC Transit, Arts for Transit, MTA Museum• Posts on alerts of service and news• Speaks to active service to making services better depending on situation

• Only original posts, no comments on comments• Complaints from riders

105,725 Followers

Feed on service changes for each service: @NYCTSubwayScoop and @NYCTBusStop and @MetroCardCity (promotions)

Only Retweets on weather news and none with other Tweeters

4,142 Subscribers Videos of board meetings and marathon footage

• No engagement• No push for views on YouTube

1 Contact Showcases photos of NYC subway around the city, construction, and board meetings

• No engagement• No clear purpose of this medium

MTA Digital PresenceJJ ZZ

Brand Architecture GG

JJ ZZ

Objectives

Secondary

3

Change and increase the perceived value of MTA

4

Improve the riding experience through digital tools

Primary

1

Understand the mindset of riders

2

Build a stronger relationship with riders

B D F M

Trends in Market - Global

Paris & London

• 2D bar codes at station• Obtain real-time information about the next bus or tram arrival• Twitter handles for its tube lines• Push timely information to passengers about service

Singapore and Seoul• Using travel data to optimize capacity

Shanghai Metro

• Virtual supermarkets in 70 of its metro stations• LED screens advertise products• Purchased electronically• Delivered within 48 hours

Austin and Salt Lake City, Isis app• Mobile wallet launched by Verizon Wireless, AT&T, and T-Mobile

Korea, T-Money Card• Digitally refill card

Trends in Market - Travel SS66

4 5 6

Travel not Transportation

Focus on Destination

Mobile• Booking• Boarding passes• Games

TV

Loyalty Programs

Brand Positioning Audience Location Advantages Disadvantages Digital Presence

wheels when you want them

• college students - married w kids

• middle class• urban - suburban• DIYers

International

• No cost of owning car

• Gas included• Pay by hour

• Penalty charges• Accidents• Costs add up

• App• Blog (UK)• Facebook• Twitter• LinkedIn• Google+• YoutTube

A simple, easy way to get the most out of NYC

• singles - married• middle class• urban• commuter• cost conscious

NYC

• Convenience• Inexpensive• Exercise• Green

• Dangerous commute

• Availability

• App• Blog• Facebook• Twitter

Seamlessly connecting riders to drivers through our apps

• single - married w/o kids

• middle class• urban - suburban• affluent• socialites

International• Convenience• Simplicity• Appearance

Expensive

• App• Blog• Facebook• Twitter• LinkedIn

CompetitionB D

Why Digital?1 2 3

A C E

Commuters = Wireless/Mobile

Value perception links to relationship

Travel industry building brands through digital

Connection is Key

MTA RidersQ RN

OUTSPOKEN RIDER“I’m always late when taking the bus or subway, and I hate it. I let others know it too.”

MUNDANE COMMUTER“The easiest way to get to where I need to go is taking the MTA. It’s not the best, but I have to deal with it.”

THE TOURIST“New York City is amazing and nothing I’ve ever seen before. The subway and bus is definitely not what I expected.”

Digital Strategy

Digital Strategy

1 2 3

Campaign Idea4 5 6L

A C E GGJJ ZZ

1 2 3

Campaign Idea4 5 6L

NY’s best connection,NY’s best connection,now better.now better.

A C E GGJJ ZZ

1 2 3

Connection Campaign4 5 6L

A C E GGJJ ZZ

The MTA Connection Dating Series

The Secret Connection Check-In

Connect The Monopoly Pieces with McDonalds

The Green Connection

NY’s best connection, now better.NY’s best connection, now better.

Website Q RN

B D F M

Purpose Strategy

SS66

4 5 6

Blog

Purpose Strategy

1 2 3Social Media4 5 6L

Social Outlet Purpose Strategy

•Engage with consumers via sharing of content, news, alert, lifestyle topics

• Drive conversations amongst users to gain higher engagement• Listen to fans and understand mindset• Connect better with users and riders• Contests and giveaways

• Combine pages of MTA subway and buses• Develop page for Arts and Music and events• Create a Facebook app on maps for both buses and subways, that provides updates on services and delays

• Central social hub for quick and timely alerts of subway and buses• Provide travel tips and solutions• Create conversations around NYC events and spread awareness of partnerships

• Twitter handle just for travel tips and alerts (as is) Another handle for promotions and events (as is)• Speak to tweeters and increase engagement• Develop promoted tweets to download our new mobile app and any new promotions with our partners• #MTAConnection

• Increase awareness of station and bus stop locations• Understand travel by riders in a fun way

• Input subway and bus stop as searchable locations• Create badges for station riders

1 2 3Mobile App MapL JJ ZZ

Home

Account Travel Social Games

Photos

Balance

Gift Maps

Social Media

Destinations

Directions

Geo-targeting

Safety

Powered by HopStop

GGZZJJ

4 5 6

Promotions

Partnerships Loyalty Program

NYC Coupons & Discounts

Holiday promotions

Tier program based on Metrocard

Offerings based on usage

Tiers Tasks Offers

Tier 1 Set up Account Limited WiFi

Tier 2Automatic credit card

reloadPersonalized

Card

Tier 3Purchase unlimited

ridesUnlimited WiFi

Access

A C E

Tracking

Social Media Listening

Analyze

1 yearCampaign Launch

MeasureMeasure Measure Measure

3 months 6 months 9 months

Baseline

• Establish metric• Gather data regarding brand• Real-Time monitoring• 3 month reports

Monitoring

Thank You

11 22 33 44 55 66 77 AA CC EE BB DD FF MM QQ RR NNGG LL JJ ZZSS7766