Transit Tracker Text®For real time arrivals on your cell phone wherever you are

Text “StopID” to 27299

2010 Media Kit

A division of Mobile Marketing, LLC

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Leading The Market

TriMet has a national reputation for being an innovative transit agency. TriMet makes vital connections throughout the region, providing transportation to city centers, shopping, recreational opportunities and essential services. 

Today TriMet provides about 100 million rides each year. The majority of our riders are “choice riders.” Eight out of ten riders have cars or have access to one, but instead choose to hop on a bus or MAX (Light Rail) to get where they’re going.

At TriMet we’re continually exploring ways to use new technologies to improve service and make riding more convenient. With “Transit Tracker Text®”, ours is the first major metropolitan transit agency to provide real time arrival information for all 7,000 bus stops via mobile delivery.

Another first is our partnership with Mobile Marketing, LLC. From any location in the United States, Mobile phones can now text “stop id” to “27299” and get a text in real time when their bus will arrive,

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TriMet Data*

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Average number of calls into IVR (503-238-RIDE) per month

1,700,000

Text Message Read/Open Rate** 96%

Average number of fares per month 8,000,000

Gender Female 54% Male 46%

Annual Household income

41 % of all riders have an average household

income of $60,000 +

Married 63%

Non-Minority Race 80%

College Graduate 52%

Lived in Portland 5+ yrs 86%

Live in Multnomah County 50%

Median Age 42.6 yrs

Percent of Adults riding once or more every month

44%

Portland adults riding TriMet to some degree 78%

*Source: TriMet Customer Profile @ www.trimet.org** Source: Nielsen mobile metrics

TriMet Ridership Profile*

▫ 43% of people (age 16 and older) in the Portland area ride TriMet at least twice a month.

▫ Compared to the region’s general population, TriMet riders are younger, less likely to be married, and more likely to live in Multnomah County.

▫ TriMet riders are significantly more likely to have internet access than non-riders

▫ Over eight of every ten riders (83%) have cars but prefer to take TriMet.

▫ 70% of riders choose TriMet over driving▫ 33% of riders use the bus or MAX

predominantly for getting to work.▫ 25% of riders use TriMet as part of their

recreational activities.▫ 15% of riders use TriMet to go shopping.

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* Source: TriMet Customer Profile. www.trimet.org

How does Transit Tracker Text® work?

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• Almost every bus stop in the Portland region has an associated “Bus Stop ID”.

• If a rider wants to know when his/her bus will arrive in real time

(not scheduled time) he simply texts “stopid” to: 2 7 2 9 9 and within seconds he will receive a text back to his phone with real time arrival information.

Every message will provide advertising opportunities. Embedded in the text message is a link (in blue) when clicked will direct them to your WAP (Mobile Web) site to explain your brand/offer in detail.

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These are examples of WAP (Mobile Web) sites. As you can see it doesn’t matter what business you are in, mobile web presence is a part of many brands.

We can build a static mobile page or reproduce your website’s full functionalities via mobile web. Including:CRM/POS integration, 2D and 1D barcodes, text to donate, download ringtones, videos and social media links.

One of the best attributes of what we do, you won’t need an iPhone, Android or Blackberry, we will reach them all.

Engage Mobile Audiences with Interactive Content

Engage Mobile Audiences with Interactive Content

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Targeting Options

Target by zip codes to reach a specific geographic area. In other words “Spot Relevance”.

Reach Men or Women by targeting gender

Target a specific age group

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NE Portland Section*

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ZipFamilie

s

Per Capita Incom

e

% Less than 18

years

% 18 to24

years

% 25 to44

years

% 45 to64

years

Daily Traffic on**

Daily Traffic off**

Daily Total**

97024 45,625 20,506 27 10.6 32.9 21.3 591 628 1219

97060 59,843 20,833 29.2 9.4 34.1 21.5 829 830 1659

97203 38,452 14,591 26.5 14.8 31.1 18.3 5426 5401 10827

97211 42,648 18,141 24.8 9.7 36 20.8 6818 6698 13516

97212 70,629 28,801 21.5 7.1 35.3 27 2848 3206 6054

97213 54,909 23,029 20.7 7.8 36.5 23.4 9555 9257 18812

97217 44,786 19,262 22.9 9.2 34.5 23.4 14433 14426 28859

97218 40,631 16,237 26.2 10.1 33.4 20.5 4136 4353 8489

97220 46,580 18,314 23.2 10.4 30 20.9 17856 18303 36159

97227 35,000 14,771 26.2 11.1 34.7 18.8 3548 3746 7294

97230 47,863 20,620 22.4 9.1 28.8 22.2 3221 2664 5885

97232 59,688 28,543 13 9.8 39.8 23 25918 26268 52186

         Total

Traffic 95,179

95,780 190,959

*Source: US Census- 2000, **TriMet- Measured Spring 2010 .

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SE Portland Section*

*Source: US Census- 2000, TriMet

ZipFamilie

s

Per Capita Incom

e

% Less than 18

years

% 18 to24

years

% 25 to44

years

% 45 to64

years

Daily Traffic on**

Daily Traffic off**

Daily Total

97009 63,843 24,342 24.8 6.8 24.5 32.3 54 172 226

97015 60,384 23,792 27 9.7 32.2 23.3 112 280 392

97022 52,725 20,402 27.6 6.7 28.6 28.4 318 413 731

97023 49,111 20,349 26.9 9 27.6 26.6 667 610 1277

97027 52,863 19,585 26.4 9.2 29.2 23.5 518 537 1055

97030 49,142 19,542 26.1 12.1 29.5 20.1 178 727 905

97045 57,059 22,024 26.4 8.7 29.6 25.5 133 400 533

97080 62,685 23,916 28.2 9.1 29.4 25.2 232 253 485

97086 No info In 2000 census 5552 6045 11597

97089 No info In 2000 census 11 19 30

97015 60,384 23,792 27 9.7 32.2 23.3 112 280 392

97202 51,968 22,997 17.5 12.1 37 22 9249 8891 18140

97206 43,608 18,006 22.7 9.1 35 20.9 8533 8953 17486

97214 50,048 23,669 12.2 11.8 46.8 20.7 9037 8952 17989

97215 55,137 25,289 18.1 9.8 36.2 23.3 2524 2486 5010

97216 42,741 16,808 24.4 10.9 31.5 19.5 4669 5232 9901

97222 47,713 20,840 23.3 9 30.5 22.2 2966 3429 6395

97233 38,758 14,692 28.9 11.8 31.7 17.7 9465 9660 19125

97236 49,682 18,831 28 8.6 30 22.4 4184 4188 8372

97266 42,080 18,446 25.9 10.3 31.4 11.3 11497 10583 22080

97267 57,086 22,984 23.5 7.8 27 27.5 1419 1362 2781

97268 No info In 2000 census 24 17 41

Total Traffic 63,666 64,035 144,943

*Source: US Census- 2000, **TriMet- Measured Spring 2010 .

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SW Portland Section*

ZipFamilie

s

Per Capita Incom

e

% Less than 18

years

% 18 to24

years

% 25 to44

years

% 45 to64

years

Daily Traffic on**

Daily Traffic off**

Daily Total

97005 41,548 19,202 23.1 12.2 35 18.1 125 592 717

97007 66,832 25,683 29.1 8.4 34.9 21.1 215 386 601

97008 57,164 24,611 25.2 9.3 32.3 23.4 239 573 812

97034 101,190 47,186 25.9 4.9 22.8 33.5 783 784 1567

97035 82,590 35,753 23.8 7.1 30.6 28.7 39 134 173

97062 69,310 27,319 28.3 9.1 34.6 21.8 684 695 1379

97068 84,117 34,710 28.6 6 28 29.4 360 352 712

97070 67,561 31,218 24.9 9.2 30.5 21.7 199 209 408

97123 54,729 19,684 29.9 9.7 33.8 19.2 7185 7202 14387

97140 70,549 28,358 29.9 5.5 36.7 21.1 360 356 716

97219 72,238 32,939 21.4 10.4 32.6 26 4464 4493 8957

97221 90,313 41,041 22.5 5.4 26.3 29.8 1418 1725 3143

97223 62,592 25,375 25.7 8.5 35 22.8 4860 5046 9906

97224 62,389 27,785 22 7.3 28.1 21.4 1256 1432 2688

97225 74,058 36,290 20 7.7 30.7 26.6 5005 5189 10194

           Total Traffic 27,192 29,168 56,360

*Source: US Census- 2000, TriMet *Source: US Census- 2000, **TriMet- Measured Spring 2010 .

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NW Portland Section*

ZipFamilie

s

Per Capita Incom

e

% Less than 18

years

% 18 to24

years

% 25 to44

years

% 45 to64

years

% Daily Traffic on**

% Daily

Traffic off**

Daily Total

97006 58,976 22,784 27.5 11.2 36.9 18.4 30 163 193

97113 50,487 17,549 30.2 10.6 31.8 18.7 678 702 1380

97116 50,303 17,958 27.4 12.5 28.8 18.5 1117 1088 2205

97124 62,283 24,890 26.5 11 37.5 18.4 2907 3079 5986

97210 83,394 41,414 10.6 10.5 43.9 25.8 1866 1746 3612

97229 82,079 34,986 28.6 6.7 34.3 23.4 1486 1888 3374

97231 76,021 37,384 21.8 5.4 27.9 34.4 93 98 191

8,177 8,764 16,941

*Source: US Census- 2000, TriMet *Source: US Census- 2000, **TriMet- Measured Spring 2010 .

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Downtown Portland*

*Source: US Census- 2000, TriMet

ZipFamilie

s

Per Capita Incom

e

% Less than 18

years

% 18 to24

years

% 25 to44

years

% 45 to64

years

Daily Traffic on**

Daily Traffic off**

Daily Total

97201 88,383 40,467 11.6 15.1 34.6 25.1 13868 15796 29664

97204 24,844 10,003 1.5 12.7 52.6 25.5 38347 38698 77045

97205 45,313 21,969 3.4 14.7 40.4 25.8 14010 13215 27225

97209 40,250 22,743 3.7 13.8 50.6 24.1 9647 10986 20633

97239 No info In 2000 census        1397 3193 4590

            Total Traffic  77,269 81,888 159,157

*Source: US Census- 2000, **TriMet- Measured Spring 2010 .

Transit Tracker Text® Integrated Marketing Plan

• PR Campaign to all news outlets• Advertising via the TriMet IVR• TriMet Website, Facebook and Twitter• TriMet will install call to action signage at

over 7,200 bus and Max stops.

• Email advertising to TriMet subscribers• Brochures (January 2011)

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This is TriMet’s current home page promoting Transit Tracker Text®. The next slide explains the service.

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Description Description Audience # Due Willamette Week 8h page (art due 11/3) General 1 Nov. 8 El Hispanic 1/4 page (art due 11/10) General 1 Nov. 17 Asian Reporter 1/4 page (art due 11/10) General 1 Nov. 17 Observer 1/4 page (art due 11/10) General 1 Nov. 17 Skanner 1/4 page (art due 11/10) General 1 Nov. 17 Second flight Same pubs as above 6 2/2011 Third flight Same pubs as above 6 4/2011

Bus benches Series (m.trimet.org, TT by text, 238-RIDE) General 20 11/2010- 4/2010

Channel cards Update existing Trip Tools card (2 cards) Riders Full fleet Nov. 8

(100 million boarding rides/yr system wide)

Bulkhead decals On 265 low floor buses Riders 265 Oct 1

TVM displays Backside displays on all TVMs outside of Free Rail Zone and Gateway TC Riders 102 Oct 1

Transit Tracker Text® Media Plan

Key Facts

1.7 million times a month someone will call

or text for the next real time bus arrival

Utilize new mobile technologies such as

mobile web, streaming video, ringtones and

images to increase your brand and image

Customized targeted campaigns to help

accelerate your business

Drive traffic to both your website and mobile

site

Target demographically, spot relevance and

age

Increase your market share

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Advertising Opportunities

• Transit Tracker Text®Brands and ads will be seen every time someone sends a text to TriMet to receive real time arrivals via a WAP and/or a Mobile Web link embedded in the text.

Your message delivered directly to your customer’s hand.

Your message will be read and be retrieved for future reference

A mobile web site and link will be provided by NiceMobi!

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Pricing Matrix

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Segment Total Riders per day*

Cost/Month**

NE Portland 190,959 $750

SE Portland 144,943 $600

NW Portland 16,941 $300

SW Portland 56,360 $400

Downtown 159,157 $750

Global 568,360 $1,500

* Source: TriMet management team. Total Riders are the total number of people getting onto and getting off the bus or Max in this segment

**Multi-month discounts available

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Become An Advertiser

Here are few general keys points:▫ Mobile Transit Tracker® is a TriMet branded product. ▫ TriMet will be advertising the launch with multiple press

releases .▫ TriMet’s home page at www.trimet.org will also advertise

the launch.▫ NiceMobi and TriMet have local TV station relationships

that are embracing Mobile Transit Tracker® as a full station effort.

 We will be limiting the total number of slots for the beta launch

to 10. Each slot will include:▫ Rotating spots on Transit Tracker Text®▫ Static WAP landing page that can have any graphic(s) and

information you require. You provide the artwork/creative.

Duration: Cost: Segment(s): ________________________________ Company Name:_____________________________

Approved by: _______________________________

Title: _______________________ Date:__________

www.mobilemarketingLLC.com