Project OverviewProject Overview Campaign to build ridership and visibility for four very
different transit systems through promotion and fare different transit systems, through promotion and fare incentives
S d b S B di C t T t ti Sponsored by San Bernardino County Transportation Agency
The ChallengeThe Challenge The Environment
F t i l d b b iti Four car-centric rural and suburban communities Declining transit ridership
The Product The Product Local and intercity transit routes Most local routes run every 30-60 minutesMost local routes run every 30 60 minutes
The Reality Driving is mindless, transit requires thinkingDriving is mindless, transit requires thinking
The Approach Identify target groups for whom transit offers advantages and y g g p g
educate them about tools that make using transit easy
Unexpected CommonalityUnexpected CommonalityWhat transit users like
about transit:All Systems: Main "Like"
about transit: Not having to rely on others
for rides 19%
22%
23%
Not having to own a car
Cheaper than driving
Not having to rely on others
Not having to own or pay for a car 3%
5%
18%
Time to relax/read/work
Freedom to travel …
Not having to walk/bike
Not having to walk or bike
2%
3%
3%
Avoid stress of traffic
Riding with other people
Safe way to travel
1%
2%
0% 5% 10% 15% 20% 25%
Not having to find parking
Good for the environment
Unexpected CommonalityUnexpected Commonality Passenger information
SourcesAll System:
Most Used Info SourceSources Printed information is
primary source for more 21%
27%
Transit agency website
Printed schedules
p ythan ¼ of riders
61% of riders have S t h
10%
13%
Ask bus driver
Google maps
Smartphones
9%
10%
At the bus stop
Smartphone app
3%
7%
Call/Other
Friends or family
Unexpected CommonalityUnexpected Commonality Highly positive
response regarding All Systems:…if they could try for freeresponse regarding the willingness of others to try transit
No, not even if it was free
y y y
others to try transit if it were free for a week Definitely
48%
11%
Maybe41%
Creative PlatformCreative PlatformBuild on common findings regarding rider motivations Transit “frees” riders from: The cost of driving
H i k f i f id Having to ask for or wait for a ride Discomfort of walking or biking
Even if the bus only runs hourly and may be time Even if the bus only runs hourly and may be time consuming, transit offers advantages over the alternatives.
Transit provides independence and freedom to travel on Transit provides independence and freedom to travel on one’s own terms.
SET YOURSELF FREESET YOURSELF FREEThe beginning of a thought that can be completed in many ways, d di th t t didepending on the target audience: Set yourself free from worrying about your ride. Set yourself free from the high costs of driving. Set yourself free from having to ask for a ride. Set yourself free to travel independently. Set yourself free from having to walk in hot weather. Set yourself free from searching for parking. Set yourself free to go your own way.
Visual DesignVisual Design Clean typographic design
overlaid on warm engaging overlaid on warm, engaging photos of people riding the bus
Muted photos to provide a light, p p g ,airy feel and easily readable type.
Saturated color on faces to draw potential customer into the visual.
Relatable looking photos -“ l lik ” id th b“people like me” ride the bus.
Consistent layout with varied photos/messages to appeal to photos/messages to appeal to different target groups.
MSOffice2
Slide 12
MSOffice2 Here we go to the boards. These points will be cover while looking at and referencing the posters. , 2/17/2018
Slide 13
MSOffice4 Here we go to the boards. These points will be cover while looking at and referencing the posters. , 2/17/2018
Campaign PlansCampaign Plans Common creative platform.
C t i d k ti / di l f h t Customized marketing/media plan for each system. Two types of strategies: Enhanced passenger information tools to make it easier for riders
to try transit – long term value. Ridership promotion campaign to generate trial and increased Ridership promotion campaign to generate trial and increased
usage thru a free ride offer. Consistent promotion of Google Transit to make riding the p g g
bus easier.
Enhanced Passenger InfoEnhanced Passenger Info
To improve the customer experience for existing and new ridersg
Growing UsageGrowing UsageVVTA.ORG Website Traffic
58,00060,000
70,000
40,000
30 000
40,000
50,000
20,000
30,000
10,000
20,000
30,000
0
2016 Aug‐18 Sep‐18 Oct‐18
VVC Ridership ResultsVVC Ridership Results
VVC Ram Pass Aug 18 Sep 18 Oct 18VVC Ram Pass Aug‐18 Sep‐18 Oct‐182017 9,083 22,530 25,2172018 9,860 20,616 22,662
RAM Pass Change 8.6% ‐8.5% ‐10.1%Systemwide Change ‐8.0% ‐11.0% ‐27.0%
CCM Ridership ResultsCCM Ridership Results Reduced student fare (with ID) from 50 cents to free for two time
periodsperiods Promoted on campus
CMC Ridership 2017 2018 % IncreaseSummer Semester 838 2476 195%First Month of Fall Semester 2531 4419 75%First Month of Fall Semester 2531 4419 75%
Direct Mail CampaignsDirect Mail Campaigns
VVTA – BarstowMBTA – 29 Palms and Yucca ValleyMBTA 29 Palms and Yucca Valley
Mountain Transit – Crestline and Big BearNAT NeedlesNAT - Needles
Ridership ResultsDi t M il C iDirect Mail Campaigns
Change from same
Change from prior month
Direct Mail w/Free Rides month 2017 2018VVTA‐Barstow May 7 ‐ June 3 9.6% 9.3%MBTA Aug 20‐Sept 16 9.0% 32.6%g pMountain Transit May 28 ‐ June 24 35.0% 16.1%NAT Sept 1 ‐ Nov 4 51.9% 51.2%
Other Approaches to Free Ride Offers
Mountain Transit: Take Transit TuesdaysVictor Valley: Facebook AdvertisingVictor Valley: Facebook Advertising
Facebook AdvertisingFacebook Advertising Target: Victorville Hesperia and Apple Victorville, Hesperia and Apple
Valley Residents 13-24 years old
• Middle School Students• High School Students• College Studentsg• Job Seekers
Free Ride Offer Landing page with Transit
Information Tools Digital Coupon for Free Rides g p
valid for a week
Facebook ResultsFacebook Results August 15-October 24
S t $10 000 Spent: $10,000 Reach: 92,735 Impressions: 1,760,608 Frequency: 19 Unique Link Clicks: 5404 Free Rides Provided: September 13,500
Awareness CampaignVictor Valley Transit (Victor Valley)
To increase visibility of transit and the technology tools that make it easy to usegy y
ResultsResults Onboard Survey – Primary source of information about
VVTA routes and schedulesVVTA routes and schedules Pre Campaign
• 10% said Google Maps10% said Google Maps• 26% said printed schedules
Post Campaign• 23% said Google Maps• 15% said printed schedules
What We LearnedWhat We Learned Potential riders do respond to free ride offers
Post‐Campaign On‐board Survey VVTA MBTA Mountain NATUsed free ride offer 53% 49% 67% 72%NOT a regular rider before offer 38% 38% 23% 16%
Most transit users have smartphones and increasingly use th t t it i f
g# of Riders Reponding 567 273 132 46
them to access transit info
Post‐Campaign On‐board Survey VVTA MBTA Mountain NAT Totalp g ySmartphone with data 59% 57% 54% 36% 56%Smartphone without data 7% 8% 11% 13% 8%Regular cell phone 29% 29% 30% 26% 29%No mobile phone 6% 7% 5% 26% 7%No mobile phone 6% 7% 5% 26% 7%
What We ConfirmedWhat We Confirmed Marketing is not a magic wand
It t t i id hi l d t i It cannot reverse systemic ridership lose due to economic or service level issues.
Marketing is a crowbar Marketing is a crowbar It can leverage good service by helping more people try it. It can provide the info tools to make transit usable.p
Marketing is an on-going process A single campaign cannot create lasting changingg p g g g g Marketing, like operations, must be an on-going effort to provide
quality information, build community partnerships, create visibility and provide customers with a relevant benefitand provide customers with a relevant benefit.