marketing by mode express service - cutr · 2015. 4. 3. · january 2010 95 express pembroke pines...

Marketing by ModeExpress Bus Service

Doris Williams, Marketing and Communications, Broward County Transit

• January 2010 95 Express Pembroke Pines CB Smith Park to downtown Miami via I‐95

• January 2011 95 Express MiramarMiramar Towne Center to downtown Miami/Civic Center via I‐95

• May 2012 595 Express Sunrise to downtown Miami/Brickell Avenue via I‐595595 Express Sunrise to downtown Fort Lauderdale via I‐595

30‐minute Weekday ServiceAM and PM Peak Hours

Park‐and‐Ride lotsPremium Bus Fares

Wi‐Fi

Background

Funded by Florida Department of Transportation, as part of the managed lane projects.

• Choose to take public transit• Have commuter options (cars) 

Target Audience“Choice Riders”

Who Are Our Choice Riders?Source: May 2010 Onboard Surveys

95 Express Bus PassengersConducted by Kimley‐Horn and Associates, Inc.

Choice RidersAge

Choice RidersIncome

Choice Riders Gender

Choice Riders Reason for Riding

Choice Riders Vehicles Available

Choice Riders Mode of Payment

• Almost 75% were between 23 and 54 years old. Around 10% were under 17 and only 7% were over 65.

• Low household income with over 65% of passengers reporting less than $20,000 per year. Only 15% reported more than $40,000 per year.

• Almost 45% did not own a car.

• Work is the most common trip purpose (60%), followed by school and personal business.

Fixed‐Route System Survey

Source: Comprehensive Operational Analysis, March‐April 2010Transportation Management and Design, Inc.

Branding the Service• New fleet • Express bus service logo• Bus stops/signage• Web information pages hosted by BCT and FDOT• Premium bus pass

Fleet Upgrade• New, 62’ articulated and 42’ hybrids• Wi‐Fi accessible• Power outlets at passenger seats • Increased seating capacity• High‐back seats

Marketing to Workplace Destinations

• Target major employer sites• Host ‘on‐site’ transit information events• Employee newsletters/posters/e‐mail blasts • Human Resources Personnel• Survey employees• Emergency Ride Home

Marketing Campaigns• Radio – morning and afternoon peak traffic hours • Newspaper – business section; front page post‐notes• Online ads on travel, sports, news, business pages• DMV video billboards (geo‐target locations)• Employer/Employee pre‐tax benefit program print/direct mail• Outdoor billboards on express bus highways • Direct mail with partner cities

Marketing TransportationPrepared by: HART Marketing/Communications Department

June, 2012

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“It All Started on a Bus…”Year One

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“It All Started on a Bus…”Year One

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“It All Started on a Bus…”Year Two

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Contents1. “It All Started On a Bus…”

• Cause Marketing2. HART3. Fixed Routes Profile*4. Opportunity Demographics*5. Marketing HART

• “It All Started on a Bus…”• Cause Marketing

*Population data obtained from the 2010 Census SF1. Income data obtained from the 2009 American Community Survey.

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Ridership by Service Type

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‐

2,000 

4,000 

6,000 

8,000 

10,000 

12,000 

14,000 

16,000 

FY07 FY08 FY09 FY10 FY11

235  271  277  407  399 

10,913 11,774  11,361  11,857 

13,304 

Ride

rship (000

)

Fiscal Year

Streetcar Paratransit Vanpool Express Local

93%

11,74812,679

93%

2%

93%

12,842

92%

2% 3% 3%

93%

14,237

100%100%

100%

100%

12,281100%

Service AreaMost of Hillsborough County

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1,000 Square MilesAlmost the size of Rhode Island

TECO Line Streetcar System2.7 Miles

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Five Flex ZonesVan Service

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12 Express Routes

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28 Local Fixed Routes

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Approximately 3,350 Bus Stops

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620 Bus SheltersApproximately 1 in 6 Bus Stops have Shelters

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Total System

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HART System

FY2011 Ridership 14.2 Million

Square Miles 1,000

Streetcars 9

Buses 177

Vans 46

Express Routes 12

Local Fixed Routes 28

Bus Stops ~ 3,350

Bus Shelters 620

Fixed Routes Profile

Demographic HART Buffer Zone*Population 421,840Adults, Age 25-64 56.3%HH Size: 2 or Less 59.5%HHI < $40k 52.5%Ethnicity**

‘White’ 61.1%‘Black’ 27.0%

Culture**Hispanic 28.5%

*Buffer Zone = ¼ mile around all HART fixed routes.**Note: Hispanic is considered a culture and not an ethnicity in 2010 US Census)

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Opportunity DemographicsDemographic Fixed Routes

Profile*Hillsborough Co. Demographics

Index: Fixed Routes Profilevs. Hillsborough Co. Demographics

Population 421,840 1,229,226 34

Adults, Age 25-64 56.3% 50.4% 112

HH Size: 2 or less 63.9% 59.5% 107

HHI < $40k 52.5% 40.4% 140

Race**

‘White’ 61.1% 73.6% 83

‘Black’ 27.0% 17.2% 157

Culture**

Hispanic 28.5% 24.9% 114

*Buffer Zone = ¼ mile around all HART fixed routes.**Note: Hispanic is considered a culture and not an ethnicity in 2010 US Census.

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Summary

Opportunity Markets:• General Market Demographic:

– Adults 25-64 (Index: 112)– HHI < $40k (Index: 140)

• Niche Markets– African American, or ‘Black’ (Index: 157)– Culture: Hispanic (Index: 114)

– Different Targets have Different Behavior Patterns– Knowing the Riders and Opportunities ensure

marketing efforts are cost-effective and cost-efficient

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Activities• Television: Reached 33.5% of A25-64, or 724,911 A25-64, an average of

3.1X over the course of 4 weeks• WEDU/PBS Station: Underwrote “Freedom Riders” Movie for the second

year. Others programming included: “Underground Railroad”, “African American Lives”, Daisy Bates” during January/February

• Bookmarks: Over 1,700 distributed throughout Hillsborough County Libraries, After School Programs, Community Relations Outreaches

• HART e-mail signature block : approximately 30,000 primary e-mails over the course of a month (does not count viral e-mails, or secondary e-mails)

• Florida Sentinel Bulletin: (historic newspaper in the African American Community): circulation 23,000

• Icecream Magazine:(predominately African American): circulation 30,000

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“It All Started on a Bus…”

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Four :15 (fifteen second commercials)1. Airplane Local Tampa Freedom Rider, Kredelle Petway2. Local Tampa Freedom Rider, Dr. Bernard Lafayette, Jr.3. Dr. Ray Arsenault, Local USF Professor, author of

Freedom Riders 1961 and The Struggle for Racial Justice

4. All three together

PROMOTING REGIONALISM

Presented by:Victor O. Garcia, Corporate and Community Relations Liaison

South Florida Regional Transportation Authority

Scope of Work5-Year / $500,000 Annual Budget

Bitner Goodman, agency of record

Increase visibility and ridership

Community Partnerships,

Promotional Campaigns, Special

Events, etc.

Promote Regionalism

Promoting RegionalismSFRTA Branding

Special Events

Campaigns

Communications

Public Relations

Street Team

SFRTA Branding

On July 1, 2003, the Tri-County Commuter Rail Authority (Tri-Rail) is transitioned to the

South Florida Regional Transportation Authority by legislation passed by the Florida House of Representatives and Senate and

signed into law by Governor Jeb Bush

2011-2012 Marketing BudgetSFRTA Branding– 2012 Job Fair

Special Events– Rail Fun Day / South Florida

Kids Got Talent– Senior Idol

Campaigns– “Connecting You To More Places”– “Get S.M.A.R.T.”– “Go For The Gold”

2011-2012 Marketing BudgetSFRTA Branding– 2012 Job Fair

Special Events– Rail Fun Day / South Florida

Kids Got Talent– Senior Idol

Campaigns– “Connecting You To More Places”– “Get S.M.A.R.T.”– “Go For The Gold”

2011-2012 Marketing BudgetSFRTA Branding– 2012 Job Fair

Special Events– Rail Fun Day / South Florida

Kids Got Talent– Senior Idol

Campaigns– “Connecting You To More Places”– “Get S.M.A.R.T.”– “Go For The Gold”

Communications– Newsletters– Smart Phone App

Public Relations– Marlins Marketing

Street TeamMiscellaneous– Banners, Displays,

etc.

2011-2012 Marketing Budget Cont’d

Communications– Newsletters– Smart Phone App

Public Relations– Marlins Marketing

Street Team– Calle Ocho– Jazz in the Gardens– Delray Beach Art Festival

2011-2012 Marketing Budget Cont’d

Communications– Newsletters– Smart Phone App

Public Relations– Marlins Marketing

Street Team– Calle Ocho– Jazz in the Gardens– Delray Beach Art Festival

2011-2012 Marketing Budget Cont’d

Contact UsSOUTH FLORIDA REGIONAL TRANSPORTATION AUTHORITY

800 NW 33rd Street, Pompano Beach, FL 33064954-942-7245

www.sfrta.fl.gov / www.tri-rail.com