customer-focused public involvement azta annual conference april 23, 2013
TRANSCRIPT
Customer-Focused Public Involvement
AzTA Annual ConferenceApril 23, 2013
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Customer: The Rider
• 250,000/day on bus/light rail
– 65% between 18-44*
– 47% without a car
– 38% students
– 31% commuters
• System extends countywide
*2010-11 Origins and Destination Survey
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Case Study: March Fare Increase
• $.25 increase to local bus/light rail
• $.50 increase to Express/RAPID
• Effective March 1
• Last increase in July 2009
Fare Change Outreach
• Some of our tools:– Online survey (1,047)– Intercept surveys (300)– Open houses (11 – 93 attendees)– Public hearing (1 – 24 attendees)– Webinar (1 – 22 attendees)– Tweet Chat (1 – 8+ participants)
Fare Change Communication
• Some of our channels:– Bilingual print advertising (5 ads)
– Door hangers on vehicles (60k)
– A-frame signage (35 locations)
– Broadcast emails (3,500+ viewers)
– Social media (80+ posts)
– News releases (35 news stories)
– Website (2,500 visitors to /farechange)
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Lessons Learned
• Be where the people are
– Intercept survey was very effective
• Growing interest in technology
– Use of webinars, social media
• Spanish outreach is critical
• Electronic surveys are popular
– People are too busy
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Customer: The Business Owner
• 600+ businesses along future lines
– Central Mesa: 3.1-mi to downtown Mesa
– Northwest Phoenix: 3.2-mi to Dunlap Ave.
• Small, locally-owned
• Challenged by economy
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Case Study:Business Assistance Program
• Developed with city/community partners
• Valley Metro programs:
– Dedicated staff / 602-254-RAIL
– Signs and banners
– Peer-to-peer business forums
– Community Advisory Board (CAB)
– Marketing / METRO Max Rewards
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2013 Marketing Campaign
• Rally around businesses
• It’s your duty
• It’s a shared responsibility
• Custom for each line
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Lessons Learned
• From 20-mile line:
– Get engaged early
– Have a variety of programs/partners
– Garner strong community advocates
• Customize for each community
• Innovate
