A Campaign to Build TransitBuild Transit

Ridershipin San Bernardinoin San Bernardino

County

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

Understand Why People Use TransitUnderstand Why People Use Transit Passenger Surveys on

each system

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 FREE

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

MSOffice4

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

Victor Valley TransitVictor Valley Transit

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

Morongo Basin Transit AuthorityMorongo Basin Transit Authority

Needles Area TransitNeedles Area Transit

College PromotionsCollege Promotions

To build marketing partnerships and ridership basep

Victor Valley TransitVictor Valley Transit

Victor Valley College

Banners

Window CoveringsWindow Coverings

Window CoveringsWindow Coverings

Handouts with Student IDsHandouts with Student IDs

Facebook PostsFacebook Posts

Map DisplayMap Display

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%

Morongo Basin Transit AuthorityMorongo Basin Transit Authority

Copper Mountain College

Banner

Poster & Flyer Campaign

Facebook Posts

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%

Free Ride PromotionsFree Ride Promotions

To incentivize trial ridership

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

Newspaper & Online Ad SupportNewspaper & Online Ad Support

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

Mountains: Take Transit TuesdayFive Tuesdays in July

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

Bus WrapsBus Wraps

Bus Shelter AdsBus Shelter Ads

Posters(Bulletin Board & Bus)

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

SummarySummary

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.

Questions?Questions?