let’s take a ride
TRANSCRIPT
CINCINNATI STREETCAR
STREETCAR BACKGROUND
Urban Sprawl• Steady Decline in Population
Due to Migration into Suburbs
STREETCAR BACKGROUND
• Shift in Economic Center
• Conversion of Productive Space to Parking Lots
• Disinvestments in Local Businesses & Residences
Urban Migration Effects
STREETCAR BACKGROUND
• Increases City Walkability
• Reduce Need for Non-Productive Space (e.g. Parking Lots)
• Job Creation within the Community
Potential Affects of the Streetcar
STREETCAR ROUTES
Phase I
• 3.6 miles long
• The Banks on the riverfront to Findlay Market in Over the Rhine
Tourists/Visitors
TARGET MARKET
• Staying Downtown for Short Period of Time
• Explore City
• Most Receptive to Marketing
• Limited Use
Day-Trippers
• Suburban Families
• Day Trip to the City
• Consistent but Infrequent Use (1-2 per month)
• Receptive hassle-free operations
Nightlifers
• Young Professionals (18-28)
• Experience Nightlife (e.g. bars, festivals)
• Consistent & Frequent Use (1 per week)
• Most Frequent Use if Adopted
TRANSPORTATION INSIGHTS
0
1
2
3
4
5
6
7
8
9
10
Cleanliness Quick Affordable Convenient Ease of Access
Important Features
TRANSPORTATION INSIGHTS
Personal Car
32%
Taxi
16%
METRO -
Cincinnati
16%
Uber/Lyft
25%
Zip Car
11%
Most Common Form of Transportation
TRANSPORTATION INSIGHTSFamily
2%
Work
11%
Shopping
7%
Festivals
18%
Sporting Events
30%
Dining
8%
Night Life
24%
Reason to Travel Downtown
Increase Unique Ridership During Stage I To Generate Awareness And Stimulate Adoption
PRIMARY OBJECTIVE
Objective:
CUSTOMER ACQUISITION
Increase Brand Awareness
Encourage Transportation Adaptation
Generates Sponsorship Revenues While Promoting Reason To Travel On The Streetcar
Financially Supports Operations During Opening Months
PRIMARY SOLUTIONS
Transit Advertising:
1.5M
STATION SPONSORSHIPS:Place Advertisements Streetcar Stops
VEHICLE WRAPS:Cover The Exterior Of The Streetcar
INTERIOR PANELS: Advertising Within Streetcars
PRIMARY SOLUTIONS
STATION SPONSORSHIPS:
VEHICLE WRAPS:
INTERIOR PANELS:
Fountain Square
Contemporary Arts Center
Public Library
Aronoff Center
Horseshoe CasinoConnects To Audience At Events They Are Already Attending
PRIMARY SOLUTIONS
Partner with Local Business, Events, and Conferences to Offer Discounts
School for the Creative &
Performing Arts
Music Hall
Washington Park
Excursion Discount:
Increase Ridership Frequency To Gain Higher Revenues Once Stage II Is Complete
SECONDARY OBJECTIVE
Objective:
CUSTOMER RETENTION & EXPANSION
Promote Consistent Use
Encourage Word of Mouth
Encourage Low-cost Customer Acquisition While Retaining Current Riders
Digital Space:
SECONDARY SOLUTION
Real-time RoutingTicket Payment & ScanCustomized Coupon Alerts
Mobile Application:
Referral Program:
Utilize Word of Mouth to Promote Streetcar
Invite Friends to Download App
Receive Ride Credits
Lyft Model:
Increase Customer Referral Value
Travis Anderson | Claire A’Hearn | Alexandra Land | Joseph Levers | Brianna Luthardt | Sarah Underhill | Nicholas Wineland | Grace Wermes
Thank You