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