Simply SilverTerPR’s Campaign for Metro’s Silver Line

Emily Bonta COMM483 Section 0401Professor Susan Simon

April 9, 2014

Introduction/Opportunity

Metro wants to position itself as a premier transit service surrounding the upcoming opening of Phase 1 its new Silver Line during summer 2014. The Silver Line will serve Northern Virginia’s Dulles Corridor through Washington, DC, terminating in Prince George’s County, Md. Phase 1 includes 11.6 miles of track extension and will serve Tysons Corner and Reston-Herndon, Virginia’s two largest employment centers. The Silver Line is expected to spur development and business growth in these major business hubs and serve 17,000 new customers. The new Silver Line provides an easy, transfer-free ride from Fairfax County, Va. through Downtown DC to Prince George’s County. The Silver Line extension makes it much easier to travel to work, stores and sites without the hassle of traffic, parking and driving costs. It’s simply silver.

Phase 1 of Metro’s Silver Line service will make businesses, offices, shopping and entertainment and leisure activities more accessible to Fairfax County residents. It will also help spur business and economic growth in the edge cities of Tysons Corner and Reston.

SWOT AnalysisStrengths• Metro is the largest mass transit provider in the greater DC area and serves most of its population. • The majority of Metro rail riders indicate satisfaction with Metro’s rail services. (FY13 Quarter 1 Survey)

– 80% indicated overall high satisfaction with rail service– 86% indicated high satisfaction with security on rail service– 79% indicated high likelihood of recommending Metro’s rail service to a friend

Weaknesses• Metro has been criticized in the past as taking a reactive approach to its riders’ concerns and communication efforts rather than

a proactive one. • Despite customer satisfaction, many still complain about delays and technical problems on Metro’s rail service.

– Popular Twitter user @unsuckdcmetro has 22,900 followers, who take to the site to complain about delays and other frustrations. ( @wmata has 60,000)

Opportunities• The business centers of Tysons Corner and Reston-Herndon allow Metro to increase ridership and partner with local

businesses and groups to establish a presence in Fairfax county communities.

Threats• Increasing delays in the opening of the Silver Line have left some feeling frustrated with the project and with Metro overall. The

Silver Line was originally scheduled to open in 2013, then March 2014 and now July 2014. • About half (45-55%) of Metro’s rail riders are unaware of the new Silver Line service

– Many are also unaware of the two-phase opening of the Silver Line

Secondary ResearchBasic facts about Metro: Some key findings about Metro (WMATA) • In 2012, 212,188,640 trips were taken on Metro’s rail service. • With an average of 750,000 daily trips, Metro is the second busiest transit system in the United States, behind New

York’s subway system. • 45 percent of workers in DC and parts of Arlington County, Va. use Metro to commute to work.

Public Opinion of Metro: Though riders have an overall favorable opinion on Metro, a 2013 Washington Post pollindicated some frustrations with the system • Among those who are not regular riders:

– 58% claimed “they work too far away from a station” as a reason why they do not take Metro– 53% claimed “It takes too long to get to where I want to go” as a reason why they do not take Metro– 52% claimed “It does not go where I want to go” as a reason why they do not take Metro– 49% claimed “I live too far from a Metro station” as a reason why they do not take Metro

• The Silver Line extension will help address some of the concerns of non-riders and reasons why they do not take the Metro, adding more stations closer to homes and workplaces while making commutes easier and shorter.

• Among regular riders: – 23% rated Metro’s convenience to work as “excellent” – 22% rated Metro’s convenience to home as “excellent” – 20% rated Metro’s “going to places you want to go” as “excellent”

• The Silver Line will also help address the concerns of regular riders in these areas. Metro can capitalize on the Silver Line’s extended service and convenience to home and work to appeal to regular riders.

Snapshot of A Typical Metro Passenger

A 2007 Metro Passenger Survey indicated that of daily Metro trips: • 40% are to work• 43% are to home• 4% are for business• 3% are for shopping• 2% are for school• 5% are for personal reasons• 2% are for sightseeing

Secondary ResearchTysons Corner Community Demographics: 2010 Census Data• Population: 19, 627; 60.9% White, 27.5% Asian, 8.1% Hispanic, 4.9% African-American • Median Age: 35.9; 50.1% Family Households, 49.9% Nonfamily Households • Number of Companies: 4,333• Education: 96.6% have High School Diploma or higher, 70.2% have Bachelor’s Degree or higher• Median Household Income: $104, 718; 6.2% Unemployment Rate• Poverty Level: 5.7% living below poverty level

Reston Community Demographics: 2010 Census Data• Population: 58, 404; 70.1% White, 12.8 % Latino, 10.9% Asian, 9.7% African-American• Median Age: 38.4; 57% Family Households, 43% Nonfamily Households • Number of Companies: 6, 840• Education: 94.3% have High School Diploma or higher; 65.5% have Bachelor’s Degree or higher • Median Household Income: $105, 775; 6.1% Unemployment Rate• Poverty Level: 8.2% living below poverty level

Past Metro PR Efforts: In planning for the opening of the Silver Line, Metro’s recent public relations efforts must be considered. In 2011, Metro launched its “Metro Forward” capital campaign to communicate its 6-year, $5 billion capital program to repair outdated facilities and amenities. • Communications efforts for this program have been criticized for being scattered across too many channels and disorganized. Metro ran three separate blogs at the launch of the campaign and created a separate Twitter account (@metroforward) for it. These blogs and account were largely inactive during and post-campaign.• For this campaign, Metro should expand upon its existing channels or use channels that can be updated frequently and used throughout and after the campaign.

Primary ResearchTo effectively measure the awareness and interest in the Silver Line extension, Metro should also reach out to potential riders and business partners through the following primary research methods:

• Focus Group: Metro could reach out to businesses in Tysons Corner and Reston to put together a focus group of employees from businesses in this area to gauge their interest and knowledge of the Silver Line extension and their current commute. This focus group could get better insight into these employees’ frustrations with their current commute and how the Silver Line could make their commute easier.

• Surveys: Metro could also reach out to shops and businesses in the Tysons Corner and Reston-Herndon to distribute surveys about typical customers and trends in store traffic. This could allow Metro to get a better sense of the typical shoppers it can target through this campaign and what strategies and tactics might work best for them rather than the typical commuter and current Metro rider. Metro could also distribute these surveys in stores or to shoppers via store’s mailing lists to gauge their knowledge and interest in the Silver Line extension, how frequently they shop and what form of transportation they usually use to get there.

Planning: Metro’s Current Plan

Metro currently has a Silver Line Marketing Plan in place that provides a basic idea of some strategies, key messages and timing of promoting the Silver Line. This plan serves a good general outline of what Metro should be doing to spread awareness, increase ridership and educate customers about the Silver Line. This plan could be greater specified and targeted to different publics through the following recommendations.

Goals/Objectives

Goal #1: Build anticipation, awareness and ridership of Metro’s Silver Line• Objective #1: Generate 100 percent rider awareness of the Silver Line by its

Phase-1 opening date on July 1, 2014. • Objective #2: Get at least 1,500 attendees to the Silver Line’s opening event on

July 1, 2014 • Objective #3: Double web traffic to silverlinemetro.com from April 2014 to April

2015• Objective #3: Maintain a steady ridership rate on the Silver Line of 740,000

riders per month from August 2014-August 2015

Goal #2: Position Metro as a provider of high-caliber public transportation in the greater DC area.

• Objective #1: Increase high satisfaction with Metro’s rail service by 10 percent by August 2015

• Objective #2: Increase the likelihood of riders recommending Metro’s services to a friend by 5 percent by August 2015.

Publics Primary Publics:• Current Metro riders

• Middle-aged, mostly female, college educated • Residents in the Tysons Corner and Reston areas

• Upper-middle class, primarily white, mid-late 30s, families, college educated • Potential Silver Line riders

Secondary Publics:• Metro employees

• Should be informed of Silver Line extension and can act as brand ambassadors.

• Tourists• Not large number of Metro riders, but could easily explore new areas using the

Silver Line

Intervening Publics:• Local governments

• Could support Silver Line for potential business and economic growth • Traditional Media and Social Media Influencers

• Play an integral role in awareness level of publics • Combat negative public image of Metro online

Theme & Messages

Theme: Simply Silver • Simply Silver embodies what the Silver Line can mean for all publics. It will allow

them to access work, home and entertainment simply, without the hassle of driving or switching Metro rail lines. With the new Silver Line, getting where you need and want to go is #SimplySilver.

Messages:• Primary Publics: “The Silver Line will make your commute easier, more comfortable

and convenient. It’s #SimplySilver.”

• Secondary Publics: “With the new Silver Line extension it’s easier to explore all areas of the greater DC area without the hassle of transferring train lines. Discover all that the greater DC area has to offer with ease and comfort. It’s #SimplySilver.”

• Intervening Publics: “The new Silver Line extension will create business opportunities and development in the edge cities of Reston and Tysons Corner through streamlined, easy-to-use transit. It’s #SimplySilver.”

Strategies, Tactics & Channels Strategy #1: Generate buzz around the opening event of Phase 1 of the Silver Line• Tactic: Take out full-page ad in WMATA’s free daily commuter magazine, Express highlighting

key aspects of Metro’s new Silver Line and contest for inaugural riders. • Tactic: Send out a press release to major area news media detailing the date of the opening,

inaugural ride contest and aspects of the main grand opening event. • Tactic: Create a contest where people submit how the Silver Line will help improve their daily

commute using photo, video, music and/or text. Entries will be submitted on silverlinemetro.com. The 10 most creative entries will be picked to be the first riders on the Silver Line’s exclusive “Platinum Car.” The Platinum Car will leave from Tysons Corner and have a brunch buffet and live music for the winners to enjoy during their ride. Promote this contest using Metro’s existing Twitter and Facebook accounts as well. (using #SimplySilver)

• Tactic: Use the existing time-lapse video of the Silver Line and build upon it to show progress in a creative, fun way. Include more information about contest for inaugural riders and basic Silver Line info. Promote this video on Twitter and Facebook (using #SimplySilver) and send it to major area news media outlets.

• Tactic: Hold main opening event at Tysons Corner station and hold smaller, grand opening events at other stations. Partner with shops at Tysons Corner to offer discounts to shoppers who attended the event and tweeted about it using #SimplySilver. Use Tysons stores’ mailing lists to promote this discount. The event itself will include live music performances, games, raffles, food and vendors. Metro’s “Silver Squad” of employees will run the event and set up informational booths about the Silver Line for attendees.

Strategies, Tactics & Channels

Strategy #2: Position the Silver Line as an easy, direct way to travel to home and work and for entertainment and leisure activities.

• Tactic: Each month, from July 2014-August 2015, Metro could pick a Monday to hold Commuter Appreciation Mornings at Silver Line stations. These mornings would feature Metro’s “Silver Squad” giving out free bagels and coffee for the first 100 commuters at each station that send out a tweet about how the Silver Line helps their commute using #SimplySilver.

• Tactic: “365 Things to do Using the Silver Line” Modeled after the popular “365 Things to do in DC,” this blog could include a different leisure or entertainment activity Metro riders could do each day from July 2014-July 2015. “365 Things to do in DC” provides weekend breakdowns for readers, which the Silver Line’s version could do or offer a day-by-day breakdown. All activities would be easily accessible off the Silver Line. This blog could be tied to silverlinemetro.com to streamline communications and drive website traffic. Tweets and Facebook posts could link back to blog as well. Alternatively, Metro could also reach out to “365 Things to Do in DC” to promote activities off the Silver Line or to promote Silver Line’s activities, such as its inaugural ride contest and grand opening.

• Tactic: Utilize seasonal and holiday events. Promote travelling to different events using the Silver Line via Facebook and Twitter and ads on Silver Line Metro cars. At the grand opening events, capitalize on the upcoming 4th of July Fireworks celebration at the National Mall with signage. Over the next year, Metro could run these promotions for DC Restaurant Week, the National Book Festival, Halloween Events, National Christmas Tree Lighting, Cherry Blossom Festival, Redskins and Wizards games, etc. Metro could promote using the Silver Line to get to these events via Facebook and Twitter (#SimplySilver) and save car ad space for major events like the Cherry Blossom Festival.

Strategies, Tactics & Channels

Strategy #2 (continued) • Tactic: Partner with Tysons Corner to offer discounts to shoppers during major sales and shopping

weekends. During Labor Day Weekend, Black Friday, the weekend before Christmas, President’s Day Weekend and Memorial Day Weekend, Metro could distribute bracelets to riders getting off at its Tysons station. These riders would then show these bracelets at participating stores to receive an additional 5-10% off their purchase. These discounts would be promoted through Twitter and Facebook, stores’ mailing lists and ads in local newspapers.

Strategy #3: Position Metro as a thought leader in in business and economic development in Tysons Corner and Reston.

• Tactic: “Simply Silver Town Halls” Metro could hold open Town Hall meetings with County officials, business owners and residents of these communities. Metro could Invite local media to these Town Halls as well. These Town Hall meetings could serve as a place for discussion about changes in these areas since the opening of the Silver Line and what the Silver Line could mean for future business and economic development. These Town Halls could also be streamed live via Google+ or YouTube. Viewers at home could submit questions via Twitter using #SimplySilverTH. Over a one year period, Metro could host these meetings quarterly, sending press releases to local news media to promote them. Metro could also use Facebook and Twitter to promote them along with its Silver Line e-newsletter. Each Town Hall could be held at a different community center off a new Silver Line station.

• Tactic: Utilize Metro’s General Manager and CEO, Richard Searles, as a voice of the organization. Metro could use Searles to pitch an op-ed to The Washington Post on the Silver Line’s progress after six months since opening. (November 2014) Searles could also work with Fairfax County Executive, Edward L. Long, Jr. to appear on local DC morning and evening news programs to discuss the Silver Line’s impact on business and economic growth.

Strategies, Tactics & Channels Strategy #4: Encourage riders to provide opinions of the Silver Line and

Metro’s services • Tactic: Launch the Silver Line’s monthly e-newsletter (“Silver Stories”) to engage with riders

and provide information about new developments within the Silver Line’s services, events happening in DC that riders could use the Silver Line to attend and spotlighting riders with a “Rider of the Month” feature. Silver Stories could also include articles from Metro and Fairfax County officials. Some issues of the e-newsletter could also include links to surveys where readers can answer questions about the Silver Line service and how it has affected them.

• Tactic: “Silver Soundboards” Monthly, set up chalkboards in Silver Line stations, manned by “Silver Squad” members, that function as “Silver Soundboards.” Riders would have the opportunity to write down their thoughts about the Silver Line and how it’s made their commute, social life, etc. simpler. Those who share their thought on Twitter using #SilverSB will be automatically entered to win a free meal or happy hour special at a local restaurant or bar.

Suggestions: Silver Line Phase 2 TerPR offers the following suggestions for building anticipation for the fall 2014 groundbreaking of Phase 2 of the Silver Line.• Reach out to Dulles Airport to set up information booths using the “Silver Squad” to inform travelers of the changing means of transportation they can use to get to Dulles. • Use the Silver Stories e-newsletter to include information about the groundbreaking of Phase 2 of the Silver Line and what this means for accessing other parts of Northern Virginia and Dulles Airport. • Use Metro car ad space to promote easier access to Dulles Airport using the “Simply Silver” theme.• Create a viral video that contrasts the current, average DC traveler’s journey to the airport with how much easier and convenient it could be using Metro’s Silver Line. Again, this could use the theme of “Simply Silver.”• Set a fall groundbreaking date of Oct. 1, 2014. This gives Metro enough time to promote Phase 2 of the Silver Line before the rush of holiday travelers around Thanksgiving and Christmas.

TimelineApril 2014• Take out full-page ad in Express informing riders of the Silver Line’s opening date, inaugural ride contest and basic information. • Send out press release to major area news outlets detailing grand opening event, date and ride contest. May 2014• Launch inaugural ride contest on silverlinemetro.com• Release time-lapse video with more information on Silver Line’s service and opening. June 2014• Continue to promote opening on Twitter and Facebook using time-lapse video, contest and #SimplySilver• Announce winners of Inaugural Ride Contest July 2014• Hold main grand opening event at Tysons Corner and satellite openings at other stations • Launch “365 Things to do Using the Silver Line” • Promote 4th of July Fireworks on National Mall using Facebook, Twitter, grand opening event and Metro car ad space• Hold first “Commuter Appreciation Monday” at Silver Line stations August 2014 • Launch Silver Stories e-newsletter• Commuter Appreciation Monday• Launch first “Silver Soundboard” to gauge first, general rider feedback of Silver Line Service• Announce Labor Day Weekend discount partnership with participating Tysons Corner stores. September 2014• Commuter Appreciation Monday• Silver Soundboard• Enact Labor Day Weekend discounts at Tysons stores.• Promote “National Book Festival” using Facebook, Twitter and “365 Things to do Using the Silver Line” • Silver Stories

TimelineOctober 2014• Promote Halloween and fall events in DC using “365 Things to do Using the Silver Line,” Facebook, Twitter and Metro car ad space. • Commuter Appreciation Monday• Silver Soundboard• Silver Stories • Host first “Simply Silver Town Hall” • Announce Black Friday discount partnership with Tysons Corner stores. November 2014• Searles op-ed in The Washington Post • Commuter Appreciation Monday• Silver Soundboard • Silver Stories • Enact Black Friday discounts with Tysons Corner stores• Announce Holiday shopping discounts with Tysons Corner storesDecember 2014• Commuter Appreciation Monday • Silver Soundboard • Searles and Long appear on DC morning show to discuss development since Silver Line’s opening. • Promote National Christmas Tree Lighting using Facebook, Twitter, Metro car ad space and “365 Things to do Using the Silver Line” • Enact Holiday shopping discounts with Tysons Corner stores • Silver Stories

TimelineJanuary 2015 • Commuter Appreciation Monday• Silver Soundboard• Host second “Simply Silver Town Hall”• Silver Stories • Announce President’s Day Weekend discounts for shoppers at Tysons Corner stores February 2015 • Promote Valentine’s Day specials and deals in DC using Facebook, Twitter, Metro car ad space and “365 Things to do Using the Silver Line” • Commuter Appreciation Monday• Silver Soundboard• Silver Stories March 2015 • Commuter Appreciation Monday • Silver Soundboard • Silver Stories• Promote Cherry Blossom Festival using Facebook, Twitter, Metro car ad space and “365 Things to do Using the Silver Line” April 2015 • Hold third “Simply Silver Town Hall” • Silver Soundboard• Silver Stories• Commuter Appreciation Monday • Announce Memorial Day discounts at participating Tysons Corner stores• Promote Memorial Day events in DC using Facebook, Twitter and “365 Things to do Using the Silver Line.”

TimelineMay 2015 • Commuter Appreciation Monday• Silver Soundboard• Silver Stories • Enact Memorial Day Weekend discounts at participating Tysons Corner stores June 2015 • Commuter Appreciation Monday• Silver Soundboard • Silver Stories• Promote 4th of July Celebration on the National Mall using Facebook, Twitter, “365 Things to do Using the Silver Line” and Metro car ad space. July 2015 • Commuter Appreciation Monday • Silver Soundboard • Silver Stories• Host final “Simply Silver Town Hall”• Searles and Long to make another appearance on a DC morning show to discuss progress and development made one year after Silver Line opening. August 2015 • Silver Soundboard• Silver Stories• Commuter Appreciation Monday • Announce Labor Day discounts at participating Tysons Corner stores

Evaluation

Metro can measure the success of this campaign using the PII method: • Preparation:

Was the right research conducted? Did the demographics of a typical Metro rider and residents in the Silver Line area

inform appropriate objectives, strategies and tactics? Were the timing and messages appropriate for publics targeted?

• Implementation:What went right and wrong in implementation of tactics.Look at output objectives:

Did Metro get at least 1,500 attendees at its grand opening event?Did Metro double traffic to silverlinemetro.com from April 2014 to April

2015?Did Metro maintain a steady Silver Line ridership rate of 740,000 riders

from August 2014-2015? • Impact

Did the campaign maximize an opportunity and change public opinion?Look at outcome objectives:

Did Metro attain 100% rider awareness of Silver Line services by its July 1, 2014 opening date?

Did Metro increase high satisfaction with its rail service by 10% by August 2015?

Did Metro increase likelihood of riders recommending its rail service to a friend by 5% by August 2015?

Sources

• http://www.metro-magazine.com/news/story/2012/12/d-c-metro-gets-high-marks-in-customer-survey.aspx• http://www.tbd.com/blogs/tbd-on-foot/2012/05/metro-strains-to-talk-but-struggles-for-clarity-among-many-channels-15611.html • http://www.tbd.com/blogs/tbd-on-foot/2012/02/d-c-metro-riders-here-are-your-demographics-14641.html• http://www.wmata.com/about_metro/docs/metrofacts.pdf?• http://www.washingtonpost.com/local/trafficandcommuting/rating-dc-metro/2013/06/30/7958c68e-e1db-11e2-aef3-339619eab080_graphic.html • http://factfinder2.census.gov/faces/nav/jsf/pages/community_facts.xhtml#none• https://www.wmata.com/pdfs/planning/FINAL%20Transit%20Ridership%20and%20Market%20Trends%20Report.pdf• http://www.washingtoncitypaper.com/articles/41336/wmata-twitter-guru-dan-stessel-wants-dc-to-love-metro/full/• http://www.restonnow.com/2013/12/18/report-silver-line-will-change-climate-of-tysons-reston/• http://www.lhbcommunications.com/articles/edge_city_evolution.pdf• http://www.silverlinemetro.com