ucla campus shuttles - kyriebass.com proposal.pdfaffiliates with the brand, ... combines global...

UCLA Campus Shuttles Rebranding Proposal 4/8/2010 UCLA Transportation – Communications Services Prepared by Kyrie Bass, Marketing and Public Relations Manager

Marketing & Public Relations Team Fleet & Transit Team

Kyrie Bass Maria Collins Charles Carter Brian Otchis Diana Chi Miguel Gonzalez Sponsors Brent Pantell Sherry Lewis Sirinya Tritipeskul Penny Menton

UCLA BruinBus Branding Proposal

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Table of Contents

Campus Shuttle Overview........................................................................................................................ 3

Branding/Program Background................................................................................................................ 3

Automated Vehicle Locating (AVL) System ............................................................................................... 4

Benchmarking of University Shuttle Programs – Branding & AVL Systems ................................................ 5

BruinBus Branding and Marketing ......................................................................................................... 11

Bus Decals ......................................................................................................................................... 11

Bus Stop Signage ............................................................................................................................... 11

Interior Bus Ads ................................................................................................................................. 12

Tabletop Signs for Outreach Events ................................................................................................... 12

Web/Portal Page ............................................................................................................................... 13

Social Media ...................................................................................................................................... 14

Twitter ........................................................................................................................................... 14

Yelp ............................................................................................................................................... 14

Be A Green Commuter Blog ........................................................................................................... 15

Facebook Fan Page – Coming Soon! ............................................................................................... 15

Employee Uniforms ........................................................................................................................... 16

Embroidery .................................................................................................................................... 16

Buttons .......................................................................................................................................... 16

BruinBus Promotional Plan ................................................................................................................ 16

APPENDIX .............................................................................................................................................. 17

Benchmarking Analysis/Program Websites and Descriptions ............................................................. 17

Sample Bus Stop Signage Designs ...................................................................................................... 20

Sample Twitter Backgrounds ............................................................................................................. 22

AVL System Examples ........................................................................................................................ 25

Best Practices .................................................................................................................................... 29


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Campus Shuttle Overview UCLA campus shuttles were implemented in the 1980’s to transport staff and students from remote parking areas (Lot 32, VA) to the main campus. Campus Express was implemented in 1987 to provide campus mobility as well as transport people from remote parking areas. Over the years, the program has grown to provide greater access to the campus. Currently, the Campus Shuttles carry over 1 million passengers a year. The campus shuttle system incorporates the use of buses and vans that are clean, wheelchair accessible and well-equipped with air-conditioning and comfortable seating. Currently, the program has three campus routes: 1) Campus Express, 2) Wilshire Express, 3) Northwest Shuttle. The Campus Express shuttle travels in a counter-clockwise direction providing round-trip service from: Weyburn Terrace and Lot 36 in the southwest corner of campus, through Westwood and the University to Macgowan Hall turnaround in the northeast region of campus. The Wilshire Express travels from the Wilshire Center to Structure 2 northbound, and then back to the Wilshire Center southbound. The Northwest Shuttle travels during the lunch hour only from the Macgowan Circle to Covel Commons. The buses are also used for departmental charters, such as the University Apartment shuttle, and for special event charters, such as the Festival of Books, football rooter buses, and departmental conferences.

Branding/Program Background Branding encompasses the relationship that a company has with its customers. The closer the customer affiliates with the brand, the greater the brand equity/value. With the current economic climate, and consumer confidence being very low, is a prime opportunity to look at branding and our customer relationship. Oftentimes, the Campus Shuttles are referred to as “Campus Express.” This is understandable, as the original name of the program was Campus Express, when the program was first established and there was only one route. At that time, there was a separate shuttle down to the Lot 32

parking area, which was later consolidated into the Campus Express service. As the routes expanded this name overlap has continued to cause some confusion for both staff and customers. The re-branding of the umbrella service as “BruinBus” will not only alleviate this confusion, it will create customer good will through the use of a school-friendly, and more personal name. Ironically, there was a Bruin Bus Tram at the UCLA campus in 1965. It cost 5 cents a ride and was an experimental service which was in place only briefly, as part of the undergraduate student body president’s campaign promise. Re-branding benefits would include a friendlier image, better name recognition, increased brand awareness, and a stronger customer affinity.


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Automated Vehicle Locating (AVL) System Fleet and Transit Services has contracted with NextBus to provide automated vehicle locating services for BruinBus. “NextBus combines Global Positioning System (GPS) data with patented predictive software to give every passenger, either on the internet or at the bus stop, arrival times for the next few buses. NextBus overcomes the single greatest barrier to the use of mass transit — unnecessary waiting. In a world where information is one of the most valuable commodities, NextBus puts timely information in the hands of the bus rider, allowing them to know at any time when to expect the next bus.”1

NextBus software has been installed at UCLA and is currently being tested for formal implementation in Spring 2010.

1 NextBus Website: http://www.nextbus.com/corporate/about/index.htm


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Benchmarking of University Shuttle Programs – Branding & AVL Systems

Name of Institution

Shuttle Program Name

Route Names Logo/Photo Sample AVL System

UC Los Angeles

BruinBus Campus Express Wilshire Express Northwest Shuttle University Apartments Charter Bus Services CSO Evening Van* OSD Van*

* provided by other depts

Vendor: NextBus

“Next BruinBus”

www.bruinbus.ucla.edu

UC Davis UC Davis/UC Davis Medical Center Shuttle

UC Davis/UC Davis Medical Center

Berkeley Shuttle Charter Bus Services

n/a

UC San Francisco

UCSF Shuttle Bus Services

Gold Blue Gray Bronze Pink Tan

Black Lime Red Teal Lilac Purple

Yellow/Yellow Express Eastbound/Westbound Veterans Administration Mission Bay Local

Vendor: NextBus

“NextShuttle”

campuslifeservices.ucsf. edu/transportation/ shuttles/


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Name of Institution



UC Berkeley Bear Transit C Line H Line P Line

R Line RFS Line

Night Safety Shuttles To-Your-Door Service Owl Service Inter-Campus Shuttles (UC

Davis, Mills, UCSF) Lawrence Berkeley Lab

Shuttle

n/a

UC Santa Cruz

Campus Transit Loop Day Core Upper Campus Night Perimeter East Night Core West Night Core Bike Shuttle Program SCSC-Fremont BART

Connector Disability Van Service

n/a

UC Santa Barbara

n/a n/a n/a n/a

UC Merced CatTracks Route A Route B Route C1 Route C2 Route E NiteCat

n/a


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Name of Institution



UC Irvine ASUCI Express Shuttles

Main Campus Shuttle AV-Admin-ARC Shuttle Vista del Campo-Admin

Shuttle Vista del Campu Norte-

Admin Shuttle Parkwest-Carlson Shuttle Newport Shuttle Charter Bus Services

Vendor: NextBus

www.shuttle.uci.edu

UC Riverside Highlander Shuttle Braveheart Loop Trolley Express Route 51 Crest Cruiser (RTA) Route 53 Bear Runner (RTA) Charter Bus Services

n/a

UC San Diego Campus Shuttles Campus Loop Cityshuttles Coaster East/Regents Hillcrest/Campus Hillcrest/Old Town Mesa Housing SIO Holiday Airport Shuttle

Vendor: Syncromatics

“GPS Live Tracking”

www.ucsdbus.com


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Name of Institution



University of Michigan

Magic Bus Year Round o Commuter o Northwood

Fall/Winter Only o Bursley-Baits o Diag to Diag o Northwood Express o North Campus o Oxford Shuttle

Medical Center Shuttles o KMS Shuttle o Mitchell-Glazier o UMHS Intercampus

Paratransit Service

Vendor:

“Magic Bus”

mbus.pts.umich.edu

University of Arizona

CatTran USA Route Mauve Route Purple Route Orange Route Teal Route NightCat Route

n/a

University of Minnesota

Campus Shuttles

Connectors Circulators

Campus Connector Express Connector East Bank Circulator St. Paul Circulator Washington Avenue Bridge

Circulator Paratransit

n/a


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Name of Institution



Stanford University

Marguerite Marguerite Marguerite Shopping Express

at San Antonio Shopping Center

Vendor:

Interactive map: on time, last stop

Princeton University

TigerTransit Tiger Line West Extension/West Line Central Line East Line Campus Circulator Forrestal/PPPL Line

Vendor: TransLoc

“Tiger Tracker”

princeton.transloc.com

Yale University

Yale Shuttle Blue Route Orange Route Red Route & 25 Science Park Science Hill Express Nighttime Campus Shuttle

(Blue & Orange Routes) Nighttime Orange Line (pilot) Yale New Have Hospital

Shuttle West Campus Shuttle Service Special Services Van

Vendor: TransLoc

yale.transloc.com


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Name of Institution



Boston University

The Bus Monday – Thursday Friday Late Night Loop

n/a

(using Twitter for updates; also has mailing list)

University of Washington

UW Shuttles Health Sciences Express South Lake Union Shuttle NightRide Dial-a-Ride Non-UW Shuttles

Health Sciences Express

South Lake Union Shuttle

n/a

(using Twitter for rider alerts)


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BruinBus Branding and Marketing

Bus Decals

Bus Stop Signage


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Interior Bus Ads

Tabletop Signs for Outreach Events


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Web/Portal Page


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Social Media

Twitter

Yelp


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Be A Green Commuter Blog

Facebook Fan Page – Coming Soon!


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Employee Uniforms

Embroidery

Buttons

BruinBus Promotional Plan

Audience Deliverable Timeline Status

Campus Signage Design/Placement April/May 2010 Being reviewed by campus architect

UCLA community UCLA Transportation Portal Page

April 26, 2010 In Process

UCLA community Articles in UCLA Today and Daily Bruin/Press Release

May 2010 In Process

UCLA residence hall students

Dining Table Tent Signs May & September 2010

In Process

Campus Express riders Interior Bus Ad April-October 2010 Complete

UCLA online community UCLA Transportation Facebook & Twitter posts; BruinBus Twitter; Be A Green Commuter Blog

May 2010 & ongoing

In Process

UCLA Staff UCLA Staff Assembly listserv May 2010 Pending


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APPENDIX

Benchmarking Analysis/Program Websites and Descriptions Boston University: http://www.bu.edu/thebus/

Traveling between Boston University’s Charles River and Medical Campuses is now easier than ever thanks to the enhanced Boston University Shuttle (The BUS) service. The Shuttle makes it a snap for the BU community to access the many resources, programs, and activities available throughout the University—and it’s free to members of the Boston University community.

Princeton Transportation and Parking Service: http://www.princeton.edu/transportation/tigertransit.html

Princeton University’s new TigerTransit transportation system operates on a fixed route schedule, providing safe, convenient and reliable transportation throughout the Princeton campus and surrounding community.

The TigerTransit transportation system offers stops at academic and administrative buildings; faculty, staff, graduate and undergraduate student housing; Nassau Street; and the Forrestal Campus and Princeton Plasma Physics Lab.

Stanford University Shuttle: http://transportation.stanford.edu/marguerite/

The Marguerite shuttle is named for the horse that pulled the carriage of Asa "Uncle John" Andrews as he ferried people from Palo Alto to Stanford. Marguerite was apparently Andrews' favorite. We are told that Andrews either drove for Jasper Paulsen, who owned a livery stable in Palo Alto, or leased space from him. Initially designed to make coming to Stanford by train more convenient, the Marguerite remains most popular among staff and faculty. The other major users are students getting from place to place on the spacious campus. All routes on the system are free and open to the public.

UC Berkeley Campus Shuttles: http://pt.berkeley.edu/around/transit/shuttles

Bear Transit is UC Berkeley’s shuttle system, servicing the campus and vicinity. Anyone can ride our shuttles, which provide convenient transportation between campus, Downtown Berkeley BART, parking lots, Clark Kerr campus, the Hill area, residence halls, Richmond Field Station (RFS), and north and south sides of campus.

On the P, R, C, and Hill Lines, Bear Transit is free to campus affiliates holding a current campus ID, such as the Cal 1 Card. However, on the RFS line, all riders must pay a fare regardless of affiliation. Riders without campus ID must pay a nominal fare on all Bear Transit lines.

Bear Transit is operated by the Parking & Transportation Department.


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UC Davis/UC Davis Medical Center Shuttle Service: http://www.ucdmc.ucdavis.edu/parking/transportation/campus_timetable.html

The UC Davis/UC Davis Medical Center Shuttle is a service for persons affiliated with the University of California (this includes faculty, staff, students, interns, volunteers, patients, and visitors.) This service runs Monday through Friday excluding university holidays. All of our shuttles are ADA accessible.

UC Irvine Shuttle Services: http://www.shuttle.uci.edu/

The ASUCI Express Shuttles is a joint venture between the Associated Students and Parking and Transportation Services.

The Main Campus Shuttle travels around the UCI campus, with convenient transfer locations to all the other shuttle routes. Major stop locations are located at University Center, Albertsons, Arroyo Vista, the Anteater Recreation Center, Engineering Gateway, Physical Sciences, Campus Village, Arts/Humanities, and Mesa Court (Night Service only).

UC Los Angeles Shuttle Service: http://map.ais.ucla.edu/go/1001490

The campus shuttle system incorporates the use of buses and vans that are clean, wheelchair accessible and well-equipped with air-conditioning and comfortable seating.

The Campus Express shuttle travels in a counter-clockwise direction providing round-trip service from: Weyburn Terrace and Lot 36 in the southwest corner of campus, through Westwood and the University to Macgowan Hall turnaround in the northeast region of campus.

UC Merced Cattracks: http://taps.ucmerced.edu/cattracks

Explore the city of Merced with Cattracks, UC Merced’s shuttle service Hop on and let Cattracks take you to Merced’s highlighted destinations such as the Merced Mall, movie theaters, or numerous shopping centers. Need to be somewhere? Take Cattracks to specific destinations including Amtrak, Merced College, Castle Research Facilities, or apartment complexes.

UC San Diego Shuttle Service: http://blink.ucsd.edu/facilities/transportation/shuttles/index.html

Find out about free shuttles for faculty, staff, and students that serve the UCSD campus, medical centers, and key points off campus.

UCSD's extensive transportation system is free for UCSD students, faculty, and staff. To board, show your campus ID to the driver on request.


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UC San Francisco Shuttle Bus Services: http://campuslifeservices.ucsf.edu/transportation/shuttles/

The UCSF Shuttle Bus program was established to transport UCSF faculty, staff, students, patients and visitors between primary campus sites and some secondary campus locations for University business throughout the workday.

The University of California San Francisco provides free shuttle services to the UCSF community between all major campus locations on a regular schedule Monday through Friday between 7 am - 8 pm (excluding campus holidays). Some shuttles pick up after hours and on weekends.

UC Santa Cruz Campus Transit Operations: http://www2.ucsc.edu/taps/campustransit.html

Campus Transit Operations, is the division of Transportation & Parking Services that provides transportation services throughout the UCSC campus. Bus and disabled transportation services are provided on a no-fare basis; these services are supported by the Student Transit Fee.

The Campus Transit system operates three daytime routes – The Loop, the Day Core, and Upper Campus and three nighttime routes – the Night Perimeter, the East Night Core and the West Night Core. Campus Transit buses can be identified by their slug logos.

University of Michigan Parking and Transportation Services: http://pts.umich.edu/

University buses run 7 days per week year round, except for official University holidays. Service to and from major parking lots with stops on South, Central, Medical, and North campuses. It operates Monday through Friday only. See the Northbound and Southbound Route Maps and Schedules for more details.

Yale University Shuttle Services: http://www.yale.edu/transportationoptions/shuttle/

The Yale University Shuttle provides transportation between the University, the East Rock neighborhood and the New Haven train stations for students, faculty and staff. This is a FREE service that runs year-round with the exception of the following University Holidays: New Years Eve, New Years Day, Memorial Day, Independence Day, Thanksgiving and the following Friday, Christmas Eve and Christmas Day.

Service to the Yale Community includes: daytime routes, nighttime routes (formerly called the "minibus"); Yale New Haven Hospital Shuttle, VA Hospital Shuttle and the Special Services Shuttle.

http://pts.umich.edu/maps/commuter_northbound.pdf�

http://pts.umich.edu/maps/commuter_southbound.pdf�

http://www.yale.edu/transportationoptions/shuttle/dayshuttle.html�

http://www.yale.edu/transportationoptions/shuttle/nightshuttle.html�

http://www.yale.edu/transportationoptions/shuttle/ynhhshuttle.html�

http://www.yale.edu/transportationoptions/shuttle/vashuttle.html�

http://www.yale.edu/transportationoptions/shuttle/services.html�

http://www.yale.edu/transportationoptions/shuttle/services.html�


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Sample Bus Stop Signage Designs

Current Proposed


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Draft Sign Designs

Existing Bus Stop Signage Inventory


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Press Release Template

Model for @BruinBus Content Management


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Process Map for @BruinBus Tweets


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Sample Twitter Backgrounds


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AVL System Examples UC San Francisco

UC San Diego


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UC Irvine


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University of Michigan

Stanford University


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Princeton University

Yale University


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Best Practices UC Berkeley

Use of icons Trip planner


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University of Arizona

Interactive Map

University of Minnesota

Scrolling center page “All shuttles are FREE.”


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Boston University

Twitter Mailing List


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UC Santa Cruz

Bike Shuttle


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University of Washington

Vehicle photos Rider Alerts on Twitter

ucla campus shuttles - kyriebass.com proposal.pdfaffiliates with the brand, ... combines global...

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