Transit Marketing Study

Transcription

1 Transit Marketing Study 2009 Passenger Survey FY Marketing Plan Transit Marketing, LLC Charlottesville Transit Service

2 Passenger Satisfaction & Profile 2009 On Board Passenger Survey

3 On-Board Survey-March 2009 Surveyed 100% of Runs (Weekday, Sat, Sun) Self Administered, Bilingual Questionnaire Sample Route 7: n=802 Sample error +/ 3.2% Trolley: n=1463 Sample error +/ 2.2% Other routes: n=815 Sample error +/3.2% Entire sample: N=3,000 + Sample error +/ 1.1%

4 Customer Satisfaction 2009 On Board Passenger Survey

5 Willing to Recommend

6 Service Ratings

7 One third of riders are new to system in past 15 months Duration of Ridership

8 Regional Services & Improvements 2009 On Board Passenger Survey

9 Regional Service Rating

10 Support for RTA

11 Service Improvements

12 Demographics 2009 On Board Passenger Survey

13 UVA Affiliation

14 Employment Status 61% of Riders are employed 86% are employed or students

15 Market Segments

16 Age: Riders & Population City of Charlottesville 56% of Riders are under 30

17 Income: Riders & Population One quarter of riders have incomes of $50K+

18 Reason for Using CTS 2009 On Board Passenger Survey

19 Transit Dependence 31% of riders have modal choice

20 Reasons for Using CTS

21 Usage Characteristics 2009 On Board Passenger Survey

22 59% of trips are work or school commutes Trip Purpose

23 Intensiveness of Use Intensive: 6-7 days per week Frequent: 4-5 days per week Occasional: 3 days per week or fewer

24 Information Sources 2009 On Board Passenger Survey

25 Information Sources

26 Website Use 39% of riders have visited website in past 30 days 51% of UVa students have visited, 31% say primary info source

27 Market Segments

28 Current Riders Primarily employees and students Slightly younger than general population (56% under 30) Mix of transit dependent and bychoice riders (30%) High satisfaction Passenger Survey

29 Potential Riders Transit service considered essential to Charlottesville community. High awareness, but low level of knowledge. Many misperceptions about service levels frequency, hours, connections with UTS. Lack of awareness for information services considered difficult to understand. Good, but not good enough for the average citizen to use. Community Audit

30 Marketing Strategies

31 Marketing Strategies The Basics Branding Customer Experience Passenger Information Awareness Knowledge Image Advertising Public Relations Community Outreach Targeted Ridership Programs UVa Students UVa Staff and Faculty UVa Hospital Visitors Visitors at Hotels along West Main and Hwy 29 School Students Senior Citizens PVCC Students Downtown Employees Downtown Customers Low Income Families

32 Branding

33 Branding Rebrand CTS with a new name and look Increase visibility and awareness Convey an image that is friendly, up to date, environmental and easy. New name, logo, vehicle graphics and bus stop signage. Brand Signature Stops at key boarding/alighting locations.

34 Name CAT Charlottesville Area Transit Charlottesville Albemarle Transit

35

36

37

38

39

40

41

42

43

44 Passenger Information Redesign Riders Guide for ease of use. Establish a dedicated transit website with a focus on the rider. Simplify static bus stop displays. Promote telephone information services. Enhance on vehicle communications. Publish how to ride info in Spanish. Create stand alone FREE Trolley guide. Integrate Google Transit link into on line community calendar. Develop permanent passenger information displays.

45 Advertising Utilize exterior bus ads to increase service awareness in Year 1. Weekend Service Evening Service FREE Trolley 15 minute service from UVA to Fashion Square New Day Pass

46 Advertising Utilize exterior bus ads to increase service awareness in Year 1. New brand introduction campaign in Year 2. Focus on Ease of Use New Passenger Information Tools

47 Advertising Utilize exterior bus ads to increase service awareness in Year 1. New brand introduction campaign in Year 2. Testimonial ad campaign in Years 3 and 4. Credibility People Like You Target Groups

48 Implementation Plan Three Budget Levels

49 Implementation Plan Four Year Plan FY 2010: $48,000 FY 2011: $60,000 FY 2012: $ ,000 FY 2013: $ ,000 Implementation Budget/Timetable