Effectiveness Statement

Transcription

1 Effectiveness Statement Entry Title: Mobile Ticketing Campaign Member Type/Size: Group 3 - Greater than 20 million annual passenger trips AdWheel Category: Category 1: Campaign to Increase Ridership or Sales Subdivision: Comprehensive Organization: Orange County Transportation Authority Who was the target audience for this entry? For several years, OCTA has researched the potential use of a mobile ticketing app among OC bus riders. Mobile ticketing was deployed using a phased approach. Express Routes were targeted in June 2016 followed by OC Fair Express riders in July; OC Fair Express is a special event service, and its riders are both new and current OC Bus riders. Systemwide implementation was launched in October, offering regular fares to general bus ridership on all 65 routes. Riders were able to purchase single rides, day passes and multiday passes, as well as the reduced fare college pass. What was the situation/challenge for creating this entry? OCTA s existing fare collection system has been in operation for nearly 15 years. New payment technologies such as mobile phone apps allow transit agencies to adopt a variety of innovative fare collection methods incorporating the use of contactless credit cards and debit cards. After pilot projects indicated that OCTA customers favored a mobile application for fare purchases, OCTA developed a mobile ticketing system that allowed customers to purchase fixed-route fares using their cell phones. The challenge was creating awareness of the new OC Bus Mobile Ticketing app and generating usage among all bus riders. This was achieved through strategic media tactics targeting each specific market based on rollout phase. What was the strategy/objective of this entry? The strategy was to implement a targeted campaign to each audience, based on launch phase, by engaging current riders, while bringing new riders to trial through a compelling value proposition for regular and destination services. Express Bus Riders: Download/use the app, take the survey for a chance to win a 30-day mobile ticket. OC Fair Express Riders: Download/use the app, take the survey and win prizes. Systemwide Regular Fare: Introduce current customer base to mobile via a multitactical media campaign, including a video, social media, print and digital ads, billboards, and printed flyers. College Pass: Download and purchase reduced fare college passes. Promote during summer registration periods for awareness; send targeted to current college pass users. What results/impact did this entry have? (i.e. increased ridership, higher sales, greater public awareness, etc.):

2 Initial results indicate that Orange County riders like the easy and convenience of mobile ticketing: In the five months that mobile ticketing has been offered as fare payment: 14,302 downloads have occurred 61% (8,687) created an account 52% converted from downloading the app to purchases Of the overall downloads, 32% resulted in ticket purchases. Industry average of conversions from download to purchase within the first year is 20%-40%. OCTA s mobile ticketing achieved the mid-point of this average in only 5 months. Of those that purchased, 42% purchased 3 or more tickets. Targeted messages to college students resulted in a 480% increase in average monthly applications for the college reduced fare ID (required to purchase college passes). Please tell the judges why this entry was submitted and why it should win an AdWheel Award: Though the phased Mobile Ticketing Campaign is still being implemented, so far it has exceeded expectations. In addition to being a convenient and time-saving technology for users, mobile ticketing also increases OCTA s operational efficiencies by reducing dwell time; prior to the implementation of the mobile app, 55% of day passes were sold onboard. Current mobile sales of day passes is increasing on an average of 42% a week, indicating a positive conversion from on board purchases to mobile purchases.

3 Orange County Transportation Authority Comprehensive Campaign: Mobile Ticketing AdWheel Awards 2016

4 KEY OBJECTIVES OBJECTIVES Create awareness and encourage usage Improve customer experience to increase ridership Enhance public perception and attract discretionary customers MARKETING STRATEGY Target marketing Digital marketing Outdoor advertising

5 PHASED LAUNCH EXPRESS SERVICE Express service mobile ticketing was publically launched June 15, Campaign includes bus interior cards, on board flyers, Facebook ads, and web page.

6 PHASED LAUNCH - OC FAIR EXPRESS Phase 2 launched in July with the OC Fair Express special service. Promotions included bus interior ads, web and banner ads on Facebook as well as incorporated in all OC Fair Express materials. Banner Ads Transportation Signage Onboard Brochures Bus Interior Ads

7 REGULAR AND COLLEGE FARE Baseline Customer Communications Diversity Marketing Outdoor Advertising Marketing Tactics Social Media Online Advertising Marketing

8 ONBOARD COMMUNICATIONS Route Maps Flyers Michaelangelo Ads Bus Books Interior Card Ads

9 CUSTOMER AMMENITIES Kiosks at Bus Transit Centers Bus Stop Signage

10 WEBSITE Dedicated Web Page Web Banner Ads Popup Ads on Selected Web Pages

11 BUS ADVERTISING Decals on Passenger Side Window Bus King Ads

12 OUTDOOR ADVERTISING Billboards along high ridership routes

13 VIDEO MARKETING Video Targeting New Riders Video Targeting Current Customers Video Series on How-To-Use the App View video: View video:

14 SOCIAL MEDIA Organic Ads Paid Ads

15 MARKETING

16 DIVERSITY MARKETING Billboards On Board Flyers Bus Interior Card Ads PAGAR ES MÁS FACIL Use la aplicación de OC Bus Mobile Pay para comprar su pase de autobús en cualquier momento y con cualquier teléfono inteligente. OC Bus Mobile Pay sólo está disponible para las siguientes tarifas regulares: Un solo viaje $4 pase de día Pase de 7 días Pase de 30 días Pases de Universidad Las tarifas exprés OCbus.com/MobilePay

17 RESULTS Each phase of the mobile launch was successful. Ø Express routes saw nearly 500 downloads in one month. Currently 12% of express boardings use the mobile app. Ø OC Fair Express saw nearly 6,700 downloads in the 15 days of provided service. Mobile ticketing accounted for 15% of total OC Fair Express boardings. Ø Overall conversion from download to actual purchase since initial launch is 32%. Industry average is 20%-40% within first year. OCTA has achieved mid-point in just 5 months.

18 THANK YOU Together we ride