Pike Ride: Creating a Successful Product Image

Transcription

1 : Creating a Successful Product Image

2 Creating a Service Image for the Community Projects are about more than just transportation In a sophisticated market place, consumers expect sustained use of brand identity and product differentiation to promote product Manage image to maximize impact on behalf of project: Build base of support for initiatives Increase consumer product awareness Leverage assets of agency and partners Encourage/educate on trial use of service Create an expectation of customer experience (We have our act together!) Differentiate ordinary from extraordinary Pike Ride has successfully created a market presence and image Bottom line image contributes to increased ridership and mission fulfillment 2

3 What is Pike Ride? An evolutionary commitment to strategic investments and enhancements to fulfill the vision of a transit-oriented community before the build alternative is implemented. Pike Ride is a family of services branding for initiatives involving Metrobus and Arlington Transit services in the Columbia Pike corridor (Started Sept. 7, 2003) +40,000 rev hrs/year Policy-based span, frequency, coverage (21 hrs/day<, 365 d/yr) 3.7 million pass. per year Serves Arlington and Fairfax in sub-urban Washington 4 mi. trunk, 9 mile branch Coordinated Service Plan Regional 16 ABDEFJL: Fairfax to Pentagon < 15 min. headway Regional 16Y: Arlington to Mc Pherson Square < 20 min. headway Community: New 16 GHWK: Columbia Heights W. to Pentagon City < 12 min. headway, coordinated with Metrorail Blue Neighborhood ART 41, 73, 74, & 75 <30 min. headway Comprehensive Plan Integrated service operations plan Coordinated land use plan Strategic capital investments/funding Bus stops and shelters enhancement Traffic operations/technology Facilities and equipment upgrade Customer communication and promotions Service monitoring and management Security and emergency response 3

4 Coordinate Marketing Efforts Use every opportunity to inform of project details Public outreach News & free media Direct distributions Civic associations Events and sponsored meetings Research and benchmarking Use all transit assets to interact with customers: Product branding Advertisements Bus stop information Website and Large format displays Buses and employees Consumer education Public hearings 4

5 Product Branding Give the new service a marketconnected name and identity: Definitize attributes and objectives Create name, logo and tagline Create brand architecture Create style manual Use extensively Buses and stops T-shirts and hats Give-away trinkets Link all publications Invest in your good name 5

6 Advertising Integrate message and unique selling points into all forms of project communication Be multi-lingual Partner with affected interests Use multiple outlets for messaging Washington Post Washington Times Arlington Connection Arlington Sun Gazetter El Tiempo Latino El Pregonero 6

7 Outreach, News, Free Media Engage County public information officer, transit staff and professionals: Coordinated County and WMATA press releases and editorial content Outreach targeting community-based organizations, nonprofit organizations, and communities of faith. Follow-up with local media to arrange for interviews with elected officials and senior management and provide information for articles. Presentations at County commissions and advisory committees Utilize County newsletters and notices 7

8 Direct and Face-to-face Contact Be present in market place CP Commuter Store Pentagon Service Center Mobile Commuter Stores Grass-roots efforts Presentations at civic association meetings Meet with C P Revitalization Organization Staff/contractor Pike Riders Handed out flyers and posters to approximately 500 businesses Contacted 65 residential complexes Direct mail cards Staff at Pentagon and Pentagon City and key bus stops handed out 5,000 packets and answered questions 8

9 Bus Stop Gateway to the Service Contribute to community built environment Bus stop information Maps and schedules Flags with destinations Service notices Shelters and trash cans Daily cleaning 9

10 Consumer Education Don t expect people to know unless you tell them Direct mail pieces Flyer announcing changes Detailed brochure with map and coupon for free ride and chance to win free transit for a year Route schedules and maps Public hearing notices Pre hearing Post hearing Final implementation plan Format meeting for learning 10

11 Use and the Internet A special website was created and linked to other portals to provide: Update service plan Share news Advertise events Provide maps Post schedules Sign up for notices Solicit consumer input 11

12 Large Format Displays Non-riders need to know positive things are happening On Columbia Pike Banners and signs Pentagon Transit Center A-Frame directional signs Wall-mounted map and schedule Trailblazer signs Pentagon City Metro Map and schedules A-frame signs Trailblazer signs Metrorail Ad Panels Banner in Station 12

13 Use the Bus to Promote Service Transit Advertising Let them see you coming Ads on inside and outside of dedicated Metrobuses 13

14 Don t Forget the Employees! Informational Campaign Lunches (food works!) WMATA Call Center employees ART call center employees Metrobus operators ART bus operators Metrobus supervisors and superintendents Presentation/Q&A Share all materials Designate responsibilities 14

15 Events and Sponsored Meetings Radio promotions & events Mega (WBZS/WBPS) at Cecilia s on Columbia Pike. WASH/WBIG at the Columbia Pike Farmer s Market. Community forum on future options for transit Community meetings for CP Initiative and Form-Based Code Engage community and business leaders and build partnership 15

16 Celebrate with Supporters Invite participation in events Create opportunities for celebration, share with riders Held inaugural event Virginia Governor Mark Warner Columbia Pike Revitalization Organization CEO of WMATA WMATA Board Members Chairman, Arlington County Board Chair, Fairfax County Board Congressman VA 8 th District 16

17 Plan to Develop Project Support Demonstrate vision and reach for the stars! Use planning processes to create expectations and identify points of self-interest 17

18 Research and Benchmark No 36% Yes 64% Say what you will do and then prove it, let people see you measuring Awareness of Pike Ride changes before they happened (64%) Awareness that bus is part of Pike Ride service (90%) Yes 90% No 10% Frequency of riding since Pike Ride changes (+33%) Ease of finding information about Pike Ride (84%) 33% 62% 5% More often Same as before Less often 47% 38% 12% 4% Very easy Somewhat easy Somewhat difficult Very difficult 18

19 Ridership Response Accomplished Objectives Increased ridership Reduced crowding Improved reliability New destinations Right-sized buses Retained productivity Strategic facility enhancements Improved traffic operations Supported community development Line Reference 16ABDEF 16GHKW (SUWX) 16Y 16L Subtotal ART 41 ART 73 ART 74 ART 75 ART 82 Subtotal TOTAL April ,886 3, ,366 1, ,808 13,174 CY Month Average 7,616 1, , ,787 Percentage Change -9.6% 119.0% 137.0% -28.6% 16.1% 100.0% 100.0% 100.0% 100.0% 100.0% 100.0% 34.6% 19

20 Ridership by Fare Category Electronic debit card used for 23.9% of all trips Only 44% are cash transactions Fare payments still has impact on running time Use of SmarTrip correlates to Metrorail & SmartBenefits Fare Type Cash Regular Cash SmarTrip Bus Xfer Bus Xfer SmarTrip Flash Pass Rail Xfer Rail Xfer SmarTrip E&D E&D SmarTrip Day Pass Student Other Total Percent Service Total SmarTip Percent of Total Line Name 16ABDEF 16GHKW 71,138 32,972 17,954 15,342 45,464 17,496 2,907 1,770 19,230 10,028 11,574 5,782 9,742 10,343 3,382 1, ,312 96, % 32.0% 31,150 27, % 29.0% (Monthly Ridership) 16Y 16L 4,233 1,107 10,015 1,314 1, , ,104 3, % 1.3% 11,009 2, % 55.2% Total 109,450 44,625 64,496 5,266 30,661 17,584 21,154 5,389 1,196 1, , % 72, % Percent 36.3% 14.8% 21.4% 1.7% 10.2% 5.8% 7.0% 1.8% 0.4% 0.4% 0.0% 0.3% 100.0% 20

21 Creating a Service Image for the Community (Summary) Participate in community planning initiatives Share information during service planning process Notify current riders of changes Know your community opinion leaders Use brand identity to establish marketing program Explain unique selling points to new/potential riders Inform riders how to use new service plan Provide for multi-lingual audience Show up at meetings and provide face-to-face contact Use the internet to communicate 21