Jefferson Lines, Arrowhead Transit, and MnDOT present

Transcription

1 Jefferson Lines, Arrowhead Transit, and MnDOT present Minnesota chapter, American Planning Association state conference October 1, 2014

2 In this session 1) Defining transit and intercity bus 2) Examples of joint marketing 3) Benefits of joint marketing 4) Lessons learned 5) Fun group activity 2

3 Part 1 3

4 Transit defined Regular, continuing Shared-ride Surface transportation General public (or age / disability / income group) Fixed route or demand response Not included: Amtrak, intercity bus, charter or school bus, sightseeing, private shuttles Source: Federal Transit Administration circulars F and E 4

5 Transit 5

6 Intercity bus defined Regularly scheduled bus service General public Limited stops Fixed routes Communities not in close proximity Passenger baggage Connects to broader network Not included: commuter bus, charter bus Source: Federal Transit Administration circular F 6

7 Intercity bus 7

8 Section 5311(f) Intercity bus service to non-urbanized areas 8

9 Minnesota s Subsidized and Unsubsidized Intercity Bus routes 9

10 10

11 Modal awareness Results of 2013 survey of Minnesota households on longdistance travel Source: 2014 Minnesota Intercity Bus Study 11

12 Awareness and usage of intercity bus Results of 2013 survey of Minnesota households Source: 2013 MnDOT Omnibus Survey 12

13 Study recommendations #2. Increase marketing 13

14 Study recommendations #4. Limited expansion, focusing on local connectivity 14

15 Part 2 15

16 Marketing Examples Community connect program: three tiers Basic Standard Premium 16

17 Community connect: standard Posters and rack cards 17

18 Community connect: premium Bus Cards St. Cloud Metro Bus Rochester Transit Duluth Transit Authority Tailored to the local population English Spanish Somali 18

19 Community connect: premium Arrowhead Jefferson tv ad Beat the Winter Blues rblues/ 19

20 Community connect: premium Social Media Facebook contests with travel packages featuring Duluth and the Twin Cities Idea: No need for a car at any point in the journey by using Jefferson Lines and local transit Gift certificates donated by local businesses Partnership with Metro Transit and Duluth Transit Authority 20

21 Social Media Metrics Duluth Package: 7.5K organic reach 812 post clicks 700 likes, shares, or comments Twin Cities Package: 3.1k organic reach 367 post clicks 149 likes, shares, or comments 21

22 Community connect: premium Events Concert and mine tours in Virginia 6 mine tours, 30 minutes each, 150 people 193 people at concert 22

23 Part 3 23

24 Cut throat Cooperation Talking about you using me but it all depends on what you do It ain't too bad the way you're using me Cause I sure am using you to do the things you do Bill Withers 24

25 What companies products intersect with your company s products? Can their product add value to your product? U-2 & Apple. Car dealerships & banks Bookstores & coffee shops Bikes & buses Light rail & the Vikings and Twins Arrowhead Transit & Jefferson Lines & the Metro 25

26 Hanging out with the big kids PR benefits of the small company being associated with the big company Respect/prestige Paradigm shift enlarges subset of potential customers. Gets attention--ubiquitousness can make a company invisible. 26

27 Everything is local Small local companies have already made all the small connections In contact with all the local media, agencies, customers why try to figure out what someone has already knows? Willing and able to do the local footwork Promote your product with their product Known and trusted. People will go to them for information about your company 27

28 Shared expenses Joint concert with Jefferson Lines nearly $3000. One newspaper ad $365 Marketing value really worth that much? At half that price, definitely. 28

29 Target marketing Presently nearly all of our ridership is transportation dependent so we market information that this service available to them Handicapped Economically challenged Elderly who do not own a car We also include in our target marketing those who can choose to use the bus Millennials Elderly who now find driving difficult Those who could find the bus to be their better option. 29

30 How Jefferson Lines can benefit from our target marketing Our transportation dependent customers learn that they can get more than only local transportation. If our bus works for them, so can the Jefferson Lines bus. Both our companies win when people make the paradigm shift to public transportation. 30

31 Part 4 31

32 Dream big and dream small Devote resources strategically where mutual enthusiasm exists Both parties must be committed to projects Leverage your partnership Blog, Social media Try new things It just might work Sometimes low budget projects get better results than high budget projects 32

33 Two are better than one Marketing 2 products in one ad does not diminish impact of the ad for either product. Two companies together give a stronger impression of both companies 33

34 Part 5 34

35 Transportation in Middle Earth Since the Great War with Mordor, Middle Earth has become a global community. Travel is now popular for all groups Who? Hobbits Dwarfs Elves Men Wizards 35

36 Means of Transportation Hobbits: A brand new fully functioning hay wagon transportation service. Starts out every day from the Prancing Pony Tavern in Bree right after First Breakfast. Dwarfs: Railways and Subways Elves: The skyrail Men: Buses and convoys along highways, some roads are still under construction but are still passable 36

37 Instructions Group 1: Write and perform a short commercial (30 seconds) showcasing the new hay wagon transportation service. Group 2: Write and perform a short commercial (30 seconds) appealing to dwarfs interest in gold and informing them about transitioning between multiple modes Group 3: Choose a species and a destination, then put together a promotion that will appeal to your group, e.g. Hobbits going to Gondor. "Our tour package guarantees that every day will include a celebration of somebody's birthday." or "Visit the inside of Mount Doom and never miss a second breakfast, etc." Include such things as costs, prestige, and how your travel agency is above and beyond the others. Group 4: Choose a transportation mode and write a song (or just the lyrics of a song) that will brand your transportation service Group 5: Choose a species and a destination and figure out the best medium to appeal to this group. Explain how this medium will reach the largest possible audience. 37

38 Becky Alper Jefferson Lines Larry Rodgers Arrowhead Transit Shaun Morrell MnDOT