City Council Workshop Agenda Item #2

Transcription

1 City Council Workshop Agenda Item #2 September 9, 2013 GPCOG - Branding and Marketing In July of 2012, the City of South Portland and its Bus service joined Casco Bay Island Transit District, Greater Portland Transit District (METRO), Biddeford-Saco Old Orchard Beach (BSOOB) ShuttleBus/Zoom, York County Community Action Corporation (YCCAC) and Northern New England Passenger Rail Authority (NNEPRA) in an effort to lead them toward closer system integration. The hope was to adopt a regional branding and marketing plan that included a unified logo for all transportation fleets (where appropriate), a common regional brand, a regional website, unified displays and promotional materials, and other relevant areas for coordination. A Branding and Market Committee was formed and has met several times between November 2012 and April The following recommendations were made by the Committee to implement the Branding and Market project: 1. Regional Transit Logo The Committee recommends developing one umbrella logo to be used in a variety of ways including all promotional materials, transit guides, web information, etc. by all of the providers in order to tie the services together. This logo is not to supersede each providers existing individual logo. It was acknowledged that the train and ferries cannot put the logo on their vehicles and vessels, but they can use it in a variety of ways including kiosks in the lobbies of their waiting rooms. There are a few ideas for the development of the logo. One is to sponsor a design contest, the other is to hire a consultant to develop a logo that includes a graphical representation of each of the providers into one logo. 2. Color Scheme The Committee recommends adopting one color scheme to be used in all promotional materials, transit guides, web information, bulletin boards, etc., and using that color scheme for the three fixed-route providers busses, phased in over time. It also recommends keeping the front of all the busses free of advertising so that the front of each bus and vehicle looks similar and can be identified by the rider as such. It was recommended that the Committee work with a designer to come up with color scheme as different colors construe different messages. 3. Website The Committee recommends one coordinated website for use by the three fixed-route bus providers. It was recommended that this be implemented in two phases. The first phase would create a splash webpage in which an overview of all transit options are provided with links to each of the seven transit providers. Phase II would be the development of a new website for the three fixed-route transit providers in which each of the three agencies would have access to the site and be able to make appropriate updates as needed. This website would also have direct links to the remaining transit providers. For both phases the new umbrella logo and color scheme would be used.

2 4. Coordinated Customer Service The Committee recommends one coordinated customer service effort with one phone number for the three fixed-route providers and that calls for Amtrak be transferred directly to Amtrak s customer service and the same for Casco Bay Lines. It was also recommended that the service be available daily from 5 a.m. to 11 p.m. and that a back-up automated system be implemented. Questions for the paratransit services should be attempted to be answered and if this isn t possible transferred to RTP and YYCAC. The draft Branding and Marketing Plan has been presented to the Transit Operations Working Group and the PACTS Transit Committee and in the process of being presented to each of the transit providers that signed the MOU to obtain formal endorsement. Representatives from GPCOG will make a presentation to the City Council. City Manager

3 Final Branding and Marketing Plan for Public Transit in the Greater Portland Region July 11, 2013 Introduction The Branding and Marketing Plan is the result of work by the Branding and Marketing Committee appointed by the Portland Area Comprehensive Transportation System (PACTS) Transit Committee associated with the implementation of the Regional Branding and Marketing project. The Regional Branding and Marketing project is one of several coordinated efforts of the PACTS Transit Committee to improve the quality of transit services for customers, better coordinate planning, marketing and coordinate the format of delivery of information to the customer or rider of public transit. The Regional Branding and Marketing project explores common branding opportunities in order to aid customers in identifying transit options across providers in the Greater Portland Region. The planning and staff time for this Project is funded under the Federal Transit Administration s 5303 Transit Planning Program and budget beginning in FY 2012 and continues through FY This project was staffed by GPCOG/PACTS. The following six transit providers signed an MOU in June of 2012 agreeing to participate in this project and to use existing annual operating revenue to implement recommendations over a period of time. These six transit operators include: Casco Bay Island Transit District (CBITD) Partner Agency Greater Portland Transit District (METRO) - Partner Agency City of South Portland and its Bus Service (SPBS) - Partner Agency Biddeford-Saco Old Orchard Beach (BSOOB) ShuttleBus/Zoom - Partner Agency York County Community Action Corporation (YCCAC) - Partner Agency Northern New England Passenger Rail Authority (NNEPRA) Supporting Partner Agency Members of the Branding and Marketing Committee were appointed by their respective agencies and include the following: Caity Gildart, Sales Director, CBITD Natalie Allen, Marketing Director, NNEPRA Michelle Wilson, Consultant, YYCAC Greg Tansley, Chair, Transit Committee, BSOOB and ShuttleBus/Zoom Rick Sargent, Operations Executive, SPBS Denise Beck, Director of Marketing, Portland METRO 1

4 This Draft Plan contains recommendations of the Branding and Marketing Committee to the PACTS Transit Committee for consideration in implementing the Branding and Marketing project. Background The Branding and Marketing Committee, led by GPCOG staff met several times between November of 2012 and April of The issues that were discussed included branding and marketing concepts in general, a review of existing passenger service information in the Greater Portland Region, a review of existing logos and marketing efforts of other transit providers across the U.S., a conference call with SunTrans Transit Agency in Tucson, AZ to hear about their branding and marketing efforts and a Customer Research Initiative that included two successful focus groups held in Portland and an on-line survey (see attached for results) that was developed in order to gauge riders and non-riders opinions on current branding and marketing efforts of transit providers in the Greater Portland Region. Branding and Marketing Retreat A four-hour Branding and Marketing retreat was held on April 3, 2013 at GPCOG. The Committee discussed the concept of brands in comparison to marketing and agreed that there is currently no one brand for the seven individual transit providers in the Greater Portland Region tying them together in any way. It was agreed that a brand is not a logo but a feeling about a product or service. It was recognized there are strong, stand-alone brands for the Amtrak Downeaster train and Casco Bay Lines but they aren t connected to the fixed-route transit providers or the paratransit services. The need for a unifying brand was evident. The Committee discussed and reviewed the strengths and weaknesses of the current transit system in the Greater Portland Region and acknowledged that they can help shape and grow the brand in the future. (It was also noted that it would be helpful to know about current consolidation efforts underway known as the Southern Maine Regional Transit (SMART) Initiative before a brand is developed.) Brand development will come in two phases. The first phase includes acknowledging the positive values and assets that the providers currently possess. These include: Many transit options in the region Serving and connecting with multiple regions It is possible to get around without a car in the region Transit service is safe for individuals and the vehicles are safe Transit vehicles and vessels are clean Public transit in the region is affordable and saves people money Transit providers in the region have friendly staff Riding public transit in the region is environmentally friendly Public transit allows riders to avoid the hassle and stress of driving and provides a relaxing environment Amenities such as bicycle racks are provided on transit in the region 2

5 Phase II will need to focus on what the current gaps and needs are in the public transit system. The following gaps were identified and it was agreed that they must be improved in order to have a believable and successful brand. Reliable service Modern technologies Frequency of service Route connectivity Simplified fares and electronic ticketing User education Recommendations The Branding and Marketing Committee discussed and agreed on the following recommendations for implementation of the Branding and Marketing project. These recommendations apply to the six transit providers who signed the MOU. It is hoped that the seventh provider, Regional Transportation Program (RTP), will implement these recommendations at some time in the future. The recommendations include: 1. Regional Transit Logo The Committee recommends developing one umbrella logo to be used in a variety of ways including all promotional materials, transit guides, web information, etc. by all of the providers in order to tie the services together. This logo is not to supersede each providers existing individual logo. It was acknowledged that the train and ferries cannot put the logo on their vehicles and vessels, but they can use it in a variety of ways including kiosks in the lobbies of their waiting rooms. There are a few ideas for the development of the logo. One is to sponsor a design contest, the other is to hire a consultant to develop a logo that includes a graphical representation of each of the providers into one logo. 2. Color Scheme The Committee recommends adopting one color scheme to be used in all promotional materials, transit guides, web information, bulletin boards, etc., and using that color scheme for the three fixed-route providers busses, phased in over time. It also recommends keeping the front of all the busses free of advertising so that the front of each bus and vehicle looks similar and can be identified by the rider as such. It was recommended that the Committee work with a designer to come up with color scheme as different colors construe different messages. 3. Website The Committee recommends one coordinated website for use by the three fixedroute bus providers. It was recommended that this be implemented in two phases. The first phase would create a splash webpage in which an overview of all transit options are 3

6 provided with links to each of the seven transit providers. Phase II would be the development of a new website for the three fixed-route transit providers in which each of the three agencies would have access to the site and be able to make appropriate updates as needed. This website would also have direct links to the remaining transit providers. For both phases the new umbrella logo and color scheme would be used. 4. Coordinated Customer Service The Committee recommends one coordinated customer service effort with one phone number for the three fixed-route providers and that calls for Amtrak be transferred directly to Amtrak s customer service and the same for Casco Bay Lines. It was also recommended that the service be available daily from 5 a.m. to 11 p.m. and that a back-up automated system be implemented. Questions for the paratransit services should be attempted to be answered and if this isn t possible transferred to RTP and YYCAC. It was discussed and agreed that overall, any and all of the recommendations that are adopted must be used consistently and by all participant transit providers in order to be successful. Additional discussion by the Transit Operators and the Transit Committee will be necessary in order to agree on the best ways to pursue implementation of these recommendations and when. Conclusion The Branding and Marketing Plan is the result of over a year of negotiations, discussion and work focused on one bottom line, improving the quality of service for the rider. Service will be improved by coordinating and tying together seven different transit services with different goals into one coordinated system as much as possible. The Branding and Marketing project will continue to coordinate with the Regional Sign and Shelter project in the design of new signs and shelters to ensure compatibility with a new logo, color scheme, etc. The Branding and Marketing Committee submits this report and the above four recommendations to the Transit Operations Working Group and the PACTS Transit Committee for their approval and implementation with the hope that these changes will be made as soon as possible. Remaining Branding and Marketing Work Plan Schedule Present Draft Branding and Marketing Plan to the Transit Operations Working Group 6/21/13 completed Present Draft Branding and Marketing Plan to the PACTS Transit Committee 7/11/13 - completed 4

7 Present/submit Draft Branding and Marketing Plan to each Providers Board of Directors in order to obtain formal endorsement 10/2/13 Continue to communicate with the Providers Board of Directors on an on-going basis and secure approval for implementing the Plan s recommendations On-going Branding and Marketing Plan Implementation Schedule The Branding and Marketing Committee will continue to work on implementing the following recommendations in the following order: Develop a splash webpage of all transit services in the Greater Portland Region Develop a color scheme to be used in all transit promotional materials, web information, etc. Develop a regional transit logo Begin incorporating the regional transit logo into promotional materials, transit guides, web information etc. as they are updated or changed Create and launch a new website for the three fixed-route transit providers Begin incorporating the new color scheme on the fixed-route service buses Launch coordinated customer service call center 5