Public /Private Partnerships: Presented by: Jawauna Greene

Transcription

1 Public /Private Partnerships: Great Tools for Expanding Transit Marketing Presented by: Jawauna Greene

2 Public / Private partnerships are an important option that can be utilized in times of economic uncertainty and in periods of prosperity. There is a nexus between the public sector s needs and the private sector s goals. Local and state governments, particularly in today s challenging economic times, need to find innovative ways to improve infrastructure that makes sense to the taxpayer. Doug Domenech, Secretary of Natural Resource of the Commonwealth of Virginia

3 Today s presentation will: Discuss benefits of partnering with private sector and public sector organizations. List resources needed to effectively plan a partnership. Share examples of some MTA partnerships. Identify ways to attract interest in a partnership. Explain some key ways to manage a successful partnership.

4 Benefits of partnering with private sector and public sector organizations Public-Private Partnerships (PPPs) are generally defined as agreements between a public agency and a private sector organization or entity. These agreements are created because there is mutual need for skills, services or assets that are shared by the partners and also benefit the general public or mutual audience. The great thing about these partnerships is that there are shared responsibilities of both rewards and risks! The Maryland Transit Administration (MTA) identified several advantages to forming PPPs. Maximizes each partners strengths Shares resources Reduces risks Minimizes expending public funds Improves efficiencies Broadens communications to larger audiences Provides mutual benefits

5 Resources Needed for Effective Partnerships Creativity: A transit agency s management and organizational environment should support creative/ innovative thinking and posses a willingness to help a partnership plan succeed. Strong Plan or Deal to offer: The transit agency s communications and marketing team must develop a detailed business plan that offers potential partners ways that will help their business or organization. Transit agencies have the advantage of using their ridership numbers and diverse demographics as selling points! Guaranteed revenue stream or savings: Any agreement has to demonstrate how the partnership relationship will benefit the participants. Stakeholder buy-in and support: Partnership agreements should have the support of the individuals most affected Customers! The Right Partner: Is this a service, product or business they respect or need?

6 Examples of MTA Partnerships Private Sector: Dunkin Donuts McDonalds Miller Coors Giant Foods Cold Stone Creamery CVS Downtown Locker Room MotorTrend Auto Show Baltimore Grand Prix American Heart Association Public Sector: Maryland Food Bank U.S. Census Bureau U.S. Department of Justice David B. Wright Foundation Big Brothers & Big Sisters

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8 Ways to Attract Interest in Partnerships Use your brand! Transit ads are some of the best ways to attract partners.they re huge, they travel and are less expensive than traditional media! Tap your existing business and professional relationships for new opportunities. Publicize the agency s ability to reach large numbers of customers ( transit riders and non-transit riders). Identify additional trade opportunities. Clearly explain the ROI. Use your resources transit advertising, website and social media.

9 MTA s Targeted Audience MTA Ridership at a glance MONTH BUS METRO LIGHT RAIL TOTAL FY 2010 (average) 228,771 44,169 26, ,494 Mar ,432 46,537 21, ,115 Feb ,719 37,544 23, ,628 Jan ,421 44,206 26, ,805 Dec ,322 42,322 28, ,944 Nov ,076 45,127 28, ,560 Oct ,948 47,126 29, ,516 Sep ,954 47,856 27, ,734 Aug ,918 43,420 28, ,844 Jul ,350 42,950 27, ,525 Page 4

10 MTA s Targeted Audience When separated by mode, the age dispersion is similar to the overall totals. However, of note: The majority of Local bus, Metro Subway, and Commuter bus riders are years old (18%, 20%, and 26% respectively). The majority of Light Rail passengers are years old (25%). Mobility passengers are predominately years old (32%) or over 65 years old (26%). Local Bus Metro Subway Light Rail MARC Train Commuter Bus Mobility AGE Frequency % Frequency % Frequency % Frequency % Frequency % Frequency % Under 18 years old % % 5 1.8% 3 1.5% 1 0.6% 1 1.5% years old % % % 7 3.5% 4 2.5% 1 1.5% years old % % % % 1 0.6% 1 1.5% years old % % % % % 2 3.0% years old % % % % % 5 7.6% years old % % % % % % years old % % % % % % Over 65 years old % 6 1.7% 4 1.5% % 8 4.9% % No Answer % % % % 5 3.1% 6 9.1% N = 1, Maryland Transit Administration 2010 Customer Ridership Survey 10

11 MTA s Targeted Audience When viewed by mode: More Males were surveyed on the MARC Train (56% as compared 43% Females ) and slightly more were surveyed on the Metro subway as well (46% as compared to 45% Females ). Commuter bus and Mobility riders both represent higher Female ridership than Male (56% versus 41% Male and 67% versus 27% Male respectively). Local Bus Metro Subway Light Rail MARC Train Commuter Bus Mobility GENDER Frequency % Frequency % Frequency % Frequency % Frequency % Frequency % Male % % % % % % Female % % % % % % No Answer % % % % 5 3.1% 4 6.1% N = 1, Maryland Transit Administration 2010 Customer Ridership Survey 11

12 MTA s Target Audience Race/ Ethnicity The majority of survey participants, 63%, were represented by African American/Black people. Caucasian/White people represented the second highest race in the study with 20% representation. Race or Ethnic Origin Frequency % African American/Black 1, % Hispanic/Latino % Asian % Caucasian/White % Other (Specify) % No Answer % N = 2,156 Maryland Transit Administration 2010 Customer Ridership Survey 12

13 Promote Additional Benefits for Partners Use of transit stations and facilities - Use of transit station, facilities and other key transit outlets. - Connect with customers directly while using transit Distribute marketing brochures and targeted collateral. Distribute in MTA stations, MTA Facilities and other key outlets (i.e. Transit Store, visitor centers, hotels). During key periods (i.e., back to school) use Marketing street teams to distribute literature at schools, festivals, and planned events sponsored by the agency. Utilize transit advertising to uphold messages during entire campaign. Provides direct contact with target audience in critical and appropriate situations. Ads on rails with interior car cards and rail station platform posters. Bus exterior displays is a good way to target pedestrians and vehicles. Customer, pedestrians and vehicles (motorist) Page 11

14 Key Ways to Manage a Successful Partnership How to Measure Success! Campaign Metrics: Simple base-line measure of what materials are available at start of campaign and capture any measurements available from MTA and partner regarding sales or ridership numbers. This is likely to include anecdotal material, but will provide a starting picture. 1. Short rider surveys : at stations Give away or contest incentive to riders to take survey 2. Short rider survey : online Give away or contest incentive to riders to take survey 3. Number of short code emergency alert sign-ups

15 Key Ways to Manage a Successful Partnership How to Measure Success! 4. Number of QR code uses 5. Work with partner s and own internal customer service reps : Call takers to capture information (one question) 6. Website unique hits: Measure click-thru to local reporting sites 7. Follow-up survey for customers: Customer interface at outreach events

16 Partnerships are a great way to strengthen your transit agency s brand! The current economic climate has helped everyone realize that we need to share our resources. Private sector organizations are looking for ways to save money and increase their customer base. Public sector agencies have less money to market their services but have positive brand identity that may serve as a valuable asset in a partnership deal. Position you transit agency as the most valuable tool with which an organization could hope to partner!