M k R h S i Market Research, Service Planning and Marketing

A T R I A D F O R B U I L D I N G T R A N S I T

Planning and Marketing

A T R I A D F O R B U I L D I N G T R A N S I T R I D E R S H I P

Cliff Chambers

Selena Barlow

Triad Philosophy

Market Research

Customer Focus

Service Planning

Marketing

Triad Philosophy

Potential Riders: Customer Experience

ReviewReview

Riders: Passenger Survey, O/D,

Qualitative Interviews

Market Research

Customer Focus

Front Line Employees: Focus Groups, Qualitative

Interviews

Customer Focus

Service Planning

Ride Checks: Boarding/Alighting and Time Checks

Stakeholders:Stakeholders: Personal Interviews

and Panels

Community: Workshops Focus

Marketing

Workshops, Focus Groups, Surveys

Triad Philosophy

Origins/Destinations

Market Research

Service TypeRoutes

ConnectionsSpan of Service

Customer Focus

Service Planning

Span of ServiceCapacity

FrequencyReliability

Vehicle T peVehicle TypeStop Amenities

Transfer FacilitiesTrip Purposes

Marketing

Unmet Needs

Triad Philosophy

Market Research

Customer Focus

Service Planning

Customer ServiceBranding & Signage

Passenger InformationPassenger InformationGatekeeper Outreach

Advertising & PromotionPublic Relations

Marketing

Targeted Marketing

Phase 1: Data Collection & Community Involvement

Phase 3: Short Range Transit Development Plan

Phase 2: Strategy Development

Kickoff/Staff Interviews

Stakeholder Interviews

Financial ScenariosDraft SRTDP

Transit Needs ElementPolicy Direction Element

Policy Direction Alternatives

Four Community Forums

Marketing Review

Action ElementCapital Element

Financial ElementMarketing Plan Element

Service Alternatives

Capital Element Options

Customer Experience Review

Passenger Survey

Rid Ch k

Marketing Strategies

Board Presentation & Workshop

Ride Check

Route & Dial-a-Ride Profiles Finalize SRTDP

Summary of Findings S ff W k h Short Range Transit Summary of FindingsTransit Needs Assessment

Staff Workshop Short Range Transit Development Plan

Recent Examples

Short Range Transit Plan

Yosemite Area RegionalTransportation System

Final Report

March 2011

Transportation System

City of Tracy City of Tracy Parks and Community ServicesParks and Community Services

Short-Range Transit Plan Final Report

Eastern Sierra Transit Authority

Short Range Transit Plan Volume 1 Service and Financial Plan

RANSIT RESOURCE CENTER

840 Red Bug Lake Road uite 165

Final Report January 2009

uite 165 Winter Springs, FL 32708

hone: (407) 977-4500 ax: (407) 977-7333 ranrc@earthlink.net

036 Nevada City Hwy, #200 rass Valley, CA 95945 hone: (530) 271-0177 ax: (530) 271-0626 liffchambers@earthlink.net December 2009

In Association With: Transit Marketing Fehr & Peers Moore Iacofano Goltsman (MIG)

Three Illustrative Examples

Mendocino Transit Authority

YARTS Background

Joint Powers Authority of Mariposa, Merced and y p ,Mono Counties

Provide service connecting these counties with Yosemite National Park

Service initiated in May 2000 Highway 140 service from Merced year round; Hwy

120 service from Mammoth Lakes summers onlyG i id hi Growing ridership

40% of visitor riders are foreign tourists

YARTS Route 140 MapMerced to Yosemite Valley

• Summer and Winter Schedule: January ridership about 56% to 60% of July ridership.• 80K ridership with top stops: p p pAmtrak, Yosemite Visitor Center, Yosemite Lodge, Mariposa

Market Research

Stakeholder Interviews: MCAG, County Officials, , y ,Gateway Partners, National Park Service

Public workshops: Merced, Mariposa, El Portal, Yosemite Valley, June Lake, Lee Vining, Mammoth Lakes (recruited participation)E t i B idi t D i i t Extensive Bus riding on most runs: Driver input

Onboard survey:Rt 140 245 i it d 162 id t / l Rte. 140: 245 visitors and 162 residents/employees

Rte. 120: 99 visitors and 3 residents

Key Service Findings

Stakeholders: Need for midday service in both directions. Riders on the bus: There is a gap from 10:45 am until 5:40 pm

from Merced to Yosemite. Too long of a wait if you miss bus.

Key Service Findings

Stakeholders: Need for midday service in both directions. Riders on the bus: There is a gap from 10:45 am until 5:40 pm

from Merced to Yosemite. Too long of a wait if you miss bus. Passenger survey: 53% of visitors arrive by Amtrak on Rte 140; Passenger survey: 53% of visitors arrive by Amtrak on Rte 140;

60% arrive in San Francisco. Productivity Analysis: Run 4 is below 4 passengers per hour from

M h t N b March to November. Amtrak alightings are 40% higher at 12:40 in Merced when there

is no connecting bus, than the 8:51 am train.

Service Recommendation

Shift Run 4 to start at 1:20 pm at the Merced 4 pTranspo and depart from Merced Amtrak station at 1:30 pm during the Winter/Spring schedule.

h k f kl d hb d Connects with Amtrak from Oakland southbound arriving in Merced at 12:59 pm.

Connects with Amtrak from Bakersfield at 10:05 am and 5arriving at Merced at 1:08 pm.

Connects with Greyhound bus arriving from Sacramento at 11:25 am11:25 am.

Year round midday run was too expensive.

Key Marketing Findings

Stakeholders: Wanted passenger guides that sold the entire

service/experience, not just provided a schedule. Yosemite attracts a high percentage of repeat visitors Yosemite attracts a high percentage of repeat visitors.

Passenger Survey: Got information in a variety of ways – On-line, at hotels, at bus stop.ways On line, at hotels, at bus stop.

Customer Experience Review: Passenger information was comprehensive but NOT user g p

friendly or inviting. Big white buses looked like all the other tour buses – did not

communicate public transportation – many potential riders communicate public transportation many potential riders were unaware they could use YARTS.

Marketing Recommendations

Revamp Passenger Information to better meet needs p gof a transient ridership Printed Guides

S f l Bus Stop Info Panels Website

New Vehicle Graphics to increase visibility and New Vehicle Graphics to increase visibility and awareness

Anticipated Outcomes

Higher Visibility Buses = greater awareness among g y g gpark visitors, greater utilization by repeat visitors

Midday Access = greater utilization by both visitors and Park employees

Daylight Connection with Amtrak in Winter = t t ti f tigreater customer satisfaction

Tourist-friendly Passenger Guides = better marketing partnerships with hotelsmarketing partnerships with hotels

Mendocino Transit Authority

Service TypesL l Fi d R Local Fixed Route

Long Distance Routes MTA Dial-A-Ride MTA Dial A Ride Senior Center Demand

Response

S bli h d Strong established services, but some decline in ridership due pto service cuts and fare increase

Market Research

Onboard Survey: 334 Inland Riders, 188 Coastal y 334 ,Riders, 50 DAR Riders (mailback)

Ridecheck on all local routes Public meetings in Ukiah, Willits, Ft. Bragg, Pt.

Arena, and Boonville Interviews with bus operators and front line staff Extensive stakeholder interviews throughout

M d i CMendocino County Consultants rode all routes and talked to passengers

Key Service Findings

Local Ukiah Route 9 includes Saturday services includes Saturday services and averaged 19.3 PPH

Good local Ukiah ridership S t d b t i t Saturday, but no service to Mendocino College

Route 20 connects Willits and Ukiah weekdays only: 12.2 PPH

Passenger Survey: Passenger Survey: Students almost 50% of

ridership 34% of riders to Mendocino

College

Key Service Findings (cont)

Stakeholder interviews: Significant input on the need g pfor Saturday service from both Ukiah and Willits, with connection to Mendocino College

Onboard survey: Based on qualitative input from stakeholders and workshops, this was included as a service improvement option on the surveyservice improvement option on the survey. 46% of Willits residents and 37% of Ukiah residents rated

Saturday service between Willits and Ukiah, 7 of 7 in importance for improvement.

Service Recommendations

With marginal cost pricing, it would cost $20,476 to g p g, ,47provide Saturday service between Ukiah and Willits.

Recommended for implementation in FY 2013/14, assuming economic recovery financial scenario assumptions are met.

Key Marketing Findings

Gatekeeper Interviewsp While all gatekeepers were familiar with the service, they

didn’t understand how it worked. Many of those interviewed didn’t understand how to read the Many of those interviewed didn t understand how to read the

schedule. Lack of clarity about Dial-a-Ride service availability and area Flex stop service in Willits universally misunderstood.

Driver Interviews and Customer Experience Reviewhil l i id d d id While long time riders understood passenger guides, new

riders were very confused by them.

Marketing Recommendations

Establish Gatekeeper Outreach as a key Outreach as a key function of Mobility Management Program Gatekeeper Network Conduct Travel Training

with Gatekeeper Staffwith Gatekeeper Staff Provide Tools for Use in

Travel Training C iConstituents

Marketing Recommendations

Make Passenger Information more userInformation more user-friendly for novice riders Readable mapsp Eliminate read up/read

down schedules

Marketing Recommendations

Make Passenger Information more userInformation more user-friendly for novice riders Readable mapsp Eliminate read up/read

down schedules

Anticipated Outcomes

Saturday Service = greater opportunity to retain and y g pp yexpand usage by existing riders

Saturday access to Mendocino College = increased college ridership

User Friendly Passenger Information = more new idriders

Understanding by social service agencies = more potential for partnership marketingpotential for partnership marketing

MARTAMountain Area Regional Transit Authority

San Bernardino Mountains – adjacent to San jBernardino urban area

Two distinct service areas within mountains Big Bear Lake – Community with ski resort RIM Area – Crestline and Lake Arrowhead

Hi h l l f t th h t i High level of poverty throughout service area

72-81% of school students eligible for subsidized lunch programp g

MARTA Services

Big BearL l Fi d R i

RIML l Fi d R Local Fixed Route serving

Big Bear Lake and surrounding area

Local Fixed Routes connecting several small communities

Local General Public Dial-a-Ride

Off the Mountain –

Local General Public Dial-a-Ride

Off the Mountain – Off the Mountain intercity service to San Bernardino

Off the Mountain intercity service to San Bernardino

Market Research

Onboard Survey on all local and intercity fixed routes Mailback Survey on Dial-a-Ride services Ridecheck on Big Bear Routes, Analysis of Driver

fManifests on RIM routes Public meetings in Big Bear Lake, Running Springs and

CrestlineCrestline Interviews with bus operators and front line staff Extensive stakeholder interviews throughout Mountain Extensive stakeholder interviews throughout Mountain

area Consultants rode all routes and talked to passengers

Key Service Findings

Gap in midday servicep y Schedule adherence problems Circulation at key activity centersy y Bus stop issues Fare structure inequitiesq

Schedule Adherence Findings

Passengers on bus: There is no schedule in Winter gas buses are so far behind.

Drivers: There is a lot of frustration from passengers in the Winter when they have to wait out in the cold and buses are really behind schedule.P % t l di ti fi d Passenger survey: 23% were neutral or dissatisfied with on-time arrival of Big Bear local routes.

Ridecheck: During the August survey an air show Ridecheck: During the August survey, an air show caused the schedule on Saturday to be off by 45 minutes at 3 pm on Big Bear Route 1.3 p g

Ridecheck

20Route 1 Average On-Time Performance, Weekday

14

16

18

es)

8

10

12

ge D

elay

(min

ute

Average Delay

2

4

6

8

Ave

ra On-Time Performance Threshold

0

2

6:00 AM

7:00 AM

8:00 AM

9:00 AM

10:00 AM

11:00 AM

12:00 PM

1:00 PM

2:00 PM

3:00 PM

4:00 PM

5:00 PM

6:00 PM

TimeTime

MARTA Management: Episodic Events Occur 60 times per year

Schedule Adherence Alternatives

Develop a separate summer and winter schedule

Shorten the route during peak times

Integrate Route 1A into Route 1 during winter

h d lschedule.

Service Recommendation

Add supplemental “tripper service” on pp ppapproximately 60 days per year.

Marginal cost per year of only $19,370 per year, integrated into financial plan.

Marketing Findings

Stakeholder Interviews: MARTA vehicles MARTA vehicles relatively invisible. Not clearly marked as public transportation.

Marketing Findings

Stakeholder Interviews: MARTA vehicles MARTA vehicles relatively invisible. Not clearly marked as public transportation.

Customer Experience R i d b Review and on-bus observation: Many bus stops are unsigned. p gPassenger guides do not specifically define bus stop locations stop locations.

Marketing Findings

Passenger Survey: Nearly half of riders say Primary InformationSourceWhat Year Did You Start Riding MARTANearly half of riders say their primary information source is 60%

80%

100%

Primary Information Source

First Time, 13%Before 2008, 

11%

g(BB & RIM OTM)

telephone information Passenger Survey: For

Off th M t i RIM Big Bear

Other 1% 4%

0%

20%

40%,

2011, 36%2008‐9, 26%

11%

Off the Mountain Routes, half of riders were new to the service

1% 4%Display at bus stop 5% 3%Bus driver 3% 17%Printed schedule 29% 17%Website 16% 12%

2010, 13%

within the prior 6 months

Phone 47% 46%

Marketing Recommendations

Rebrand system as Mountain Transit to Mountain Transit to clearly communicate public transit nature of service.

Utilize a bold base color b t t d t on buses to stand out

against snow in winter and green trees in gsummer.

Marketing Recommendations

Sign all designated bus stops with an enhanced stops with an enhanced bus stop sign Include new branding Include phone number and

web address Include route information

Include route/schedule information panels at key stopsstops

Include more specific stop locations on the schedules

Marketing Recommendations

Improve printed and on-line information tools so p pthat passengers don’t have to rely on calling for information

Make Google Transit a central feature of home page

www.trinitytransit.org

Anticipated Outcomes

Greater schedule adherence = higher customer gsatisfaction = more ridership

Bold Branding = increased visibility and awareness = new riders

Signage = increased knowledge and ease of use = idmore new riders

Improved website = ease of use for local and regional travelers more riderstravelers = more riders

Why Address Planning and Marketing Together

No amount of marketing can sell a No amount of marketing can sell a transit service that doesn’t meet the

needs of the potential users.

Why Address Planning and Marketing Together

No matter how well designed a service is, if it is invisible or confusing to the potential confusing to the potential customer, it won’t attract

i id himaximum ridership.

Things You Can Do Yourself

Conduct your own Customer Experience Audit –y pinvolve a friend.

Talk to your riders and drivers on a regular basis –they have a lot to teach you.

Create relationships with gatekeepers – find out h t th k d ’t k b li b t t itwhat they know, don’t know, believe about transit.

When you have the opportunity to conduct a formal planning process make sure it includes all three planning process make sure it includes all three components of the triad – maximize your results!

The Ridership Building Triad

Market Research

Customer Focus

Service Planning

Marketing

M k R h S i Market Research, Service Planning and Marketing

A T R I A D F O R B U I L D I N G T R A N S I T

Planning and Marketing

A T R I A D F O R B U I L D I N G T R A N S I T R I D E R S H I P

Cliff Chambers

Selena Barlow