APPENDIX C On Board Survey Instrument
JANESVILLE TRANSIT SYSTEM ON-BUS SURVEY □ ______ROUTE DEAR RIDER: THE CITY OF JANESVILLE IS REVIEWING THE OPERATION OF YOUR PRESENT TRANSIT SERVICE AND HOW THAT SERVICE IS PROVIDED. YOU CAN HELP IN THIS EFFORT BY TAKING A FEW MINUTES TO FILL OUT BOTH SIDES OF THE FORM AND ANSWER ALL QUESTIONS.
□ PLEASE CIRCLE THE APPROPRIATE RESPONSE TO EACH QUESTION.
TIME 1. How did you get to this bus? 1.) Another bus (If so, which bus?) 3.) Automobile 2.) Walked (If so, how many blocks?) 4.) Other (please specify) ______
2. What is the purpose of your trip today? ▲ 1.) School 3.) Work 5.) Personal Business LEAVE 2.) Medical 4.) Shopping 6.) Other (please specify) ______BLANK 3. After getting off this bus, how will you complete your trip? 1.) Another bus (If so, which bus?) 3.) Automobile ▼ 2.) Walk (If so, how many blocks?) 4.) Other (please specify) ______
4. What is your age? 1.) 11 or under 2.) 12-18 3.) 19 – 24 4.) 25-34 5.) 35-64 6.) 65 or over □ ___ 5. Do you attend a Janesville School District Middle or High School? 1.) Yes 2.) No
If yes, circle ALL that apply: 1.) Edison 2.) Franklin 3.) Marshall 4.) Craig 5.) Parker □ 6.) TAGOS 7.) Rock River Charter 8.) TATE 9.) Janesville Virtual School
6. Do you have a valid driver's license? 1.) Yes 2.) No
□
7. How many vehicles do you and other members of your household own? 1.) None 2.) One 3.) Two 4.) Three or more
8. Was there a car available for this trip? 1.) Yes 2.) Yes, but with inconvenience to others 3.) No
9. How many one way trips do you make on the bus per week? (Count a round trip as two trips.) 1.) 1 or less 2.) 2 - 5 3.) 6 - 9 4.) 10 or more
10. How long have you been using the bus? 1.) Less than 1 year 2.) 1-2 years 3.) 3-4 years 4.) 5 or more years
11. Compared to last year are you now riding:
1.) More 2.) Less 3.) About same
12. How would you have made this trip if the bus was not available? 1.) Ride with a friend 3.) Would not make the trip 5.) Other (please specify)______2.) Walk 4.) Taxi
___ 13. How did you pay for this ride?
1.) Transfer 5.) Special MAX Token 9.) All Around Town Pass-Special 2.) $1.50 cash 6.) Ultra MAX monthly pass 10.) Beloit-Janesville Express - Cash 3.) MAX 10 token 7.) Free Token (Copper Colored) 11.) Beloit-Janesville Express - Pass 4.) 75 cent cash 8.) All Around Town Pass-Regular
CONTINUED ON OTHER SIDE
PLEASE EXPRESS YOUR OPINION ON THE FOLLOWING BY CIRCLING THE APPROPRIATE LETTER FOR YOUR RESPONSE.
The Janesville Transit System: Strongly Agree Agree Neutral Disagree Strongly Disagree
16. Is dependable - A B C D E
17. Is available when I want it - A B C D E
18. Charges a reasonable fare - A B C D E
19. Has courteous and helpful drivers - A B C D E
20. Gets me to my destination in a reasonable amount of time - A B C D E
21. Does not make me walk too far to the bus - A B C D E
22. Drops me off close to my destination - A B C D E
23. The buses are usually on time - A B C D E
24. Transfers are easy to make - A B C D E
25. The drivers operate at safe speeds - A B C D E
26. The buses are clean and well-maintained - A B C D E
27. The route maps and schedules are easy to understand - A B C D E ___ 28. The fares are easy to understand and convenient - A B C D E
29. Overall, how would you rate present JTS service? 1.) Very Good 2.) Good 3.) Neither Good Nor Bad 4.) Bad 5.) Very Bad
30. What one improvement do you most want to see JTS make?
1.) Buses that operate on time 5.) Later hours on Saturdays 10.) More frequent service for Janesville-Milton-Whitewater 2.) Better transfer connections 6.) Earlier hours on weekdays 11.) Service to unserved areas (please specify) ______3.) Route maps and schedules 7.) Beloit-Janesville Express service on Saturdays that are easier to understand 8.) Later hours for the Beloit-Janesville Express 4.) Designated bus stops 9.) Earlier Hours on Saturdays
31. Would this improvement make you a more frequent JTS rider? 1.) Yes 2.) No
32. If it becomes necessary for the City to reduce bus service which choice would you most recommend that we consider? 1.) Eliminate Saturday service 5.) Less frequent service on Saturdays and mid-day on weekdays 2.) Eliminate the least productive routes 6.) Substantial fare increase ($.50 or more per ride) to maintain existing service 3.) Eliminate special routes for students 7.) Other (please specify) 4.) Eliminate evening bus service
(Optional) 33. Are you...? 1.) Male 2.) Female 34. What is your approximate total family income in a year? 1.) Under $10,000 3.) $20,000-$34,999 2.) $10,000-$19,999 4.) $35,000-$50,000 5.) Over $50,000
___35. What is your primary language or what language do you speak at home?______
___36. What is your ethnic background? 1.) Black or African American 2.) Native American 3.) Native Hawaiian/Pacific Islander 4.) Asian 5.) Caucasian/White 6.) Other (Specify)______
IF YOU WANT TO PROVIDE ADDITIONAL COMMENTS, PLEASE CALL 755-3095 BY JUNE 1st. ,
APPENDIX D Marketing and Brand Assessment
Janesville Transit System
Marketing and Brand Assessment
Submitted by: Concentre Communications, Inc.
August 14, 2012
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 2
MARKETING EVALUATION The Concentre Communications, Inc. marketing assessment includes a thorough review and analysis of Janesville Transit System (JTS) marketing efforts to determine if marketing efforts reflect best-practice and up-to-date methods of increasing awareness.
The Marketing and Branding Assessment included review of the Website, marketing materials and other potential marketing opportunities to determine the need for enhancement of local efforts.
JTS and its current marketing program has been consistent over the years. A shortage of staff and budget has restricted many efforts.
SITUATION ANALYSIS JTS is in the process of updating its Transit Development Plan or TDP, which will set the direction for the Transit System for the next five years. As part of this update, a JTS brand and marketing evaluation was performed. This evaluation included the following:
Brand Audit: Review and access JTS’s Web- and Internet-based marketing efforts and brand position.
Brand Components Assessment: Generate components that will build trust and buy-in to JTS.
Implementation Plan: Clear guidelines to bring recommendations to action, using limited resources for sustainable e- and social-media marketing.
The following sections provide analysis and recommendations related to JTS’s marketing program.
BRAND AUDIT JTS does not have its own brand identity – it shares the “squiggly tree” logo mark, primary font and primary color with the City of Janesville.
While this approach could potentially go a long way to branding JTS as a city service, there appears to be little in the way of brand standards as implemented by JTS. Additionally, this approach does not work to distinguish and promote JTS separately from the city; i.e., JTS’s marketing efforts may be drowned out by the larger efforts of the city.
PASSENGER INFORMATION / PRINTED MATERIALS EVALUATION JTS currently has eight printed flyer-sized schedules / route maps in use:
2012 System Map & Route Guide Large Print Route Map & Guide 2011 Sistema de Transporte de Janesville (Spanish information flyer) 2011- 2012 Extra Service Schedule Bike Racks – “Rack It and Rocket” St. Mary’s Janesville Hospital & Dean Clinic Beloit – Janesville Express Beloit – Janesville Express (Spanish version)
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us Janesville Transit System – Marketing and Brand Assessment | Page 3
For the most part, the materials provide only basic service information with little rider-benefit messaging. The exception would be the “Rack It and Rocket” brochure, which is more rider-benefit and service oriented.
Aside from the JTS logo, these materials share little in common. Paper choice, brochure size, colors and fonts used appear to be selected at random and do not provide for a consistent branded look.
Additionally, each of the brochures appear to be written in a different “voice.” Some are welcoming and encourage ridership, while others do little to encourage ridership.
Overall, the 2012 System Map & Route Guide is a user-friendly flyer containing a lot of good information and is a vast improvement over the other service flyers. However, it lacks any end user benefits or brand messaging text, has no instructions on how to read the schedule, and is not readable as it is unfolded – the first unfolded panel and bottom portion of the second unfolded panel are upside down.
The interior of the Large Print Route Map & Guide uses the san serif body and serif headline combination like the System Map & Route Guide. However, the flip side is all various sizes of san serif. And, while the print is “large,” the orientation and inconsistent font sizes, and lack of white space on some panels makes the flyer more difficult to read than it could be.
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 4
The Sistema de Transporte de Janesville Spanish language information flyer begins (when unfolded) with the rules and regulations. While this is important information, a little reorganization of the interior content, would make this flyer, and JTS as a whole, more welcoming to Spanish speakers within the community area.
Additionally, this piece appears to be developed as an insert or companion to the English language System Map & Route Guide. It would, however, be more user-friendly if it included the map and schedule right in the Spanish language flyer as is the case with the Expres Beloit a Janesville (Beloit – Janesville Express flyer).
The Extra Service Schedule flyer uses a blue / orange color palette and relatively generic look that do not visually support the overall Janesville brand. It is written in a somewhat patronizing manner with large amounts of real estate devoted to policies, rules and notices. When skimming the flyer, the phrases that draw the most attention are:
“Open at all times to the general public, following published routes and charging the regular fares” “JTS Safety, Behavior and Discipline Policies” “wait for the bus to pull away” “DO NOT CROSS IN FRONT OF THE BUS” “Drivers will enforce these rules…” “Video and audio systems are in use… may be used to identify and prosecute offenders” “Disciplinary Actions” “limited” “NOT”
While the above are all important pieces of information, the tone of the text could be written in a way that is more inviting to students who do, or might, use JTS buses.
Additionally, the policies and rules are printed in color, using a legible and large sans serif font, while the route information is printed in black and white, using a tiny and difficult-to-read serif font for much of the schedule information.
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 5
The Bike Racks “Rack It and Rocket” and St. Mary’s Janesville Hospital & Dean Clinic flyers use the same blue / orange color palette and generic look as the Extra Service Schedule flyer. However, these pieces are much more rider-benefit oriented, and do a good job to encourage ridership. For example, the “Loading” and “Unloading” diagram is very informative and easy to follow.
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 6
The Beloit – Janesville Express flyer is a nicely done, user-friendly flyer that is easy to read and contains similar information to the Extra Service Schedule flyer. In contrast to the Extra Service Schedule flyer, the language is in a much more welcoming tone. For example: the “Welcome” and “While You’re on the Bus” sections are very friendly oriented. Additionally, the flyer begins with a brief end-user benefit paragraph on why someone may want to use the Beloit – Janesville Express. It also contains a “Schedule Notes” section that provides a brief statement on how to read the schedule and important stop information. This is the only English language schedule that contains a “how to” read the schedule statement.
The Expres Beloit a Janesville, is the Spanish language Beloit – Janesville Express flyer. It duplicates the English language version in all but paper color and is a nicely done, user-friendly flyer.
ONLINE COMMUNICATIONS: WEB AND SOCIAL MEDIA EVALUATION JTS has very little existing online presence and what is there is purely informational. The following are brief overviews of JTS’s current online presence.
WEBSITE JTS does not currently have a dedicated Website. Rather, the JTS Website is a subsection of the City of Janesville’s Website. It’s much better to have a dedicated JTS site as riders will more easily find it, and search engines will index the site for faster Web search and higher page rank. There are no banners or callouts from the City site’s home page indicating public transportation. In addition, the JTS subsection is not a top-level menu item, or even a secondary-level menu item. It’s a third- level menu item and is buried under “Neighborhood Services,” which is not intuitive.
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 7
The JTS landing page is really an “About” page. While it does provide highly visible contact information, the bulk of the landing page text is a summary statement about JTS. Information on fares, schedules, or other information needed to plan a trip is not highly visible.
While the Website contains a lot of valuable information, it could be improved with a trip planner and the ability to purchase fare media online. There is also no Spanish language information, not even a link to the Spanish language PDF.
The text is written in a consistent, informational voice that neither promotes ridership or detracts from it. It is purely informational.
When Googling the phrase “Janesville transit,” the JTS subsection is listed in Google’s results in the number one position. This is good as it provides a direct link into the JTS subsection.
However, when Googling the phrase “Janesville bus,” the City site’s home page is listed in the Google Places section results. Since there is no banner or direct link from the home page to public transportation, this makes it more difficult for JTS customers to find information.
For comparison, see how the Milwaukee County Transit System is listed in Google’s search results. Not only do they show up in the number one position, but their listing is expanded and includes quick links to important information such as routes, schedules, and fare information.
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 8
SOCIAL MEDIA
Wikipedia
JTS has a small Wiki page that can be found when Googling the phrase “Janesville Transit System” (result #3). This page is just a brief description of JTS with a listing of routes (no detailed information) and a photo of the transfer center.
The page includes a broken link to the JTS Website.
JTS has a Community Page on Facebook. This page is most likely the kind autogenerated by Facebook as the page content contains the description of JTS from Wikipedia, a listing of routes with no detailed information and a broken link to the JTS Website.
The Community Page has 20 Likes – which is great given that there is no real information on the Community Page.
Google +
JTS does not have a Google+ presence.
No official presence on LinkedIn, although there are three staff member profiles.
No distinct Twitter presence was found. The City of Janesville does have a Twitter presence, and JTS may be able to communicate via this forum, but it is not specific to JTS.
YouTube
JTS has one video on YouTube, a JTS 125th Anniversary Museum Exhibit video narrated by Dave Mumma. This is a great video, very informative about JTS.
ONLINE TOOLS: APPS, WIDGETS AND TOOLS
WALKSCORE Janesville has a Walkscore of 43 and is rated a car-dependent city. This is an important metric as it illustrates the need for the public transit system.
GOOGLE TRANSIT JTS is not listed with Google Transit and JTS routes are not offered through any Google service.
GOOGLE MAPS When searching for “Janesville Transit System,” the 900 Parker Road address is the only returned result. The user must search for “JTS Transfer Center” in order to find the bus terminal.
GOOGLE PLACES / GOOGLE+ LOCAL When searching for “JTS,” two listings are found in Google Places / Google+ Local.
The first listing is for the JTS Transfer Center and is listed as result #1. This listing has no clickable information other than the street address and Google map detail view for the Transfer Center.
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 9
The second listing is for the Janesville Transit System and is listed as result #11. This listing is clickable and contains the same information found on Google maps – the 900 Parker Road address and a photograph of a flagpole and part of a building (most likely the Google street view image).
MOBILE APPS / WIDGETS None found.
MARKETING OBJECTIVES Marketing is a critical component of any public transit system as it increases awareness and ridership. In Janesville, a concerted effort should focus on the following marketing objectives:
Make the transit system easier to use. o Improved passenger information with more consistent and easier to read schedules that highlight benefits of ridership will make the transit system more user-friendly and attractive to potential riders. Increase visibility and awareness. o Online and social media marketing efforts have the potential to significantly increase visibility and awareness of the transit system while engaging current riders in a community. Attract increased ridership. o A coordinated effort of enhanced passenger information and increased visibility and awareness will accomplish the ultimate goal of increased ridership.
MARKETING RECOMMENDATIONS When JTS has a message to deliver via print or in the digital world, how you visually present your information can be as powerful as what you have to say.
Your marketing materials should be compelling to be effective. Materials must captivate, convince and motivate your riders to believe in JTS.
JTS should further develop its brand. A well-managed brand is the ultimate expression of the many elements that make JTS and its service identifiable in the mind of your riders. Using consistent colors, fonts, tone and images will create a high-impact brand that clearly communicates your value to your riders.
The following marketing recommendations are designed to complement the service recommendations resulting from the TDP, and are basic strategies and communications efforts required to effectively support Janesville Transit Service.
BRANDING A brand is the symbolic embodiment of a company and its products and services. It is a powerful communication tool that serves to differentiate from competition while creating expectations and fostering trust with customers, business partners, and stakeholders.
JTS is currently branded as a sub-brand to the City of Janesville, with no unique identifiers to give instant recognition or position JTS apart from the city.
The JTS brand could be more consistently implemented to better position JTS within the community.
A stronger brand and an identity standards manual should be developed for JTS.
The creation of a stronger sub-brand within the Janesville umbrella brand will allow JTS to become instantly recognizable in and of itself, and will allow for better positioning in the community.
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 10
The sub-brand should include items such as the following:
Core values. It is important to develop a set of core values so that people understand the benefits – the points of differentiation of JTS. You should strive to use the points of differentiation that will uniquely position JTS in the hearts and minds of the Janesville community.
Core messages. Core messages capture the distinctive aspirations and strengths of JTS, so that the brand gains even broader recognition and stronger appeal.
In today’s very competitive marketplace, the creation of a messaging strategy that insures a consistent approach to your services is very important. It is essential to know who your customers are and how to position JTS in the marketplace.
Powerful positioning and key messages lead to a powerful brand. It’s a message so clear that it moves customers and prospects toward the brand. Most importantly, it’s a message to your target audience. Your messaging strategy should include a key umbrella message for JTS and supporting message statements.
JTS content must provide riders with the type of information that will inspire action. We believe that your marketing messages can be more targeted and user-friendly.
Communications strategy. JTS should develop and follow a communications strategy. A communications strategy will help all JTS employees effectively tell the JTS story, no matter what the setting. The communications strategy is centered on your brand positioning and revolves around communicating a consistent message to all your audiences, including community members, staff, partners, the media, friends, family and neighbors.
Slogan / tagline. JTS should develop and adopt a slogan. Slogans are words or phrases used to sum up and express the spirit or aim of a company. A slogan is important for branding and will become part of your identity. Permanence makes your slogan effective because customers become familiar with it. Slogans should be short and catchy – something that is easy and fun to remember. Your slogan should represent a positive feeling about JTS. From your key messages, a slogan based on the core essence of what JTS stands for should be developed. It should be used on all your marketing materials.
Visual brand elements. Specific and identifiable visuals should be explored and followed by JTS. A well-managed brand is the ultimate expression of the many elements that make your company and service identifiable in the minds of your target customer. Using color, type, tonality and imagery, high-impact brand and corporate symbols that clearly communicate your value proposition to your prospective customer and differentiate you clearly from your competition.
Even while under the Janesville umbrella brand, all of JTS’s symbols and elements need unity in graphic design; this includes:
Typography – Fonts should be consistent with the Janesville city brand and should be used consistently across all marketing mediums.
Color Palette – Colors should be based on the established Janesville palette. However, a unique secondary color should be used to identify JTS. Each piece of JTS collateral should be designed using the Janesville teal as the primary color, but also include the JTS secondary color as an instantly recognizable identifier.
Graphics and Brand Elements – These include icons, organic shapes, curves, lines, layering shapes and much more. Visual brand elements create distinct and consistent visual representations of your brand and bring your core messages to life visually.
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 11
Once the elements of the sub-brand have been developed, an identity standards manual should be created. An identity standards manual is a valuable tool that includes your new identity and graphic standards for all applications – print, electronic / digital and communications.
By consistently applying the guidelines, JTS staff and vendors will have an important role in protecting and strengthening the JTS brand.
PASSENGER INFORMATION / PRINTED MATERIALS When done correctly, the printed passenger information; i.e., route guides and schedules, should be your greatest marketing tool. To be effective, these flyers should be instantly recognizable, user-friendly, easily readable, provide valuable and relevant information, as well as promote and market JTS. JTS can make its information and materials much stronger.
Maps should be simple and in color to aid in readability. Flyers should be printed in full-color on white paper whenever possible. The Janesville teal should be present on all printed materials. A secondary color specific to JTS should be present on all printed materials. If budget precludes printing both sides in full color, the outside (cover) should be printed two-color in the Janesville teal / JTS color and the inside should be printed in full-color as this is where the important information is. Text should be right-side-up and legible as the piece unfolds. Fonts should be used consistently throughout all printed pieces. Each piece should include key messages as well as basic information.
The following examples were designed to illustrate the effectiveness of brand consistency. These are not intended to be finished designs, rather to give you an idea of what the JTS flyers may look like when using consistent brand elements such as a JTS secondary color.
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 12
ONLINE COMMUNICATIONS: WEB AND SOCIAL MEDIA Online communications include e-mail, text messages (SMS), Websites, blogs and social media and have become the first stop for many when looking for information on local services. Online communications help strengthen and broaden existing activity and offer many benefits that are simply not available with traditional and offline marketing. JTS must broaden its online presence and develop strong content.
Benefits of online communications include:
Better communication – Faster, more timely information can be provided.
Increased visibility – A wider group of people are informed even if they choose not to participate in the community dialog.
Increased loyalty and trust – Users value honest and genuine interactions. Speaking in a personal way, listening and responding to opinions, and taking action on comments increases customer satisfaction and strengthens relationships.
Real-time tracking and results – Online analytics and reporting allows you to make quick adjustments based on performance.
WEBSITE The JTS Website has the power to create a positive first impression that can mean the difference between increasing ridership and losing that opportunity. Many prospective riders head straight to your Website for current route and fare information.
JTS needs to have a high-impact Website that incorporates strong brand and company symbols that clearly communicate your value proposition to riders.
The JTS Website is in need of improvement in several important areas, including its marketing capacity, data, content, visual appeal and navigation. Areas of improvement should include:
To be most effective, JTS should have a Website independent of the City of Janesville. This will enable JTS to be easily found by Web search engines and to present rider information in the best possible format without the limitations of the City Website’s layout and navigational structure. The JTS landing page should be designed in a “magazine” style – providing select and targeted content features designed to: 1) Help the user find what they are looking for, 2) generate excitement, and 3) encourage the user to visit pages deeper within your site. Opening page features should provide the most important rider information at a glance; links to timetables, route information, tickets and fare prices, service alerts and the like should be most prominent. Additional features should focus on special or extended routes, promotions, JTS key messaging and core values, and links to transit partners. The site should be maximized for search engine optimization and integrated with a Google Transit trip planner and SEO / analytics software for tracking the effectiveness of your online marketing efforts.
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 13
The Milwaukee County Transit System Website (http://www.ridemcts.com) is an excellent example of a public transportation Website. Branded in a fun and friendly way, it offers commuters easily accessible information and planning tools while remaining simple and easy to understand
In contrast, the JTS Website contains little skimmable content on the Bus Transit landing page aside from hours and contact information. While the site design is visually done well, the page requires the user to dig to find information on schedules, routes, tickets and pricing.
In another regional example, the Madison Metro Transit Website (http://www.cityofmadison.com/metro/) contains all the important information users look for on the landing page. However, the site design is so busy that it makes information much more difficult to find than the Milwaukee example.
ONLINE DIRECTORIES To make the JTS Website more accessible to Web users via online search, JTS should be listed in the major national online directories and regional local directories.
JTS should be listed in the following directories:
local.yahoo.com Google Maps Open Directory Project (dmoz.org) Best of the Web Directory Wikipedia Bing local Yelp Yellowpages.com, DexKnows, or any other directory you advertise in
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 14
E-MAIL AND SMS E-mail and text messaging meet the needs of most residents who want to regularly receive local information, but do not want to or do not have the ability to use the Web to make contact with JTS.
E-mail marketing is one of the most powerful tools available. It’s inexpensive, effective, immediate, measurable, and easy. It enables you to proactively communicate with your existing customers instead of passively waiting for them to return to your Website.
JTS should use e-mail marketing to implement the following types of information:
Special or extended service announcements Special fares or promotions Campaigns to increase ridership, such as Milwaukee’s Ride-N-Seek contest Detour and route change information New or dropped service announcements Special announcements e-blasts Periodical (monthly or quarterly) e-newsletter
Often times commuters leave home with only three things: their keys, purse or wallet, and their cell phone. Text message marketing (SMS) ensures your message reaches your customers no matter where they are. Text messaging can alert your riders to critical / or time-sensitive topics in a manner unmatched by any other form of communication.
JTS should use text messaging to implement the following types of information:
Delays and service interruptions Detour and route change information New or dropped service announcements Time-sensitive special announcements
SOCIAL MEDIA Leveraging social media is just plain smart if you want to successfully market JTS. How else can you reach thousands of potential riders nearly instantaneously?
When entering social media, it is important to create a social media policy and strategy plan that uphold the core values of the JTS brand.
Your policy and strategy plan should include:
Who will be your spokesperson and the voice of your organization? Will the voice of that spokesperson be personal or professional? What does that split look like? Who will be in charge of responding to conversation and comments? Who will be monitoring the social media effects? What, if any, monitoring tools will you or should you use? How will you protect the brand of your organization? Which vehicles in social media will you use? Facebook, Twitter, LinkedIn, etc.
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 15
YOUTUBE While a potentially effective tool for educating riders, it is important to note that YouTube views for transit system videos is statistically small for promotional type videos. Still, JTS should be using YouTube.
Most Web users will search for and watch video online for only two purposes: to learn how to do something, or to be entertained. Since it is unlikely commuters will choose to watch JTS videos for entertainment, it is recommended to keep the content of online videos focused on “how to” type content.
The following are statistics from the Milwaukee County Transit System’s YouTube channel. The majority of the MCTS videos are promotional videos that were part of a television campaign; i.e., commercials. Unless your commercials are funny or ran during the Super Bowl they are unlikely to gain traction online. However, note that the “How to use MCTS bike racks” instructional video has significantly more views.
Milwaukee County Transit System example:
Average daily / weekday ridership of approximately 138,000 passenger trips 25 videos posted to YouTube 11,930 video views since October 2008 23 channel subscribers Average views per video is less than 300 Video with highest views “How to use the MCTS bike racks” – 4,519 views
Dave Mumma does a great job in narrating the JTS 125th Anniversary Museum Exhibit video. If possible, it would be good to utilize his talents to do instructive, “how to” videos similar to the City of Madison’s Riding Tips movie (http://youtu.be/rtkeb-wyODg), or the Milwaukee Transit System’s “How to use the MCTS bike racks” movie (http://youtu.be/QFmJBUvrlcc). Content topic ideas for instructional videos include:
How to use the route map / ride guide Personal safety tips Rack It and Rocket – How to use JTS bike racks Winter weather travel tips How to use strollers on the bus JTS accessible services
ONLINE TOOLS: APPS, WIDGETS AND TOOLS According to a recent report from Nielsen, the majority of mobile subscribers in the United States now own a smartphone (50.4%). As more and more transit users have smartphones, they will expect access to applications that enrich their user experience. JTS should consider using some online tools.
Many transit users may be more likely to have a smartphone as their only way of accessing the Internet, since it’s cheaper than an Internet service at home. As well as, riders can access information when and where they want.
Mobile apps, widgets, and desktop applications are excellent ways to engage riders and offer tools for making transit services more user-friendly.
With online tools, commuters can:
Plan public transit trips online from a desktop or smartphone Take an itinerary on-the-go without printing Find a new route without the need for a printed schedule or computer Use QR codes to access real-time bus location and arrival time information “Check in” or share their location information via social media
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 16
GOOGLE TRANSIT While there may be good reasons to create a custom Web app, we recommend that JTS does continue looking at online tools by using Google Transit, which is free.
Google Transit, or Transit on Google Maps, is a public transportation planning tool that integrates transit stop, route, schedule, and fare information with Google Maps. It makes trip planning quick and easy and is available via desktop browser or mobile device.
Google Transit can help raise awareness of JTS services and attract new riders. It can help existing riders discover new routes and can connect with neighboring agencies’ data to provide trip planning across a greater geographic location. And, it can provide a positive PR boost via “the Google effect” – by associating with Google.
An example of the Google Transit Partner Program in place on Madison’s Metro Website:
Visit http://www.cityofmadison.com/metro/google/index.cfm for a live demo.
Once the JTS transit user has clicked on the “Plan Your Trip” link, the Google Maps will appear, and can be preselected with the Public Transit option for trip directions. An example of the data available to the transit user is shown to the right.
This service is available and free from Google Maps. To implement this service, visit: http://maps.google.com/help/maps/transit/partners/ for an overview of the process.
To start the process directly from Google’s Transit Partners site, visit: http://maps.google.com/help/maps/transit/partners/participate.html
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 17
GOOGLE MAPS TRANSIT PROCESS
STEP 1: PREPARE YOUR DATA Prepare your data feed to partner with Google Maps Transit according to the General Transit Feed Specification Reference Guide (GTFS). There is also a Best Practices Guide available for transit providers which you may find useful.
If you would like to use a spreadsheet to create the feed, there is a free open source tool called the XLS Tools for Open Transit developed by Bob Heitzman from San Luis Obispo County. Helpful details are listed in a Google Groups discussion. You will need to sign in or sign up to join in the group discussion.
If your agency uses schedule software such as Trapeze FX or GIRO HASTUS, your vendor may have an interface that helps you to export the data. Please contact them for details.
In preparing your data, if you do not know the geo coordinates (location) of your stops, you can download Google Earth, which shows the geo coordinates of every point on earth.
STEP 2: VALIDATE THE DATA FEED Providing high-quality data feed is critical. Once your data is prepared you will need to validate it on Google Maps. It is always best to check your data feed before submitting it to Google Maps. No feed should be submitted to Google until it is free of format errors.
Visit the Feed Validator for complete installation instructions and use of this program. If you run across any errors, refer to the Feed Validator Errors and Warnings page. Once the Feed Validator is error-free, you can do a visual check with the Schedule Viewer.
STEP 3: INSPECT THE DATA FEED Use the Schedule Viewer to visualize every route and stop in Google Maps. This program will help inspect any problems in your scheduling you may have before deploying your data. You should use it to systematically check every route for stop locations, stop sequence, vehicle speed, and other important issues. Please refer to the inspecting for problems document for details.
If you need to obtain a Google Maps API key for the installation of the Schedule Viewer, instructions on how you can sign up for one is here: https://developers.google.com/maps/documentation/javascript/tutorial#api_key
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 18
STEP 4: ZIP YOUR FILES Once your feed is ready to implement, zip the files in your feed and name it google_transit.zip.
STEP 5: HOST YOUR FEED You will need to upload your zipped file to a Web server host for Google to fetch. This needs to be located in a separate folder (where your Website is hosted, as an example) and should be the only file located in this folder. Google Maps will periodically fetch the transit data feed from the location you designate, so it is important to make sure that wherever you place your zipped file on your Web server that it will remain in the same location and that the permissions for that folder and file do not change. As an example of a possible Web server location: http://www.yourwebsite.com/googlemaps/google_transit.zip
If you need to update your data feed file, you can reupload the new data feed zipped file into the same location (make sure it is named exactly the same), and the new file will automatically overwrite the old file. The changes will take effect on your posting date. This may require you to use Google’s merge utility. Basic tips on how to use the merge tool can be found here.
STEP 6: CONTACT THE GOOGLE TEAM Once your file has been uploaded, contact Google and sign up for a partnership in Google’s Transit Partner Program. Google will be in touch to have you complete an online agreement and to set up a private preview before the launch.
Be sure to test in Google Maps. Since you know the area the best, it is important that you thoroughly test the routes such as the most popular routes, and routes on holidays or weekends.
You will need to test the data in the private preview until the results are satisfactory. When you give your final approval, Google will then launch the Google Maps Transit program.
Additional support – Frequently asked questions
For more information visit the Frequently Asked Questions page of Google’s support for transit.
PUBLIC RELATIONS JTS currently has no proactive external public relations initiative.
The organization should be promoting stories about the transit system’s success. Engaging in public relations is an imperative element of JTS marketing. News stories in print and on the Internet rank among the most valued and influential sources of information about a community. For example, Dave Mumma has a number of news stories. We encourage continual development of this.
Proactive and ongoing public relations could be an effective component of JTS’s marketing activities in the future.
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us
Janesville Transit System – Marketing and Brand Assessment | Page 19
SUMMARY AND CONCLUSION A thorough review of JTS’s current and historical marketing efforts revealed an organization that has attempted to promote the Janesville rider transit system strengths, but has ultimately fallen short in effectively capitalizing on JTS’s advantages to promote its use.
Our assessment revealed the following:
JTS’s brand identity needs to be reviewed and refreshed. The current identity is relatively unknown and could be strengthened. Collateral (printed) materials used by JTS could be more consistent. Graphic appearance, branding and messaging widely vary across materials, diluting JTS’s identity and confusing the marketplace. JTS’s marketing materials are well-designed and attractive, but could be more finely focused on informational points that ridership audiences need to have. JTS needs to do more with mobile and social media. Social media is everywhere.
Based on our review, Concentre Communications recommends that JTS’s future marketing efforts focus on two key areas of concentration.
The first, rebranding – focus on refreshing JTS’s image and adjusting language to reinforce the key messages and strengths of JTS. Use simple, active, informative language. The second, tools – using a multimarketing mix of traditional methods, online efforts and resources to support the efforts of JTS. Integrate social engagements in the marketing mix.
For marketing to make a difference in ridership, JTS must adopt a new marketing plan that is both creative and consistent with key-message-oriented information that will inspire the populace to use the local transit system. A disciplined approach, as outlined, will help create friendly interaction on the Internet and in the social media. Through proactive and branded marketing, JTS will increase its name awareness and improve its public perception, ultimately generating increased ridership.
Using targeted marketing initiatives, JTS will develop a strong local brand that will be backed by a supportive, positive community.
Concentre Communications, Inc. P 1468 N. High Point Rd., STE. 201, Middleton, WI 53562 P PH: [608] 831-2002 P FAX: [608] 831- P www.concentre.us