JACKSONVILLE TRANSPORTATIONIRS Commuter Tax AUTHORITY Benefit Program Mike Miller JTA Business Development Manager Background

. Internal Revenue Code Section 132(f) and TEA-21 allows employers to offer employees the opportunity to set aside pre-tax dollars for commuter transit expenses

. The Qualified Transportation Fringe Benefit limit for transit is $130 per month

. JTA received an $125,000 FDOT grant for a public awareness campaign promoting the Commuter Tax Benefit Program in Jacksonville

. FDOT approved JTA developing an employer/employee education and marketing awareness campaign Project Description

. Develop a transit commuter program for employers and employees to encourage the use of JTA transit when commuting to work

. JTA would market the program to businesses and their employees

. Refer businesses to employee benefits partners, Wage Works and EDENRED Commuter Benefit Solutions, who would administer the program The Program

. JTA entered into non-exclusive M.O.U.’s with Wage Works and EDENRED Commuter Benefits Solutions to administer the program with employers

. Employers may choose either company as their administrator based on the services each company offers

. No minimum number of employees are required to enroll in the program

. The employer pays the benefit administrator a nominal monthly fee for each enrolled employee

. There was no cost to JTA for implementing the program The Program

. Each month the employer deducts the cost of a JTA 31-day pass from the enrolled employee’s paycheck, pre-tax

. The fare is sent to the benefits partner who issues a transit debit card to the employee with $50 loaded on the card to buy and/or upload a JTA STAR card with a 31-day pass from a JTA TVM or Rosa Parks Transit Station

. JTA receives the $50 from the benefits company on the debit card to cover the cost of the 31-day pass

. Potential employers for the program: . City of Jacksonville . Hyatt Hotel . UF Health/Shands . Everbank The Benefits

Benefits for the Employees and Employer: . Employees save Federal Income taxes and FICA contributions on the $50 fare* . Employers save 7.65% in payroll taxes on each enrolled employee . The financial savings would incentivize employees to use transit to commute to work

*Individual savings vary depending on employee income and tax bracket

Benefits to JTA: . Promotes the tax savings employees and employers can realize by utilizing JTA transit . Generates higher ridership . Increases the number of “choice” riders due to tax benefits The Marketing Campaign

. Bus Shelter ads/Interior Cards

. Brochures

. News releases encouraging stories about program

. Newspaper ads

. JTA employee informational posters and wallet cards

. Digital billboards

. Making Moves TV show/website/social media

. TV commercials Marketing Timeline

• Install bus interior cards • Contact media for news stories and promotion • Install staff informational posters in Ops Bldg August • Post program info on JTA website 17 • Wallet cards distributed to bus operators

• Install 20 Shelter ads August • 80 TV commercials begin airing on WJXT-4 24 Marketing Phase 1

. Six Digital billboards displayed Tax Benefit Program ads

. 12 weeks of ads in the Jacksonville Business Journal began August 14th

. Making Moves story aired in the September program

. Program posted on JTA Facebook page

. Brochures were distributed at locations featuring JTA bus schedules Marketing Phase 1

MEDIA QUANTITY UNIT COST TOTAL COST Transit interior cards 250 $5 $1,250 Shelter ads 50 $30 $1,500 Brochures 5,000 $0.10 $500 Jacksonville Business Journal 12/3 months $1,205 $14,460 Internal posters/wallet cards 25/500 $75 Digital billboards 4 bulletins+1 bonus/3 mos. $9,00/4 wks. $27,000 Monitors n/a Making Moves 1 story + :30 sec ad/3 mos. n/a TV advertising Ch. 4 News /3 mos. $25,000 Staff time $4,000 Jones-Worley $25,000 Total $98,785 Billboard Brochure Brochure Brochure Newspaper Ads Newspaper Ads Bus Shelter Ads Employee Poster Wallet Card Wallet Card Fast Facts Video to Employers Video to Employees Marketing Results

≡ TV Spots ≡ 4,657,000 viewers ≡ Digital Billboards (4 rotating boards) ≡ 8,385,504 impressions ≡ Jacksonville Business Journal (1/4 page ad) ≡ 448,920 readers ≡ Bus Shelter Ads (20 panels) ≡ 18,602,922 impressions ≡ Interior Bus Ads (150 fleet) ≡ 4,872,000 impressions ≡ On Site Visits ≡ 4 corporations Outreach

. Personal meetings with employers to brief them on the program

. Presentations to local chapter of SHRM (Society for Human Resource Management)

. Meet with employees on JTA routes and services Questions