Washington Metropolitan Area Transit Authority
Silver Line Marketing & Communications Plan
Customer Service and Operations Committee September 12, 2013 Anticipated Usage of the Silver Line
COMMUTING TO WORK
“I think of less stress and more time “I think of all the jobs at with my family because I would use Dulles that they advertise it to commute instead of driving and that will now be easy to sitting in all that traffic.” (MD Rider) get to.” (MD Rider)
NEW LEISURE & ENTERTAINMENT
“I think of the biggest mall in the DULLES AIRPORT area [Tysons and the variety of stores and restaurants there.” (DC Rider) “I feel the Silver Line will ease congestion to Dulles and from “It offers people a chance to get there you can travel out of the city on weekend around the world.” outings, especially young people (MD Rider) and whole families.” (DC Rider) Messages
1
Leave traffic behind
2
Convenient
3
Affordable Strategy
Pre-ORD ORD Post-ORD
• Awareness • Learning • Now Building Arriving Pre-ORD: Tactics
July-Aug Sept
• Trademark SV • Microsite: silverlinemetro.com • Stakeholder Coordination Meetings • New Map Released
• School Outreach • How to Ride Guide Development • PD/OEM Drills silverlinemetro.com
Page 13 of 90 First year projected ridership per day
Station First year ridership per day McLean 7,600 Tysons Corner 10,400 Greensboro 6,600 Spring Hill 8,000 Wiehle-Reston East 16,400 McLean Station – July 2013
Newly landscaped pedestrian pavilion for the McLean Station at the corner of Route 123 and Colshire Drive. Photo courtesy Chuck Samuelson, DCMP Tysons Corner Station – July 2013
The barrel canopy is complete; curtain wall and wire mesh infill are under construction. Photo courtesy Stephen Barna, DCMP Greensboro Station – July 2013
Mezzanine level finishes. Station manager kiosk installation has begun. Photo courtesy Stephen Barna, DCMP Spring Hill Station – July 2013
Eastbound Leesburg Pike streetscape installation at Spring Hill Station. Photo courtesy Stephen Barna, DCMP Wiehle-Reston East Station – July 2013
Platform level finishes and signage Photo courtesy David Claypool, Kalorama Rail Service Plan
Peak Mid-Day Line From To Headway Head way
Silver Wiehle Ave Largo 6 min 12 min Orange Vienna New Carrollton 6 min 12 min
Blue Franconia - Largo 12 min 12 min Springfield Green Greenbelt Branch Ave 6 min 12 min Yellow A Huntington Mount Vernon 6 min n/a Yellow B Huntington Ft. Totten n/a 12 min Yellow + Franconia- Greenbelt 12 min. n/a Springfield Red Shady Grove Glenmont 3-6 min 6-12 min ORD: Tactics
Commemorative SmarTrip card • Advertising
• Connector bus
• Employee education
• Merchandise for sale Post-ORD: Tactics
• Online chats with GM • Festivals and Community Events • Videos: Behind the scenes, feature destinations • Civic and Business groups
• Value-add discounts from local • In-system ads begin: rail cars, businesses station posters, dioramas and floor graphics • Exhibit/display at Tysons Corner • Direct mail
• Launch E-newsletter • Sneak preview station tour
• Social media contest for Inaugural rides Updated Map
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