SHORT RANGE TRANSIT PLAN

CHAPTER 10 –

The success of any public transit program is dependent in large part on public acceptance and understanding of the services offered. A strong marketing and customer service strategy will assist the Local Transportation Authority in retaining existing public transit customers, attracting new customers and developing support for the new public transit incentives.

As a community resource since 1975, County Express’ marketing efforts have been modest. Therefore, this Marketing narrative presents the foundation of a strategic approach intended to enhance community mobility, broaden the County Express customer base, increase annual ridership, and realize the lowest reasonable public subsidy. To accomplish this, the Local Transportation Authority should allocate no less than four percent of its annual operating budget to marketing in the first year of this Plan, and 3.5 percent every year thereafter.

The strategies outlined herein are intended to support those service offerings in place at the time of the evaluation, as well as those service recommendations discussed herein. The proposed approach includes a mechanism for the effectiveness of impact.

Overview of Marketing Efforts Some of the current marketing materials appeared to be out-of-date. Concurrent with the development of this report, a redesign of the current County Express website was completed.

Print The principal transit marketing tool is the County Express service brochure. The brochure is presented in a double-sided, full-color, accordion-fold format with a finished size of 5.5 inches by 3.75 inches. Basic individual design elements include timetable, route map, fare details, and customer information. The brochure is updated when significant service modifications are made. The most recent changes were made in 2004 and again in 2006, with a print run of approximately 5,900 units for the latter. Brochures are available at county/city

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 131 SHORT RANGE TRANSIT PLAN

offices, major employers (including Granite Rock, Milgard, Hazel Hawkins, Ridgemark, and San Benito Foods), and educational facilities throughout San Benito County.

Broadcast As a service to the community, County Express has enjoyed complimentary radio spots, via KMPG 1520, for rider alerts, service changes, and special events.

Internet Prior to its redesign, County Express’s website content appeared to be both accurate and up-to-date. With the exception of its vibrant appearance, the site appeared to be functioning properly. While it is always possible to make enhancements to a site’s appearance, navigation, and content, none are more crucial than site accessibility.

Further, in the December 2006 onboard survey, nearly half of all respondents indicated no familiarity with the County Express website (www.SanBenitoCountyExpress.org). It is recommended the website should be included in all County Express marketing materials and that the site content be updated no less frequently than once a quarter. Further, interior vehicle advertisements can promote the website as the easiest way to retrieve the most current information about the service.

Events It is vital to its success that County Express be viewed as a good neighbor and benefit to its community. In the past year, the County Express has maintained a presence at many local events in San Benito County. Events included the San Benito County Fair, Hazel Hawkins Health Fair, Gavilan College registration, and Career Fair. At each of these events, a representative has been present to pass out transit brochures with information about Bike Week and Rideshare Week.

San Benito County is an area rich in community and has no shortage of events throughout the year. As a result, it is recommended that County Express expand

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 132 SHORT RANGE TRANSIT PLAN

its involvement to other events in the community. Further, to encourage and reward trial ridership, the of free-ride coupons is strongly encouraged.

Promotions In recent months, County Express has promoted fitness, environmental consciousness, safety, and cost-savings through its participation in the Council of San Benito County Governments’ Bike Week, Rideshare Week, and Senior Safe Mobility Week.

During the of Bike Week, the County Express distributed free-ride tickets to any persons riding their bike to a County Express bus stop. Posters displayed throughout Downtown Hollister as well as brochure distribution served to generate public awareness.

One of the events during Bike Week is the Commuter Bike Challenge where free lunches are offered to the employer with the most participants and a drawing for a $1,000 cash . Further, local news publications and radio stations were also utilized as outlets for the event. Both of these promotions had their own web home, where people could learn about or register for the events. County Express should become a more active participant in the event to generate more public awareness and support for the system.

At the San Benito County Fair, the Local Transportation Authority and the Council of Governments promote County Express services and Rideshare Week. Rideshare Week is an event that is promoted by the Council of Governments in partnership with the Association of Monterey Bay Area Governments. Like Bike Week, County Express should become a more active participant in the even to generate more public awareness and support for the system.

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 133 SHORT RANGE TRANSIT PLAN

Bus Stop Amenities Each bus stop functions as the “front door” to the County Express service. Signage informs new riders where to catch the bus and potential riders that transit service travels through the area. In addition, each sign creates an impression among non-riders, generating service and awareness.

Based on the December 2006 ride check, it appears some of the “established” bus stops throughout the County Express system were identified by “Intercounty” stop signage. Signage was not clearly identified as a part of the County Express Fixed Route system; as a result, it is recommended that the Local Transportation Authority coordinate all appropriate stops with identifiable bus stop amenities.

Further, all bus stops and shelters were equipped with an identification sign that included the County Express logo. While these signs are effective in function, many are defaced or deteriorating. Damaged signage needs to be repaired or replaced so that it may function properly.

Bus stop amenities such as pole-mounted schedules with service information (info posts) are available at many bus stops. However, current bus stop amenities are generic in design and provide contradictory information. Many signs feature only some of the routes that stop there, while others had signs for all routes that stop at that point. Those stops equipped with info posts were inconsistent with the according stop signage as noted above. For instance, some displayed the Intercounty signage, yet lacked an Intercounty timetable on the associated info post.

Bus stop amenities are a cost-effective means of raising general community awareness as well as providing a much-desired amenity to current customers. Given the availability of effective, easy-to-read printed service information materials, reworking these materials into an appropriate format for these bus stop information display units appears to be a feasible undertaking, whether through current staff or an outside consultant.

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 134 SHORT RANGE TRANSIT PLAN

Vehicles Each County Express vehicle was clearly identifiable from both a color scheme and marking or signage point of view. At the time of the December 2006 ride check, however, not all County Express vehicles had functioning headsigns. A headsign, located on the outside front of the vehicle above the windshield, displays the vehicles route or destination information. Some vehicles were equipped with headsigns that were either broken or in poor condition.

Brochure holders were not installed on any County Express vehicles. Some drivers were supplied with brochures that are distributed to passengers upon request. All vehicles should be equipped with brochure holders (placed behind the driver) which are fully stocked at all times.

Interior signs (i.e., car cards) were not present. This is a promotional channel that can be used for the marketing of transit services as well as local/community- based programs or services. This approach would work well for County Express, and the installation of interior signage is recommended for all vehicles. Doing so provides County Express with a captive audience.

Exterior vehicle advertising represents a desired balance between maintaining the visual integrity of the fleet while also providing some revenue generation element. At the time of evaluation, no vehicles display exterior advertising. Given community sensibility, as well as the relatively modest fleet size, maintaining visual integrity by opting not to include exterior advertising is an appropriate decision.

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 135 SHORT RANGE TRANSIT PLAN

Customer Service The following table summarizes the assessment of County Express’ pre-Short Range Transit Plan marketing materials and subsequent recommendations.

Exhibit 10-1 Marketing Assessment Marketing Positives Negatives Recommendations Element Service Convenient size. Compressed with Brochure redesign. Brochure Comprehensive information, system map. arranged in an illogical order.

On-board Exterior and interior Use of car cards; at Advertising adverting is not a minimum, post utilized. Minimal rider alerts on-board revenue vehicles. generation.

Website Easy-to- Vibrant Total overhaul understand site appearance, hard (launched January content and on the eyes. 2007). URL.

Phone Number Service phone Continue policy of number is inclusion within all included marketing materials. throughout printed materials.

Bus Stop Bus stop signs in Info posts and bus Update info posts to Amenities place at each stop signs are be route-specific stop. Info posts inconsistent. and apply County installed at many Express logo to bus stops. stops.

Brochure Available at No brochure Install brochure Availability County/City holders in place; holders on all offices, other brochures not vehicles and keep employment/ visibly available to them fully stocked at school sites. riders. all times.

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 136 SHORT RANGE TRANSIT PLAN

Comprehensive Quality public transportation provides enhanced mobility, independence, access, and choice for Americans. It strengthens communities by stimulating the economy, mitigating roadway congestion, creating jobs, and preserving the environment. One need not ride public transportation to benefit from it. Yet how do you communicate this to the community at-large? You do it through marketing.

Marketing plays a major role in the growth of a business, no matter what type of business it is. The only way to get more customers is to get the word out. But because marketing is a business tool that can work for or against you, it is important to do it right the first time. While it is easier to keep a customer than attract a new one, effective marketing can do both.

County Express is a service enterprise, and therefore requires a different approach than a product marketer. A service-intensive business must differentiate itself on the basis of its market understanding and customer service– its ability to understand what the customer wants, and how those wants and needs are changing.

The term "marketing" means different things to different people and is often the subject of much confusion. Many assume marketing is simply a more glamorous name for , though in reality they are quite different. Others take marketing to mean the advertising, public relations, communications, and general promotional activities of a company. Marketing incorporates these types of activities and much more. The Local Transportation Authority must strive to answer the following questions: • Does it really understand its key markets, their size and growth rate, and where they are headed over the longer term? Can it quantify and rank specific target markets, by customer segment, by geographic region, and by type of service? • Can it define those market areas that its current strengths allow it to best serve? Does it know what share of the

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 137 SHORT RANGE TRANSIT PLAN

transportation market it currently holds in each of the definable customer, geographic, and product markets? • Does it regularly and formally review its service offerings and extend, augment, or refashion them? Does it ask its customers what they think of its services, and how they can be improved? • Does it adequately anticipate changes in external economic, political, regulatory, and technological developments, or is it frequently caught by surprise?

The classic marketing principle is based on the four Ps of marketing: product, price, place, and promotion. • Product – The service County Express intends to provide to San Benito County. • Price – The amount County Express will charge for its service. • Place – The geographic service areas, key destinations, and eligibility requirements for providing service to the customer. Essentially, is service accessible? • Promotion – The strategies used to inform and persuade potential customers to try public transit service.

By fusing these components, the Local Transportation Authority will be able to guide its strategies more concisely and adjust its services accordingly. A large portion of marketing efforts should be in the best interest of the customer. By conducting the recent customer and community surveys, the Local Transportation Authority has gained important insight into its customers’ needs and wants, all of which has been used to develop this narrative.

Where does advertising fit into this? Generally speaking, advertising and marketing go hand-in-glove. There are various forms of advertising such as print media (newspaper, publications, flyers), broadcast (television and radio), outdoor media (billboards), online technology, and direct mail, just to name a few. Another form of advertising is

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 138 SHORT RANGE TRANSIT PLAN

word-of-mouth. This method is the most popular and least expensive way to advertise, although it certainly should not be the only channel. A strong advertising campaign can be a useful tool in generating ridership growth for County Express.

The following Plan is designed to meet the Local Transportation Authority goal for a cohesive and comprehensive strategic marketing plan. No matter how well a product is designed – or in this case, how excellent the service is – customers will not emerge unless awareness is generated in the marketplace. Each consumer wants to know how the product will affect his or her day-to-day life. Although the County Express service is not a tangible product, it does provide residents a means of enhancing their quality of life.

Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis The approach to developing a successful marketing plan for County Express includes a Strengths, Weaknesses, Opportunities, and Threats analysis. This analysis provides important insight into County Express’ respective strengths, weaknesses, opportunities, and threats. The following is an overview of the questions that must be addressed regarding County Express: Strengths • What competitive advantages does County Express possess? • What does County Express do particularly well? • What resources does County Express have access to? • What do others perceive as County Express’ core strengths? Weaknesses • How could County Express improve its offerings? • What operational or service areas most warrant improvement? Opportunities • What practical, near-term opportunities exist? • What important trends are present within San Benito County? Threats • What obstacles does County Express face? • What is the competition doing?

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 139 SHORT RANGE TRANSIT PLAN

• Is changing technology threatening County Express’ competitive position? Strengths County Express offers affordable independence to those who currently do not have access to a personal vehicle or opt to use public transit as their preferred transportation mode. This is especially true for the growing senior population as well as persons with disabilities. Another important positive is the ready availability of easy-to-understand information throughout the service area.

Weaknesses Weaknesses are based on demographic profiles of current County Express riders obtained through the December 2006 on-board surveys.

The service has failed to attract many “choice riders.” Based on the survey, between 13.2 – 22.8 percent of those persons surveyed in the on-board survey can be termed “choice riders.” While presenting a significant challenge, this relatively low percentage is not insurmountable. Specific strategies are discussed below.

Opportunities In recent months, County Express has made forward movement through its promotion of Bike Week and Rideshare Week. However, without a full-time staff dedicated to it, the Local Transportation Authority may not be able to develop thorough marketing for the County Express. Though the foundation exists, current efforts need to be expanded upon, and many avenues have been left unexplored.

Several opportunities exist to not only support annual ridership growth, but also to broaden County Express’ customer base while gathering public support for the service. Soaring housing costs in neighboring regions has made San Benito County a more affordable option. As a result, many persons commute from San Benito County back into the Bay Area for work each day. There continues to be

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 140 SHORT RANGE TRANSIT PLAN

an appreciable lack of service patronage amongst “choice riders.” This provides an important opportunity to promote County Express as a preferred transportation mode when commuting into the Bay Area, or transferring to connecting services. Choice riders also readily embrace feel-good aspects. Further, it is recommended the Local Transportation Authority give priority to the “local faces” element of the proposed advertising campaign. By placing a “face” on the County Express service, the broadening of the public transit customer base will be realized.

Threats Given the high incidence of vehicle ownership present throughout San Benito County, the primary threat to County Express is the inherent freedom offered by the car. With many new San Benito residents commuting to and from the Bay Area, the appeal of the personal vehicle is especially inherent. Though increasingly expensive to own and operate, the personal vehicle is the yardstick against which all competing transportation modes are measured.

Marketing Strategies A strategic marketing plan is fundamental to effectively promoting public transit within San Benito County. The County Express Marketing Plan and accompanying implementation strategy are intended to achieve the following goals and objectives. 1. Increase transit patronage among residents and visitors alike. 2. Increase transit’s market share of the region’s travel market. 3. Enhance the image of transit as a local and regional resource. 4. Mitigate the impact which increased development has had on region’s air quality. 5. Assist in the mitigation of local roadway congestion. 6. Enhance personal mobility.

To be successful, strategies must be focused. The development of effective marketing strategies require focus on (1) selected target markets, (2) selected target market needs as related to selected product or service offerings, and (3)

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 141 SHORT RANGE TRANSIT PLAN

the relative strengths of the County Express service. This strategy demands the use of a coordinated outreach effort.

A successful marketing plan begins with effective top-level strategies. The Marketing Strategy Pyramid places strategy at the top, supported by tactics in the middle, and programs at the base. The pyramid emphasizes the practical importance of building a solid marketing plan structure. Strategy, at the top of the pyramid, concentrates on market segments, market needs, and service offerings. Strategies must be complementary and congruent.

Strategies provide the focus for the development of specific tactics. Tactics expand the message and determine the media for the Plan's advertising, public relations, and promotional efforts. A mix of marketing tools will form the individual programs and campaigns. Strategic alignment matches strategies to tactics to specific programs or activities. Strategic alignment is simple: Bring marketing activities and spending into logical harmony with the strategic plan.

The Marketing Plan consists of five elements: 1. Strategies, 2. Tactics, 3. Campaigns, 4. Timeline, and 5. Budget.

Strong positioning and branding strategies are critical to the success of the County Express Marketing Plan. These strategies define the identity and role of public transit in San Benito County. County Express’ identity is reflected in all public information, advertising, and marketing collateral. Well-defined branding and positioning strategies provide a consistent and congruent look and feel to

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 142 SHORT RANGE TRANSIT PLAN

public pieces, thereby underscoring recognition of County Express throughout the service area.

Successful branding and positioning include an image development program. This effort is already evident in County Express operations, collateral materials, events, websites, advertising, and even the way the customer service telephone is answered.

• Branding Strategy A successful branding strategy clearly and creatively defines the image of public transportation within the community. The branding strategy communicates the image, identity, and personality of transit within the community. This strategy determines the emotional impact the brand has on customers, potential customers, stakeholders, and the public. It shapes the opinion and attitude the market will have of public transportation.

To develop the branding strategy, service features that reflect the attributes transit riders most value will be emphasized. The look and feel of the branding strategy is achieved by assigning qualities to the features, which translate into benefits by the target market: 1. Convenience, 2. Affordability, 3. Reliability, 4. Accessibility, and 5. Safety.

By meeting basic needs, both for the individual customer as well as the community at-large, positioning for County Express achieves an emotional connection with respect to the following values: 1. Security, 2. Independence, 3. Empowerment, 4. Fulfillment.

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 143 SHORT RANGE TRANSIT PLAN

This value system integrates well with the social-demographic and psychographic profiles present throughout San Benito County. Linking public transit to these values and supporting the benefits with features of the service provide the branding context.

County Express has an effective, recognizable logo or service identity already in place. Therefore, it is extremely important to use the brand identity/logo in a consistent manner. The logo is the core of the County Express branding and should always appear in the same design, as well as the same colors. The logo should be included on all marketing materials, including print media, vehicle branding, letterhead, or bus stop signage.

• Positioning Strategy To increase the significance of public transit in the minds of existing and prospective patrons, it must be linked to other issues people care about and support, (i.e., key personal values). Translating features into benefits and describing how such benefits address the target’s needs achieve the emotional connection.

In today’s society, mobility has evolved into a fundamental physiological need. Public transit ensures mobility. It provides access. By providing opportunity and choice, public transit is a way to meet social needs. Public transit's relative low cost translates to value for the consumer. Safety onboard and at the bus stops provides security.

The positioning strategy compares the service to competing travel modes. By focusing on the unique qualities of public transit, the positioning strategy establishes its benefits over competing travel modes, both to the rider and the community at-large. Still, benefits (i.e., what the service offers the user) must be supported by features.

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 144 SHORT RANGE TRANSIT PLAN

The automobile, particularly the single-occupant vehicle, is public transit's primary competitor. The recommended strategy positions public transit in contrast with the beloved member of the American household.

Research sponsored by the Federal Transit Administration and the Transit Development Cooperation reveals…

First and foremost, perceptions of public transportation are influenced by Americans’ attitudes toward the automobile. The private vehicle is, simply put, a staple of most American households.

The automobile is an indispensable and loved member of the American family.

A successful positioning strategy should not focus on the negatives of the competition. Rather, it should spotlight the positives of public transportation. Capitalizing on public transportation’s strengths will pave the way for development of a successful positioning strategy. A leveraged positioning strategy offers the following advantages: • Key audiences will be predisposed to view public transportation in high esteem in absolute terms and relative to the alternatives; • Area residents will become more likely to select public transit as a viable transportation option for themselves and others.

A marketing plan that incorporates similarities in an overall message and theme brings not only greater impact, but also efficiency and cost effectiveness. The positioning strategy for public transit in San Benito County will communicate the service as a good neighbor.

The lifestyle opportunities resulting from enhanced public transit is important for non-riders and riders alike. Ongoing behavior and value

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 145 SHORT RANGE TRANSIT PLAN

research reveals although non-riders may not see themselves as prospective transit customers, such transportation-advantaged persons remain committed to public transit as an important quality of life factor.

A tag line is a brief phrase or statement conveying the essential unique message about public transit. A good tag line is a natural fit with the branding and positioning strategies. It differentiates public transit from the competition, establishes an image, and reflects consistency throughout all marketing campaigns and programs.

Effective tag lines catch attention and thus are memorable. More importantly, they convey a message to public transit’s many audiences: riders, employees, stakeholders, and the community at- large. It’s more than just a catchy phrase; it’s a streamlined vision or mission statement encapsulated.

Each of the sponsoring partners will need to be comfortable with the tag line. Below are a number of possible branding-related tag lines that embody the branding and positioning strategies. However, during discussions additional ideas may emerge: 1. San Benito County’s mobility solution. 2. Connecting you to (insert destination) just got easier. 3. Where will it take you? 4. Keeping San Benito County moving. 5. Connecting the community. 6. How will you ride it? 7. Wherever life takes you. 8. Going your way. 9. We’ll get you there. 10. Less expense. Less stress. Less is more. 11. What can San Benito County Express do for you? 12. Here to help 13. Serving you.

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 146 SHORT RANGE TRANSIT PLAN

Outreach Strategy In coordination with the marketing strategies (branding and positioning), several specific goal-related strategies have been delineated: 1. Extend the presence and visibility of public transit throughout the community. 2. Expand promotional channels for providing information to potential riders, stakeholders, and non-riders. 3. Customize promotions and offerings to address the values and needs of specific demographic segments within urbanized San Benito County.

• Extend Community Involvement The positioning and branding strategies emphasize the importance and value of public transit within the community. A regular and consistent presence in the community will strengthen the connection of the County Express service to the San Benito community through association.

The recommended association should be with organizations and activities having a strong identity and placement within the individual communities. While many of the envisioned activities should be on a local (or service-specific) basis, it will be important to coordinate and align local and regional activity to the greatest extent possible.

As discussed within the branding and positioning strategies, the most important aspect of community involvement should be to provide substance to the attributes and benefits of public transit as a good neighbor. This is accomplished by participating in activities and associating with organizations that reflect community values, exhibit the area’s image, and can be connective with the positive benefits of public transit: freedom, fulfillment, and independence.

Association is a classical marketing technique to assign a particular attribute to a product or service. By partnering with organizations and

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 147 SHORT RANGE TRANSIT PLAN

events that project an image of public transit’s positive benefits to the community at-large, the same qualities would become associated with County Express.

As noted earlier in this chapter, County Express has participated in several noteworthy events. Continual and additional community involvement may include the following activities: 1. Participation in community events and fairs. 2. Speaking at community clubs and associations. 3. Affinity marketing with other community-based services/ programs. 4. Distribution of free ride vouchers at each community activity.

• Customize Promotions Faced with limited marketing funds, most transit agencies use demographics, psychographics, and geography to segment populations with the greatest propensity to use the service. Well- managed target marketing can increase the Return on Investment (ROI) on marketing dollars. Within the transit arena, ROI has been historically measured by increasing ridership numbers. Target markets should be reviewed periodically through biannual activities.

An effective targeted marketing program focuses on the specific benefits that may be of value to the particular market segment targeted as part of the campaign or promotion. Each campaign and promotion will identify a specific target market. Selection of media and message would be customized to the demographic and lifestyle profile of the market segment. Specific market segments for transit services include the following: 1. Non-riders: Here, primary interest will be in the overall value public transit offers the community and in some cases, availability of travel options for themselves. Values

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 148 SHORT RANGE TRANSIT PLAN

such as pride in their community and providing fulfillment opportunities for themselves and others can generate support. Transit market research has shown by simply increasing the awareness and familiarity of individuals in this segment, their support and approval of public transportation increases. 2. Choice riders: In today’s automobile-dominated culture, choice riders are perhaps the most difficult segment to motivate. American Public Transit Association-sponsored research reveals the larger the commute trip (or the cost associated with the trip), the higher the probability a person will consider public transportation as a means of commuting. Reliability and flexibility are the most important attributes for this segment. However, the key motivator is employer support through a subsidy or other motivating initiatives emphasizing the importance of employer outreach. 3. Non-direct markets, such as business and social service agencies: Employers and social service providers offer channels for reaching both workers and other targeted market segments. The key message in communicating with businesses is to promote the value of transit in dollars and cents. Benefits must be greater than cost. Promoting the realization of benefits (i.e., tax savings, worker retention) with minimal administrative or direct costs has proven generally appealing to this segment. Specifics are more credible than generalities. 4. Seniors: As people age, their ability to drive often becomes impaired and their need for reliable transportation alternatives increases. Transportation needs center around safe and convenient conveyance. Communication with this market segment is most effectively achieved through respected community leaders and targeted direct mail. The key to success is instilling a high level of

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 149 SHORT RANGE TRANSIT PLAN

confidence in the safety and reliability in the transit service. Safety and independence can be motivating benefits. 5. Youth who have yet to reach driving age: This segment is another target market for potential customers. Most youth do not have an independent means of transportation and therefore must rely on family or friends for travel. Special youth fares and promotions have the capability to attract this segment. Independence and freedom are motivating benefits. Although safety is not usually a major consideration for this segment, it is a primary concern of parents and caregivers, who would most likely fund their dependent’s travel. 6. Persons in the lowest income quadrant: This demographic segment historically has been the primary target market for public transportation. Many within this segment are fully or partially transit-dependent. Unfortunately, a large portion of this segment is disenfranchised from the mainstream. As a result, this segment is often difficult to reach through traditional media and public outreach activities. Appealing to the demographic market requires stressing value and low cost, while also emphasizing how these features translate to pride and empowerment.

Tactical Plan Tactics and programs make up the practical implementation of the County Express marketing strategy. Tactics are the message (what you say), media (how you deliver the message to the customer), and the look & feel (mood, tone, and image). Programs consist of campaigns developed using your current County Express marketing strategies and complementary tactics.

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 150 SHORT RANGE TRANSIT PLAN

The Tactical Plan comprises four tactical areas: 1. Marketing materials, 2. Advertising, 3. Public relations, and 4. Channel marketing.

Marketing Materials This toolkit outlines the proposed approach for the design and production of marketing and informational materials such as maps and schedules, media kits, and other explanatory materials.

A portfolio piece would be ideal. This is a folder or dossier allowing marketing materials to be customized for presentation to a particular customer through the insertion of materials targeted to individual needs. For example, a portfolio to be distributed to seniors would have materials promoting enhanced mobility, safety, and reliability as they relate to County Express. It wound not include other materials geared toward youth or choice riders. Doing so would allow for a single resource kit that could be employed in coordinated marketing initiatives. A phased approach would be used with the design standards developed for new pieces and incorporated into revised pieces as appropriate.

All elements would be coordinated to present a professional and unified look to the dossier. The most economical approach to this is a common size paper for County Express system-route maps and schedules. The schedules could then be used to provide local schedule information and in a unified portfolio.

The individual components of the kit, including schedules, could be designed and reprinted using a phased-in approach once the basic design is adopted. Other components of the resource kit could include the following:

1. A folder or portfolio that is specially die-cut to display schedules and other reference materials as required. Another alternative is a loose-leaf notebook with die-cut pockets for

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 151 SHORT RANGE TRANSIT PLAN

individual schedules. The goal of this piece would be to provide a single reference piece for a client. 2. A decision-tree matrix would direct the reader to the “right” transit service for a particular trip or provide an explanation on how to book a transit trip. The primary purpose of this piece would be to assist social service clients in determining the correct or best service to use in a given situation. 3. Aimed at employers, an Employer Incentives Overview would identify both hard incentives (e.g., tax benefits) and soft incentives (e.g., wider recruitment area and reduced turn-over) for subsidizing employee use of transit. 4. The County Express system map would emphasize coverage, destinations, and connections. 5. A Guaranteed Ride Home program provides no-cost emergency transportation to those who utilize public transit. This program ensures that public transit customers do not get stranded if, for example, their carpool driver has to leave work early or they themselves have to return home suddenly at a time when their regular bus is not available. Information on how the program works and how to register for the service would be included. 6. A Media Release Layout Template is to be used for media releases, both to local press and industry press; and 7. Posters for Employer and Agency posting (two per year). Most of the individual pieces currently exist in one form or another. The success of this effort would depend on reformatting the individual mismatched pieces produced by various agencies into a unified format and a consistent look & feel that is representative of the positioning and branding strategies for the coordinated transit marketing plan.

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 152 SHORT RANGE TRANSIT PLAN

Advertising This section presents the recommendations for the design, production, and distribution of direct mail advertising pieces, newspaper and other print advertisements, radio and other broadcast media, and other media determined to be appropriate for marketing public transit in San Benito County. The Advertising Plan has two components: message and media.

• Message Crafting an effective message is critical to the success of a marketing program. The message consists of both the written copy and the visual images. The impact of a creative message is often quantified by a multiple of the frequency, the number of times a marketing message reaches a target market in a given time frame. To achieve optimal impact, the message delivered must adhere to the following: 1. The message needs to be consistent throughout all County Express marketing materials. Having well developed marketing strategies helps maintain a consistent message. Developing a tag line or slogan is an effective mechanism for achieving this result. 2. The message should focus on the benefits of the overall branding and positioning strategy. Public transportation is a good neighbor. It enhances life in the community offering the following benefits: • Safety, • Freedom, • Personal achievement, • Pride, • Empowerment, and • Independence.

The qualities of the brand personality should reflect the following attributes: • Friendly, • Approachable,

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 153 SHORT RANGE TRANSIT PLAN

• Trustworthy, • Community-conscious, and • Affordable. 3. Features will support the benefits. The findings of both the rider and community surveys provide supportive evidence for the benefits embedded in the marketing message. Marketing pieces must be frank, direct, and credible. 4. The marketing message must be unpredictable. Predictable advertising is boring and will not get the attention of the target markets. Curiosity and news can stimulate the potential customer to learn more. However, creativity that is not channeled to deliver the message may be entertaining; yet, will not increase ridership or public support. 5. The message must always be stated positively. A marketing message that speaks to fear or discomfort invokes negative images and emotions, which may, in turn, become linked with County Express.

• Media Media selection is how the message is delivered to the target market. The media mix is the combination of media to be used in the marketing program. Industry research reveals that in today’s increasingly complex media world, the choice of media can have a major impact on how an audience receives and responds to a message. It is the consumer who controls where, when, and under what circumstances he or she pays attention to advertising. The strengths of each individual medium must be considered relative to its ability to reach the target audience with the desired impact.

The qualities inherent to a type of media can be used to good advantage for the message. The primary tactical objectives of this plan are⎯

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 154 SHORT RANGE TRANSIT PLAN

1. Increase awareness among the general public and specifically within market segments exhibiting the highest propensity to use public transit; 2. Influence potential customers to try transit and non-riders to have a more positive opinion of the County Express service. 3. Provide information potential customers require in sampling public transit.

The optimal vehicles for delivering this type of message within San Benito County are print, broadcast, direct mail, and the Internet. The selected media will support the advertising campaigns and, to a limited degree, a number of the promotional campaigns.

Consistency and repetition are two key components for increasing awareness. These components are also required to ensure the information is available to potential riders at times when those potential riders are receptive to accepting the information.

○ Print Within the realm of available print media, recommended publications include: • Hollister Free Lance • The Pinnacle • San Jose Mercury News

According to the community and on-board surveys, many respondents (27.5 percent) indicated a preference for The Hollister Free Lance. Hollister Free Lance is a publication produced Tuesday and Friday. Average circulation varies from 3,400 to 3,600.

The Pinnacle is a free publication for the Hollister and San Juan Bautista areas. It is published weekly and retains a

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 155 SHORT RANGE TRANSIT PLAN

circulation of approximately 54,500; it was listed as the preferred publication by 12.7 percent of survey respondents. Both publications are locally-focused and include article topics such as news, business, sports, entertainment, and classifieds. Although not truly local, the San Jose Mercury News was preferred by 9 percent of those surveyed. The daily covers the nation’s fifth largest market, and thus possesses a wide demographic reach in the area.

Smaller print buys (or preferably barters) for targeted promotions in special interest publications are also recommended: • The Bridge/El Puente • Downtown Digest • The Chamber News

The Bridge/El Puente is San Benito County’s only bilingual newspaper. The bi-monthly publication is extremely community-oriented, with a community spotlight section suitable for local advertisements. The Bridge enjoys a circulation of approximately 6,000. Another local print media outlet is Downtown Digest – the Hollister Downtown Association publication distributed to new residents, business, and visitors throughout the year. The publication has a wide distribution and is produced monthly. Due to its frequency, it is a valuable publication for County Express’s marketing efforts. Because the Downtown Hollister area is the center of commerce for the entire county, this publication effectively targets many markets of interest to the County Express. The Chamber News is a monthly newsletter produced by the San Benito County Chamber of Commerce. The publication showcases local members

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 156 SHORT RANGE TRANSIT PLAN

and businesses, as well as provides sponsorship and advertising opportunities.

○ Broadcast Radio provides an excellent opportunity to reach specific market segments in a relatively cost-effective manner. Morning and evening “drive times” are ideal for reaching choice riders and youth, as they get ready and travel to work or school. Spanish-language stations provide a direct avenue to the Hispanic market segment.

Based on audience/market data, the recommended radio outlets within San Benito County are: • KGO 810 – News/Talk • KSQL 99.1 - Spanish, Santa Cruz • KDON 102.5 – Top 40 hits, Salinas • KBAY 94.5 – Soft Rock, Gilroy • KMPG 1520 – Radio Bonita, Spanish

Traffic sponsorships are an effective way to convey the same message numerous times to the target audience, typically in a more cost-effective manner than straight advertisements. Because each of the stations listed above cater to a different audience, they can be used in conjunction to promote an event or new service, and can successfully be used individually to target each group.

Although not technically a broadcast medium, cinema/theater typically falls into this category because of its method of production and delivery. Pre-movie advertisements provide an excellent means of reaching a “captive” audience comprised of a broad cross-section of target markets per exposure at a relatively low cost. As moviegoers arrive early to secure the best seat, the

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 157 SHORT RANGE TRANSIT PLAN

message will often reach choice riders, youth, and seniors at the same time. There are limited theaters in the County Express service area that offer this promotional opportunity, however, nearly Gilroy is home to the Caltrain station, as well as the Platinum and Gilroy Theatres. Smaller local theaters include the Granada Theatre and Premiere Cinemas, both of which are located in Hollister.

Television offers limited advertising opportunities on a modest budget. Slides on public information channels are inexpensive, yet often have minimal impact. Investing in commercial production and placement can be expensive, and the content typically loses its “freshness” rather quickly.

○ Internet A complete revamp of the County Express’ website was recommended to provide the amount of information and level of service today’s technologically savvy consumer demand, while enhancing its visual appeal. On January 1, 2007, the newly designed County Express website was launched. The website is accessible in both English and Spanish. System maps for both the Fixed Route and Intercounty Routes are available and printable by .pdf files. General information including services, fares, operating hours, and connecting services is expanded to also include rider and bikes on bus tips and information. Viewers are able to access County Express news, including press releases and rider alerts.

○ Public Service Announcements Most media outlets will allow non-profit organizations to publicize their efforts by airing or printing public service announcements. County Express can use public service

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 158 SHORT RANGE TRANSIT PLAN

announcements created for print (newspaper and magazines), television, and radio. Radio stations are the outlets most likely to use public service announcements; with television, magazines, and newspapers following. Other written or orally communicated public service announcements that have been used successfully to get a message across include grocery bags, company elevators, and billboards along highways and in public transit terminals. In addition, local public channels offer another public service announcement opportunity.

It is important that the public service announcements structure a message that will spotlight the benefit of public transportation to the community and its citizens rather than an obvious advertisement to increase ridership. Unfortunately, public transportation will be competing against hundreds of other groups and worthy causes.

Because public service announcements can become stale and not used, a quarterly cycle for updating the public service announcements for the media is included in this plan.

○ Other Media Direct mail, bus stop information displays, utility bill inserts, and point of purchase signage would provide targeted marketing for route-specific or market-specific campaigns, while outdoor advertising, including billboards, banners, and transit vehicle advertising, could be employed when appropriate and cost-effective to increase awareness.

As mentioned earlier, San Benito County has experienced notable population growth over the past ten years. Many California residents are seeking to escape the high costs of

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 159 SHORT RANGE TRANSIT PLAN

living in the Bay Area by commuting to the Bay Area and relocating to San Benito County.

County Express is a community asset, and new residents in particular will need to be informed about the variety of public transportation services. The distribution of a “welcome packet” – consisting of information regarding County Express services – to real estate personnel or relocation agents will assist in this increased transit awareness.

The placement of County Express service advertisements on County Express vehicles provides awareness of the accessible service. By highlighting the convenience and reduction in stress and costs associated with driving, single-occupant vehicle-dependant commuters may be encouraged to try public transit, potentially resulting in a decrease in auto travel. Transit advertising includes interior as well as exterior vehicle opportunities. Interior advertisements include car cards with transit facts and information on new services. It is recommended there always be route/service specific cards in place on all vehicles.

Exterior advertisements will serve to underscore basic contact information such as website and phone number. Each vehicle’s rear panel is a revenue-generating place to promote County Express services, new routes, and upcoming events that County Express will be holding or participating in.

Phone directory listings are an integral element of the media plan with yellow page, white page, and

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 160 SHORT RANGE TRANSIT PLAN

government/community page listings published throughout the County Express service area.

The San Benito County Express is currently listed in two local directories: South Valley Phone Directory and Hollister-San Juan Bautista Telephone Directory. In both directories, County Express is listed under “bus lines” and “transit lines.” In the white pages portion of both directories, the County Express is also listed under “San Benito County Dial-A-Ride,” “San Benito County Rideshare,” “San Benito County Office of Education Transportation,” and “County Express.” Continuation of this effort is recommended through maintaining the current listings, as well as through placing listings in the government and senior services sections.

Google Transit Trip Planner Following completion of 2007’s Short Range Transit Plan, San Benito County Express will be incorporated into the Google Transit network. Google Transit Trip Planner enables transit customers to enter the specifics of their trip – where they are starting (by specific street address), where they would like to go, and what time of day they would like to depart and/or arrive. The site uses the provided information and available transit routes to plot the most efficient directions.

With Google Transit Trip Planner, commuters, visitors, and residents will easily access public transit schedules, routes, and trips using local public transportation options. Google Transit is equipped with an interface that combines the best of Google Maps with the best of

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 161 SHORT RANGE TRANSIT PLAN

current transit trip planners. It informs customers where to walk and how long it will take to do so, what route to take and when, plots it on the map (both walking and riding, with flags to differentiate), and compares the cost of the trip to the cost of driving.

The system finds the best routes based on the information entered for each trip. If there are a limited number of transit options for a specific route, similar routes with different departure times will be provided instead. When more transit options are available for a trip, the list of departures may include different methods of getting to that specified destination.

Google is a name known by virtually everyone. Partnering with such a high- profile organization serves to increase County Express’ role in the community, as well as the public transportation industry. Google’s Trip Planner is a free service offered to the transit community. Nationwide, there are currently less than 10 transit systems incorporated into the Google network, none of which are in Central California. The goal: to provide detailed instructions on traveling coast- to-coast via the Google network. By doing so, County Express will establish itself among the forefront of technology-enhanced transit systems.

Allowing users to quickly and easily enter location-to-location information and receive accurate results with the use of state-of-the-art satellite imagery technology will also improve customer service. Google Transit addresses the needs of the community as well as established riders and Local Transportation Authority employees.

Public Relations The Public Relations Plan develops the message as delineated in the advertising plan and incorporates the plan's branding and positioning strategies as well as other general marketing strategies. Public relations tools include non-paid media communication, promotions, and community outreach.

Public relations objectives are designed to affect specific incremental behavior over a short period of time, with tactics designed to accomplish the following:

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 162 SHORT RANGE TRANSIT PLAN

1. Induce incremental customer behavior; 2. Focus on singular goal; 3. Be measurable and quantifiable; 4. Relate to a specific period of time; 5. Provide geographic focus; 6. Maintain budget constraints or profit parameters; 7. Focus on affecting one of the following target market behaviors: • Retaining current riders, • Increasing usage by current riders and potential riders, or • Obtain repeat usage after initial trial. Media Releases and Feature Articles A major aspect in generating is attracting attention and interest of journalists and news people so that the story is communicated to the public. Spotlighting County Express’s general operational practices or coverage of specific campaigns within industry publications ensures positive attention by the transit community, possibly leading to proposed increases in funding through the support of elected officials.

Current efforts distribute media releases to limited community contacts. To increase public support, it is recommended that the Local Transportation Authority widely distribute to not only media contacts, but community and political contacts as well.

To obtain publicity, each story must have an angle of interest (the hook) for the reader. As a public service enterprise, County Express has the ability to attract the interest of community publications more readily than private corporations. Types of potential articles or news stories include: • Straight media release announcing newsworthy event. • Feature story exploring a subject of interest to the public. • Human interest stories demonstrating how the qualities of public transportation enhance the quality of life on a personal level. • “Concept” article describing the basic premise of public transit.

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 163 SHORT RANGE TRANSIT PLAN

• Opinion pieces providing commentary on public transit service and its impact and affect on the community.

The proposed plan includes monthly media releases disseminated to all media outlets within San Benito County, as well as industry, local business, political, and community specific publications, where appropriate. This plan includes a minimum of two feature length articles suitable for industry press with accompanying news releases to the local media.

Community Outreach Positioning the County Express program/service within the community is a critical component of the consultant’s marketing strategy. The community outreach activities include four major components: 1. Promotions, 2. Events, 3. Social service outreach, and 4. Sponsorship.

• Campaigns Two campaigns will be integrated into the overall marketing plan. The campaigns have been developed to complement other marketing opportunities.

○ Try Transit Week Objective: Expand upon current Rideshare Week efforts; take a more transit-specific approach than in the past to encourage trial ridership among the general public and potential riders. Awareness; improve perception of transit. Description: Coordinate with Try Transit Week sponsors and the Rideshare Week; contest with existing riders to select the Exceptional Bus Driver (short essay contest)

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 164 SHORT RANGE TRANSIT PLAN

Bus Driver of the Year (both driver and rider would win prize); public vote for best essay with sweepstakes winner selected; coupon to Try Public Transportation during week. Media: Newspaper buy and web sites, media releases, outdoor, special public service announcements, direct mail. Evaluation: Counts to determine number of redeemed coupons; telephone follow-up of sweepstakes entries to assess awareness.

○ San Benito County Clean Air Month Objective: Coordinate with current San Benito County Bike Week in May and Bike to Work Day. Awareness of bike racks on buses; encourage trial-use of a bicycle to complete trip on public transportation. Generate more community involvement and awareness than previous efforts. Description: Encourage the combined use of County Express and bicycling by playing an active role in the events. Emphasize health, exercise, and environment. Distribute free-ride coupons for the events at clinics, shops, and parks. Promote Bikes on Buses. Media: Promotional flyers at bike shops, gyms, parks. Use print/newspaper buys; media release (earned media). Include information in Employer Resource Kits with passes for employees; telephone registered employers when alerts are issued; coordinate with City and County; media releases. Offer incentives to promote alternative transportation choices, such as free rides for senior citizens, or free rides for those carrying bicycles, or helmets.

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 165 SHORT RANGE TRANSIT PLAN

Evaluation: Special counts by drivers to determine number of trials from coupons and total number of bicycles.

• Promotions A number of promotional offerings are included as part of this plan, including displays, coupons, promotional fares, contests, and gift offers. Five promotions are presented for implementation during the first year of the plan. The success and impact of each promotion would be evaluated for possible inclusion in subsequent years.

○ Holiday Shopper Shuttle Objective: To encourage trial use of public transportation for shopping, errands, and recreational purposes among choice and semi-transit dependent riders. Description: Tie-in with Gilroy Outlets, Northridge Mall, or other local shopping centers. Holiday Shopper Shuttle extends its operating hours to assist shopping. Emphasize the easy way to do your holiday shopping during the busiest shopping days of the year. Other promotional offers could be explored, such as a free drink with the purchase of meal when patron shows a valid bus ticket for that day. Promotion: Flyers and point-of-purchase advertising at Mall and various establishments. Transit posters at the Mall and other major shopping areas. Use newspaper media buy; spot radio media release. Evaluation: Special counts by drivers to determine number of trials.

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 166 SHORT RANGE TRANSIT PLAN

Hollister Beautification Objective: To promote environmental consciousness and County Express service by showcasing it as a benefit to the community and the environment. Description: Coordination and participation with the Downtown Spring and Fall Clean-Ups. Promotion: On-board advertising, print and radio ad campaign. Media release. Evaluation: Special counts by drivers to determine number of trials; attendance at event. ○ Transit Raffle Objective: To increase ridership, encourage repeat rides, and gain trial ridership throughout the community. Description: Distribution of raffle tickets to each rider as they board. Get local businesses involved with local transit by soliciting local businesses to participate by donating prizes for weekly raffle drawing. Promotion: On-board advertising, print and radio ad campaign. Point-of-purchase flyers. Mall advertisements. Media release. Include descriptions of possible prizes and faces/testimonials of past winners. Listings in Chamber of Commerce and Hollister Downtown Association calendars. Evaluation: Special counts by raffle facilitators to count the number of entries.

○ Lucky Log-On Day Objective: To increase awareness and community involvement of the system.

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 167 SHORT RANGE TRANSIT PLAN

Description: Once a month, a free ride voucher will be placed on the County Express website. Day of the month would be chosen at random and would vary each from month to month. On that day, a printable voucher would be placed. Encourages consistent patronage of the website. Promotion: On-board, . Evaluation: Counts by webmaster to determine the number of website hits. ○ ○ Bus Buddy Day Objective: Increase trial ridership. Description: Tie in with national Friend Day every August 5th. Every paying rider can bring a buddy to ride for free. Promotion: Promote County Express as a social experience and way to meet new people. Onboard advertisements, listings in area calendars (Chamber of Commerce, Hollister Downtown Association), local radio spot, Downtown posters. Evaluation: Free-ride counts to determine how many riders participated.

• Events Through a coordinated approach between the County, its partners, and the operations contractor, County Express would establish a presence at a variety of community events throughout the year, either

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 168 SHORT RANGE TRANSIT PLAN

with a transit information booth, vehicle demo, or providing shuttle service. Additional recurring events include: • Downtown Concert Series • Annual Street Festival and Sidewalk Sale • Path of the Padres Hikes • Mission 10-mile and 5K Run • Bluegrass Festival • Veteran’s Day Parade • Lights On Celebration • Gilroy Garlic Festival • YMCA, 8th Annual Charity Golf Tournament • Food, Wine, and Golf Classic at Ridgemark • Social Service Outreach Quarterly mailings would supplement telephone and personal visits to agencies serving San Benito County. Inclusion in the organizations’ newsletters and mailing will increase County Express’ presence in the community and specifically among the particular groups. Constructing a program where the organization or group is able to purchase discounted passes in order to either sell or give away to their members provides an excellent means of not only increasing awareness, while also increasing ridership as well as farebox revenue. Agencies include the American Red Cross, Go Kids Inc., Hollister Youth Alliance, Health Foundation, Salvation Army, and Veteran’s Services.

○ Speaker’s Bureau For many organizations, a speech can have more impact and generate more immediate influence than a paid advertising campaign. Speakers are perceived as the expert. If the talk is interesting, the speaker immediately establishes credibility with the audience. A captivating speech positions public transit within hand-shaking distance of your audience.

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 169 SHORT RANGE TRANSIT PLAN

The approach includes the creation or enhancement of a speaker’s bureau. Presentation opportunities will be identified that hold the greatest Return on Investment. A supporting Microsoft© PowerPoint presentation would be created. A presentation outline would be developed. However, presenters would be encouraged to communicate the material in their own words.

• Community Sponsorship Sponsorship of a youth or recreational league in the community would provide County Express with an additional connection to community events. By providing uniforms or T-shirts to team members with the team name and County Express logo, County Express could increase its presence at community events. Sponsorship eligibility should be restricted to non- professional teams. In order to choose which team is to receive sponsorship, a creative, attention-getting, and of course, newsworthy, application process can be implemented so as to “level the playing field.”

Channel Marketing Employer and Business Outreach Under TEA-21, employers may provide transportation benefits in addition to compensation paid to their workers (employer-paid) or in lieu of their existing compensation (employee-paid). The non-taxable benefit may be up to $100 per month for taxable years after December 31, 2001, and may increase with reauthorization.

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 170 SHORT RANGE TRANSIT PLAN

Companies with greater than 250 employees are asked to maintain a rideshare program and designate an Employee Transportation Coordinator (ETC) responsible for ensuring the firm’s compliance. Unfortunately, in many instances, the ETC role is an add-on function and does not command a priority.

In addition, the coordinator may not be in a position to implement employee transit incentives. However, frequent outreach combined with frequent and complete information about current transportation alternatives, often results in an empowering of the ETC network as an external sales force.

The key message in communicating with businesses is to promote the benefit of transit in dollars and cents. Value must be greater than cost. Promoting the realization of benefits (i.e., tax savings, worker retention, and recruitment) with minimal administrative or direct costs is generally appealing to this segment. Specifics are more credible than generalities.

The underlying goal of any work-trip marketing is to ensure current and user- friendly information is readily available, and that top of mind presence is maintained within the market segment.

The plan includes establishing and maintaining relationships with the individual ETCs as well as employer networks. The plan would continue to nurture any established programs, combined with additional incentives and promotional pieces to stimulate more interest in transit as a transportation option. Posters and paycheck inserts would be provided to promote public transportation in this sector. It is also important to promote the benefits of public transportation to decision-makers within each company.

Education Outreach

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 171 SHORT RANGE TRANSIT PLAN

Students and staff traveling to educational facilities within or adjacent to the service area present another important market segment. To reach major employers and schools, using existing employer transportation networks supplemented through semi-annual direct mailing to other business lists will enhance awareness and familiarity. While direct mail is the most cost-effective method to maintain top-of- mind awareness, personal contact has proven to be the longest lasting. The addition of “Tripper” programs that run along existing routes and provide additional capacity during the morning and afternoon peak travel periods (in conjunction with school dismissal hours) has proven to be quite successful. This program should be partnered with a “back to school” campaign and can be done directly through the schools via an insert in the “back to school” pack.

Marketing Budget and Timeline The Marketing Timeline in Exhibit 10-2 provides three marketing budget scenarios. The recommended minimum marketing budget for Local Transportation Authority is $40,000 (Aqua). There are also a mid-level marketing budget of $55,000 (Light Green) and a higher level of marketing of $70,000 (Light Blue). The items highlighted in the Light Green and Light Blue are activities that are done in conjunction with the items in Aqua. For example if the marketing budget is $55,000, the events in Aqua and Light Green would be used to compile the marketing strategy.

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 172 SHORT RANGE TRANSIT PLAN

Exhibit 10-2 Marketing Timeline

SAN BENITO LOCAL TRANSPORTATION AUTHORITY PAGE 173