Introduction of New Service Introduction of New Service 77

he introduction of new service is a time for celebration at a transit agency, both internally and, if the change is large enough, publicly. The agency is growing and improving to meet new customer demands and is seen as responding to the city's development. The agency is evolving with its market. There are several ways to promote new services and many purposes that can be served. A strong promotion can get a new route or service off to a vigorous start. Local businesses that are positively affected by the new service are often willing to cooperate in promoting the service. Promotions can also reward current riders and attract new ones.

Free Fun-Filled Fridays (F-1) Metro

Number of Vehicles: operations. Local primarily through flyers agency staff rode the 379 merchants sponsored and interior ads on buses, route handing out food and provided while also utilizing and gifts. Strategy giveaways, while the posters in area businesses Metro is a non-profit, Deerfield Township and publicity in targeted Objectives public service, operating government (using its media, mainly local To promote the division of the Southwest economic development community press. The commuter service. Ohio Regional Transit staff) acquired entertain- live entertainment was To make clear the Authority in Cincinnati, ment and food. The pro- assigned to random buses importance of transit for Ohio. As part of efforts motion was advertised on the route. Transit business and government to call attention to a in hopes of securing commuter service route additional funding for the between downtown and route. an upscale suburban To reward current rid- community, Metro, ers and attract new ones. Deerfield Township, and area merchants provided Resources free fares, gifts, and live There was no formal entertainment on Friday brought to you by Metro, budget for this promo- nights throughout the Deerfield Township and tion. Most of the hand- first summer of area businesses. outs were donated. The 78

Adaptations The promotion made clear the value of daily personal contact with riders for future promotions.

When Summer 1997

Contact David Etienne Implementation Time Communications One month Supervisor Metro 1014 Vine St., Suite Results 2000 Cincinnati, OH bands used for In terms of riders, the 45202 entertainment performed program far exceeded Tel: 513/632-7522 at no charge. Staff time expectations. Rider Fax: 513/621-5291 was at least three hours satisfaction is high. The each Friday through the program created a summer. Local merchants following, developing sponsored fares and cachet with riders. provided giveaways. 79

Trolley Fiesta (F-2) City of Albuquerque Transit Department

Resources The project budget was $6,000. Volunteer time was 10 hours. Two months of transit staff time was required.

Implementation Time Five months initially, 3-4 months subsequently.

Number of Vehicles: Participating merchants Results 122 Buses, 6 Trolleys along the route displayed During the two-day Trolley Fiesta banners, event, more than 4,000 Strategy balloons, decorated individuals rode the In July 1996, the City of storefronts, and offered trolley buses. Success Albuquerque, New discounts to patrons. was considered so great Mexico acquired four Each participating that it has become an new trolley buses, raising neighborhood sponsored annual event. It is now the number in its fleet to an activity including an coordinated by the six. The acquisition of antique car show, live neighborhood and these buses is an effort entertainment, art shows, merchant associations, by the city to provide a children's shows, etc. with the agency only unique and enticing Trolley riders during supplying the trolleys. transportation service the Fiesta were also along the main corridor eligible for prizes by When of the historic downtown random drawing from Conducted annually in area along old Route 66. major sponsors and May. To promote the new participating merchants. service, the transit They were also provided Contact department hosted a with buttons in Marie Morra Marketing Trolley Fiesta. The event recognition of their Manager City of was planned and participation that made Albuquerque Transit implemented with the them eligible for Department cooperation of five neigh- merchant discounts and 601 Yale SE borhood and merchant random drawings. To Albuquerque, NM 87106 associations for the facilitate ridership during Tel: 505/764-6183 purpose of introducing the Fiesta, the transit Fax: 505/764-6146 the city's new trolley department provided E-mail: buses to the community. park-and-ride facilities to [email protected] The Fiesta consisted of an riders. opening ceremony, with the Mayor as the keynote Objectives speaker, and an evening To increase ridership event. All trolley rides along Route 66 with the were free with transit introduction of the new staff on each trolley trolley buses. giving out buttons and To increase patronage literature on the trolley of the local merchants. service and Route 66. 80

Magic Bus Design Contest (F-3) Lee Tran

Number of Vehicles: station, 96K-Rock. form, and 43 buses Compu-Labs, a local commemorative T-shirts. merchant, co-sponsored The shirts were given out Strategy the project and donated a at the unveiling and read Lee Transit was awarded computer to each winner. "Poetry in Ocean, Lee an $8.26 million transit An outline of the bus was Tran in Motion." corridor grant from the placed in the Ft. Myers Florida Department of newspaper and entries Implementation Time Transportation. The grant were sent to the Lee Tran Six months. included the purchase of administration office. nine buses and their Over 3,000 entries were Results operation for four years submitted. The quality of Over 3,000 entries were to ease congestion on the the drawings was such received, many of high 18-mile corridor of US that 100 entries could quality. Public awareness easily have been consider- of the transit system ed strong contenders. The increased. Lee Tran felt entries represented all that the design contest segments of the communi- would serve as a ty, from pre-schoolers to foundation for an identity senior citizens. The and a positive presence winners are able to see for the existing Lee Tran "their" bus frequent the system. The buses are busy corridor, six days a easily recognizable along week, over the next year. their route, usually The winner's name and identified by the main the cosponsor's logo were feature of the design. on the back panel of each Once the buses were in of the special buses. service, television, radio, and newspaper Objectives was used, To increase the use of with the greater amount public transportation by spent on television. The 41 between North Ft. tourists and locals. agency has also noticed Myers, FL and San To relieve congestion that advertisers are Carlos Park, FL. To of the busy stretch of US becoming more creative bring positive attention 41. in their use of Lee Tran to the troubled corridor, To promote an buses. Lee Tran developed the environmentally friendly idea of a design contest locale through mass When for each of the nine transit. 1997 buses. The participants had to be residents of Resources Contact Lee County and were to Approximately $87,000 Joanie Glance Marketing use an aquatic theme, was spent on the project. Director Lee Tran reflective of the county's Two-thirds of the money 10715 E. Rd. tropical setting on the spent was on the super- Fort Myers, FL 33907 Gulf of Mexico. Lee graphics for the buses. Tel: 941/277-5012 x2223 Tran sought and received The bulk of the rest was Fax: 941/277-5011 support for the contest spent on radio promotion E-mail: glancejk from a local radio of the contest, the entry @bocc.co.lee.fl.us Media Relations Media Relations 81

he purpose of good media relations is to promote understanding, goodwill, and acceptance of transit by the public. Utilizing local media to promote transit events or news is a very effective method of disseminating information. Establishing solid lines of communication with local media representatives can assure more fair and accurate coverage when the agency faces a crisis or when important transit-related news occurs to ensure fair and informed media coverage.

Radio Shows (G-1) Citrus Connection

Number of Vehicles: shows attempt to Implementation Time Contact 30 buses, 13 mini-buses establish Citrus Approximately one day Steve Githens Transit Connection as a popular per show. Director Lakeland Area Strategy institution in the Mass The transit director of the community. Results 1212 George Jenkins Citrus Connection acts as Many positive comments Blvd. Lakeland, FL the host of two five- Objectives have been received by 33815 minute radio programs, To work cooperatively the agency. Relations Tel: 941/688-7433 "Community with other community between the radio Fax: 941/683-4132 Connection" and organizations. stations and the agency E-mail: "Lakeland Low Down." To maintain positive are very good. [email protected] The programs run twice attitudes about Citrus a week on two AM radio Connection and correct When stations in the Lakeland, any negative ones. 1994 and continuing. FL area. The programs are interviews with Resources individuals who are Citrus Connection pays working on community for the airtime for the projects or for non-profit programs; however, both agencies. The radio stations promote representatives are the shows at no cost. contacted and asked if they would like to promote their organiz- ation or event. The radio 82

"Smile on Monday" Contest (G-2) Citrus Connection

Number of Vehicles: The project is promoted successful. It has created 30 buses, 13 mini-buses by 30-second spots on a strong relationship the radio station and in between the agency and Strategy ads in "The Reader's the radio station. Citrus Connection has a Digest." co-promotion with a local When radio station called Objectives The promotion is in its "Smile on Monday." The To increase the level of eighth year. contest requires custo- support for Citrus mers to register using a Connection and to Contact form in the agency's acquire customer Steve Githens Transit newsletter, "The Reader's feedback at the same Director Lakeland Area Digest." The form also time. Mass Transit District contains a small survey 1212 George Jenkins (three questions) Resources Blvd. Lakeland, FL regarding ridership The only expense for the 33815 and service by the Ci- agency is the printing of Tel: 941/688-7433 trus Connection. Cus- the newsletter. The Fax: 941/683-4132 tomers can give the participation of the radio E-mail: form to any , which includes [email protected] operator or mail it prizes, is covered by a in. A random trade-out arrangement. drawing is held each Monday Implementation Time and the winner Four weeks is announced on the local Results AM radio sta- The promotion is tion and considered to be very prizes awarded. 83

"The Big Wheel Contest" (G-3) Wheels Transportation Services

Number of Vehicles: The contest received Wheels Transportation 18 buses heavy radio promotion Services received 36 new during drive time. It was rideshare registrations, Strategy also supported with press less than expected, but Wheels Transportation releases that included enough to justify the Services of Montpelier, photos of weekly attempt. VT co-sponsored a winners, visits to park-n- listener promotion with ride lots by the agency, Adaptations the region's largest drive and registration stops In 1998, the agency time radio program on along major commuter conducted a similar station WDEV. Listeners routes. promotion entitled who were carpooling "Calling All Cars." It could register with Objectives was a more focused Wheels Transportation To promote the campaign, targeting Services by contacting advantages of citizens that were already the agency by card, carpooling. carpooling regularly but phone, or fax to request a To enhance the agency's not yet in the agency's "Big Wheel" registration profile in the area. database. The agency form. Once the is To increase rideshare increased promotion of registered with the registration thereby the campaign at agency, it receives a gift increasing Wheels worksites in the area. bag and is eligible for Transportation Service's contest and prize state funding. When drawings. One registrant January-February 1997 per carpool is allowed. Resources An eligible carpool must The cost of the radio ads Contact have at least two riders in was $960. The agency Ron Wild Marketing a car and must be driving provided the gift bags, Manager Wheels to or from one of the 20 while the radio station Transportation Services towns in Washington procured the prizes. Staff RR #2, Box 5650 County or the towns of time totaled 10 hours. Montpelier, VT 05602- Williamstown, Orange, 9428 and Washington. Implementation Time Tel: 802/223-2882 The gift bag contained One month Fax: 802/223-0771 a Wheels Transportation E-mail: Services key chain, a Results [email protected] pocket appointment The agency considers the book, gift certificates, a outcome of the mug, and car wash promotion to be mixed. tokens. A weekly prize While the agency of a wheel of Cabot received tremendous cheese was awarded. All exposure, the response to those registered were the project was modest. eligible for grand prizes of AAA memberships, a cellular phone, and an automatic car starter. 84

Media Trade-outs (G-4) County of Rockland Department Transportation

Number of Vehicles: Resources Contact 50 buses Advertisers pay for the Michael Prendergast production costs for sign Marketing Coordinator Strategy printing and installation. County of Rockland The County of Rockland Department of Department of Implementation Time Transportation The Dr. Transportation in Four to six weeks Robert L. Yeager Health Pomona, NY acquires Center both free and subsidized Results 50 Sanatorium Rd. PO advertising for its pre- The agency has Box 350 Pomona, NY paid bus tickets on local measured an increase in 10970 radio and newspapers in ticket sales and ridership Tel: 914/364-2085 exchange for exterior ad after each promotion Fax: 914/364-2074 spaces on its buses. The campaign. It estimates it agency also trades bus has traded $70,000 to advertising with stores $90,000 worth of and banks who are ticket advertising since the sales outlets, in lieu of program began. commissions. Interior advertising cards are also When bartered for May 1996 and advertisements in weekly continuing and monthly publications.

Objectives To extensively advertise pre-paid bus tickets and other services at little or no cost to the agency. 85

Media Bus Drivers (G-5) SporTran

Number of Vehicles: Objectives When 46 buses, 8 To promote the arrival of The program has been vans new buses. conducted over the last To establish productive 10 years when SporTran Strategy relations with the local has received new In order to encourage media. vehicles. productive relationships with the local media and Resources Contact garner coverage of the No direct cost was Eugene R. Eddy arrival of new buses, attributed to the Resident Manager SporTran of Shreveport, promotion. SporTran LA allows members of PO Box 7314 the media to drive buses Implementation Time Shreveport, LA 71137 along closed routes under One to two weeks Tel: 318/673-7400 controlled situations. The Fax: 318/673-7424 members of the media Results E-mail: include local television The agency received [email protected] news reporters, radio coverage for days. The personalities, and media personnel enjoy newspaper reporters. the experience and gain Supervised by trainer- respect for the job instructors, the media performed by the transit representatives handle agency. passengers, operate lifts, use boxes, etc. The Adaptations agency's invitations to This type of promotion participate include a can be used for almost release form. The anything: safety members of the media awareness, lift are taught some basic installation, driver rules of passenger awards, ADA issues. handling with agency employees acting as customers. Problem- Solving Projects ects j Problem- Solving Pro 87

n occasion, problems arise that a transit agency may address through marketing efforts. The problem may be one of perception by the public or internally by employees. There could also be situations that inhibit an agency from performing at its maximum level of service. A transit agency that is seen taking concrete steps to address problems as they occur, and letting people know it, retains the confidence of passengers, employees, local government, and the general public.

Bus Line Promotion Postcard (H-1) Central Ohio Transit Authority

Number of Vehicles: high parking demands on Implementation Time When 300 buses game days. One to two months 1996 and repeated annually. Strategy Objectives Results The most popular route To increase ridership on The bus line carried Contact of the Central Ohio the bus line and help 17,357 additional riders Sheri Mosher Marketing Transit Authority alleviate parking and during the six football Coordinator Central (COTA) in Columbus, traffic congestion on the game days, 45.7 percent Ohio Transit Authority OH is the 2-North High OSU campus during more passengers than 1600 McKinley Av. Street line, that serves home football games. normal. Additional Columbus, Ohio 43222 Ohio State University To increase ridership revenue for the six days Tel: 614/275-5888 (OSU). A discreet, direct during peak periods and totaled $17,078, a 76.9 Fax: 614/275-5933 mail postcard campaign raise awareness of the percent increase over the was used to inform frequency of service. normal level. residents living within one-quarter mile of Resources Adaptations North High Street about The budget for the COTA uses postcards to the high frequency of promotion was $21,500. promote new services service available to them. More than half of the and to inform new The postcard encouraged cost was for additional residents about the people to take COTA to service. Other expenses agency. the Ohio State football were the design and games. The promotion printing costs of the was timed to address the postcard and postage. problem of traffic congestion and 88

Promotion of Teleride (H-2) Calgary Transit

Number of Vehicles: call to determine future Implementation Time 585 buses, 85 bus times and general Four months vehicles transit information. These new features Results Strategy provide an opportunity to Customer calls to Based on feedback from promote Teleride to Teleride increased the 1995 Transit Informa- customers. approximately 26 tion Use Survey, Calgary The campaign ran for percent. A telephone two months. Key survey was conducted in messages for the the last week of the campaign included the campaign to measure convenience of using citizen awareness of the Teleride for trip planning campaign. The survey and the contributions found that the promotion transit makes to mobility was successful in for Calgarians. The reaching approximately primary target market for 66 percent of Calgarians. the campaign was The messages were seen occasional transit users. or heard by both Calgary The secondary target Transit customers and market was potential non-customers alike, customers. including users and non- users of Teleride. Transit's marketing Objectives committee identified the To provide information When need to promote its promoting the new October to December Teleride system and the features of the Teleride 1995 system's new features. In system. 1987, Calgary Transit To introduce nonusers Contact introduced Teleride, a to Teleride and its Rita Erven computerized telephone features. Transportation information system that Department The City of allows customers to Resources Calgary determine when the next The cost of the PO Box 2100, Station M two or three buses will promotion was $76,505. Calgary, AB T2P 2M5 arrive at their designated The costs included Tel: 403/277-9711 stop. The system received production, including the Fax: 403/230-1155 approximately six million vinyl wrapping of the E-mail: rerven calls in 1994. In July bus, advertising space, @gov.calgary.ab.ca 1995, new menu features creative services, radio were added to the system. spots, and newspaper Customers can now ads. 89

Customer Behavior Program (H-3) Calgary Transit

Number of Vehicles: relate to, such as the cost behavior. Overall, the 585 buses, 85 light rail of a pair of jeans, losing campaign was vehicles $50, having to walk, or considered effective in ride with their parents. An changing customer Strategy approach that supported behavior and creating a Calgary Transit in the message in a firm but more positive customer Calgary, Alberta, Canada friendly tone on interior environment. held discussions with its bus cards was developed. customers and One month after the four When employees concerning initial interior cards, the 1996 passenger etiquette on its agency followed up with buses. In the course of a single card that thanked Contact these talks, concerns customers for good Rita Erven were expressed about behavior and reinforced Transportation passenger behavior. the original messages. Department The City of These concerns included Calgary loud noise, inappropriate Objectives PO Box 2100, Station M or offensive language, To make customers Calgary, AB T2P 2M5 and rowdy behavior. aware of the Tel: 403/277-9711 This sort of behavior was consequences for Fax: 403/230-1155 making other passengers offensive behavior. E-mail: rerven feel uncomfortable and, To promote good @gov.calgary.ab.ca in some cases, behavior so that a ride on threatened. Through Calgary Transit is a research, Calgary Transit positive experience for learned that some of the everyone. offenders did not realize that there are certain Resources behaviors that are not The cost of the project acceptable and that these was $8,700, including behaviors can result in agency fees and fines. production costs. The agency, with the assistance of its Youth Implementation Time Advisory Panel (youth Three months aged 14-19 representing a cross-section of schools), Results developed a series of four Based on direct feedback messages to educate from customers, media customers about the coverage, and Calgary consequences of Transit employees, the unacceptable behavior campaign was such as vandalism, considered a success. A graffiti, swearing, rowdy follow-up customer behavior, excessive noise, satisfaction survey found and eating on vehicles. a decline in the number The consequences of of customers who said unacceptable behavior they felt uncomfortable were phrased in terms that because of other customers could customer's negative 90

Bus Stop Blitz (H-4) Dallas Area

Number of Vehicles: Objectives When 968 buses and vans, 53 To directly communicate June 1996 and light rail vehicles critical information about continuing service changes to Strategy customers. Contact Dallas Area Rapid Matt Raymond Assistant Transit (DART) in Resources Vice President, Dallas, TX uses a direct Twenty personnel for six Marketing and customer outreach hours per day for four to Management Dallas Area program to smooth the five days are required. Rapid Transit introduction of service PO Box 660163 Dallas, changes. Transit staff are Implementation Time TX 75266 positioned at key bus One month Tel: 214/749-2801 stops that provide the Fax: 214/749-3668 greatest impact and reach Results E-mail: affected customers. The The program is [email protected] staff members are at conducted for every stops during peak periods service change by the week before the DART. The agency feels change of service and the the program works day of the change. especially well in areas DART uses planners and with lower literacy rates. bilingual staff at the bus stops. 91

Park-N-Ride Campaign (H-5) Regional Transportation District

Number of Vehicles: In support of the direct Results 868 buses, 17 light rail mail campaign, two 60- The direct mail campaign vehicles second radio ads were netted an 11 percent developed and aired just response rate to the free Strategy prior to and immediately ride coupons. There was The Regional after the direct mail was an increase in the use of Transportation District received in homes. The the targeted lots and (RTD) in Denver, CO ads were broadcast increased ridership on provides customers with during drive time hours the express and regional 59 Park-n-Ride locations for maximum effect. The routes serving them. in metropolitan Denver. agency also employed Inquiries concerning The agency discovered print ads to reinforce the Park-n-Ride services that 37 of the Park-n-Ride overall message. increased at RTD's lots were underutilized telephone information with utilization falling Objectives center during the below 75 percent. The To increase use of campaign. primary reason for the underutilized RTD Park- underutilization was that n-Rides and the routes Adaptations people were unaware of serving them. The agency utilizes a the lots and the services To increase use and similar campaign to associated with them. The awareness of all RTD promote awareness of its goal of RTD's Park-n- Park-n-Rides and the SkyRide service to Ride campaign was to routes that serve them. Denver International inform the public about To promote the Airport. lot locations in their benefits of public neighborhoods. The transportation to When major thrust of the potential customers. November 1996 and campaign took place To increase public continuing during Denver's busy awareness of the positive summer months to effect of transit on the Contact capitalize on increased quality of life in Lori Schneider traffic and parking costs. Colorado. Marketing Specialist The promotion used Regional Transportation direct mail to target Resources District "choice commuters" The media and broadcast 1600 Blake St., BLK 21 within a three to five mile production budget for Denver, CO 80202-1399 radius of each this campaign was Tel: 303/299-2023 underutilized lot. The approximately $141,000. Fax: 303/299-2008 mailing was customized Internal graphic for each service area and designers and out source took a "neighborhood" designers were used. approach to instill an ownership and Implementation Time community sentiment for Three to four weeks the Park-n-Ride lot. It enticed recipients to try transit through an offer of five free rides and the free parking at the lots. 92

Communibus 316 Relaunch (H-6) OC Transpo

Number of Vehicles: including an easily Resources 794 buses remembered hourly The total cost of the schedule, convenient relaunch was $5,400, of Strategy stops at many downtown which $3,000 was A community-based destinations popular with defrayed by advertisers campaign helped secure seniors and persons with in the flyer distributed by the future of disabilities, full the agency. Communibus Route 316 accessibility, and operated by the Ottawa- friendly operators. Implementation Time Carleton Regional To support the Six months Transit Commission (OC volunteer promotional Transpo) in Ottawa, efforts, OC Transpo Results Ontario. The line produced a flyer The route was saved. operates in the describing Route 316 and Ridership almost downtown core on a containing rebate doubled along the route fixed route and timetable coupons from retailers by the end of 1996. with fully accessible 20- along the route, T-shirt passenger buses and and promotional buttons, When specially trained an ad in the local daily June and July 1996 operators. It was to be newspapers, and an cancelled in June 1996 official launch party with Contact after two years of refreshments served at a Oxana Sawka Director operation due to supermarket and a café at Customer and extremely low ridership. opposite ends of the Community Relations With the assistance of route. Rides were free on OC Transpo regional councillors Route 316 for its 1500 St. Laurent Blvd. serving the area, the relaunch day. Ottawa, Canada K1G "Friends of 0Z8 Communibus," a Objectives Tel: 613/741-6440 grassroots group of To retain service along Fax: 613/741-7359 users, worked with OC Communibus Route 316. Transpo to redesign the To increase ridership route and to promote it to along the route. current and potential riders. Working door-to-door and at bus stops, the group spread the message, "Use it or lose it." The advantages of the line were stressed, 93

Mural Art in Transit (H-7) Santa Fe Trails

Number of Vehicles: Resources Tel: 505/989-4423 31 buses The total budget was Fax: 505/989-1583 $18,500. E-mail: Strategy agr1614sf@w The City of Santa Fe Implementation Time ebtv.net Transit Department Two months (Santa Fe Trails) in Santa Fe, NM was experiencing Results vandalism and graffiti on The community took an its vehicles. To address interest in this project at the issue, Santa Fe Trails every stage, including the joined forces with the selection of the young Santa Fe Teen Arts artists, "work in Center: Warehouse 21 to progress" activities, create murals on the public exhibition of the interior ceilings of five finished works, and transit buses. The bus ongoing use of the buses murals became a part of in transit service. Local the Arts Center's 1997 media covered the event Community Youth Mural as a news story, resulting Program. One in positive coverage of professional artist and the transit system. To seven local teen artists date, the buses with created and executed five interior ceiling murals unique bus designs: Tree remain free of vandalism Bus, Olympic Bus, and graffiti. Heritage Bus, Stair Bus, and People Bus. During When the design phase, the 1997 artists sketched designs and interviewed bus Contact passengers to better Ana Gallegos y understand the project. Reinhardt Executive This pilot project Director Warehouse 21 displaying art created by 1614 Paseo de Peralta young people is intended Santa Fe, NM 87501 to reduce vandalism by garnering peer respect for the art.

Objectives To reduce the $40,000 per year costs created by vandalism and graffiti on system buses. To provide public art for the enjoyment of bus riders in keeping with the spirit of the arts community of Santa Fe. 94

"From the Driver's Seat" (H-8) Sun Tran

Number of Vehicles: safe, convenient, and Implementation Time 203 buses comfortable bus ride. One year

Strategy Objectives Results In order to communicate To communicate and The campaign received a and educate passengers educate passengers about first-place award and a about expected behavior expected bus riding Judge's Choice Award at while using the bus, Sun behavior. Tucson's annual Tran of Tucson, AZ To make the driver's job American Advertising initiated a passenger easier by posting the Awards. Passenger communication messages. awareness of expected campaign called "From To put a human face on behavior on Sun Tran the Driver's Seat." The the by using buses increased and the campaign uses a photos of actual morale of bus operators bilingual brochure and a operators and humor to was enhanced by series of 11 supporting communicate the participating in the bus posters with short messages. program. messages from the bus To influence rider drivers to the passengers. behavior in a positive When Sun Tran bus operators way. 1997 and continuing asked for a program that helps educate the public Resources Contact about certain aspects of Sun Tran drafted a Sally Thompson riding the bus. The creative work plan for Valenzuela Customer messages help make the campaign that was Relations Manager Sun the operator's job eas- given to an advertising Tran ier by using inside agency, for further 4220 S. Park Av., Bldg. bus cards to com- creative design and 10 Tucson, AZ 85714 municate simple photography. Tel: 520/623-4301 messages about Approximately 32 Fax: 520/791-2285 expected behav- project management ior, etiquette, and hours were required. policies. Sun Printing costs were Tran believes $1,000 for 5,000 the campaign brochures and $5,300 for reinforces the 300 copies each of the idea that the eleven different bus company and posters. the opera- tors want the passen- gers to have a Promoting Transit Promoting Transit 95

romoting transit as a viable option in the mix of transportation alternatives is essential to the success of a transit agency. Citizens in the agency's service area may be unaware of the convenience of using transit for their daily activities. Creative marketing campaigns will enhance the perception of transit as an effective alternative form of transportation and perhaps lead to new riders who may be unaware of its availability or advantages of using it. Promoting the transit service as a worthwhile public service is also helpful in attracting and maintaining support from non-users who may support that service with their local, state, and/or federal taxes.

Transportation Fair Booth (I-1) Auburn Transit

Number of Vehicles: Objectives Implementation Time Contact 3 buses To inform local residents One month Todd Strojny Transit that the transit system Manager Auburn Transit Strategy was user friendly and Results 1225 Lincoln Way In order to publicize the served most locations The agency received Auburn, CA 95603 service provided by the within the city. positive feedback Tel: 530/823-4211 agency, Auburn Transit regarding its efforts. Fax: 530/885-5508 of Auburn, CA utilized Resources an exhibit booth at a The cost of the exhibit When local transportation fair. was approximately $600. May 1997 During the event, the Two agency personnel agency gave away staffed the booth for magnets, key chains, and eight hours each during route schedules. the fair. 96

Cable Television Advertising (I-2) Ann Arbor

Number of Vehicles: Resources When 74 buses The average cost for The agency began using each ad is $13,000. Staff cable television Strategy time required for each ad advertising in 1991. On The Ann Arbor, MI is approximately 56 average, one to two spots community is served by hours. are produced every the television stations of eighteen months. Detroit. As a result, there Implementation Time are no local stations on Two weeks per Contact which to advertise. To advertisement. Liz Nowland-Margolis overcome this situation, Manager of Community Ann Arbor Results Relations Ann Arbor Transportation Authority The agency measures the Transportation Authority uses local cable success of its ads through 2700 S. Industrial Hwy. television advertising. its yearly onboard survey Ann Arbor, MI 48104 The agency runs 30- and a general phone Tel: 734/677-3901 second ads on a variety survey conducted by the Fax: 734/973-6338 of cable channels, University of Michigan E-mail: including CNN, VH-1, every other year. Since [email protected] ESPN, Lifetime, and the the use of cable Family Channel. During advertising began, the college football and surveys have shown that basketball season, the both riders and non- agency runs ads during riders recall seeing the all University of ads more frequently than Michigan games any other type of televised. advertising conducted. In The agency decides on general, more than 80 a topic for the spot and percent of riders can then confers with its recall the commercials, contracted advertising while more than 60 agency. A story board, percent of the general script, and filming public recalls the ads. schedule are then Recall includes the basic developed. One ad was theme of the ads and the done completely in message contained in animation. them.

Objectives To educate the populace served by the agency regarding the services it provides. To increase the public visibility of the agency. To increase ridership. 97

State Capitol Public Transit Display (I-3) Nebraska Association of Transportation Providers

Strategy Objectives such as fairs, trade The Nebraska To increase public shows, conferences, Association of awareness of transit regional driver training Transportation Providers agencies within the state. programs, bus rodeos, increases public etc. The Association awareness of the services Resources plans to repeat the provided by the state's 59 Staff volunteers created project in coordination transit systems through a the display and operated with the Governor's 1-week display at the the booth. The proclamation for "Transit state capitol in Lincoln. Association paid for the Week in Nebraska." The Association gathers materials and the photographs, passenger cookies. The total cost to When testimonies, and histories the association was less 1997 from the systems. This than $150. information is placed in Contact three-ring binders and Implementation Time Marlene Gakle Executive incorporated into a table Eight weeks Director Nebraska display. Maps are created Association of that display each of the Results Transportation Providers systems. An Association Reaction to the display 1810 Sara Road Beatrice, history of activities is was very positive. NE 68310 made available. The Citizens became more Tel: 402/223-2460 display is staffed for five aware of the activities of Fax: 402/223-2460 hours each day. On one other transit systems in E-mail: day during the week of the state. Several letters [email protected] the display, fact sheets from state senators were accompanied by received praising the busshaped cookies are effort. distributed to the offices of the Governor, Adaptations Lieutenant Governor, and The display can be used all of the state senators. for many other events, 98

Advertising and Brochure Promoting Ridership (I-4) Bladen Area Rural Transportation System

Number of Vehicles: Objectives list expanded and the 12 vans, 3 buses, 1 auto To increase public number of callers to the awareness of the full system increased. Strategy range of services offered Bladen Area Rural by the transit agency. When Transportation System 1997 (BARTS) of Elizabeth- Resources town, NC, promoted its The total marketing Contact services through a budget for BARTS in Kent Porter brochure and newspaper fiscal year 1997 was Transportation advertisement. The $400. All work on the Coordinator Bladen campaign attempted to promotion was done in- County Division on increase public house. The brochures Aging & BARTS awareness that transit were ordered in volume Transportation services are available to through a catalog P.O. Box 520 all citizens in the supplier. Elizabethtown, NC county, not just the 28337 elderly or low- Implementation Time Tel: 910/862-6930 income residents. Two weeks Fax: 910/862-6913 The brochure was E-mail: created in-house Results [email protected] and is distributed Trips increased so by drivers. The dramatically that the newspaper ad agency was able to hire runs periodi- another driver. The cally. agency's mailing 99

"I Have Connections" (I-5) Kalamazoo Metro Transit System

Number of Vehicles: with suggestions from When 40 buses the Transit Authority February to December Board. Printed materials 1997 Strategy were developed by a As part of the agency's local marketing firm Contact 30th anniversary under contract with the Carmine Lewis celebration, the transit agency. There was Administration Kalamazoo Metro no formal budget for the Supervisor Transit System (Metro campaign. Required staff Kalamazoo Metro Transit) of Kalamazoo, time was between 40 and Transit System MI, introduced the "I 80 hours. 530 N. Rose St. Have Connections" Kalamazoo, MI 49007- campaign. Passengers Implementation Time 3638 paying a fare were given Three months Tel: 616/337-8408 a button. Once a month Fax: 616/337-8211 thereafter, an "I Have Results E-mail: lewisc Connections" customer The buttons were seen on @ci.kalamazoo.mi.us appreciation day was passengers throughout designated. Any the Metro Transit service passenger wearing the area during the campaign. button was allowed to ride for free. During the Adaptations customer appreciation In keeping with the spirit day, new buttons were of the campaign, Metro distributed to paying Transit operators passengers. Customers requested a second button would wear their button — "I'm Your Connection" throughout the day, — which was printed and identifying themselves as distributed to them. Metro Transit riders.

Objectives To reward the support of current riders of Metro Transit. To promote the transit system's 30-year anniversary. To increase awareness among employers and businesses that their employees and customers use Metro Transit.

Resources The campaign theme was developed by agency staff through market research, 100

"Found Time" Contest (I-6) Transit Authority of River City

Number of Vehicles: passing time, sitting in substantially discounted 277 buses traffic, in an automobile. advertising rates in return TARC offered riders for insertion of its logo Strategy the chance to tell how on all printed materials The "Found Time" they creatively spend and mention in radio Contest conducted by the time on the bus. The best spots. The supermarket Transit Authority of entries, based on a chain sponsored the River City (TARC) of practical yet unusual use prizes. Louisville, KY, used the of time, received prizes. concept that riding the A local supermarket Implementation Time bus is not a waste of chain furnished prizes of Four months time, but rather "found five-and three-minute time." The campaign shopping sprees for the Results stressed that riding the first and second place The agency considered bus is quality time which winners. The third place the project to be very can be spent reading, winner received a $100 successful. Over 1,200 studying, interacting with gift certificate. entries were received. fellow passengers, The promotion was The entries were judged simply relaxing, etc. It is designed to leverage by a diverse group of time better spent than advertising dollars to transit and non-transit garner free media officials. The first-place exposure. The contest winner was a member of format accomplished this a "club" of commuters by using an essay entry who had been riding form to attract print media together for more than and the shopping spree seven years. In her essay, prizes to attract local she explained how the television news coverage. club used their commute on the bus for activities Objectives such as celebrating To emphasize the birthdays, baby showers, concept that time spent planning an annual on transit is quality time. holiday party, and other occasions. Resources The total cost to the When agency for the contest October to December was approximately 1996 $30,000. Forty hours of staff time was required. Contact Partnerships were formed Perry Jacobs with a local supermarket Director of Marketing chain and a local Transit Authority of newspaper to bring the River City campaign with the agenc- 1000 West Broadway y's limited budget for this Louisville, KY 40203 promotion. The local Tel: 502/561-5118 newspaper co-sponsored Fax: 502/561-5253 the campaign, offering E-mail: [email protected] 101

Annual Meeting (I-7) Rides Mass Transit District

Number of Vehicles: transportation issues and most effective ways to 45 vans, 3 buses the Rides Mass Transit promote awareness of District. The event rural transportation in Strategy garners substantial local the are. It allows Rides Mass Transit media coverage. state and federal offi- District of Rosiclare, IL, cials the opportuni- has instituted an annual Objectives ty to see the transit meeting. Along with To bring recognition to agency in opera- agency staff and their the services provided by tion and note the spouses, the agency Rides Mass Transit appreciation of invites state legislators District. the system by and officials from the To promote rural passengers Illinois Department of transit throughout the and staff. Transportation, local State of Illinois. When The annual meeting is held in October.

Contact Betty S. Green Executive Director Rides Mass Transit District PO Box 190 Rosiclare, IL 62982 Tel: 618/285-3342 Fax: 618/285-3340

government, and social Resources service agencies. A The costs of the annual keynote speaker is meeting are covered recruited from officials at through the annual the federal, state, or local budget. Renting of the level who have been room, catering, supportive of rural invitations, programs, transportation issues. The and decorations cost agency presents a "Friend approximately $2,600. of Transit" award to a The required staff time person who has had the is approximately 25 greatest impact on rural hours. transportation in the previous year. Driver Implementation Time awards are also presented. Four to six weeks The agency takes advantage of the Results opportunity at the According to the agency, meeting to inform those the annual meeting has in attendance about rural proven to be one of the 102

"Step Off the Gas, Step On the Bus" (I-8) Pierce Transit

Number of Vehicles: Objectives When 193 buses, 226 vans To increase ridership on May 1996 Pierce Transit buses. Strategy To promote transit as an Contact Taking advantage of a economical alternative to Jean Jackman Public surge in gasoline prices the automobile. Information Officer in May 1996, Pierce Pierce Transit Transit of Tacoma, WA, Resources P.O. Box 99070 Tacoma, initiated a promotion The total cost of the WA 98499-0070 allowing passengers a promotion was Tel: 253/581-8034 free ride on any agency approximately $1,400, Fax: 253/581-8075 bus route simply by with most of the funds E-mail: jackmanj showing a gasoline spent on underwriting the @piercetransit.org receipt. The one-day public radio ads. promotion was entitled Required staff time was "Step Off the Gas, Step 10 hours. On the Bus." The idea behind the campaign was Implementation Time to create an association Five days between the high cost of driving alone and the Results economical alternative of On the day of the transit. promotion, 875 Pierce Transit used an passengers presented aggressive media gasoline receipts in lieu relations campaign that of fares to ride agency generated articles in two buses, a 2.5 percent major Seattle-Tacoma increase over average daily newspapers, live daily ridership on the interviews on two radio system. A feature article stations, and coverage on on the promotion local television news. appeared in Passenger The agency also ran . radio ads on a Tacoma all-news station in advance of the event, and purchased underwriting announcements on the local National Public Radio station. 103

"Those Lextran Drivers" (I-9) Lextran

Number of Vehicles: Objectives commercial proved to be 47 buses To enhance perception of memorable to the public the importance of and adaptable for the Strategy Lextran to the campaign's target As part of an overall community. marketing needs. strategy to reinvigorate To promote Lextran's local perception of the increased When Transit Authority of frequency/scheduling September and October Lexington, KY and ease of use. 1996 (Lextran), the agency To increase ridership. developed a campaign Contact utilizing a 30-second Resources Jenny Williams Director television commercial The cost of the of Marketing and Sales featuring Lextran vehicle promotion was $30,000. Lextran operators. The The agency was able to 109 W. Loudon Av. commercial consisted of procure $28,000 worth of Lexington, KY 40508 operators singing a free advertising from Tel: 606/255-0804 catchy jingle which local media through a Fax: 606/233-9446 emphasized the increased dollar-to-dollar match E-mail: frequency/scheduling agreement. Lextran was [email protected] and ease of use of the also able to negotiate a transit system. The spot-for-spot agreement. agency believed that a combination of music Results and humor would have The agency considered the broadest appeal in the the promotion to be local market. Radio ads highly successful. The using the same technique were also created. Rider Inducements Rider Inducements 105

ransit agencies seek the most effective ways to induce individuals to become regular users of a transit system. Just as important as new riders, the agency must find ways to reward its regular customers. Adding value to the transit experience of core ridership helps to maintain a loyal customer base.

Free Ride Wednesdays and Saturdays (J-1) Ben Franklin Transit

Number of Vehicles: printed several times a Implementation Time When 206 buses week over the same One day per ad 1995 and continuing period. Strategy Results Contact To boost ridership, Ben Objectives Ridership on the Gary Wolcott Marketing Franklin Transit of To build ridership on all agency's fixed routes Supervisor Ben Franklin Richland, WA, offered routes and carry it over increased 14.6 percent in Transit unlimited free rides on to the entire week. 1995, 11.4 percent in 1000 Columbia Dr. SE its fixed-route system on 1996, and 9 percent in Richland, WA 99352 Wednesdays and Resources 1997. Much of the Tel: 509/735-4131 Saturdays. The Ads for the campaign increase is attributable to Fax: 509/735-1800 promotion was were created in-house by the promotion. advertised with a two- the marketing staff. month radio and newspaper campaign. Flyers were placed in buses and posters were displayed at transit centers. The radio ads were broadcast five times a day on seven different stations over a three- month period. The newspaper ads were 106

TransPlan Employer Information Packet (J-2) Ann Arbor Transportation Authority

Number of Vehicles: packet is continually Results 74 buses updated and can be The agency has recorded customized for specific consistent gains in Strategy employers. ridership as a result of TransPlan is a program the program. of the Ann Arbor Objectives Transportation Authority To educate employers When of Ann Arbor, MI, that and employees about the 1992 and continuing includes an employer commuting options information packet that is available to them. Contact used to promote, educate, To increase ridership. Liz Nowland-Margolis and recruit employers Manager of Community and their employees on Resources Relations Ann Arbor the availability of public The program requires Transportation Authority transit and rideshare three hours of staff time 2700 S. Industrial Hwy. programs. The packet per week to maintain. Ann Arbor, MI 48104 includes information on Printing of new inserts Tel: 734/677-3901 all services the agency for the packets costs Fax: 734/973-6338 offers, employee surveys $1,500 a year. E-mail: on commuting, and an [email protected] invitation to conduct pre- Implementation Time sentations about the One to two months service at worksites. The 107

"Ride to Rewards" (J-3) Metro Transit

Number of Vehicles: Objectives Results 900 buses To build long-lasting The "Ride to Rewards" relationships with Metro program customer data- Strategy Transit customers. base contains over In June 1995, Metro To create a database of 17,000 names. Transit of Minneapolis, customer information to MN, developed a allow for more direct When frequent rider program communication. June 1995 and that rewarded bus riders continuing with incentives and Resources rewards for regular use Metro Transit developed Contact of its system. The "Ride a test program to Kathy Laudenslager to Rewards" program measure customer Market Development encourages more reaction to incentives and Specialist Metro Transit frequent use of Metro rewards for increasing 560 Sixth Av. North Transit services, while use of the transit system. Minneapolis, MN 55411 allowing the agency to The annual budget for Tel: 612/349-7531 create a customer maintaining the program Fax: 612/349-7675 database to build long- is $35,000, of which E-mail: term relationships with almost half is spent on Kathy.Laudenslager its riders and provide for postage. The number of @metc.state.mn.us direct communication. sponsors providing Metro Transit believes incentives varies with more direct each mail-out. communication with its customers can effectively Implementation Time promote new services Four months and lessen the impact of service changes. The agency is constantly seeking new business partners to provide incentives to customers registered in the database. 108

Regional Guaranteed Ride Home (J-4) Metro Commuter Services

Strategy consider using Implementation Time Metro Commuter alternative Four months Services (MCS) of St. transportation. Paul, MN, along with the Information about the Results Minnesota Department program is distributed The initial goal of the of Transportation, through direct mailings, program was to register created the Regional interior bus cards, 3,300 customers for the Guaranteed Ride Home agency newsletters, and service. By the end of the program to benefit all local newspapers. first year, the number of commuters who use registered participants alternative Objectives was more than 8,000. transportation. To reward commuters Commuters must ride the who use alternative When bus, carpool, bike, or transportation. September 1996 and walk to work at least To entice commuters continuing three days per week to to use alternative qualify for two coupons transportation. Contact good for a free ride home Patty Carlson Senior by bus or . The Resources TDM Program ride value of the coupon MCS administers the Administrator Metro is $20. Customers fill-out program and provides Commuter Services a registration form and reimbursement for 230 E. 5th St. St. Paul, then have it verified by ridesharers, walkers, and MN 55101 their employer. Within bicyclists. Bus providers Tel: 651/602-1211 10 working days, the pay reimbursement costs Fax: 651/602-1200 customer receives the 2 for transit system riders. E-mail: patty.carlson coupons. The Metropolitan @metc.state.mn.us The program is a Council and bus reward for commuters providers pay for who use alternative promotion of the service. transportation and Reimbursement costs for offers peace of mind the promotion average to those who must $2,000 a month. work late or have an emergency. It also provides an incentive for commuters to 109

Rack Cards Promoting Destinations (J-5) Greater Portland Transit District

Number of Vehicles: Objectives Contact 24 buses To create multiple Philip Chin Director of partnerships with Marketing Greater Strategy targeted, highly visible Portland Transit District To position the Greater organizations in the 114 Valley St. P.O. Box Portland Transit District community. 1097 Portland, ME (METRO) of Portland, To increase awareness 04104-1097 ME, as a valuable of public transportation Tel: 207/774-0351 resource to its and position METRO as Fax: 207/774-6241 community, the agency an important resource in developed a series of the community. rack cards that promoted the diverse range of Resources destinations within the METRO absorbed the City of Portland. The cost of printing the rack destinations included cards, usually between cultural facilities, social $200 and $600 per card service and health in quantities of 2,000 to agencies, recreational 10,000 cards. Design and locations, and retail layout for the cards cost establishments. The $100-$200. In some agency used a targeted instances, the approach for the organization paid for the campaign, identifying artwork for its card. organizations and merchants that would Implementation Time provide high promotional One month per card visibility for METRO. Copy for the rack cards Results was jointly developed The agency was able to with the organizations, alter its traditional focusing primarily on the marketing expenditures benefits and services of through a targeted, cost- the organizations. Two- effective approach. thirds of a rack card was METRO continuously devoted to the updates the rack cards destination and one-third and pursues new promoted the METRO organizations in the service. The cards were community. distributed to customers through location counter When displays, direct mail, new 1995 and continuing member enclosures and registrations, and informational counters. 110

Saturday Service in Saline County (J-6) Rides Mass Transit District

Number of Vehicles: sity. In an effort to boost Implementation Time 45 vans, 3 buses ridership along the route, One month the agency developed a Strategy promotion that allowed Results In early 1997, Rides free return trips on In the two months of the Mass Transit District of Saturdays with a coupon. promotion, ridership on Rosiclare, IL, noticed The agency placed the the route increased 53 that ridership on its route coupon in local percent. When the to the town of Harrisburg newspapers and on flyers promotion ended, and two nearby towns in distributed within the ridership decreased but Saline County was service area. not to the level before the beginning to decrease. campaign, retaining Even though Harrisburg Objectives some of the new riders. and the two other towns To increase general were small, the agency public ridership on When felt it was very important Saturdays in Saline February and March to provide service to the County. 1997 locations. The core rider- ship on the route was Resources Contact very loyal and considered The promotion was Betty S. Green Executive the service to be a neces- conducted with very little Director Rides Mass cost to the agency. The Transit District flyers were developed P.O. Box 190 Rosiclare, inhouse by the agency. IL 62982 Tel: 618/285-3342 Fax: 618/285-3340 111

Red Carpet Saturdays (J-7) Citrus Connection

Number of Vehicles: Objectives When 30 buses, 13 mini-buses To use existing resources 1989 and continuing to provide more valuable Strategy service at no additional Contact Red Carpet Saturdays is cost to passengers. Steven Githens Transit a special service that Director Lakeland Area allows Citrus Connection Resources Mass Transit District of Lakeland, FL, to drive There is no extra cost in 1212 George Jenkins its buses up to two providing the service. Blvd. Lakeland, FL blocks off its regular Marginal cost to the 33815 fixed routes to pick up or agency is negligible. Tel: 941/688-7433 deliver passengers at the Fax: 941/683-4132 door of their origin and Implementation Time E-mail: destination. On Two to three weeks [email protected] Saturdays, the agency uses the same schedule Results on its fixed routes as The promotion is weekdays. However, considered to be very since there is less traffic successful. Bus operators on the roads and a lower began to use the term number of passengers, "Red Carpet" as a verb, buses have more time as in, "Can I have available to run the approval to 'Red Carpet' regular routes. This extra a passenger to the door time allows bus operators of xyz shopping center?" to provide the door-to- door service and still maintain their schedule. Good coordination between the agency dispatcher and the drivers is essential to arrange the pick-up or delivery. The project was implemented through press releases, radio ads, and the agency's newsletter. 111

Metro Service Awareness Campaign (J-8) Niagara Frontier Transportation Authority

Number of Vehicles: To instill a sense of Implementation Time 322 buses, 18 paratransit, security in Metro Two months 27 light rail vehicles customers that service will remain stable in the When Strategy face of changes. December 1995 to In order to lessen the To encourage service February 1996 impact of a change in trials by new riders service, the Niagara through a weekly pass Contact Frontier Transportation promotion. Robert Gower Acting Authority (Metro) in Manager of Business Buffalo, NY, offered a Resources Development Niagara special weekly pass valid The total cost of the Frontier Transportation the week before and the campaign was $57,650, Authority first week after the including printing, radio 181 Ellicott St. Buffalo, change in service. The spots, and the free long NY 14203-2298 weekly pass contained distance calling offer. Tel: 716/855-7646 several value-added Eighty percent of the Fax: 716/855-6387 features including total cost was spent on discounts, free admission the radio ads. Metro to local venues, and five estimated a media trade- free minutes of long out value of $40,000 and distance calling. The the value of promotional agency maintained the features obtained through value-added features in cooperative advertising the next sales period of at $50,000. One hundred regular monthly passes. hours of staff time was required to create the Objectives promotion. To build awareness of the level of Metro service available, thus stabilizing ridership. 113

SWIPER Promotion (J-9) Capital District Transportation Authority

Number of Vehicles: Resources When 225 buses The advertisements were April 1994 and produced by a contracted continuing Strategy ad agency. The budget The Capital District for the first year of the Contact Transportation Authority campaign was $150,000. Carm Basile Director of (CDTA) in Albany, NY, In subsequent years, the Marketing and initiated a large-scale promotion has required a Information CDTA marketing campaign to budget of $75,000. Two 110 Watervliet Avenue introduce its new staff members are Albany, NY 12206 magnetic stripe monthly required to maintain the Tel: 518/482-3371 pass program, SWIPER. program. Fax: 518/446-0675 The new pass was advertised through Implementation Time television and print ads, Six months radio spots, direct mail, and grassroots sales calls. Results The old monthly pass Objectives program averaged 1,000 To introduce the new passes sold per month. product and stimulate The new SWIPER sales to individual and program averages 2,000 corporate customers. to 2,500 a month. 114

"Extra Punch" Promotion (J-10) Red Rose Transit Authority

Number of Vehicles: Resources When 45 buses, 33 vans The promotion is Conducted annually in lowcost. Printing cost for February Strategy the tickets is The Red Rose Transit approximately $250. Contact Authority (RRTA) in Promotional materials Jennifer Burkhart Lancaster, PA, conducts are created by the Marketing Manager Red a promotion once a year agency. Rose Transit Authority in which customers who 45 Erick Road Lancaster, purchase an RRTA Ten Implementation Time PA 17601 Trip Ticket receive 11 Three to four weeks per Tel: 717/397-5613 trips for the price of 10. year Fax: 717/397-4761 The "Extra Punch" promotion is advertised Results through interior bus RRTA believes the signs, general mailings, program is very and newspaper ads. successful. Regular Special versions of the customers wait for the tickets are printed and promotion to stock-up on sold during the tickets. New pre-paid promotion. transit riders receive a bonus for making the Objectives change. During the To convert cash fare promotion, sales of ten riders to pre-paid transit trip tickets increase 50 to users. 70 percent over normal To boost sales of ten monthly sales. trip tickets. To thank regular customers for their business. To involve bus drivers in promoting RRTA. Seasonal Promotions Seasonal Promotions 115

easonal activities offer an excellent opportunity to promote a transit agency and the services it provides. Few other times of the year can create and attract as much transit ridership as holidays. As a result, the transit system is on display. Events that attract a large number of citizens create a demand for the use of transit, especially if held in areas that contain limited access or parking. The community perceives increased use of the transit agency as lessening the potential for accidents and injuries since fewer drivers are in their own cars. By providing increased public safety during holidays, especially ones traditionally celebrated with alcohol such as New Year's Eve, the transit agency is seen as providing a public good and its image is enhanced. A well-organized, efficient transit program during a holiday season or weekend can reap many rewards for an agency.

First Night Festivities Service (K-1) CT Transit

Number of Vehicles: was provided in Objectives Resources 379 buses cooperation with the To create a positive co- The total budget for this Hartford Downtown op promotion with the program was $6,365. Strategy Council in order to Hartford Downtown This amount was broken Connecticut Transit (CT encourage residents to Council. To increase down as follows: $1,500 Transit) provides free attend the event. CT ridership during the for media buy, $2,200 bus service to area Transit placed ads in local festivities. for additional bus residents on New Year's newspapers promoting the To enhance the image service, $2,500 for free Eve from 5:00 p.m. until service, and produced of the transit agency in fares value, and $165 for 1:15 a.m. as part of First interior notices as well as the community. interior notices. The Night festivities in press releases to inform budget downtown Hartford, CT. the public. The service 116

has remained stable event promotional fares first offered in through the years. One materials, mention of the 1995. The service is employee in the agency in all news provided annually. marketing department releases and news works on the project. conferences, sponsorship Contact of one venue, as well as Maria McEvoy Implementation Time positive press coverage Marketing Administrator Two days of staff time. in several local CT Transit newspapers. The service 100 Leibert Road PO Results is provided every year Box 66 Hartford, CT Free fares were provided and continues to be 06141-0066 for the first time in 1995 considered a success. Tel: 860/522-8101 x312 as part of the project. Fax: 860/247-1810 Ridership increased 800 Adaptations E-mail: percent over the previous CT Transit uses similar [email protected] year's festivities. As a promotions during Hart- result of providing the ford's Festival of Jazz. service, CT Transit received the event's When "Grand Sponsorship" Service has been provid- status ($5,000 value) with ed since 1990, with free a free tag line on all of the 117

Holiday Lights Tour (K-2) Jackson Transit Authority

Number of Vehicles: 13 Resources When buses, 4 paratransit vans There is no formal Ongoing since 1989 budget for this program. Strategy It requires one bus and Contact Every year, on the two operator. The driver is Michele T. Jackson Saturdays before paid overtime for the Marketing/Planning Christmas, Jackson tour service. Coordinator Jackson Transit Authority of Transit Authority Jackson, TN offers a free Implementation Time 241 E. Deaderick St. tour of holiday lights Three months PO Box 102 displays to residents of Jackson, TN 38301 senior centers and Results Tel: 901/423-0200 nursing homes. The tours The program is Fax: 901/424-9323 take them through considered a huge E-mail: [email protected] downtown and historic success. It is now in its districts. The agency ninth year. Many people mails out information that would not normally about the program to the see the holiday lights are homes and centers able to with this service. inviting their Several centers and participation. homes call for Reservations by centers reservations before the and homes are accepted list is formally open. on a "first call, first choice" basis for day and time.

Objectives To enhance the image of the transit agency. To enhance good public relations with the community. 118

Christmas "Stuff-a-Bus" (K-3) Northwestern Connecticut Transit District

Number of Vehicles: donate a toy for a needy Resources 16 buses child. A money donation The project was part of box is also made an interagency Strategy available. Several local cooperation that included In collaboration with businesses donate items the Mayor's Office and several civic agencies and for a free raffle at various the Torrington organizations, sites. Coffee and Firefighters Union. It Northwestern Connecticut doughnuts are served at was conducted by Transit District (NW Conn some of the locations. volunteers from transit Transit) in Torrington, CT staff, city hall staff, decorates one of the buses Objectives elementary and high as part of a holiday toy To provide as many toys school students, collection drive. The bus as possible for the needy merchants, seniors, and is decorated and parked at children of the area. political organizations. several local shopping To enhance the image Agency staff time was centers on specific days. of the transit agency as approximately 50 Shoppers are urged to tour an organization that cares person-hours. Local the bus and about the community. newspapers and cable stations were aware of the effort and the local papers ran a story on the project almost every day.

Implementation Time One month

Results The project is considered a major success. NW Conn Transit collected more than 2,000 toys and $1,500 in donations during the two-week program.

When 1996 and conducted annually.

Contact Carol L. Deane Office Manager NW Conn Transit District 140 Main St. Torrington, CT 06790 Tel: 860/489-2535 Fax: 860/489-3353 E-mail: [email protected] Special Events Special Events 119

pecial events enable transit systems to participate in community efforts or to provide transit services to community activities. Transit systems may also choose to create events to familiarize infrequent transit riders with available services. Special events may provide good anchors for other targeted activities. The special event allows personal contact with a large number of people in a concentrated time period and is invaluable in launching or culminating advertising or promotional campaigns. State and county fairs provide the same marketing opportunities as any special event does. Every state has a fair, often requiring effective transit services for success. For transit systems not located near the annual state fair, the same ideas and efforts can be applied to county and regional fairs.

Special Events Service (L-1) Maryland Mass Transit Administration

Number of Vehicles: games, fairground events, works closely with the bers of attendees are 819 buses, 100 rail cars, downtown events, and Baltimore Orioles and expected, and the venue 35 light rail area festivals is always Baltimore Ravens sports is very near mass transit high. The primary teams. An "MTA Service options. Strategy strategy to promote to Baltimore Ravens The Maryland Mass service for special events Games" brochure is Objectives Transit Administration is to utilize mass media included with the team's To encourage MTA (MTA) has found that (newspapers, radio). It is football season ticket ridership to and from the one of its most effective felt to be the most cost- holder mailing. Maryland special event that is marketing strategies is effective method to reach MTA cross-promotes being promoted. To the promotion of transit potential riders. Another with every event they entice trial of the system services to special events important strategy is to advertise. Events are so that if the MTA in the Baltimore area. co-promote with the targeted where parking is service is convenient to Ridership to baseball and event organizers. For not free or plentiful, the rider's home and football example, the MTA large num- work place, then the 120

special events rider may teams. For drivers and When convert to frequent MTA staff on event day, Annually commuter use. It is volunteers from within believed that a commuter MTA are recruited and Contact is more comfortable rewarded with Buddy Alves Acting learning to use the compensatory or Marketing Manager system on the way to a overtime pay. Maryland Mass Transit special event than on the Administration way to work. Implementation Time 6 Saint Paul Street Service is ongoing and Baltimore, MD 21202 Resources evolves accordingly. Tel: 410/767-8750 Over $125,000 was Fax: 410/333-3289 budgeted in fiscal year Results E-mail: 1997 for special events Many of the special events [email protected] advertising. One staff occur annually, so the member in the marketing service is repeated. While division handles it is difficult to determine advertising, which if these special events accounts for 35 percent riders are converting to of his or her time. daily commuters on the Another staff member system, nevertheless it is works on promotions, considered the best chance primarily cross- of reaching potential promotions, which is riders and familiarizing approximately 60 percent them with the system. of his or her time. Another staff member devotes 10 percent of his or her time on cross- promotions as liaison with the sports 121

Off-Peak Promotion (L-2) NJ Transit

Number of Vehicles: received free attributes an increase in 1,916 buses, 24 street transportation to the regular ridership to the cars, 780 rail cars show, the venue has sold program. a seat to the Strategy performance, and NJ Adaptations To increase ridership Transit has filled a seat The agency also has during off-peak hours, on a bus or train not package deals with their New Jersey (NJ) Transit, otherwise utilized. Summer Services the state-wide public program. transit system in New Objectives Jersey, has joined with To increase off-peak When several Manhattan ridership through linkage 1994 and continuing entertainment venues in a with special events. free ride strategy. The Contact venues, such as Madison Resources Jonathan Benjamin Square Garden, Radio Project budgets for the Manager, Marketing City Music Hall, and different versions of the Promotions NJ Transit Broadway theaters, program ranged from 1 Penn Plaza East purchase a block of $8,000-$15,000 Newark, NJ 07105 transit tickets from NJ depending on the co- Tel: 973/491-7148 Transit and then offer a promotional agreement Fax: 973/491-7567 NJ Transit free ride with the venues. package with the purchase of performance Implementation Time tickets scheduled during Planning begins in June off-peak hours. The and amount of effort package has been increases with each identified as the "NJ passing month. Transit Holiday Package" or "NJ Transit Results Christmas Package," and Package sales have is part of the agency's increased form the Winter Services previous year for each program. When year the program has purchased by a customer been offered. NJ Transit at the venue box office, Ticketmaster, or Tele- Charge, a transit ticket is included with each performance ticket. The customer is content because they have 122

Earth Day Celebration (L-3) Sacramento Regional Transit District

Number of Vehicles: RT believes that team- Implementation Time 210 buses, 36 light rail work and cooperation Three months vehicles between departments is the key to making Earth Results Strategy Day events a success. The program is repeated The Sacramento Pre-event meetings with each year. Ridership has Regional Transit District representatives from the increased every year of (RT) in Sacramento, CA Bus Transportation, Light the event. The students transported more than Rail, Customer Relations, and teachers are 14,000 students and and Information Services transported following the teachers, using RT's departments take place morning rush hour and "Class Pass," to the early in the year. The returned before the annual Earth Day representatives constitute afternoon peak period. Celebration at the State the system's Earth Day Coordination of transport Capitol. RT's "Class Committee. The goals of and personnel is Pass" allows 10 or more the meetings are to keep considered very smooth students (grades 1-12) to all departments informed due to good planning and travel for $1 dollar regarding planned previous experience. each with activities and to fine-tune unlimited operating procedures Adaptations rides based on previous years The "Class Pass" is dur- experience. available throughout the ing year for school field trips non-peak hours. Adults Objectives and any group travel. traveling with the group To transport several pay only $2.50 each. thousand schoolchildren When The RT's primary and adults to the State 1992 and conducted method of advertising the Capitol for Earth Day annually special fares were flyers Celebration activities. included in informational Contact packets sent to local Resources Jo Teele Noble/Ed elementary school Agency personnel Scofield Marketing teachers describing Earth involved were Customer Representatives Day Celebration events. Service Representatives, Sacramento Regional The RT requires a two- marketing staff, bus and Transit District week advance light rail operators, 1400 29th St. reservation for use of the dispatchers, and Sacramento, CA 95812 pass, which allows RT supervisors. The budget Tel: 916/321-2863 time to coordinate buses for the project is under Fax: 916/444-0502 and trains for the trips $5,000 and requires 150 and prevent overbooking person-hours. on the system. Teachers are directed to call RT's Customer Relations Call Center, which enters the reservation into their computer system that tracks group travel plans. 123

State Fair Traditions (L-4) Metro Transit

Number of Vehicles: Transit's monthly Results 900 buses onboard customers In 1996, one out of every newsletter, distributed the eight people who Strategy State Fair message to attended the State Fair Attending the Minnesota current transit customers. took a Metro . State Fair in Minneapolis To accommodate the The State Fair service is a yearly custom for large number of requests created an extra 270,000 many families. As a for telephone informa- bus rides during the result, the theme for the tion, a special extension 12 days of the fair. advertising campaign for of the agency's automated This was a 9.2 percent the 1996 State Fair schedule information line increase from 1995 became "State Fair gave menu-driven State Fair ridership Traditions," encouraging information to callers. and a 22 percent customers to make using On the return trip from increase over 1992 Metro Transit part of the fair, Metro Transit figures. their annual experience. handed out 50,000 Twenty percent of All printed materials brochures that thanked the coupons distributed incorporated historical customers for riding the to customers on the photographs provided by bus and included free return trip from the fair the Minnesota State Fair ride coupons for future were redeemed archives. Metro Transit, trips. Randomly selected between the end of the in partnership with the customers were asked to fair and their expiration Minnesota State Fair, complete surveys on 60 days later. gave a $2 discount on service quality and gate admission to willingness to ride again. Adaptations customers riding Metro Metro Transit has used Transit buses, providing Objectives the park-and-ride an extra incentive to ride To reduce traffic concept to provide the bus. congestion around the service for Aquatennial Inserts were distributed fairgrounds. summer events in 1998. to State Fair customers To encourage who purchased advance customers to make riding When tickets from the middle the bus part of their Since 1992, with service of June through the annual State Fair provided annually. beginning of the fair in experience. To illustrate August. Inserts were also the ease of riding transit Contact mailed to a database of and to encourage future Kathy Laudenslager 16,000 frequent bus commuting once familia- Market Development customers. Metro Transit rity has been established. Specialist produced 250,000 Metro Transit brochures and distributed Resources 560 Sixth Av. North them to businesses The budget for the Minneapolis, MN 55411 around areas, project was $20,000. The Tel: 612/349-7531 sales outlets, schedule State Fair provided Fax: 612/349-7675 distribution sites, and advertising and E-mail: State Fair outlets distribution of materials. Kathy.Laudenslager statewide. Interior bus @metc.state.mn.us cards and stories in Implementation Time TAKEOUT, Metro Eight months 124

Jackson County Fair Park 'N' Ride (L-5) Rogue Valley Transportation District

Number of Vehicles: Resources Implementation Time 26 buses The Rogue Valley Mall, One and a half months Wal-Mart, and the stores Strategy around them, absorbed the Results Rogue Valley costs of producing the The agency has noted an Transportation District coupon book. Salvation increase in ridership. The (RVTD) of Medford, OR Army members and other merchants are now doing promoted their Park 'N' civic groups stuffed the direct advertising with Ride service for the coupon book into the the agency. county fair through a agency's county fair coupon book exclusive to packet in exchange for When riders on RVTD buses advertising on the buses. 1997 attending the fair. The Local radio stations coupon book was for promoted the park 'n ride Contact purchases at the local service and coupon book Richard Smith TDM mall, Wal-Mart, and at no cost. One staff Information/Marketing Eagle Hardware, which member of RVTD worked Rogue Valley were the locations used on the project. An RVTD Transportation District as park 'n ride service envelope, which included 3200 Crater Lake Av. lots. Twenty thousand the coupon book and Medford, OR 97504- coupon books were several other individual 9075 produced. coupons and was placed in Tel: 541/608-2420 the county fair packet, Fax: 541/773-2877 Objectives cost $900. The envelope To increase ridership on had the logos of all the RVTD Park 'N' Ride major sponsors and the service. County Fair printed on it. To enhance RVTD All other costs were image as part of the local under-written by the other community. principals in the program. To promote local business through a coupon book. To mitigate traffic congestion during the week of the County Fair. 125

Mid-State Fair Express Bus Service (L-6) San Luis Obispo Regional Transit Authority

Number of Vehicles: transportation service to Results 13 buses local residents and SLORTA's Mid-State tourists. Fair Express service has Strategy To capture new transit proven to be very In order to help a users by exposing them successful in relieving segment of the outlying to a convenient traffic congestion population attend the transportation option. through the Highway 101 Mid-State Fair, the San corridor and around the Luis Obispo Regional Resources fair-grounds. Ridership Transit Authority SLORTA uses four buses on the express service (SLORTA) of San Luis to provide three round has increased 154 Obispo, CA created an trips a night for an 11- percent since its express bus service day period. Sponsorships inception in 1995. In between several towns in are solicited from local 1997, 6,250 passengers the area and the main television, radio, and were transported. gate of the fair. The newspaper media concern was that transit through trade agreements Adaptations dependent segments of to provide advertising for SLORTA is considering the population, such as the service. In addition, the implementation of the elderly, youth, and major sponsors, such as similar service to major those without Chevron and Nextel, and events such as the Fourth automobiles, would be the Fair itself are of July celebration and unable to attend the fair solicited for financial an annual car festival in because the local transit contributions. Partial Pismo Beach. operations end at 6:00 funding is received p.m. SLORTA was able through an Air Resources When to provide this service grant, with remaining 1995 and conducted through solicitation of costs absorbed through annually since. corporate sponsorship by passenger fares and the the fair from Chevron SLORTA budget. Staff Contact and a local television volunteers are positioned Shari Presnall Transit station, KSBY. at passenger park and Systems Coordinator San Advertisements for the ride sites to answer Luis Obispo Regional service were placed in questions about the Transit Authority the local television, service and guide 1150 Osos St., Suite 206 radio, and print media. A passengers onto the San Luis Obispo, CA marketing partnership buses. 93401 with those entities kept Tel: 805/781-4465 costs low. Implementation Time Fax: 805/781-1291 In the first year, three E-mail: Objectives weeks were required to [email protected] To reduce traffic conges- establish contacts and tion on the county's develop the service. roadways for the two- Subsequent years have week period of the fair. required one to two To provide a trans- weeks to update the portation option for tran- project. sit-dependent citizens. To provide low-cost