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Planning, Operations and Marketing Committee Working Session Monday October 21, 2019 4:00 P.M

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Planning, Operations and Marketing Committee Working Session Monday October 21, 2019 4:00 P.M PLANNING, OPERATIONS AND MARKETING COMMITTEE WORKING SESSION MONDAY OCTOBER 21, 2019 4:00 P.M. OR IMMEDIATELY FOLLOWING THE COMPLETION OF THE COMMUTER RAIL COMMITTEE MEETING PLANNING, OPERATIONS & MARKETING COMMITTEE WORKING SESSION MONDAY OCTOBER 21, 2019 4:00 P.M. OR IMMEDIATELY FOLLOWING THE COMPLETION OF THE COMMUTER RAIL COMMITTEE MEETING Fort Worth Central Station Downtown Fort Worth 1001 Jones Street, 2nd Floor Community Room Fort Worth, Texas 76102 Committee Members: Staff Support: Ray Taylor - Chairman Melissa Chrisman, Marketing/Communications Teresa Ayala Kiran Vemuri, Planning Jeff Davis Wayne Gensler, Operations Alan Hooks Jeff King A. CALL TO ORDER Ray Taylor B. UPDATES 1. September 2019 Marketing & Communications Report Melissa Chrisman 2. September 2019 Ridership Report Kiran Vemuri 3. September 2019 Operations Report Wayne Gensler C. ACTION ITEMS 1. POM2020-01 FY2020 Key Performance Wayne Gensler Indicators D. OTHER BUSINESS E. NEXT MEETING MONDAY, NOVEMBER 11, 2019 @ 4:00 pm F. ADJOURN This facility is wheelchair accessible. For accommodations for hearing or sight interpretive services, please contact Kelli Shields 48 hours in advance at 817.215.8972. 1 PLANNING, OPERATIONS & MARKETING COMMITTEE INFORMATION ITEM Item: September 2019 Marketing & Communications Meeting Date: October 21, 2019 Report Melissa Chrisman, Vice President, Marketing & Communications will give an update on Marketing & Communications. PLANNING, OPERATIONS & MARKETING COMMITTEE INFORMATION ITEM Item Number: Marketing & Communications Update Meeting Date: Oct. 21, 2019 EVENTS THE DASH SERVICE LAUNCH DATE – MONDAY, SEPT. 23 State, county and city officials joined Trinity Metro and community supporters in celebrating the launch of The Dash. The event included a VIP ride from Fort Worth Central Station to Crockett Row, where featured speakers addressed event goers. Funding partners promoted their organizations during the event at Crockett Row, and Trinity Metro handed out red wristbands and Dash schedules to spread the word about complimentary rides through Oct. 31. The wristbands can be used through the end of October for discounts and special offers at Crockett Row vendors and the Modern Art Museum of Fort Worth. The invitational paid posts on Facebook yielded 115 event responses, 8,218 post engagements, 27,615 ad views and reached 15,870 users. TEXRAIL TOUR WITH COOK CHILDREN’S HEALTHCARE SYSTEM DATE – FRIDAY SEPT. 27 Trinity Metro leadership and communications hosted a group of executives from Cook Children’s Healthcare System on a tour of transit services. The trip began with a bus ride to Fort Worth T&P Station to take Trinity Metro TEXRail to the DFW Airport Terminal B Station. On the way back from the Terminal B Station, the group stopped in Grapevine for lunch before returning to Fort Worth. The outing provided an opportunity to share information about Trinity Metro bus and commuter rail services as well as the Trinity Metro EASYRIDE program and the ZIPZONE that will serve the Medical District. 2 PAID MEDIA CAMPAIGN LAUNCH – DASH AND DISCOVER STATUS – CURRENT TIMEFRAME – SEPTEMBER 2019 THROUGH OCTOBER 2019 GOAL – 200 AVERAGE DAILY RIDES BY DEC. 31, 2019 GOAL – INTRODUCE SERVICE BY REACHING 500K AD VIEWS The marketing campaign to launch The Dash began in September and will continue through October. Tactics include geographically targeted social media posts and digital banner ads shown to people with interests such as art, dining, nightlife and entertainment. Print ads will run in the TCU and TCC student newspapers, and radio ads are on The Ranch. Creative features fun animations with The Dash vehicles and imagery of the various destinations that the route serves. The theme is “Dash and Discover” to encourage ridership and the idea of riding The Dash and discovering Fort Worth. RESULTS 155 average daily rides in the first week of service. 300K ad views as of Sept. 30, 2019. 3 CAMPAIGN LAUNCH – TIME TO MAKE YOUR MOVE (TEXRAIL RIDERSHIP) STATUS - CURRENT TIMEFRAME – SEPTEMBER 2019 TO DECEMBER 2019 GOAL – 8K AVERAGE DAILY RIDES BY DEC. 31, 2020 To promote the increased frequency on TEXRail, a second flight of marketing began in September. In an attempt to reach new people and grow ridership at a quick and steady pace, this portion of the campaign is “Time to Make Your Move.” It brings back the “Time to Train” characters who were featured during the service launch at the beginning of the year. This time, the characters are moving quicker and having more fun. We introduced a family out on an adventure, which brings the audience from having the time to train to a strong call to action – to actually make your move. The play on words and the memorable imagery tell a powerful story. Tactics for this flight of TEXRail ridership promotion include 30-second commercials on streaming-TV provider Hulu, over-the-top mediums such as Apple TV and Roku, and targeted cable TV. All commercials are supplemented by paid social media. RESULTS Results will be provided at the next committee meeting. 4 CAMPAIGN UPDATE – TRE/STATE FAIR OF TEXAS STATUS - CURRENT TIMEFRAME – AUGUST 2019 TO OCTOBER 2019 GOAL – INCREASE TRE RIDERSHIP BY 10% DURING THE STATE FAIR OF TEXAS, FROM 163,162 IN 2018 TO 179,478 IN 2019 The State Fair of Texas is underway, and our TRE ridership campaign continues to tell fair goers how to use public transit to get there. The campaign kicked off in late August and is a coordinated effort between Trinity Metro and the marketing team at DART. Tactics for this campaign include digital and static billboards, digital display banners and a paid campaign on social media. RESULTS In the first 12 days of the State Fair of Texas in 2018 ridership was 81,582. In the first 12 days of the State Fair of Texas in 2019 ridership was 72,828 representing an 11% decrease. 5 CAMPAIGN UPDATE – EVENT MARKETING AND TARGETED RIDERSHIP STATUS - CURRENT TIMEFRAME – JULY 2019 AND ONGOING GOAL – INCREASE RIDERSHIP ON TEXRAIL IN SEPTEMBER September’s featured event for the event marketing and targeted ridership campaign was GrapeFest in Grapevine. A paid campaign ran on Facebook during the weeks leading up to the event. RESULTS Record TEXRail ridership was recorded during GrapeFest (Sept. 12 - 15, 2019). During the four- day festival, TEXRail ridership was 9,157. September was another record ridership month. 261 link clicks 88K ad views EARNED MEDIA Wayne Gensler, Vice President and Chief Operating Officer for Bus and Paratransit, was quoted in a Mass Transit article: Light rail, TEXRail extension and rapid bus lines: How Fort Worth could transform your commute. President and CEO Bob Baulsir was quoted in an article on the City of Fort Worth website: The Dash kicks off with complimentary rides. Wayne Gensler, Vice President and Chief Operating Officer for Bus and Paratransit, was quoted in a Fort Worth Star-Telegram article: Light rail, TEXRail extension and rapid bus lines: How Fort Worth could transform your commute. President and CEO Bob Baulsir was also quoted in NGT News (Next-Gen Transportation): Trinity Metro launches “The Dash” electric bus service. The Fort Worth Business Press published an article on transportation options: Council report: Transit Moves presentation. 6 TEXRail and Trinity Railway Express were mentioned in the Fort Worth Business Press: Commentary: Gary Fickes: Empowering seniors to meet emerging needs for 55+ market. TEXRail was mentioned in a Progressive Railroading article: DART breaks ground on Silver regional rail line. Trinity Railway Express was mentioned in a KERA story: It’s State Fair of Texas season – Here’s what you need to know. A Dallas Morning News article mentioned TEXRail: How to engineer a turnaround? Booming Jacobs has a few lessons for struggling Fluor Corp. President and CEO Bob Baulsir was quoted in a Fort Worth Star-Telegram article: Why Fort Worth is running bright red electric buses from downtown to the museums. Wayne Gensler, Vice President and Chief Operating Officer for Bus and Paratransit, was interviewed in a story on CBS 11: Opt for “The Dash” for quick trips via electric bus in Fort Worth. Board Chairman Scott Mahaffey was quoted in a Fort Worth Business Press article: The Dash – electric public transit bus service – begins in Fort Worth. The Dash launch was also mentioned on CBS 11 and KRLD news radio. Melissa Chrisman, Vice President of Marketing and Communications, was interviewed for a WFAA 8 story on The Dash: New electric bus service connects Fort Worth’s entertainment districts. Bob Baulsir, President and CEO, was quoted in an article in Up N Down Magazine: The Dash kicks off service with complimentary rides, discounts at area businesses. TEXRail was mentioned in a Community Impact Newspaper article: Hotel Vin, Harvest Hall in Grapevine reach construction milestone. TEXRail was mentioned in a Fort Worth Star-Telegram article: Cornyn, Cruz support use of federal funds to extend TEXRail commuter train. 7 KERA also featured a story on potential TEXRail funding: Cornyn, Cruz back bid for funds to extend Tarrant County’s TEXRail line. Mass Transit published an article about TEXRail funding: Cornyn, Cruz support use of federal funds to extend TEXRail commuter line. WBAP news radio also featured TEXRail: An expansion may already be in the works for the newly opened TEXRail service. Wayne Gensler, Vice President and Chief Operating Officer for Bus and Paratransit, was quoted in a Texas Climate News article: Texas cities roll slowly toward clean and quiet battery-electric buses. TEXRail was mentioned in an article on the Meetings Today website: The North Texas Metroplex continues to flex its meetings muscle with constant new developments and growth. A Dallas Innovates article mentioned TEXRail: JLL Report: Fort Worth’s Near Southside primed to become innovative economic force. TEXRail was mentioned in a Fort Worth Star-Telegram article: SMU paid naming rights for DART Mockingbird Station.
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