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The Sound Transit 3 Plan Adds 62 New Miles of Light Rail with Stations

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The Sound Transit 3 Plan Adds 62 New Miles of Light Rail with Stations The Sound Transit 3 Plan adds 62 new miles of light rail with stations serving 37 additional areas for a regional system in Puget Sound, Washington, reaching 116 miles. The plan also establishes bus rapid transit on two corridors; expands capacity and service of the Sounder commuter rail south line; includes ST Express bus service; improves access to stations for bicyclists, pedestrians, drivers, and pick-up and drop- off services; and expands parking at stations. Extensive communications, outreach and engagement supported finalization of this plan from January to June 2016. STRATEGY Working the Strategy: Tactics and Metrics Tactic Approach Metrics In-Person Engagement • Travel the region for hosted public open houses 1,250 open house attendees 50+ presentations, resulting in 90+ stakeholder/ jurisdictional letters Public Input • Online survey (primary tool) 34,706 online survey participants, Opportunities • Email Up 40% from 2015 • Letter See table below Direct Marketing • Direct mailer to all registered voter households 25% reported of learning of online survey • Emails to 30,000+ individuals on existing Sound through mailer, 35% email open rate Transit distribution lists (4) Advertising • Online; print, including outlets reaching targeted 60+ outlets used, with 7% of online survey age and ethnic communities; TV; and in-app participants reporting learning of survey advertising channels (e.g., Pandora) through advertising Web: Microsite • Overhaul interactive map page with links to project 183,800 unique views in six weeks details to highlight draft plan • Ensure process is front and center • Add translated content Social • Sponsored and organic posts, focused by geography Total impressions reached 500,000, and language 30% reporting of learning of online survey through social media Earned Media • Achieve coverage in major regional and local 200+ local and national media articles outlets Third Party Partners • “Outreach toolkit” distribution of canned social Observed use of #ST3 by third parties and content, how to use project hashtag (#ST3), email directing to agency website for participation; and newsletter blurbs 7% of survey respondents reported hearing of the online survey via “other organizations” Reaching Diverse • Expanded “outreach toolkit,” including translated 1,000 clicks on translated social ads, Audiences content 100+ translated comments on draft plan, • Translated social ads 100+ non-english posters placed • Advertising in non-English channels, with direct tie to translated content on website • Translated posters and posters in service agencies/ community gathering places Online Survey participation levels % increase 2016 2015 comparison by geography year over year Snohomish County 8.3% 2,871 5.8% 1,443 99% North King County 45.9% 15,912 54.0% 13,389 19% East King County 20.6% 7,142 17.0% 4,224 69% South King County 6.2% 2,156 6.4% 1,596 35% Pierce County 11.5% 3,999 9.6% 2,366 69% Out of District 7.6% 2,626 7.2% 1,779 47% Total participation 34,706 24,797 40% MARKETING Website | Mailer | Poster | Email | Social Media | Ads | Video A focused website, sountransit3.org, centralized all informational content around the transit draft proposal, offered the overarching “why” for the project, and helped people take action to “take the survey” during the draft plan public engagement stage. The central focus of information was a draft plan interactive map, allowing users to click on each project to see its attributes. MARKETING Website | Mailer | Poster | Email | Social Media | Ads | Video Sound Transit PRSRT STD Union Station U.S. POSTAGE A “supercard” postcard PAID 401 S. Jackson St. SEATTLE, WA Seattle, WA 98104 PERMIT NO. 1832 (8.5x11) mailer was mailed TIME TO DECIDE to nearly 1M residents Weigh in on your transit future across three counties to raise awareness of the Everett LYNNWOOD importance of weighing EVERETT SHORELINE REDMOND SEATTLE ADD YOUR VOICE TACOMA HOW CAN I BOTHELL in now on the draft plan. GET TO ? Kirkland Redmond Twenty-five percent of Bellevue After working with the public for three years, the Sound Transit Board of Directors is preparing a Sound Transit 3 plan for the November ballot. A draft plan is available for Issaquah public review through April 29. Your feedback will help shape the final plan. Ballard online survey respondents SEATTLE West Seattle reported the mailed notice Burien Kent Visit soundtransit3.org and take the survey by April 29 was how they heard about Auburn Federal Way the survey. Tacoma JOIN US AT AN OPEN HOUSE Other ways to comment by April 29 Ballard* Tacoma Everett April 19 April 21 April 25 Email comments to Ballard High School Evergreen State College – Tacoma Everett Station [email protected] 1418 NW 65th St. 1210 6th Ave. 3201 Smith Ave. TIRED OF GETTING STUCK IN TRAFFIC? Mail comments to Sound Transit, In November the region’s voters will consider a Sound Transit 3 plan that 401 S. Jackson St., Seattle, WA responds to rising gridlock by extending congestion-free light rail, bus West Seattle* Redmond* Federal Way* 98104 April 26 April 27 April 28 rapid transit and Sounder train service. Help shape the projects that will West Seattle High School Old Redmond Schoolhouse Todd Beamer be part of this plan by participating in a public comment period through 3000 California Ave. SW Community Center High School Questions? Call 206-903-7000 April 29. 16600 NE 80th St. 35999 16th Ave. S To request accommodations Seattle (daytime)* for persons with disabilities or April 28 for information in alternative 1,000 NEW NEIGHBORS EVERY WEEK Union Station All open houses are 5:30–7:30 p.m. with presentations at TAKE THE ONLINE SURVEY formats, call 1-800-201-4900 / 401 S. Jackson St. 6:00 p.m. except for the April 28 daytime meeting in Seattle. TTY Relay: 711 or email 11:30 a.m. -1:30 p.m., ATTEND A MEETING * Coincides with King County Metro Transit Long-Range Plan public meeting at the [email protected]. Last year, our region added 52,000 presentation at 12:00 p.m. same time and location. More information at kcmetrovision.org people and an estimated 41,000 cars. In the next 25 years our population soundtransit3.org is estimated to grow by one million people, increasing demand for transit. 2014 2040 soundtransit.org Printed on recycled paper 2.8 million 3.7 million Sound Transit plans, builds and operates regional transit systems and services to improve mobility for Central Puget Sound. CS11282/APRIL 2016/950K TIME TO DECIDE Weigh in on your transit future HOW CAN Everett I GET TO LYNNWOOD SHORELINE ? BOTHELL Kirkland Redmond Bellevue Issaquah Ballard SEATTLE West Seattle Burien Kent Auburn Federal Way Tacoma TIRED OF GETTING STUCK IN TRAFFIC? In November the region’s voters will consider a Sound Transit 3 plan that responds to rising gridlock by extending congestion-free light rail, bus rapid transit and Sounder train service. Help shape the projects that will be part of this plan! Visit soundtransit3.org take the survey by April 29 JOIN US AT AN OPEN HOUSE Ballard* - April 19 Tacoma - April 21 Everett - April 25 West Seattle* - April 26 Ballard High School Evergreen State College, Tacoma Everett Station West Seattle High School Redmond* - April 27 Federal Way* - April 28 Seattle* - April 28 (daytime) All open houses are 5:30–7:30 p.m. with presentations at 6:00 p.m. unless otherwise noted Old Redmond Schoolhouse Todd Beamer High School Union Station 11:30 a.m. - 1:30 p.m., Community Center presentation at 12:00 p.m. * Coincides with King County Metro Transit Long- Range Plan public meeting at the same time and location. More information at kcmetrovision.org HOW TO COMMENT Email [email protected] To request accommodations for persons with disabilities or for information in Visit soundtransit3.org alternative formats, call 1-800-201-4900 / TTY Relay: 711 or email Questions? Call 206-903-7000 soundtransit.org [email protected]. Posters placed at 900+ gathering places across the transit Five emails sent to 30K+ recipients, with up to 35% open district rate. MARKETING Website | Mailer | Poster | Email | Social Media | Ads | Video SOUTHSIDE SHAE YOUR TRANSIT FUTURE Geographically-targeted, organic and sponsored social media posts garnered reach of nearly 300,000 Facebook viewers, over 10K+ click-throughs on Facebook, and 230K+ impressions on Twitter. MARKETING Website | Mailer | Poster | Email | Social Media | Ads | Video Some 30% of online survey respondents identified a social media channel as how they heard about the online survey. MARKETING Website | Mailer | Poster | Email | Social Media | Ads | Video Online and print ads were targeted by geography of the transit region, still with consistent program brand. PIERCE COUNTY SHAPE YOUR SNOHOMISH COUNTY! TRANSIT FUTURE SHAPE YOUR TRANSIT FUTURE Take the SoundTransit3.org Take the survey by April 29 Survey by soundtransit3.org April 29 ATTEND A PUBLIC MEETING Everett pril 25, erett tation 201 mith e. Email soundtransitsoundtransit.org Questions? all 200000 ATTEND A PUBLIC MEETING EMAIL ore details and meeting Tacoma pril 21 information aailable on the ergreen tate ollege acoma soundtransitsoundtransit.org Federal Way pril 2 soundtransitor website Todd eamer igh chool QUESTIONS? all 200000 SHAPE YOUR SEATTLE! TRANSIT FUTURE SHIATP’SE TYIOMURE TRANSIT FUTURE Take the survey by April 29 Take the survey soundtransit3.org ATTEND A PUBLIC MEETING by April 29 Ballard pril 1 Tacoma pril 21 Everett pril 25 soundtransit3.org West Seattle pril 2 Redmond pril 2 Federal Way pril 2 Seattle pril 2 Email soundtransitsoundtransit.org Questions? all 200000 ore details and meeting information aailable on the soundtransitor website SHAPE YOUR TRANSIT FUTURE Take the Sound Transit 3 Survey MARKETING Website | Mailer | Poster | Email | Social Media | Ads | Video Link: https://vimeo.com/132374581 “How do you move a region” highlighted the role of transit in Puget Sound, the need for ST3, and was posted on the project microsite and social media.
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