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Planning, Operations and Marketing Committee Working Session Monday November 11, 2019 4:00 P.M

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Planning, Operations and Marketing Committee Working Session Monday November 11, 2019 4:00 P.M PLANNING, OPERATIONS AND MARKETING COMMITTEE WORKING SESSION MONDAY NOVEMBER 11, 2019 4:00 P.M. OR IMMEDIATELY FOLLOWING THE COMPLETION OF THE COMMUTER RAIL COMMITTEE MEETING PLANNING, OPERATIONS & MARKETING COMMITTEE WORKING SESSION MONDAY NOVEMBER 11, 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: Nick Genua - Chairman Melissa Chrisman, Marketing/Communications Teresa Ayala Detra Whitmore, Customer Relations Stephen Baldwin Kiran Vemuri, Planning Charles Edmonds Alan Hooks Ray Taylor A. CALL TO ORDER Nick Genua B. UPDATES 1. October 2019 Marketing & Communications Report Melissa Chrisman 2. Customer Relations Update Detra Whitmore C. ACTION ITEMS 1. POM2020-02 System Redesign and Kiran Vemuri Implementation Project D. OTHER BUSINESS E. NEXT MEETING MONDAY, DECEMBER 9, 2019 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: October 2019 Marketing & Communications Meeting Date: November 11, 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: November 11, 2019 PAID MEDIA CAMPAIGN UPDATE – DASH AND DISCOVER STATUS – FLIGHT ONE COMPLETE TIMEFRAME – SEPTEMBER 2019 THROUGH OCTOBER 2019 GOAL 1 – 200 AVERAGE DAILY RIDES BY DEC. 31, 2019 – GOAL MET GOAL 2 – 300 AVERAGE DAILY RIDES BY DEC. 31, 2019 GOAL 1 – INTRODUCE SERVICE BY REACHING 500K AD VIEWS – GOAL MET The first flight of the marketing campaign to launch The Dash service wrapped up in October. Tactics included e-mail marketing bulletins, geographically targeted social media posts and digital banner ads shown to people with interests such as art, dining, nightlife and entertainment. Print ads ran in the TCU and TCC student newspapers, and radio ads were broadcast on The Ranch FM radio. Featuring fun animations with The Dash vehicles and imagery of the various destinations along the route, the theme was “Dash and Discover” to encourage ridership and the idea of riding The Dash and discovering Fort Worth. The end of October also marked the conclusion of the wristband promotion that gave riders the opportunity to get Dash wristbands for discounts at the Cultural District museums and West 7th destinations. The community outreach team has been targeting businesses along the route to provide schedule information and answer questions about the service. Rides will remain complimentary through the end of 2019. RESULTS 200+ average daily rides in the first month of service. 500K ad views as of Oct. 31, 2019. 2 CAMPAIGN UPDATE – TRE/STATE FAIR OF TEXAS STATUS - COMPLETE 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 – GOAL NOT MET The 2019 State Fair of Texas ended in October. Our TRE ridership campaign told fair goers how to use public transit to get to Fair Park from Fort Worth. The campaign kicked off in late August and was 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 During the 2018 State Fair of Texas, ridership was 163,162. During the 2019 State Fair of Texas, ridership was 176,206. This represents an 8% increase in ridership. 3 CAMPAIGN UPDATE – EVENT MARKETING AND TARGETED RIDERSHIP STATUS - CURRENT TIMEFRAME – JULY 2019 AND ONGOING GOAL – INCREASE RIDERSHIP ON THE DASH IN OCTOBER October’s featured event for the event marketing and targeted ridership campaign was the grand opening of Dickies Arena in Fort Worth. A paid campaign ran on Facebook during the days leading up to the event on Oct. 26. RESULTS 177 ad link clicks 198,668 ad views 225 rides on The Dash on Oct. 26 4 EARNED MEDIA The Trinity Metro Medical Clinic was featured in Passenger Transport’s special edition for the APTA 2019 TRANSform Conference: Trinity Metro opens a medical clinic for employees. 5 TEXRail was mentioned in a Dallas Morning News article: Grapevine’s coming-soon Hotel Vin will have a food hall inside called Harvest Hall. The project has a train-depot theme because of the new TEXRail station nearby. Detra Whitmore, vice president of customer experience, was interviewed on KRLD news radio about Trinity Metro’s bus stop cleanup day. TEXRail was mentioned in a Texas Meetings + Events article: Hotel Vin and Harvest Hall celebrate topping out. NBC 5 mentioned TEXRail in a broadcast: North Dallas neighbors want DART rail tunnel. President and CEO Bob Baulsir was interviewed on KRLD news radio: Trinity Metro extends Dash free rides through end of year. President and CEO Bob Baulsir was quoted in a Fort Worth Star-Telegram article: Soon, you will be to take a train from Fort Worth to Plano – sort of. Wayne Gensler, vice president and chief operating officer for bus and paratransit, was quoted in a Mass Transit article: Adsposure welcomes Trinity Metro as latest transit advertising partner. Trinity Metro was featured in a City of Fort Worth website article: Join the first bus stop cleanup day on Oct. 26. Trinity Railway Express was mentioned in a Fort Worth Star- Telegram article: Long commute: Why so many people choose to live in Fort Worth but work in Dallas. President and CEO Bob Baulsir was quoted in a Culture Map article: Fort Worth launches new electric bus service with free rides. TEXRail was featured in a Fort Worth Star-Telegram article: Soon, that train trip to Grapevine can include a food hall feast and hotel stay. Laura Hanna, director of communications, was quoted in the story. 6 President and CEO Bob Baulsir was quoted in a Trains Magazine article, which will appear in the December 2019 edition. TEXRail photographer Ken Fitzgerald wrote the article and took all of the photos for the article. Four of his rail photos will be the featured cover images, and one of them is the TEXRail photo with the bluebonnets. 7 SHARED MEDIA RESULTS Total engagements: 4,514 Total messages sent: 116 Total followers gained: 746 Total impressions: 82,536 8 OWNED MEDIA OCTOBER GOVDELIVERY/EMAIL MARKETING BULLETINS SENT 6 RECIPIENTS 12,779 EMAIL OPENS 2,241 OPENRATE 20% LINK CLICKS 288 CLICK RATE 2.5% TEXT CLICKS 130 9 10 PLANNING, OPERATIONS & MARKETING COMMITTEE INFORMATION ITEM Item: Customer Relations Report Meeting Date: November 11, 2019 Detra Whitmore, Vice President Customer Relations will give an update on Customer Relations. Customer Relations Report November 2019 Detra Whitmore Vice President of Customer Experience 11 By The Numbers CUSTOMER CARE CALLS 35,000 29,701 31,665 28,809 28,955 27,539 28,328 27,358 30,000 29,415 27,254 26,213 24,659 27,830 25,000 28,086 26,407 26,541 27,563 24,908 26,329 25,878 24,772 26,354 24,714 24,809 24,425 October 20,000 31,665 19,594 15,000 English Calls 10,000 25,607 5,000 0 Spanish Calls Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sept Oct 587 FY2018 FY2019 FY2020 D. Whitmore 11/5/19 12 Customer Satisfaction Commendations 4.5 4 4 4 3.5 20 33 3 2.5 Top Customer Commendations 2 2 2 • Helpful Driver – Fixed Route 1.5 1 1 • Customer Care Rep was patient 1 • Driver helped me to the door 0.5 0 • Friendly Driver – Fixed Route 0 August September October Customer Care ACCESS Fixed Route D. Whitmore 11/5/19 13 Customer Satisfaction Complaints 120 100 97 83 381 80 73 Top 5 Customer Complaints 60 46 46 • Late Bus 40 35 • Passed by passenger at stop 20 • Late ACCESS pick up 0 1 0 • Rude Diver – Fixed Route 0 August September October • Ticket Vending Machine Issues TEXRail ACCESS Fixed Route D. Whitmore 11/5/19 14 Customer Relations White Cane Day, October 15. Bus Stop Cleanup Day, October 26. Adopt- A- Stop Initiative TRE/TEXRail Stations Onboard Surveys D. Whitmore 11/5/19 15 Customer Relations ADOPT-A-STOP INITIATIVE 25 22 21 20 Goal 20 Goal 20 Stops per 15 year 12 10 Litter free program to 5 4 improve the appearance of 0 our bus stops. FY2017 FY2018 FY2019 FY2020 Adopted Stops D. Whitmore 11/5/19 16 ACTION ITEM 17.
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