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APTA 2016 Adwheel Awards

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APTA 2016 Adwheel Awards APTA 2016 Adwheel Awards Category 2: Best Marketing and Communications Educational Effort SkyTrain Operating Change Comprehensive Campaign Contents Online Application 1 Transit Environment 3 Platform Poster 3 Interior Vehicle Cards 3 Station Signs 4 Sandwich Boards 5 Scroller Poster 6 Platform Digital LCD Screens 7 Print Campaign 8 Customer Information Brochure 8 Newspaper Ads 10 TransLink ca 11 Interactive Maps 11 Digital Ad Buy 12 Online Ads 12 Online Campaign 13 Video 13 20 Second Social Media Clip 13 PAGE II Online Application APTA 2016 Adwheel Awards Category 2: Best Marketing and Communications Educational Effort SkyTrain Operating Change Comprehensive Campaign 1 Target The primary target audience for this campaign was our existing SkyTrain riders both frequent and occasional 2 Situation / Challenge The expansion of the SkyTrain system created an opportunity to simplify the operating patterns Historically, both lines stopped at the same stations creating some confusion for travellers new to the system Reconfiguration of the operating patterns impacted current rail customers in a number of ways Most significantly, a portion of one line was discontinued and a second line was split into two branches of service The aim of this campaign was customer education We wanted to ensure that all of our frequent and casual riders were aware of the upcoming change and understood the personal impact to their commute 3 Strategy • Utilize a mix of transit, print and digital channels to achieve awareness of upcoming changes • Direct customers to an online video that summarizes the SkyTrain changes in order to allow customers to experience their trip prior to the changes reducing anxiety for many of the customers • Utilize front line personnel and outreach teams to provide high touch support for impacted customers • Use of outreach teams will augment the front line staff two weeks prior to the change to ensure customers are aware that it is coming and for two weeks after the patterns change to help customers adjust to the changes 4 Results Overall the change to the SkyTrain operation occurred with minimal customer complaints and confusion Our riders were aware of the changes happening and many had heard the messages a number of times before it took place In terms of tangible results of impressions on our: • 225,686 page views (paid and non-paid sources) • Paid ads received over 8 4 million impressions and over 134,000 clicks • 21,700 completed video views • Over 50 staff volunteered to be out on the system talking with customers, • Distributed 150,000 Brochures across the full system ( trains, buses and through front line staff) PAGE 1 Online Application • Over 7500 direct conversation with customers through the outreach teams • Outreach teams reported back the response from customers 70% Positive, 28% indifferent and 2% Negative 5 Why should this entry win an ADWheel Award This campaign demonstrates a commitment to putting the customer first and overcoming the constraints between the corporate and operational side of the transit business It united the TransLink Enterprise bringing together marketing, outreach, customer information, wayfinding and front line staff to ensure that we had materials, key messages, for all staff and reacted to feedback from the front line and on social media The simple creative and strong digital resources allowed a foundation for informing customers as well as flexibility to react to feedback from the front line and to disseminate marketing materials through a number of non-traditional channels It is an example of bringing to bear all potential resources to educate customers through both operational and marketing channels with a unified campaign PAGE 2 Transit Environment Changes are coming to the SkyTrain network starting October 22 Know before you go at translink.ca/skytrainchanges Changes are coming to the SkyTrain network starting October 22 Know before you go at translink.ca/skytrainchanges Platform Poster Interior Vehicle Cards PAGE 3 Transit Environment Changes coming to SkyTrain October 22 TransLink’s integrated transit network has seen a lot of changes over the years. Soon, there’s going to be an exciting new change—the Evergreen SkyTrain Network Changes Extension extends the Millennium Line to Coquitlam through Burnaby and Port Moody! Operating pattern changes will begin in advance of the Evergreen Extension opening as part of our testing process. Changes are coming to Until October 22, 2016 the SkyTrain Network ZONE What are the key changes? ZONE What are the key Burrard Waterfront TransLink’s integrated transit CURRENT network has seen a lot of changes changes? West Coast Express over the years. And soon, there’s Lonsdale Quay Granville going to be an exciting change — Burrard Vancouver City Centre the Evergreen Extension brings the The Expo Line will now Waterfront Stadium–Chinatown Millennium Line to Coquitlam 1 Granville Yaletown–Roundhouse through Burnaby and Port Moody! have two routes. One Vancouver City Centre Main Street–Science World Stadium–Chinatown Operating pattern changes will Yaletown–Roundhouse Olympic Village ZONE ZONE route will continue to Main Street–Science World Brentwood Sperling– Production Way– begin in advance of the Evergreen Olympic Village Brentwood Sperling– Production Way– VCC–Clark Rupert Town Centre Burnaby Lake University Extension opening as part of our travel between Waterfront VCC–Clark Rupert Town Centre Burnaby Lake University testing process. Broadway– Broadway–City Hall Commercial–Broadway Station and King George City Hall Commercial– Renfrew Gilmore Holdom Lake City Lougheed Broadway Renfrew Gilmore Holdom Lake City Lougheed Coming October , Way Town Centre Way Town Centre Station. King Edward King Edward The Expo Line will now have Nanaimo Braid Oakridge–st Avenue Nanaimo Braid two routes. One train will th Avenue Sapperton Oakridge–st Avenue continue to travel between Langara–th Avenue Scott Road A second Expo Line route th Avenue Waterfront Station and King 2 Joyce–Collingwood Gateway Sapperton George Station. Marine Drive Columbia ZONE will run between Langara–th Avenue ZONE Scott Road YVR– Patterson Surrey Central A second Expo Line train will Bridgeport Joyce–Collingwood ZONE Gateway Waterfront Station Airport Templeton New Westminster ZONE run between Waterfront Edmonds King George Marine Drive Columbia Metrotown ZONE Station and Production Way– Sea Island Aberdeen and Production Way– ZONE Centre Patterson University Station. Lansdowne Royal Oak nd Street Bridgeport Surrey Central University Station. Changes are coming New Westminster YVR–Airport Templeton The Millennium Line will no Richmond–Brighouse Metrotown Edmonds longer travel to and from Sea Island Aberdeen Waterfront Station. Instead, it King George The Millennium Line will Current SkyTrain connection points: Centre Royal Oak nd Street will now run between 3 Waterfront Commercial–Broadway Columbia Lansdowne VCC–Clark and Lougheed Town no longer travel to/from Centre Stations (continuing on Waterfront Station. Richmond–Brighouse to the Evergreen Extension to the SkyTrain network when it's open). Instead, it will now run Coming late between VCC–Clark OCTOBER 22, 2016 Changes starting October 22, 2016 When the Evergreen Extension Station and Lougheed opens in late , six new stations will offer rapid transit ZONE Lafarge Lake– ZONE Lafarge Lake– options connecting Burnaby, Town Centre (continuing Lonsdale Quay Douglas Douglas Burrard startingBurrard OctoberWaterfront 22 Port Moody and Coquitlam to Waterfront on to the Evergreen Moody Lincoln Lincoln the rest of the SkyTrain Centre network. Travelling from Extension when it’s open). Vancouver City Centre Granville Moody Centre COMING SOONCoquitlam Vancouver City Centre Granville Coquitlam Lafarge Lake–Douglas to Yaletown–Roundhouse Stadium–Chinatown Inlet Central VCC–Clark will now take only Burquitlam Centre Central Main Street–Science World Yaletown–Roundhouse Stadium–Chinatown Inlet Centre minutes. Olympic Village Brentwood Sperling– Production Way– VCC–Clark Rupert Town Centre Burnaby Lake University 3 Burquitlam Broadway– Main Street–Science World City Hall Commercial– Know before you go at Evergreen Extension Olympic Village translink.ca/skytrainchanges ZONE ZONE Know before you go Broadway Renfrew Gilmore Holdom Lake City Lougheed Way Brentwood Sperling– Production Way– opens late and King Edward 2 Town Centre VCC–Clark Rupert Town Centre Burnaby Lake University replaces the B-Line Keep up-to-date on the progress Did you know? Nanaimo Braid ZONE ZONE of the Evergreen Extension project Oakridge–st Avenue Broadway–City Hall Commercial–Broadway Renfrew Gilmore Holdom Lake City and any changes that will impact th Avenue Sapperton Lougheed Once the Evergreen Langara–th Avenue Scott Road Way Town Centre your transit commute. Joyce–Collingwood Gateway King Edward translink.ca/skytrainchanges Extension opens, our Marine Drive Columbia Nanaimo Braid Patterson 1 Surrey Central YVR– Bridgeport SkyTrain network will Airport Templeton Oakridge–st Avenue SkyTrain Lines New Westminster New Expo and become the longest, Metrotown Edmonds King George th Avenue Sapperton Sea Island Aberdeen Millennium Line Langara–th Avenue ZONE Centre patterns start ZONE Scott Road driverless, automated Lansdowne Royal Oak nd Street October , Joyce–Collingwood ZONE Gateway rapid transit system Richmond–Brighouse Marine Drive ZONE ZONE Columbia in the world. ZONE Patterson Future SkyTrain
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