APTA 2017 AdWheel Awards Category 2: Best Marketing and Communications Educational Effort Public Consultation: Southwest Area Transit Plan Contents Online Application ........................................... 1 Print Campaign ...............................................3 Posters ................................................................. 3 Direct Mail Postcards ............................................. 4 Surveys ................................................................. 5 Discussion Guide ................................................... 7 Summary Reports .................................................. 8 Newspaper Ads ....................................................10 Display Boards ..................................................... 11 Transit Environment ....................................... 12 LCD Screen ...........................................................12 Community Events......................................... 13 Street Team ..........................................................13 Pop-up Open Houses ............................................14 Community and Stakeholder Meetings ................... 15 Out of Home Advertising ................................ 16 Bus Wrap .............................................................16 Digital Campaign ........................................... 17 Digital Assets ...................................................... 17 Website Homepage ..............................................18 Google Display Ads ...............................................19 Facebook Ads ...................................................... 20 The Buzzer Blog ....................................................21 Paid Search Applications ..................................... 22 Video .................................................................. 23 Online Application APTA 2017 AdWheel Awards Category 2: Best Marketing and Communications Educational Effort Public Consultation: Southwest Area Transit Plan Background & Target Audience As the regional transportation authority for Metro Vancouver, TransLink is responsible for planning, developing & operating a transportation system that moves people & goods around the region. Recognizing that the Metro Vancouver region is large & diverse, TransLink divides the region into sub-regions in order to ensure local context & needs are understood &reflected in our planning. To plan for transit service & infrastructure, while also addressing aspects of cycling, walking, driving, & goods movement in the Southwest metro area including Richmond, South Delta, Tsawwassen First Nation as well as important connections to North Delta & other nearby areas, TransLink worked with municipal partners, stakeholders & the public to develop the Southwest Area Transport Plan (SWATP). Situation & Challenges Challenge of making long-range planning interesting and relevant. The engagement activities sought to ensure that current and future transportation investment decisions in the Southwest Area are informed by customer needs, coordinated with municipal land use plans, & integrated with other transportation modes and the wider transportation network. The engagement needed to consider customer experience, current & projected land use & development, transportation & ridership data, as well as feedback from the public, stakeholders & local governments- all across a broad geographic section of the metro Vancouver area. Another challenge was that a high proportion of residents of the Southwest area have Chinese as a primary language, necessitating translation of key communication materials. 1 Strategy & Objective Phase 1 (April/May 2016) – involved a comprehensive analysis of local transit service & infrastructure, as well as aspects of cycling, walking, driving, & goods movement. In this phase we gathered perspectives from the community on what’s important and opportunities to improve the current transit & transportation network. Phase 2 (May/June 2017) – identified recommendations related to transit service & infrastructure, as well as cycling, walking, & the Major Road Network. In this phase we sought public & stakeholder input on more than 40 proposed changes to bus routes throughout the sub-region, & a proposed network of regionally significant cycling corridors. Our final recommendations for transportation priorities are based on the feedback we received. Results, Impact & Measurement Phase 1 (April/May 2016) – Street Teams distributing 5,500+ posters & postcards to community locales & transit hubs (English and Traditional Chinese); 3.1 million+ impressions of digital ads; 23,000+ impressions on social media; 4,000+ project webpage visits. Results: 2,923 online surveys completed; 114 paper surveys completed; 2,600+ in-person interactions through 11 pop-up community events. Phase 2 (May/June 2017) – Street Teams distributing 13,500+ posters & postcards to community locales & transit hubs (English and Traditional Chinese); 1.5million+ impressions of digital ads; 70,000+ impressions on social media; 15,000+ project webpage visits. Results: 3,192 online surveys completed; 96 paper surveys completed (including 35 Chinese language); 1,800+ in-person interactions at 10 events. Submission Reasoning We believe that this communications and engagement effort was impactful to the both the planning objectives of the project- that is, to gain useful community & stakeholder feedback & on transit and regional transportation proposals, but also to the engagement efforts themselves- to achieve transparency in planning, encourage stakeholder buy-in & support of plans, & generate wider understanding of the project. The campaign included multiple avenues of information-sharing & engagement with customers and area stakeholders to better understand their transportation experience and needs; in-person, online, digital & traditional media, pop-up events, & surveys. A Public Advisory Committee, Technical Advisory Committee, & a Senior Advisory Committee also supported plan development. 2 Print Campaign Posters – English and Traditional Chinese Have your say, your way. 。 Phase 2 of the Southwest Area Transport Plan to improve transportation in Richmond, Tsawwassen First Nation, South Delta and connections to North Delta is now underway and we want to know what you think. 知多點及在 月 日或之前填寫問卷，或者前來就近的流動開放日 Learn more and take the survey by June 19 at translink.ca/swatp or come (pop-up open house)。 to a pop-up open house near you. Bridgeport Station Wednesday, June 7, 2017 Steveston Farmers & Artisans Market Bridgeport Station 3 p.m. – 7 p.m. Steveston Farmers & Artisans Market 年 月 日，星期日 年 月 日，星期三 Sunday, June 4, 2017 早上 時半至下午時半 下午時至 時 10:30 a.m. – 3:30 p.m. Take the Share survey! your thoughts. Share Take the your survey! thoughts. | 604.953.3333 translink.ca/swatp translink.ca/swatp | 604.953.3333 3 Print Campaign Direct Mail Post Cards – English and Traditional Chinese Let’s improve the future of transportation in Richmond, South Delta and Tsawwassen Have your say and take the Southwest First Nation together. Area Transport Plan survey between 讓我一起使交通運輸系統日趨完善。 April 11 – May 6, 2016! You can help shape the future of your community. For more information, visit translink.ca/swatp or call 604.953.3333 講出您的想法，並於 2016 年4月11日至 5月6日參加西南區交通計劃 (Southwest Area Transport Plan) 調查！您可幫助決定 您社區的將來。請注意：調查將以英文進 translink.ca/swatp 行，請找人為您翻譯。 請注意：調查將以英文進行， 調查將 translink.ca/swatp 778.375.6629 Note: The survey will be in English. Please ask someone to translate it for you. 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