C - Final Selection FIRST COAST FLYER AdWheel Awards 2017 First Coast Flyer Best Marketing & Educational Effort Comprehensive Campaign Group 2 1. Who was the target audience for this entry? After the Green Line launch, the message was The target audience for the Jacksonville recrafted from “It’s Coming” to “Here’s Where Transportation Authority’s (JTA) First Coast Flyer You Can Go,” with the Blue Line destination (FCF) campaign announcing the launch of the campaign. organization’s bus rapid transit system included To save money, all campaign collateral was the JTA’s internal staff and leadership such produced in-house. The Green Line video was as operators, customer service reps, outreach updated to include the Blue Line connection. specialists, the Executive team and the Board of In preparation for the Blue Line, surveys were Directors. The campaign was also developed for conducted to determine system awareness. JTA customers, particularly those along routes Destination partnerships were created to entice that were being replaced by BRT service or who choice riders to try the service. ride connecting routes, and business and civic organizations along the corridor. Another key 4. What results/impact did this entry have? component the campaign reached were elected The intensive “Get Hooked” educational and appointed officials and the media. awareness campaign successfully met and exceeded the goals established for the initiative. 2. What was the situation/challenge that Since the December 2015 launch of the Green necessitated creating the entry? Line, the JTA has experienced the following: Jacksonville community and rail advocacy groups • FCF ridership continues to steadily increase, have historically challenged the JTA’s decision totaling 576,000 to invest in Bus Rapid Transit. As a result, the • Green Line has the 5th highest ridership in JTA developed a comprehensive and unique system campaign to raise awareness and education about • Average on-time performance is 92.4 percent BRT benefits to increase ridership. The Flyer’s • Customers our boasting about the system first service line launched December 5, 2015 in a and it is attracting new customers that will transit-dependent corridor. However, preparation help sustain the operation. for the upcoming December 5, 2016 Blue Line service launch faced different challenges. For 5. Please tell the judges why this entry was example, 90 percent of potential Blue Line submitted and why it should win an AdWheel customers were unaware of the FCF service and Award. there was limited funding available to target choice riders. Trying to market and build excitement When the First Coast Flyer is totally completed about the FCF system that had much of the BRT in 2019, it will be the largest bus rapid transit elements removed because of lack of funding was system in the Southeastern United States. The difficult. comprehensive campaign the JTA launched to educate and inform the public about the 3. What was the strategy/objective of this entry? new service was implemented on all editorial platforms including print, electronic, digital and The objective of the campaign was to ensure social media. The campaign and the service the JTA’s BRT brand communicated a strong itself is another example of how the JTA has uniqueness to the region. By using a logo transformed into a regional transportation leader of a flying fish, the JTA subtlety compared a that is committed to enhancing connectivity, fish’s natural ability to navigate in water to the employment opportunities and destination driven ease of the FCF system moving customers to attractions for Jacksonville residents and visitors. their destinations, laying the foundation for an imaginative awareness campaign. First Coast Flyer AdWheel Awards 2017 | 1 BACKGROUND Jacksonville residents love to drive their automobiles. The community and strong rail advocacy groups historically have challenged the JTA’s decision to invest in bus rapid transit (BRT) as a public transportation option. To generate support for the premium service, the JTA implemented a unique, comprehensive campaign to educate and raise awareness among the general public about the benefits and amenities. The central theme of the campaign encourages First Coast commuters to “Get Hooked” on the JTA’s new First Coast Flyer BRT. First Coast Flyer AdWheel Awards 2017 | 2 BRANDING First Coast Flyer was chosen for the new name because it is unique to northeast Florida and it captures the essence of the new service. • “First Coast” more accurately reflects the BRT system’s regional nature and the long-term plans for the service: Routes that will extend out in five directions from the Jacksonville city center to attract customers from surrounding counties. • “Flyer” is used often in transit to identify direct or express routes and it will signal to customers that the BRT system is different from our conventional bus service – it symbolizes more carefree, effortless travel that gets customers to their destination quicker. • The name also underscores the JTA’s desire to improve customer service and on-time performance, and in turn attract new riders. • A Flying Fish was selected for the First Coast Flyer logo because: • The Flying Fish embodies the “flyer” portion of our name. • Like the Flying Fish, the vehicles in our BRT system will move smoothly along, gliding customers to their destinations with direct routes, limited stops, more frequent service and dedicated lanes (in select areas), resulting in quicker commute times than conventional JTA bus service. • Flying Fish are indigenous to Jacksonville and the First Coast region, and are always a delight to see when boating. • For those who are fishing, Flying Fish are a good sign – their presence can indicate that sought-after game fish such as mackerel, tuna, swordfish or marlin are likely nearby. • Having a Flying Fish as a logo/mascot can make the new service seem friendly and fun – and more inviting to new customers who may be intimidated trying to navigate traditional bus service. First Coast Flyer AdWheel Awards 2017 | 3 COLLATERAL Línea Verde Línea Azul Armsdale Park-n-Ride FIRST COAST FLYER 1-295/Lem Turner A New Way to Ride Dunn Ave. The First Coast Flyer is JTA’s premium bus rapid Simple, Direct Routes: LEM TURNER RD. System Development transit service. The Flyer offers customers a frequent, When the system is complete in late 2019, 5 Project Phases LaVilla limitedGreen stop, easy and reliable way toLine get around town. Blue CapperLine the Flyer will connect the North, Southeast, Rosa Parks Transit Station Covering 57 miles of destination travel, the Flyer, East (Beaches) and Southwest areas of Downtown Enhancements (Phase One): East Corridor (Phase Four): when completed will be the largest bus rapid transit Horario de servicio Jacksonville with direct connectivity and Features: Branded stations, dedicated lanes ESTIMATED PROJECT COMPLETION 2017-2018 system in the Southeast. The Flyer will connect frequent service. Transit(Broad, Center Jefferson, Bay and Forsyth), queue Red Line customers to jobs, businesses and attractions with Riverview Courthouse Green Line Blue LineStationjump (Forsyth), streetscaping, transit signal Features: Branded stations, transit signal frecuente features as unique as the region it serves. Acosta The direct routes quickly connect priority and TVMs. High Frequencypriority. Travels downtown along Arlington DÍAS DE LA SEMANA Flyer Features customers to greater employment and Expressway, Southside Boulevard and Beach entertainment opportunities. Lake Forest North Corridor (Phase Two): Hours of OperationBoulevard. 6:30 – 8:30 a.m. ArmsdaleHigh-Frequency Park-n-Ride and Reliability: SERVICE STARTED DECEMBER 2015Museum Southbank Green Line When you are standing at a station, Park-n-Rides: Cir. High FrequencySouthwest (Phase Five): Cada 10 minutos the Flyer’s branded buses will arrive The first lot (Armsdale) – at I-295 near Gateway Features: Branded stations, Park-n-Ride (Lem Purple Line 8:30 a.m. – 4 p.m. Rosa Parks Transit Station WEEKDAYSHours of Operation every1-295/Lem 10 minutes Turner (peak) hours and Armsdale Park-n-RideLem Turner – will open December 2016. Turner/I-295) Armsdale and transit signal priority. ESTIMATED PROJECT COMPLETION 2018-2019 LaVilla every 15 minutes (non-peak) hours. The second lot (Avenues Walk) – at Kings Ave.Features: Branded stations, transit signal Cada 15 minutos Golfair 6:30 – 8:30 a.m.WEEKDAYS Every 10 minutes 4 – 6 p.m. 1-295/Lem Turner Avenues Walk Boulevard near Philips Rosa ParksThe Transit service Station operates from Rosa Parks Transit priority. Travels from Convention Center, south StationsDunn That Ave. Stand Out: Highway – will open Fall 2017.LaVilla Station near downtown along Lem Turner to along Blanding Boulevard. Courthouse PHILIPS6:30 HWY. – 8:30 a.m. Every 10 minutes Cada 10 minutos Flyer stations have unique branding, MLK Jr. Pkwy.I-295. 8:30 a.m. – 4 p.m. Every 15 minutes 6 – 8 p.m. LEM TURNER RD. Dunn Ave. are wellCapper lit and feature (in most Dedicated Downtown Bus Lanes: Courthouse Emerson St. locations) two shelters with benches, The Flyer will travel between Southeast Corridor (Phase Three): 8:30 a.m. – 4 p.m.FaresEvery 15 minutes LEM TURNER RD. Cada 15 minutos Transit CapperCenter Acosta Currently, the cost to ride the Flyer is $1.50. bike racks and a display kiosk with Station downtown stations on dedicated UF Health/ShandsSERVICE STARTS DECEMBER 5, 2016 4 – 6 p.m. Every 10 minutes Transit Center AcostaSouthbank real-time bus arrival information. bus lanes, making travel efficient Blue Line 4 – 6 p.m. Every 10 minutes Station Southbank Riverview and frequent.Museum Features: Branded stations, Park-n-Ride6 – 8 p.m. EveryUniversity 15 minutesBlvd. Downtown stations and Park-n-Ride lots Riverview Cir. MuseumVA Clinic (Avenues Walk) and transit signal priority. El servicio está disponible: Cir. 6 – 8 p.m. Every 15 minutes have ticket vending machines (TVMs). Clean and Energy-Efficient: Kings Ave. JTB Park-n-Ride LUNES A VIERNES The Flyer fleet is comprised of 100% KingsThe Ave.