Charlottesville Transit Service

Transit Marketing Study2009 Passenger Survey

FY 2010‐13 Marketing Plan

Transit Marketing, LLC

2009 On‐Board Passenger Survey

Passenger Satisfaction & Profile

On-Board Survey-March 2009

Surveyed 100% of Runs (Weekday, Sat, Sun)

Self‐Administered, Bilingual Questionnaire

SampleRoute 7: n=802     Sample error  +/‐3.2%

Trolley: n=1463   Sample error  +/‐ 2.2%

Other routes: n=815  Sample error  +/3.2%

Entire sample: N=3,000 + Sample error +/‐1.1%

2009 On‐Board Passenger Survey

Customer Satisfaction

Willing to Recommend

Service Ratings

Duration of Ridership

One third of riders are new to system in past 15 months

2009 On‐Board Passenger Survey

Regional Services & Improvements

Regional Service Rating

Support for RTA

Service Improvements

2009 On‐Board Passenger Survey

Demographics

UVA Affiliation

Employment Status

61% of Riders are employed

86% are employed or students

Market Segments

Age: Riders & PopulationCity of Charlottesville

56% of Riders are under 30

Income: Riders & Population

One quarter of riders have incomes of $50K+

2009 On‐Board Passenger Survey

Reason for Using CTS

Transit Dependence

31% of riders have modal choice

Reasons for Using CTS

2009 On‐Board Passenger Survey

Usage Characteristics

Trip Purpose

59% of trips are work or school commutes

Intensiveness of Use

Occasional: 3 days per week or fewer

Frequent: 4-5 days per week

Intensive: 6-7 days per week

2009 On‐Board Passenger Survey

Information Sources

Information Sources

Website Use

39% of riders have visited website in past 30 days

51% of UVa students have visited, 31% say primary info source

Market Segments

Current Riders

Primarily employees and students

Slightly younger than general population (56% under 30)

Mix of transit dependent and by‐choice riders (30%)

High satisfaction

Passenger Survey

Potential Riders

Transit service considered essential to Charlottesville community.

High awareness, but low level of knowledge.

Many misperceptions about service levels – frequency, hours, connections with UTS.

Lack of awareness for information services – considered difficult to understand.

Good, but not good enough for the average citizen to use.

Community Audit

Marketing Strategies

Marketing Strategies

The BasicsBranding

Customer Experience

Passenger Information

Awareness‐Knowledge‐

ImageAdvertising

Public Relations

Community Outreach

Targeted Ridership ProgramsUVa StudentsUVa Staff and FacultyUVa Hospital VisitorsVisitors at Hotels alongWest Main and Hwy 29School StudentsSenior CitizensPVCC StudentsDowntown EmployeesDowntown CustomersLow Income Families

Branding

Branding

Rebrand CTS with a new name and look Increase visibility and awareness

Convey an image that is friendly, up‐to‐date, environmental and “easy.” 

New name, logo, vehicle graphics and bus stop signage.

Brand “Signature Stops” at key boarding/alighting locations.

Name

CAT

Charlottesville Area Transit

Charlottesville Albemarle Transit

Passenger Information

Redesign Riders’ Guide for ease of use.

Establish a dedicated transit website with a focus on the rider.

Simplify static bus stop displays.

Promote telephone information services.

Enhance on‐vehicle communications.

Publish how‐to‐ride info in Spanish.

Create stand alone  FREE Trolley guide.

Integrate Google Transit link into on‐line community calendar.

Develop permanent passenger information displays.

www.catchthecat.org

Advertising

Utilize exterior bus ads to increase service awareness in Year 1.

Weekend Service

Evening Service

FREE Trolley

15 minute service from UVA to Fashion Square

New Day Pass

Advertising

Utilize exterior bus ads to increase service awareness in Year 1.

New brand introduction campaign in Year 2.

Focus on Ease of Use

New Passenger Information Tools

Advertising

Utilize exterior bus ads to increase service awareness in Year 1.

New brand introduction campaign in Year 2.

Testimonial ad campaign in Years 3 and 4.

Credibility

People Like You

Target Groups

Three Budget Levels

Implementation Plan

Implementation Plan

Four Year PlanFY 2010: $48,000

FY 2011: $60,000

FY 2012: $60‐90‐120,000

FY 2013: $60‐90‐120,000

Implementation Budget/Timetable