Segmented Marketing

SegmentedMarketing Antelope Valley Transit Authority Located 50 miles north of Los Angeles3.5 million annual boardings in FY13Fleet of 71 buses12 Local Transit routes2 Supplemental routes 4 Commuter Service routesComplimentary paratransit service12oo square mile service areaSeniors, veterans, and the disabled ride free

Who Are We?

Travel Training Program is BornHired a Mobility ManagerTravel Training componentFunded by JARC grant for three yearsDeveloped course curriculum Developed training videos in Spanish and in EnglishCreated AVTAtv on You Tube

Mobility Management Program

AVTA Enters Video WorldUsing the Wheelchair RampHow to Plan a TripHow to Use the Bike RackTransit SafetyMaking ConnectionsFirst Time Rider

Travel Training Videos Multi-Facet ApproachClassroom instructionHands on training Individual training Train the trainer Travel Training videos NewslettersClassroom and Individual Instruction

Travel Training Program Mobility Manager scheduled monthly classModerate attendanceProvided incentives to generate interest

Slow Start

Demand Response Service Demand response service implementedComplimentary service provided 30,000 trips annually Drastically reduced reservation hold timesImproved reservation flexibilityEligibility:Senior 65+Persons with disabilities Rural residents

Dial-a-Ride (DAR) Service Model Changes

Dial-a-Ride ServiceService provider overbooksTrip reservations restricted Complaints grewDAR customers faced with no recourse Reaching basic services a major concernCrisis Erupts

Defining our DAR Customer BaseEncouraged customer service to pitch Travel Training Program Filtered eligibility listDiscovered active ridersBegan marketing directly to this segment

Segmented Marketing

Reaching Out to DAR Customer Barriers to Local Transit Use

10Barriers to Riding Local Buses15.2% - Info needs to be easier to understand15.6 - Needs to be safer6.7% - Need travel training17.9% - Need bus stop improvements7.4% - Need newer kneeling buses 37.2% - Bus needs to travel where I want to go

Reasons for Not Riding Local Buses

Feel Like Ridin

Direct Mailer

Quarterly Newsletter

Quarterly Newsletter

Getting Around in the A.V. Brochure

Travel Training Brochure

Increased Security

Fare Enforcement

Alert the Media

Travel Training a Success

Questions ?