OC Bus Mobile Ticketing APTA - aptagateway.com OC Bus Mobile... · Initial results indicate that...
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Effectiveness Statement Entry Title: Mobile Ticketing Campaign Member Type/Size: Group 3 - Greater than 20 million annual passenger trips AdWheel Category: Category 1: Campaign to Increase Ridership or Sales Subdivision: Comprehensive Organization: Orange County Transportation Authority Who was the target audience for this entry? For several years, OCTA has researched the potential use of a mobile ticketing app among OC bus riders. Mobile ticketing was deployed using a phased approach. Express Routes were targeted in June 2016 followed by OC Fair Express riders in July; OC Fair Express is a special event service, and its riders are both new and current OC Bus riders. Systemwide implementation was launched in October, offering regular fares to general bus ridership on all 65 routes. Riders were able to purchase single rides, day passes and multiday passes, as well as the reduced fare college pass. What was the situation/challenge for creating this entry? OCTA’s existing fare collection system has been in operation for nearly 15 years. New payment technologies such as mobile phone apps allow transit agencies to adopt a variety of innovative fare collection methods incorporating the use of contactless credit cards and debit cards. After pilot projects indicated that OCTA customers favored a mobile application for fare purchases, OCTA developed a mobile ticketing system that allowed customers to purchase fixed-route fares using their cell phones. The challenge was creating awareness of the new OC Bus Mobile Ticketing app and generating usage among all bus riders. This was achieved through strategic media tactics targeting each specific market based on rollout phase. What was the strategy/objective of this entry? The strategy was to implement a targeted campaign to each audience, based on launch phase, by engaging current riders, while bringing new riders to trial through a compelling value proposition for regular and destination services. • Express Bus Riders: Download/use the app, take the survey for a chance to win a 30-day mobile ticket. • OC Fair Express Riders: Download/use the app, take the survey and win prizes. • Systemwide Regular Fare: Introduce current customer base to mobile via a multi- tactical media campaign, including a video, social media, print and digital ads, billboards, and printed flyers. • College Pass: Download and purchase reduced fare college passes. Promote during summer registration periods for awareness; send targeted email to current college pass users. What results/impact did this entry have? (i.e. increased ridership, higher sales, greater public awareness, etc.):
Transcript of OC Bus Mobile Ticketing APTA - aptagateway.com OC Bus Mobile... · Initial results indicate that...
Effectiveness Statement Entry Title: Mobile Ticketing Campaign
Member Type/Size: Group 3 - Greater than 20 million annual passenger trips
AdWheel Category: Category 1: Campaign to Increase Ridership or Sales
Subdivision: Comprehensive
Organization: Orange County Transportation Authority
Who was the target audience for this entry? For several years, OCTA has researched the potential use of a mobile ticketing app
among OC bus riders. Mobile ticketing was deployed using a phased approach.
Express Routes were targeted in June 2016 followed by OC Fair Express riders in July;
OC Fair Express is a special event service, and its riders are both new and current OC
Bus riders. Systemwide implementation was launched in October, offering regular fares
to general bus ridership on all 65 routes. Riders were able to purchase single rides, day
passes and multiday passes, as well as the reduced fare college pass.
What was the situation/challenge for creating this entry? OCTA’s existing fare collection system has been in operation for nearly 15 years. New
payment technologies such as mobile phone apps allow transit agencies to adopt a
variety of innovative fare collection methods incorporating the use of contactless credit
cards and debit cards. After pilot projects indicated that OCTA customers favored a
mobile application for fare purchases, OCTA developed a mobile ticketing system that
allowed customers to purchase fixed-route fares using their cell phones. The challenge
was creating awareness of the new OC Bus Mobile Ticketing app and generating usage
among all bus riders. This was achieved through strategic media tactics targeting each
specific market based on rollout phase.
What was the strategy/objective of this entry? The strategy was to implement a targeted campaign to each audience, based on launch
phase, by engaging current riders, while bringing new riders to trial through a
compelling value proposition for regular and destination services.
• Express Bus Riders: Download/use the app, take the survey for a chance to win
a 30-day mobile ticket.
• OC Fair Express Riders: Download/use the app, take the survey and win prizes.
• Systemwide Regular Fare: Introduce current customer base to mobile via a multi-
tactical media campaign, including a video, social media, print and digital ads,
billboards, and printed flyers.
• College Pass: Download and purchase reduced fare college passes. Promote
during summer registration periods for awareness; send targeted email to current
college pass users.
What results/impact did this entry have? (i.e. increased ridership, higher sales, greater public awareness, etc.):
Initial results indicate that Orange County riders like the easy and convenience of
mobile ticketing:
In the five months that mobile ticketing has been offered as fare payment:
• 14,302 downloads have occurred
• 61% (8,687) created an account
• 52% converted from downloading the app to purchases
Of the overall downloads, 32% resulted in ticket purchases. Industry average of
conversions from download to purchase within the first year is 20%-40%. OCTA’s
mobile ticketing achieved the mid-point of this average in only 5 months. Of those that
purchased, 42% purchased 3 or more tickets.
Targeted messages to college students resulted in a 480% increase in average monthly
applications for the college reduced fare ID (required to purchase college passes).
Please tell the judges why this entry was submitted and why it should win an AdWheel Award: Though the phased Mobile Ticketing Campaign is still being implemented, so far it has
exceeded expectations. In addition to being a convenient and time-saving technology
for users, mobile ticketing also increases OCTA’s operational efficiencies by reducing
dwell time; prior to the implementation of the mobile app, 55% of day passes were sold
onboard. Current mobile sales of day passes is increasing on an average of 42% a
week, indicating a positive conversion from on board purchases to mobile purchases.
OrangeCountyTransportationAuthorityComprehensiveCampaign:MobileTicketing
AdWheel Awards2016
KEYOBJECTIVESOBJECTIVES
• Target marketing • Digital marketing
• Outdoor advertising
MARKETING STRATEGY
• Create awareness and encourage usage • Improve customer experience to increase ridership
• Enhance public perception and attract discretionary customers
• Express service mobile ticketing was publically launched June 15, 2016. Campaign
includes bus interior cards, on board flyers, Facebook ads, email and web page.
PHASED LAUNCH – EXPRESS SERVICE
• Phase 2 launched in July with the OC Fair Express special service. Promotions included bus interior ads, web and banner ads on Facebook as well as incorporated in all OC Fair Express materials.
PHASED LAUNCH - OC FAIR EXPRESS
TransportationSignageEmailOnboardBrochures
BannerAds
BusInteriorAds
MarketingTactics
Baseline
Customer
Communications
Outdoor
Advertising
Online
Advertising
EmailMarketing
SocialMedia
Diversity
Marketing
PHASED LAUNCH – SYSTEM-WIDE REGULAR AND COLLEGE FARE
PHASED LAUNCH – SYSTEM-WIDE ONBOARD COMMUNICATIONS BusBooks
Michaelangelo Ads
InteriorCardAds
RouteMaps Flyers
PHASED LAUNCH – SYSTEM-WIDE CUSTOMER AMMENITIES
BusStopSignageKiosksatBusTransit
Centers
PHASED LAUNCH – SYSTEM-WIDE WEBSITE
DedicatedWebPage WebBannerAds
PopupAdsonSelectedWebPages
PHASED LAUNCH – SYSTEM-WIDE BUS ADVERTISING
BusKingAdsDecalsonPassengerSideWindow
PHASED LAUNCH – SYSTEM-WIDE OUTDOOR ADVERTISING
Billboardsalonghighridershiproutes
PHASED LAUNCH – SYSTEM-WIDE VIDEO MARKETING
VideoSeriesonHow-To-UsetheApp
VideoTargetingCurrentCustomers
Viewvideo:https://youtu.be/jxniqfAAy6EViewvideo:https://youtu.be/Lee_xiVIYwA
VideoTargetingNewRiders
PHASED LAUNCH – SYSTEM-WIDE SOCIAL MEDIA
PaidAdsOrganicAds
PHASED LAUNCH – SYSTEM-WIDE EMAIL MARKETING
PHASED LAUNCH – SYSTEM-WIDE DIVERSITY MARKETING
OCbus.com/MobilePay
PAGAR ES MÁS FACILUse la aplicación de OC Bus Mobile Pay para comprar su pase de autobús en cualquier momento y con cualquier teléfono inteligente. OC Bus Mobile Pay sólo está disponible para las siguientes tarifas regulares:• Un solo viaje• $4 pase de día• Pase de 7 días
• Pase de 30 días• Pases de Universidad• Las tarifas exprés
Billboards
BusInteriorCardAds
OnBoardFlyers Email
RESULTS• Each phase of the mobile launch was successful.
Ø Express routes saw nearly 500 downloads in one month. Currently 12% of express boardings use the mobile app.
Ø OC Fair Express saw nearly 6,700 downloads in the 15 days of providedservice. Mobile ticketing accounted for 15% of total OC Fair Express boardings.
Ø Overall conversion from download to actual purchase since initial launch is 32%. Industry average is 20%-40% within firstyear. OCTA has achieved mid-point injust 5 months.
Togetherweride
THANKYOU
