Promotion of Traveline
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Julie Williams Programme Development Manager Traveline South West Marketing traveline in South West England
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Julie Williams talk to the Traveline Conference, September 2009.
Transcript of Promotion of Traveline
Julie WilliamsProgramme Development ManagerTraveline South West
Marketing traveline in South West England
Organisation and Partnership
Regional Structure
14 Operator and 18 Local Authority partners One organisation – SWPTI One call centre, one website, one regional database Local Authority funded to point of delivery Operators pay call handling costs – the cost of answering the call,
and nothing else Board of 10 Directors – 5 LA, 5 Operator – Jointly chaired
traveline South West Usage
• NaPTAN software• Exports to RTI systems• Multi-RTI system data integration• Exports to accessibility software• All stop data for stop specific displays• Operator customer services• Third party journey planner interfaces, including Transport Direct• Marketing
Additional Services
• National Research• traveline South West Research• Identifying the target market• The Campaign• Partner Engagement• Interim Results
Marketing
“Customers are attracted firstly by a predetermined desire to travel or consider travelling by public transport. Traveline can only operate in reaction to this source of demand...In this context there may be value in ongoing promotional activity that ensures that people are primed to recognise traveline such that they can ‘connect’ with it as and when their need for public transport information (later) arises.”
Professor Glen Lyons, July 2008. Traveline Market Research Scoping Study.
National Traveline Research
Different ways need to be explored to engage the public in using public transport, changing the current approach of the transport industry to its customers and the marketing of public transport.Marketing tailored to target groups, such as experienced and inexperienced public transport users, is needed.A reorientation is needed on the spending of PT information and marketing.Dr Sendy Farag, December 2008. National Travel Information Workshop Synopsis
National Travel Information Workshop
0
10
20
30
40
50
60
70
80Environmentally friendly option
For people without a car
Friendly drivers / conductors
Timetable/route info easy to find
ComfortableExtensive routes
Frequent services
Reliable
Good value for money
Segment 1: Older not working Segment 2: Working car drivers Segment 3: Young and mobile
Traveline South West ResearchPublic Transport Image (agree + strongly agree)
SSource: TLSW 500 on street interviews Oct 2008
Traveline South West ResearchPublic Transport Heaven
SSource: TLSW Focus Groups March 2009
Traveline South West ResearchPublic Transport Heaven
SSource: TLSW Focus Groups March 2009
Identifying our Target Market
Own 1+ carWorking
Family and Children
Time-pressuredMore likely to
drive Young,
student/Beginning
working life
Income
Age
Retired, less money, more
time
Outdoor Campaign Plan – July 2009
Format No sites Dates £
Bus interiors 1380 6 July – 2 Aug 23,460
Bus Streetliners 390 6 July – 2 Aug 46,800
Bus rears 306 6 July – 2 Aug 41,310Roadside 6 sheets 460 29 June – 12 July 92,000
Destination 6 sheets (Rail, Malls, Leisure Centres, Music venues)
125 29 June – 12 July 43,750
Total (inc. £2,505 despatch costs) 249,825
Outdoor Creative
PR and Events
PR and Events
TNS Quantitative Tracking
2%
7%
35%
45%
80%
91%
2%
7%
41%
49%
82%
93%
0% 20% 40% 60% 80% 100%
None of these
Transport Direct
Traveline/ Traveline South West
Trainline.com
National Rail Enquiries
National Express
41%
2%
10%
22%
23%
33%
40%
1%
11%
25%
25%
34%
0% 20% 40% 60%
None of these
Transport Direct
Traveline/ Traveline South West
Trainline.com
National Rail Enquiries
National Express
Wave 2Wave 1
Base: w1 1090; w2 1001 Base: w1 1075; w2 988
Respondents were most likely to be aware of the public transport information providers National Express and National Rail Enquires.
Respondents were also most likely to use National Express and National Rail Enquires, although trainline.com was also popular.
2%
3%
5%
6%
7%
14%
17%
18%
21%
24%
46%
1%
3%
5%
5%
7%
12%
15%
15%
23%
19%
48%
0% 10% 20% 30% 40% 50% 60%
Work/ School travel plan
Printed material
Given details by transport company/ operator
Bus/Train station staff
Library/ TIC/ local council
Local media/ newspaper
Bus stop flags/ signage
Link from transport company/operator website
Word of mouth
Printed on timetables/ leaflets
Internet search engines
Wave 2Wave 1
TNS Quantitative Tracking Respondents who had heard of Traveline had mainly learnt of the public transport information service through internet search engines. Word of mouth had a greater role than printed material during this wave.
Advertising Awareness
2% 2% 3% 3%
90%79%
85%93%
8%19%
12%5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 16-24 25-34 35+
Yes
No
Don't know
Recall of advertising is 15% amongst the target market of 16 to 34 year olds, rising to 19% amongst 16-24 year olds. This can be compared to average prompted recall for outdoor campaigns of 14% (from TNS global normative data which encompasses a range of products/services including established brands).
Likeability of the adverts
1%
1%
1%
1%
4%
3%
3%
5%
35%
28%
24%
38%
45%
52%
57%
42%
14%
16%
15%
14%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Total
16-24
25-34
35+
I dislike it very much I dislike it Neither like nor dislike it I like it I like it very much
About 60% of respondents claim they like the advertising – a good result for outdoor. Likeability is considerably higher amongst the target 16-34 year olds (70%).
How the advertising changed their opinion of traveline
10%
4%
8%
12%
1%
1%
0%
1%
3%
3%
2%
4%
40%
37%
36%
41%
38%
51%
48%
34%
7%
5%
6%
8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Total
16-24
25-34
35+
Don't know A much worse opinion of Traveline A somewhat worse opinion of Traveline
The same opinion of Traveline A somewhat better opinion of Traveline A much better opinion of Traveline
16-34 year olds were the most positively affected – with over half saying the advertising left them with a better opinion of Traveline
Summary
• Region Wide Campaign supported by LAs and Operators
• £1.5 million budget• Traveline South West marketing agency• Qualitative and quantitative customer research
throughout• Clearly defined target market• Tangible
Latest Campaign
