“Ready to Ride” - American Public Transportation … rider recognition, Q&A, assignment of...
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“Ready to Ride” A Business to Business New Rider Initiative APTA Marketing Conference Monday, February 27, 2012
Transcript of “Ready to Ride” - American Public Transportation … rider recognition, Q&A, assignment of...
“Ready to Ride” A Business to Business
New Rider Initiative
APTA Marketing Conference
Monday, February 27, 2012
Ready to Ride Business to Business Program
Service Use:
2011 Ridership 46 million
Weekday Average 159,000
% Work Trip Commuters 65%
Ready to Ride Business to Business Program
Commuter Advantage: # of Client Companies 620 # of Enrolled Employees 13,600 # of Enrollees/Client Company 22
Issue: Experienced a low “conversion rate”. Only current riders enrolled in the Commuter Advantage program . . . Didn’t attract many new ones.
Ready to Ride Business to Business Program
The Challenge:
Recruit Commuter Advantage enrollees by
encouraging daily commuters to get out of
their cars and test ride transit.
Ready to Ride Business to Business Program
Leverage Points – with the Organization
High Value Benefit – Small Investment
Easy to Implement
Improve Corporate Sustainability Effort
Reduce Dependency on Parking
Ready to Ride Business to Business Program
Leverage Points – with Employees
High Gas Prices – Saves money
Heighten Awareness Sustainability
Simplified Commute
The Healthy Option – reduce stress, encourages daily exercise
Ready to Ride Business to Business Program
Ready to Ride Business to Business Program
Target employees of current Commuter Advantage client
companies located Downtown or near University
Circle.
Forest City Enterprise
Playhouse Square Foundation
Calfee, Halter
Tucker, Ellis
Medical Mutual
Sherwin Williams
PBS Ideastream
Ready to Ride Business to Business Program
Downtown Business District
Ready to Ride Program Elements
Week 1 & 2 – Promotion and Registration
Workplace signage, e-mail blast, other
corporate communications, on-line
registration, trip planning prep
Pre-Launch Communications
Ready to Ride On-Line Registration
Ready to Ride Kick-Off Event
Ready to Ride Program Elements
Week 3 – Kick-off Event
Transit Pep Rally, distribution of starter kits,
existing rider recognition, Q&A, assignment of
transit assistant or “bus buddy”
Ready to Ride Personalized Starter Kit
Michael Bishop
Playhouse Square Foundation
Starter Kit Elements:
Two (2) 5-Day Flex Passes
Personalized Trip plan
Route Schedules
Bus Buddy – Business Card
Ready to Ride Program Elements
Week 4 & 5 – Trial Use Two weeks worth of complimentary service, on-
going dialogue with bus buddy
Week 6 – Wrap-Up Enroll in Company’s pass program, submit final
report to client company
Ready to Ride Turning Prospects to Riders
0
20
40
60
80
100
120
140
160
180
200
Medical
Mutual
Sherwin
Williams
Forest
City
Law
Firms*
Other**
Prospects
Riders
Averaging a
25 – 30%
Conversion
Rate!
* Law Firms: Tucker Ellis Calfee Halter
** Other: MCPc, URS, Playhouse Square, IdeaStream
Ready to Ride Testimonials
“I’m really liking the 246. It is so peaceful riding through Cleveland traffic. It’s a luxury coach and the people are friendly” – Clare Mahoney, Sherwin Williams
“I changed my ride to the 77F and love it.” Angelia Everett, Medical Mutual
“Once I got the hang of it realized it was very easy and I’ll be riding the bus from now on whenever possible.” Gina Anselmo, URS Corporation
“I’ve found out that riding the RTA HealthLine is extremely convenient. That was a great idea to lure customers who would have otherwise ruled out transit. . . Like myself.” Brandon Cox, Tucker Ellis
Ready to Ride Business to Business Program
University Circle
Business District
Year 2 Partners:
Cleveland Clinic
University Hospital
VA Hospital
Case Western
Reserve University
Ready to Ride Phase II – Media Campaign
Objectives:
Solicit new Ready to Ride Partners
Enhance perception by positioning RTA
along side strong local brands.
Time Frame:
Mid-March thru July
Ready to Ride Phase II – Media Campaign
Campaign Elements:
Print Advertisements:
• Publications: Plain Dealer and Local Business
Journal
Ready to Ride Phase II – Media Campaign
Campaign Elements:
Outdoor:
• Billboards located along primary work commuter
routes/interstates
Ready to Ride Phase II – Media Campaign
Campaign Elements:
Radio News/Sports/Talk outlets, Public Radio, Rock – Mid
40’s demographic.
Ready to Ride Phase II – Media Campaign
Campaign Elements:
Television:
• :20 spots scheduled around local news programming.
Ready to Ride Phase II – Media Campaign
Campaign Elements:
On-Line advertisements:
• Banner advertisements posted on business news
sites.
Ready to Ride Business to Business Program
Leverage Points – with the Organization High Value Benefit – Small Investment
Improve Corporate Sustainability Effort
Easy to Implement
Reduce Dependency on Parking
The Keys to Success: Obtain Executive Management Buy-in.
Keep it Simple and Low Maintenance.
Ready to Ride Business to Business Program
Leverage Points – with Employees High Gas Prices – Saves money
Heighten Awareness Sustainability
Simplified Commute
The Healthy Option – reduce stress, encourages daily exercise
Keys to Success: “Hammer Home” the Savings
Low Risk Offer . . It’s Free
One on One Support
Make it Fun!
“Ready to Ride” A Business to Business
New Rider Initiative
APTA Marketing Conference
Monday, February 27, 2012
