Transit Marketing Study - Charlottesville · PDF fileCharlottesville Transit Service. Transit...
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Charlottesville Transit Service Transit Marketing Study 2009 Passenger Survey FY 2010‐13 Marketing Plan Transit Marketing, LLC
Transcript of Transit Marketing Study - Charlottesville · PDF fileCharlottesville Transit Service. Transit...
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
