apta 2013 marketing & communications workshop crisis communications
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APTA 2013 MARKETING & COMMUNICATIONS WORKSHOPCRISIS COMMUNICATIONS
Capitol Corridor Joint Powers Authority
Luna Salaver Public Information Officer
CCJPA’s 2012 Social Media Image Crisis
Capitol Corridor History
Service began December 1991
Funded by the State BT&H, via Caltrans Rail
Amtrak is the operator Overseen by the Capitol
Corridor Joint Powers Authority BART is managing agency Interagency Transfer from
Caltrans to CCJPA in 1998 Management team of 16
FTE
About Capitol Corridor
Intercity rail line with up to 30 trains a day
Serves Sacramento, San Francisco/Oakland and San Jose
Average rider trip length is 68 miles
1.75 million riders in FFY12 (a new record!)
Customer Tracking System
Customer Tracking System
More Riders = More Bikes
Customer Tracking System
Planning a Solution
January/February 2011 conducted survey of bicycle usage on the Capitol Corridor
Established a Bicycle “Policy” Working Group
CCJPA; Amtrak; Caltrans Division of Rail; and three Capitol Corridor riders (two who use
bicycles and one who uses wheelchair).
Original “Bicycle Access Policy”
Notifying Passengers of the new “Policy” Bikes must be placed/secured in bike rack area. If bike spaces are full, rider must safely put their bike in
an area where it can be secured and not impedewheelchairs or block aisleways.
“Securing” attached with a restraining device. Conductor has final say. Bikes may not be stored in restrooms. If not secured, bike must be relocated or the rider shall
take another train which has sufficient storage space. February to May 2012 – Red tag improperly stored
bikes June 2012 – Enforce the policy
Rider Response
Commented on CCJPA
Emailed members of the CCJPA board
Posted rumors on social mediasites
Growing Image Problem
Four known negative incidents
Lack of front-line buy in Anonymous letter to
newspaper Comments to riders
Declaring an “Image” Crisis
Ruining the Capitol Corridor image. Media, Riders, Bicycle community,
and Environmentalists
Threatened ridership loyalty and/or future riders
Passenger Platforms
Community Response
Cross Link Platforms
First Retrofit
Caltrans modified 14 train cars
Passengers appreciate knowing we listen!
Tangible Changes
Timeline
Year
Action Summary
2008
Economic boom/bust; high ridership and gas prices drive bicycle use growth
2009
Bicycle growth stays high/grows with on-train storage issues (in aisles, in bathrooms ETC
2010
CCJPA staff creates a Bicycle Plan Ad Hoc Committee: Bike and ADA advocates
2011
March survey of bicyclists on the train; 2012 STIP funding programmed for at-station facilities; Enforcement announced without feedback ETC
2012
February: CCJPA Board Bicycle Policy adopted; Correction cards developed for handout in April; $25K in Funding for at-station solutions; Nov/Dec Mode of Access Survey and draft Bicycle Access Plan
2013
February: Implementation of CCJPA Bicycle Access Program
Solution Summary Project Benefits Target Demographic1
Bicycle Sharing
Supporting local communities considering bicycle sharing, when ready, install bicycle share pods at stations, and promote mega-regional cohesive bicycle sharing.
Reduced on-train bicycles Increases last mile access in
origin/destination community
Trip compatibility with secure bicycle program
Supports mode shift to bicycling
All in or going to participating communities
Secure Bicycle Storage
Installing a cohesive and coordinated system of secure bicycle storage facilities (bicycle lockers or secure bicycle cages) that are based on electronic card access policies established by CCJPA.
Reduced on-train bicycles Trip compatibility with
bicycle sharing Supports mode shift to
bicycling Improved at station bicycle
security
Existing and future bicyclists using the train
Folding Bicycle Rental
Installing a membership–based folding bicycle rental system (akin to city car-share programs) at select Capitol Corridor stations initially, station expansion based on utilization.
Reduced on-train full sized bicycles
Promotes complete train/bicycle mobility for trips
Supports mode shift to bicycling
Greater space utilization
Existing and future train riders, and existing bicycle/train riders
1. Analysis of the future 2012 MOA results (see Error! Reference source not found. Error! Reference source not found.) will be used to fine tune the target demographics
What we learned
Get in front of the issue Stay on message Use every available
resource Identify weaknesses in
your initiative Actively address those
issues e.g. Training
Cross link platforms Focus on solutions
Facebook.com/capitolcorridorTwitter.com/capitolcorridorYouTube.com/capitolcorridor
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