Developing a Winning Transit Message

Prepared For Transit Initiatives Conference

December 2003

Mike DabadieWirthlinWorldwide

406 West South Jordan ParkwaySuite 550

South JordanUtah 84095

Tel (801) 938 1093Fax (801) 523 2713

email: mdabadie@wirthlin.com www.wirthlin.com

2

Background

• Research was conducted for the Transit Cooperative Research Program

(TCRP) in 1999, designed to strengthen the image of public transportation by

building upon existing positive perceptions of the transit industry. The primary

objective for the initial research was to develop a communications strategy to

guide national and regional efforts designed to enhance the visibility and image

of transit in order to create a more positive and supportive environment for public

transit. A variety of proven research methods, including discussion groups and

telephone interviews, were used to help develop a target matrix to prioritize each

audience and identify the most effective messages to reach objectives.

• Using the baseline research conducted for the TCRP to provide the campaign

framework, WirthlinWorldwide has been working with the American Public

Transportation Association (APTA) to test messaging, consult on message

development, and to track impact among Influentials.

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Challenges

1. The need for transportation solutions is NOT

recognized or appreciated.

4

Concern for Local Community or Regional Issues

5.8

6.1

6.6

6.6

7.1

7.4

7.9

5.0 6.0 7.0 8.0 9.0

Decay of inner city

Transportation issues*

Traffic congestion

Local economy

Air & water pollution

Crime and safety

Quality of education

0=NOT AT ALL CONCERNED, 10=VERY CONCERNED

December 3-28, 1999N=1054 for each issue

* Full text: “Transportation issues such as the availability of transportation options,aggressive driving, and commute time.

5

Solution / Strategic Imperative

1. The need for transportation solutions is NOT

recognized or appreciated.

To make public transportation important, it must be

linked to issues people care about, or seen as a

means to deliver or support key personal values.

6

Challenge

2. Lack of familiarity accounts in large part for

lukewarm perceptions of public transportation.

7

Familiarity with Public Transportation in Local Area

23%

21%

33%

22%

44%

55%

0% 10% 20% 30% 40% 50% 60%

Not at all familiar

Not very familiar

Somewhat familiar

Very familiar

TOTAL NOT FAMILIAR

TOTAL FAMILIAR

“In general, how familiar would you say you are with public transportation services in your area,that is, the types of services available, schedules, routes, etc.?

December 3-28, 1999N=2,103

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2. Lack of familiarity accounts in large part for

lukewarm perceptions of public transportation.

Need to increase familiarity in order to breed greater

favorability and increase the level of public support

for transit project funding.

Solution / Strategic Imperative

9

Challenge

3. In the case of public transportation, targeting

supporters does little to increase support for transit

issue at the polls.

10

3. In the case of public transportation, targeting supporters does little to increase support for transit issue at the polls.

Our first priority is to target communications efforts to the group most likely to significantly increase in favorability – the “swing” supporters and influentials.

Solution / Strategic Imperative

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Challenge

4. Although the opposition group comprising one-third

of the population is formidable – the intensity of the

opposition is not strong.

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Starting Point for Coalition Building

Support (8-10)36%

Swing (5-7)33%

Oppose (0-4)31%

Based on 1-10 Thermometer for Public Transportation

December 3-28, 1999N=2,103

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4. Although the opposition group comprising one-third of the population is formidable – the intensity of the opposition is not strong.

Opposition and swing groups provide plenty of opportunity to increase familiarity and awareness and generate support for transit issues.

Solution / Strategic Imperative

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Challenge

5. In addition to swing supporters, Influentials are an

important target group, due to their role in shaping

public opinion.

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5.8

6.1

6.6

6.6

7.1

7.4

7.9

6.2

6.6

6.8

6.8

7.4

7.5

8.4

5.0 6.0 7.0 8.0 9.0

Decay of inner city

Transportation issues*

Traffic congestion

Local economy

Air & water pollution

Crime and safety

Quality of education

Influentials

General Public

Concern for Local Community or Regional Issues

0=NOT AT ALL CONCERNED, 10=VERY CONCERNED

December 3-28, 1999N=1054 for each issue

* Full text: “Transportation issues such as the availability of transportation options,aggressive driving, and commute time.

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5. In addition to swing supporters, Influentials are an

important target group, due to their role in shaping

public opinion.

Targeting Influentials can magnify the impact and

efficiency of the overall message and campaign.

Solution / Strategic Imperative

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Developing the Message

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Equity Based Public Transportation Messages: Findings

• All benefits tested have high level of personal importance

• Consistent across all types of systems• Varied across regions

• Communities with public transportation deliver all tested benefits far better than a community without public transportation

• Varies in degree across systems and regions

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Equity Based Public Transportation Messages: Findings

• One benefit orientations offer greatest promise to build support for public transportation

• Community Benefit Built on Personal Opportunity

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Message Priorities

Impact of Public Transportation on Community(Performance in City With – Performance in City Without)

77.2

7.47.6

7.88

8.28.4

8.68.8

9

2 2.2 2.4 2.6 2.8 3 3.2 3.4 3.6 3.8 4

Imp

ort

ance

Average Performance

Average Importance

Cleaner air

Less traffic congestion

Economic growth

Easy access

Quality of life

Mobility andfreedom

Community spirit

Time with friendsand family

More time to do things Opportunities

Safer

Lots of choices

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“Persuade by reason andmotivate through emotion”

Stir emotion by tapping into

PERSONAL VALUES

Effective Communication

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They are motivational

Widely shared

Stable, enduring

Ideal to inspire consumersto DO something

Ideal to build coalitions--expand our base and reach out

Ideal for continuityof message throughoutcampaign--umbrellatheme

Why values are important to effective strategic communications

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Strategic Hinge

Public Transportation

Me

Activate and EngageReasons, Benefits

Emotions and ValuesLying on the Hinge

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Community Benefit Built on Personal OpportunityPRIMARY VALUES ORIENTATION

Allows Me/Others ToDo Their Job

Do Other Things I Want

Peace of Mind Accomplishment

Personal MobilityChoices and OptionsLocal Accessibility

Less Stress

Personal ValuesDriving Force

Pyscho-Social Benefit

Functional Benefit

Message Elements

The entire community benefits as a result of the opportunities provided by

mobility, choice, and accessibility which

generate a peace of mind from the

accomplishments of people getting their jobs

done or other things important to them.

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Community Benefit Built on Personal Opportunity

The opportunities provided by choice, access, and freedom/mobility can enable everyone in the community to accomplish what is important to them making the entire community stronger and more vibrant.

Strategic Communication Imperative

Developing a Winning Transit Message

Prepared For Transit Initiatives Conference

December 2003

Mike DabadieWirthlinWorldwide

406 West South Jordan ParkwaySuite 550

South JordanUtah 84095

Tel (801) 938 1093Fax (801) 523 2713

email: mdabadie@wirthlin.com www.wirthlin.com

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Support for Public Transportation Increases

34%

39%

35%

35%

30%

25%

0% 20% 40% 60% 80% 100%

Benchmark - Jan 02

Wave 2 - March 03

Support Swing Oppose

Based on 1-10 Thermometer for Public Transportation

28

43%

48%

28%

29%

13%

9%

15%

13%

0% 20% 40% 60% 80% 100%

Benchmark - Jan 02

Wave 2 - March 03

Strongly support Somewhat support Somewhat oppose Strongly oppose

Significant Increase in Levels of Funding Support

Do you support the allocation of tax dollars toward the expansion and improvement of public transportation services in your community?.

71%

77%

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Significant Increase in Favorability

6.1

5.6

0 1 2 3 4 5 6 7 8 9 10

Wave 2 - March 03

Benchmark - Jan 02

I’d like you to think about the importance and impact that each has in the area where you live and for each method I read, please use a scale from 0 to 10 where a rating of 0 means you feel not at all

favorable toward that method of transportation, while a rating of 10 means you feel extremely favorable toward that method of transportation.