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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: [email protected] www.wirthlin.com
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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.
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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.
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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.
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Challenge
2. Lack of familiarity accounts in large part for
lukewarm perceptions of public transportation.
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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
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Challenge
3. In the case of public transportation, targeting
supporters does little to increase support for transit
issue at the polls.
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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
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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: [email protected] 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
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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.