DC Metro

November 19th, 2015

Jennifer Halpin

Samantha Loss

Danielle Shoot

Stella Tan

Background & Situational Analysis

Background: History● Opened - March 27, 1976 (39 years old)● 2nd busiest rapid transit system in the US (passenger trips) -- after NYC● 6 Lines; 91 stations, and 118 miles of track, covering five counties including DC● Fares vary based on the distance traveled, the time of day, and the type of card used by the passenger.● Finance: Originally built with 67% federal money and 33% local money. System still receives federal funding today● Oct 25th FTA

Background: Incidents● In 1982 a derailment killed 3 and injured 25● Blizzard of 1996, a Metro operator was killed● In 2004, an out-of-service Red Line train rolled backwards hitting an in-service train. 20 people were injured.● In 2009, two trains on the Red Line collided. ● In 2015, a Yellow Line train stopped in the tunnel and filled with smoke

(Format to look like metro track with station icons as bullets for each incident)

Situational Analysis● Financial Woes (Consistent drop in ridership)● Safety issues - FTA oversight● Without an official GM manager● Negative media coverage & social media sentiment● Public perception: not a reliable, cost saving mode of transportation

Opportunity:

***new general manager

Paul Wiedefeld -- with picture

Situational Analysis● Financial Woes (Consistent drop in ridership)● Safety issues - FTA oversight● Without an official GM manager● Negative media coverage & social media sentiment● Public perception: not a reliable, cost saving mode of transportation

Opportunity:

***new general manager

Paul Wiedefeld -- with picture

Goal

Goal: Improve the public opinion of DC Metro.Objectives:

1. Increase riders’ positive sentiment about Metro by 10% within one year.

2. Increase positive media coverage about services/safety (or the company) by 10% within one year.

3. Raise public trust in Metro by 10% in one year.

Key Publics

Key Publics: Millennials who do not regularly use metro Why they are important:

● Largest growing public in the city (millennials are more inclined to live in metropolitan areas)

● Social savvy

● There is a greater opportunity to increase the Metro ridership among DC millennials.

Key Insights:

● It is important for the DC metro to provide cost-efficient, reliable, and real-time updated system in order to increase

ridership among millennials.

● Building wifi/ mobile connection into the railway system will encourage millennials to choose metro.

● With growing public concern towards environment issue, it will be an opportunity for DC metro to promote its

environmental friendliness.

Key Publics: Commuters who rely on metroWhy they are important:

● Regularly travelling within DC area

● Commuting constitutes 39% of total annual public transit.

Key Insights:

● Metro riders are more satisfied than commuters using private vehicle: 58% commuters who uses trains are satisfied;

41% commuters who drive alone are satisfied.

● There is an important opportunity for DC metro to increase its ridership: Only 8% commuters are relying on metro,

while 17% of surveyed respondents lived less than one mile from a metro station.

● Strengthening reliability of trains is important to increase ridership: 20% survey respondents said that they do not use

transit because it takes too much time.

● Highlight the availability of performing work-related takes during commuting will enhance customer loyalty. This is

because nearly 40% commuters (47% transit riders) perform work-related takes during commuting.

Key Publics: Federal & Local Lawmakers

Key Messages

Key Messages: All Publics○ Metro has appointed a new, strong, capable General Manager who is committed to enhancing safety, reliability,

and the overall rider experience.

○ Please be patient -- Track work and weekend closures WILL pay off for everyone in the long run.

Key Messages: Commuters who rely on metro○ Metro is a reliable, safe way to get to and from work.

○ Metro is constantly making improvements and investments to enhance the customer experience.

○ Metro is committed to rider safety and security on trains, busses, and at metro facilities

Key Messages: Millennials who do not regularly use metro

○ Metro is one of the best public transit systems in the country

○ Metro encourages feedback from riders to help make necessary improvements to the overall experience.

Key Messages: Local & Federal Lawmakers

○ Metro is committed to being fiscally responsible

○ Metro is committed to working under the new federal oversight with the FTA to make any and all necessary improvements

Strategies & Tactics

Strategy 6: Promote the general manager as the face and voice of Metro.

1. Meet the GM series

2. Meet the GM Town Halls

3. WTOP “Ask the GM”

4. 1:1 exclusive with NBC4’s Transportation Reporter Adam Tuss

5. Create Twitter account for GM

6. Invite Media to Track Certification process for GM

7. GM Takes A Trip to Capitol Hill

Background: Digital Landscape3 official Twitter accounts: Bus 8,543 followers, Rail & Metro Transit Police 8,671 followers,

WMATA 109,000 followers, UnsuckDCMetro 41,900 followers.

Official Facebook page: Metro Forward 8,923 followers, WMATA

Strategy 1: Increase positive interactions on social media

**Social Media campaign focusing on positive statistics related to metro’s reliability

● Metro Birthday “Find the 7000-series” Social Media Push & App development ● Party - giant cake at each 5 original station● Nats SmarTrip

Strategy 2: Highlight safety improvements of the metro

1. Behind the scene videos

2. PSAs on local TV 3. “Walk the Beat”

Strategy 4: Highlight increased reliability of service (customer service initiatives)

1. Issue press releases about the recent metro news policies to increase reliability

2. Tweet positive statistics about on-time performance

Strategy 5: Highlight efficiency enhancements that reduce cost

1. Press release about streamlining of administrative process that reduces cost

Strategy 7: Increase understanding of new FTA Oversight of Metro

1. Create fact sheet/Q&A about FTA oversight and benefits for Metro riders

Evaluation & Measurement

Evaluation & Measurement

Calendar

Evaluation & Measurement

Budget

Q&A