pike ride: creating a successful product image · apta/trb brt conference. 21. creating a service...

Pike Ride:Creating a Successful

Product Image

August 4, 2006 2APTA/TRB BRT Conference

Creating a Service Imagefor the Community

Projects are about more than just transportationIn a sophisticated market place, consumers expect sustained use of brand identity and product differentiation to promote productManage image to maximize impact on behalf of project:

Build base of support for initiativesIncrease consumer product awarenessLeverage assets of agency and partnersEncourage/educate on trial use of serviceCreate an expectation of “customer experience” (We have our act together!)Differentiate ordinary from extraordinary

Pike Ride has successfully created a market presence and imageBottom line – image contributes to increased ridership and mission fulfillment


What is Pike Ride?

An evolutionary commitment to strategic investments and enhancements to fulfill the vision of a transit-oriented community before the “build alternative” is implemented.Pike Ride is a family of services branding for initiatives involving Metrobus and Arlington Transit services in the Columbia Pike corridor (Started Sept. 7, 2003)

+40,000 rev hrs/yearPolicy-based span, frequency, coverage (21 hrs/day<, 365 d/yr)3.7 million pass. per yearServes Arlington and Fairfax in “sub-urban” Washington4 mi. trunk, 9 mile branch

Coordinated Service PlanRegional 16 ABDEFJL: Fairfax to Pentagon < 15 min. headwayRegional 16Y: Arlington to Mc Pherson Square < 20 min. headwayCommunity: New 16 GHWK: Columbia Heights W. to Pentagon City < 12 min. headway, coordinated with Metrorail BlueNeighborhood ART 41, 73, 74, & 75 <30 min. headway

Comprehensive Plan Integrated service operations planCoordinated land use planStrategic capital investments/fundingBus stops and shelters enhancementTraffic operations/technologyFacilities and equipment upgradeCustomer communication and promotionsService monitoring and managementSecurity and emergency response


Pike RideCoordinate “Marketing” Efforts

Use every opportunity to inform of project detailsPublic outreachNews & free mediaDirect distributionsCivic associationsEvents and sponsored meetingsResearch and benchmarking

Use all transit assets to interact with customers: Product brandingAdvertisementsBus stop informationWebsite and emailLarge format displaysBuses and employeesConsumer educationPublic hearings


Pike RideProduct Branding

Give the new service a market-connected name and identity:Definitize attributes and objectivesCreate name, logo and taglineCreate brand architectureCreate style manualUse extensively

Buses and stopsT-shirts and hatsGive-away trinkets

Link all publicationsInvest in your good name


Pike RideAdvertising

Integrate message and unique selling points into all forms of project communicationBe multi-lingualPartner with affected interestsUse multiple outlets for messaging

Washington PostWashington TimesArlington ConnectionArlington Sun GazetterEl Tiempo LatinoEl Pregonero


Pike RideOutreach, News, Free Media

Engage County public information officer, transit staff and professionals:

Coordinated County and WMATA press releases and editorial contentOutreach targeting community-based organizations, nonprofit organizations, and communities of faith.Follow-up with local media to arrange for interviews with elected officials and senior management and provide information for articles. Presentations at County commissions and advisory committeesUtilize County newsletters and notices


Pike RideDirect and Face-to-face ContactBe present in market place

CP Commuter StorePentagon Service CenterMobile Commuter Stores

Grass-roots effortsPresentations at civic association meetingsMeet with C P Revitalization OrganizationStaff/contractor “Pike Riders”

Handed out flyers and posters to approximately 500 businesses Contacted 65 residential complexes

Direct mail cardsStaff at Pentagon and Pentagon City and key bus stops handed out 5,000 packets and answered questions


Pike RideBus Stop – Gateway to the Service

Contribute to community “built environment”Bus stop information

Maps and schedulesFlags with destinationsService notices

Shelters and trash cansDaily cleaning


Pike RideConsumer Education

Don’t expect people to know unless you tell themDirect mail pieces

Flyer announcing changesDetailed brochure with map and coupon for free ride and chance to win free transit for a yearRoute schedules and maps

Public hearing noticesPre hearingPost hearingFinal implementation plan

Format meeting for learning


Pike RideUse Email and the Internet

A special website was created and linked to other portals to provide:

Update service planShare newsAdvertise eventsProvide mapsPost schedulesSign up for email noticesSolicit consumer input


Pike RideLarge Format Displays

Non-riders need to know positive things are happeningOn Columbia Pike

Banners and signsPentagon Transit Center

A-Frame directional signsWall-mounted map and scheduleTrailblazer signs

Pentagon City MetroMap and schedulesA-frame signsTrailblazer signsMetrorail Ad PanelsBanner in Station


Pike RideUse the Bus to Promote ServiceTransit Advertising

Let them see you comingAds on inside and outside of dedicated Metrobuses


Pike RideDon’t Forget the Employees!

Informational CampaignLunches (food works!)

WMATA Call Center employeesART call center employeesMetrobus operatorsART bus operatorsMetrobus supervisors and superintendents

Presentation/Q&AShare all materialsDesignate responsibilities


Pike RideEvents and Sponsored Meetings

Radio promotions & eventsMega (WBZS/WBPS) at Cecilia’s on Columbia Pike.WASH/WBIG at the Columbia Pike Farmer’s Market.

Community forum on future options for transitCommunity meetings for CP Initiative and Form-Based CodeEngage community and business leaders and build partnership


Pike RideCelebrate with Supporters

Invite participation in eventsCreate opportunities for celebration, share with ridersHeld inaugural event

Virginia Governor Mark Warner Columbia Pike Revitalization OrganizationCEO of WMATA WMATA Board MembersChairman, Arlington County BoardChair, Fairfax County BoardCongressman VA 8th District


Pike Ride“Plan” to Develop Project Support

Use planning processes to create expectations and identify points of self-interest

Demonstrate vision and reach for the stars!


Pike RideResearch and Benchmark

Frequency of riding since Pike Ride changes (+33%)Ease of finding information about Pike Ride (84%)

Say what you will do and then prove it, let people see you measuringAwareness of Pike Ride changes before they happened (64%)Awareness that bus is part of Pike Ride service (90%)

Yes90%

No10%

Yes64%

No36%

47% 38% 12% 4%

Very easy Somewhat easy Somewhat difficult Very difficult

33% 62% 5%

More often Same as before Less often


Pike RideRidership Response

Accomplished ObjectivesIncreased ridershipReduced crowdingImproved reliabilityNew destinationsRight-sized busesRetained productivityStrategic facility enhancementsImproved traffic operationsSupported community development

CY 2003Percentage12 MonthAprilChangeAverage2006Line Reference

-9.6%7,6166,88616ABDEF119.0%1,5673,43116GHKW (SUWX)137.0%37388416Y-28.6%23116516L16.1%9,78711,366Subtotal

100.0%01,324ART 41100.0%00ART 73100.0%0115ART 74100.0%0258ART 75100.0%0111ART 82100.0%01,808Subtotal

34.6%9,78713,174TOTAL


Pike RideRidership by Fare Category

Electronic debit card used for 23.9% of all tripsOnly 44% are cash transactionsFare payments still has impact on running timeUse of SmarTrip correlates to Metrorail & SmartBenefits

(Monthly Ridership)Line NamePercentTotal16L16Y16GHKW16ABDEFFare Type

36.3%109,4501,1074,23332,97271,138Cash Regular14.8%44,6251,31410,01515,34217,954Cash SmarTrip21.4%64,4962951,24117,49645,464Bus Xfer1.7%5,266465431,7702,907Bus Xfer SmarTrip

10.2%30,661791,32410,02819,230Flash Pass5.8%17,584163655,78211,574Rail Xfer7.0%21,15473033910,3439,742Rail Xfer SmarTrip1.8%5,389972201,6903,382E&D0.4%1,19657112480547E&D SmarTrip0.4%1,14705350792Day Pass0.0%2200418Student0.3%77327200564Other

100.0%301,7633,89018,10496,457183,312Total100.0%1.3%6.0%32.0%60.7%Percent Service Total

72,2412,14711,00927,93531,150SmarTip23.9%55.2%60.8%29.0%17.0%Percent of Total


Creating a Service Imagefor the Community (Summary)Participate in community planning initiativesShare information during service planning processNotify current riders of changesKnow your community opinion leadersUse brand identity to establish marketing programExplain unique selling points to new/potential ridersInform riders how to use new service planProvide for multi-lingual audienceShow up at meetings and provide face-to-face contactUse the internet to communicate

pike ride: creating a successful product image · apta/trb brt conference. 21. creating a service...

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