so -- you want to destigmatize the "b-word," engage effectively, pass a millage, and...
DESCRIPTION
In this presentation for the 2014 American Public Transportation Association Annual Meeting & EXPO, I share the integrated marketing strategies that were part of the Ann Arbor Area Transportation Authority's Five-Year Public Transit Improvement Millage.TRANSCRIPT
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
So – You Want to Destigmatize the “B-word,” Engage Effectively, Pass a Millage, and Deliver on a Promise?
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
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TheRide Growth – Past Ten Years
165,000
170,000
175,000
180,000
185,000
190,000
195,000
200,000
205,000
210,000
Annual Service-Hours
Service
2004
2013
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
Riders Per Service-Hour
Productivity
2004 2013
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
Annual Riders (Trips)
Riders – Fixed Route
2004
2013
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A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
November 6, 2012 Election: Library VoteThe $65 million, 30-year bond proposal was rejected, gaining support from 33,604 voters (44.83%), with 41,359 votes (55.17%) cast against it.
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
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Fixed Route Peer Comparison Study
Investment in
quality service
pays off in
ridership/50% higher
than peer median
passenger trip per service
hour
$ /
18%
higher than
peer median
operating cost per service
hour
= /$
17%
lowerthan peer median
operating cost per passenger
trip
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
AAATA commissioned CJI Research to conduct a random survey of 841 registered voters in the three AAATA member communities during October–December, 2013.
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
The five-year, 0.7 mill increase will generate a total of $4.3 million for new and
expanded services annually through 2019. Homeowners with a home value of
$100,000 will only pay approximately $35 additionally in taxes each year.
Expanded Dial-A-Ride/Paratransit services for
seniors and people with disabilities
More direct service through
redesigned routes
Extended hours on weekdays and
nights
Extended weekend service on fixed routes (earlier start times,
much later end times)
Improved bus stops
Increased service frequency on many route.
Voters in Ann Arbor, Ypsilanti and Ypsilanti Township said they understand the importance of public transit, and 63% said they either probably would or definitely would pay a new tax to expand services.
Less than 1/3 of voters in the three communities –31% – said they probably would or definitely would vote no.
6% were undecided.
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
Improvements to Dial-a-Ride Service
Service hours expanding until 11:30 p.m. on weekdays, 10:30 p.m. on Saturday, and 7:30 p.m. on Sunday.
Service will be available to more destinations:
Get home after a
concert, play or movie
Shop at more area grocery
stores
Visit more area doctor
offices
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Community Requests for More Transit
“Please continue to consider
the transportation needs of
seniors, & those with
disabilities. Later weekday &
weekend service, as well as
library, grocery store,
Arborland & Briarwood malls,
would also be appreciated.”
–M. Wayne
“So happy to see the
proposed changes. It means
the 13 can be used to go to
the Farmers Market and also
can be used to go into town
for dinner and return.” -A.
Barden
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A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
Social media isn’t a campaign. It’s an important part of a campaign; the big picture that uses each channel and tool to communicate your message clearly, consistently, and effectively while engaging your audience.
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A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
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A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
• Create and strengthen traditional and new media partnerships with
journalists and influencers
• Be visual in your storytelling, identify what connects with your audience,
and communicate when and where your audience is
• Find a voice for your brand – and keep it consistent in every medium
• Measure the success of integrated marketing work and refine strategies
based on analytics
• Cut through negative chatter with factual & compelling content in a
friendly yet professional tone
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
19,743 ballots were cast
12.7% voter turnout
155,217 total registered voters in the three communities
Final vote count:
13,949 to 5,783 (71% victory!)
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