EL PASO MASS TRANSIT DEPARTMENT TRANSIT BOARD ACTION DATE - PDF document

EL PASO MASS TRANSIT DEPARTMENT TRANSIT BOARD ACTION DATE REFERENCE NO. SUBJECT: ITEM NO: Presentation and discussion on Sun Metro’s 05 -10-11 11 – 43 7 FY 2011-2012 Marketing Plan BACKGROUND: Presentation and discussion on Sun Metro’s FY 2011-2012 Marketing Plan Contact person: Jay Banasiak, Director, (915) 534-5810 Laura Cruz-Acosta, Public Affairs Coordinator (915) 534-5803 RECOMMENDATION: DISPOSITION BY TRANSIT BOARD: SECRETARY APPROVED OTHER (DESCRIBE) SUBMITTED BY: DATE:

Sun Me tro Ma rke ting F Y 2011- 2012

Ma rke ting Dire c tive Co unc il dire c te d Sun Me tro during b udg e t se ssio ns to re ta in sa le s e xpe rtise to ma rke t a nd pro mo te e xisting se rvic e s a nd to ide ntify o ppo rtunitie s fo r ne w se rvic e s. 04.12.11 2

Ma rke ting Dire c tive T o a ddre ss the dire c tio n fro m Co unc il Sun Me tro se t a side $100,000 to c o ntra c t a c o mpa ny to pro vide the e xpe rtise . 04.12.11 3

Contra c t vs. Hiring Sun Me tro c o ntra c te d JAVA Ma rke ting b e c a use it wo uld pro vide the City with mo re c o st e ffe c tive a nd fle xib le o ptio ns within c o nstra ints o f b udg e t. 04.12.11 4

About JAVA Ma rke ting JAVA Ma rke ting is a lo c a lly o wne d priva te c o mpa ny b a se d in E l Pa so with pro fe ssio na l e xpe rtise a nd re so urc e s to pro vide sa le s a nd ma rke ting suppo rt to a c hie ve g o a ls o f Ma rke ting o b je c tive s. 04.12.11 5

JAVA Ma rke ting T a sks • I nc re a se the lo c a tio n o f pa ss sa le o utle ts • Ride the b us to pe rfo rm surve ys to c le a rly ide ntify a nd unde rsta nd c usto me r wa nts a nd ne e ds a s it re la te s to tra nsit • De ve lo p pro mo tio na l stra te g y te mpla te fo r limite d-e xpre ss se rvic e s using T e xa s T e c h/ UMC E xpre ss (Ro ute 26) • De ve lo p ma rke ting stra te g y te mpla te fo r spe c ia l ro ute s using Ro ute 204 Glo ry Ro a d/ UMC E xpre ss Ro ute 04.12.11 6

JAVA Ma rke ting T a sks (c o nt.) • De ve lo p ta rg e t stra te g y te mpla te fo r Unive rsity E xpre ss (Ro ute 70) • Pro po se pro mo tio na l initia tive s fo r fixe d - ro ute se rvic e s • De ve lo p F o rt Bliss ma rke ting stra te g ie s to pro mo te b e tte r utiliza tio n o f c urre nt se rvic e • De ve lo p a te mpla te fo r me a suring pro g re ss o f pro mo tio na l e ffo rts a s it re la te s to Sun Me tro o ve ra ll ride rship • Utilize ma rke ting te mpla te s fo r o the r e mplo ye rs (e .g . UT E P) 04.12.11 7

Ma rke ting Obje c tive 1 I mpro ve visib ility a nd a c c e ssib ility o f e xisting fixe d -ro ute se rvic e s in a n e ffo rt to inc re a se ride rship • Sc he dule b o o ks/ time ta b le s • Go o g le T ra nsit • We b site impro ve me nts • Additio na l pa ss sa le o utle ts • I -Sto ps • Se rvic e info rma tio n a t she lte rs 04.12.11 8

Ma rke ting Obje c tive 1 (c o nt.) • T ime ta b le s a t se le c t b us sto ps witho ut she lte rs • Bus sto p ro ute pla c a rds (100 pe rc e nt) • Ma rke t e xpre ss ro ute s • Ma rke t Pa rk a nd Ride (We stside , Missio n Va lle y, Glo ry Ro a d, E a st Side , Unio n Pla za ) • Ride va rio us ro ute s to pe rfo rm surve ys to o b ta in e sse ntia l da ta – Custo me r’ s e xpe rie nc e – Custo me r’ s se rvic e re q uire me nts – Wha t c a n Sun Me tro a ddre ss to impro ve o ve ra ll se rvic e 04.12.11 9

Ma rke ting Obje c tive 2 F urthe r Sun Me tro se rvic e s a nd impro ve ride rship b y de ve lo ping ta rg e te d o utre a c h e ffo rts • Re a c h o ut to re ta ile rs a nd b usine sse s a lo ng hig h ride rship c o rrido rs a nd spe c ia l/ ro ute s to de ve lo p re la tio nships • Ma rke t to F o rt Bliss c o mmunity • Ma rke t spe c ia l/ e xpre ss ro ute s 04.12.11 10

Ma rke ting Obje c tive 2 (c o nt.) • Suppo rt la rg e e ve nts b y wo rking with CVB, UT E P a nd o the r e ntitie s (e .g . fo o tb a ll g a me s, K idspa lo o za , Sun Bo wl, Mo nste r T ruc k, Ne o n De se rt Music F e stiva l, e tc . ) • E xplo re nig ht se rvic e • Pub lic -Priva te pa rtne rships with UT E P a nd o the r ma jo r e mplo ye rs a nd b usine sse s • Hig hlig ht g re e n e ffo rts a nd re duc tio n o f tra ffic c o ng e stio n 04.12.11 11

Ma rke ting Obje c tive 2 (c o nt.) • I mple me nt ne w re a l-time pa sse ng e r info rma tio n syste m – We b -b a se d pro g ra m fo r fixe d ro ute a nd pa ra tra nsit – Ac c e ssib le via PDA a nd sma rt pho ne s – ADA I nte ra c tive Vo ic e Re spo nse (I VR) a c c e ssib le 04.12.11 12

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