Positive Train Control Progress Report Campaign May 1, 2018 January - - PowerPoint PPT Presentation

Positive Train Control Progress Report Campaign

May 1, 2018 – January 31, 2019

Campaign Overview

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Many public transit agencies across the country with commuter rail service are mandated to implement Positive Train Control (PTC) by the Federal Railroad Administration (FRA) by December

• 2020. PTC is a complex signaling and communications

technology that is designed to make rail safer by preventing collisions and other incidents by automatically detecting and controlling the movement of trains. DCTA operates a 21-mile commuter rail line that runs from Denton to Carrolton, TX. Last May, DCTA launched PTC testing

• n its A-train and became the first public transit in Texas to

begin testing PTC. This significant milestone launched DCTA’s strategic efforts to educate and keep its riders, partners, stakeholders and media up to date on its progress PTC testing and implementation. The agency developed a comprehensive public relations campaign to showcase important milestones and update riders on service modifications during PTC testing and implementation.

Campaign Overview

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Goals and Objectives

• Share the progress of DCTA’s PTC testing and

implementation with target audiences to highlight the positive milestones and updated for the agency

• Educate riders on A-train service modifications during

PTC testing and implementation

Target Audience

• DCTA riders (university students, commuters,
• ccasional riders, etc.)
• Community partners
• Local organizations
• Local, regional and public transit industry publications

Timeline

• May 1, 2018 through January 31, 2019

Budget

• $1,000 (print signage only)

Campaign Overview

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Key Messages

• Tone was consistent and conversational – encouraging

riders to view the service modifications

• We have new Positive Train Control service modifications.

Plan your trip in advance so you can continue to #RideDCTA with ease!

• Hey riders! We were just awarded a $4 million grant towards
• ur Positive Train Control implementation project. PTC helps

keep the community safe with our A-train.

• We’re still running our service modifications in order to test
• ur Positive Train Control (PTC). Schedule your ride in

advance!

• DON’T FORGET: We’re testing Positive Train Control (PTC) on
• ur A-train in which we have service modifications in place.

Learn more about our PTC progress and schedule updates on

• ur website.

Campaign Tactics

Digital Creative and Content

• Dedicated webpage to host the “PTC Progress

Report” campaign content which featured key information

• Web splash graphic
• Web page graphics
• Email marketing graphics

Public Relations

• Development of news releases
• Pitch emails and phone calls to key media

publications

• Talking points development for interviews

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Social Media Marketing

• Facebook and Twitter social media marketing
• Outreach to key influencers on social media

Station Signage

• Development and installation of station signage on every

A-train platform

Email Marketing

• Targeted email messages sent to DCTA riders in its

enRoute News passenger newsletter and Rider Alerts via its GovDelivery email marketing system

Digital Campaign Content

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Campaign Webpage Sample Rider Alert Notification

Digital Campaign Graphics

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Web Splash Graphic Email Graphic

Media Relations Content

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Media Relations Outreach

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Social Media Marketing

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General Promotion Service Modifications Notification

Social Media Outreach Coverage

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Mass Transit Magazine Editor

Station Signage

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Campaign Results

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DCTA Webpage

• 1,592 page views
• Top 40 in Google Analytics every month during the

campaign

• 02:06 average time spent on page
• Top five referrals to the page:
• Google
• Direct
• GovDelivery (email marketing system)
• Dallas Area Rapid Transit (DART)
• Bing

Public Relations

• Two news releases developed and distributed
• 26 total articles
• 30.5 million reach
• $118,700 publicity value
• All positive sentiment

Email Marketing

• 17 emails sent
• 18 percent average open rate (public transit industry

average is 14)

• 3 percent average click-through rate (public transit

industry average is 2)

Facebook Marketing Results (Organic Results)

• Total Reach: 2,646
• Total Engagements: 32

Twitter Marketing Results (Organic Results)

• Total Impressions: 8,614
• Total Engagements: 122

Future Campaign Implementation

Media Relations

• Continued strategic outreach and materials

development for increased positive media coverage and sentiment on DCTA’s progress on PTC implementation

Passenger Information/Notification

• Modifications to digital marketing graphics with A-

train service modifications when appropriate

• Rider Alerts developed and distributed to keep

passengers informed of any A-train service changes

Web Page

• Updates to the webpage as PTC progress

implementation continues to keep all target audiences properly informed

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