Metros Marketing Activities

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Metros Marketing Activities

• Spring Summer 2004
• Leann Landry
• Manager Advertising Promotions
• June 2, 2004

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Off-Peak Advertising

• Objective All rail and many bus lines are at
  capacity during peak work rush hours. Increasing
  ridership in the short-term requires us to
  encourage customers who have choices in
  transportation to use Metrobus/Metrorail for
  their discretionary trips.
• Strategy Emphasize that Metro is about enabling
  customers to get to the important moments in
  their lives. To accomplish this we wanted to
  visually display the spirit of our tagline Metro
  Opens Doors.
• Tactics The ads, which depict off-peak
  locations and superimpose Metro seats into the
  scene, are simple, crisp and easily understood.
  When needed, the ads work as B/W ads spot
  color, there-fore cheaper than 4-C, but with same
  impact.

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Off-Peak Results to Date

• Paid Advertising started in March and will run
  through June. In-system ads started in May and
  will run through July.
• March Year-over-Year Ridership Results
• Offpeak Weekday grew 12
• Weekend grew 5.67
• April Year-over-Year Ridership Results
• Offpeak Weekday grew 4.2
• Weekend grew 25.74

Womens March for Life in April. Actual growth
likely in line with March.
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SmarTrip in Parking

• Objective Inform Metro riders that after June
  28th, they must use a SmarTrip card to exit Metro
  run parking lots.
• Strategy Supplement present in your face
  sandwich board message with ongoing, softer
  advertising which provides a call-to-action.
• Tactics Ads in Tuesday and Wednesday Express
  with Insert in Thursdays Express. Flight three
  times over 8 weeks. Final week, Ads only.

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SmarTrip in Parking Advertising
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Express Ad
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Express Insert side 1
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SmarTrip in Parking Emails

• Objective 1 - 2 of ridership are Tourists.
  Need was to communicate Metro Parking changes to
  diverse segment. Target are organizations which
  communicate with Tourists Hotels, WCTC, event
  organizers, etc
• Strategy Provide ongoing communication to
  highly targeted audience (approximately 4K
  contacts). Provide communication which can be
  easily shared.
• Tactics Provide series of 3 emails which would
  communicate message upfront, but also entice
  audience to go to website and order a SmarTrip
  Card. Additionally, the email can be passed on
  to membership in the organization.

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SmarTrip in Parking - Emails

• Three versions of Emails
• 1st email April 29th, 2004. Click Thru 6
• 2nd email May 19th, 2004. Click Thru 5
• 3rd email week of June 1st, 2004

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30s are going your Way - Bus promotion

• Objective Increase off-peak ridership on a
  chosen bus route. Target present bus customers
  to select the bus for off-peak activities.
• Strategy Select a route which serves off-peak
  venues, has good peak period ridership, has
  off-peak capacity, and has frequent off-peak
  service. Promotion was in conjunction with the
  Sierra Club of Washington DC.
• Tactics Roll in community area venues to
  participate in promotion. In this case,
  Georgetown Park Mall provided discounts at
  numerous merchants for the entire month of April.
  Borders Books of Georgetown gave free coffee and
  book discount, WASH-FM did on-air
  dinner-and-a-movie giveaways promoting the 30s
  lines, and restaurants in the area gave
  certificates in exchange for the radio mentions.

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Top 10 Reasons and Coupon Brochure
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Pocket Folder
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Coupon Brochure
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30s Bus Promotion Results

• April 2004 growth in ridership over March 2004
  was 9.
• This is compared to a 1 decline in ridership
  over the same period the previous year.
• April YOY ridership increase was 11.
• Future months results will determine
  sustainability.

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New Look/Feel for Metro

• Objective Freshen the Metro look/feel to use
  more contemporary colors while keeping
  traditional Metro brown. Move the images away
  from Metro centric towards customer focused.
• Strategy Update image to more closely reflect
  tagline Metro Opens Doors to peoples lives and
  their possibilities.
• Tactics Create a family of collateral which
  is clever, yet with urban sophistication.

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Additional Items

• Redesigning WMATA website
• Test with NoVA maps on PDAs determine customer
  usage and customer acceptance.
• Completed Customer Information Focus Groups in
  May. Total of 8 focus groups. Findings will be
  presented end of June.
• Final Public Perceptions of Transit Tracking
  Study is completed. Jane Donna will call each
  organization.
• Bi-lingual English/Spanish
• IVR for Customer Service will be up early June.
• Bus Timetables will begin rolling out in June.
• As part of DC United package, WMATA ran Spanish
  radio as well as in print.
• Regional SmarTrip Design Customer survey guided
  choice in design and LMO has expanded the initial
  design. They will be presented to the Marketing
  subcommittee this week.