"CTS MARKETING PLAN SCOPE OF WORK"
CTS MARKETING PLAN SCOPE OF WORK Project Initiation During the project initiation phase Ms. Barlow will visit Charlottesville to conduct individual meetings with representatives of CTS, UTS, JAUNT, and Albemarle County, as well as a group meeting of the Technical Advisory Committee for the project. During these meetings the scope of work will be refined, stakeholders to be interviewed with be identified , objectives of each entity, with regards to transit marketing, will be explored and desired content for the quantitative research effort will be discussed. In addition, Ms. Barlow will meet with operations and planning staff at CTS to initiate planning for the on- board survey and counts. Secondary and Qualitative Research During this phase of the project, the consultant will gain a thorough understanding of the community, the transit services, the system’s current brand and the marketing channels available to CTS. This will be accomplished through a wide variety of secondary and qualitative research efforts including: ! College Town Economy/Seasonal Variations Focus Group: Ms. Barlow will conduct a stakeholder focus group with TAC members to discuss the specific issue of seasonal demand variation and how this should influence marketing strategy decisions. ! Community Audit: Personal interviews will be conducted with a wide variety of stakeholders representing the government, business, education and social service sectors of the community. These interviews will explore perceptions of transit in Charlottesville, viability of increased ridership among specific target groups and appropriate appeals and channels of communication for reaching these groups. ! Customer Experience Audit: Ms. Barlow will conduct a review of CTS services and facilities from a customer point of view, evaluating service quality, ease of use and appeal. ! Review of Passenger Information Program: The consultant will also conduct a comprehensive review of passenger information tools including not only the Rider’s Guide, but also the website, signage at key bus stops and other passenger information materials. ! Review of Staffing and Resources Available for Marketing Program: The consultant will meet with staff involved in transit marketing at CTS to discuss currently available staffing, budget and other resources. ! Inventory of Promotional Channels: An inventory of advertising, public relations, information distribution and outreach channels will be compiled to identify cost-effective channels for reaching various target groups. The information will be organized into an annotated “yellow pages” as desired by the City. Deliverables: ! Qualitative data will be incorporated into the Market Assessment portion of the Marketing Plan. ! Media inventory will be delivered as a stand-along report. Quantitative Research Quantitative research conducted during this phase will not only inform marketing strategies, but will provide an important basis on which CTS can make other service-oriented strategic decisions. ! Passenger Survey: A comprehensive self-administered passenger survey will be conducted on all routes, days and times. The survey will collect information about passenger demographics, usage characteristics and customer satisfaction. It is expected that 1500-2000 completed questionnaires will be collected over a one-week period. This data will be fully analyzed and reported in a detailed, graphically oriented research report which will explore the ridership as a whole, as well as characterize specific segments (e.g. frequent riders, students, commuters, etc.). Route level ridership profiles will also be created and included in the report. ! Charlottesville Area Demographic Profile: The demographic data collected through the passenger survey will be compared to the most recently available census data for the service area. This will allow us to see how CTS riders differ from the overall population and to identify levels of usage and potential usage among specific groups (age, income, ethnicity, etc.). ! Passenger Counts: Concurrent with the passenger survey, boarding/alighting counts will be conducted on a 100% sample of bus trips. Counters will count passengers getting on and off at each stop. In addition they will track on-time performance at key time points and record load data. ! Origin Destination Data: The Passenger Survey budget assumes that origin/destination data will be collected at the neighborhood/key destination level. As such, riders would select their origin and destination from a list of defined areas or neighborhoods. If it is desirable to collect intersection/address level data and have that data geocoded, an option has been included in the budget for such. To review one of our research reports please contact email@example.com. Deliverables: ! Passenger Questionnaire and Count Forms ! Comprehensive Survey Report (graphically oriented for easy understanding), including route by route passenger profiles ! On-off count Summaries and Profiles for each route Marketing Plan Development The information collected in the first three phases will culminate in the development of a comprehensive marketing plan. Ms. Barlow will develop the plan personally, calling on her 25 years of experience in transit marketing to develop strategies that that will help CTS to achieve its objectives of building awareness, transit ridership and support throughout the region. The first step is development of the plan will be compilation of a Market Assessment which provides a summary of public transit’s products, position and potential within the Charlottesville area. The assessment will examine the system’s marketing objectives, current and potential target markets and challenges and opportunities that will occur during the four year planning horizon. It will also address areas if specific relevance to Charlottesville including seasonality of demand and demand for night service. Next, Ms. Barlow will develop marketing strategies which address the stated objectives and target groups. She will address all areas of the marketing mix including branding, passenger information, advertising, public relations, outreach, customer service and fare media. For each recommended strategy, an action plan will be developed which details objective, target market, recommended communications channels, key messages, budget and timing. The strategies will be prioritized and placed on a 4-year implementation timeline accordingly. The implementation plan will be customized for low, medium and high budget levels. If you would like to review one of our Marketing Plans please contact firstname.lastname@example.org. Deliverables: ! Draft Four-Year Transit Marketing Plan ! Web Enabled Phone Conference with Staff ! Final Four-Year Transit Marketing Plan with Implementation Guide at three budget levels ! Oral Presentation of Plan and PowerPoint Branding The final phase of the core project will involve the development of a revised brand and potential logos for the current transit system and for a regional transit agency. The brand/logo concepts will be designed to reflect the strategic direction set out in the Transit Marketing Plan and will incorporate input received during the qualitative research effort. Two alternative approaches will be presented for each system – local and regional. The marketing plan will include recommendations regarding branding on vehicles, signage and collateral materials. A demonstration of how the recommended logos might be use in various applications will be provided. The budget available for this effort (given the other tasks) is not sufficient to fund a full-blown rebranding effort which would include the development and presentation of alternative approaches to vehicles, signage and collateral, and the revision of those approaches based on input from various constituencies. If this level of effort is desired, an option has been included in the budget to expand this task. Deliverables: ! Two logo alternatives for current transit services and for a regional transit agency ! Logos will be delivered in electronic form (native files and other desired formats) Charlottesville Transit System Marketing Plan Partner Agency Discussion Outline Role of Transportation ! Discuss the role of public transportation in the Charlottesville community? ! Describe the role of CTS relative to your organization? Awareness/Image ! What is the image of public transportation in Charlottesville? Who uses the system? Other transit services? ! What benefits, if any, does the area derive from its transit system? Relevant Issues ! What current changes or issues within the community are relevant to the transit’s role and services? ! What unique characteristics of the Charlottesville area are relevant to this marketing plan – for example: seasonality of student population? Marketing ! Should CTS market itself and its services more aggressively? If so, what should its marketing objectives be? ! Among what target groups do you believe there is potential to increase transit ridership? ! What should CTS do to attract these groups? Improved service, communications, special promotions, facilities? ! What are the most effective communications channels within Charlottesville? Additional Sources ! Who else would you recommend that I talk with as part of this project?