customer-focused public involvement azta annual conference april 23, 2013

Customer-Focused Public Involvement

AzTA Annual ConferenceApril 23, 2013

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Customer: The Rider

• 250,000/day on bus/light rail– 65% between 18-44*– 47% without a car– 38% students– 31% commuters

• System extends countywide

*2010-11 Origins and Destination Survey

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Case Study: March Fare Increase

• $.25 increase to local bus/light rail

• $.50 increase to Express/RAPID

• Effective March 1• Last increase in

July 2009

Fare Change Outreach• Some of our tools:

– Online survey (1,047)– Intercept surveys (300)– Open houses (11 – 93 attendees)– Public hearing (1 – 24 attendees)– Webinar (1 – 22 attendees)– Tweet Chat (1 – 8+ participants)

Fare Change Communication• Some of our channels:

– Bilingual print advertising (5 ads)– Door hangers on vehicles (60k)– A-frame signage (35 locations)– Broadcast emails (3,500+ viewers)– Social media (80+ posts)– News releases (35 news stories)– Website (2,500 visitors to

/farechange)

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Lessons Learned

• Be where the people are– Intercept survey was very effective

• Growing interest in technology– Use of webinars, social media

• Spanish outreach is critical• Electronic surveys are popular

– People are too busy

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Customer: The Business Owner

• 600+ businesses along future lines– Central Mesa: 3.1-mi

to downtown Mesa– Northwest Phoenix:

3.2-mi to Dunlap Ave.

• Small, locally-owned• Challenged by economy

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Case Study:Business Assistance Program

• Developed with city/community partners• Valley Metro programs:

– Dedicated staff / 602-254-RAIL– Signs and banners– Peer-to-peer business forums– Community Advisory Board (CAB)– Marketing / METRO Max Rewards

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2013 Marketing Campaign

• Rally around businesses

• It’s your duty• It’s a shared

responsibility• Custom for

each line

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Lessons Learned• From 20-mile line:

– Get engaged early– Have a variety of

programs/partners– Garner strong

community advocates

• Customize for each community

• Innovate

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Q&A

Hillary FooseValley Metro

602-322-4468hfoose@valleymetro.org