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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
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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)
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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