Background

1
(No Transcript)
2
Background

• NCTDs service area is north San Diego county,
  primarily suburban
• Services include the Coaster (commuter rail line
  along the coast) and the Breeze (bus service)
• New light rail line (called the Sprinter) added
  in 2008

3
Market Assessment

• Sprinter corridor runs 22 miles from coastal
  Oceanside to inland Escondido
• Total population of 170,000 within one mile of
  Sprinter line
• College students
• 30 of trips in corridor in 2005
• 49,000 students in 2008 (Palomar College 32,000
  CSU San Marcos 9,000 MiraCosta College 8,000)
• Projections of up to 70,000 students in 2020

4
Market Assessment

• Hispanic community
• 45 of population in 2005
• Projections of up to 60 of population of
  corridor in 2030

5
Teaser campaign
6
Family of services
7
Kiosks, etc.
8
Activities prior to Sprinter revenue service

• Presentations to schools, colleges, community
  groups, and service organizations in the Sprinter
  corridor
• School presentations focused on rail safety

9
Opening of service
10
Click to add slide title
11
Most popular giveaway
12
Pocket schedules
13
Mobile billboard
14
Direct mail to households with Z-card
15
Inserts
16
On-line ads and leaderboards
17
Web
18
Sprinter opening campaign
19
PURL postcard for college students
20
PURL Personal URL

• Postcards mailed to college students
• Students could log on to PURL (personal uniform
  resource locator) for chance to win an Ipod.
• Students were asked to take short survey about
  transportation and provide email address
• Of 25,000 postcards mailed, 3.5 return to
  profile page (vs. typical direct mail of 1-2)
• Follow-up messages notified students of Ipod
  winners, and reminded students of SPRINTER
  information.

21
Cal stairs
22
T
23
Banner at colleges (with price point)
24
Green themes
25
Local events
26
(No Transcript)
27
Click to add slide title
28
Hispanic community

• Recruited a marketing rep to work with and
  educate the Hispanic community on the SPRINTER
  and public transit
• Supported effort with themed ads in targeted
  Hispanic publications

29

• Themes include students, families,
  multi-generations

30
(No Transcript)
31
Some lessons learned

• College students cared most about cost of transit
  pass vs. parking pass.
• Green theme did not resonate with students.
• Mobile billboard generated little attention.
• Newspaper ads tied to local events generated
  little feedback.
• Dump the Pump provided good contact information.

32
Questions and comments