HomeMy WebLinkAbout1991-10-22 - AGENDA REPORTS - LOCAL BUS PROMOTION (2)FIX ff !1, ' 'I'
NEW BUSINESS
DATE: October 22, 1991
SUBJECT: LOCAL BUS PROMOTION
DEPARTMENT: Public Works
City Manager Appro
Item to be presented by:
Since July, staff has been working with the Commuter Transportation Services (CTS) to create
a campaign focused to increase ridership on Santa Clarita Transit's local bus system.
The concept for the campaign was to increase ridership and in turn, increase farebox return.
Staff and CTS believed that a City wide awareness program, while increasing the general
knowledge that a transit system in the Santa Clarity Valley exists, would not necessarily impact
ridership.
It was agreed that target groups which had a high probability of using local transit would be
selected, marketing concepts would be designed from telephone surveys of different groups to
determine what would make them take the bus. Then a direct mail program would be used to
communicate the different marketing messages.
City staff identified four groups which had a high probability of using local transit:
1. Elderly
2. Hispanics
3. Students
4. Live here/work here
The telephone survey entailed calling 200 households in the targeted audience and asking
approximately 10 questions geared toward the respondent's opinions on what would make them
use the bus.
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Local Bus Promotion
October 22, 1991
Page 2
Using the responses, CTS created the idea of a limited edition, two sided color poster. The
front side is devoted to a collage on "Life" in Santa Clarita with different messages for each
group. To illustrate, the student example is "There's lots of room for you to cram on the bus"
and the Live here/Work here is, "Catch the bus and ride with the big wheels." The back side
of the poster gives complete route information while identifying how local transit can
specifically help students or persons who live and work in Santa Clarita. Attached are black
and white samples for seniors, hispanics and live here/work here.
Staff brings.this item to Council for their information and comments.
L:__ • nihil .►1� • �
Receive and file.
Survey
Senior Draft Poster
Hispanic Draft Poster
Live/Work Draft Poster
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LOCALBUS
N T A
Catch the bus
and move your
life in new
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directions
L 1 M I T E D 0 E D i T 1 0 N
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A
N T A
Catch the bus
and move your
life in new
CTM4,*1
C 11 A R I T A
directions
L 1 M I T E D 0 E D i T 1 0 N
YOUR BEST ROUTE TO
A MORE ACTIVE LIFE
The Santa ClatitaTransporter
Lots of people who usually drive are finding that 0k is pint a little
more tun on the 6uallot ontyde
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to lean hack and see the
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close as your neighborhood bus stop.
And we think youll like what our new bus he has to offer.
• Ahmnddlo2R
• Fast,reliable,sak service
• Stops at all sblopp!ng areas & main streets
• Service emy haII-hour-even to sorne remote areas
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S A N T A C A R I T A
Catch the bus
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L I M I T E D • E D
YOUR BEST ROUTE TO
CAREER SUCCESS
The Santa Clarita Transporter
When you lake the bus, you may just be amazed at what you,
acmmpb oV your wa to and from wort. titch up au the Dews.
Prepare for a meeting. �ke a few moments to olgamze your
Votes.., or jun your thoughts. In factstudles show that people who
ride the bus are morepto umive than Meir co-workers who drive.
And we think youll like what our new bus line has to offer.
• AUtnnditioniVg
• Fast, reliable, safe service
• Stops at all area business park; §main streets
Service every half-hour- even to some remote areas
The fain fs just Site or 0 for a monthly pass -with special
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