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Home My WebLink About1992-11-10 - AGENDA REPORTS - PROPOSED CTS AGMT TRANS SYSTEM (2)t%'!IWAlaQI DATE: SUBJECT: DEPARTMENT: BACKGROUND AGENDA REPORT City Manager Item to be pre November 10, 1992 PROPOSED CTS AGREEMENT FOR MARKETING FIJI ROUTE TRANSIT SYSTEM Public Works The FY 1990-91 approved Transit budget contained a $50,000 line item calledPublicityand Promotion for the marketing for what was then going to be the new transit system. In August of 1991, staff contacted Commuter Transportation Services, CTS (a non-profit organization with a highly developed skill in transportation marketing) to: One, conduct and analyze a professional telephone survey of residents. The intent of the survey was to see what it would -take to increase ridership from specific user groups. These groups were hispanics, college students, those over 55 and live -here -work -here residents. The data received from the survey suggested that with the exception of the over 55 group, these market segments would use fixed route transit more if frequency was increased and there were more stops; and Two, develop a marketing plan based on analysis of the survey. The implementation of the plan centered around the direct mailing of a marketing piece. The marketing piece consisted of a two sided poster. The front side illustrated with colorful and attractive landmarks of the Santa Clarita Valley and a catch phrase aimed at a specific market group. The back side of the posters detailed route and time information for each of the Santa Clarita fixed route lines. The market groups who received the posters would be made aware that a new transit system was now in operation and that service had been nearly doubled. City staff and CTS verbally agreed to go ahead with this marketing plan and use the budgeted transit marketing and publicity funds. Staff presented to the City Council at their regular meeting of October 22, 1991, the fixed route marketing poster and the results of the survey. The Council took action to receive and file. APPROWED Agenda Item I Proposed CTS Agreement for Marketing Fixed Route Transit System November 10, 1992 Page 2 After completion of the poster concept by CTS, staff took action to put this project on hold and decided to monitor the fixed route transit system for one year to see how the proposed rail station would impact the fixed route lines and avoid creating a poster and ridership information which would soon be obsolete if major changes to the local system were needed. At this time, CTS had completed 90% of the work necessary to implement the marketing poster and had incurred costs totalling $42,000. With the opening of the multi -model rail station, moving the fixed route transfer center to the station, making significant changes to the local routes as per the Arroyo Seco Associates (ASA) report and increasing fixed route service, staff believes that the time is now right to resurrect the posters and distribute them via a direct mail marketing campaign to targeted possible users. Staff and CTS would also like to formalize the previous verbal agreement with the attached agreement. This staff recommendation is supported by the ASA recommendation to improve fixed route transit. As the Council is aware, ASA recently completed an evaluation of the City's commuter, Dial -a -Ride and fixed route transit systems. With regard to fixed route, the evaluation found that the City should develop a marketing campaign to inform potential riders of available services. The evaluation stated that given the year's 20% increase in ridership with no marketing campaign, "there is a marketin the area for fixed route public transit services." The evaluation states further that, increased public awareness of the fixed route service will improve the likelihood that this transit service an meet the objectives set by the City. The attached agreement between the City and CTS would allow the City to revise and implement the marketing program which was shelved last year. Services provided by CTS are inclusive of the development of the poster completed last year, but would incorporate the latest changes to the fixed route system and desired modifications to the design side of the poster. CTS will be responsible for the development and printingof f the posters as well as their direct mail marketingto targeted users. The original production work would belong to the City for possible reprints of the work or modification to the routes. The cost of this proposed agreement is $47,000. In summary, one year ago staff orally contracted CTS to conduct a marketing program for the fixed route transit system. CTS has incurred approximately $42,000 pursuant to this request. In addition to paying CTS for incurred costs, staff recommends that the City formalize the previous oral agreement with the attached agreement and implement the marketing program. This marketing program would have a total payment of an amount not to exceed $47,000 under the oral and proposed written agreement. It was, and is proposed that the City would pay for the direct mail postage estimated at $4,000. Proposed CTS Agreement for Marketing Fixed Route Transit System November 10, 1992 Page 3 Funds to pay for this program may come from $43,500 carried over from the FY 91-92 Promotion & Publicity budget to the FY 92-93 Promotion & Publicity budget and $3,500 from the current Promotion & Publicity account. The funds described herein are transit restricted funds not general funds and are only eligible for transit related projects. RECOMMENDATION Approved the attached Agreement and direct the City Manager to execute it on behalf of the City in an amount not to exceed $47,000, and increase the transit postage budget by $4,000. ATTACHMENTS Agreement with CTS October 22, 1991 Agenda Report DL:gmm market.agn NEW BUSINESS DATE: October 22, 1991 LOCAL BUS PROMOTION De nis r 121 eos/Gail Foy_ DEPARTMENT: Public Works BACKGROUND ' 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. C` Staff and CTS believed that a City wide awareness program, while increasing the general knowledge that a transit system in the Santa Clarita 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 heretwork 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. Agana Item, 492 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 backside 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 -five here/work here. Staff brings this item to Council for their information and comments. Receive and file. Survey Senior Draft Poster Hispanic Draft Poster Live/Work Draft Poster DEL:gmm LOCALBUS _ I Catch the bus and move your life in new directions L I M I T E D • E D 1 T 1 0 Y � I I YOUR BEST ROUTE T1 A MORE ACTIVE LIF] The Santa ClaritaTiansporter lon d people who anally sale am 6nahy rbn be � wrt t ra momA+000tbebuttktactydorbeyEtmk+cGdfodste spheaourbbaty-butNryFtwkmtbeykpo qva lodmmmbrt.Poahwhnberywmc'et rowo vlst Mends �hm�yornmetnt a ffi� _ if it's m 9d! Okd;i 121 cbstu rc hborbxd And we Mink pull lb wbu our rex bus lice bum offer. • AlrcocdYboomm�� • Fut, 1,14u mrvire • 4og Y all shoppppocj ereu & mslo sueas + krvbe Everyb2 ro scox mmole lieu thefistfor stolon hhat20eorS/brfmomhb pta.Aodto Nmembgyourlde %�",Yr4 , For routes & schedules Call (805) 294-111US ura.rr�•sq�`.arr�.. 4 o+p.t.ee■mtau.. e.eom.owwkra-t11pW YItkC%vAC9l�W1otmmYrRdpfmlk0a• .pYNlk rYcliDlt• lNpY Y'ltDa .fapYW i«r.w..•fy.kc Fi.'irhYS evs OmeYMeejY6r W7�• kw%is!h 10. F.t¢YWt{fa iCpYin %riatbl� TD'yiMf�,lml.iw ff:.'1•v.35 _ WAt UALNkm -i9p m lfwnelts� tr.on.eo.aws..lopo Xlprnult}ut!)p Wtu+Y•lq.fa .!•sa:rrtx G3r21:N �: kNYIeYLtOk4ttlo..ldipk w4kno-Yem.Ovrfllr•il1pY Wknr?4 w![Ir.wpYln �iteemwta.eoakm•Nlry Y.11uu.tll�SQwpe Yxm ll+ A"Nok • YYO MA&Yea � Ebel0"ft.q, wpe. NgYWtlt..fgYsw AQpaW WYmrAglu�rp. For routes & schedules Call (805) 294-111US ura.rr�•sq�`.arr�.. r.e cL7• t U in 66 C(pio . S A N T A C L A R I T A a Catch the bus and ride with the big wheels L I N I i E D • E D I T I 0 S 0 YOUR BEST ROUTE TO CAREER SUCCESS The Santa ClaritaTransporter When you ak the hut, you mry jou be uoued u rhu you as acmmplish oo yourn of rod fmm wart. titch up or the nerd Prtprt for r meetiaS. fee a few moments to argmn your note... or jou yourthou�b, In lam, oodles shot rhu people rho Ade the bm art mort pm umive tbra tlxit rowarke rho a And we think 7" W rhfour new bus line hu to offer. Ahaandaioain`� • Frrt,reluhkxlextvia • Stops at all am business parks 8 mile streett • Servi mryhalf-hour -eyes tosoouremote arm The Fut is just SG or SIA for a monthly pass -with special dismon; forseaim students and the handiapped. AfiNr I s -1 You tddi'Ltt—� WYre If Seas m"Mm 'VX:7 ::..• 7 geO�lalalr cwm.491r. fits e5rrnvrMtla•a7prW ke^W4wa•kaptf n:K I.-Hu:N! fits Grvlr Ons Moan. rurra.tfmvRd itrCn. kwpWtOa.mrafa twp Wln.tyvaC amit0uv rtlrpvn�{ken. :•s: Hwm eyrratwn•tasrsx rm wimr 7,","i&". &".W Salp� Iw�•YarrW t»� r1tOn 11m ��a4Yn Farr ewn mprvMe srArhfiuGmrttsr.rep xylrrrn.taar.w Wpen.tapSQ '.eA:.:.•. i:tii a:i:W:,<..M L,� Lwb ewr Yarl�Rt01r•_T awnllvWmRaan.Nlyr Wt1lukaypY ts >•rnatrrarr � tar.t4gr r>k?.:!a:.4'. Wtan�kyri lmlybnreIDtfpmaan• s mRtS M krrlWlan.i4W cdgtahrm lbmftllgln•irr For routes & schedules Call (805) 294-IBUS JJ}I u,Yitlr•�tYO•Y6\�!� S A -N T A El nuevo autobus viaja a todos:lados para usted The new bus goes everywhere for you L I Y I T 6 D• ^6 D I T 1 0 N Lbealy f & vbp I KiJ C L A R I T A VAMOS POR SU CAMINO TheSantat arit3lanspmar De Wnik*tiaaOutTam" Mill -itr,h,jo,JdDcbXhi eidrarig�t-at>nmmoen mmoapadadd bai Muelmx coda MOM a aap r pffmma9m It Sadain b omWm Ca,hiadeavdo d* alt" Yn=Se wodameta Im, ud97e& a 4= hpa nmatacY mn mi pr,da m b a mantle 1fa JfdoSOaraxmdwj 02Milo pnm6ddbmenu!-cm danemapttlalapnmayaadeNaQmudraemv8�k. Ym Ha®heureddajs6L1YE1 WE TRAVEL YOUR WAY rite SantaClarit 1 �espo er 1n6d Ohm dm nabWtoSar, Olde-bKikb&door it brid ftimb-mm admt bAY a pe tp, puha aAl h eRdtiebdkfep, a;igb Ihethdutp amp tlsrmm h,lelfiednfeaefi¢ Sevtr aa1 hi(hagambl®el®ae phceatid mat l�ttmeofrn. h pati p mh Yt, dk a Se tr, mmH7 add-11� � dmua tr Imtrdtlmamidmh d a:haa5=ped. And bN=bwym dkRW Men t Wha I Nw 15 fpa"a a.aa "ka. k4owum-la',r uwian rabcq kkllbdtefau. kp x4fk•fybaa laafdl0�lsf aswoaay. wkal..lmtuc fawl,d>W mlkaafr•T.ya wkal..kq.>Q a®ItY.p.MlOmeknv ktlpkwka�.klt�ate maaaelanfgrm.aapaw L�(fsrlaRmAkR1Ga. kNpwkaSSM1Q LiP1]i laf /hellaeCybaeaW. T.Rp♦141Wu•kC1aSQ r^:aan Musa-mm}�ifsa llln�elllell tkmtr]Imkk)^w ettV'd IP.lV am. aaelLl! ta.akef..wl. wkm-kk}.aa xQfv♦ka Lodm,kam oNl* traoylnukarpa lin rlAel 1111an Canakeaala Para rutas y horar:os For routes and schedules 1ana21($05)2!b! 137 r----