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COMMUTERS – OVER 25’s
IT’S ALL ABOUT
COMFORT, COST & CONNECTIVITY
Claudia, Alexander, Jean-Luc, Laura, Jess, Yassmine, Geo...
COMMUTER’S
CHARACTERISTICS
3 important aspects:
 TIME
 COSTS
 COMFORT
 “young performers and professionals”
 convenie...
SAVING WORK TIME
“WEAR AND TEAR”
COSTS
CAR PARKING
EFFICENCY
ACCESS TO REFRESHMENT
IN A NUTSHELL
COMFORT
FACILITIES
SHORT TERM SOLUTIONS
• Application for android and
apple
• Individual information
▫ Location & destination
▫ Travelling po...
SHORT TERM SOLUTIONS
• Application for android and
apple
• Individual information
▫ Location & destination
▫ Travelling po...
SHORT TERM SOLUTIONS
• Application for android and
apple
• Individual information
▫ Location & destination
▫ Travelling po...
SHORT TERM SOLUTIONS
• Marketing: Focusing on the cost-advantage of public trans.
• 16 p/mile [annual ticket] vs. 31 p/mil...
LONGTERM SOLUTIONS
PUBLIC TRANSPORT CARD
• TECHNOLOGY
• INTERMODAL
• IMPROVED MONITORING
• FASTER SERVICES
IMPROVING THE C...
CONCLUSIONS
Marketing strategy:
Emphasize the strength of the public transport
HOW?
• App
• Public Transport Card
• Improv...
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Marketing rail travel to commuters

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Student presentation at Citizens' Rail international masterclass on railway marketing, held at the University of Central Lancashire, March 2015.

Find out more at www.citizensrail.org/masterclass-in-preston

Published in: Marketing
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Marketing rail travel to commuters

  1. 1. COMMUTERS – OVER 25’s IT’S ALL ABOUT COMFORT, COST & CONNECTIVITY Claudia, Alexander, Jean-Luc, Laura, Jess, Yassmine, Georges
  2. 2. COMMUTER’S CHARACTERISTICS 3 important aspects:  TIME  COSTS  COMFORT  “young performers and professionals”  convenience  Possibility to work on the train Free choice of transportation
  3. 3. SAVING WORK TIME “WEAR AND TEAR” COSTS CAR PARKING EFFICENCY ACCESS TO REFRESHMENT IN A NUTSHELL COMFORT FACILITIES
  4. 4. SHORT TERM SOLUTIONS • Application for android and apple • Individual information ▫ Location & destination ▫ Travelling possibilities • Intermodal ▫ Bus, train and tram • Real time information
  5. 5. SHORT TERM SOLUTIONS • Application for android and apple • Individual information ▫ Location & destination ▫ Travelling possibilities • Intermodal ▫ Bus, train and tram • Real time information
  6. 6. SHORT TERM SOLUTIONS • Application for android and apple • Individual information ▫ Location & destination ▫ Travelling possibilities • Intermodal ▫ Bus, train and tram • Real time information
  7. 7. SHORT TERM SOLUTIONS • Marketing: Focusing on the cost-advantage of public trans. • 16 p/mile [annual ticket] vs. 31 p/mile [Ford Focus] • Individual information about commuting to work Comparison of time and costs: CAR (traffic jam/fuel, insurance, maintenance,…) vs. PUBLIC TRANSPORT (delays/season ticket)
  8. 8. LONGTERM SOLUTIONS PUBLIC TRANSPORT CARD • TECHNOLOGY • INTERMODAL • IMPROVED MONITORING • FASTER SERVICES IMPROVING THE CONNECTIVITY • FREQUENCY • INTEGRATED TIMETABLES IMPROVING THE COMFORT • SPACE & WI-FI • QUIET ZONES ADVERTISE IMPROVMENTS
  9. 9. CONCLUSIONS Marketing strategy: Emphasize the strength of the public transport HOW? • App • Public Transport Card • Improving comfort & connectivity

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