From Here to There

from Here
to there
A creative guide to making public transport the way to go

CONTENTS

02 Introroduction: A competitive marketplace
06 Brand and identity
12 Internal communication
16 User education
22 User information systems
28 Marketing campaigns
34 ublic relations and
P
external communications
40 User feedback systems
44 Online engagement

EMBARQ catalyzes environmentally and financially sustainable
transport solutions to improve quality of life in cities.

This work is licensed under a Creative Since 2002, it has grown to include five offices, located
Commons Attribution-NonCommercial- in Mexico, Brazil, India, Turkey and the Andean Region,
NoDerivs 3.0 Unported License. that work together with local transport authorities to reduce
Report by: pollution, improve public health and create safe, accessible
Erik Weber, Visiting Fellow and attractive urban public spaces. EMBARQ employs more
erik.weber@dot.gov than 130 experts in fields ranging from architecture to air
Ethan Arpi, Strategic Communications quality management; geography to journalism; and sociology
and Marketing Manager to civil and transport engineering.
earpi@wri.org

Aileen Carrigan, Transport Planner
acarrigan@wri.org

Design and layout by
Dave K. Cooper, Video Production
and Design Manager
dcooper@wri.org

www.embarq.org

Introduction

Introduction:

A Competitive $21
billion
Marketplace Advertising dollars spent by
major auto companies in 2009

Motor companies like Toyota, Ford and Tata $3.2
spend tens of billions of dollars per year creating billion
Advertising dollars spent
and maintaining their images, cultivating their by General Motors in 2009

customers and selling their products.

According to Advertising Age, in For anyone interested in the sustainability
2009, major auto companies spent of developing world cities, these trends
a whopping $21 billion worldwide don’t bode well. While private vehicle
on advertising, with General Motors, usage rates are an indicator of newfound
alone, shelling out more than $3.2 wealth and prosperity, they also go hand In Brazil,
billion.1 These companies have armies in hand with deteriorating air quality,
of employees working in marketing longer commute times, increased the number
departments and some of the world’s greenhouse gas emissions, higher rates of personal
best ad agencies on retainer. of traffic fatalities and the destruction
of public space.4 At the same time,
automobiles
The target for an increasing percentage governments have routinely turned sold per year
of this spending is emerging markets, their backs on public transport, instead has jumped
where auto companies see huge spending vast sums on new auto-centric
growth prospects. And for good reason. infrastructure, such as expressways and
from 1.2
India, for example, has experienced a ring roads, that encourage more private million in
20-fold increase in the number of motor vehicle ownership and use.5 2001 to
vehicles in the last several decades.2
In Brazil, likewise, the number of To reverse these consumer and 2.6 million
personal automobiles sold per year has development trends, public transport in 2010.
jumped from 1.2 million in 2001 to 2.6 advocates need to make public transport
million in 2010.3 a competitive and desirable alternative

2 EMBARQ From Here to There EMBARQ From Here to There 3

Introduction

to the private automobile. If this is
Brand and identity
Facts and done, cities will be more likely to invest
in public transport projects, leading
Fictions Internal communication
to increased personal mobility and a
FICTION Marketing is a luxury healthier urban environment.
transit agencies can’t afford. User education
FACT Marketing is a core The importance of
investment. A better public institutional structure User information systems
image attracts riders, leading Successful marketing, branding
to higher revenue and greater
demand for transit service.
and communications require an
Marketing campaigns
In turn, higher revenue and institutional structure that prioritizes
greater demand increase the their importance. Transit agencies
Public relations and external
likelihood of service expansion should have an upper-level communication
and improvements, making management position with decision-
public transport even more
making power and budgetary control User feedback systems
attractive to riders. In short,
marketing can lead to a whose exclusive responsibility is this
virtuous cycle of ever growing domain. Online engagement
demand and service.
A guide for beating
FICTION Public transport is
a subsidy. There’s no need to
the competition Neither the list nor the recommendations
reach out to a wider audience The purpose of this guide is to help within it are intended to be exhaustive.
because those who need or transit agencies develop strong and Instead, the goal of this guide is to
want to use public transport successful strategies for achieving encourage cities and transit agencies to
already do so. three important goals: think critically and creatively about how
FACT Public transit is not to make public transport the preferred
a subsidy for vulnerable 1 ttract new users that currently
A way to travel.
populations (elderly, persons
use private transport
with disabilities and low
income individuals/families), such as cars and motorcycles; For some time, it has been clear that
but an integral part of a high- 2 etain existing public transport
R cities need to create high-quality public
functioning city that can retain users who might transport systems to improve the
jobs, attract investment and feel compelled to buy a private urban environment. However, not until
support a high-quality of life. vehicle and; recently has it become clear that cities
Transit is a public good that
3 ecure political and financial
S must also convince the public that
benefits riders and non-users
alike. support from government these high-quality systems are in fact
officials. high-quality.
FICTION Branding and
marketing by a transport
This guide takes a cue from Finally, this guide focuses on bus rapid
agency is government
propaganda, something to be the private sector, which routinely and transit projects because BRT has become
avoided. successfully influences the solution of choice for developing
FACT Increasing transit use
consumer behavior. It adapts world cities looking for fast, cost-effective
has tangible benefits for all. If these eight branding, marketing ways to solve their transport problems. Of
an agency is nervous about and communications lines of course, these elements are also applicable
marketing its service, then it work and applies them to the public to non-BRT transport projects, such as rail
should never have invested in transport sector. systems and bicycle systems.
the service to begin with.

4 EMBARQ From Here to There

Brand and identity

Brand and identity:

Build a Strong
Brand
A brand is not a
Marketing expert Marty Neumeier puts it nicely: logo. A brand is
“A brand is a person’s gut feeling about a product, a person’s gut
feeling about a
service, or company.” If each customer feels vastly product, service,
different about the values a company holds, that or company.
company has failed to create a strong, coherent brand. – arty Neumeier,
M
author of The Brand Gap

To create a successful brand, then, a Depending on your budget and the
public transport system should start skills and competencies of your staff,
by defining its core values. Most public you may want to consider hiring an
transport systems strive for a brand external marketing and branding
that clearly presents their services firm to implement many elements
as modern, efficient, rapid, reliable, of this plan. If you choose to go this
convenient, comfortable and safe. In route, there should be at least one
many cases, extensive market research senior member of your agency with
about current and potential passengers marketing experience who manages
will reveal any other values that need to the contractor throughout the process.
be incorporated in a successful brand.
Choose to stand out
These values become the foundation If other public transport services are
of the brand and should be injected already offered, it is essential to decide
into every part of the public transport whether to closely connect the brand
system. Think of it this way: your of the new system with that of the information
bus (and station, map, signage, etc.) established system or to differentiate Values
Name
is your mission statement, your the new one entirely. Logo
billboard and your annual report; Color scheme
everything about it represents your This choice may depend largely on Identity system
Macrobús brand brand to the public, from the way it the public perception of those other Slogan
Vehicle design
Guadalajara’s Macrobús looks, to the way it runs, to the quality services. If the public perceives the Station design
has a modern, fun and of service it provides. current system poorly, it might be a Typeface/Color
colorful brand.


Brand and identity Brand and identity

good idea to differentiate the new Metrobús for local buses
brand. Another way of avoiding the and Metroenlace for regional buses.
stigma often associated with traditional The brand strategy, like that of Los
bus transport is to not use the term Angeles Metro, was to position the
“bus” in the new system’s name. integrated bus services as part of
the city’s larger transport system.
York Region, Canada is a great example The logo, color scheme, maps
of a city that took a creative approach and other materials also clearly
to addressing this issue. In York Region, associate TransMetro, Metrobús
the majority of residents did not hold and Metroenlace with Metrorrey.
Generally the public bus service in high regard.
speaking, a As a result, the city made an explicit Appeal to your passengers
prospect in decision to differentiate its new VIVA If the brand of a new public transport
BRT service from existing bus services line or system embodies local values
your target
and position VIVA as a new, high-quality and context, potential riders will be
market must alternative. Once VIVA was successfully more likely to relate to it. It’s important
be exposed to positioned and received positive to account for existing brands in a city
your message feedback from the public, York Region or country when designing a brand
seven times then rebranded all other bus services so as to avoid unintended conflicts or
under the new VIVA brand. unwelcome associations.
before he or
she begins to On the other hand, if other transport When contemplating the branding
pay attention. services are effective and popular, it of a new BRT line, it is important
makes sense to brand the new service to understand who the primary
–Belynda Johnson, in a way that connects it to the existing ridership groups will be. If the service
“Modern Transit
service. Los Angeles Metro is an is targeted at local residents, it may
Marketing III: How to
example of a transit agency that chose be important to entrench the brand
Make it Work”
this approach, positioning its new in local associations. In Ahmedabad,
Orange Line, the city’s first BRT corridor, India the city named its new BRT
A Total Brand
as an extension of its existing Metro Janmarg, meaning “people’s way”
Solution
rail system through the use of standard in Gujarati, to foster a sense of local
The VIVA BRT system
design elements and information pride and ownership. Similarly, in
in York Region, Canada
systems, such as the system maps and Johannesburg, South Africa, the city created a powerful
website. Still the service maintained a chose Rea Vaya, which means “we are corporate brand and
distinctive identity through the use of going” in Sotho. applied it throughout every
the color orange in all of its marketing aspect of the system
and communications materials. Stay on brand from network maps and
advertisements down to
Communicating the values behind seat upholstery. Even the
Monterrey, Mexico is another example a brand requires persistence and bus drivers’ uniforms fell
of a city that developed a unified brand repetition. If various elements of your under brand guidelines: the
to connect its bus and metro services. It system convey different messages drivers’ vests used custom
gave the local and regional bus systems through their design, content, color fabric on the back that
was a hound’s-tooth-style
names that conformed to the Metrorrey and quality, users will be confused,
design using the VIVA logo.
Metro brand: TransMetro for the BRT, making marketing efforts less effective.


Brand and identity Brand and identity

Los Angeles
METRO
Through a unified
brand and clear
messaging, Metro
has proven that it can
capture the attention of
riders in the most style-
conscious of cities.

Putting BRT
on The Map
Los Angeles Metro
includes the Orange
Line on its system map,
sending the message
that it provides the
same quality of service
as rail.


Internal communication

Internal communication: The 290,000
team members

Sell Your Values understand that
the powerful
FedEx brand
is our most
Every employee of a public transit agency, from important asset.
Our brand is
a bus driver to a senior engineer, should be thought of as managed with a
a brand ambassador. In Société de Transport de Montréal system of tools
(STM), Montreal’s transit agency, half of its more than and guidelines
8,600 employees work directly with customers.6 to ensure that
it is protected
and consistently
represented by
These interactions are important class, highly educated and car-owning. team members. In
opportunities to maintain and reinforce If employees can’t identify with the other words, our
the agency’s core values and brand. But brand or are not enticed to ride your team members
this constant contact means that every service, chances are the general public “are” FedEx. They
employee needs to understand and be won’t be either.
invested in those values.
are the brand.
Communicate up –Gayle Christensen,
Private companies throughout the Communicating your agency’s values managing director of
broader transport sector take this and brand to all employees is an brand, FedEx
seriously. FedEx includes a primer important example of communicating
on its global brand in each new down, but good internal
employee’s orientation. Southwest communication will also include an
Airlines frequently invites its employees emphasis on “communicating up.”
to be filmed in the company’s This includes having protocols for
commercials. Tactics like these can help street-level employees to report issues
employees recognize that they are, in they’ve observed or encountered,
some cases quite literally, the public face as well as channels to communicate
of your brand. the importance of certain projects,
decisions and events to high-level
Employees can also be a testing ground decision makers.
for an agency’s brand. Members of information
an agency likely represent a relatively Because good transport projects Training manual
wide cross-section of the population don’t always originate at the Strategic plan
from lower-income, less educated and highest level of government, effective Employee surveys
“Town hall” meetings
transit-dependent, to upper-middle internal communication strategies Idea box

EMBARQ From Here to There 13

Internal communication Internal communication

establish channels for employees and milestones for the streetcar system.
to express ideas and help persuade This strong internal communications
high-level decision makers to support tool gave life to a forgotten project
these ideas. lost within the bureaucracy, indicated
the city’s commitment to the plan
In 2009, the District Department of and created a common point of
Transportation (DDOT) in Washington, reference for all employees and
D.C. resurrected a discarded plan politicians, including the mayor and city
The streetcar to build streetcar lines that would council members, to understand the
project used to be crisscross the city. To build high-level department’s priorities. The first streetcar
a four-letter word support within the government for the line is under construction and the S
AN
project, DDOT created a well-designed surrounding residential and commercial FFG
in DC when I took To
tal ding
n
A Fu
over. After selling “Action Agenda,” setting out clear goals development has begun to take off.
inin
gF
FG
g
ma undin
my vision to small s 09 FY
10
20 t's
Re
NS
F

ect FY 2 can
0
den
groups across the ar t
sP
roj eri d
Am ry an t
Pr esi
Bu
dg
et
t
ll S ove
agency, we created S ma Rec vestm
en
##
## 00
#
and 09 Rei
n
Ac
t ##
0,0 0
our Action Agenda, w S ta
r ts
FY
20 s
u
nib ions 0
##
## 0,00
43 0
Ne Om riat ,00
a two-year vision in gf
or
Ap
prop t
Ac 73
9,5
60 0 17
1,1 9
u nd $ 00 4,2
5
,07
F 0,0 0
document that 20
10 a nd
08 ding 2,94
##
#17 ,790 30
81 73,4 0 00
FY 20 ## 00 0 0,0
n ## ,2
aligned the entire Ta
ble
1-
era
ll FY us Fu
vio
##
## 2,17 ,04
0,0 0 18 0 0 87
,20 ,000
$5 0,70 000
0
Ov ct Pr e 8 3
29 ,000 0 49 ,000 00
,
,00
agency, to promote Pr oje
ing
##
## 756
##
,55
0
68 7,5
00 0
##
##
## $0
0
5
52 ,680 00
,0
Rat # ## 8 , 44 11,7 0 0 ## 8 ,0
and communicate ## 0,62
7
0
0 13
9,4
0 0 0
##
#
0 3
0
0
30 ,000 00
3 64 20,0 0
,00 2,5 0 0 ,00 49,9 1 ,00 5 ,5 ,00
the goals of the ,45
30 31,8 0
0
90 ,09
18 50,0 0
0
$7
50
,00 1,2
$6 ,582 12
,55
30
,17
9 0 24 ,810 00
6
15 ,000 00
,0
s ,3 4,8 0,00 9 ,3 0
ent 67 1 0 10 00 0 ,0
streetcar project Ag
r eem 0 ,00
0 4,9
5
##
##
6,0
,00
00 00 0 0,0 0
0 50 ,114 00
32 0,0
,23 00 ## $3 ,740
,0 0 ,0 ,00 0 2,6 0,00 ,000
ork 46 10,0 0 ## 10 347 44
and everything e m
W ,9
54 00,0
0 ##
# 66 0 4 ,7 ,5 15
0
1,3 5,41 ,000
3
yst 00 ,00 30 ,661 09 21 34 ,700 00
nts ly S ,9 ## 2,0 00 5,7
else to nearly 1,000 gre
e me d Ear
an
14
##
##
## 0 ,88 ,000
$9 ,784 98
4 0,0
1
71 ,039
11 00
91 ,799
7
,6
0
5
23 ,000 00
0
,0
,0
t A ents 54 0 70 ,300 00
## 0 ,8 ,0
staff members of Gra
ing Agre
n
em
#
,09
7
(1)
8 20
1,0 0,00
0
2
,00
0
15 82,0 0
00
,31
4 8
42 ,346 00
9
,0
,0
ect
d
Fun rant ents ent
s
,06
8
49 ,40 00 7 ,1 ,00 ,54
9
50 48 ,000 00
59 53,0 0 Good Design
the agency. Once P r oj e
has arts
F ull G
ing gree
m
Ag
re em 99 93,4 0
$3 3,5
, 79 ,3
34 69,6 9
6
1
00
0,0 0
19 ,229 53
7 4 ,1 2 62 19,9 0
7 ,5 49
9 00 00,0 0
,0 ,00
yP t und nt A t 33 ,968 00 5,4 ,00
6 7 19 ,547 36
, 0
50 ,000 ##
that vision was To
t al
s b ew S ull F
N F Gra nG
ran
FFG
A 3
52 ,101 00 (
,0 2)
,1
30 54,3 1
9
19 ,870 00 Is Good Politics
49
,71
0 8
14 ,516
,6 3
81 ####
#
sti ng nded tion ructio ment ects A 0,4 2,82 78 00,0 6,2 0,00 0
c oj FFG 79 00,0 6 7 9 ,0 8
,00 49
5 #
Exi mme nstru t
ons evelo ts Pr
p (M 1,0 7,65
9 00 ##
accepted within o
Rec ct C oject
o C
t D l Sta
r
Put Your tro A
A rea
FFG
A 9,3 5,59
32 ,04
,94
0 7,5
2
,03
0
32
00
0 ,0 0
1 00 00,0 0
“Design played a key role in [Los Angeles
,0
80 00,0 4
0
0,4
00 ##
, 00
0
##
je r jec l Me FFG
A 5
21 ,643 40 20 ,920 00 ,39 54 ####
#
Pro ing P s Pro /Sma M 0
our agency, we P end Start tarts s Best Face
or
HI)
/
m
3.2 milli
on
FFG
A 85 96,1 6
4
27 ,784 76
,0 78 90,0
90
,8
,0
85 44,2 0
3,1 0,00
9
Metro] governmental relations efforts.
##
##
ll S ie AK n ts m 12 A 8,8 6,82 80 64,1 9 0
a w it (
me FFG 49 ,46 0 One of Metro’s key messages was that Los
0 #
took it to external Sm r Ne
e
Oth sight al Pr n
Ac
tiv ects
oj Forward Ag
ree ail
R
1.3 lion / A
mil on
M
mil
lion
MA
FFG
A 98 8,3
1,0 1,22 ,000 (3)
49 6
,09
4,9 0
6
0 77
,26
0 ,0 0 ,0
11 ####
##
nt ht 3.8 milli 5.3
A 87 00,0 0 ##
Angeles had not received a proportional
ver Capit issio Gra y Lig ion FFG
0
stakeholders and O
ry
Fer li Co
mm n di
ng
Collectivo drivers lle
Va Exten 00 / llion
s 2.7 MA 0/
,00 ion M n MA
A
FFG
A
20 ,400 71
8
15 ,029 00
,6
, 8
19 84,0 0
0
,00
0, 00
00
##
,00
0
L l Fu ix/E. . ,0 i 91 ill A ,0
,7
80 09,0 1
0 44 60,0 “fair share” of federal transportation funding
00 00
na TA Ful 98 2.7 m xt 5 .2 m illio FFG
5 0 ,0
used it to gain their De
AN
D TO ts oen
in Mexico City often
tar al Ph ld
eE
Lin RT 5
0/ ail
E /5 0/ 3m m illio
n
FFG
A
23 ,716 50
5
18 ,090 10
,0 2 8,8 2,44
,70 00 $7
39
,5
$4 ,000 00
,0
relative to its population and pivotal role as
40 00,0 0
GR wS tr Go rL 00 etror illion 0 MA 8.8 A A 25 00,0 #
tro orrido 598, 7,0 illion on /1 ion M 20 14,5 4
support. isti
ng
Ne , Cen
enix eles, east
Me
look disheveled C
LRT , Larg ion 2
oM .8
m 37 m
ail 18.8 3 mil .8 m n MA
li ill
FFG
FG
A ,0
80 14,3 5
6 ,0
99 ####
# 0,0
20 ,000 00
,00
a national economic engine. [Metro’s
Ex Pho Ang th
r
ido Area ns ridor
R
8. 8 llio
F
A
1 ,4 26 ## 75 00,0 0
ou orr xte S-2 ss /1 mi FFG
3
21 ,153 00
,
##
# ,0 0
AZ and unprofessional.
Los er, S st C etro ine E ar Co n MO Acce
r
lion /2.5 A A 0 75 00,0
creative services team] took the data from
CA Denv r, We DC M od L rthst e mil nM A FFG
1
47 ,600 ##
,0 ,00 30
,0
–Gabe Klein, former O n ve (top) The new
on wo , No
erg
n-B .B3 se I
Sid
e
8.3 5,00
57 / 2.
0 illio
4 m illion
M
A F FG
A 19 ####
30
6,9 0,00
0 $4
a spreadsheet and translated it into a simple
C De hingt avens ake uds
o
dE ha m lion A
M A # $
,87 00 $0
T
FFG ##
director, District CO Was , R Big L ey, H il Roa ay P all LR ,000 / 6.3
Metrobús
ago s- rs a w M 4 n MA / 1.1 illion
mil M
FFG
A ##
0
12 20,0 0 (4)
,5 0 but effective map that better tells the story.$0
DC C hic apoli w Je and R e Sub land r 33
m illio illion 0 m 0 ,00 47 25,0 0 (4)
Department of IL ne n Ne
BRT stressed
Min her Lon
g Isl
Av
e nu
05
ort necto 1.3
/P on S 1.1
m
18
1 ,00
ve.
5 .3 ,41 ,030
$4 53
7,4 5,00
2 0 0 0
This map was the one piece of information
0,0 0
MN Nort ork, econd r I-2 C MO 00 / Rail MA ,7 26 7,4 0,00 ,94 0
RT le A illion 13 65,7 0 7 $2 40,0
Transportation NJ professional
Ne
w Y rk, S orrid
o C
o
S
eL
hor heast
LRT 81,0 mm. Wieh
1 C o o . 3 m millio
nM
A
e nts ediu
m ,8
32 00,0 0
0
$8
2,1 L.A. Mayor Antonio Villaraigosa handed
$ 2,9
$0
Y w Y d, S. orth t R T ty x tt /3 em M m ,8 0 0
N Ne lan
appearance of its So
u i
n L ake C ject E ,000 3.3 g re
u
edi High $9 00,0 6 ,04
NY t h,
N
st/
Por burg thwe id Jor alt L il Pro
da 2 00 ts
/
rk
A A M
m- ,8
$9 28,7
5 93
$2 3,04
0 President Obama during a 5-minute meeting 2
58 2,0 n Wo llion M A diu $0 ,94
OR drivers, creating a
Pit
ts or y, M o S trora ent 58 eme tem mi on M Me edium 0,6 $2
9
on the tarmac outside Air Force One.” 81 0
,N t yt e Sys / 2.1 nM $7 $6 9,90
P A llas ke Ci ount or Me Segm nsion Agr illi lio
M
diu
m 7
Da La C l e nt Ear
ly m mil ,32
6
more welcoming
TX alt e ber rrid
Co nk In
itia Ext Gra nd 60,0 0 / 2 18.8
00 .6 Me ts
0 ,00
0
23 74
S
,W lles Li RT ding sa me
n $
,55
0
00 ,4
UT kL ent GA)
4 0
0,0 SWA n MA MA
)
ree 44 50,0 58 42
SLC A, Du ntral y Lin ll Fun
and passenger- m 2 g $ ,5–Michael Lejeune, creative director, Los Angeles Metro
UT V e
, C versi rts F
t u ree FF ) 2 e (E lio n kA 4,5 13 30,0 0
N. tle Ag 2 ( FGA or mil millio Wor (5) $4 2,8
VA Seat e, Un w St
friendly service. i a nt hase . (F 's C 5.7 GA 0
Gra .7 em PC ,00 8 00
A ttl g Ne ng ridor
P Seg egion llion / n / 5 Syst 50 00 8 ,05 0,0 0
W Sea stin ndi or -1 e R .2 mi illio Early 0,4 0,0 ,55 ,100 ,37 5
(bottom). W A E xi u
u
ll F th C ransi to th
t
2 . 2 m a nd $3 ,45
0 $5 10 4 32 59,8 5
t al dF u
So Rail T cess FGA) ) 2 s $3 7,9 9,29 2,3 8,82
To nde to, r c F GA ment ium 3 2 6 0 8
me en ute y,
A ( (FF e Me
d ,52 2,8 5,72
om am omm erse LRT LRT Agre 58 0 ,50 00
Rec Sacr or r 00 9,7 54 10,0 0
FL
C
e w J orrid rrido Grant 4 0,0 0 00
(6)
8
CA Orl, nN hC Co g 2,9 7,38 0,0 0 ,00
her Nort east undin s 55 52 22
FL rt
on, ent RT m ,34 44
,
37
,4
6,0 0
No uth ll F em diu
Me ium 16 0
NJ ust n, So ed Fu gre EmX ment
B s ,15 ,00
Ho to nd tA d gh 90 0 90 3
TX ous mme ran rkwa Agre
y e ts Me -Hi 00 9,2 7,3 8,19
H n G Pa
n ium m ,0 1 1
o t me 60 80 36 ,815
TX l Rec io
uct oneer n Gra
n
g re
e d
Me ediu 1,9 0,1 0 9, 6
ota str i o tA M m ,07 11
7
T on ,P cti G ra
n s diu igh 11 1,
jec
t C ﬁeld nstru
ion ent Me H 00 ,25
g o em m- 0,0 74
14 EMBARQ From Here to There Pro Sprin ct C tr uct op g re diu um ,70 ,948 $1 EMBARQ From Here to There 15
je on s Lo nt
A Me edi 29 23 $0
OR l Pro t C etcar n Gra gh 0 79
ta
M -Hi h 1
0,0
To jec e o RT ure um 7 ,79
Pro , Str ructi 0B los edi -Hi
g
00
0 ,80 81

User education

User education:

Get Started
Early
In Santiago, Chile, city and federal officials decided to
restructure the city’s bus system. When the new system
was finally launched, most Santiaguinos, as residents
of the Chilean capital are known, were completely
uninformed about the changes that the new system
would bring to their daily commutes.

User education concentrated on rail system. The city’s snarled public
high-level messages, using iconic transport system created such a public
personalities like soccer star Ivan outrage that the Chilean president
Zamorano, but failed to address the issued a public apology and the
specific and practical needs of users. Transport Minister resigned.8
The problems of insufficient service
and incomplete infrastructure were Transantiago’s problems went beyond
exacerbated by the fact that citizens poor communications, but the chaos
had not received enough personalized was significantly amplified by citizens
information about Transantiago — who had been left in the dark.
where it would run, how much it
would cost, or how customers would Transantiago’s problems have been
pay, board and transfer. The new route well-documented and are widely
map was released less than two weeks understood. What’s not so well
prior to the opening day and was known is that most new BRT systems
Fun for the poorly designed, making it difficult for in developing countries have had
whole family passengers to navigate the new system.7 similar communication problems information
Many cities, such as during implementation, and a lack
Guadalajara, Mexico, Information kiosks
Confused citizens, not knowing where of funding and institutional capacity Outreach in schools
have recognized
the new buses traveled, crowded is usually the root cause of insufficient Trial periods
the effectiveness of
the city’s metro, nearly crippling the user education.9 Station ambassadors
educating children Local news segments
about public transport to
boost ridership.


User education User education

Make your system familiar children will be likely to share what
Citizens who consider riding public they’ve learned with their friends Learn
transport, particularly those who have and family. Johannesburg, South Africa from Rail
the option to drive, can be deterred for example, hired a theatre production Dijon, France
by the unfamiliarity of a system — company to perform a Rea Vaya- converted a centrally
where it goes, the fare collection, themed play in primary schools to located office into
teach children how to use the system. La Maison du Tram
the boarding process — basically
(The House of the
every aspect of using it. Agencies can Likewise, Leon, Mexico held Optibús-
Tram), an exhibition
overcome this hurdle with extensive themed children’s events. designed to educate
When we surveyed user education, particularly prior to users on the nuts
potential riders of the opening of a new line. Answering the right and bolts of its new
the new Orange questions light rail system. They
Line, it became User education should help potential branded the building
Once a BRT station design has
using bright colors
clear that they been chosen, consider installing a customers answer six fundamental from the system’s
weren’t quite prototype station in an area of heavy questions: color palette and
sure what it was. pedestrian traffic so that potential placed educational
A train? A bus riders can familiarize themselves with Who is affected? exhibits about the rail
What is it? line in its interior. In
with stations? it. In Ahmedabad, India, the city built a
the first year it was
sample station a year before operations Where does it go?
A different fare open, the exhibit
began. The prototype allowed the city When does it start? attracted more than
structure? To
to showcase the station design and How do I get from here to there? 20,000 visitors.
answer the Why should I ride it?
help educate the public about how it
questions — and
would operate. At the same time, the
impart even more prototype allowed the city to test and Johannesburg helped prepare its
information — we tweak certain design elements. citizens for the opening of the Rea Vaya
anchored the BRT by setting up a kiosk in a major
campaign with Many cities have recognized the mall near a future route in Soweto
language that effectiveness of educating children to educate the public and give them
consistently begins about public transport to boost ridership. an opportunity to ask questions
with “It’s…” This The basic idea of this approach is that about Rea Vaya.
allowed us to point
out the many new
and appealing
features of the line,
the vehicles and
the advantages
for riders.
–Michael Lejeune,
creative director, Los
Angeles Metro


User education User education

Open It Up
To the Public
Johannesburg, South Africa built
a prototype BRT station before
operations began and allowed
users to see for themselves
how the new system would work.

Get The
Word Out
For the launch of
Optibús Phase 2, an
extension of Leon,
Mexico’s BRT system,
the city employed a
cadre of employees
who went door to
door to explain the
expansion and answer
any questions.

Target Your
Audiences
Macrobús of
Guadalajara,
Mexico conducted a
comprehensive user
education campaign,
reaching out to current
bus riders and school
children.


User information systems

User information systems: Public transport
can add real

Systematize value to the city
by being better

Your Information
integrated within
its wider context.
–TFL “Interchange Best
Practice Guidlines

User information systems are placed throughout
a transport system to help all riders— no matter their
ability, age or literacy level — navigate it with ease.

Transport for London (TfL), the agency the transit system easy to use for all
that oversees the British capital’s buses, passengers, including people with
trains and roads, has taken a rigorous and limited mobility. Use vandal-proof
systematic approach to user information. materials and ensure information is
Part of what makes TfL so successful illuminated at night.
is that it adheres to strict design
guidelines across its transport network. Understanding Make navigation
Four design rules for TfL’s interchange and movement easy by designing
facilities and signage – places where information systems that are
passengers transfer between modes – intuitive for all users and well-
are good governing principles for all user integrated into their context.
information systems:10 Clearly identify connections to
routes and destinations. Place
Efficiency Place user information signage and information where
at decision points where passengers need it. Use technology
pedestrians can easily read to support wayfinding.
information
it without obstructing the
Diagrams and maps
movement of others. Design Quality Use high-quality and Schedules
systems that are simple to well-designed materials to help Fare and ticketing
manage and maintain. Provide improve the user experience and Station markers
Information kiosks
space for displaying temporary enhance a transit system’s values of
Wayfinding signage
information as well. modernity, cleanliness and quality. Real-time arrival
Think like
information
a pedestrian
Usability The design and Think Outside the System A
udible
Clean, simple and announcements
placement of signage, maps, kiosks Customers’ trips don’t begin when they
user-friendly signage
helps pedestrians and ticket machines should make enter the station and don’t end when
navigate London.


User information systems User information systems

they exit. You should not only help Maintain the brand across all
customers navigate within the system user information systems Make A Mark
but help them navigate throughout their A transit agency should have consistent In Copenhagen,
entire trip, which begins and terminates branding across its user information Metro stations feature
within the surrounding urban area. systems. Outside the bus, customers “totems” that are both
Therefore it is important for wayfinding have the most contact with these visual functional and iconic.
signage, information kiosks and other guides, so it is important to ensure that
information systems to be provided in they are visually associated with the rest
the neighborhoods around the stations. of the brand. This can be done through
Passengers uniform typefaces, color schemes,
want to see Naming and designing stations in logos, layout, print materials and other
their public ways that take into account local design elements.
landmarks can help riders find popular
transit operators destinations easily. Include nearby Keep it simple…
buying into a points of interest on station wayfinding but informative
set of common materials, provide good station-area There are two common mistakes
standards maps and place directional signs to that transit agencies make when
stations in high traffic areas. Maps, designing user information systems.
based on their
signs and other materials should clearly The first is inundating the user with too
needs and indicate opportunities to transfer to much information. Route timetables,
wants. other lines or modes. for example, may contain plenty of
information, but they are hardly simple
-Tyrone Pardue,
to use. LA Metro created a 15-Minute Strict
founder and CEO,
Map showing only buses that arrive at Guidelines
Pardue Associates
least every quarter-hour, eliminating Transport for London
the need for passengers to check data- uses strict guidelines
heavy timetables. to ensure that all
user information
systems are
The second common mistake is not standardized
providing enough information. Not and clear.
everyone possesses the same level of
think about: understanding about stations, routes
and schedules as transport planners
hat information will your user need at key
W
who are most familiar with the system.
decision points in his/her journey?
Designers of user information systems
an children and elderly see and understand
C need to think more like novice users
the information? and less like transport planners.
s the most basic information conveyed in a way that
I
reduces or eliminates language and literacy barriers?

an the information be updated in a timely
C
and efficient manner if the routes or system changes?

s the information conveyed in accessible
I
ways for people with disabilities?

Do users need information in multiple languages?


User information systems User information systems

Find your way
Legible London is
a wayfinding system
to encourage
walking. Developed
by Transport for
London, the system
follows strict brand
guidelines and uses
beautiful design to
make the city friendly
and accessible.

Knowing is
Everything
The new BRT system
in China uses digital
displays to indicate
when the next bus
is arriving, eliminating
the uncertainty
that can deter
potential riders.


Marketing campaigns

Marketing campaigns: Travelers’
perception…
Know What [of] public
transport

Riders Want systems [must]
be thoroughly
comprehended
by marketing
Marketing is not a substitute for high-quality service. concepts and
strategies so
For example, it’s not enough that a clean well-lit station
that a newly
helps riders feel safe; the station has to actually be built public
safe. Marketing is most powerful when it promotes transport
something that actually exists. system… can
be successful.
–C.H. Wei and C.Y. Kao,
Riders’ perception of transit service is focus primarily on attracting new “Measuring Traveler
often influenced by five factors:11 riders, they can also help build Involvement in Urban
Public Transport Services”
public and political support for
1 Reliability a project. This means getting the
2 Frequent service support of people who won’t
3 Safety and cleanliness necessarily use the system and
4 Service hours educating them about the broader
5 Cost and savings benefits of high-quality transport.

If your service can successfully deliver Los Angeles Metro’s “Opposites”
these things, you are at a good starting campaign and larger organizational
point. But it’s not enough. Remember, rebrand not only contributed to an
do something good and tell people increase in discretionary ridership from
about it. That’s good marketing. 24% to 36% of riders, it also helped information
pass Measure R, a proposed ½ cent tax
Television/radio ads
Building political support increase to fund major capital projects Billboards
While marketing campaigns should of the transit authority.12 S
tickers and postcards
in local stores
Kiosk at events
Bus ads
Front and Center Internet campaigns
The HealthLine in N
ovelty items
(t-shirts, bags, etc)
Cleveland, Ohio promotes
Free service prior
its service with large and
to launch
playful advertisements
along the bus corridor.


Marketing campaigns Marketing campaigns

Once you know your audiences, you can
begin tailoring your messages to them. Your life
on track
The Phoenix/Tempe area
Elderly
METRO Light Rail in
Students the United States reaches
beyond typical commuters
Religious organizations with this ad campaign
promoting nightlife
Women
options along its corridor.
Sport/music/theater fans Media

Tourists
Corridor business
owners
Property developers
Transit Agency Corridor residents

Delivery companies
Non-users

Non-native language speakers Motorbike riders
Public officials
Car drivers

People with disabilities
Major employers
Voting public at large

Messages
Jump on, jump off! It’s the quickest commute.

Worried about parking? Avoid the hassle.

The city’s economic lifeline.

Accessible to all!

The best spot to live is near the station.

Your ticket to the hottest acts in town.


Marketing campaigns Marketing campaigns

A Piece of History Opposites
Attract
In the early 20th century, the London Underground and other
transport providers had various advertisements that promoted Los Angeles
public transport as a means for workers to commute, for Metro created an
shoppers — at the time almost exclusively women — advertising campaign
to reach stores and for families to take leisure trips. called “Opposites”
that presented LA
Metro as an attractive
solution to various
problems, each
targeting different
values and tastes.
To get trendsetters
to help spread their
message, LA Metro
gave out free branded
t-shirts to baristas
in fashionable
neighborhoods who
then promoted the
campaign.


Public relations and external communications

Public relations and
external communication:

Control the
What’s
Narrative Government
Going On? entities are often
Building good will afraid of media
involves explaining
the purpose of
External communication can be extremely and tend not to
road closures and effective at controlling a transit agency’s image communicate
construction activities with them,
to both riders and the and the story it tells about a project.
general public. taking a “duck
and hide”
mentality. With
VIVA, we had a
Although the press typically reacts to Develop relationships person whose
negative occurrences, you want to with media only job was to
attract press coverage that you can The more comfortable journalists feel
control and steer. As a general rule, it’s
feed the media
contacting a transit agency, the easier it
important to address problems and is to disseminate facts and key messages stories about
negative perceptions proactively, rather about the service. It’s important to be the project.
than wait to be called for comment on as accessible as possible to journalists
–Alina Kelly, president,
a reactionary story. otherwise you run the risk of them not
AKelly Consulting, Inc.
getting the facts straight or spreading
In Delhi, India, the first phase of the a negative story.
city’s BRT was plagued with operational
and communications problems from Outside of Toronto, Canada, York
the start. In the absence of strong Region Transit constantly worked
communication from the city, media with the local media to help them
seized on the shortcomings and understand the new VIVA priority
skewered the BRT, focusing particularly bus network. Alina Kelly, a transport
on the problems the new system marketing expert whose firm conducted
caused for car drivers.13 Although many the marketing and communications
of the operational issues have since for VIVA, said they strove to give the
information
been remedied, the negative press Press kits
media as much information as possible.
Mailing lists
has contributed to doubts about the “Government entities are often afraid of Media interviews
viability of BRT, which has significantly media and tend not to communicate Outreach at events
slowed system expansion in Delhi. with them, taking a “duck and hide” Construction updates


Public relations and external communications Public relations and external communications

mentality,” Kelly says. “With VIVA, we had Organize tours raise the profile of the Metrobüs BRT passengers can expect from the BRT Being nominated
a person whose only job was to feed the Construction tours of the new system in Istanbul and the Janmarg BRT in line and don’t oversell potential benefits. for the 2010
media stories about the project.” and study tours of iconic systems Ahmedabad. In Boston, the Massachusetts Bay
Sustainable
like Bogota and Curitiba offer good Transportation Authority (MBTA)
This relationship building was hugely Anticipate and avoid criticism made this mistake, vigorously promoting
Transport Award
opportunities to develop relationships
successful. The editorial board of with journalists. If your agency plans to Give the community as much its new Silver Line bus service as a subway is not only
Toronto Star, the region’s largest local visit another city where a similar project information about your new line even on tires. While it was an improvement motivating, but
newspaper, had been terribly critical of has been implemented, invite local before construction begins. This will over the previous bus service, to some it also shows
the idea to bring “rapid transit” to the journalists along. help keep the public informed and will the Silver Line didn’t live up to the that Macrobús
People-to-people suburbs, but was handily won over by decrease the chance that it is caught expectations MBTA had cultivated in the is recognized as
interaction is the launch of the new service. “They ran Include vocal opponents openly and off-guard by road disruptions. Before public.14 The gap between expectations
an international
a two-page spread about VIVA which deliberately in tours. At worst, they will the start of construction, identify major and reality led to disappointment, making
possible on best practice.
was almost verbatim a piece we had continue to be skeptical, but the more phases that will require new community it more difficult to fund or expand the
a study tour. prepared,” Kelly said. “My whole updates. Communications for each new system in the future. This award
you approach them and include them
That informal budget couldn’t have bought that in the process, the better your chances phase should include potential travel means more than
interaction helps kind of publicity in the Star and we of “converting” them will be. VIVA’s disruptions, alternate routes to avoid Alina Kelly said of York Region’s honoring buses,
cross-learnings got it for free.” experience with the Toronto Star speaks them, updates on construction progress VIVA project: “In Phase I we didn’t infrastructure
and forms this strongly to this point. and completion timetables. promote ‘rapid’ because it wasn’t
and technology.
cohesive group Your stakeholder relationships don’t much faster. In transit marketing,
Manage expectations Ultimately, it helps
so that people,
end when construction finishes; Get endorsements like anywhere else, you simply can’t
neither should PR and external Consider the various vectors of Be clear about what benefits future sell what you don’t own.” us promote a
after going on relations. Public relations efforts should influence on your ridership and access cultural change
the study tour, be closely tied to the daily operation of them. When important “taste makers,” towards a more
can remember your transit service. such as popular musicians, athletes organized and
a lot of things. or local media personalities are more sustainable
Los Angeles Metro developed an
Tailor the story informed about the operations of the
–SK Lohia, Official extensive public relations plan transport system.
Journalists with different beats will system and its benefits, the more likely around the construction and
on Special Duty, Mass be interested in different aspects of they are to spread the word. Las Vegas, launch of the Orange Line BRT. –Diego Monraz
Rapid Transit Systems,
the system depending on their topics for example, used entertainment show Each piece of press material Villaseñor, director
Ministry of Urban adhered strictly to the previously
of interest. For example, a health the Blue Man Group to market the general, Sistema de
Development, India established brand and identity
reporter might want to know how launch of its MAX BRT line. Tren Electrico Urbano,
system, creating a comprehensive Guadalajara, Mexico
BRT increases physical activity, whereas
narrative about the project. The
a business reporter would want to Being nominated for international agency shot video of Orange
know how a BRT corridor spurs real awards can also be a great way to elevate Line footage in 6 languages and
estate development. Consider each the status and prestige of a project. The distributed it to every TV station
journalist and outlet independently annual Sustainable Transport Award in the Los Angeles area. They
used sound walls around the
and what will engage and attract his or created by the Institute for Transportation construction site as advertising
her readers. and Development Policy has helped space, not for other advertisers,
but for the Orange Line itself.
Metro distributed construction
updates and notices through
community newspapers, meetings,
events, employer locations and
even delivered fliers to doorsteps.


Public relations and external communications Public relations and external communications

Get Walk this way
Endorsements Guangzhou led a
Las Vegas used series of walking tours,
popular entertainment opening the system up
show, Blue Man for local residents to
Group to market the explore and learn.
launch of its ACE
BRT line.

Construction
Tours
Johannesburg held
regular construction
tours of their Rea Vaya
system for journalists.

Celebrate
Accomplishments
President of Mexico,
Felipe Calderón
celebrates the launch of
Guadalajara’s Macrobús
by riding the bus.


User feedback systems

User feedback systems:

Be Responsive
to Riders
In a customer-driven industry, such as public
transport, communication channels should be
bi-directional. Without effective methods to
communicate feedback, both positive and negative,
riders can feel unimportant.

Let riders try it out weeks between December 2000 and
A number of public transport systems January 2011. The trials were only
have opened new services to the public during non-peak hours (9:00 AM-4:00
for several days free of charge. In these PM) and helped thousands of users
examples, user education efforts can understand how the system worked.
be nicely combined with feedback These users became multipliers, helping
systems, helping customers learn how other new users get acquainted with
to use the system and at the same the system.
time gathering feedback that can be
incorporated into the final design. It’s important to note, however, that
free trials can backfire if not properly
Ahmedabad’s Janmarg operated for free planned and delivered. Both Metrobús
for the first 100 days of service. While this in Mexico City and Macrobús in
lengthy trial period cost the city nearly Guadalajara had extremely high
information
$700,000, it enabled many citizens to passenger volumes during the free
Call center/SMS service
use the system and get accustomed to trials, resulting in chaotic operations.
Comment cards
it. Janmarg is now widely considered a Although the systems eventually Periodical surveys
best practice of BRT. improved, the public’s first impression Online contact
of a crowded, poorly run system methods: e-mail,
website comment
Please come in Bogota’s TransMilenio also held free prevailed for years to come, especially form, social media,
Los Angeles Metro’s trials for its first BRT corridor for three among non-users. electronic kiosks
Customer Center is
colorful and inviting.


User feedback systems User feedback systems

Survey Passengers Feet on
In Mexico City, Metrobús surveys riders every six months
the ground
to measure user perception and determine if it needs to make The Las Vegas RTC
any changes. Bogota’s TransMilenio surveys its riders on has student transit
a monthly basis to track customer satisfaction as well. The ambassadors
surveys include evaluations of different aspects of the system — spend time on the
access, stations, fare collection, trunk services, feeder services, system answering
support personnel and personal security, among others. questions and gathering
In addition to functioning as a managerial tool, the surveys, feedback from riders.
along with reliability and punctuality metrics, are used along
with performance indicators to award the best bus operators.

Metrobús, Mexico City: Users by purpose of trip

Facelift
Los Angeles Metro hired
a well known architect
to convert its customer
service center from
a dark, unwelcoming
structure into a cheerful,
friendly office. The
message the new design
sends is loud and clear:
please come in.

2006 2007
53% Work 63% Work
18% School 14% School
10% Social Activites 9% Social Activites
7% Shopping 3% Shopping
8% Out and About 4% Out and About
4% Other 7% Other


Online engagement

Online engagement:

New Ways to
Access Information
The ways in which people access information
have undergone a huge transformation in the last
decade, with more and more people going online
to find information they need.

Yet many transit agencies still don’t the chance that discretionary riders
have comprehensive online strategies. become loyal customers.
This is a huge problem that must
be remedied. The good news is that It’s important to note that just having
establishing a sophisticated online a website featuring this information
presence is relatively cheap and can is not enough. The website must
have a large impact on riders. be user-friendly, well-designed and
conform to brand standards.
Reach users before
they arrive Be Proactive!
The first thing potential riders want Managing your online presence also
to know before deciding to use serves a crucial “defensive” role. By not
public transport is whether it can having an online presence, you leave
get them to their desired destination. the door open for someone else to
A website that features cleanly create one for you — one over which
designed maps and schedules can you have no control. Buy all appropriate
provide this information to passengers web domains as soon as the BRT system
before they ever leave their homes. name is chosen. Also consider taking
At The Tip of It can also tell them expected travel cues from politicians and buy domains information
Your Fingers times, potential delays or any of websites that you would never want P
assenger-friendly
other information that would effect to exist, such as “ihatetransmilenio.com.” website
In Boston, Governor Facebook
of Massachusetts Deval their commute. All these things make This can go a long way in preventing
Twitter
Patrick learns how to get public transport more user-friendly, outspoken opponents from publicly Orkut
arrival time information reliable and accessible, increasing slandering a project. Mobile/SMS tools
for Boston’s buses
on his mobile phone.


Online engagement Online engagement

Go social experiences of riders, insight that planners, real-time arrival websites, more attractive. Through applications
Online Tips The Transportation Research Board is might otherwise cost you significant mobile applications, customized maps like NextBus, city dwellers in places
investigating the potential of social time and money to collect. Stay and much more. like New York, Washington, D.C. and
Register domain
name, Facebook, media, such as Facebook, Twitter aware of the online conversation and Los Angeles can check the real-time
Twitter and other and YouTube, to increase ridership, opportunities it presents to collect Google Transit directions are a location and projected arrival times
accounts early reach new audiences, promote closer feedback and promote service changes, prime example of what agencies of buses from their mobile phones.
relationships with customers and improvements or extensions. can do by opening up their data. This type of information reduces the
Monitor local online
communicate real-time information Many cities around the world now uncertainty of using public transport.
forums and blogs
for feedback more efficiently. The Metropolitan Many of the newer online offer comprehensive transit trip
Transportation Authority in New communications options, particularly planning through Google Maps. Even in cities where transit agencies
Post online copies social media, can be used to create In Northern California, Redwood have not opened their data,
York City, for example, uses Facebook
of any printed item
and Twitter to communicate with more feedback systems. Sometimes Transit System combined the data entrepreneurs are coming up with
riders can pick-up
in-system thousands of riders every day, keeping your existing customers can attract it submitted to Google Transit, with innovative ways to share public
them up to speed on service changes new riders more easily with new additional mobile and web-based transportation information.
Keep names, brand media than your agency ever could information services and a new For example, Mobile 4 Mumbai used
and construction developments.
consistent across
Similarly, Johannesburg has used through traditional marketing. In cities bus pass program and saw ridership data collected by social media to
all online platforms
Twitter as a medium to promote its throughout the U.S., fans of sustainable increase 30%.15 The transit agency build a mobile application allowing
Open data to users new high-speed rail system, hosting transport have built grassroots in Duluth, Minnesota recorded users to find bus routes in the city.
and developers a “tweetup” — a public gathering networks of supporters, epitomized by a 12% increase in ridership in the Social media consultant and Mobile 4
organized on Twitter — which was New York City’s Streetsblog.org. Some year after introducing Google Mumbai user Moksh Juneja explains Make It
attended by hundreds of people. transit agencies have capitalized on Transit directions.16 that the new application has been user-friendly
these groups to get information out a big success, “This application is Throughout American
Often transit agencies fall into the about new services and to get feedback The District Department of a blessing and we need not be cities, Nextbus
and suggestions for improvements. Transportation in Washington, D.C. is dependant on anyone to reach provides smartphone
trap of hiring a junior-level employee
users with real-time
to set the social media strategy. installing large informational screens a particular destination,” he said in an
bus arrival data,
However, it’s important that this Open your data in bus stations and at busy pedestrian interview with DNA, a leading Indian making it easier
person be experienced in the field. Open source software projects have locations throughout the city that newspaper. “This application has given for passengers to
proven that informal groups of users display real-time information about the renewed confidence to the individual schedule their trips.
Keep your finger can create useful tools with little or nearest bus and Metro routes, car and bus passengers.”
on the pulse no resources beyond their own time. bike sharing stations, as well as current
There’s a great chance that customers Transit agencies can harness this power weather and service disruptions. While entrepreneurs like those that
are talking about your service among by opening up their operational data — run Mobile 4 Mumbai continue to
their peers, on blogs, e-mail lists, travel times, bus schedules, stop Go mobile innovate, it’s important for transit
social networks or other websites. locations, GPS feeds — not only for Mobile phone applications are another agencies to view them as allies and
These conversations offer invaluable the public to see but for developers to innovative practice that cities are support them by making data open
insight into the perceptions and create extraordinary applications: trip adopting to make public transport to the public.


Online engagement

engage
Customers
Online
Transjakarta
operates a website
with a route planner,
Facebook and
Twitter pages, online
route and system
maps, comment
forms, a rider poll,
live station security
camera video feeds
and even a way that
customers can
send feedback
through SMS.

Get Creative
Chicago partnered
with a group of
foundations on
“Give a Minute”
to ask citizens
how the city could
encourage more
transit use, biking
and walking. Ideas
could be submitted
online, or by
text message.


References 11
Adapted from Alasdair Cain et al. Governor Patrick; pg. 48 Transjakarta, Give
“Quantifying the Importance of Image and a Minute; pg. 49 PezMico.
1
Advertising Age Group. “Top 100 Global Perception to Bus Rapid Transit.” For U.S.
Marketers by Measured Media Spending.” Department of Transportation, Federal
2010. http://adage.com/globalmarketers2 Transit Authority. Washington, D.C. 2009.
010/#global_100. Accessed May 2011. http://www.nbrti.org/docs/pdf/NBRTI%20 Acknowledgments
-%20BRT%20Image%20Study%20-%20
2
United Nations Human Settlements March%202009_Final%20Draft.pdf The authors would like to
Programme. “Enhancing Urban Safety
acknowledge the valuable
and Security: Global Report on Human 12
Ethan Arpi. “Transit Agencies Need
Settlements 2007.” Nairobi, Kenya. 2007. contributions of Dario Hidalgo, Rejane
to Invest in Marketing: A Lesson from
pp 223. Los Angeles.” TheCityFix. 2009. http:// Fernandes, Richard Katz, Rhys
thecityfix.com/transit-agencies-need-to- Thom, Kavita Ramakrishnan, Ozen
3
Federação Nacional da Distribuição invest-in-marketing-a-lesson-from-los-
de Veículos Automotores, O Portal da
LeCompte, and Burhan Kocaman.
angeles/. Accessed May 2011.
Distribuiçáo de Veículos do Brasil. 2011. Special thanks to Erica Schlaikjer for
http://www.fenabrave.com.br/principal/ 13
Dario Hidalgo. “Op-Ed: Say “Yes” to lending her sharp eye and editing skills
home/?sistema=conteudos|conteudo Improving Delhi’s BRT.” TheCityFix. 2008. and to Jeffrey Riecke for his research
id_conteudo=147#conteudo http://thecityfix.com/op-ed-say-yes-to- assistance. Alina Kelly and Michael
improving-delhis-brt/. Accessed May 2011.
4
United Nations Human Settlements Lejeune also provided invaluable input.
Programme. “Enhancing Urban Safety 14
Paul Schimek et al. “Boston Silver Line We would also like to acknowledge
and Security: Global Report on Human Washington Street BRT Demonstration the following people and organizations
Settlements 2007.” Nairobi, Kenya. 2007. Project Evaluation.” For U.S. Department
pp 223. for their help with the media contained
of Transportation, Federal Transit
Administration. Washington, D.C. 2005.
in this report: Elda Flores, Leon,
5
Todd Litman. “Rebound Effects: Mexico, General Direction of Mobility;
Implications for Transport Planning.” TDM Aaron Antrim. “FTA names RTS website
15
Lesa Rair, Matthew Dickens, American
Encyclopedia. Victoria Transport Policy with Google Transit ‘Innovative Practice
Institute. 2010. http://www.vtpi.org/tdm/ Public Transportation Association;
for Increased Ridership.’” Trillium Solutions
tdm64.htm. Accessed May 2011. Blog. 2008. http://www.trilliumtransit.com/ Jackie Dennis, RTC of Southern
blog/2008/02/21/fta-names-rts-website- Nevada; Karl Fjellstrom, Dani Simons,
6
APTA. “2010 APTA Awards.” 2010. with-google-transit-innovative-practice-for- Ting Ting Wang, Liang Yin, Institute for
pp 4. http://www.apta.com/members/ increased-ridership/. Accessed May 2011.
memberprogramsandservices/awards/ Transportation Development Policy;
Documents/APTA-Awards-Program-2010. 16
Daniel Nairn. “Google Transit comes to Jette Banke, Knud Holscher Design;
pdf. Accessed May 2011. Charlottesville.” Charlottesville Tomorrow. Maïté Picq, Sophie Hazera, Grand
2008. http://cvilletomorrow.typepad. Dijon; Jerry Masek, Greater Cleveland
7
Juan Carlos Muñoz, J. de D. Ortúzar, com/charlottesville_tomorrow_/2008/12/
and A. Gschwender. “Transantiago: The RTA; Wendy Neville, Paulette Kirby,
google_transit.html. Accessed May 2011.
Fall and Rise of a Radical Public Transport London Transport Museum;
Intervention.” Travel Demand Management Hillary Foose, Valley Metro;
and Road User Pricing: Success, Failure
and Feasibility. United Kingdom. 2008. pp Kimberly Moser, Brampton Transit;
151-172.
Photo and Image Credits David Ellis and Alice Lambert,
Cover photo pg. 14 CTS Mexico; pg. 1 Transport for London.
8
The Economist. “The Slow Lane: Knud Holscher Design; pg. 2 Ethan Arpi;
Fallout from a botched transport reform.” pg. 5 Jorge Lascar; pg. 6, 16, 21 (bottom) http://embarq.org/brand/
2008. http://www.economist.com/ SITEUR 2009; pg. 9 VIVA Transit; pg. 10, GlobalStrategicPartners
node/10650631?story_id=10650631. 11, 14, 33, 34, 37, 40, 43 Images courtesy
Accessed May 2011. of Metro Los Angeles © 2011 LACMTA;
pg. 12 Rhys Thom; pg. 19 Le Tram Dijon;
9
Dario Hidalgo and Aileen Carrigan. pg. 20 General Direction of Mobility,
“Modernizing Public Transportation: Government of Leon; pg. 21 Ismail Farouk
Lessons learned from major bus (top); pg. 22 Kake Pugh; pg. 25 Knud
improvements in Latin America and Holscher Design (top), Transport for
Asia.” The World Resources Institute. London (bottom); pg. 26 Matt Jones (top),
Washington, D.C. 2010. pp 23. Rob Brewer (middle), Paul Lloyd (bottom);
pg. 27, 39 Institute for Transportation and
10
Transport for London. “Interchange Best Development Policy; pg 28 39 (middle)
Practice Guidelines 2009.” Transport for Aileen Carrigan; pg. 31 Park and Co; pg.
This report was made possible by
London. http://www.tfl.gov.uk/microsites/ 32 London Transport Museum; pg. 36
interchange/documents/interchange-best- Amit Bhatt; pg. 38, 43 RTC Transit; pg. 39
practice-guide-qrg.pdf. Accessed May 2011. Gobierno Federal (bottom); pg. 44 Office of


Creative Timeline
The lines of work we’ve identified are laid out in basic chronological order and are by no
means a strict ordering, similar to the chapters outlined in the “Bus Rapid Transit Planning
Guide” published by the Institute for Transportation and Development Policy (ITDP).

Project Preparation

BRT Operational Design

Construction Physical Design

Schedule Construction

Project intention announced Corridor selection Construction begins Business plan finalized; hiring begins Pre-launch blitz Operations begin Operations

Brand and identity

Internal communication

User education

User information systems

Marketing campaigns

Public relations and external communication

User feedback systems

Online engagement

This work is licensed under a Creative
Commons Attribution-NonCommercial-
NoDerivs 3.0 Unported License. Begin high-level user education, launch corridor- Host groundbreaking event, explain benefits/ Deliver internal brand training, Host press event, give free trials, identify station
targeted marketing, issue press releases, finalize ”why?” marketing campaign, launch feedback establish internal feedback ambassadors, increase targeted marketing
Report by:
corridor-specific brand elements systems, provide construction/disruption updates methods, publicize business model
Erik Weber, Visiting Fellow
erik.weber@dot.gov

Ethan Arpi, Strategic Communications
and Marketing Manager
Launch website, issue press releases, create action Release final route maps, build Begin media/PR blitz, build external events presence, finalize pre-
earpi@wri.org
plan, gain political support, develop marketing sample stop, display buses at events, opening marketing campaign, develop specific user education (e.g.
Aileen Carrigan, Transport Planner campaign, conduct market research. get feedback for user info systems school outreach), begin targeted marketing, finalize unified brand
acarrigan@wri.org

Design and layout by
Dave K. Cooper, Video Production
and Design Manger
dcooper@wri.org

GLOBAL
10 G Street, NE, Suite 800
Washington, DC 20002
USA
+1 (202) 729-7600

MEXICO
Calle Belisario Dominguez #8, Planta Alta
Colonia Villa Coyoacán, C.P. 04000
Delegacion Coyoacán, México D.F.
+52 (55) 3096-5742

BRAZIL
471 Rua Luciana de Abreu
#801, Porto Alegre/RS
BRASIL, 90570-060
+55 (51) 33126324

TURKEY
Tufekci Salih Sok. No: 5
6 Amaysa Apt., Beyoglu
34433 Istanbul, Turkey
+90 (212) 244 74 10

INDIA
Godrej and Boyce Premises
Gaswork Lane, Lalbaug
Parel, Mumbai 400012
+91 22 24713565

ANDEAN REGION
Palacio Viejo 216, Oficina 306
Arequipa, Perú
+51 54959695206 www.embarq.org

From Here to There

More Related Content

What's hot

Similar to From Here to There

From Here to There