Presentation by Nigel Eggleton of Blazefield-Transdev, delivered to students at the Institute for Transport Studies, University fo leeds (www.its.leeds.ac.uk) on 17/10/2103 on the story of the number 36 bus route from Ripon to Leeds via Harrogate. A success story of invigorating bus travel.

1. THE ROUTE TO SUCCESS
Nigel Eggleton
Sales & Marketing Director

2. Introduction
• Blazefield: £55m turnover business
• Largely deregulated market
• Success based on route branding & marketing:
• and efficiency & cost control:
• This is a story of both ...the 36 story

3. The Route
Connecting...
• Ripon
Population 13,000
• Harrogate
Population 80,000
• Leeds
Population 500,000

4. The Route
• Established
80 years ago
– as route 36

5. History
• 1998
Passenger decline halted
when frequency increased
from every 30 to every 20 minutes
• 1998-2004
23% growth in passenger numbers

6. 2004
• Growth had stalled (-2% in 2003)
• £2.45 million investment
• 13 new buses designed and
developed in conjunction
with Volvo and Wrights.
• £33,000 extra per bus
to achieve higher
specification.

7. Features
• Aircraft-style leather seats
with armrests.
• Extra legroom.
• Feeling of security increased with
CCTV fitted to both decks
• Strong identity branding externally
and internally – ‘mobile billboards’
for our service.

8. Results
• Talk of the Town!
• Within 6 months
growth up to 12%.
• Mainly off-peak growth.
• Significant numbers of new
customers hadn’t used buses
for years.
• 2004 Bus Industry Awards
Marketing Award Winner.

9. Passenger Growth
• 2004 - 15%
• 2005 - 8%
• 2006 - 16%
• 2007 - 17%
• 2008 - 5.2%
• 2009 - 0%
(compared to
a national decline
of 4.1%)

10. 2009
SALES
TIME = 5 years
Decline
• Evidence of ‘marketing life-cycle’
Maturity
Introduction
• Buses now 6 years old
Growth
• Growth had ceased

11. Interim Brand Refresh
• Updated external identity
• Promotional messages
widely applied
• Marketing campaign to
support updated brand
• RESULT = May 2010
patronage growth 3.5%

12. 2010
• New bus investment decision = £3.0m
• Volvo/Wrights still building
the same product
• 2+1 seating?
• WiFi?
• Increase to a 15 minute
frequency?

13. Ideas in Action…
• Pilot ideas through a development bus
• Refurbish/rebuilding an existing
bus costing half the new
bus option.
• Introduce 2+1 seating
• Eliminate unpopular downstairs
rear-facing seats by creating a
‘lounge-style’ area.

14. Customer Research Results…
• 81% liked the comfort of the new seats.
• 62% liked the extra room between seats.
• 55% liked the individual seats.
• 50% liked the ‘lounge area’.
• 57% thought the bus was quieter
– 0% thought the noise was worse

15. Actions taken from feedback…
• 81% liked the comfort of the new seats.
• Incorporated into the rebuild programme
• 62% liked the extra room between seats.
• Incorporated into the rebuild programme
• 55% liked the individual seats.
• Incorporated into the rebuild programme, but
repositioned to remove the ‘isolated’ feel.
• 50% liked the ‘lounge area’.
• Aim of removing rear-facing seats achieved
- chassis & axle design restrictions
• 57% thought the bus was quieter
– 0% thought the noise was worse
• Even more soundproofing added in rebuild programme

16. 36 – customer benefits…
• Bold new identity.
• Updated contemporary
external styling.
• Co-ordinated internal
materials.
• New & improved lighting.
• Artwork on blank panel
to improve ambience.
• Attractive touches to
fully ‘dress’ the vehicles.

17. 36 – customer benefits…
• Frequency increased to
every 15 minutes
• Reduction in seating capacity
due to 2+1 seating
• Anticipation of further growth.
• WiFi added
• competitive & data-capturing tool
• uncommon outside inter-city trains
and long-distance coach services.
•
•
•
•
Free Smartphone app introduced
the first for a UK operator
pinpoints location & nearest stop
real-time info about next bus

18. 36 - industry success…
• ‘route 36 – ideas in action’
WINNER
‘Making buses a better choice’ award
at the 2011 UK Bus Awards

19. 36 – engineering benefits…
• Introduction of a 6th gear
• Improved fuel consumption.
• Reduced engine wear.
•
•
•
•
New engines
Greater reliability.
Reduction in engineering time.
More environmentally friendly.
• Electric Cooling Fans
• More efficient
• Together, these measures also
produced a 10% fuel saving

20. 36 – financial benefits…
• Cost of refurbishment = £1.4million
Cost of new buses = £2.7million
Saving = £1.3million
Written-down value of buses £92k per bus
• Operating lease of new buses = £366k p.a.
Depreciation = £257k p.a.
Saving = £109k p.a.
• Fuel MPG improved by 10% to 6.7mpg
Saving = £75k p.a.
• Maintenance costs reduced
Saving = £49k in year
• Avoided any loss on sale of existing buses
• And of course – revenue growth

21. The story continues…
• Deregulation in the UK bus market
requires innovation.
• Passenger growth is key
to profitability.
• New Product development
drives growth.
• Cost control and efficiency.
6.2% growth!
• 36 proves the case!