SEPTA PRESENTATION PART II

Hannah Mira
Set Yi Lim
Francesca She
Renee Williams
Anisha Henry
Mollee Douglass
MARKETING PROPOSAL
2017 - 2018
SOUTH EASTERN
PENNSYLVANIA
TRANSPORTATION
SYSTEM
SEPTA

2
SUMMARY
SEPTA is the nation’s 6th largest public transportation system and one of the region’s
largest employers, with a workforce of more than 9,000 employees. SEPTA is the major
transit provider for five counties in Pennsylvania.
Source: Annual Report 2014, SEPTA
VISION
To be the region’s preferred choice for transportation.
SEPTA will earn that choice through:
Sustaining our environment & preserving our system for future generations
Committing to continuous improvement & innovation
Providing safe, excellent service by a team of dedicated employees
Connecting the region for integrated mobility

3
HISTORY
o  The growth of public transit
o  Rebuilding the public transit system
o  Stronger appreciation and value
PUBLIC TRANSIT
What was once considered obsolete, is
now seen as a tool for:
o  Economic prosperity
o  Sustainability
o  Enhance the quality of life
§  Public transportation
trips have increased by
10 percent over the last
five years
§  Two percent decline of
highway trips
NATION’S 6TH LARGEST
TRANSIT SYSTEM
MAJOR SHIFT IN
TRANSPORTATION SYSTEM
§  An increase in transit usage
among residents and people
who travel to the city to and
from work
§  Studies show that up to 70
percent of employees use
SEPTA as their means of
transportation to work

4
MISSION
SEPTA is dedicated to delivering safe, reliable, sustainable, accessible, and
customer-focused public transit services, contributing to the region's
economic vitality, sustainability, and enhanced quality of life.

5
CURRENT POSITION
SEPTA has the 6th largest U.S. rapid transit
system by ridership, and the 5th largest
overall transit system, with about 306.9
million annual unlinked trips. It controls
290 active stations, over 450 miles
(720 km) of track, 2,295 revenue vehicles
and 196 routes.
SEPTA is one of only two U.S. transit
authorities that operates all of the five
major types of transit vehicles: regional
(commuter) rail trains, "heavy" rapid transit
(subway/elevated) trains, light rail vehicles
(trolleys), electric trolleybuses and motor
buses.

OUR CULTURE
COLLABORATIVE
CONSTRUCTIVE
RESPECTFUL
ENGAGING
TRANSPARENT
OUR PEOPLE
DIVERSE
HONEST
CREATIVE
EMPOWERED
ACCOUNTABLE
OUR SERVICE
SAFE
RELIABLE
SUSTAINABLE
ACCESSIBLE
CUSTOMER-FOCUSED
6
CULTURE & VALUES
SEPTA is in the business of sustainability
and has built a comprehensive program
that integrates strategies to account for
its economic, social, and environmental
impacts.
With previous goals implementing
o  Livable Communities
o  Access to Fresh Food
o  Highly Skilled & Versatile Workforce
o  and Regional Business Equity
SUSTAINABILITY
Source: Strategic Business Plan for 2015-2019 , Septa

7
SERVICES & MARKETS
Source: SEPTA.org
SEPTA serves the five-county area of 2,202 square miles with a population of
4 million people.
Philadelphia
Bucks County
Chester County
Delaware County
Montgomery County
Regional
Rail
Market-Frankford
Line
Broad Street
Line
Trolley
Lines
Norristown
High Speed Line
Buses
CCT
Connect

8
FARES
SEPTA’s last fare increase took effect on July
1, 2013. SEPTA’s fare policy calls for
instrumental adjustment approximately once
every three years. Fare adjustments are based
on leading economic indicators, such as cost
of living and consumer price index increases.
SEPTA’s $2 base-cash fare for trips on buses,
subways, trolleys, and trackless trolley is
among the lowest in the nation when
compared to other large mass transit
agencies. A variety of discounted fare
instruments are also available.
RECENT INCREASE
Source: SEPTA.org

9
FARES
SEPTA will begin to introduce a new “open” electronic fare
system to replace the Authority’s outdated fare payment
and collection system.
Source: SEPTA.prg
SEPTA KEY
Equipment Installed
as of March 2016
o  175 Fare Kiosks
o  187 turnstiles
o  20 ADA Gates
o  100% Validators on
buses, trolleys, and
trackless trolleys
On April 15, 2016, SEPTA announced the rollout date for the Early
Adopters program for Transit customers.
Beginning Monday, June 13, 2016, up to 10,000 Transit
riders will be able to get a new SEPTA Key Card and
purchase either a Weekly or Monthly TransPass at the
following SEPTA Transit Stations and at the headquarters
at 1234 Market Street.
Current fare instruments such as tokens, paper tickets and magnetic strip
passes will be replaced by smart cards and other contactless payment
devices.

10
S.W.O.T. ANALYSIS
S
TO
W
Strengths
§  Efficiency, Safety & Performance
§  Large employer
§  Program Maintenance
§  Stakeholder partnerships
§  Transportation network
Opportunities
§  Internal communications
§  Green/sustainability/environment
§  Image and public relations
§  Selling regional solutions
§  Ridership Gains
Threats
§  Crime and security
§  Union work stoppages
§  Departure of experience workforce
§  Potential loss of dedicated funding
§  Ability to meet capacity/no space
Weaknesses
§  Scarce quality labor
§  Records Management
§  System Wide communications
§  Aging and retirement eligible workforce
§  Lack of funds for expansion

11
COMPETITORS
Reasons to travel:
1.  Basic life needs
2.  Personal development
3.  Entertainment
Mobility is an essential feature of life.
Travelers choose the modes they use, ones
that serves him or her best.
Appreciation of transit’s value to the region.
A public transportation system that meets
the region’s safety and mobility needs across
Southern Pennsylvania.

12
UNIVERSITY PASS
Source: Septa.org
Colleges and universities have the
opportunity to offer their students a
discounted transit pass (10% off) through
the University Pass program.
Passes are valid for the full length of a
semester (September through December
and January through May) and are sold
directly by participating schools.
o  Deadline for purchasing the pass is
during the busy first days of classes
o  High one-time cost of purchasing one
($284-$653)
o  Passes are ineligible for a partial refund
or replacement if lost or stolen
o  Lack of choice of time period (only
offers semester passes)
o  Can only purchase through school
o  Only available for full time students
BARRIERS
Current Program Participants
o  University of Pennsylvania
o  Temple University
o  Drexel University
o  University of the Arts
o  Manor College
o  Neumann University
o  Harcum College

13
UNI PASS SALES 2012-2014
Source: SEPTA Annual Report 2014
SPRING 2012 FALL 2012 SPRING 2013 FALL 2013 SPRING 2014
Quantity Revenue Quantity Revenue Quantity Revenue Quantity Revenue Quantity Revenue
TEMPLE UNIVERSITY
Semester TransPass 567 $178,945 560 $176,736 523 $165,059 573 $198,258 602 $208,292
Semester TrailPass 496 $296,608 662 $395,876 595 $355,810 616 $371,571 652 $393,286
Total 1,063 $475,553 1,222 $572,612 1,118 $520,869 1,189 $569,829 1,254 $601,578

UNIVERSITY OF PENN
Semester TrailPass 105 $62,790 113 $67,574 101 $60,398 157 $94,702 139 $83,845
Total 389 $152,420 411 $161,623 344 $137,089 444 $194,004 410 $177,611

DREXEL UNIVERSITY
Semester TrailPass 974 $145,613 952 $142,324 1,020 $152,490 1,014 $152,911 1,005 $151,554
Total 1,575 $193,032 1,492 $184,930 1,622 $199,988 1,706 $212,769 1,620 $204,752

Totals
3,027
$821,006
3,125
$919,165
3,084
$857,945
3,339
$976,603
3,284
$983,941
Growth

8%
17%

14
TARGET AUDIENCE
GENDER
64.2% Overall Ridership 35.8%
63.5% Regional Rail 36.5%
62.2% City Bus and Rail 37.8%
61% Suburban Bus and Rail 39%
0%
10%
20%
30%
40%
50%
Overall
Ridership
Regional
Rail
City Bus
and Rail
Suburban
City and
Rail
18-34
35-54
55-64
65+
AGE
CURRENT NEW
o  College students (males &
females), ages 18-24
o  Active and on-the-go
o  Leads a busy lifestyle
o  Likes to explore the city and
meet with friends
o  Doesn’t drive or have access to a
car
o  Rides a bike to get around
o  Lives off-campus alone or with
roommates
o  Would like an easier, faster way
to get to campus
Source: Ridership 2015-2016, SEPTA

15
PERSONAS
ADAM THE ATHLETE
Age: 21
Year: Junior
Major: Sports Therapy
A Junior at Temple University. A star athlete on Temple’s Basketball team.
Wants to pursue Physical Therapy for sports athletes if his basketball career
doesn’t take off. On his days off from school, he likes to hang out with friends
and pick up chicks. Doesn’t have a job but is trying to save up money to buy
a car. Currently gets around the city by walking everywhere or hitches a ride
from a friend. Dislikes the unreliability and inconvenience of SEPTA.
STRAIGHT-A SUSAN
Age: 18
Year: Freshman
Major: Communications
Susan starts at the University of Pennsylvania in fall 2017. She is a straight-A
student and had the highest GPA and test scores in her high school. Loves to
read and write and wants to be a news reporter one day. Has a part time job
at a flower shop in South Philly and on her days off from school and work,
likes to explore the city. Currently rides her bike around instead of taking
SEPTA due to growing concerns about safety. Her friend was recently
mugged on the subway so she fears the same will happen to her.

16
GOALS & OBJECTIVES
Increase awareness of SEPTA’s University Pass Program for college students ages
18-24 who live within the Philadelphia DMA.
PRIMARY
SECONDARY
Drive sales and use of SEPTA’s University
Pass by 20% in the next two years.
Address college students’ concerns
about safety, cost, cleanliness,
convenience & reliability riding with
SEPTA.

17
FORECAST
END OF
2018
By the end of 2018, there will be 20%
increase in overall college student
ridership due to the success of the
campaign – the goal being to increase
awareness and growth of sales of the
University Pass.
BEYOND
2018
During the beginning of fall
semester of each year, there will be
increased engagement between the
incoming Freshman with SEPTA
social media to encourage them to
ride with SEPTA and squash any
hesitations that may arise.
By the end of 2017, any
concerns (safety, cost,
cleanliness, convenience &
reliability) college students
have will be acknowledged
and addressed.
With the introduction of the SEPTA
Key, college students will still be able
to get a discount but on various
passes (TransPass and TrailPass) and
for different time periods (Week,
Month, Semester) of their choice.
END OF
2017

18
CREATIVE
BRIEF
Client: SEPTA
Project: University Pass
BACKGROUND
61.07% of riders use tokens and 26.17% pay with cash. There’s also an increase of advanced
technology, biking sharing (Indego) and car services (Uber and Lyft).
Promote University Pass through interactive channels that students use on a daily basis including
Social Media. Partner with Spotify to host a music festival and promote with Spotify ads.
Distribute handouts for new students during Freshman Orientation and the first week of the fall
semester. Have artists create street/wall art with chalk or moss to promote SEPTA for Students.
MEDIA
OBJECTIVES
•  Increase awareness of University Pass with college students ages 18-24 within the Philadelphia
DMA by 20% in 2016-2018.
•  Encourage and increase purchase of University Pass with college students ages 18-24 instead
of using cash or tokens by 20% in 2016-2018.
TARGET
College students ages 18-24 who moves around within the Philadelphia DMA. Students who
commutes to school and back home, likes to travel and explore and moves around a lot in the
city.
FOCUS
The University pass is a discounted transit pass through the University Pass Program which is only
available to students who are enrolled in universities located in the Philadelphia area.
REASONS
It help students save money and it allows them to move around freely without needing to bring
cash around to buy token or pay at subway stations or in buses. It’s easy and swipe-and-go.
Fresh new color palette:
TONE
•  Fun
•  Friendly
•  Fresh
•  New
•  Young
•  Active
•  Safe
•  Convenient
•  Inviting
•  Exciting
•  Vibrant
•  Smart

19
MEDIA OVERVIEW
Host a 3 day music festival with Spotify
Use Sponsored Sessions, Branded Playlists, Homepage Takeovers, Audio Ads, PlayStation Audio
Ads to promote
SPOTIFY FESTIVAL
Google Paid Search with keywords including “around philly student” & “septa student discount”
SEARCH ENGINE MARKETING
Ads on Facebook (Custom Audiences), Instagram (Carousel), and Twitter (Tailored Audiences)
SOCIAL MEDIA
Chalk art on grounds and walls of 9 major universities & colleges in Philadelphia
LIFESTYLE
Handouts for incoming Freshman at Temple, UPenn and Drexel
PRINT

20
FREE STUDENT PASS WEEK
Philadelphia has the third-largest student concentration on the East Coast, with over 120,000
college and university students enrolled within the city.
To encourage more students to ride with SEPTA, there will be a week-long “SEPTA for Students:
Free Public Transportation for a Week!” event at the end of August 2018. Students will need to
register and provide their current school ID number to verify their part time or full time
enrollment at a college or university in Philadelphia.
Free TransPass for the week of August 26 to September 1, 2018
SEPTA FOR STUDENTS

21
SPOTIFY FESTIVAL
Source: Media Kit 2015 and Ad Formats, Spotify
SEPTA PRESENTS SPOTIFY MUSIC FESTIVAL
Music events attract a large, youthful, audience. College
students especially love attending music events.
SEPTA will host two 3-day music festivals in Philadelphia: one in
the summer of 2017 and the other in the summer of 2018.
Millennials (18-34yo) are
more likely to recommend
brands who sponsor
music events:
93%
said they like brands who
sponsor music events
80%agree that branded gigs and
festivals are the best way to
engage with them
Location:
Benjamin Franklin Parkway
Date:
Friday, Saturday and Sunday
Sept 15, 2018 – Sept 17, 2017 &
Sept 14, 2018 – Sept 16, 2018

22
SPOTIFY ADS
Source: Media Kit 2015 and Ad Formats, Spotify
AD FORMATS
Millennials are listening
to Spotify an average of
148 minutes a day across
multiple devices.

23
Source: Google Keyword Tool Planner
KEYWORD GROUPS
Year-long

24
SOCIAL MEDIA
Source: SEPTA’s Facebook Page, Instagram, Twitter
INSTAGRAM
Coming Soon15,996 Page Likes
FACEBOOK TWITTER
65.6k Tweets
82.5k Followers
@SEPTA_SOCIAL: real time customer service convo & info
@SEPTAPHILLY: work, play, and everywhere in between
@SEPTANEWS: PR, news bites & media related information

25
LIFESTYLE: STREET/WALL ART
CHALK ART & MOSS GRAFITTI
On college campuses (or right near)

26
PRINT: FLYERS/COASTERS
Source: Vistaprint.com
Size: 4” x 4”
Paper: Matte cardstock
Distribute at college and university
bars/restaurants and bars in the city.
TRIFOLD FLYERS PAPER COASTERS
Size: 8.5” x 11”
Paper: Glossy color
Distribute during Freshman Orientation
at universities and colleges in Philly.
MEDIA

MEDIA COST
AMOUNT
MEDIA BUY
PRODUCTION
Handouts Tri-fold brochures $1,120 / 8000 32,000 (2x) $8,960
Brochure holders $45 each 5 (2x) $450
Shipping $13 4 (2x) $104
Coasters Paper coasters $750 / 1,000 4000 (2x) $6,000
Shipping $13 2 (2x) $52
SUB TOTAL: $14,960 $606
GRAND TOTAL: $15,566

DETAILED
BUDGET
2017-2018
MEDIA

MEDIA COST
AMOUNT
MEDIA BUY
PRODUCTION
IMPRESSIONS
FREE STUDENT PASS $3,132,000 $100,000
College Student Pass One week - transpass $21.60 / pass 145,000
SPOTIFY & SEPTA $504,000 $200,000
Event Activation 3 day Festival $20,000 / day 3 (2x) $120,000
Sponsored Session :15 video $8,000 / wk 4 (2x) $64,000
Branded Playlist 5 playlists $5,000 / week 6 (2x) $60,000
Homepage Takeover $20,000 / day 3 (2x) $120,000
Audio Ads :15 audio $5,000 / week 6 (2x) $60,000
PlayStation Audio Ads :15 audio $8,000 / wk 5 (2x) $80,000
SEM $146,000 1,400,000.00
Google Paid Search $6083 / m 24
SOCIAL $624,000 $5,000
Facebook Custom Audience $8,000 / m 24 $192,000
Instagram Carousel Ad $10,000 / m 24 $240,000
Twitter Tailored Audience $8,000 / m 24 $192,000
LIFESTYLE $255,000 $10,000
Street Art University of Penn $300 / install. 10 5x/wk (2x) $30,000
Temple University $300 / install. 10 5x/wk (2x) $30,000
Drexel University $300 / install. 10 5x/wk (2x) $30,000
University of the Arts $300 / install. 10 5x/wk (2x) $30,000
St. Joseph's University $300 / install. 10 5x/wk (2x) $30,000
La Salle University $300 / install. 10 5x/wk (2x) $30,000
Philadelphia University $300 / install. 10 5x/wk (2x) $30,000
Art Institute of Phila $300 / install. 10 5x/wk (2x) $30,000
Thomas Jefferson Uni $300 / install. 5 5x/wk (2x) $15,000
PRINT $23,920 $258
Handouts University of Penn $1,120 / 8000 8000 (2x) $4,480 $58
Temple University $1,120 / 8000 8000 (2x) $4,480 $58
Drexel University $1,120 / 8000 8000 (2x) $4,480 $58
Additional colleges $1,120 / 8000 8000 (2x) $4,480 $58
Coasters Campus Bars $750 / 1,000 2000 (2x) $3,000 $13
City Bars $750 / 1,000 2000 (2x) $3,000 $13
TOTAL
4,684,920
$315,258

GRAND TOTAL
5,000,178

28
MEDIA FLOWCHART
2017
Total Budget: $ 5,000,000,000
Placement/Size 2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25
PRODUCTION
SPOTIFY & SEPTA $100,000 $352,000
Event Activation 3 day Festival $60,000.00
Sponsored Session :15 video $32,000.00
Branded Playlist 5 playlists $30,000.00
Homepage Takeover $60,000.00
Audio Ads :15 audio $30,000.00
PlayStation Audio ds :15 audio $40,000.00
INTERACTIVE $4,000 $316,000
SOCIAL MEDIA
Facebook Custom Audience $96,000.00
Instagram Carousel Ad $120,000.00
Twitter Tailored Audience $96,000.00
SEM $72,000
Google Paid Search $72,000.00
LIFESTYLE $5,000 $140,000
Street Art $81,000.00
Moss Art $54,000.00
PRINT $1,000 $4,000
University of Penn $1,200.00
Temple University $1,000.00
Drexel University $800.00
$884,000
FEBJAN
PHILADELPHIA
Publication/Property
JUNMAY 2016 TOTAL
SPEND
JULMAR APR AUG SEPT NOVOCT DEC

29
MEDIA FLOWCHART
2018
Total Budget: $ 5,000,000,000
Placement/Size 1 8 15 22 29 5 12 19 26 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31
SPOTIFY & SEPTA $100,000 $352,000
Event Activation 3 day Festival $60,000.00
Sponsored Session :15 video $32,000.00
Branded Playlist 5 playlists $30,000.00
Homepage Takeover $60,000.00
Audio Ads :15 audio $30,000.00
PlayStation Audio ds :15 audio $40,000.00
INTERACTIVE $4,000 $316,000
SOCIAL MEDIA
Facebook Custom Audience $96,000.00
Instagram Carousel Ad $120,000.00
Twitter Tailored Audience $96,000.00
SEM $72,000
Google Paid Search $72,000.00
LIFESTYLE $5,000 $140,000
Street Art $81,000.00
Moss Art $54,000.00
PRINT $1,000 $4,000
University of Penn $1,200.00
Temple University $1,000.00
Drexel University $800.00
FREE STUDENT PASS $100,000 $3,232,000
College student pass University of Penn
Temple University
Drexel Unviersity
$4,116,000
FEBJAN
PHILADELPHIA
Publication/Property
JUNMAY 2016 TOTAL
SPEND
JULMAR APR AUG SEPT NOVOCT DEC

30
TRACKING SUCCESS
Brand festival with various Checkout Codes for discounts off University Passes:
For year: SEPTAFresh17, SEPTASoph17, SEPTAJunior17, SEPTASenior17
For school: SEPTATU, SEPTAUPENN, SEPTADREXEL, etc.
Track and analyze results (impressions, click rate) from visual ads and audio ads on Spotify
SPOTIFY FESTIVAL
Use Google Analytics to track which keywords were searched for the most before, during and/or
after a promotion or event
Target specifically only college students using FB Custom Audiences & Twitter Tailored Audiences
to see ads specific to their demo/psychographics/interests, etc.
SOCIAL MEDIA
With each drawing, include a special hashtag: #ChalkItSEPTA or #MossItSEPTA
LIFESTYLE
Include specific call to actions and hashtags for each year and school
PRINT
CALL TO ACTION AND #SEPTASTUDENT

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NEXT STEPS
Offer an expanded selection of discounted student passes
Increase access to fares at colleges
Increase focus on public safety in SEPTA stations and vehicles
Extend late-night hours on City subway lines
RECOMMENDATIONS FOR THE FUTURE

THANK YOU.
SOUTH EASTERN PENNSYLVANIA
TRANSPORATION SYSTEM
SEPTA
To find out more about Temple’s participation in the
Septa Pass Program, contact your advisor or go to
http://septa.org/fares/discount/college.html
or
https://bursar.temple.edu/students/septa-pass-program

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