PSTA conducted market research over 3 years, which found that a majority of residents want an enhanced transportation system including expanded bus service, new park and ride lots, and dedicated bus and trolley routes. Interviews with key stakeholders revealed questions about funding plans and the need for a cohesive transportation brand. A review of 7 transportation plans found they all aim to improve the transportation system but need consolidation into a single vision. It was determined that successful communication will require an inclusive single platform to engage the public.

1. PSTA Educational Branding Update
July 9, 2012

2. Educational Branding Study Update
 Market Research
 Key Stakeholder Interviews
 Transportation Plans
 Communications
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3. Market Research
 Market research performed over a 3 year period.
 Consistently, a majority of residents want an enhanced
transportation system.
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4. Market Research
5 surveys over 3 years show
Park & Ride lots 80%
New traffic signal
system to improve 81%
traffic flow
Dedicated trolley
routes
74%
Expanding bus service 80%
Rail system within
Pinellas County 58%
Rail system to travel
outside of Pinellas 76%
County
Dedicated bus lanes 58%
0 20 40 60 80 100
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5. Market Research
 Additionally, a majority of residents favor moving the process
forward.
 They want more information.
 They want to know more about how to pay for it.
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6. Market Research
Tell Me More
½ cent tax for bus 54%
½ cent tax for bus and 51%
rail
5 cent gas tax 23%
Property tax ($18 per 34%
$100,000) for bus and
rail
Property tax ($5 per 38%
$100,000) for bus
0 20 40 60 80
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7. Key Stakeholder Interviews
 Understand that PSTA must go to referendum.
 Agree that Pinellas County needs a unified transportation plan.
 Questions about what is in the transportation envelope.
 Necessary to communicate a cohesive brand.
 Pinellas communities are open to the idea of moving the
transportation conversation forward.
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8. Transportation Plans
 Reviewed seven transportation plans.
 Each of the seven plans reviewed answer the same four general
questions:
• WHAT are the transportation needs of residents?
• WHERE can transportation projects benefit the most
residents?
• WHEN can transportation projects be completed?
• WHO is responsible for the transportation project?
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9. Transportation Plans
 All of the plans are moving in the same direction.
• The ultimate goal is an enhanced transportation system.
 The plans need to be condensed.
 They should coalesce around a single vision for Pinellas County.
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10. Communications
 We’ve reviewed the transportation conversation in Pinellas.
 To be successful, we need an inclusive, single communications
platform.
 It needs to be simpler and more accessible to the public.
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11. Educational Branding Study Update
 Market Research
 Key Stakeholder Interviews
 Transportation Plans
 Communications
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12. PSTA Educational Branding Update
July 9, 2012