In this presentation for the 2014 American Public Transportation Association Annual Meeting & EXPO, I share the integrated marketing strategies that were part of the Ann Arbor Area Transportation Authority's Five-Year Public Transit Improvement Millage.

1. So – You Want to Destigmatize the “B-word,” Engage
Effectively, Pass a Millage, and Deliver on a Promise?
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

2. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

3. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

4. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

5. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

6. TheRide Growth – Past Ten Years
35.0
30.0
25.0
20.0
15.0
10.0
5.0
Productivity
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
210,000
205,000
200,000
195,000
190,000
185,000
180,000
175,000
170,000
165,000
Service
Annual Service-Hours
2004
2013
0.0
Riders Per Service-Hour
2004 2013
Riders – Fixed
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
Route
Annual Riders (Trips)
2004
2013

7. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

8. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

9. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

10. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

11. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

12. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

13. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

14. November 6, 2012 Election: Library Vote
The $65 million, 30-year bond proposal
was rejected, gaining support
from 33,604 voters (44.83%), with
41,359 votes (55.17%) cast against it.
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

15. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

16. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

17. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

18. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

19. Fixed Route Peer Comparison Study
Investment in
quality service
18%
higher than
peer median
$ /
hour = $ /
operating cost per service
passenger trip per service
hour
pays off in
ridership /
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
50% higher
than peer median
17%
lower
than peer median
operating cost per passenger
trip

20. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
AAATA commissioned CJI Research
to conduct a random survey of 841
registered voters in the three
AAATA member communities
during October–December, 2013.

21. The five-year, 0.7 mill increase will generate a total of $4.3 million for new and
expanded services annually through 2019. Homeowners with a home value of
$100,000 will only pay approximately $35 additionally in taxes each year.
Expanded Dial-A-Ride/
Paratransit services for
seniors and people with
disabilities
More direct
service through
redesigned
routes
Extended hours
on weekdays and
nights
Increased service
frequency on
many route.
Improved bus
Extended weekend service on
fixed routes (earlier start times,
much later end times)
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
stops
Voters in Ann Arbor, Ypsilanti and Ypsilanti Township
said they understand the importance of public transit,
and 63% said they either probably would or definitely
would pay a new tax to expand services.
Less than 1/3 of voters in the three communities –
31% – said they probably would or definitely would
vote no.
6% were undecided.

22. Improvements to Dial-a-Ride Service
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
Service hours expanding until 11:30 p.m.
on weekdays, 10:30 p.m. on Saturday,
and 7:30 p.m. on Sunday.
Service will be available to more destinations:
Get home
after a
concert, play
or movie
Shop at more
area grocery
stores
Visit more
area doctor
offices

23. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

24. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

25. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

26. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

27. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

28. Community Requests for More Transit
“Please continue to consider
the transportation needs of
seniors, & those with
disabilities. Later weekday &
weekend service, as well as
library, grocery store,
Arborland & Briarwood malls,
would also be appreciated.”
–M. Wayne
“So happy to see the
proposed changes. It means
the 13 can be used to go to
the Farmers Market and also
can be used to go into town
for dinner and return.” -A.
Barden
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

29. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

30. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

31. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

32. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

33. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

34. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

35. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

36. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

37. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

38. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

39. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

40. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

41. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

42. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

43. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

44. Social media isn’t a campaign.
It’s an important part of a
campaign; the big picture that
uses each channel and tool to
communicate your message
clearly, consistently, and
effectively while engaging
your audience.
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

45. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

46. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

47. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

48. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

49. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

50. • Create and strengthen traditional and new media partnerships with
journalists and influencers
• Be visual in your storytelling, identify what connects with your audience,
and communicate when and where your audience is
• Find a voice for your brand – and keep it consistent in every medium
• Measure the success of integrated marketing work and refine strategies
based on analytics
• Cut through negative chatter with factual & compelling content in a
friendly yet professional tone
A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

51. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

52. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y
19,743 ballots were cast
12.7% voter turnout
155,217 total registered voters
in the three communities
Final vote count:
13,949 to 5,783
(71% victory!)

53. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

54. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

55. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

56. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

57. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

58. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

59. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

60. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y

61. A N N A R B O R A R E A T R A N S P O R T A T I O N A U T H O R I T Y