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Hard lessons in reputation management

Hard lessons in reputation management. Transit Initiatives and Communities Conference, June 24, 2013. Sound Transit District. Light rail “near death” experience. Nov ‘96 Sound Move ballot measure passes Nov ’00 Tunnel negotiations suspended

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Hard lessons in reputation management

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  1. Hard lessons in reputation management Transit Initiatives and Communities Conference, June 24, 2013

  2. Sound Transit District

  3. Light rail “near death” experience • Nov ‘96 Sound Move ballot measure passes • Nov ’00 Tunnel negotiations suspended • Jan ‘01 Full funding grant agreement Executive director resigns • Apr ’01 Inspector General suspends funding

  4. In the news Sound Transit taken to task - Seattle P-I Sound Transit: a matter of trust -Seattle Times Sharks circling regional light rail - The News Tribune Lawsuit seeks to halt light rail - Seattle P-I U.S. to audit troubled rail project - Seattle P-I Sound Transit Board must take hold of light rail fiasco - Everett Herald

  5. Starting the long road to recovery • Apr ’01 Agency-wide reorganization • Jun ’01 Joni Earl new Exec. Director New initial segment defined • July ’02 New $500m FFGA application • Oct ’03 FTA awards $500m FFGA • Nov ’03 Link groundbreaking

  6. Back on track ‘Sound Transit is the little engine that could’ - Sen. Patty Murray

  7. Additional successes • 2008: Resounding approval of $18 billion Sound Transit 2 measure following 2007 Roads & Transit defeat • 2009: $813m FFGA for University Link • 2009: Central Link completed within the 2001 revised schedule and budget

  8. How’d we do it? • Earn trust: Under promise/over deliver model • Centralize communications functions • Aggressive community outreach - One-on-ones, Speakers Bureau • Capitalize on every milestone and success • Public opinion research

  9. Managing Your Reputation

  10. Telephone Surveys/ • Public Involvement

  11. The future is bright

  12. Investment Worth It? (2010) Q25. Do you think tax investments in Sound Transit thus far have been completely worth it, mostly, not worth much or worth nothing at all?

  13. Mind Share (2012) Have you ever considered riding Sound Transit express bus, Sounder commuter rail or light rail for your current commute instead of driving? Non-transit commuters: 1,880,314 (79%) Not considered ST 1,523,054 81% Considered ST 357,260 19%

  14. Target Market (Mind/Market Share 2012) % of the region’s regular commuters who do not take transit, are between ages 16 and 64, have commutes 10 miles or longer and are not opposed to riding on of Sound Transit’s services Taken ST in past 8% (190,046) Target Market of 38% of regular commuters (902,720) Considered & not taken 6% (142,535) Not considered & not taken - 24% (570,139)

  15. Focus Groups

  16. Types of Focus Groups for Sound Transit • Voter groups to investigate financial issues (2001) • Voter groups to investigate future packages and plans (2005, 2008) • Resident groups on light rail ridership (2009) • Rider groups on schedule books (2010) • Groups with potential riders (2011, 2012)

  17. Customer Satisfaction Intercepts

  18. Sound Transit Grade by Year Q6. If you were giving Sound Transit an overall report card, where A means excellent, C means average, and F means failing, what overall grade would you give them? A - B+ “A” grade responses: 48% 53% 42% 46% 45% 53%

  19. Benchmarking Against Other Agencies Q6. If you were giving Sound Transit an overall report card, where A means excellent, C means average, and F means failing, what overall grade would you give them?

  20. % of Choice Riders with a Car (Choice Survey) Q4. Did you have a car available that you could have used for this trip?

  21. Rider Panel

  22. Rider Panel

  23. SoundOff Results: April-May 2013 What is the best part of your commute on transit?

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