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Segmented Marketing

Segmented Marketing. Antelope Valley Transit Authority . Located 50 miles north of Los Angeles 3.5 million annual boardings in FY13 Fleet of 71 buses 12 Local Transit routes 2 Supplemental routes 4 Commuter Service routes Complimentary paratransit service 12oo square mile service area

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Segmented Marketing

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  1. Segmented Marketing

  2. Antelope Valley Transit Authority Located 50 miles north of Los Angeles 3.5 million annual boardings in FY13 Fleet of 71 buses 12 Local Transit routes 2 Supplemental routes 4 Commuter Service routes Complimentary paratransit service 12oo square mile service area Seniors, veterans, and the disabled ride free Who Are We?

  3. Travel Training Program is Born Hired a Mobility Manager Travel Training component Funded by JARC grant for three years Developed course curriculum Developed training videos in Spanish and in English Created AVTAtv on You Tube Mobility Management Program

  4. AVTA Enters Video World Using the Wheelchair Ramp How to Plan a Trip How to Use the Bike Rack Transit Safety Making Connections First Time Rider Travel Training Videos

  5. Multi-Facet Approach Classroom instruction Hands on training Individual training Train the trainer Travel Training videos Newsletters Classroom and Individual Instruction

  6. Travel Training Program Mobility Manager scheduled monthly class Moderate attendance Provided incentives to generate interest Slow Start

  7. Demand Response Service • Demand response service implemented • Complimentary service provided 30,000 trips annually • Drastically reduced reservation hold times • Improved reservation flexibility • Eligibility: • Senior 65+ • Persons with disabilities • Rural residents Dial-a-Ride (DAR) Service Model Changes

  8. Dial-a-Ride Service Service provider overbooks Trip reservations restricted Complaints grew DAR customers faced with no recourse Reaching basic services a major concern Crisis Erupts

  9. Defining our DAR Customer Base Encouraged customer service to pitch Travel Training Program Filtered eligibility list Discovered active riders Began marketing directly to this segment Segmented Marketing

  10. Reaching Out to DAR Customer Barriers to Local Transit Use

  11. Barriers to Riding Local Buses 15.2% - Info needs to be easier to understand 15.6 - Needs to be safer 6.7% - Need travel training 17.9% - Need bus stop improvements 7.4% - Need newer kneeling buses 37.2% - Bus needs to travel where I want to go Reasons for Not Riding Local Buses

  12. “Feel Like Ridin”

  13. Direct Mailer

  14. Quarterly Newsletter

  15. Quarterly Newsletter

  16. Getting Around in the A.V. Brochure

  17. Travel Training Brochure

  18. Increased Security

  19. Fare Enforcement

  20. Alert the Media

  21. Travel Training a Success

  22. Questions ?

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