Midday and Late Night Service Brings New Riders
Wednesday, April 01, 2009 6:19 PM
If you build it, they will come.
That's the voice an Iowa corn farmer heard in the movie, "Field of Dreams." He believed that if he built a baseball diamond in the corn fields, fans would come.
At METRO, we have had mid-day and late-night service on our Park & Ride routes - on some routes since the early 1990s. We were offering 7,400 seats on 131 daily trips in six freeway corridors. So we had created the routes - but no one came. Most of those seats were empty because few riders knew about this service.
Last October, we launched a marketing campaign to change that.
A customer awareness survey indicated that a sizeable portion of existing riders who were using Park & Ride lots weren't aware of our midday/late night options - and many of the respondents said they needed service during this time period.
We sent an e-mail blast to all our RideSponsors - the companies that have corporate accounts with METRO and whose employees ride METRO.
We also wrapped narrow banners on Park & Ride kiosks, promoting the midday/late night routes. Those banners topped downtown kiosks, as well. We filled buses with fliers. Our Web site soon sported a feature on the home page, informing readers of this, too. Plus, our community reps talked face-to-face to Park & Ride customers.
It worked.
Before the marketing blitz, 20 percent of the respondents surveyed said they were unaware of our midday service. After the blitz, 6 percent were unaware.
"METRO's informational and promotional efforts contributed to an increase in awareness," said Jim Archer, METRO's manager of ridership analysis/service evaluation.
Despite a fare increase last fall, we recorded higher boardings than what we had expected between November 2008 and February 2009.
"We're being more efficient and more effective," said Archer.
Click here to see all our midday and late night routes.