511 mnkuesterres

Market Research for the San Francisco Bay Area’s 511 Service : 

Market Research for the San Francisco Bay Area’s 511 Service 511 Marketing Workshop November 13, 2002 St. Paul, Minnesota

Agenda: 

Agenda Introduction MTC’s Consumer Services Overview of Bay Area’s 511 Service Review of Past Consumer Research How Research is Being Applied On-going Research Plans

MTC: 

MTC Consumer services Coming soon…

Overview of 511 Service: 

Overview of 511 Service 511 is a multi-modal Traveler Information System for the nine-county Bay Area Partnership between MTC, Caltrans, CHP, transit agencies, other local agencies, and private-sector data disseminators Goal is to provide comprehensive, accurate, reliable, and useful multi-modal traveler information to Bay Area travelers. Annual budget is approximately $6.3M

Overview of 511 Service (con’t): 

Overview of 511 Service (con’t) Toll-free call, replaces 817-1717 Voice-responsive Information Provided Will have enhanced travel time information Connections to 64 transit agencies, ridesharing Available on Cingular, Sprint, and AT&T wireless services (70% of cellular market)

Overview of 511 Service (con’t): 

Overview of 511 Service (con’t) 511.org will be MTC’s traveler information web presence Traffic web page Transit web page and trip-planner (currently www.transitinfo.org) Online ride matching and rideshare information (currently RIDES.org) Bicycle information (to be developed)

Overview of 511 Service (con’t): 

Overview of 511 Service (con’t) DBOM (Design-Build-Operate-Maintain) contract with PB Farradyne began September, 2000 6-year contract, with 2 2-year extensions possible Currently in 3rd year Usage goals and incentive fee

MTC’s 511service: 

MTC’s 511service By mode and delivery system ...

Initial Consumer Research: 

Initial Consumer Research Eight focus groups during July – December 2001 Purpose: Understand attitudes & behaviors and needs and benefits related to traveler information by mode Apply that understanding to building and promoting the new 511 service Background

Focus Groups: 

Focus Groups Likeliest heavy users (80/20 rule) ... Users of all modes who had sought travel information in the past six month Use internet at least twice a week Ages, income varied by mode Who we spoke to

Focus Groups: 

Focus Groups Definition & channels of information Ideal usage habits and needs Attitude and usage of current 817-1717 service Attitude towards enhanced features for the service (511) What we discussed

Research Findings: 

Research Findings TRAFFIC TRANSIT RIDESHARE Urban energy Social, adventurous Political, civic-minded - esp. environmental Strict work schedules Outer-oriented Interdependent jobs CHP is the gold standard Concerned w. saving $ & time Constantly changing lives Different homes, jobs Carpooling is an ongoing challenge Feel frazzled, isolated, unsupported Lead suburban, not glamorous lives Behaviors and Attitudes Bicycles Simplicity Contemporary Cool Navigational Safety Commerce and community-related

Research Findings: 

Research Findings Primary associations as a service: A phone number A service, like 411 or 911 Primary promises as a brand: Makes the unfamiliar, familiar Should be prompt, courteous and authoritative A complement to radio traffic reports Associations and Promises of the brand 511

Research Findings: 

Research Findings 3-digit dialing Toll free Voice-activated Simpler menu New technologies for more complete, timely info Current conditions & estimated travel time Weather information Key attributes

Promotional Strategy: 

Promotional Strategy Goal Build awareness and usage of 511 Positioning Overall, desire to make the unfamiliar familiar Brand Image Authoritative, guiding and scouting imagery Positive associations with government provided service, CHP Promotional Channels/Mix Radio will be the primary advertising medium for traffic along with outdoor Target Market Listeners to radio traffic reports and drivers on major arterials Commuters who can schedule around heavier traffic periods Call to action Make 511 service an everyday tool when thinking about traveling in the Bay Area Traffic specific- Want the target to perceive/use 511 as a complement to radio traffic reports Provide information in-between reports Provide further detail on a reported incident

Marketing Strategy: 

Marketing Strategy Introduction Strategy Phased approach between Dec. 02 and June 03 Launch December 6 of “511 vision”, 511 phone service, and online ride match service Second milestone: 511 driving times Third milestone: finalized web portal and enhanced transit page, including transit trip planner

Market Research: 

Market Research Plans for Evaluating 511 Service Three major areas of focus Satisfaction (May-03) Ease of use Organization of content Accuracy of information Timeliness of information Awareness – overall (June-03) Need/benefit fulfillment (May-03) Uses and usability Naming of features/attributes Major data collection methods Focus groups Phone / Web surveys Web remarks – feedback Phone remarks – feedback Internal audit System measurement (on-going)