Marketing Transit Services to Business (1998) / Chapter Skim
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Appendix A
Appendix A
Pages 211-220
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From page 211... ...
Suburb-to-Suburb Market Segment Pace established the following goal for this market: Gain 905 additional daily trips by increasing utilization' rates for existing customers, decreasing the defection rate for existing customers, and attracting new customers. Specific strategies for achieving this goal are summarized below.
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From page 212... ...
Promote the cost satmg$ associated with riding the ~U$. Infrequent Pace customers may not be considering the true costs of their occasional auto commutes.
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From page 213... ...
Increasing Pace's visibility can help promote the service among non-users. Suburb-to-Dity Market Segment Pace established the following goal for this market: Gain 439 additional daily trips by regaining eldership lost when CTA eliminated the joint CTA/Pace pass in 1995 and by increasing cusfon~er utilization rates.
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From page 214... ...
This could encourage Metra users unfamiliar with Pace to try feeder buses or other services. city-to-Suburb Market Segment Pace established the following goal for this market: Gain 342 adclitional daily trips by decreasing tile defection rate for existing customers and attracting new customers.
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From page 215... ...
Promote cost sayings, hnag4 saf0H, and environmental Benelux of using Pace, targeting employed African American females. Tunis group of reverse commuters is concerned with image and safety, is price sensitive, and is snore concerned about the environment than are other groups.
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From page 216... ...
Direct mail flyers included in monthly advertising mailers Joint promotions witty Metra (focusing on suburb-to-city commuters) Printed materials targeting high school and college students making suburbto-suburb trips, including a student user guide Public relations (including press releases and meetings with editorial boards)
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From page 217... ...
Market Researeh Plan Pace makes extensive use of market research activities to support its overall ridership and service goals. Tile goals of the ~ 997 Market Research Plan include the following: · Increase customer satisfaction through the Customer Satisfaction Index (CSI)
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From page 218... ...
Relocation Support Sets. Pace will continue to support employers relocating from Chicago or an inner suburb by assessing employee transportation needs and developing proposals for Pace services.
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From page 219... ...
speeds/Reduce travel time -- : Employee shortages :g,, :CTA suburban routes : ~ i. Employer relocation O Clean Air Act compliance More direct service to CBD Express bus Vanpools Reverse express and subscription routes Reverse vanpools Improve operating speeds/reduce travel time Improve suburban access/waiting conditions Employee shortages Improve awareness of Pace Employer relocation .
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