OPERATION LIFESAVER AND THE FEDERAL TRANSIT ADMINISTRATION PARTNERSHIP CATHY GILLEN, OLI CONSULTANT JUNE 27, 2012

Transcription

1 OPERATION LIFESAVER AND THE FEDERAL TRANSIT ADMINISTRATION PARTNERSHIP CATHY GILLEN, OLI CONSULTANT JUNE 27, 2012

2 OLI/FTA Partnership History First pilot programs took place in 2007 in: Austin, TX with CapMETRO New Jersey New Jersey Transit Charlotte, NC CATS St. Louis, MO North Star in MN Sound Transit Seattle, WA

3 OLI/FTA Partnership Transit Agencies Selected for Grants to Date: Memphis, p, TN Phoenix, AZ Portland, OR Salt Lake City, UT Denton, TX Atlanta,, GA

4 MATA (Memphis) Partnership Largest transit operator in the state of TN; 40,000 riders each weekday throughout Memphis & surrounding areas; 244 transit vehicles including paratransit vans, vintage rail trolleys & conventional accessible buses;

5 MATA (Memphis) Partnership MATA serves 4 cities in Shelby County & West Memphis in Arkansas; Authentic vintage trolleys to downtown's most notable attractions & view of Mississippi River along the Riverfront; 35 trolley station/stops.

6 OLI/FTA Partnership - MATA Memphis Overview and Activities Sent new OLI trespass posters to MATA for use by colleges along trolley line; Presented to all of the 1st grade at the downtown Memphis school; Plan to train museum volunteers; Printed 5,000 card board cut out banks in the shape of trolley cars.

7 OLI/FTA Partnership - MATA Permanent display at Memphis Railroad Museum

8 OLI/FTA Partnership - MATA Wall display is inches wide, 91 inches tall & stands out away from the wall inches; Mounted above display are a set of flashing railroad crossing lights; Standing in front of the display & to side is a clear display stand which holds safety brochures, coloring books & the trolley car pop-up; Also features the TNOL State Coordinator & OLI contact information;

9 OLI/FTA Partnership - MATA Display features large picture of trolley car & several small pictures showing historical background of the trolley system; Also gives brief history of OL, logo & list of Safety Tips; Illustration is also provided along with safety tips, pointing out each tip.

10 OLI/FTA Partnership - MATA TNOL State Coordinator and Memphis area Volunteer Presenters attended Grand Opening on May 12; Over 1,000 people attended; Over 30,000 more are expected to visit by end of 2012; Press release was issued;

11 OLI/FTA Partnership - MATA TNOL will continue to provide safety materials to museum & has supplied them with OL videos for future use; TNOL V l t P t ill l id t ti TNOL Volunteer Presenters will also provide presentations to groups as needed by the museum until Operation Lifesaver Presenter Training classes can be provided to museum employees (training to occur in 2013).

12 OLI/FTA Partnership Valley Metro Target Audiences College Students at the ASU campus Downtown Phoenix Residents Downtown Commuters Goals Educate about dangers that occur along the light rail system if certain safety precautions are not taken; Reduce and prevent incidents, injuries & fatalities with passenger vehicles & pedestrians along the LR system.

13 Valley Metro Partnership Phoenix Overview and Activities July 23 Dec. 12 Purchasing 3 center LR train wraps with Dying to Get There logo to remind people not to cross tracks improperly; Television PSAs 2, 30 second spots; Working with Clear Channel radio to run verbal PSAs for free; Posters for boarding locations & at the ASU campus/ area; Facebook Page, other Social Media; Linking AZ Illustrated (PBS TV and radio in Tucson) with sister station at ASU Campus.

14 Valley Metro/AZ OL PSA p// yp / / / olightrail.html

15 OLI/FTA Partnership Portland Tri-Met Overview New online & social media safety outreach marketing campaign targeting year-old male riders (who are also pedestrians) in the Portland metro area. Objective -reduce near misses & collisions i with pedestrians. Plan was to gain attention & participation; increase awareness of the risks of distracted behavior, get them thinking & generate public awareness of the problem.

16 OLI/FTA Partnership Tri-Met Time Frame 4 Weeks Target Audience Males within 25 miles of the downtown Portland area; Majority (63%) of MAX collisions with pedestrians & bicycles were male; Majority of risky behavior displayed by males (62%), as well as inattentive behavior (64%). Advertising Message Stay alert. Stay alive.

17 Tri-Met Partnership Facebook and online (Oregon Live) display ads * Click-through website to quiz with 2 safety questions: What risky behavior may lead to serious harm? Stepping into a crosswalk while on a mobile phone or smartphone Stepping into a crosswalk while listening to an ipod Holding hands Both a & b Almost 5,000 pedestrians are killed every year. What % of 5, p y y had a BAC level at or above the illegal limit? 53% 36% 28%

18 Tri-Met Partnership Online leader board ad seen on OregonLive.com

19 KGW.com Ad Tri-Met Partnership

20 Tri-Met Partnership

21 Tri-Met Partnership Winners won a $200 TicketMaster gift card; Timbers tix 743 people took quiz & entered contest; More people clicked through to the quiz than actually entered the 2 questions; Completion rate about 20 percent.

22 Tri-Met Partnership Additional Tactics Non-traditional print ads: Placed ads with Water Closet Media, a company that places ads in bathrooms in various venues. Television ads: Placed TV ads on KGW (news Channel 8) to enhance the KGW.com ad as well as the app ads. Featured ad was Operation Lifesaver s Stay Alert. Stay Alive.

23 Tri-Met Partnership Recommendations for Future Social Marketing Campaigns Second wave of Facebook ads Landing page with safety information for the contest Reviewing & changing questions Creating C Facebook ads of Friend of Fan ads Redesigning the Facebook ads Repeating the OregonLive & KGW com (news & sports Repeating the OregonLive & KGW.com (news & sports pages) online ads

24 Tri-Met Partnership Costs Total cost was $13,500 OLI/FTA grant of $7,500 Tri-met Ti t paid remaining i balance of $5,500 Tri-Met also paid for Be Alert television ads during the same period for $21K

25 OLI/FTA Partnership TRAX UTA Overview and Activities Co-sponsored UTA/OLI Pedestrian/ Rail Safety Symposium on November 16 more than 160 people attended; Trained four new UTA employees as presenters (November 2 and 3, 2011); Designed, produced d & launched new Public Service campaign that focuses on the Second Train ;

26 UTA TRAX/UT OL Partnership

27 UTA TRAX/UT OL Partnership Campaign from Nov. 30 Dec. 24 Included: Radio Advertisements 3 Different TV Commercials Billboards Exterior TRAX Advertisements Exterior TRAX Train Wraps New Signs at TRAX & FrontRunner Stations News Conference Facebook & Twitter UTA Safety Platform Blitz on January 24, 2012

28 OLI/FTA Partnership Denton, TX Denton County Transportation Authority (DCTA) provides commuter rail service connecting passengers from Downtown Denton Transit Center to Carollton, TX; Provides access to DART s Green line for travel into Downtown Dallas, TX approximately 43 miles away; DCTA commuter line, A-train includes 5 A-train stops & stop at Dallas Area Rapid Transit s (DART) Station in Carrollton;

29 OLI/FTA Partnership Denton, TX Serves 1,600 riders each weekday with extended service on Friday nights & Saturdays; Service runs through h residential neighborhoods h & close to schools, apartment complexes & trailer parks; Also serves students & visitors to three area colleges University of North Texas, Texas Women s University & North Central Texas College.

30 DCTA Partnership Texas Operation Lifesaver (TX OL) and DCTA History TX OL & DCTA have worked together to promote rail safety since prior to June 11 launch of the A-train; Since March, partnered on message development for Consider the Impact, campaign which uses powerful statistics & everyday yobjects such as a soda can & a tomato to underscore consequences of unsafe activities around rail crossings, along railroad tracks & at rail platforms;

31 DCTA Partnership

32 DCTA Partnership Now taking Consider the Impact campaign to DCTA s transit riders, as well as motorists & pedestrians in the areas along the system; DCTA also partnering with Trinity Railway Express (TRE) & Herzog Transit Services, Inc. on campaign to deliver same message to TRE corridor between Dallas & Fort Worth; Plan is to share campaign with other rail properties to further advance message beyond the Dallas-Fort Worth Metroplex.

33 DCTA Partnership Increase public awareness through Consider the Impact campaign through the use of: Internet advertising (Digital banner ads, Facebook ads); Print ads (Kid Life publication & A-train magazine); Social media messages (Facebook & Twitter); Direct Mail (schools, daycares & community organizations); Radio PSAs; At-station platform decals; Continued community presentations; Community event participation; Community-wide rail safety presentations; Proclamations from area municipalities & governmental entities.

34 DCTA Partnership $7,500 grant from FTA/OLI will allow DCTA to implement additional strategies to promote the campaign; With grant, DCTA will have the ability to afford production & placement of a billboard in a high visible area along the A-train corridor; Variety of options available along I-35 E corridor which runs parallel to A-train corridor; I-35E is high traffic area & will receive large number of impressions to further promote rail safety message.

35 MARTA (Atlanta) Partnership New Campaign Creating New Distraction Back of Bus Ads Bad Move posters in buses & on trains

36 CapMETRO in Austin, TX Plans to Use Shark Banner Ads in New Campaign

37 Passenger Rail on OLI Website Work continuing on passenger rail section of OLI website; To improve readability of the landing page, page was refreshed, reducing amount of copy & adding video safety tips on distraction & platform safety;

38 Passenger Rail on OLI Website Passenger Rail Safety landing page views were up 21% from the first to second quarters of 2012; Majority of visitors spent additional time on other site pages, including other pages linked to the landing page; Promoting the passenger rail page in social media including Facebook, Twitter and Pinterest.

39 OLI/FTA Partnership Additional Grant Activities Exhibited at Students t Against Destructive ti Decisions i (SADD) Conference in July 11 in Chicago Goal - reach driver s education teachers and others in schools to include rail safety in their education outreach and campaigns. Exhibited at APTA Conference in Oct. 11 in New Orleans 14,000 people Met transit agency officials and let them know we are available to assist with safety campaigns.

40 OLI/FTA Partnership Additional Activities, continued Continuing to Integrate Passenger Rail on OLI s Website - us/passenger rail safety Added a Best Practices section & distributed press release about new section of the website to trade press. Securing gplacement of distracted pedestrian PSA on Maryland Mass Transit Administration website.

41 OLI/FTA Partnership The Future funding has been approved Proposed work plan has been sent to FTA for approval Areas to work in include: More state grants Partnership with National Organizations for Youth Safety (NOYS) on distracted driving/distracted pedestrian campaign for youth; New transit safety materials; Continued work on transit section of website Participation at trade shows and conferences

42 Questions/Comments Q / Cathy Gillen (443) cathy@cathygillen.com