Developing a Winning Transit Message

1. Developing a Winning Transit Message Prepared For Transit Initiatives Conference December 2003 Mike Dabadie WirthlinWorldwide 406 West South Jordan Parkway Suite 550South Jordan Utah 84095Tel (801) 938 1093Fax (801) 523 2713email: mdabadie@wirthlin.com www.wirthlin.com

2. Background • Research was conducted for the Transit Cooperative Research Program (TCRP) in 1999, designed to strengthen the image of public transportation by building upon existing positive perceptions of the transit industry. The primary objective for the initial research was to develop a communications strategy to guide national and regional efforts designed to enhance the visibility and image of transit in order to create a more positive and supportive environment for public transit. A variety of proven research methods, including discussion groups and telephone interviews, were used to help develop a target matrix to prioritize each audience and identify the most effective messages to reach objectives. • Using the baseline research conducted for the TCRP to provide the campaign framework, WirthlinWorldwide has been working with the American Public Transportation Association (APTA) to test messaging, consult on message development, and to track impact among Influentials.

3. Challenges • The need for transportation solutions is NOT recognized or appreciated.

4. Concern for Local Community or Regional Issues 0=NOT AT ALL CONCERNED, 10=VERY CONCERNED * Full text: “Transportation issues such as the availability of transportation options, aggressive driving, and commute time. December 3-28, 1999 N=1054 for each issue

5. Solution / Strategic Imperative • The need for transportation solutions is NOT recognized or appreciated.To make public transportation important, it must be linked to issues people care about, or seen as a means to deliver or support key personal values.

6. Challenge • Lack of familiarity accounts in large part for lukewarm perceptions of public transportation.

7. Familiarity with Public Transportation in Local Area “In general, how familiar would you say you are with public transportation services in your area, that is, the types of services available, schedules, routes, etc.? December 3-28, 1999 N=2,103

8. Solution / Strategic Imperative • Lack of familiarity accounts in large part for lukewarm perceptions of public transportation.Need to increase familiarity in order to breed greater favorability and increase the level of public support for transit project funding.

9. Challenge • In the case of public transportation, targeting supporters does little to increase support for transit issue at the polls.

10. Solution / Strategic Imperative • In the case of public transportation, targeting supporters does little to increase support for transit issue at the polls.Our first priority is to target communications efforts to the group most likely to significantly increase in favorability – the “swing” supporters and influentials.

11. Challenge • Although the opposition group comprising one-third of the population is formidable – the intensity of the opposition is not strong.

12. Starting Point for Coalition Building Based on 1-10 Thermometer for Public Transportation December 3-28, 1999 N=2,103

13. Solution / Strategic Imperative • Although the opposition group comprising one-third of the population is formidable – the intensity of the opposition is not strong.Opposition and swing groups provide plenty of opportunity to increase familiarity and awareness and generate support for transit issues.

14. Challenge • In addition to swing supporters, Influentials are an important target group, due to their role in shaping public opinion.

15. Concern for Local Community or Regional Issues 0=NOT AT ALL CONCERNED, 10=VERY CONCERNED * Full text: “Transportation issues such as the availability of transportation options, aggressive driving, and commute time. December 3-28, 1999 N=1054 for each issue

16. Solution / Strategic Imperative • In addition to swing supporters, Influentials are an important target group, due to their role in shaping public opinion.Targeting Influentials can magnify the impact and efficiency of the overall message and campaign.

17. Developing the Message

18. Equity Based Public Transportation Messages: Findings • All benefits tested have high level of personal importance • Consistent across all types of systems • Varied across regions • Communities with public transportation deliver all tested benefits far better than a community without public transportation • Varies in degree across systems and regions

19. Equity Based Public Transportation Messages: Findings • One benefit orientations offer greatest promise to build support for public transportation • Community Benefit Built on Personal Opportunity

20. Message Priorities Time with friends and family Mobility and freedom Safer Quality of life Cleaner air Opportunities More time to do things Easy access Average Importance Importance Lots of choices Less traffic congestion Community spirit Economic growth Average Performance Impact of Public Transportation on Community (Performance in City With – Performance in City Without)

21. Effective Communication “Persuade by reason andmotivate through emotion” Stir emotion by tapping into PERSONAL VALUES

22. They are motivational Widely shared Stable, enduring Why values are important to effective strategic communications Ideal to inspire consumers to DO something Ideal to build coalitions-- expand our base and reach out Ideal for continuity of message throughout campaign--umbrella theme

23. Strategic Hinge Me Activate and Engage Reasons, Benefits Emotions and Values Lying on the Hinge Public Transportation

24. Community Benefit Built on Personal Opportunity PRIMARY VALUES ORIENTATION Peace of Mind Accomplishment Less Stress Allows Me/Others To Do Their Job Do Other Things I Want Personal Mobility Choices and Options Local Accessibility Personal Values Driving Force Pyscho-Social Benefit Functional Benefit Message Elements The entire community benefits as a result of the opportunities provided by mobility, choice, and accessibility which generate a peace of mind from the accomplishments of people getting their jobs done or other things important to them.

25. Strategic Communication Imperative Community Benefit Built on Personal Opportunity The opportunitiesprovided by choice, access, and freedom/mobility can enable everyone in the community to accomplishwhat is important to them making the entire community stronger and more vibrant.

26. Developing a Winning Transit Message Prepared For Transit Initiatives Conference December 2003 Mike Dabadie WirthlinWorldwide 406 West South Jordan Parkway Suite 550South Jordan Utah 84095Tel (801) 938 1093Fax (801) 523 2713email: mdabadie@wirthlin.com www.wirthlin.com

27. Support for Public Transportation Increases Based on 1-10 Thermometer for Public Transportation

28. Significant Increase in Levels of Funding Support Do you support the allocation of tax dollars toward the expansion and improvement of public transportation services in your community?. 71% 77%

29. Significant Increase in Favorability I’d like you to think about the importance and impact that each has in the area where you live and for each method I read, please use a scale from 0 to 10 where a rating of 0 means you feel not at all favorable toward that method of transportation, while a rating of 10 means you feel extremely favorable toward that method of transportation.