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WMATA BRT Marketing and Branding Presentation Rapid Transit Steering Committee April 30, 2013 PowerPoint Presentation
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Washington Metropolitan Area Transit Authority. WMATA BRT Marketing and Branding Presentation Rapid Transit Steering Committee April 30, 2013. Purpose. To brief Rapid Transit Steering Committee members on the development of a WMATA approach to branding a regional premium transit service.

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Presentation Transcript
slide1

Washington Metropolitan Area Transit Authority

WMATA BRT Marketing and

Branding Presentation

Rapid Transit Steering Committee

April 30, 2013

slide2

Purpose

To brief Rapid Transit Steering Committee members on the development of a WMATA approach to branding a regional premium transit service

slide3

Premium Transit Bus Brand

Attributes and Position

Positioning Criteria

  • Different and easily distinguished, trade marked
  • Comply with safety, ADA, high visibility and function

Target Audience

  • Commuters, shoppers, tourists, travelers
  • Developers, residents, leaders, staff, media

Service Attributes

  • Convenient, frequent, reliable, quick
  • Safe, comfortable
  • Above ground, hip, urban, quality facilities
  • Easily understood service, schedule pathways
slide4

Premium Transit Bus Brand

Attributes and Position

Station Attributes

  • Grand experience, sized to demand, like rail
  • Significant architecture and unified design
  • Complete signage and information
  • Avant-garde, contributes to community

On-Board Attributes

  • Interior design quality, comfort, image, clean
  • Fewer stops and reduced travel time
  • Green technology propulsion
  • No advertising, retain brand image
slide5

Premium Transit Bus Branding Customer Input

Joint Project Task Team evaluated service characteristics and brand concepts for testing

  • 3 Focus Groups
  • 3,717 respondents online survey
  • 34% lived in either Alexandria or Arlington
  • 30% DC and 11% Montgomery
premium transit bus branding research results
Premium Transit Bus Branding Research Results
  • Four designs tested, two colors each
  • Strong favorite - BLUE
  • Preferred name – MetroWay
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Next Steps

  • Continue to work with Alexandria and Arlington to implement CCPY service in Spring 2014.
    • Obtain new buses
    • Develop new line name
    • Implement marketing and promotion program
    • Support real time passenger information
    • Implement fare collection equipment and tactics