SEPTA PRESENTATION PART II

Hannah Mira Set Yi Lim

Francesca She Renee Williams

Anisha Henry Mollee Douglass

MARKETING PROPOSAL 2017 - 2018

SOUTH EASTERN PENNSYLVANIA

TRANSPORTATION SYSTEM

SEPTA

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SUMMARY SEPTA is the nation’s 6th largest public transportation system and one of the region’s largest employers, with a workforce of more than 9,000 employees. SEPTA is the major transit provider for five counties in Pennsylvania.

Source: Annual Report 2014, SEPTA

VISION To be the region’s preferred choice for transportation.

SEPTA will earn that choice through:

Sustaining our environment & preserving our system for future generations

Committing to continuous improvement & innovation

Providing safe, excellent service by a team of dedicated employees

Connecting the region for integrated mobil ity

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HISTORY

o  The growth of public transit o  Rebuilding the public transit system o  Stronger appreciation and value

PUBLIC TRANSIT


What was once considered obsolete, is now seen as a tool for:

o  Economic prosperity o  Sustainability o  Enhance the quality of life

§  Publ ic transportat ion tr ips have increased by 10 percent over the last f ive years

§  Two percent decl ine of highway tr ips

NATION’S 6TH LARGEST TRANSIT SYSTEM

MAJOR SHIFT IN TRANSPORTATION SYSTEM

§  An increase in transit usage among residents and people who travel to the city to and from work

§  Studies show that up to 70 percent of employees use SEPTA as their means of t ransportat ion to work

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MISSION


SEPTA is dedicated to delivering safe, reliable, sustainable, accessible, and customer-focused public transit services, contributing to the region's

economic vitality, sustainability, and enhanced quality of life.

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CURRENT POSITION SEPTA has the 6th largest U.S. rapid transit system by ridership, and the 5th largest overall transit system, with about 306.9 million annual unlinked trips. It controls 290 active stations, over 450 miles (720 km) of track, 2,295 revenue vehicles and 196 routes. SEPTA is one of only two U.S. transit authorities that operates all of the five major types of transit vehicles: regional (commuter) rail trains, "heavy" rapid transit (subway/elevated) trains, light rail vehicles (trolleys), electric trolleybuses and motor buses.


OUR CULTURE

COLLABORATIVE CONSTRUCTIVE

RESPECTFUL ENGAGING

TRANSPARENT

OUR PEOPLE

DIVERSE HONEST CREATIVE

EMPOWERED ACCOUNTABLE

OUR SERVICE

SAFE RELIABLE

SUSTAINABLE ACCESSIBLE

CUSTOMER-FOCUSED

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CULTURE & VALUES

SEPTA is in the business of sustainability and has built a comprehensive program that integrates strategies to account for its economic, social, and environmental impacts. With previous goals implementing

o  Livable Communities o  Access to Fresh Food o  Highly Skilled & Versatile Workforce o  and Regional Business Equity

SUSTAINABILITY

Source: Strategic Business Plan for 2015-2019 , Septa

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SERVICES & MARKETS

Source: SEPTA.org

SEPTA serves the five-county area of 2,202 square miles with a population of

4 million people.

Phi ladelphia Bucks County

Chester County Delaware County

Montgomery County

Regional Rail

Market-Frankford Line

Broad Street Line

Trolley Lines

Norristown High Speed Line

Buses

CCT Connect

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FARES

SEPTA’s last fare increase took effect on July 1, 2013. SEPTA’s fare policy calls for instrumental adjustment approximately once every three years. Fare adjustments are based on leading economic indicators, such as cost of l iving and consumer price index increases. SEPTA’s $2 base-cash fare for trips on buses, subways, trolleys, and trackless trolley is among the lowest in the nation when compared to other large mass transit agencies. A variety of discounted fare instruments are also available.

RECENT INCREASE

Source: SEPTA.org

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FARES

SEPTA will begin to introduce a new “open” electronic fare system to replace the Authority’s outdated fare payment and collection system.

Source: SEPTA.prg

SEPTA KEY

Equipment Installed as of March 2016

o  175 Fare Kiosks o  187 turnstiles o  20 ADA Gates o  100% Validators on

buses, trolleys, and trackless trolleys

On April 15, 2016, SEPTA announced the rollout date for the Early Adopters program for Transit customers.

Beginning Monday, June 13, 2016, up to 10,000 Transit riders will be able to get a new SEPTA Key Card and purchase either a Weekly or Monthly TransPass at the following SEPTA Transit Stations and at the headquarters at 1234 Market Street.

Current fare instruments such as tokens, paper tickets and magnetic strip passes will be replaced by smart cards and other contactless payment devices.

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S.W.O.T. ANALYSIS

S T O W

Strengths §  Efficiency, Safety & Performance §  Large employer §  Program Maintenance §  Stakeholder partnerships §  Transportation network

Opportunities §  Internal communications §  Green/sustainability/environment §  Image and public relations §  Selling regional solutions §  Ridership Gains

Threats §  Crime and security §  Union work stoppages §  Departure of experience workforce §  Potential loss of dedicated funding §  Ability to meet capacity/no space

Weaknesses §  Scarce quality labor §  Records Management §  System Wide communications §  Aging and retirement eligible workforce §  Lack of funds for expansion

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COMPETITORS

Reasons to travel: 1.  Basic life needs 2.  Personal development 3.  Entertainment

Mobility is an essential feature of life. Travelers choose the modes they use, ones that serves him or her best. Appreciation of transit’s value to the region. A public transportation system that meets the region’s safety and mobility needs across Southern Pennsylvania.

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UNIVERSITY PASS

Source: Septa.org

Colleges and universities have the opportunity to offer their students a discounted transit pass (10% off) through the University Pass program. Passes are valid for the full length of a semester (September through December and January through May) and are sold directly by participating schools.

o  Deadline for purchasing the pass is during the busy first days of classes

o  High one-time cost of purchasing one ($284-$653)

o  Passes are ineligible for a partial refund or replacement if lost or stolen

o  Lack of choice of time period (only offers semester passes)

o  Can only purchase through school o  Only available for full time students

BARRIERS

Current Program Participants

o  University of Pennsylvania o  Temple University o  Drexel University o  University of the Arts o  Manor College o  Neumann University o  Harcum College

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UNI PASS SALES 2012-2014

Source: SEPTA Annual Report 2014

SPRING 2012 FALL 2012 SPRING 2013 FALL 2013 SPRING 2014 Quantity Revenue Quantity Revenue Quantity Revenue Quantity Revenue Quantity Revenue

TEMPLE UNIVERSITY

Semester TransPass 567 $178,945 560 $176,736 523 $165,059 573 $198,258 602 $208,292

Semester TrailPass 496 $296,608 662 $395,876 595 $355,810 616 $371,571 652 $393,286

Total 1,063 $475,553 1,222 $572,612 1,118 $520,869 1,189 $569,829 1,254 $601,578

UNIVERSITY OF PENN


Semester TrailPass 105 $62,790 113 $67,574 101 $60,398 157 $94,702 139 $83,845

Total 389 $152,420 411 $161,623 344 $137,089 444 $194,004 410 $177,611

DREXEL UNIVERSITY


Semester TrailPass 974 $145,613 952 $142,324 1,020 $152,490 1,014 $152,911 1,005 $151,554

Total 1,575 $193,032 1,492 $184,930 1,622 $199,988 1,706 $212,769 1,620 $204,752

Totals 3,027 $821,006 3,125 $919,165 3,084 $857,945 3,339 $976,603 3,284 $983,941 Growth 8% 17%

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TARGET AUDIENCE

GENDER 64.2% Overall Ridership 35.8%

63.5% Regional Rail 36.5%

62.2% City Bus and Rail 37.8%

61% Suburban Bus and Rail 39%

0%

10%

20%

30%

40%

50%

Overall Ridership

Regional Rail

City Bus and Rail

Suburban City and

Rail

18-34

35-54

55-64

65+

AGE

CURRENT NEW o  College students (males &

females), ages 18-24 o  Active and on-the-go o  Leads a busy lifestyle o  Likes to explore the city and

meet with friends o  Doesn’t drive or have access to a

car o  Rides a bike to get around o  Lives off-campus alone or with

roommates o  Would like an easier, faster way

to get to campus

Source: Ridership 2015-2016, SEPTA

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PERSONAS

ADAM THE ATHLETE Age: 21 Year: Junior Major: Sports Therapy

A Junior at Temple University. A star athlete on Temple’s Basketball team. Wants to pursue Physical Therapy for sports athletes if his basketball career doesn’t take off. On his days off from school, he likes to hang out with friends and pick up chicks. Doesn’t have a job but is trying to save up money to buy a car. Currently gets around the city by walking everywhere or hitches a ride from a friend. Dislikes the unreliability and inconvenience of SEPTA.

STRAIGHT-A SUSAN Age: 18 Year: Freshman Major: Communications Susan starts at the University of Pennsylvania in fall 2017. She is a straight-A student and had the highest GPA and test scores in her high school. Loves to read and write and wants to be a news reporter one day. Has a part time job at a flower shop in South Philly and on her days off from school and work, likes to explore the city. Currently rides her bike around instead of taking SEPTA due to growing concerns about safety. Her friend was recently mugged on the subway so she fears the same will happen to her.

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GOALS & OBJECTIVES

Increase awareness of SEPTA’s University Pass Program for college students ages 18-24 who live within the Philadelphia DMA.

PRIMARY

SECONDARY Drive sales and use of SEPTA’s University Pass by 20% in the next two years. Address college students’ concerns about safety, cost, cleanliness, convenience & reliability riding with SEPTA.

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FORECAST

END OF 2018

By the end of 2018, there will be 20% increase in overall college student ridership due to the success of the

campaign – the goal being to increase awareness and growth of sales of the

University Pass.

BEYOND 2018

During the beginning of fall semester of each year, there will be increased engagement between the

incoming Freshman with SEPTA social media to encourage them to

ride with SEPTA and squash any hesitations that may arise.

By the end of 2017, any concerns (safety, cost,

cleanliness, convenience & reliability) college students have will be acknowledged

and addressed.

With the introduction of the SEPTA Key, college students will still be able

to get a discount but on various passes (TransPass and TrailPass) and

for different time periods (Week, Month, Semester) of their choice.

END OF 2017

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CREATIVE BRIEF

Client: SEPTA Project: University Pass

BACKGROUND 61.07% of riders use tokens and 26.17% pay with cash. There’s also an increase of advanced technology, biking sharing (Indego) and car services (Uber and Lyft).

Promote University Pass through interactive channels that students use on a daily basis including Social Media. Partner with Spotify to host a music festival and promote with Spotify ads. Distribute handouts for new students during Freshman Orientation and the first week of the fall semester. Have artists create street/wall art with chalk or moss to promote SEPTA for Students.

MEDIA

OBJECTIVES •  Increase awareness of University Pass with college students ages 18-24 within the Philadelphia

DMA by 20% in 2016-2018. •  Encourage and increase purchase of University Pass with college students ages 18-24 instead

of using cash or tokens by 20% in 2016-2018.

TARGET College students ages 18-24 who moves around within the Philadelphia DMA. Students who commutes to school and back home, likes to travel and explore and moves around a lot in the city.

FOCUS The University pass is a discounted transit pass through the University Pass Program which is only available to students who are enrolled in universities located in the Philadelphia area.

REASONS It help students save money and it allows them to move around freely without needing to bring cash around to buy token or pay at subway stations or in buses. It’s easy and swipe-and-go.

Fresh new color palette:

TONE •  Fun •  Friendly

•  Fresh •  New

•  Young •  Active

•  Safe •  Convenient

•  Inviting •  Exciting

•  Vibrant •  Smart

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MEDIA OVERVIEW

Host a 3 day music festival with Spotify Use Sponsored Sessions, Branded Playlists, Homepage Takeovers, Audio Ads, PlayStation Audio Ads to promote

SPOTIFY FESTIVAL

Google Paid Search with keywords including “around philly student” & “septa student discount”

SEARCH ENGINE MARKETING

Ads on Facebook (Custom Audiences), Instagram (Carousel), and Twitter (Tailored Audiences)

SOCIAL MEDIA

Chalk art on grounds and walls of 9 major universities & colleges in Philadelphia

LIFESTYLE

Handouts for incoming Freshman at Temple, UPenn and Drexel

PRINT

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FREE STUDENT PASS WEEK

Philadelphia has the third-largest student concentration on the East Coast, with over 120,000 college and university students enrolled within the city. To encourage more students to ride with SEPTA, there will be a week-long “SEPTA for Students: Free Public Transportation for a Week!” event at the end of August 2018. Students will need to register and provide their current school ID number to verify their part time or full time enrollment at a college or university in Philadelphia.

Free TransPass for the week of August 26 to September 1, 2018

SEPTA FOR STUDENTS

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SPOTIFY FESTIVAL

Source: Media Kit 2015 and Ad Formats, Spotify

SEPTA PRESENTS SPOTIFY MUSIC FESTIVAL Music events attract a large, youthful, audience. College students especially love attending music events. SEPTA will host two 3-day music festivals in Philadelphia: one in the summer of 2017 and the other in the summer of 2018.

Millennials (18-34yo) are more l ikely to recommend

brands who sponsor music events:

93% said they l ike brands who

sponsor music events

80% agree that branded gigs and fest ivals are the best way to

engage with them

Location: Benjamin Franklin Parkway Date: Friday, Saturday and Sunday Sept 15, 2018 – Sept 17, 2017 & Sept 14, 2018 – Sept 16, 2018

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SPOTIFY ADS

Source: Media Kit 2015 and Ad Formats, Spotify

AD FORMATS

Millennials are listening to Spotify an average of

148 minutes a day across multiple devices.

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Source: Google Keyword Tool Planner

KEYWORD GROUPS Year-long

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SOCIAL MEDIA

Source: SEPTA’s Facebook Page, Instagram, Twitter

INSTAGRAM Coming Soon 15,996 Page Likes

FACEBOOK TWITTER 65.6k Tweets

82.5k Followers @SEPTA_SOCIAL: real time customer service convo & info @SEPTAPHILLY: work, play, and everywhere in between @SEPTANEWS: PR, news bites & media related information

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LIFESTYLE: STREET/WALL ART CHALK ART & MOSS GRAFITTI On college campuses (or right near)

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PRINT: FLYERS/COASTERS

Source: Vistaprint.com

Size: 4” x 4” Paper: Matte cardstock

Distribute at college and university bars/restaurants and bars in the city.

TRIFOLD FLYERS PAPER COASTERS Size: 8.5” x 11” Paper: Glossy color

Distribute during Freshman Orientation at universities and colleges in Philly.

MEDIA MEDIA COST AMOUNT MEDIA BUY PRODUCTION Handouts Tri-fold brochures $1,120 / 8000 32,000 (2x) $8,960 Brochure holders $45 each 5 (2x) $450 Shipping $13 4 (2x) $104 Coasters Paper coasters $750 / 1,000 4000 (2x) $6,000 Shipping $13 2 (2x) $52

SUB TOTAL: $14,960 $606 GRAND TOTAL: $15,566

DETAILED BUDGET

2017-2018

MEDIA MEDIA COST AMOUNT MEDIA BUY PRODUCTION IMPRESSIONS FREE STUDENT PASS $3,132,000 $100,000 College Student Pass One week - transpass $21.60 / pass 145,000 SPOTIFY & SEPTA $504,000 $200,000 Event Activation 3 day Festival $20,000 / day 3 (2x) $120,000 Sponsored Session :15 video $8,000 / wk 4 (2x) $64,000 Branded Playlist 5 playlists $5,000 / week 6 (2x) $60,000 Homepage Takeover $20,000 / day 3 (2x) $120,000 Audio Ads :15 audio $5,000 / week 6 (2x) $60,000 PlayStation Audio Ads :15 audio $8,000 / wk 5 (2x) $80,000 SEM $146,000 1,400,000.00 Google Paid Search $6083 / m 24 SOCIAL $624,000 $5,000 Facebook Custom Audience $8,000 / m 24 $192,000 Instagram Carousel Ad $10,000 / m 24 $240,000 Twitter Tailored Audience $8,000 / m 24 $192,000 LIFESTYLE $255,000 $10,000 Street Art University of Penn $300 / install. 10 5x/wk (2x) $30,000 Temple University $300 / install. 10 5x/wk (2x) $30,000 Drexel University $300 / install. 10 5x/wk (2x) $30,000 University of the Arts $300 / install. 10 5x/wk (2x) $30,000 St. Joseph's University $300 / install. 10 5x/wk (2x) $30,000 La Salle University $300 / install. 10 5x/wk (2x) $30,000 Philadelphia University $300 / install. 10 5x/wk (2x) $30,000 Art Institute of Phila $300 / install. 10 5x/wk (2x) $30,000 Thomas Jefferson Uni $300 / install. 5 5x/wk (2x) $15,000 PRINT $23,920 $258 Handouts University of Penn $1,120 / 8000 8000 (2x) $4,480 $58 Temple University $1,120 / 8000 8000 (2x) $4,480 $58 Drexel University $1,120 / 8000 8000 (2x) $4,480 $58 Additional colleges $1,120 / 8000 8000 (2x) $4,480 $58 Coasters Campus Bars $750 / 1,000 2000 (2x) $3,000 $13 City Bars $750 / 1,000 2000 (2x) $3,000 $13

TOTAL 4,684,920 $315,258 GRAND TOTAL 5,000,178

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MEDIA FLOWCHART 2017

Total Budget: $ 5,000,000,000

Placement/Size 2 9 16 23 30 6 13 20 27 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25PRODUCTION

SPOTIFY & SEPTA $100,000 $352,000Event Activation 3 day Festival $60,000.00Sponsored Session :15 video $32,000.00Branded Playlist 5 playlists $30,000.00Homepage Takeover $60,000.00Audio Ads :15 audio $30,000.00PlayStation Audio ds :15 audio $40,000.00INTERACTIVE $4,000 $316,000SOCIAL MEDIAFacebook Custom Audience $96,000.00Instagram Carousel Ad $120,000.00Twitter Tailored Audience $96,000.00

SEM $72,000Google Paid Search $72,000.00

LIFESTYLE $5,000 $140,000Street Art $81,000.00Moss Art $54,000.00

PRINT $1,000 $4,000University of Penn $1,200.00Temple University $1,000.00Drexel University $800.00

$884,000

FEBJAN

PHILADELPHIAPublication/Property

JUNMAY 2016 TOTAL SPEND

JULMAR APR AUG SEPT NOVOCT DEC

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MEDIA FLOWCHART 2018

Total Budget: $ 5,000,000,000

Placement/Size 1 8 15 22 29 5 12 19 26 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24 31

SPOTIFY & SEPTA $100,000 $352,000Event Activation 3 day Festival $60,000.00Sponsored Session :15 video $32,000.00Branded Playlist 5 playlists $30,000.00Homepage Takeover $60,000.00Audio Ads :15 audio $30,000.00PlayStation Audio ds :15 audio $40,000.00INTERACTIVE $4,000 $316,000SOCIAL MEDIAFacebook Custom Audience $96,000.00Instagram Carousel Ad $120,000.00Twitter Tailored Audience $96,000.00

SEM $72,000Google Paid Search $72,000.00

LIFESTYLE $5,000 $140,000Street Art $81,000.00Moss Art $54,000.00

PRINT $1,000 $4,000University of Penn $1,200.00Temple University $1,000.00Drexel University $800.00

FREE STUDENT PASS $100,000 $3,232,000College student pass University of Penn

Temple University Drexel Unviersity

$4,116,000

FEBJAN

PHILADELPHIAPublication/Property

JUNMAY 2016 TOTAL SPEND

JULMAR APR AUG SEPT NOVOCT DEC

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TRACKING SUCCESS

Brand festival with various Checkout Codes for discounts off University Passes: For year: SEPTAFresh17, SEPTASoph17, SEPTAJunior17, SEPTASenior17 For school: SEPTATU, SEPTAUPENN, SEPTADREXEL, etc.

Track and analyze results (impressions, click rate) from visual ads and audio ads on Spotify

SPOTIFY FESTIVAL

Use Google Analytics to track which keywords were searched for the most before, during and/or after a promotion or event


Target specifically only college students using FB Custom Audiences & Twitter Tailored Audiences to see ads specific to their demo/psychographics/interests, etc.

SOCIAL MEDIA

With each drawing, include a special hashtag: #ChalkItSEPTA or #MossItSEPTA LIFESTYLE

Include specific call to actions and hashtags for each year and school PRINT

CALL TO ACTION AND #SEPTASTUDENT

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NEXT STEPS

Offer an expanded selection of discounted student passes

Increase access to fares at colleges

Increase focus on public safety in SEPTA stations and vehicles

Extend late-night hours on City subway lines

RECOMMENDATIONS FOR THE FUTURE

THANK YOU.

SOUTH EASTERN PENNSYLVANIA TRANSPORATION SYSTEM

SEPTA To find out more about Temple’s participation in the Septa Pass Program, contact your advisor or go to

http://septa.org/fares/discount/college.html

or

https://bursar.temple.edu/students/septa-pass-program

SEPTA PRESENTATION PART II

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