let’s take a ride

16
CINCINNATI STREETCAR

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Page 1: Let’s Take A Ride

CINCINNATI STREETCAR

Page 2: Let’s Take A Ride

STREETCAR BACKGROUND

Urban Sprawl• Steady Decline in Population

Due to Migration into Suburbs

Page 3: Let’s Take A Ride

STREETCAR BACKGROUND

• Shift in Economic Center

• Conversion of Productive Space to Parking Lots

• Disinvestments in Local Businesses & Residences

Urban Migration Effects

Page 4: Let’s Take A Ride

STREETCAR BACKGROUND

• Increases City Walkability

• Reduce Need for Non-Productive Space (e.g. Parking Lots)

• Job Creation within the Community

Potential Affects of the Streetcar

Page 5: Let’s Take A Ride

STREETCAR ROUTES

Phase I

• 3.6 miles long

• The Banks on the riverfront to Findlay Market in Over the Rhine

Page 6: Let’s Take A Ride

Tourists/Visitors

TARGET MARKET

• Staying Downtown for Short Period of Time

• Explore City

• Most Receptive to Marketing

• Limited Use

Day-Trippers

• Suburban Families

• Day Trip to the City

• Consistent but Infrequent Use (1-2 per month)

• Receptive hassle-free operations

Nightlifers

• Young Professionals (18-28)

• Experience Nightlife (e.g. bars, festivals)

• Consistent & Frequent Use (1 per week)

• Most Frequent Use if Adopted

Page 7: Let’s Take A Ride

TRANSPORTATION INSIGHTS

0

1

2

3

4

5

6

7

8

9

10

Cleanliness Quick Affordable Convenient Ease of Access

Important Features

Page 8: Let’s Take A Ride

TRANSPORTATION INSIGHTS

Personal Car

32%

Taxi

16%

METRO -

Cincinnati

16%

Uber/Lyft

25%

Zip Car

11%

Most Common Form of Transportation

Page 9: Let’s Take A Ride

TRANSPORTATION INSIGHTSFamily

2%

Work

11%

Shopping

7%

Festivals

18%

Sporting Events

30%

Dining

8%

Night Life

24%

Reason to Travel Downtown

Page 10: Let’s Take A Ride

Increase Unique Ridership During Stage I To Generate Awareness And Stimulate Adoption

PRIMARY OBJECTIVE

Objective:

CUSTOMER ACQUISITION

Increase Brand Awareness

Encourage Transportation Adaptation

Page 11: Let’s Take A Ride

Generates Sponsorship Revenues While Promoting Reason To Travel On The Streetcar

Financially Supports Operations During Opening Months

PRIMARY SOLUTIONS

Transit Advertising:

1.5M

STATION SPONSORSHIPS:Place Advertisements Streetcar Stops

VEHICLE WRAPS:Cover The Exterior Of The Streetcar

INTERIOR PANELS: Advertising Within Streetcars

Page 12: Let’s Take A Ride

PRIMARY SOLUTIONS

STATION SPONSORSHIPS:

VEHICLE WRAPS:

INTERIOR PANELS:

Page 13: Let’s Take A Ride

Fountain Square

Contemporary Arts Center

Public Library

Aronoff Center

Horseshoe CasinoConnects To Audience At Events They Are Already Attending

PRIMARY SOLUTIONS

Partner with Local Business, Events, and Conferences to Offer Discounts

School for the Creative &

Performing Arts

Music Hall

Washington Park

Excursion Discount:

Page 14: Let’s Take A Ride

Increase Ridership Frequency To Gain Higher Revenues Once Stage II Is Complete

SECONDARY OBJECTIVE

Objective:

CUSTOMER RETENTION & EXPANSION

Promote Consistent Use

Encourage Word of Mouth

Page 15: Let’s Take A Ride

Encourage Low-cost Customer Acquisition While Retaining Current Riders

Digital Space:

SECONDARY SOLUTION

Real-time RoutingTicket Payment & ScanCustomized Coupon Alerts

Mobile Application:

Referral Program:

Utilize Word of Mouth to Promote Streetcar

Invite Friends to Download App

Receive Ride Credits

Lyft Model:

Increase Customer Referral Value

Page 16: Let’s Take A Ride

Travis Anderson | Claire A’Hearn | Alexandra Land | Joseph Levers | Brianna Luthardt | Sarah Underhill | Nicholas Wineland | Grace Wermes

Thank You