SWUTC Research Project Description

Title of Project:  Reviewing, Analyzing and Updating Marketing Strategies to Increase Public Transit Ridership

Project Number:  476660-00050

Principal Investigator:
Tasjah Simmons Hall
(713) 313-1957
P.I. Affiliation:  Texas Southern University

Carol A. Lewis
(713) 313-7924
P.I. Affiliation:  Texas Southern University

Project Monitor:
Darla Bell
Manager
Strategic Analysis
Community Relations and Marketing
Metropolitan Transit Authority of Harris County
(713) 739-6035

Project Status:  Active

Date Started:  9/1/09

Estimation Completion Date:  8/31/10

Estimated Cost - Current Fiscal:  $75,525

Estimated Cost - Total Planned:  $75,525

Project Summary:
Project Abstract:
Ridership in the United States has been fluctuating over the last decade. With fuel prices increasing, urban and suburban settlements growing and global arming and environmental impact getting special attention, it is important to increase our knowledge of best marketing practices to attract riders to public transit as a better alternative to the use of their own car. Houston Metro is adding roughly 30 miles of light rail, offering new quick lines and routes and in general improving efficiency and reducing costs. But in order to move people out of their cars for all or some of their travels, a deeper analysis of the variables and a strategy to promote the public transit is required.

Project Objectives:
The goal of this research is to identify the variables that contribute to an individual’s choice of the private auto for trip making and determine what information or marketing tools would motivate the person to utilize public transportation.  Specifically this research will:

• Describe the variables that individuals indicate influence their mode choice toward the automobile.
• Explore the information that can be shared to modify that mode choice.
• Through experiential opportunities, identify the variables and marketing strategies most effective in influencing public transit as the mode choice.   

Task Descriptions:
Task 1:  Review and update literature relative to marketing and public information campaigns to promote transit ridership.

Task 2: Identify a set of individuals including representatives from Texas Southern University and the University of Houston who currently drive to their jobs and campus to serve as a focus group.  The persons will represent a reasonable cross section of incomes, ethnicities and educational levels.

Task 3: Develop interview instrument to determine the state of the perceptions about public transportation.

Task 4: Prepare small set of marketing materials to test on the focus group participants to determine what best captures their attention.

Task 5: A pretest will be given to the focus group inquiring of perceptions, matters of convenience and concepts about public transit in Houston.  This pretest will be the benchmark for later perceptions and ideas.  The focus group will also provide feedback on the marketing materials that have been prepared.  Some on-line testing may be done.

Task 6:  Make provision for focus group participants to ride public transit one day, including a leg on Houston’s light rail system.

Task 7:  Conduct post-test of focus group members perceptions after riding transit and reassess the marketing materials.  Some on-line testing may be done.

Task 8:  Prepare the final report. 

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