Case Study: Bay Town Trolley
Location: Panama City, Florida
Bay Town Trolley is the only from of public transportation for residents and visitors in Panama City, Florida. Established in 1996, the trolley faced public, government and media scrutiny because of Panama City's prior public transportation failures. The negative public perception directly affected the new Trolley service because people were hesitant to support a service, which in their eyes, failed long ago. By year two, ridership was topping off at a low 50,794. Kidd Transportation Group was hired to develop a consistent brand essence and image for the company, implement a strategic marketing plan to increase ridership and gain support from the local elected officials.
The trolley's primary challenge was educating the average resident. Most considered the Trolley a "lower class" transportation system. Others were confused as to how the Trolley system worked. With ridership at a standstill in 1998, the trolley struggled to find a strong user base. Additionally, the Trolley staff does not include a marketing position that focuses on improving Trolley image, ridership opportunities or public relations.
Overall Objectives
- Increase trolley ridership by 10% at the end of each fiscal year
- Improve public and government perception and support of the trolley
- Increase positive media coverage of the trolley in both print and broadcast outlets
Implementation
Kidd Transportation Group has worked with Bay Town Trolley for over a decade. Through the years, image-enhancing initiatives have successfully branded the system as a fun, friendly and family-oriented mode of transportation. Marketing efforts have included everything from:
- Publicity Efforts
- Community Outreach Initiatives
- Newsletter Development and Distribution
- Riders Appreciation Tactics
- Paid Advertising Component
Since our early days with Bay Town Trolley we have continued to produce award-winning campaigns, have developed a new user-friendly ride guide, launched www.baytowntrolley.org and set up a Public Transit Advocacy program to increase ridership and participation in all municipalities throughout Bay County. Bay Town Trolley’s marketing efforts continue to gain recognition at both the statewide and national level.
Evaluation
(1) Analyzing recent 2006 ridership numbers, we have found that in the past 8 years of working with the trolley, Kidd Transportation Group has successfully increased ridership by an overall 508.7 percent. When we began our marketing efforts, the system's ridership was at 50,794. Today it has currently reached 309,149 riders. Additionally, at the end of each fiscal year, ridership numbers have met or exceeded the original goal of bring increased by 10 percent. The breakdown is as follows:
Fiscal Year |
Ridership Increase |
1998 - 1999 |
25.2 % |
1999 - 2000 |
11 % |
2000 - 2001 |
10 % |
2001 - 2002 |
20.3 % |
2002 - 2003 |
26.4 % |
2003 - 2004 |
54.2 % |
2004 - 2005 |
36.9 % |
2005 - 2006 |
27.5 % |
2006 - 2007 |
20 % |
2007 - 2008 |
31 % |
View the Annual Ridership Chart [PDF]
(2) Significant progress has been made with local elected official support in the Panama City area. When Bay Town Trolley began, they received no support from government officials. Primary research shows that as of last year, 80 percent of the elected officials have expressed their support of public transportation in the community.
(3) Over the past eight years, Kidd Transportation Group has garnered countless articles and television spots featuring Bay Town Trolley's successes, community outreach and growth. In 2006 alone, the system received 11 print articles in the major daily newspaper and seven news spots from the two major television networks in the area. 100 percent of coverage positioned Bay Town Trolley in a positive light. At 766,002, total print impressions reached over three quarter of a million.
Annual Passenger Trips of Peer Systems in U.S.
(Annual Passenger Trips in Hundred Thousands)
A recent Peer and Trend report released by The Center for Urban Transportation Research, shows Bay Town Trolley’s annual passenger trips surpassing 11 other peer systems in the nation. This report is released at a time when trolley officials are announcing a 73 percent increase in ridership above 2008 year-to-date totals.
CASE STUDIES
Bay Town Trolley Logo
Bay Town Trolley Pier Park Express
Bay Town Trolley Print Material
