Case Study: Escambia County Area Transit
Location: Pensacola, Florida
Escambia County Area Transit (ECAT) has seen significant growth over the years. With 1.6 million passenger trips and over 1,500 bus stops, ECAT continues to provide reliable and affordable transportation throughout the community.
ECAT worked with the Center for Urban Transportation Research (CUTR) to perform a comprehensive operation analysis that evaluated the current system. Results showed that route revisions would result in increased efficiency and functionality of the system, making it more appealing to riders throughout the community. So as not to overwhelm the passengers, CUTR recommended that these changes be implemented in two distinct phases.
Ultimately, these changes would ensure quicker route times, better frequency, expanded choices and more access. To ensure a smooth transition through both phases, Kidd Transportation Group created a comprehensive communication campaign - "Know How To Go." The primary campaign objective: get riders to learn about their new routes and adjust accordingly in an effort to mitigate loss of ridership.
Overall Objectives
- Secure one positive story from both print and broadcast outlets during each phase
- Maintain current level of ridership during route revisions
- Gain local government support through educating elected officials of all system-wide changes
Implementation
Kidd Transportation Group developed and implemented the "Know How To Go" campaign to target several key audiences:
- Employees
- Riders
- Media
- Elected Officials / Community Leaders
- Business (major employers)
This 12-month initiative used strategic public relations and advertising to creatively educate the target markets throughout Pensacola. Initiatives included radio interviews, interior bus panel signage, countdown posters, community-wide contests, electronic blasts, press conferences, signage on bus stops, visual displays and television advertising.
Evaluation
(1) The "Know How To Go" campaign garnered significant media attention during both phases. Kidd Transportation Group secured a total of four news broadcasts on the major television network and six articles in the major daily newspaper during the campaign.
(2) ECAT experienced a less than one percent difference in ridership - a huge success considering the monumental changes and virtually no loss by the time changes were completed.
(3) Shortly following culmination of the campaign, four of five local government officials publicly expressed their support for ECAT. As a result, additional funding endeavors are currently in the works for this system.
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