Kidd Transportation Group

Location: St. Lucie County, Florida

Bay Town Trolley is the only from of public transportation for residents and visThe Treasure Coast Connector provides fixed route service to the fifth fastest growing community in the nation. To meet the needs of this dynamic, culturally diverse and rapidly changing community, the Treasure Coast Connector hired Kidd Transportation Group in 2004 to implement a strategic marketing plan to meet goals critical to the system's success.

Public transportation on this scale had never been provided in St. Lucie County before. This brand new service functioned virtually unnoticed for two years. Initial research showed that recognition of the service name, logo, or even its existence was literally non-existent. Compounding the challenge to the particular marketing campaign was the fact that only three routes and four buses served the entire community. Lack of awareness, poor frequency, lack of routes and lack of funding for growth presented some unique challenges to this effort.

To ensure the much needed growth and improvements to the system, ridership had to increase. Local elected officials found it difficult to increase funding of a service that so few residents used. While this "chicken before the egg" scenario is not specific only to public transportation - the broad geographical area and total lack of awareness presented some unique challenges to us in St. Lucie County.

Overall Objectives

1. Increase ridership by 20% in 12 months
2. Garner support for elected officials through increased funding in 12 months
3. Increase awareness of the system name and physical identity by 40% in 12 months

Implementation
Kidd Transportation Group and the Treasure Coast Connector developed some challenging goals for the first year of the campaign. With little more than a ride guide and call center, Kidd Transportation Group mapped out a route designed to drive through the goals and position the system for future growth through support from elected officials.

Within 60 days market research on awareness was completed, a strategic marketing plan and timeline were developed; a brand-new website was launched in both English and Spanish (www.treasurecoastconnector.com), the first draft of Connected!, the system newsletter, was designed and launched and community outreach plans were coming together weekly. This rapid pace was possible because of a strong, clear and concise plan of action. This plan was coupled with weekly updates that clearly outlined each team member's responsibility for that week.

Evaluation
Kidd Transportation Group blew away the goals and objectives for this campaign in the first 12 months. Measurement tools used throughout the campaign included web trends, community participation in Treasure Coast Connector events, feedback from elected officials, quantity and quality of media coverage and ridership.

(1) Ridership increased a record-breaking 43% in the first year - a 115 percent increase above the original state goal. This increase is a testament to the consistent communication and educational components of the campaign.

(2) Community support from area businesses and residents is visible and support from local elected officials is stronger than ever. Funding of an additional route this year is clear evidence of this support.

(3) Research was conducted at the 12 month point to gauge community perception. Results show that awareness of the system name and physical identity of the Treasure Coast Connector increased to 65 percent - 15 percent above the original goal.

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