June 29 2016 Stay c ation Program Middle and high school students 18 and under with current student ID ride for free Local MetroRapid and Flex 2010 2015 one month long during spring break month ID: 595094
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Stay-cation Program 2016June 29, 2016Slide2
Stay-cation ProgramMiddle and high school students 18 and under with current student ID ride for freeLocal, MetroRapid, and Flex2010 – 2015, one month long during spring break monthSlide3
STAY-cationPrimary Promotional MaterialSlide4
HARTMarketing EffortsEstimated costs: $15,700+ Paid Media Non-Paid Media
* Tampa Tribune (Friday Extra) * Flyers on buses* TBO.com (Things to Do) * goHART.org Homepage
(promotional carousel)
* Centro Mi Diario * Bus Annunciator
(English & Spanish)
*
Florida Sentinel Bulletin * HART Email Signature Block
(33,000+ first
* La Gaceta
generation emails per month)
* Facebook * HART Social Media Outlets
(incl. Facebook)
* Printing costs
* Distribution at Community Relations Events
* Distribution to Hillsborough County Public Libraries * Postings at HART Retail Sales OutletsSlide5
Multi-Channel Communication
Efforts
District Website
School Websites
Social Media
MySpot (HCPS Parent Portal)
Newsdesk
ParentLink Email Blasts
ParentLink Phone Calls
School Site PromotionSlide6
Digital Billboards
Facebook Ads
Mix of paid and free radio promotions
(pending negotiations)
County Website
Social Media Platforms
Approved Request to Board
of County Commissioners
$10,000
Supplemental Advertising Plan
March 1 – June 10, 2016Slide7
How to Ride HARTSlide8
Stay-cation RidesSlide9
2016 – Weekly Stay-cation RidershipSlide10
Top 10 Stay-cation RoutesSlide11
Route AttractorsSchoolsKing HighMiddleton HighChamberlain HighTampa CatholicJeffersonPepin AcademyCatapult AcademySlide12
Route AttractorsUniversities/CollegesUSFUniversity of TampaEverestHCC (Ybor)EvergladesLibrariesSaundersCollege HillNorth Tampa BranchSlide13
Route AttractorsEntertainmentBusch GardensWestfield Citrus Park MallInternational PlazaWestshore PlazaSlide14
Summer Blast Pass Slide15
School Transportation and Public Transportation Federal RegulationsFederally funded public transportation cannot operate exclusive school ‘trippers’ i.e. service exclusive to schools or students.By Federal regulation, all HART transit service mustBe open to the public Operate a regular fixed route or fixed route with flexHave a published public scheduleSubject to Title VI reviewHART service must abide by Americans with Disabilities Act provisions regardless of funding source
Provide ADA paratransit service for persons with qualifying disabilities within ¾ mile of a bus route regardless of age.Unimproved bus stops prior to ADA are ‘grandfathered’ in for ADA compliance but new stops or improved stops must meet ADA ‘to the greatest extent possible’ . This includes landing pad connection to sidewalks and a clear accessible path from the bus stop to a known attractor.
Can schools contract with HART for service?
Usually found to be a violation of Federal Transit Administration ‘charter’ regulations except for passes or programs on regular routes. Charter regulations prohibit HART from providing special charters that otherwise would be contracted with competing private sector firms.Slide16
HART Marketing EffortsNon-Paid MediaFlyers on BusesgoHART.org Homepage (promotional carousel)Bus Annunciator (English & Spanish)HART Email Signature Block (33,000+ first generation emails per month)HART Social Media Outlets (including Facebook)Distribution at Community Relation Events
Distribution to Hillsborough County Public Libraries (subject to County Public Library approval)Postings at HART Retail Sales OutletsPress release(s)Slide17
HART Marketing EffortsPaid Media OptionsVarious Printing Costs (i.e., promotional materials)Radio (30 second announcements) Target: Persons Age 12 – 49 Station(s): WFLZ-FM (93.3 FM - #1 Hits Music Station) IFLZ – Streaming WFLZ-FM
WMTX-FM (100.7 FM – Adult Contemporary Format) IMTX – Streaming WFLZ-FMRadio Option A: $10,320
.
Number of weeks: Six
Number of spots: 240
Est. % Market Reached/Frequency heard: 29.5% of Age 12-49, approximately 1.6 times.
Radio Option B: $20,620.
Number of weeks: Eight
Number of spots: 472
Est. % Market Reached/Frequency heard: 43.1% of Ages 12-49, approximately 2.3 times
.
Slide18
Questions?