A new digital signage system that provides real-time information on transit buses is winning approval from public transit riders in Grand Rapids, Michigan for its ability to keep them informed about the system and events going on around the community.
Hadley facilitated a seven month digital signage pilot program with The Interurban Transit Partnership (The Rapid), which is the transit authority for West Michigan’s largest community. Throughout the pilot route, an on-board digital display offered a variety of information, such as updates of weather and traffic conditions as well as dining, entertainment and shopping options at the next stop and along the route. The information can be triggered by the bus location through a GPS-type of tracking or by the time and day of the week.
The ability to customize content and create alerts in real-time is appealing for events that cause delays, safety concerns, or create disruptions to traffic and schedules. But the information can also enhance community involvement by helping event attendees navigate their way around the city. The experience is enjoyed more like a scheduled tour bus through the guidance given on screen.
The system plays a key role in fostering the success of community events. For instance, the 2014 ArtPrize organizers took advantage of the digital signage pilot program to help with the massive influx of visitors to downtown Grand Rapids. ArtPrize, a 19 day public event in Grand Rapids, draws more than 400,000 visitors, nearly doubling the region’s population for a short time. During the event, the digital signage system was interfaced with ArtPrize Facebook feeds and Twitter account to provide passengers with the most updated information, the locations of unique and popular displays and updates on the most voted pieces of arts, events coming up and scheduled performances. Visitors were able to maximize number of exhibits viewed and enjoyed the experience more with the benefit of the digital signage providing up to date information. Anyone who has managed event where visitors’ engagement and interaction is key to the success can appreciate how useful this kind of tool is to keeping the flow going and people informed.
“We participated in the digital signage pilot program because it enhances the passenger experience,” said Jennifer Kalczuk, external relations manager for The Rapid.
The Rapid used the digital signage for notifications like detours, service route changes and transit authority meetings. “It gives passengers a very visual way to know where they are and what’s coming up,” Kalczuk continued, “and we’ve heard really good feedback from passengers.”
The Rapid also used the system to boost their social network. People reacted with feedback on The Rapid Facebook page; passengers lauded the information provided to them en route. While vital route updates were noted most often as the biggest benefit, the news, weather and local information gave passengers a reason to view The Rapid as a useful resource for community awareness.
As the pilot phase of development comes near to completion with The Rapid in March 2015, it should allow planners to better identify the signage content that is most appealing to passengers.
“The feedback received through this partnership confirms that the benefits of digital signage on buses goes beyond the convenience to passengers” said Bob Dubsky, president of Hadley. “Now, it becomes a tool for providing a key community service because every community has reasons to inform the public with real-time, dynamic information.”
In this age of technology, having access to the latest news, weather and local events has become part of our everyday life. Bringing that service to public transit passengers doesn’t need to be a luxury item on the transit authority’s wish list. It’s important to have a digital signage system using a software platform allowing transit authorities and their advertising partners to publish and schedule advertising in a very effective manner. The digital signage system then becomes a revenue source that pays for itself and more, as well as fostering key community objectives.
Bob Zirlin is director of marketing for Hadley.
