GRTC Wins Outstanding Marketing Award
The Greater Richmond Transit Company (GRTC) is proud to have be selected by the Virginia Transit Association for the 2016 VTA Outstanding Marketing Award for our “Choose The Pass That’s Right For You!” campaign. The award was announced on May 25th at VTA’s Annual Conference Awards Luncheon in Fredericksburg, VA.
On November 15, 2015, GRTC launched new unlimited ride fare passes, providing more choices for riders to pay for and ride transit. Providing choices is imperative to achieving an exceptional experience for GRTC customers. This concept is the core of our marketing campaign, “Choose The Pass That’s Right For You!”
Not only is each rider unique, GRTC serves transit needs across multiple jurisdictions, each with their service needs and fare structures. GRTC was tasked in 2015 with creating a pass system that could meet rider and jurisdictional needs, while remaining revenue-neutral to GRTC and cost-neutral to the customer. GRTC was able to accomplish both goals without raising fares in any jurisdiction and providing added value to customers - the more frequently they ride the more money they now save.
In order to smoothly transition from the Go Card and cash-based fare system, GRTC had to organize the new unlimited ride period passes by each jurisdiction’s fare structure and make all of those choices easy to understand by the customer. Additionally, transfer tickets were eliminated. To simplify the transition, all Go Cards were retired except for the classic $10 Go Card, which was essential for the Chesterfield Express routes. Everywhere else in the system, color-coded passes were developed for the Local Fixed Routes, Henrico Express/Pemberton Routes, Petersburg Express Route, the seasonal Kings Dominion Express Route, and Reduced Fare Passes for Local Fixed Routes. Each pass for each route type had to be designed from scratch in-house by GRTC staff.
Not only did GRTC want to provide unlimited ride passes, GRTC also responded to customer feedback for time-period choices. Therefore, the following pass choices were developed: One Ride (one ride on one bus without any connections); One Ride Plus (the equivalent of one trip connecting two buses going one direction); and a Day Pass, 7 Day Pass and a 30 Day Pass (ride as much as you want until the end of the last transit day at 3AM). The expiration date and time is printed on the back of the pass upon activation at the farebox.
GRTC conducted its largest marketing campaign in years, knowing how important it was to ensure every customer new about the change coming in November 2015, and also understood how the passes could benefit them. Knowing that no two riders are alike, GRTC used a targeted marketing blitz across platforms to reach as many riders as possible.
Innovatively using a “destination-driven” marketing campaign, GRTC built video and photographic material that could tell relatable and real stories of riders connecting to destinations, choosing the pass that’s right for them. Partnering with destinations like Virginia Commonwealth University’s Siegel Center, Siné Irish Pub and Restaurant Richmond, the Science Museum of Virginia and Kroger helped GRTC tell the stories of riders choosing the pass that’s right for them so they can connect with the destinations and people they care about.
The videography enabled GRTC to create five new helpful “How To”-style customer videos to educate and inform riders about changes and new choices available. Real GRTC riders and GRTC employees, some of whom volunteered on their days off, participated in these videos. Additionally, GRTC’s Marketing Department created five TV ads that ran for six weeks on local TV stations NBC12, CBS6 and WRIC8 from November 2015 into December 2015, before and after the November 15, 2015 launch date of the fare passes. Again, real GRTC riders and GRTC employees participated in these commercials.
To reach customers outside of television, GRTC ran audio announcements and posted flyers on the fleet. A new “fare guide” interior channel card was created and posted in English and Spanish. A new “How To Ride” brochure guide was created in English and Spanish. GRTC also created a bus destination header electronic sign message, saying, “GRTC now offers unlimited ride passes.” Bus board advertisements highlighted the different types of passes. Newspaper print advertisements ran in the Richmond Times Dispatch, the Richmond Free Press, the Progress-Index (Petersburg), and the Henrico Citizen. A series of bus shelter advertisements were installed. Finally, GRTC redesigned the fare section of its website, creating new tools for customers to choose the pass that’s right for them. Images, information, web links and brief facts were shared on GRTC’s social media platforms. Information about passes was also added to GRTC’s Transit On The Go! Mobile App.
