Lesson

Engage in robust targeted marketing and communication when forming partnerships with private mobility providers.

Experience of one transit agency entering a pilot service delivery partnership with a microtransit operator.


10/01/2016
Kansas City,Missouri,United States


Background (Show)

Lesson Learned

Marketing and communication to potential customers is critical. Microtransit operators are relatively new to the market. As a result, public transit agencies entering into public-private partnership with operators such as Bridj often to do not communicate to customers how to use the application or service to help retain engagement early-on in the pilot program. Effective marketing should be focused on the widest possible population as possible so potential riders can learn how to efficiently utilize their new transportation options. Marketing and communications efforts should be rooted in a deep understanding of local transportation options in order to tailor to specific potential rider groups and identify service areas that will justify the level of service during certain times of day.


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Source

RideKC: Bridj Pilot Evaluation: Impact, Operational, and Institutional Analysis

Author: Shaheen, Susan; Adam Stocker; Jessica Lazarus; and Abhinav Bhattacharyya

Published By: Transportation Sustainability Research Center (TSRC), UC Berkeley

Source Date: 10/01/2016

URL: http://www.kcata.org/documents/uploads/TSRC_Bridj.pdf

Lesson Contacts

Lesson Analyst:

John Hicks
Noblis


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Lesson ID: 2018-00821