Foothill Transit Claremont Class Pass Campaign

Target Audience: Students and faculty at the seven Claremont Colleges: - Pomona College - Claremont Graduate University - SCRIPPS - Claremont McKenna College - Harvey Mudd College - Pitzer College - Keck Graduate Institute

Strategy Objective:Objectives: 1) Inform 2) Trial and usage 3) Increase student customer base and overall ridership As with previously successful pilot programs, working closely with the colleges' marketing department was critical to identifying unique marketing opportunities most representative of the campuses and the student base. Emphasis was placed on generating awareness, increasing Foothill Transit's presence on campus and utilization of on-campus media and distribution methods. Ex: Student intranet portal, campus newspapers, cafeteria, school events, etc. Personalized "Claremont Colleges" marketing materials were heavily leveraged in high-trafficked campus areas. Messaging emphasized in cost savings of free, ease of riding transit, and the added-value of visiting destinations beyond campus.

Situation Challenge: Class Pass ' a two-semester pilot program providing students and faculty unlimited rides on Foothill Transit ' was set to launch at Claremont Colleges in January 2018. Unlike previous Class Pass schools that were each located on a single campus, Claremont Colleges spanned across seven different colleges and campuses, presenting a unique marketing challenge. With one central point established for students to obtain a Class Pass, marketing and outreach required individualized campus messaging and efforts, as well as coordination on all sides to achieve success and full adoption of the program. Previous school referenda votes passed with an average of 76% approval. Effectively marketing this program in the introductory stage.

Results Impact: In just the first week of launch, 1000 students obtained a Class Pass equating to over 1,000 boarding. Ridership increased significantly in the first 3 months of launch with steady boardings throughout, averaging 1544 per month with a peak of 2,021. To date 2,037 Class Passes are in use, nearly 30% of student/faculty population lifting overall ridership for Foothill Transit. Developed a synergistic outreach effort with Claremont Colleges marketing department and individual campus administration to widely execute a fully-integrated marketing campaign across campuses. Claremont Colleges 2018 Monthly Boardings Jan 1,097 Feb 1,647 Mar 2,021 Apr 1,825 May 1,665 June 1,592 July 1,535 Aug 1,127 Sept 1,391

Why Submit: The key to campaign success was two-fold: developing strong relationships with university personnel and identifying effective, unique marketing venues to reach our audience across campuses and throughout their day, such as cafeteria and lounge table cards, student-run campus newspapers, digital campus displays, student intranet portal digital banners. Secondly, utilizing straightforward cost savings message and highlighting the ease of riding transit. As the fourth pilot launch of the Class Pass program, this campaign was slightly different with seven individual colleges. This two-semester Claremont Colleges pilot program will conclude December 2018. Foothill Transit is currently in discussions with the Claremont Colleges to see how the Class Pass may become a permanent program.