CATS - First Mile Partnership with LYFT

Target Audience: Customers on the new light rail line that need access to public transit but reside outside the First Mile / Last Mile (FMLM) of two light rail stations.

Strategy Objective:? To create a partnership with LYFT rideshare services to provide the FMLM to / from the two light rail stations with a prescribed geo-fenced area around the station. Customers using CATS mobile ticketing app and LYFT's app are able to schedule a ride within the geo-fenced area with CATS contributes $4 towards each trip within the geo-fenced area and with a valid pass purchased through CATS Mobile Ticketing app. Campaign involved use of direct mail to residences, PR, social media (Twitter, facebook), signage at stations and LYFT information within their app.

Situation Challenge: With the upcoming launch of a 9 mile light rail line extension, CATS wanted to provide access to residential and employment locations near two light rail stations and leverage existing mobile ticketing app. However, initial indications were that the market demand was not strong enough to support all-day shuttle services to these two areas. One station was within 3 miles of a 25,000+ research park but traffic patterns made it nearly impossible to provide bus service. The second stations near the City of Charlotte's designated Smart District with a mix of low-income residents and emerging small businesses but separated by several freight tracks and 2 miles of empty lots.

Results Impact: In the first 8 months of the initiative, 400+ customers have used the service to travel to / from the two stations to work and other venues. The cost to CATS to provide this access and mobility is significantly less than operating a bus route. CATS estimates that it has saved upwards of $250,000 in the first 8 months of the program vs operating a bus 22 hours a day with limited ridership. Use of the FMLM program aligns riding demand with the expenditure of funds for a trip thus making the FMLM program more responsive to customers while saving CATS money.

Why Submit: This campaign addressed all the business needs: 1) increase use of sales channel that is significantly cheaper to operate, 2) provide for increased ridership with minimal infrastructure by using customer owned technology 3) obtain good participation in a program that allows Low-Income (unbanked / underbanked) customers to participate in the digital economy