DART Say Something App Launch

Target Audience: - Current riders, especially those concerned about security and safety while riding DART - Students and seniors participating in DART Transit Education programs - City communicators, which includes marketing/communications/community engagement staff at service-area cities, city chambers of commerce, city convention and visitors bureaus, and downtown associations - Stakeholders ' including elected officials, city staff, community and business leaders - Occasional riders who ride DART a few times a year to get to special events, like sporting events, concerts or the State Fair of Texas - DART employees and contractors - News media

Strategy Objective:Objectives: - Educate people about the DART Say Something app as a discreet alternative to calling the police - Influence DART riders to download and use the app Strategy: - Engaged local and trade news media - Held a grassroots blitz where employees talked directly to DART riders during morning commute - Purchased targeted Facebook panel ads - Posted ads and articles on DART-owned channels including: wind screens; corner markers; bus and rail interiors; website, blog, social media accounts, e-mail/text notifications, mobile app; print and online publications - Presented at meeting of communicators from DART service-area cities - Integrated information into transit education, community engagement and police outreach programs - Launched a new safety and security newsletter

Situation Challenge: Following negative media coverage of an aggravated assault on a DART train in 2017, the DART Board of Directors set a 2018 agency priority to focus on and drive safety and security initiatives. The Board directed multiple departments ' including Marketing & Communications and External Relations ' to raise awareness of those security initiatives and elevate public confidence in DART. To empower riders, DART Police introduced a customized version of the ELERTS See Something Say Something app ' branded the "DART Say Something" app ' in late 2017. The agency's Marketing & Communications and External Relations departments developed a comprehensive public outreach campaign to educate the public about the new mobile app, drive downloads and encourage use of the new tool.

Results Impact: - In the first year, there were over 10,000 app downloads and nearly 15,000 incident reports and replies - March 7 Security Blitz resulted in 1,310 app downloads in one day; average is 100 downloads/ week - DART.org/DARTSaySomething page has been viewed over 3,100 times - Nov. 8 article in Dallas Morning News generated 3.4 million impressions ' ad value $6.4 million - Nov. 8 CBS DFW online article generated 65,122 impressions ' ad value $122,000 - The app was included in November-December news coverage (print, online, broadcast) of DART security measures in Al Dia, Denton Record-Chronical, Fox 4, KERA News, KRLD News Radio, ABC DFW, CBS DFW, NBC DFW, Mass Transit Magazine and others. Impressions exceeded 149 million. - Nov. 14 news release viewed 271 times Nov. 14-Dec. 28

Why Submit: DART is working to make transit safer with additional CCTV cameras, improved lighting and greater uniformed presence. But successful crime prevention programs also require active citizen participation. The DART Say Something App Launch was effective because it informed people about a new mobile tool that enables riders to report concerns to DART Police without drawing attention. The campaign used a mixed-media approach to reach current and potential riders at multiple points of contact. This education campaign drove over 10,000 app downloads in a year AND in persuading customers to regularly use the app. The app has empowered people to actively assist DART as additional eyes and ears, and that helps the agency respond faster to security incidents and customer concerns.