Fighting Negative Perception & Growing Ridership for LTD's New BRT Line

Target Audience: 1) Those directly affected by the construction of a new BRT line. 2) Those directly affected by a transit system redesign, which included businesses on or near the route, residents and motorists in adjacent neighborhoods, and current and new riders. 3) Local influencers who shape community conversations. Including elected officials, neighborhood leaders, sustainability advocates, the local news media and the business community who provides funding for transit through a payroll tax.

Strategy Objective:Change the community view of the project, build relationships and promote transit ? Communicate project benefits: increased safety, bike/ped improvements, streetscape beautification, access, and enhanced transit experience ? Build a sense ownership of the new service in the community ? Conduct door-to-door outreach, special offers, advertising campaign, and media/stakeholder relations before, during, and after launch Communicate route changes to minimize confusion ? Leverage rider communication channels, street team outreach, and customer service training ? Integrate the project into the District's multi-year Strategic Marketing & Communication Plan Encourage use of transit ? Promote 10-minute frequency, ease of use, short wait times, one-seat rides, and cross-town connections

Situation Challenge: Fighting a Negative Perception The $100 million project was one of the most expensive and controversial public works projects in Eugene's history. A group of anti-government business and property owners posted hundreds of anti-EmX signs along the proposed route, positioning it as a government boondoggle. They seeded doubt about the project throughout the community. Educating Existing and Attracting New Riders A system redesign required significant rider education to mitigate customer disruption and ensure enthusiasm for the new service. The new line, with 10-minute frequency and enhanced infrastructure, was an upgrade in transit service and potentially appealing enough to get choice riders to use transit.

Results Impact: Strong ridership ? 110,000 monthly boardings first year (average) ? 82,718 passengers on the new line first month ? 22% increase in boardings on fixed-route service ? 21% of trial-ride tickets redeemed, which is 4 times the average rate Community support ? Events were well-attended, received positively ? 54 businesses utilized free trial transit pass offer for their employees during construction; 42 continued following the service launch ? Positive news stories, including coverage of transit and community development, strong ridership, public art and transit infrastructure, and first-person accounts by riders Flawless implementation and redesign ? Rider and public confusion about new service was virtually non-existent ? Anticipated call center inquiries never materialize

Why Submit: The magnitude of public pushback on LTD's BRT project required a strong, prolonged and strategic communications and marketing effort. The reputation of the District and support for current and future community transit investments was on the line. The work, completed over 10 months, required a multi-pronged effort lead by LTD's Marketing and Communications team. A host of communications, marketing and public relations strategies and tactics were executed. The result was a shift to a positive perception of LTD, the public's and rider embrace of the new BRT line, strong early ridership and solid growth in the use of the entire fixed-route system. In addition to a well-functioning transit system, there exists a greater appreciation for the value of transit even among those who do not ride.