MAX's Community Involvement campaign to increase Ridership

Target Audience: The Modesto Area Express (MAX) 2017-2018 comprehensive Community Outreach campaign targeted potential MAX riders in the Modesto community. MAX sought out residents unfamiliar with public transportation, students, senior citizens, working commuters, and those with environmental and economic priorities.

Strategy Objective:The objective of MAX's Community Outreach campaign was not only to raise awareness of its programs and services, but to also promote MAX as a good community partner while reinforcing a positive perception of public transit. Objectives included: - Encouraging increased use of MAX fixed-route service. - Increasing MAX ridership and fare revenue. - Engaging with the community to promote MAX online tools and system technology. MAX participated in six community events during FY 2017/2018 and utilized social media marketing, bus advertising, media releases, contests, and giveaways to promote engagement. The events were diverse in audience targeting.

Situation Challenge: As of 2016, 95 percent of MAX's ridership did not have access to a personal vehicle and could be described as transit-dependent. This left only five percent of MAX riders categorized as "choice riders" (defined as riders with access to a personal vehicle). MAX, like most public transportation services across the country, has experienced annual ridership decline and recognized the need to personally engage with and educate potential "choice riders" in Modesto in order to increase ridership.

Results Impact: The 2017-2018 Community Outreach events were so well-attended and meaningful that MAX is increasing the number of events it participates in during FY 2018/2019 to twelve. The community events helped solidify the MAX brand as a trustworthy partner in the community, and riders and non-riders have been vocal in expressing their appreciation of the enhanced MAX activity and engagement with the community via posts on social media and direct communication with bus drivers and staff.

Why Submit: MAX is striving to intently listen and understand the mobility needs of Modesto residents. Participation in community events has helped MAX improve the image of public transportation and effectively represents a new trend in a more personal relationship between MAX and its customers. These face-to-face engagements with current and potential customers have placed MAX in a significant position to genuinely know and understand the transportation needs of Modesto.