Positive Train Control Progress Report Campaign May 1, 2018 January - PowerPoint PPT Presentation

Positive Train Control Progress Report Campaign May 1, 2018 – January 31, 2019

Campaign Overview Many public transit agencies across the country with commuter rail service are mandated to implement Positive Train Control (PTC) by the Federal Railroad Administration (FRA) by December 2020. PTC is a complex signaling and communications technology that is designed to make rail safer by preventing collisions and other incidents by automatically detecting and controlling the movement of trains. DCTA operates a 21-mile commuter rail line that runs from Denton to Carrolton, TX. Last May, DCTA launched PTC testing on its A-train and became the first public transit in Texas to begin testing PTC. This significant milestone launched DCTA’s strategic efforts to educate and keep its riders, partners, stakeholders and media up to date on its progress PTC testing and implementation. The agency developed a comprehensive public relations campaign to showcase important milestones and update riders on service modifications during PTC testing and implementation. DCTA • Positive Train Control 2

Campaign Overview Goals and Objectives • Share the progress of DCTA’s PTC testing and implementation with target audiences to highlight the positive milestones and updated for the agency • Educate riders on A-train service modifications during PTC testing and implementation Target Audience • DCTA riders (university students, commuters, occasional riders, etc.) • Community partners • Local organizations • Local, regional and public transit industry publications Timeline • May 1, 2018 through January 31, 2019 Budget • $1,000 (print signage only) 3 DCTA • Positive Train Control

Campaign Overview Key Messages • Tone was consistent and conversational – encouraging riders to view the service modifications • We have new Positive Train Control service modifications. Plan your trip in advance so you can continue to #RideDCTA with ease! • Hey riders! We were just awarded a $4 million grant towards our Positive Train Control implementation project. PTC helps keep the community safe with our A-train. • We’re still running our service modifications in order to test our Positive Train Control (PTC). Schedule your ride in advance! • DON’T FORGET: We’re testing Positive Train Control (PTC) on our A-train in which we have service modifications in place. Learn more about our PTC progress and schedule updates on our website. 4 DCTA • Positive Train Control

Campaign Tactics Digital Creative and Content Social Media Marketing • Dedicated webpage to host the “PTC Progress • Facebook and Twitter social media marketing Report” campaign content which featured key • Outreach to key influencers on social media information • Web splash graphic Station Signage • Web page graphics • Development and installation of station signage on every • Email marketing graphics A-train platform Public Relations Email Marketing • Development of news releases • Targeted email messages sent to DCTA riders in its • Pitch emails and phone calls to key media enRoute News passenger newsletter and Rider Alerts via publications its GovDelivery email marketing system • Talking points development for interviews 5 DCTA • Positive Train Control

Digital Campaign Content Campaign Sample Rider Webpage Alert Notification 6 DCTA • Positive Train Control

Digital Campaign Graphics Web Splash Graphic Email Graphic DCTA • Positive Train Control 7

Media Relations Content 8 DCTA • Positive Train Control

Media Relations Outreach 9 DCTA • Positive Train Control

Social Media Marketing General Promotion Service Modifications Notification 10 DCTA • Positive Train Control

Social Media Outreach Coverage Mass Transit Magazine Editor DCTA • Positive Train Control 11

Station Signage 12 DCTA • Positive Train Control

Campaign Results DCTA Webpage Email Marketing • • 1,592 page views 17 emails sent • • Top 40 in Google Analytics every month during the 18 percent average open rate (public transit industry campaign average is 14) • • 02:06 average time spent on page 3 percent average click-through rate (public transit • industry average is 2) Top five referrals to the page: • Google • Facebook Marketing Results (Organic Results) Direct • • GovDelivery (email marketing system) Total Reach: 2,646 • Dallas Area Rapid Transit (DART) • Total Engagements: 32 • Bing Twitter Marketing Results (Organic Results) Public Relations • Total Impressions: 8,614 • Two news releases developed and distributed • Total Engagements: 122 • 26 total articles • 30.5 million reach • $118,700 publicity value • All positive sentiment 13 DCTA • Positive Train Control

Future Campaign Implementation Media Relations • Continued strategic outreach and materials development for increased positive media coverage and sentiment on DCTA’s progress on PTC implementation Passenger Information/Notification • Modifications to digital marketing graphics with A- train service modifications when appropriate • Rider Alerts developed and distributed to keep passengers informed of any A-train service changes Web Page • Updates to the webpage as PTC progress implementation continues to keep all target audiences properly informed 14 DCTA • Positive Train Control