YEAR IN REVIEW · 1 day ago · ventura county transportation commission | july 1, 2017-june 30, 2018. year in review. 2017/2018

VENTURA COUNTY TRANSPORTATION COMMISSION | JULY 1, 2017-JUNE 30, 2018

YEAR IN REVIEW2017/2018

TABLE OF CONTENTS

4 INTRODUCTION

6 CONSULTANT SERVICES, COMMUNITY EVENTS AND YOUTH OUTREACH

22 TRANSIT MARKETING

36 COMMUTER SERVICES

INTRODUCTION | 5 4 | INTRODUCTION

TOP 5 COMMUNICATIONS INITIATIVES OF FY 2017/18

• Ventura County Fair• Earth Day (Ventura,Oxnard, Thousand Oaks)• Ventura County Housing Conference• Santa to the Sea• Mobility 21• Ventura County Leadership Academy• Ventura County Civic alliance

total subscribers (all lists combined) average open rate (average of all lists) average click rate (average of all lists)

2,62824.7%

5.4%

Lists: General Public, Commuter Services, Bike Advocates, Social Services Agencies, Unmet Needs

59%growth in averagemonthly reach

622organic social media posts27%growth in page likes

SOCIAL MEDIA

EMAIL MARKETING

EVENT SPONSORSHIPS

36,317 average monthly

reach

1,535,547 impressions for all paid social media campaigns

Goventura.org designHead-to-toe website rebuild for improved mobile responsiveness, trip planning, aesthetics and design.

Countywide VCTC Awareness Campaign864,094 impressions, reaching VC residents an average of 3x.

East-West Connector LaunchIntensive route promotion via digital, print and campus-based advertising.

Rideshare Commuter Encouragement and Corporate Awareness Campaigns An effective outreach plan to educate and encourage ridesharing.

1

2

3

4

5 Future VC Leaders’ Summit PlanningLaying the foundation for a successfulyouth summit in Sept. 2018

Mobile vs Desktop Users:

DesktopMobile*

* includes tablet

347,744 sessions (i.e. website visits)149,016 users (i.e. unique users) 8

news releases & features

30reporters & editors reached with each release

MEDIA RELATIONSWEBSITE (before redesign)

Rideshare Corporate Awareness

Rideshare Commuter

EncouragementRideshare

WeekBike to

Work Week

VC Fair Earth DayCountywide

VCTC Awareness(Fall 2017)

Countywide VCTC

Awareness(Spring 2018)

Thomas Fire Assistance

East-West Connector

Launch

Veterans Ride Free

Unmet Needs

Major Outreach

Campaigns

Transit

Rideshare

Consultant Services

Events

LEGEND KEY

29%71%

CONSULTANT SERVICES, COMMUNITY EVENTS AND YOUTH OUTREACH | 7 6

CONSULTANT SERVICES, COMMUNITY EVENTS AND YOUTH OUTREACH

Reinforcing the VCTC brand and increasing public awareness of VCTC’s role as a regional planner and provider of transportation services were primary goals for FY17/18. Celtis is a strong advocate of establishing a baseline of ongoing communications to keep VCTC top of mind. A multi-channel, community-based approach was used to reach individual audiences within Ventura County.

To capitalize on the reach and cost-effectiveness of social and digital media, Celtis created an “evergreen” VCTC awareness campaign, which ran all year and highlighted the services VCTC provides to key audiences – students, seniors, working commuters, families and people with disabilities. The goal of the campaign was to make VCTC visible and relevant to Ventura County residents and it garnered more than 860,000 impressions. The campaign achieved more clicks, reach and engagement per dollar spent than any campaign in recent history.

VCTC’s single most significant communications initiative this year was the redesign of its website. Celtis’s developers and designers worked hand in hand with VCTC staff to create a site with a modern, mobile-responsive layout, Google-based trip planner and improved aesthetics. A local photographer was hired to capture original photography to populate the site with beautiful images of Ventura County and its transportation network. Because a strong website is critical to the success of an organization’s communications and marketing efforts, the investment in goventura.org will provide VCTC a solid foundation for years to come.

CONSULTANT SERVICES

CONSULTANT SERVICES, COMMUNITY EVENTS AND YOUTH OUTREACH | 9 8 | CONSULTANT SERVICES, COMMUNITY EVENTS AND YOUTH OUTREACH

A complete website redesign was VCTC’s top communications priority in FY 17/18. Celtis built a site that offers mobile-responsive layout, a Google-based trip planner and improved aesthetics.

VCTC WEBSITEWEBSITE REDESIGN


COUNTY–WIDE VCTC AWARENESS CAMPAIGNSFALL 2017 EVERGREEN SOCIAL MEDIA

212,957IMPRESSIONS

73,864UNIQUE INDIVIDUALS REACHED

651,137IMPRESSIONS


20%INCREASE IN WEB TRAFFIC FROM SOCIAL MEDIA

COUNTY–WIDE VCTC AWARENESS CAMPAIGNS

SPRING 2018 EVERGREEN SOCIAL MEDIA

EVERGREEN CAMPAIGNS IN THE FALL AND SPRING TOTALED AT 864,094 IMPRESSIONS, REACHING VC RESIDENTS AN AVERAGE OF 3X

GENERATED MORE CLICKS, IMPRESSIONS, AND REACH THAN ANY OTHER VCTC DIGITAL CAMPAIGN IN THE LAST 18 MONTHS


Participation in community events continued to be a mainstay of VCTC outreach. In FY17/18, Celtis worked closely with VCTC to participate in, sponsor or support numerous events and organizations. Beginning with the Ventura County Fair, the list included Mobility 21, Ride Week, the Ventura County Housing Conference, Santa to the Sea, Ventura County Leadership Academy, Ventura County Civic Alliance, Earth Day and Bike to Work Week. Each event and sponsorship included opportunities to promote VCTC through ads, logo placements, giveaways or booth presence.

COMMUNITY EVENTS



VENTURA COUNTY FAIR 2017TRANSPORTATION SPONSORSHIP

305,746IMPRESSIONS (BASED ON FAIR ATTENDANCE)

6FAIR-RELATED SOCIAL POSTS

800UNIQUE INDIVIDUALS REACHED WITH FAIR DIGITAL CONTENT

EARTH DAY 2018EVENT PARTICIPATION IN VENTURA, OXNARD AND THOUSAND OAKS

6,800IMPRESSIONS (BASED ON EVENT ATTENDANCE)

8EARTH DAY-RELATED SOCIAL POSTS

643 UNIQUE INDIVIDUALS REACHED WITH EARTH DAY DIGITAL CONTENT


FY17/18 also saw major strides in VCTC’s efforts to inspire young people in Ventura County to get involved in transportation issues. Working closely with VCTC staff, Celtis began planning the Future VC Leaders’ Summit, the agency’s second annual event for local college students. Although the event was not held until FY 18/19, all major planning and sponsor, speaker and partner coordination took place in the spring of 2018, setting the stage for a successful effort to engage and energize local youth.

YOUTH OUTREACH



FUTURE VC LEADERS’ SUMMITEVENT PLANNING

Celtis worked with VCTC staff and partner organizations to begin planning the Future VC Leaders Summit, an event for Ventura County College students that will be held in early FY 18/19.


Celtis provided administrative and event support to enable VCTC to sponsor and/or attend the following: Ventura County Housing Conference, Santa to the Sea, Mobility 21, Ventura County Leadership Academy, Ventura County Civic Alliance as well as the Ventura County Fair and Earth Day celebrations in three cities.

SPONSORSHIPS AND EVENT SUPPORT

THIS PAGE LEFTINTENTIONALLY BLANK

TRANSIT MARKETING | 23 22

TRANSIT MARKETING

TRANSIT MARKETING

Transit marketing in FY 17/18 focused around several key initiatives. The first was the launch of the East-West Connector, a grant-funded bus line connecting Simi Valley and Moorpark directly with West Ventura County. To start this line on the right foot, Celtis created a multi-faceted campaign, which used digital, social, traditional and campus media to attract riders. The campaign reached nearly 60,000 potential riders on social media alone and delivered about 270,000 impressions. At the same time, the East-West Connector saw steady ridership gains during its initial months of service.

Also in FY 17/18, Celtis worked with VCTC to prepare a marketing strategy and toolkit for the county’s new automated vehicle locator system, GOVCbus. Although the rollout of GOVCbus is scheduled for FY 18/19, Celtis developed a logo, style guide, print collateral, video, social posts, news release and other materials, so VCTC and other local operators will be prepared when the AVL system goes live.

Additional marketing and outreach campaigns were developed for Veterans Day, the annual Unmet Needs process, post-Thomas Fire communications and VCTC’s annual service changes. Each included a mix of social media, media relations, advertising, partner outreach, email marketing and on-board customer communications.

TRANSIT MARKETING | 25 24 | TRANSIT MARKETING

Celtis supported VCTC in all aspects of its annual schedule change. Efforts included updating, producing and installing new schedule brochures and info posts, creating car cards, eblasts, website updates and social media posts to alert customers, and updating VCTC’s comprehensive bus stop inventory.

AUGUST SCHEDULE CHANGECUSTOMER INFORMATION AND OUTREACH


38,342IMPRESSIONS


1,190ESTIMATED AD RECALL LIFT

VETS RIDE FREEJOINT PROMOTION WITH REGIONAL TRANSIT OPERATORS


UNMET NEEDSPUBLIC OUTREACH SUPPORT

481LINK CLICKS

148ONLINE SURVEYS COMPLETED

140%INCREASE IN PUBLIC COMMENTS SINCE SOCIAL MEDIA ADVERTISING WAS INTRODUCED

44,022IMPRESSIONS


8,000+SPANISH SPEAKERS REACHED


EAST-WEST CONNECTORLAUNCH CAMPAIGN

209,385SOCIAL MEDIA IMPRESSIONS

95,344UNIQUE INDIVIDUALS REACHED THROUGH SOCIAL MEDIA

7,590ESTIMATED AD RECALL LIFT

46,052PRINT MEDIA IMPRESSIONS

10,000DIGITAL DISPLAY AD IMPRESSIONS

8,600CAMPUS MEDIA IMPRESSIONS (CSUCI AND MOORPARK COLLEGE)

THE EAST-WEST CONNECTOR CAMPAIGN DELIVERED A TOTAL OF 274,037 TOTAL IMPRESSIONS IN LESS THAN 2 MONTHS


AVLBRAND DEVELOPMENT AND MARKETING TOOLKIT

Celtis helped VCTC develop a brand and marketing toolkit for the new county-wide automated vehicle locator system, GOVCbus. With the following pieces in place, VCTC is poised to launch GOVCbus in FY 18/19:

• Style Guide• Social media campaign• Video• Signage• Car cards• News release• Fact sheet• Talking points

VCTC BRAND EXPERIENCE

COLOR SPECIFICATIONS

Antenna Bar DecalVCTC BRAND EXPERIENCE

Antenna Bar Decal

299C2728C WHT361C

197.44mm

390.00mm15.3543 inches

2.6772 inches68.00mm Back Face

REAL-TIME PASSENGER INFORMATION.

REAL-TIME PASSENGER INFORMATION.


THOMAS FIRE COMMUNICATIONSSOCIAL MEDIA OUTREACH

25,752INDIVIDUALS REACHED

1,400LINK CLICKS

12SERVICE ALERTS DURING THOMAS FIRE


COMMUTER SERVICES | 37 36

COMMUTER SERVICES

COMMUTER SERVICES

Promoting Commuter Services was a key initiative in FY17/18. In addition to its customary rideshare marketing activities – Ride Week, Bike to Work Week, monthly ETC email marketing – this year VCTC embarked on an ambitious digital awareness campaign. With messages targeted to both commuter and corporate audiences, Celtis created a campaign that used still and video ads in Facebook, Instagram and LinkedIn to reach large segments of the Ventura County population and drive them to micro-websites with rideshare information.

Celtis also began the process of updating and redesigning VCTC’s staple rideshare collateral. Beginning with a brochure about Ventura County’s Rule 211, Celtis created a template that will be applied to all Rideshare materials with the goal of a complete update by the end of FY 18/19.

COMMUTER SERVICES | 39 38 | COMMUTER SERVICES

COMMUTER ENCOURAGEMENT SOCIAL MEDIA CAMPAIGNRIDESHARE IS...

143,997IMPRESSIONS

26,920PEOPLE REACHED

607 LINK CLICKS

CORPORATE AWARENESS SOCIAL MEDIA CAMPAIGN

A LINKEDIN CAMPAIGN TARGETING EMPLOYERS

21,559IMPRESSIONS

114LINK CLICKS


RIDE WEEKPROMOTION CAMPAIGN

125,755PAID IMPRESSIONS

7,394ORGANIC IMPRESSIONS

534 PLEDGES TO RIDESHARE


BIKE TO WORK WEEKPROMOTION CAMPAIGN


302LINK CLICKS

3,087 SNAPCHAT SWIPES

TO WORK WEEKBIKEMAY 14-18

10 WAYS TO PREPARE

goventura.org

Think Like a CyclistPay attention to things that may not impact you as a driver, such as rough pavement, unprotected turns or narrow shoulders.

Plan Your RouteTo map out your ride to work, check out VCTC’s Bikeways Map or download our free Bikeways App, both available at www.goventura.org.

Tune Up Your BikeHave your old bike checked out by a pro at your local bike shop. A basic tune up – which runs about $60 – can ensure a safe ride.

Ready Your Gear Make sure you have a helmet, comfortable clothing and plenty of water. You may also want to stash a change of clothes, snacks, and extra water at your workplace so you don’t have to carry them with you when you ride.

Put Safety FirstBuy a Snell/ANSI-approved helmet – and wear it. Be visible, alert and communicate your intentions. Make sure your reflectors and lights are working as they’re required in California for ridingin darkness.

Evaluate Your FitnessIf you are concerned about your fitness level, consult your physician. Start slow by riding a short route and work up to longer distances.

Learn the Rules of the RoadBicycle riders on public roads have the same rights and responsibilities as motorists, and are subject to the same rules. Brush up at: calbike.org/bicycling_in_california_sharing_the_road

Do a Test RunObserve street conditions on a day you take your car to work. Then, consider a test bicycle ride on the weekend to try out the route.

Consider a Bike PartnerBiking with an experienced cyclist can help novices learn the ropes. VCTC is building a Bike Partner database. Register today at www.ridematch.info.

Talk to Your EmployerYour company may o�er benefits for bicyclists, including bonuses for bike riders and tax incentives. Your employer also may be able to o�er things to make bike commuting a little easier, such as a flexible schedule or a place to freshen up after your ride. Talk to your employee transportation coordinator or human resources manager for details.


ETC OUTREACH AND SUPPORTEMAIL AND PRINT COLLATERAL


175ETC EMAIL SUBSCRIBERS

18.1%OPEN RATE

2.6% AVERAGE CLICK RATE

46

Documents

YEAR IN REVIEW · 1 day ago · ventura county transportation commission | july 1, 2017-june 30, 2018. year in review. 2017/2018