One Size Fits All

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One Size Fits All?

• Jeffrey Arndt
• Research Scientist
• Texas Transportation Institute

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One Minute Version
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Todays Version

• Awareness Banana Girl
• Persuasion
• Decision
• Product differentiation
• Market segmentation
• Integration with Planning

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Overall Awareness You Got It?
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The Fabric of Your Life
2008 Research 27 million Marketing
51 million
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ECONOMY

• Every 1 invested in public transportation
  generates 6 in economic returns
• Average person can save 8000 by using public
  transportation and eliminating one car
• ARRA investment in public transportation projects
  will create 252,000 jobs for Americans

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ENVIRONMENT

• Public transportation saves 37 metric tons of CO2
  every year equals amount of CO2 emissions from
  generating electricity for every household in New
  York City, Los Angeles, Washington D.C., Atlanta
  and Denver COMBINED
• One person moving to transit for a 20-mile
  roundtrip commute reduces carbon footprint of
  two-car family by 10

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ENERGY

• Public transportation save the equivalent of
  900,000 car fill-ups each day
• Public transportation use reduces oil demand by
  4.2 billion gallons annual

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QUALITY OF LIFE

• Americans living in areas served by transit saved
  541 million hours in travel time and 340 million
  gallons of gasoline annually, according to the
  most recent TTI (Texas Transportation Institute)
  report on congestion
• 83 of older Americans say that transit provides
  easy access to the things they need in everyday
  life

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Persuasion Narrowing in on Segments

• New Express service
• Working moms focused on time and money
• Executives who value comfort, luxury
• Young professionals concerned about the
  environment and their responsibility to future
  generations
• Impact on service product design
• Impact on message
• Impact on context and delivery of message

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CalTrans Example
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Creating Segments San Mateo
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San Mateo County
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San Mateo County 2
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Synthetic Segments MARTA

• Demographics
• Socioeconomics
• Geography

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Methodology

• Identify segments of interest
• Develop matrix of available data by which to
  define segment
• Map each areas degree to which its population
  matches defined characteristic
• Overlay existing services
• Overlay existing trip patterns
• Identify opportunities and gaps

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ESRI LifeMode Groups

• High Society
• Upscale Avenues
• Metropolis
• Solo Acts
• Senior Styles
• Scholars and Patriots

• High Hopes
• Global Roots
• Family Portrait
• Traditional Living
• Factories and Farms
• American Quilt

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MARTA Segments

• Lifeline Users
• Lifestyle (Choice) Commuters
• Modest Incomers
• New Urbanites
• Flexible Travelers
• Senior Travelers
• New Immigrants

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Important Segments of the Future

• (if Texas is in your future)

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Average Household Income in Texas 2000 to 2040
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Decreased Educational Attainment
Projected Percent of Labor Force by Educational
Attainment 2000 and 2040
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You tell me

• Opportunities???
• Challenges????

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Integrated Silos Service Development Teams

• Service Planning
• Scheduling
• Marketing Communications
• Community Outreach

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Resources

• TCRP Report 36
• A Handbook Using Market Segmentation to
  Increase Transit Ridership
• TCRP Report 28
• Transit Markets of the Future The Challenge of
  Change

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One Size Fits All?

• Jeffrey Arndt
• Research Scientist
• Texas Transportation Institute