CharlieCard Distribution Plan

1
CharlieCard Distribution Plan

• Press Briefing on November 30, 2006

2
CharlieCards An Inventory Story

• 200,000 CharlieCards issued through employer
  based monthly pass programs.
• 130,000 Senior T.A.P. smartcards currently in
  circulation and growing.
• 40,000 Student CharlieCards issued in December.
  Another 60,000 in 2007.
• 25,000 CharlieCards available through Shaws
  Supermarkets First Night Button promotion.
• 15,000 Online Monthly Program CharlieCards.
• Over one million (1,000,000) free CharlieCards
  are available for general distribution and use in
  December.

3
Customer Adaptation Integration

• Customers who get their CharlieCards on December
  4 can immediately add value and begin using.
• Provides up to 4 weeks of
• CharlieCards vs. CharlieTickets,
• Tap Go boardings,
• Convenience and ease of adding value and
  purchasing passes at fare vending machines,
• Frequent visits to retail sales terminals.
• Can add January passes at fare vending machines
  beginning December 15.
• Early integration into commutes and daily
  routines best prepares the rider for the
  discounted fare exclusive to CharlieCard users
  beginning January 1, 2007.

4
Promotion Communication

• T-Rider CharlieCard fare information pamphlet.
  T personnel distributed on system Nov 28- Nov 30.
  Community agency mailings begin in Dec.
• Available in English, Spanish, Traditional
  Chinese, Cape Verdean, Haitian Creole, Italian,
  Russian Vietnamese.
• Car cards and station advertisements debut
  weekend of December 2 3 and continue into
  January.
• Newspaper advertisements Metro, El Planeta, El
  Mundo, Sampan, Bay State Banner, etc. begin week
  of December 4. Complete list is attached.
• Distribution schedules for Dec. 4 to 8 and list
  of retail terminals are currently available at
  MBTA.com and from [phone].

5
2 Page Full Color Advertising Spread in the Metro
on Dec 4.
6
1 Page Full Color Spread Bay State
Banner Boston Courant Boston Haitian
Reporter Cambridge Tab Chelsea Record Dorchester
Reporter East Boston Times El Mundo El
Planeta Lynn Daily Item Malden Observer Mattapan
Reporter Patriot Ledger Quincy Sun Revere
Journal Sampan Somerville Journal South End News
7
Use Your Card NowConversion Progress

• Currently, CharlieCards are accepted on
• All Buses.
• All Silver Line vehicles.
• At all Orange Line stations
• On December 4th accepted at
• 20 out of 23 Red Line Stations.
• 11 out of 13 Blue Line Stations.
• 9 out of 13 Green Line subway stations.
• Fareboxes installed on 100 out of the 160 Green
  Line vehicles in daily service (100 complete by
  Dec 11).
• On track for 100 system conversion before
  December 31st.

8
Using Your Card Now Fare Vending Machines

• 386 Fare Vending Machines currently in use
  accept cash, debit cards and credit cards (tokens
  at 1.25 cash value). When complete, over 500
  will be installed.
• Customers will continue to experience the self
  service, interactive, touch screen convenience.
• CharlieCard customers simply tap Card to black
  target and add value or purchase bus or Link
  pass. Tap again to complete transaction and value
  explodes onto Card.
• Enclosed shelters will contain fare vending
  machine for stations along Green Line D
  branch.
• Adding FVMs to non-traditional high volume
  traffic areas (ex. Logan Airport terminals,
  Fenway Park).

9
Using Your Card Now Retail Sales Program

• A growing network of retailers primarily along
  bus routes and Green Line surface lines.
• Shaws, StarMarket, Tedeschis/Store24 more
• Counter-top terminal with same capability as fare
  vending machines add value and purchase passes.
  Products available on CharlieCards and
  CharlieTickets.
• 41 terminals in operation as of December 4. 75
  by December 31. Additional 125 in 07.
• Bus shelters and schedule cubes will list the 3
  retail terminal locations closest to stop.

10
CharlieCard validator

CharlieTicket processor
Touch Screen
Clerk View of counter-top Retail Sales Terminal
Customer View visual confirmation of
transaction receipt issued
11
Get Your Free Card General Distribution Programs

• Limited quantity of CharlieCards available at
  MBTA MBCR Pass Offices
• Back Bay, Downtown Crossing, Harvard Square,
  North Station South Station
• Existing Subway/ Bus Pass Stores
• Retailers surveyed for interest in receiving free
  CharlieCards.
• Community Advocacy Agencies
• Direct mailings and partnership programs
• MBTA Ambassadors

12
MBTA Ambassadors

• Beginning December 4 and continuing into January.
• MBTA personnel assigned to approx. 100 Bus and
  Rapid Transit stations, and high volume Bus
  stops.
• Multi-tiered schedule with locations, frequency,
  dates and times based on ridership volume.
• Primary focus on Bus customers, then Silver Line,
  Green Line surface and Subway.
• How to use/ How to add value informational
  brochures accompany the free CharlieCard.
• Available in Spanish and Traditional Chinese
• Customer Service Agents located near fare vending
  machines to assist with adding value to
  CharlieCard.

13

• Distribution Schedule
• 200,000 seat drop fliers announcing distribution
  dates and locations from Dec. 4 to 15.
• On buses Green Line cars beginning today, Nov.
  30.

14
Monday December 4

• Ashmont 500AM to 130PM
• Bellingham Square 500AM to 130PM
• Central Square, Cambridge
• 500AM to 930AM
• Dudley Square 500AM to 130PM
• Forest Hills 500AM to 930AM
• Harvard Square 500AM to 130PM
• Haymarket 500AM to 130PM
• Kenmore 500AM to 930AM
• Malden Center 500AM to 930AM

15
Tuesday December 5

• Alewife 500AM to 930AM
• Andrew 200PM to 630PM
• Back Bay 200PM to 630PM
• Broadway 200PM to 630PM
• Central Square, Lynn
• 500AM to 930AM
• Copley 200PM to 630PM
• Davis 500AM to 930AM
• Fields Corner
• 500AM to 930AM
• Jackson Square
• 500AM to 930AM
• Lechmere 500AM to 930AM
• Mattapan 500AM to 930AM

• Maverick 500AM to 930AM
• Quincy Ctr. 500AM to 930AM
• Roxbury Crossing
• 500AM to 930AM
• Ruggles 500AM to 130PM
• Sullivan 500AM to 130PM
• Temple Pl. 500AM to 930AM
• Wellington 500AM to 930AM
• Wonderland 500AM to 930AM

16
Wednesday December 6

• Ashmont 500AM to 130PM
• Bellingham Square
• 500AM to 130PM
• Central Square, Camb.
• 500AM to 930AM
• Cleary Sq. 500AM to 930AM
• Cleveland Cir. 500AM to 930AM
• Codman Sq. 500AM to 930AM
• Eliot St _at_ Bennett St
• 500AM to 930AM
• Grove Hall 200PM to 630PM
• JFK/ UMass 500AM to 930AM

• Mass Ave _at_ Harrison St 500AM to 930AM
• Mass Ave _at_ Holyoke St 500AM to 930AM
• North Quincy 500AM to 930AM
• Oak Grove 500AM to 930AM
• Orient Hts. 500AM to 930AM
• Roslindale Square
• 500AM to 930AM

17
Thursday December 7

• Dudley Sq. 500AM to 130PM
• Forest Hills 500AM to 130PM
• Harvard Sq. 500AM to 130PM
• Haymarket 500AM to 130PM
• Kenmore 500AM to 930AM
• Malden Ctr. 500AM to 930AM
• Maverick 500AM to 930AM
• Quincy Ctr. 500AM to 930AM
• Ruggles 500AM to 930AM
• Sullivan 500AM to 930AM

• Temple Place 500AM to 930AM
• Wellington 500AM to 930AM

18
Friday December 8

• Alewife 500AM to 930AM
• Andrew 200PM to 630PM
• Back Bay 200PM to 630PM
• Broadway 200PM to 630PM
• Central Square, Lynn
• 500AM to 930AM
• Copley 200PM to 630PM
• Davis 500AM to 930AM
• Fields Corner
• 500AM to 930AM
• Jackson Square
• 500AM to 930AM

• Lechmere 500AM to 930AM
• Mass Ave _at_ Newbury
• 500AM to 930AM
• Mass Ave (Orange)
• 500AM to 930AM Mattapan 500AM to 930AM
• Roxbury Crossing
• 500AM to 930AM
• Wonderland 500AM to 930AM

19
December and beyond.

• Possible Saturdays at locations such as Ashmont,
  Dudley Square, Forest Hills, Ruggles, Sullivan
  Station.
• Throughout December, frequent distribution at
  Green Line surface stops by officials at Show
  Go locations.
• Additional bus stops Federal Franklin,
  Watertown Yard, Watertown Sq., Wolcott Sq., and
  other high volume stops.
• To continue into January 2007. Schedules will be
  announced MBTA.com and seat drops.
• Beginning mid-December, e-commerce at MBTA.com.
  Order pre-loaded CharlieCards (5, 10, and 20).