FY 2013 Operating and Capital Budget - Metro Transit
FY 2013 Operating and Capital Budget - Metro Transit
FY 2013 Operating and Capital Budget - Metro Transit
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Strategy Action Steps Performance Measurements<br />
Objective: Implement revenue enhancement strategies<br />
Develop new sources of revenue<br />
through marketing<br />
• Develop plan to address bus<br />
shelter advertising <strong>and</strong><br />
maintenance to replace<br />
expiring Wall USA contract<br />
• Evaluate <strong>and</strong> execute<br />
marketing opportunities related<br />
to implementation of Smart<br />
Card program<br />
• Increase ad revenues through<br />
better communication <strong>and</strong> goal<br />
setting with Lamar<br />
• Bus Shelter advertising<br />
program in place (Dec 2012)<br />
• Opportunities related to Smart<br />
Cards to be implemented in<br />
conjunction with card program<br />
(Dec 2011,dependent upon<br />
timing of program<br />
implementation)<br />
• Implemented a new monthly<br />
reporting protocol which<br />
highlights “inventory<br />
opportunities” (Feb 2012)<br />
Marketing: Performance Indicators<br />
<strong>FY</strong> <strong>2013</strong> <strong>FY</strong> 2012 <strong>FY</strong> 2011<br />
Target Projection Target Actual<br />
Conduct discovery interviews with<br />
key people representing staff,<br />
partners <strong>and</strong> community<br />
stakeholders NA Yes Yes NO<br />
Co-develop communications<br />
strategies <strong>and</strong> tactics that achieve<br />
consumer <strong>and</strong> constituent<br />
attitudinal <strong>and</strong> awareness goals for<br />
Agency<br />
• Drives economic activity<br />
• I view positively<br />
• Uses public funds efficiently<br />
• Is a good community partner<br />
Develop <strong>and</strong> execute strategic <strong>and</strong><br />
tactical marketing plans that<br />
exceed business targets for <strong>Transit</strong><br />
Develop <strong>and</strong> execute strategic <strong>and</strong><br />
tactical marketing plans that<br />
exceed business targets for<br />
Business Enterprises<br />
Meet or exceed consumer attitudinal<br />
goals for both <strong>Transit</strong> <strong>and</strong> Business<br />
Enterprises – Br<strong>and</strong> KPI’s<br />
• Safety<br />
• Value<br />
• Helps my community<br />
• Easy to use<br />
TBD<br />
5%<br />
(ridership)<br />
5%<br />
(attendance)<br />
TBD<br />
Launch<br />
research<br />
TBD<br />
(must<br />
establish<br />
baseline)<br />
8% 5%<br />
(ridership)<br />
-10% 5%<br />
(attendance)<br />
Launch<br />
research<br />
TBD<br />
(must<br />
establish<br />
baseline)<br />
106
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