California State Rail Plan 2005-06 to 2015-16

2005-06 – 2015-16 California State Rail Plan
CAPITOL CORRIDOR MARKETING PROGRAM
The CCJPA’s FY 2005/06-FY 2006/07 Business Plan Update states that:
The CCJPA uses a combination of grassroots local marketing efforts and
broad-based joint media campaigns to build awareness of the Capitol Corridor
service. Marketing dollars and impact are maximized through joint promotions
and advertising as well as reciprocal marketing programs with the State,
Amtrak, CCJPA member agencies, and other selected partners. A primary
objective is to promote the service to key markets and attract riders to trains
with available capacity.
The CCJPA will pursue the following initiatives in 2005-06 and 2006-07:
FY 2005-06 Marketing Program
• In the past, the CCJPA, Amtrak, and Caltrans collaborated on refining the
“Travel made simple” campaign to preserve the freshness and clarity of the
advertising message. This campaign, which will continue through 2005-06,
emphasizes the convenience of modern train travel.
• Continue development of Strategic Marketing Partnership Programs to
maximize media dollars, aligning the Capitol Corridor with valuable
organizations and expanding market reach.
• Reciprocal marketing with tourism industry members such as hotels,
airports, and convention/visitor bureaus.
• Targeted marketing to school groups, senior citizens, special interest
groups, and new residential communities.
• Expand promotional partnerships with high-profile entities to maximize
media dollars and visibility.
• Focus on business travel, especially in the Placer and Santa Clara County
areas, as service to those areas increases.
• Coordinate outreach and public relations efforts in Silicon Valley/San Jose
area to coincide with service expansion.
FY 2006-07 Marketing Program
In addition to continuing our most successful programs, the CCJPA will also
consider new approaches for future implementation:
• Refinement of the Capitol Corridor brand to emphasize local character and
personalize the service, including possible image modifications.
• Explore gradual shift towards Capitol Corridor-specific regional
marketing, to increase regional brand awareness and test for advertising
effectiveness.
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