California State Rail Plan 2007-08 to 2017-18

Chapter IV – Marketing ProgramThe first stage of the model predicts total travel volumes for each origindestinationpair. The second stage predicts the share of intercity travel that isexpected to use each available modal alternative (automobile, rail) in the future.Both model stages are conditional on the characteristics of the modal services tobe offered and the characteristics of the population. The model is consistentlychecked for accuracy through comparison of incremental ridership and revenueforecasts of near term service changes with the actual ridership and revenueincrements resulting from the initiative.Travel service characteristics are the key independent variable in the model,including travel time, travel cost, frequency (for rail) and time of day.The Department’s geographic information system (GIS) based intercity highwaynetwork provided the basis for highway travel times, distances and costs.The intercity rail travel characteristics are based on published timetables, ridershipand revenue data provided by both the Department and Amtrak.Highway and rail surveys provide the basis for quantifying the existing travelmarket. Over 700,000 auto and rail surveys were distributed between 1992 and2006 across California, with over 130,000 surveys returned. The goal of both setsof surveys was to understand the travel patterns and develop demographic profilesfor intercity travelers within California. This information is used in guiding thestrategic planning process by which annual marketing plans are developed.CAPITOL CORRIDOR MARKETING PROGRAMThe CCJPA’s FY 2007/08-FY 2008/09 Business Plan Update states that:The CCJPA uses a combination of grassroots local marketing efforts andbroad-based joint media campaigns to build awareness of the Capitol Corridorservice. Marketing dollars and impact are maximized through joint promotionsand advertising as well as reciprocal marketing programs with the State,Amtrak, CCJPA member agencies, and other selected partners. A primaryobjective is to promote the service to key markets and attract riders to trainswith available capacity.The CCJPA will pursue the following initiatives in 2007-08, 2008-09 and beyond2008-09:FY 2007-08 MARKETING PROGRAMThe CCJPA’s FY 2007-08 Marketing Program will focus on meeting the increasedridership projections using marketing strategies based on our existing core service.Programs will be developed to target the markets most likely to benefit from theCapitol Corridor’s FY 2006-07 service expansions. The CCJPA will continue itsindependent campaigns, but will coordinate with Amtrak and Caltrans on the mostbeneficial promotions and shared marketing collateral. Advertising media willconsist primarily of radio traffic sponsorships, online web banner campaigns, and73