California State Rail Plan 2007-08 to 2017-18

2007-08 – 2017-18 California State Rail Planpromotionally driven media buys, all of which will be tested for advertisingeffectiveness. Specific marketing programs will target the markets most likely tobenefit from recent service expansions. Marketing initiatives will also aim toenhance the distinctiveness and visibility of the Capitol Corridor brand.Key elements will include:• Introduction of a new Capitol Corridor logo on all advertising and collateral toupdate the image of the service and enhance brand recognition.• Advertising messages and creative that reflect the CCJPA’s emphasis on theCapitol Corridor as a distinct service brand.• Joint media promotions with well-known organizations to maximize mediadollars and expand 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.• Outreach and public relations efforts in the Silicon Valley/San Jose area tobuild awareness of recent service expansion.• Promotional partnerships will be leveraged to build loyalty among currentpassengers and awareness to new market groups.FY 2008-09 MARKETING PROGRAMThe CCJPA will place continued emphasis on the Capitol Corridor brand toincrease regional brand awareness and maximize use of the marketing budget.Creative execution will emphasize local character and personalize the service.CCJPA will build upon successful campaigns and promotions of previous years,but will also seek out innovative approaches to grow ridership to meet businessgoals. CCJPA will continue customer retention activities, with efforts that buildloyalty and enhance communication.• Primary advertising media will be radio and online, with close attention paid toreturn-on-investment and shifts in the advertising market.• Media-inclusive promotional partnerships will serve to extend the advertisingbudget.• Marketing partnerships with companies and organizations along the serviceroute to drive ridership and awareness of Capitol Corridor.• Improve customer communications, including increased public relations effortsand website enhancements.74