California State Rail Plan 2007-08 to 2017-18

Chapter IV – Marketing ProgramBEYOND FY 2008-09CCJPA aims to grow awareness of the Capitol Corridor within theSacramento/Sierra Foothills, San Francisco Bay Area and San Jose markets,through use of traditional advertising, community involvement, promotionalefforts and creative marketing partnerships. With the current marketing budget,the CCJPA’s ability to achieve desired visibility through media campaigns in theseNorthern California markets is constrained. Additional marketing funds will beneeded to sustain current levels of advertising impressions and to support furtherdevelopment of specific market segments.Marketing activities will be closely aligned with goals for ridership projections,with efforts focusing on attracting riders to trains with available capacity, and oncustomer retention. Given projected ridership increases, CCJPA will likely pursuea customer relations management (CRM) approach to maintain and enhancecustomer communications and marketing campaigns. As additional trainequipment arrives and creates new opportunities for ridership growth, themarketing activities will shift to emphasize further customer acquisition.75