California State Rail Plan 2007-08 to 2017-18

Chapter IV – Marketing ProgramCHAPTER IVMARKETING PROGRAMThis chapter describes the purpose of the State’s intercity rail marketing programfor the Pacific Surfliner and San Joaquin routes and marketing goals for the nextten years. The program components include advertising, public relations/outreach,group travel, rail safety, and market research. This program is developed inpartnership with Amtrak and Capitol Corridor Joint Powers Authority (CCJPA).Additionally, the Capitol Corridor’s marketing program, which is formulated bythe CCJPA, is described at the end of the chapter.MARKETING PROGRAM GOALSThe Department’s goals for the Marketing Program are as follows:• Increase ridership by promoting new and expanded train and feeder busservices as consistent with ridership and service levels identified in Chapter III,Fiqure 3A.• Develop strategic partnerships with entities such as Air Quality Districts,transit agencies, and the private sector to leverage scarce media funds.• Develop new ways to reach our target audience more cost effectively with anemphasis on the emerging online technology. This includes the use ofattention-grabbing web banners, direct response e-mail marketing, and travelrelatedweb sites to inform travelers of the rail option.• Develop ridership in specific primary target markets that represent the greatestopportunity for increased ridership and revenue. This includes the “maturemarket” (persons over 50), families, and Hispanic persons. Secondary marketsinclude business travelers, solo travelers, and college students.• Promote recent improvements to the rail corridors including the opening ofnew and renovated stations and other capital improvements.• Promote new intercity rail services.The purpose for having a marketing program is to create awareness of Californiatrain travel in consumers’ minds. Market research shows that most Californiatravelers do not consider taking the train when making travel decisions. Creatingthis awareness is essential for increasing demand and thus, ridership and revenue.This is accomplished through a combination of grassroots local marketingactivities and broad-based media campaigns. Increased demand will help fuel theexpansion of the new routes identified in the California State Rail Plan.67