Transport Yourself Campaign 1

Strategy Comprehensive campaign to induce trial ridership from non-riders with free pass. Increase frequency and loyalty of current customers for with free pass. Collect contact information for promotional communication and marketing research.

Transport Yourself Microsite

2012 Responder Analysis

Drive-Time Trade Area Drive-Time Trade Area: 19 minutes On average, 75% of The TRE’s responders live within a 19-minute drive of the stop they frequent. TRE R ichland Hills Station 7225 Burns St. Richland Hills Minute Drive-Time Trade Area

10 4/23/2015 PROFILE ANALYSIS Segmentation All U.S. households are grouped into types based on demographics and psychographics

11 4/23/2015 PROFILE ANALYSIS Identify & Analyze Your Responders F01: Steadfast Conservatives Home to high-school educated mature singles and couples living in middle-class urban blue-collar neighborhoods

12 4/23/2015 PROFILE ANALYSIS Identify & Analyze Your Responders F01: Steadfast Conservatives

13 4/23/2015 PROFILE ANALYSIS U.S. Profile

14 4/23/2015 PROFILE ANALYSIS Actual Responders vs. U.S. Profile

15 4/23/2015 PROFILE ANALYSIS Actual Responders vs. Trade Area

To be a core Responder, a segment must comprise at least 1% of the Responder base. Core Responders are then differentiated as follows: Primary Core Responders have a high likelihood of being TRE responders. Secondary Core Responders are likely to be TRE responders. Core Responder Selection

17 4/23/2015 PROFILE ANALYSIS Secondary Core Responders are not as likely to be your Responders as Primary Core Responders but are still very likely. Primary Core Responders are the most likely to be your Responders. Tertiary Core Responders are less likely to be your Responders but are opportunity segments. Core Responders: Tarrant County

18 4/23/2015 PROFILE ANALYSIS Link to Buxton Mosaic Guide Online Responder Segmentation User Guide

Household Level Profile

IDentify Your Primary Core Responders Segment F01: Steadfast Conservatives - Home to high-school educated mature singles and couples living in middle-class urban blue-collar neighborhoods Segment F02: Moderate Conventionalists - Highly mobile, middle-class singles and childless couples living in modest homes, semidetached houses and apartments scattered throughout second-tier cities Segment F03: Southern Blues - Racially mixed, young and lower-middle-class singles and couples living in older, garden style apartments in satellite cities throughout the South Segment F04: Urban Grit - Young, ethnically mixed, working-class singles and single-parent households living in blue-collar neighborhoods in second-tier cities scattered around the country Segment F05: Grass-roots Living - Less educated, racially diverse mix of middle-aged couples, families and singles living in lower middle- class rural villages and aging industrial towns throughout the Midwest and South

IDentify Your Secondary Core Responders Segment B01: Status-conscious Consumers - Middle-aged Baby Boomer households living in suburban neighborhoods within a manageable commute to well-paying city jobs Segment B02: Affluent Urban Professionals - Affluent singles and couples who live in the chic high- rise neighborhoods of many big cities, owning swank condos and apartments Segment B03: Urban Commuter Families - Upscale, college educated Baby Boomer families and couples living in comfortable, single detached homes in city neighborhoods on the metropolitan fringe Segment B04: Solid Suburban Life - A mix of upper-middle class younger and middle-aged couples and singles who enjoy upscale comfort in maturing bedroom suburbs Segment B05: Second-generation Success - Upper-middle-class and large multi-ethnic households working in white and blue-collar jobs within metro fringe communities Segment B06: Successful Suburbia - Middle-age, married couples with children who enjoy an upscale life far from the downtown hustle of city living

Household Income HH with incomes below $35K are ~ 21% of responders but are 40% less likely to respond. On the other hand, incomes > $125K are 55% more likely to respond.. Two very different sets of needs are reflected here.

Marital Status 22% of responders are single but are almost 25% less likely to respond. The promotional offer is not registering with singles.

Ethnicity African American and Hispanic HH represent 24% of responders yet only African Americans are more likely to respond to a promotional offer. Introduce Hispanic specific version to capture more responders

Home Ownership

Dwelling Type

Length of Residence

Shopping Behaviors

Psychographic Characteristics

Behavioral Characteristics

Direct Mail Campaign By comparing responder households with other households in the same trade areas, pre-selection criteria (or hard selects) are determined for TRE mail campaigns. The following hard selects were chosen for the TRE acquisition targets: -Two or More Adults in the Household -Two or Fewer Children in the Household -Lives in a Single Family Dwelling Unit -Household Income >$50,000 -Likely or Extremely Likely to Have Some College Education, a Bachelor’s Degree, or a Graduate’s Degree

Direct Mail Strategy First mailing – Spring 2012 – Execute using two test cells Commuter (peak) message Leisure/event (off-peak) message Second Mailing – TBD – Analyze first mailing and test two more variables i.e. Single vs. Married