County of Fairfax, Virginia Department of Transportation Fairfax Connector Express Lanes Marketing and Implementation Briefing Board Transportation Committee Christy Wegener Fairfax County Department of Transportation January 15, 2013

County of Fairfax, Virginia Department of Transportation 2 Imagine Spring 2013 Three well-publicized, popular bus lines use the 495 Express Lanes to ease the commute between Tysons and Burke Centre, Lorton, and Springfield. How will we get there?

County of Fairfax, Virginia Thorough Research + Realistic Planning + Partnerships = Successful Bus Service Department of Transportation 3

County of Fairfax, Virginia Research: Background and market Planning: Collaborative effort among Fairfax County Department of Transportation (FCDOT), Reingold, and Wells & Associates to identify objectives, audiences, channels, and strategies Partnerships: VA Megaprojects, Transurban, Tysons Employers, Tysons Partnership, and the VRE Marketing: Activities and products tailored to key audiences Department of Transportation 4

County of Fairfax, Virginia Marketing Plan Components Materials Outreach Advertising Department of Transportation 5

County of Fairfax, Virginia Marketing Materials Toolkit for employers and community groups included: Branded materials Fact sheets Posters Postcards Newsletter articles Graphics for information screens in offices Social media content Promotional items Department of Transportation 6

County of Fairfax, Virginia Department of Transportation 7 Marketing Materials

County of Fairfax, Virginia Outreach Meetings, phone calls and s to employers and community groups Information tables at Tysons employers, transportation fairs, and community events Launch event last Saturday, January 12, 2013 at the Burke Centre VRE Station Free rides during the first two weeks of service Department of Transportation 8

County of Fairfax, Virginia Advertising Online campaign through Facebook and Google Display On radio with WTOP for two-week stretches in January and March Advertising partnerships with Transurban and VA Megaprojects Free rides for first two weeks; free-ride coupons to launch in early February Department of Transportation 9

County of Fairfax, Virginia Social Media Department of Transportation 10 Versus

County of Fairfax, Virginia Where Are We Now? Route 495 from Burke Centre launched on Monday, Jan. 14, 2013 Nine trips each morning from the Burke Centre VRE Station to Tysons Two midday trips from Tysons to the Burke Centre VRE Station Nine trips starting late afternoon/evening from Tysons to the Burke Centre VRE Station minute headway Fare: $3.65 with SmarTrip and $4 with cash Department of Transportation 11

County of Fairfax, Virginia Whats Next? Finalize schedules for Express service from Lorton and Springfield –Service will start March 4, 2013 Continued online advertising Outreach to community groups in Lorton and Springfield Free ride coupons Department of Transportation 12

County of Fairfax, Virginia Whats Next? Continue to build and strengthen relationships with Tysons employers Continue to evaluate service –Running time –Ridership Silver Line Opening –Impact on routing in Tysons Department of Transportation 13

County of Fairfax, Virginia Questions? Department of Transportation 14