1. APTA 2013 Marketing & Communications Workshop Crisis Communications
Intro
Just when you figure you the image crisis response down, something new and potent arrives: Social Media.
Responding to negative feedback from the public response via social media can be compared to a Hydra-once you cut one head off another tweet or FB post appears instantly in its place.
CCJPA’s 2012 Social Media Image Crisis
Capitol Corridor Joint Powers Authority
Luna Salaver Public Information Officer

2. Capitol Corridor History
Service began December 1991
Funded by the State BT&H, via Caltrans Rail
Amtrak is the operator
Overseen by the Capitol Corridor Joint Powers Authority
BART is managing agency
Interagency Transfer from Caltrans to CCJPA in 1998
Management team of 16 FTE
The Capitol Corridor intercity passenger rail is a complex service to explain:
We are funded by the State through Business, Transportation and Housing
Operated by Amtrak
CCJPA oversees the service which was transferred from Caltrans in 1998
Capitol Corridor team is made of 16 full time employees and 25% of this managing team work in the Marketing and Communications Department

3. About Capitol Corridor
Intercity rail line with up to 30 trains a day
Serves Sacramento, San Francisco/Oakland and San Jose
Average rider trip length is 68 miles
1.75 million riders in FFY12 (a new record!)
In 2011, the Capitol Corridor was fortunate to experience a recordbreaking ridership year.
But more significant, more riders means more people who use bikes to access our trains and stations.

4. Customer Tracking System
11% of 1.75 million riders is a whole lot of bikes—both at the station and on our trains.

5. Customer Tracking System
Bicycle storage space on board Capitol Corridor trains is limited by the design and availability of equipment. The increase in both bicycle usage and overall ridership is constraining our capacity to safely accommodate so many bicycles.
2011 we surveyed bike users participated. 88 percent of those bike users need their bikes after they off board the train to get to their final destination.
Our bicycle survey asked bike users “How often do you find space on the train?” Only a 33 percent average always find a space to park. 61% have a less than 100 percent to find rack space, on the return it is over 68%.
More bikes, less chances of bike rack access results in . . .

6. More Riders = More Bikes
. . .this scenario, which is a triple threat to safety: wheelchair users have no where to go, the aisleways are blocked and if this train were to stop suddenly, these unsecured bikes become projectiles.
Safety, in this instance, is not just a viewpoint; it is mandated via compliance with basic operations standards as regulated by federal law.
CCJPA knew something had to be done, so staff created the “Bicycle Access Policy.”
Under the current and new Bicycle Access Program, the conductor has the right to and may refuse to board a bicycle if she/he is concerned that the bicycle cannot be safely stored on board the train that day.

7. Customer Tracking System
Bike users are part of a changing demographic. More and more people are ditching their cars. Plus, the Capitol Corridor is a victim of regional land use decisions. In the communities we serve, more businesses are moving into areas that once housed industrial parks. Many areas don’t have bus or lightrail access, so bikes have become essential for that last mile of commute.

8. Planning a Solution
January/February 2011 conducted survey of bicycle usage on the Capitol Corridor
Established a Bicycle “Policy” Working Group
CCJPA;
Amtrak;
Caltrans Division of Rail; and
three Capitol Corridor riders (two who use bicycles and one who uses wheelchair).
January/February 2011: we established a Bicycle Policy Working Group comprised of CCJPA, Amtrak, Caltrans Division of Rail and three Capitol Corridor riders (two who use bicycles and one who uses wheelchair); we surveyed bicycle usage on the Capitol Corridor
The Bicycle Policy Working Group met several times and worked towards evaluating solutions to this dilemma.

9. Original “Bicycle Access Policy”
Notifying Passengers of the new “Policy”
Bikes must be placed/secured in bike rack area.
If bike spaces are full, rider must safely put their bike in an area where it can be secured and not impedewheelchairs or block aisleways.
“Securing” attached with a restraining device.
Conductor has final say.
Bikes may not be stored in restrooms.
If not secured, bike must be relocated or the rider shall take another train which has sufficient storage space.
February to May 2012 – Red tag improperly stored bikes
June 2012 – Enforce the policy
An Updated On-board Bicycle Policy was drafted in July 2011
The Policy included these parameters

10. Rider Response Commented on CCJPA Emailed members of the CCJPA board
Posted rumors on social mediasites
Rise in ridership has of course resulted in an increase in social media followers.
Like our sister transit agencies we adapted to the social media basics to keep up with transit riders, who by nature are on the go.
In the time period between the start of our fiscal year, to the time when passengers got wind of the new “policy,”
Capitol Corridor’s Facebook Fans increased 263%, from 601 friends in September 2011 to 2,186 in February 2012.
Twitter followers grew 40%, from 656 in September to 872 in February 2012.
Those who learned of our impending policy were quick to use these channels to express their feedback, including outrage after reading tweets of rumors that we were adopting this policy because we were NOT bike friendly.

11. Growing Image Problem Four known negative incidents
Lack of front-line buy in
Anonymous letter to newspaper
Comments to riders
In the 2011 Bike Survey, four riders said they were not even allowed on the train they wanted to ride, which meant they were stuck on the platform for an hour to wait for the next one.
This is NOT the service they have come to expect.
Conductor advising bike riders that “they didn’t care” how bikes were stored, it was the CCJPA coming down on them.
Conductors varying attitudes about bikes, spotty enforcement.
One wrote a letter to a local paper stating a bike policy always existed, and conductors simply dealt with it as they saw fit.
In one truly disturbing incident that occurred in Berkeley a couple months ago, a woman was directed to lock her bike at the station’s bike racks before reboarding the train, and then the train pulled away with her other belongings on board while she was locking up her bike!
A conductor wrote a letter to the Sacramento be; another told riders the issue was the CCJPA cracking down in bike users, Conductors “didn’t care” how bikes were stored on board.

12. Declaring an “Image” Crisis
Ruining the Capitol Corridor image.
Media,
Riders,
Bicycle community, and
Environmentalists
Threatened ridership loyalty and/or future riders
By February, CCJPA’s Managing Director and the PIO knew the combined push back, lack of training with the conductors, conductor behavior and Social Media activity was snowballing into an image crisis.
CCJPA managers met with the PIO to address this crisis and strategies to address it head on.

13. Passenger Platforms
We used social and internet media to covey the safety message: We:
Blogged updates
Identified a staff bicyclist spokesperson
Created the “Spoke ‘n Word” blog – all about bikes
Linked tweets and FB to new blog posts
Over Arching message: “Our readiness to listen to our riders is another factor that helps inspire customer loyalty.  Bicycle storage on-board is a crucial issue for Capitol Corridor service as demand for on-train storage is higher than we can generally supply.  The CCJPA views the solutions to the bicycle storage issue as a collaborative effort.  We will strive to be creative as our resources will allow (rail equipment, regulatory safety compliance and funding). 
Just as importantly, we will need the help of our bicycle using riders as well.  It’s apparent to CCJPA, Amtrak staff and frequent riders that our soaring ridership and the corresponding growth in bike access in just a few years has presented us all a challenge.  Safety, in this instance, is not a subjective concept; safety is the CCJPA’s top priority and it is regulated on intercity passenger trains by federal law.
Thanked feedback: “The comments and suggestions from you to the CCJPA Board of Directors and staff have been thorough and very helpful.”

14. Community Response
“The rumors flying around are that conductors were going to start denying passengers access if all “official” bike spots were already taken.  The facts behind this rumor were revealed in a blog post on the CapitolCorridor website:
Postponed initiative and renamed it a “Program”
“We have examined these concepts and are postponing the official launch of the policy for several months in order to raise awareness among the riders and allow more time for conductor training in preparation for eventual implementation
Publicized all that we did:
· Introduced more bicycle storage on most Capitol Corridor trains by shifting around the car types shared between the Capitol Corridor and San Joaquin services.
· Received information that we have programmed funding (expected to arrive in late 2012 through late 2014) to add secure bicycle parking storage at stations.
· Begun an education period (1) for conductors to gain more consistency and attention to the parking and storage of bicycles on the train, and (2) for customers bringing their bicycles on the trains so that the conductors and travelling public know what to expect in terms of eventual policy application. In this time conductors will hang tags on bicycles (or luggage) that is not stored in a way that is compliant with the future policy.
Solicited feedback.

15. Cross Link Platforms

16. First Retrofit Caltrans modified 14 train cars
Passengers appreciate knowing we listen!
In the meantime, CalTrans used ARRA funds to modify the cars. It took a year to get the federal grant obligated and then more time for the RFP to be issued and a contract awarded to design and modernize the trains.
CCJPA with Caltrans to modify 14 Cab Cars to create more storage for bikes, while keeping aisleways clear to sustain accessibility for our wheelchair using riders; modified Cab Car bike racks with a wider wheel hook that Capitol Corridor bike users suggested.

17. Tangible Changes
Our first retrofit, Cab Car 8302, was completed in September and on tracks soon immediately after.

18. Timeline Year Action Summary 2008
Economic boom/bust; high ridership and gas prices drive bicycle use growth
2009
Bicycle growth stays high/grows with on-train storage issues (in aisles, in bathrooms ETC
2010
CCJPA staff creates a Bicycle Plan Ad Hoc Committee: Bike and ADA advocates
2011
March survey of bicyclists on the train; 2012 STIP funding programmed for at-station facilities; Enforcement announced without feedback ETC
2012
February: CCJPA Board Bicycle Policy adopted; Correction cards developed for handout in April; $25K in Funding for at-station solutions; Nov/Dec Mode of Access Survey and draft Bicycle Access Plan
2013
February: Implementation of CCJPA Bicycle Access Program
The CCJPA Bicycle “Program” was formally adopted in February 2013 and we began implementing it this month.
It includes:
Supporting bicycle sharing programs implemented by local communities partnering with Air Districts in the region.
Secure, electronic bike storage units and busy stations.
Research & Planning folding bike rental pods and select stations.
The CCJPA Board of Directors voted to allocate capital dollars to

19. Bicycle Access program:
Solution
Summary
Project Benefits
Target Demographic1
Bicycle Sharing
Supporting local communities considering bicycle sharing, when ready, install bicycle share pods at stations, and promote mega-regional cohesive bicycle sharing.
Reduced on-train bicycles
Increases last mile access in origin/destination community
Trip compatibility with secure bicycle program
Supports mode shift to bicycling
All in or going to participating communities
Secure Bicycle Storage
Installing a cohesive and coordinated system of secure bicycle storage facilities (bicycle lockers or secure bicycle cages) that are based on electronic card access policies established by CCJPA.
Trip compatibility with bicycle sharing
Supports mode shift to bicycling
Improved at station bicycle security
Existing and future bicyclists using the train
Folding Bicycle Rental
Installing a membership–based folding bicycle rental system (akin to city car-share programs) at select Capitol Corridor stations initially, station expansion based on utilization.
Reduced on-train full sized bicycles
Promotes complete train/bicycle mobility for trips
Greater space utilization
Existing and future train riders, and existing bicycle/train riders
1. Analysis of the future 2012 MOA results (see Error! Reference source not found. Error! Reference source not found.) will be used to fine tune the target demographics
The CCJPA Board of Directors voted to allocate capital dollars to plan, research and apply for grants for more secured parking options at our stations.
Bicycle Access program:
Tried red tagging as an educational tool, but it was a total failure. Conductors were reluctant to enforcement this element of the program consistently.
Threw that initiative out, and instead we:
Phase I educate: held two folding bike events, partnering with local bike advocacy groups, bike vendors and manufacturers, retrofitted all cars,
February to May- educate bike users; re-do bike web page, create video to show bike users the proper way to store a bike.
Phase II, work on creating a bike car with a secure storage and a door so bikes are not in the same space as passengers (no projectiles). Conductors will be trained to direct bike users to that train car that will be identify with a decal.
June-enforce by directing bike users to park their bike in the bike cars.
Phase III, Looking for grants to help pay for secure lockers, install electronic lockers, create rack card and other educational materials about bike parking issues. Designate “no bike parking” area and identify those areas with on board signage.

20. What we learned Get in front of the issue Stay on message
Use every available resource
Identify weaknesses in your initiative
Actively address those issues
e.g. Training
Cross link platforms
Focus on solutions
Like all of you, Capitol Corridor places high value on the service we deliver to our passengers.
What we learned is social media is a communications avenue that let’s our customers know we are listening and in real time.
Conscious decision to structure the bicycle plan towards solution rather than enforcement.

21. Facebook.com/capitolcorridor
Twitter.com/capitolcorridor
YouTube.com/capitolcorridor