1.3 Marketing Strategies

Increase ridership by enhancing market demand for transit services.

Description

Marketing programs attempt to increase demand for a transit system. Programs can include improvements in fare structures and policies such as monthly or weekly passes, fare simplification (i.e., multiple operators accepting one fare medium), and fare reductions. Transit operators can promote customer service programs that enhance responsiveness to passenger concerns. Operators can also add or improve passenger amenities such as provision of transit shelters, benches, maps, visually pleasing aesthetics, and improved comfort of buses and trains. This strategy excludes adding more transit vehicles as a result of ridership increase. If additional buses are needed, use the equation in Section 3.1.

Application

Cities with existing and proposed transit systems.

Daily Emission Reduction (grams/day)=A+B\text{Daily Emission Reduction (grams/day)} = A + B

A=๐‘‰๐‘‡Rร—๐‘‡๐ธ๐น๐ด๐‘ˆ๐‘‡๐‘‚A = \mathit{VT}_{R} \times \mathit{TEF}_{\mathit{AUTO}}

Reduction in auto start emissions from trips reductions

B=๐‘‰๐‘€๐‘‡Rร—๐ธ๐นBB = \mathit{VMT}_{R} \times \mathit{EF}_{B}

Reduction in auto running exhaust emissions from trip reductions

๐‘‰๐‘‡R=N๐‘‡๐‘…ร—FT,๐‘†๐‘‚๐‘‰\mathit{VT}_{R} = N_{\mathit{TR}} \times F_{T,\mathit{SOV}}

Number of new transit riders multiplied by the percentage of riders shifting from single-occupant auto use

๐‘‰๐‘€๐‘‡R=๐‘‰๐‘‡Rร—๐‘‡๐ฟW\mathit{VMT}_{R} = \mathit{VT}_{R} \times \mathit{TL}_{W}

Number of vehicle trips reduced multiplied by the average auto trip length

Variables (Unit) Definitions
๐ธ๐นB\mathit{EF}_{B} (grams/mile) Speed-based running exhaust emission factor before implementation (NOX, VOC, PM, or CO)
FT,๐‘†๐‘‚๐‘‰F_{T,\mathit{SOV}} (percent) Percentage of people using a transit vehicle that previously were vehicle drivers
N๐‘‡๐‘…N_{\mathit{TR}} New transit ridership
๐‘‡๐ธ๐น๐ด๐‘ˆ๐‘‡๐‘‚\mathit{TEF}_{\mathit{AUTO}} (grams/trip) Auto trip-end emission factor (NOX, VOC, PM, or CO)
๐‘‡๐ฟW\mathit{TL}_{W} (mile) Average auto trip length
๐‘‰๐‘€๐‘‡R\mathit{VMT}_{R} Reduction in daily automobile VMT
๐‘‰๐‘‡R\mathit{VT}_{R} (trip) Reduction in number of daily automobile vehicle trips

Source: CalTrans