County of Fairfax, Virginia Department of Transportation Fairfax Connector Express Lanes Marketing and Implementation Briefing Board Transportation Committee.

County of Fairfax, Virginia

Department of Transportation

Fairfax Connector Express LanesMarketing and Implementation Briefing

Board Transportation Committee

Christy WegenerFairfax County Department of Transportation

January 15, 2013

County of Fairfax, Virginia

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Imagine Spring 2013Three 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?

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Thorough Research

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Realistic Planning

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Partnerships

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Successful Bus Service

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• 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

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County of Fairfax, Virginia

Marketing Plan Components

• Materials• Outreach• Advertising

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Marketing MaterialsToolkit 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

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Marketing Materials

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Outreach

• Meetings, phone calls and emails 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

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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

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County of Fairfax, Virginia

Social Media

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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 • 20-25 minute headway • Fare: $3.65 with SmarTrip and $4 with cash

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County of Fairfax, Virginia

What’s 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

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County of Fairfax, Virginia

What’s 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

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Questions?

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