K Line 2022 Opening Ridership Campaign Marketing Strategy
Overarching Goal: Increase rail ridership.
Phase I: The Build Up
Strategy 1: Build excitement for the opening of the Crenshaw/LAX(K Line).
Approach: Educate the public about opening of the K Line, benefits of riding, and free rides on opening weekend.
Target Audience:
1. Communities along the alignment(West Adams, Baldwin Hills, Leimert Park, Ladera Heights, Hyde Park, Inglewood, Morningside Park, Lennox, Hawthorne, El Segundo)
E Line(Expo) and C Line(Green) Rail Riders(connecting rail lines)
3. LA County residents(everyone else)
Audience 1: Focus on community building, new connections between historic neighborhoods, the new station amenities, and increased connections to Metro’s growing rail system.
Audience 2: Focus on new station amenities, destinations, connections to Metro’s growing rail system and the future connection to LAX.
Audience 3: Focus on historic neighborhoods and destinations and connections to Metro’s growing rail system and the future connection to LAX.
Overall Messaging: Opening day date + free rides opening weekend + K Line website
Suggested Paid Media Budget: $500k
In-kind Tactics:
Metro.net/Active Campaign
>splash website page collecting email addresses to build K Line specific email mailing list
>website detailing opening day events, station amenities, Metro Art, bus/rail connections
>monthly to biweekly to weekly e-blasts building up excitement for opening day
Customer Information/Permanent and Temporary Signage
>(backlits, tk1s, Go Metro map, and digital maps for CIPs units)
>Standing brochures
>On-board announcements
>Platform announcements
>Signage templates for service changes/disruptions
>Transit app
>Schedule/trip planner updates
Videos
>create separate section on Metro’s YouTube channel for all things K Line
>:15sec stop-motion opening day announcement GIF
Tentative Timeline
Public Relations
K Line 2022 Opening Ridership Campaign Marketing Strategy
Overarching Goal: Increase rail ridership.
Phase I: The Build Up