Transport Yourself Campaign
1
Strategy
• Comprehensive campaign to induce trial
ridership from non-riders with free pass.
• Increase frequency and loyalty of current
customers for with free pass.
• Collect contact information for promotional
communication and marketing research.
Transport Yourself Microsite
2012 Responder Analysis
Drive-Time Trade Area
Drive-Time Trade Area: 19 minutes
On average, 75% of The TRE’s responders live
within a 19-minute drive of the stop they frequent.
•
TRE Richland Hills Station
7225 Burns St.
Richland Hills 76118
•
19-Minute Drive-Time Trade Area
Segmentation
12
• All U.S. households are grouped into types based
on demographics and psychographics
10
8
6
4
2
0
PROFILE ANALYSIS
4/13/2015
10
Identify & Analyze Your Responders
F01: Steadfast Conservatives
Home to high-school educated
mature singles and couples living in
middle-class urban blue-collar
neighborhoods
12
10
8
6
4
2
0
PROFILE ANALYSIS
4/13/2015
11
Identify & Analyze Your Responders
F01: Steadfast Conservatives
Lifestyle Characteristics
12
10
8
Index
Purchased Bowling Ball During Last 12 Months
207
Visit Rallys Fast Food Restarurant
190
Recently Acquired a Midsize Domestic Vehicle
155
Viewed Soccer On Pay-Per-View In Last 12 Months
150
Only Visits Doctors if Very Ill
106
Over 75,000 individual categories available
6
4
2
0
PROFILE ANALYSIS
4/13/2015
12
A01
A02
A03
A04
A05
A06
A07
B01
B02
B03
B04
B05
B06
C01
C02
C03
C04
C05
D01
D02
D03
D04
E01
E02
E03
E04
E05
E06
F01
F02
F03
F04
F05
G01
G02
G03
G04
H01
H02
H03
H04
I01
I02
I03
I04
I05
J01
J02
J03
J04
J05
K01
K02
K03
K04
K05
K06
L01
L02
L03
U.S. Profile
Percent
16
U.S. Profile
14
12
10
8
6
4
2
0
Segment
PROFILE ANALYSIS
4/13/2015
13
A01
A02
A03
A04
A05
A06
A07
B01
B02
B03
B04
B05
B06
C01
C02
C03
C04
C05
D01
D02
D03
D04
E01
E02
E03
E04
E05
E06
F01
F02
F03
F04
F05
G01
G02
G03
G04
H01
H02
H03
H04
I01
I02
I03
I04
I05
J01
J02
J03
J04
J05
K01
K02
K03
K04
K05
K06
L01
L02
L03
Actual Responders vs. Trade Area
Percent
16
Responders
PROFILE ANALYSIS
4/13/2015
Trade Area
14
12
10
8
6
4
2
0
Segment
15
Core Responder Selection
To be a core Responder, a segment must
comprise at least 1% of the Responder base.
Core Responders are then differentiated as
follows:
• Primary Core Responders have a high
likelihood of being TRE responders.
• Secondary Core Responders are likely to be
TRE responders.
Core Responders: Tarrant County
Percent
16
Responders
Trade Area
14
Secondary Core
Responders are
not as likely to be
your Responders
as Primary Core
Responders but
are still very likely.
12
10
Primary Core
Responders are the
most likely to be
your Responders.
8
Tertiary Core
Responders are
less likely to be
your Responders
but are opportunity
segments.
6
4
2
A01
A02
A03
A04
A05
A06
A07
B01
B02
B03
B04
B05
B06
C01
C02
C03
C04
C05
D01
D02
D03
D04
E01
E02
E03
E04
E05
E06
F01
F02
F03
F04
F05
G01
G02
G03
G04
H01
H02
H03
H04
I01
I02
I03
I04
I05
J01
J02
J03
J04
J05
K01
K02
K03
K04
K05
K06
L01
L02
L03
0
Segment
PROFILE ANALYSIS
4/13/2015
17
Responder Segmentation User Guide
Link to Buxton Mosaic Guide Online
PROFILE ANALYSIS
4/13/2015
18
Household Level Profile
IDentify Your Primary Core
Responders
•
Segment F01: Steadfast Conservatives - Home to high-school educated mature singles and
couples living in middle-class urban blue-collar neighborhoods
•
Segment F02: Moderate Conventionalists - Highly mobile, middle-class singles and childless couples
living in modest homes, semidetached houses and apartments scattered throughout second-tier
cities
•
Segment F03: Southern Blues - Racially mixed, young and lower-middle-class singles and couples
living in older, garden style apartments in satellite cities throughout the South
•
Segment F04: Urban Grit - Young, ethnically mixed, working-class singles and single-parent
households living in blue-collar neighborhoods in second-tier cities scattered around the country
•
Segment F05: Grass-roots Living - Less educated, racially diverse mix of middle-aged couples,
families and singles living in lower middle- class rural villages and aging industrial towns throughout
the Midwest and South
IDentify Your Secondary Core
Responders
•
Segment B01: Status-conscious Consumers - Middle-aged Baby Boomer households living in
suburban neighborhoods within a manageable commute to well-paying city jobs
•
Segment B02: Affluent Urban Professionals - Affluent singles and couples who live in the chic highrise neighborhoods of many big cities, owning swank condos and apartments
•
Segment B03: Urban Commuter Families - Upscale, college educated Baby Boomer families and
couples living in comfortable, single detached homes in city neighborhoods on the metropolitan
fringe
•
Segment B04: Solid Suburban Life - A mix of upper-middle class younger and middle-aged couples
and singles who enjoy upscale comfort in maturing bedroom suburbs
•
Segment B05: Second-generation Success - Upper-middle-class and large multi-ethnic households
working in white and blue-collar jobs within metro fringe communities
•
Segment B06: Successful Suburbia - Middle-age, married couples with children who enjoy an
upscale life far from the downtown hustle of city living
Household Income
Income Levels
160
140
120
100
HH with incomes
below $35K are ~
21% of responders
Tarrant County
but are 40% less
Responders
likely to respond. On
the other hand,
incomes > $125K are
55% more likely to
respond.. Two very
different sets of
needs are reflected
here.
80
60
40
20
0
Income Levels
$35K- $50KTarrant County Responders
$75K- $100K-
<$35K
$50K
$75K
$100K $125K =>$125K
21.4%
12.0%
27.2%
16.4%
8.7%
14.4%
Marital Status
22% of responders are
single but are almost
25% less likely to
respond. The
promotional offer is
not registering with
singles.
Marital Status
140
120
100
80
60
Tarrant County
Responders
40
20
0
Married
Single
Unknown
Marital Status
Married Single Unknown
Tarrant County Responders
64.1%
21.8%
14.1%
Ethnicity
Ethnicity
140
120
100
African American
and Hispanic HH
represent 24% of
responders yet only
African Americans
are more likely to
respond to a
promotional offer.
Introduce Hispanic
specific version to
capture more
responders
80
60
Tarrant County
Responders
40
20
0
African-American
Asian
Hispanic
Ethnicity
AfricanAmerican Asian Hispanic
Tarrant County Responders
12.8%
0.8%
11.3%
Home Ownership
Ownership
140
120
100
80
60
Tarrant County
Responders
40
20
0
Homeowner
Renter
Owner of SFDU
Ownership
Owner of
Homeowner Renter
Tarrant County Responders
73.1%
7.4%
SFDU
71.0%
Dwelling Type
Dwelling Type
120
100
80
60
Tarrant County
Responders
40
20
0
MFDU
SFDU
Dwelling Type
MFDU SFDU
Tarrant County Responders
11.2%
84.4%
Length of Residence
Length of Residence
180
160
140
120
100
80
Tarrant County
Responders
60
40
20
0
<1
1-5
6-10
11-15
16+
Length of Residence
Tarrant County Responders
<1
1-5
6-10
11-15
16+
3.6%
29.4%
20.8%
18.1%
27.8%
Shopping Behaviors
Shopping Behaviors
170
160
150
140
130
Tarrant County
Responders
120
110
100
Multi Mail Order
Buyer
Multi Mail Responder
Online Buyer
Shopping Behaviors
Multi Mail Multi Mail Online
Order Buyer Responder Buyer
Tarrant County Responders
71.8%
55.1%
59.7%
Psychographic Characteristics
Tarrant County Riders
Trade Area % Responder % Index
Fitness Interest
12.5%
25.1%
201
Do-It-Yourself Interest
10.5%
20.6%
196
Healthy Living Interest
13.8%
26.9%
194
Personal Beauty Care Interest
11.7%
21.9%
187
Outdoors Interest
16.4%
30.4%
185
Gardening Interest
17.9%
32.5%
182
Behavioral Characteristics
Tarrant County Riders
Trade Area % Responder % Index
Lives an Affluent Lifestyle
15.9%
29.6%
186
Enjoys Personal Travel
15.5%
27.8%
180
Charitable Contributions Donor
15.2%
26.7%
176
Online Buyer
34.4%
59.7%
173
Reader
24.9%
41.4%
166
Hi-Tech Equipment Owner
41.9%
67.6%
161
Direct Mail Campaign
• By comparing responder households with other households in the same
trade areas, pre-selection criteria (or hard selects) are determined for TRE
mail campaigns. The following hard selects were chosen for the TRE
acquisition targets:
•
•
Two or More Adults in the Household
Two or Fewer Children in the Household
Lives in a Single Family Dwelling Unit
Household Income >$50,000
Likely or Extremely Likely to Have Some
College Education, a Bachelor’s Degree,
or a Graduate’s Degree
Direct Mail Strategy
• First mailing – Spring 2012
– Execute using two test cells
• Commuter (peak) message
• Leisure/event (off-peak) message
• Second Mailing – TBD
– Analyze first mailing and test two more variables
i.e. Single vs. Married