TDM Toolbox

Subsector: Transit
Transit Marketing and Subsidization
VMT Reduction Potential: 1
Cost: 2
ROI: 2
CVAG Relevancy: 4
Land Use Content: Urban, Suburban
Trip Type: School, Residential, Commute, Recreation
Scale: Regional
Timing: Short Term (1-3 years)
Implementors-Private: Educational Institutions, Employers, Property Managers, Transportation Management Associations (TMAs)/Transportation Management Organizations (TMOs)
Implementors-Public: Municipalities, Regional Agencies, Transit Agencies
References: Blythe Climate Action Plan, Cathedral City Climate Action Plan, Desert Hot Springs Climate Action Plan, SunLine Free Ride Days, TransitCenter “Winning Riders” Toolkit, Clean Mobility Options Pilot

Description

Increasing bus ridership by offering promotions and incentives for new riders, with targeted marketing and supports public transit. Similar to the mobility wallet strategy, this strategy specifically promotes transit services and provides incentives other than subsidized fares such as giveaways and services.

Implementation Details

  • Distribute fare vouchers and ride passes for first-time bus riders in partnership with SunLine marketing campaigns.
  • Organize “Try Transit” weeks and student ridership drives at high schools and community colleges.
  • Focus targeted outreach on Spanish-speaking households, service workers, and senior communities.
  • Track outcomes using post-event surveys and VMT shift estimates to assess long-term rider retention.

Mitigation Potential

Increasing awareness of mobility options, providing resources, and introducing competitions reduces VMT by increasing usage of multimodal options.

For more details, see CAPCOA, T-9. Implement Subsidized or Discounted Transit Program, pg. 95-99 for VMT reduction quantification.

Linked Strategies

Equity Considerations

Target promotions toward transit-dependent populations and residents of Disadvantaged Communities (DACs). Use free or discounted fare programs to reduce cost barriers for youth, seniors, and low-income individuals. Include community feedback loops to evaluate whether campaigns effectively reach equity-priority groups.

Funding Sources

Funding sources include the Regional Active Transportation Program -Riverside Region (Southern California Council of Governments), and the Sustainable Transportation Planning Grant Program: Sustainable Communities: Competitive and Technical (Caltrans).

Examples/Case Studies

North County Transit District Strategic Marketing and Communications Plan

The North County Transit District (NCTD) has developed a Strategic Marketing and Communications Plan to guide its efforts for the fiscal year. The plan includes initiatives that support ridership recovery, particularly in response to COVID-19. The primary goals of this plan are aligned with NCTD’s mission, vision, and overarching strategic framework. Key aspects of the plan emphasize reliability and frequency of service, enhancing safety and comfort for riders, and aiming for seamless and easy transit experiences. Additionally, the plan aims to connect the growing North County area and serve a wider audience by tapping into new markets. The strategic plan also includes efforts to revitalize and reimagine transit stations throughout North County through transit-oriented development (TOD). This involves integrating housing, businesses, and community amenities near transit hubs.

SunLine Free Ride Days & Try Transit Campaigns

SunLine has hosted Free Ride Days and outreach to promote ridership among seniors, youth, and Spanish-speaking communities