Customer Education and Awareness of On-Demand Mobility (2023)

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75   A P P E N D I X A Survey Instrument TCRP Project J-07, Topic SB 35 The Texas A&M Transportation Institute (TTI) has been conducting research for the Transit Cooperative Research Program (TCRP) on marketing and outreach in on-demand mobility. This research, TCRP Synthesis Topic SB-35, “Customer Education and Awareness of On-Demand Mobility,” will document transit systems’ current practices in marketing, branding, and outreach associated with newly introduced on-demand mobility services with particular interest in on- demand microtransit services or the use of TNCs or taxicabs, either as the service or technology provider. The results from the research will provide an overview of: 1. Internal processes and planning for outreach 2. Roles and responsibilities within the agency and with partners 3. Types of marketing efforts, technologies, and approaches 4. Benefits and effectiveness of education and awareness efforts This survey is a critical piece in the research project, and we are looking for your responses by March 28, 2022. The survey will take approximately 15–20 minutes to complete. The survey saves your responses as you move from section to section. You can finish the survey later by accessing it again from the same device and browser within a two-week period. This survey will ask questions about your agency’s customer education and awareness efforts to learn more about subjects such as: • Service purpose and customer groups • Service structure and partners • Branding and communication • Roles and responsibilities • Marketing strategies • Enhanced participation (technologies and incentives) • Community engagement • Evaluation and budget • Benefits and lessons learned The information you provide will be synthesized with information collected from other transit professionals. Your answers will be confidential to the extent permitted or required by law. Your participation is greatly appreciated. If you have questions, concerns, or complaints regarding this study, you may contact Todd Hansen. You must be at least 18 to participate in the survey. You may be contacted by TTI to help clarify your answers or gather additional information.

76 Customer Education and Awareness of On-Demand Mobility Q1 Do you agree to participate in this research? Yes No Skip To: End of Survey If Q1 = No Q2 This survey invitation has been prepared for transit agencies in the United States. Are you affiliated with a transit agency in the United States? Yes No Skip To: End of Survey If Q2 = No Q3 Introductory Questions The following questions confirm that your agency has experience with on-demand mobility service(s). Q4 Please provide information about you and your transit agency. Please proceed after completing. Your name ________________________________________________ Your job title ________________________________________________ Transit agency name ________________________________________________ Transit agency city ________________________________________________ Q5 Does your transit agency have an on-demand mobility service either in current service or that was previously operational (beyond traditional ADA paratransit, Dial-a-Ride, or flexible fixed route transit)? Yes, we currently have (or previously had) one or more on-demand services. No, we do not have (and have not had) anything beyond traditional service types. Skip To: End of Survey If Q5 = No, we do not have (and have not had) anything beyond tr aditional service types.

Survey Instrument 77   Q6 For this survey, we are interested in any marketing, customer education, and stakeholder engagement efforts associated with on-demand mobility services at transit agencies. These services could either be operated by the transit agency using an on-demand dispatching platform or in partnership with a service/technology provider for some/all of the service components. The education and awareness efforts associated with these services could include the following activities: • Defining the customers and locations to market to • Branding of the on-demand service • Budgeting marketing activities and cost of customer acquisition • Roles and responsibilities in marketing/education efforts • Types of marketing efforts, technologies, and enhanced participation approaches used • Engagement with local stakeholders and partners • Evaluation of outreach effectiveness • Other similar activities Q7 Do you personally have knowledge of the transit agency’s on-demand mobility services(s) (including customer education or awareness efforts associated with the service(s))? Yes No/not sure Skip To: Q10 If Q7 = Yes Q8 Do you know who has knowledge of the transit agency’s on-demand mobility service(s)? Yes No/not sure Skip To: End of Survey If Q8 = No/not sure Q9 Please provide the contact information of the individual who has knowledge of the transit agency’s on-demand mobility service(s). Please proceed after completing so that your information can be recorded. Name ________________________________________________ Title (if known) ___________________________________________ Email ________________________________________________ Phone ________________________________________________

78 Customer Education and Awareness of On-Demand Mobility Display This Question: If Q7 = Yes Q10 On-Demand Mobility Services The following questions ask about the on-demand mobility services currently or previously at your transit agency. In order to maintain consistency, we’ve provided definitions for a few terms that will be presented in the survey. Please review before proceeding. • Ride-hailing: Term used for taxicab or taxi-like services such as Yellow Cab, traditionally used for taxicab services only but now is sometimes applied to TNCs and/or services arranged through a digital platform. • Transportation network company (TNC): Taxi-like services that provide travelers with on-demand access to a ride using a digital platform connecting travelers to drivers using personal vehicles. • Microtransit: A technology-enabled demand-responsive transit service (either public or private), typically using shuttles or vans with dynamic, real-time routing and scheduling. Often, microtransit pools passenger trips together using pickup and drop-off points at common destinations, sometimes through curb-to-curb service for the passenger. • Digital platform: The platform allowing travelers to request rides from the on-demand service, typically via a smartphone application. Depending on the service and provider, the application is typically created by the private mobility company while the service branding on the application varies. The digital platform might also use other avenues for ride requests (such as concierge platforms for dispatchers handling customer calls). • Subsidy program: A service option in which the transit agency pays a portion of the trip cost (after an initial charge and/or up to a certain limit) on behalf of the customer using the on-demand service provider such as a TNC or taxicab. Please proceed to the following question. Display This Question: If Q7 = Yes

Survey Instrument 79   Q11 Please enter the names of any active or previous on-demand services (up to five) at your transit agency and the names of the service/technology partners for the service. On-Demand Service Service/Technology Partner(s) Service #1 Service #2 Service #3 Service #4 Service #5 Q12 Please indicate whether any of these on-demand mobility services are currently active. Active Not active Service names from Q11

80 Customer Education and Awareness of On-Demand Mobility Q13 What was the purpose of the on-demand mobility service(s)? Please check all that apply. Test functionality of new service model Provide service in a new geographic area Replace discontinued service in a new geographic area Provide first/last mile gap service connections Provide service for a specific population group(s) Improve service in transportation-disadvantaged areas Lower trip demand on ADA paratransit service Bolster ridership on the fixed route bus network Take advantage of available funding opportunities Other, specify ________________________________________________ Q14 Internal Processes and Planning The following questions ask about information involved in creating the marketing and outreach strategy associated with the on-demand mobility service(s). Q15 How did your agency define specific customer populations for on-demand mobility service(s) while the service was being developed? Please check all that apply. Please also indicate which of these factors impacted the marketing strategy and/or the branding for the service.

Survey Instrument 81   Factors used to define specific customer populations Factor impacted the marketing strategy for the service Factor impacted the branding for the service Service area location Service radius Demographic information Geographic characteristics of the area Points of interest in the service area Local organizations in the area Transit agency goals Community input Language Other (if applicable, specify here)

82 Customer Education and Awareness of On-Demand Mobility Q16 How was the service branded in name to customers? Please check all that apply. As a stand- alone service As part of the existing transit agency As part of private mobility provider service (in the digital platform) Made available without special branding Service names from Q11 Q17 How was the service branded in features to customers? Please check all that apply. As available to everyone As a premium service in terms of fare/availability As a premium service in terms of comfort/vehicle type Made available without special branding Service names from Q11

Survey Instrument 83   The following questions ask about roles and responsibilities of the transit agency and public and private partners involved with the on-demand mobility service(s). Q19 Which department within the agency where you work contributes to the customer education and awareness efforts for the on-demand service(s)? Please indicate “Lead,” “Support,” or “Other role.” Lead Support Other role (provide role in next question) Marketing Planning Innovation Department Operations (Fixed Route) Operations (Demand Response) Community Outreach Other department (if applicable, specify here) Q18 Roles and Responsibilities

84 Customer Education and Awareness of On-Demand Mobility Carry Forward Selected Choices from "Q19" Q20 What other roles do departments within the agency where you work have with respect to the customer education and awareness efforts for the on-demand service(s)? Marketing ________________________________________________ Planning ________________________________________________ Innovation Department ________________________________________________ Operations (Fixed Route) ________________________________________________ Operations (Demand Response) ____________________________________________ Community Outreach ________________________________________________ Other, specify ________________________________________________ Q21 What roles do/did the mobility/technology partners (TNC, taxi, or microtransit companies) have in marketing, customer education, and outreach? Please check all roles that apply. Marketing (direct or indirect) Customer education Incentives/ promotions Budgeted support Customer feedback Other role (provide role in next question) Not applicable Service names from Q11

Survey Instrument 85   Display This Question: If Q21 [Other (provide role in next question)] Q22 What other roles do/did the mobility/technology partner(s) have? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Display This Question: If Q21 [Marketing (direct or indirect)] Q23 What types of marketing did the mobility/technology partner(s) use? Please check all that apply. Commercial media (TV, radio) Social media Print collateral Mailers Billboards Digital ads Other (if applicable, specify here) ________________________________________________

86 Customer Education and Awareness of On-Demand Mobility Display This Question: If Q21 [Customer education] Q24 Please describe the customer education program/effort developed or administered by the mobility/technology partner(s). ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Q25 For any agreements with the mobility/technology partners that include terms for roles and responsibilities in marketing, customer education, or outreach, are you able/willing to share these documents? Yes No Display This Question: If Q25 = Yes Q26 Please share the agreements. In order to upload multiple files, they must be compressed into a single zip file. Q27 Were there any other local stakeholder partners (i.e., neighborhood organizations, social service organizations, businesses) involved in marketing, customer education, or outreach? Yes No

Survey Instrument 87   Skip To: Q33 If Q27 = No Q28 Please list any other local stakeholder partners involved in marketing, customer education, or outreach. Partner Name #1 Partner Name #2 Partner Name #3 Service names from Q11

88 Customer Education and Awareness of On-Demand Mobility Q29 What roles do/did the other local stakeholder partners have in marketing, customer education, and outreach? Please check all roles that apply. Marketing (direct or indirect) Customer education Incentives/ promotions Budgeted support Customer feedback Other role (provide role in next question) Not applicable Service names from Q11 Display This Question: If Q29 [Other (provide role in next question)] Q30 What additional roles did the other local stakeholder partner(s) have? ________________________________________________________________

Survey Instrument 89   Display This Question: If Q29 [Marketing (direct or indirect)] Q31 What types of marketing did the other local stakeholder partner(s) use? Please check all that apply. Commercial media (TV, radio) Social media Print collateral Mailers Billboards Digital ads Other (if applicable, specify here) ________________________________________________ Display This Question: If Q29 [Customer education] Q32 Please describe the customer education program/effort developed or administered by the other local stakeholder partner(s). ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Q33 For any agreements with the other local stakeholder partners that include terms for roles and responsibilities in marketing, customer education, or outreach, are you able/willing to share these documents? oYes oNo

90 Customer Education and Awareness of On-Demand Mobility Q36 What types of marketing were used by the transit agency in association with the on-demand mobility services? Please check all that apply. For any other marketing efforts not listed, please check the box in that column and provide further information in the next question. Commercial media Social media Print collateral Mailers Billboards Digital ads Other marketing efforts Service names from Q11 Display This Question: If Q36 [Other] Q37 What other marketing efforts were used by the transit agency? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Display This Question: If Q33 = Yes Q34 Please share the agreements. In order to upload multiple files, they must be compressed into a single zip file. Q35 Marketing Efforts The following questions ask about marketing and outreach efforts led/conducted by the transit agency.

Survey Instrument 91   Carry Forward Selected Answers from "Q36" Q38 Please indicate any marketing campaigns that were directed at specific audiences/rider groups (more specialized than people living in the service area) and which population groups were the target audience for these marketing campaigns. Please check all that apply. For any other target audiences not listed, please check the box in that column and provide further information in the next question. Persons with disabilities Older adults Veterans Low- income households Community organizations Other target audience(s) Commercial media Social media Print collateral Mailers Billboards Digital ads Other types Display This Question: If Q38 [Other target audience(s)] Q39 What other target audiences were of interest for the campaign(s)? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________

92 Customer Education and Awareness of On-Demand Mobility Q40 What types of customer education efforts were used/developed for the on-demand mobility services? Please check all that apply. For any other education efforts not listed, please check the box in that column and provide further information in the next question. Travel training How- to-Ride videos Print collateral Workshops/events Other education efforts Service names from Q11 Display This Question: If Q40 [Other education efforts] Q41 What other customer education efforts were used by the transit agency? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________

Survey Instrument 93   Carry Forward Selected Answers from "Q40" Carry Forward Selected Answers from "Q38" Q43 Please indicate any customer education efforts that were directed at specific audiences/rider groups (more specialized than people living in the service area) and which population groups were the target audience for these efforts. Please check all that apply. For any other target audiences not listed, please check the box in that column and provide further information in the next question. Persons with disabilities Older adults Veterans Low- income households Community organizations Other target audience(s) Travel training How-to-Ride videos Print collateral Workshops/events Other education efforts Display This Question: If Q40 [Workshops/Events] Q42 What types of workshops/events were used by the transit agency? Please check all that apply. Launch event Recurring events in different neighborhoods Recurring events with different organizations/businesses Other (if applicable, specify here) ________________________________________________

94 Customer Education and Awareness of On-Demand Mobility Q45 Enhanced Participation The following questions ask about enhanced participation efforts (using technology, incentives, or other innovative tools) led/conducted by the transit agency. Some examples of enhanced participation may involve features such as tools in the digital platform to alert or communicate with customers, collection of feedback through non-traditional channels, promotional elements for engaging with the service, gamification of the digital platform, or other related efforts. Q46 Did any of the marketing campaigns for your on-demand mobility services use additional enhanced participation features to encourage service utilization? Yes No Skip To: End of Block If Q46 = No Q47 What types of enhanced participation were used in association with the on-demand mobility services? Please check all that apply. For any other enhanced participation types not listed, please check the box in that column and provide further information in the next question. Mobile application push notifications Dynamic/post- trip feedback Incentives/rewards systems Referrals Other enhanced participation Service names from Q11 Display This Question: If Q43 [Other target audience(s)] Q44 What other target audiences were of interest for the customer education efforts? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________

Survey Instrument 95   Display This Question: If Q47 [Other enhanced participation] Q48 What other enhanced participation efforts were used by/for the on-demand mobility service(s)? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Carry Forward Selected Answers from "Q47" Carry Forward Selected Answers from "Q38" Q49 Please indicate any enhanced participation efforts aimed directly at specific audiences/rider groups (more specialized than people living in the service area) and which population groups were the target audience for these efforts. Please check all that apply. Persons with disabilities Older adults Veterans Low- income households Community organizations Other target audience(s) Mobile application push notifications Dynamic/ post-trip feedback Incentives/ rewards systems Referrals Other enhanced participation

96 Customer Education and Awareness of On-Demand Mobility Carry Forward Selected Choices from "Q49" Q50 Which entity was responsible for which types of enhanced participation efforts? Transit Agency Service/Technology Provider Community Partner(s) Mobile application push notifications Dynamic/post-trip feedback Incentives/rewards systems Referrals Other enhanced participation Q51 Communication and Engagement The following questions ask how the transit agency engages with the community regarding on- demand mobility services. Q52 How does/did the transit agency and other service partners communicate with local stakeholders about on-demand mobility services? Please check all that apply. Transit Agency Business/Community Partner Service/Technology Partner Community meetings Website announcements or portals Phone number/help desk Other (if applicable, specify here)

Survey Instrument 97   Q53 When did the transit agency and other service partners communicate with local stakeholders about the on-demand mobility service(s)? Please check all that apply. Transit Agency Business/Community Partner(s) Service/Technology Partner Prior to service launch Service launch announcement Ongoing engagement during the service After the service ended (if applicable) Display This Question: If Q53 [Service/Technology Partner] Q54 Were these communications by the service/technology partner specified as part of the RFP/contract agreement? Yes No Q55 Was the service adjusted in any of the following aspects as a result of on-going engagement or post-service engagement? Please check all that apply. Service span (hours) Service span (days of the week) Rider cost (fare or subsidy) Eligibility Service zone Other (if applicable, specify here) ________________________________________________

98 Customer Education and Awareness of On-Demand Mobility Display This Question: If Q53 [Ongoing engagement during the service] Or Q53 [After the service ended (if applicable)] Q56 Did the audience for engagement change as a result of on-going engagement or observed ridership trends for the on-demand mobility service? Yes (if applicable, specify here) __________________________________ No Q57 Budget and Acquisition The following questions ask about budget and customer acquisition for marketing efforts associated with your agency’s on-demand mobility services. Q58 What was the approximate budget and time frame for the overall marketing campaign of your on-demand mobility service(s)? You can round to the nearest hundreds/thousands if easiest. Also, if you provide a number of days, weeks, months, or years for the time frame, please specify the length of time for that number. Budget (approximate in dollars) Time frame (at launch/annual) (please specify any number provided) Service names from Q11

Survey Instrument 99   Q59 How was the marketing budget for on-demand mobility services developed? Part of the overall marketing budget for the transit agency Part of the overall project budget Provided entirely by the service provider Different depending on the service Not applicable Q60 Do you track the cost of customer acquisition for first-time customers versus repeat customers of the on-demand service(s)? Overall customers only First-time customers and repeat customers Not tracked Display This Question: If Q60 = Overall customers only Or Q60 = First-time customers and repeat customers Q61 How is the cost of customer acquisition tracked and calculated? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________

100 Customer Education and Awareness of On-Demand Mobility Q62 Education and Awareness Benefits The next few questions will focus on the benefits of customer education and awareness efforts associated with your on-demand mobility service(s). Q63 For each of the following measures used at your transit agency (as applicable), please indicate the extent of the impact customer education and awareness efforts for on-demand mobility services have had on the factors presented below. For each factor, a positive impact is indicated in parentheses as either “higher” or “lower” for that factor. Made significantly better Made somewhat better No impact Made somewhat worse Made significantly worse N/A or not measured On-demand service ridership (higher) Fixed route ridership (higher) Multimodal trips (higher) Paratransit ridership (lower) Ridership from targeted groups (higher) New customers (higher) Cost of new customer acquisition (lower)

Survey Instrument 101   Area business activity (higher) Customer complaints (lower) Service rating (higher) Other (if applicable, specify here) Recurring customers (higher) Cost of recurring customer acquisition (lower) Online engagement (higher)

102 Customer Education and Awareness of On-Demand Mobility Q64 What factors used in evaluation are dependent on data from the service/technology partner in on-demand mobility service(s)? Please check all that apply. On-demand service ridership Fixed route ridership Multimodal trips Paratransit ridership Ridership from targeted groups New customers Cost of new customer acquisition Recurring customers Cost of recurring customer acquisition Online engagement Area business activity Customer complaints Service rating Other (if applicable, specify here) ________________________________________________ Q65 Are there any other factors you use to evaluate the success of customer education and awareness campaigns for on-demand mobility services? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________

Survey Instrument 103   Q67 Please indicate your agency’s experience with the customer education and awareness issues presented below. Not a challenge at all Slight challenge Major challenge Reaching the target ridership audience Teaching customers unfamiliar with on- demand mobility how to ride the service Available budget for marketing and education efforts Coordination with the service/technology provider on marketing and education efforts Coordination with local stakeholder partners, organizations, and businesses on marketing and education efforts Attracting new customers (higher) Ensuring equity in marketing and education outreach Retaining riders after they’ve used the service the first time Getting data from the service/technology provider on engagement levels Measuring the benefit of engagement efforts Q66 Overall Lessons Learned and Challenges For the remaining questions in the survey, we’d like to ask about your overall experience with the customer education and awareness efforts for on-demand mobility service(s) at your transit agency, including efforts conducted with or exclusively by service provider(s) or local stakeholder partner(s).

104 Customer Education and Awareness of On-Demand Mobility Q68 What lessons learned could your agency share with the industry regarding customer awareness and education campaigns for on-demand mobility services? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Q69 Further Participant Information We’d like to quickly ask a couple questions about other participants you believe should be included in this survey research. Q70 Do you know of another peer transit agency with relevant customer education and awareness efforts that may be interested in this survey? Yes No Display This Question: If Q70 = Yes Q71 Please provide contact information for the peer transit agency that may be interested in this survey. Please proceed after completing. Agency name ________________________________________________ Contact person name ________________________________________________ Contact email ________________________________________________ Contact phone ________________________________________________ Q72 Would you be interested in participating further in this study as a case example transit agency? Yes No