Trinity Transit, a small but smart transit agency in the mountains of Northwest California, is a great example of what strategic marketing and providing quality resources to riders can do to help increase ridership and farebox return.
In 2009 Trinity participated in a Google Transit pilot for Northern California counties. The next year it expanded services to Willow Creek (at increased fares) and Redding. In late 2011, Trinity expanded these same intercity services again, while pursuing a revamping of its print and online marketing including a new website.
The riders heard about these new services, and have found schedule information easily with the new online resources. Trinity’s total ridership increased 92% between FY 09/10 and FY 13/14, up to nearly 15,000 a year. Riders per service mile driven rose 10%, farebox recovery increased from 9.4% to 15.6%, and total fares collected tripled.
A lot went in to this growth, most of all the work and dedication of the staff of Trinity Transit, and the support of a community that pushed for increased services.
Riders appreciate the clarity and convenience that quality online information offers. Trinity’s riders sure appreciate it. A 2013 survey asked Trinity riders whether they were satisfied with the service. An amazing 99% responded that it was good (10%), very good (26%), or excellent (56%).
Do you operate a rural public transit agency and want to see these kind of numbers? Trillium can help you market your services online. Contact us today.