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County of Fairfax, Virginia
Department of Transportation
Fairfax Connector Express LanesMarketing and Implementation Briefing
Board Transportation Committee
Christy WegenerFairfax County Department of Transportation
January 15, 2013
County of Fairfax, Virginia
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Imagine Spring 2013Three well-publicized, popular bus lines use the 495 Express Lanes to ease the commute between Tysons and Burke Centre, Lorton, and Springfield.
How will we get there?
County of Fairfax, Virginia
Thorough Research
+
Realistic Planning
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Partnerships
=
Successful Bus Service
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County of Fairfax, Virginia
• Research: Background and market• Planning: Collaborative effort among Fairfax
County Department of Transportation (FCDOT), Reingold, and Wells & Associates to identify objectives, audiences, channels, and strategies
• Partnerships: VA Megaprojects, Transurban, Tysons Employers, Tysons Partnership, and the VRE
• Marketing: Activities and products tailored to key audiences
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County of Fairfax, Virginia
Marketing Plan Components
• Materials• Outreach• Advertising
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County of Fairfax, Virginia
Marketing MaterialsToolkit for employers and community groups included:•Branded materials•Fact sheets•Posters•Postcards•Newsletter articles•Graphics for information screens in offices•Social media content•Promotional items
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County of Fairfax, Virginia
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Marketing Materials
County of Fairfax, Virginia
Outreach
• Meetings, phone calls and emails to employers and community groups
• Information tables at Tysons employers, transportation fairs, and community events
• Launch event last Saturday, January 12, 2013 at the Burke Centre VRE Station
• Free rides during the first two weeks of service
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County of Fairfax, Virginia
Advertising
• Online campaign through Facebook and Google Display
• On radio with WTOP for two-week stretches in January and March
• Advertising partnerships with Transurban and VA Megaprojects
• Free rides for first two weeks; free-ride coupons to launch in early February
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County of Fairfax, Virginia
Social Media
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Versus
County of Fairfax, Virginia
Where Are We Now?• Route 495 from Burke Centre launched on
Monday, Jan. 14, 2013• Nine trips each morning from the Burke Centre
VRE Station to Tysons• Two midday trips from Tysons to the Burke
Centre VRE Station • Nine trips starting late afternoon/evening from
Tysons to the Burke Centre VRE Station • 20-25 minute headway • Fare: $3.65 with SmarTrip and $4 with cash
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County of Fairfax, Virginia
What’s Next?
• Finalize schedules for Express service from Lorton and Springfield– Service will start March 4, 2013
• Continued online advertising• Outreach to community groups in Lorton and
Springfield• Free ride coupons
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County of Fairfax, Virginia
What’s Next?
• Continue to build and strengthen relationships with Tysons employers
• Continue to evaluate service– Running time– Ridership
• Silver Line Opening – Impact on routing in Tysons
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County of Fairfax, Virginia
Questions?
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