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APTA 2013 Marketing & Communications Workshop Crisis Communications

APTA 2013 Marketing & Communications Workshop Crisis Communications. CCJPA’s 2012 Social Media Image Crisis. Capitol Corridor Joint Powers Authority Luna Salaver Public Information Officer. Capitol Corridor History. Service began December 1991 Funded by the State BT&H, via Caltrans Rail

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APTA 2013 Marketing & Communications Workshop Crisis Communications

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  1. APTA 2013 Marketing & Communications WorkshopCrisis Communications CCJPA’s 2012 Social Media Image Crisis Capitol Corridor Joint Powers Authority Luna Salaver Public Information Officer

  2. Capitol Corridor History • Service began December 1991 • Funded by the State BT&H, via Caltrans Rail • Amtrak is the operator • Overseen by the Capitol Corridor Joint Powers Authority • BART is managing agency • Interagency Transfer from Caltrans to CCJPA in 1998 • Management team of 16 FTE

  3. About Capitol Corridor • Intercity rail line with up to 30 trains a day • Serves Sacramento, San Francisco/Oakland and San Jose • Average rider trip length is 68 miles • 1.75 million riders in FFY12 (a new record!)

  4. Customer Tracking System

  5. Customer Tracking System

  6. More Riders = More Bikes

  7. Customer Tracking System

  8. Planning a Solution • January/February 2011 conducted survey of bicycle usage on the Capitol Corridor • Established a Bicycle “Policy” Working Group • CCJPA; • Amtrak; • Caltrans Division of Rail; and • three Capitol Corridor riders (two who use bicycles and one who uses wheelchair).

  9. Original “Bicycle Access Policy” • Notifying Passengers of the new “Policy” • Bikes must be placed/secured in bike rack area. • If bike spaces are full, rider must safely put their bike in an area where it can be secured and not impedewheelchairs or block aisleways. • “Securing” attached with a restraining device. • Conductor has final say. • Bikes may not be stored in restrooms. • If not secured, bike must be relocated or the rider shall take another train which has sufficient storage space. • February to May 2012 – Red tag improperly stored bikes • June 2012 – Enforce the policy

  10. Rider Response • Commented on CCJPA • Emailed members of the CCJPA board • Posted rumors on social mediasites

  11. Growing Image Problem • Four known negative incidents • Lack of front-line buy in • Anonymous letter to newspaper • Comments to riders

  12. Declaring an “Image” Crisis • Ruining the Capitol Corridor image. • Media, • Riders, • Bicycle community, and • Environmentalists • Threatened ridership loyalty and/or future riders

  13. Passenger Platforms

  14. Community Response

  15. Cross Link Platforms

  16. First Retrofit • Caltrans modified 14 train cars • Passengers appreciate knowing we listen!

  17. Tangible Changes

  18. Timeline

  19. What we learned • Get in front of the issue • Stay on message • Use every available resource • Identify weaknesses in your initiative • Actively address those issues • e.g. Training • Cross link platforms • Focus on solutions

  20. Facebook.com/capitolcorridor Twitter.com/capitolcorridor YouTube.com/capitolcorridor

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