1. NYC MTA
Digital Marketing Campaign
Travis Leone!
Xiaofei Li!
Elisa Tsang!
Yishan Zhang!
Meng Zhao
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2. 1
We’re Riders Too
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The 1 thing I would do for the MTA is...
AIR CONDITIONING
A POWER WASH
KEEP CONNECTED
IN TRAIN/IN BUS!
ENTERTAINMENT
TIMELINESS

3. AGENDA
The Problem
Situational Analysis
Brand Analysis
Objectives
Marketplace Trends
Competition
Digital Strategy

4. Why are we here?
Consumers’ View
Trains overcrowded during rush hours!
!
Late arrival – longer wait time!
!
No official mobile app with real-time ETA or
alerts!
!
MTA asks for money to renovate while
constantly increases fare!
!
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5. Why are we here?
MTA’s View
MTA measures subway lines based on !
• On time performance!
• Wait assessment – percentage of trains that
arrive at stations within 25% of the
scheduled wait time!
!
Satisfaction Survey !
• 71% overall satisfactory rate!
• Leading questions with biased scale !
• Scale from 1 to 10 with 6+ being !
satisfied!
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6. Numbers Are Interesting
Average Ridership Subway: 5.38MM Riders per weekday
Average Ridership Bus: 2.17MM Riders per weekday
2013 Annual Operating Budget: $9.9 Billion
Projected 2019 MetroCard Monthly Pass Cost: $143
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7. J
MTA Digital Presence
Digital Tool
Website
Visitors / Fans
Current Purpose
• Hold all information about MTA as
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Engagement
MTA Page:
20,790 Likes
105,725
Followers
• No current active engagement
• A tool only to provide information
• Page for each service: MTA, NYC
N/A
an agency including services,
timetables, press releases, news, etc.
• Only original posts, no comments
Transit, Arts for Transit, MTA Museum on comments
• Posts on alerts of service and news • Complaints from riders
• Speaks to active service to making
services better depending on
situation
• Feed on service changes for each
service: @NYCTSubwayScoop and
• Only Retweets on weather news
@NYCTBusStop and @MetroCardCity and none with other Tweeters
(promotions)
Videos of board meetings and
4,142 Subscribers •
marathon footage
1 Contact
• No engagement
• No push for views on YouTube
• Showcases photos of NYC subway • No engagement
around the city, construction, and
• No clear purpose of this medium
board meetings

8. J
Brand Architecture
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PURPOSE!
!
Provide the best
connections to !
enable people to be
where they need to be!
BRAND VISION!
!
!
e
ag
F!
n
OO
tio
PR
rta a!
po ric
ns e
tra Am
lic rth
ub No
yi
nc
n
pe
rie
BELIEF!
Reliable transportation !
help people achieve their
internal and external !
goals!
O!
EM
VALUES!
COMMITTED, INTEGRITY, RESPONSIBLE, SAFE & SECURE, CONNECTED!
TD
GE
RS
PE
d
an
ed to
ac ces
-p r
st ou le!
fa s
a re sty
ng ed ife
vi ne is l
li
is we h th
t
T!
YC but wi
H
N ,
G
p
in life p u
SI
g e e
N
I
n
vi iv ke
Li act
New Yorkers, Tourists, !
Daily commuters, Weekend !
travelers, drivers!
!
R
TA
pe
e,
bl
za
ni l !
og pfu
ec el
!
,R ,H
TY
ed ble
LI
nc a
nd
NA
O
De
TE
S!
tp
Ex
AT
TR
IB
U
es
!
24/7 transportation!
to get anywhere in NYC. Variety
of ways to get to places. Reliable.!
rg
u
by
yo
e ! als !
ac ty o o
pl Ci al g to g
E
y k
EN
an Yor son ed
B
to
er ne
el ew g p ou
av N in y
Tr e in iev re
e
l:
h
The only available !
na to b Ac wh
tio
l: ou
and cheap transportation !
! unc
na y
to provide access to !
io ing
F
ot tt
all points in NY!
e
Em g
DISCRIMINATOR!
S!
IT
F
Reliable transportation
for on-the-go people!
La
ne
ed
!
Build and enhance the
best travel community!
BRAND ESSENCE!
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9. Objectives
Primary
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Change and increase
the perceived value of
MTA
Improve the riding
experience through
digital tools
Secondary
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Understand the
mindset of riders
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Build a stronger
relationship with
riders

10. Trends in Market - Global
Paris & London
• 2D bar codes at station
• Obtain real-time information about the next bus or tram arrival
• Twitter handles for its tube lines
• Push timely information to passengers about service
Singapore and Seoul
• Using travel data to optimize capacity
Shanghai Metro
• Virtual supermarkets in 70 of its metro stations
• LED screens advertise products
• Purchased electronically
• Delivered within 48 hours
Austin and Salt Lake City, Isis app
• Mobile wallet launched by Verizon Wireless, AT&T, and T-Mobile
Korea, T-Money Card
• Digitally refill card
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11. Trends in Market - Travel
Travel not Transportation
Focus on Destination
Mobile
• Booking
• Boarding passes
• Games
TV
Loyalty Programs
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12. B
Competition
Brand
Positioning
Audience
Location
Advantages
Disadvantages
Digital Presence
•
•
wheels when
you want them
•
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college students married w kids
middle class
urban - suburban
DIYers
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International
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No cost of owning
car
Gas included
Pay by hour
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Penalty charges
Accidents
Costs add up
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A simple, easy
way to get the
most out of
NYC
Seamlessly
connecting
riders to drivers
through our
apps
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singles - married
middle class
urban
commuter
cost conscious
single - married w/o
kids
middle class
urban - suburban
affluent
socialites
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NYC
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Convenience
Inexpensive
Exercise
Green
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Dangerous
commute
Availability
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International
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Convenience
Simplicity
Appearance
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Expensive
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•
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App!
Blog (UK)
Facebook
Twitter
LinkedIn
Google+
YoutTube
App!
Blog
Facebook
Twitter
App!
Blog
Facebook
Twitter
LinkedIn

13. Why Digital?
Commuters = Wireless/Mobile
Value perception links to relationship
Travel industry building brands through digital
Connection is Key
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14. N
MTA Riders
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OUTSPOKEN RIDER!
MUNDANE COMMUTER!
THE TOURIST!
“I’m always late when
taking the bus or subway,
and I hate it. I let others
know it too.”
“The easiest way to get to
where I need to go is taking
the MTA. It’s not the best,
but I have to deal with it.”
“New York City is amazing
and nothing I’ve ever seen
before. The subway and bus
is definitely not what I
expected.”

15. Digital Strategy
Objectives

16. Digital Strategy
Foursquare
Personalized Transportation
Twitter
Entertainment
Facebook
Partnerships
Objectives
Central Hub
Loyalty Program
Transit Blogger
Tracking Tools

17. Campaign Idea
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NY’s best connection,!
now better.

18. Connection Campaign
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The MTA Connection Dating Series
The Secret Connection Check-In
Connect The Monopoly Pieces with McDonalds
The Green Connection
NY’s best connection, !
now better.

19. B
Purpose
Strategy
The Main
Hub for
Information on
MTA and
Service
Re-format Page
for Cleaner,
Simpler
Aesthetics
Give Riders
What They Want:!
• Clean, Easy
Navigation!
• Relevant
Content
Re-Organize,
Consolidate
Content
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Website
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Blog
Purpose
Strategy
Engage with
Riders via
Developing Content
Based on
Initiatives, News
Create MTA
Transit Blogger
Utilizing Current,
Known Blogger
from NYC
Offer a More
Personal, Friendly
Outlet of Content
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Social Outlet
Purpose
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Social Media
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Strategy
• Engage with consumers via sharing of • Combine pages of MTA subway and
content, news, alert, lifestyle topics!
buses!
• Drive conversations amongst users to ! • Develop page for Arts and Music and
gain higher engagement!
events!
• Listen to fans and understand mindset! • Create a Facebook app on maps for
• Connect better with users and riders!
both buses and subways, that provides
• Contests and giveaways
updates on services and delays
• Central social hub for quick and timely
alerts of subway and buses!
• Provide travel tips and solutions!
• Create conversations around NYC
events and spread awareness of
partnerships
• Twitter handle just for travel tips and
alerts (as is) Another handle for
promotions and events (as is)!
• Speak to tweeters and increase
engagement!
• Develop promoted tweets to download
our new mobile app and any new
promotions with our partners!
• #MTAConnection
• Increase awareness of station and bus • Input subway and bus stop as
stop locations!
searchable locations!
• Understand travel by riders in a fun way • Create badges for station riders

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Mobile App Map
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Home
Account
Travel
Social
Balance
Directions
Social Media
Gift
Maps
Photos
Destinations
Geo-targeting
Safety
Powered by HopStop
Games

23. 4
Partnerships
NYC Coupons & Discounts
Holiday promotions
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Promotions
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Loyalty Program
Tier program based on Metrocard
Offerings based on usage
Tiers
Tasks
Offers
Tier 1
Set up Account
Limited WiFi
Tier 2
Automatic credit card
reload
Personalized
Card
Tier 3
Purchase unlimited rides
Unlimited WiFi
Access

24. A
Tracking
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Social Media Listening
Campaign Launch
Measure
3 months
Measure
6 months
Measure
Baseline
Monitoring
• Establish metric
• Gather data regarding brand
• Real-Time monitoring
• 3 month reports
9 months
Measure
1 year
Analyze
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25. Thank You
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