At TransAction, we had the opportunity to attend sessions on new developments in transportation. One session regarding NJ Transit Rail Ops, ridership, and marketing was eye-opening for attendees.
Ridership. Rail ridership is at an all-time high, which shows the importance of public transportation and accessibility for communities, but ridership growth has dropped; it has plateaued as of late due to low gas prices. Average weekday ridership for NJ Transit is approximately 63,600 passengers per day, according to a score card on their website. NJ Transit’s Financial Report from February 2016 shows several relevant facts important to trends in ridership:
- From February 2015-2016, ridership was collectively +0.9% higher than the 12 months prior to that.
- Neighboring large transit systems in the region are also experiencing diminished rider growth coincident with the drop in gasoline prices.
- February 2016 rail ridership is 6.5% higher than last year, in raw numbers.
- NY Penn, Newark Penn and Hoboken Terminal travel show gains, but local in-state trips continue to decline.
Travel capacity is reaching its limit and new solutions are being researched to increase it; NJ Transit is looking into the possibility of implementing more multi-level transit cars to add seats and ensure comfort for all commuters. This will be important to keep ridership levels in public transit strong.
Marketing. An integrated approach in placing advertisements via various media, including internet, mobile, TV, radio, and physical ads on buses and other trains, is essential, especially for the New Jersey Coast Line and Atlantic City Rail Line during the summer. In the past, NJ Transit has also partnered with pizza restaurants to promote these summer services successfully, and may continue to do so. For Newark Liberty International Airport, NJ Transit focuses on placing ads in tourism publications, including in-flight magazines and multi-lingual visitor ads as the main medium. In the past, there was even a partnership with United Airlines featuring a billboard in Times Square to promote the airport, which led to much exposure. Keeping the public notified of NJ Transit’s seasonal services is necessary to ensure their continued and frequent use.
We continue to see innovative developments in transportation, and with them, an increase in using digital and social media means to inform the public. As a successful public engagement firm, InGroup knows how effective this can be, having experienced the changes in outreach over 20+ years. By using public involvement to make communities aware of new initiatives, such as possible new cars for NJ Transit rail service, the industry can gain important feedback and knowledge of issues that may arise. Using targeted marketing efforts is a strategic outreach method to reach relevant users of public transit, which is important for informing communities. Transportation connects communities to places of work and commerce, and it is vital to be visionary in this industry.
InGroup is a preferred partner for transportation and infrastructure projects and initiatives, with many government agencies and private organizations choosing us for their outreach communications and public involvement needs. Choose InGroup for public involvement planning and strategies, digital solutions for public engagement, meeting planning and facilitation support, and cultural proficiency.
