What had been a rite of passage for young people — getting a driver’s license — isn’t as high a priority as it once was. According to a recent study by the Frontier Group and the United States Public Interest Research Group Education Fund, the percentage of people between the ages of 20 and 34 without a license increased more than 5% (from 10.4% to 15.7%) from 2000 to 2010.
And, as the number of license-less people rose, the idea of living in an area with access to public transportation grew for people within that age range. A 2011 survey by the Urban Land institute found that those in between the ages of 18 and 29 were “at least 25% more likely than older populations to highly value having bus routes and rail lines within walking distance of their homes.”
Younger people are heading to urban areas where they can easily hop on a bus, train or trolley. In Philadelphia, the Pew Charitable Trusts’ 2012 update to last year’s “State of the City” study found that from 2000-2010, the number of people between the ages of 20 to 34 living in the city increased by 50,300 people over the previous decade.
Some members of “Generation Y” moving to Philadelphia from the suburbs for school and work may have never taken public transportation. This spring, the Southeastern Pennsylvania Transportation Authority (SEPTA) began courting this next generation of riders. Focus groups that SEPTA conducted with individuals in the coveted 18 to 34 age range identified topics such as safety, cleanliness, ease of use and affordability as issues that most concern younger customers. But instead of SEPTA telling potential customers why they should ride, the agency let their peers do the talking.
In the “I SEPTA Philly” campaign’s commercials, current riders between the ages of 18 to 34 talk unscripted about using the system and the issues raised in the focus groups. The accompanying iseptaphilly.com website, Internet and radio advertising, and social media initiatives are geared to make younger, new riders feel more comfortable with using SEPTA. The idea is to make SEPTA a verb in the Generation Y vocabulary — “I SEPTA to the restaurant”; “I SEPTA to the ballpark”; “I SEPTA to the concert.”
The agency is also asking riders to populate the campaign’s website themselves by submitting their own public transit stories — experiences riding the system, anecdotes about public transportation or tips for new riders. Customers can film and upload their own clips or record one at a variety of events held throughout Philadelphia over the summer. The best submissions will be entered in a contest to win prizes ranging from SEPTA passes and concert tickets to a trip to Las Vegas.
Customers always have SEPTA stories and feedback to share, whether it be a positive experience, constructive criticism or an idea on how to make the system easier to navigate. The iseptaphilly.com website and the contest provide riders with a new platform for telling others about SEPTA and public transit — a platform that is built for the next generation.
There is an epidemic of safety accidents, absenteeism and high turnover among transit’s front line employees and it’s bleeding the transportation industry billions of dollars. But the inoculation may be closer than you think. Employee engagement is the best immunization for what’s ailing the industry.
Video surveillance technology is a vital component to transit and rail operations as agencies recognize the value such solutions offer. A comprehensive system does more than deliver high quality video and audio recordings. Supporting data and software tools increase the efficiency of agencies’ video management operations, substantiate liability claims and investigations, and promote safety for both passengers and operators alike.
In case you missed it, Pope Francis visited America — and was followed by hundreds of thousands of pilgrims during his stops in Washington, D.C., New York City and Philadelphia. It’s fitting, given Pope Francis’ penchant for public transportation, that transit played a key role in taking the masses to papal visit activities.
A transit authority’s website, contact center tools and social media are all critical touch points for customers as they engage with transit agencies. At this stage in the relationship, the focus should be on informing and educating prospective customers so they have the incentive to provide their demographic information (e.g. email address, cell phone number, social media contact, etc.).
Typically, when riding the rails in the Philadelphia region, Southeastern Pennsylvania Transportation Authority customers can purchase daily, weekly or monthly passes — even onboard tickets — for their journeys. But the weekend of Sept. 26 to 27 will be far from a typical weekend in Philadelphia — Pope Francis will be in town, along with an estimated 1.5 to two million people attending public events along the city’s Benjamin Franklin Parkway.