Photo of a new billboard by John Greenfield.
My Streetsblog Chicago partner John Greenfield writes about Metra’s new push to get more riders: free tickets.
The transit agency will be giving away two free tickets to any destination in the system to 500 people per week for fourteen weeks – a total of 14,000 tickets, good for the next 90 days. The recipients, who must be 18 or over, will be randomly chosen from those who register at MetraRail.com/TestDrive.
While there doesn’t seem to be any method for preventing current Metra riders from scoring free tickets, the hope is that the lion’s share of the winners will be newbies. To promote the giveaway to people who currently commute by car, the agency is spending roughly $390,000 on marketing, including billboards visible from expressways and radio spots in English and Spanish following traffic reports and gas price updates, as well as Internet advertising. The billboards emphasize the financial, time-saving and relaxation benefits of making the switch.
It’s about time that Metra got serious with its marketing and used messages that actually sell the service. Focusing on the kind of marketing that actually convinces customers – of any product or service – is the right move. That focus? Our product costs less than the alternative.
Metra’s current marketing consists of boring-looking billboards on its tracks as they cross expressways with things like, “Fly to work”, “We’re on time, are you?”, and “Easy come, easy go” (what does that even mean?).
There was no call to action, and no information for drivers to respond to immediately (or when their call is stuck in bumper to bumper traffic).
An example billboard over the Kennedy Expressway, south of Grand Avenue. This sign says “Easy come, easy go”.
About Steven Can Plan
I started this blog in 2007 as the writing assignment for an introductory urban planning class at UIC. It's about cities (mainly Chicago), GIS oftentimes, and transportation (mainly bicycling). Learn more about me, Steven Vance. I also write for Streetsblog Chicago.
Steven Can Plan is hosted on Dreamhost.
Chicago Bike Map App
The Chicago Bike Map app is a bike and street map stored entirely in your iOS device – no data connection required. The map is designed to look much like the City of Chicago's official printed and online bike map. The app works on iPhone, iPod touch, and iPad.
Highly Recommended Bike Products
Bells can be quite useful, especially to tell people in front that you're passing them. I like the ding-dong bell the best. It makes a solid DING and then DONG on the spring's return.
So far my longest trip was 40 miles on this saddle. It molds to your butt like Birkenstock sandals mold to your feet. The springs make the bike ride a little more comfortable and more fun (weird, because you bounce up and down on them). It also looks gorgeous. Comes in 3 colors - I got black.
These folding locks are lighter weight and more versatile than an equally strong u-lock.
Joyride: Pedaling Toward A Healthier Planet by Mia Birk, With Joe (Metal Cowboy) Kurmaskie, Joe Kurmaskie, Jim Moore
I met Mia Birk in October 2011.
Sustainable Transportation Planning: Tools for Creating Vibrant, Healthy, and Resilient Communities (Wiley Series in Sustainable Design) by Jeffrey Tumlin
I was sent a review copy. I'm really excited to open it up and start reading because I've been disappointed with textbooks in the past that don't focus on bicycle and pedestrian planning.
The Practice of Local Government Planning (Municipal Management Series) by
You could basically design and administer a new town kind of effectively after reading this huge and boring textbook.