Promoting Transit to University Students: Research Methodologies and Evaluations

As transit agencies across the country seek to increase ridership and revenue, many have developed promotional programs to meet the needs of colleges and universities, which are often seeking ways to alleviate the demand for parking on campus. College students represent a desirable transit market because they are young and open to new experiences and their schedules are often more flexible than those of working commuters. This paper describes the methodology and use of promotional evaluation research conducted at NJ TRANSIT through a partnership with a core group of universities, which ultimately was expanded to all universities throughout the state of New Jersey. The program was initiated in the fall of 2003 by conducting focus groups with students at six universities to identify what transit promotions would be needed to get students to try transit for their travel needs to school, work or for leisure. Students identified and NJ TRANSIT implemented several promotions, which would entice them to ride transit. Follow up research in the form of web-based quantitative surveys were conducted to track the successes of these programs. The multifaceted approaches of the research methods, promotional packages, measures and metrics used for promoting NJ TRANSIT’s services to individual universities and to the post secondary students in the region is described in the pages that follow.

Language

  • English

Media Info

  • Media Type: CD-ROM
  • Features: Figures; Photos; References; Tables;
  • Pagination: 17p
  • Monograph Title: TRB 86th Annual Meeting Compendium of Papers CD-ROM

Subject/Index Terms

Filing Info

  • Accession Number: 01047527
  • Record Type: Publication
  • Report/Paper Numbers: 07-2167
  • Files: TRIS, TRB
  • Created Date: Feb 8 2007 6:50PM