Tool Box to Reach Customers The Golden Gate Bridge AET

Tool Box to Reach
Customers
The Golden Gate Bridge
AET Experience
Golden Gate Bridge, Highway, &
Transportation District
Jennifer Mennucci
Director of Budget & Electronic Revenue
[email protected]
Unique Challenges
•
19 Board Members
•
Service 38 million vehicles a year
•
A bridge with no alternative routes to San
Francisco from the North Bay
•
First bridge in the San Francisco Bay Area
to implement AET
•
Major Visitor Destination with MultiCultural/Language needs
•
Concerns about accommodating
dependent population
cash
AET Tolling Program
Pay-By-Plate Categories
One Time Payment
License Plate Account
No Plate Payment
Invoice
Toll Structure at the Golden Gate Bridge
Before = $6 Cash
$5 FasTrak (ETC transactions)
After = $6 Pay-by-Plate, $5 FasTrak
Payment Methods
Online
Phone/IVR
Cash Payment Locations
Mail
AET Public Outreach Tools
•
•
•
•
•
•
Animation
Multi-Cultural/Lingual Outreach
Visitor Outreach
New Website
Radio, Print, Press
Outcomes: Customers Listened
& Learned
Animation Video Explaining AET
AET Outreach Campaign
Marketing Efforts
• Print ads over 6 weeks developed by MIG
• Over 400,000 views from SF Gate
• Over 350,000 views from Reach Local
Chinese and Spanish Local Outreach
Multi-Lingual Outreach
Outreach Distribution
Distributing Take Ones, Animation,
and Other
Local Market – Chamber of Commerce, DMV,
Community Centers, Libraries, Senior
Centers, Colleges, Grocery Stores, City
and County Offices, Car Dealers, Taxi
Companies.
Visitor Market – AAA Offices, Rental Car
Agencies, Airports, Hotels, Visitor Centers,
Tourist Attractions
** GGB Smart Phone Based Technology
Translations in 8 additional
languages:
• Chinese (Mandarin and
Cantonese)
• Spanish
• French
• German
• Japanese
• Tagalog (Filipino)
• Vietnamese
Call from any smart
phone in the Domestic
United States
Push to Text Linked to a Website
Regional Bay Area FasTrak Website
Options to Pay
•
Fastrak
•
License Plate Account
•
One-Time Payment
•
Invoice Payment
Golden Gate Bridge Website
Visitor Outreach
Use of Animation in Hotels,
Tourist Attractions, Websites
Animation Use On Internet
Press Coverage as a Tool
Press Coverage as a Tool
Press Coverage as a Tool
• January - March, 457 news stories.
• In the Bay Area, on March 27 alone, the news
coverage reached over 1.1 million, with a
publicity value of $91,000.
How Customers Pay
The way in which
people choose to
pay is
overwhelmingly by
Credit Card
9.9%
Credit Card
Cash/Check
90.1%
Where Customers Pay
74.0% of people have
FasTrak auto-replenish
followed by CSC
payments at 12.5%
0.4%
11.1%
12.5%
2.0%
RCSC Walk-in/Mailin/CSC
IVR Payments
FasTrak AutoReplenish
Website Payments
74.0%
Cash Payment
Network
Cash Payment Network Payments
Cash Payment Locations
Deployed: Approx. 130
Goal to Assist Cash
Dependent Population
Type of Transaction
March 27 –
August 31
FasTrak Replenishment
1,672
One-Time Payment
8,658
License Plate Account
Replenishment
73
No License Plate
Payments
47
Toll Invoice Payment
Toll Violation Payment
Total
2,111
554
13,115
FasTrak Conversion
FasTrak
Usage
2012
2013
New FasTrak Accounts Opened
35,000
30,000
Weekdays
70.1%
84.3%
25,000
20,000
Weekends
56.6%
74.6%
15,000
New FasTrak
Accounts
Opened
10,000
5,000
66.4%
81.6%
Data comparing April-August, 2012
with April-August, 2013
0
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Mar-13
Apr-13
May-13
Jun-13
Jul-13
Aug-13
Avg Total