APTA Local Priority Message Testing Results. October 30, 2013

Transcription

1 APTA Local Priority Message Testing Results October 30, 2013

2 Objectives Understand the messaging needs of local public transportation systems Develop an overall messaging strategy and specific message concepts based on the needs of local public transportation systems Determine which message concepts most successfully relay the desired messaging strategy

3 Approach Advanced Strategy Lab with Communications/Marketing Directors in February National Survey (April 29 th - May 4) 1,000 General Public Influentials living within an area with access to a public transportation system + General Public Influentials: actively follow issues in the news related to the public transportation industry and consider themselves informed OR have conducted at least three influential behaviors Pg. 3 Objective: After the qualitative ASO phase, several messages were developed based on the feedback we received. This quantitative phase was used to validate the messages effectiveness among those living in areas with public transportation systems across the country.

4 Pg. 4 GUIDANCE FROM REGIONAL MARKETING & COMMUNICATIONS DIRECTORS

5 Demographics of Participants A total of 138 Marketing and Communication Executives are represented below. Pg. 5

6 Top 3 Priorities From APTA Marketing & Communications Experts 48% Priority 1: Modern public transportation is vital to a growing community 2% 2% 21% 28% 76% 37% 35% Priority 2: Build public trust in transportation as a valued partner 3% 5% 19% 72% Priority 3: Public transportation is a jobs creator and builds local economic impact 7% 14% 23% 31% 57% 26% Pg. 6 Not Not Some- Very Extremely at all Very what

7 Not surprisingly, this message bears greater importance among business members and those seeking funding in the next 2-5 years. Priority 1: Modern Public Transportation is Vital to a Growing Community 76% Group Average % Extremely/Very Important Pg. 7

8 Increasing trust is somewhat more important among those with Bus Only systems and those not likely to see funding in the near term. Priority 2: Build Public Trust in Transportation as a Valued Partner 72% Group Average % Extremely/Very Important Pg. 8

9 Messaging focused on job creation and positive economic impact are most important to those who had to increase fares/reduce service and those who have increased funding in the last 2 years. Priority 3: Public Transportation is a Jobs Creator and Builds Local Economic Impact 57% Group Average % Extremely/Very Important Pg. 9

10 The vast majority feel that future Local Level support from APTA would be useful. Pg. 10 How useful do you think it would be for future APTA communications and advocacy efforts to focus more on supporting local level communications priorities?

11 Pg. 11 LAY OF THE LAND: INITIAL PERCEPTIONS OF PUBLIC TRANSPORTATION

12 Executive Summary Lay of the Land Public transportation is one of the least concerning issue to the general public: Public transportation s level of concern is likely related to the fact that approximately half of the respondents indicate that they never use public transportation or haven t used it within the last year. Less than one-fifth of the (16%) are frequent users of public transportation (use it at least once a week). Despite public transportation being a lower concern, a large majority (86%) support their tax dollars going toward public transportation expansion and improvement and more than half (56%) think the level of spending for public transportation improvement should increase. Pg. 12 Respondents show a predisposition to support Public Transportation and spending on it when attention is paid to it.

13 Few Consider Themselves to Actively Follow and Be Informed About the Public Transportation Industry How actively do you follow information related to the public transportation industry? How informed do you consider yourself to be regarding the public transportation industry? Very Actively 7% Total Actively: 30% Very informed 5% Total Informed: 30% Actively 23% Informed 25% Somewhat actively 53% Somewhat informed 59% Not at all actively 17% Total Not Actively: 70% Not at all informed 11% Total Not Informed: 70% Pg. 13 Q106. How actively do you follow information related to the public transportation industry? Q107. How informed do you consider yourself to be regarding the public transportation industry?

14 Education and Local Economy Lead the List of Most Concerning Issues Facing Communities; Public Transportation Somewhat Less of a Concern Not concerned (0-2) Somewhat concerned (3-7) Very concerned (8-10) Mean Scores Education 3% 25% 72% 8.2 Local economy, economic growth and jobs 2% 26% 72% 8.2 Volatile fuel prices 5% 31% 64% 7.8 Crime and safety 4% 33% 64% 7.8 Traffic congestion 10% 46% 44% 6.7 Public transportation 12% 48% 41% 6.4 Pg. 14 Q200. Thinking about several specific issues facing your LOCAL COMMUNITY or the REGION WHERE YOU LIVE. On a scale from 0 to 10, where 10 is VERY CONCERNED about the issue, and 0 is NOT AT ALL CONCERNED about the issue, please rate the following issues facing your community in terms of YOUR level of concern.

15 Majority of Public Hasn t Used Public Transportation Within the Past Year Use of Public Transportation At least once a week 16% Frequent Users Young adults (18-34) Minorities (Black and Hispanic) Lower income (<30k) Reside in urban areas Reside in the Middle Atlantic region Once a month 7% Occasional Users Hispanic Reside in suburban areas Reside in New England region Few times a year 25% Not within the last year 30% Rare Users Older adults (35+) Pg. 15 Never used it 22% Never Users Older adults (55+) White Reside in rural areas or small towns Q205. Which of the following best describes your use of public transportation services within your community or the region in which you live?

16 Q220. Do you support or oppose the allocation of your tax dollars toward the expansion and improvement of public transportation services in your community? Q225. Thinking about your own local public transportation, what level of spending do you believe should be allocated for the improvement of public transportation services and access for the local system where you live? Majority Support Tax Dollars Going Toward Public Transportation Tax Dollars to Public Transportation Improvement in Your Community Strongly support Somewhat oppose Somewhat support Strongly oppose 47% Total Support: 82% 35% 5% 13% Total Oppose: 18%

17 Majority Support Tax Dollars Going Toward Public Transportation Tax Dollars to Public Transportation Improvement in Your Community Strongly support Somewhat oppose Total Support: 82% 35% 47% 5% Somewhat support Strongly oppose 13% Total Oppose: 18% Desired Level of Spending for Public Transportation for the Local System Where You Live Significantly increase Slightly decrease Same Total Increase: 56% 16% 40% 7% 32% Slightly increase Significantly decrease 4% Total Decrease: 12% Q220. Do you support or oppose the allocation of your tax dollars toward the expansion and improvement of public transportation services in your community? Q225. Thinking about your own local public transportation, what level of spending do you believe should be allocated for the improvement of public transportation services and access for the local system where you live?

18 Majority Support Tax Dollars Going Toward Public Transportation Tax Dollars to Public Transportation Improvement in Your Community Strongly support Somewhat oppose Total Support: 82% 35% 47% 5% Somewhat support Strongly oppose 13% Total Oppose: 18% Desired Level of Spending for Public Transportation for the Local System Where You Live Significantly increase Slightly decrease Same Total Increase: 56% 16% 40% 7% 32% Slightly increase Significantly decrease 4% Total Decrease: 12% Pg. 18 Urban Small Town /Rura l Dem Ind Rep Support 87% 81% 79% 92% 78% 70% Oppose 13% 19% 21% 8% 22% 30% Urban Suburb Suburb Q220. Do you support or oppose the allocation of your tax dollars toward the expansion and improvement of public transportation services in your community? Q225. Thinking about your own local public transportation, what level of spending do you believe should be allocated for the improvement of public transportation services and access for the local system where you live? Small Town /Rura l Dem Ind Rep Increase 64% 55% 52% 71% 49% 36% Decrease 9% 12% 13% 4% 17% 18%

19 Pg. 19 MESSAGE EVALUATION

20 Executive Summary Message Evaluation All three messages are positively received by respondents, garnering high levels of agreement and credibility. However, credibility could be further enhanced through the addition of specific facts and sources that back up data highlighted in the messages. The Benefits Everyone & Vital message emerges strong with the highest scores across measures. Further supporting this message, nearly three-quarters (74%) agree that public transportation is important to all even those who don t ride it. Pg. 20

21 Messages Evaluated Message 1: Public transportation is the thread that connects our community. It is vital to creating connected vibrant neighborhoods and robust downtowns. Around public transit hubs, property values increase, residential neighborhoods grow and businesses prosper. It provides a reliable, affordable network of transportation options that gives people access to opportunities such as jobs and education and connects them to things they need in everyday life such as medical care, shopping and recreational activities. Message 2: Public Transportation builds our local economy and creates good jobs. For every $3 million we invest, nearly 100 jobs are created in construction, management, engineering, and in small businesses that grow along public transit lines. Working with local jurisdictions and business leaders, public transportation helps drive our economy each dollar we invest returns $4 in economic gains. Priority 1: Modern public transportation is vital to a growing community Priority 2&3: Public transportation is valued partner and jobs creator and builds local economic impact Pg. 21 Message 3: While not all of us use public transportation, it benefits us every day. It offers access to opportunities for citizens in my community, providing vital connections to jobs and medical care. In our cities and suburbs, public transportation boosts economic growth, generates good paying jobs, reduces pollution and alleviates congestion on our roadways. For those in rural areas, it does this and more allowing small towns to maintain their unique identities while giving people vital connections to jobs and opportunities. Priority 1: Modern public transportation is vital to a growing community

22 Message 3 Benefits Everyone Also Considered to be Most Credible Not at all credible Not very credible Somewhat credible Very credible Completely credible Message 3: While not all of us use public transportation, it benefits us every day. It offers access to opportunities for citizens in my community, providing vital connections to jobs and medical care. In our cities and suburbs, public transportation boosts economic growth, generates good paying jobs, reduces pollution and alleviates congestion on our roadways. For those in rural areas, it does this and more allowing small towns to maintain their unique identities while giving people vital connections to jobs and opportunities. Total Credible:88% 4% 8% 40% 37% 12% Message 1: Public transportation is the thread that connects our community. It is vital to creating connected vibrant neighborhoods and robust downtowns. Around public transit hubs, property values increase, residential neighborhoods grow and businesses prosper. It provides a reliable, affordable network of transportation options that gives people access to opportunities such as jobs and education and connects them to things they need in everyday life such as medical care, shopping and recreational activities. Total Credible:82% 4% 14% 39% 31% 12% Message 2: Public Transportation builds our local economy and creates good jobs. For every $3 million we invest, nearly 100 jobs are created in construction, management, engineering, and in small businesses that grow along public transit lines. Working with local jurisdictions and business leaders, public transportation helps drive our economy each dollar we invest returns $4 in economic gains. Total Credible:76% 6% 18% 46% 24% 6% Pg. 22 Q320/Q355/Q390. How credible or believable do you find this message?

23 Message 3 Benefits Everyone Considered to be Most Credible for all Areas Not at all credible Not very credible Somewhat credible Very credible Completely credible Message 3: While not all of us use public transportation, it benefits us every day Total Credible:88% 4% 8% 40% 37% 12% % Total Credible Urban Suburb Small Town/ Rural Credible 91% 88% 86% Not Credible 9% 12% 14% Message 1: Public transportation is the thread that connects our community Total Credible:82% 4% 14% 39% 31% 12% % Total Credible Urban Suburb Small Town/ Rural Credible 85% 83% 78% Not Credible 15% 17% 22% Message 2: Public Transportation builds our local economy and creates good jobs Total Credible:76% 6% 18% 46% 24% 6% % Total Credible Urban Suburb Small Town/ Rural Credible 79% 77% 73% Pg. 23 Not Credible 21% 23% 27% Q320/Q355/Q390. How credible or believable do you find this message?

24 Message 3 Benefits Everyone Considered to be Most Credible for all Party IDs Not at all credible Not very credible Somewhat credible Very credible Completely credible Message 3: While not all of us use public transportation, it benefits us every day Total Credible:88% 4% 8% 40% 37% 12% % Total Credible Dem Ind Rep Credible 95% 85% 82% Not Credible 5% 15% 18% Message 1: Public transportation is the thread that connects our community Total Credible:82% 4% 14% 39% 31% 12% % Total Credible Dem Ind Rep Credible 92% 74% 74% Not Credible 8% 26% 26% Message 2: Public Transportation builds our local economy and creates good jobs Total Credible:76% 6% 18% 46% 24% 6% % Total Credible Dem Ind Rep Credible 89% 69% 64% Pg. 24 Not Credible 11% 31% 36% Q320/Q355/Q390. How credible or believable do you find this message?

25 Q330/Q365/Q397. For each of the following statements, please indicate your level of agreement with the following: Message 3 Benefits Everyone Leads Across Measures; All Messages are Successful in Making People Feel Public Transportation is an Important Part of the Community % Total Agreement (Strongly/Somewhat) Message 1: Connects Community Message 2: Creates Jobs Message 3: Benefits Everyone This message makes me feel that public transportation is an important part of the community This message makes me realize the contribution that public transportation makes to providing jobs and growing the economy This message makes me feel that public transportation is a trusted partner in helping my local community 66% 59% 66% 57% 58% 59% 54% 47% 56% This message is effective at getting my attention 50% 51% 54% This message makes me more supportive of public transportation, including willingness to support additional funding of it 49% 46% 52% This message is important to me 45% 42% 49% Pg. 25 = Category Winner

26 Q700. Below are two hypothetical viewpoints about public transportation. Please read both viewpoints and indicate which is closest to your own. Large Majority Believe Public Transportation is Vital to the Whole Community, Not Just to Those Who Use It SMITH 74% to Your Own? JONES 26% To me, public transportation is an important part of the overall transportation network. Even if you don t ride it, it is vital to a community because it increases job and economic growth, reduces congestion and generally helps to make a community vibrant. Most Likely to Agree with Smith: - Female - African American/Black - Reside in NON-rural areas - Frequent users of public transit - Democrats Which Viewpoint is Closest Definitely like Smith 44% Somewhat like Smith 30% Definitely like Jones 9% Somewhat like Jones 17% Public transportation is important but is primarily just for those who use it. Beyond that, its impact on the community is limited and it does not provide much of a benefit to people who do not need to use it. Most Likely to Agree with Jones: - Male - White - Reside in rural areas - Never/rare users of public transit - Republicans Pg. 26

27 Q700. Below are two hypothetical viewpoints about public transportation. Please read both viewpoints and indicate which is closest to your own. Large Majority Believe Public Transportation is Vital to the Whole Community, Not Just to Those Who Use It SMITH 74% to Your Own? JONES 26% To me, public transportation is an important part of the overall transportation network. Even if you don t ride it, it is vital to a community because it increases job and economic growth, reduces congestion and generally helps to make a community vibrant. Most Likely to Agree with Smith: - Female - African American/Black - Reside in NON-rural areas - Frequent users of public transit - Democrats Pg. 27 Which Viewpoint is Closest Urban Definitely like Smith 44% Suburb Somewhat like Smith 30% Small Town /Rura l Definitely like Jones 9% Somewhat like Jones 17% Dem Ind Rep Smith 80% 74% 70% 88% 70% 58% Jones 20% 26% 30% 13% 30% 42% Public transportation is important but is primarily just for those who use it. Beyond that, its impact on the community is limited and it does not provide much of a benefit to people who do not need to use it. Most Likely to Agree with Jones: - Male - White - Reside in rural areas - Never/rare users of public transit - Republicans

28 Pg. 28 MESSAGE 3: BENEFITS EVERYONE DETAILED VIEW

29 Positive Elements in Message 3 Benefits Everyone Lower Frequency Higher Frequency While not all of us use public transportation, it benefits us every day. It offers access to opportunities for citizens in my community, providing vital connections to jobs and medical care. In our cities and suburbs, public transportation boosts economic growth, generates good paying jobs, reduces pollution and alleviates congestion on our roadways. For those in rural areas, it does this and more allowing small towns to maintain their unique identities while giving people vital connections to jobs and opportunities. Pg. 29

30 Negative Elements in Message 3 Benefits Everyone Lower Frequency Higher Frequency While not all of us use public transportation, it benefits us every day. It offers access to opportunities for citizens in my community, providing vital connections to jobs and medical care. In our cities and suburbs, public transportation boosts economic growth, generates good paying jobs, reduces pollution and alleviates congestion on our roadways. For those in rural areas, it does this and more allowing small towns to maintain their unique identities while giving people vital connections to jobs and opportunities. No Dislikes/Negatives: 61% Pg. 30

31 Positive Elements in Message 3 Benefits Everyone Among Urban Lower Frequency Higher Frequency While not all of us use public transportation, it benefits us every day. It offers access to opportunities for citizens in my community, providing vital connections to jobs and medical care. In our cities and suburbs, public transportation boosts economic growth, generates good paying jobs, reduces pollution and alleviates congestion on our roadways. For those in rural areas, it does this and more allowing small towns to maintain their unique identities while giving people vital connections to jobs and opportunities. Pg. 31 Stronger Words

32 Positive Elements in Message 3 Benefits Everyone Among Suburb Lower Frequency Higher Frequency While not all of us use public transportation, it benefits us every day. It offers access to opportunities for citizens in my community, providing vital connections to jobs and medical care. In our cities and suburbs, public transportation boosts economic growth, generates good paying jobs, reduces pollution and alleviates congestion on our roadways. For those in rural areas, it does this and more allowing small towns to maintain their unique identities while giving people vital connections to jobs and opportunities. Pg. 32 Stronger Words Weaker Words

33 Positive Elements in Message 3 Benefits Everyone Among Small Town/Rural Lower Frequency Higher Frequency While not all of us use public transportation, it benefits us every day. It offers access to opportunities for citizens in my community, providing vital connections to jobs and medical care. In our cities and suburbs, public transportation boosts economic growth, generates good paying jobs, reduces pollution and alleviates congestion on our roadways. For those in rural areas, it does this and more allowing small towns to maintain their unique identities while giving people vital connections to jobs and opportunities. Pg. 33 Stronger Words

34 Positive Elements in Message 3 Benefits Everyone Among Democrats Lower Frequency Higher Frequency While not all of us use public transportation, it benefits us every day. It offers access to opportunities for citizens in my community, providing vital connections to jobs and medical care. In our cities and suburbs, public transportation boosts economic growth, generates good paying jobs, reduces pollution and alleviates congestion on our roadways. For those in rural areas, it does this and more allowing small towns to maintain their unique identities while giving people vital connections to jobs and opportunities. Pg. 34 Stronger Words

35 Positive Elements in Message 3 Benefits Everyone Among Independents Lower Frequency Higher Frequency While not all of us use public transportation, it benefits us every day. It offers access to opportunities for citizens in my community, providing vital connections to jobs and medical care. In our cities and suburbs, public transportation boosts economic growth, generates good paying jobs, reduces pollution and alleviates congestion on our roadways. For those in rural areas, it does this and more allowing small towns to maintain their unique identities while giving people vital connections to jobs and opportunities. Pg. 35 Weaker Words

36 Positive Elements in Message 3 Benefits Everyone Among Republicans Lower Frequency Higher Frequency While not all of us use public transportation, it benefits us every day. It offers access to opportunities for citizens in my community, providing vital connections to jobs and medical care. In our cities and suburbs, public transportation boosts economic growth, generates good paying jobs, reduces pollution and alleviates congestion on our roadways. For those in rural areas, it does this and more allowing small towns to maintain their unique identities while giving people vital connections to jobs and opportunities. Pg. 36 Stronger Words Weaker Words

37 More Than Half Find Nothing Unclear About Message 3; Some Confusion on How Rural Areas are Affected by Public Transportation Unclear Words/Phrases None/Nothing 52% It is hard to get access to public transportation when living in a rural area. However, if the program is under funded it it would make sense as to why this is true. Small/rural communities Specific sentences/words Economy/economic gains 6% 5% 11% In rural areas there is no public transportation except for the elderly and disabled. Going by that, the last part of this paragraph does not work. In fact, most rural places don't have public transportation so I'm not even sure why it's being brought up. Maybe change it from rural to suburbs. "For those in rural areas I suppose this is more true on the east coast, but public transportation in rural areas of Oklahoma is virtually nonexistent; so the concept itself makes me want more information. Pg. 37 Missing information 3% It is not clear that public transport boosts economic growth or generates good paying jobs. More research is needed before these claims are proven. Q385. Looking at the same message, is there anything in this message that is unclear to you or makes you want more information?

38 Pg. 38 MESSAGING IMPACT: PRE-POST COMPARISON

39 Executive Summary Impact of Messaging Overall, the messages tested created a slight increase in the number of people supporting increased spending for the improvement of public transportation services (shifting from 56% who support to 59%). Prefacing the benefits narrative with a reminder of the outdated system and/or need of repair significantly improve support for increased spending (a 10-point improvement over the premeasure) Pg. 39

40 Pg. 40 Slight Improvement in Desired Level of Spending for Improvement of Public Transportation After Exposure to Messaging Significantly increased Slightly increased Same Slightly decreased Significantly decreased 16% 17% Total Increase: 56% +8 40% 42% 32% 29% 7% 7% 4% 5% Pre Total Increase: 59% Post Net change in spending + 3 Desire More Spending Moderate income (30-50k) Lower education (high school or less) Reside in Middle Atlantic region Desire Less Spending Reside in the South or East South Central regions Q605. Again, considering everything you have read today, what level of spending do you believe should be allocated for the improvement of public transportation services and access for the local system where you live?

41 Large Majority Believe Transportation Infrastructure is Significant Problem Some people have suggested that the transportation infrastructure in our country is outdated and in serious need of repair. Other people do not think it is that big of a problem compared to other issues our country is facing. How about you, do you feel the transportation infrastructure situation is a Very significant problem Significant problem Transportation Infrastructure 29% Total Significant: 73% 44% Most Likely to Believe Transportation Infrastructure is Significant Problem Males Ages 55+ Democrats College Grads Frequent and occasional users of public transit Somewhat significant problem Not a big problem 5% 22% Total Not Significant: 27% Most Likely to Believe Transportation Infrastructure is NOT Significant Problem Females Republicans High school or less education Never and rare users of public transit Pg. 41 Q705. Some people have suggested that the transportation infrastructure in our country is outdated and in serious need of repair. Other people do not think it is that big of a problem compared to other issues our country is facing. How about you, do you feel the transportation infrastructure situation is a

42 Large Majority Agree Maintaining and Improving Local Public Transportation Infrastructure is Important As our economy gets back on track, maintaining and improving our local public transportation infrastructure makes our entire transportation system work better. It helps to create jobs, giving our citizens affordable, convenient choices to get to jobs, educational opportunities and recreation, and alleviates congestion on our roadways. Pg. 42 Strongly agree Somewhat agree Somewhat disagree Strongly disagree 4% 9% Total Disagree: 14% 38% 49% Total Agree: 86% Most Likely to Agree Females Reside in urban and suburban areas Frequent and occasional users of public transit Democrats Most Likely to Disagree Males Reside in rural areas Never users of public transit Republicans Q710. Please indicate your level of agreement with the following message:

43 Pg. 43 Mentions of Outdated System and Need of Repair Prompt Stronger Shift in Agreement That Spending Should Be Increased Significantly increased Slightly increased Same Slightly decreased Significantly decreased 16% 17% Total Increase: 56% +8 40% 42% 32% 29% 23% 44% 26% 7% 7% 5% 4% 5% 4% Pre Total Increase: 59% Post General Messaging Net change in spending + 3 Total Increase: 66% Post Infrastructure Messaging Most Likely to Believe Level of Spending Should Increase African Americans Reside in NON-rural areas Frequent and occasional users of public transit College grads Democrats Net change in spending +10 Q605. Again, considering everything you have read today, what level of spending do you believe should be allocated for the improvement of public transportation services and access for the local system where you live?

44 Pg. 44 THEME EVALUATION

45 Executive Summary Theme Evaluation With respect to potential names for a public transportation advocacy group, there are two that resonate most strongly: TransitNation and Voices for Public Transit. Given that Voices for Public Transit appeals more strongly to the swing audience while also resonating among core PT users, it is better positioned to garner broader appeal. TransitNation Voices for Public Transit Females Males Younger adults (18-34) Older adults (55+) Reside in urban areas Reside in NON-urban areas Pg. 45 Frequent users of public transit Democrats Never/rare users of public transit Republicans

46 Q500. Which of the following potential names is the most imaginative and compelling for this advocacy group? TransitNation and Voices for Public Transit Tied for the Most Compelling Name Most Imaginative and Compelling Name TransitNation Voices for Public Transit Americans on the Move 24% 24% 22% TransitNation More Compelling to: - Females - Younger adults (18-34) - Minorities - Reside in urban areas - Frequent users of public transit - Democrats Pg. 46 Voices 4 Public Transportation Public Transportation Nation TransitCitizens Public Transportation Citizens 3% 7% 7% 14% Voices for Public Transit More Compelling to: - Males - Older adults (55+) - White - Reside in NON-urban areas - Rare/Never users of public transit - Republicans

47 Q400. For each of the following, please indicate how compelling you find each in terms of effectively communicating the goals and objectives of public transportation: Public Transportation: Our Future is Riding On It is Most Compelling Somewhat Compelling Very Compelling Total Compelling Public Transportation: Our Future Is Riding On It. 41% 26% 67% Public Transportation: Keeping America on the Move. 45% 19% 64% Local Transit: Putting opportunity in motion. 46% 17% 63% Public Transportation: Our future. In motion. 42% 17% 58% Local Transit: Keeping America in Motion 43% 14% 58% Public Transportation: Some of us ride it. All of us need it. 35% 19% 54% Public Transportation: Your Partner In Progress. 41% 11% 52% Public Transportation: Takes US further. 38% 12% 50% Local Transit: Shaping our future, providing real benefits today. 36% 13% 49% Pg. 47 Imagine our community without public transportation... would life be better or worse? 27% 11% 39%

48 Q405. Please rank your top 3 choices for effectively communicating the goals and objectives of public transportation: Public Transportation: Our Future is Riding On It is Most Effective in Communicating Goals of Public Transportation Public Transportation: Our Future Is Riding On It. Public Transportation: Some of us ride it. All of us need it. Public Transportation: Keeping America on the Move. Third choice Second choice First choice 12% 10% 12% 12% 14% 14% 18% 11% 19% 40% 45% Local Transit: Putting opportunity in motion. 12% 12% 9% Pg. 48 Local Transit: Keeping America in Motion Public Transportation: Our future. In motion. Local Transit: Shaping our future, providing real benefits today. Public Transportation: Your Partner In Progress. Imagine our community without public transportation...would life be better or worse? Public Transportation: Takes US further. 11% 10% 9% 10% 7% 8% 11% 9% 11% 8% 9% 9% 8% 5% 5% 7% 6% 5% Our Future is Riding On It was a top 3 choice across all demographics except: - Older adults (ages 55+) - Republicans - Reside in Mountain region

49 Pg. 49 INFRASTRUCTURE PERCEPTIONS AND FINAL SPENDING OPINIONS

50 Implications Pg. 50 Public Transportation is a tough issue to focus on Can be effective: elements of the everyone benefits and vital to growing communities are strongest Earns credibility by recognizing not everyone uses, but benefits us all Can be further strengthened if backed up with real examples and facts Can be further strengthened if punctuated with a reminder about the need to improve infrastructure Can be further strengthened by targeting to specific interests by party identification and other audience variables.