Attached is the official record distributed to the board.
Board_Correspondence_Date
NOVEMBER 14, 2022
Board_Correspondence_TO
TO: BOARD OF DIRECTORS
Board_Correspondence_Through_CEO
THROUGH: STEPHANIE WIGGINS
CHIEF EXECUTIVE OFFICER
NALINI AHUJA
CHIEF FINANCIAL OFFICER
Prepared_by
FROM: DAVID H. SUTTON
SENIOR EXECUTIVE OFFICER, FINANCE (TAP)
MICHELLE NAVARRO
SENIOR EXECUTIVE OFFICER, FINANCE (OMB)
Subject
SUBJECT: FARE CAPPING - COMPREHENSIVE OUTREACH PLAN
Issue
ISSUE
This report provides updates on the comprehensive outreach plan to launch Fare Capping and the work to understand cash paying customers to convert them to TAP.
Background
BACKGROUND
In March 2021 (File ID 2022-0704) the Board of Directors approved moving forward with the fare capping pilot. In June 2022, staff provided an update on the fare capping timeline (File ID 2022-0351), and in September 2022, an oral report, Fare Capping Update (File ID 2022-0664), was presented to the Board. This prompted a discussion about the importance of a comprehensive outreach plan to launch fare capping. In addition, there was a directive to do a deep analysis into understanding cash paying riders and to ensure that TAP is easily accessible to non-English speaking riders.
Discussion
DISCUSSION
In response to the recent discussion at the September 2022 Board meeting, the communications strategy has been expanded to:
* Engage with riders via focus groups, in-person surveys at bus stops, online surveys, and in-depth interviews to understand cash use, identify barriers to using TAP and fare payment habits
* Build awareness with the public on the proposed fare changes to align with fare capping
* Increase the accessibility of TAP by growing the TAP Vendor Network
* Implement new marketing touchpoints for LIFE, Reduced Fare, and other discounted fare programs
TAP Regional Marketing Campaign & Research into Understanding the Cash Customer
TAP Regional Marketing Campaign to C...
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