New York City Department of Transit (NYC DOT)
On behalf of the NYC DOT, ICF Macro assessed the attitudes of motorists toward franchise buses and developed a marketing program to convince them to use the bus system. Through focus groups, we explored drivers' attitudes toward the current franchise bus service. Based on their feedback, we developed a quantitative survey instrument to find out how to encourage current auto drivers to use the subsidized bus routes. We then made marketing recommendations to NYC DOT, such as emphasizing the on-time performance record of the franchise buses in its marketing messages.
Paratransit Telephone Survey
In 2001, ICF Macro conducted the Paratransit Customer Satisfaction Study of users of the Paratransit system. Through our research, we tracked changes in satisfaction with Access-A-Ride services and determined and assessed reasons for changes in satisfaction. A total of 2,300 telephone interviews were conducted. ICF Macro wrote a topline report and full report that included trend-line analysis.
Alternative Fuel Vehicle Awareness and Outreach
ICF Macro provided marketing consultation to Argonne National Laboratory’s Center for Transportation Research’s (ANL/CTR) Alternative Fuel Vehicle (AFV) program. We developed and helped to implement a public education campaign, including research, marketing strategy, public relations, and communications materials. ICF Macro learned that customers have experienced an AFV information overload. Our approach took into account the fact that technology diffusion occurs in stages and with different market segments in each stage.
We conducted four focus groups to understand reactions to the materials and to test various combinations of the logos, slogans, and tag lines. The materials were used in different combinations to promote different themes, such as energy independence and environmental responsibility.
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