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Transit marketing : strategies for San Juan, Puerto Rico

Public transit systems in the United States and elsewhere are often poorly marketed and thus poorly regarded by users and non-users alike. Several forces, including environmentalism, frustration with the costs of traffic congestion and increasingly higher demands on government sector performance are combining to provide transit systems with an opportunity to reform their image and play a larger role in shaping metropolitan areas. Given this background, marketing will be an important contributor in shaping transit's future. Sound transit marketing relies on three key principles, (a) an understanding of the breadth of the task, (b) a focus on maintaining existing ridership, developing new ridership and fostering a positive public image for the system and (c) a means of evaluating the results of marketing efforts to organize future agency planning. Each of these issues is addressed in this work and is then applied to the context of San Juan, Puerto Rico. San Juan, in the midst of a $1.3 billion dollar investment for its first modern rail transit system, faces a number of marketing related challenges, though few are unique. The challenges include transit's poor image and the technical difficulty in ensuring the integration of several transit modes for seamless service. This research addresses the first of these challenges, providing strategies to change and manage the image of transit. Thesis Supervisor: Joseph F. Coughlin Title: Principal Research Associate