2014-08-19 Infrastructure and Services Committee Agenda

INFRASTRUCTURE & SERVICES COMMITTEE MEETING AGENDA                                             19 AUGUST 2014


Table 2: Awareness - Free Holiday Buses Survey
Xmas                 Xmas              Xmas                Xmas                Xmas                 Easter
2009/10              2010/11           2011/12             2012/13             2013/14              2014
1. Sunbus/             1. Caught bus   1. Newspaper        1. Signage on       1. Signage on        1. Signage on
   TransLink              last year    2. Word of             bus                 bus                  bus
2. Newspaper           2. Signage on      mouth            2. Bus              2. Caught bus        2. Word of
3. Shopping               bus          3. Street              brochure or         last year            mouth
   Centre              3. Newspaper       banners             poster           3. Bus brochure      3. Street
                       4. Sunbus/                          3. Word of             or poster            banner
4. Caught bus                          4. Signage on
                          TransLink                           mouth
   last year                              bus                                  4. Word of           4. Newspaper
                                                           4. Bus stop
                     1009                                                         mouth
508 responses                          1278                   poster                                432
                     responses
(not online)                           responses                               1014 responses       responses
                     (not online)                          1121 response
                                       (online= 460)                           (online= 184)        (online=72)
                                                           (online= 303)
      Significant saving could be made by reducing the Free Holiday Buses marketing budget.
      Marketing for both Christmas and Easter Free Holiday buses is very similar. For
      comparative purposes, Table 3 below highlights potential savings that could be made
      based on the Easter 2014 marketing budget. In addition, there are a number of marketing
      initiatives with no associated cost including: information on websites, social media, media
      releases etc.
Table 3: Free Holiday Buses Marketing
                                                                                                       Estimated
                                  Amount
    Easter 2014                                            Detail           Potential Saving            Amount
                                 (exc GST)
                                                                                                       (exc GST)
INFRASTRUCTURE
Street Banners:            $3,150                30 banners @ $105          Only install 15        $1575
Installation and                                 per banner                 banners
removal.
Cover all SCC              $1,800                Changing dates is          Date change for 15     $300
stickers on banners                              $20 per banner             banners
& replace dates.
Variable Message           $1,809                4 x VMS boards             2 x VMS boards         $904
Sign board hire.
Installation & removal     $1,539                                           Do not have P&R        0
of Park & Ride                                                              signage.
signage.
ENGAGEMENT
Graphic design to          $1,450                                           Graphic design         $200
update all collateral                                                       changes have now
including map.                                                              been rebranded.
                                                                            Just need to
                                                                            design poster/flyer.
Obtain all graphic         $50                   One off                    -                      0
design files.
Printing of pocket         $1,804                20,000 timetables.         Utilise existing       0
timetable bus                                                               TransLink
brochure.                                                                   timetables.

Printing of posters.       $259                  367 varying sizes.         Increase               $350
                                                                            Needed for bus
                                                                            stops & public
                                                                            places (library,
                                                                            visitor info centre
                                                                            etc). Without
                                                                            timetables need to
                                                                            print more posters


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