BCTA Summer Pass Campaign to increase Youth Ridership

Target Audience: The target audience for the Fast Forward Summer Pass Campaign included the following demographics in both rural and urban Beaver County: - Children - Teenagers - College students - Parents with children between ages 6-21 - Organizations and schools

Strategy Objective:Though the Summer Pass was established years ago, the program needed a facelift. The Fast Forward Summer Pass was updated to include a wider age range as well as a free fare. By doing this, we aimed to introduce the benefits of public transportation to an audience which was previously not highly represented in our ridership. Through this campaign, we hoped to inspire community members to continue to ride our buses. Our initial goals were to double the registrations of 2022 (24) and raise awareness in the Beaver County Community about the benefits of utilizing public transportation. Free rides to any BCTA destination encouraged a younger demographic to make the switch from other modes of transportation.

Situation Challenge: The highest application for the Summer Youth Pass occurred in 2015. That year, BCTA was able to provide affordable and reliable transportation to 145 youth members of our community. Since then, the numbers have steadily declined, with the lowest performance of 13 applicants in 2021. With COVID-19, overall ridership of public transportation has decreased, which in turn has left parents feeling less comfortable with sending their children on the bus. With a growing older population, BCTA has begun working to reach younger people, especially children and college students. Only 2% of surveyed riders in 2023 were between the ages of 15-24. A great deal of younger people only see public transportation as a last resort, rather than viewing it as an alternative to their current mode of travel.

Results Impact: - 1,208.3% increase in registrations from previous year o 24 in 2022 to 314 in 2023 - 116.6% increase in registrations from former highest performing year o 145 in 2015 to 314 in 2023 - 413% increase in usage since last tracked (2018) o 4,704 rides were taken utilizing the pass o Average of 61.9 rides per day o Highest recorded rides per day was 122 - 11,317 Facebook accounts reached (May 1 – June 30) - 929 Instagram accounts reached (May 1 – June 30)

Why Submit: The 2023 Fast Forward Summer Pass campaign was BCTA's first comprehensive marketing campaign. Despite continuing challenges with the COVID-19 pandemic, BCTA was able to provide free and safe transportation to over 300 youth members of the community. The initial goals established of doubling registrations and raising awareness were accomplished. By introducing BCTA to the younger generation, it is expected to continue to see rises in younger kids who want to use public transit in Beaver County.