transforming perceptions
DESCRIPTION
By Maya Emsden. Presented at Day One of Transforming Transportation 2010. Washington, D.C. January 14, 2010.www.transformingtransportation2010.orgTRANSCRIPT
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Transforming Perceptions
Transforming Transportation ConferenceWorld Bank & World Resources Institute Washington DC, January 14, 2010
Presented by Maya EmsdenLos Angeles County Metropolitan Transportation Authority
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Objectives
• Increase ridership• Improve perception• Increase funding
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Our Competition
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The Way We Were
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Separate Identities Created Confusion
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The ‘Welcome’ Mat?
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Inconsistent Look/Schemes/Personality
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Summary of Findings
•Public confusion •Lack of consistency•Costly duplication• ‘M symbol’ was not proprietary•Lack of public/voter confidence
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‘M Symbol’ Updated & Made Proprietary
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Look is Unified/Related/Consistent
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New Look
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Night Presence
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Applied Systemwide
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The Bus That Acts Like a Train
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Matchbox!
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Before: Inconsistent Look/Personality
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After: New Campaigns Target Customers
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Custom Photography
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Updated Maps
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Art Program Engages Community
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Destinations “Through the Eyes of” Local Artists
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Metro Customer Center…Before
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…and After
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Customer Environments
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Professional Recognition
• Over 75 Art and Design Awards• Named America’s Best Transportation
Agency• Received International ReBrand Award
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Improved Perception & Increased Ridership• The public perceives us better…
– ‘Strongly Favorable’ up 17%– ‘Unfavorable’ down 15%
• Our customers are more satisfied…– 78% say service is better– 81% say Metro’s image is improving– Discretionary riders increased from 22% to
29%– Highest level of new rider growth in our
history
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Celebrate Project Delivery
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Celebrate Project Delivery
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Position Metro as Solution
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Simple, Clear, Powerful
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Engaging/New Channels
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Imagine Campaign
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Imagine Campaign
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November 2008: Sales Tax Passes
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Uninspiring Data Presentation
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Results
•Higher ridership • Improved perceptions/survey results
•Voter approval of sales tax measure • Increased political
awareness/funding (?)
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Lessons Learned
•Art & design can transform perceptions
•Quality design can deliver results
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Thank you.
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