HomeMy WebLinkAboutResolution 98-104 06/01/1998 Resolution No. ss-lo4 N.C.S.
2 of the City of Petaluma, California
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4 AUTHORIZING EXECUTION OF A CONTRACT
5 WITH SELENA BARLOW, PUBLIC TRANSPORTATION ,
6 MARKETING CONSULTANT, FOR DEVELOPING A
7 MARKETING PLAN AND STRATEGY FOR PETALUMA TRANSIT
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10 WHEREAS, the City of Petaluma wishes to increase Petaluma Transit ridership; and
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12 WHEREAS, Petaluma Transit wishes to identify potential untapped markets and barriers to
13 transit ridership; and
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15 WHEREAS, Petaluma Transit wishes to develop strategies to attract these identified potential
16 riders; and
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18 WHEREAS, Selena Barlow, Public Transportation Marketing Consultant is willing and able to
19 provide such services.
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21 NOW, THEREFORE, BE IT RESOLVED that the Mayor or City Manager is authorized to
22 enter into a contract with Selena Barlow, Public Transportation Marketing Consultant, for services
23 described in Exhibit "A" attached hereto and incorporated herein.
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25 reso
26 5120/98 (fink)
Under the power and authority conferred upon this Council by the Charter of said City.
REFERENCE: I hereby certify the foregoing Aeaolution was introduced and adopted by the Approved as Yo
CouncIl of the City of Petaluma at a (Regular) QA`Flf~>,13 meeting form~y
on the ......1,&t.__....__. day of ............._~k1.D2..................................., 19...9$, by the
following vote:
City Attorney
AYES: Keller, Torliatt, Read, Stompe, Vice Mayor Maguire, Mayor Hilligoss
NOES: None
ABSENT: Ham~lton ~
ATTEST: _ !!,1:.'............
dy Clerk Ma or
Council File
cn w.ss ms. N~,..98,-1x1.4.....__ rv-cs.
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Petaluma,:Transit,
Marketin>i Studv
FTA Grant Nosy GA 80-X006 and X007
Work Program.
Obiective•
The main goal of-this; project ig to increase Petaluma .Transit-ridership by identifying potential
untapped. markets .and° barriers to 'transit ridership and developing strategies to attract these
identified potential riders to Petaluma=Transit.
Description:
This project°will generate-reliable iiifdrmation foY servicerdesign>and''marketing decisions. This
project will:consisr of telephone interyiews,of a random: sample-of:residehts of Petaluma. The
surveywill primarily focus on non-users of public transit. The survey will-cover the following:
• Current household-:iravgl patterns and travel.mode:
User and;non-user"attitudes toward Petaluma Transit and'public transitin general.
o Identify 6amers which prevent-people from using Petaluma Transit and suggest ways to
remove these barriers.
o Develop„strategies`to attract the!identified potential riders to Petaluma Transit.
Previous and Ongoing Related Work:.
1997-2004 Petaluma,Sfiorf~Range Plan
Petaluma Transit/DAVE.Transportation on board.
Passenger survey ,
Tasks:
1. Develop telephone directory
* Survey text
* Sample method.andsample size
2. Conduct telephone survey
* Telephone survey
* Data coding and entry
3. Service and Marketing Evaluation Reportt
4. Develop strategies to attracY:idegtified;potential riders
Products Delivery Dates
Telephone survey text and samplemethod June 1998
Survey Data Report August 1998
Methodology:Report' September :1998
Service:and.Market Evaluation Report November 1998
Strategy Plan January 2000
Estimated Cbsf'bv F`undin¢ Source:
FTA Grant~(80%) $30;000
Local Match (20"/0) $ 7,500
Total $37,500
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Proposal to Gity of.Petaluma sue`
Transit Marketing Study and Plan
Project Budget
Project Management/Gonsulting $ 4;800
Selena Barlow: 80HOurs @ $60/Hr
• Project Management
• Four on-site visits to meet with
City of Petaluma staff and present drab'
_ Service and Market Evaluation
and Transit Marketing Plan
On-going consultation during
implementation (10 Hours - No Charge)
' _ Market Research Study 16,500
- Selena Barlow: 100 Hours @ $60
• Develop-survey questionnaire
- Malyze survey data
- Prepare research report
• Conduct review of past.research and.plans
• Conduct executive interviews
• Conduct review of pasfmarketing efforts
• Conduct rider interviewslfocus group
Research Field Service{Petaluma.Area)
RDD telephone sample
• Interviewing,(400 10-12,miniite interviews)
• Data entry and cross tabs '
_ Preparation of Transit Marketing.Plan 4;800
Selena Barlow: 80 Hours @ $60/Hr
_ Development, and„preparation of a comprehensive
draft"marketing plan as outliiied in this proposal
(60 Hours)'
• -Modification'of plan'based onclient review,
preparation,of$nal marketing plan including
- implementation guidelines (20 Hours)
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'ELENA' •A 4lpk,
~
Proposal to.Cityof Petaluma 4~
Transit?Marketing Study and Plan I
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Travel'and Administrafive`Ezpenses $ 3,800
Travel expenses for four on-site visits ($3,200)
Total of approximately 10 dayson-site
• Administrative Expenses ($600)
Postage Photocopies Phone Eax
TOTAL BUDGET $ 29,900
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