1. OC Transpo 2009 Marketing Plan

Plan De Marketing D’OC Transpo 2009

Committee Recommendation

That Council receive this report for information.

Recommandation du comité

Que le Conseil prennent connaissance du présent rapport.

Documentation

1. Deputy City Manager’s report (Planning, Transit and the Environment) dated 7 October 2008 (ACS2008-PTE-TRA-0013).

2. Extract of Draft Minute, 5 November 2008, to be distributed prior to the Council Meeting

Report to/Rapport au :

Transit Committee/

Comité du transport en commun

and Council / et au Conseil

07 October 2008 / 07 octobre 2008

Submitted by/Soumis par : Nancy Schepers, Deputy City Manager/Directrice municipale adjointe,

Planning, Transit and the Environment/Urbanisme, Transport en commun et Environnement

Contact Person/Personne ressource : Alain Mercier, Director/Directeur

Transit Services/Services du transport en commun

(613) 842-3636 x 2271 , Alain.Mercier@ottawa.ca

City Wide/à l'échelle de la Ville

Ref N°: ACS2008-PTE-TRA-0013

SUBJECT:	OC TRANSPO 2009 MARKETING PLAN

OBJET :	PLAN DE MARKETING D’OC TRANSPO 2009

REPORT RECOMMENDATION

That Transit Committee and Council receive this report for information.

RECOMMANDATION DU RAPPORT

Que le Comité du transport en commun et le Conseil municipal prennent connaissance du présent rapport.

DISCUSSION

Further to the Strategic Branch Review, this is the first annual marketing plan report. It will be accompanied by an information presentation.

Marketing strategy and activities play an important role in retaining and attracting public transit riders in Ottawa. Marketing of transit services optimizes the mix of price, product, social responsibility, service delivery and promotion – all in a way that satisfy consumer needs for mobility as well as achieve the best possible balance between revenue and cost, thus minimizing dependency on municipal taxation. Successful marketing maximizes the potential for sustainable growth of public transit, which helps reduce Ottawa’s use of private automobiles, eases the requirements for future investment in city roads, and reduces greenhouse gas emissions.

The OC Transpo 2009 Marketing Plan discusses influences on transit fare pricing, such as demographic and socio-economic trends, and well-established transit fare pricing practices in Canada. It considers problems and opportunities that have been identified in the market, existing and potential transit products, and an assessment of consumer needs and attitudes, including trends in purchasing behaviour. This analysis relies on measurement of Ottawa market characteristics, as well as basic marketing and economic principles, and comparison with experiences in other transit jurisdictions of similar size in Canada.

The Plan aims to assist in the development of fare setting by grounding these decisions in market research and analysis.