HSR Media Kit - Mike Beattie

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HSR Media Kit
Michael Beattie
Roxana Teymourian
Clark Ting
CMST 2PR3
Dr. Flynn
TA: Julie Truong
November 22, 2013
Cover Letter, News Release: Roxana
Fact Sheet, Key Personnel Biographies: Clark
Backgrounder, Feature Article, Graphic Elements (logo and app design): Michael
Roxana Teymourian
MARCommunications
1280 Main St. S.
Hamilton, ON
L8S 4L8
Paul Berton
Hamilton Spectator
44 Frid St.
Hamilton, ON
L8P 4M3
To Paul Berton,
For your discretion, we have provided information on the up and coming launch
of HSR Mobile, an application that will change HSR and the Hamilton transportation
system for the better. On Friday, November 22, 2013 the Hamilton Street Railway and
the PR Firm MARCommunications announced the development of a mobile app
launching in January 2014. This application will introduce a new service for the
community that will generate interest, promote their service and their efficiency for the
public transit system. This application is compatible with iOS, Android, Blackberry and
Windows Phone operating systems and will use mobile data to locate, in real time, GPS
locations of preferred buses and their routes.
The launch of this application is aimed to improve the HSR’s branded image;
which currently is that of a more negative variety. In branding the application, feedback
was given through social media surveys that were posted online, so HSR is giving
students (who have had major issues with the operating systems at HSR) the first round
of trials. Please feel free to refer to the Media Kit provided for more info on the launch.
We will look forward to hearing from you with any questions or if you need any
more information regarding the launch.
Sincerely,
Roxana Teymourian
Public Relations Analyst
MARCcommunications
teymour@marccommunications.ca
(905) 902 - 1332
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1280 Main Street West. Hamilton, Ontario L8S4L8, (905) 902 – 1332, MARCommunications.ca
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NEWS RELEASE
HSR MOBILE APPLICATION TO REINVENT HAMILTON TRAVELS
HAMILTON, ON 22 November 2013 – What would you say to getting to your destination
faster in the Hamilton area or at least on time? A “yes, please” is in order indeed. Hamilton
Street Railway and a select few McMaster University Students have designed an application to
take you from your house to the bus without wasting your time getting from destination A to B.
Spending less time travelling and more time on doing what you love to do is what the Hamilton
area transit system is striving for behind the launch. Having a reputation as the lowest ranking
transportation system within the region, HSR aims to improve customer requests and brand
expansion by launching an application that allows for riders to geographically track their
preferred bus stops. Many students opted to take the survey to establish their impressions and to
give feedback on the HSR as well as to establish a consensus of what Hamiltonians want to see
in a mobile application. This data was used in developing an application that can geographically
locate buses on their routes in real time. With the student demographic being the least impressed
by the company, HSR is to release the app targeted for them. After beta testing has completed
and been tested by some students, a public release will take place. This app features PRESTO
integration, GPS Bus Tracking, up-to-date HSR News Feed and a feedback feature which will
help to improve the application, and the company. Further expansions of the app are to be
expected, including occupancy features, trip-planning initiatives etc. still in development.
With the McMaster CIBC room (3rd Floor MUSC) as their venue, the public is invited to
participate in: virtual tours of the HSR buses, testing of the actual application and information
session on upcoming HSR features of the app. With appetizers, delectable hors d’oeuvres and a
1280 Main Street West. Hamilton, Ontario L8S4L8, (905) 902 – 1332, MARCommunications.ca
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free PRESTO card with a $5 balance to start off the first 100 people to attend the event, it’s easy
to see that they are striving to make this launch the best it can be.
“Rather than rely on just schedules alone, GPS tracking will give users a better sense of
control,” says Michael Beattie, lead creative designer of HSR’s mobile campaign. Although the
application will have scheduled time cards, it is the developer’s hopes that such time cards will
not be needed in the near future. “We understand that it is hard to carefully read the schedule
when you are stressing about where to catch the bus, but the schedules will come in handy when
you need to plan a trip the next day,” says MARCommunications analyst Roxana Teymourian,
leading the PR side of the HSR campaign. “We’ve customized the routes and bus times for the
University buses as the students wanted to spread out each interval of buses rather than bus
clusters.” While the student demographic is saving 145%1 on bus fair for 8 months of service,
they are still the biggest public demographic that uses the buses so frequently, with McMaster
University having 28,000 students last year alone. It’s smart to reach the student demographic
first, and try and reinvent travelling in the Hamilton area through technology. With social media
and the Internet age expanding, HSR has finally grown and adapted into the Internet era,
becoming a pioneer in digital commuting solutions.
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For More Information, Please Contact:
Roxana Teymourian
Public Relations Analyst
MARCommunications, Ltd.
teymour@marccommunications.ca
(905) 902-1332
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1!Coleman, J. (2013, November 15). Students at Brock’s Hamilton Campus to get HSR UPass. Joey
Colemanca. Retrieved November 22, 2013, from http://www.joeycoleman.ca/2013/11/15/students-atbrocks-hamilton-campus-to-get-hsr-upass/!
Media Backgrounder:
HSR Mobile Application
MARCommunications, Ltd.
In Association with
The Hamilton Street Railway Company, Public Works Department of the City of Hamilton
22 November 2013
The HSR, in association with MARCommunications, a Hamilton-based public relations
firm, announced today that it has been developing a mobile application for HSR riders. The
application’s main purpose is to provide real-time GPS tracking of HSR’s bus fleet, to better
inform riders to improve their commutes. The HSR is holding a press event at CIBC Hall, 3rd
floor of the McMaster University Student Centre on November 22, from 11am to 3pm, all are
welcome. The app is set to be released in January 2014 after beta testing ends early December.
Other features of the app include PRESTO account integration, HSR News (which will
function much like a Twitter feed, detailing service announcements) and a feedback function.
The HSR said it is developing future functions for the app as well.
Michael Beattie, lead software designer of the mobile campaign, demonstrated how the
HSR’s image could be improved through the use of modern mobile technologies and GPS
tracking. MARCommunication’s Roxana Teymourian, head PR analyst for the HSR, is leading
the media aspect of the mobile app launch.
The app will be heavily advertised on HSR buses and promoted in local media come
launch day in January. It is a free app download that runs on iOS, Android, Blackberry and
Windows Phone operating systems, and requires a data connection to view real-time GPS data.
The HSR sought out MARCommunications to develop a strategic plan to improve its
image, especially to the student population, which are its highest demographic during academic
sessions. The strengths of the initiative include the wide access to mobile technologies already in
place. In a survey conducted by MARCommunications1, an overwhelming majority of HSR
riders had access to mobile smartphones with data connections, thus allowing an app to be used
by many riders of the HSR.
As far as weaknesses, since the app does not directly affect bus punctuality, some may
see it as a non-effective tool. However, analysts at MARCommunications demonstrated that
information is powerful, and access to real-time GPS data would allow many riders to make their
commutes more efficient.
The app opens up several opportunities for the HSR. One of the future developments
includes a real-time occupancy feature, which can be used not only by riders, but also by HSR
route planners. Data collection is expensive, but this method would allow us to make much more
use out of occupancy data. Money is saved in the long run due to the multipurpose nature of GPS
and occupancy data.
Potential threats are almost non-existent. The program may sound expensive to
implement and maintain, but the actual cost of the technology is a lot less than it would have
been ten years ago. The ubiquity of mobile smartphones nowadays makes the app useful to the
majority of HSR riders.
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1
See Media Kit Appendix for HSR Satisfaction Survey Results
HSR to Release GPS Tracking Mobile Application
Nov. 22, 2013
HAMILTON, ON – The HSR announced today that it will be releasing a new mobile
application that allows users to track locations of its buses in real-time via GPS. The app is
aimed primarily at student demographics, and will give users a chance to help optimize their
HSR commutes. The app will be released early January, and is currently in beta testing for
Android, iOS, Blackberry and Windows Phone. It will be free to use.
“There are already apps on the market, but ours is new in that it actually uses GPS to
track real-time locations of each individual bus,” said Michael Beattie, lead designer of HSR’s
mobile campaign. “Rather than rely on just schedules alone, GPS tracking will give users a better
sense of control.”
The app will launch with GPS Bus tracking, PRESTO account integration, HSR news
and a feedback feature. It will provide a convenient source for daily commute information in its
news section, which will function essentially like a twitter feed.
Future plans for the application include the possibility of indicating the current
occupancy of each bus, ranging from low to full. “While this aspect is still in the research phase,
we feel that it would be a benefit to both riders and ourselves,” says the HSR, referring to the
occupancy feature. Occupancy data helps analyze ridership levels, leading to changes in
scheduling and passenger accommodation.
The idea behind the app is that users feel more in control of a situation if they are given
more information, even in situations that they have no direct control, such as HSR bus
punctuality. The HSR hopes to increase its image to the general public, after conducting
feedback surveys that yielded less than spectacular results.1
“We understand that buses may not always be on time, despite our best efforts,” said a
spokesperson for the HSR, “we strive to follow our route schedules perfectly, but there is always
something that will affect the flow of traffic.” The spokesperson continued to say that the HSR is
trying to change its image, and it believes targeting a younger generation through a mobile
application is the perfect way to achieve that. “It will enhance a rider’s ability to make decisions
based on the current location of our buses.”
Surveys conducted over the past several months indicate that the biggest issue the
younger generation has with HSR satisfaction was punctuality, followed closely by passenger
accommodation.2 The HSR says it is constantly re-evaluating its passenger accommodation, and
will consider more bus service based on ridership studies.
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1
See Appendix in Media Kit for HSR Satisfaction Survey Results
2
Ibid.
The mobile app also has a convenient feedback
feature, allowing more data to be collected and taken
into consideration. “We want our riders to feel good
about taking our buses,” another HSR spokesperson
commented, “increasing ridership will help take cars
off the road and save Hamiltonians money in the long
run.” The hope is that the HSR can improve its
reputation and take public transit into the Internet age.
“I’m waiting for one of a number of buses that
all go to Mac,” explains one HSR rider at the John and
Jackson stop, “and I’m wondering if I have time to
grab a coffee at the Timmies across the street without
missing my bus.” A real-time GPS application would
leave this rider well informed in this situation.
Of course, convenient coffee isn’t the only reason the HSR is implementing this system.
With the real-time knowledge of bus locations, however, the app is sure to aid Hamiltonians in
their daily public transit commutes. The app’s PRESTO integration will also allow users to view
and add funds to their accounts in one convenient location.
The GPS application was developed by the public relations firm MARCommunications,
Ltd. based in Hamilton. The HSR is always looking to improve rider experience.
Fact Sheet
The facts of the HSR Company
• The HSR transports about 21 million passengers a year.
• The HSR has 44 bus routes in the City of Hamilton.
• Since 1977 the HSR has been owned by the City of Hamilton.
• According to our HSR Satisfaction survey:
i. 81% of the passengers are students.
ii. 64% of the participants are taking HSR as their primary mode
of transportation.
iii. 22.2% of the participants think the HSR should improve their
punctuality (Buses running on-time), and 19.4% of the
participants think the HSR should improve their trip speed
(avoiding delays, batter schedule adherence).
iv. 85.4% of the participants currently own a smartphone with
access to mobile data.
• The HSR is developing a mobile app (for Android, iOS, Blackberry,
Windows Phone) that will show real-time locations of buses using
GPS
• The app will be free to download after beta-testing is complete
• Expected release in January 2014
• Aim is to improve overall image to student riders
Key Personnel Biographies
Hamilton Street Railway Company
The Hamilton Street Railway Company
(HSR) is the transit division of the Public Works
Department of the City Of Hamilton, Ontario. The
HSR is the main public transportation in the
Hamilton-Wentworth Region. The company was
founded in 1874 by Lyman Moore, and then in 1889
HSR was sold to Hamilton Cataract Interests (what would become the Dominion Power and
Transmission Company.) The provincial ownership ended in 1946 when HSR was bought by
Canada Coach Lines (CCL). The City of Hamilton started ownership of CCL and HSR in 1977.
HSR has 44 bus routes in Hamilton and the Wentworth Region. HSR routes from Downtown to
the Mountain (10 routes) currently use the MacNab Transit Terminal, several city routes (4, 6, 7,
8, and 9) have an on-street terminal layover at the intersection of Main and James Streets. HSR
connects with GO Transit at Hamilton GO Centre, which serves as the terminus for four HSR
routes (1, 2, 3 and 51). HSR also has 5 routes (1a, 10A, 5A, 5C, 51) run through or terminate at
McMaster University. The HSR Company is owned by
the City of Hamilton, which is considering the use of
light rail transit (LRT) in the city. Hamilton plans to
spend 15 years to get LRT after the plans are approved.
LRT will be separate public transportation from the HSR,
but may be associated with the HSR. Perhaps in the
future, LRT may replace the HSR, but in the present-day the HSR is the main transportation in
the Hamilton area, transporting about 21 million passengers per year.
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HSR Mobile App Detail
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Appendix
Free Online Surveys
11/15/2013, 3:10 PM
This feature is limited for free users. You can upgrade your account by following the instructions here.
Results for: HSR Satisfaction Survey
Record No: 1
How old are you?
Responses
Percentage
2
4.2%
28
58.3%
11
22.9%
7
14.6%
Responses
Percentage
35
81.4%
2
4.7%
5
11.6%
1
2.3%
< 17
18-20
21-23
24+
How would you primarily categorize yourself?
Student
Employed Part-Time
Employed Full-Time
Other (Please Specify)
Other text
A full-time student that's employed part-time.
http://freeonlinesurveys.com/app/item-liveresults.asp#/
Page 1 of 4
Free Online Surveys
11/15/2013, 3:10 PM
What is your primary mode of transportation?
Responses
Percentage
10
20.8%
4
8.3%
1
2.1%
31
64.6%
1
2.1%
1
2.1%
Responses
Percentage
1
2.1%
2
4.2%
4
8.3%
41
85.4%
Drive (auto/motorcycle)
Walk
Bicycle
Public Transit (HSR)
Public Transit (Rail)
Public Transit (GO Bus)
Have you used any Hamilton Street Railway (HSR) Bus in the past 6 months?
Never
Seldom
Occasionally
Often
How would you rate each of the following as it pertains to the overall quality of HSR service you have
experienced in the past 6 months?
Poor
Fair
Moderate
Good
Excellent
Responses
Weighted
Average
Cleanliness
11
(22.92%)
10
(20.83%)
13
(27.08%)
13
(27.08%)
1
(2.08%)
48
2.65 / 5
Passenger Accommodation
10
(20.83%)
15
(31.25%)
10
(20.83%)
11
(22.92%)
2
(4.17%)
48
2.58 / 5
Punctuality
16
(33.33%)
18
(37.50%)
8
(16.67%)
6
(12.50%)
0
(0.00%)
48
2.08 / 5
Speed of Trip (On-time or late)
13
(27.08%)
12
(25.00%)
12
(25.00%)
10
(20.83%)
1
(2.08%)
48
2.46 / 5
Overall Trip Experience
13
(27.08%)
10
(20.83%)
17
(35.42%)
7
(14.58%)
1
(2.08%)
48
2.44 / 5
2.44 / 5
http://freeonlinesurveys.com/app/item-liveresults.asp#/
Page 2 of 4
Free Online Surveys
11/15/2013, 3:10 PM
Do you currently own a smartphone with access to mobile data?
Responses
Percentage
41
85.4%
3
6.3%
4
8.3%
Yes
No, but I plan to buy a smartphone in the future.
No, and I do not plan to buy one.
Would you consider using a mobile app (for Android, iOS, Blackberry 10 and Windows phone) that
monitors HSR Bus locations in real time?
Responses
Percentage
39
81.3%
8
16.7%
1
2.1%
Yes, it sounds like a great idea!
I'd consider it, it may improve my HSR commute.
No, it would not affect my HSR commute.
http://freeonlinesurveys.com/app/item-liveresults.asp#/
Page 3 of 4
Free Online Surveys
11/15/2013, 3:10 PM
What area(s) do you think the HSR should be looking to improve its service? (Optional)
Responses
Percentage
32
22.2%
26
18.1%
20
13.9%
11
7.6%
16
11.1%
28
19.4%
11
7.6%
Punctuality (Busses running on-time)
Accommodation (enough seats / room for passengers)
Early Morning Service (2-6 AM)
Cost
Cleanliness
Trip Speed (avoiding delays, better schedule adherence)
Other
Other text
Taking alternate routes and knowing where the traffic is so the bus isn't sitting in one spot for 15 minutes. Also EARLY MORNING
SERVICE 2-6!
For whatever reason the HSR buses heading to McMaster are always bunched together instead of spread out. So this means essentially
that every time I want to catch a bus heading to or from Mac I have to wait up to 20 minutes or so to find 3 buses come at the same time. If
this were spread out better, we could have busses arriving and leaving mac every 5 minutes or so (which would be ideal).
replace all single length busses with the slinky ones!
Everything.
Having people who bring strollers on the bus making them fold them up.
It currently takes me over an hour to get from my house near Garth and west 5th to McMaster. If you could have some sort of express to
McMaster from the mountain that would be so helpful.
everything imaginable
Mcmaster specific bus/ more run times in Ancaster
more buses on the parkdale and stonechurch
Safety, telling people to fold up walkers and strollers. Not over fillin buses. The college bus shouldn't allow people without a student card
on between 7am-9am as the older people and strollers take up a lot of room at a time when it's busy and often a lot of students, who are
paying for school, can't get on the bus due to this
nicer drivers
http://freeonlinesurveys.com/app/item-liveresults.asp#/
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References
(Undated, 2009) The Hamilton Street Railway Company http://www.trainweb.org/elso/hsr.htm.
(David, undated) All-Time List of Canadian Transit Systems, Hamilton, Ontario
http://home.cc.umanitoba.ca/~wyatt/alltime/hamilton-on.html
(Undated, Undated) HSR Current Schedules, City of Hamilton
http://www.hamilton.ca/CityServices/Transit/CurrentSchedules/
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