TO: Board of Trustees
THROUGH: Carolyn Gonot, Executive Director
FROM: Andrea Packer, Communications Director
PRESENTER(S): Andrea Packer, Communications Director R&R Partners, Cicero Group
TITLE:
title
Customer Benchmark Survey Report - 2020b
end
AGENDA ITEM TYPE:
Discussion
RECOMMENDATION:
Informational report for discussion.
BACKGROUND:
Each year the PR and Marketing Department, in coordination with the contracted advertising agency, R&R Partners, conducts a Benchmark Survey, performed by Cicero, to the general public throughout UTA’s service area. The survey effort typically starts with focus groups, followed by a telephone survey. The Benchmark Survey was conducted in January 2020. The team conducted the survey again in the fall of 2020; that is why this survey is referred to as the 2020b Benchmark Survey. The Benchmark Survey is a broad survey designed to guide staff’s communications and marketing strategy by assessing: • Overall public perception of UTA as an organization • Public perception of UTA’s services • High-level indicators of why people ride / don’t ride • High-level indicators of the top things that would encourage people to ride • Do people see / remember hearing messages about UTA • Where people would look for information about riding UTA
DISCUSSION:
The 2020b focus groups were conducted in the fall of 2020, and the telephone survey was conducted in December 2020. The team will make a presentation to the Board of Trustees about the key results from the fall 2020b Benchmark Survey. Staff will be prepared to answer questions from the board about the survey.
ALTERNATIVES:
Not applicable.
FISCAL IMPACT:
ATTACHMENTS:
None