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TO: |
Local Advisory Council |
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THROUGH: |
Jay Fox, Executive Director |
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FROM: |
Heather Barnum, Chief Communications Officer |
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PRESENTER(S): |
Heather Barnum, Chief Communications Officer |
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TITLE:
title
2024 UTA Public Image Survey Report
end
AGENDA ITEM TYPE:
Discussion
RECOMMENDATION:
Discuss the 2024 UTA Public Image Survey Report findings.
BACKGROUND:
UTA Communications & Marketing Office engaged a third-party market research vendor to conduct a public survey about rider and non-rider usage, awareness, perception, and support of UTA services. These data are used to inform the annual ridership and other advertising campaigns and educational opportunities created by marketing. This year, questions were revised to provide metrics for the strategic plan, and to provide an additional data set for rider surveys conducted by other departments within UTA (like the onboard survey). There was also an oversample of BIPOC (black, indigenous, and people of color) and 18-34-year-old audiences.
DISCUSSION:
In presenting the findings of the survey, staff welcomes the Local Advisory Council’s questions about how the data relates to previous years, trends, etc., as well as action by the Communications & Marketing Office based upon the data. ALTERNATIVES:
n/a
FISCAL IMPACT:
Cost of the survey was $40,000+ administrative time.
ATTACHMENTS:
2024 Public Image Survey Report