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TO: |
Board of Trustees |
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THROUGH: |
Jay Fox, Executive Director |
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FROM: |
Andrea Packer, Communications Director |
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PRESENTER(S): |
Andrea Packer, Communications Director |
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R&R Partners |
TITLE:
title
Benchmark Survey Report
end
AGENDA ITEM TYPE:
Discussion
RECOMMENDATION:
Informational report for discussion
BACKGROUND:
Each year the Communications & Marketing Department, in coordination with our advertising agency, R&R Partners, conducts a Benchmark Survey to the general public throughout UTA’s service area. The survey effort typically starts with focus groups, followed by a telephone survey. As part of the 2021-2022 Benchmark Survey, focus groups were conducted in fall 2021, followed by the telephone survey in January-February 2022.
The Benchmark Survey is a broad survey designed to guide staff’s communications and marketing messaging 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 do people typically see / remember messages about UTA
DISCUSSION:
The team will make a presentation to the Board of Trustees about the key results from the 2021-2022 Benchmark Survey. Staff will be prepared to answer questions from the Board of Trustees.
ALTERNATIVES:
N/A
FISCAL IMPACT:
None.
ATTACHMENTS:
None