Richard Torres

Take-home Midterm
I pledge on my honor that I have not given or received any
unauthorized assistance on this assignment/examination.

Situation Analysis
In 1998, Metro introduced a 20-year plan for a new Metro
line called the Silver Line. In a few short months the first
phase of the Silver Line will be complete after 16 years of
planning and construction. The first phase includes 11.6
miles of service to the Wiehle Reston East station and is
projected to open in the summer of 2014. In the following
months Metro has an opportunity to educate, engage, and
encourage current and potential riders about the Silver
Line in order to maximize its ridership within its first year of
operation.
The New Doors campaign is a play on Metros current
tagline Metro Opens Doors and is a year-long campaign
that features events and promotions starting as early as
this April and runs to the fall of 2015 in an effort to achieve
Metros goals for the new Silver Line, dispel common
misunderstandings of the Silver Line and increase
awareness and ridership of the new line.
Metro's "New Doors" Campaign

Problem/Opportunity Statement
In a recent study conducted by the rail service, Metro gained

insight that approximately 55 percent of its targeted ridership is

unaware of the new Silver Line and even fewer know what area
the new line is serving. Without raising this awareness to 100
percent Metro faces the loss of more than 350,000 passengers,
failing to meet its forecasted ridership of 740,000 passengers
month.

The unawareness of the new Silver Line creates a grand

opportunity for Metro to raise awareness among current and

potential passengers with the New Doors Campaign. The
campaign is designed as a creative approach for Metro to be seen
as an innovative organization committed to the communities it
serves.
Metro's "New Doors" Campaign

SWOT Analysis
Strengths
Weaknesses
Metro has been in operation since Criticism over fare increases and
1976
lack of transparency
It is the second busiest rapid
Silver Line construction is heavily
transit system in the country after
delayed
NYC subway system
DMV still boasts high number of
The most popular transit system in
commuters despite Metrorail
MD, DC, and VA
operation
Opportunities
Threats
Increased environmental
Increased fare for all Metro users
awareness from passengers
upon Silver Line opening
Heavier traffic congestion along
Heavy misconceptions of where
major highways running parallel to
Silver Line will operate
Silver Line
Summer heat can largely impact
New business and residential
success of campaign promotions
developments in Loudon and
and events
Reston
Metro's "New Doors" Campaign

Background Research
Silver Line has two primary goals upon its
completion by 2018 (both phase 1 and
phase 2) which are:
First to link Washington, D.C. by rail
to Washington Dulles International
Airport and the edge cities of Tysons
Corner, Reston, Herndon, and
Ashburn
Second is to spur urban development
in Tysons Corner and reduce overall
reliance on highway traffic in the
business district, Virginia's largest and
the 12th-largest in the country.
Metro's "New Doors" Campaign

Background Research (cont.)

About the Silver Line
The line consists of 34 stations (11 new) from Route
772 in Loudoun County, Virginia, to Largo Town
Center in Largo, Maryland, US.
The line will be 28 miles (45 km) long and is estimated to
cost up to $6.8 billion.
The Silver Line is the largest expansion project by route
mileage since the inception of the Washington Metro in
1976.
Five stations will be shared with the Orange Line alone,
thirteen with both the Orange and Blue
Lines from Rosslyn to StadiumArmory, and five stations
shared with the Blue Line to both lines' eastern terminus at
Largo Town Center.
Metro's "New Doors" Campaign

Background Research (cont.)

This image illustrates the
additional 11 stations
that the Silver Line will
serve as well as the
stations and lines that it
will share and run
parallel.
Many of the stations that
it will share have been in
place since the 1980s.

Metro's "New Doors" Campaign

Background Research (cont.)

Target Publics
Primary publics
Current Metro riders that are unaware
of the existence of the Silver Line or the
stations it will serve.
Potential riders which include the
residents of the new cities the Silver Line
will serve
Local businesses and retailers who serve
as potential ad customers for Metro

Metro's "New Doors" Campaign

Background Research (cont.)

Secondary Publics
Metro employees functions as
information providers for current metro
riders and have direct interactions with
them on a day-to-day basis. Keeping them informed of
Silver Line updates and upcoming events is essential to
the success of the line.
City officials have been major players
in the development of the Silver Line
for years. They should also be informed
of upcoming events and plans for the
opening
Metro's "New Doors" Campaign

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Background Research (cont.)

Intervening Publics
Broadcast and print media outlets can help spread the
word about the Silver Line and the launch of the New
Doors Campaign
Local publications like the Reston and Fairfax Patch can
also be a great target publics because their readership is
made up of residents in our targeted communities

Metro's "New Doors" Campaign

Primary Research Recommendations

To ensure that we develop the most successful campaign the
following primary research is recommended:
Conduct focus group of potential riders- A month prior to
the launch of the campaign, we will conduct a series of
focus groups with current Metro passengers seeking ideas
for events that they would may find engaging during the
annual long New Doors campaign.
Compile a list of events and promotions at local
businesses along the new line- A list of upcoming events
and promotions from local businesses and communities
along the Silver Line will help plan out the best promotions
for the campaign.
Metro's "New Doors" Campaign

11

Primary Research Recommendations

Mail surveys to residents of neighboring communities along
new line- These mail surveys will help us reach a larger
audience outside of current riders, in an effort to educate
and gain insight on what Metro can do better to attract
commuters.
Conduct a current new media audit/critique of Metros
current platforms- With the growing use of social media
platforms like Twitter and Facebook, Metro may have an
untapped platform for reaching potential riders.
Research new line extension promotions of metro rails in
major cities across U.S.- Researching what other cities in the
country have done to promote and attract ridership on a new
transit system may help us develop a more effective and
successful campaign.
Metro's "New Doors" Campaign

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13

Goal and SMART Objectives

The overall goal of the New Doors Campaign is to:
Make Metro the preferred and most trusted method of
transportation in the DMV.
In order to reach this goal the following objectives must be met:
Secure 200 media impressions about the campaign launch the month prior to
the first event.
Have four national media outlets cover the launch
of the campaign during the first month.
Increase awareness of the Silver Line by 50 percent the month prior to the
launch of the campaign and by 20 percent each month following the launch
Increase Silver Line ridership by 35 percent each month during New Doors
Campaign.
Establish a social online presence for Metro with the New Doors campaign
on Twitter and Instagram by increasing followers 40 percent within the first
month and 15 percent each month for the duration of the campaign
Metro's "New Doors" Campaign

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Publics, Messages, Theme and Channels

Publics
Primary
Intervening
Current Metro riders Bloggers
Potential riders
Social Media
Local businesses
influencers
Secondary
Local publications
Metro employees
Local officials

Messages
Metro is opening New Doors and
taking passengers to farther places.
Let Metro do the driving while you sit
back and travel through Maryland,
D.C., and Virginia
The Silver Line is designed to make
traveling better for everyone.

Theme

Channels

The general theme of this campaign is

getting farther with Metro. We are opening
New Doors and serving new communities
with the Silver Line. We want riders to
engage with us online and share where
Metros New Doors are taking them.

Silver Line information desks at various

stations.
Print and broadcast media outlets
Social media platforms
Traditional web page silverline.com
Phone texts and emails to those who want
them

Metro's "New Doors" Campaign

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Planning the campaign

This is the first time in the history of Metro that an interactive campaign such
as this one is being launched. As a result the following planning is required to
ensure a successful launch:
Identify key stations that will house the Silver Line information desks. This
may also require the use of a floating desk that travels to different stations
throughout the week.
Prepare press releases and identify desired media outlets to break exclusive
information on Silver Line updates.
Prepare fact sheets that will be available at all stations and in all trains for
passengers to take with them and read on their own.

Metro's "New Doors" Campaign

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Strategies and Tactics

The following strategies are specific to one or more of the previously
stated objectives and is representative of other potential strategies:
1.

2.

Silver Line Open House Tour the Line: The Silver Line Open House
is a special invite-only event that seeks to attract local and national
media outlets by allowing them to tour the station. Media passes
will be required to attend and questions will be answered by Metro
executives and Silver Line engineers.
#MetroNewDoors: This hashtag will be the new Metro hashtag on
social media platforms. It will be active a month prior to the opening
of the Silver Line. During this time it will be used to track questions
about the new line and engage followers with answers and updates
about the progress. Once it is open, Metro will run a New Doors
social media contest where riders will post pictures of where they
took the new Silver Line for a chance to win free SmartTrip cards and
Silver Line gear.

Metro's "New Doors" Campaign

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Strategies and Tactics

3.

4.

5.

Silver SmartTrip Card: To celebrate the opening of the new line a new Silver
SmartTrip card will be made available for sale. The card can only be purchased at one
of the five new stations on the Silver Line, which will facilitate the tracking of how
many passengers took the Silver Line to the new locations.
Live Twitter Wall: Live Twitter walls will be available at two of the five new stations
where passengers can send tweets and view relevant Metro information about the
Silver Line and all other lines on the transit system. The wall will be filtered to avoid
negative or inappropriate content from being posted.
Ride Silver Ads: Prior to the launch of the New Doors campaign
and the opening of the Silver Line, Metro will feature heavy
advertisements boasting interesting and fun facts about the
new line and the new locations it serves. The ads will feature the
Ride Silver slogan.

Metro's "New Doors" Campaign

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Timeline 2013
May
Internal launch of New Doors campaign. Twitter chat with Silver Line engineers and
execs where they will answer questions about the new line using the hashtag metro
new doors.
Ride Silver ads will begin circulation at all stations and in all trains.
The silverline.com website will feature a sign up registration form for subscribers to
receive text and email updates about the new line.
Mailers and surveys will begin distribution from May-June
June
Host another Twitter chat with the same purpose and same hashtag
Introduce Silver Line information desks at selected stations
Invite media outlets for the Silver Line Open House and provide a New Doors
campaign agenda featuring upcoming events and promotions
July
New Doors campaign goes live to the public! Launch party features a cookout at
Wiehle-Reston East station.
Capitals hockey players will be on-hand sign Silver SmartTrip cards, Silver Line gear and
Washington Captials gear

Metro's "New Doors" Campaign

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Timeline 2013
August
Have a flat rate fare promotion on a select day to increase ridership
September-October
Fall groundbreaking for phase 2 will take place during this time. We will host a
groundbreaking ceremony and invite new Redskins player DeSean Jackson who is also
breaking new ground as the teams new wide receiver.
Launch New Doors social media contest on Twitter and Instagram inviting riders to
post where Metros new doors have taken them
November-Thanksgiving
Thank-YOU Silver Twitter wall contest. Selected tweets will be posted daily on the
Twitter walls at two of the five new Silver Line stations.
December
Toy Drive promotion- All new Silver Line stations will take unwrapped toys and in
exchange of free ride passes.
In partnership with Tysons Corner Mall, we will host a shopping giveaway by lottery to
selected Silver Line riders whose SmartTrip cards are registered and drawn during the
month of December. Every trip is an entry in the contest.
Metro's "New Doors" Campaign

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Timeline 2014
January-March
During these winter months hot chocolate and coffee will be passed out on
select days and in select stations along the Silver Line.
Coat drive- We will host a coat drive for the homeless and in exchange for
donations give away free ride passes
April-May
Spring promotions include partnerships with local frozen yogurt locations,
eateries at the Tysons Corner Mall and other shops.

Metro's "New Doors" Campaign

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Evaluation Methods
Evaluating this campaign will be easy to do by answering the following questions:

DID WE:
Secure 200 media impressions about the campaign launch the month prior to the
first event- Save all media generated since May
Have four national media outlets cover the launch
of the campaign during the first month-Save all media generated since May
Increase awareness of the Silver Line by 50 percent the month prior to the launch
of the campaign and by 20 percent each month following the launch- Survey
riders again and evaluate our awareness
Increase Silver Line ridership by 35 percent each month during New Doors
Campaign- Tracked through use of SmartTrip cards for the year
Establish a social online presence for Metro with the New Doors campaign on
Twitter and Instagram by increasing followers 40 percent within the first month
and 15 percent each month for the duration of the campaign- Keep track of our
online following before and after the campaign

Metro's "New Doors" Campaign

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References
http://tsarchitect.nsflanagan.net/?p=42
http://en.wikipedia.org/wiki/Washington_Metro
http://silverlinemetro.com
http://www.wjla.com/articles/2014/04/wtop-silver-line-could-be-running-byjuly-4-101860.html
http://www.dullesmetro.com
http://www.washingtonpost.com/local/metros-silver-line-extension/d025aff6fdea-11e2-96a8-d3b921c0924a_topic.html

Metro's "New Doors" Campaign