How can we reach Hamilton youth in impactful way to motivate them to use Hamilton transit?
Project Description:
The Hamilton Street Railway (HSR) is a public transit agency in Hamilton, Ontario, Canada. It is one of the oldest municipal transit systems in North America, celebrating 150 years of service in May 2024. The purpose of HSR’s transit service is to provide safe, reliable, accessible, and efficient public transportation. Our services enable the public to get to school, work, and sporting and social events, to access medical care, and facilitate access to necessities, like banking and grocery shopping. The goal of the HSR Customer Experience Team, is to connect with community members to share information about transit services and programs as well as empower them to use transit.
Background Research:
Empirical Research: What are the benefits of taking public transportation? What influences adolescents’ thinking & behaviour? How did rider behaviour change post-COVID 19?
Internet-based research (e.g., marketing reports, browsing social media): What type of media do adolescents engage in? How do youth perceive influencers? Are there any local influencers? What are marketing trends among youth?
Data and expertise from HSR: Is transit really cost-effective? What decisions led to the Try Transit Campaign and to what extent has it been effective? What is the current customer experience.
Intended Outcomes:
HSR would like to increase ridership among Hamilton Youth (ages 13-17) and are seeking a strategy to reach this target demographic and increase their audience. This could include creative tools, platforms and ideas such as social media influencers as well as building out a sample marketing campaign.