On demand transport is a shared form of public transport, filling the gap between personalised transport and mass transit.
In early 2022 Translink launched a trial of on demand transport on the Gold Coast. The trial services will pick up and set down passengers anywhere within each service area as long as either the origin or destination of the trip is a pre-determined key location.
Struber was engaged to:
• Deliver an overarching strategy and implementation plan to (re)position and transition existing and new transport services and products under the new on demand brand – a framework to guide the Customer Solutions team as ODT progresses within Translink.
• Develop and implement a communications, community engagement and customer service strategy for the rollout of the trial in the Gold Coast with a view to raising awareness of the new on demand services and booking processes
Struber was embedded with the Translink Communication Team from July 2021 to June 2022 to deliver on requirements in the lead up to, during and post the launch of the on demand transport trial on the Gold Coast.
For communication and engagement to support the trial on the Gold Coast:
A multi-phased strategy was developed to ensure engagement remained targeted at key milestones through the two-year trial. Struber delivered the first two phases.
Phase 1 – Awareness – Oct/Nov 2021 – aimed at building awareness of the trial and its benefits.
Phase 2 – Education and action – Mar/April 2022 – delivered a call to action with key messaging focusing on the implementation date, downloading the Translink On Demand app, booking and using the service. Timeframes considered school and public holiday periods.
Phase 3 – Seek feedback – Sept/Oct 2022 – aligned to the six-month service review and proposes to proactively seek feedback on trial elements.
Phase 4 – Update community – end of trial, early 2024 – advise on the future of the trial, whether it continues or is removed.
Through this work package Struber delivered a comprehensive framework to guide the Customer Solutions team, successfully identifying a position for the team in terms of promotion and branding for the new services; and outlining the operational requirements in a day-to-day scenario.
Struber successfully planned and implemented the first two phases of the stakeholder engagement and communication strategy for the trial on the Gold Coast to raise awareness and understanding of the trial and its various elements, including how to book.
Supported strongly by the communication and engagement campaign, the on demand transport trial on the Gold Coast recorded more than 5,000 trips in its first two months of service; and more than 2,200 app downloads in the same period.
