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Whitestown Connector: new route, provider and targeted marketing aim to boost ridership
Summary
Staff and contractors reported a June route change and a new provider, Go Express, and outlined a two-phase marketing campaign targeting low-income households and employer outreach to increase ridership; June ridership was 557 and the board heard that the route change took effect June 6.
Town staff and contractors updated the Whitestown Economic Improvement Board on the Whitestown Connector route and outreach plans, reporting a service change on June 6, a new provider, and a targeted marketing campaign they expect will increase ridership after a typical summer dip.
Staff reported that the new provider, Go Express, began operating the route June 6 and that June ridership totaled 557 trips; staff said that number is about the same year over year and that the first two quarters of the year remain the best since 2020. The presenter noted some rider complaints tied to stricter adherence to route stops and schedules under the new provider, but said complaints were minimal and drivers have been well received.
The board heard details of a two-phase marketing effort prepared by JTPR. Staff said the campaign will target households with annual incomes of $30,000 or less in zip codes that can reach the route through an IndiGo connection; staff reported the first direct-mail installment is scheduled for mid-July and a second phase will run between September and October to coincide with employers’ peak hiring season. Staff said the mailing will reach an estimated 23,385 low-income households in the targeted area and that paid social-media advertising, earned media and employer outreach will supplement the mail push.
Board members discussed tactics to identify and reach employers and employees, including workplace posters, QR codes on buses, a rider survey that staff plan to roll out after service changes have settled, and the idea of an EID or town web page listing hiring employers. Staff said outreach staff will continue in-person engagement with employers and that survey results will be shared with the board when available.
No formal action was taken; the item was presented as new business and staff will return with survey results and ongoing ridership data.
