- 2007 Pilot Program as Teaser
- Just rail, not bus
- Touch card, not swipe
- Demonstrations at end of day with opportunity to register and get card
- CONVENIENCE, no longer need multiple fares
- Web site was huge
Advice
- People think they know what they’re doing, but they don’t. And they don’t read. Get in front of them at stations with events and guerilla
- Use incentives, that’s what Philly did. Have contests
- Cards should be FREE at first
- Have excellent, simple FAQs readily available
- No TV, No Radio (same as DC)
- Have press events whenever can
- Routine goers will get it, the occasional rider won’t and will cause problems
