The purpose of this project is to develop a comprehensive marketing and communication strategy for the California high-speed rail system, despite its operational services beginning 7 to 10 years from now. The primary focus will be on effectively reaching and engaging other existing rail users and a new audience not currently utilizing intercity passenger rail services. Leveraging national and global case studies, the project aims to provide actionable recommendations to the California High-speed rail Authority for building anticipation, awareness, and interest in the upcoming high-speed rail system.
The scope of the project includes in depth market research to further understand the preferences, expectations, and concerns of existing rail users and potential new users. Additionally, identifying and recommending the appropriate communication channels will serve as an engaging platform for users. Analyzing successful national and global examples of high-speed rail marketing to draw insights and best practices applicable to the california rail context.
On the other hand, exclusions include the lack of involvement in recommendations or considerations that relate to the physical development of the high-speed rail infrastructure. The operational logistics regarding detailing operational planning and logistics, such as rail services, scheduling, ticketing, route planning, are not considered a part of this project. Lastly, this project will not delve into the detailed regulatory compliance and legislation.
Success Criteria
In the results we will include:
Communication information PPT
Estimated anticipate audience
Analyzed valuable information for audience
Clarification of professional terms for public
Graphics that helps audience understand data easier
Recommendation of ways to incorporate with social media, news and video
