CharlieCard Distribution Plan

Press Briefing on November 30, 2006

CharlieCards: An Inventory Story

• 200,000 CharlieCards issued through employer based monthly pass programs.

• 130,000+ Senior & T.A.P. smartcards currently in circulation and growing.

• 40,000 Student CharlieCards issued in December. Another 60,000 in 2007.

• 25,000 CharlieCards available through Shaw’s Supermarkets First Night Button promotion.

• 15,000 Online Monthly Program CharlieCards.• Over one million (1,000,000) free CharlieCards are

available for general distribution and use in December.

Customer Adaptation & Integration

• Customers who get their CharlieCards on December 4 can immediately add value and begin using.

• Provides up to 4 weeks of:– CharlieCards vs. CharlieTickets,– Tap & Go boardings,– Convenience and ease of adding value and purchasing passes at

fare vending machines,– Frequent visits to retail sales terminals.

• Can add January passes at fare vending machines beginning December 15.

• Early integration into commutes and daily routines best prepares the rider for the discounted fare exclusive to CharlieCard users beginning January 1, 2007.

Promotion & Communication

• T-Rider: CharlieCard & fare information pamphlet. T personnel distributed on system Nov 28- Nov 30. Community agency mailings begin in Dec.– Available in English, Spanish, Traditional Chinese, Cape Verdean,

Haitian Creole, Italian, Russian & Vietnamese.• Car cards and station advertisements debut weekend of

December 2 & 3 and continue into January.• Newspaper advertisements: Metro, El Planeta, El Mundo,

Sampan, Bay State Banner, etc. begin week of December 4. Complete list is attached.

• Distribution schedules for Dec. 4 to 8 and list of retail terminals are currently available at MBTA.com and from (617) 222-3200.

2 Page Full Color Advertising Spread in the Metro on Dec 4.

1 Page Full Color Spread:

Bay State BannerBoston Courant

Boston Haitian ReporterCambridge TabChelsea Record

Dorchester ReporterEast Boston Times

El MundoEl Planeta

Lynn Daily ItemMalden Observer

Mattapan ReporterPatriot Ledger

Quincy SunRevere Journal

SampanSomerville JournalSouth End News

Use Your Card Now:Conversion Progress • Currently, CharlieCards are accepted on:

– All Buses. – All Silver Line vehicles.– At all Orange Line stations

• On December 4th accepted at:– 20 out of 23 Red Line Stations.– 11 out of 13 Blue Line Stations.– 9 out of 13 Green Line subway stations.– Fareboxes installed on 100 out of the 160 Green Line vehicles in

daily service (100% complete by Dec 11).

• On track for 100% system conversion before December 31st.

Using Your Card Now: Fare Vending

Machines• 386 Fare Vending Machines currently in use: accept

cash, debit cards and credit cards (tokens at $1.25 cash value). When complete, over 500 will be installed.

• Customers will continue to experience the self service, interactive, touch screen convenience.

• CharlieCard customers simply tap Card to black target and add value or purchase bus or Link pass. Tap again to complete transaction and value explodes onto Card.

• Enclosed shelters will contain fare vending machine for stations along Green Line “D” branch.

• Adding FVM’s to non-traditional high volume traffic areas (ex. Logan Airport terminals, Fenway Park).

Using Your Card Now: Retail Sales Program

• A growing network of retailers primarily along bus routes and Green Line surface lines.– Shaw’s, StarMarket, Tedeschi’s/Store24 & more

• Counter-top terminal with same capability as fare vending machines: add value and purchase passes. Products available on CharlieCards and CharlieTickets.

• 41 terminals in operation as of December 4. 75+ by December 31. Additional 125+ in ’07.

• Bus shelters and schedule cubes will list the 3 retail terminal locations closest to stop.

Clerk View of counter-top Retail Sales Terminal

Customer View: visual confirmation

of transaction– receipt issued

Touch Screen CharlieTicket

processor

CharlieCard validator

Get Your Free Card: General Distribution

Programs• Limited quantity of CharlieCards available at MBTA &

MBCR Pass Offices– Back Bay, Downtown Crossing, Harvard Square, North Station &

South Station

• Existing Subway/ Bus Pass Stores– Retailers surveyed for interest in receiving free CharlieCards.

• Community & Advocacy Agencies– Direct mailings and partnership programs

• MBTA Ambassadors

MBTA Ambassadors

• Beginning December 4 and continuing into January.• MBTA personnel assigned to approx. 100 Bus and Rapid

Transit stations, and high volume Bus stops. • Multi-tiered schedule with locations, frequency, dates and

times based on ridership volume.• Primary focus on Bus customers, then Silver Line, Green

Line surface and Subway.• “How to use”/ “How to add value” informational brochures

accompany the free CharlieCard.– Available in Spanish and Traditional Chinese

• Customer Service Agents located near fare vending machines to assist with adding value to CharlieCard.

Distribution Schedule

•200,000+ seat drop fliers announcing distribution dates and locations from Dec. 4 to 15.•On buses & Green Line cars beginning today, Nov. 30.

Monday December 4

• Ashmont 5:00AM to 1:30PM

• Bellingham Square 5:00AM to 1:30PM

• Central Square, Cambridge5:00AM to 9:30AM

• Dudley Square 5:00AM to 1:30PM • Forest Hills 5:00AM to 9:30AM

• Harvard Square 5:00AM to 1:30PM

• Haymarket 5:00AM to 1:30PM

• Kenmore 5:00AM to 9:30AM

• Malden Center 5:00AM to 9:30AM

Tuesday December 5

• Alewife 5:00AM to 9:30AM

• Andrew 2:00PM to 6:30PM

• Back Bay 2:00PM to 6:30PM

• Broadway 2:00PM to 6:30PM

• Central Square, Lynn 5:00AM to 9:30AM

• Copley 2:00PM to 6:30PM

• Davis 5:00AM to 9:30AM

• Fields Corner 5:00AM to 9:30AM

• Jackson Square 5:00AM to 9:30AM

• Lechmere 5:00AM to 9:30AM

• Mattapan 5:00AM to 9:30AM

•Maverick 5:00AM to 9:30AM

•Quincy Ctr. 5:00AM to 9:30AM

•Roxbury Crossing5:00AM to 9:30AM

•Ruggles 5:00AM to 1:30PM

•Sullivan 5:00AM to 1:30PM

• Temple Pl. 5:00AM to 9:30AM

•Wellington 5:00AM to 9:30AM

•Wonderland 5:00AM to 9:30AM

Wednesday December 6

• Ashmont 5:00AM to 1:30PM

• Bellingham Square 5:00AM to 1:30PM

• Central Square, Camb. 5:00AM to 9:30AM

• Cleary Sq. 5:00AM to 9:30AM

• Cleveland Cir. 5:00AM to 9:30AM

• Codman Sq. 5:00AM to 9:30AM

• Eliot St @ Bennett St 5:00AM to 9:30AM

• Grove Hall 2:00PM to 6:30PM

• JFK/ UMass 5:00AM to 9:30AM

•Mass Ave @ Harrison St 5:00AM to 9:30AM

•Mass Ave @ Holyoke St 5:00AM to 9:30AM

•North Quincy 5:00AM to 9:30AM

•Oak Grove 5:00AM to 9:30AM

•Orient Hts. 5:00AM to 9:30AM

•Roslindale Square 5:00AM to 9:30AM

Thursday December 7

• Dudley Sq. 5:00AM to 1:30PM

• Forest Hills 5:00AM to 1:30PM

• Harvard Sq. 5:00AM to 1:30PM

• Haymarket 5:00AM to 1:30PM

• Kenmore 5:00AM to 9:30AM

• Malden Ctr. 5:00AM to 9:30AM

• Maverick 5:00AM to 9:30AM

• Quincy Ctr. 5:00AM to 9:30AM

• Ruggles 5:00AM to 9:30AM

• Sullivan 5:00AM to 9:30AM

• Temple Place 5:00AM to 9:30AM

• Wellington 5:00AM to 9:30AM

Friday December 8

• Alewife 5:00AM to 9:30AM

• Andrew 2:00PM to 6:30PM

• Back Bay 2:00PM to 6:30PM

• Broadway 2:00PM to 6:30PM

• Central Square, Lynn 5:00AM to 9:30AM

• Copley 2:00PM to 6:30PM

• Davis 5:00AM to 9:30AM

• Fields Corner 5:00AM to 9:30AM

• Jackson Square5:00AM to 9:30AM

•Lechmere 5:00AM to 9:30AM

•Mass Ave @ Newbury 5:00AM to 9:30AM

•Mass Ave (Orange)5:00AM to 9:30AM

Mattapan 5:00AM to 9:30AM

•Roxbury Crossing 5:00AM to 9:30AM

•Wonderland 5:00AM to 9:30AM

December and beyond….

• Possible Saturdays at locations such as Ashmont, Dudley Square, Forest Hills, Ruggles, & Sullivan Station.

• Throughout December, frequent distribution at Green Line surface stops by officials at Show & Go locations.

• Additional bus stops: Federal & Franklin, Watertown Yard, Watertown Sq., Wolcott Sq., and other high volume stops.

• To continue into January 2007. Schedules will be announced: MBTA.com and seat drops.

• Beginning mid-December, e-commerce at MBTA.com. Order pre-loaded CharlieCards ($5, $10, and $20).