2019 December

December 2019 E-News for Charter Trip Planners




New era of digital advancements and opportunity.

December 5th, 2019 To: Trailways Shareholders and Shareholder Management   

On Wednesday December 4th, version 1.3.0 of Trailways.com was released to the general public. This is the third iteration of our website, developed by our very own Trailways.com team, ushering in a new era of digital advancements and opportunity.

The joint investment made in Trailways’ digital presence represents a defining moment in our brand’s 85 year history; moreover, it significantly improves our ability to compete in an increasingly modern marketplace. By investing in our digital footprint, the Trailways brand is preventing sales from leaving our hands and falling into those of third parties. Each day, I’m incredibly proud to lead the Trailways.com team as we work hard for you and your businesses. Today, I’m eager to share with you the initial results of our launch as well as features recently released on the domain that are helping move you forward. I encourage you to share this report with leaders inside your organization so that they may be aware of the ongoing efforts to market and sell your products online. Yours Truly, Alex Berardi President, Trailways.com Scroll down now to read the report… Shareholder Report: Trailways.com Advancements Traffic Traffic has risen exponentially since the launch of our new site on September 24th, 2019 and has been marked by an increasingly active user base and lower bounce rate. Please see the below chart for more detailed information that displays site traffic spanning from years 2016 to present. 3rd & 4th Quarter 2019 – Website Versions 1.0 through 1.3.1 Site Wide • Establish a new secure Server and DNS hosting • Developed four (4) websites for quality and assurance testing of all new features before release to the public • Created members.trailways.com for all stockholder interactions o Identified opportunity to create one stop shopping for our members • Improvements to UX/UI (Customer Experience and Interface) • Created and automated monthly report on Trailways.com performance, due for release mid December 2019 • Continued integration of Salesforce Marketing Suite; including sending our first promotional campaigns by e-mail to over 200,000 customers • Resolved over 40,000 errors on the Trailways.com domain • Redirected over 1000,000 pages of traffic to Trailways.com • Repurposed our Social Media Channels to focus solely on B2C Communication, with an expected Phase One launch of December 2019 Charter Specific • Search Engine Optimization o Identified the keywords consumers most often used when shopping for charter trips online o Integrated these keywords into Charter page o Developed long term version for building a modern Search Engine Optimization strategy for Charter at Trailways.com based on competitor analysis  To be integrated and fine-tuned on a monthly basis • Search Engine Marketing o Continued Paid Add Strategy o Identified opportunity for Charter members to increase Charter Inquires through additional investments in paid advertising on Search Engines and Social Media • Charter Inquiry Form o Ensured that bookings returned to a normal average by 11/1/2019 o Developed and instituted plan to increase weekly Charter Inquiries by year end and into 2020 o Improved user experience of Charter Inquiry Form o Developed a modern mobile friendly version of Charter Inquiry Form o Identified opportunity for Charter members to increase Charter Inquiries through digitizing the Charter Inquiry Form, which is more competitive with industry leaders Line Run Specific • Launched Adirondack, Burlington, Fullington, New York, and Pine Hill Trailways on Trailways.com • Forwarded traffic from Trailways carrier’s existing sites related to line run service to Trailways.com • Launched Customer Accounts and invited over 150,000 customers to join our Driven Rewards program o Added customer self-service features to Driven Rewards accounts, an industry first • Added online refunds • Added travel alerts and customer notifications • Added Multiple fare classes to our webstore • Added support for multiple languages • Added customer experience improvements • Refined new Trailways Nationwide Ticketing Terms and Conditions • Removed PayPal as a payment option due to proclivity for fraudulent payments on this channel o Expected to re-launch platform with better payment controls in place Q2 2020 For questions or comments, please reply to this e-mail. STAY CONNECTED Preference Center This email was sent by Trailways.com 7 Renaissance Square White Plains, NY, 10601, US



November Chairman News

From Patrick Dean/Dean Trailways, Mich.

Executive Memorandum from Chairman Patrick Dean to all Operator-Members, Employees & Affiliated Partners

Announcing: Leadership Change; Strategic Investment in Trailways.com; Annual Meeting & National Sales Meeting for March 2020.

Fairfax, VA – Friday, November 15, 2019 Trailways Transportation System, Inc., based in Fairfax, Va., announced on a stockholder conference call this past Friday, November 8th that Eva Hotard, CEO of Trailways, Inc., will leave the organization at the end of November to pursue a new career opportunity in her hometown of New Orleans, Louisiana. Since 2016 Eva has led our organization by implementing a number of strategies to drive stockholder sales, strengthen brand equity, and better position the brand throughout the industry. “I wish to sincerely thank Eva for her leadership of Trailways. After joining our team nearly four years ago, Eva has continuously pushed the brand to be an industry leader. She has promoted Trailways with a tremendous passion and strength. I know Trailways will forever be in her heart as she moves on to her next professional endeavor,” said, Board Chairman, Patrick Dean, Dean Trailways (MI). Trailways will be announcing details regarding the search for its next Chief Executive in December. Trailways made public the most significant strategic investment in the brand in recent memory: the creation and development of Trailways.com [i]. Through a partnership with Salesforce, arguably the nation’s leading data and analytics software company, Trailways will immediately implement marketing automation and analytics tools which will increase web traffic and drive customer sales on Trailways.com. The new Trailways.com was rolled out to the market on September 24th, 2019. It has a modern look and feel and features critically needed upgrades, Trailways.com is already reporting a more than 130% increase in website traffic. Phase One of this investment focuses on increasing line run ticket sales. Phase Two will enhance our proprietary charter lead generation system. Planned web enhancements and investments over the new several quarters will focus on cultivating new business and sustaining our improved web-based position. Chairman Dean said, “This strategic investment is a bold industry statement. Trailways is one of a few industry leaders able to service customers from the point of sale to the point of service. This has made Trailways the strong brand it is today. Trailways is now positioned to serve a new generation and segment of customers.” Thank you! Patrick Dean, Chair, Trailways Board of Directors [1] Trailways.com is operated by Trailways Ticketing and Marketing LLC, a wholly owned subsidiary of Trailways Transportation Systems, Inc., based in New York. *************************************************************************************** If you are visiting the site for the first time, go to your Settings and reset your browser history CACHE. Then, refresh and click here: Website Charter Dashboard: As part of the major website upgrade, should you also have issues signing into the Charter Dashboard Portal, please follow the below instructions: Please reset your browser cache history then you should be able to access the portal via two options. Option 1: Go to www.trailways.com, scroll all the way to the bottom, and on the right side you will see a link that says “Trailways Member Portal”; that link will take you to the login page for the dashboard. Option2: Open a new browser tab and type members.trailways.com in the URL. This will also take you to the login page. *PASSWORD RESET – If the system shows “invalid password”, reset your password as follows: Go to the dashboard login site Click on “Forgot Password” Once the new page loads, type your email address and hit submit. You will receive a reset password email in about 20 min…if not, check your junk/spam folder. For help, please contact Chelsy Jankus (Smidler) -Trailways Corporate Office Email – Charters@trailways.com / Phone 703-691-3052 , Ext. 2 *********************************************** 2020 Annual Meeting – National Sales Meeting Added! Trailways 84th Annual Meeting in Orlando March 1- 4, 2020 The sunshine state awaits Trailways members for its 84th annual meeting next March 1 – 4 at the Renaissance Orlando at Sea World. Book your hotel rooms now as spring is busy in Florida. Also, you may register with Trailways for the conference online now! Visit the Conference Website (registration tab). Note that your company ID is the same as last year, which you hopefully saved. (It will be reissued soon via TEAMS software from the “bustrails” e-mail. This is the first time in a very long time that Trailways will meet in Orlando. The agenda features a National Sales Meeting, which is now added! (Tuesday & Wednesday, March 3 & 4). Please bring a least one member of your charter sales team! Overall, the Annual Meeting is focused on providing representatives from stockholder companies with the tools, strategies, and knowledge to grow their businesses. For hotel and registration information, please visit www.trailwaysconference.com. (If you have already registered, you cannot alter your record online; so, please advise Trailways the name of the added individual(s) and we will add them for you. Please contact sabina@trailways.com to assist.) Thank you! We can’t wait to see you there!



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