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From page 92... ... 92 C H A P T E R 7 Introduction A widely used set of strategies and projects aimed at increasing ridership is marketing/ promotional and information initiatives. The types of strategies -- and specific actions/ examples -- included in this category are shown in Table 7-1. Read the entire page →
From page 93... ... Marketing & Information Initiatives 93 Type of Strategy Specific Actions/Examples Marketing/promotional initiatives Targeted marketing/promotions New resident promotion; college student promotion, individualized marketing, tourist-oriented marketing General marketing/promotions agency image advertising, special promotions, cooperative advertising Information improvements Improved printed informational materials Easier to read printed system and route maps/schedules, newsletters/brochures Improved customer information and assistance Transit information center, in-station customer assistants Automated transit traveler information Pre-trip planning and en-route information, including real-time information Key Steps/Activities to Consider Evaluation of Existing Programs/Systems Evaluate current marketing and information materials and programs Identify goals, issues and constraints Assess effectiveness of existing materials (e.g., maps/schedules, brochures) Assess effectiveness of existing programs (e.g., campaigns, promotions, fare incentives) Read the entire page →
From page 94... ... 94 Elements Needed to Create High Ridership Transit Systems particular types of initiatives may not prove cost-effective in certain settings. Table 7-3 identifies which environments and modes are generally appropriate for each type of strategy; obviously, though, each specific type of initiative must be designed to reflect the needs, opportunities, and constraints that exist within the agency's environment. Read the entire page →
From page 95... ... Marketing & Information Initiatives 95 external events that may be occurring at the same time as the transit information and promotion programs" (p. Read the entire page →
From page 96... ... 96 Elements Needed to Create High Ridership Transit Systems distributed in San Jose (pictured in Exhibit 7-1) feature transit information along with other items. Read the entire page →
From page 97... ... Greater Portland Transit District University of Southern Maine Student Awareness Program small urbanized (50,000 - 200,000) In 2000, the Greater Portland Transit District launched an awareness campaign to introduce the students of the University of Southern Maine to transit. Read the entire page →
From page 98... ... 98 Elements Needed to Create High Ridership Transit Systems Image Advertising A transit agency can use image advertising to improve the perception of the agency, and transit in general, within the community. This type of marketing is typically directed at both transit users and non-users, although the real focus may well be on non-users. Read the entire page →
From page 99... ... Connecticut Department of Transportation Statewide Transit Branding Project (Unified Paint Scheme) medium urbanized (200,000 - 1,000,000) Read the entire page →
From page 100... ... 100 Elements Needed to Create High Ridership Transit Systems Cooperative Advertising Given the scarcity of funds for marketing efforts, transit agencies should do everything they can to take advantage of "free" or shared-cost advertising. Developing solid relationships with various media outlets can be an extremely effective and low-cost way of getting out the message. Read the entire page →
From page 101... ... Marketing & Information Initiatives 101 to holders of a transit pass or ticket. For example, when Eaton County Transportation Authority in Michigan launched its Summer Fun Pass program (see Exhibit 7-7) Read the entire page →
From page 102... ... 102 Elements Needed to Create High Ridership Transit Systems There are many ways to improve printed informational materials. Agencies can make the information usable by a wider range of potential riders by printing in multiple languages and using recognizable symbols. Read the entire page →
From page 103... ... Orange County Transportation Authority OCTA: Putting Customers First - Customer Service Changes large urbanized (over 1,000,000) In 2003, the Orange County Transportation Authority launched a comprehensive campaign to improve customer service. Read the entire page →
From page 104... ... 104 Elements Needed to Create High Ridership Transit Systems The information provided via TTI can either be static (i.e., information on routes, schedules, or fares that may be updated periodically, but does not represent current service operating status) or real-time (i.e., depicting the current operational status of service) Read the entire page →
From page 105... ... Exhibit 7-12. SEPTA TransitQuest itinerary details. Read the entire page →
From page 106... ... In-vehicle Transit Information In-vehicle transit information provides important information to travelers while they are on a bus or train. In-vehicle information provided by automated annunciator systems helps transit agencies comply with the Americans with Disabilities Act (ADA) Read the entire page →
From page 107... ... • Personal Communications Devices -- This category includes traditional land-line phone and wireless devices such as cellular phones, pagers, and PDAs. Wireless devices are not limited to accessing real-time information but are also being used to provide static schedule information (e.g., providing transit schedules that can be downloaded to a subscriber's PDA, or enabling use of a cell phone to receive a trip itinerary) Read the entire page →
From page 108... ... 108 Elements Needed to Create High Ridership Transit Systems VISTA Implementation of a Countywide Bus Tracking and Arrival Prediction System medium urbanized (200,000 - 1,000,000) The Ventura Intercity Service Transit Authority recently implemented a countywide bus tracking and arrival prediction system. Read the entire page →

From page 92...

... 92 C H A P T E R 7 Introduction A widely used set of strategies and projects aimed at increasing ridership is marketing/ promotional and information initiatives. The types of strategies -- and specific actions/ examples -- included in this category are shown in Table 7-1.