State DOTs Connecting Specialized Transportation Users and Rides Volume 1: Research Report (2016) / Chapter Skim
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Pages 20-23
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From page 20... ...
20 C H A P T E R 4 Users, service providers, and partners must be aware of available linkage services and understand how to use them in order for the services to be successful. Developing a full-scale marketing plan during the development phase of the linkage program allows the managing agency to account for all target audiences and identify and implement strategies to ensure that each target audience is reached.
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From page 21... ...
21 customers are not tech savvy and will need assistance in figuring out how to use the linkage; therefore, training will be especially important for these individuals. Getting the word out that the linkage exists and would be useful to these individuals should be focused on word-of-mouth advertising, posted information at day centers and senior centers, and presentations at community gathering places on the benefits of using the service.
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From page 22... ...
22 • Informational Meetings: Following the kickoff meeting and official launch, informational meetings will provide additional opportunities to inform people on the benefits of using the linkage service and to provide basic training on how to use it. • Social Media: Promotion of the linkage service on social media is an essential element of notifying the general public of its availability and benefits; therefore, the marketing plan should include a detailed plan for ongoing promotion on Facebook, Twitter, and LinkedIn.
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From page 23... ...
23 However, the following information on marketing and promotional efforts was gleaned from various projects and interviews: • ARC launched the Simply Get There 1-Click resource in the summer of 2015. During the planning and development of the resource, ARC hired a consultant to create a tailored marketing plan.
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