State DOTs Connecting Specialized Transportation Users and Rides Volume 2: Toolkit for State DOTs and Others (2016) / Chapter Skim
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Pages 27-33
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From page 27... ...
27 Marketing Plan 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 28... ...
28 State DOTs Connecting Users and Rides for Specialized Transportation: Toolkit – The wide range of individuals who are already linking customers to riders (mobility managers, human services staff, family, and friends)
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From page 29... ...
Marketing Plan 29 must also change their scheduling software, which is a more difficult proposition, so the marketing plan should specify the benefits of embarking on this effort. Moreover, in the simplest sense, transportation providers are essentially free sources of marketing because they have the ability to steer a significant portion of their customers to the linkage; however, it is important to effectively train provider staff on how to market the service and how often to provide marketing materials to their customers.
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From page 30... ...
30 State DOTs Connecting Users and Rides for Specialized Transportation: Toolkit several months in advance of the linkage going online. The managing agency should regularly update the website, providing details on events and progress with linkage development.
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From page 31... ...
Marketing Plan 31 can be distributed to area day centers, senior centers, and other facilities with large groups of specialized transportation customers. Employees of these facilities can be asked to distribute information to the clients who are most likely to utilize the service.
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From page 32... ...
32 State DOTs Connecting Users and Rides for Specialized Transportation: Toolkit and promote training events; (2) a week or two after launch to remind people to attend training programs and test the linkage; and (3)
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From page 33... ...
Marketing Plan 33 Marketing meetings with potential funders is one strategy to assist in the development of new funding sources. These meetings should provide information about available linkage services, while also highlighting their benefit to specialized transportation customers and the community at large.
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