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TCRP Report 50: a Handbook of Proven Marketing Strategies For

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TCRP Report 50: a Handbook of Proven Marketing Strategies For Introduction of New Service Introduction of New Service 77 he introduction of new service is a time for celebration at a transit agency, both internally and, if the change is large enough, publicly. The agency is growing and improving to meet new customer demands and is seen as responding to the city's development. The agency is evolving with its market. There are several ways to promote new services and many purposes that can be served. A strong promotion can get a new route or service off to a vigorous start. Local businesses that are positively affected by the new service are often willing to cooperate in promoting the service. Promotions can also reward current riders and attract new ones. Free Fun-Filled Fridays (F-1) Metro Number of Vehicles: operations. Local primarily through flyers agency staff rode the bus 379 buses merchants sponsored and interior ads on buses, route handing out food fares and provided while also utilizing and gifts. Strategy giveaways, while the posters in area businesses Metro is a non-profit, Deerfield Township and publicity in targeted Objectives public service, operating government (using its media, mainly local To promote the division of the Southwest economic development community press. The commuter service. Ohio Regional Transit staff) acquired entertain- live entertainment was To make clear the Authority in Cincinnati, ment and food. The pro- assigned to random buses importance of transit for Ohio. As part of efforts motion was advertised on the route. Transit business and government to call attention to a in hopes of securing commuter service route additional funding for the between downtown and route. an upscale suburban To reward current rid- community, Metro, ers and attract new ones. Deerfield Township, and area merchants provided Resources free fares, gifts, and live There was no formal entertainment on Friday brought to you by Metro, budget for this promo- nights throughout the Deerfield Township and tion. Most of the hand- first summer of area businesses. outs were donated. The 78 Adaptations The promotion made clear the value of daily personal contact with riders for future promotions. When Summer 1997 Contact David Etienne Implementation Time Communications One month Supervisor Metro 1014 Vine St., Suite Results 2000 Cincinnati, OH bands used for In terms of riders, the 45202 entertainment performed program far exceeded Tel: 513/632-7522 at no charge. Staff time expectations. Rider Fax: 513/621-5291 was at least three hours satisfaction is high. The each Friday through the program created a summer. Local merchants following, developing sponsored fares and cachet with riders. provided giveaways. 79 Trolley Fiesta (F-2) City of Albuquerque Transit Department Resources The project budget was $6,000. Volunteer time was 10 hours. Two months of transit staff time was required. Implementation Time Five months initially, 3-4 months subsequently. Number of Vehicles: Participating merchants Results 122 Buses, 6 Trolleys along the route displayed During the two-day Trolley Fiesta banners, event, more than 4,000 Strategy balloons, decorated individuals rode the In July 1996, the City of storefronts, and offered trolley buses. Success Albuquerque, New discounts to patrons. was considered so great Mexico acquired four Each participating that it has become an new trolley buses, raising neighborhood sponsored annual event. It is now the number in its fleet to an activity including an coordinated by the six. The acquisition of antique car show, live neighborhood and these buses is an effort entertainment, art shows, merchant associations, by the city to provide a children's shows, etc. with the agency only unique and enticing Trolley riders during supplying the trolleys. transportation service the Fiesta were also along the main corridor eligible for prizes by When of the historic downtown random drawing from Conducted annually in area along old Route 66. major sponsors and May. To promote the new participating merchants. service, the transit They were also provided Contact department hosted a with buttons in Marie Morra Marketing Trolley Fiesta. The event recognition of their Manager City of was planned and participation that made Albuquerque Transit implemented with the them eligible for Department cooperation of five neigh- merchant discounts and 601 Yale SE borhood and merchant random drawings. To Albuquerque, NM 87106 associations for the facilitate ridership during Tel: 505/764-6183 purpose of introducing the Fiesta, the transit Fax: 505/764-6146 the city's new trolley department provided E-mail: buses to the community. park-and-ride facilities to [email protected] The Fiesta consisted of an riders. opening ceremony, with the Mayor as the keynote Objectives speaker, and an evening To increase ridership event. All trolley rides along Route 66 with the were free with transit introduction of the new staff on each trolley trolley buses. giving out buttons and To increase patronage literature on the trolley of the local merchants. service and Route 66. 80 Magic Bus Design Contest (F-3) Lee Tran Number of Vehicles: station, 96K-Rock. form, and 43 buses Compu-Labs, a local commemorative T-shirts. merchant, co-sponsored The shirts were given out Strategy the project and donated a at the unveiling and read Lee Transit was awarded computer to each winner. "Poetry in Ocean, Lee an $8.26 million transit An outline of the bus was Tran in Motion." corridor grant from the placed in the Ft. Myers Florida Department of newspaper and entries Implementation Time Transportation. The grant were sent to the Lee Tran Six months. included the purchase of administration office. nine buses and their Over 3,000 entries were Results operation for four years submitted. The quality of Over 3,000 entries were to ease congestion on the the drawings was such received, many of high 18-mile corridor of US that 100 entries could quality. Public awareness easily have been consider- of the transit system ed strong contenders. The increased. Lee Tran felt entries represented all that the design contest segments of the communi- would serve as a ty, from pre-schoolers to foundation for an identity senior citizens. The and a positive presence winners are able to see for the existing Lee Tran "their" bus frequent the system. The buses are busy corridor, six days a easily recognizable along week, over the next year. their route, usually The winner's name and identified by the main the cosponsor's logo were feature of the design. on the back panel of each Once the buses were in of the special buses. service, television, radio, and newspaper Objectives advertising was used, To increase the use of with the greater amount public transportation by spent on television. The 41 between North Ft. tourists and locals. agency has also noticed Myers, FL and San To relieve congestion that advertisers are Carlos Park, FL. To of the busy stretch of US becoming more creative bring positive attention 41. in their use of Lee Tran to the troubled corridor, To promote an buses. Lee Tran developed the environmentally friendly idea of a design contest locale through mass When for each of the nine transit. 1997 buses. The participants had to be residents of Resources Contact Lee County and were to Approximately $87,000 Joanie Glance Marketing use an aquatic theme, was spent on the project. Director Lee Tran reflective of the county's Two-thirds of the money 10715 E. Airport Rd. tropical setting on the spent was on the super- Fort Myers, FL 33907 Gulf of Mexico. Lee graphics for the buses. Tel: 941/277-5012 x2223 Tran sought and received The bulk of the rest was Fax: 941/277-5011 support for the contest spent on radio promotion E-mail: glancejk from a local radio of the contest, the entry @bocc.co.lee.fl.us Media Relations Media Relations 81 he purpose of good media relations is to promote understanding, goodwill, and acceptance of transit by the public. Utilizing local media to promote transit events or news is a very effective method of disseminating information. Establishing solid lines of communication with local media representatives can assure more fair and accurate coverage when the agency faces a crisis or when important transit-related news occurs to ensure fair and informed media coverage. Radio Shows (G-1) Citrus Connection Number of Vehicles: shows attempt to Implementation Time Contact 30 buses, 13 mini-buses establish Citrus Approximately one day Steve Githens Transit Connection as a popular per show. Director Lakeland Area Strategy institution in the Mass Transit District The transit director of the community. Results 1212 George Jenkins Citrus Connection acts as Many positive comments Blvd. Lakeland, FL the host of two five- Objectives have been received by 33815 minute radio programs, To work cooperatively the agency. Relations Tel: 941/688-7433 "Community with other community between the radio Fax: 941/683-4132 Connection" and organizations. stations and the agency E-mail: "Lakeland Low Down." To maintain positive are very good. [email protected] The programs run twice attitudes about Citrus a week on two AM radio Connection and correct When stations in the Lakeland, any negative ones. 1994 and continuing. FL area. The programs are interviews with Resources individuals who are Citrus Connection pays working on community for the airtime for the projects or for non-profit programs; however, both agencies. The radio stations promote representatives are the shows at no cost. contacted and asked if they would like to promote their organiz- ation or event. The radio 82 "Smile on Monday" Contest (G-2) Citrus Connection Number of Vehicles: The project is promoted successful. It has created 30 buses, 13 mini-buses by 30-second spots on a strong relationship the radio station and in between the agency and Strategy ads in "The Reader's the radio station.
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