Are you talkin’ to me? June 1, 2015

Erika Young Director of Strategic Partnerships Transportation for

T4America’s Mission Transportation for America helps cities, towns and suburbs realize their visions for economic success that benefits everyone – from business owners to low-wage workers – by making sure states and the federal government give them the control and resources they need to invest in smart transportation solutions.

T4A’s Members Include: T4A’s members are cities, counties, non-profit organizations and businesses of various shapes and sizes.

Why Join T4A? Benefits of membership: Work with T4A to create the next generation of transportation investments Create real progress in your community Connect with a diverse set of peers all reaching to solve the similar challenges Raise the profile of your region and organization as leaders

T4A’s Beginnings Started in 2008 as a campaign to reform the federal transportation law Amassed 500+ supporter organizations 10,000 active grassroots network Released platform for change Wound up with MAP-21

T4A’s Beginnings So why do we have MAP21?

Audience Segmentation Step 1: You’ve identified your goal Step 2: You’ve laid out what the objectives are that you need to achieve in order to reach your goal. Step 3: Identify the audiences needed to achieve your objectives.

Who is your audience? Please don’t say the general public.

Who is your audience? Do: Focus on behaviors; choices people are proven to make. Who will you sell more hotdogs to?

Who is your audience? Do Not: Use things out of peoples control

Who is your audience? Do: Get specific. How? Demographic/Lifestage Geographic/household Preferences: Features Core needs Attitudinal

Who will these work with? Public transportation is a poverty solution. Public transportation stops increase land value. Public transportation corridors increase more foot traffic.

T4A’s audience segmentation work Who are we trying to win over? Who will influence them the most? What messages will work the best?

Questions and Comments Thank you! Questions? Erika Young Director of Strategic