Cleveland Area Rapid Transit Strategic Communication Presentation November 13, 2008
Establish an Awareness As a public transportation provider, you must make the public aware! Get involved in civic groups, especially the Chamber of Commerce Meet with local business owners Attend all meetings where the public is involved
Get Involved If you are invited, GO! From events such as Bike to Work Day to a mom’s group organizing Touch-a-Truck, it is the perfect way to show the community you care…and to market your system!
CART in the News CART has been featured in the local newspapers more than 75 times from 2006 to 2008, including ten front- page stories in the Norman Transcript Coverage ranged from special events and new routes to milestones and feature stories
Everyone Has a Story to Tell You and only you know what your story is! All employees have a story Milestones and records are newsworthy New services and routes need to be in the news
Create News Garner news coverage by making news, by creating it!
Try Transit Day October 2006 CART waived fares on all routes and services Hideaway Pizza donated 1,000 slices of pizza, which were gone in less than two hours CART gave away four unlimited one-month passes Cost: Loss of revenue
Fill the Trolley December 2007 CART collected toys and household items from local businesses, university departments and student groups CART was able to completely fill two trolleys, donating the goods to the Cleveland County Christmas Store Cost: Fuel, driver, Santa Claus costume
Dump the Pump June 2008 Mayor and City Council proclaimed June 19, 2008, Dump the Pump Day in Norman CART waived fares on all services that day and gave free t-shirt to all riders as well as hosted a free concert at a local park All major Oklahoma City news stations covered the event Ridership increased 100% on that day Sooner Express transported 145 passengers, a new record Cost: T-shirts, band, print advertising, exterior bus ads, loss of revenue
How to Get Media Attention Each reporter at a publication is assigned a beat Find out who writes for transportation and meet with that person, explaining to him or her exactly what your agency does Build a relationship with the reporter, a trust, a rapport Know what is newsworthy and what is not
How to Get Media Attention (Continued) Do not inundate news outlets with press releases No more than one or two press releases per month Give reporter plenty of notice (several weeks) Be sure to educate the writer as to why your story is relevant, why readers would care
Employ Private Sector Marketing Tactics Print Advertising Promotional Items Discounts Coupons
Print Advertising Very effective way to reach large audiences and send the message YOU want to send Make ads catchy, creative and most importantly, memorable Always include contact information and agency logo
Promotional Items Promotional items allow you to put your logo on something people will use Promotional items are great to have on-hand for attending events, such as information- sharing fairs and children’s functions Examples: bookmarks, keychains, pencils, water bottles
Discounts Offer discounts or free rides at various times Couple the event with quirky or off-the-wall days, such as Friday the 13th or April Fools Have fun with the customers on these days
Coupons Offer free-ride coupons in the newspaper or be creative and include them in your city’s utility bill or other unique outlets Have drivers collect coupons, recording route, day and time, to use as market research
Network With Other Public Transportation Providers STEAL!!! Network with your peers Ask questions Transit providers are more than willing to share ideas as public transportation agencies are not competing against each other