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Cleveland Area Rapid Transit

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

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Cleveland Area Rapid Transit

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  1. Cleveland Area Rapid Transit Strategic Communication Presentation November 13, 2008

  2. 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

  3. 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!

  4. 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

  5. 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

  6. Create News • Garner news coverage by making news, by creating it!

  7. Try Transit DayOctober 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

  8. Fill the TrolleyDecember 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

  9. Dump the PumpJune 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

  10. 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

  11. 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

  12. Employ Private Sector Marketing Tactics • Print Advertising • Promotional Items • Discounts • Coupons

  13. 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

  14. 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

  15. 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

  16. 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

  17. 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

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