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Virginia Transit Association

Virginia Transit Association. APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009. The Road to More Public Transit. APTA is conducting an integrated campaign to promote the benefits of public transportation

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Virginia Transit Association

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  1. Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009

  2. The Road to More Public Transit • APTA is conducting an integrated campaign to promote the benefits of public transportation • Increase federal funding for public transit under the next Authorization bill and the Climate Change bill • Provide APTA members with tools to support funding efforts at federal, state and local level

  3. Four Point Plan • Conduct message research • Position public transit with congressional targets and those who influence them • Provide tools for APTA members to build support locally • Integrate all tactics seamlessly

  4. Campaign Strategy • Build broad-based support through three key pillars Congressional Outreach Coalitions & Grassroots Media / Advertising

  5. Research Underpins Our Strategy • There is strong support for funding public transportation • Super majority supports use of tax dollars to improve and expand it • Majority supports Congress increasing its level of spending • Congressional candidates that support public transportation are favored by voters

  6. “Public Transportation Takes Us There” • A single, unified platform for all communications • Message is positive, forward-looking and evokes movement • “There” means something different to each audience: the economy, energy independence, the environment or improved quality of life • Easily customized to circumstances or legislation (e.g. Energy, Climate Change, Authorization)

  7. Public transportation plays a significant role in finding a solution to the numerous challenges facing America today. Investing in public transportation not only creates jobs and stimulates economic growth, it reduces our dependence on foreign energy, protects the environment and improves our quality of life. Whatever the priority, whatever the issue, public transportation takes us there. “Takes Us There” Message Works 72% 83%

  8. Campaign Approach PR

  9. Online Legislative Info Center • A campaign linked through PublicTransportation.org • Includes the most recent and up to date information about public transportation • APTA Policy Reports • Issue fact sheets • Authorization brochure • Transportation news

  10. Outreach

  11. Ongoing PR Activities • Direct media outreach to reporters, columnists and influential bloggers • Monitor press for rapid response opportunities (letters to the editor, op-eds) • Distribute and pitch regular press releases around Ridership Report, Dump the Pump Day 2009, Green Travel Forecast, Transit Savings Report and legislative developments • Conduct events targeting members of Congress (CQ Forum, EESI) • Outreach to Editorial board • Conduct reporter desk side briefings • Distribute general ready to print press articles (NAPS)

  12. Social Media – Facebook page

  13. Materials Available for Members • Core logo • Op-eds that can be customized • Fact sheets and brochures • Advertisements • Transit Savings Report that can be localized • Dump the Pump campaign • Go Green. Go Public. PSA campaign

  14. National Dump the Pump Day

  15. Dump the Pump • A day is set aside to encourage people to ride public transportation to save money, protect the environment, and reduce our dependence on foreign oil.

  16. Dump the Pump Resources • Core Logo • Suggested Activities • Press Releases • Proclamations • Fact Sheets • Artwork for Buttons/Signage • Animated Banner Ads • Interactive Dump the Pump video contest

  17. “Takes Us There” Advertising • Primarily DC-based to reach Congress and other influencers/policymakers, includes: • Print • Radio • Online • Transit • Localized versions available for use

  18. Economic Message

  19. Economic – Local Ad

  20. Energy Message

  21. Energy – Local Ads

  22. EnvironmentalMessage

  23. Environmental – Local Ad

  24. Quality of Life Message

  25. Quality of Life – Local Ads

  26. Go Green. Go Public. PSA • Download PSA creative www.apta.com/psa or www.publictransportation.org

  27. Go Green. Go Public.TV

  28. Go Green. Go Public.Radio

  29. Go Green. Go Public.Print

  30. Summary • Public Transportation Takes Us There – www.publictransportation.org • Dump the Pump – June 18th • Interactive Dump the Pump video contest • Transit Savings Report • Localized Transit Advertisements • Go Green. Go Public. PSA • www.apta.com/psa

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