Florida Transit Marketing Network

1
Florida Transit Marketing Network

• FPTA
• Annual Meeting
• Sanibel Florida
• October 16-18, 2005

2
Mission

• The Florida Transit Marketing Network will
  communicate, educate, and network with Floridas
  public transit industry to create more
  market-driven organizations, promote Florida at
  the national level, develop a unified voice,
  create efficiencies and facilitate change.

3
Agenda

• Introductions Rob Gregg
• FDOT Activities Liz Stutts
• Overview of Network Development Support
  Activities - Rob Gregg
• Round Table Discussion I Marketing Programs,
  Budget and Campaigns
• Round Table Discussion PR Emergency Situations
• General Discussion - Announcements

4
Florida Transit Marketing Network

• Program Development

5
Support Activities

• Marketing Track Sessions
• Service Development Grants
• Special Events
• FTMN
• Marketing Awards
• Whole Brain Thinking
• Website Development
• ListServ
• Newsletter
• Network Info Sharing

6
Website http//www.fl-exchange.com/
7
(No Transcript)
8
(No Transcript)
9
(No Transcript)
10
(No Transcript)
11
Transit Marketing Network Info

• Programs, Budgets, Campaigns

12
A Marketing Program

• Marketing Goals/Objectives for FY2004-2005
• 1. Goal
• Improve the image of the agency to riders and
  the general public through effective product
  branding in the marketplace.
• Objective
• Effective MCAT product branding will allow the
  service to be attractive to a wider and more
  diverse audience. MCAT product branding will help
  communicate to riders and prospects that MCAT is
  an organized and well-run service worthy of their
  consideration. MCAT product branding will
  establish value in the minds of non-riding county
  constituents (tax payers and voters) regarding
  the importance of MCAT service in their
  community.
• 2. Goal
• Increase ridership on fixed route
  service/increase fare box revenue.
• Objective
• Increased ridership will allow the MCAT system
  to expand, serving a greater number of County
  residents and providing more revenue for
  operations/expansion.
• 3. Goal
• Communicate improved quality of service to
  customers and constituents.
• Objective
• While the quality of service is improving on
  MCAT, only the riders know from first-hand
  experience. It is critical that all County
  residents are aware of improvements in a service
  they pay for with tax dollars. This element also
  supports the branding efforts mentioned above.
• 4. Goal
• Promote enhanced service to customers and
  prospects, especially Interlink with Sarasota
  County and increased frequency on Route 10.
• Objective
• Valuable service enhancements are being
  implemented at MCAT in 2005, specifically,
  Interlink with Sarasota County and increased
  frequency on Route 10. It will be of utmost
  importance to publicize these improvements for
  rider knowledge and to support the goal of
  promoting improved service to the non-riding
  public.
• 5. Goal
• Provide opportunities for non-riders to get
  exposure to MCAT service with the goal of
  converting them to discretionary or full-time
  riders.

13
Action Plan

• Marketing Action Plan
• October 2004
• - MCAT Quarterly Rider Newsletter
• - Change bus color scheme/add new logo
• - Design new MCAT stationery/ BCs/uniforms w/new
  logo
• - Promote Veteran's Stand Down Free Ride Day
• - Promote National Election Free Ride Day
• - Redesign Ride Guide
• - Redesign MCAT system map
• - Redesign MCAT bus stop sign
• - Incorporate Transportation Service Guide into
  Ride Guide
• - Handy Bus Ad in Senior Living Magazine
  (Bradenton Herald)
• November 2004
• - Establish media contacts w/local news
  organizations
• - Enhance MCAT web pages on county web site
• - Rider info section in CC/Convention promo
  piece
• - Transit ads on local movie screens
• - Schedule Holders for all Fixed Route buses
• December 2004

14
Action Plan II

• February 2005
• - Promote Sunday Shuttle PR
• - Develop Art-on-Bus program
• - Cortez Fish Festival
• - Interior Bus Advertising Promotion
• - Update graphics on MCAT trade show display
• March 2005
• - Introduce/Promote electronic fare media to
  riders/public
• - Pittsburgh Pirates Advertising
• - Update map for Verizon telephone book
• - Public Awareness of Manatee Trolley
• April 2005
• - Promote bus shelter program
• - Promote enhanced frequency on Route 10/Promote
  Route 99
• - Direct Delivery Campaign, Rt. 3, 59th to
  Courthouse
• May 2005
• - Youth summer promotion
• - Public Awareness of Manatee Trolley
• June 2005

15
A Program

• Goals Objectives
• Market Research
• Target Markets
• Internal Coordination
• Budget
• Production
• Implementation
• Measure Success - Evaluation

16
Campaigns
17
(No Transcript)
18
(No Transcript)
19
(No Transcript)
20
(No Transcript)
21
(No Transcript)
22
(No Transcript)
23
(No Transcript)
24
(No Transcript)
25
(No Transcript)
26
(No Transcript)
27
(No Transcript)
28
(No Transcript)
29
(No Transcript)
30
(No Transcript)
31
(No Transcript)
32
(No Transcript)
33
Marketing CampaignsWhats the message?

• Ride
• Image
• Awareness
• Values
• Community
• Partnerships
• Customer Service

34
A Budget

• Annual Budget
• Percent of Overall Budget?
• Financial Tools?
• Categorized Expenditures

35
Public Relations for Emergency Events

• Crisis Management Experiences
• PR Response
• Lessons Learned
• SOP

36
Marketing Potpourri

• Issues and Opportunities

37
Newsletter

• What Should it Do?

38
Anything Else?

• Gregg_at_cutr.usf.edu
• Jaygoodwill_at_cutr.usf.edu
• Mistretta_at_cutr.usf.edu

39
(No Transcript)
40
Major Issues and Opportunities

• General Discussion
• Statewide Marketing
• Market Research
• Marketing Technology
• Crisis / Media Management
• Marketing Procurement
• Developing a Market Driven Organization

41

• Network Priorities
• Coordination Activities
• Site Visits / Benchmarking
• Role in Marketing Awards
• Network Membership

42
FTMN Support Program

• Meet Formally
• FPTA Annual Meeting
• FPTA / CUTR Professional Development
• Tele-Conference Topical Presentations
• Web-Site / Discussion Group
• Newsletters / Brochure
• Campaign Inventory

43
Things

• gregg_at_cutr.usf.edu
• Budget
• Work program
• Staff / responsibilities
• In-house / outside agencies