Cleveland Area Rapid Transit

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 moms
  group organizing Touch-a-Truck, it is the perfect
  way to show the community you careand 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 childrens 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 citys 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