Transcript Slide 1

Virginia Transit Association
APTA’s Advocacy and Outreach Campaign to
Increase Funding for Public Transportation
June 9, 2009
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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
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Four Point Plan
1. Conduct message research
2. Position public transit with congressional
targets and those who influence them
3. Provide tools for APTA members to build
support locally
4. Integrate all tactics seamlessly
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Campaign Strategy
• Build broad-based support through three key
pillars
Congressional Outreach
Coalitions & Grassroots
Media / Advertising
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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
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“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)
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“Takes Us There” Message Works
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.
72%
83%
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Campaign Approach
DC & Targeted
Local Advertising
Air Cover
Local Media
Outreach
Ground Game
(GR/Comm.)
Constituents/Public
PR
Third Party
Influencers
DC Events,
Marketing, Media
Outreach
Government Relations,
Direct Member/Staff
Contact
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Online Legislative Info Center
• A campaign linked
through
PublicTransportation.org
• Includes the most recent
and up to date
information about public
transportation
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APTA Policy Reports
Issue fact sheets
Authorization brochure
Transportation news
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Outreach
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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)
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Social Media – Facebook page
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Materials Available for Members
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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
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National Dump the Pump Day
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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.
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Dump the Pump Resources
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Core Logo
Suggested Activities
Press Releases
Proclamations
Fact Sheets
Artwork for Buttons/Signage
Animated Banner Ads
Interactive Dump the Pump video contest
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“Takes Us There” Advertising
• Primarily DC-based to reach Congress and
other influencers/policymakers, includes:
– Print
– Radio
– Online
– Transit
• Localized versions available for use
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Economic
Message
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Economic – Local Ad
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Energy
Message
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Energy – Local Ads
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Environmental
Message
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Environmental – Local Ad
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Quality of Life
Message
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Quality of Life – Local Ads
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Go Green. Go Public. PSA
• Download PSA creative
www.apta.com/psa
or
www.publictransportation.org
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Go Green. Go Public.
TV
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Go Green. Go Public.
Radio
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Go Green. Go Public.
Print
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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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