Transcript Slide 1

OPTA 2009
Develop A Transit Marketing Plan
For Success
Thursday, May 21
2:00 – 3:30 PM
Margaret Parone
Clear View Strategies
Workshop Preview
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If You Market – They Will Ride
Developing Marketing Plan Goals
Creating A Marketing Plan Template
Matching Marketing Resources With Your
Marketing Opportunities
Implementing Your Transit System
Marketing Plan
Measuring Results and Moving Forward
Section 1
Developing Marketing Plan Goals
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Your Ridership and Community Demographics
Match Goals to Opportunities
Lessons Learned and Best Practices
Focus Plan Goals on Target Markets
Share Goals with Staff and Board
Inventory of Human and Financial Resources
Draft Your Plan To Include Budget, Goals and
Ways To Measure Progress
Your Ridership and
Community Demographics
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Who Are Your Customers?
Sources of Customer Information
Who Aren’t Your Customers?
Sources of Information About Nonriders
Marketing Strategies Require Knowledge
Programs and Messages are Based on
Facts!
Match Marketing Goals To
Marketing Opportunities
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Your Marketing Missions:
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Keep The Customers You Have
Attract The Folks You Don’t
Marketing Goals Are Specific
Marketing Goals Are Measurable
Marketing Goals Reflect A Shared Vision
Apply Lessons Learned and
Transit Industry Best Practices
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Doing Nothing Does Not Work
What’s Worked In The Past and Why?
Learn From Others at OPTA
Learn From Others at APTA
Research Consumer Marketing Trends
Focus Your Marketing Plan Goals
On Your Target Markets
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Marketing Goals Are Audience-Specific
Select Programs For Target Markets
Develop Messages for Selected Programs
Select Appropriate Media For Messages
Create Development, Implementation
Calendar
Share Your Marketing Goals with
Your Staff and Board
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Effective Marketing Requires Team
Approach
Shared Vision Requires Shared Plan
Leadership = Advocacy
Customer Contact Points Are Critical
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Vehicle Operators and Vehicles
Phone Contact, On-Hold and Messages
Print, Maps, Web Site
Take Inventory of Your Human and
Financial Resources
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In-House Marketing Talent
Local, Regional and State Allies
Fleet and Facilities
In-Kind Services and Advertising Trades
Co-Branding Products
Stretching Your Cash
Draft Your Plan To Include Budget,
Goals and Ways To Measure Progress
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Use 12-Month Calendar To Plot Your Plan
Markets, Messages, Media
Plan For The Tools You Need
Phone Traffic and Ridership Measurements
Share Opportunities and Challenges
Get Everyone Invested in Success
Section 2
Creating A Marketing Plan Template
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Review of ODOT Marketing Template
Use Data You Have; Get Data You Need
Target Markets, Strategies and Messages
Marketing, Advertising and Media Tools
Products, Programs and Practices
Schedules, Budgets and Implementation
Review of ODOT Marketing Template
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Marketing Goals and Objectives
Market Environment Analysis
Plan Elements
Target Markets, Budget and Schedule
Monitoring and Evaluation
Use Data You Have and
Get Marketing Data You Need
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In-House Marketing Data
Ridership Trends
Satisfaction Surveys
City and County Data
Demographics
Vehicle Ownership, Commute Times
Target Markets, Strategies and
Messages
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Who Are My Target Markets?
What Media Do They Use?
What Are My Transit Messages For Them?
What Communications Tools Will Carry My
Messages?
How Do I Package My Communications
Tools Into Marketing Programs?
Marketing, Advertising and
Media Tools
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Existing Customer Communications Tools
New Tools for New Markets
Radio, Print and Billboards
Advertising Within Your Own Assets
Your History, Mission and Vision
Other Core Media Materials
Marketing Products, Programs
and Practices
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Print and Promotional Items
Signage and Events Products
Seasonal Programs and Target Audiences
Games and Contests
Focus on Value, Convenience and
Reliability
Limit Giving Away Your Service
Marketing Schedules, Budgets and
Implementation
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System Image
Customer Information
Community Support
Paid Advertising
Merchandising
Fare Collection Process
Section 3
Matching Your Resources To Your
Marketing Plan Objectives
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Logo, Image and Key Messages
Information Tools That Work
Use Every Dollar and Hour Effectively
ID Advocates and Give Them a Role
Integrate Plan Measuring Sticks
Share The Vision; Get People Invested
Logo, Image and Key Messages
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Logo Consistency is Key
Brand Use Vs. Re-Branding
Organizational Image
System and Service Images
Messages Shape Customer and
Community Perceptions
Information Tools That Work
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Maps. Maps. Maps.
Timetables
Ride Guide
Web Site
Color, Fonts and Design
Consistent Themes, Images and Messages
Use Every Hour and Dollar
Effectively
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Planning Prevents Panic
Lead Times for Print and Advertising
Advance Promotion in Critical
Planning Fuels Publicity
Volume Buying Works in Transit, Too!
Sell The Space You Have
Identify Advocates and
Give Them a Role
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Empower Boards, Committees and Public
Officials
Events and Speaker Invitations
Develop Standardized Presentations
Publicity, Stories and Photos
Heighten Your Transit Agency Profile and
Visibility
Integrate Marketing Plan
Measuring Sticks
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Advertising and Marketing Coding
Measure Phone and Web Activity
Before and After Surveys
Ridership Trends
Media Clips
Share The Vision;
Get People Invested
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Share The Planning and The Plan
Give All Of Your Stakeholders A Role
Report Back on Success and Challenges
Acknowledge Contributions
Section 4
Implementing Your Transit System
Marketing Plan
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Create Your Annual, Monthly and Weekly
Calendar
Implement Your Advertising Program
Integrate Your Marketing Programs
Make Media Relations Part of Your Plan
Create Your Annual, Monthly and
Weekly Calendar
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List Every Marketing Element or Activity
Create a Specific Timeline For Each
Element
Account for Production Time
Include Marketing In Planning Meetings
Give Staff Responsibility and Authority
Implement Your Advertising
Program
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Use Your Marketing Messages and Images
Select Media That Reach Your Target
Markets
Use In-House Design Capabilities
Make Annual Purchases For Better Prices
Use Your Ads On Your Own Media
Integrating Your
Marketing Programs
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Community Outreach
Open House and Garage Tours
Summer Pass Programs
Employee Recognition Activities
Customer Care and Service Initiatives
Add State and National Events
Make Media Relations
Part of Your Marketing Plan
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Media Work Requires Writing
Enhance Your Media Toolkit
Build a Photo Library
Hold Media Events and “Ride Alongs”
Add A Media Section To Your Web Site
Section 5
Measuring Results and
Moving Forward
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Assessing Your Return On Investment
Formal and Informal Survey Techniques
Retain What Works; Fix or Scrap The Rest
Marketing Priorities For A New Year
Assessing Your Return
On Investment
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Establish Measurable Goals
Implement The Right Measuring Sticks
Track Time Commitment
Understand Opportunity Costs
Formal and Informal
Survey Techniques
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Focus on Target Audiences
Intercept and On-Board Surveys
Telephone and Mail Back Surveys
Focus Groups
Design For Easy Tabulation
Relate Results to Goals
Retain What Works;
Fix or Scrap The Rest
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Establish Attainable Goals
Shifts in Consumer Behavior Take Time
Change Strategies, Not Goals
Assess Messaging and Media
Evaluate Programs and Activities
Marketing Priorities For A New Year
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Understand Changes in Community
Gauge Changes in Community Perceptions
Stay Committed to Marketing Your Transit
Services
You Can Positively Impact Ridership and
Fare Revenue
Marketing Only Works if You Do It!
Thank You!
Margaret Parone
Clear View Strategies
www.clearviewstrategies.com