Finding Your Hidden Advocates Amelia Bostic, Mobility Manager Western Piedmont Regional Transit Authority
Elements of Project •Print Marketing •Social Media Campaign •Rider Outreach The Summer Guide Was Born!
The Idea: A public relations marketing campaign to make agencies aware of WPRTA’s services.
5 “Adventures” had to be willing to host a Find Me Friday.
2 1 “Adventures” had to accessible to the Fixed Routes
“Adventures” had to
be free or inexpensive.
3 “Adventures” had to be willing to utilize their social media.
5 “Adventures’ would be included inside a Rider Guide
IDENTIFYING TRANSIT PARTNERS •Start from within, find an Agency Mentor. •Find “Gem” locations that already benefit from Transit. •Find the organizations responsible for Downtown Development.
Milwaukee County Transit System
Pinellas Suncoast Transit Authority
DART – Dallas Area Rapid Transit
Don’t be afraid to reach out to other agencies!
Reverse Marketing •
For many the offer of low cost marketing was a win!
•
In exchange for a rider benefit, marketing inside Summer guide and on Social media.
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Educating Riders that you can use the bus to get to new locations.
Transit is the method, not the main attraction!
Thinking Outside of the Bus! • What can transit agencies support locally? • Breaking StigmasA Science Center doesn’t have stigma. • Promote independence from Mom’s Taxi! Find the Currency
Many agencies were eager to participate when they saw how it would benefit them.
What came out of this project? • Ridership did not see a significant increase. • Agency Awareness did increase.
How do we continue to build?
Using social media to add more value to marketing
Almost everyone is online! Ride the Bus! Go!
79% of internet users (68% of all U.S. adults) use Facebook Greenwood, Shannon, et al. “Social Media Update 2016.” Pew Research Center: Internet, Science & Tech, 11 Nov. 2016, www.pewinternet.org/2016/11/11/social-media-update-2016.
Surveys!
Rider Education
Rider’s with hearing Impairments
Public Input
FREE MARKETING
Great Avenue to connect with Ridership
Plan to be Social • Pre-Plan Posts • Utilize a Social Media Calendar • Plan 5-10 minutes a day to Post • Utilize Down time or Ride Time
Show Passion!
Stay Current Locally!
Follow Milwaukee County Transit System for ideas
Make them smile!
• Total Cost of Project- 5000 copies 1859.00 • Gained New Rider Guide with Bus Maps • Gained New Partnerships & Support • Rewards for Ridership
Contact Info: Amelia Bostic Mobility Manager & Travel Trainer Western Piedmont Regional Transit Authority
[email protected] 828-465-7640 office