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Marketing

Innovative, attractive and cost-effective marketing programs and materials are important tools for informing and attracting transit customers.  Effective transit marketing begins with the basics.   Providing clean, comfortable and dependable equipment; friendly and helpful personnel; and services designed around customer needs are critical components not only of a quality transit service, but are the foundation of a marketing program as well. 

With that foundation in place, information about the different services offered can then be specifically designed to appeal to specific audiences.  These materials should be easy to find and understand.  Transit marketing should follow standard marketing theories and principles, and the theory of product, place, price and promotion can be easily applied to transit marketing programs.

Product:  The product includes the service, the level of service, the condition and appearance of transit vehicles, the attention devoted to customer service by all employees; and the general image presented by the transit system.  These are critical aspects of marketing.  No level of marketing can overcome the problems generated by poor attention to any of these components.

Place: The locations where customers can access transit services such as bus stops and transit centers.  Additionally, locations where informational materials, tickets and passes may be purchased also fall under this category. 

Price:  While a number of factors can complicate transit fare policies, a well-designed fare system will be easy-to-understand and fit customers’ needs. 

Promotion:  Public awareness and support depends on the careful planning of strategies to promote transit services.  Attention to developing a positive and consistent message will greatly enhance the system’s image and attract the public’s interest.

Adams will begin by reviewing factors that  influence the public perception of the system, and examine how current marketing efforts have contributed to the public's use of the  services.  Demographics, customer satisfaction, attitudinal, rider information surveys are typically recommended to define marketing programs that are targeted to the appropriate audiences. Other issues to be explored include potential revenue generation approaches and current and future investments in marketing.