San Bernardino County, CA

San Bernardino County Ridership Campaigns

Under contract to the San Bernardino County Transportation Authority, Transit Marketing developed and implemented marketing campaigns for four transit agencies in the mountain and desert regions of San Bernardino County. The resulting campaigns generated ridership gains and won two AdWheel Awards. The objective of the campaigns was to build ridership using a combination of promotion and fare incentives. Based on early research a common creative approach was formulated which highlighted the benefits transit offers to riders in rural and small urban areas. “Set Yourself Free” was the beginning of a headline which was completed in numerous ways for different target groups. Set Yourself Free from worrying about your ride, from the costs of driving, from having to ask for a ride and more. Customized marketing plans were developed for Victor Valley Transit Authority, Mountain Transit, Morongo Basin Transit Authority and Needles Area Transit. Each campaign included a mix of strategies such as:

Enhanced passenger information tools
Geographically targeted direct mailers with a free ride offer
Outdoor campaigns (bus shelter and transit advertising)
Supporting print ads, posters and flyers
Social media posts
Facebook and Instagram Advertising
Targeted free ride days
On-campus college promotions

The campaigns accomplished three objectives: 1) They built ridership in each system and demonstrated the effectiveness of free rider offers in attracting riders. 2)They provided the agencies with long term marketing tools including improved websites and printed information. 3) Collectively they raised the profile of transit throughout the county.

Trinity Transit, Weaverville, CA

Trinity Transit has established a network of intercity routes which connect the communities of Trinity County with transit services in neighboring Humboldt and Shasta Counties. This project focused on identifying potential transit users among seniors, persons with disabilities, low-income individuals and Native American populations. After extensive community outreach, our team developed a Transit Mobility and Awareness Plan with particular focus on transportation-disadvantaged populations and created a comprehensive set of marketing tools including:

Fully produced passenger guide

Website (www.trinitytransit.org) with Google Transit based trip planner

Bus stop signage and information displays

Series of print ads

Travel training program including PowerPoints for consumers and gatekeepers, handouts and targeted trip plans for use with specific audiences

Starter database of gatekeepers for on-going outreach

In part due to this plan and the ensuing ridership growth, Trinity County was approved for funding to expand their intercity services from three days per week to five.

MBTA, Joshua Tree, CA

Morongo Basin Transit Authority, Joshua Tree, CA

Transit Marketing developed a comprehensive marketing plan for Morongo Basin Transit Authority’s intercity and local transit services and created a variety of marketing tools for use in implementing the plan. These included:

Testimonial print and broadcast advertising campaign featuring a variety of MBTA riders
Targeted collateral materials for seniors, college students and Marine base trainees
Enhanced bus stop signage
Theater advertising

Ridership on the intercity services has grown rapidly since introduction of the campaign.

Transit Marketing also worked with MBTA to develop bilingual materials to promote a fare increase.

Missouri Dept. of Transportation

Missouri Department of Transportation

In 2004 and 2007, Transit Marketing worked with MODOT and rural transit providers from throughout Missouri to develop statewide rural public transportation marketing campaigns.

The objectives of the campaigns were to increase awareness and usage of available services and aid the transit providers in their fundraising efforts.

The multimedia campaigns included speaker’s videos and brochure, television, radio and newspaper campaigns and a variety of collateral and promotional tools. The local providers were given training in how to implement the campaigns and speaker’s programs locally.

These campaigns received APTA Adwheel Awards in 2005 and 2008 – four first prizes and a Gold Prize in the Electronic Media Category.