5. Marketing Strategy Worksheet

PRIORITIES

Fundamental
Recommended
Optional

For each strategy you select for your marketing plan, consider:

  • Objective
  • Target market
  • Message (Benefit and Information)
  • Resources required for implementation

Fundamental Communications

These are strategies that every transit agency needs to utilize in order to identify its services and provide directions for using them.

Branding

Name and Logo
Vehicle Graphics
Bus Stop Signage (for fixed routes)

Passenger Information

Passenger Guide
Website
Telephone Information/Reservations

Additional Strategies

From these strategies, select those that are most appropriate for your community, transit system, objectives and target markets.

Additional Passenger Information

Information at the Bus Stop
Google Transit
Real-time Information

Strategies for Building Awareness, Image and Support

Non-Paid Communications Channels

News Releases
Website Posts
Email Announcements or Newsletters
Public Speaking
Social Media (Facebook or Twitter)
Radio PSA's
Videos

Paid Media Advertising

Transit Advertising
Newspaper
Posters
Radio
Television
Direct Mail
Online Advertising

Targeted Strategies for Generating Ridership

Gatekeeper Outreach
Permanent Information Displays
Customized Information (audience-specific)
Bulletin Board Posters and Flyers
Website Links
Orientation Packets
Email blasts
Newsletter Articles
Travel Training
Fare Programs