Marketing Toolkit
How-to Guide For Marketing Transit
Marketing Tools and Templates
Other Resources
The Marketing Workbook is designed to be used along with the information provided in The Marketing Toolkit. Completing each of the five worksheets will give you the information you need to write the five essential sections of your marketing plan.
You can download individual pages or the entire workbook.
Marketing Workbook Download
Download Entire Workbook (PDF, 16 pages, 1.3mb)
A situational assessment of internal and external factors is a detailed examination of your market presence. It uses feedback from riders and community stakeholders, plus some objective information from your own perspective, to give you an overview of your place in the market.
Download just worksheet 1
The FTA considers marketing expenses such as passenger guides, website development and promotional activities as reimbursable under 5311 operations funding.
Download just worksheet 2
Marketing goals are broad targets you hope to meet. You can make them specific, measurable and time-bound.
Download just worksheet 3
This worksheet covers ridership markets, non-ridership markets, and prioritizing targets.
Download just worksheet 4
Choose from these strategies to create a marketing plan. These strategies are ranked as fundamental (must-do), recommended (might-do) and optional (could-do). Download just worksheet 5
Updated June 20, 2024
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" I always used the CASE (Copy And Steal Everything) method to develop training materials until I discovered RTAP. They give it to you for free. Use it! "
" National RTAP provides an essential service to rural and small transit agencies. The products are provided at no cost and help agencies maximize their resources and ensure that their employees are trained in all aspects of passenger service. "
" We were able to deploy online trip planning for Glasgow Transit in less than
90 days using GTFS Builder. Trip planning information displays in a riders'
native language, which supports gencies in travel training and meeting Title VI
mandates. "
" Having a tool like GTFS Builder is really light years ahead of what it used to be at one time in terms of how fast you can put everything together. Our university students really can't imagine transit without it, so I think it's very important for us in terms of attracting that particular demographic. "
" In the past we used proprietary database software that was very challenging, very murky, and hard to update. GTFS Builder is a great opportunity to make this more user-friendly, more readily updatable and it
would enable us to show how to create a GTFS to more of the staff. "
" Collaboration is a buzz word these days in the industry. On behalf of our Tribal segment, I appreciate RTAP for making Tribes a partner in industry opportunities. The organization goes over and beyond reaching partners one would not expect in a busy industry such as public transportation. Thank you for your tireless efforts! "
"We are so very thankful for all your transportation training materials. Your resources are as valuable as gold!"
A program of the Federal Transit Administration administered by the Neponset Valley TMA
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