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Marketing Workbook

Marketing Workbook

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)

Worksheets included in the Marketing Workbook:

#1 - Situational Assessment Worksheet


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

#2 - Resource Assessment Worksheet


The FTA considers marketing expenses such as passenger guides, website development and promotional activities as reimbursable under 5311 operations funding. Download just worksheet 2

#3 - Goals Worksheet


Marketing goals are broad targets you hope to meet. You can make them specific, measurable and time-bound.  Download just worksheet 3

#4 - Target Markets Worksheet


This worksheet covers ridership markets, non-ridership markets, and prioritizing targets. Download just worksheet 4

#5 - Strategies Worksheet



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

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