Transit Marketing Tools for this Brave New World
Time: 9:00 a.m. - 5:00 p.m.
Instructor: Selena Barlow
Room: 208
A transit agency’s communications with customers increasingly occur online. This intensive will address the key ways in which transit systems can market their services digitally – with customer focused websites, mobile information apps, effective use of social media and digital advertising and virtual outreach. A transit agency’s website is often the potential customer’s first interaction with the system. It needs to clearly and quickly answer the many questions that a first-time rider has, while also meeting the information needs of long-time users. During these times of rapidly changing services, it needs to be a source for up to the minute information. Mobile Apps such as Google Maps, Transit and Moovit make using transit as easy as driving and allow potential users to decide when transit is the optimal travel mode. They are the first step in moving towards MaaS (Mobility as a Service). Social media is a tool that allows transit agencies to engage directly with existing riders, letting them know what to expect from day to day, while digital and social media advertising can be used to reach new audiences. Also, video meetings and events have become a way to maintain relationships with important stakeholders or rider groups. The intensive will address how each of these tools can be used to maintain and build transit ridership, what they can and can’t do, and how they fit into the overall transit marketing toolkit.