MARKETING GUIDELINES

This article outlines and discusses the areas that ATE addresses when reviewing a transit system's marketing activities, which include: organization and management of the marketing function, the marketing plan, the marketing budget, market research, advertising and promotion, the customer service program, user information aids, internal marketing charter sales, and transit advertising. Guidelines for the marketing budget specify the following: it should encompass 1.8% to 2.2% of the total operating budget; it should allow $800-$1,200 per peak vehicle; for each marketing dollar spent, $13 to $16 of line revenue should be generated; the amount of marketing budget spent per rider, excluding transfers, should be 1.5found to 2.0found; and the amount spent per person in the system's service area should be 22found to 25found. The transit advertising monthly financial reports should contain the following information: names of all clients, agency for client, dates when client contract begins and ends, amount of contract showing, rate card for the showing, amount of monthly billing by client and total, amount of monthly commission by client and total, net monthly billing by client and total, total account receivable by client and total, and date of last payment by client.

• Corporate Authors:

  ATE Management and Service Company, Incorporated

  617 Vine Street, Suite 800
  Cincinnati, OH  United States  45202
• Authors:
  • Lang, J M
• Publication Date: 1980

Media Info

• Pagination: p. 33-39
• Serial:
  • TRANSITIONS
  • Publisher: Rutgers University, New Brunswick

Subject/Index Terms

• TRT Terms: Administration; Advertising; Budgeting; Customers; Guidelines; Market research; Marketing; Needs assessment; Public transit; Urban transportation
• Uncontrolled Terms: User needs
• Subject Areas: Administration and Management; Finance; Highways; Planning and Forecasting; Public Transportation; Society; I72: Traffic and Transport Planning;

Filing Info

• Accession Number: 00322651
• Record Type: Publication
• Files: TRIS
• Created Date: Dec 30 1981 12:00AM