GREATER PORTLAND TRANSIT DISTRICT MARKETING STUDY

This report provides recommendations to improve the Greater Portland Transit District (GPTD) service in the Portland, Maine area according to perceived needs identified in surveys of users and non-users. The recommendations were based on survey data, an analysis of the demographics of Portland's population, and transit marketing experience in other New England cities. Transit marketing includes: designing the product, providing (creating) the product, pricing the product, making the product reliable, and promoting the product. The first recommended step in any improvement program is to establish service and marketing goals. Then, the following more specific steps can be taken: creation of a marketing program; delegation of the implementation of the marketing program to staff; establishment of a GPTD promotion budget each year; strengthening of GPTD's information program by developing "take one" posters, installing information centers, printing more informative schedules, and promoting GPTD's telephone number; development of a "bus tour" program to educate people about transit, a sensitivity program in driver training, and a mystery ride program and rewards for drivers; to find promotional partners, in the private sector and develop joint program promotion; building on ongoing sustained public relations program by visiting editors and news directors, planning a series of news releases, and developing feature stories; and feasibility study of service improvements--increased night service, increased weekend service, additional shelters, miscellaneous route improvements, improved bus maintenance and cleaning, and a park-and-ride program.

  • Supplemental Notes:
    • Prepared for Greater Portland Council of Governments, in cooperation with Greater Portland Transit District and Department of Transportation.
  • Corporate Authors:

    Gordon Fay Associates, Incorporated

    2 Militia Drive, Suite 4
    Lexington, MA  USA  02173

    Fizgerald-Toole and Company, Incorporated

    110 Eddy Street
    Providence, RI  USA  02903
  • Publication Date: 1980-4-18

Media Info

  • Features: Appendices; Tables;
  • Pagination: 70 p.

Subject/Index Terms

Filing Info

  • Accession Number: 00319184
  • Record Type: Publication
  • Report/Paper Numbers: UMTA-ME-09-0015 Final Rpt.
  • Contract Numbers: FRC JF 0119
  • Files: TRIS
  • Created Date: Dec 30 1981 12:00AM