MARKETING AND PROMOTION OF DEMAND-RESPONSIVE TRANSPORTATION. SPEAKER 4

The acceptance and use of a personal transit (PERT) Dial-a-bus service was achieved by a marketing and promotional campaign which attempted not only to sell a service but also to persuade these who would use it to change their habits and life-styles. The various types of service (by the PERT system) each of which required specific marketing techniques are: home-to-work service, home-to-school service, feed-bus service and dial-a-bus service. The two basic approaches employed were the rifle approach (most succesful) directed exclusively toward service area residents, and the 'shotgun' approach which used advertisements in the mass media. The initial plan called for 3 phases encompassing a period of 5 months. Phase I centered on direct contact with the various publics involved. In Phase II, the major preservice promotion, direct mail took a major part of the budget. A series of newspaper advertisements were placed, and a "Lunch by Bus" invitation was issued to news media representatives and public officials. During phase III, newspaper ads were continued, contact was established with school officials and PTA groups, incentive programs were worked out with half-fare coupons. Special citizen programs were implemented, and industrial and school charter work has been explored. A strong foundation of support from the various maintained on a constant basis.

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  • Supplemental Notes:
    • Presented at the Fifth Annual International Conference on Demand-Responsive Transportation Systems conducted by the TRB, Nov. 11-13, 1974, Oakland, Calif.; and co-sponsored by American Public Transit Association, California DOT, Alameda-Contra Costa Transit, MIT, UMTA and Technology Sharing Program of U.S. DOT. Distribution, posting, or copying of this PDF is strictly prohibited without written permission of the Transportation Research Board of the National Academy of Sciences. Unless otherwise indicated, all materials in this PDF are copyrighted by the National Academy of Sciences. Copyright © National Academy of Sciences. All rights reserved.
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    Transportation Research Board

    500 Fifth Street, NW
    Washington, DC  United States  20001
  • Authors:
    • Gates, Howard W
  • Conference:
  • Publication Date: 1975

Media Info

  • Media Type: Digital/other
  • Pagination: pp 136-141
  • Monograph Title: DEMAND-RESPONSIVE TRANSPORTATION SYSTEMS & SERVICES
  • Serial:

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Filing Info

  • Accession Number: 00126187
  • Record Type: Publication
  • Files: TRIS, TRB, ATRI
  • Created Date: Dec 3 1981 12:00AM