OPTIMIZING ROUTE-SPECIFIC MARKETING STRATEGIES TO INCREASE PUBLIC TRANSIT RIDERSHIP
Increasing the number and retention of new riders is a primary goal of public transit agencies. As consumers become more accustomed to the influence of advanced technology in their work and home environments, the question can be raised about the kind of transit marketing that will appeal to this contemporary audience. Most transit properties indicate that route specific marketing is more effective than "system focused' efforts. Yet, agencies spend a large amount on system wide techniques. This study tests the efficacy of selected marketing strategies for optimizing public transit patronage. This study examines system wide and route oriented marketing strategies to enhance and improve potential patron response in public transit. Several phases of the research were performed concurrently utilizing a comprehensive and two-stage research design. The test cases and surveys were conducted on the campus of a university in a large urban area. Phase I involved a survey of the travel modes and attitudes of a portion of the faculty, staff and students. Phase II was a focus group which was queried on various marketing techniques. The study found that both system wide and route specific marketing can be attractive to non-transit users, depending on the message conveyed.
- Supported by a grant from the U.S. Department of Transportation University Transportation Centers Program.
Texas Southern University, HoustonCenter for Transportation Training and Research, 3100 Cleburne Avenue
Houston, TX United States 77004
- Lewis, C A
- Lede, N W
- Publication Date: 1994-3
- Features: Appendices; Figures; References; Tables;
- Pagination: 58 p.
- TRT Terms: Market assessment; Market surveys; Public transit; Ridership; Routes; Strategic planning; Transit vehicle operations
- Old TRIS Terms: Market studies; Route analysis
- Subject Areas: Planning and Forecasting; Public Transportation; Society;
- Accession Number: 00664659
- Record Type: Publication
- Source Agency: Federal Transit Administration
- Report/Paper Numbers: SWUTC-94-72196-1
- Files: TRIS, USDOT
- Created Date: Aug 30 1994 12:00AM