Carter Goble Roberts Inc – SOUTH CAROLINA TRANSPORTATION MARKETING MANUAL 1980

Description

The South Carolina Transportation Marketing Manual (1980) offers a practical, comprehensive framework for transit marketing beyond advertising, defining image as the sum of policies, personnel, equipment and information that shape ridership. It integrates marketing into policy (long-range), program (mid-range) and implementation (short-range) planning and emphasizes research, continuous evaluation, clear goals, measurable objectives, target marketing, competitive positioning, incentives and a realistic budget (typically 3–5% of operating costs). The manual provides an action-plan toolbox across 13 areas—public perception, government outreach, business engagement, media, public information, promotions, equipment, amenities, routes/schedules, personnel, maintenance, fares/resources and planning—and stresses coordination with operations, finance and planning. Practical guidance covers public/media outreach, design criteria for timetables/signage/maps, vehicle and facility appearance, telephone service, paratransit (SET) operations, merchandising, promotions, fare policies, personnel/customer service, and community partnerships. It recommends task-based budgeting, project calendars, and rigorous baseline measurement and evaluation, with management commitment and dedicated staff essential for success.