West Virginia Public Transportation Division – GET ON THE BUS AND RIDE 1984

Description

The West Virginia Public Transportation Division’s Marketing Handbook supplies transit agencies with practical advertising and public relations tools to boost local ridership. It guides year-long campaign planning—market assessment, media-mix selection (newspaper, radio, TV where appropriate), and sample monthly budget allocations. Newspaper and radio sections cover ad sizing/placement, use of provided ad slicks, spot timing, jingle options, buying paid spots vs. PSAs, producing pre-recorded ads, and choosing stations/time slots to reach target demographics. PR guidance stresses concise press releases, meeting media deadlines, cultivating reporter relationships, and handling negative publicity promptly and honestly. Ready-to-use materials include radio scripts, jingles, ad headlines, press-release templates (new routes, service changes, events, promotions, employee recognition), and PSA production tips (professional masters, station copies, follow-up). Marketing tools extend to Transit Education Program kits (K–3 coloring book, grades 4–6 activity book, classroom-visit tips) and detailed advice for producing schedules, rider’s guides, and handouts—emphasizing clear, reader-friendly design, proofreading, and treating transit as a marketable product.