National Rural Transit Assistance Program (USA) – MARKETING WORKSHOP 3 2022

Description

Marketing Workshop #3, led by Selena Barlow of Transit Marketing LLC, focuses on passenger information as a core marketing tool and the first component of the rider experience. It outlines a toolkit—website, printed passenger guides, maps, schedules, fares, bus stop signage, community displays, customer-facing apps, and front-line staff—and emphasizes choosing the right tool for specific rider needs and moments. Key guidance includes clear, readable maps (legible type, color-coded routes, legends, detail maps), simple schedules paired with maps, transparent fare information, and concise reservation instructions for demand-response services. The workshop recommends multilingual integration, using printed guides and permanent displays for promotion, customizing stop-specific info (QR codes, “You are here”), and leveraging GTFS-based trip-planning and real-time apps. Practical tips cover design, templates (National RTAP), cost ranges for guide production, and when to hire or use student/freelance designers. The session included participation guidelines, upcoming related webinars, and a workshop segment to evaluate and improve agencies’ passenger guides.