Center Identification Number: 392-08
Project Title: Continuation and Enhancement of The Public Transportation Promotional Materials Clearinghouse
Dennis Hinebaugh, Transit Program Director
William Mustard, Director of Research and Services
National Center for Transit Research (NCTR) at the Center for Urban Transportation Research
External Project Contact:
Elizabeth Stutts, Grant Programs Administrator,
I. Project Objective
The Promotional Materials Clearinghouse at the Marketing Institute of Florida State University was originally created by the National Urban Transit Institute (NUTI) to provide a single location for display, archiving and sharing of ideas and collateral materials by public transportation systems and travel demand managers (TDM). To this end, an extensive collection of items and materials has been collected. This project will maintain and expand the services of the Clearinghouse to include a more extensive collection of materials with a special emphasis on those appropriate for TDM programs and small to medium sized transit properties. New services include an online survey of public transportation professionals, keyword search of archived materials, streaming video/audio of award winning PSAs, promotional advice and assistance to Florida public transportation systems and an extensive public domain clipart database. In addition, articles relevant to either the Clearinghouse or marketing and promotion in general will be written for trade magazines (Passenger Transport/ TDM Review) on at least a bi-annual basis. Finally, professional papers/presentations will be prepared for APTA, ACT and the Florida Transit Association annual meetings.
II. Project Abstract
The ability of public transportation professionals to review the marketing and promotional accomplishments of their peers is a valuable tool in bettering the overall efficacy of their services. Such an exchange helps to curtail much of the cost and labor that routinely accompany the development and execution of marketing and promotional activities. Unfortunately, without a central information clearinghouse to which public transportation marketers and communications experts can refer and contribute, these efforts can go unnoticed and untried in other markets.
The formation of the National Urban Transit Institute (NUTI) Promotional Materials Clearinghouse in 1996 addressed this problem by establishing an information relay system through which public transportation marketers share actual work examples, review available literature on marketing, and tap into the experiential knowledge of their peers. The Clearinghouse collects promotional materials from public transportation systems and TDM programs nationwide and provides the framework necessary to facilitate exchange of these materials, primarily through a site on the World Wide Web (WWW). This project will build on the success of the NUTI Clearinghouse and expand and enhance those efforts. During the operation of the NUTI Clearinghouse over eighty public transportation systems have contributed materials to the project and new materials are received on a continuing basis. In addition to garnering the support of public transportation systems and TDM programs, the Clearinghouse has enlisted the advocacy of organizations such as the American Public Transit Association (APTA), the Association for Commuter Transportation (ACT), and the U.S. EPA's Mobile Source Unit. These organizations, like the transportation professionals they represent and support, have noted the fundamental value in the goals and objectives of this project which:
III. Task Descriptions
It is the intention of the NCTR at CUTR to subcontract this Work Order with the Marketing Institute at Florida State University.
The activities outlined above will be accomplished through the following tasks:
TASK 1: Continue Materials Acquisition
Because service marketing is a dynamic field, program development and implementation are constantly changing. For this reason, the Marketing Institute will continue to collect, archive, and distribute marketing collateral and documents. Most of the activities involved in this component of the project will focus on the systems that have already submitted materials. They have taken a vested interest in the project and will ensure a revolving supply of such materials. The Clearinghouse will also continue to solicit materials from other public transportation systems with a special emphasis on TDM programs in order to broaden diversity among collected items.
In order to encourage submissions to the Clearinghouse, quarterly solicitation requests will be sent to all systems represented in APTA and ACT’s 1999-2000 Membership Directories. Solicitation requests will appear in two forms. First, to those systems that have contributed information will receive quarterly requests for updated materials. And second, solicitation letters will be sent to those systems, professional organizations, government agencies, and academic institutions whose participation will add further value to the project.
TASK 2: Improve Information Distribution Process
The manner in which information can be distributed via the Clearinghouse's web site is currently restricted to an Internet browser's "get image" or "save image" command. However, because image resolution obtained through such transfer methods is too small for effective presentation, this project will utilize an order form where agencies may request the specific images or files be transmitted to them either electronically or via CD/ZipDisk. The primary format of these files will be Adobe Acrobat (PDF).
Adobe Acrobat will allow users to view documents such as on-board surveys, newsletters, and brochures for use on most computer platforms with their original look and feel intact. When documents are submitted to the Clearinghouse on disk, they will be converted to Adobe PDF format and placed online. Users can then download the file and edit it for use in their own marketing and promotional activities. Adobe Acrobat would also facilitate development of public domain publishing templates that can be downloaded.
The Marketing Institute will also develop a distribution process to better reach those systems that do not have access to the WWW. Although the Clearinghouse's web site will serve as the primary mode of information distribution, project staff will promote the availability of the service to non-Internet users. These activities will be accomplished through phone, fax, and mail.
TASK 3: Evaluate Current and Future Needs of Public Transportation Marketers
As a part of the Clearinghouse, an online survey will be developed to provide input to the Clearinghouse regarding enhanced services, educational needs and a variety of other issues that will be developed by the peer review committee and the project team.
TASK 4: Collection and Distribution of Award Winners
The American Public Transit Association (APTA) has agreed to forward entries and winners of the Ad Wheel Competition to the Clearinghouse. This annual competition highlights the marketing and promotional accomplishments of public transportation systems across the country. Once received, the information including any accompanying graphics and text will be posted on the Clearinghouse's web site. APTA has agreed to promote the Clearinghouse as the repository of the materials.
APTA has also requested the Clearinghouse’s assistance in the development of a video and audio library that will house examples of audio and video PSAs from public transportation systems across the nation. The Clearinghouse will serve as a distribution point for the materials. However, accommodations for requested materials will be coordinated closely with APTA representatives to ensure that incurred costs do not jeopardize other components of the Clearinghouse.
Similar efforts for the Association for Commuter Transportation’s Awards program are planned for this project.
TASK 5: Technical Assistance
Staff of the project will be available to provide advice and technical assistance to Florida based programs in the area of customer satisfaction, surveying (not to include actual survey implementation), development of marketing plans, and effective use of marketing firms.
TASK 6: Professional Presentations and Final Report
Professional presentations and papers will be developed for the following meetings: APTA Annual Management Meeting, ACT Annual Meeting, and FTA Annual Meeting. Pertinent articles will be developed for at least two issues of TDM Review.
IV. Relationship to Other Research Projects
The Marketing Institute conducts ongoing research and education in the field of public transportation marketing and research.
V. Technology Transfer Activities/Peer Review
The primary mission of the Clearinghouse is to provide for interaction and technology transfer of marketing and promotional materials. Promotion of the Clearinghouse will be broadened to guarantee exposure of the project. APTA has provided significant assistance in this area and has agreed to continue promoting the project through its Marketing and Communications Steering Committee. Also, concerted efforts will be undertaken to ensure all public transportation systems have access to this information. Although the Clearinghouse's web site will serve as a primary distribution device, individuals without Internet access will receive updates on the project and assistance in accessing the information through traditional means. To this end materials will be placed on the World Wide Web, CDs and ZipDisks created, articles/presentations will be developed for professional publications and meetings and staff will be available for technical assistance to public transportation systems in Florida.
Members of the oversight committee will represent both small and large public transportation systems as well as TDM professionals, reflecting the type of input and exchange sought by the Clearinghouse. Individuals of this new oversight committee include:
VI. Potential Benefits of the Project
Nationally, many public transportation programs find it difficult to market to the rapidly changing needs and lifestyles of their current and potential consumers. The Promotional Materials Clearinghouse provides direct support to public transportation marketers and helps them identify effective marketing and promotional strategies.
On a local level, continued operation of the Clearinghouse will enhance the educational and research functions of the National Center for Transit Research and expose students within the FSU College of Business to career opportunities within the field of public transportation. Students assigned to the project will be encouraged to enter the transportation marketing field, providing valuable input and real world experience to the profession and, consequently, to the commuting public.
VII. TRB Keywords
Public transit, marketing, promotions.
National Center for Transit Research · at the Center For Urban Transportation Research · University of South Florida · 4202 E. Fowler Ave., CUT100 · Tampa, FL 33620-5375 · (813) 974-3120 · (813) 974-5168 · www.nctr.usf.edu · Comments: firstname.lastname@example.org