Innovative Marketing and Customer Communication Strategies for Rural Transit

Modern marketing and customer communication in the transit environment can involve a variety of marketing channels, branding (logos and design standards), onboard and external signage and kiosks, promotional items, in-person and virtual events, organic and paid online campaigns, traditional media, augmented reality experiences, geotargeted mobile advertising, and generative artificial intelligence (AI) assisted technology for content creation. Technologies and approaches are changing so rapidly that marketing campaigns considered state-of-the-art 5 or 10 years ago may seem obsolete now. Most rural transit agencies engage in a variety of marketing and public communication activities. Many agencies do not have the resources or knowledge to effectively market their services or communicate service changes to all existing and potential riders. It is not financially sustainable for most rural transit agencies to hire an external marketing agency. Small transit systems without a dedicated marketing team member might rely on internal staff without relevant skills or dedicated time, which could lead to ineffective marketing, wasting valuable time and resources with little or no opportunity to measure the return on investment. There are few standards, national guidelines, or programs on effective marketing or public communication strategies in rural transit settings. Research is needed to document successful marketing practices currently used by rural transit agencies and practical resources to develop strong marketing and communication resources to pave the way for innovative and effective marketing campaigns. OBJECTIVE: The objective of the research is to develop practical guidance and resources for public transportation managers and staff at rural transit agencies and state departments of transportation to enhance rural transit marketing and customer communication strategies.

• Record URL:
  • http://apps.trb.org/cmsfeed/TRBNetProjectDisplay.asp?ProjectID=5826
• Supplemental Notes:
  • Contract to a Performing Organization has not yet been awarded.

Language

• English

Project

• Funding: $150,000.00
• Contract Numbers:

  Project B-57

• Sponsor Organizations:

  Transit Cooperative Research Program

  Transportation Research Board
  500 Fifth Street, NW
  Washington, DC    20001

  Federal Transit Administration

  1200 New Jersey Avenue, SE
  Washington, DC  United States  20590
• Start Date: 20251120
• Expected Completion Date: 0
• Actual Completion Date: 0

Subject/Index Terms

• TRT Terms: Best practices; Marketing; Outreach; Rural transit; Transit authorities
• Subject Areas: Administration and Management; Planning and Forecasting; Public Transportation;

Filing Info

• Accession Number: 01937967
• Record Type: Research project
• Source Agency: Transportation Research Board
• Contract Numbers: Project B-57
• Files: TRB, RIP
• Created Date: Nov 26 2024 6:21AM