First Nebraska Public Transit Week Plan, Process, & Success
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The document outlines a public transit promotional campaign with goals of increasing awareness, ridership, and adjusting public perception. The statewide campaign included a governor's proclamation, promotional materials, mailings, Facebook ads in English and Spanish, Pandora radio ads, and garnered local and statewide media coverage. Twenty-one local agencies participated with additional local promotional events. The results were increased ridership, improved public awareness, and increased interest from Spanish-speaking populations.
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First Nebraska Public Transit Week Plan, Process, & Success
- 2. BACKGROUND •GOALS: •INCREASE AWARENESS •INCREASE RIDERSHIP •ADJUST PUBLIC PERCEPTION OF PUBLIC TRANSIT
- 4. STATEWIDE PROMOTIONAL ELEMENTS • UNIVERSITY SUPPORTED & PROMOTED LOCAL AGENCY PARTICIPATION • WEBINARS, GRAPHICS, TEMPLATES, YARD SIGNS, ETC. • RURAL DEMAND RESPONSE FLYER • FACEBOOK CAMPAIGN – ENGLISH & SPANISH • PANDORA CAMPAIGN – ENGLISH & SPANISH • MEDIA COVERAGE
- 5. STATEWIDE RURAL DEMAND RESPONSE MAILING – 74,063 AGES 68-95
- 6. FACEBOOK CAMPAIGN | ENGLISH •REACH: 439,322 •CLICKS: 6,748 •COST PER 1,000 PEOPLE= $7.38 •COST PER CLICK: $0.66
- 7. FACEBOOK CAMPAIGN | SPANISH • REACH: 104,032 • CLICKS: 2,868 • COST PER 1,000 PEOPLE = $8.88 • COST PER CLICK: $0.64
- 8. FACEBOOK ENGAGEMENT Comment: I lived for 2 years in Grand Island there is no bus there, the weather during winter is horrible, a lot of snow, the only thing good is that there is work and they pay well but that is only if you work really hard NE Transit: There are 2 providers in Grand Island - check out these 2 providers in Grand Island that have bus service."
- 9. PANDORA RADIO ADS •IMPRESSIONS: 863,490 •CLICKS: 2,334 •CLICK THROUGH RATIO • ENGLISH: 0.50 % • SPANISH: 0.89 %
- 10. STATEWIDE MEDIA COVERAGE! • HTTP://WWW.KOTATV.COM/NEWS/NEBRASKA-NEWS/PUBLIC-TRANSIT- WEEK-OFFERS-PRIZES-FOR-THOSE-WHO-RIDE/32238966 • HTTPS://WWW.YOUTUBE.COM/WATCH?V=T6KTJXEOCJY&FEATURE=YOUTU. BE • HTTP://WWW.KNOPNEWS2.COM/HOME/HEADLINES/NEBRASKA-TRANSIT- WEEK-299099681.HTML • HTTP://WWW.NBCNEB.COM/HOME/HEADLINES/NEBRASKA-PUBLIC- TRANSIT-WEEK--299274301.HTML • HTTP://WWW.1011NOW.COM/HOME/HEADLINES/COMMUNITIES- CELEBRATE-NEBRASKA-PUBLIC-TRANSIT-WEEK-299189521.HTML • HTTPS://WWW.YOUTUBE.COM/WATCH?V=GWQGRLGRBPY&FEATURE=YOUT U.BE
- 11. LOCAL AGENCY PARTICIPATION! 21 AGENCIES
- 12. LOCAL PROMOTIONAL ELEMENTS • OPEN HOUSES • FACEBOOK GIVE-AWAYS • SELFIE CONTESTS • DISCOUNT DAYS & PROMOTIONS • APPRECIATION DAYS – STAFF, PASSENGERS, VETERANS • STUFF THE BUS CONTESTS • SCAVENGER HUNTS • LOCAL MEDIA COVERAGE • MANY MORE GREAT ACTIVITIES !!
- 13. RESULTS •RIDERSHIP INCREASED •PUBLIC AWARENESS IMPROVED •INCREASED INTEREST FROM SPANISH LEP POPULATION •EMAIL LIST DEVELOPED – 800+ SUBSCRIBERS!