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CTRTAP Presentation
- 2. Overview ⢠Serving Bridgeport and the surrounding region with public FR and DR bus service ⢠20 local, express and interregional routes ⢠Commuter and transit connections to Rail (Bridgeport, Derby, Stratford, Fairfield), Ferry (Bridgeport) and other public bus services (Norwalk, Milford) ⢠Special doorâtoâdoor service for seniors and riders with disabilities ⢠57 Fixed route buses ⢠200 employees
- 3. Todayâs Topics 1.GBT Marketing 2.Best Practices â Internet Focus 3.Questions and Answers
- 4. Marketing Goals ⢠Grow ridership ⢠Build awareness ⢠Serve the community PART 1 â GBT Marketing
- 5. Marketing Principles âGive riders the info they need, when they want it, in the medium they want it, in language they understand.â ⢠Relevant ⢠Flexible ⢠Clear and Understandable ⢠Inclusive ⢠Proactive ⢠Honest and Transparent â Accurate, Trustworthy and Complete ⢠Responsive PART 1 â GBT Marketing
- 6. Product Quality ⢠Staff Attitude ⢠Fare Structure ⢠Condition of Fleet/Equipment ⢠Availability and Condition of Facilities ⢠Availability and Condition of Amenities/Signs ⢠Availability and Accuracy of EâInformation ⢠Clarity and Availability of Print Outreach Materials ⢠Conditions Between Start/End of Trip and the Bus Stop ⢠Service Planning/Coordinating with Land Use Planning PART 1 â GBT Marketing
- 7. Audience ⢠Riders and Prospective Riders ⢠Residents ⢠Local Elected Officials â Cities and Towns ⢠State Elected Officials â CGA ⢠Federal Elected Officials ⢠Funding Source Agencies ⢠Press and Mass Media ⢠Community Organizations ⢠Project Specific (Neighborhoods/Routes etc.) ⢠LEP PART 1 â GBT Marketing
- 11. Bridge House Rehabilitation Facility ⢠Washingto Heights Senior Living Community ⢠Action fo Bridgeport Community Development ⢠Cesar Batal School ⢠Eleanor Senior Apartments ⢠Unicare, LL Retirement and Assisted Living Facility ⢠College Fa at Housatonic Community College ⢠Astoria Pa Senior Living ⢠Sycamore Place Apartments Housatonic Community College ⢠University o Bridgeport Career and Internship Expo ⢠Sheeha Center in Bridgeport ⢠Family Reentry Yout Mentoring Program ⢠Augustana Homes o Bridgeport â Low Income Seniors ⢠Bullard Haven Technical High School ⢠Porter and Chester Institut
- 14. Emergency Outreach ⢠24/7 ⢠Realâtime, responsive ⢠Relevant, clear, concise ⢠Transparent ⢠Biâ or Multiâ Lingual ⢠Broadcast across all mediums PART 1 â GBT Marketing
- 19. Marketing Best Practices ⢠Define Goals ⢠Define/Rank Audience ⢠Select Mediums ⢠Create Messages (content) ⢠Broadcast ⢠Engage ⢠Repeat/Iterate PART 2 â Best Practices
- 20. Who Is Online? ⢠87% â online ⢠58% â Facebook ⢠59% â Seniors â online â Projected growth ⢠31% â Seniors â Facebook â Projected growth PART 2 â Best Practices
- 21. Who is on Mobile? ⢠90% â cell phone ⢠64% â smartphone ⢠42% â tablet ⢠32% â eâreader ⢠7% are âsmartphoneâdependentâ (only access point to internet) PART 2 â Best Practices
- 22. Responsive Site ⢠One site works in all screens, devices* ⢠Updates in one place ⢠Easy updates via CMS inâhouse ⢠No wait, realâtime ⢠Low Cost, comparatively *May not work correctly in older/all devices App ⢠Multiple apps per device/OS ⢠Multiple updates/ per app ⢠Software dev team for updates ⢠Wait time for Apple store approval per update ⢠High cost, comparatively PART 2 â Best Practices
- 25. Email Best Practices âHTML Email is the single most effective marketing tool across all industries.â (beats out all other onâ and offâline marketing activities in performance) ⢠Quality vs Quantity â Content â List ⢠Timing â Tues or Thurs Afternoon â Weds, anytime â Sunday evenings PART 2 â Best Practices
- 26. Email Best Practices ⢠Send email address â key person at your agency ⢠Invite existing contacts to signup ⢠Promote signup on Site & Social ⢠Create editorial calendar for year ⢠Webpage version of each email ⢠Biâ or Multiâ Lingual ⢠Emergency outreach usurps calendar PART 2 â Best Practices
- 29. PART 2 â Best Practices | iContact â HTML Email Tool
- 30. PART 2 â Best Practices | iContact â HTML Email Tool
- 31. PART 2 â Best Practices | iContact â HTML Email Tool
- 32. Facebook ⢠71% of adult internet users/58% of entire adult population ⢠High Use among Riders, Residents, Community PART 2 â Best Practices
- 34. PART 2 â Best Practices | Hootsuite for Social Media Management â Facebook overview
- 35. Twitter ⢠23% of adult internet users/19% of entire adult population ⢠High use among Legislators, Public Officials, Mass Media PART 2 â Best Practices
- 37. PART 2 â Best Practices | Hootsuite for Social Media Management â twitter overview
- 38. G+/Search ⢠Search ⢠Google Local ⢠Tools â Photos/Slideshow PART 2 â Best Practices
- 41. Pinterest ⢠28% of adult internet users/22% of entire adult population ⢠Female dominant ⢠Brand sharing, shopping ⢠Infographic sharing PART 2 â Best Practices
- 46. Instagram ⢠26% of adult internet users/21% of entire adult population ⢠Mobile only posting PART 2 â Best Practices
- 49. Build a Following on Social ⢠100% Commitment ⢠Follow key people, organizations ⢠Share their content ⢠Engage with people, orgs online â Your Fans/Followers â Reviews/Complaints ⢠Broadcast relevant content PART 2 â Best Practices
- 50. Customer Service Overlap on Social ⢠Considerations: â Comments/complaints via Social â Service questions via Social â Response time â Redirecting complaints â Online comment/complaints forms â Followers/fans respond to complaints PART 2 â Best Practices