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Marketing for the Parking & Transit Industries. MSTPA Annual Conference 2011. Mitch Skyer. Barbara Chance. June Broughton. Why Is It Important to Market?.
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Marketing for the Parking & Transit Industries MSTPA Annual Conference 2011 Mitch Skyer Barbara Chance June Broughton
Why Is It Important to Market? Individuals keep impressions from the past – particularly bad ones (the bus was late, I could never find a parking space, the website didn’t work the time I tried to pay my ticket, etc.) How else will you let people know about the changes? Customer expectations are high, and they want everything as quickly as they could get it on an i-phone
How To Decide on the Message What needs to be marketed? (not everything all the time) To whom? When? Why?
How to Deliver The Message? Use and/or create all the tools you can Tailor to the various audiences you have Will Students read the newspaper? Will the head of the Faculty Senate get a Tweet? Will those who don’t ride the bus see the ad on the bus? Will a Student give information to parents?
Hit ‘Em With Everything You’ve Got Websites Information Radio Stations Add Links to Bus Graphics
What’s Important about Marketing Transportation Technology? • How technology improves the passenger experience? • Marketing and communicating specific benefits to passengers. • Relate to passengers – focus on what matters to them, not features, buzz, or sizzle.
Create a Culture of Communication • Push Information Regularly • Frequent (i.e. weekly) • Highlight Important Messages • Provide links to additional information • Create Cumulative Marketing Lists • Encourage Sign-Ups in Multiple Ways • Passengers and Patrons Have Multiple Access Points • Set Service Level Expectations & Meet Them • Response Time • Quality and Consistency of Responses
Why is Timing Critical? Give people information before they have to make a decision (“I don’t have to take a car to campus, I can get around on the bus!”) Give people information on which to make a decision (“I’m going to have to budget so much money to purchase a parking permit each semester.”) Reinforce at appropriate intervals (don’t try to market to students during finals week, don’t give a message to faculty on Fridays!)
And . . . Don’t forget to “market” internally – everyone on staff needs to know and understand what you are marketing externally Reinforce the message – people miss the campaign or forget what they saw You can’t rest! Keep reinforcing your image/brand Keep reinforcing the services offered and the benefits they provide Use surveys and focus groups to find out what important attributes you should market
Move In • Direct mail to parents/guardians • Map corresponds to large signs posted on campus during move-in • Email to students • Aggie Hotline article to alert faculty/staff • Website
Why Consider a New Name/Logo? • Remove the negative – start over with a new foundation on which to build a “new” department • Unite all areas of the department • Express a new customer driven and innovative philosophy • Align the department with the positive image of the University
Measuring Success Figure out how you are going to measure responses BEFORE you do the marketing Decide how to determine if a campaign was “successful” – what does “successful” mean? Figure out what you are going to need to do to adequately justify the marketing budget and the results it obtained.
