Marketing 101: How to Brand Public Transit

Campaigning blindly to encourage people to relinquish cars and take public transit is not enough. Policymakers need to develop business school marketing strategies to brand their campaigns, experts say.
June 30, 2011, 2pm PDT | Jeff Jamawat
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The global car industry spends more than $20 billion annually on marketing to get people behind the wheels, reports The Dirt. Transit agencies do not need to squander their capital and match that figure in order to give public transportation a fighting chance in the competition. Instead, what these agencies need is a smart game plan.

Transportation think tank EMBARQ discusses several marketing options that will help retain ridership, attract new customers, and secure political base and financial support. Some of the branding strategies include defining core values of public transit, avoiding terms that come with a stigma (e.g. bus), building coalition at different levels of government, and making user education for new services readily available.

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Published on Thursday, June 30, 2011 in THE DIRT
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