Community Tools to Improve Transportation Options for Veterans, Military Service Members, and Their Families (2014)

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Page 9-1 Community Tools to Improve Transportation Options for Veterans, Military Service Members, and Their Families Chapter 9 builds upon the themes of communication that were introduced in earlier chapters and focuses on strategies to inform and publicize the transportation resources developed during your community’s improvement endeavor. An effective communications approach—one that is tailored to veterans, service members, and their families—is essential for ensuring the success of your efforts. The military community may not be fully engaged with the community “outside the gate,” and therefore effective communication strategies to publicize your efforts are important. Note that your community’s communication objectives—and capabilities— may ­luctuate throughout the process of planning, designing, and operating your community’s transportation improvements. Initially, an appropriate approach may be quite basic, that is, making the information about your efforts available to the community at large. At a later stage, once there are speci­ic transportation improvements in place, a higher level of communication—promoting your information and using it to educate the target groups—may be more appropriate and feasible. Whatever communication process your community develops, the following steps will help prepare you and assist with the various levels of communication. Step 1: With Whom Are You Communicang? This ­irst step in the process involves identifying your various audiences, because it is often important to craft messages that are tailored for each audience. For example, the type of information you communicate to potential transit riders may differ from the information you direct towards agency staff who assist members of the target groups. Your earlier efforts to understand the particular makeup of your community’s veteran and military groups will be useful to help identify potential audiences for your messaging. The list below identi­ies some potential audiences that your community might target in its communications strategy. Users and potential users of improved community transportation o Young and/or student veterans o Older veterans Communicaon: “Can You Hear Me Now?” Chapter 9

Page 9-2 Community Tools to Improve Transportation Options for Veterans, Military Service Members, and Their Families Chapter 9 Communication: “Can You Hear Me Now?” Levels of Communication Putting it out there: Make information available to the public. Using information to educate: Actively promote and target your information. TIP Any information you communicate should communicate! Make sure your information is clear, easy to read, and accurate. o Veterans with disabilities o Minority veterans o Active duty military service members o Caregivers and families of veterans and/or active duty service members Stakeholder Agencies o VA system o Veterans service organizations o Public transit o Medical facilities and hospitals o Universities and community colleges o Trade schools o Human service agencies 2-1-1’s and one-call/one-click centers Collaboratives Senior centers Homeless shelters Adult day healthcare centers Assisted living facilities Step 2: What Should Be Communicated? The messages you communicate will vary based on your audience. Early in the process of your transportation improvement endeavor, you may wish to report early successes to your stakeholders and partners. For example, you may want to report the results of an early planning effort, such as an online survey to identify transportation needs of veterans and service members in your community. Such information and communication will help to promote your transportation improvement initiative and highlight your progress towards meeting its goals. Later on, you will want to communicate to those who need transportation— members of the target groups. The purpose will be to inform and educate them about various community transportation services that may potentially meet their needs and explain how to access those services. Additionally, you want to ensure that stakeholders and partners stay informed about your activities and ongoing participation opportunities. Once you have identi‹ied your audiences, this second step should involve detailing the speci‹ic information that you want to convey, so you can craft appropriate messages. For example, stakeholders will be interested in knowing about your program and its progress. For veterans service organizations and human service agencies, your early communication efforts will likely try to elicit information about possible transportation needs, or transportation services they may

Page 9-3 Community Tools to Improve Transportation Options for Veterans, Military Service Members, and Their Families Chapter 9 Communication: “Can You Hear Me Now?” provide for veterans. As your transportation improvement endeavor progresses, you will want to craft messages that educate those agency staff about the transportation options and improvements that are available—they’ll then be able to pass that information on to the veterans and others they serve. Those who need transportation—including veterans without private transportation and military service family members without access to the one family vehicle—will be interested in destination-based information: how can they get from their neighborhood to the VA clinic? Or to the community’s main shopping center? Where else can they go on transit? For rider-based information, you’ll want to communicate where riders can go on your community’s transportation services and how they access the services. In the 9.1 Tools section at the end of this chapter, the table identi‚ies and lists some of potential types of messages for various audiences. Don’t be constrained by these listings, however—they are just examples to help you start brainstorming. Outreach versus Lines of Connued Communicaon It’s important to remember that an ongoing conversation with your stakeholders and partners will bolster your outreach efforts and also help keep you informed of emerging transportation needs. Messages and strategies to continue dialogue with stakeholders—the ongoing communication and engagement discussed in Chapter 4—will differ from the tools used for outreach that convey information about your community’s improved transportation resources to the target groups: veterans, service members, and their families. Step 3: Types of Communicaon Tools Once you’ve determined your audience groups and messages, you’ll need to select the media, or tools, to use. Remember that you can and should use multiple types of tools to reach your various audiences. Don’t be afraid to experiment with different media to discover what works with your community and your local transportation resources. You may employ traditional tools, such as newsletters or ‚lyers, if they’ve been previously successful in your community. You should also consider tools using newer technology and social media, particularly to reach younger audiences. The table in the 9.2 Tools section presents a selection of primary tools and the audiences with whom they are often successful. Your program may choose to use a sampling of these, and others, mixing and matching to build a strategy that is appropriate for your community.

Page 9-4 Community Tools to Improve Transportation Options for Veterans, Military Service Members, and Their Families Chapter 9 Communication: “Can You Hear Me Now?” TIP In many cases, effective and targeted communication is free or low cost, as demonstrated in the tables in the Tools section, so don’t let limited funding be a barrier to good and frequent communication! And remember, when you have engaged and informed partners and stakeholders, the information they pass on to their networks or spheres of inluence is an added communication tool. Tools of the Digital Age Take advantage of new technology to publicize your local transportation resources, such as social media and its accompanying tools. Social media is a term that continues to be redeined as it continues to evolve. In its broadest sense, it is online platforms for user-generated content that enables people to communicate easily for sharing information, for networking, and for interacting. Social media can include text, audio, video, images, podcasts, and other multimedia communications. Social media has become a powerful and effective marketing tool. Popular sites that agencies use to interact with those they want to reach include Facebook, YouTube, Twitter, Instagram, and Tumblr. For more information on social media options, see the various resources listed in Additional Resources at the end of this chapter. For certain projects, it may be appropriate to maintain a website and a Facebook page. Facebook will allow you to engage in dialogue with your community and publicize events or program changes. A website, however, will contain more information and speciics than Facebook and will allow you to communicate—in a passive, but, still, important way—with members of your community who don’t use Facebook. Smaller communities may not have the staff time or funding to do one or both of these, but that doesn’t mean you can’t utilize new technology. The applications or tools listed below demonstrate some of what social media allows and how it can be utilized as a marketing and communication strategy. Widgets Widgets are also known as badges or portals—an apt name as this web application works as a “door” to more information. A web widget is a stand-alone application with limited functionality that can be installed on a third-party website. Like a mobile-speciic interface, widgets add enhanced utility to a website.

Page 9-5 Community Tools to Improve Transportation Options for Veterans, Military Service Members, and Their Families Chapter 9 Communication: “Can You Hear Me Now?” An example of a web widget from the �ield: The Inland Southern California VTCLI project, using its branded name Vet Link, developed a simple logo badge that is being used by its partner organizations to increase the project’s visibility. The image works both as a branding tool and as an easy way to access Vet Link’s website. From any website that features the Vet Link badge, users can click on the image and go directly to the project’s veterans’ transportation resource page, http://www.rivsbvetlink.org/. On its website, Vet Link has made the badge freely available and has included instructions on how to install it. At the national level, the National Resource Directory (NRD)—a website with information and resources for wounded warriors, service members, veterans, and their families—has developed a state widget. This widget allows users to display a list of resources from the NRD on the user’s website, blog, or personal home page. See this link to the NRD and information on its state widget: https://www.nrd.gov/stateWidget/index Information is provided on customizing the widget, for example, choosing the particular state to be featured and the size of the widget to display. This widget could be a useful addition to a community’s website on local transportation options, expanding information and resources for the target groups. QR Codes QR codes can be used on your �lyers, brochures, Rider Guides, and other printed materials. Individuals with smartphones can scan the QR code and go directly to your website for more information. These codes are most useful when you want viewers to go to a speci�ic landing page or when you have a website with a long or dif�icult to type URL. A QR code (Quick Response Code) is a matrix barcode that can be read by an imaging device, such as a smartphone with a QR reader. Originally developed for the automotive industry in Japan, QR codes have become popular as a marketing tool. These are many web-based companies that serve as QR generators and even provide QR management services, offering plans often with low annual fees. In some cases, you may be able to create a limited number of QR codes for free. QR generators will walk you through the steps of creating your QR code. All you’ll need is the direct URL (the website address) where you want your QR code to lead.

Page 9-6 Community Tools to Improve Transportation Options for Veterans, Military Service Members, and Their Families Chapter 9 Communication: “Can You Hear Me Now?” QR Generators include: www.kaywa.com www.qrstuff.com www.the-qrcode-generator.com Do you have a QR reader application installed on your smartphone? Try scanning this QR code: (generated by www.the-rcode-generator.com) Jacksonville Transit uses its QR code to reach the younger Marines in its service area. Jacksonville Transit serves the City of Jacksonville and surrounding Onslow County, North Carolina, home to Marine Corps Base Camp Lejeune and three additional Marine installations in close proximity (the Air Station New River, Camp Johnson, and Camp Geiger). With a large military presence in the Jacksonville area and with many Marines arriving without their vehicles for several months of training, easily accessible transit information is important. To reach the young Marines with smartphones, Jacksonville Transit’s marketing materials use a QR code, which gives quick access to the transit agency’s website and more detailed information, without the need to key in the long web address. Hashtags A “hashtag” is a word or a phrase pre�ixed with the symbol # when used on social media websites such as Twitter, Facebook, Tumblr, Instagram, Flickr, or Google+. The hashtag provides a way to group posts or messages in one location that can be accessed by clicking on the hashtag phrase or by using the search bar on a particular social media website. This can be a very useful tool when promoting a service or disseminating information to a speci�ic group of people. Examples of hashtags that could be used to promote veterans’ services could be #veterans, #military, or #transportation at the end of a posting that contained an advertisement or speci�ic program information. These are very common and broad phrases that are likely already in use by the veteran and active military community that would appear in the “timeline” or “newsfeed” of an individual who searched or clicked on the hashtag phrase (within a social media website/platform). Hashtags are a way of getting free promotion to a pool of millions of people by using hashtag phrases that are directly relatable to your target population.

Page 9-7 Community Tools to Improve Transportation Options for Veterans, Military Service Members, and Their Families Chapter 9 Communication: “Can You Hear Me Now?” For example, by searching for #veterans inside Twitter, you’ll see the “tweets” from all the users using this hashtag. It becomes a way to organize and target information in this digital setting of information-overload. The image on the right illustrates a recent search for #veterans and provides a small sampling of the various agencies or people that may use this hashtag. TIP New trends and technology aren’t replacements for traditional methods of communication. Although an increasing majority of people have access to smartphones, not everyone uses social media platforms like Facebook or Twitter. Your goal is to get accurate and timely information to stakeholders and members of your target groups and that can be done through numerous methods. For stakeholder groups, email lists and mailings continue to be powerful tools. For members of the target groups, keeping your website up-to-date can be as or more effective as the newest social media trend. Step 4: Getting Your Message Out Next, you’ll need to get your messages to their targets. Your earlier efforts to understand the transportation needs of veterans and service members in your community will be useful for determining message placement, as you already have an understanding of where and how your audiences travel. Does your community have many student veterans? Do a number of veterans ride similar bus routes or work in common locations? Capitalize on this information to post targeted information in targeted locations. Perhaps your community has one or two central locations where government, social, or medical services are located. Consider posting �lyers, posters, or pamphlets speci�ic to the clients at these locations and to their transit needs. After some research and communication with agency staff at these locations, you should be able to develop “trip planner” type tools that show individuals how to use your community’s improved transportation services to get to these frequented destinations. TIP Remember to place information where it will be seen. Busy activity centers such as malls, shopping centers, government services, and transit centers are often a good place to start, but are not the only options.

Page 9-8 Community Tools to Improve Transportation Options for Veterans, Military Service Members, and Their Families Chapter 9 Communication: “Can You Hear Me Now?” Chapter 9: Community Tools 9.1 Messages for Specific Audiences 9.2 Communica
on Tools Matrix

Page 9-9 9.1 Messages for Specific Audiences Audience Groups Types of Potential Messages Riders and Potential Riders General service information: what services exist, where they travel, fares, eligibility, schedules, how to access services, how to get more information Services changes/updates Input Opportunities Destination-based Information Young and Student Veterans Destination-based information Older Veterans Eligibility requirements for various services; special fares; information about medical and healthcare destinations Veterans with Disabilities Eligibility requirements for various services; special fares; accessible vehicle information Minority Veterans Destination-based information Active Duty Military Members How to travel to and from base, destination-based information Caregivers, Veterans’ and Active Duty Members’ Family Members Information about educational and medical/healthcare destinations Stakeholder Agencies General service information Services changes/updates Input opportunities Destination-based information Advisory committees Training opportunities: Train-the-trainer opportunities, etc. “Success stories” from your transportation improvement endeavor Features of your improved transportation resources, e.g., “trip discovery” versus “trip booking;” one-call/ one-click information center VA System What transit providers serve VA destinations Veterans Service Organizations What transit providers serve their facility Public Transit Coordination opportunities Medical Facilities and Hospitals What transit providers serve their facility, train-the-trainer opportunities Universities, Community Colleges, and Trade schools What transit providers serve their facility, train-the-trainer opportunities Human and Social Service Agencies What transit providers serve their facility, train-the-trainer opportunities Community Tools to Improve Transportation Options for Veterans, Military Service Members, and Their Families Chapter 9 Communication: “Can You Hear Me Now?”

Chapter 9 Communication: “Can You Hear Me Now?” Page 9-10 Community Tools to Improve Transportation Options for Veterans, Military Service Members, and Their Families 9.2 Communicaon Tools Matrix Communication Tools Target Audiences Cost Level Placement Place-Based and Printed Tools Rider Guides Riders and Potential Riders Stakeholder Agencies Medium Cost: printing costs; staff time Transit stations; buses; human and social service agencies; government services; college campuses (transfer and/or reentry centers, students centers) Posters Riders and Potential Riders Stakeholder Agencies Can be tailored for any audience Low to Medium Cost: printing costs; staff time; costs of displays/holders Buses; human and social service agencies; government services; college campuses (transfer and/or reentry centers, students centers); main activity centers Destination-Oriented Trip Planners Riders and Potential Riders Stakeholder Agencies Human Service Agencies VA Destinations Student, Older and Minority Veterans Active Duty Members Caregivers, Veterans’ and Active Duty Members’ Family Members Medium Cost: printing costs; staff time Senior centers; college campuses (transfer and/or reentry centers, students centers); main activity centers in the community Brochures, Flyers and Pamphlets Riders and Potential Riders Stakeholder Agencies Student and Older Veterans Veterans with Disabilities Low to Medium Cost: printing costs, staff time Buses; human and social service agencies; government services; college campuses (transfer and/or reentry centers, students centers); main activity centers Newsletters, Formal Press Releases Riders and Potential Riders Stakeholder Agencies Older Veterans Caregivers, Veterans’ and Active Duty Members’ Family Members Low Cost: printing costs, staff time Local newspapers; websites; campus newspapers, senior center newsletters; other human services newsletters

Chapter 9 Communication: “Can You Hear Me Now?” Community Tools to Improve Transportation Options for Veterans, Military Service Members, and Their Families Page 9-11 9.2 Communicaon Tools Matrix (connued) Communication Tools Target Audiences Cost Level Placement Online Tools Transportation Program Website All Audiences Low cost: staff time Email Blasts Stakeholder Agencies Free to low cost: staff time Sent to various stakeholders lists, depending on content Social Media: especially Facebook, Twitter, YouTube and Instagram All Audiences Young and Student Veterans Active Duty Members Caregivers, Veterans’ and Active Duty Members’ Family Members Free to low cost: staff time Facebook; Twitter; Instagram; Local VSO and human services social media pages Web Widget Stakeholder Agencies Low cost: staff time All stakeholders’ websites Mobile Tools Interior Bus Posters Current Riders Mid-range cost: design and printing costs; may be associated placement fees Most popular routes; routes serving college campuses, known job sites, human, social and government services Decals on Passenger Vehicles All Audiences Mid-range costs: design and printing costs Staff vehicles Speaking Engagements Event’s targeted audience Low cost: staff time Veterans’ job fairs; community collaboratives; college new student orientations; military installments; human and social services Event Sponsorships Event’s targeted audience Mid to higher- range cost, depending on sponsorship levels Veterans’ job fairs; community collaboratives

Chapter 9 Communication: “Can You Hear Me Now?” Page 9-12 Community Tools to Improve Transportation Options for Veterans, Military Service Members, and Their Families 9.2 Communicaon Tools Matrix (connued) Communication Tools Target Audiences Cost Level Placement Traditional Media Options Local Radio Advertisements All Audiences Stakeholder Agencies Older Veterans Public Service Announcements (PSAs)—low cost; Others can be higher cost Local Newspaper Ads All Audiences Stakeholder Agencies Older Veterans Caregivers, Veterans’ and Active Duty Members’ Family Members Mid to higher- range cost Local and campus newspapers Local Cable Station TV Ads All Audiences Stakeholder Agencies Older Veterans Caregivers, Veterans’ and Active Duty Members’ Family Members Mid to higher- range cost Billboards All Audiences High cost Main roadways

Chapter 9 Communication: “Can You Hear Me Now?” Community Tools to Improve Transportation Options for Veterans, Military Service Members, and Their Families Page 9-13 Chapter 9: Additional Resources Bregman, S., TCRP Synthesis 99: Uses of Social Media in Public Transportation, Transportation Research Board of the National Academies, Washington, D.C., 2012, http://www.trb.org/PublicTransportation/Blurbs/167067.aspx. Keeping up with Communication Technology: An Online Workshop on the Practical Use of Social Media, Transportation Research Board of the National Academies, September 21, 2011, http://trb.org/conferences/socialmediaonlineworkshop2011.aspx. Ng, Deb, 25 Social Media How To’s, Resources, Tutorials and Lessons, http://kommein.com/25-social-media-how-tos-resources-tutorials-and-lessons/. Sinclair, N., Facebook Basics for Nonpro�its, http://prezi.com/54zrkpnpkzea/facebook-basics-for- non-pro�its/. Social Media, US General Services Administration, Of�ice of Citizen Services & Innovative Technologies, http://www.howto.gov/social-media. Tutorials on Social Media: A Roundup of Guides on How to Use Blogs, Facebook, Twitter & More, http://www.socialbrite.org/sharing-center/tutorials/.