State DOTs Connecting Specialized Transportation Users and Rides Volume 2: Toolkit for State DOTs and Others (2016)

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27 Marketing Plan Users, service providers, and partners must be aware of available linkage services and under- stand how to use them in order for the services to be successful. Developing a full-scale market- ing plan during the development phase of the linkage program allows the managing agency to account for all target audiences and identify and implement strategies to ensure that each target audience is reached. Therefore, prior to—and after—launching the linkage program, there is a need to introduce prospective users to it, convey information about it—when it will be available, how to access it, what it does, etc.—and to recruit for and establish an ongoing user group. Additionally, while the managing agency has likely made an effort to include a comprehensive set of transporta- tion resources in the linkage’s initial database, there is an ongoing need to ensure that providers already in the database periodically update their information and that new providers know about the service and know how to be added to the database. Another goal is to nurture and expand the current set of linkage partners to help fund the next phase(s) of its evolution. Additionally, in some cases, there is also the need to communicate how the linkage provides a synergistic centerpiece to a range of mobility management strategies also initiated in the state, region, or county. Finally, a more peripheral goal for marketing the linkage resource is to help it gain national attention, which may ultimately help to draw additional funders and inspire other cities to adopt the linkage model. Primary goals of a marketing plan: • Inform and educate specialized transportation customers about the linkage program • Inform and educate mobility managers and HST employees about the linkage program • Build support and a user group among specialized transportation customers and the general public Secondary goals of a marketing plan: • Nurture and expand the current set of partners to fund the next phases • Ensure that providers know about the resource and update their information • Begin to build support for the other mobility management strategies Target Audiences An effective marketing plan will promote the resource to three different target audiences: 1. Customers who will be using the linkage to find transportation services: – Specialized transportation customers – The general public S T E P 7

28 State DOTs Connecting Users and Rides for Specialized Transportation: Toolkit – The wide range of individuals who are already linking customers to riders (mobility man- agers, human services staff, family, and friends) 2. Transportation providers whose services will form the baseline information for the resource 3. Potential funders who could provide sustaining funding for the linkage Each of these entities is explained further in the following subsections. Customers Specialized Transportation Customers The specialized transportation customers are one group of individuals who will be using the service. The linkage can help these customers identify new services that better meet their needs or allow them to plan their own trips without the assistance of a mobility manager or human service employee. Many of these customers are not tech savvy and will need assistance in figuring out how to use the linkage; therefore, training will be especially important for these individuals. Getting the word out that the linkage exists and would be useful to these individuals should be focused on word-of-mouth advertising, posted information at day centers and senior centers, and presentations at community gathering places. General Public The other type of individuals who will be using the linkage service are the general public who will use it to find new transportation options and plan their own trips. Having a large user base made up of members of the public is important for generating additional support among potential funders. The linkage will need to be marketed to the general public on a spe- cially designed linkage-focused informational website and social media; on provider websites and social media; and on municipal, county, and regional planning websites and social media. Members of the general public will also be invited to participate in informational meetings and training sessions. Mobility Managers/Human Resource Agency Staff Mobility managers and human resource agency staff are often the primary link between specialized transportation customers and services. These employees will be using the service as they assist customers in planning their daily, weekly, and monthly trips. In some cases, these employees will plan every trip for a customer who is not able to plan the trip on their own. In other cases, these employees will serve as trainers themselves, providing linkage training to customers who are able to use the service on their own. These employees must be trained to use the service and must be willing to use it in place of their current transportation resources in order for the service to be successful. Getting these employees on-board with the new service will accelerate the usage of linkage services, and can be helpful in identifying missing links. Transportation Providers To fill the linkage service with a baseline of transportation options, transportation providers first need to be approached, agree to list their services on the linkage service, and provide a plan for maintaining this information, which is why it is important for transportation providers to understand how the linkage will benefit them and their customers. The marketing plan must specify the best way to approach transportation providers, ask them to list their services, set up a plan to update services on a timely and recurring basis, and market the service to their existing customers. In cases where scheduling is a function of the linkage, the transportation providers

Marketing Plan 29 must also change their scheduling software, which is a more difficult proposition, so the marketing plan should specify the benefits of embarking on this effort. Moreover, in the simplest sense, transportation providers are essentially free sources of market- ing because they have the ability to steer a significant portion of their customers to the linkage; however, it is important to effectively train provider staff on how to market the service and how often to provide marketing materials to their customers. Potential Funders It is essential that existing and potential funders are aware of the benefits of the linkage service because the initial funding for it is usually through one-time grants. To sustain the service and ensure that operation continues, linkage service providers must attract long- term funding partners. Funders will likely be more interested in results in the program than actually understanding how to use the program, which means that marketing to current and potential funders requires program evaluation and data stories to show how the service is providing lifeline support to users. Included in the potential funders category are also state, county, and municipal government officials who act as gatekeepers to funding. It is vital that these entities are aware of the linkage programs so they can advocate keeping the service funded and fully operational. Marketing Strategies The 10 marketing strategies discussed in this section apply to the target audiences as shown in Table 5. Informational Website An informational website is a key tool for promoting linkage services before launch and can serve as a gateway for new customers after implementation. The website should be developed Table 5. Marketing strategy and target audience. Target Audiences Strategies Kickoff Event Learning Sessions Info Packages Informational Meetings/ Funder Meetings E-blasts and Mailings Social Media Press Releases Specialized Transportation Clients General Public Mobility Managers and HST Staff Transportation Providers Current and Potential Funders

30 State DOTs Connecting Users and Rides for Specialized Transportation: Toolkit several months in advance of the linkage going online. The managing agency should regularly update the website, providing details on events and progress with linkage development. After a linkage has been launched, the website can become the portal for one-click services, providing continuity for users. Kickoff Event Kickoff events can be used to generate excitement about new linkages, attract media atten- tion to product launches, and introduce partners and stakeholders to new software and services. Kickoff events typically include staff from partner organizations, transportation services pro- viders, current and potential funders, other local partners, and members of the press. Kickoff events can also be open to the public. The event should include a speech or presentation by managing agency staff that introduces the linkage service and provides context to its place within the broader mobility management landscape. If possible, event participants should be allowed to explore the linkage software using laptops or tablets. This demonstration period also allows agency staff to provide quick walkthroughs and answer questions face to face. Kickoff events can be large gatherings that include all program participant staff or smaller events at the offices of each program participant. Large events attract greater media attention and allow program participant staff to meet each other but require more planning and financial resources. Smaller events allow for more one-on-one time with agency staff but are unlikely to attract media attention and build community among participating organizations. The following is an example of an agenda for a kickoff event: • 4:30–5:00: Mingling and light snacks • 5:00–5:15: Speech by managing agency staff introducing linkage service • 5:15–5:20: Ceremonial “ribbon cutting” • 5:20–5:30: Announcement of other mobility management strategies and timelines • 5:30–5:45: Short tour of the linkage service • 5:45–7:00: Break-out exploration/demonstration sessions on laptops or tablets Partner Learning Sessions For linkage services to be successful, customers must understand how to use them. Learning sessions can be an ideal setting to teach transportation customers how to use linkage services. At these sessions, managing agency staff provides step-by-step tutorials on how to use linkage ser- vices and allows customers to interact with new software. By conducting in-person sessions, staff can better answer questions and lay a strong framework for continued usage of linkage services. Partner learning sessions are typically held onsite at human service organizations, especially those that provided funding or substantial support to the linkage service or have a high volume of customers. Tutorials can be tailored towards specialized transportation customers or the mobility assistants, staff, or friends and family that assist them in planning rides. Managing agencies should work with partners to develop tutorials that are tailored to the specific target populations. Information Packages Information packages will contain basic information on the linkage service and will be tai- lored for two audiences: the general public and the specialized transportation community. The packages for the general public can be distributed to area grocery stores, libraries, community centers, and government buildings. The packages for the specialized transportation community

Marketing Plan 31 can be distributed to area day centers, senior centers, and other facilities with large groups of specialized transportation customers. Employees of these facilities can be asked to distribute information to the clients who are most likely to utilize the service. The informational packages can include several items: • Comprehensive brochure on using the one-click service – What it is – Partners – When to use it – How to use it – Contact numbers/addresses for more information • Business cards to hand out quickly – Link to the website – Brief information and contact • Posters—Informational posters to hang in the aforementioned locations Informational Meetings Following the kickoff meeting and official launch, informational meetings will provide addi- tional opportunities to inform people on the benefits of using the linkage service and to provide basic training on how to use it. These meetings can be held at community gathering places, such as senior centers, libraries, municipal offices, and adult day centers. These meetings can be targeted at specific population groups or can be open to the public (or both). Although basic training can be offered to participants via mobile computers, training will not be as detailed as the partner learning sessions. Social Media Promotion of the linkage service on social media is essential to notifying the general public of the linkage’s availability and benefits; therefore, the marketing plan should include a detailed plan for ongoing promotion on Facebook, Twitter, and LinkedIn. Promotion on social media should include the following content: • Basic information about the linkage and its usage • Benefits of using it for different population groups for different types of trips • Promotion of upcoming informational events • Answers to frequently asked questions (FAQs) for using the linkage • Evaluation data showing how the linkage is benefiting the community All partner agencies, organizations, and transportation providers should also promote the service on their social media pages. Managing staff can develop social media content for wide promotion across many partner and stakeholder social media pages. Email Blasts and Mailings Promoting the linkage service through a series of both emails and paper mailings will ensure that both computer savvy and non-computer savvy individuals will be notified about its availability. Email blast (e-blast) recipient lists can be gathered through the partner, stakeholder, and pro- vider customer lists, with their permission and assistance. E-blasts should be sent on three differ- ent occasions within a 6-month period: (1) a week prior to the launch to introduce the linkage

32 State DOTs Connecting Users and Rides for Specialized Transportation: Toolkit and promote training events; (2) a week or two after launch to remind people to attend training programs and test the linkage; and (3) a month or two after the launch to provide FAQs, tips, and tricks and to remind people to test the linkage. A large-scale paper mailing to potential users should be tailored and targeted to avoid exces- sive costs. Mailing lists of individuals at partner and stakeholder organizations can be sorted to only include individuals who do not have access to a computer or are not able to use a computer. These individuals will be targeted for the mailing, which will provide information about the linkage and the training opportunities in an ADA-accessible format. Press Releases Additionally, a press release can be sent to local news sources (municipal, county, online, etc.) to announce the launch of the linkage and provide information about training sessions and informational meetings. Members of the press will need to be contacted a few weeks prior to the launch of the linkage to build interest. Management staff will be responsible for drafting informational documents with background information about the project and anecdotal stories of how the linkage will benefit the community. Members of the press should also be invited to the kickoff meeting. Partner Check-Ins/Audits Agencies administering linkage services that allow transportation providers to update ser- vice information directly must maintain an active relationship with partner staff. A major part of this relationship will be conducting regular audits of service information to ensure that providers are keeping their entries up-to-date. The audit process also provides a prime opportunity to collect feedback and information from partner providers, as well as to market new linkage features. Managing agency staff should ideally check in with partner providers approximately 3 months after the initial linkage service launch. During this first check-in, agency staff should determine whether customers are accessing partner services through the linkage and whether service infor- mation is up-to-date. Staff could also work to understand how often each partner agency modi- fies services, which will help determine how frequently audits are needed. After initial check-ins, managing agency staff should conduct regular partner provider audits and check-ins. The regularity of these audits will likely be determined by available resources, as well as feedback from customers regarding portal information accuracy. Most managing agencies will audit their partner providers at least once per year. Partner providers that frequently change services and have regularly failed to update their portal profile should be audited more frequently. Audits should not be a time-intensive activity. In many cases, managing agency staff will sim- ply call a partner, verify with partner staff that they have maintained their portal entry, and have a quick conversation to gain feedback or relay information. Potential Funder Meetings Successful linkage programs require ongoing funding sources to maintain and expand their available services. While managing agencies may be the primary funder in some situations, most linkage programs are funded through grants, by partner services, or by local or national non- profits. Many of these funding sources provide one-time or term-limited cash infusions. As a result, new funding sources should be regularly explored and relationships with sponsoring agencies developed.

Marketing Plan 33 Marketing meetings with potential funders is one strategy to assist in the development of new funding sources. These meetings should provide information about available linkage services, while also highlighting their benefit to specialized transportation customers and the community at large. Marketing and Promotion Schedule The marketing plan should also dictate the timing of each marketing strategy in relation to the linkage service launch (see Figure 2). Prior to launch, most of the training and promotional efforts will be in the planning stages; however, the informational website should be live several months prior to launch to ramp up awareness of the implementation process, launch date, and future events. Implementation of social media, e-blasts and mailings, and the press releases should begin 1 month prior to launch, to ensure that the community is aware of the imminent availabil- ity of the new resource. Learning sessions and other opportunities for training and information dissemination should be implemented within a month of launch with ongoing opportunities lasting 3 or more months after launch. Figure 2. Schedule for marketing strategies. Month -5 -4 -3 -2 -1 Launch +1 +2 +3 Ongoing Informational Website Kickoff Event Partner Learning Sessions Information Packages Informational Meetings Social Media Email-Blasts and Mailings Online Advertising Press Releases Partner Check-Ins/Audits Potential Funder Meetings Planning Implementation