virginia transit association apta’s advocacy and outreach campaign to increase funding for public...
TRANSCRIPT
![Page 1: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/1.jpg)
Virginia Transit Association
APTA’s Advocacy and Outreach Campaign to
Increase Funding for Public Transportation
June 9, 2009
1
![Page 2: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/2.jpg)
The Road to More Public Transit
• APTA is conducting an integrated campaign to promote the benefits of public transportation
• Increase federal funding for public transit under the next Authorization bill and the Climate Change bill
• Provide APTA members with tools to support funding efforts at federal, state and local level
2
![Page 3: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/3.jpg)
Four Point Plan
1. Conduct message research2. Position public transit with congressional
targets and those who influence them 3. Provide tools for APTA members to build
support locally4. Integrate all tactics seamlessly
3
![Page 4: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/4.jpg)
Campaign Strategy
• Build broad-based support through three key pillars
4
Congressional OutreachCongressional Outreach Coalitions & GrassrootsCoalitions & Grassroots Media / Advertising Media / Advertising
![Page 5: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/5.jpg)
Research Underpins Our Strategy
• There is strong support for funding public transportation– Super majority supports use of tax dollars to
improve and expand it– Majority supports Congress increasing its level of
spending
• Congressional candidates that support public transportation are favored by voters
5
![Page 6: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/6.jpg)
6
![Page 7: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/7.jpg)
“Public Transportation Takes Us There”
• A single, unified platform for all communications
• Message is positive, forward-looking and evokes movement
• “There” means something different to each audience: the economy, energy independence, the environment or improved quality of life
• Easily customized to circumstances or legislation (e.g. Energy, Climate Change, Authorization)
7
![Page 8: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/8.jpg)
Public transportation plays a significant role in finding a solution to the numerous challenges facing America today. Investing in public transportation not only creates jobs and stimulates economic growth, it reduces our dependence on foreign energy, protects the environment and improves our quality of life. Whatever the priority, whatever the issue, public transportation takes us there.
8
“Takes Us There” Message Works
72%
83%
![Page 9: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/9.jpg)
Campaign Approach
9
PR
![Page 10: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/10.jpg)
10
Online Legislative Info Center• A campaign linked
through PublicTransportation.org
• Includes the most recent and up to date information about public transportation– APTA Policy Reports– Issue fact sheets– Authorization brochure– Transportation news
![Page 11: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/11.jpg)
Outreach
11
![Page 12: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/12.jpg)
Ongoing PR Activities• Direct media outreach to reporters, columnists and
influential bloggers• Monitor press for rapid response opportunities (letters to
the editor, op-eds) • Distribute and pitch regular press releases around
Ridership Report, Dump the Pump Day 2009, Green Travel Forecast, Transit Savings Report and legislative developments
• Conduct events targeting members of Congress (CQ Forum, EESI)
• Outreach to Editorial board • Conduct reporter desk side briefings• Distribute general ready to print press articles (NAPS)
12
![Page 13: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/13.jpg)
Social Media – Facebook page
13
![Page 14: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/14.jpg)
Materials Available for Members
• Core logo• Op-eds that can be customized• Fact sheets and brochures• Advertisements• Transit Savings Report that can be localized• Dump the Pump campaign• Go Green. Go Public. PSA campaign
14
![Page 15: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/15.jpg)
National Dump the Pump Day
15
![Page 16: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/16.jpg)
Dump the Pump
• A day is set aside to encourage people to ride public transportation to save money, protect the environment, and reduce our dependence on foreign oil.
16
![Page 17: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/17.jpg)
Dump the Pump Resources
• Core Logo • Suggested Activities• Press Releases• Proclamations• Fact Sheets• Artwork for Buttons/Signage• Animated Banner Ads• Interactive Dump the Pump video contest
17
![Page 18: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/18.jpg)
“Takes Us There” Advertising
• Primarily DC-based to reach Congress and other influencers/policymakers, includes:– Print– Radio– Online– Transit
• Localized versions available for use
18
![Page 19: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/19.jpg)
Economic Message
19
![Page 20: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/20.jpg)
Economic – Local Ad
20
![Page 21: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/21.jpg)
21
Energy Message
![Page 22: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/22.jpg)
Energy – Local Ads
22
![Page 23: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/23.jpg)
EnvironmentalMessage
23
![Page 24: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/24.jpg)
Environmental – Local Ad
24
![Page 25: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/25.jpg)
Quality of Life Message
25
![Page 26: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/26.jpg)
Quality of Life – Local Ads
26
![Page 27: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/27.jpg)
Go Green. Go Public. PSA
27
• Download PSA creativewww.apta.com/psaorwww.publictransportation.org
![Page 28: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/28.jpg)
Go Green. Go Public.TV
28
![Page 29: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/29.jpg)
Go Green. Go Public.Radio
29
![Page 30: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/30.jpg)
Go Green. Go Public.Print
30
![Page 31: Virginia Transit Association APTA’s Advocacy and Outreach Campaign to Increase Funding for Public Transportation June 9, 2009 1](https://reader035.vdocuments.net/reader035/viewer/2022070418/56649ea35503460f94ba7d15/html5/thumbnails/31.jpg)
Summary
• Public Transportation Takes Us There – www.publictransportation.org
• Dump the Pump – June 18th – Interactive Dump the Pump video contest
• Transit Savings Report• Localized Transit Advertisements• Go Green. Go Public. PSA – www.apta.com/psa
31