Marketing Toolkit Acknowledgments · Marketing Toolkit Page 1 Produced by INTRODUCTION Forward...

Marketing Toolkit

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Acknowledgments

The Rural Transportation for Persons with Disabilities Pilot Project was made

possible through the generous support of the Pennsylvania Department of Transportation. Through this Pilot Project, the Marketing Toolkit was designed to support the efforts of pilot projects to reach as many persons with disabilities as possible, particularly those hard-to-reach individuals who are not currently being served by local social and health agencies.

In the development of this Toolkit, a special thanks goes out to all those who

contributed. �� To the Pennsylvania Department of Transportation for their support and critique. �� To Gannett Fleming for their review and guidance in the development. �� To Olszak Management Consulting, Inc., for their extensive research,

composition, and evaluation of the toolkit �� And most importantly, to all the providers, Cumberland County Transportation

Department, Community Action Southwest, Area Transportation Authority of North Central Pennsylvania, Schuylkill Transportation System, Washington County Transportation Program, and Rabbittransit (York County Transportation Authority), for their willingness to allow the evaluation and review of the marketing efforts and the adoption of a number of their marketing techniques named in this toolkit.

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INTRODUCTION

Forward Marketing is an essential element to all successful transportation services. It is the communication mechanism that helps you spread the word about your service availability, gains new riders and helps keep your current customers, and increases ridership. A successful marketing program allows you to meet the needs of your customers and grow your business. Your marketing program will be effective if you can reach as many persons with disabilities as possible, particularly those hard-to-reach individuals who are not currently being served by local social and health agencies. Additionally, you want your potential riders to hear your message as often as possible. You can accomplish this by using a combination of marketing tools, like brochures, newspaper inserts, public service announcements, promotions and partnering with community organizations. Who in your organization should handle marketing? It can be the responsibility of one individual or shared by several. Some rural transportation services will have access to marketing support from their county transportation authority. In any event, marketing should be on the mind of all employees, particularly those who come in contact with your riders. This marketing toolkit is designed to assist you in your marketing efforts. It is divided into eight sections including customer service, public relations, trial, promotions, resources, documenting your marketing program’s effectiveness, sensitivity issues, lessons learned and the conclusion. The exhibits offer samples of brochures, press releases, letters, promotional ideas as well as resources on production and media outlets. While there are similarities among rural transportation programs, there are differences as well. Not every tool mentioned in this kit will be helpful to every operation. This resource is designed for you to pick and choose the elements that will be most useful to your service. Note: For purposes of illustration only, we have created a fictitious transit service operator called, Quick Tran, of Penn County, Pennsylvania.

For your convenience, all exhibits are provided both on hard copy and Compact Disc. TIP

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TABLE OF CONTENTS

I. Customer Service…………………………………………………… 5 - 12

A. Customer Expectations……………………………………… 5 B. Transit Service Representatives…………………………… 6

1. Telephone Services 2. Bus Drivers 3. Problem Solving Techniques

C. Frequently Asked Questions……………………………….. 8 II. Public Relations…………………………………………………….. 13 - 39 A. Logo Designs………………………………………………… 13

1. Mottos/Taglines 2. Headlines 3. Universal Symbols 4. Sponsors

B. Brochures…………………………………………………….. 16 1. Designing Brochures 2. Sensitivity Labeling 3. Who Can Use the Brochure 4. When the Brochure is Available 5. How to Use a Brochure 6. Rate Card

C. Press Releases……………………………………………… 21 1. Formatting 2. Writing 3. Sending

D. Public Service Announcements……………………………. 25 1. Formats 2. Copy

E. Television Commercials…………………………………….. 28 1. Pre-Production 2. When to Air 3. What to Air

F. Inserts/Flyers…………………………………………………. 30 1. What to Include 2. Layout 3. Distribution

D. Phone Book Listing………………………………………….. 32 1. Where to List Your Number 2. TTY/TDD 3. AT&T Relay Services

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E. Websites……………………………………………………... 34

1. Questions to Ask 2. Links 3. Website authoring for people with disabilities

F. Promotional items……………………………………………. 37 1. How to Use 2. When to Use 3. Do’s and Don’ts 4. State Contracted Workshops

III. Public Outreach…………………………………………………… 40 A. Public Meetings B. Event Calendars C. Participation and Preparation

IV. Attracting New Riders…………………………………………….. 43 - 44 A. Travel Training Video………………………………………… 43

1. What to Ask Your Videographer V. Promotions………………………………………………………… 45 - 47

A. Frequent Rider B. Buddy Day C. Tie-in with Local Merchants D. Group Trips

VI. Getting Help with Your Marketing Needs……………………… 48 - 53 A. Local Advisory Committee………………………………….. 48

1. Network of Agencies B. Other Community Agencies…………………………………. 51 C. Local Colleges/Universities/Vocational Schools…………… 52 D. How Do I Contact These Organizations?…………………… 53

VII. Evaluating the Effect of Marketing Methods ……………………. 54 - 59 VIII. Sensitivity Training ………………………………………………… 60 IX. Lessons Learned from Pilot Programs ………………………….. 61 - 63 X. Conclusion…………………………………………………………… 64

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Exhibits

1. Logos A. Sample Logos B. Universal Symbols C. Sponsor Logos

2. Brochures A. Client B. Intermediary Agencies C. Large Print D. Frequently Asked Questions E. Rate Card

3. Press Releases A. Introduction B. Partnership C. Promotion

4. Public Service Announcements A. Introduction B. Promotion

5. Insert A. Introduction Insert 6. Website

A. Pilot Program Websites B. Graphic Designers

7. Travel Training Video A. Sample Script and Visuals 8. Production / Website Resources A. Universities/Colleges/Technical Institutes 9. Media Contacts

A. www.state.pa.us/PAPower/ B. http://pavisnet.com/media/ C. http://dir.yahoo.com/news_and_media

10. Promotions A. Sample Punch Card 11. Getting Help with Your Marketing Needs A. Letter of Introduction 12. Sensitivity Training Resources

A. www.disabilitytraining.com B. www.odc.state.or.us/tadoc/ada18.htm C. www.fau.edu/divdept/equalop/communication.htm

Works Cited

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CUSTOMER SERVICE

Customer Expectations Customer satisfaction is the difference between what your customers expect from your transit service and the kind of service they believe they are receiving. Most of your customers will understand that a ride sharing system does not offer the convenience of a personal car but they have every right to expect that this service is easy to use, responsive to their needs and affordable. They will count on the buses arriving on time and the vehicles being clean, comfortable and safe. They will expect to be met by bus drivers who are friendly and professional. You can meet the needs of your customers, if you –

�� Provide Reliable Service – Customers should have confidence that vehicles will come and transport them on time, or when promised.

�� Ensure that Services are Safe and Secure – Customers should feel safe and secure while using the system.

�� Provide Convenient Services – Customers should be able to use transit to travel from residential areas to major destinations or activity centers during the times/days they need to travel.

�� Provide Clean and Comfortable Services – Customers should find the vehicles and facilities clean and comfortable when riding or waiting.

�� Make Services Understandable – Customers should easily understand how to use the services through effective user information and materials.

�� Make Services Affordable – Customers should be able to afford to use the transit system.

�� Ensure that Staff is Empathetic and that Customers Know It – Customers should feel that the transit system staff cares about their needs.

Excerpted from “Management Toolkit for Small Urban and Rural Transit Operators” TCRP Report 54/TRB Executive Committee 1999

Even when transportation options are limited, customer service is important. This means working your hardest to satisfy your riders.

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CUSTOMER SERVICE

Transit Service Representatives Customer service begins at the top of your organization. It is a philosophy and way of doing business that is shared by all employees. It puts the safety and comfort of your riders above all else. Employees should be carefully trained concerning working with persons who have disabilities. While this marketing toolkit is not designed to provide that training, it does address sensitivity issues in Section VIII. Telephone Services Customers should always speak with a real person instead of a voicemail system, during regular operating hours. The dedication and length of service of your transportation coordinator is essential to putting people at ease when scheduling service. Consistency is key. It is reassuring to speak with the same individual, particularly, someone who recognizes the rider’s name. Proper phone etiquette should be employed and a script of questions should be carefully laid out and used to insure all the bases are covered and service can be accurately scheduled. A voicemail system can be used after regular business hours. Phone messages should be returned promptly at the start of business hours the next day.

Bus Drivers Bus drivers, or any employees that come in contact with riders, should be neatly dressed and have a professional and friendly attitude. It is advisable that drivers wear a photo identification badge or some kind of insignia indicating that they work for your transit service.

The Operations Safety Manager of the Schuylkill Transportation System reports that the following book is a very helpful reference tool used by their telephone staff: Telephone Skills from A to Z (The Telephone Doctor Phone Book) by Nancy J. Friedman. Available in paperback, Revised Edition 2000, Crisp Publications, Inc.

TIP

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CUSTOMER SERVICE

Problem Solving Techniques An effective customer service policy allows for customer dissatisfaction and a complaint procedure. Riders should be encouraged to tell you about any problems and problems should be addressed quickly. A suggestion box in the front of your vehicles provides an easy access for customer concerns. If a matter is more pressing, the customer should feel comfortable contacting you directly. Procedures should be established for handling complaints effectively and quickly. The following ideas for developing your customer satisfaction policy come from Marketing without Advertising by Michael Phillips and Salli Rasberry:

�� Customers should be encouraged to tell you about any problems.

�� Customers should know their rights and responsibilities from the beginning.

�� Customers should know the circumstances under which they are entitled to get

their money back and how to take advantage of other rights.

�� Customers – not you – should feel in control. It’s far better to provide a full

refund if the customer is dissatisfied than to demand that the customer come up

with a “good reason” for the refund.

�� A refund, or any other recourse you offer, should be prompt.

Excerpted from the “Legal Guide for Starting and Running a Small Business” by Fred S. Steingold.

Always validate your customer’s concern(s). Initial response to a complaint might begin,

“Yes, that is a valid concern.” TIP

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CUSTOMER SERVICE

Frequently Asked Questions (FAQs) The following provides you with responses to some frequently asked questions. While the responses provided here are generic, you will need to tailor them to fit your specific transit operation. These questions and responses reflect a compilation of FAQ’s listed in various brochures taken from the Area Transportation Authority (ATA), Schuylkill Transportation System (STS) and York County rabbittransit Pilot Programs. You may want to consider creating a FAQs sheet for distribution to your customers using the list below as your starting point.

What is the Rural Transportation Pilot Project for Persons with Disabilities? This program provides shared ride services to qualified persons with a disability as defined by the Americans with Disability Act (ADA). Transportation will be provided at a discounted rate. This program was developed to evaluate the possibility of establishing a statewide program to serve qualified individuals in rural areas of Pennsylvania. Locally, Penn County participates in this Pilot Program. When does this program start and how long will it last? The Shared Ride for Persons with Disabilities Pilot Program started January 2, 2001 and will run until June 30, 2002. Information gathered over this 18-month period will be used to determine the feasibility of a permanent statewide program. Will I be riding with others, if so, how many? “Shared Ride” means that the passenger may be sharing their vehicle with other riders taking similar trips. This may mean one or more fellow passengers. Our Customer Service representative scheduling your trip may ask you to make adjustments in your travel times in order to accommodate your trip, along with other riders.

Exhibit 2 Refer to Exhibit 2D for a

Frequently Asked Questions Brochure

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Who can use this service? Any qualified resident of Penn County under the age of 65, having a verified disability as defined by the ADA, either temporary or permanent. The program discount does not apply to public fixed route bus service and ADA complementary Para transit services. Do I have to have a low income to qualify for this service? No. This Pilot Program is not income dependent. As long as you have a qualifying disability you may use this service. We do ask your annual household income within a range on our application form, and you must enter this information in order to have your application approved. This is strictly to track data on the characteristics of individuals using this service.

How much does it cost to take a trip? If eligible, you will receive an 85% discount on the shared-ride service fare. You will be responsible to pay the 15% of the fare when boarding the transit vehicle. The amount you will pay varies depending on the zone in which you travel or the distance traveled. You will be required to have exact change for your fare. Be certain to ask the amount of the fare when you make your reservation. Fixed route services are considered to have reasonable fares, so the 85% discount does not apply to these routes. Only shared-ride services are eligible for the discount. Please call our office at (555) 555-5555 for more details regarding our fees. Where can I go? You can travel anywhere that shared-ride buses go. You can go to work, go shopping, visit a friend, go to a doctor’s appointment or do anything you would like to do. You may travel Monday through Friday between the hours of 6:00 AM and 5:00 PM. This is a curb-to-curb service. You will be picked up at your home, transported to your destination and then returned to your home.

Washington County Transportation Program uses income ranges, instead of asking for income specifics on the program ap-plication. This seems less intrusive to people. TIP

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When can I travel? Trips will be scheduled Monday through Friday, 6:00 AM to 5:00 PM, excluding the following holidays: New Years Day, Memorial Day, Independence Day, Labor Day, Thanksgiving Day and Christmas Day. Some trip times and destinations may only be available on a limited basis. You may need to be flexible in terms of when and where you travel. If a trip is not available when you want it, ask what times are available. Shared Ride service is not like one person taking a taxi. The availability of trips depends on the number of vehicles in an area and on other trips that are scheduled. What if I want to travel at a time or a place you don’t currently serve? Even if we don’t currently offer service at a time or to a destination of your choice, we would encourage you to call us. As part of our ongoing planning process, we document all “unmet demand.” As resources allow, we use this documentation to plan additional services. So, even if you would like to travel on Sunday morning, and you know we don’t currently offer that day, please call us and let us know it’s a trip you’d like to take so we can use it to plan for future services. Does this program replace any current transportation programs? NO. This program is meant to address unmet transportation needs of people with disabilities, not to replace currently funded programs. If you are currently in another transportation program, you are to continue with that program. For example, if you are eligible for the Medical Assistance Transportation Program (MATP), your medical or medical related trips will be provided under that program. You may use this shared-ride program for trips outside the other transportation programs for which you qualify. Can someone accompany me on my trip? Yes, but they may need to pay the full fare for the trip. If you need an escort or a personal care attendant (PCA) to safely assist you when entering or exiting the vehicle, then they may qualify to ride free with you. We do not provide escorts or PCA’s. If you want someone just to come along with you as a companion, they must pay full fare for the trip. Certified guide and service dogs may travel with you on the Shared Ride for Persons with Disabilities vehicle.

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How do I sign up for the program? If you feel that you may qualify and would like to participate in this program, you must complete an eligibility and registration form. These forms are available by calling (555) 555-5555, from our website www.quicktran.com or other agencies that deal directly with persons with disabilities. You will also need to provide written verification that you are a person with a disability. If you do not have any written verification, we can send you a certificate of disability form to be completed by a professional who is familiar with your situation, for example, a doctor, counselor, or caseworker. How do I schedule a trip? Once your acceptance of your application has been confirmed, call Quick Tran at (555) 555-5555. Reservations can be made up to 14 days in advance, but you need to call us by noon at least one working day before the day you wish to travel. If you want to travel on a Monday, you need to make a reservation the prior Friday. When you call for a reservation, please be prepared to tell us who you are, when you want to travel (date and time), where you’d like to be picked up and where you’d like to go. If you have any special travel needs or require the assistance of an escort or PCA, please inform the dispatcher at the time you make your ride reservation. Don’t forget to ask what the fare will be, so you can have the exact change available. What if I cannot make it to my scheduled ride? You must contact our office before 9:00 AM the day of the trip, and inform them that you must cancel your ride. You may cancel as many times as you like without penalty. If you fail to notify us, you will be considered a no-show. The first time this happens you will be given the courtesy of no penalty. The second time you will be required to pay the full fare of the trip before any other ride reservation can be made. Can I change my trip once we’re on the van? No. Once a trip has been established through the reservation, it cannot be changed, other than to cancel it.

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What if I have a complaint about service? If you are unhappy with your shared ride experience, please share that information with us. We accept, investigate and follow through on Consumer Reports as part of continuous quality improvement. Complaints are accepted in person, by phone or in writing at our offices at Penn County Quick Tran, 555 Penn Avenue, Penn, PA 11111. There are also suggestion boxes at the front of each vehicle and you can place your suggestion there. For a complaint to help improve service, it must be relevant, timely and complete. We will try to respond to your concerns promptly. What can I do to help the Rural Transportation Pilot Project succeed? You can use the service and tell others about it. Word-of-mouth and your endorsement of this project are the best ways to promote it. We also ask your patience during the first few months of start-up. There will be bumps in the road, but if we all work together and pull in the same direction, success will be achieved. A successful Pilot Program can lead to a statewide program of affordable transportation for people with disabilities. Everybody wins!

Recap:

Underlined portions of the text above should be changed to reflect your service’s information. TIP

What Not To Do… In Customer Service

� Don’t use voice mail systems � Don’t be inconsistent with personnel in answering questions � Don’t leave phone messages and/or questions unanswered � Don’t reject/discourage complaints

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PUBLIC RELATIONS - BUILDING AWARENESS

Logo Designs Should you have a logo? YES! Your logo is your first impression to the community. To make the most of your transportation services, capture your customers with a creative and eye-catching logo. Logos help the customers to remember not only the name of your transportation organization, but also the idea or service that is being offered. Adding a visual is a beneficial way to personalize your transportation services. "Give your name a face." Have fun with it! For help with logo design and taglines, contact a professional Graphic Designer. They will be able to produce many ideas and samples of logos that will be suitable for your services. A good example of logo design is York County's public transportation - York County's rabbittransit. The idea of a "rabbit" for transit allows them to use the rabbit visuals to liven up brochures, inserts, and promotional trinkets. It is also a starting point for new and creative ideas.

Mottos / Taglines A motto or tagline is a short three- to five-word expression to liven up a logo such as Pepsi's "The Next Generation" or McDonald's "We Love to See You Smile." Mottos often describe a service in an exciting fashion. It is a good idea to include a motto; it gives an organization some character. A motto should be placed directly under a logo. Examples of possible mottos are, "Driving for Destinations" and "We're Here to Get You There."

Exhibit 1 Refer to Exhibit 1A for Sample Logos,

Including rabbittransit’s

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Headlines Headlines are one-sentence explanations. Because transportation for people with disabilities is a straightforward service, the text or headline of your logo should be very self-explanatory. Always keep the headline as brief as possible. Don't add any unnecessary, descriptive words within the headline. When in doubt, leave it out! The objectives and definitions of your transportation services will be explained in other areas of your promotional materials and marketing plan. Your headline should go hand and hand with your logo and motto. There should always be a definite and obvious relationship between your logo design and the headline. A constructive example of a headline is "Transporting People with Disabilities" or "Transportation You Can Count On." When it comes to headlines, "simplicity" is the key.

Universal Symbols for people with disabilities Although the wheelchair is a universal symbol for people with disabilities, it does not relate to all disabilities. When adding a symbol for the accessibility of your services, make sure to include all the available universal symbols. Make sure to include the verbal description, along with the symbol. Enlarge the symbol and place it where it is visible to the customers.

Remember to view promotional items in the eyes of your

audience. Some designs and headlines may be attractive to you, but may not be to the audience. Get a second “outside”

opinion when working on any promotional pieces. TIP

Exhibit 1 Refer to Exhibit 1B for

Universal Symbols

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Sponsors Never leave out those that are supporting your organization including Pennsylvania Department of Transportation (PENNDOT). Make sure to include their name and logo when designing promotional materials. Wherever your logo is, PENNDOT's should always accompany it. For easy access, PENNDOT's colored logo is now available to download on their website - www.dot.state.pa.us.

Exhibit 1 Refer to Exhibit 1C for

Sponsor’s Logo

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Brochures A brochure may be the best way to communicate to potential customers and intermediary agencies about "who you are" and "what you have to offer." Brochures are the principal piece in promotional materials that allow you to introduce and explain your services. Because of their size and detailed layouts, brochures can contain numerous descriptions and aspects of the transportation for people with disabilities program. Both York County's rabbittransit and Cumberland County Transportation Departments display very informative and organized brochures.

Because “Frequently Asked Questions” is such an important piece to any service, and contains numerous amounts of information, a separate brochure containing FAQ’s should be printed.

In addition to the regular print version of your brochure and in order to relate to all persons with disabilities, especially those who are visually impaired, create a large print and an audio and videotape version of the brochure. List a number and/or address where the tape and/or brochure can be obtained. Refer to Section IIIA for information regarding the Travel Training Video.

Exhibit 2 Refer to Exhibit 2A and 2B for a sample

Client and Intermediary Agency Brochure

Exhibit 2 Refer to Exhibit 2D for a

Frequently Asked Questions Brochure

Exhibit 2 Refer to Exhibit 2C for a sample

Large Print Brochure

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"Technically, a brochure is a piece of printed material, folded into a convenient size. The folds create panels - a two-fold has six panels. Although brochures may be any size, usual practice is to have all panels equal, with 8 1/2 x 11 paper most common. Each panel may stand alone or be part of a continuing text." ("Developing Effective Brochures" Riggs, Nancy)

To attract the customers' attention, some definite patterns are recommended to present information on the various panels of your brochure.

Panel 1: The purpose of the first panel is to draw the readers' interest. The logo of your organization, a headline, one or more visuals, and contact information should be the only details on the first panel.

Panel 2: The second panel describes your organization in a structured format. It is helpful for the reader to bullet information in this section instead of writing in paragraphs. This panel should be the start to the remainder of the brochure.

Panel 3, 4, 5: Panels three, four, and five break down the instructions and guidelines of your services. Information to Include: �� "Reservation Only" service �� "Shared Ride" service �� Must be pre-registered �� Must reserve 24-hours in advance �� Service is available to everyone; eligible persons with disabilities

get discounts �� Qualifications for receiving a discount �� Application process �� Hours of Service �� Costs and Discounts �� Routes and Maps �� Reservation process �� Customer service �� Additional resources for information �� ADA Information

Panel 6: Panel six can be used specifically for contact names and numbers. If possible, include a TTY and TDD number.

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Designing a Brochure � Use large text and as little as possible. Make sure there

is plenty of space, so that the reader does not get over-whelmed with text content.

� Use everyday language that even a child could read.

Don't complicate the material. � Use Subheadlines. They prepare the reader for exactly

what they will be reading about without covering every word.

� Use boxes of text. Don't cover each panel with straight text. Break it up into

boxes. It gives the piece some extra visual interest.

� Remember to call to action. Politely tell the reader what to do! You have to moti-vate and then direct the readers and customers to gain interest in your transporta-tion services.

� Be polite! Value the customers for their participation. Enforce the words "please"

and "thank you." � Graphics are good!! Using graphics instead of text will help the material be more

comprehensible to all readers. Graphics increase and clarify your brochure's message. Photos, art drawings, symbols, boxes, frames, reverse types, bullets, and type styles are classified as graphics.

� When choosing photos, make sure they are black and white with a

medium contrast. Don't use a photo that is cluttered with action. They will not reprint well in high quality.

� Line Art can be very effective. Don't forget maps! Include an easy-

to-follow description of the city or transit route, including visuals of public buildings (hospitals, library, grocery stores, etc.). This sug-gests possible trips the customer may take.

� Bullets, dots, or other points that highlight specifics add to the effec-

tiveness and clarity of a brochure. � Type style and size can significantly affect the appearance of your

brochure. Type size of the text should never be less than 10 point and larger for emphasis and easier readability.

TIPS

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Sensitivity Labeling When writing about or to people with disabilities, either in a brochure or other promotional materials, follow certain guidelines to better serve your customers. Make people with disabilities feel comfortable and welcome to the transportation services. In doing so, use proper disability etiquette. Here are some guidelines…

1. Do not sensationalize a disability by saying afflicted with, crippled with, suffers from, victim of, and so on. Instead, say person who has multiple sclerosis or man who had polio.

2. Do not use generic labels for disability groups such as "the retarded," and "the deaf." Emphasize people not labels. Say people with mental retardation or people who are deaf.

3. Put people first, not their disability. Say woman with arthritis, children who are deaf, people with disabilities. This puts the focus on the individual not the particular functional limitation.

4. Emphasize abilities not limitations. For example: uses a wheelchair/braces, walks with crutches, rather than confined to a wheelchair, wheelchair-bound, or is crippled. Similarly, do not use emotional descriptors such as unfortunate, pitiful, and so forth.

5. Do not use euphemisms to describe disabilities. Terms such as handicapable, mentally different, physically inconvenienced, and physically challenged are considered condescending. They reinforce the idea that disabilities cannot be dealt with upfront.

6. Do not imply disease when discussing disabilities that result from a prior disease episode. Do not imply disease with people whose disability has resulted from anatomical or physiological damage (e.g., person with spina bifida or cerebral palsy).

7. Show people with disabilities as active participants of society. Portraying persons with disabilities interacting with nondisabled people in social and work environments helps break down barriers and open lines of communications.

Source: Research and Training Center on Independent Living, University of Kansas Who Can Use The Brochure? The brochure is useful to both the potential customer and to intermediary agencies. However, modify certain text content for each brochure, targeting to the particular audience. Provide some examples of what might be modified.

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When the Brochure is Available An introductory brochure should be available immediately before and at the start of your services. Make sure to complete your brochure before you concentrate on other public relations pieces. All other information brochures can consistently be distributed to customers, year round. A brochure should be your most resourceful public relations tool. If possible, print a large quantity of brochures, so that they are always available. How to Use a Brochure A brochure is a practical promotional material for all times of a business cycle. Distribute brochures in partner businesses and agencies, public buildings, and through direct mail. Use brochures as a reference to any information or questions one may have about transportation for persons with disabilities.

Rate Card If your fares are structured in an organized manner (zone or distance), a rate card could be designed and distributed to customers as a helpful information piece.

Have the bus drivers take brochures with them to pass

out to customers and ask for any feedback. TIP

Exhibit 2 Refer to Exhibit 2E for a

sample Rate Card

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Press Releases A press release is an announcement or news report written to inform the community about a local event or program. Issuing a press release is one of the most common ways to publicize valuable news and services to the community. They are also a great way to advertise, "free of charge" in the media. York County took advantage of this factor and publicized an introductory press release. Because transportation for persons with disabilities is a new start and you have an important message to present, reporters should be more responsive in broadcasting your press release.

Formatting your Press Release Press releases contain standard information and format. Here’s what should be included in your release:

�� At the top of the page, type the words PRESS RELEASE in bold print, followed by the date and the place where it was issued.

�� Notify the reporter when this press release should be released. On a separate line, write "FOR IMMEDIATE RELEASE" or "FOR RELEASE and a date."

�� Make sure to include your contact information, preferably in the upper right hand corner. CONTACT: Provide one or more contacts, with titles and phone numbers that are easily accessible. If necessary, add cellular phone and pager numbers to ensure that the reporters will be able to reach the contacts.

�� After the headline, add your CITY, STATE -- �� If the press release is more than one page, add --more-- to the bottom of the

page and "Page two" in the upper left hand of the second page. �� Clarify that it is the end of your press release by typing ###, -end-, or xxx.

Exhibit 3 Refer to Exhibit 3A, 3B, and 3C for

sample Press Releases

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Writing your Press Release When writing your press release, make the headline as striking as possible. Center the headline in all capitals and bold type font. It needs to grab the attention of both the reporter and the readers. A popular format of a press release is the inverted pyramid. The most newsworthy information should be in the beginning, with the least newsworthy material at the end. The first paragraph summarizes your program, transportation for people with disabilities. The entire press release should answer the questions "Who?," "What?," "Where?," "When?," "Why?," and "How?". Include these following details in a press release regarding an announcement of your services…

�� The names of your transportation services and your sponsor, PENNDOT, who make this service available

�� What are the benefits of transportation for people with disabilities �� What does "shared ride" entail �� Who is eligible for receiving this service �� How much the transportation costs �� How to apply for the service and the steps following the application process �� Where and when the transportation route runs �� When the program begins and how long it will last

Press releases can also be circulated whenever your service has an announcement to make. For example, if your transportation services were conducting a promotion or had a success story to share with the community, a press release would be an appropriate method to spread the word. It also serves as a means to get your organization name out in the public eye. Again, include the most important details in the beginning of your release.

An effective tool in a press release is the use of quotes from people who either use your services or arrange your services. An example quote would be: “I use Quick Tran every week to visit my brother. It is so easy and convenient,” Joe Smith, Quick Tran rider states.

TIP

One pilot program reported that a “success story” press release received a lot of coverage. They wrote about one of their riders and the positive impact that their transportation service has had on his life.

TIP

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Sending your Press Release Press releases can be sent to television stations, newspapers, and radio stations; however, they are more common and get a better chance of being issued in newspapers. Other opportunities for reaching your audience are through related websites, internal publications, discount and entertainment catalogs, Sunday magazines, and partners' newsletters. The more the release is published, the more likely it will be remembered. Before sending your press release, call the local and surrounding area media sources that you wish to contact. Distribute as many press releases as there are contacts; you can never get enough coverage. Find out who would cover a story on transportation for persons with disabilities and their contact information. You can send it generically to the "editor" or "producer," but you are more likely to get a response if you target a certain

Writing a Press Release

� It is always beneficial to add quotes from those that are rele-

vant to the project. However, don't quote more than two people, it may lead to confusion.

� Take the time to say "thank you" to the customers for their

participation and those who put this program together.

� Use "everyday" language; don't complicate your text. � When typing a press release, indent paragraphs and double space. This

allows room for reporters to write their additional comments. � Use active voice, not passive (to be). � Your press release should be the maximum of one page. Two or more

pages of information will quickly lose the interest of the reader. � Print the final draft on your letterhead. This reveals that the release is

valid. � Send a photo. Action photos look better in newspapers than still photos.

TIPS

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reporter. Identify yourself to the reporter and your reason for calling. Ask the contact how they prefer to receive a press release, either by fax, email, or by mail. This will remind them to keep watch for your information. Allow for the proper lead time (time allotted for a news release to be received, reviewed, and published.) For daily newspapers, you should send the release at least one week in advance. Promptly follow up on your press release! One to three days after sending your information, call the contact to whom you sent it. Refresh the reporter with your story and question the process or status of it.

Exhibit 9 Refer to Exhibit 9A, 9B, and 9C for Media Contacts Resources

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Public Service Announcement (PSA) A Public Service Announcement serves many principles. It raises awareness, informs, announces an event or program, and generates customers. PSA’s inform the community about benefits intended for the audience, rather than the company. Just like a press release, a public service announcement can air on a radio or TV station at no cost. Many radio and TV stations have guidelines for the production of PSA’s. Before releasing your PSA, contact the stations in advance to find out the lead time and format they may need. The average lead time for a PSA is two-weeks. Stations will usually only run 10, 15, 30, or 60 second announcements. It would be beneficial to prepare them in all four lengths.

Contact local universities for aid in completing a PSA. The communications, information technology, or journalism departments may be able to provide assistance in making a public service announcement.

Exhibit 4 Refer to Exhibit 4A and 4B for sample

Public Service Announcements

Exhibit 8 Refer to Exhibit 8A for Schools

as Production Resources

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Formats Audio Tapes

Some radio stations may ask for a PSA on a cassette that is ready to air. This can be accomplished by having one person from your organization read and record a scripted message on a cassette tape. You may also add music and sound effects in the background. Make sure to include all the necessary facts. Plenty of information can be recorded in :10 - :60 seconds; take advantage of your free time. �� Ask the station if cassette or reel-to-reel audio tape is preferred. �� Label the tape with your organization, name, telephone number, and subject of

the PSA. �� Submit the script along with the tape and type "Tape Enclosed" on the script.

Live Copy

Many radio stations request a live-copy PSA, which is a brief, scripted announcement, read by the station's on-air disk jockey during regular programming. Live copy can use the same script that is prepared for the audiotapes. Read the message out loud and time yourself before submitting your PSA.

Video

Public Service Announcements that run on television stations contain actual video footage or simply type the service message on the screen. Local cable companies are often quite cooperative with your needs. Contact the television station to question what format they prefer before sending a copy of your PSA.

Because a PSA is free of charge, the video footage should be very simple and straightforward. Tape footage for at least a 30 and/or 60 second slot. Extra footage is always beneficial to have on reserve for later projects. Insert a "voice-over" script to adhere with the footage. Make sure the copy of the script coordinates with the footage being used. Make sure to include a contact phone number in both writing and by voice on the video. Contact a videographer or a local college / university for assistance in producing your video.

For best results, consider contacting a professional when recording a Public Service Announcement.

TIP

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Copy

As with all public relations materials, your copy or script should be basic, yet instructive. Speak the most important information. For example in a PSA that announces your service to the public: �� Tell how your transportation for persons with disabilities is beneficial (the

discounts.) �� State who is eligible for the transportation discounts. �� Ask for action. �� Tell the audience where to go, what to do, and who to call. Use public service announcements to also inform the community of any promotions or events that are happening with transportation for people with disabilities. A PSA is not only an introductory tool. It is beneficial to use throughout the complete duration of your services.

Formatting your PSA

�� Print the copy on your organization letterhead or with a heading that includes all contact information.

�� Type PUBLIC SERVICE ANNOUNCEMENT at the top of the page. �� Indicate whether the announcement is for IMMEDIATE RELEASE or FOR

RELEASE ON or AFTER and the date. �� Include a contact name and phone number. �� Include the reading time (seconds). �� Provide a short headline summarizing the text. �� Type the location and date before the copy. �� Limit your PSA to one sheet. �� Mark the end of the announcement with "###" or "-end-." �� Mark the tape with PUBLIC SERVICE ANNOUNCEMENT, contact name, and

subject of the announcement.

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Television Commercials The cornerstone to any successful advertising plan is believed to be the television commercial. Although it can be expensive, television is one of the greatest forms of communicating to your riders because its effect is so powerful. The unique contribution of television to advertising is its ability to communicate information about a service in such a compelling manner. Commercials are more carefully prepared, more elaborately produced, and more frequently seen than any other form of advertising. Television has been known as the best marketing tool because of three main reasons. It: 1) Hits a large number of viewers at a designated time slot

2) Demonstrates the service, staff, and the process visually and verbally 3) Lists contact names, numbers, and addresses in an attention-grabbing manner

Community Action Southwest of Greene County has produced two television commercials for use during their Pilot Program. A student from an area college made one; AT&T Media Services in Pittsburgh produced the other. Pre-Production

Before taping footage, contact your local television stations for instructions on tape and script format, pricing, and time spots.

As with other technical public relations, locate video production agencies and schools that could assist you in the completion of your commercial.

As a way to keep costs down, contact local corporate businesses to participate as a sponsor for your commercial production. TIP



Exhibit 9 Refer to Exhibit 9A, 9B, and 9C for Media Contacts Resources

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When to Air In order to reach potential riders, purchase a "spot" television commercial. This allows you to chose your commercial timing instead of the station. The best time to air your commercial is when your potential or current riders are watching television. Try to purchase a commercial spot in the early morning, late afternoon ("dinner time"), or at night when the local news is viewing. Most people will make a point to tune in for the daily news; this would be an ideal time to catch their attention. Time slots to stay away from would be in the very early morning (1AM - 5AM); you are unlikely to reach your riders. What to Air Because television gives the opportunity to view your van service, show it in action. Display a rider calling for a reservation, approaching the van, and getting dropped off at his/her destination. You may want to also include a telephone representative speaking to a rider in a polite and friendly manner. This gives the rider a sense of comfort in calling the office. Make sure to tape different people with different disabilities and a variation of destinations. Place either a "voice over" or an actor in the commercial that describes the service, its procedures, and contact information.

All footage you may have shot for either a video Public Service Announcement or your Travel Training Video (as discussed in Section IIIA) can be reformatted to fit a television commercial tape.

TIP

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Inserts / Flyers Awareness is the best way to generate customer traffic; therefore, it is advantageous to produce many different forms of public relations materials. In addition to press releases, brochures, and public service announcements, your marketing campaign should also include inserts. An insert or flyer is a printed material used to repeat customer recognition of a service or business. Greene County's insert is very easy to read and was used as a reference in the making the sample insert.

What to Include Because your inserts should be only one page, they must summarize and/or outline your transportation for people with disabilities program. An insert is not a brochure or introduction to the service; it is merely a reminder piece. Don't try to complicate or add too much information. The insert should contain only the information that is most important to the customer. Include the following details…

�� Your Transportation Name or Logo �� A BRIEF Description �� Who is eligible for the service �� What are the costs �� Where and When the transportation runs �� How to schedule �� How to apply �� Who to call for more information

Exhibit 5 Refer to Exhibit 5A for an

Introduction Insert

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Layout Keep not only the text simple, but also the layout of your insert. Here are some tips for an uncomplicated, yet informative insert…

�� Don't take up a lot of space. Crowding the text makes it harder to read. �� Make the font very large and bold. This will help everyone, especially the

individuals with visual impairments. �� Use bullets! Summaries and solo sentences are easier to read than paragraphs. �� Use visuals. Visuals tend to grab the customers' attention. �� Make it colorful. Liven up an insert with a color or two. �� Use "everyday" language.

Distribution Inserts are very versatile. There is no standard size or distribution for an insert / flyer. They can be placed (inserted) in newspapers, magazines, and other local tabloids, or circulated individually. Also consider placing inserts in social service newsletters and other disability-specific venues. Ask local businesses, service providers, or your partners about placing your insert in their mailings, such as bills or promotions. This will help in getting wide coverage of your transportation services. Their size can vary from postcard size to 8 1/2 x 11 size paper to booklets. Inserts can also be enlarged into posters (this can be done easily at most of your local printing shops) to hang in stores, agencies, universities, and other public buildings. Once again, be creative with your inserts!

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Phone Book Listing Because this service requires the use of the telephone, it is important where your phone number is advertised in the phonebook in addition to its listing in the white pages. Where to List Your Number There are two aspects of this program - transportation and those who are eligible for the benefits, people with disabilities. Therefore, the phone number of your organization should be listed in the phonebook in the Human Services Guide under the Transportation and Services for Persons with Disabilities Section. The Guide to Human Services may be compiled by your local telephone service company or by a human service organization, such as The United Way. Before requesting your listing, check to see if a contact organization appears in that section. The Guide to Human Services is often the blue directory within the phonebook.

This is an important detail! If your customers cannot find a phone number, you may lose potential customer participation. If possible, purchase your phone number in large or bold print. If possible, your phone numbers should include:

�� A toll free number �� A local direct dial number for voice �� A TTY and/or a TDD number

Do not place your number in any category dealing with the elderly, since the eligibility pertains to people under the age of 65.

TIP

Advertise your logo and phone numbers on your transit buses. This is a great way to expose your contact information to the public. TIPS

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TTY/TDD TTY stands for the word "Teletype" which is a registered trademark of the Teletype Corporation. TDD, a later term, stands for Telecommunications Device for the Deaf. Many people use the two terms interchangeably, while others use TTY for mechanical teleprinters and TDD for the modern electronic devices, which perform the same function in a fraction of the size and weight.

TTY/TDD (text telephones) are typewriter-like communications devices that permit individuals with speech or hearing disabilities to communicate by typing messages back and forth over telephone lines. They allow individuals who use TTY/TDDs to communicate with hearing and speech-capable persons, and vice versa, through the assistance of specially trained Communications Assistants. Contact your local phone company for additional information. Verizon White Pages, 2001

AT&T Relay Services

AT&T now offers a service called Telecommunications Relay Service (TRS). Relay is for anyone who is deaf, hard-of-hearing, late-deafened, or speech disabled, and who uses a TTY/TDD or standard telephone to communicate. The message is then skillfully relayed by a Communications Assistant (CA), word for word, to the hearing person on the other end of the line. Then the CA types what the hearing person has said back to the TTY user. By law, each conversation is handled with the strictest confidentiality. There is no additional charge to access AT&T Relay Services.

AT&T National Relay Service Numbers

TTY Users 1-800-855-2880 Voice Users 1-800-855-2881 PC Users 1-800-855-2882 Telebraille 1-800-855-2883

AT&T, 2001

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Websites In today's world of technology, websites have become a "must" in every business, school, government, and organization. They serve as a reference tool for descriptions, definitions, "how to's," answers to frequently asked questions, contact names, numbers, and locations, maps, schedules, and so on. You name it - it's out there in the World Wide Web. Questions to Ask Because a website stores so much essential information, it is valuable to design one for your transportation services. However, make sure your organization can handle the site maintenance before putting it into action. Ask yourself these questions:

�� Do or will my customers or prospects use the Web? �� Would they use the Web to access our services? �� Are we prepared to interact with people using e-mail? �� Can we supply the resources needed to keep the website current and up to date

according to the needs of our customers?

Think of using your website to make it easier for your customers to do business with you. The time spent upfront planning your website will pay back with increased service and loyal, trusting customer relationships. The web is designed to be interactive with hyperlinks allowing users to choose their own path to the information you offer. A good website should be designed to take advantage of the dynamic characteristics of the web. The first thing that needs to be clearly understood when designing a website is what information you want to be available. Since it is a new service in your community, offer a section or homepage that introduces transportation for people with disabilities. From that introduction, provide links that detail each division of your service.

Exhibit 6 Refer to Exhibit 6A for the Pilot Program Web Sites

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Links Include these links on your website:

�� Americans with Disabilities Act (ADA - www.usdoj.gov/crt/ada) �� Your counties' public transportation site �� PENNDOT's (www.dot.state.pa.us).

Website Authoring for People with Disabilities - Bobby WorldWide

It is important to make your website compatible with your viewers' needs and wants. Because your customers are primarily people with disabilities, a website format may need to be changed to adhere to their physical capabilities. Today, certain programs have been made to help configure website content to specific viewers and/or users. Bobby WorldWide is one example of a program.

� Hire a professional web designer when creating your site. His/her knowledge will produce a site that is easy to follow and complete with the necessary information.

� Construct a web site that is self-explanatory.

� Add your logo and contact numbers on every page. � Ask for feedback. � Make the name of your web site easy to remember,

e.g. www.yourlogo.com.

TIPS

Exhibit 6 Refer to Exhibit 6B for Local Web Designers



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Bobby WorldWide is a tool for Web page authors. It helps web authors identify changes to their pages so users with disabilities can more easily use their Web pages. For example, a blind user will be aided by adding a sound track to a movie, and a hard-of-hearing user will be aided by a written transcript of a sound file on a Web page. Bobby will recommend that these be added if they do not already exist. Many people with disabilities use special Web browsers, such as one that reads text out loud using a speech synthesizer for blind users. The suggestions made by Bobby help authors to add information to a Web page, which will help the special browsers work more effectively. Bobby is a Web-based tool that analyzes Web pages for their accessibility to people with disabilities. CAST offered previous versions of Bobby as a free public service in order to further its mission to expand opportunities for people with disabilities through the innovative uses of computer technology. Because of the demands of supporting the widespread interest in Web accessibility, the need to update Bobby to reflect guideline changes, and the technical support needs of Bobby users, the new Bobby WorldWide is available for purchase at U.S. $99. The online version for testing single pages continues to be freely available as a way for potential users to try out the newest version of Bobby. For more information, go to www.cast.org/BOBBY or contact: Lisa J. Poller Director of Development CAST 39 Cross Street Peabody, MA 01960 Phone: 978-531-8555 E-mail: [email protected]

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Promotional Items As a way to increase name recognition, generate interest, acquire new customers, and thank current and past customers, promotional items are a key component in building awareness. Promotional merchandise offers a unique opportunity to get your organization's name out to the target market - and keep it there. The promotional items, or "trinkets," you pick can range from refrigerator magnets to key chains, all bearing your logo and contact information. Nonetheless, make sure the choices you make adhere and appeal to your target market. Unlike an insert or brochure, a promotional give-away may find a permanent place in a customer's home. Customers are more likely to remember a logo they see everyday, rather than a poster they only saw once.

Sample Promotional Items 1. Refrigerator Magnets 2. Key Chains 3. Change Wallets with zippers 4. ID Case / Wallet 5. Coupon / Coupon Booklet 6. Bookmarks 7. Pocket Cards 8. Pens / Pencils

When to Use Promotional Products Use promotional items all the time!! Because promotional items serve so many different purposes to so many different people, it is advantageous to distribute them at any time throughout your marketing plan. If you have chosen a bookmark as your promotional item, pass it out on the bus, with brochures, at community meetings and events, at partner organizations, or in the mail. As with any public relations piece, the more it gets circulated, the more your name will be remembered. Do's and Don'ts

�� Do enforce safety promotional items. Products such as whistles or reflective stickers are a great addition to a promotional piece. It gives the customers a sense of safety and comfort.

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�� Do seek out partnership opportunities. Ask local businesses or agencies to

share the cost. In exchange, recognize them by placing their logo on the give-away.

�� Do include the steps of obtaining a ride. Print instructions on the product for convenience.

�� Do enlarge the logo and writing. The items may be small, but the writing should not be - especially the phone number. Remember, the easier to read, the better.

�� Do make promotional items easy to operate. Use zippers and buttons with ID or change wallets.

�� Don't attract the wrong market. Items such as pillboxes only appeal to the elderly. Focus on the correct target audience.

�� Don't focus on only one disability. Develop an appropriate item that all riders will appreciate.

State Contracted Workshops To contribute to the community, consider purchasing your products from a state contracted workshop. Pennsylvania Industries for the Blind and Handicapped (PIBH) markets products and services provided by persons with disabilities throughout the Commonwealth of Pennsylvania. By working PIBH, you are providing people with disabilities employment, health benefits, and other favorable services. Contact PIBH at 800-447-8860, 717-236-3610, or by email at [email protected]. If the State Contracted Workshops are not available to produce your promotional items, you can also contact a catalog company that specializes in personalized promotional and advertising products and ideas. Here are some examples…

Promotional Items

Catalog Companies

TIPS

Crestline Company, Inc. PO Box 1810, 33 Omni Circle

Auburn, ME 04211 1-800-221-7797

[email protected]

Best Impressions 345 N. Lewis Ave. Oglesby, IL 61348 1-800-635-2378

www.bestimpressions.com

Successful Events P.O. Box 64784

St. Paul, MN 55164-0784 1-800-896-9221

NEBS 500 Main Street

Groton, MA 01471 1-800-225-6380 www.nebs.com

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Recap:

What Not To Do… In Public Relations - Building Awareness

� Don’t make logos, taglines, and headlines confusing or lengthy � Don’t forget to use all universal symbols for people with disabilities � Don’t overlook your sponsors when creating promotional materials � Don’t overload brochures and flyers with text and/or jargons. Add visuals. � Don’t make font sizes too small. � Don’t forget to include contact information and a headline on press re-

leases and public service announcements � Don’t tape commercials and/or public service announcements without

contacting the stations for instructions first � Don’t forget to update website material regularly

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PUBLIC OUTREACH - BUILDING AWARENESS

Public Meetings One of the most important factors in a public relations campaign is getting the community involved. The most effective way of doing so is through public meetings. Transportation is vital to so many people. It is a welcome topic for public discussion. Public meetings have an advantage over press releases, public service announcements, and other promotional materials, because they actually bring the audience together, "face to face" to address the issues at hand. It is also a suitable time to answer and explain any questions that may not be thoroughly described in a written piece. Use public meetings to introduce your services, promotional events, to answer frequently asked questions, or simply to repeat explanations of your services to the community. Piggy-backing on already existing events is a cost effective way to meet prospective customers. You will also be adding value to the existing event. Check the local Event Calendars as discussed in the next section, for organizations that have meetings planned and would welcome your involvement. When planning a public meeting, follow these needed steps:

�� Find a local event with which you can partner. Make certain that you have the audio and/or visual equipment that you require available.

�� Develop your guest list to include your local advisory committee, agencies that work with persons with disabilities, and other community groups.

�� Join the host organization in advertising the meeting (If appropriate) through direct mail pieces, posters, PSAs, press releases, and through partnerships with local businesses and agencies.

�� Assign a speaker or speakers that know the facts about your transportation for people with disabilities program. The speaker(s) should follow an outlined format and be able to answer any questions concerning all areas of the program.

�� Bring brochures, inserts, promotional items, and videotapes to distribute to the audience.

There may be opportunities for participation in community programs, other than traditional public meetings. Your buses can be decorated to participate in community parades, where you can pass out promotional materials and brochures. Antique car shows are another opportunity for you to meet people who may benefit from your transit service. Be creative – where there are people – there is an audience for your message.

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Event Calendars Most community organizations, local businesses, government agencies, and Pennsylvania information websites and resources distribute their own monthly event calendars. Because your services are of interest to all Pennsylvanians, it is beneficial to include your organization on these calendars. Introductions, promotions, and your public meetings should be placed on community calendars. These calendars can also be used as a reference for local events, such as fairs and expositions. Reserve a booth at these events for a chance to connect with the public and advertise your services. Check out these sources for Event Calendars:

�� County, township, and municipal governments. �� Churches �� Libraries �� Schools �� Universities �� Granges �� Social Services �� Pennsylvania websites

��www.pafairs.org ��www.experiencepa.net ��www.pittsburgh.com/events

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Participation and Preparation Your participation in all local events is an important factor in reaching the public. Once you have reserved a booth at a town fair or exposition, organize your set-up and representation. Make sure your booth has a representative during all hours of the event. A relevant staff member(s) or organization leader(s) should attend. He or she should be prepared to explain and answer all questions regarding the transportation for persons with disabilities program. Inform your represent/staff member to look "alive" and anxious to respond to questions. This will encourage the crowd to interact and take notice to your booth. If necessary, rotate staff members throughout the event to eliminate fatigue. Use a "team work" approach! Make yourself and your booth stand out in a crowd. Choose a booth that is located in a main area of the grounds. Hang banners and posters on the booth to notify people who you are and what you have to offer. Even if people don't personally inquire about your services, they will, however, build recognition of your logo. Have promotional materials available to distribute to customers, as well as applications. Pass out as many fliers, brochures, and trinkets as possible. Take advantage of the crowd and your participation in the community!!

Recap:

What Not To Do… In Public Outreach - Building Awareness

� Don’t be unprepared to answer questions at a public meeting. Assign a speaker that is well informed with your services to answer ma-jority of the questions.

� Don’t forget to bring audio visual equipment, promotional materials, and comment forms to public meetings.

� Don’t interfere the scheduling of your meeting with other organizations; it will reflect on your attendance. Check community and government calen-dars prior to setting a date.

� Don’t leave a booth at a public event unattended. Always have adequate staff members available.

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ATTRACTING NEW RIDERS

Travel Training Video Persons with disabilities, particularly those who have been reluctant to travel from home, may be hesitant to try this new shared-ride service. One way to ease their fears would be to provide them with a travel training video. This video would be approximately 5 minutes in length and show the new rider just what to expect beginning with registering, through scheduling a trip, being picked up and returned to home.

This travel training video could be advertised in your service brochures and offered over the phone when a new rider calls. The video would be mailed to the new rider’s home, along with your Introductory and Frequently Asked Questions brochures and rate cards or other promotional materials. As an additional incentive, the new rider could receive their first trip for free with the return of the video. Videos can be expensive to produce. The nature of this transit program, Rural Transportation for Persons with Disabilities, may provide the following opportunities to cover expenses:

�� discounted production costs from media agencies �� a student project at a local university or vocational school �� a partnership with a local business that might agree to underwrite your video

expense.

Exhibit 7 Refer to Exhibit 7A for a Sample Script and Suggested Visuals



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Questions to Ask Your Videographer Be prepared. Here is a list of suggested questions you should ask the videographer upon the production of your travel training video:

�� What is the cost of shooting this video? �� What does the cost variation depend on - i.e. length, location, etc.? �� How long will it take to make a five-minute video?

�� What is pre-production?

�� Should I provide the talent - or do you bring in a professional, if necessary?

�� Do I provide the script or can the video staff assist me with a copywriter?

�� What type of facilities should I locate to tape the video…are there standard

rooms/places needed in order to film - i.e. lavatories, electrical outlets, hazards?

�� Are there any hidden costs (i.e. editing, cutting, etc.)?

Recap:

You will be able to create :30 and :15 second PSA’s and television commercials by editing the footage in the travel training video. It will only require a new voice recording. TIP

What Not To Do… In Attracting New Riders

� Don’t start taping your Travel Training Video without contacting a videographer with questions first

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PROMOTIONS

To further the growth and interest of your transportation for people with disabilities program, develop a promotions plan. A promotion is not just a piece of paper describing your services; it can also be any event or discount that you offer as a reward to your customer. It stands as a way to say "thank you." Promotions will help to keep your current customers involved, while gaining new customers. As with promotional items - be creative in your plan. Have fun with your services!! Some examples of promotions that we will further describe are buddy day, frequent rider, prizes from local merchants, and group trips. Frequent Rider Every user of your transit service is eligible for the frequent rider program. This program offers a free trip to any rider who has taken a pre-designated number of rides, such as six or eight. A punch card will be distributed either by mail or on the bus to all riders. For every ride, the driver will punch a hole out of the card. Once the card is completed and the rider is entitled to a free ride. This gives the rider an incentive for using the service more often and rewards them for their services. Another approach to this promotion is a prize giveaway. Instead of receiving a free ride once your card has been completed, the card can be put into a drawing to win a prize. The more frequently participants ride; the more likely they are to receive a prize. Drawings can be held weekly or monthly, whatever is more convenient. The winner's names will be posted inside the bus and at the station. Each method is effective and gratifying to the customers.

Exhibit 10 Refer to Exhibit 10A for a

Sample Punch Card

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PROMOTIONS

Buddy Day

"On "Buddy Day," all registered participants can take a friend along on a trip. They will still be responsible for their discounted fare, but their "Buddy" will ride for free. Their "buddy" does not have to be an escort. This day will give anyone who is apprehensive about using public bus service a chance to bring a friend along. This form of "Travel Training" is being provided to give a level of comfort to the new rider. As a bonus, everyone who uses the service on "Buddy Day" will be entered into a contest to win prizes from local merchants." - Idea supplied from Area Transportation Authority, (ATA)

Jefferson, Elk, and Clearfield Counties

Sample Prizes

1. Gift Certificates �� Local restaurants �� Super stores

��Wal-Mart ��K-Mart

�� Grocery stores �� Department stores

��Kaufmann's ��Sears

�� Appliance stores �� Electronics stores

2. Tickets �� Concerts �� Fairs �� Sporting Events �� Movie Theatres �� Social Gatherings

3. Donations 4. Money 5. Membership Cards

�� Book Stores �� Coffee Shops

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PROMOTIONS

Tie-in with Local Merchants To cut costs and double your name recognition, share a promotion with local businesses. No one wants to turn down an opportunity to give to the community and get publicity at the same time. Make their business be a benefit to yours. This is also a great opportunity to start a partnership. Ask area companies for donations or promotional ideas. Two heads are always better than one. Let them be a part of your program.

Group Trips Throughout the year, schedule group trips for special occasions - somewhat like a field trip. Certain destinations can be chosen for particular events and holidays. This not only offers transportation, but it also develops a relationship between the customers and your services. It will help the customers get acquainted with the transportation procedures, the bus drivers, and the rest of the staff. They will come to appreciate the extra perks they receive from being a participant. There are many different ways to go about conducting a group trip. For example, take a trip to Wheeling, West Virginia's "Festival of Lights" during the holiday season, or a plan a simple day at a local shopping mall or movie theatre. Be creative. There are plenty of events that happen in and around your town…make them available to your customers.

Brainstorm with your Advisory Committee for a list of businesses or merchants that may be interested in your program. Get your advisory committee’s help in contacting these businesses concerning potential partnerships.

TIP

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GETTING HELP WITH YOUR MARKETING NEEDS

There are a number of resources you can turn to for support. First, and probably most importantly, even before you begin your transit service, is the formation of your Local Advisory Committee. Local Advisory Committee In establishing the Pilot Program for Transportation for Persons with Disabilities in Rural Pennsylvania, the Pennsylvania State Transportation Advisory Committee strongly encouraged broad use of local partnerships that reflect a bundling of resources of all types – financial, informational, organizational – at the local and state levels to deliver an effective program. Developing an effective Local Advisory Committee is key to your program success. This is a group of people who will be helpful to you in planning, designing and implementing your transit service. They can assist you in developing outreach programs plus building community ties. An effective Committee consists of individuals who are greatly interested and committed to serving persons with disabilities or involved with transportation. A successful Committee is made up of individuals who are active and committed. They will assist you by providing ideas and actively participating in the follow-through of marketing plans. Potential committee members may come from the following sources:

�� Agencies/organizations that serve persons with disabilities �� Chambers of commerce �� Other transit agencies �� Faith-based and volunteer organizations �� PENNDOT district offices �� Regional planning agencies �� Community businesses

This team can provide you with marketing ideas, including promotions, tie-ins and funding partnerships. They should serve as part of your speakers’ bureau, making presentations to other community organizations. They offer distribution opportunities for marketing materials and tie-ins between your transit service and local businesses that ultimately benefit your riders.

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The most effective way to contact these individuals is a phone call to introduce yourself and the transit service you will provide to persons with disabilities and ask for an appointment to sit down and explore the idea with them. These meetings will serve as good initial marketing outreach. During the meeting you will be able to assess whether or not this person has enough interest to participate on your Local Advisory Committee. You will be spreading the word about your service even if the meeting does not yield a potential Committee member. You can also use this meeting to ask the individual to whom you are speaking, whether or not there is someone they could recommend that you contact.

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Network of Agencies Serving Persons with Disabilities There is a broad network of agencies that serve persons with disabilities. These organizations can also be a source of potential members to your Local Advisory Committee. They are a link to riders. You can check with your Chamber of Commerce for an updated directory and/or the Blue Pages of your phonebook. Local county and regional organizations may include but are not limited to the following:

�� Alliance for the Mentally ill �� Americans with Disabilities Act – Information �� Area Agency on Aging �� Association of Retarded Citizens �� Blind Association �� Centers for Independent Living �� Easter Seal Society �� Hearing Impaired & Deaf Services �� Interpreters for the Deaf �� Mental Health Association �� Multiple Sclerosis Service Society �� Myasthenia Gravis Association �� Office of Children, Youth and Families �� Office of Mental Health & Substance Abuse Services �� Office of Mental Retardation �� Office of Social Programs �� Office of Vocational Rehabilitation �� Spina Bifida Association �� United Cerebral Palsy

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Other Community Agencies There are additional resources within your community for reaching persons with disabilities.

�� You can spread the word about your transit service through county, municipal and township government officials.

�� All local and regional hospitals and medical centers should be contacted.

�� The Human Services section of the local telephone directory (the blue pages) offers excellent referrals. Some of these include:

��AIDS Alliance ��Catholic Charities ��County Department of Public Welfare ��County Family Services ��County Human Services Department ��Lutheran Service Society ��Salvation Army ��Social Security Administration ��Transitional Living ��United Way ��Veterans Administrations ��Visiting Nurses Association ��YMCA/YWCA

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Local Colleges/Universities/Vocational Schools Local educational institutions provide opportunities and resources.

�� Riders – Persons with disabilities attend these schools and would benefit from

this type of transit service.

�� Marketing Support – Universities/colleges/vocational schools have art and media programs. Experienced students may be able to offer reasonably priced assistance in preparation of marketing materials and video production.

�� Community Service – Many schools have a community service requirement towards graduation. Volunteering time in your transit service operation may be an excellent means of meeting that requirement.

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How Do I Contact These Organizations? Contacting these organizations is one of the most effective ways of marketing your transit service to potential riders. There are several means of contacting these organizations.

1. You must locate the person within that organization that is responsible for communicating your transit service information to potential riders. This can be done with a phone call to the main number, introducing yourself and explaining your service. Then ask whom you should speak with in their office.

2. At this point, you can speak directly with the appropriate person, asking for a

personal meeting or follow-up by sending them your brochure.

3. If you set a date for a face-to-face meeting, you should come prepared to introduce your transit service, answer any questions and leave behind informational brochures.

4. If your follow-up is sending them brochures, include a letter of introduction

addressed to the appropriate person along with the brochures.

5. Always send a "Thank You" card or letter for their help.

Exhibit 2 Refer to Exhibit 2B for an Intermediary Agencies Brochure

Exhibit 11 Refer to Exhibit 11A for a

Letter of Introduction

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EVALUATING The EFFECT Of MARKETING METHODS

It is never too early to begin tracking the effectiveness of your marketing support. Knowing how riders learn about your service and why they are trying it provides valuable information to you. It will tell you where to invest your marketing dollars. The best time to begin measuring the results of a marketing campaign is before it starts. Stated another way, you should think about how you are going to gather information about the impact of each marketing tool before you design the tool, not afterwards. In the short term, the impact of a particular marketing tool may be difficult to assess because the reaction of a potential customer to your message is not always immediate. Marketing is an on-going process designed to produce results over time.

PPootteennttiiaall RRiiddeerrss

Informal referrals by family, friends, etc. (word of mouth)

Formal referrals by agencies, advocacy groups, providers

Casual marketing , e.g. signage on sighted vehicle

Targeted marketing :media, promotions, mailings, events, etc.

Inquirers

Applicants

RIDERS

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To track short-term results, focus on the processes that encourage potential riders to move from one stage to another. Potential riders must first become inquirers, then applicants, and finally riders. Each stage represents an opportunity to evaluate short-term marketing strategies. Inquirers

When someone calls to inquire about the service, ask, “How did you learn about our service?” The responses, which should be recorded for later tabulation, may include one or more of the following:

�� Casual marketing (saw the toll-free number on a vehicle)

�� Targeted marketing – the caller observed an advertisement, brochure, TV spot, mailing or other marketing device aimed at potential riders.

�� Informal referrals (word of mouth) from friends, relatives, etc.

�� Formal referrals (recommendations from agencies or organizations with which the caller has a relationship)

By keeping a checklist of marketing tools next to the telephone, those who receive phone inquiries can instantly record which tools led potential riders to become inquirers.

Sample Checklist for Phone Inquiries

Date of call: __/__/__

How did you learn about our shared-ride service?

[ ] Received mailing from Penn Center for Independent Living

[ ] Saw advertisement on TV

[ ] Heard announcement on radio

[ ] Found number in Guide to Human Services under “Transportation”

[ ] Visited Quik Tran booth at Penn County Fair

[ ] Read the insert in the Penn Inquirer News

[ ] Picked up application at OVR “Ride-sharing Day” event

[ ] Family member, friend, neighbor told me about it

[ ] Saw toll-free number on side of vehicle

[ ] Other ________________________________

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Keep a tally of the number of inquiries received each month. This will give you valuable information about the increase or decrease in responses to your marketing campaign. As the chart below shows, comparing your monthly inquiry tallies to your monthly marketing activities indicates how well (or not so well) each of the methods is working.

Monthly Comparison of Phone Inquiries and Marketing Activities

Inquiries received

60 50 40 30 20 10

March April May June July August TV commercials Newspaper inserts Agency mailings Marketing Program�

This example does not prove that the TV commercials were ineffective; it simply shows that the addition of the newspaper inserts and the targeted mailings boosted the number of inquiries well above what they would have been had the marketing campaign relied on TV commercials alone. Applicants The application process presents another opportunity to collect data for evaluating your marketing methods.

�� When distributing applications in a batch, such as at an event or as part of a mass mailing, include the distribution date on the form. When the applicant returns the completed form, the imprinted distribution date provides a link to a particular event or outreach effort. Dividing the number of returned applications for a specific date by the number of applications distributed on that same date yields a return rate (see example in chart below).

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MEASURING THE RETURNS FROM APPLICATIONS DISTRIBUTED ON A SPECIFIC DATE

A B C D E

(column D divided by column C)

Event/meeting/presentation

Date

Number of Applications Distributed

Number of completed

applications returned

Return rate

Penn County Senior Fair 5/17/01 100 15 15%

Penn Case Manager Network 6/03/01 36 12 33%

Penn County Center for Independent Living

6/28/01 50 30 60%

In the example above, the targeted mailing conducted through the local Center for Independent Living (CIL) got the “biggest bang for the buck”, yielding a return rate of 60%. Furthermore, the number of applications returned, 30, exceeded the returns of the other two methods combined. This does not mean that outreach efforts to seniors or case managers should be abandoned. Rather, it underscores the need to include in the marketing campaign tools that are most likely to produce the desired short-term outcome: completed applications. Riders An evaluation of how well marketing methods convert applicants to riders must focus on those potential customers who are taking their first trip since having their registration confirmed. There are a number of devices that serve both as an inducement to ride and as a means of documenting the impact of ride-promotion activities. These may include:

�� Free-ride coupons or tickets. These may be handed out at events, distributed at speaking engagements, or attached to registration confirmations that are being mailed out. When the coupons are redeemed, they are sorted and tallied to provide valuable data about what promotions riders have been exposed to and how much time elapses between the promotion and the decision to take a trip. Coupons best serve this function when they include:

��Dates, special colors, or unique imprinting which links the coupon with a specific outreach method.

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��An incentive for the rider to include his or her name and address on the coupon – e.g., for an entrance into a drawing for a prize. Coupon entries may be matched to mailing lists or applicant rosters to determine how the rider received the coupon. A tally of the zip codes written on the entries may provide information about the locations where outreach efforts are – or are not – having an effect.

�� Special Promotions

��Some providers of shared-ride services enter into collaborations with retailers, such as discount stores or supermarkets. Under these arrangements, a rider who shops at the store presents a receipt to the management, which issues a voucher for a free return trip. A count of vouchers issued compared with the number of vouchers used provides a direct measurement of the success of the collaboration.

��Buddy Day:

This type of promotion serves two purposes: it is a way of thanking existing riders for their patronage, and it is also a way of encouraging new riders to take their first trip. Many people find that a new experience goes much better when a friend is part of it, so the idea is to allow riders to bring a buddy along who rides for free. Ask local merchants to sponsor a prize drawing for Buddy Day participants, with winners receiving a gift certificate, or a free dinner for four. The drawing entries provide another opportunity to capture information about riders and gauge the impact of the promotion.

�� Travel Training Videos. This is a special-purpose video designed to explain, in ways that are visual and fun, the processes involved in applying for, scheduling, and enjoying shared-ride services. The video features actual riders. Potential customers borrow the video and receive a free-ride coupon when they return it. As noted above, these coupons can be color-coded, dated and/or used as a drawing entry to capture information about the ridership patterns of those who use the videos compared to those who do not. Specifically, are registrants who view the video:

��More likely to become riders than those who do not?

��More likely to take their first ride sooner than those who do not? Whatever methods you choose to evaluate your marketing tools, you’ll find that they work best if they are fun, easy and practical to implement.

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Recap:

What Not To Do… In Evaluating the Effects of Your Marketing Methods � Don’t start evaluating your marketing methods until after the program

has begun. You should start before. � Don’t disregard an inquiry from a customer after it has been

answered. Tabulate all inquiries for further review. � Don’t mail applications without marking how many were sent and

where they were sent. This data is useful in evaluating results. � Don’t give out promotions without knowing how many are being distributed.

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SENSITIVITY TRAINING

It is important that your riders are treated with the same respect as persons without disabilities. All employees of the transit service should participate in sensitivity training concerning working with persons with disabilities. The York County pilot program contracted with a local social service agency, such as ARC, to provide sensitivity training for employees. In Washington County, the parent transportation organization provides the training. The Schuylkill Transportation System Pilot Program relies on ARCIL (Anthracite Region Center for Independent Living) to conduct training sessions several times a year. Also, there are many resources available through the internet and we have included some of those currently being accessed by several pilot programs.

�� Program Development Associates Ideas, Training and Solutions for Today’s Disability Professionals www.disabilitytraining.com/xcommand.htm

Offers the The Ten Commandments of Communicating with People with Disabilities in written format and a 26 minute video for purchase.

�� Communicating With and About People with Disabilities By the Oregon Disabilities Commission – Technical Assistance Center www.odc.state.or.us/tadoc/ada18.htm

Provides recommendations on appropriate language usage in communication.

�� Communications with People with Disabilities www.fau.edu/divdept/equalop/communication.htm

Offers helpful hints on communicating and relating to persons with disabilities.

�� Contacting ADA www.usdoj.gov/crt/ada/adahom1.htm (800) 514-0301 (voice) (800) 514-0383 (TDD)

Offers resources and legal advice concerning the rights of persons with disabilities.

Exhibit 12 Refer to Exhibit 12A, 12B, and 12C for Sensitivity Training Resources

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LESSONS LEARNED From PILOT PROGRAMS

There are similarities and differences in the types of marketing tools that the Pilot Programs have used. Not all tools have worked equally well for all providers. But there are three marketing avenues that have worked well for those who have made good use of them, and should be considered essential to any successful marketing campaign. These are: 1. Local Advisory Committee (LAC) and organizations that advocate for persons with

disabilities. Advocacy organizations can be passionate supporters of the service who are ready to assist the marketing effort in many ways. Their most valuable contributions to the pilot programs include:

�� Distributing information and applications through direct mail to their membership and contact lists

�� Discussing and explaining the service at their meetings

�� Conducting surveys to determine customer needs and preferences

�� Serving as intermediaries between customers and providers by helping applicants complete forms, relaying customer complaints to the provider, mediating disputes and providing travel training for new riders

LAC members make announcements, provide linkage with other resources, and generate marketing ideas. They also help plan and implement marketing campaigns.

2. Contacts with organizations and human service providers that lend assistance or give information to persons with disabilities, their friends or family members. These groups are many and differ slightly from one site to another, but most of the providers have obtained positive results through collaboration with:

�� Office of Vocational Rehabilitation (OVR)

�� County MH/MR agencies

�� Networks of social service agency managers or caseworkers. These groups often hold regular meetings or information-exchange sessions that present opportunities for presentations or guest speakers.

�� Programs that provide life-skills training, such as Goodwill, United Cerebral Palsy or Easter Seal Society

�� Religious organizations. Churches often put information about community services in their bulletins. One provider was able to contact hundreds of pastors through a ministerium, which is a network of clerics organized to promote understanding of community issues and services

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�� Accessibility Expos or health fairs. These events tend to attract the target audience.

All of these venues present opportunities not only to distribute brochures and applications, but also to provide more detailed explanations about a complicated program.

3. Newspaper inserts. These produce broad coverage for the message and tangible reminders that can be posted on a refrigerator or home bulletin board.

To supplement these effective practices, some providers have come up with innovative ideas that have the potential to yield additional outreach dividends. These include:

�� Buddy Day. Intended as a way of encouraging new riders to take their first trip with a supportive companion, this event also serves as a show of appreciation to frequent riders and an opportunity to stage fun, visible activities such as prize drawings.

�� Photo ID holders and photo-shoots. The combination photo-ID holder/coin purse/key chain makes a practical promotional item. Photo-shoots staged at community centers and housing complexes serve as marketable events that attract inquiries and new applicants.

�� Brochures distributed through racks at doctors’ offices and medical supply retailers. This is another avenue aimed more directly at the target population. The provider who used this method worked through a physician referral network to efficiently secure the cooperation of a large number of doctors. Merchants selling wheelchairs, prosthetics and other medical equipment were very responsive to an overture from the provider.

Radio and TV spots have been employed by all pilot providers, and yet their effectiveness has been difficult to measure. Given the mixed experiences of the pilot providers, transit providers should be cautious about investing time or money in radio and TV advertising. In particular, the following should be noted:

�� Although public service announcements (PSAs) are free, it is difficult to predict when and how often they will be aired.

�� Some providers have used a portion of their marketing budgets to purchase airtime and produce videotaped commercials, but the direct impact of these campaigns is not known.

�� In regions where the transit provider’s service area spans two or more counties, TV spots may have to be aired by several cable operators in order to ensure coverage of the entire target population.

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In short, radio and TV may be useful for reinforcing other marketing methods by repetition over time. Successful marketing programs will not rely solely on these tools.

Pilot providers have made effective use of other types of media coverage to enhance their marketing. A common tool is the “kick-off event”, staged to announce the beginning of the new transit service. All of the pilot providers received local newspaper coverage of their kick-off events, which usually featured one or more prominent local figures giving speeches. Some providers were able to obtain additional coverage through feature stories aimed at some human interest aspect of the transit service. In general, newspaper or other media coverage seems to be most helpful at the onset of the service, or when timed to coincide with other marketing events.

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CONCLUSION

We hope this marketing toolkit will serve as a helpful reference guide for you as you build your transit service. Successful marketing is being attentive to the needs of your riders and results in business growth. To accomplish this you must:

�� Find the marketing tools that work best for you.

�� Use a combination of marketing ideas to reach as many people as many times as possible.

�� Make customer service a top priority for your organization.

Have fun with it! Good luck!

Sample Logos

“Driving for Destinations” Transportation You Can Count On

PCT

QUICK TRAN

“We’re Here to Get You There” Transporting People with Disabilities

1A. Sample Logos

Sample Logos

Universal Symbols

Access to Low Vision

This symbol may be used to indicate access for people who are blind or have low vision, including: a guided tour, a path to a nature trail or a scent garden in a park; and a tactile tour or a museum exhibition that may be touched.

Accessibility Symbol The wheelchair symbol should only be used to indicate ac-cess for individuals with limited mobility, including wheel-chair users. For example, the symbol is used to indicate an accessible entrance, bathroom or that a phone is lowered for wheelchair users. Remember that a ramped entrance is not completely accessible if there are no curb cuts, and an elevator is not accessible if it can only be reached via steps.

The Information Symbol The most valuable commodity of today's society is informa-tion; to a person with a disability it is essential. For exam-ple, the symbol may be used on signage or on a floor plan to indicate the location of the information or security desk, where there is more specific information or materials con-cerning access accommodations and services such as "LARGE PRINT" materials, audio cassette recordings of materials, or sign interpreted tours.

Sign Language Interpretation The symbol indicates that Sign Language Interpretation is provided for a lecture, tour, performance, conference or other program.

1B. Universal Symbols

Accessible Print The symbol for large print is 'Large Print' printed in 18 Point or larger text. In addition to indicating that large print versions of books, pamphlets, museum guides and theater programs are available, you may use the symbol on con-ference or membership forms to indicate that print materi-als may be provided in large print. Sans serif or modified serif print with good contrast is highly recommended, and special attention should be paid to letter and word spacing.

Telephone Typewriter (TTY) Also known as text telephone (TT), or telecommunications device for the deaf (TDD), TTY indicates a telephone de-vice used with the telephone (and the phone number) for communication between deaf, hard of hearing, speech-impaired and/or hearing persons.

Audio Description for TV, Video and Film This service makes television, video, and film more acces-sible for persons who are blind or have low vision. Descrip-tion of visual elements is provided by a trained Audio De-scriber through the Secondary Audio Program (SAP) of televisions and monitors equipped with stereo sound. An adapter for non-stereo TVs is available through the Ameri-can Foundation for the Blind, (800)829-0500.

Graphic Artists Guild, Disability Access Symbols, 1995-2000

Universal Symbols

Pennsylvania Department of Transportation

(PENNDOT) Logo

1C. Sponsor Logo

“We’re Here to Get You There”

(555) 555-5555

QUICK TRAN

Transportation for People with Disabilities

555 Penn Ave. Penn, PA 11111

(555) 555-5555 (800) 555-5555

[email protected]

www.quicktran.com

QUICK TRAN

Application Process

Applications are available through

Quick Tran and can be obtained by

calling our customer service at

(555) 555-5555 or by visiting our

web site at www.quicktran.com.

Funding

This program is made available

through Pennsylvania Department

of Transportation (PENNDOT).

Program Administered By

Penn County Quick Tran 555 Penn Ave. Penn, PA 11111

(800) 111-1110

(800) 111-1111

Information is available also in a

Large Print brochure and on audio

cassette — Call for details.

2A. Client Brochure

INFORMATION COST

� Qualified participants receive an 85% discount on all rides.

� Rates vary depending on what zone you are traveling to and from.

� All participants must bring exact fare when you ride.

Where We Go

� Anywhere within Penn County

� Designated areas outside of Penn County

QUICK TRAN ZONES

Who is Eligible

Who We Are � This is a “by reservation

only,” door-to-door service.

� Hours are in service Monday through Friday from 6:00AM to 5:00PM.

� You must register 24 hours in advance. For a Monday trip, register on Friday.

� This is a “shared-ride” service, meaning you will be sharing the van with others traveling in the same area at the same time.

� All Quick Tran vehicles are wheelchair-accessible.

� If you are under 65 years of age

� If you have any disability defined by the Americans with Disabilities Act (ADA)

� If you have proof of your disability from a physician or agency

� If you completed, in its entirety, the Registration Form for the disabled…

You are QUALIFIED!!

4

3

2

1

5 Penn Park

Grocery Store

To better serve people with disabilities living in rural areas, Penn County Transportation, Quick Tran, is providing dis-counted shared ride services for eligible residents in all of Penn County.

Everyone in Penn County can use Quick Tran, but only those who are eligible receive a discount. Travel Training

Video

A step-by-step travel training video is available to rent.

Please call customer service for a copy.


(555) 555-5555 (800) 555-5555

QUICK TRAN



(555) 555-5555 (800) 555-5555

[email protected]

www.quicktran.com

QUICK TRAN

Application Process

Applications are available through Quick Tran and can be obtained by

calling our customer service at

(555) 555-5555 or by visiting our web site at www.quicktran.com.

Funding

This program is made available

through Pennsylvania Department

of Transportation (PENNDOT).

Program Administered By

Penn County Quick Tran 555 Penn Ave. Penn, PA 11111

(800) 111-1110

(800) 111-1111

Information is available also in a

Large Print brochure and on audio

cassette — Call for details.

2B. Intermediary Agency Brochure

INFORMATION COST

� Qualified participants receive an 85% discount on all rides.

� Rates vary depending on the

zone participants are travel-ing to and from.

DESTINATIONS

� Anywhere within Penn County

� Designated areas outside of Penn County

QUICK TRAN ZONES

Who We Service

Who We Are � This is a “by reservation

only,” door-to-door service.


� Reservations are made 24 hours in advance.

� This is a “shared-ride” service, meaning rides are shared with others in the van with others who are traveling in the same area at the same time.


� People under 65 years of age

� People with any disability defined by the Americans with Disabilities Act (ADA)

� People who have completed the Registration Form for the disabled… 4

3

2

1

5 Penn Park

Grocery Store

To better serve people with disabilities living in rural areas, Penn County Transportation, Quick Tran, is providing dis-counted shared ride services for eligible residents in all of Penn County.

Everyone in Penn County can use Quick Tran, but only those who are eligible receive a discount.

Travel Training Video

A step-by-step travel training video is available to rent.

Please call customer service for a copy.


(555) 555-5555 (800) 555-5555 [email protected]

www.quicktran.com

QUICK TRAN


(800) 111-1110 2C. Large Print Brochure

Who is Eligible � If you are under 65 years of age � If you have any disability defined by the ADA

� If you have proof of your disability from a physician or agency

� If you completed the Registra-tion Form for the disabled

Who We Are To better serve people with dis-abilities living in rural areas, Penn County Transportation, Quick Tran, is providing discounted shared ride services for eligible residents.

INFORMATION � This is a “by reservation only,” door-to-door service.


� You must register 24 hours in advance. For a Monday trip, register on Friday.

� This is a “shared-ride” service, meaning you will be sharing the van with others traveling in the same area at the same time.


� Anywhere within Penn County � Designated areas outside of Penn County

4

3

2

1

5

Penn Park

Grocery Store

Where We Go

COST � Qualified participants receive an 85% discount on all rides.

� Rates vary depending on what zone you are traveling to and from.

� All riders must bring exact fare.

Application Process Applications can be obtained at Quick Tran by calling our cus-

tomer service at (555) 555-5555 or by visiting our web site at

www.quicktran.com. Funding

This program is made available through Pennsylvania

Department of Transportation.

Program Administered By Penn County Quick Tran 555 Penn Ave. Penn, PA 11111

This program provides shared ride services to qualified persons with a disability as defined by the Ameri-cans with Disability Act (ADA).

Transportation will be provided at a discounted rate. This program was developed to evaluate the possibility of establishing a statewide program to serve qualified individuals in rural areas of Pennsylvania. Locally, Penn County participates in this Pilot Program.

Frequently Asked

Questions

QUICK TRAN



(555) 555-5555

What is the Rural Transportation Pilot Project for Persons with Disabilities?

Any qualified resident of Penn County under the age of 65, having a verified disability as defined by the ADA, either temporary or per-manent. The program discount does not apply to public fixed route bus service and ADA complimentary Para transit services.

Who can use this service?

Can I change my trip once we’re on the van?

No. Once a trip has been established through the reservation, it cannot be changed, other than to cancel it.

What if I cannot make it to my scheduled ride?

You must contact our dispatch before 9:00AM the day of the trip, and in-form them that you must cancel your ride. You may cancel as many times as you like without penalty. If you fail to notify us, you will be considered a no-show. The first time this happens you will be given the courtesy of no penalty. The second time you will be required to pay the full fare of the trip before any other ride reservation can be made.

If you are unhappy with your shared ride experience, please share that information with us. We accept, investigate and follow through on con-sumer reports as part of continuous quality improvement. Complaints are accepted in person, by phone or in writing to our Quick Tran offices. There are also suggestion boxes at the front of each vehicle and you can place your suggestion there. For a complaint to help improve service, it must be rele-vant, timely and complete. We will try to respond to your concerns promptly.

What if I have a complaint about service?

(800) 111-1110 (800) 111-1111

Also available in Large Print and on

audiocassette

2D. FAQ Brochure

Your can travel anywhere that shared-ride buses go. You can go to work, go shopping, visit a friend, go to a doctor’s appointment or do anything you would like to do. You may travel Monday through Friday between the hours of 6AM and 5PM. This is a curb-to-curb service. You will be picked up at your home, transported to your destination and then returned to your home.

Where can I go?

Trips will be scheduled Monday through Friday, 6AM to 5PM, exclud-ing the following holidays: New Years Day, Memorial Day, Independ-ence Day, Labor Day, Thanksgiving Day and Christmas Day. Some trip times and destinations may only be available on a limited basis. You may need to be flexible in terms of when and where you travel. If a trip is not available when you want it, ask what times are available. Shared Ride service is not like one person taking a taxi. The availability of trips depends on the number of vehicles in an area and on other trips that are scheduled.

When can I travel?

If eligible, you will receive an 85% discount on the shared-ride service fare. You will be responsible to pay the 15% of the fare when boarding the transit vehicle. You will be re-quired to have exact change for your fare. Be certain to ask the amount of the fare when you make your res-ervation. Fixed route services are considered to have reasonable fares, so the 85% discount does not apply to these routes. Only shared-ride ser-vices are eligible for the discount.

How much does it cost to take a trip?

Yes, but they may need to pay the full fare for the trip. If you need an escort or a personal care attendant to safely assist you when entering or ex-iting the vehicle, then they may qual-ify to ride free with you. We do not provide escorts or PCA’s. If you want someone just to come along with you as a companion, they must pay full fare for the trip. Certified guide and service dogs may travel with you on the public transportation vehicle.

Can someone accompany me on my trip?

How do I sign up for the program?

If you feel that you may qualify and would like to participate in this pro-gram, you must complete an eligibil-ity and registration form. These forms are available by calling (555) 555-5555 or other agencies that deal di-rectly with persons with disabilities. You will also need to provide written verification that you are a person with a disability. If you do not have any written verification, we can send you a certificate of disability form to be completed by a professional who is familiar with your situation.

How do I schedule a trip? Once you have been notified that you are eligible, call Quick Tran at (555) 555-5555. Reservations can be made up to 14 days in advance, but you need to call us by noon at least one working day before the day you wish to travel. If you want to travel on a Monday, you need to make a reservation the prior Friday. When you call for a reservation, please be prepared to tell us who you are, when you want to travel (date and time), where you’d like to be picked up and where you’d like to go. If you have any special travel needs or re-quire the assistance of an escort or PCA, please inform the dispatcher at the time you make your ride reser-vation. Don’t forget to ask what the fare will be, so you can have the ex-act change available.


Phone: 555-555-5555 Fax: 555-555-5555

Email: [email protected]

QUICK TRAN

(555) 555-5555 (800) 555-5555

TTY (800) 111-1110 TDD (800) 111-1111

www.quicktran.com

QUICK TRAN

FARES

2E. Rate Card

All riders must bring EXACT fare when you ride.

Sorry, our drivers cannot give change.

Zone 1 - 0 – 2 Miles $6.50 $1.00

Zone 2 - 2 – 7 Miles $7.00 $1.05

Zone 3 - 7 – 12 Miles $8.00 $1.20

Zone 4 - 12+ Miles $10.00 $1.50

Zone 5 - 5 Cross County $1.00 $0.15

Full Fare Reduced Fare

Fares Are Based on One-Way Trips

QUICK TRAN

3A. Introduction Press Release

PRESS RELEASE DATE: August __, 2001 PENN, PA FOR IMMEDIATE RELEASE

CONTACT: John Doe, Program Coordinator (555) 555-5555 Business Phone

(555) 555-4444 Cellular Phone Sally Doe, Program Assistant

(555) 555-5544 Business Phone

PENN COUNTY'S QUICK TRAN PROVIDES TRANSPORTATION BENEFITS FOR PEOPLE WITH DISABILITIES

Transportation services for people with disabilities expand in rural Penn County.

PENN, PA, August __, 2001 -- Penn County's public transportation services,

Quick Tran, and Pennsylvania Department of Transportation (PENNDOT) announce a

new program designed to improve mobility for people with disabilities that live in rural

sections of Penn County. Quick Tran for people with disabilities is a "shared ride"

program, meaning participants share a ride going to near-by destinations. This new

service will begin on September 15, 2001.

Under this program, anyone in Penn County under the age of 65 and with a

disability as defined by the Americans with Disabilities Act (ADA) may qualify for

subsidies to ride Quick Tran's door-to-door van service at discounted fares.

People with disabilities registered in the program are able to ride Quick Tran

anywhere within Penn County and certain outside areas for rates ranging from $1-$3

per one-way trip.

John Doe, Executive Director of Quick Tran, stated, "We feel this project will be a

huge success and benefit the community in a major way." Doe also included that Quick

Tran is still completing the necessary steps to run the program in an organized and

structured manner.

Currently, about 500 individuals with disabilities ride Quick Tran vans each day.

To find out more information on how to apply and register for the services call 1-800-

555-5555 or visit our web site at www.quicktran.com.

###

3B. Partnership Press Release

PRESS RELEASE DATE: August __, 2001 PENN, PA FOR IMMEDIATE RELEASE




PENN COUNTY'S QUICK TRAN FOR PEOPLE WITH DISABILITIES PARTNERS WITH LOCAL UNIVERSITY

Transportation services for people with disabilities unite services with Penn University. PENN, PA, August __, 2001 -- Penn County's public transportation services,

Quick Tran, Pennsylvania Department of Transportation (PENNDOT), and Penn

University plan to join their transportation services to better facilitate the transportation

needs of people with disabilities.

Quick Tran started discounted transportation services in January of 2001. With

this program, anyone in Penn County under the age of 65 and with a disability as

defined by the Americans with Disabilities Act (ADA) is eligible for the "shared ride"

program upon the completion of an application.

Quick Tran and Penn University will use the same fares, routes, and regulations

as Quick Tran's original program. Individuals registered for this program can ride

anywhere within Penn County and certain designated areas outside of the county.

Fares vary from $1 to $3 per one-way trip depending on the length of the trip.

Penn University currently has no specific transportation for students with

disabilities, especially those living in the rural areas. John Smith, Director of

Transportation at PU stated, "Something needed to be done to make transportation for

people with disabilities more accessible. I thought joining with Quick Tran was a great

opportunity."

To find out more information on how to apply and register for the services call 1-

800-555-5555 or visit our web site at www.quicktran.com. Penn University students can

contact Student Services at 444-555-4444 for applications and information.

###

3C. Promotion Press Release

PRESS RELEASE DATE: November __, 2001 PENN, PA FOR IMMEDIATE RELEASE




PENN COUNTY'S QUICK TRAN FOR PEOPLE WITH DISABILITIES PLANS TRIP TO WHEELING, WEST VIRGINIA

Riders enjoy Wheeling's Festival of Lights

PENN, PA, November __, 2001 -- Penn County's transportation service, Quick

Tran for people with disabilities, is offering a planned trip to Wheeling, West Virginia's

"Festival of Lights" this holiday season.

All riders who are already registered for Quick Tran's discounted program are

invited to come along free of charge. Vans are scheduled to leave from Penn County

bus station on December 10, 2001 at 4:00 p.m. and will return at 9:00 p.m. Door-to-

door transportation can be arranged in advance by calling customer service.

When asked the reason for this group trip, John Doe, Program Coordinator,

answered, "It's simply our way of saying thank you and Happy Holidays to our riders for

being so cooperative throughout the year."

Funding for this trip was made possible by Penn County's Quick Tran and

Pennsylvania Department of Transportation, PENNDOT.

Reservations are limited. Please call Sally at Quick Tran customer service today

at (800) 555-5555 to reserve a spot.

###

4A. Introduction PSA

PCT 11 Penn Avenue Penn, PA 11111 (800) 111-1111

PUBLIC SERVICE ANNOUNCEMENT IMMEDIATE RELEASE Contact: John Doe Transportation Coordinator (555) 555-5555

15 Seconds:

Penn County Transit, PCT, Announce Discounted Transportation Services for People with Disabilities

Penn County, PA, September __, 2001 - Penn County Transit and Pennsylvania Department of Transportation announce a new, discounted "shared ride" transportation service for people with disabilities in Penn County. Call PCT at 1-800-111-1111 today for an application and further information.

4B. Promotion PSA

PCT 11 Penn Avenue Penn, PA 11111 (800) 111-1111

PUBLIC SERVICE ANNOUNCEMENT IMMEDIATE RELEASE Contact: John Doe Transportation Coordinator (555) 555-5555

15 Seconds:

Penn County Transit, PCT for People with Disabilities Announce "Group Day"

Penn County, PA, July __, 2001 - Penn County Transit for People with Disabilities is offering a special trip to the Pittsburgh Pirates game on August 2, 2001. Call PCT at 1-800-111-1111 today to reserve a seat or for more information. 30 Seconds:

Penn County Transit, PCT for People with Disabilities Announce "Group Day"

Penn County, PA, July __, 2001 - Penn County Transit for People with Disabilities is offering a special trip to the Pittsburgh Pirates verses the San Francisco Giants game at PNC Park on August 2, 2001. The buses are scheduled to leave at 2:00 p.m. on Saturday afternoon from the Penn County Building. Transportation from your house can be arranged in advance. Call PCT at 1-800-111-1111 today to reserve a seat or for more information.

QUICK TRAN Transportation for People with Disabilities


Penn County Transportation proudly presents… Discounted “shared ride” services for eligible residents of Penn County.

Sponsored by

QUICK TRAN of Penn County

� If you are under 65 years of age � If you have proof of your disability from a

physician or agency such as OVR or SSI � If you completed the Registration Form for the

disabilities, and… � If you need a ride

Who is Eligible?

How Much Does It Cost? � This program gives an 85% discount

off published costs. � Fare depends on the length of the trip

Where & When Does It Go?

� You can go anywhere you please within the established limits of the program

� The services run on Monday through Friday, from 6:00AM to 5:00PM

� Call us 24 hours in advance to reserve a ride. � If you need to make a ride on Monday, call

us Friday. � You can schedule up to 2 weeks in advance.

How Do I Schedule?

How Do I Apply?

Call Quick Tran for your application and further information.

We will be happy to review it!!!

INTERESTED?? Call QUICK TRAN

(555) 555-5555 (800) 555-5555

(800) 111-1110(800) 111-1111

www.quicktran.com Information is available on

audiocassette—Call for details.

5A. Introduction Insert

6A. Pilot Program Web Sites

EXAMPLE PILOT PROGRAM WEB SITES

CUMBERLAND COUNTY

www.ccpa.net/Transport/

SCHUYLKILL COUNTY www.go-sts.com/Pilot.htm

YORK COUNTY

www.rabbittransit.org/subpages/menu.html

ELK / CLEARFIELD / JEFFERSON COUNTIES

http://dns.ncentral.com/~ATA/

6B. Graphic Designers

GRAPHIC / WEB SITE DESIGNERS

CUMBERLAND COUNTY

Micro Enterprises 1004 Rana Villa Avenue Camp Hill, PA 17011 (717) 737-5335 (800) 726-8080 Isley Design 2707 Mill Road Grantham, PA 17027 (717) 766-3606

ELK / CLEARFIELD COUNTIES

Millennium III 90 Beaver Drive DuBois, PA 15801 (814) 371-1849

JEFFERSON COUNTY

Clownfish Media RD 3 Box 95 Punxsutawney, PA 15767 (814) 938-8976

6B. Graphic Designers

SCHUYLKILL COUNTY

Renegrade Media 65 Main Street Pottsville, PA 17901 (570) 628-5416 Rob Mull Advertising and Design 319 West Market Street Pottsville, PA 17901 (570) 622-4076

WASHINGTON / GREENE COUNTY

UB Interactive 333 Technology Drive, Suite 210 Canonsburg, PA 15317 (724) 746-6001 (800) 441-0077

YORK COUNTY

Dark Image 426 West Maple Street Dallastown, PA 17313 (717) 244-0443 (800) 295-6844 Best Choice Web Design York, PA 17404 (717) 332-0230 Visual Impact 2151 Pennsylvania Avenue York, PA 17404 (866) 764-3911 (717) 764-3911

7A. Sample Script & Visuals Travel Training Video

TRAVEL TRAINING VIDEO

Sample Script and Visuals Suggestions

Script ��There’s a new transit service in Penn

County that offers you reliable, safe and comfortable transportation.

��If you are a Penn County resident with a

disability and under the age of 65, discounted transportation is now available to you.

��The Transportation for Persons with

Disabilities program is coordinated through Penn County Transportation, Quick Tran.

��This program provides door-to-door

shared ride service to qualified persons with a disability as defined by the Americans with Disability Act or ADA. It covers any disability, permanent or temporary. And transportation is provided at a discounted rate.

��This video will show you how easy it is to

register and use the service. ��First, call Quick Tran to request a

registration form. The toll-free number is (800) 555-5555 for voice, (800) 111-1110 for TTD and (800) 111-1111 for TTY. Identify yourself as a new rider and ask for an application.

��A friendly customer service

representative will ask your name and address to mail you an application. Applications are available in regular type, large print and audio formats.

Visual Suggestions A person with a disability at home. A transit van arrives at a home. A friendly and professional driver and Quick Tran logo greets and helps rider on van. Person watching video at home. Several people with different disabilities making phone calls. Friendly, professional customer service representative answering call and recording information. Samples of different application formats.


Script ��Once your application has been

accepted, you will receive a confirmation with a travel identification card through the mail.

��Now you are ready to take your first trip. ��This is a ‘by reservation only” door-to-

door transit service. You will call the same Quick Tran phone number as before to schedule your trip.

��You can reserve your ride up to two

weeks before the day of your trip. However, you must call at least 24 hours before pick-up. For a Monday trip, please call on Friday.

��Office hours are Monday through Friday

from 6:00 a.m. to 5:00 p.m. Our customer service representative will answer your call.

��Tell the customer service representative

who you are, where you want to go, and when you want to go.

��You will receive an 85% discount on all

rides. Fares vary depending on distance traveled. Ask our representative what the fare will be. You must have exact change when riding this service.

��On the day of your trip, please be ready

fifteen minutes before your scheduled pick-up time. This allows for some flexibility in scheduling. Keep an eye out for the van and be ready to come out to meet it when it arrives. All vans are wheelchair accessible, clean and safe. Our van driver will greet you and offer assistance when boarding.

Visual Suggestions Person opening confirmation letter along with travel ID. Show phone numbers. Suggest showing a picture of the brochure and where they can find the phone number. Person making a phone call. Customer service representative answering the phone. Customer service representative working in front of computer screen recording ride schedule information. Computer screen showing route scheduling, customer service representative talking on phone. Someone waiting by the window, seeing the van arrive, coming out of the house, being greeted by the van driver and assisted into the van. Show several people with different disabilities (with and without wheelchair). Van driver should be friendly and neat in appearance. Should driver’s ID badge be zoomed in on?


Script ��Remember that you must have the exact

change for your fare. The van driver will collect the fare at the start of your trip.

��This is a shared ride service, meaning

you will be sharing the van with others traveling to the same area at the same time.

��You will be driven to your destination and

the driver will confirm your pick-up time for your return trip.

��Again, please allow for some flexibility in

pick-up times by being ready fifteen minutes before your scheduled return time. The van driver will offer assistance as needed in boarding the van. You will be returned home safely.

��Here is some additional information that

may be helpful to you. ��If you need an escort or a personal care

attendant to accompany you on your trip, tell the travel coordinator when you schedule your ride. This person may qualify to ride free with you. Quick Tran does not provide escorts. This is something that you must arrange for yourself, if needed. Certified guide and service dogs may travel with you on the public transportation vehicle. If you want someone just to come along with you as a companion, then they must pay full fare for the trip.

Visual Suggestions Fare exchange between the passenger and the driver.

Show several other passengers on the van. Several people with different disabilities disembarking from the van and talking with the van driver. People being picked up and returned home and assisted onto and off the van. Riders traveling with escorts or guide dogs.


Script ��You can travel anywhere within Penn

County and to designated areas outside of Penn County. Our riders have taken advantage of this transit service to go to the library, visit a museum or park, do grocery shopping, attend a doctor’s appointment or just about anything you can think of.

��Several times a year Quick Tran offers

group trips to special destinations, like a Pirates baseball game and holiday light displays.

��We hope that this video has been helpful

and that you will schedule your first trip with us very soon.

Let Quick Tran take you where you want to go! Quick Tran provided by Penn County Transportation Service. Support provided by Pennsylvania Department of Transportation.

Visual Suggestions County map with various destinations highlighted. Destinations with various people with disabilities entering or participating.

Shot of Quick Tran van. Quick Tran/Penn County Transportation logo and PennDOT logo.

Production Suggestion: Use a voice-over or narrator to record the script and avoid persons speaking directly on film. This allows you to make changes to the script without the costliness of re-filming. Produce a version with closed caption for persons with hearing disabilities. NOTE: Underlined portions of the script should be changed to reflect the specifics of your operation.

8A. Universities, Colleges, Tech Institutes Production Resource

UNIVERSITIES / COLLEGES / TECHNICAL INSTITUTES

CUMBERLAND COUNTY

Central Pennsylvania College Campus on College Hill Road Summerdale, PA 17093 1 (800) 759-2727 ext. 2256 Contact: Multimedia and Internet Production Gary Mattison, Chair Information Technology Dickinson College PO Box 1773 Carlisle, PA 17013-2896 (717) 243-5121

Messiah College 1 College Avenue Mechanicsburg, PA 17055 (717) 691-6024

Shippensburg University Communications-Journalism Department 1871 Old Main Drive Shippensburg, PA 17257 (717) 477-1521



ELK / CLEARFIELD / JEFFERSON COUNTIES

Penn State DuBois College Place DuBois, Pa 15801 (800) 346-ROAR Contact: Janet Yates, Internship Director / Assistant Director of Student Services (814) 375-4760 St Bonaventure University 400 West Hemlock Avenue Kane, PA 16735 (814) 837-7633

SCHUYLKILL COUNTY

Penn State Schuylkill 200 University Drive Schuylkill Haven, PA 17972 (570) 385-6242 Contact: Information in Science and Technology Andrew Tellep, Instructor Computer Science

GREENE COUNTY

Waynesburg College 51 West College Street Waynesburg, PA 15370 (724) 627-8191 Contact: Communications Department Mark Perry, Assistant Professor (724) 852-3297



WASHINGTON COUNTY

California University 250 University Avenue California, PA 15419 (724) 938-4000 Contact: Dr. Bronakowski, Professor Applied English / Technology Dr. Kallis, Professor Applied English / Technology Community College of Allegheny County Washington Crown Center 1500 West Chestnut Street Washington, PA 15301 (724) 223-1012

Waynesburg College of Summerfield Commons 2551 Washington Road Pittsburgh, PA 15241 (412) 854-3600

YORK COUNTY

Penn State York 1031 Edgecomb Avenue York, PA 17403 (717) 771-4000 York College of Pennsylvania York, PA 17405-7199 (717) 849-1600

York Technical Institute 1405 Williams Road York, PA 17402 (717) 757-1100 Contact: Becky Gross, Internship Director

9A. Media Contact www.state.pa.us

MEDIA CONTACTS www.state.pa.us/PAPower This government owned site is an Internet Pennsylvania "information center." It is fulfilled with facts and fun within our state. PA Power Port offers links to details that are PA related - the local and regional weather, Pennsylvania based news, lottery results, and blue pages. How to access Media Contacts -

1. On the map of Pennsylvania, click on your region 2. From there, click on your choice of the area's Newspapers, Television, or Radio

Stations 3. Click on your local media source to retrieve their web site

9B. Media Contact pavisnet.com

MEDIA CONTACTS www.pavisnet.com/media Pennsylvania Visitors Network describes travel and tourism within Pennsylvania. This web site offers plenty of useful information in Pa counties and cities. Here are just a few categories within their site - current events, attractions, fun facts, and the news. How to access Media Contacts -

1. Click on Pennsylvania Daily News (PA-Today) for a list of PA cities and counties 2. Click on your city / county for a link to the local on-line newspaper

9C. Media Contact dir.yahoo.com

MEDIA CONTACTS http://dir.yahoo.com/news_and_media/ Yahoo.com, a well-known search site, is bound to offer the information you are looking for. Yahoo breaks each category down by state, region, county, or city, and leads you to any facts and/or contacts on the Internet that are related to that area. How to access Media Contacts -

1. Click on the option By Region 2. Click on the option US States 3. Click on the option Pennsylvania 4. Click on the option Complete List 5. Choose your local media source to be directed to their web site

(555) 555-5555 (800) 555-5555

TTY (800) 111-1110 TDD (800) 111-1111

www.quicktran.com

QUICK TRAN FREQUENT RIDER!!

5 6

3 2 1

4

FREE!

After 6 Rides, Your Next One is FREE!!

10A. Sample Punch Card

11A. Letter of Introduction

<Date> Mrs. Sally Doe Communications Director Association of Retarded Citizens 100 Penn Street Penn, PA 11111 Dear Mrs. Jones: I am writing to tell you about our new Transit Service for Persons with Disabilities. This transportation service is designed to fill an unmet need for persons in ________ County, under the age of 65 and having a verified disability. All persons with disabilities, as defined by ADA, are entitled to qualify and I have enclosed our brochure which outlines the specifics of our service. Please feel free to share the extra brochures with your clients. If you have any questions, please do not hesitate to call me at (555) 555-5555 (voice) or (555) 555-5544 (TDD). I appreciate your interest and support of our new transportation service. Sincerely, John A. Doe Penn Transit Service enclosures

Marketing Toolkit

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WORKS CITED

Marketing References Nancy Riggs, Developing Effective Brochures, Michigan State University Extension, 2000. How to Develop Your Marketing Plan, Joscon Networks, Inc. 1998-2000. How to Use Promotional Products, All Business, Champions of Small Business, 2001. How to Write a Press Release, About.com, Inc., 2001. Public Service Announcements, Part 40/Appendix 5, Joscon Networks, Inc., 1998-2000. The Classic Direct Mail Package, American List Counsel, Inc., 1999. The Seven Habits of Effective Web Sites, INT Media Group, Inc., 2001. Writing Effective Press Releases, PT3, 2001. :30 Greene County Video Commercial, Community Action SW / AT&T. Serving Persons with Disabilities References Disability Access Symbols, Graphic Artists Guild, 1995-2000. Pennsylvania Industries for the Blind and Handicap, PIBH. Transportation References Management Toolkit for Small Urban and Rural Transit Operators, TCRP Report

54, Transportation Research Board Executive Committee, National Academy Press, Washington, D.C., 1999.

Users’ Manual for Assessing Service Delivery Systems for Rural Transportation: Part B, TCRP Report 6, Transportation Research Board Executive Committee, National Academy Press, Washington, D.C., 1995.

Marketing Toolkit

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Assessing the Availability of Transportation Services for Persons with Disabilities in Rural Pennsylvania, Work Order #5 Final Report, Pennsylvania State Transportation Advisory Committee, June 2000. Pilot Programs Cumberland County: Cumberland County Transportation Department, Carlisle, PA Greene County: Community Action Southwest, Waynesburg, PA Jefferson, Elk, and Clearfield Counties: Area Transportation Authority of North Central Pennsylvania, Johnsonburg, PA Schuylkill County: Schuylkill Transportation System, St. Clair, PA Washington County: Washington County Transportation Program, Washington, PA York County: Rabbittransit (York County Transportation Authority), York, PA

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