The American Public Transportation Association is putting on a great workshop this week in Orlando for marketing and communications. They’ve launched a blog where you can download all the presentations — it’s worth checking out. (Of course, I’m glad that I’m the latest Chicago storm here in 80 degrees Orlando, but if you aren’t a member of APTA, the blog is a decent consolation prize).
One idea I had while watching the New Media presentation is referral pages. We are trying to build up word-of-mouth and we’re trying to get our riders to recruit more riders. That’s the cheapest way to build ridership and it leverages our base of riders in a partnership. How can we do that (besides just asking our riders to do it)? One good way is to copy what political campaigns do and set up referral pages like www.transit.com/bobjones so that Bob Jones, a rider of the Transit Agency, can have his own page where we tells his friends how he uses Transit and encourages them to buy a pass and do the same.
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