Marketing Challenge Leads to Best Practice – and Awards

In challenging economic times, marketing and promotions are often the first things to go from a business’s budget. However, history has proven time and again, that when times are tough, that’s when you should step up your marketing efforts.

Laketran, like many other government agencies, is faced with the dilemma about allocating dollars for advertising, marketing, outreach and public relations. On one hand, it can be argued that figuring out how to ride the bus is a matter of going to a bus stop. But in reality, that’s not how it works. You need to know what time the bus will arrive, where it is going, how much it costs to ride and does it go near your destination? In today’s fast-paced customer-focused world, even government agencies have a responsibility to promote their services so that when you need it, you have some information about how the service works.

In 2008, Laketran Board President Terrell Dillard proposed a workgroup model that would bring together trustees and senior staff members in their respective areas to develop initiatives that would keep Laketran on the forefront of being the best in transit service. Workgroups have dealt with debt financing, health and human service policies and communications. Through the workgroup set up, trustees gain an increased understanding of the role the department plays in the success of the system and provide input on concepts and programs. Senior staff is then given the latitude and autonomy to prioritize and execute the programs – with the full backing of the workgroup. “We have very talented people working for us,” states Dillard. “However, we all have to be able to answer questions about why we do things the way we do. The workgroups allow us to provide leadership, then step aside and allow our professionals to do what they do best.”

Does this approach work? Recently, Laketran was recognized at the annual APEX Awards sponsored by Lake Communicators. The agency’s “Go Green. Get on Board.” campaign won Best in Show, in addition to gold awards for mixed media and print campaigns. The campaign was an outcome of the communications workgroup to target younger riders and brand Laketran with a more contemporary image. “These awards show what the workgroup format can produce,” commented Jeannette Crislip, a Laketran trustee. “We have the benefit of several minds to produce ideas and evaluate concepts, and professionals who have proven they know how to get the job done. It’s a win-win situation, especially for our young families and citizens who need to know that Laketran provides good public transit service that fits their lifestyles.”

Laketran’s “Go Green. Get on Board.” Campaign includes window sign on buses, interior bus signs, print ads, GreenPerks (transit benefits) brochures, a high school new rider promotion and a new resident direct-mail program. The campaign is expected to continue through 2009 with a focus on engaging teenagers, employers and local businesses to promote using public transit for personal, environmental and economic benefits. Marketing initiatives include an updated website, community research, training programs for all ages, classroom programs, business presentations and social media usage.

For more information on Laketran’s services, programs and practices, contact Jessie Baginski at marketing@laketran.com or 440-350-1008. Visit www.laketran.com for complete copies of our routes, maps and timetables.